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Presented by:
Sugyan Panda (110)
SIOM
1
Travel &
Tourism
All who Travel
by Air
Target
Customers
(Book Online)
2
$95 billion
$12 billion
$9 billion
Client Industry Analysis
Key Players:
Makemytrip.com
Cleartrip.com
Goibibo.com
Expedia.co.in
Travelocity.com
3
RevenueperCustomer
CustomerRetention
CompetitivePressure
Alternative
Options
Easy to switch
No
differentiation
Almost same
cost
Only few
services
Not reliable
Pain Area Approach Findings Strategies Results
Approach
Conducting
Market Research
to get customer
insights
Analyzing the
data using
statistical
techniques
Formulating
Strategies
4
Pain Area Approach Findings Strategies Results
Customers’ mind???
Phase-1
Secondary
Research
• Kick-off meeting with client
• Secondary Research – factor identification
Questionnaire
• Preparing Questionnaire
• Validating Questionnaire
Response
collection
• Reliability test with sample responses
• Go live
5
Pain Area Approach Findings Strategies Results
Phase-2
6
Data
Gathering
• Response Collection
• Data Cleansing
Data
Analysis
• Univariate and Bivariate Analysis
• Statistical relationships between various factors
Consumer
Behaviour
• Finding out the crucial factors
• Segmentation of customers
Pain Area Approach Findings Strategies Results
Phase-3
7
Strategy
Formulation
• Promotional strategies for different target
segments
• Getting new customers
• Retaining existing customers
Project
Closure
• Wrap up meeting with Client
• Knowledge Sharing with Colleagues
Pain Area Approach Findings Strategies Results
8
83% are not satisfied with their problem resolution process
72% feel misguided with hotel ratings
76% find it complicated in booking end to end services
88% look out for offers while booking
60% go to websites referred by friends
Pain Area Approach Findings Strategies Results
Right Value for Right Customer
9
Pain Area Approach Findings Strategies Results
Illiberal
Globe
Trotter
Conserver
Wanderer
Income
Low
High
Low HighExpenditure
Target Segment
Globe
Trotter
Wanderer
Illiberal
Beaches
and
foreign
trip
Religious
Places
Entertainme
nt&
adventurous
destination
Occasion
al
Traveller
Frequent
Traveller
Target
Market
Demographic
Socio-graphic
Behavioral
Psychographic
Geographic
10
Retention
Convenient help services
Focusing more on fan base not just loyalty
Loyalty points on specific credit cards
Cross-sell
End to End service Offerings
Suggestions as per your requirements
Hotel Ratings by customers
Acquisition
First time login gets 100 points
50 points on referral
Free Cab drop service when fare exceeds
15000 rupees
Pain Area Approach Findings Strategies Results
11
Pain Area Approach Findings Strategies Results
18%
21%
Market share
May
2014
Average Revenue per Customer – 5%
31%
53%
One call resolution
May
2014
Dec
2014
Dec
2014
Learnings:
• Analysis Coupled with Intuition
• Knowing where to compete and how to win
• Should be no paralysis due to Analysis
12

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Formulating strategy using data analytics

  • 2. Travel & Tourism All who Travel by Air Target Customers (Book Online) 2 $95 billion $12 billion $9 billion Client Industry Analysis Key Players: Makemytrip.com Cleartrip.com Goibibo.com Expedia.co.in Travelocity.com
  • 3. 3 RevenueperCustomer CustomerRetention CompetitivePressure Alternative Options Easy to switch No differentiation Almost same cost Only few services Not reliable Pain Area Approach Findings Strategies Results
  • 4. Approach Conducting Market Research to get customer insights Analyzing the data using statistical techniques Formulating Strategies 4 Pain Area Approach Findings Strategies Results Customers’ mind???
  • 5. Phase-1 Secondary Research • Kick-off meeting with client • Secondary Research – factor identification Questionnaire • Preparing Questionnaire • Validating Questionnaire Response collection • Reliability test with sample responses • Go live 5 Pain Area Approach Findings Strategies Results
  • 6. Phase-2 6 Data Gathering • Response Collection • Data Cleansing Data Analysis • Univariate and Bivariate Analysis • Statistical relationships between various factors Consumer Behaviour • Finding out the crucial factors • Segmentation of customers Pain Area Approach Findings Strategies Results
  • 7. Phase-3 7 Strategy Formulation • Promotional strategies for different target segments • Getting new customers • Retaining existing customers Project Closure • Wrap up meeting with Client • Knowledge Sharing with Colleagues Pain Area Approach Findings Strategies Results
  • 8. 8 83% are not satisfied with their problem resolution process 72% feel misguided with hotel ratings 76% find it complicated in booking end to end services 88% look out for offers while booking 60% go to websites referred by friends Pain Area Approach Findings Strategies Results
  • 9. Right Value for Right Customer 9 Pain Area Approach Findings Strategies Results Illiberal Globe Trotter Conserver Wanderer Income Low High Low HighExpenditure Target Segment Globe Trotter Wanderer Illiberal Beaches and foreign trip Religious Places Entertainme nt& adventurous destination Occasion al Traveller Frequent Traveller Target Market Demographic Socio-graphic Behavioral Psychographic Geographic
  • 10. 10 Retention Convenient help services Focusing more on fan base not just loyalty Loyalty points on specific credit cards Cross-sell End to End service Offerings Suggestions as per your requirements Hotel Ratings by customers Acquisition First time login gets 100 points 50 points on referral Free Cab drop service when fare exceeds 15000 rupees Pain Area Approach Findings Strategies Results
  • 11. 11 Pain Area Approach Findings Strategies Results 18% 21% Market share May 2014 Average Revenue per Customer – 5% 31% 53% One call resolution May 2014 Dec 2014 Dec 2014 Learnings: • Analysis Coupled with Intuition • Knowing where to compete and how to win • Should be no paralysis due to Analysis
  • 12. 12