Cleartrip.com
The marketing objective

 Sales   growth from 500 Cr. To 1800 Cr. In 2008


    Per   day volume targets to double in 20...
How will media tie-in with this
         objective?
The task for media is two fold
        Generate demand      to drive sales


         Build   imagery, at the same time
Achieving the task…
Before we start out – recap of the brief



             Mass media budget (incl taxes) – Rs. 14 Crores


               ...
Source of Business



           Target segments


            Geographies
The current demographic TG


            Primary
             ◦ SEC ABC,
             ◦ 25+ years
             ◦ Males
Markets…


   Focus on:
    ◦ Metros
    ◦ 10-40 lac towns


   Emphasis markets:
    ◦ Delhi
    ◦ Mumbai
The media mix selection

    Competitive   understanding


      Media   reach in our TG
The competitive media scenario
The category
   Travel & Tourism
     - Ministry Of Tourism
     - State Tourism
     - Private Players


   Dotcom Bran...
Overview of the category spends
   Media spends increasing over the years
        59% increase in spends in 2007 (Jan-No...
Travel & Tourism category




                    State Tourism – 22%       Ministry of Tourism – 19%    Ministry of Touri...
Seasonality




         Incredible India campaign has the highest SOE on TV in ’07

   Among the Dotcom brands Cleartri...
Top Players
                                           2005                2006                 2007
          Brands     ...
Top players in the Dotcom Category
          Top Brands in the DotCom category
                                       2005...
Cleartrip.com- TV & Print Spends
            Cleartrip.com
         Media Spends (INR) % Disp
         Print            10...
Cleartrip.com - TV

                     Cleartrip.com GRPs - 231
                                                        ...
Cleartrip.com - Print
     8% SOE on Print

     4th highest spends in the category

     All insertions were full page...
Ezeego1.com – TV & Print Spends

              Ezeego1.com
      Media Spends (INR) % Disp
      Print       261       100...
Ezeego1.com – Print
   New entrant in the market in ’07


   2nd highest SOE on Print in the category : 24%


   All th...
Travel Guru.com
 TV & Print Spends

        Travelguru.com
Media Spends (INR) % Disp
Print            232                1...
Travel Guru.com – Print
   3rd highest SOI in the category : 22%

   Publications considered
          Times Of India
  ...
Identifying gaps and opportunities
          from competitors
Gaps
             Not many players utilizing premium positions in print

                    Most of the spends focused ...
How do various media fare in TG?
Media reach
                                     Press                Satellite       Radio           Cinema            In...
Which is the focus medium?
Recapping - media objective…


       Generate demand to drive sales
            Response
            Immediacy
       ...
Therefore…


   Generate demand to drive sales
         Response
                               Dailies
         Immedi...
However in the priority markets



            Multimedia presence
                Radio
                Cinema
       ...
Using Dailies
Competitive brands – high on impact



               Full pages


               Consistent presence
Impactful presence is critical to be
             noticed
Our approach on dailies


    Focus on main issue

    Supplements on case to case offers
        Used only innovatively...
Our approach on dailies contd…



    Use in critical season time generate responses, drive traffic


                  ...
On Television
Using TV




TV to pre-empt season
What is our TG watching?


                               Does the scene change in terms
                                 ...
From competitive analysis
Genre           GRPs     % Cont.
News              1187      31       An opportunity for
Hindi M...
Hence the strategy on TV

   Mass or Cricket channels for quick reach build up
        Cricket lined up from Feb till en...
Competitor operating level for
      benchmarking




            Effective frequency – 3+
                Reach ~ 35-40%
RADIO
   innovation/customizations




     CINEMA
On-ground tie ups with premier halls
In Sum

Multimedia approach to fulfill the marketing objective stated
                    at the beginning
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Cleartrip

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Cleartrip

  1. 1. Cleartrip.com
  2. 2. The marketing objective  Sales growth from 500 Cr. To 1800 Cr. In 2008  Per day volume targets to double in 2008
  3. 3. How will media tie-in with this objective?
  4. 4. The task for media is two fold Generate demand to drive sales  Build imagery, at the same time
  5. 5. Achieving the task…
  6. 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. 7. Source of Business  Target segments  Geographies
  8. 8. The current demographic TG  Primary ◦ SEC ABC, ◦ 25+ years ◦ Males
  9. 9. Markets…  Focus on: ◦ Metros ◦ 10-40 lac towns  Emphasis markets: ◦ Delhi ◦ Mumbai
  10. 10. The media mix selection  Competitive understanding  Media reach in our TG
  11. 11. The competitive media scenario
  12. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 25. Identifying gaps and opportunities from competitors
  26. 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. 27. How do various media fare in TG?
  28. 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. 29. Which is the focus medium?
  30. 30. Recapping - media objective…  Generate demand to drive sales  Response  Immediacy  Detailing Build imagery, at the same time  Emotional connect  Saliency drivers
  31. 31. Therefore…  Generate demand to drive sales  Response Dailies  Immediacy  Detailing Build imagery, at the same time Emotional connect Television  Saliency drivers
  32. 32. However in the priority markets  Multimedia presence  Radio  Cinema  Internet
  33. 33. Using Dailies
  34. 34. Competitive brands – high on impact  Full pages  Consistent presence
  35. 35. Impactful presence is critical to be noticed
  36. 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. 37. Our approach on dailies contd…  Use in critical season time generate responses, drive traffic  Tactically - offers/schemes  Break clutter
  38. 38. On Television
  39. 39. Using TV TV to pre-empt season
  40. 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. 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. 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. 43. Competitor operating level for benchmarking  Effective frequency – 3+  Reach ~ 35-40%
  44. 44. RADIO innovation/customizations CINEMA On-ground tie ups with premier halls
  45. 45. In Sum Multimedia approach to fulfill the marketing objective stated at the beginning

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