This document provides an executive summary and market overview for the Yatra Saathi app, which aims to provide tourists with information and booking services. The summary discusses preventing fraud against tourists, providing accurate information on attractions, efficient travel analysis, and booking hotels and restaurants. It also notes growth in domestic and foreign tourism. The app will offer one-stop access to booking hotels, maps, helplines, and reviews. Its goals are to help tourists efficiently use time and resources, ensure safety, and improve facilities in small locations. The strategy involves empowering consumers with reviews and rewarding good service providers.

1. Yatra Saathi
App

2. Executive
Summary
Situation
Analysis
Goal Strategy Tactics
Implementa
tion

4. EXECUTIVE SUMMARY
 Preventing defrauding of tourists.
 Accurate info about various tourist
attractions.
 Efficient travel time analysis
 Information about hotels & restaurants.
 Booking of various services.

6. MARKET OVERVIEW
 Domestic Tourist Visit grew by 15.5% to 1.65 billion
during 2016
 Foreign tourists arrival increased 56.6 per cent in
December 2016.
 In 2016, foreign tourist arrivals more than doubled to
10,79,696 from 4,45,300 in 2015.
 International hotel chains will likely increase their
investment in India, and will account for 50 per cent
share in the Indian hospitality industry by 2022.

7. SITUATION ANALYSIS
Reported incidents of fraud
against tourists from
different states in 2014
Poor facilities for senior
citizens another major issue

8. CORE COMPETENCIES
 One stop destination for all facilities.
 Hotel Bookings
 Detailed maps showing various services.
 Helpline numbers in case of emergencies.
 Reviews from users.
 Detailed information about various attractions:
• Tentative fares for various services.
• Average time to cover the entire location
• Food and other facilities if available.

9. STRENGTHS
 The tourists will be put in control of judging services.
 First app which provides precautions on fraud.
 Single app will provide access to all facilities.

10. WEAKNESSES
 New to the market. Inexperience.
 Database will grow with time. Initially all services will not be covered.
 Not enough funds for promotion.

11. COMPETITORS

12. G
O
A
L
S

13. GOALS
 To enable customers to efficiently use their time and resources.
 To ensure the safety and security of tourists.
 Make various small locations of India with limited infrastructure more tourist
friendly.
 Improve visibility of hotel and restaurant owners for good service at cheap rates.
 Act as a channel between service providers and consumers and improve their trust
towards each other.

15. TARGET SEGMENT
Elderly Tourists
School Trips
Weekend Travellers.

16. STRATEGY
 Empower the consumers by using their reviews to rank facilities.
 Reward good service providers.
 Collaborate with service providers to come up with special offers for loyal
customers.

17. VALUE PROPOSITION
 Value to Tourist
A virtual personal tour guide. Real time updates about various facilities. Enjoy the
trip without being concerned of hassles.
 Value to Service Providers
Improved visibility. Reward for better customer service. Improvement of brand
loyalty based on service. More accurate knowledge of wants and demands of
customers.

19. FREE VERSION
• Reviews
• Maps
• Fraud warnings
• Fare estimates
• Time estimates
• Weather reports
• Public transport.

20. PREMIUM VERSION
• Premium needs to be paid whenever transactions
are done.
• 5% of costs on any kind of booking needs to be
spent.
• In addition for a fee of $1 a month all the
abovementioned facilities will be available for free.

21. POP & POD
POINTS OF PARITY
 All kinds of Travel Guides.
 Facilities for booking of services.
 Auto-dialing to emergency services in
case of distress.
POINTS OF DIFFERENCE
 Customer review based ratings.
 Anti-fraud advisory.
 Accessing all services through one
app only.

22. IMPLEMENTATI
ON

23. PRICING
 Basic feature will be available for free for all users.
 5% charge on transactions taking place through this app.
 $1 per month for free usage of all services.
 Discounts, special offers and coupons for frequent users.

24.  Promotion will be done by creating youtube videos.
 The videos will feature two individuals at various tourist locations.
 The experiences of the person with the app and without the app will be compared.
 At a later stage, promotion will be done in association with websites like
MakemyTrip and GoIbibo.
PROMOTION

25. Created by Saptarshi Bose
during a Marketing
Internship under Prof.
Sameer Mathur of IIM
Lucknow.