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

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

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

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.

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

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

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

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

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

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 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

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

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

The new TV (specially on News and entertainment sites)

Advantages

Click to Play

Captive viewing

High Click throughs

Customize - overlays

Happy Clicking. [email_address]