Yatra.com - The Yatra's Internet Yatra - a Case Study (Nikhil Rungta)
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Yatra.com - The Yatra's Internet Yatra - a Case Study (Nikhil Rungta)

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The Yatra's Internet Yatra - a Case Study shared by Nikhil Rungta at OMCAR 2009 - The Online Marketing Summit

The Yatra's Internet Yatra - a Case Study shared by Nikhil Rungta at OMCAR 2009 - The Online Marketing Summit

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    PLEASE INVESTIGATE YOUR OWN SYSTEMS AND LOGISTICS AS YOUR SITE IS NOT SECURE
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Yatra.com - The Yatra's Internet Yatra - a Case Study (Nikhil Rungta) Yatra.com - The Yatra's Internet Yatra - a Case Study (Nikhil Rungta) Presentation Transcript

  • Yatra’s yatra Nikhil Rungta General Manager & Head – Marketing, Yatra.com
  • Yatra Today
    • Over 100,000 Page Views per day
    • Over 1 million registered users
    • Over Rs 1,100 crores Sales
    • Over 600 employees
    • Over 10 offices in 10 cities
    • Voted as the most used website for Travel – Juxt Consult
    • Top 100 Start up’s in Asia – Red Herring.
    • Best Online travel Agency 08 – Galileo Awards
  • Flash Back
  • Market Scenario
    • 2006
    • Makemytrip, Cleartrip, Travelguru had a headstart
    • People used Travel sites to look up fares but booked on airlines sites
    • Low cost airlines had made people getting used to booking online
    • IRCTC was fueling the same too
    • Skepticism about booking online – security of the transaction, credit card limits, credibility of the company
  • Task at hand
    • Last to enter the market – how to make a dent
    • 0 to 60 – in no time
    • Land grab
  • Marketing Plan
    • Category Strategy:
      • Do print. Print works.
    • Our Strategy:
      • Do TV. TV works better.
      • Do Online. Online drives traffic.
  • Online Marketing Plan
    • Search Engine Marketing – to generate transactions
      • Google Adwords
    • Display Advertising – to add to the TV activity
      • Yahoo
      • Rediff
      • Sify
      • MoneyControl
      • IBNLive
    • Emailers
  • Benefits of Online Marketing Traditional Online how many (reach) one-way spray-n-pray high spillage who (targeted) two-way aim-n-shoot low spillage intuitive data driven Learnings
  • Learnings
    • Set objectives
      • Define target audience
        • WHO is more important than HOW MANY
      • Prioritize markets
        • Metros vs Tier I, II, III
        • North India vs South India
        • South Delhi vs East Delhi
      • Set Budgets
        • %age of Gross Sales/Net Income (Rule of thumb: 3 rd of net income)
      • Choose media basis
        • Long Term - Brand building
        • Short Term - Lead generation/Transactions
  • Learnings
    • Set Outcomes
      • Short term
        • Number of visits to the site
        • Number of calls to the call centre
        • Number of walk-ins to the retail outlet
      • Long term
        • Market share
        • Mind share
        • Vallet share
        • Word-of-mouth share
    • Plan online marketing keeping in mind that the new consumer has 
      • Scarcity of time:
        • Ease of navigation - less clicks/hyperlinks…
        • Connectivity/download problems - less graphics
      • Scarcity of attention:
        • Short, simple, easy to understand message…
        • Say more in less
      • Scarcity of Trust:
        • Do not mislead, over promise, hide costs
        • Give what you Show
    Understand Consumer Behavior
  • Net Net
    • What to expect from online:
    • High on ROI: Pay for Performance
    • Start-Stop at will
    • Reach national as well as international markets
    • Dynamic customization – change creative real time
    • Quick results – need more traffic immediately, SEM is way to go
    • Behavioral/Contextual/Geographical targeting
    • Data base collection
    • Very very measurable
  • What lies ahead…
  • Social Media Marketing
    • Socialize on the web: Youtube, Flickr, Orkut, Facebook, Linkedin, twitter
    • Word of mouth
    • Targeted
    • Indefinite shelf life
    • Time is the only cost
    • Direct and immediate feedback
  • Marketing on Mobiles
    • WAP sites
    • SMS 2.0
    • Right message at Right place (point of sale)
    • Location specific (GPS) – highly personalized advertising
    • Mobile coupons
    • Higher conversions
  • Video Ads
    • The new TV (specially on News and entertainment sites)
    • Advantages
    • Click to Play
    • Captive viewing
    • High Click throughs
    • Customize - overlays
  • Happy Clicking. [email_address]