Which are the right incentives and activities for the target (People between 18 - 25 years old wi...

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Which are the right incentives and activities for the target (People between 18 - 25 years old with 1-1.5 SMMLV) by Mind Map: Which are the right incentives and activities for the target (People between 18 - 25 years old with 1-1.5 SMMLV)

1. ISSUE 1. Social aspects

1.1. People prefer to use cash

1.1.1. How many people in the segment have and use a credit or debit card?

1.1.2. Why don't people pay digitally?

1.1.3. What kind of transactions do people make?

1.2. People distrust digital payments

1.2.1. Why don't people trust digital payments?

1.2.2. What is the perception of the segment in relation to digital payments?

2. ISSUE 4. Financial education

2.1. The segment isn't so familiar with digital payments

2.1.1. What is the main interest of the segment of the segment in relation to digital payments?

2.1.2. What specific uses have the people of this segment for mobile technology?

2.2. The segment doesn't have deep knowledge about the use of technology for digital payments.

2.2.1. Do people have the knowledge of the App for digital payments?

2.2.2. How open to financial education people of this segment are?

2.2.3. Which current projects about about financial education are being implemented in this segment?

3. ISSUE 2. Trust in the brand

3.1. Marketing strategies are't very focused on the low income segment

3.1.1. What strategies should be used to attract the segment?

3.1.2. What specific products and services are being offered to this segment?

3.1.3. What types of benefits could be granted to the segment?

3.2. Strategies focused on the segment aren't effective

3.2.1. How could approach the segment?

3.2.2. What is the expected return of the marketing strategies implemented by Mastercard?

3.2.3. What types of benefits could be granted to the segmente?

4. ISSUE 3. Low fidelization

4.1. The benefits program isn't segment oriented

4.1.1. What type of incentives Mastercard will offer to the segment?

4.1.2. How could a benefit program be implemented that meets the needs of the segment?

4.2. People don't have a clear cost / benefit rela

4.2.1. Which of the actual benefits can be adjusted for this segment?

4.2.2. What is the cost that people in this segment are assuming when they make cash payments?