SUMMER TRAINING REPORT

ON
MARKETING STRATEGIES OF YATRA.COM
AT

Submitted in partial fulfillment of the requirement

For the degree of

BACHELOR’S OF BUSINESS ASMINISTRATION

(Travel and Tourism Management)
Session 2009-2012

SUBMITTED BY:
KRITI MAHESHWARI
Enrollment No: 00414905009
BBA (T&TM) 5th Semester

MAHARAJA SURAJMAL INSTITUTE

BBA (Travel and Tourism Management)
(2009-2012)

Recognized by UGC u/s 2(f)

Affiliated to Guru Gobind Singh Indraprastha University
C-4, Janakpuri, New Delhi
Session- 2009-2012
 ACKNOWLEDGMENT

It is my pleasure to be indebted to various people, who directly or indirectly

contributed in the development of this work and who influenced my thinking,
behavior and acts during the course of internship.

I express my sincere gratitude to Mr.Narayan Mallapur,General Manager,Outbound

for providing me an opportunity to undergo summer training at Yatra.com.

I am thankful to Mrs.Vibha Kamboj,Manager,Outbound for her

support,cooperation,and motivation provided to me during the training for constant
inspiration, presence and blessings.

I also extend my sincere appreciation to Mrs.Garima Bhardwaj,Assistant

Manager,Outbound who provided his/her valuable suggestions and precious time in
accomplishing my project report.

Lastly, I would like to thank the almighty and my parents for their moral support
and my friends with whom I shared my day-to-day experience and received lots of
suggestions that improved my quality of work.

Kriti Maheshwari

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION

 INTRODUCTION
 OBJECTIVES OF THE STUDY
 RESEARCH METHODOLOGY
 LIMITATIONS

CHAPTER 2 COMPANY PROFILE

 OVERVIEW OF THE COMPANY

 MARKET SCENARIO THEN & NOW
 YATRA’S MARKETING STRATEGIES
 ONLINE MARKETING PLANS
 LEARNINGS
 UNDERSTANDING CONSUMER BEHAVIOUR
 SOCIAL MEDIA MARKETING
 MARKETING ON MOBILES
 EXECUTIVE MARKET DVELOPMENT STRATEGY
 YATRA’S PRODUCTS & PROMOTIONS

CHAPTER 3 ANALYSIS & INTERPRETATION OF DATA

CHAPTER 4 CONCLUSIONS & RECOMMENDATIONS

QUESTIONNAIRE
BIBLIOGRAPHY
 CHAPTER 1

INTRODUCTION

TOURISM INDUSTRY
  It has been a major social phenomenon of societies all over the world.
 Driven by the natural urge of every human being for new experiences.
 It acts as an instrument of economic development and employment
generation.
 Globally large service industry in terms of gross revenue and foreign
exchange earnings.
 Stimulates other economic sectors like agriculture, transport,
construction etc.

TOURISM INDUSTRY IN INDIA

Tourism industry in India is on a great boom at the moment. India has tremendous
potential to become a major global tourist destination and Indian tourism industry
is exploiting this potential to the hilt. Travel and tourism industry is the second
highest foreign exchange earner for India, and the government has given travel &
tourism organizations export house status.

The buoyancy in the Indian tourism industry can be attributed to several factors.
Firstly, the tremendous growth of Indian economy has resulted in more disposable
income in the hands of middle class, thereby prompting increasingly large number
of people to spend money on vacations abroad or at home. Secondly, India is a
booming IT hub and more and more people are coming to India on business trips.
Thirdly, aggressive advertising campaign "Incredible India" by Tourism Ministry
has played a major role in changing the image of India from that of the land of
snake charmers to a hot and happening place and has sparked renewed interest
among foreign travelers.

Travel & tourism industry's contribution to Indian industry is immense. Tourism is

one of the main foreign exchange earners and contributes to the economy indirectly
through its linkages with other sectors like horticulture, agriculture, poultry,
handicrafts and construction. Tourism industry also provides employment to
millions of people in India both directly and indirectly through its linkage with other
sectors of the economy. According to an estimate total direct employment in the
tourism sector is around 20 million.

Travel & tourism industry in India is marked by considerable government presence.

Each state has a tourism corporation, which runs a chain of hotels/ rest houses and
operates package tours, while the central government runs the India Tourism
Development Corporation.

 It is the largest service sector in India.

  Contribution of 6.23% to the national GDP & 8.78% of the total employment
in India.
 Revenue generated from tourism was about US $100 billion in 2008which is
expected to increase to
 US $275.5 billion by 2018 at a 9.4% annual growth.

ONLINE TRAVEL

It is a collection of tourist’s service activities that combines with E-

Commerce via Internet.
It is considered as the big portion of E-Commerce because it includes all
common elements of tourist activities.
Such as hotels, airlines, travel agents, car rentals, tourist sites, bazaars and
tourist guides.

ADVANTAGES OF ONLINE TRAVEL

Facilitation of information
Price Reductions
Competition

INDIAN ONLINE TRAVEL INDUSTRY

It is expected to be worth of US $6 billion in 2010.

IRCTC is the most successful ecommerce initiative in India.
IRCTC contributed Rs.340 million to the total ecommerce business of Rs.900
million.
Other travel portals include Makemytrip, Yatra, Cleartrip and Travel guru
etc.
Driven by aviation sector.
Crowded with more than 20 Online Travel Agencies.

REASONS FOR THE GROWTH

Growth of interest
Growth in low-cost carriers
Secure payment mechanisms

MAIN CHALLENGES

Low margins and high operating costs.

Poor internet and credit card penetration.
TRENDS

Competition in online ticket booking is moving away from air to non-air

segments.
Online travel going mobile: changing E-Travel to M-Travel.
OTA’s looking for offline counters leveraging on their brand value.
Meta search engine is the latest innovation in Online Travel Industry.

BROAD AREAS OF ONLINE TRAVEL INDUSTRY IN INDIA

Ticket booking-Air & Non Air.

Tele Reservations
Car Rentals
Tour Packages
Air travel dominates the current online travel industry in India with 60%+
market share.

ONLINE TRAVEL AGENCIES

As per 2008, Online Travel Agency Business in India is estimated to be

approx. $800 million.
ONLINE TRAVEL AGENCIES IN INDIA

 Thomas Cook India

 SOTC Tours
 Club Mahindra Holidays
 Kuoni Travel Group,India
 Makemytrip
 Cleartrip
 Travelguru
 Travelocity
 Viaworld etc

Such growth factors have significantly led to emergence and establishment of more
and more travel companies that makes the process of traveling simpler and
convenient for the customers. More than thousands of travel companies have laid
their hand in the field of travel and tourism and most of them have gained success.
Travel companies are the largest contributor to the country’s economy and growth
rate. One of such company is discussed in this project-YATRA.COM.

YATRA.COM

Yatra.com is India’s leading online travel company. We provide information,

pricing, availability, and booking facility for domestic and international air travel,
railway reservation, hotel bookings, holiday packages, buses, and car rentals. We
offer a host of travel services designed to make business and leisure travel easier.

Based in Gurgaon, India, Yatra is a one-stop-shop for all travel-related services. A

leading consolidator of travel products, Yatra.com provides reservation facility for
more than 3,800 hotels across 336 cities in India and over 90,000 hotels around the
world. We partner with domestic and international airlines to offer flight-booking
services at the best rates. Through a close working alliance with all leading airlines,
we are able to offer negotiated rates for flight bookings for travel from and into and
within India. All products at Yatra.com come with a best price guarantee and an
assurance of instant booking.

Customers can access Yatra.com through multiple ways: through our user-friendly
website, 24x7 multi-lingual call center, a countrywide network of Holiday Lounges
and Yatra Travel Express stores or through their mobile phones. Yatra.com provides
booking facility for all the popular as well as exotic national and international
destinations.
Launched in August 2006, Yatra is today ranked as the leading provider of
consumer-direct travel services in India. Yatra.com has emerged as the most trusted
travel brand in India and we were recently voted ‘Most Trusted Branded of India’
in the online travel category by Brand Equity, and also received the coveted "most
preferred online travel company" award at the CNBC/Awaaz Consumer Travel
Awards from the Hon Tourism Minister of IndiaSmt Kumari Shailja . Within this
short span of time, Yatra has shown an impressive growth by currently posting
average revenue of $60 million a month with a volume of over 10,000 tickets and 600
rooms a day. The company achieved a gross turnover of approximately US$500
million for FY 2011.
OBJECTIVES OF THE STUDY

 The objective of the study is to get an insight into the working of the travel
company.
 To comprehensively analyze the Online Travel Industry.
 To find out the market share of Yatra.com in Indian Online Travel Industry.
 To design the marketing strategies such as to

RESEARCH METHODOLOGY

The study undertaken was exploratory in nature laying emphasis on finding out
information specific to the industry. The sources utilised for data collection are
primary and secondary. Primary data was obtained by going in for personal
interview and casual interaction with employees. The secondary data was collected
from various sources like internet, magazines etc.
Data can be collected through two sources:

1. Primary Data:-
Primary sources are original sources from which the researcher directly collects
data that have not been previously collected. Primary data are first hand
information collected through various methods such as observation, interviewing,
mailing etc
E.g.. Collection of data directly by there searcher on brand awareness, brand
preference, brand loyalty & other aspects of consumer behavior from a sample of
consumers by interviewing them.

2. Secondary Data:-
These are sources containing data which have been collected and compiled for
another purpose. The secondary sources consists of already compiled statistical
statements & reports whose data may be used by researchers for their studies
.E.g., census reports, annual reports & financial statements of companies, statistical
statements, reports of Govt departments, annual reports of currency & finance
published by the Reserve Bank of India.

In this project all the data have been collected from the primary sources. I have
trued to go on field for my training purposes and have conducted a market survey
for this report of mine.
LIMITATIONS
The limitations that were faced are mentioned below:
1) The responses of the officials were not always free from bias because of some
compulsions and busy schedules did not help the matter. Also the availability of
the officials was always a cause of concern for getting relevant information.
2) Cost factor is always a cause of limitation creeping into the project, though an
effort was made to overcome it.
 CHAPTER 2

COMPANY PROFILE
 COMPANY OVERVIEW

Yatra.com is India’s leading online travel company. We provide information,

pricing, availability, and booking facility for domestic and international air travel,
railway reservation, hotel bookings, holiday packages, buses, and car rentals. We
offer a host of travel services designed to make business and leisure travel easier.

Based in Gurgaon, India, Yatra is a one-stop-shop for all travel-related services. A

leading consolidator of travel products, Yatra.com provides reservation facility for
more than 3,800 hotels across 336 cities in India and over 90,000 hotels around the
world. We partner with domestic and international airlines to offer flight-booking
services at the best rates. Through a close working alliance with all leading airlines,
we are able to offer negotiated rates for flight bookings for travel from and into and
within India. All products at Yatra.com come with a best price guarantee and an
assurance of instant booking.

Customers can access Yatra.com through multiple ways: through our user-friendly
website, 24x7 multi-lingual call center, a countrywide network of Holiday Lounges
and Yatra Travel Express stores or through their mobile phones. Yatra.com provides
booking facility for all the popular as well as exotic national and international
destinations.

Launched in August 2006, Yatra is today ranked as the leading provider of

consumer-direct travel services in India. Yatra.com has emerged as the most trusted
travel brand in India and we were recently voted ‘Most Trusted Branded of India’
in the online travel category by Brand Equity, and also received the coveted "most
preferred online travel company" award at the CNBC/Awaaz Consumer Travel
Awards from the Hon Tourism Minister of IndiaSmt Kumari Shailja . Within this
short span of time, Yatra has shown an impressive growth by currently posting
average revenue of $60 million a month with a volume of over 10,000 tickets and 600
rooms a day. The company achieved a gross turnover of approximately US$500
million for FY 2011.
 The Yatra Team

Sonia Mehta, Chief Customer Experience Officer

Sonia joins Yatra.com with over 18 years of diverse, cross-functional experience in
the fields of trainings, marketing, and customer service and account management in
the Indian travel industry. Her skill in dealing with clients, understanding their
needs and deliver consistently high quality service makes her an ideal choice for the
role of Yatra.com’s Chief Customer Experience Officer. Before joining Yatra, Sonia
was heading Key Accounts and Ecommerce for InterGlobe Technology Quotient,
which represents both Galileo and Worldspan in India. Her previous roles also
include working with Galileo India as Head of Trainings, InterGlobe Technologies
as part of the Business Development and Strategy group, Head of Marketing and
Corporate Communications for InterGlobe Enterprises.

At Yatra.com, Sonia is responsible for ensuring that each and every customer has a
world-class experience when interacting with us, be it in any channel: online, call
center, or retail stores. She is charged with ensuring that at each touch point the
customer experiences Yatra’s service excellence.

Dhruv Shringi, Co-Founder & CEO

Dhruv Shringi is the Co-Founder & CEO Yatra Online Pvt. Ltd. Dhruv leads the
company’s business initiatives across continents.

Dhruv in a very short span of time, by making innovations in the field of travel and
tourism, has made his unique identity in the online travel industry. He has
contributed actively in rejuvenating the methods of the industry. Since its successful
launch in January 2006, Dhruv, has lead Yatra.com to grow from a 3 member
organisation to a 700 people strong organisation - thus making Yatra.com the
leading travel brand in the country.

His most recent role prior to Yatra.com was as Director Group Operations and
Technology of the Ebookers Group, where he was responsible for sales of over $850
million achieved thruough multiple channels including online, call centers and retail
shops, 600 people and a cost budget of $70 million.

Prior to his stint at Ebookers, he worked with Ford Motor Company in their
Business Strategy team based in London, where he was part of the European
Business Turnaround team. He also has significant work experience in India having
spent over 6 years with Arthur Andersen based in their office in Delhi. Dhruv holds
an MBA from INSEAD and is also a qualified Chartered Accountant.Dhruv is an
avid reader and enjoys playing golf in his leisure time.
Manish Amin, Co-Founder & CIO
Manish Amin is returning to India after having been based in London for the past
28 years. He is a veteran of the travel industry with over 20 years experience in the
Travel and IT industry, 15 of which were with Ebookers where in his last role he was
the Head of Technology Infrastructure responsible for managing 24x7 availability of
the website and multi-location call centres of Ebookers. He managed setting up a
new data centre for the Online and Offline applications. He also helped designed
and rolled out MPLS connectivity and implemented a new Telephone system across
the ebookers Group in Europe and Delhi.

He brings with him vast knowledge and experience with proven success in Business
Strategy, Sales/Call Centre Delivery, Operations Logistics, Travel Applications,
Infrastructure, Software Development and Support Process.He is commercially
astute with a passion for driving organisational change to deliver core business
objectives.

Alok Vaish, CFO

Alok heads Yatra’s Finance function and is responsible for setting overall strategic
direction, long term planning and growth strategy, fund raising, mergers &
acquisitions, financial planning, budgeting, cash management, investor relations,
corporate secretarial functions and fiscal management policies of the Company.

Alok has more than fifteen years of finance and operational experience spanning
myriad roles in his career. Prior to this, Alok was the CFO of HSIL Limited, which
is the largest publicly listed bathroom products company in India. Before returning
to India, Alok spent nine years in New York where he was in Investment Banking
with Deutsche Bank, New York, and was responsible for M&A transactions in excess
of US $60 billion.

Alok is an MBA from the Darden School of Business, University of Virginia (USA).
He is also a rank holder Chartered Accountant, Company Secretary and B.Com
(Hons.) from Delhi University.

Sabina Chopra, Co-Founder and EVP Operations

Sabina is the EVP Operations, managing the sales, fulfillment, and after sales
support for all Yatra businesses. She also heads Yatra’s domestic hotel business,
where she uses her expertise of the hospitality business in India to ensure that
Yatra’s hotel product is the best on offer.

Prior to Yatra, Sabina headed India based Operations of ebookers, Europe’s largest
online travel company. She was responsible for setting up, transitioning and
management of Customer Service, Sales, Air Ticketing, Hotel Sales, Email and
Online Departments. The Sales teams, under her leadership, doubled the targets in
less than 6 months. The fulfillment teams consistently met and increased customer
satisfaction for the European countries based customers.

She has also worked with Japan Airlines, a Canadian Airline and her BPO work
experience includes heading Operations for RAC (Aviva Plc) and Hewitt Associates.
Sabina brings with her over 16 years of work experience has through knowledge of
all facets of the Travel BPO Industry and an extensive network within the Indian
travel community. Her strengths are Operations and Delivery, Customer Care and
Retention. Sabina holds a Bachelor of Arts Degree from Delhi University.

Gautam Kaul, COO (Inbound - Yatra Exotic Routes)

Gautam joined Yatra in late 2008 to set up the Inbound business and is currently
responsible for managing all holidays and hotels businesses in India . Prior to
joining Yatra, Gautam was the Snr Vice President responsible for running a
significant part of Kuoni India’s inbound destination management business.

Gautam is a veteran of the travel industry having spent over 26 yrs in the industry
in cross functional roles. He has during the course of his career managed various
aspects of the business including Sales, Operations, Quality Control and Vendor
Management. Gautam has a very strong understanding of the Indian domestic
holiday market as well and has excellent relationships with the hotels and other
vendors critical for this business.
Gautam is a graduate from University of Kashmir, Jammu & Kashmir where he
studied a course in Tourism.

Nag Thota, CTO

Nag has over 17 years of experience in Information and Technology. Nag returned to
India in 2007 after working in USA for 12 years and in Singapore for 2 years.
His most recent role prior to Yatra.com was as a Senior Manager at Amazon India
Development Center managing Transportation team. Prior to his stint at Amazon,
he was Senior Manager at Yahoo! Southeast Asia managing Yahoo! Front Page,
Travel, Media, Messenger and Finance for six Southeast Asian countries. As a
Yahoo! Global Services Sr. Technical Manager, he successfully launched
MySabre+Merlin Agency portal, Sabre Sonic Airline Solutions and Back End office
solutions.

Prior to this he worked with BroadVision Inc. as Technical Manager and launched
e-commerce web sites for Samsclub, Nortel Networks, eMD.com, Rockwell
Automation and Wal-Mart Stores. He holds MS in Engineering from Texas A&M
University, Kingsville, USA.
 Awards Won

Brand Equity and Nielsen Company’s survey ranks

Yatra.com as the No.1 online travel service provider

New Delhi, September 01, 2010: In a recent survey

released by Brand Equity on ‘Most Trusted Brands’,
Yatra.com emerged as the industry leader in the
online travel space leaving behind some of the well
known players like makemytrip, cleartrip and irtctc.
Conducted by Nielsen Company, the survey is the
largest of its kind in India, with a sample size of 8,
160 done across socio economic classes, age, income
and geography. Yatra.com grabbed 14th position
amongst the top 50 digital brands ahead of some of
the most popular brands like Twitter that was on
18th spot.

In its tenth year, the study threw up a lot of surprises with new entrants, the
entrenched, and ones who have stood the test of time. As trust becomes a key
differentiator in the market exploding with brands, this definitive listing is a must
for marketers, advertising firms, and, of course, consumers. After considerable
brainstorming by Brand equity & Nielsen, the lists of 300 brands (217 consumer
products and 83 service brands) were finalized. Each brand was then evaluated on
several parameters. Sample size was identified on the basis of chief wage earners
who contribute maximum to the household income and the survey was restricted to
SEC A, B and C in urban India, with a view to focus on the prime target audience
for consumer-branded products and services.

Yatra.com felicitated as the most preferred travel portal at

CNBC Awaaz ‘Travel Awards 2010’

New Delhi, September 13, 2010: Leading company in the

online travel space, Yatra.com received the prestigious
‘CNBC Awaaz Travel Awards’ ‘10 in the category of the
‘Most Preferred Travel Portal’ at ‘CNBC Awaaz Travel
Awards 2010’. Business channel CNBC AWAAZ, in
association with e-commerce business One Stop Shop,
honored India’s best-in-class travel destinations and
 tourism ancillary services at the fourth edition of the
CNBC AWAAZ Travel Awards 2010.

Yatra.com was awarded for its manifold achievements in providing a complete

travel solution to the customers thereby creating newer standards with its unique
and innovative business models.

The theme of the awards this year was ‘Ghoom India Ghoom’ felicitating patrons of
the Indian travel and tourism industry who have time and again proved their vision
and expertise on the global scale. CNBC Awaaz Travel Awards 2010 is the second
most significant achievement of Yatra.com in this year, after emerging as the
industry leader in the online travel space in a recently released Brand Equity survey.

CNBC AWAAZ had conducted an exhaustive consumer response survey with The
Nielsen Company with an objective to felicitate the best in the travel and tourism
industry, identify India’s travel potential, highlights decision making criteria and
gains a deeper understanding of the consumer mindset. This research study also
presented “India’s Most Preferred Travel Brands and Tourist Destinations” across
various travel categories. The research consisted of 2000 respondents comprising of
the consumers, adventurous sports enthusiasts, corporates and members of the
trade and tourism industry across 11 cities within the age group of 20 – 55 years
belonging to SEC A / B1, both males and females.

Yatra.Com – The Only Indian Online Travel Company

Awarded by Red Herring for the ‘2008 – Top 100 Start Ups
in Asia’ Award Recognizes the 100 “Most Promising” Asian
Companies Driving the Future of Technology

New Delhi, December 8, 2008: Yatra.com, one of the largest

and leading online travel companies in India, has been
announced as a winner of the ‘2008 Red Herring Top 100
Start-ups’ in Asia, a selection of the 100 most innovative
private technology companies based in Asia. This is a
prestigious award which recognizes startups that will lead
the next wave with innovative and potentially disruptive
technologies.
The Red Herring editorial board diligently surveyed the entrepreneurial scene
throughout Asia and identified the top 100 out of more than 1,000 closely evaluated
companies that are leading the next wave of innovation. The 100 winning companies
have been announced at the Red Herring Asia event in Hong Kong.

“Our winners and Finalists demonstrate that Asia is increasingly becoming a leader
in innovation, contrary to common stereotypes," said Joel Dreyfuss, editor-in-chief
of Red Herring." It was tough to choose just the top 100 finalists from such a large
list of excellent contenders, and we are very happy with the quality of the companies
we selected as finalists."

Established in August 2006, Yatra.com has fast grown to become India’s leading
travel company, serving over 1 million customers. Yatra.com believes in providing
the best in class services to its customers and reaches out to them through its
website, 24x7 call centres and 15 retail Holiday Lounges spread across the country.
Yatra.com has an employee base of more than 700. The Company achieved a
turnover of $120 million in the year 2007 and projects a turnover of US $ 220
million by the end of calendar year 2008.

Speaking on being awarded, Dhruv Shringi, Co founder & CEO, Yatra.com, said,
"We are extremely delighted and humbled to be shortlisted for this very prestigious
category. Being the only Indian travel company to be awarded endorses our position
as a leading player in the online travel space.” He also presented his innovative ideas
and technologies to an audience of leading entrepreneurs, financiers, and corporate
strategists at the event at the Hong Kong JW Marriott Hotel last week.

Yatra.com has received a lot of prestigious awards and recognitions. It has been
recognized as the ‘most used travel website’ by Juxt Consult in their India Online
Survey 2008. It has also been declared to have the ‘best brand recall’ in the travel
segment and the ‘most user friendly website’ according to the recent studies
conducted by Juxt Consult and Phocus Wright, which are independent research
organizations. Yatra.com has also been awarded for ‘Excellence’ in August-07 by
TTF-OTM (India’s biggest travel show).

About Red Herring Red Herring is a global media company, which unites the
world’s best high technology innovators, venture investors and business decision
makers in a variety of forums: a leading innovation magazine, an online daily
technology news service, technology newsletters and major events for technology
leaders around the globe. Red Herring provides an insider’s access to the global
innovation economy, featuring unparalleled insights on the emerging technologies
driving the economy. More information about Red Herring is available on the
Internet at www.redherring.com.

Yatra.com wins the ‘Best Online Travel Agency’ Award for

the Year 2008 By Galileo Express Travel World New Delhi,
December 12, 2008

Yatra.com, one of India’s largest and leading online travel

companies, has been declared the ‘Best Online Travel
Agency’ of the year 2008 at the Galileo Express Travel
World’s awards on December 10, 2008 in New Delhi. In
line with the Galileo Express Travel World belief that
excellence and responsibility must go hand in hand and
 that responsible action will not only ensure a better future
but also good business prospects, the theme for the awards
this year was climate change and responsible tourism.
The Galileo Express Travel World Awards recognize the best in the industry every
year. The winners are chosen through a transparent process which is certified by
leading management consultants - Deloitte Touché Tohmatsu India Pvt. Ltd. These
awards were first incorporated in 2003 with the objective of promoting
professionalism and encouraging the travel & tourism industry to attain higher
levels of performance. In their sixth edition now, the Galileo Express Travel World
Awards continue to be endorsed by the Indian travel and tourism fraternity as the
most credible industry awards and are considered the voice of the tourism industry.

TOTAL REVENUES

Averaging revenues of Rs.100 crore a month and a volume of more than 6,500 air
tickets and 300+ hotel room nights per day, its turnover currently stands at Rs 1,500
crore. The company is targeting total revenues of $220 million by the end of the
fiscal 2009-10.
 YATRA INVESTORS

Reliance Venture Asset Management Ltd.

Reliance Venture Asset Management Ltd is the corporate venture capital arm of the
Reliance ADA Group. Since its inception in early 2006, the company has advised
and / or invested in deals to the tune of over $4 billion. Stage, geographic and sector
agnostic in its investment philosophy, Reliance Venture Asset Management has a
global portfolio to its credit and has invested in promising companies such as India's
largest online travel portal, Yatra.com, Suvidhaa Infoserve, Stoke Inc, Pelago Inc,
Sequans Communications, E-Band Communications, Seedfund and two MIT-
startups, Dhama Innovations and Scalable Display Technologies. Some of the
transactions they had advised the Reliance ADA Group on include the $300 million
all-cash acquisition of San Francisco-based, Yipes Inc. by Reliance
Communications, $82 million acquisition of UK-based, Vanco plc, and eWaveWorld,
a $500 million initiative to bring 3G and 4G to 50 countries around the world by
2012. Headed by Mr. Harshal J. Shah, an MBA alumnus of Wharton School of
Business, a Truman Gray Scholar with dual degrees from MIT, and an Andover
Scholar from Phillips Academy in Andover, USA, the company comprises of
professionals who bring over 50 years of cumulative experience and a solid
academic base (MBAs - Ivy League, Technologists from premier Indian &
International Universities & Chartered Accountants). The company was recently
ranked 30th in the Red Herring Top 100 Global Venture Capital Firms in 2009 and
was the only India based corporate VC company to feature in the ranking. For more
information on the company, kindly log on to - www.relianceventure.com/

TV18 Group
Television Eighteen (TV18) is India's premier business and consumer news
broadcaster (CNBC TV18, CNN-IBN and Awaaz) and a leading media content
provider and Internet player (running moneycontrol.com, commoditiescontrol.com
and ibnlive.com). Besides that, it has, over the last decade, provided prime time
television content to almost all leading satellite channels in India including BBC,
Star Plus, Sony Entertainment Television, Zee, MTV and Discovery. It is among the
fastest growing media companies in India with a CAGR of almost 100% since its
inception in 1993.

Among TV18's promoters are Raghav Bahl, one of India's foremost television
journalists and a brand in his own right, and Sanjay Ray Chaudhury - television's
creative phenomenon and creator of The India Show (more popularly known as The
Amul India Show). CNBC TV18 is India's leading business news channel. The
channel is a joint venture between CNBC Asia-Pacific and Television Eighteen India
Ltd. TV18 owns studios in New Delhi and Mumbai and has a news gathering
network of over 200 journalists across the country. Turner International (Turner)
and Global Broadcast News (GBN), a TV18 Group Company, also recently
announced a partnership to launch a co-branded, 24-hour, English-language general
news channel/service in India called CNN-IBN. TV18 has also launched India's first
consumer channel, Awaaz, which is growing at a rapid pace and reaches out to
India's huge consuming class. South Asia World is TV18's international channel.

It is the first English Channel dedicated to South Asian viewers across the world.
TV18 also owns and operates largest financial news and information portal -
www.moneycontrol.com

Norwest Venture Partners

Norwest Venture Partners (NVP) is a global venture and growth equity investment
firm that manages more than $3.7 billion in capital. It has offices in Palo Alto,
California, Mumbai and Bangalore, India and Herzelia, Israel. NVP makes early to
late stage venture and growth equity investments in U.S. and global companies
across a wide range of sectors including: information technology, business services,
financial services, infrastructure, technology enabled services and consumer. NVP
has actively partnered with entrepreneurs to build great businesses for more than 48
years and has funded over 450 companies since inception.

Notable investments include Actel Corporation, Airespace (acquired by Cisco

Systems), Cerent (acquired by Cisco Systems), Corio (acquired by IBM), Cray
Research, Documentum, Extreme Networks , Forte Software (acquired by Sun
Microsystems), LifeSize Communications (acquired by Logitech), National Stock
Exchange of India (NSE), Open-Silicon (acquired by Unicorn Investment Bank),
PeopleSoft, Qumranet (acquired by Red Hat), Rackspace (NYSE:RAX), Siara
Systems (acquired by Redback Networks), SideStep (acquired by Kayak),
Spinnaker Networks (acquired by Network Appliance), Tivoli Systems (acquired by
IBM), Transaction Systems Architects (Nasdaq: ACIW), Verio (acquired by NTT),
Winphoria Networks (acquired by Motorola) and Yipes (acquired by Reliance/Flag
Telecom). For more information, please visit www.nvp.com

Intel Capital
Intel Capital, Intel's global investment organization makes equity investments in
innovative technology start-ups and companies worldwide. Intel Capital invests in a
broad range of companies offering hardware, software, and services targeting
enterprise, home, mobility, health, consumer Internet, semiconductor
manufacturing and cleantech. Since 1991, Intel Capital has invested more than
US$7.5 billion in approximately 1,000 companies in 45 countries. In that timeframe,
168 portfolio companies have gone public on various exchanges around the world
and 212 were acquired or participated in a merger. Notable exits in India include
Rediff, NIIT, Sasken Technlogies, Indiainfoline, Sharekhan and Nipuna. In 2007
Intel Capital invested about US$639 million in 166 deals with approximately 37
percent of funds invested outside the United States. For more information on Intel
Capital and its differentiated advantages, visit www.intelcapital.com.

YATRA INVESTORS

YATRA TODAY

Over 100,000 page views per day

Over 1 million registered users

Over Rs.1,100 crore sales

Over 600 employees

Over 10 offices in 10 cities

Voted as the most used website for Travel-Juxt Consult

Top 100 start up’s in Asia-Red Herring

Best Online Travel Agency08-Galileo Awards
FLASHBACK……..

MARKET SCENARIO

2006

Makemytrip, Cleartrip, Travelguru had a head start.

People used travel sites to look up fares but booked on airline sites.

Low cost airlines had made people getting used to booking online.

IRCTC was fueling the same too.

Skepticism about booking online-security of the transaction, credit card

limits, credibility of the company.

TASK AT HAND

Last to enter the market-how to make a dent.

0 to 60-in no time

Land grab

MARKETING PLAN

CATEGORY STRATEGY: Do Print. Print works.

YATRA.COM STRATEGY: Do TV.TV works better.

Do Online. Online drives traffic.

ONLINE MARKETING PLAN

SEARCH ENGINE MARKETING: to generate transactions.

 GOOGLE AD WORDS
DISPLAY ADVERTISING: to add to the TV activity

 Yahoo!

 Rediff

 Sify

 MoneyControl

 IBNLive

EMAILERS

LEARNINGS

SET OBJECTIVES

 Define target audience

 WHO is more important than HOW MANY

 Prioritize Markets

 Metros v/s Tier I,,II,III

 North India v/s South India

 South Delhi v/s East Delhi

 Set Budgets

 % of gross sales/net income(Rule of Income: 3rd of net income)

 Choose media basis

 Long Term-Brand Building

 Short Term-Lead Generation/Transactions

 SET OUTCOMES

 Short Term

 Number of visits to the site

 Number of calls to the call centre

 Number of walk-ins to the retail outlet

 Long Term

 Market Share

 Mind Share

 Valet Share

 Word of-mouth share

UNDERSTANDING CONSUMER BEHAVIOUR

 Plan online marketing keeping in mind that the new consumer has –

 SCARCITY OF TIME

 Ease of navigation-less clicks/hyperlinks…

 Connectivity/download problems-less graphics

 SCARCITY OF ATTENTION

 Short,simple,easy to understand message

 Say more in less

 SCARCITY OF TRUST

 Do not mislead, over promise, hide costs

 Give what you SHOW

NET NET

WHAT TO EXPECT FROM ONLINE:

 High on ROI: Pay for Performance

 Start-Stop at will

 Reach national as well as international markets

 Dynamic Customization

 Quick results-need more traffic immediately, SEM is way to go.

 Behavioral/Contextual/Geographical targeting

 Database collection

 Very measurable
WHAT LIES AHEAD………

SOCIAL MEDIA MARKETING

 Socialize on the web: Youtube,Flickr,Orkut,Facebook.Linkedin,Twitter

 Word of mouth

 Targeted

 Indefinite shelf life

 Time is the only cost

 Direct and immediate feedback

MARKETING ON MOBILES

 WAP sites

 SMS 2.0

 Right message at right place(point of sale)

 Location specific (GPS)-highly personalized advertising

 Mobile coupons

 Higher conversions

VIDEO ADS

 The NEW TV(especially on news and entertainment sites)

ADVANTAGES

 Click to play

 Captive Viewing

 High Click through

 Customize-overlays
 EXECUTIVE MARKET DEVELOPMENT STRATEGY

YATRA PROMISES
 Quick Refund Guarantee

Instant Cancellation

Best Fare Guarantee

Secure Online Transactions

Free Visa Assistance

Partial Payment Facility

YATRA CHANNELS

Yatra.com Web Portal

Yatra.com Lounges

Yatra.com Call Centre

YATRA COMPETITORS

Makemytrip.com

Cleartrip.com

Travelguru.com

Arzoo.com

Ezeego.com

Travelchacha.com

Travelocity.com

Meratrip.com

Tripmela.com

CUSTOMER PROFILE
DEMOGRAPHIC TARGETING

 Professionally qualified between the age group: 18-45 years

 Male: Female- 80: 20

 Income Group: Sec A,B

PSYCHOGRAPHIC TARGETING

 Is married or planning

 Watches news channels: both English & Hindi

 Reads TOI,ET,MINT & INDIA TODAY

PROFILE TARGETING

 Access to Internet/Computer/Mobile

 English speaking, working in a MNC

 Active credit card user

 60% have traveled abroad

INDUSTRY POTENTIAL
 Approx 3.4 lakh passengers/month
DOMESTIC AIR Above 11 lakh are booked online
TRAVELERS

Approx 2.4 crore reserved tickets

RAILWAYS sold/month
Out of this,approx. 90 lakh are
booked online/

YATRA.COM PRODUCTS AND PROMOTIONS

YATRA.COM & eBAY

Yatra.com, the travel portal, launched travel auctions on eBay India, offering
holiday packages. eBay customers will be able to bid for holiday packages starting
at Rs. 1. This is first of its kind in India.

Yatra.com forged a tie-up with eBay in January, 2010 to promote the products of
Yatra.com on eBay India. As a part of this deal, Yatra.com is featured as the
recommended travel website on eBay India’s homepage. In return, Yatra.com offers
the customers of eBay India the option to search and book travel products –
domestic and international flights and domestic hotels from www.ebay.in directly.

eBay customers can book their travel through a dedicated travel page on eBay. in
having special offers created by Yatra.com. In addition, eBay India provides
dedicated display advertising inventory to Yatra.com on its homepage and other
sections of the website. This is done by highlighting the top deals offered by
Yatra.com with the help of banners across eBay India.

With Yatra.com, you can book air tickets over the internet, through their 24×7
customer care centre, Yatra.com Holiday Lounges or by simply using your mobile
phone. Yatra.com provides room-booking facility in over 2,500 domestic hotels
across 250 destinations in India, as well as over 90,000 hotels across the world.
Yatra.com also provides hundreds of holiday packages to its customers that include
best deals and rates across the globe.

YATRA BARCLAYCARD PLATINUM

As a Yatra Barclaycard Platinum Cardholder there are no limits for you. You are
now entitled to the exciting offers from yatra.com in addition to the many benefits
offered by Visa. Our tie-ups with all major national and international carriers give
you the freedom to take any flight that is convenient to you. And no matter who you
fly with, you earn extra miles every time you fly. You can earn and redeem these
extra miles, whether you fly or not, online on yatra.com.
 CHAPTER 3

ANALYSIS AND INTERPRETATION OF DATA

FACTS
 The above fact description shows the total number of visits made by visitors
to various travel company’s site during April 2009 to April 2010.From the
above facts, we can infer that TRAVEL site received the most number of
visitors in both the years, and also the frequency has increased 1.5 times. This
shows the fact that people are more aware of this site and that the company
has been marketing its brand and services well enough to capture the interest
of the people for long to make them visit their site more often in relation to
other sites like MAKEMYTRIP or YATRA ONLINE.

 YATRA being a late comer in this field managed to attract close to 1200
visitors in the year 2009 and around 2000 in the year 2010,which is quite
convincing given that it has a strong competition from
MAKEMYTRIP,which is a little ahead in terms of most visited site(1710 in
2009 and 2377 in 2010).
 The above graph shows the growth of online travel agencies in India from
2007-2010.It is evident that online travel agencies have nearly quadrupled in
growth in these years. In the year 2007, travel agencies were earning $477
which increased up to $790 in 2008, $1221 in 2009 and $1748 in 2010.This
goes to show that Indian Online Travel Market has been growing at an
incessant rate.
 The above analytic graph shows the increasing and repetitive visits to the
Yatra page since 2006 till 2009.In the year 2006, the total number of visits to
Yatra.com was 2,928,891 which skyrocketed to 22,167,459 in 2008 and
38,080,015 in 2009.

 The other travel companies in this regard include Makemytrip, Cleartrip,

Travelguru and Ezeego.
 The above graph shows the total number of page views to Yatra.com from
2006 to 2009.The page views in 2006 were 15,645,065 which grew to
193,345,501 in 2008 and fell down to 128,585,621 in the year 2009 due to
emergence of other competitive brands in the market and their popularity
and awareness.Yatra being a late entry into this field has come a long way
and made a spot in the Indian Online Travel Market.Yatra has its main
competition from Makemytrip,stil in some aspects Yatra has superseded the
former since its inception.

 Other travel companies in this regard include Makemytrip,

Cleartrip.Travelguru and Ezeego.
 The above graph depicts the strength of various travel companies or their
brand power in the market. The brand power is a result of good marketing of
services, awareness of the brand, customer following and the use of services
by customers in the market. In the present scenario,Yatra is ruling the chart
by having the strength of 4.49 as compared to other brands in the
market.Makemytrip,which is a close competitor to Yatra is however having
less brand power(2.81) than Yatra which goes to show that Yatra,since its
inception has been proving its goodwill, quality of the services it provides and
most importantly the rates of services it provides.

 Other players in the online travel industry like Travelguru,Cleartrip and

Ezeego have quite less brand power(2.09,1.15 and 0.91 respectively).
 CHAPTER 4

CONCLUSIONS AND RECOMMENDATIONS

FINDINGS

The OTA segment in India is expected to grow by further 30-40% by the end
of 2011 fiscal year.

Yatra.com enjoys the 30% market share in the Indian Online Travel Industry
after Makemytrip.com which has approx. 48% market share.

The OTA channel in India has gone from being Niche to Mainstream,
especially in the top eight to ten cities in India.

A top OTA such as Makemytrip.com said it sells more than 12,000 flight
tickets, 1,000 hotel nights and more than 100 holiday packages everyday. The
site attracts more than 4.5 million unique visits every month.

Tourism is the largest service industry in India, with a contribution of 6.23%

to the national GDP and 8.78% of the total employment in India.

The tourism industry in India generated about US $ 100 billion in 2008 and
that is expected to increase to US $ 275.5 billion by 2018 at a 9.4% annual
rate.

Online travel industry is to be worth US $ 6 billion in 2010.

The OTA (Online Travel Agency) business in India is currently expected to be

approx. $ 800 million and depends largely on air-travel related transactions
(2008).

People are not aware about Yatra.com much as they know about
Makemytrip.com.

Revenuewise, Makemytrip.com was the market leader with $360 million in

revenue in 07-08 followed by Cleartrip.com which had $ 200 million in
revenue.Yatra.com was third with $ 150 million in revenue, with the other
players sharing the rest of the pie.

Most of the businessmen prefer to book their tickets or packages through

their travel agents.

RESPONSIBILITIES

Visiting the catchments areas.

Identifying and approaching the prospects.

Generating leads.

Reporting leads/conversions
CONCLUSIONS

Online Travel Industry is the fastest evolving service sector industry in India.

The OTA segment in India is expected to grow by further 30-40% market

share in the Indian Online Travel Industry.

Yatra.com Online Private Limited is presently enjoying 30% market share in

the Indian Online Travel Industry.

Makemytrip.com is the market leader in the sector, enjoying almost 50%

market share.

RECOMMENDATIONS

Yatra.com should be more flexible in their policies if they want to capture the
major chunk of corporate sector, they should come up with CREDIT
FACILITY.

It should focus more on their promotional activities so as to create awareness

about the company among the masses.

As it’s an online travel portal, so it should have more such tie-ups as they
already have with Yahoo! And eBay.
 QUESTIONNAIRE

Q.1 Are the people aware of the brand Yatra?

a.)Yes

b.)No

Q.2 How would you rate the services provided by Yatra?

a.)Satisfactory

b.)Good

c.)Worth the tour cost

Q.3 Would you recommend Yatra to your known one’s or relatives?

a.)Yes

b.)No

Q.4 Have you traveled places through Yatra?

a.)Yes

b.)No

Q.5 Is the whole procedure from booking till refund through Yatra convenient or
does it need any changes?

a.)Yes,the staff is friendly and pays attention to details.

b.)No,the staff needs to be pay more attention to the needs of the customer.
 BIBLIOGRAPHY

Websites:

Google.com

Scribd.com

Yatra.com

Wikipedia.com

Journals/Magazines/Newspaper

Dainik Jagran

Amar Ujala

Hindustan Times