Date post: | 17-Jul-2015 |
Category: |
Data & Analytics |
Upload: | sugyan-panda |
View: | 49 times |
Download: | 9 times |
Presented by:
Sugyan Panda (110)
SIOM
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Travel & Tourism
All who Travel by Air
Target Customers
(Book Online)
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$95 billion
$12 billion
$9 billion
Client Industry Analysis
Key Players:
Makemytrip.comCleartrip.comGoibibo.comExpedia.co.in
Travelocity.com
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Rev
enu
e p
er C
ust
om
er
Cu
sto
mer
Ret
enti
on
Co
mp
etit
ive
Pre
ssu
re
Alternative Options
Easy to switch
No differentiation
Almost same cost
Only few services
Not reliable
Pain Area Approach Findings Strategies Results
Approach
Conducting Market Research to get customer insights
Analyzing the data using statistical techniques
Formulating Strategies
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Pain Area Approach Findings Strategies Results
Customers’ mind???
Phase-1
Secondary Research
• Kick-off meeting with client
• Secondary Research – factor identification
Questionnaire
• Preparing Questionnaire
• Validating Questionnaire
Response collection
• Reliability test with sample responses
• Go live
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Pain Area Approach Findings Strategies Results
Phase-2
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Data
Gathering
• Response Collection
• Data Cleansing
Data
Analysis
• Univariate and Bivariate Analysis
• Statistical relationships between various factors
Consumer Behaviour
• Finding out the crucial factors
• Segmentation of customers
Pain Area Approach Findings Strategies Results
Phase-3
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Strategy Formulation
• Promotional strategies for different target segments
• Getting new customers
• Retaining existing customers
Project
Closure
• Wrap up meeting with Client
• Knowledge Sharing with Colleagues
Pain Area Approach Findings Strategies Results
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83% are not satisfied with their problem resolution process
72% feel misguided with hotel ratings
76% find it complicated in booking end to end services
88% look out for offers while booking
60% go to websites referred by friends
Pain Area Approach Findings Strategies Results
Right Value for Right Customer
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Pain Area Approach Findings Strategies Results
Illiberal
Globe Trotter
Conserver
Wanderer
Income
Low
High
Low HighExpenditure
Target Segment
Globe Trotter
Wanderer
Illiberal
Beaches and
foreign trip
Religious Places
Ente
rtai
nm
en
t &
ad
ven
turo
us
des
tin
atio
n
Occasional
Traveller
Frequent Traveller
Target Market
Demographic
Socio-graphic
Behavioral
Psychographic
Geographic
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Retention
Convenient help servicesFocusing more on fan base not just loyalty
Loyalty points on specific credit cards
Cross-sell
End to End service Offerings
Suggestions as per your requirementsHotel Ratings by customers
Acquisition
First time login gets 100 points
50 points on referral
Free Cab drop service when fare exceeds 15000 rupees
Pain Area Approach Findings Strategies Results
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Pain Area Approach Findings Strategies Results
18%
21%
Market share
May 2014
Average Revenue per Customer – 5%
31%
53%
One call resolution
May 2014
Dec 2014
Dec 2014
Learnings:
• Analysis Coupled with Intuition• Knowing where to compete and how to win• Should be no paralysis due to Analysis
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