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Huella Online TraveSECTION B | GROUP

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Company Introduction

Founded in 1999

Subsidiary of Blue Rock, a US based PE firm and Your Journey Partner

Annual revenues across all markets of $100 million

Launched in 2000 in Hong Kong

Market share for Hong Kong had been hovering just under 5%

Market growth of ~20% since 2000

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Offerings

Online Journey Planner

Attractive deals

Advanced search options

Customizable holiday packages

Option of e-ticket or paper ticket

Wide variety of payment optionsCards, Net Banking, Bank Draft

Highly secured transactions using VeriSign gateway

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Problem Introduction

Low Market Share in Online travel industry in Hong Kong

Low Brand Awareness

Undesired Brand Image

Trust in the brick-n-mortar agents

Consumers did not trust in the online security systems

Perceived as Unreliable and risky

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0.0%

50.0%

100.0%

150.0%

200.0%

250.0%

300.0%

India Vietnam Hong

Kong

Indon

Expected Growth in

Sales for onl

Environmental Context of the ProblInternet Penetration and Growth opportunity

0%

10%

20%

30%

40%

50%

60%

70%

Asia Pacific (Age 15 +)

Internet Usage Pattern (%)

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Market Research

Qualitative Research Quantitative Research

Objective Understanding of underlying reasonsand motivations

Quantify data and generesults from sample to

population

Sample Small number of non representativecases

Large number of represecases

Data Collection Unstructured Structured

Data Analysis Non statistical Statistical

Outcome Develop initial understanding Recommend a final cour

action

Problem Identification Research Problem Solving Research

Image Research Product Research

Market Characteristics Research Promotional Research

Sales Analysis Research

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Qualitative Research

Poor Brand Awareness

Less Recall ValueAided/Unaided Awareness

Risky and Unreliable

Concerns about Security and Safety of WebsiteCollage Technique

15-20 year old Male, teenager, thrill seeker, risk takerUnreliableBrand Personification

Used only to obtain information and compare prices

Actual purchases preferred through brick and mortar ag

Card Sorting TechniqueCategorized with other online travel agents

Preference to traditional brick and mortar agents

Focus Groups

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Problem Definition

Management Decision Problem

To increase HuellasMarket Share in Hong Kong

Market Research Problem

To identify lifestyle and traveling desire in Hong Kong market

To determine a match between consumers needs and how Huella online travel can be abneeds

To identify main attributes of online travel agents that appeal to the target market

To assess the target markets purchase intent and purchase habits

To determine promotional efforts that appeal to the target market

To identify ideal channels to market the brand in Hong Kong

To identify competition in Hong Kong travel agencies including brick-n-mortar agents and o

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Approach

Potential Customer Survey (Questionnaire)

Travel preferences

Advantages offered by competitors

Existing Customer Survey (Focus Group Interviews and Surveys)

Likes and dislikes

Feedback and Scope of Improvement

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Approach

Specific information needed

How many days Hong Kong citizens normally spend on Holiday

Average spend

Destination

Price Budget

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Survey Considerations

Sampling Design Specifications

Scale Specification

Modes of Data Collection

Reliability of Statistical SurveyError Estimation

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Sample Questionnaire

Q.1. What is your name and occupation?

Q.2. Which mode do you prefer to book travel tickets?

Q.3. Why do you choose that particular mode?

Q.4. Have you heard the name of Huella online travel? If yes, by which mean?

Q.5. Have you ever booked travel tickets through Huella?Q.6. What do you think are the shortcomings of Huella?

Q.7. What factors do you consider while booking tickets?

Q.8. If Huella provides all required needs; would you buy travel tickets from Huella?

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Performance Metrics

Customer Satisfaction Metrics

Revenue Metrics

Market Share Metrics

Brand Image Monitor

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THANK YOU