VIAMarketing Communication Analysis

Overview

• Travel portals in India did business of $800 million in 2006• In 2006, India attracted 4.43 million foreign tourists• The same year, around 350-400 million domestic tourists

travelled around the country• Air passengers in the country increased from 22.788 million in

2005 to 32.172 million in 2006• Commission from air tickets which account for the bulk of the

business are the lowest and range from between 2% and 9%• For hotel bookings, the commission is much higher and varies

between 8% and 25%

Competition

• Yatra.com• Makemytrip.com• Redbus.in• Travelocity.com• Travelguru.com• Travelchacha.com• Travelmela.com

SWOT Analysis

• Strength• Holistic business policy, Wide network, Viral Marketing

• Weakness• Lack of direct marketing

• Opportunities• Rapid market expansion

• Threat• Many competitors, Increasing customer awareness

Positioning

• Individual as well as B2B Solution provider• Provides 24/7 services• First to provide online bus bookings• Also provides phone bookings• Very large network

MCV

• Use an unconventional strategy• Do not advertise through regular channels• Use Online and Viral marketing• Promote through:• Blogs• Social Networking• Word of mouth• Emails• SMS• Just Dial (Yellow Pages)

• Promote through partner agents• Respond to SMS queries• Uses press releases• Several discount offers, vouchers such as “Travel Free For Life”

Benefits of used channels

• Targets only specific segments• Reduces costs• Customized services provided to the businesses• Acts as intermediary to market newer brands like Indigo,

Go etc• Helps in enhancing Brand Recall, Brand Recognition,

Brand Awareness and hence builds Brand Equity

Secondary Data

• Market leader• Customer Success

• 50,000 Partners• 1700 Cities• Revenue of 500 million USD since inception in 2006

Secondary Data

• Launched Via Stay service for hotel bookings

• A portal called Via King Sale for online shopping

Future Suggestions

• Start own transport facility• Increase agents all over• Expand overseas• Use more prominent and aggressive advertising• Television• Radio• Print Media• Billboards and Hoardings

THANK YOU..Any Queries..?

Submitted By:1. Aadil Ahmed (01)2. Anup Kumar (14)3. Arushi Goswami (18)4. Makarand Konher (45)5. Surbhika Sharma (90)