Indicative FSP

Promotion plan for the Winbak service “Easypay” to new market segments

In 2005, Piraeus Bank has developed an innovative distance payment and collection service. The Bank’s main goal is to promote this service as the leading one for conducting distance payments. This goal can be achieved by promoting this service as the main way of making distance payments. The objective of the project was to develop a complete marketing plan for the payment service. A market research was conducted in order to identify the way in which Greek companies and organizations receive their due accounts, as well as how these companies conceive a new service of distance payments. Using the analysis of theories in combination with the results from the market research, a strategic marketing plan was proposed. A useful guide for building the necessary awareness in the market and approaching specific market segments was presented together with an action plan for the implementation of the marketing strategy.

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