1) Travel portals in India saw $800 million in business in 2006, with over 4 million foreign tourists and 350-400 million domestic tourists that year. Air passenger numbers increased from 22.8 to 32.2 million from 2005 to 2006. 2) Commission from air tickets, the bulk of business, ranges from 2-9% while hotel bookings have higher commissions of 8-25%. 3) Major competitors include Yatra.com, Makemytrip.com, Redbus.in, and Travelocity.com. Strengths include a holistic business policy and wide network while weaknesses include a lack of direct marketing. Opportunities include rapid market expansion while threats include many competitors and increasing customer awareness

1. VIA Marketing Communication Analysis

2. Overview Travel portals in India did business of $800 million in 2006 In 2006, India attracted 4.43 million foreign tourists The same year, around 350-400 million domestic tourists travelled around the country Air passengers in the country increased from 22.788 million in 2005 to 32.172 million in 2006 Commission from air tickets which account for the bulk of the business are the lowest and range from between 2% and 9% For hotel bookings, the commission is much higher and varies between 8% and 25%

3. Competition Yatra.com Makemytrip.com Redbus.in Travelocity.com Travelguru.com Travelchacha.com Travelmela.com

4. SWOT Analysis Strength Holistic business policy, Wide network, Viral Marketing Weakness Lack of direct marketing Opportunities Rapid market expansion Threat Many competitors, Increasing customer awareness

5. Positioning Individual as well as B2B Solution provider Provides 24/7 services First to provide online bus bookings Also provides phone bookings Very large network

6. MCV Use an unconventional strategy Do not advertise through regular channels Use Online and Viral marketing Promote through: Blogs Social Networking Word of mouth Emails SMS Just Dial (Yellow Pages) Promote through partner agents Respond to SMS queries Uses press releases Several discount offers, vouchers such as “Travel Free For Life”

7. Benefits of used channels Targets only specific segments Reduces costs Customized services provided to the businesses Acts as intermediary to market newer brands like Indigo, Go etc Helps in enhancing Brand Recall, Brand Recognition, Brand Awareness and hence builds Brand Equity

9. 1700 Cities

11. Future Suggestions Start own transport facility Increase agents all over Expand overseas Use more prominent and aggressive advertising Television Radio Print Media Billboards and Hoardings

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