R&D CASE STUDY

DODAM Multicase. How to Create and Launch a New Brand in the Highly Competitive Fintech Market

CLIENT

Dodam

NICHE

Household appliances
and electronics

SERVICES

Household appliances
and electronics

TOOLS

Euromonitor

SimilarWeb

Google Trends

Statista

Customer

DODAM (Ukr. “We will add”) is a Ukrainian fintech company that specializes in issuing loans online.

Challenge

  • Create a brand for a new player in the niche of microfinance institutions (MFI);
  • Reach the TOP-10 position for a new brand among existing market players.

    Initial data

    Previously, the client already had the experience of developing a similar project, but locally and offline. Our task was to create a competitive online brand and ensure its entry into the TOP-10 positions of the microfinance institutions niche in Ukraine within a year.

    Since the task included numerous components, several Promodo departments took part in the project:

    Research & Development

    Brand Content

    UX/UI Design

    SEO

    PPC Management

    We turned to the Promodo company for the development of a comprehensive marketing strategy, UX and UI design of the site, in fact for "help in the birth of our brand". We should note that we were very satisfied with this cooperation.In fact, we worked as one team, listened to each other every step of the way and made sure to quickly take into account all visions and wishes (if they were relevant, of course) and went to the benefit of a future goal. I would also like to thank Oleksandr Prysiazhniuk, Yuriy Pustovoitov, Kateryna Husachenko, Pavlo Chenchyk, Nastya Melnyk, and the naming, brand book creation, creative creation, and media planning teams. In fact, separately for everyone.

    Oleksandr Kanyuka

    CTO of DODAM Project

    Spoiler

    Features of the MFI niche, which we discovered in the process of solving the client's problem and which affected the final result of the project:

    Solution

    To create a new brand in a highly competitive niche, we offered the client to develop a comprehensive marketing strategy. It became the foundation for planning all further steps for the brand promotion on the market.

    The project was implemented in 2021 and went through the following stages:

    In this case, we will consider the key points of each block.

    Market and Customers Analysis

    Recently, financial stability has become a desirable goal for many Ukrainians. However, the number of received credits and loans increased significantly with this trend.

    During the research of the MFI market, we have found:

    What did we research during the market analysis stage?

    Considering the fact that we worked on the project in 2021, we took into account data from previous years. For example, in 2019, the microcredit market grew by 50% compared to 2018.

    The amount of loans issued to individuals, UAH billion

    We found that the market grew by 82% in the first quarter of 2020, but fell by 17% after the start of the quarantine. However, in the third quarter of 2020, the market returned to the indicators of 2019.

    $27.48 billion

    was the total loan portfolio issued by banks in 2020.

    Distribution of the loan portfolio of Ukrainian banks.Source: Final report "Lending market research in Ukraine"

    According to the data of the first half of 2020

    960 000

    monthly microloans are taken by Ukrainians

    3

    is the average number of loans per client

    Up to 40

    loans are owned by
    individual borrowers

    4 800 UAH

    is an average size of one
    loan

    Impact of COVID-19 on the MFI Market

    In the course of the study, we discovered how the crisis caused by the coronavirus affected the market*.

    *Sources: Ministry of Finance, Report of the Independent Association of Banks of Ukraine "Research of the lending market in Ukraine"

    Traffic Analysis

    To determine what share of traffic a new brand can take, we analyzed the leaders of the niche and identified the TOP 5 players with traffic of more than 300,000 visitors per month. They receive the largest share of online visitors, which is more than 70%.

    Share of traffic received by competitors by segment.Source: SimilarWeb, analysis period: March 2020 - February 2021

    Mobile Applications Analysis

    We managed to learn more about the user experience of the target audience by analyzing user preferences for competitor applications. It enabled identifying services and communication channels familiar to the audience, through which our client would be able to build communication.

    The Most Popular Application Categories among MFI Clients

    Source: SimilarWeb, analysis period: March 2020 - February 2021

    Products Analysis

    In order to offer a competitive product for the target audience, we analyzed the products of 5 competitors according to 8 criteria.

    Example of Competitor Product Analysis

    Based on the results of the research, we found that competitors offer almost identical credit terms. The differences are minimal. They mainly refer to loan repayment terms or the interest rate per day.

    Services Analysis

    We compared the main competitors by the level of service. As it turned out, the top players differ only in the presence of offline branches, presence in social networks and presence in the App Store.

    Example of Competitor Service Analysis

    Competitors Analysis using Censydiam

    Censydiam is a marketing tool that helps to understand consumer motivation, find a communication niche and make strategic decisions about product positioning.

    We paid special attention to the analysis of the communication of competitors because this is one of the possible points of difference in the market for a new brand.

    In order to determine what needs of customers the competitors focused their attention on, we conducted an analysis using the methodology Censydiam:

    Slogans of Competitors

    Competitors according to Сensydiam*

    *some market players are presented on the graph

    The results of the investigation showed us the current situation in the market and allowed us to introduce the first hypotheses, which we revised at the stage of the preliminary investigation.

    Qualitative Research

    We conducted a qualitative study to identify the target audience's expectations of the product, perceptions and values, together with our partner New Image Marketing Group.

    After talking with the respondents, we received data for segmenting the audience based on the motives for taking a loan.

    Based on the identified motives, we divided the audience into three segments.

    They differ in terms of credit situations, attitudes towards money, feelings when there is a lack of funds, criteria for selecting MFIs, alternative loan locations, etc.

    Customer’s Journey of One of the Audience Segments

    The customer journey is the path taken by a customer from the emergence of a need for a product or service to the moment of purchase and use.

    In addition to the main listed stages, the customer journey also includes:

    Barriers

    something that prevents or delays the moment of purchasing a product or service

    Drivers

    something that stimulates and accelerates the moment of purchase

    Among the features that we learned about the target audience of MFIs at the stage of qualitative research:

    Quantitative Research

    In the course of conducting quantitative research, we determined the potential audience of MFIs in Ukraine. Besides, a decision was made to study the market more broadly and research not only the audience that has already interacted with competitors, but also those who have never used the services of MFI, but borrow elsewhere.

    Based on the number of people, the average amount of a single loan and the frequency of loans, we determined the size of each of the segments:

    Segment size in people

    the total number of potential consumers of the service who meet certain criteria

    Segment size in money

    the amount of money that representatives of the segment are ready to spend on a product or service in a given period of time

    Based on the results of the analysis, we found out that segment P can potentially bring 2 times more revenue* in the MFI compared to segment B.

    List of MFIs with Loyal Borrowers (Borrowed More than Once)

    *Source: Quantitative research, 1204 answers of survery respondents, %

    In the survey, respondents answered the question: "Which MFIs did they borrow from more than once?"

    2.5

    brands on average among the borrower's choice

    each 10th borrower

    took a loan from one MFI no more than 1 time (constantly
    chooses a new one)

    Therefore, the audience of MFIs has a low level of loyalty to brands on the market: borrowers take loans from different players, looking for better conditions for themselves. They return to the leaders during the period of promotions or discounts.

    Why Do Borrowers Choose from Several MFIs?

    Customers are rational and look for benefits in obtaining a loan:

    What Criteria Does the Target Audience Primary Pay Attention to When Choosing an MFI?

    Respondents rated each of the criteria from 1 to 5

    Source: Quantitative research, 1204 answers of survey respondents, average result

    Brand knowledge without a hint. The first brand indicated by respondents in the survey

    Source: Quantitative research, 1204 answers of survey respondents, %

    In the survey, respondents were asked to indicate the MFI brands they know.

    Second Brand Indicated by Respondents in the Survey

    *Source: Quantitative research, 1204 answers of survey respondents, %

    In such a way, we discovered that there are 2 leaders in the market that capture the largest share of the target audience, namely MoneyVeo and ShvydkoHroshi.

    Consumers' Emotional Associations with MFIs

    Through open-ended questions to the respondents, we managed to obtain data on images, associations and emotions concerning MFIs. During the stages of branding and positioning, we relied on the deep needs of the target audience.

    47%

    respondents have positive emotions

    50%

    respondents have negative emotions

    3%

    respondents have not determined yet

    An interesting fact is that some of the respondents identified the Moneyveo brand as having a positive association with the category. It means that the MFI niche already has its household name.

    Emotions felt by consumers when they take a loan from an MFI

    During our research, we have found out that people talk about MFIs reluctantly. Usually, respondents were shy to talk about loans because for them it is a solution to problems.

    The loan brings both joy and fear to consumers. This is a decision that helps to solve the problem quickly, but thoughts about the repayments also bother.

    Customers' Emotions When They Do Not have the Opportunity to Repay the Debt on Time

    Analyzing the results of the research, we realized that we were working with the industry which may cause uncomfortable emotions for Ukrainians.

    This category has very low loyalty, no emotional attachment is formed to brands. Usually, borrowers choose based on rational calculations and loan conditions.

    Interaction with MFIs causes mainly negative emotions (fear and anger*) among customers because it is a solution to a problem that is uncomfortable to talk about. However, the possibility of applying for a loan gives a feeling of confidence.

    *Source: Quantitative research, 1204 answers of survey respondents, %

    The target audience is not measured only by current borrowers. At the same time, the brand can work on the brand awareness development among new groups of potential customers, since anyone can become a user of this niche unexpectedly.

    Brand Positioning

    Having information about the activities of competitors and consumer preferences, we moved on to the development of brand positioning.

    Positioning is a brand promotion tool that helps define the place the brand occupies in the minds of consumers and what will differentiate it from the competitors.

    In order for a brand to find its position in a niche, the following criteria must be taken into account:

    What does the customer want?

    What are competitors doing?

    What is the brand capable of?

    Next, at the intersection of these values, you need to occupy a free niche, which will allow the brand to become visible to the potential target audience.

    As a result of detailed information processing and team brainstorming, we identified the main pain of customers that can be solved by the company.

    Based on this data, we determined the position of the brand and chose the Sensydiam vector, which had the fewest TOP competitors. The chosen vector is the opposite one to vitality and satisfaction. Such an approach will allow you to stand out from the competition at the first stage due to the message, tonality and creatives.

    The main message of communicationー We will add to the balance.

    Branding

    Company name ー DODAM (Ukr. “We will add”).

    Why DODAM?

    Adding is the main motive that drives the representatives of the target audience.

    We're shifting the emphasis from "getting money into debt" to the fact that it's an add-on, namely a small piece that's missing.

    Logo

    The logo is based on balance. How is this possible?

    Comparison of Competitor Logos

    The brand is clearly distinguished from competitors due to the typeface and color scheme.

    Tone of Voice

    Tone of Voice is a style of communication with the audience.

    The brand communicates in a friendly but confident manner. It respects everyone and communicates non-familiarly but in live language.

    Examples of Use

    Website

    The peculiarity of the MFI niche is that the main and last point of contact between the client and the brand is the website. At the same time, most of them are similar in type and colour.

    Examples of Competitors' Websites

    Our task was to make the customer distinguish our brand from others when visiting the site. It is important that the colour decision matches the overall mood of the brand and conveys it at the level of small elements such as banners and buttons.

    Main Page of the DODAM Website
    https://dodam.com.ua/uk/

    Videos

    Media Planning

    At the stages of market analysis as well as qualitative and quantitative research, we received information about the channels of communication of competitors with customers. We found out where the customers receive information, and what applications and services they use.

    Based on this data, we developed a media plan that used a set of tools to achieve two goals at once: namely brand awareness development and traffic increase to the site.

    Brand Awareness is the level of awareness of the target audience about the brand, and its ability to remember and recognize it in different situations and circumstances.

    Main communication channels of competitors:

    Performance channel

    Media channel

    Example of the Projected Distribution of Loans by Channel

    The choice of tools for the implementation of the media plan is based on:

    Media Plan Visualization on the Example of a Cold Audience

    Passive demand goods are products that are unknown for the buyers, and if they know something, they do not think about purchasing them.

    Results

    The DODAM brand was launched in December 2021. It provided an opportunity to receive demand for its service and actively accumulate a client base.

    It’s rather complicated to stand out in the market of MFI because all products are similar. That is why we chose the option to stand out among competitors through communication.

    The identity, logo, tone of voice, everything should be the same and convey a single message.

    When launching DODAM, we chose the path of differentiation through communication and decided to bring balance not only to customers' lives but also to all elements of the brand.

    Summing up, we can say that we managed to create a brand that can take a leading place in the MFI niche. However, the war in Ukraine will probably have a significant impact on the period of achieving the goal.

    promodo project team

    Sales Department

      Oleksandr Prysiazhnyuk

      Sales manager

      Maxim Maibenko

      Head of Sales

      Customer Success Department

      Oleksandr Prysiazhnyuk

      TeamLead Customer Success Department

      R&D | Comprehensive brand strategy

      Kateryna Husachenko

      Senior Strategist

      Kristina Komlyk

      Internet Marketer

      Anastasia Kravchenko

      Project Manager Strategy

      Yulia Yatsenko

      Head of R&D

      Kateryna Vorozhko

      Strategist

      Anastasia Golubeyko

      Strategist

      Maria Shevchenko

      Brand Manager

      UX|UI

      Pavlo Chenchyk

      TeamLead UX/UI

      Brand Content |Brandbook

      Dmytro Drobotenko

      Graphic designer

      Julia Boyko

      Graphic designer

      Olena Tymoshenko

      Graphic designer

      Yaroslava Golubova

      Senior graphic designer

      Brand Content | Naming

      Anton Voronkov

      Content manager

      Olena Kovalenko

      Influence marketer

      Vitalina Solodovnyk

      Content manager

      Igor Starushok

      Content manager

      Yaroslava Golubova

      Senior graphic designer

      Anton Kolinko

      Content producer

      Victoria Kulikova

      Content manager

      Oleksandr Zubarev

      Creative Group Head

      Brand Content | Ideas for creatives

      Olena Tymoshenko

      Graphic designer

      Anton Voronkov

      Content manager

      SEO | Media | Media Planning

      Maryna Yermolaeva

      TeamLead SEO

      Valery Sorokoletova

      Junior SEO-specialist

      Vitaly Alexandrov

      Media TeamLead

      Bohdan Shvorob

      Media Senior-specialist

      Evgeny Galkin

      TeamLead Pre-sale

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