The Case Study of NAGAD Payment Campaign

Abstract

Effective marketing and promotion are crucial in today's competitive business environment for any industry to thrive. As a result, every organization is focusing on improving its promotional & marketing processes to augment its productivity. Evaluating potential risks and eliminating them reduces the risks of conducting business. Nagad Ltd. has been doing business for over three years and they must outcompete their competitors in meeting customer demands. Customers must be familiar with the company's services to do so. For using Nagad to pay bills, recharge mobile phones, and make online purchases, the campaign offered a variety of incentives, including cashback rewards and discounts. Additionally, the business introduced a referral program in which users could receive rewards for referring friends and family to use Nagad. The Nagad platform saw an increase in the number of digital transactions and new users thanks to the payment campaign. The volume of transactions increased significantly as a result of the campaign, according to Nagad, and more than 3 million new users joined the platform. This internship report focuses on understanding the importance of payments campaign in MFS industry. And the context of Nagad a popular digital financial service in Bangladesh. To achieve ta study objectives we conducted a survey of Nagad merchants and also the users on their satisfaction levels and the factor that influence it. Though the survey we identified variables such as offer percentage, product features, customer demands etc. In addition, the survey also revealed that merchants have certain expectations from Nagad in terms of service quality, promotion materials and future updates. Specifically, they highlighted the importance of regular updates to the portal, as well as the need for good customer service and engagement with cashback offers and collaborations. Overall, the corporation used the Nagad payment campaign as a strategic move to support digital payments and spur development in Bangladesh's mobile financial services sector.