Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Salma Mirza

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas, Salma Mirza

Project Coordinator (External)

Mustafa Ramzan, Talha

Committee Member 1

Salma Mirza, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords">Integrated marketing communication strategy, Telenor, Easy paisa, Franchise network

Abstract / Summary

In 2009, Telenor Pakistan launched "Easy paisa‟ to become Pakistan's first telecom operator to partner with a bank to offer mobile financial services across Pakistan. It is aimed at providing Convenience to the customers. It is a branchless banking service that allows clients to perform financial services without having to go to a bank. It has partnered with Tameer Micro-finance bank to provide the back end support in terms of processes, structures and financial guidance. The product portfolio of Easy Paisa includes utility bill payment, money transfer and donations. Easy Paisa has been facing a major challenge that the growth rate for its penetration has been below its expectation. The group was then entrusted with the task of determining reasons behind this slow growth. The tools employed to fulfill the research objectives included attending the BTL activity of Dukandar ki Baithak to talk directly to the target market of the product, in depth interviews with 10 retailers and questionnaire survey of 100 retailers to determine the reason for hesitation of retailers to obtain the franchise and the motivators for the existing franchisers, 3 focus group discussions with a total of 24 members of the target market including both users and non users of Easy Paisa to understand their media consumption habits and factors that are acting as barriers to generate trial of the product. Upon analysis on the consumer tier, it was revealed that the consumers don't use Easy Paisa mainly because of their lack of awareness and trust in the service. On the retailer's tier the lack of motivation for obtaining the franchise included low commissions and complicated procedure. The report discusses in detail the findings from the survey and proposes what marketing communication strategy Easy Paisa should adopt to counter these perceptions in the targets mind.

Available for download on Monday, February 01, 2027