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.comCleartrip.comGoibibo.comExpedia.co.in

Travelocity.com

3

Rev

enu

e p

er C

ust

om

er

Cu

sto

mer

Ret

enti

on

Co

mp

etit

ive

Pre

ssu

re

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

Ente

rtai

nm

en

t &

ad

ven

turo

us

des

tin

atio

n

Occasional

Traveller

Frequent Traveller

Target Market

Demographic

Socio-graphic

Behavioral

Psychographic

Geographic

10

Retention

Convenient help servicesFocusing more on fan base not just loyalty

Loyalty points on specific credit cards

Cross-sell

End to End service Offerings

Suggestions as per your requirementsHotel 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