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Cleartrip Presentation Transcript

  • 1. Cleartrip.com
  • 2. The marketing objective  Sales growth from 500 Cr. To 1800 Cr. In 2008  Per day volume targets to double in 2008
  • 3. How will media tie-in with this objective?
  • 4. The task for media is two fold Generate demand to drive sales  Build imagery, at the same time
  • 5. Achieving the task…
  • 6. Before we start out – recap of the brief  Mass media budget (incl taxes) – Rs. 14 Crores  Current user profile ◦ Primary ~ SEC AB,25+,Males  Sales seasonality ◦ Domestic flights ~ Jan-Mar and Jul-Aug ◦ Holidays ~ April-June and festive season starting from Diwali
  • 7. Source of Business  Target segments  Geographies
  • 8. The current demographic TG  Primary ◦ SEC ABC, ◦ 25+ years ◦ Males
  • 9. Markets…  Focus on: ◦ Metros ◦ 10-40 lac towns  Emphasis markets: ◦ Delhi ◦ Mumbai
  • 10. The media mix selection  Competitive understanding  Media reach in our TG
  • 11. The competitive media scenario
  • 12. The category  Travel & Tourism - Ministry Of Tourism - State Tourism - Private Players  Dotcom Brands - Indiatimes Travel - Yatra.com - Makemytrip.com - Ezeego1.com - Cleartrip.com - Travel Guru.com - NDTVTravels.com - Starasiatravel.com
  • 13. Overview of the category spends  Media spends increasing over the years  59% increase in spends in 2007 (Jan-Nov) Vs. 2006 (Jan-Nov)  Fragmented category with numerous small players.  Key players dominate the media scene over the years  Print skewed category . TV explored by few players. Therefore, a non cluttered medium for this category  Spends focused in key seasons though continuous activity seen across months  Ezeego a new entrant in 2007 with major print activity
  • 14. Travel & Tourism category State Tourism – 22% Ministry of Tourism – 19% Ministry of Tourism –14% Contribution Malaysia Tourism – 8% State Tourism – 14% State Tourism – 13% by top SOTC – 8% SOTC – 8% SOTC – 7% players Thomas Cook Pvt Ltd. – 7% Malaysia Tourism – 5% Cox & Kings India Ltd. – 7% Singapore Tourism – 5% Thomas Cook Pvt Ltd. – 5% Cleartrip.com – 6% Period : Jan-Dec 2007 : Jan-Nov TV+Print Source : MAP
  • 15. Seasonality  Incredible India campaign has the highest SOE on TV in ’07  Among the Dotcom brands Cleartrip.com is the highest spender due to maximum spends on Print  In November, amongst the State players, Kerala Tourism increased its spends from last year by 66% Period : Jan-Dec 2007 : Jan-Nov TV+Print Source : MAP
  • 16. Top Players 2005 2006 2007 Brands Spends Disp(%) Spends Disp(%) Spends Disp(%) Ministry Of Tourism 511 3 6011 21 6727 19 State Tourism 3775 23 4465 16 5844 17 Sotc Kuoni Travel Corp. 1357 8 2347 8 3259 9 Cox & Kings India Ltd 848 5 1351 5 3129 9 Raj Travels & Tours 609 4 1301 5 1603 5 Kesari Tours 706 4 1312 5 1561 4 Thomas Cook (i) Ltd 1125 7 1549 5 1527 4 Malaysia Tourism 1385 9 1568 6 1696 5 Singapore Tourism 888 5 1322 5 618 2 Star Cruises 874 5 578 2 504 1 Sachin Travels 100 1 262 1 247 1 Hongkong Tourism 131 1 341 1 90 0 Sri Lanka Tourist Board 13 0 644 2 Others 3892 24 5238 19 8376 24 Category Total 16215 100 28288 100 35181 100  Spends dominated by 3 key players - Ministry of tourism, State tourism and SOTC. Cox & Kings sees an increase in spends in 2007  Print skewed category with the exception of Ministry of Tourism and Malaysia tourism Period : Jan-Dec 2007 : Jan-Nov TV+Print Spends In Lacs Source : MAP
  • 17. Top players in the Dotcom Category Top Brands in the DotCom category 2005 2006 2007 Brands Spends Disp(%) Spends Disp(%) Spends Disp(%) Cleartrip.com 528 20 2768 26 Ezeego1.com 2051 20 Indiatimes Travel.com 229 39 777 29 1854 18 Yatra.com 316 12 1425 14 Makemytrip.com 294 50 551 21 1094 10 TravelGuru.com 191 7 940 9 NDTVtravels.com 260 10 164 2 Myvaluetravel.Com 53 9 37 1 77 1 Starasiatravel.com 9 2 5 0 5 0 Travelmasti.Com 4 0 1 0 Others 5 1 8 0 116 1 Category Total 590 100 2676 100 10495 100  Cleartrip equals over a quarter of the category spends  Ezeego1 is the new entrant in ’07 on both mediums - 2nd top spender  Yatra.com has the 4th highest SOE Period : Jan-Dec 2007 : Jan-Nov TV+Print Spends In Lacs Source : MAP
  • 18. Cleartrip.com- TV & Print Spends Cleartrip.com Media Spends (INR) % Disp Print 104 74 TV 37 26 Total 141 100 •Very print skewed •Tour offers having lengthy copy fit for print Spends in Lac Source : MAP
  • 19. Cleartrip.com - TV Cleartrip.com GRPs - 231  ACD used :- 12 sec Eng, Ent. 2%  Focus on the News genre Eng. Movies Lifestyle NDTV Group GEC 6% 3% 1% Network18 Group Hindi Movies News TV Today Group 16% 42%  The Infotainment mix Discovery Channel DTL History Channel Info 30%  Hindi Movies has been added in Oct Star Gold only Prime Time only TG : 25+Yrs, SEC ABC, M, CS Markets: All India
  • 20. Cleartrip.com - Print  8% SOE on Print  4th highest spends in the category  All insertions were full pages  Average Print size is the highest in the category : 391cc  Publications considered The Times Of India Hindu  Only city supplements used  Page position emphasis Page 5
  • 21. Ezeego1.com – TV & Print Spends Ezeego1.com Media Spends (INR) % Disp Print 261 100 TV 0 0 Total 261 100 Spends in Lac Source : MAP
  • 22. Ezeego1.com – Print  New entrant in the market in ’07  2nd highest SOE on Print in the category : 24%  All the insertions were on the main editions  Only TOI publications considered Times Of India, ET, NBT, MMIR, Mah Times  Page position emphasis Early RHP - Page 5, 7, 9  29% back page SOI in the category  Average print size : 214 cc
  • 23. Travel Guru.com TV & Print Spends Travelguru.com Media Spends (INR) % Disp Print 232 100 TV 0 0 Total 232 100 •Print dominates spending Spends in Lac Source : MAP
  • 24. Travel Guru.com – Print  3rd highest SOI in the category : 22%  Publications considered Times Of India Hindustan Times Deccan Chronicle  About 70% of its insertions on main issue  Focus markets same as in ‘06: Mumbai & Delhi  Only DotCom brand to have an insertion in magazine Business today  Average print size : 89cc  Continued with innovative size 41% of the strip ads in the category Both horizontal & vertical strips Average print size : 50cc
  • 25. Identifying gaps and opportunities from competitors
  • 26. Gaps  Not many players utilizing premium positions in print  Most of the spends focused on key season Opportunity • Use of premium positions since it offers a non cluttered environment • Focus on continuous activity especially in priority markets
  • 27. How do various media fare in TG?
  • 28. Media reach Press Satellite Radio Cinema Internet 120 100 80 60 40 20 0 Chandigarh Kochi Indore Ahmadabad Lucknow Coimbatore Kanpur Pune Hyderabad Chennai Delhi Mumbai Kolkata Bangalore Traditional Media – Tv, Print & Radio have sufficient reach in the TG New Media – Cinema & Internet is slowly catching up – opportunity to cash on a uncluttered medium Source:IRS R2 2007 TG:M/25-44/AB
  • 29. Which is the focus medium?
  • 30. Recapping - media objective…  Generate demand to drive sales  Response  Immediacy  Detailing Build imagery, at the same time  Emotional connect  Saliency drivers
  • 31. Therefore…  Generate demand to drive sales  Response Dailies  Immediacy  Detailing Build imagery, at the same time Emotional connect Television  Saliency drivers
  • 32. However in the priority markets  Multimedia presence  Radio  Cinema  Internet
  • 33. Using Dailies
  • 34. Competitive brands – high on impact  Full pages  Consistent presence
  • 35. Impactful presence is critical to be noticed
  • 36. Our approach on dailies  Focus on main issue  Supplements on case to case offers Used only innovatively  Mix of innovative and impactful positions Cover strip (vertical) Skybus Front pages
  • 37. Our approach on dailies contd…  Use in critical season time generate responses, drive traffic  Tactically - offers/schemes  Break clutter
  • 38. On Television
  • 39. Using TV TV to pre-empt season
  • 40. What is our TG watching? Does the scene change in terms of affinity..? Index Eng. Mov 123 Eng.News 170 Eng.Niche 96 GEC 106 Skewed to English movies, news and Info Hindi Mov 89 Hindi News 131 Info 132 Kids 61 Music 89 Sports 96 Source:TAM TG:M/25-44/SEC AB Pd:8 weeks
  • 41. From competitive analysis Genre GRPs % Cont. News 1187 31 An opportunity for Hindi Movies 1074 28 utilizing Hindi Movies Regional 616 16 Hindi Satellite 375 10 Info 329 9 English Movies 129 3 English Niche 37 1 Religious 8 0 Music 6 0 Kids 19 1 Sports 34 1 Lifestyle 3 0 Grand Total 3817 100 Source: TAM
  • 42. Hence the strategy on TV  Mass or Cricket channels for quick reach build up  Cricket lined up from Feb till end of 2008  Niches genres for high frequency and innovations  The Amazing yatra vignette on other channels  Within niche channels  English Movies  Info  Hindi Movies  Eng News
  • 43. Competitor operating level for benchmarking  Effective frequency – 3+  Reach ~ 35-40%
  • 44. RADIO innovation/customizations CINEMA On-ground tie ups with premier halls
  • 45. In Sum Multimedia approach to fulfill the marketing objective stated at the beginning