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Yatra.Com - Brand Analysis Presentation
The document provides an extensive analysis of Yatra, a travel service, evaluating its market position, customer demographics, product offerings, pricing strategies, promotional efforts, and operational methods. It highlights the need for Yatra to enhance customer experience, particularly through ease of booking and better pricing, while also suggesting improvements in their marketing strategies. The analysis concludes with recommendations for product development, promotional clarity, and expansion of their franchise model to improve competitiveness in the travel industry.
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Yatra.Com - Brand Analysis Presentation
- 1. Picture credit :maxpixel.freegreatpictures.com Brand Analysis Team no : 6 1. Akshat Jain 2. Gautam Sinha 3. George Thekkekara 4. Karan Adnani 5. Mohit Vasu 6. Shamiet Chadha
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- 3. Source : Boston ConsultingGroup All numbers in Billion Dollars Future of Travel industry in India is attractive
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- 6. Yatra, with highbounce 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
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- 9. Yatra’s Linda: 10Parameters 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
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- 11. People - Assessment Ageis 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
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- 13. Recommended Linda Who shouldbe 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
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- 15. People Summary Description AssessmentRecommendation 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
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- 18. Yatra desires tobe known as “India’s Travel Planner” Message : Travel should be fluid as shown in the logo
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- 20. Positioning - Assessment Lindaremembers nothing Customers want “Ease of Booking” & “Better Pricing” Yatra is not focusing on most wanted need Source : Survey
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- 22. Positioning - Recommendation Photocourtesy : images.google.com
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- 24. Positioning - Summary Recommendation First3 Words in Linda’s Mind NOTHING! DISCOUNTS PRICES CUSTOMER EXPECTATIONS EASE OF BOOKING DISCOUNTS PRICES COMPETITORS AHEAD IN SOLVING CUSTOMER NEEDS Description Assessment
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- 27. Existing Product Strategy- Yatra sells entire bouquet of products to its Linda but that isn’t an end to the means 27 Love all, Serve All Strategy
- 28. Yatra’s products areat expected product level 28 • Listing of travel options Core • Repository - Comparison of travel optionsGeneric • Purchase based on evaluation of optionsExpected • Consumer behavior driven travel solutionsAugmented • Integrated search and discovery solutions Potential Journey already travelled Opportunity for Improvement
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- 30. Yatra at thecusp 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.
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- 33. Product Recommendations Yatra Buddy BigData 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
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- 35. Product - Summary Recommendation Customerswant 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
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- 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
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- 40. Pricing : Yatraexpensive 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 : Yatraexpensive than competition – Convenience Fees is high !
- 42. Yatra’s online walletusage is not attractive Domestic: 10% (max Rs 4000) International: 15% (max Rs. 4000) Domestic: 2% or (max Rs. 500) International: 10% (max Rs. 2000) Domestic: 15% (max Rs. 4000) International: 15% (max Rs. 4000) Domestic: 5% or (max Rs. 750) International: 5% (max Rs. 2000) Domestic: 10% or (max Rs. 500) International: 20% (max Rs. 2000) Domestic: 2.5% (max Rs. 500) International Flight: (max Rs. 1000)
- 43. Inconsistent pricing –App & Web Rs. 50 difference Rs. 50 difference
- 44. Customer wants betterprice and discounts From the Pricing perspective, my Linda wants: 1. Better Price. 2. Better Discounts/ Cashbacks. Source : Survey
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- 46. Recommendations Convenience Fee & DiscountsOptimization 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
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- 49. Price - Summary Description FewerPromo 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
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- 52. Yatra desires tobe known as “India’s Travel Planner” Message : Travel should be fluid as shown in the logo
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- 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 mediacampaign – 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)
- 58. Yatra has lessstickiness as compared to MMT
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- 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
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- 63. Promotions – Summary DescriptionAssessment 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
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- 66. Yatra – Operationsmostly 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
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- 68. Competition is alsoin 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
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- 70. Place Recommendations Yatra Store PromoteFranchise 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
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- 72. Place - Summary DescriptionAssessment 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
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- 74. Summary 6 P’s of Marketing DescriptionAssessment 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