Desi News Corp - Index

Desi News Corp - Desi News - March 2009 - Index

MONEY TRANSFER
Western Union: Three reasons why
Anyone wanting to transfer
money around the
world has a plethora of
choices today.
But for trust, reliability and
convenience, one company comes
to mind for Amarpreet Singh.
“Western Union!”
As Western Union’s Marketing
Manager for South Asia,
26 Desi News March 2009
“Thus, the task at hand was
broaden the appeal, to make an
emotional connection with the
consumers.
“When I joined, to reach the
Indian diaspora in Canada, Western
Union was putting up tents
and giving away keychains and
balloons. Of course, this was
driving home the brand mes-
We strive to provide quality service
to our consumers. AMARPREET SINGH
Africa, MEPA (Middle East, Pakistan
and Afghanistan) and
their Corporate Loyalty Program,
Toronto-based Singh
knows a thing or two about the
money transfer business.
He truly believes Western
Union’s services are the best.
Since he joined the company
over a year ago, he has been involved
at every level to ensure
that things run smoothly.
“Western Union is responsible
for money transfers to all over
the world – from Canada to India,
to Pakistan, to Europe. We
call these money transfer corridors.
Several corridors are combined
to form business units. It
is my responsibility to ensure that
Western Union brand is high in
consumers’ minds, that it is the
first, the top choice. When I
joined the company, I found that
this was already so!
sage. But in a product lifecycle,
you create awareness and then,
when the brand becomes mature,
you expand the parameters.
Since Western Union was already
a known name, it was time
to add value. I wanted to make
Western Union a brand with a
message – that we care. I wanted
to personify the brand.”
What Singh wanted to do, in
effect, was to put over 12 years
of consumer marketing and
brand management experience
to good use.
With a Bachelor of Pharmacy
and an MBA from Mumbai,
Singh had worked for several
years in India’s commercial
capital before moving to Dubai
as Marketing Manager for
Colgate-Palmolive. After four
years in Dubai, Singh moved to
Canada.
Like many highly qualified
NARI MAVALWALLA/DESI NEWS
immigrants, he found that his
qualifications were not recognized
in Canada.
“In spite of having worked
in eight countries including
England, to be told your qualifications
are not recognized
comes as a shock,” he says.
And then there was another
issue.
“A marketing position for a
member of a visible minority
is always difficult. A career in
marketing for a member of a
visible minority in a turban
seemed an even harder sell!” he
laughs.
Singh was faced with two
choices: Return to India, or augment
his credentials with a Canadian
qualification.
Never one to back down
from a challenge, Singh enrolled
at York University’s
Schulich School of Business
and got a Canadian MBA degree.
He found a job at a company
selling frozen chicken products,
moved to Campbell Soups and,
when an opening came up at
Western Union, landed his
present position.
“This is a good fit. Working
with South Asian markets gives
me a flavour of home and I
bring my experience in those
markets to the table. It’s an opportunity
to utilize my strengths.”
In-depth consumer research
that Singh initiated revealed that
the Canadian desi market was
ready for something new, for
some excitement.
“I know that people send
money home for various reasons
and on various occasions
– for shagun (auspicious gift), for
gifts, to help family and friends.
And they all wish they could
join their families back home
on these special occasions. They
all say, ‘I wish I was there’.”
But travel home can be expensive.
Someone buying even two
air tickets to the subcontinent
might have to choose between
the fare or a mortgage payment,
says Singh.
He came up with a unique
marketing plan in which Western
Union gave away scratchand-win
cards for a chance to
win one of eight return air tickets
to India. This promotion
was hugely popular.
“Our agents were calling in
for more scratch cards to ensure
all got a chance to win. We have
two winners for the free return
tickets to India. It was the first
time Western Union did a comarketing
effort with a market
leader like Jet Airways, and the
response was overwhelming.
The economy was down at the
time, the Indian rupee had
dropped from Rs 44 to a dollar
to Rs 39, and at such times, historically,
money transfers show
a negative trend. We managed
to reverse the decline and hold
our position.
“I was looking at
new ways to create
loyalty. Not just to
push sales, but to form
a connection with our
consumers.”
Singh reels off stats.
“Western Union
has 4,500 agent locations
in Canada; over
330,000 locations in
200 countries and territories all
across the globe, with over 50,000
in India.” India is the number one
remittance country – an astounding
$27 billion was transferred to
India in 2007, according to World
Bank estimates.
With Western Union’s agents
in India being major banks and
the Indian postal department,
it is possible to send money to
any corner of India, often in
minutes, says Singh.
“We strive to provide quality
service to our consumers.”
To those looking for a reason
to choose Western Union,
Singh gives three:
Trust. Reliability. Convenience.
• Amarpreet Singh, Marketing
Manager, Western Union, can be
reached at amar.singh@western
union.com
market movers