NPCI to eval­u­ate brand value of RuPay

Banking Frontiers - - Project Pipeline -

NPCI is look­ing for a mar­ket re­search agency to un­der­take re­search on brand health of the RuPay prod­uct every quar­ter. NPCI feels there is need to as­sess the brand strength of RuPay, a card pay­ment scheme launched by it, and con­ceived to ful­fill RBI’s vi­sion to of­fer a do­mes­tic, open­loop, mul­ti­lat­eral sys­tem which will al­low all In­dian banks and fi­nan­cial in­sti­tu­tions in In­dia to par­tic­i­pate in elec­tronic pay­ments. NPCI is plan­ning to launch cam­paigns at reg­u­lar in­ter­vals to pos­i­tively im­pact the brand KPIs. These would in­clude pro­grams of aware­ness, fa­mil­iar­ity, con­sid­er­a­tion, pref­er­ence and rec­om­men­da­tions. In this pur­suit, NPCI wants to know the brand per­cep­tion, brand per­sona, change in cus­tomer base over the pe­riod etc. The en­gaged agency will be re­quired to con­duct a mar­ket re­search ex­er­cise to un­der­stand the brand’s health vis-à-vis com­pe­ti­tion in terms of salience, con­sump­tion and dis­po­si­tion as well as per­cep­tion to brand’s health at reg­u­lar in­ter­vals.

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