6. Yatra, with high bounce rate and low visit duration, lags major
competitor by big margin
Source : www.owler.com
Key Players
2016 Makemytrip Yatra
Revenue 28648* 9394*
EBIDTA (7000) (1000)
Market Share 41% 16%Source : Deutsche Bank
All numbers in
Million INR
9. Yatra’s Linda: 10 Parameters used for definition
Source : https://www.yatra.com/online/customer-profile.html
As defined by Yatra on their website
Photo courtesy : images.google.com
Demographic targeting :
Professionally Qualified between the age
group : 18 – 45 years
Male : Female – 80 : 20
Income Group: SEC A, B
Psychographic Targeting :
Vacationer
Watches news channels – both English & Hindi
Reads TOI, ET, Mint & India Today
Profile Targeting:
Access to Computers / Internet / Mobile
English speaking, working in a MNC
Active credit card user
60% have travelled abroad
11. People - Assessment
Age is range is too broad. Linda prefers flights more than holidays Credit card users aren’t
80:20 customers
Source : Survey Source : Survey
Avg. credit card spend of Rs. 3,000/-
is atypical of a roundtrip fare
70% of the market is in the age
range: 26-35
52% of the market book flights
whereas only 17% book holidays
Source : Medianama
13. Recommended Linda
Who should be my Linda?
Professionally Qualified between the age
group : 26 – 35 years
Access to Computers/Internet/Mobile
Frequent Traveller
Online Payment Account
Photo courtesy : images.google.com
15. People Summary
Description Assessment Recommendation
Key features of current Linda?
Professionally Qualified between the
age group : 18 – 45 years
Access to
Computers/Internet/Mobile
Vacationer
Active Credit Card User
Linda prefers flights more than
holidays
Credit card users aren’t 80:20
customers
Age Range is too broad
Who should be my Linda?
Professionally Qualified between the
age group : 26 – 35 years
Access to
Computers/Internet/Mobile
Frequent Traveller
Online Payment Account
20. Positioning - Assessment
Linda remembers nothing Customers want “Ease of Booking”
& “Better Pricing”
Yatra is not focusing on most
wanted need
Source : Survey
24. Positioning - Summary
Recommendation
First 3 Words in Linda’s Mind
NOTHING!
DISCOUNTS
PRICES
CUSTOMER EXPECTATIONS
EASE OF BOOKING
DISCOUNTS
PRICES
COMPETITORS AHEAD IN SOLVING
CUSTOMER NEEDS
Description Assessment
30. Yatra at the cusp of “Growth” Phase of PLC
Yatra Online Inc. Consolidated Financial Statements
MARKETING MIX INTRODUCTION GROWTH MATURITY DECLINE
PEOPLE +++ + + +++
POSITION +++ + + +++
PRODUCT +++ +++ + ++
PRICE + + +++ +
PROMOTION + + +++ +
PLACE + + +++ +
Focus on Product Enhancement to gain
Competitive advantage
31. Yatra’s Linda wants “Ease of Booking”
Customer Needs
Unmet Needs :
1. Ease of booking
Under met Needs:
1. Customer requirement for more
Discounts/Deals across all product offerings.
2. Customer expectation for better pricing
across all product offerings.
33. Product Recommendations
Yatra Buddy
Big Data innovation and
Predictive analytics to shape
customer purchases
App for smart watches
Seamless Travel
Experience
ProductLevelImpactOverviewFeatures
Customer assurance for hotels
using Yatra certifications and
genuine reviews
Yatra Hotel Assurance
Providing services such as food
search and delivery, grocery
delivery etc. for Yatra
customers
Yatra
Gourmet
Mobility Solutions
Ease Of Booking
1. Smart flight selections
2. Customized offers push
3. Customized holiday deals
4. Travel Customization
1. Book flight and cabs
2. Flight trackers
1. Stringent parameters for
Yatra Assurance Program.
2. Only travelers reviews
accepted
1. Homestays customers get
groceries, ready to eat meals
and eating out options.
2. Train travelers get healthy food
Value for Money
Ease of Booking
Ease Of Booking
Issues
Addressed
35. Product - Summary
Recommendation
Customers want Ease of
Booking and seamless travel
experience
Description Assessment
Yatra is at expected product level
Needs to focus on product
innovation & development
Yatra Hotel Assurance
Yatra Buddy
Yatra Hotel
Assurance
Yatra
Gourmet
Mobility Solutions
38. 3C Pricing Strategy : Competition analysis decided the price point
3C
Customer
Set the Ceiling price by
determining what
customer can pay
directly
Competitor
Price point should be
near to what
competition is offering
Cost (Variable)
Charges by
Vendors/Payment
Gateways
Focus of assessment
40. Pricing : Yatra expensive than competition
Promo Codes Convenience
Fee
Cashback
to Wallets
One Way Two Way
Flight 250 400
Hotel Variable (Low)
One Way Two Way
Flight 250 400
Hotel Variable (High)
41. Pricing : Yatra expensive than competition – Convenience Fees is high !
44. Customer wants better price and discounts
From the Pricing perspective, my
Linda wants:
1. Better Price.
2. Better Discounts/ Cashbacks.
Source : Survey
46. Recommendations
Convenience Fee &
Discounts Optimization
Optimize the convenience
fee levied on Hotels.
Use Cloud storage to
aggregate all user traffic
at one place.
AreaofImpactOverview
Issues
Addressed
Revamp Yatra’s current E-
Wallet to Y-Cash to give similar
price points to Yatra’s
customers.
Y - Cash Invest in Technology
Smart Booking
Services
Introduce bookings by
the hour with added
amenities
Inconsistent PricingUsage of wallet cash Discounts/Better prices Better prices
Similar or better price points as
competitors.
Provide discounts by tie up with
more banks.
Price parity to show similar
pricing for the same listing on
different platforms such as
Web & Mobile App.
Increase the Y-Cash usage limits
Changing the name to Y-cash
will induce a higher brand
recall.
Hourly booking options for Hotels.
Monitor the time spent on Yatra
booking page & provide add on
services like meal, pickup to close
the deal.
Features
47. Yatra Card – One card serves all purpose !
GAUTAM SINHA
9999 9999 9999 9999
YATRA SILVER
Valid From : 10 2017 Valid Up to : 09 2019
Signature
Our Partners
Customers can accumulate and redeem points
One card integrates with major banks and wallets –
Everyone gets some offer
Data Collection of Consumer Behaviour
Linda gets discounts and Cashbacks (Y – Cash)
Easier for Linda : Need not carry multiple cards
Yatra buddy enriched with data – Enhanced
accuracy for Predictive Analytics
49. Price - Summary
Description
Fewer Promo Codes & Deals on Yatra
than on competition.
Higher Convenience Fee & Lower E-
Wallet usage on Yatra proves to be a
deterrent.
Inconsistent Pricing on App & Web is
counterintuitive.
Assessment Recommendation
CUSTOMER: (CEILING)
Customer buys directly from vendor
COMPETITION:
In-line with competitor pricing, play
with margin b/w Floor & Ceiling
COST: (Floor)
Vendor Set Price +
Payment Gateway Charge
Y - Cash
Cloud Pricing
Smart Booking Services
Loyalty Card
55. Yatra’s TVC – Customers nikal rahen hain !
Message: India ka Travel Planner
Message: MMT Assured Hotels
Tagline: Koi Nikal Pada Hai
Tagline: MMT Karo
Only 1 long advertisement
Series of short ads
Infomercial message
Humour in the message
“Yatra” mentioned only once
“MMT” mentioned 4 times
56. YATRA’s social media campaign – It is not getting noticed!
Subscriptions Views
4.1 k 19349 k
Subscriptions Views
28.6 k 248249 k
Subscriptions Views
14.5 k 133428k
Total Likes
2.3 M
Total Likes
2.2 M
Total Likes
1.6 M
Best of all ! Between Best and Worst! Worst of all !
Legends
Data as on 19th September 2017
Posts Followers
622 2750
Posts Followers
421 11.3 k
Posts Followers
645 17k
Tweets Followers
25.5 k 38.1 k
Tweets Followers
14.9 k 66.8 k
Tweets Followers
69.4 k 45.2 k
57. Print Ad Analysis : None of the campaigns had clear message!
What was the
Campaign?
Is Yatra Logo
prominent?
Is the message
clear ?
Wonders of the World
(2013)
To promote foreign
travel. Pictures are made
of shoe lace which
pitches travelers to get
ready for the journey.
Come Back Richer
(2014)
When you travel you learn
languages, art, know
secrets, collect memories,
friends, get inspired from
various things, etc.
Budget Travels (2015)
When on a budget, travellers
look for cheaper and easier
options and also draw
maximum benefits from
them. They have drawn
inspiration from wild birds
and animals
Yatra Print Ad Campaigns (2013 – 2015)
60. Promotions Strategy – Phase wise Advertisement campaigns aligned
with PLC
TVC TVC
Objective : Showcase
Product Innovation
and Ease of Use
Objective : Get more
customers. Create a
goodwill feeling around
Yatra ; drive loyalty
https://youtu.be/3RpZw7b_D4g https://youtu.be/EPesrOXXEPY
61. Promotions Strategy – Phase wise Advertisement campaigns aligned with PLC –
Print Ads / Social Media campaigns
Showcase Product Innovation and Ease
of Use
Get more customers. Create a goodwill
feeling around Yatra ; drive loyalty
Objective
When ? Now ! – Start of Growth Phase Mid of Growth Phase : Accelerate to
reach Maturity Phase
63. Promotions – Summary
Description Assessment Recommendation
Print Ad and TVC ad message not
clear !
Poor recall of Brand Ambassador Remove Brand Ambassador –
Common people are the new
Brand Ambassador
“Koi Nikal Pada hai” TVC !
Multiple Print Ad Campaigns
Internet and Social Media Presence
Yatra recall not intended !
Not Leading on Social Media and
Internet
Engaging and Clear TVC and
Print Ads aligned with Product
Lifecycle phases
Social Media Campaigns aligned
with the Print Ad campaigns
Remove Brand Ambassador –
Common people are the new
Brand Ambassador
Engaging and Clear TVC and
Print Ads aligned with Product
Lifecycle phases
Social Media Campaigns aligned
with the Print Ad campaigns
66. Yatra – Operations mostly in Direct Format, so is the competition!
Rating : 4.6
Rank : 3
10 million + 10 million + 5 million +
Rating : 4.2
Rank : 4
Rating : 1.8
Rank : 16
OTARatingandRankDownloads
68. Competition is also in Indirect mode – A mode which will be lucrative to
serve in the future
Description
Make My Trip
(Segment Leader)*
Yatra**
Availability of
Information on
website
✓ -
Franchisee Fee for
Tier-I city
INR 8 Lakhs INR 4 Lakhs
Term of agreement 3 years 5 months??
Interior & Project Cost Typically 4 – 5 Lakhs
Typically 5 -
10 Lakhs
No. of franchisee
offices
~ 50
~ 29 (as on
2012)
* Source : www.makemytrip.com
** Source : www.franchiseindia.com
Global Middle Class Consumption Index, (Source: World
Economic Forum
Research indicates that majority of the holiday seekers prefer to
consult with holiday planner before purchasing plans online***
***Source : EY Report on Tourism 2015
70. Place Recommendations
Yatra Store
Promote Franchise model in
Tier I & II cities.
Expand to indirect
selling
1. Franchises focus on holiday planning to
provide custom solutions
2. Make holiday planning an experience for
the customers
OverviewFeatures
Implement actions on the Product to
ensure seamless experience and get
better ratings
1. Showcase Yatra Buddy
2. Showcase Loyalty
3. Showcase Yatra Assurance
4. Showcase Yatra Gourmet
5. Showcase Yatra mobility solutions
App Star Rating
Improve the poor
rating
AreaofImpactIssues
Addressed
72. Place - Summary
Description Assessment Recommendation
Yatra selling on direct mode
Yatra in slow in implementing indirect
mode, competition already operating
in Franchise model
Poor App rating – App ranked at no 16,
compared to MMT (3) and Goibibo (4)
Implement Product
Recommendations to boost confidence
and get better ratings
By 2025, 91 billion will be spent on
tourism by the Indians (400 millions
are middle class)
Yatra to speed up implementation of
Franchise model in Tier I & II,
focussing on Holiday planning
74. Summary
6 P’s of
Marketing
Description Assessment Recommendation
People
18-45yrs, Credit card users,
Vacationers
Age range is too broad, Linda wants
flights, Linda doesn’t use only credit
cards
26-35 years, Online payment account
holders, Frequent Travellers
Positioning India ka Travel Planner Linda knows Nothing about Yatra!
Provide Ease of booking, Customer
service, Value for money services
Product
Yatra offers everything, Expected
product level
Yatra is in the growth phase, Should
focus on product development
Yatra buddy, Yatra Hotel Assurance,
Yatra smartwatch app, Yatra gourmet
Price Pricing is determined by competition
Inconsistent pricing, High
convenience fee, Unattractive wallet
offers
Y-Cash, Smart booking services,
Cloud pricing, Loyalty card
Promotion Koi Nikal Pada Hai
Poor recall of brand ambassador,
Message is not clear, Ineffective social
media campaign
Remove brand ambassador, Engaging
and clear ads, Align social media ads
Place Direct Mode
Poor App Rating, Slow
implementation of indirect mode
Product development for better
ratings, Franchise model for holiday
market