(1 ) Situational Analysis

(a) Macro environment of the Genie Stock Trading App

PESTEEL Analysis

Figure 1 : PESTEL analysis

Political factors : Government involvement in financial regulations.

Competition regulations.
Changes occur in the Tax policies.
Availability of different government protests.
Employment law of the country.
Stability of the government system.
Level of other subsidiaries of Dialog company.

Economic factors : Economic growth rates.

Inflation rates of the country.
Changes in the exchange rates.
Levels of disposable incomes in the country.
The trends of unemployment in the country.
Stock market trends and the price fluctuations in the economy.

Social factors : Growth rates of the population and size of population.

Age distribution.
Immigration and emigration rates.
Trends on the online buying and online buying behaviors.
Average income rates.
The trust people keeps on the online payments.
 Technological and English knowledge of the people.
Career attitudes.

Technological factors : R & D activities of the competitors.

Automation activities.
Technological awareness of people.
Availability of internet access.
Availability of the mobile phones with people.
Rate of technological change.

Environmental factors : Climate changes in the country.

Environmental policies.
Attitude towards the green product.

Legal factors : Discrimination laws.

Consumer protection laws.
Copy right and patent laws.
Employment laws.
Health and safety laws.
Data protection laws.
Financial transaction related laws.

(b) (i) Market segments

Considering about the market segments for Genie stock trading we can mainly identify
following features of their segmentation.

Characteristics Needs
Demography Urbanize, Mid & High Income, High Willing to adopt new app
educated, English Speakers, tech savvy if it makes their life
simpler or gives them
more rewards.
Attitude Positive thinkers, Early adopters, Peer Wants freedom to
influenced, FOMO explore based on their
own decision and not
because they are forced
to do so.
Behavior Willing to try new things, Spend on Looks for instant rewards
investing, Engagement with websites, and better lifestyle .
mobile and other media, Likes to share
interesting things
Consumption Financially stable, Online purchase, Tries new things
Phone top-up immediately so they will
be updated and not left
behind the trend.

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 Interest Social activities, Latest movies, Social
media news, Gadgets

Table 1 : Market segmentation

(ii) Customer Segments

The above market segments can be further divided into groups, based on their common
characteristics so Genie can clearly identify who their loyal customers are and who the potential
customers are.

Loyal customers Frequent genie app user, loves online stock trading, high tech savvy
and find online transactions convenient.
Potential customers Moderately use online apps, tech savvy, curious about online
transactions and is looking for convenience.

(iii) Primary Persona

General info
Amila Age35
LocationKurunegala,Sri Lanka
GenderMale
Education levelGraduate
OccupationFinancial Adviser
FamilyMarried with 2
children
Income100k-120k
InterestFitness & Wellness,
OnlineShopping , Sports, Latest technology
Interested InEarn money
LanguagesSinhala, English

Buying motivation: Preferred Channels

Want to stand out in a
Traditional ads
boring work place
Buying concerns: Social media channel
Amila is price conscious
Referrals
and response well to sales
and discounts Guerilla efforts & PR

Figure 2 :Primary Persona

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 (iv) Competitor Analysis

Category Total visits Bounce Page per Avg visit

Rank rate visit duration
Genie 55 112.2k 56.33% 2.90 00:01:51
Direct competitors
FriMi 360 14.7k 72.53% 1.38 00:01:03
Local Q+ - - - - -
SOLO - 10.5k 94.05% 1.26 00:00:09
XM - 11.3M 62.78% 2.59 00:02:16
Global ETORO - 36.5M 53.22% 5.34 00:04:15
Iqoption - 3.2M 49.73% 3.24 00:03:29
Indirect competitors
dialog.lk 2 4.6M 50.96% 3.41 00:02:48
ezcash.lk 139 32.3k 32.10% 4.96 00:03:57
Table 2 : Competitor analysis

Features & Benifits

FriMi (Nation Trust Bank) Allow send cash instantly to Frimi friend
Inter banking and intra banking
Cash tokens, QR payments
Combank Q+ Globally accepts QR payments

ETORO Customer support, Asset coverage, Funding, Withdrawal, High

Security
XM High trading experience, Customer support, Low minimum
deposit, High Security

Table 3 : Features and benefits of online apps

(v) Strengths and Weaknesses of the Genie Stock Trading app

Strengths
Convenient account opening process
CDS account opening
Buying and selling stocks
Backed up by Dialog
Strong free cash flow
Maximum benefits
Quick & easy access
Aggressive advertising & promotions
Weaknesses
Language problem(should have multi medium)
Targeting youth age between 20-40
Engagement on Genie facebook and instagram pages are quite low
Positioning & unique selling proposition not clear
Investment in R & D is below
Not being able to tackle the challenges present by new entrants in the segment
Profitability ratio & net contribution % below the level
Focuses on middle income and higher income users. There is a wider market out

Table 4 : Strengths & Weaknesses for Genie stock trading app

 of this scope
Access to a large customer base with Dialog is known for their poor customer services. So, potential users may be
massive potential to expand discouraged from using another Dialog product

(2) Digital Marketing Strategy for Genie Stock Trading App

(a) Consumer Journey

Understanding the Genie stock trading customer and how they interact with the business, both
directly and indirectly is critical to improve value, ensure repeat purchases and retention of the
customer. This is when a customer’s digital journey is useful. The digital customer journey
mapping helps create a communication strategy and builds conversation with customers.
Investing in the customer journey would help acquire and retain customers, and build marketing
strategies to achieve business objectives.

By using the RACE framework, a customer journey has been created. This gives us a solid
structure upon where the market research can be carried out, along with customer experience
analysis and much more.

Choice Post Brand

Awareness Research Purchase
Reduction Purchase Advocacy

80% 90% 65% 75% 85% 90%

81
%

1.Social media 4.Ask friends & 6.Look at 7.Download the 9.Satisfaction 11.Recomme
posts family for competitor apps genie app with product ndation given
feedback and what they
2.Friends & offer 8.Using genie 10.Follow genie
Family 5.Browse app with ease social media
conversations competitor pages
social media
3.Billborads

Figure 3: Consumer Journey

As seen above, it should be noted that even if one touch point is executed well, the overall experience
can still be a disappointment. Potential customer like to come across the app through conversations
hears from friends or by coming across an advertisement online or on the television. This becomes the
first touch point. Then he will spend most of their time researching about Genie stock trading as much
as possible. Then turns into second touch point where the he will start reducing his choices. A trust point
for the customer would be when they downloads and starts using the app. How user friendly it is and
the trust the app creates in making the financial transaction would eventually, help convert customer

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into a brand advocate. As a brand advocate, he/she will recommend the app to his/her friends and
family, which attracts more potential users.

(b) Objective Setting

To help Genie expand their market ,below Digital marketing goals have been selected.

Building brand awareness

Increase unique visitors to visit Genie app
Increase app downloads
Promote app features including stock trading

Generate Leads/Leads conversation rate

Increase the Time on site
Get more Shares/Comments/Likes

Grow Sales
Gain more Revenue/Profit
Increase Average order value

Repeat purchase
Satisfaction & Loyalty
Advocacy

Figure 4 : Race framework

(c ) Digital Strategy to drive acquisition & increase app usage

 Reach- Find the right target audience using SEOs and genie has to ensure that they use SEO-
optimized content that are informative and assures the safety.
 Act- Using social media content (story telling), E-mail marketing, Pay-per click advertising,
Display advertising
 Convert – Personalization of Website/app to enhance the enjoyment of app experience
 Engage- Personalized loyalty program like offers and discounts will keep the customer
coming back to use the app more frequently. Further if this experience is personalized
customer will turn into an advocate for the brand and influence his/her friends and family
to use the app as well. This will increase the market share.

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 Internal marketing strategies- Can use content marketing videos for internal marketing
purposes. These videos get employees excited about the company, thereby affecting the