7p'S differentiation of IRCTC,MMT,GOibibo,Yatra

1. 7P’s OF
MARKETING &
SWOT ANALYSIS
OF THE T & H
SECTOR…
 Priyojit Das
 Sujeet Sinha
 Pooja Rani
 Shivali Oswal

2. INTRODUCTION..
 According to the Travel & Tourism Competitiveness Report 2011 brought out by World Economic
Forum, India is ranked 11th in the Asia-Pacific region and 62nd overall in a list of 133 assessed
countries in 2008.
 In terms of travel, India stands 9th in the index of relative cost of access(ticket taxes and airport
charges) to international air transport services, having almost the lowest costs in the world.
 The contribution of travel and tourism to gross domestic product (GDP)is expected to be at 6.0 per
cent (US$ 67.3 billion) in 2009 rising to US$187.3 billion by 2019.
 The ministry is planning to develop three niche products – wellness tourism, caravan tourism and
helipad tourism this year.
 According to the Tourism Ministry of India, foreign tourist arrivals(FTAs) during June 2011 were
341,000 as compared to FTAs of 340,000 during the month of June 2010. There has been an
improvement in the growth rate of FTAs in June 2011 (+0.2 per cent) as compared to May2011 (-1.9
per cent), in fact, a positive growth has been witnessed for the first time in 2011.

3. About Irctc…
The Indian Railway Catering and Tourism Corporation
Limited (IRCTC) is a public sector company set up and fully
owned by the Ministry of Railways. The IRCTC has been
incorporated under the Companies Act 1956, has its
Registered Office at 9th Floor, Bank of Baroda Building,
Sansad Marg, New Delhi 110001. This company has been
formed to function as an extended arm of the Indian
Railways to upgrade, professionalize and manage the
catering and hospitality services at stations, on trains and
other locations and to promote domestic and international
tourism through development of budget hotels, special
tour packages, information, commercial publicity and
global reservation systems. the objective of upgrading and
managing rail catering and hospitality.

4. About Make My Trip…
MakeMyTrip.com, India’s leading online travel company
was founded in the year 2000 by Deep Kalra. Created to
empower the Indian traveller with instant booking and
comprehensive choices, the company began its journey
in the US-India travel market. It aimed to offer a range
of best-value products and services along with cutting-
edge technology and dedicated round-the-clock
customer support.

5. About Yatra.…
Yatra Online Pvt. Ltd. is a smart travel company providing
information, pricing, availability and booking facility for air
travel, hotels, buses and car rentals across 5000 large cities
ands mall rural areas around the globe. As an online travel
company, Yatra.com acts as a complete tour planner for
travelers and is a one-stop shop for every travel need.
Established in August 2006, Yatra.com has grown fast to
become India’s leading travel company, serving over 1
million customers With an employee base of more than
700. In April 2012, it was the second largest online travel
website, with 30 per cent share of the 37,000 crore
(US$6.99 billion) market for all online travel-related
transactions., it also launched a "holiday-cum-shopping
card" with State Bank of India (SBI), India's largest bank .

6. About GoIBIBO.…
Goibibo.com is one of the leading online travel sites in
India that enables travelers to buy air and bus tickets,
hotels and holidays. It is a part of the MIH India Group
and was launched in September 2009. Within a short
span of time, GoIBIBO has trounced hundreds of travel
sites. GoIBIBO has a very strong technology enabling it
to serve its customers fastest in the market. Speed and
service are the core value differentiators of GoIBIBO.
The platform enables a customer to search and buy in
the fastest manner. GoIBIBO also has the quickest
processes for rescheduling, cancellation and refunds,
thereby making it an unmatched consumer experience.

7. What are 7 Ps in Marketing Mix??

8. IN TERMS Of 7 P’s Of SERVICE
MARKETING
7 P’S IRCTC MAKE MY TRIP YATRA IBIBO
PEOPLE At present IRCTC have 4453 MakeMyTrip.com has over Over 700 employees. 24x7 call At Present IBIBO have 201-500
employees. The employees 450 employees on board center and 15 retail Holiday employees. (Privately Held)
comprise of IRCTC Direct and offers 24x7 customer Lounges spread across the country
Employees, Deemed service.
Deputation absorbers,
Deemed Deputations,
deputations and fixed term
employees.
PLACE Five Zonal Offices are MMT has created a Headquartered in Gurgaon, Headquartered in Gurgaon,& other
working at Delhi, Kolkata, network of offices in New Haryana. Over 10 offices in 10 offices in Bangalore and Mumbai
Mumbai, Chennai and Delhi, Mumbai, New York metro cities.
Secunderabad. and Sydney.
Appointed franchise in all
major cities of US, UK,
Australia, UAE and India
PRICE Low cost as per Cost are higher than Costlier than compared to other Pricing is most aggressive in the
Government in case of compared to IRCTC. competitors. market
railway and others are
cheaper than compared to
the other competitors.

9. IN TERMS Of 7 P’s Of SERVICE
MARKETING
7 P’S IRCTC MAKE MY TRIP YATRA IBIBO
PROMOTION Advertisement, Subh Yatra Card, Corporate agents , Advisors. Corporate agents , Advisors. offer coupon codes or
SBI Railway Card. promotional codes,
Standard Chartered bank
Card, Airtel Money
PROCESS Online processing, counter , Online processing, , Home Online processing, Online B2C transaction
Home Delivery facility available Delivery facility available Yatra.com has a toll-free Processing
customer care number
PRODUCT Tour packages, Flight, Hotels, Tour packages, Flight, Hotels, Airline, Railway and Bus Flights, Holidays packages,
Tourist Train, Cab and Loyalty Tourist Train, Cab and Loyalty tickets and Reserve hotel Hotels, Bus Ticket Booking
Program. Program except railway & bus. rooms and Car rentals
PHYSICAL Well developed web site with Two blinking bright colored links Yatra’s homepage seems Well Developed Websites
EVIDENCE whole lots of information, “We are hiring” & “Corporate more dominate by with lots of information
Counters. level” ( seems they’ve text/content. Perhaps
used Java Script.) Salman khan is Yatra’s brand
ambassador. Yatra.com’s
navigation menu are better
from the usability
perspective.

10. SWOT ANALYSIS OF IRCTC
WEAKNESSES
STRENGTHS
 Lack of motivation in employee
 Subsidiary of Ministry of Railways.  Poor Promotional activities & public relation
 Full back up by the Govt  Limitations in decision making process
 Excellent Faith & Goodwill  Delayed decision making.
 Largest e-commerce website  “Not my work’’ attitude of the employees
 Monopoly in Rail tour packages& Rail Ticketing  Non existence of full fledge Marketing team.
 Concession on booking of charters

11. SWOT ANALYSIS OF IRCTC
THREATS
OPPURTUNITY  Leading web portals like Make My Trip, Cox & Kings,
Clear trip, Thomas cook, Yatra etc.
 Terrorists Attacks& Naxalites Attacks
 Buoyancy in the Tourism Sector
 Withdrawal of parental support from the Ministry
 Increase in Individual disposable income.
of Railways, Govt. of India
 Air Packages &Road Transport Packages.
 Low fare Airlines
 Booming Hotels &Resorts Industry
 Private Small Tour operators
 Bids for Contract
 Increasing Inflation rate
 Strategic Tie-ups for better
&improved performance.

12. SWOT ANALYSIS OF MAKE MY TRIP
STRENGTHS
 IIM A insurance WEAKNESSES
 Work experience
 Ill-informed
 Easy capital
 High airfares
 Family support
 Less number of travel options
 Personal savings
 Lack of trust among Indian consumers
 Great timing
 Adaptive
 Belief

13. SWOT ANALYSIS OF MAKE MY TRIP
OPPORTUNITIES THREATS
 The Dotcom bubble burst
 The NRI market  Bigger players
 Sale of other services/products  VC moving out
 Ride along with cheap airlines

14. SWOT ANALYSIS OF Yatra
STRENGTHS
 Partnerships with reputed and renowned
WEAKNESSES
companies
 Presence in the international business scenario
 Secure and trusted channel for facilitating
 Unable to attract customers who are not internet
payments
savvy
 Provides maximum options in budget hotels,
 Reluctance in customers to avail bookings
targeting middle class
through online payments
 Provides reservation facility for more than 3,800
hotels across 300 cities in India and over 90,000
hotels around the world
 Salman Khan as Brand Endorser/ Ambassador

15. SWOT ANALYSIS OF Yatra
OPPURTUNITIES
THREATS
 Customers currently using traditional methods of
bookings  Possible lack of co-ordination with tourism
 Offer better travel packages in line with customer entities
expectation  Present competitors having substantial market
 Untapped sections of international tourism share
market  Newly emerging online booking portals with
better offerings

16. SWOT ANALYSIS OF GoIBIBO
STRENGTHS
 offers a variety of applications
WEAKNESSES
 travel booking simpler
 add fun in booking experience
 create travel community  authentication error received from payment
gateway
 best deals to the community members.
 Lack Of customer support
 Gifts a family spiritual holidays
 very poor service
 Poor Transaction system

17. SWOT ANALYSIS OF GoIBIBO
OPPURTUNITIES
THREATS
 top online travel websites
 largest revenue sources with the user response
 Change in business travel plans
 high usage of social media
 Terrorists Attacks & Naxalites Attacks
 Whole business model is based on low cost of
user acquisition  Travellers health issues
 Travel Technology platforms, integration and  Personal or family emergency
selling platform  Change in flight timings’ by the airlines.
 Increasing Inflation rate

18. WEAK PLAYER
 As per above data & information that we collected through internet as well as from
customer complaints blogs, make my trip is the weak player or least among the all.
 We compared it on the basis of their SWOT analysis and 7 P’s of service marketing.
 As we know that trust among the customer is very important in every kind of activity in
the business but the make my trip has low% of trust among the consumers due to lack of
customer support & poor services.
 Also they charge high airfares from the customers & less number of travel options as
compared to the YATRA, GoIBIBO & IRCTC.

19. Strategies to develop IRCTC into a
strong player
 Marginal cost pricing strategies are difficult to implement, but generally yield better
results than full cost pricing. They are characterized by a market-facing approach that
tries to estimate and influence demand for a service product.
 To generate awareness, about a product or a service offered to a customer through
Repetition of advertisements ,Strategic placement of advertisements (including time) &
Quality of advertisements.
 Also Making a good public relation with customer by Maintaining a rapport with the
public, Generating repeat buyers etc.
 Decision-making is a key skill in the workplace, Whether you're deciding which person to
hire, which supplier to use, or which strategy to pursue, the ability to make a good
decision with available information is vital.
 Motivation focus on an employee's drive to satisfy a variety of needs through their work.
These needs range from basic physiological needs for survival to higher psych emotional
needs like belonging and self-actualization.

20. Strategies to develop Yatra into a
strong player
 Improving the coordination with tourism entities by comprehensive plan to expand and align skills
training programs with economic opportunities to the employees.
 Today’s Internet-savvy buyers are hungry for content. And not just any content … valuable, relevant
content that offers solutions to their problems.
 you need to communicate differently by creating strong brand relationships by providing good,
authoritative, even leadership-type content.
 The company may improve it substantial market share, needed to represent its unique value
proposition in a new and more engaging way that also reflected its local presence.

21. Strategies to develop MAKE MY
TRIP into a strong player
 Setting a price for business products without proper direction can be a problematic affair. The best way
to approach the problem of setting prices is to examine the overall market for the product or services or
class of product or services you are selling.
 Necessary to know your competitive advantage or unique selling proposition.
 Being consistent is more important than having the “best” product. This includes
 the look of your collateral materials,
 the message you deliver,
 the level of customer service,
 & the quality of the service product.

22. CONCLUSION
From the analysis conducted we have reached to a conclusion
that Make my Trip is the weak player among all the three
competitors – IRCTC, Make My Trip, Yatra in terms of their
services, strategies, market share, revenue & profits over a
period of time.