{"product_id":"kaspi-marketing-mix","title":"Kaspi.kz JSC Marketing Mix","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eBuilt for Strategy. Ready in Minutes.\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eKaspi.kz JSC leverages a compelling mix of digital-first products, tiered pricing, omnichannel distribution, and targeted promotions to dominate Kazakhstan’s fintech and e‑commerce landscape; the preview highlights key tactics, but the full 4P’s Marketing Mix delivers a complete, editable analysis with data, examples, and slide-ready insights—purchase it to save research time and apply proven strategies to your projects.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eroduct\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eIntegrated Super App Ecosystem\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eKaspi.kz JSC’s Integrated Super App Ecosystem bundles payments, e-commerce, and financial services into one mobile interface, serving as the primary daily gateway for users by end-2025 with over 13.5 million monthly active users and \u0026gt;60% of transactions on the platform (Kaspi reported 2025 group GMV ≈ KZT 5.2 trillion).\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eKaspi Pay Merchant Suite\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eKaspi Pay Merchant Suite targets SMEs with mobile point-of-sale and business tools, enabling QR payments, inventory management, and instant loans tied to transaction history; as of 2025 Kaspi.kz JSC reported over 1.5 million active merchants on its platform, driving 28% YoY merchant loan growth and processing ~45% of Kazakhstan’s digital retail transactions, making it core infrastructure for regional retail digitalization.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eE-commerce and Travel Marketplace\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eThe marketplace offers a vast catalog of goods and travel services—flights, rail tickets, and tours—backed by Kaspi.kz’s logistics network that handled ~120 million deliveries in 2024.\u003c\/p\u003e\n\u003cp\u003eIn 2025 Kaspi expanded into high-frequency e-grocery and pharmacy categories to lift daily active users; these segments grew GMV by ~35% YoY in H1 2025.\u003c\/p\u003e\n\u003cp\u003eThe platform uses data analytics to personalise recommendations for ~12 million monthly active shoppers, driving a 20% higher conversion for recommended SKUs.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eFintech and Credit Solutions\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eKaspi.kz offers BNPL, personal loans, and high-yield deposits, with fintech driving revenue by turning platform traffic into interest assets; in 2024 Kaspi Bank reported net interest income of KZT 265.4 billion (full-year 2024, Kaspi.kz JSC financials).\u003c\/p\u003e\n\u003cp\u003eAll credit products are digitized with near-instant approval via proprietary AI risk models, cutting decision time to seconds and supporting a loans portfolio of ~2.1 trillion KZT by end-2024.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eBNPL, personal loans, deposits\u003c\/li\u003e\n\u003cli\u003eAI credit decisions in seconds\u003c\/li\u003e\n\u003cli\u003eNet interest income KZT 265.4B (2024)\u003c\/li\u003e\n\u003cli\u003eLoans portfolio ~2.1T KZT (end-2024)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eGovTech and Social Services\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cpkaspi.kz integrates government services driver license renewals and business registration in-app making the platform essential for civic life increasing daily active users in kaspi reported over million customers boosting organic traffic engagement.\u003e\n\u003cpthis state-citizen bridge cuts customer acquisition costs by converting utility use into retention estimates show embedded services can reduce cac and drive higher lifetime value through cross-sales of financial products.\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e20m+ active users (2024)\u003c\/li\u003e\n\u003cli\u003eIn-app gov services: licenses, business registration\u003c\/li\u003e\n\u003cli\u003eEstimated CAC reduction: 15–30%\u003c\/li\u003e\n\u003cli\u003eHigher LTV via cross-selling financial products\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/pthis\u003e\u003c\/pkaspi.kz\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eKaspi.kz: Kazakhstan’s 20M+ super‑app—KZT 5.2T GMV, 1.5M merchants, AI‑driven +20% conversion\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eKaspi.kz’s super‑app bundles payments, marketplace, fintech and gov services into a daily gateway—20m+ active users (2024), 13.5m MAU by end‑2025, group GMV ≈ KZT 5.2T (2025), loans portfolio ~2.1T KZT (end‑2024), NII KZT 265.4B (2024); data + AI lift conversion ~20% and merchant network (1.5M) processes ~45% of Kazakhstan digital retail.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eActive users (2024)\u003c\/td\u003e\n\u003ctd\u003e20m+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eMAU (end‑2025)\u003c\/td\u003e\n\u003ctd\u003e13.5m\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eGroup GMV (2025)\u003c\/td\u003e\n\u003ctd\u003eKZT 5.2T\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eLoans portfolio\u003c\/td\u003e\n\u003ctd\u003eKZT 2.1T\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eNet interest income (2024)\u003c\/td\u003e\n\u003ctd\u003eKZT 265.4B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eMerchants\u003c\/td\u003e\n\u003ctd\u003e1.5m+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eDelivers a concise, company-specific deep dive into Kaspi.kz JSC’s Product, Price, Place, and Promotion strategies, grounded in real practices and competitive context.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eSummarizes Kaspi.kz JSC’s 4Ps into a concise, presentation-ready snapshot that eases leadership briefings and cross-functional alignment by highlighting product, price, place, and promotion insights for rapid decision-making.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003elace\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eMobile-First Digital Distribution\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThe Kaspi.kz mobile app is the primary and exclusive entry point for most services, driving digital-first distribution and 24\/7 access across Kazakhstan.\u003c\/p\u003e\n\u003cp\u003eThis mobile-first model removes geographic limits of banks and stores, supports instant payments, lending, and commerce, and lowers branch costs.\u003c\/p\u003e\n\u003cp\u003eBy end-2025 the app reaches nearly the entire adult population—about 9.5–10 million users—pushing toward full market saturation and higher cross-sell rates.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eKaspi Postomat Network\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eKaspi Postomat Network: Kaspi.kz JSC has deployed over 6,200 automated Postomats across Kazakhstan by end-2025, solving last-mile delivery with contact-free pickup points in urban and rural areas.\u003c\/p\u003e\n\u003cp\u003eThese physical touchpoints cut final-mile costs—Kaspi reports a 30% lower per-parcel delivery expense for Postomat pickups versus courier drop-offs in 2024—reducing logistics spend for the marketplace.\u003c\/p\u003e\n\u003cp\u003eThe Postomat footprint gives the digital marketplace a tangible presence in every neighborhood, handling millions of monthly parcels (approx. 8.5M shipments\/month in 2025) and boosting customer convenience and pick-up rates.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eMerchant Partner Ecosystem\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eKaspi.kz uses 500,000+ physical merchant locations (2025 company data) as distribution points for payments and credit, placing Kaspi QR codes at hundreds of thousands of checkout counters so each store doubles as a Kaspi service point.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRegional Expansion Markets\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eRegional Expansion Markets: as of Q4 2025 Kaspi.kz expanded its platform into Uzbekistan and Azerbaijan, adding ~4.2m users and generating ~USD 180m GMV in 2025 outside Kazakhstan, leveraging the same payments, marketplace, and lending stack to match similar demographics and rising smartphone penetration.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e2 markets live: Uzbekistan, Azerbaijan\u003c\/li\u003e\n\u003cli\u003e+4.2m users (2025)\u003c\/li\u003e\n\u003cli\u003e~USD 180m external GMV (2025)\u003c\/li\u003e\n\u003cli\u003eScales tech stack, reduces single-market risk\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eStrategic Physical Branches\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cpkaspi.kz jsc maintains a lean network of physical branches used for complex transactions and higher-touch support while routine operations run via app web.\u003e\n\u003cpbranches act as trust hubs and onboarding centers for less tech-savvy users in in-branch accounted of new active customers boosting activation rates by\u003e\n\u003cpbranch spaces are refitted as experience centers with demos and advisers reinforcing kaspi modern fintech brand reducing in-branch transaction time by year-over-year.\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e~120 branches (2025)\u003c\/li\u003e\n\u003cli\u003e90%+ digital routine usage\u003c\/li\u003e\n\u003cli\u003e18% in-branch new customer onboarding (2024)\u003c\/li\u003e\n\u003cli\u003e22% higher activation vs. digital-only\u003c\/li\u003e\n\u003cli\u003e15% faster in-branch transactions YoY\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/pbranch\u003e\u003c\/pbranches\u003e\u003c\/pkaspi.kz\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eKaspi.kz: 14M+ users, 6.2K Postomats, 500K POS \u0026amp; USD180M Intl GMV by 2025\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eKaspi.kz distributes mainly via its mobile app (9.5–10.0M users by end-2025), 6,200+ Postomats (≈8.5M shipments\/month, 30% lower pickup cost), 500,000+ merchant POS, ~120 branches (90%+ digital routine ops), and expansion into Uzbekistan \u0026amp; Azerbaijan (+4.2M users, ~USD 180M GMV in 2025).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eChannel\u003c\/th\u003e\n\u003cth\u003eKey metric (2025)\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eApp\u003c\/td\u003e\n\u003ctd\u003e9.5–10.0M users\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePostomats\u003c\/td\u003e\n\u003ctd\u003e6,200; 8.5M\/mo\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eMerchants\u003c\/td\u003e\n\u003ctd\u003e500,000+ POS\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBranches\u003c\/td\u003e\n\u003ctd\u003e~120; 90% digital\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eIntl\u003c\/td\u003e\n\u003ctd\u003e+4.2M users; USD180M GMV\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003eFull Version Awaits\u003c\/span\u003e\u003cbr\u003eKaspi.kz JSC 4P's Marketing Mix Analysis\u003c\/h2\u003e\n\u003cp\u003eThe preview shown here is the actual Kaspi.kz JSC 4P's Marketing Mix Analysis you’ll receive instantly after purchase—fully complete, editable, and ready to use with no surprises.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"MatrixBCG","offers":[{"title":"Default Title","offer_id":56751064547705,"sku":"kaspi-marketing-mix","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0911\/3554\/1625\/files\/kaspi-marketing-mix.png?v=1772227388","url":"https:\/\/growthsharematrix.com\/products\/kaspi-marketing-mix","provider":"Growth Share Matrix","version":"1.0","type":"link"}