Click_STP_Presentation

1.

STP Strategy for Click (Click.uz)
Segmentation, Targeting &
Positioning for fintech users in
Uzbekistan
Group: [Your Names] | Module:
Marketing Management
(5MARK013C)

2.

Introduction & Objectives
What is STP? (Segmentation → Targeting → Positioning)
Why STP matters: helps focus resources, improve product-market fit, and increase
retention
Objectives: identify user segments for Click, select target(s), and propose a
positioning strategy + actionable recommendations

3.

Company & Market Context
Click: Uzbekistan’s leading non-banking payment super-app offering free transfers,
bill pay, cashback and merchant services. (click.uz)
Strong growth: registered users exceeded ~18M and revenue grew ~35% in first 9
months of 2024. (Click reports / UzDaily)
Strategic partnership: Halyk Bank agreed to acquire 49% stake in Click (July
2025)—signals large-scale investment and expansion potential. (Reuters / Click
press)
Fintech & e-commerce in Uzbekistan are rapidly growing; KPMG forecasts rising
payments and BNPL adoption. (KPMG Uzbekistan 2024 report)

4.

Segmentation Framework
We use a combined approach: Demographic, Psychographic, Behavioral and
Geographic bases
Demographic: age, income, employment status (students, professionals, owners)
Psychographic: tech affinity, trust in digital services, financial attitudes (savers vs
spenders)
Behavioral: transaction frequency, transaction types (P2P, bill pay, merchant
payment), device usage

5.

Segment A — Digital Early
Adopters (Core Users)
Profile: Urban young adults (20–35), employed or students, medium-to-high digital
literacy
Behavior: Daily app usage for P2P transfers, e-commerce checkout, mobile top-ups
and bill payments
Needs & Motivations: speed, intuitive UI, instant settlement, rewards
(cashback/discounts), social features
Pain Points: occasional trust concerns over security, desire for premium support
and personalization

6.

Segment B — Small Businesses &
Entrepreneurs (Merchants)
Profile: Micro and small business owners, shopkeepers, service providers across
urban & peri-urban areas
Behavior: Need reliable acceptance methods (QR, POS), manage settlements and
reconcile daily cash flows
Needs & Motivations: low fees, fast settlement, easy onboarding, practical
reporting and invoicing tools
Pain Points: onboarding complexity, lack of integration with accounting, occasional
distrust of non-bank settlement timing

7.

Primary Research — Method & Key
Insights
Method: 20 in-depth interviews (30+ mins each) across Tashkent and Fergana; mix
of consumers & small business owners
Top insights: Speed & reliability are top purchase drivers; cashback and fees
influence choice; trust & support are decisive
Behavioral patterns: younger users adopt new features quickly; merchants
prioritize settlement speed and easy reconciliation
Quotes (examples): “I use Click because transfers are instant and cashback helps
me save on utilities.” — consumer; “Integration must be simple; I can't spend days
setting up a POS.” — merchant

8.

Targeting Evaluation — Criteria &
Assessment
Evaluation criteria: Size & growth, Accessibility, Profitability, Strategic fit with Click
Segment A (Early Adopters): Large & growing, highly accessible via digital channels,
high transaction frequency — High score
Segment B (SMEs): Moderate size, higher onboarding costs, strategic for network
effects — Medium score
Recommendation: Prioritize Segment A while developing a scalable SME
onboarding plan (dual strategy)

9.

Chosen Targets & Rationale
Primary Target: Digital Early Adopters (young urban users) — prioritize acquisition
& retention
Secondary Target: Small businesses & entrepreneurs — build merchant network
and value-added services
Rationale: Focused resource allocation, faster ROI from digital users, and long-term
ecosystem growth via merchants

10.

Positioning Strategy — Value
Proposition & Statement
Value proposition: "Click — fast, secure, and rewarding fintech for modern Uzbek
users"
Positioning statement:
For young and digitally-inclined users in Uzbekistan, Click is the fintech super-app
that offers the most seamless, reliable, and rewarding payment experience
because it combines instant transactions, transparent fees, robust security, and
cashback incentives.
Messaging pillars: Speed & reliability, Security & trust, Rewards & savings, Ease of
use

11.

Tactical Recommendations &
Roadmap
Product: Improved onboarding, personal dashboard, analytics for merchants,
loyalty tiers, instant receipts
Marketing: Digital campaigns (social, influencers), referral programs, studentfocused bundles, targeted push notifications
Operations: 24/7 premium chat support, merchant onboarding team, API/SDK
documentation & quick-start kits
Metrics: MAU, DAU, retention (30/60/90), ARPU per segment, merchant activation
rate

12.

Conclusion & References
Conclusion: Prioritize Digital Early Adopters (primary) and scale merchant network
(secondary) — STP enables focused growth
Next steps: execute short-term acquisition campaigns, build merchant onboarding,
and monitor KPIs