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Paytm: Facing a Targeting Dilemma in a Competitive Market

Harvinder Singh, Bikramjit Rishi, Rahul Batra, Rohith K R

Product #:W27743
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:India, 2020
Details:Case (PDF) • 14 pages • 2022-05-12 (Rev: 2023-10-23)

Subjects:

B2B marketingSales and marketingMarketingStrategy

Industries:

Financial service sector

Geography:

AsiaIndia
Your Price:$9.71

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Paytm was India’s first digital wallet service provider. It revolutionized the country’s digital payments landscape, but it was slow to adopt Unified Payments Interface (UPI) payments. The entry of WhatsApp into the digital payments industry on November 6, 2020 intensified the competition in the UPI segment of the market that Google Pay and PhonePe already dominated by focusing on person-to-person (P2P) transactions. With a strong 400-million user base, WhatsApp threatened to be a formidable competitor in the P2P segment. Paytm was in third position in the UPI-based payments market, but maintained a firm hold on the person-to merchant (P2M) segment. Should Paytm continue to focus on that segment or should it expand to P2P, which was a larger market with big competitors?

Learning Objectives

The case is suitable for graduate-level courses in marketing. An introductory marketing course can use the case to highlight competitive strategies in an emerging market and emerging industry. The case is also suitable for specialized courses on digital marketing, and it can help students in finance and strategic management courses understand fintech and entrepreneurship in the Indian context. After working through the case and assignment questions, students will be able to
  • understand a technology-driven, dynamic industry like digital payments;
  • analyze the business models of the companies operating in the digital payments industry;
  • identify different segments in the market and evaluate them in terms of attractiveness;
  • understand the competitive dynamics of the industry; and
  • recommend strategies for maintaining and regaining the market share in this industry.
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Case Study: Paytm: Facing a Targeting Dilemma in a Competitive Market (English version) | Ivey Publishing