Brand Track Study: Online Travel

July 2007

Prepared by: JuxtConsult, New Delhi

Presentation flow
• Methodology • Top lines • Usage Track
– – – – – Usage Status User Profile Travel Behavior Online Travel Usage Behavior Media Habits

• Brand Track
– – – Brand Salience & Perceptions Brand Shares Brand Performance / Brand Momentux 2

Methodology
• Online Survey between 17th June to 26th June 2007 • Survey run using Google AdWords and AdSense • Total Sample Collected: 2,192 • Total Sample Used: 1,852 (Brand track Sample – 1,100) • More recent and new India Online 2007 multipliers (April 2007) were used to make data representative of current total online urban population (multiplier on SEC, town class and region)*
* See special note on the next slide

3

Methodology
Special Note: • In the India Online study this year (2007), the width and depth of sample coverage was increased significantly by including samples from 20K – 50K population towns as well, and by sampling all SEC groups (‘A’ to ‘E’) extensively in all the 31 towns. This makes the India Online 2007 multipliers highly robust and representative of all SEC groups. As the sample collected in this quarter’s online travel brand track survey had good representation from SEC ‘D’ and ‘E’ also, these respondents have been included and analyzed in this quarter’s report. However, as SEC ‘D’ and ‘E’ were not included in the last quarter’s report (due to insufficient sample achievement), the quarter-to-quarter comparison of profile of online travel users and some of their usage behavior is likely to show noticeable variation. The variations are significant because they bring in the cumulative annual effect of changed multipliers (April 2007 against April 2006). Yet it needs to be kept in mind that the effects of these two phenomenon are likely to get manifested more noticeably in user profiles and some travel usage behavior (by making them more representative of the current situation) but not so noticeably in brand preferences and usage. This is so because a lower SEC profile ‘may’ imply lower propensity to travel and a possible lower access to internet (and hence to a travel portal) per se. But once the person is on the net there is no higher possibility of one travel portal being accessed more than the others per se (as there are no economic or technical barriers to access any specific travel portal) - the only barrier is in the mind of the person – of being aware or not aware of the brand names of these travel portals.

4

Definitions of terms used
• Online Travel Users: All internet users who have searched or bought a travel product online Active Users: All online travel users who have searched or bought a travel product online in last 3 months SEC: Socio Economic Classification basis education and occupation of the chief wage earner of the household Aided Brand Recall: brand recall prompted with a displayed list of brand names. All other forms of brand recall (Top of Mind, Spontaneous) are unprompted recalls Cumulative consumer share: All brands used in the last 3 months (multiple usage) Primary consumer share: The most preferred brand among all the brands used in the last 3 months (preferred usage) •

• •

5

Definitions of terms used
• • • Brand Sustenance: Ratio of ‘top of mind brand recall’ to ‘top of mind ad recall’ Brand Persuasion: Ratio of ‘brand likely to use next’ to ‘spontaneous brand recall’ Switch-in and Switch-out: Difference between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of moving ‘into’ or ‘out of’ a brand) Brand Loyalty: Similarity between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of continuing with the brand) Brand Pull: The ‘net switch’ into the brand (i.e., total switch-ins minus total switch-outs of the brand) as a ratio of its ‘current primary consumers’ Brand Momentux ™: A calculated index of a brand’s ‘current mass’ (current primary consumer share of the brand) multiplied by its ‘speed accelerators’ (arithmetic mean of mindshare factors like brand persuasion, brand pull and brand loyalty)
6

Toplines

7

Usage Track
• With the inclusion of SEC ‘D’ and ‘E’ in the user base, the corrected current usage base of online travel category stands at 58% of all regular internet users 97% of these online travel users were active in the last quarter, with 71% buying a travel product online (and 26% stopping at just searching) Proportion of searchers has gone up 10% points (from 16% in last quarter) and that of bookers has gone down by 10% points (from 81%) Among bookers, 87% booked a train or air ticket, 40% booked hotels and 27% tour packages. About 1 in 5 (18%) booked all the three products Among the ‘ticket’ bookers, 69% booked train tickets and 60% booked air tickets. Almost half of the train and air ticket booker base (48%) is common Hotels bookings showed the highest growth at 31%, followed by air tickets at 20%. In the next 3 months, while usage of train tickets is expected to stay put, that of air tickets and hotels is expected to fall 8

Usage Track
• Shifts noticed in the online travel user profile are: (shifts higher among searchers than bookers) – – – – – – – – • 14% shift towards the ‘below 24 years’ age groups 31% shift in favor of the smaller ‘others’ city-markets 10% shift in favor of the below Rs.10,000 monthly family income households 6% shift in favor 2-wheeler ownership, and 7% away from car ownership Just 4% and 3% drop in ownership of credit cards and mobile phones 6% shift away from home and 8% in favor of cyber café for accessing the net 5% shift in favor of checking online travel websites at least once a week 5% shift in favor of users who travel for work purpose only

41% of the online bookers plan to undertake a vacation in the coming 3 months

9

Brand Track
• With 27% top of mind ad recall, Yatra for the first time overtakes Makemytrip which manages 26% top of mind ad recall. However, Makemytrip continues to lead the top of mind brand recall for the category at 26%, while Yatra follows at 23% Though Makemytrip also leads marginally in ‘spontaneous’ brand recall (at 43%), Yatra overtakes Makemytrip again at the ‘aided’ brand awareness level (70% against Makemytrip’s 68%) But overall, Makemytrip performs better than Yatra in terms of brand recall as 43% of its brand awareness is top of mind against only 33% for Yatra Makemytrip also continues to lead brand ‘associations’ for most of the key category attributes. But Yatra follows as a close second on most of them. Air Deccan also catches up on ‘lowest air fare’ attribute association Almost all the key travel portals get similar levels of ‘per capita’ average of number of visits to their website. Only Travelguru gains in both per capita visits and bookings compared to the last quarter Though both IRCTC and Yatra improved their ‘visit-to-book’ ratio compared to the last quarter, it is IRCTC which shows a better ‘visit-to-book’ conversion ratio of 0.38 10

Brand Track
• Leaving aside IRCTC, Makemytrip comes back to lead the category in terms of secondary consumer share at 36%. Yatra follows at 33% share. Yatra is the only key player to lose secondary user share noticeably (by 6% points), and thereby loses the top slot to Makemytrip In terms of primary consumer share, Makemytrip again leads the category at 28%. Yatra follows next, with 23% share. Makemytrip, Yatra and Travelguru gain primary user share compared to the last quarter Makemytrip continues to show the best ‘secondary-to-primary’ user share conversion ratio of 77%. Yatra is not far behind at 71%. Yatra shows the highest brand momentum in the current quarter. While Makemytrip, IRCTC and Air Deccan ‘decelerate’, Yatra, Travelguru and Cleartrip ‘accelerate’ in their brand momentum Makemytrip ‘decelerates’ due to drop in all the three brand speed factors (persuasion, pull and loyalty). Yatra ‘accelerates’ despite drop in brand pull, as it more than covers up for it in persuasion, loyalty and increased mass In the next quarter, Yatra, IRCTC and Travelguru are expected to gain primary share while Makemytrip likely to lose some. If the indicative trend come true, then Yatra is expected to emerge as the new ‘category leader’ for online travel by the end of the next quarter

11

Usage Status

12

Online Travel Usage – Current Status
Online Travel Users* 100%
* 58% of all regular internet users in urban India (Source: India Online 2007)

Active Users

- last 3 months

97%

Searched Only 26%

Searched and Booked 71%

Note - As per India Online 2007 study, online travel users constitute 58% of all regular urban internet users. This proportion is lower than the 76% reported in last quarter usage track. The lower number is not indicative of any decline in usage of the category but reflects only a correction due to inclusion and better representation of lower SEC groups ‘D’ and ‘E’ in the user base from this quarter. Till last quarter, the user base in the brand track study reflected only SEC ‘A’, ‘B’ and ‘C’.

13

Online Travel Product Usage - All
Bookers
71% of all Travel users

Searchers
26% of all Travel users

Train/Air Tickets - 87% (-11%)

Hotels - 40% (+8%)

Train/Air Tickets - 70% (+2%)

Hotels - 55% (-9%)

Train/Air Tickets Only 48% (-13%)

16% (-) 18% (+4%)

Hotel Only 4% (+3%)

Train/Air Tickets Only 7% (+1%) 18% (+6%) 33% (+6%)

Hotel Only 3% (-4%)

5% (-2%)

2% (+2%)

12% (+1%)

12% (-13%)

Tour Package Only 2% (+1%)

Tour Package Only 8% (-8%)

Tour Packages - 27% (+5%)

Tour Packages - 65% (-14%)

• Hotel and tour package bookings went up (+8% and +5%), but travel ticket bookings declined (-11%) • Opposite trend among searchers – tickets went up marginally (+2%) but hotel and tours declined (-9% and -14%)

14

Online Travel Product Usage – Ticketing
Ticket Bookers
87% of all bookers Train Tickets - 69% (-16%) Air Tickets - 60% (-15%)

Ticket Searchers
70% of all searchers Train Tickets - 58% (-3%) Air Tickets - 51% (-12%)

Train Tickets Only 21% (-4%)

Both Train and Air Tickets 48% (-12%)

Air Tickets Only 12% (-3%)

Train Tickets Only 13% (-20%)

Both Train and Air Tickets 45% (+17%)

Air Tickets Only 6% (-33%)

• Among bookers, the decline is reflected almost equally in both train and air tickets (-16% and -15%) • Among searchers, the decline in usage is significant mainly for air tickets (-12%)

15

Online Travel User Profile

16

Demographic distribution
Gender
Current Quarter 100% 80% 60% 40% 20% 0% Searched only Change from PQ 20% 10% 0% -10% -20% Searched and booked All Users 14% 17% 16% 86%
Male Female

83%

84%

14%

9% -9%

12% -12%

-14%

• As a result of new weights and inclusion of SEC ‘D’ and ‘E’, the gender equation of all travel users swings significantly towards males

17

Demographic distribution
Age
Current Quarter
13-18 yrs 19-24 yrs 25-35 yrs 36-45 yrs Above 45 yrs

40%

38% 31%

37% 34%

36% 34%

20%

17% 8% 5% 10% 12% 8% 13% 10% 6%

0% Searched only Searched and booked All Users

Change from PQ 20% 10% 0% -10% -20% 13% 11% -5% -10% 4% 9% 0% -10% -3% 6% 8% -2% -5%

-8%

-8%

• There is an overall shift towards younger age groups (below 24 years) among the online travel user base • This is largely because SEC ‘D’ and ‘E’ net users tend be noticeably younger in their age profile • The shift is higher among the searchers as they usually show younger age profile compared to bookers

18

Demographic distribution
Occupation
Current Quarter 80% 62% 60% 53% 57%
Salaried Junior Business/Self employed Salaried Middle/Junior Others

40% 24% 20% 7% 7% 0% Searched only
Change from PQ 30% 10% -10% -30% -5% -1% -10%-11% -7% -1% 26% 9% -2% 11%

24% 17% 7% 7% 13%

24%

Searched and booked

All Users

-6% -3%

• The proportion of ‘other’ occupational groups goes up noticeably, more so among the searchers

19

Demographic distribution
Marital status
Current Quarter
Unmarried Married without children Married with children Divorced/widow without children Divorced/widow with children

80% 60% 40%

69% 56% 61%

31% 23% 12% 0% 1% Searched only 1% 1% Searched and booked

27% 10% 0% 1% All Users

20% 0%

8%

Change from PQ 20% 15% 10% 0% -1% -1% -10% -7% -7% 0% -7% 7% 0% 0% -1% -9% 0% 9% 0%

• In line with the age profile, proportion of online travel users who are ‘unmarried’ has increased noticeably

20

Geographic distribution
City type
Current Quarter 60% 49% 40% 50% 41% 32% 34% 40%
Metro Urban uptowns Emerging Towns Others

20% 9% 11% 0% Searched only
Change from PQ 40% 20% 0% -20% -40% -2% -17% -17% -2% -20% 35%

12% 6% 7%

11%

Searched and booked

All Users

27%

31%

-5%

-7% -19%

-5%

• The proportion of online travel users from the smaller ‘other’ city-markets move up significantly • Expectedly, their proportion moves up more significantly among ‘searchers’ than ‘buyers’

21

Geographic distribution
Top 10 Cities
City Searched Only 482 9% 7% 5% 5% 4% 2% 2% 2% 1% 1% (-2%) (-7%) (-2%) (+1%) (-4%) (+1%) (+1%) (-) (-1%) (+1%) Searched & Booked Only 1,315 10% 10% 11% 6% 4% 3% 2% 2% 3% 1% (+2%) (-3%) (+2%) (0%) (-1%) (0%) (-1%) (-) (-1%) (+1%) All Users

Sample Base Delhi Mumbai Bangalore Chennai Hyderabad Ahmedabad Kolkatta Secunderabad Pune Coimbatore

1,797 10% 9% 9% 6% 4% 2% 2% 2% 2% 1% (0%) (-3%) (+2%) (0%) (-3%) (0%) (0%) (-) (-1%) (+1%)

• Among the main towns, only users from Mumbai and Hyderabad show significant decline, more so among the searchers

22

Economic distribution
Monthly household income (MHI)
Current Quarter
Up to Rs 10,000/Rs 20,000/- to Rs 30,000/Rs 10,000/- to Rs 20,000/Rs 30,000/- to Rs 50,000/More than Rs 50,000/-

80% 65% 60%

52% 43%

40% 16% 8% 0% Searched only
Change from PQ 30% 20% 10% 0% -10% -20% -13% -4% -7% -1% -2% -4% -3% -4% -2% -3% -2% 1% 22% 10% 10%

20%

21% 3% 8% 13% 10% 14%

19% 11% 7% 11%

Searched and booked

All Users

• Proportion of users with MHI below Rs.10,000 increases both among searchers (+22%) as well as bookers (+10%)

23

Economic distribution
Most expensive vehicle
Current Quarter 60%
Two wheeler Four wheeler No vehicle

52%

49% 35% 26%

50%

40%

28% 23% 20%

20%

12%

0% Searched only Searched and booked All Users

Change from PQ 20% 0% -20% -13% 10% 11% 1% -8% -5% 6%

1% -7%

• Proportions of 2-wheeler owners goes up among both the searchers and the bookers • Conversely the proportion of 4-wheeler owners goes down, more so among the searchers (-13%)

24

Economic distribution
Credit card
Current Quarter 100% 82% 80% 60% 40% 20% 0% Searched only Searched and booked All Users 21% 22% 12% 5% 17% 15% 58% 68%
Single card Multiple cards I do not own a credit card

Change from PQ 10% 0% -10% 6% -3% -3% 0% -5% 5% -1% -3% 4%

• Proportion of credit card owners goes only down marginally (much less than 4-wheeler ownership) • The proportional drop is almost the same among both the searchers and the bookers

25

Economic distribution
Mobile Phone
Current Quarter
Personal Company provided Both personal and company provided separately I do not own a mobile phone

80%

76%

69%

73%

60%

40% 24% 20% 3% 0% Searched only
Change from PQ 20% 10% 0% -10% -20% -13% 0% 1% 12% 0% 0% -2% 2% -3% 0% 0% 3%

3%

7%

7%

11%

17% 5% 5%

Searched and booked

All Users

• Proportion of mobile phone ownership goes down only marginally among the bookers • The drop is more significant among the searchers at –12%

26

Socio economic distribution
SEC
Current Quarter 60% 45% 40% 38% 35% 27% 23% 20% 18% 13% 7% 0% Searched Only Searched and booked All Users 9% 7% 7% 38% 33% 35% 26% SEC A SEC B SEC C SEC D SEC E

Change from PQ 20% 10% 10% 0% -10% -2% -8%

18% 7% 1% -2% 2% -1% -1% 9% 7% 2% 13% 7%

• SEC ‘A’ users continue to show up proportionately more among the ‘bookers’ than among the ‘searchers’ • SEC ‘D’ shows up more significantly among the searchers than among the buyers

27

Socio economic distribution
Head of the Household
Current Quarter 80% 62% 60% 39% 51% 49% 54% 46%
Not the CWE User is the CWE

40%

20%

0% Searched only Searched and booked All Users

Change from PQ 5% 0% -5% -1% -1% 1% 1% -1% 1%

• There is no noticeable change in terms of proportion of CWE profile in the online travel user base
* CWE – Chief wage earner

28

Travel Behavior

29

Primary purpose of travel
Current Quarter 80% 65% 60% 45% 40% 20% 0% Searched Only Change from PQ 20% 10% 0% -10% -20% -15% -8% -11% 12% 3% 7% Searched and booked All Users 15% 20% 21% 34% 19% 51% 30% Work only Personal only Equally for both

5%

3%

4%

• While proportion of searchers traveling for work purpose went up (+12%), proportion of bookers traveling for both work and personal reasons came down (-8%)

30

Regular place of travel – within India
Place of travel within India (Top 10 cities)
Sample Base

Searched Only
174 Change from PQ %

Search & Booked Only
618 Change from PQ %

All Users
792 Change from PQ %

Delhi Mumbai Chennai Bangalore Hyderabad Goa Kolkata Jaipur Ahmadabad Visakhapatanam

14% 8% 13% 15% 4% 9% 1% 3% 5% 6%

6% -2% 1% 4% 4% 5% -2% 0% -5% 6%

18% 18% 10% 9% 8% 5% 3% 2% 1% 1%

2% 6% 3% 2% -1% 3% -1% 0% -2% 1%

17% 16% 11% 10% 7% 6% 3% 2% 2% 2%

1% 3% 3% 3% -2% 3% -2% 0% -1% 2%

31
* 3% of the users do not travel in India at all

Regular place of travel
Place of travel internationally (Top 10 countries)
Sample Base

– internationally
All Users
Change from PQ % 271 Change from PQ %

Searched Only
41 Change from PQ %

Search & Booked Only
230

US UK Singapore Italy Australia Thailand United Arab Emirates France Malaysia Nepal

6% 3% 4% 5% 5% 7% 3% 0% 2% 1%

6% -30% 4% 5% 5% 7% -12% 0% 2% 1%

13% 11% 8% 6% 4% 3% 3% 4% 3% 2%

3% -4% 0% 5% 3% -1% -3% 4% -1% 2%

11% 10% 7% 6% 4% 4% 3% 3% 2% 2%

2% -6% 0% 5% 4% 0% -3% 3% -1% 1%

32
* 66% of the users do not travel internationally at all

Plan for next vacation
Current Quarter 60% Within this month Next 4-6 months No plan this year 41% 40% 26% 20% 7% 0% Searched only Searched & booked All Users 17% 31% 26% 19% 5% 22% 7% 5% 23% 24% 11% Next 1-3 months Next 6 months to a yr.

37%

Change from PQ 20% 10% 0% -10% -20% -2% -6% -12% -4% -5% -3% -8% 16% 5% 5% 1% 2% 5% 3% 4%

• Though a high 41% of bookers intend to take a vacation in next 3 months, it is down by 5% from the previous quarter

33

Type of vacation likely to take
Current Quarter Aadventure sports, wildlife, etc. Beaches Sight seeing Spiritual 36% 26% 21% 20% 10% 0% Searched only Searched & booked All Users 7% 7% 17% 18% 10% 4% 12% 7% 8% 9% 5% 11% 10% 7% 8% 22% 22% Hill station, Scenic spots, etc Relaxation (Resorts, Spa, etc.) Amusement Parks, Casinos, etc 40% 30%

33%

Change from PQ

15% 10% 5% 0% -5% -10% -15%

11% 5% 5% 3%

8% 1% -4% 1% 1%

8% 0% -1%-1% -6% -1%

-7% -10%

-3%

-1%

-4%

-4%

• ‘Hill station’ continues to be the most popular ‘intended’ vacation destination • But it’s the ‘beaches’ which show a marked increase in popularity as a vacation destination this quarter

34

Online Usage Behavior

35

Since when using an online travel website
Current Quarter 60% 50% 40% 30% 20% 10% 0% Searched only Change from PQ 25% 15% 5% -5% -15% -25% 0% 15% 7% 2% 2% -4% 5% 0% 0% -1% -1% 5% 2% -4% 0% -2% -2% Searched and booked All Users 10% 9% 2% 3% 23% 31% 27% 21% 15% 5% 2% 30% 29% 22% 13% 4% 2%
Only since last 3 month 1-2 years 3 to 5 years 3 months to 1 year 2-3 years More than 5 years

53%

-25%

• While proportion of new bookers (added in last 3 months) is 21%, that of new searchers is a huge 53% • However, a large proportion of these additions are a result of the cumulative annual effect of the new multiplier and not necessarily growth in user base in last 3 months

36

Place of searching/booking
Current Quarter 80% 62% 60% 63% 56% 48% 40% 27% 20% 2% 0% Searched only
Change from PQ 20% 10% 0% -10% -20% -14% -1% -7% -6% 9% 3% 2% 7% 8% 3% 8% 2%
Home Place of work Cyber café In transit

63%

24%

22% 6%

23%

5% All Users

Searched and booked

• Proportion of searchers from home went up +9%, while from place of work went down -14% • In comparison, the proportion of bookers from place of work (+7%) and cyber café (+8%) went up and home fell 37 (-9%)

Frequency of using an online travel website
Current Quarter
At least once a week At least once in 3 months Less than once a year At least once a month At least once a year

40% 31% 30% 20% 10% 0% Searched only
Change from PQ 15% 6% 7% 5% -5% -15% 4%

38% 32% 27% 27% 19% 10% 5% 10% 3% Searched and booked

36% 30% 21%

8%

5%

All Users

7%

5%

5%

3%

1%

-4% -13%

-1% -10%

-1%

-2% -7%

• Frequency of usage of a travel website increased among bookers at a weekly level (+7%) • Among searchers, frequency of usage increased at the monthly and quarterly level (+6% and +7% respectively)

38

Per capita average visits
Current Quarter
Avg. visits by all users

- in last 3 months

Avg. bookings by all users

12 10 8 6 4 2 0 Makemytrip Yatra 3 3 10 9

12 10 8 4 5 3

IRCTC

Travelguru

Cleartrip

Change from PQ 5 0 -5 -2 -1 -4 0 -1 -1 0 4 1 2

• Both Makemytrip & Yatra averaged 10 visits per capita in the last 3 months (drop for both, relatively more for Yatra) 39 • Travelguru is the only player which saw an increase in both per capita visits and bookings compared to last quarter
Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust conclusion

Visit-to-Book Ratios
Current Quarter Previous Quarter

0.50 0.40 0.32 0.30 0.20 0.10 0.00 Makemytrip Yatra IRCTC

(+0.12)
0.45

(-0.02)

(+0.07)
0.31 0.24

(+0.12) 0.38
0.26 0.33

(-0.01) 0.41 0.41

0.30

Travelguru

Cleartrip

• In terms of ‘visits-to-book’ conversion ratio, IRCTC shows the best ratio (0.38) after Travelguru and Cleartrip • IRCTC and Yatra improved their ‘visit-to-book’ conversion ratios the most as compared to the last quarter • Makemytrip shows a marginal fall in the conversion ratio

40
Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust conclusion

Products bought online – last 3 months
(Bought in current quarter Vs. Bought in previous quarter)
Current Quarter Train tickets Hotel/Spa/Resort deals Interstate bus tickets Souvenirs & Picture postcards 72% 68% 48% Air tickets Tour packages Rent a car

80% 60% 40%

22% 20% 0% All Users 8% 4% 9%

Change from PQ 40% 30% 20% 10% 0% -10% 31% 20% 10% 2% 6%

0%

-1%

• Despite no growth in usage train tickets continue to be the most bought travel product online at 72% • Air tickets, hotels and tour packages all show growth in usage compared to previous quarter • Hotels shows the highest growth at +31% points, followed by air tickets at +20% points

41

Products bought online – last 3 months
(Bought in current quarter Vs. Intention to buy indicated in previous quarter)
Current Quarter Train tickets Hotel/Spa/Resort deals Interstate bus tickets Souvenirs & Picture postcards 72% 68% 48% Air tickets Tour packages Rent a car

80% 60% 40%

22% 20% 0% All Users
Train tickets Hotel/Spa/Resort deals Interstate bus tickets Souvenirs & Picture postcards 25% 7% Air tickets Tour packages Rent a car

8%

4%

9%

40% 30% 20% 10% 0% -10%

5%

5%

-3%

-2%

-1%

• Except for hotels, the current quarter usage were fairly close to the stated intention levels in the last quarter

42

Mode of payment
Current Quarter 60% 50% 40% 30% 20% 10% 0% Searched and booked
Change from PQ 5% 3% 1% 0% -2% -5% -1% 2% 1%

59%

Credit card Direct debit from the bank Cash on delivery Mobile gateways

Debit card Cash Card Cheque on delivery

25% 12% 4%

22% 13% 1%

5%

• Usage of credit, debit and cash cards continue to increase, albeit only slowly • Usage of cheque on delivery showed the most noticeable growth (+5%) over the previous quarter

43

Future Intentions of buying products online – next 3 months
(Bought in current quarter versus Intention to buy in the next quarter)
Train tickets Hotel/Spa/Resort deals Interstate bus tickets Souvenirs & Picture postcards 73% Air tickets Tour packages Rent a car

80% 60% 40% 20% 0%

52% 34% 35% 20% 18% 15%

All Users
Train tickets Hotel/Spa/Resort deals Interstate bus tickets Souvenirs & Picture postcards 20% 10% 0% -10% -20% -16% -15% 13% 1% 12% Air tickets Tour packages Rent a car 13% 6%

• In the next 3 months usage of train tickets is expected to stay put at 73%, air tickets and hotels is likely to fall • On the other hand, users intend to book tours, bus tickets and rent cars noticeably more in the next quarter

44

Media Preferences

45

Most watched TV channel – Top 10
TV Channels Searched Only (Current Quarter) 19% 4% 11% 7% 4% 3% 2% 5% 2% 1% Change from PQ 4% 1% -7% 7% 3% -9% -5% -1% -5% 1% Searched & Booked (Current Quarter) 9% 8% 7% 6% 6% 6% 6% 5% 4% 4% Change from PQ -6% 2% -6% 0% -6% 5% 4% -2% 1% 3%

NDTV CNN IBN Star Plus Aajtak Discovery Sun TV Zee TV CNBC Sony Travel & Living

46

Most read newspaper – Top 10
Newspapers Searched Only (Current Quarter) 28% 21% 5% 3% 0% 3% 5% 1% 2% 1% Change from PQ -17% 11% -13% -1% 0% 1% 5% 0% 2% -2% Searched & Booked (Current Quarter) 49% 16% 7% 3% 3% 3% 2% 2% 2% 1% Change from PQ 6% 2% -1% 1% 3% -1% -1% -4% 1% -1%

The Times of India The Hindu The Hindustan Times Deccan Chronicle Dinakaran The Telegraph Indian Express The Economic Times The Tribune DNA

47

Most read magazine – Top 10
Magazines Searched Only (Current Quarter) 31% 6% 3% 1% 7% 7% 0% 2% 1% 2% Change from PQ 12% 4% 2% 1% 7% -10% -9% -1% 1% 2% Searched & Booked (Current Quarter) 26% 9% 9% 4% 3% 3% 3% 2% 2% 2% Change from PQ -5% 0% 3% -4% 1% 0% 0% 1% 2% -1%

India Today Outlook The Week Reader's Digest Star Dust Femina Business Today Sports Star Women's Era Business World

48

Most listened radio channel – Top 10
Radio Channel Searched Only (Current Quarter) 41% 8% 7% 3% 11% 1% 2% 3% 2% 3% Change from PQ 18% -7% -9% -10% 11% 1% 2% 3% 2% 1% Searched & Booked (Current Quarter) 36% 12% 9% 7% 6% 4% 3% 2% 2% 1% Change from PQ 4% 0% 0% 4% 5% 4% 3% 0% 2% 0% Radio Mirchi Radio City Red FM Big FM Suryan FM Fever FM Vividh Bharati AIR FM RAINBOW Radio FM AIR FM GOLD

49

Most used website for Emailing
Emailing Websites Yahoo Gmail Rediff Hotmail Sify Indiatimes VSNL Searched Only (Current Quarter) 54% 17% 16% 3% 2% 1% 0% Change from PQ 17% -6% -6% -10% -1% 0% 0% Searched & Booked (Current Quarter) 47% 26% 10% 6% 2% 1% 1% Change from PQ 0% 5% -3% -2% -1% -3% 0%

50

Most used website for Online News – Top 10
Online News Websites Searched Only (Current Quarter) 10% 10% 20% 12% 8% 12% 2% 3% 7% 0% Change from PQ 8% 1% 5% -3% -18% 12% -2% 0% 3% 0% Searched & Booked (Current Quarter) 15% 14% 12% 9% 7% 6% 5% 4% 3% 2% Change from PQ 8% 0% 4% -5% -2% 0% 0% 1% -3% 2%

Ibnlive NDTV Yahoo Rediff Indiatimes Google Timesofindia BBC Sify Zeenews

51

Brand Salience and Perceptions

Top of mind ad recall
Current Quarter
Yatra Makemytrip IRCTC Travelguru Cleartrip Yahoo travels

30% 24% 21% 20%

29% 28%

27% 26%

10%

7% 7% 4% 4%

7% 6% 3% 3%

7% 6% 3% 3%

0% Searched only
Change from PQ 10% 5% 0% -5% -10% -3% -2% -3% 0% 0% 4% 3% 6% 1% 1% 8% 0% -1% -3% 6% 1% 0% 1%

Searched and booked

All Users

• Yatra gets the highest TOM ad recall (27%), though Makemytrip is a close follower (26%) • Compared to the previous quarter, only Yatra gained significantly in terms of TOM ad recall among both searchers and bookers

53

Top of mind ad recall – All Brands
Top of mind Ad Recall Searched Only Search & Booked Only All Users Top of mind Ad Recall Searched Only Search & Booked Only All Users

Sample Base

296

804

1,100

Sample Base

296

804

1,100

Yatra Makemytrip IRCTC Travelguru Cleartrip Yahoo Travels Google Airdeccan Goair Travel India Raj Travels

24% 21% 7% 7% 4% 4% 3% 2% 2% 1% 2%

29% 28% 7% 6% 3% 3% 2% 1% 1% 1% 1%

27% 26% 7% 6% 3% 3% 3% 1% 1% 1% 1%

Thomascook Travel Jet Airways Kingfisher Flightraja Indian Airlines Indiatravels

0% 3% 0% 0% 0% 1% 0%

1% 1% 1% 1% 1% 1% 1%

1% 2% 1% 1% 1% 1% 0%

54

Source of ad recall
Source of awareness Base: All Users Television Newspaper Magazine/Newsletter Radio Internet - Banner on a website Internet - Text link ad on a website Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Can't recall where I saw the ad 73% 20% 9% 2% 29% 33% 1% 2% 65% 30% 28% 4% 50% 33% 9% 2% 17% 32% 25% 6% 46% 24% 9% 17% 70% 12% 14% 22% 29% 33% 2% 1% 57% 37% 15% 6% 62% 50% 3% 0% Yatra Makemytrip IRCTC Travelguru Cleartrip

55

Yatra
TOM ad awareness: 27%
Source of awareness Base: All Users Television Newspaper Magazine/Newsletter Radio Internet - Banner on a website Internet - Text link ad on a website Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Can't recall where I saw the ad 73% 20% 9% 2% 29% 33% 1% 2% +14% +6% -3% +1% -15% +7% 0% -1% Current Quarter Change from Previous Quarter

56

Makemytrip
TOM ad awareness: 26%
Source of awareness Base: All Users Television Newspaper Magazine/Newsletter Radio Internet - Banner on a website Internet - Text link ad on a website Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Can't recall where I saw the ad 65% 30% 28% 4% 50% 33% 9% 2% +7% +5% +2% 0% -3% -1% +3% 0% Current Quarter Change from Previous Quarter

57

IRCTC
TOM ad awareness: 7%
Source of awareness Base: All Users Television Newspaper Magazine/Newsletter Radio Internet - Banner on a website Internet - Text link ad on a website Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Can't recall where I saw the ad 17% 32% 25% 6% 46% 24% 9% 17% -1% +4% +5% +2% -2% -17% +3% +7% Current Quarter Change from Previous Quarter

58

Travelguru
TOM ad awareness: 6%
Source of awareness Base: All Users Television Newspaper Magazine/Newsletter Radio Internet - Banner on a website Internet - Text link ad on a website Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Can't recall where I saw the ad 70% 12% 14% 22% 29% 33% 2% 1% +47% -14% -6% +22% -53% -35% -2% 0% Current Quarter Change from Previous Quarter

59

Cleartrip
TOM ad awareness: 3%
Source of awareness Base: All Users Television Newspaper Magazine/Newsletter Radio Internet - Banner on a website Internet - Text link ad on a website Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Can't recall where I saw the ad 57% 37% 15% 6% 62% 50% 3% 0% +28% +4% -5% +6% +15% +32% -3% 0% Current Quarter Change from Previous Quarter

60

Top of mind brand recall
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Google

30% 23% 20% 13% 10% 6% 3% 3% 0% Searched only
Change from PQ 6% 3% 0% -3% -6% -1% 0% -3% -2% 0% 5%

24%

27% 22% 17%

26% 23% 16%

7% 4% 3%

7% 3% 3%

Searched and booked

All Users

2% 0%

3%

2%

3% 1% 0% -2%

0% 0% -3%

2% 0%

-1% -1%

• Makemytrip still retains its lead as the TOM brand recalled (26%). Yatra close on the heels at 23% • Compared to the previous quarter, only Travelguru gains share of mind notceably, especially among the searchers (+5%) • Makemytrip TOM brand recall dropped marginally compared to the last quarter (-2%)

61

Top of mind brand recall – All Brands
Top of mind Ad Recall Searched Only Search & Booked Only All Users Top of mind Ad Recall Searched Only Search & Booked Only All Users

Sample Base

296

804

1,100

Sample Base

296

804

1,100

Makemytrip Yatra IRCTC Travelguru Cleartrip Google Yahoo Travels Airdeccan Raj Travels Travel India Flightraja

23% 24% 13% 6% 3% 3% 3% 1% 3% 2% 0%

27% 22% 17% 7% 4% 3% 2% 2% 1% 0% 1%

26% 23% 16% 7% 3% 3% 2% 2% 2% 1% 1%

Jet Airways Indiatimes Travel Thomascook Travel Indiatravels Rediff Travel

0% 1% 0% 2% 0% 1%

1% 1% 1% 0% 1% 0%

1% 1% 1% 1% 1% 1%

62

Source of TOM brand recall
Source of awareness Base: All Users From an advertisement From a news story/article/feature From a relative/friend/colleague From a direct mailer/newsletter/sales call While searching for travel related info using a search engine From a link on another website From an exhibition/event Don't remember 58% 6% 14% 5% 44% 29% 1% 3% 65% 7% 14% 4% 28% 28% 3% 2% 33% 6% 29% 8% 31% 24% 1% 8% 74% 10% 16% 4% 17% 24% 2% 0% 59% 8% 40% 6% 42% 16% 6% 0% Makemytrip Yatra IRCTC Travelguru Cleartrip

63

Makemytrip
Source of awareness Base: All Users From an advertisement From a news story/article/feature From a relative/friend/colleague From a direct mailer/newsletter/sales call While searching for travel related info using a search engine From a link on another website From an exhibition/event Don't remember 58% 6% 14% 5% 44% 29% 1% 3% -7% -6% -10% +1% +2% +2% -2% 0% Current Quarter Change from Previous Quarter

64

Yatra
Source of awareness Base: All Users From an advertisement From a news story/article/feature From a relative/friend/colleague From a direct mailer/newsletter/sales call While searching for travel related info using a search engine From a link on another website From an exhibition/event Don't remember 65% 7% 14% 4% 28% 28% 3% 2% +1% 0% -5% +2% -1% +1% +2% 0% Current Quarter Change from Previous Quarter

65

IRCTC
Source of awareness Base: All Users From an advertisement From a news story/article/feature From a relative/friend/colleague From a direct mailer/newsletter/sales call While searching for travel related info using a search engine From a link on another website From an exhibition/event Don't remember 33% 6% 29% 8% 31% 24% 1% 8% -6% +1% -1% +6% 0% +5% 0% +1% Current Quarter Change from Previous Quarter

66

Travelguru
Source of awareness Base: All Users From an advertisement From a news story/article/feature From a relative/friend/colleague From a direct mailer/newsletter/sales call While searching for travel related info using a search engine From a link on another website From an exhibition/event Don't remember 74% 10% 16% 4% 17% 24% 2% 0% 46% 5% 12% 3% -51% -41% -2% -2% Current Quarter Change from Previous Quarter

67

Cleartrip
Source of awareness Base: All Users From an advertisement From a news story/article/feature From a relative/friend/colleague From a direct mailer/newsletter/sales call While searching for travel related info using a search engine From a link on another website From an exhibition/event Don't remember 59% 8% 40% 6% 42% 16% 6% 0% -27% -15% +11% +3% +7% -12% +6% 0% Current Quarter Change from Previous Quarter

68

Spontaneous brand recall*
Current Quarter
Makemytrip Yatra Travelguru IRCTC Cleartrip Indiatravels

50% 40% 30% 20% 10% 0% Searched only
Change from PQ 10% 5% 0% -5% -10% -3% -5% 9% 2% -2%

49% 45% 37% 31% 23% 19% 8% 23%24% 16% 6% 5%

43%42%

23%23% 13% 5%

Searched and booked

All Users

* Top 3 brand recalls

9% 1% 2% 4% 0% -1% -5% 0%

9% 3%

0%

-1% -4%

• At 43% Makemytrip barely manages to stay ahead of Yatra at spontaneous brand recall level • However, Makemytrip leads more among the bookers (49%), Yatra leads among the searchers (37%) • Compared to the previous quarter, only Travelguru has gained spontaneous recall noticeably (+9%)

69

Aided brand awareness*
Current Quarter 100% 83% 80% 66% 60% 40% 20% 0% Searched only
Change from PQ 30% 20% 10% 0% -10% -3% -6% 6% 7% 8% 4%
Yatra IRCTC Makemytrip Travelguru Cleartrip Indiatravels

71% 53%

65% 47%45% 35%

70%68% 61% 44%41% 37%

34%

40% 36% 32%

Searched and booked

All Users

* Brand names prompted

20% 5% 9% 0% 1% -1% 12% 3% 2% 8% 2% 1%

• At aided brand awareness level, Yatra leads significantly among the searchers (66%) and IRCTC among bookers (83%) • Overall, with 70% brand awareness Yatra leads the pack marginally • Compared to previous quarter, IRCTC and Travelguru show considerable gain in aided awareness overall (+12% and +8%)

70

Brand recall summary – All Users
Recall Levels IRCTC Makemytrip Travelguru Yatra Cleartrip

Aided brand awareness

68%

61%

44%

70%

41%

Spontaneous brand recall Top of mind brand recall

23% 16%

43% 26%

23% 7%

42% 23%

13% 3%

Ratio of TOM brand recall to Aided brand awareness Change from previous quarter

0.24 -0.05

0.43 -0.04

0.16 +0.05

0.33 +0.02

0.07 -0.03

• 43% of Makemytrip’s total brand recall is top of mind, while it is 33% for Yatra and 24% for IRCTC • Compared to previous quarter, Travelguru and Yatra have improved their ratios marginally (+0.05 and 0.02)

71

Share of word of mouth*
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Thomascook

30%

29% 27%

29% 23%

29% 24%

20% 12% 7% 4% 3% 0% Searched only
Change from PQ 6% 3% 0% -3% -6% -3% 5% 4% 0% -1% -3% 0% -2% 3%

10% 10%

12% 8% 5% 2% 7% 5% 2%

Searched and booked

All Users

* website most likely to recommend

2%

1% 1% 2%

3%

2% 0%

2% 0%

• Despite a 2% fall from previous quarter, Makemytrip still leads the category on share of word of mouth at 29% • Yatra gains as compared to previous quarter (especially among searchers with +5%) to move up its share at overall level to 24% • Other brands who gained share of ‘word of mouth’, though marginally, are Travelguru and Thomas Cook

72

Brand Perceptions

Brand associations – by attributes
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Indiatimes travel Airdeccan Spicejet

20%
(-5) 16% (+1) 13% (0) 12% (-3) 15%

(-4)

17%
(-3) 15% (0) 11%

(-1) 17% (-4)

13%
(0) 10% (+1) 11% (+3) (+2) 10% (+2) 7%

10%

10%

0%

(-1) (-1) (+1)3% (-1) 3% 2% 2% (-1) 0%

(+2) 4% (+1) (+1) (-1) 2% (-2) 1% (0) 1% 0% 0%

(+2)

3% (+1) (+1) 2% (0) 1% (-2) (0) 0%0%0% Best tour package deals on the net

(0) 4% (0) (-1) 2% 1% (-2) (0) (0) 0%0%0%

( (0) +1) (-2) (-1) 2%2%1%1% (0) (0) 1%0%

(+1) (0) 2%2% (-2)(0) 1%1%(-1) 0%

Lowest air fares on the net

Lowest hotel rates on the net

Complete travel related online solutions

Great Brand image

Most dependable service

• Makemytrip is still the most highly associated brand with most of the key category attributes, in spite of slipping on all attributes this quarter. • Yatra follows as a close second to Makemytrip on most attributes • Air Deccan stands out for its association with the ‘lowest air fare’ attribute
* Figures in brackets represent the ‘change’ compared to the previous quarter in percentage

74

Brand associations – overall perceptions
1.5

IRCTC
1.0 Most dependable service

.5

0.0

Cleartrip Indiatimes travel Best tour package deals Great Brand image Spicejet Travelguru Complete travel related solns. Yatra
Lowest hotel rates on net

Lowest air fares on net

Airdeccan

Attribute

-.5

Makemytrip

-1.0 -1.0 Brand Makemytrip Yatra Travelguru Air Deccan IRCTC -.5 0.0 .5 1.0 1.5

75

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand Shares

Cumulative (secondary) consumer share*
Current Quarter
80% 70%

IRCTC Travelguru

Makemytrip Cleartrip

Yatra All other brands

60% 36% 36%

40%

33%

20%

12%

9%

0% All Users

Change from PQ 10% 0% 0% -1% -10% -6% -2% -2% 0%

• IRCTC continue to show very high multiple usage (70%) in this quarter as well. Only Yatra loses multiple usage noticeably (-6%) • All smaller brands put together (‘others’) have managed to retained significant multiple usage share of 36%. Indicates growth as well as a lot of ‘experimentation usage’ in the category

77
* Multiple usage of websites, adds up to more than 100% in usage

Preferred (primary) consumer share*
Current Quarter 30%
Makemytrip Yatra IRCTC Travelguru Cleartrip Others

28% 23% 21% 16%

20%

10%

7% 4%

0% All Users
Change from PQ 6% 4% 2% 0% -2% -4% -6% -2% -4% 5% 4% 3% 0%

• In terms of primary user share, Makemytrip retains its top slot with 28% share (a 5% gain over last quarter) • Yatra also gains 4% in user preference, to continue at the second spot with 23% primary user share • Travelguru is the other brand that has gained primary share (+3%) compared to the previous quarter
* Most preferred website in usage, adds up to 100% in usage

78

Primary Consumer Shares – All Brands
Change Brand Makemytrip Yatra IRCTC Travelguru Cleartrip Yahoo Travels Airdeccan Thomascook Spicejet +5% +4% -2% +3% 0% +1% -1% +2% 0% Current Quarter Actual Share 28% 23% 16% 7% 4% 2% 2% 2% 2% Previous Quarter Actual Share 24% 19% 19% 4% 4% 1% 3% (-) 1% Brand Indiatimes Travel Indiatravels Travel India Indian Airlines Ksrtc Flightraja Prime travel Travel Google -2% -1% 0% 0% +1% 0% +1% 0% 0% Change Current Quarter Actual Share 1% 1% 1% 1% 1% 1% 1% 1% 1% Previous Quarter Actual Share 3% 2% 1% 1% (-) 0% (-) 1% 0%

79

Primary-Secondary consumer share ratios
Current Quarter Makemytrip
(+0.14)

Yatra

IRCTC

Travelguru

Cleartrip

0.80 0.70 0.60 0.50 0.40 0.30 0.20 0.10 -

0.77

(+0.22)

0.71
(+0.26)

0.59

(+0.03)

0.46
(-0.04)

0.23

All Users

• Makemytrip continues to have the best ‘secondary-to-primary’ user share conversion ratio of 77%. It is followed closely by Yatra at 71% • As compared to the last quarter, Travelguru, Yatra and Makemytrip show significant improvement in their conversion ratios • IRCTC not only has the lowest secondary-to-primary share conversion ratio (0.23) but also show a further marginal decline in it

80

Reason for brand preference
Source of awareness Base: All Users
Highly appealing website design Has the widest choice of travel options flights/hotels/tour Has the most relevant choices for my needs flights/hotels/tours Lowest fares/deals/offers Best guidance on travel destinations, travel planning Most easy to use and find the right information quickly Most hassle free payment procedure Best security features to protect online transactions Highly responsive booking and after-booking service Nothing Specific / Don't know 40% 53% 64% 72% 57% 61% 33% 26% 30% 7% 28% 39% 32% 63% 45% 34% 26% 15% 29% 9% 25% 28% 22% 32% 36% 49% 28% 25% 32% 15% 30% 26% 34% 68% 44% 44% 29% 10% 19% 13% 35% 50% 62% 66% 32% 55% 57% 25% 29% 8%

Makemytrip

Yatra

IRCTC

Travelguru

Cleartrip

81

Makemytrip – reason for preference
Reason Current Quarter Change from Previous Quarter Base: All Users
Used in the last 3 months 38% Highly appealing website design Has the widest choice of travel options flights/hotels/tour Has the most relevant choices for my needs flights/hotels/tours Preferred most 28% Lowest fares/deals/offers Best guidance on travel destinations, travel planning Most easy to use and find the right information quickly Most hassle free payment procedure Best security features to protect online transactions Highly responsive booking and after-booking service Nothing Specific / Don't know 40% 53% 64% 72% 57% 61% 33% 26% 30% 7% -9% -4% +3% -3% +9% +10% -6% +2% -3% 0%

82

Yatra – reason for preference
Reason Current Quarter Change from Previous Quarter Base: All Users
Used in the last 3 months 34% Highly appealing website design Has the widest choice of travel options flights/hotels/tour Has the most relevant choices for my needs flights/hotels/tours Preferred most 23% Lowest fares/deals/offers Best guidance on travel destinations, travel planning Most easy to use and find the right information quickly Most hassle free payment procedure Best security features to protect online transactions Highly responsive booking and after-booking service Nothing Specific / Don't know 28% 39% 32% 63% 45% 34% 26% 15% 29% 9% -11% -1% -18% +3% +7% -14% -3% -5% 0% +2%

83

IRCTC – reason for preference
Reason Current Quarter Change from Previous Quarter Base: All Users
Used in the last 3 months 24% Highly appealing website design Has the widest choice of travel options flights/hotels/tour Has the most relevant choices for my needs flights/hotels/tours Preferred most 16% Lowest fares/deals/offers Best guidance on travel destinations, travel planning Most easy to use and find the right information quickly Most hassle free payment procedure Best security features to protect online transactions Highly responsive booking and after-booking service Nothing Specific / Don't know 25% 28% 22% 32% 36% 49% 28% 25% 32% 15% +8% +9% -7% +1% -6% -4% -8% -5% 0% -1%

84

Travelguru – reason for preference
Reason Current Quarter Change from Previous Quarter Base: All Users
Used in the last 3 months 13% Highly appealing website design Has the widest choice of travel options flights/hotels/tour Has the most relevant choices for my needs flights/hotels/tours Preferred most 7% Lowest fares/deals/offers Best guidance on travel destinations, travel planning Most easy to use and find the right information quickly Most hassle free payment procedure Best security features to protect online transactions Highly responsive booking and after-booking service Nothing Specific / Don't know 30% 26% 34% 68% 44% 44% 29% 10% 19% 13% -36% -50% +8% +38% -42% +23% +11% -58% +2% +8%

85

Cleartrip – reason for preference
Reason Current Quarter Change from Previous Quarter Base: All Users
Used in the last 3 months 10% Highly appealing website design Has the widest choice of travel options flights/hotels/tour Has the most relevant choices for my needs flights/hotels/tours Preferred most 4% Lowest fares/deals/offers Best guidance on travel destinations, travel planning Most easy to use and find the right information quickly Most hassle free payment procedure Best security features to protect online transactions Highly responsive booking and after-booking service Nothing Specific / Don't know 35% 50% 62% 66% 32% 55% 57% 25% 29% 8% -7% +1% -4% -2% -21% -11% 0% -10% +2% -1%

86

Brand Performance Track

87

Brand Sustenance
Brand Sustenance
How much can your brand transcend the ad

Ratio of

TOM Brand Recall TOM Ad Recall

Ratio of 1 represents average efficiency
88

Brand Sustenance Index
Change Brand Actual Index Current Quarter Relative Index Actual Index Previous Quarter Relative Index

IRCTC Airdeccan Travelguru Cleartrip Makemytrip Yatra

0.692 0.096 0.305 -0.239 -0.061 -0.183

2.290 1.439 1.123 1.040 0.995 0.839

100% 63% 49% 45% 43% 37%

1.598 1.343 0.818 1.279 1.056 1.022

100% 84% 51% 80% 66% 64%

• Yatra and Makemytrip seems to be most advertising depended brands in the category • In fact, Yatra’s sustenance index compared to the previous quarter falls remarkably indicating increase in ad dependency

89
* Other brands not included for insufficiency of sample size

Brand Sustenance Map
4.5 Brand Sustenance
M ore Sustainable

Makemytrip IRCTC

Yatra

Top of Mind Brand Recall

4.0

Travelguru 3.5 Cleartrip Airdeccan 3.0 Indiatimes travel 2.5 2.5 Thomascook Indiatravels 3.0
Less Sustainable

3.5 Top of Mind Ad. Recall

4.0

4.5

90

Brand Persuasion
Brand Persuasion
How persuasive is your brand story

Ratio of

Intention to Buy / Use Brand Spontaneous Brand Recall

Ratio of 1 represents high efficiency
91

Brand Persuasion Index
Change Brand Actual Index Current Quarter Relative Index Actual Index Previous Quarter Relative Index

IRCTC Yatra Makemytrip Airdeccan Cleartrip Travelguru

0.024 0.026 -0.070 0.082 0.036 -0.109

0.616 0.473 0.450 0.362 0.303 0.294

100% 77% 73% 59% 49% 48%

0.592 0.447 0.520 0.280 0.267 0.403

100% 75% 88% 47% 45% 68%

• IRCTC’s continues to leads the pack on brand persuasion • Makemytrip & Travelguru have lost in persuasiveness • Air Deccan’s persuasion index improved noticeably compared to the previous quarter. Rest of the brands improve marginally

92
* Other brands not included for insufficiency of sample size

Brand Persuasion Map
5.0 Brand Persuasion

4.5 Likelihood of Buying

M ore P ersuasive

Yatra IRCTC

Makemytrip

4.0 Travelguru 3.5 Cleartrip

Less P ersuasive

Airdeccan 3.0 3.0 3.5

Indiatravels 4.0 Spontaneous Recall 4.5 5.0

93

Brand Pull*
Brand Pull
Ability of the brand to attract news consumers or consumers of competitive brands

Ratio of

(Switch ins to the brand) – (Switch outs from the brand) Current primary consumer share of the brand

A positive ratio represents a growing brand
94

Brand Pull Index
Change Brand Actual Index Current Quarter Relative Index Actual Index Previous Quarter Relative Index

Travelguru Cleartrip Airdeccan Yatra IRCTC Makemytrip

-0.102 0.138 0.264 -0.072 0.050 -0.143

0.148 0.121 0.081 -0.013 -0.015 -0.132

100% 82% 55% -9% -10% -89%

0.250 -0.017 -0.183 0.059 -0.065 0.011

100% -7% -73% 23% -26% 5%

• Travelguru continues to show the best brand pull in the current quarter despite of a fall • Air Deccan & Cleartrip show maximum improvement • Makemytrip and Yatra show noticeable decline in brand pull compared to the last quarter

95
* Other brands not included for insufficiency of sample size

Brand Pull Map
Brand Pull 3.0
Gaining P ull

Proportionately more switch-outs than switch-ins

Switch ins to the Brand

Yatra Travelguru Indiatravels Airdeccan Thomascook Indiatimes travel Spicejet IRCTC Cleartrip

Makemytrip

2.5

Losing P ull

2.0 2.0 2.5 Switch outs of the Brand 3.0

96

Brand Loyalty
Brand Loyalty
How much is your brand retaining its existing consumers

Ratio of

Likely to Continue with the Brand Total Current Users of the Brand

Ratio of 1 represents maximum efficiency
97

Brand Loyalty Index
Change Brand Actual Index Current Quarter Relative Index Actual Index Previous Quarter Relative Index

Travelguru Yatra IRCTC Cleartrip Makemytrip Airdeccan

-0.018 0.032 0.145 0.082 -0.086 -0.096

0.802 0.792 0.765 0.662 0.644 0.544

100% 99% 95% 83% 80% 68%

0.820 0.760 0.620 0.580 0.730 0.640

100% 93% 75% 71% 89% 78%

• Travelguru shows the best brand loyalty index in the current quarter (80% loyalty), followed by Yatra and IRCTC • IRCTC, Cleartrip & Yatra show noticeable improvement in brand loyalty compared to last quarter • Makemytrip & Airdeccan have lost out on brand loyalty; Makemytrip has lost relatively the most

98
* Other brands not included for insufficiency of sample size

Brand Loyalty Map
100%
(-2%)

Brand Loyalty 80%
(+3%) (+15)

79%

80%

77%

(+8%)

66% 60%

(-9%)

64%

(-10%)

54%

40%

20%

0% Travelguru Cleartrip Makemytrip Airdeccan Yatra IRCTC

Likely to Continue

99

Brand Momentux™
Brand MomentuxTM
Your future market potential based on your current performance

Brand Mass
Current Users

X

Brand Speed Accelerators
Brand Persuasion factor, Brand Pull factor, Brand Loyalty factor

X

It is an index. The higher the better
100

Brand Momentux™
Change Brand Actual Index Current Quarter Relative Index Actual Index Previous Quarter Relative Index

Yatra Makemytrip IRCTC Travelguru Cleartrip Airdeccan

0.010 -0.017 -0.002 0.005 0.003 -0.003

0.097 0.091 0.075 0.029 0.015 0.006

100% 93% 77% 30% 16% 6%

0.087 0.108 0.077 0.024 0.012 0.009

81% 100% 71% 22% 11% 8%

• In the current quarter Yatra leads with maximum brand momentum; though not far away from Makemytrip • However, Makemytrip’s momentum continues to decelerate as in the last quarter, Yatra’s continues to accelerate as in the last quarter • Among other brands Travelguru and Cleartrip ‘accelerate’, while IRCTC and Airdeccan ‘decelerate’ in their brand momentums

101
* Other brands not included for insufficiency of sample size

Brand Momentux™ Map
Brand Momentum Makemytrip
M ass Driven

Yatra IRCTC

Size

3.0

Travelguru Brand Mass Cleartrip Thomascook Indiatimes travel Airdeccan Spicejet Indiatravels

2.5

Speed Driven

2.0 2.0 2.5 Brand Speed 3.0

102

Brand Momentux™ Summary
Current Quarter vis-à-vis Previous Quarter Brand Yatra Makemytrip IRCTC Travelguru Cleartrip Airdeccan Brand Mass Brand Persuasion Brand Pull Brand Loyalty Brand Momentux

Improved

Deteriorated

No/Insignificant change

103

Estimated Primary Consumer Shares
Brand
Makemytrip Yatra IRCTC Travelguru Cleartrip Airdeccan Thomascook Indiatimes Travel Indiatravels Spicejet Yahoo Travel Others

Previous Quarter Actual Share
24% 19% 19% 4% 4% 3% 1% 3% 2% 1% 1% 18%

Current Quarter Actual Share
28% 23% 16% 7% 4% 2% 2% 1% 1% 1% 2% 10%

Next Quarter Estimated Share
24% 26% 20% 8% 4% 2% 1% 1% 1% 1% 1% 11%

Expected Change
-4% +3% +4% +1% 0% 0% -1% 0% 0% 0% +1% +1%

• Yatra, IRCTC and Travelguru are expected to gain primary consumer share in the next quarter, while Makemytrip likely to lose share • if this expected trend comes true, then Yatra is expected to emerge as the news category leader by the next quarter • Other than that, market not likely to show significant changes in the primary consumer shares of other players

104

Thank You!

Sign up to vote on this title
UsefulNot useful