Analysis of Online Marketing Website MakeMyTrip

Analysis of Online marketing website: Yatra.com Analysis of Online Marketing Website: Yatra.com Submitted by: Group 4, Section C Members: Abhishek Jain (11202085) Lipsa Mahapatra (11202104) Aritri Samaddar (11202106) S atayaki Das (11202109) Tanjeet Singh (11202110) Submitted to: Prof. Indira Indib arah School of Management, KIIT University, SCHOOL OF MANAGEMENT, KIIT UNIVERSITY BHUBANESWAR – 751024 1|Pag e

Analysis of Online marketing website: Yatra.com The Tourism market in India Tourism in India is a large industry. The World Travel and Tourism Council calcu lated that tourism generated $121 billion or 6.4% of the nation's GDP in 2011. I t was responsible for 39,3 million jobs, 7.9% of its total employment. The GDP o f the tourism sector has expanded 229% between 1990 and 2011. The sector is pred icted to grow at an average annual rate of 7,7% in the next decade. In a 2011 fo recast the World Travel and Tourism Council predicted the annual growth to be 8, 8% between 2011 and 2021. This gave India the fifth rank among countries with th e fastest growing tourism industry. India has a large medical tourism sector whi ch is expected to grow at an estimated rate of 30% annually to reach about $9,50 0 crore by 2015. In the year 2011, there were nearly 6.29 million foreign touris t arrivals in India, up by over 8% from the year 2010 when 5.78 million foreign tourists arrived in India. Domestic tourist visits to all states and Union Terri tories numbered 747.70 million. The majority of foreign tourists come from the U nited States (16%) and the United Kingdom (12,6%). In 2011 Maharashtra, Tamil Na du and Delhi were the most popular states for foreign tourists. Domestic tourist s visited the states Uttar Pradesh, Andhra Pradesh and Tamil Nadu most frequentl y. Chennai, Delhi, Mumbai and Agra have been the four most visited cities of Ind ia by foreign tourists during the year 2011. Worldwide, Chennai is ranked 41 by the number of foreign tourists, while Delhi is ranked at 50, Mumbai at 57 and Ag ra at 65. The Travel & Tourism Competitiveness Report 2011 ranked the price comp etitiveness of India's tourism sector 28th out of 139 countries. It mentions tha t India has quite good air transport (ranked 39th), particularly given the count ry’s stage of development, and reasonable ground transport infrastructure (ranked 43rd). Some other aspects of its tourism infrastructure remain somewhat underdev eloped however. The nation has very few hotel rooms per capita by international comparison and low ATM penetration. The Indian government has identified a short age of 150,000 hotel rooms, with most of the undersupply in the budget sector. I ndia's rich history and its cultural and geographical diversity make its interna tional tourism appeal large and diverse. It presents heritage and cultural touri sm along with medical, business and sports tourism. 2|Pag e

Analysis of Online marketing website: Yatra.com Introduction Yatra.com is a leading online travel services provider in India, US and UK. We o ffer the best deals in flight bookings, hotel bookings and holiday packages. Fin d cheap domestic flights to destinations in India or book cheap international fl ights within minutes. You can also easily book/cancel IRCTC train tickets on Yat ra. With over 5,000 hotels in India and more than 90,000 hotels associated with us worldwide, rest assured, we'll get you an appropriate hotel no matter the bud get. Creating happy and satisfied travellers is our motto! 3|Pag e

Analysis of Online marketing website: Yatra.com Table of Contents THE TOURISM MARKET IN INDIA .................................................... ....................................................................... 2 INTROD UCTION ......................................................................... ............................ ................................................ 3 MARKETING MIX FOR SERVICES...................................................... ........................................................ ............... 5 1 P: PRODUCT ........................................................................ ..................................................... ......................... 6 Website ...................................................................... ......................................................... ...................... ..... 6 Navigation ............................................................. .............................................................. ................. ......... 6 Personalization .................................................... ................................................................. .............. ........... 7 2 P: PRODUCT RANGE ............................................... .............................................................................. . ........... 8 3 P: PAYMENT/PURCHASE SERVICES.................................... ........................................................................... .... 9 Payment Mode ................................................................ .......................................................................... ..... 9 Online Cancellation and Refund .............................................. ....................................................................... 9 Paymen t Security ..................................................................... .................................................................... 10 Gift Vou chers .......................................................................... .................................................... ................. 10 Mobile Application: .................................................................. ................................................................... 11 4 P: PROC ESSING.......................................................................... ................................ ..................................... 11 Packag e Booking Confirmations ........................................................ .......................................................... 11 Delivery of Ticket s .............................................................................. ......................................................... 12 Cancellations ..... ................................................................................ ................................... ....................... 12 TH RD ND ST 4|Pag e

5 P: PROMOTION ................................................................. ............................................................ ................. 1 2 Branding...................................................................... ........................................................ ....................... . 13 Target Customers........................................................... ................................................................. ............. 13 Online and Offline Promotions ............................................... ...................................................................... 14 Televi sion Advertisements ............................................................ ................................................................ 14 Print Advert isements ....................................................................... ............................................................. 14 Internet Advert isements ....................................................................... ................................................ ......... 15 Affiliate Marketin g .............................................................................. ......................................................... 16 Google Advertising ................................................................................ ...................................................... 16 Social Media Marketing ............................................................................... ................................................ 17 Outdoor Advertisements ..... ................................................................................ .......................................... 18 TVC Advertisements ............... ................................................................................ ...................................... 18 Analysis of Online marketing website: Yatra.com TH 5|Pag e

Analysis of Online marketing website: Yatra.com 1 P: Product st Website: The yatra.com website is truly catchy in its looks with colorful destination ima ges and travel packages. Easy navigation and 24x7 customer support gives makes m y trip a huge mileage over its competitors. The special offers and bundled tour and travel packages gives the users a wide search based on their travel desires and budget. Also there is offer and tie up with Axis bank and Citi bank Mastercard debit /cr edit card. Navigation: One can navigate through the Yatra.com website easily to cater their travel needs. The navigation is really easy and user-friendly, where users gets each information about the package price, inclusions, photographs of the location, along with hotel details and everything else. 6|Pag e

Analysis of Online marketing website: Yatra.com Yatra.com offers its users to look for the requirements of Domestic flight booki ng, International flight booking, hotels, Holidays, Railways etc through a Route Planner which is really user friendly and user can customize their journey acco rdingly. Personalization: At Yatra.com, users can personalize their packages, flight book ing, travel needs, hotels according to their wish and budget just by sending the query, live chat or by calling a toll free number of yatra.com. So, all you nee d is just desire your travel need, and yatra.com will do every little thing requ ired. Also, Yatra.com offers its customers to personalize settings for their flight in ward/outward journey as per their needs and flight availability by entering in t heir needs for one way or Round Trip, Location, Departure Date etc. Not only thi s, users can search and book a hotel by Yatra.com in one click as per their tour plan and requirements and by selecting the best alternative suited hence. 7|Pag e

Analysis of Online marketing website: Yatra.com 2 P: Product Range • • • • • • International and Domestic air tickets Hotel Packages to different destination w ithin India and international Hotel booking in different destination both within India and International destination Railway ticket Private and taxi rentals MIC E (Meetings. Incentives, conferences and Exhibitions) nd Travel products sold by Yatra.com and its competitors: 8|Pag e

Analysis of Online marketing website: Yatra.com 3 P: Payment/Purchase Services Payment mode, Refund facility, Payment security, Mobile App. etc Payment Mode: Y atra.com accepts all Visas, MasterCard and American Express credit cards, most m ajor debit cards issued in India, as well as Net Banking payments from most majo r Indian banks for online bookings. Yatra.com also accepts part payments in case of International flight bookings. Here, A customer can secure a booking by payi ng a minimum amount of Rs. 5,000 and pay the rest later using the Easy Pay servi ce. The customers would need to enter their Booking ID and validate the same usi ng the Contact Number or Email ID given at the time of mak ing the booking. The payment can be made using Credit cards, Debit cards or Net Banking. However, A c ustomer can also make the payment by calling our customer service helpline using our secure IVR payment system (only credit cards accepted). For hotel and holid ay bookings, Yatra.com also accepts cash, cheques, drafts and wire transfers. A customer can get in touch with the customer care helpline for more details on th e same. However, these payment modes are not available for booking domestic flig hts, rail and bus tickets. Online Cancellation and Refund: At Yatra.com, all ref unds are processed by the method of payment used in the initial transaction, exc ept in the case of cash payments where the refund is processed through cheque or online transfer. The refund is initiated from the Yatra.com end within 3 workin g days of receiving the cancellation request for requests placed online through the Customer Support section, and within 5 working days for requests placed on t he phone. An e-mail confirmation of the refund amount is sent to the email addre ss given to Yatra.com at the time of booking. rd 9|Pag e

Analysis of Online marketing website: Yatra.com Payment Security: Yatra.com ensures that every transaction a customer conduct on line is in a safe and secure environment. To achieve this, Yatra.com is protecte d by Secured Socket Layer (SSL) technology by VeriSign, the leaders in encryptio n technology. The process of encryption takes the credit card information of a c ustomer and converts it into bits of code that are securely transmitted over the Internet. This scrambled data cannot be read as the information travels over th e Internet. However, If a customer is more comfortable with giving the credit ca rd information over the phone, they can call the Yatra.com Customer Service Cent re on Toll Free. Gift Vouchers: “It’s when a gift becomes a beautiful experience tha t it loses material value and becomes priceless.” Yatra.com understands one simple fact very well: the more you travel to new destinations the richer in experienc e you get. Yatra.com hence is proud to announce Travel Gift Vouchers for the cus tomers, both individuals and corporate. For, there is no gift more special than a beautiful experience or an unforgettable memory! Birthdays, Anniversaries, Wed dings, Christmas, Diwali, or building business relationships - Yatra.com Gift vo uchers are a perfect gift for every occasion. Yatra.com Gift vouchers are availa ble in many denominations. And if one can’t find what he’s looking for, Yatra.com al so customizes a gift voucher for its customers as per request. 10 | P a g e

Analysis of Online marketing website: Yatra.com Mobile Application: Now, Yatra.com customers can download Mobile Application in their Android, Blackberry or Apple smart phones to book Bus tickets, Flight tick ets, Hotels etc on the go with safe and secure mobile payments. 4 P: Processing Delivery of Tickets, Package/Hotel Booking Confirmations, Cancellations th Package Booking Confirmations: For all vacation packages booking made on the web site, a customer receives a confirmation number via e-mail. For hotel and vacati on packages booked over the phone, the reservation agents of Yatra.com processes all the customers travel details and check for availability with the hotel. The Customers travel gets confirmed over e-mail as soon as Yatra.com receives a con firmation from the hotel. Later, the Yatra.com Customer support contacts the cus tomer for the Visa Confirmation and other inclusions if required in the package. Yatra.com customer support regularly maintains touch with the customer for a fr iendly and best experience at the time of the trip. 11 | P a g e

Analysis of Online marketing website: Yatra.com Delivery of Tickets: After the successful payment of the booked tickets for Bus, Train, Flight, Holiday Packages etc. The E-Ticket is emailed to the email addre ss given at the time of booking within 30 minutes (for Domestic Flight and Rail bookings) of the time of booking and receipt of payment. However, it may take up to 3 days for the E-Ticket to be mailed in case of International Flights. Custo mers can also log on to the Customer Support section on the Yatra.com website af ter 30 minutes from the time of booking to view and take a printout of the ETick et. In case of a Hotel Booking, once a customer has booked a hotel with Yatra.co m, he will get a confirmation mail at the email ID given by him at the time of t he booking. This confirmation mail is the hotel voucher whose print needs to be taken and shown at the hotel reception desk at the time of check in. Cancellatio ns: At Yatra.com, all refunds are processed by the method of payment used in the initial transaction, except in the case of cash payments where the refund is pr ocessed through cheque or online transfer. The refund is initiated from the Yatr a.com end within 3 working days of receiving the cancellation request for reques ts placed online through the Customer Support section, and within 5 working days for requests placed on the phone. An e-mail confirmation of the refund amount i s sent to the email address given to Yatra.com at the time of booking. 5 P: Promotion Branding, Targeting, Offline and Online Promotions Yatra.com as India’s top travel portal is battling to win over India’s Rs. 16,000 Crore ($400 million) religious travel market. Yatra.com controls about 90% of the online travel market, accordi ng to Phocus Wright, a company that analyses travel market. Yatra.com is however now planning to expand the travel packages on the basis of religion segmentatio n including Hindus, Muslims, Christians, Buddhists and Jains. th 12 | P a g e

Analysis of Online marketing website: Yatra.com Branding: Yatra.com has positioned itself as a single portal for all travel and accommodation needs and is recognised for its reliability and transparency. Toda y, Yatra.com is much more than just a travel portal or a famous pioneering brand - it is a one-stop-travel-shop that offers the broadest selection of travel pro ducts and services in India. Yatra.com is the undisputed online leader, with its share of the travel market extending to more than 50% of all online sales, a fa ct evinced by the trust placed in it by millions of happy customers. Remaining r eliable, efficient and at the forefront of technology, Yatra.com’s commitment and customer-centricity allows it to better understand and provide for its customers’ diverse needs and wants, and deliver consistently. With dedicated 24x7 customer support and offices in 20 cities across India and 2 international offices in New York and San Francisco (in addition to several franchise locations), Yatra.com is there for its customers, whenever and wherever. Overall, The most important o bjective of the positioning strategy was to occupy space in the mind of the cust omer as the ‘lowest air fare provider’ in the country. The MMT brand was really well placed to offer the modern convenience of an online, one-stop-shop, and compreh ensive travel solutions to travelers. Target Customers: MMT selected choice of the target customer for which the produ ct offerings would be suitable. Therefore, the major target customer identified by Yatra.com was the metro male in the age group of 24-44 years, married with a monthly household income of over Rs. 30,000 in families which were Internet-savv y with usage beyond email, transacted on the Internet before, deal hunters, and early adopters (those were inclined to try new things). In India, most of the co nsumers were deal hunters and therefore Yatra.com realized that offering the bes t possible price to the consumer would certainly help not only lure but also ret ain customers. For that purpose, Yatra.com had planned the unbeatable propositio n of giving consumers the lowest possible price in the market. 13 | P a g e

Analysis of Online marketing website: Yatra.com Online and Offline Promotions: To build the brand, Yatra.com planned to adopt ag gressive frequency build-up to enhance usage and traction. The media objective o f Yatra.com was to create a 360-degree loop to reach the target customer through all feasible media plans which included: 1. 2. 3. 4. TV Print Internet Outdoors Television Advertisements: The TV channels were chosen to give high frequency at a base reach of 40 per cent in all markets. MMT did not want to go after the hi gh reach mass channels because it wanted to target the Internet-savvy, male audi ence living in metros and mini-metros. It chose two english news channels (NDTV, CNBC), four Infotainment channels (National Geographic, Discovery, Discovery Tr avel and Living, AXN), two English movie channels (Star Movies, HBO), one Hingli sh entertainment (Star One), and one Hindi movie channel (Zee Cinema). Selecting these channels automatically reduced the amount of wastage while targeting the core audience, essentially male and between 24 - 44 years. The commercials were planned to be shown for 20 seconds. Print Advertisements: 14 | P a g e

Analysis of Online marketing website: Yatra.com Internet Advertisements: 15 | P a g e

Analysis of Online marketing website: Yatra.com Here are a few key E-Marketing Strategies adopted by Yatra.com. Affiliate Market ing: Affiliate Marketing is one of the best methods to promote web business in t odays competitive environment. It is a modern variation of practice of paying a finder’s fee for the introduction of a new client to a business. It involves reven ue sharing business between the two websites. The Affiliate site normally provid es free advertising for an E-Commerce site and compensation is based on performa nce i.e. Sales, Clicks, Registrations or a combination of all. In this process, the Merchant offers to pay the Affiliate ‘x’ amount for either a click through from the link of the Affiliate’s site, or for a lead(where the visitor signs up for a n ewsletter, fills in a form etc.) or a percentage of purchase made by a visitor a s a result of click through. As a Yatra.com affiliate, a person will earn a fixe d commission on every successful flight or hotel booking from his site. Google Advertising: Yatra.com uses Google Ads for their promotion. It works every time a person/user searches for a particular query like “Flight ticket booking” etc. on google. Once t he user searches the query, the following ads apart from the regular links can b e seen by the user. Apart, these ads are also visible at various other networkin g sites, and even gmail, and other google applicat ions. 16 | P a g e

Analysis of Online marketing website: Yatra.com Social Media Marketing: Yatra.com also uses Social Networking websites to promot e themselves by the use of attractive coupon codes, attractive deals, discount v ouchers etc by the help of Social Media Websites such as Facebook, Twitter, yout ube etc. by regularly interacting with the customers and providing them with the fast grievance to the problem as well. 17 | P a g e

Analysis of Online marketing website: Yatra.com Outdoor Advertisements: TVC Advertisements: 18 | P a g e

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