Case Study

Yatra.com
Dr. Ram Singh
Assistant Professor
School of Management , BBD University
Yatra.com
A leading online travel company in India providing a 'best in class'
customer experience with the goal to be 'India's Travel Planner'.
Through website, www.yatra.com, mobile applications and our
other associated platforms, leisure and business travelers can
explore, research, compare prices and book a wide range of
services catering to their travel needs.
Successfully launch in the year 2006.
It Provides services like international air ticketing, hotel bookings,
home stays, holiday packages, bus ticketing, rail ticketing,
activities and ancillary services. With over 83,000 hotels
contracted across India, we are India's largest platform for
domestic hotels.
Dhruv Shringi is the Co-Founder &
CEO of Yatra Online, Inc (Yatra.com).
Since its successful launch in January
2006, Dhruv, has lead Yatra.com to
grow from a 3 member organisation to a
2,400 people strong organisation making
Yatra.com the leading travel brand in the
country.
Product
Informational site: The site provides a lot of
information to its viewers. This service gains it many
viewers visiting the site. Also, through advertisements
on the sites, it also accrues revenue for this service.
The information includes various destinations at a
place and the best of these travel spots.
Travel options: It offers deals in plane ticket booking,
train and even bus ticket options. This is another
service provide. The customers can choose according
to the need and cost.
Residence: More than 3000 hotels are tied up with
Yatra, and it offers valuable discounts to
customers.Customers are free to choose the hotels,
with different ratings and conditions, the information
available on site.
Tour package: Apart from travel and hotel options,
complete tour packages are also provided to customers
by Yatra.com. This help in accessing new places and
not missing the important sport in the journey.
Price
Yatra provides low costs through deals with
hotels and attractive offers.
Another strategy adopted for pricing is
segmenting the customers.
By giving options to choose from, for the same
destination, but a difference in quality of service,
Yatra manages the value customers and premium
customers both.
Yatra also charges the advertisements made on
the websites.
Most of these are of hotels or flights and buses.
For each reservation made through Yatra, it
charges a commission from these agencies.
It also offers tools to the companies who want to
advertise, giving them options to choose from
where there advertisements will be shown,
charging a premium price for most visible places.
Pricing
The pricing of packages is made just as to cover the charges and
producing enough revenues.
Competitive Pricing is used
Providing low costs services through deals with hotels and
attractive offers.
Another strategy adopted By Yaatra.com is pricing by
segmenting the customers.
It gives options to customers to choose from, for the same
destination, but a difference in quality of service
Yatra also charges the advertisements made on the websites
It charges various commission from service provider making
the tour package like hotels, flights services etc.
Place
Being an online site it is making its services available
through both websites and apps.
Apart from this it also accesses customers through
mails and SMS.
The website provides information to all the viewers.
Sign in through Facebook
By providing this option Yatra also ensures acquiring
new customers and customizing its ads as per the tastes
and likes of each customers.
Promotion
Yatra uses various media and marketing stratetgies for
its promotions
They connect with their customers by the help of
various social media and also show their presence
through you tube channel.
Promotion video
https://www.youtube.com/watch?v=bQphydN9R90
The company offer discount cards, for the customers
that can be offered to relatives or friends as travel gifts.
Promotion
It also sponsors events and teams. It was the travel
partner for Rajasthan Royals
Yatra offers some money back on booking which can
be claimed for future trips. It helps in enhancing
loyalty among customers
Promotion
They have launched this option in association with
Qwikcilver. Celebrities are also approached for endorsing
the brand name. Bollywood actors are associated with the
branding of Yatra
#RoamShantiSeRoam ad campaign by Ranbir Kapoor.
 https://youtu.be/vrBEssSSFvg
It also sponsors events and teams. It was the travel partner
for Rajasthan Royals
Yatra offers some money back on booking which can be
claimed for future trips. It helps in enhancing loyalty
among customers
People
Travel experts: These are the people that generate information for the
tourist, for making their trips more convenient. R&D team is mostly
involved in researching about the place and providing adequate information
from time to time.
Tech developers: These form the core part of Yatra.com. As this is basically
an online travel solution providing site, the criticality to update and secure
the site is very important.
Reviewers: Critical and positive both kind of reviewers matter for online
sites. As the critical ones, help them assess the shortcomings. Hence, people
are free to pine about their opinion on the website, ensuring a transparent
environment and opportunities to grow and improve for the company.
Tourists: Tourists themselves can review places and even make suggestions
to edit information on sight. Hence, they also form an integral part of team
Yatra. This concludes the marketing mix of Yatra.com
Process
The company is providing all route travel options to the
customer which make the process easier for the customers
to access to various options
The company has acquire various firm lie Magicrooms.in,
Travelguru etc. to add value to its process.
The company also provided quality information and
reviews about the different destinations just by clicking
on their websites.
More over company is focusing on post booking services
for its customer by giving them travel suggestions and
other various offerings in the product list.
Physical Evidence
A positive image of the company, satisfied customers
and reviews and ratings deliver a positive image.
 The reviews on the apps are currently the new of
gauging word of mouth of the customers.
The cancellation requests made or the satisfied
customers can also be gauged through the
effectiveness of customer care services.