The ibibo Group, founded in 2007, is an e-commerce organization in India that operates travel and payment platforms like goibibo.com, redbus.in, and payu.in. Goibibo has experienced rapid growth, reaching significant website traffic and revenue, while facing competition from established players like MakeMyTrip. Consumer preferences indicate a need for improved marketing strategies and brand recognition for goibibo to enhance its market position in the online travel sector.

1. goibibo.com
Fastest travel Site….

2.  ibibo Group is an E-commerce and online
transactions organization in India. The
group owns a) Online travel businesses
such as "Goibibo.com" ; redBus.in b)
Payment platform : payu.in c)
Marketplace platform : Tradus.com and
d) Auto classifieds platform : Gaadi.com
 Ibibo which stands for iBuild, iBond,
started as an Indian social networking
site in 2007 and in 2009 pivoted to a full
scale e-Commerce organization. Ibibo
group is one of the emerging e-commerce
venture.
 Ibibo Group was founded in January 2007
by Mr. Ashish Kashyap.
Introduction

3. Group CEO, ibibo
Group
COO Goibibo.com
Director, Hotels &
Holidays
Goibibo.com
CFO, ibibo Group
CEO, Goibibo.com
Management Hierarchy for
Hotels/Airlines Division

4.  Director
 BDM’s
 Team Leader
 BDO’s
 Inventory Team
 QC Team
Hierarchy Chart for Goibibo – Hotels
and Holidays Department
GOIBIBO
Hotels and
Holidays

5. 
Company History

6. 
ECOSYSTEM OF ONLINE TRAVEL
BUSINESS

7.  The total tourist visits in India have been
growing at a steady rate of about 16 per
cent over the past five years. The travel
and tourism sector in India provides
significant socio economic benefits. While
the direct contribution to GDP is
estimated at INR 2222 billion in 2013, the
total contribution is estimated at INR 7416
billion in the same year. These have
further been forecasted to rise at a
growth rate of 12 per cent over the next
decade. While the sector supported 25
million direct and 40 million total jobs in
2012, these have been forecasted to
increase at a growth rate of 2.1 per cent
by 2023.
About the industry

8.  Vision
 Enable trusted travel
transactions.
 Mission
 To become the fastest
platform in India for
bookings, after sales,
payments and refunds &
exemplify these core values
in online travel sector and
become a leading player of
E-commerce in travel &
tourism sector

9. 
International Arrivals

10.  Demand Side
 Product
 Supply Side
Work Matrix of Goibibo

11. Traffic on Goibibo

12. Goibibo.com has reached the World Rank
#2,472 according to Alexa
(//www.alexa.com).
Goibibo.com has the current Google Page
Rank 5/10. Goibibo's total estimated
website Traffic Net Worth $974,515 USD.
Goibibo.com is receiving a Daily Page-views
444,984 and generates Advertisement
Daily Revenue $1,335 USD and Monthly
Revenue $40,049 USD. Goibibo.com has
recently shown a 9.15% Positive Growth.
Goibibo's Webpages Loads in 1 Seconds
(Median),Which is Faster than 55% of
websites around the World.
Goibibo.com has Linked 1,542 Websites.
Goibibo.com is most Popular in India and
96.6% Users come form this Country.
Goibibo.com has a site popularity score 4
Stars.
Global Rank
2,612 91
Rank in India
157

13. 
SWOT Analysis of the Company

14.  Threat of New Entrants: High – In this
online travel industry there are virtually
no barriers to entry as it is relatively
inexpensive to create a website.
 Bargaining Power of Suppliers: Medium –
Goibibo’s suppliers are using the
websites' services to reduce their
inventory but have many outlets to do so
considering the level of competition
within this industry. Suppliers can bargain
payment terms and access to inventory
with each online travel outlet and has to
ability to withdraw from contacts if they
do not see a positive result on their end.
 .
Porter 5 forces Analysis for Online
Travel & Tourism Industry

15.  Threat of Substitutes: Low – There is very less threat for
substitute as Ibibo group is vast and not only Goibibo is a part
but we got Payu, gaadi.com, TBO, tradus etc. which none other
OTA has.
 Competitive Rivalry within the Industry: High – Goibibo
competes with online and offline travel companies and agencies,
suppliers and their own direct connections to customers, search
engines and meta-search companies.

16.  Bargaining Power of Buyers: High – Customers using Goibibo
Worldwide are using the service for bargaining purposes only.
Goibibo customers are trying to put a travel package together
for the least expensive price possible. Goibibo has the online
access to the inventory of hotels and airlines, therefore if there
is any price drop on the inventory, Goibibo refunds back the
amount which has been charged more than the current price.
This policy attracts more customers who are bargain shoppers to
the website services because even though they might have
ended their bargaining with a purchase through Goibibo,
another customer may even help further the bargaining process.

17. Consumer buying behavior & awareness about Online Travel
Business
Research objective:
 To know preference of people and their mindset about
online travel Industry
 To know the preference of Goibibo with comparison to
other competitive brands.
 To know the factors which affects consumer’s buying
behavior to book hotels & air- tickets online.
 To know the preference regarding options they are
provided by OTA.
 To know and analyze customers awareness, satisfaction,
expectations and attitudes towards Goibibo.com
Survey & Interpretations

18. FINDINGS & ANALYSIS:
 Most of the customers who are familiar with OTA’s are mostly preferring Make
My Trip followed by Goibibo just because MMT is spending highly on:
 Advertising and Marketing on Television and other media sites.
 Introducing Cricketers to promote their brand.
 Catchy Taglines to attract consumer mindset and brand recall ratio is very high.
 The advertisement is very ordinary in case of Goibibo which need to be design
more appealing by consolidating consumer buying behavior patterns of its
customer.
 Goibibo lacks a good punch line “Done Dona Done”; it requires some catchy
phrases consisting of emotional touches and commitment towards its customer.
 Consumer buying pattern is basically depends on what customer see through
advertisement on popular TV Channels and accordingly customer will act on
during the time of choosing deals but in case of Goibibo, commitment was very
poor.
 Make My Trip customers gets the awareness from their offices in various places in
India and very less from TV Advertisement which is main source of awareness for
upcoming deals on various occasions and in case of Goibibo they haven’t taken
any such kind of initiative yet.
 Only 29% of customers prefer to plan their travel trip through Goibibo which
needs to be considering as a big disadvantage in this kind of competitive market.

19.  CONCLUSION:
 We find the main thing is that Goibibo brand name has very
good image in consumer’s mind and they consider it as
genuine OTA as compare to other sites, this is just because
of excellent CRM support of Goibibo.
 As Goibibo is the emerging brand in the market and having
growth rate of more than 125% every year because of this
they are the one who is providing quality deals, best offers
and affordable products to the customers at the best
possible prices and this attract the customer more as
compared to other OTA’s.
 In comparison to Goibibo, the other players such as Make
My Trip, Yatra.com and Expedia are the giants providing
excellent marketing presence and give competition to the
hilt.

20. Other duties rendered during SIP:
 Quality Analysis
 Note Taking
 Supply V/s Marketing activity study
 Market and company Liquidity Analysis
 Business Health Study/Report
 Meetings with corporates etc.

21. Learning and Recommendations:
1. These three months in goibibo has really helped to gain more confidence then
before.
2. Being an Intern I was able to explore myself, my suggestions were appreciated
by the director & moreover I was given the same task done by business analyst
in the company.
3. Being a hospitality person there were many things that I learnt in hotels and
airlines, as the company is virtually selling the hotel rooms, many time we are
not able to think in the same manner how the hotelier is thinking.
4. I advised the Director to use PHONETICS in office during phone calls.
5. Case studies and learning about organizational behavior were applied in office
& it really helped the staff in increasing their speed.
6. During Quality Analysis I advised the process Manager to interact one on one
with each department & then do the further analysis and prepare test and
refresher training.
7. Target small cities and make creative ads like Vodafone and Airtel are using.
8. Company really need to hire a brand Ambassador, though out work is visible all
around but if we hire a brand ambassador it would act like icing on cake.
9. Increase our reach on social media and open current booking offices in railway
stations and airports like MakeMyTrip & Akbar Travels.
10. Stylish visiting cards should be used for our company.
http://news.distractify.com/culture/30-of-the-most-creative-business-cards-ever/?v=1

22. Achievement
Name Dinesh Gera
Project Details Consumer buying patterns in relation to brand extension of
Goibibo with reference to travel & tourism sector
Duration 3 months (24th Feb’14 to 30th May ’14)
Business Unit Goibibo Hotels
Mentor Jagminder Pal Singh
Location Gurgaon
INTERN FEEDBACK FORM
Q1. Please provide feedback on the intern & the project done by him.
He has been excellent in Supply Liquidity analysis for Trip advisor/ Holiday IQ and other competitions
in the market – supported with detailed data and analysis of where we are gaining & losing.
Q2. Any specific strength shown by the intern during his/her project.
His ability to do the work before the time frame perfectly & his dedication to work without looking at
time boundaries .
Q3. Overall, how would you rate this internship on a scale of 4?
I would rate him 3.4
Q4. Would you like to rehire him? If yes for which role?
Yes definitely – for business analyst role.