Suvidha: Launching the Beam Card

In 2007, Suvidha, a mobile phone transaction service company in India, prepared to launch its Beam Card: a product that would allow consumers to send and receive cash and to make payments using text messaging. The product would have a distinct advantage for customers who did not have bank accounts, and might also appeal to a new client base - members of the emerging middle class who wanted to adopt a more Western lifestyle. How should Suvidha price and position the Beam Card? And how should it communicate its message to its target audience? In this case, students learn how to prepare a marketing strategy ahead of a product launch.