Diploma Project Marketing Strategy July 17, 2025 1 min read

Shifting Payment Preferences and Enhancing Financial Inclusion

Implemented strategies within a mock-up plan to reduce cash-on-delivery reliance and boost digital payment adoption for Alibaba Myanmar, enhancing financial inclusion and operational efficiency.

Challenge: Myanmar's economy had a heavy reliance on cash-on-delivery (COD) for 85% of transactions due to a largely unbanked population (74% of citizens lack bank accounts) and underdeveloped digital payment infrastructure. This limited scalability and operational efficiency.

Solution: My mock-up plan addressed this by retaining COD as an option (85% of transactions) to cater to Myanmar’s unbanked population and build initial trust. Concurrently, it strategically incentivized a shift towards digital payments (KBZPay, WavePay) through offers like 5% cashback. This aligns with Myanmar’s mobile-first economy and aims to promote broader financial inclusion.

Results: The goal is to increase digital payment usage to 60% of all orders via KBZPay/WavePay by May 2026 and reduce COD reliance to below 70%, improving transaction speed and overall market scalability.

Read the full mock-up plan at: shainwaiyan.com/marketing-plan

✨ More Marketing Insights

Strategic Market Vision: Forging Myanmar's Premier B2B2C E-commerce Ecosystem (Mock-up Plan)

Integrated Marketing Mix (7Ps) for a Cultural Apparel Brand Launch (U Gyan Taikpon Mock-up Plan)