INDUSTRY PROJECT REPORT
INTEGRATED MARKETING COMMUNICATION
Submitted in partial fulfillment of the requirements of degree in MASTER OF BUSINESS
MANAV RACHNA INTERNATIONAL INSTITUTE OF RESEARCH AND STUDY
Session : 2017-19
SUBMITTED TO: SUBMITTED BY:
DR.PRIYANKA SINGH REBTI RAMAN SINHA
FMS (MBA) MRIIRS MBA 4th Sem.
I hereby declare that the report presented for the industry project done at “Ibibo Group” is wholly done by myself and has not previously submitted by anyone else. I hereby have given the acknowledgement for the data used by me. This report adapts guidelines for presentation and style set out in the relevant documentation.
[REBTI RAMAN SINHA]
The project opportunity I had with GoIBIBO was a great chance for learning and professional development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this project period.
I take this opportunity to express my profound gratitude and deep regards to my guide Dr. Priyanka Singh for her exemplary guidance, monitoring and constant encouragement throughout the course of this thesis. The blessing, help and guidance given by her time to time shall carry me a long way in the journey of life on which I am about to embark.
DR.PRIYANKA SINGH REBTI RAMAN SINHA
FMS (MBA) MRIIRS
TABLE OF CONTENT
S. No Chapters
2 Company Profile
3 Review of Literature
4 Research Methodology
5 Data Analysis & Interpretation
6 Findings & Conclusion
Importance of Integrated Marketing Communication in Tour & Travel Company
Introduction of Study
Importance of Integrated Marketing Communication in Tour & Travel Company
Integrated marketing communication plays an integral role in communicating brand message to a larger audience. Integrated Marketing communication helps in integrating all essential components of marketing to communicate similar message to potential and existing end-users.
Integrated marketing communication goes a long way in creating brand awareness among customers at a minimal cost. Integrated marketing communication is essential not only for business to business marketing but also for direct interaction with customers. Organizations implementing integrated marketing communication not only successfully promote their brands among target audience but also develop trust among them who would always stick to their brands, no matter what. Through integrated marketing communication, similar message goes to customers simultaneously, eventually creating a better impact on them. Believe me, the end-user does not even think of buying Brand B, if features and benefits of Brand A are communicated well to the end-users. Integrated marketing communication is more effective as it carefully blends various marketing tools such as advertising, public relations, direct marketing and so on.
Integrated marketing communication scores over traditional ways of marketing as it focuses on not only winning new customers but also maintaining long term healthy relationship with them. Integrated marketing communication ensures two way dialogues with customers – a must in all business. Customer feedbacks need to be monitored well if you wish to survive in the long run. Remember, their feedbacks are valuable and need to be evaluated carefully. Gone are the days when marketers used to rely only on advertising and simple promotions to make their brand popular among end- users. In the current scenario of cut throat competition, marketers need to promote their brands by effectively integrating relevant marketing tools for better results and increased productivity. Integrated marketing communication plays an essential role in delivering a unified message to end-users through various channels and thus has better chances of attracting customers. A single message goes to customers across all marketing channels be it TV, Radio, Banners, hoardings and so on. Integrated marketing communication ensures the brand (product or service) is an instant hit among end-users. It also develops a sense of attachment and loyalty among end-users.
Marketers do not also have to think really hard as to which marketing tool is really effective in creating brand awareness. Integrated marketing communication saves time which is often lost in figuring out the best marketing tool. Through integrated marketing communication, marketers can smartly blend and integrate all marketing tools for better response. In a layman’s language integrated marketing communication provides a wide range of options which help marketers connect easily with their target customers. Integrated marketing communication ensures that the customer gets the right message at the right place and right time. Integrated marketing communication uses several innovative ways to promote brands among customers such as newspaper inserts, hoardings and banners at the most strategic locations, pamphlets, brochures, radio or television advertisements, press releases, discount coupons, loyalty clubs, membership clubs, PR Activities, sales promotional activities, direct marketing initiatives, social networking sites (Face book, Twitter, Orkut) blogs and so on.
Introduction of Study
Under this project, I was doing varies promotion activities for promoting of the Ryde by Ibibo. The basic motion was to aware people regarding the service and convenience them to use the service, for this purpose I was doing online promotion which seemed to be our first step toward promotion. Facebook, Twitter, Linden, Blogs writing and promotion through website are used to reach our online customers. Apart from that we were concentrating in print advertising, broadcasting, specialty medium and field activities in which we were pitching customer from various crowded places such as metro stations and shopping malls.
Phase One Phase Two Phase Three
The travel agencies are growth in a industry and provide employment to the candidates. It helps in growth of economy and increases the tourist influences so that’s with the help of other company’s like airlines, hotel, bus transport, car rental, more company’s society business relation and promote the tourism. It helps to increase knowledge about how the travel companies work how it process what are the business, how to make network connection , functions and methods they choose for developing the business, improve the skills how to deal with customer how to sale a product
Travel Agency is able to fulfill this appeal. To serve quality services, extra facilities, affordable rate, Package Tour etc are the milestones of India Travel Way. During the past Five years India Travel Way has built a reputation for excellence that has earned the respect of consumers and corporate experts alike. Building a leading travel agency company has required relentless innovation, commitment to quality and dedication to customer service and value. The qualities of entrepreneurship, growth and leadership have characterized business through more than four years of success. Through the strength of its heritage, its culture and its people and services, India Travel Way looks forward to more success in future. There are different objectives of every organization. In order to achieve these objectives different targets are set. Targets pass down the hierarchy depending on the nature of the business. Therefore, in order to achieve the objectives, management decides on different strategies.
These strategies are divided into many sub-parts and are useful for the running of the business. The employees and the management know what they have to achieve through the targets which have been set to them and the strategies they have adopted help them know the way they will achieve the objectives. Similarly, India Travel Way has different targets set to them and they have adopted different strategies to successfully achieve the targets set. These targets are passed by the Managing Director to the workforce.
These targets fall within the organizational structure in which there are many people who have different targets to achieve. In order to successfully achieve the targets they need to co-operate and work in a friendly environment. n the other hand, India travel Way, considers some internal and external factors that affect pricing, service & marketing strategy. It always takes meticulous steps to handle their service decision. It treats its loyal customers properly and gives them some offers. It set a reasonable initial price for its products to send a signal to customers that its services are quality and the service is excellent. Apart from that to promote their product it usually develops different kind of fare pricing strategies. Whereas the objectives of India Travel Way promotion is to introduce a new service, stimulate demand, change the short-term behavior of the customers, and encourage repeat or greater usage by current customers.
The success of India Travel Way relies heavily on delighting their customers by ensuring that all their needs and desires are met in every way. Hence, India Travel Way gives strong importance to their marketing efforts to ensure that. So
Due to intense competition, India Travel Way must look for ways to differentiate their business to achieve and maintain a competitive advantage.
About the Company
Ibibo Group is India’s leading online travel group that owns properties such as GoIbibo.com (Leading B2C Online travel aggregator) ; Redbus.in (No 1 online bus ticketing platform) and travelboutique (51% stake in the leading B2B online travel platform).
Ibibo Group organically developed and launched GoIbibo.com, (horizontal B2C online travel aggregator) in 2010 that enables consumers to buy air tickets, hotels and bus tickets via both mobile and desktop. GoIbibo has become a leading mobile and online travel platform in India driven by its promise of the fastest platform in India be it for bookings, after sales, payments and refunds.
The combined travel assets of Ibibo Group make the company the largest in terms of volume of transactions.
Ibibo Group was founded by Ashish Kashyap and the company also owns a minority stake in Naspers’ global payments business, PayU Global.
In 2007, Mr. Ashish Kashyap started this company. Ibibo started as a social networking service in 2007, and later changed to become an e-commerce and travel organization. In 2009 GoIbibo.com was launched, offering search, comparison and purchase of air tickets, bus tickets, holidays and hotels. GoIbibo is also available as a mobile app for iOS app, Android and Windows Phone.
The group owns the B2C online travel aggregator GoIbibo, and online bus ticketing platform Redbus.in, and has a 51% stake in the B2B travel website travelboutiqueonline.com. The company also owns a minority stake in Naspers’ payment gateway business PayU Global.
In 2013, IbiboGroup was named one of the top five most trusted ecommerce brands in India in The Brand Trust Report India Study – 2013. Ashish Kashyap, the CEO, was including in exchange4media’s “Impact Power 100” of technology business leaders.
GoIbibo.com: GoIbibo is one of the top 3 online travel aggregator in India. GoIbibo’s core value differentiator is delivery of fastest and trusted user experience. Be it in terms of quickest search and checkout flow; fast payments, settlement and refund processes. All this is backed by customer service excellence and innovations in our operations and back end. GoIbibo enables travelers to search, compare and buy from across categories and width of travel suppliers comprising: air tickets, bus tickets; holidays, hotels and car rentals. GoIbibo is also a leading app across mobile operating systems: iOS, Android and Windows. GoIbibo takes pride in delivering these services at lowest prices in the market. It is these attributes that has enabled GoIbibo to trounce hundreds of players in the online travel space. GoIbibo is part of IbiboGroup that also owns India’s No 1 online Bus ticketing platform, Redbus.in.
Redbus.in : Pilani Soft Labs Pvt. Ltd. founded by 3 BITS-Pilani graduates, Phanindra Sama, Charan Padmaraju, Sudhakar Pasupunuri owns three products – Redbus™, BOSS™, SeatSeller™ serving the fragmented bus industry in India. Redbus™ is consumer facing travel brand enabling customers to buy tickets on internet, on mobile, and through call centers. BOSS™ is ERP solution built for bus operators. Over 800 bus operators in India use BOSS to manage their inventory. SeatSeller™ is GDS for bus inventory distribution. Over 10″,000 retail agents and 100+ corporates including the OTAs use SeatSeller to sell bus tickets to their customers. Redbus was acquired by Ibibo Group in June 2013.
Ryde by Ibibo
Naspers owned online travel company Ibibo Group has launched a carpooling app called Ryde, reports TechCircle. Unlike some of its competitors like BlaBlaCar and Tripda, Ryde offers both intra-city and inter-city rides.
Passengers need to fill in a few details like travel route and time among others and submit, following which a list of drivers offering rides for the selected route is provided to the passenger. They need to select a particular driver, select the preferred seat and make payment, after which they can chat with the driver to decide a pick-up location. On the other hand, drivers need to enter details like starting point, final destination and price per seat and publish the ride. On receiving passenger requests, drivers can select the ones they like and at the end of the journey the money is transferred to their account.
Redbus – India’s number 1 bus ticketing platform was founded in 2005 and is a part of IbiboGroup. We take pride in providing bus ticket fare with zero booking charges. You can now choose from 1500+ bus operators and 80″,000 routes in India.
The Ticket to Our Dream
Like all innovations, Redbus too has a very interesting story.
All the founders used to work in Bangalore at the time (sometime in 2005) – all with top IT MNCs – IBM, Texas Instruments and Honeywell. They were friends from BITS Pilani, one of India’s finest engineering colleges.
During Diwali that year, one of them wanted to spend the festival in his home town. Since he didn’t know his schedule till the end, taking a bus was the only choice.
He ran around town hunting for a ticket, but they were all sold out minutes before he reached the travel agents. Bangalore traffic is notorious and can grip you at the wrong time. That’s exactly what happened that day.
That’s when he thought of the possibility of providing consumers the convenience of booking a bus ticket over the internet. The objective was two-fold – to ensure that they don’t have to leave the confines of their comfort to book a ticket, and to help them get a ticket when they need it the most.
The idea was compelling. And why not? The internet was being voted as a medium people couldn’t do without. PC and net penetration was increasing not only in urban areas, but also in rural India with innovative concepts like Shakti and e-Choupal. Also, people were getting used to booking tickets for travel using IRCTC and private airline websites. So, why not buses?
However, the most compelling reason was that nobody in India had done this!
So, with these thoughts running through his mind, he bounced initial thoughts off his friends from college. They were excited about the concept too.
However, they didn’t want to take the plunge without understanding the feasibility of such an undertaking. They met with various people – bus operators, consumers and venture capitalists to gauge how well the concept could do.
As expected, they got a favorable response. They started writing the code for the software that would be required to run the operations. Once this was ready, they put together a business plan and presented it to TiE, Bangalore Chapter.
TiE – The Indus Entrepreneurs – are mentors, to say the very least. They breathe lives and hope in to young entrepreneurs who have a working concept. The idea didn’t need much selling to TiE members either. That was the beginning of a seemingly long journey. All the founders quit their well-paying, secure jobs and started Redbus.
Since those days there have been many ups and downs. It wasn’t simple to change the mindset of bus operators who are used to dealing with their traditional brick-and-mortar travel agents. It wasn’t easy to market the concept. It needed time and money. It took a few months for things to fall in place.
All that was needed were a few people who used the website. Once that would happen, the user interface was bound to generate word-of-mouth. That’s exactly what happened. Those who used it liked it, told others and the dominos started to fall in place.
To cut a long story short, Redbus has come a very long way from days of struggle to days of growth. It has the largest number of tie-ups (and growing) with bus operators and a large and satisfied customer base.
Being run by a team of young people, the culture is informal and everyone is ambitious and charged to make it larger than imagined. What started as a team of three grew into a team of 650 in 8 years.
Our culture – Learn, Implement, Grow – and have fun
We regularly solicit feedback from our customers. This helps us understand what we are doing wrong. This feedback is invaluable for us. And we have you, our customers, to thank for taking time off to write back to us. There are times when there are hiccups. It’s a learning organization, but we are learning the ropes like our lives depend on it.