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Redbus Case Study
1. A K A S H A K S H AT
A M I T PA N D E Y A M I T S I N G H A N I R B A N
GROUP 2
2. CASE CHALLENGE
To find strategies to increase contributions from female travellers
Increase women travelers to 40% in next one year
Achieve the targets without cannibalization of male travellers
3. CURRENT
SITUATION
Q U I C K S U M M A R Y O F I N D U S T R Y A N D
M A R K E T AT T R A C T I V E N E S S
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4. PRESENT CONDITION
~65% market
~10%
~25% market
Fleet size < 20 bus each
Fleet size < 75 bus each
Fleet size > 75 bus each
Highly Fragmented Industry
Website
GDS used by offline travel agents, OTAs etc.,
CUSTOMERS
80 % M
20%
F
Single Female Travelers : 44 %
Travelling with one companion : 39 %
Traveling with more than one companion : 17 %
Travelling with male companion 70
%
Travelling with female companion 30
%
4
5. SWOT ANALYSIS
Strengths
• Connected across India
• Customer Care Services
• Connected to few State
Transports
Weakness
• Aggregator (not supplier)
• Demand Fluctuation
• Few public stops for private
vendors
Threats
• Competitions from likes of
makemytrip, PayTM, Yatra
• Seasonal Disturbance
• Increase in Ride Sharing and
Outstation Cabs
Opportunities
• Integration with travel agents
• Expansion in North & East
• Catering Services in Bus
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6. INDUSTRY ANALYSIS
2
4
6
4 4
Threat of New Entrants Rivalry Buyers' Bargaining Power Suppliers' Bargaining Power Threat of Substitutes
PORTERS’ 5 FORCES ANALYSIS
LOWTOHIGH
HIGH
INVESTMENT
COMPETITION
LOW PROFIT
MARGINS
COMPARATIVE
LY NEW
MARKET
CHEAPER
SERVICES
OLD PLAYERS
LOW PRODUCT
DIFFERENTIATI
ON
PRICE / DEAL
SENSITIVE
DEMAND
SAME
OPERATORS
WITH
DIFFERENT
AGGREGATORS
TRAINS
AIRLINES
PRIVATE CABS
PERSONAL
VEHICLES
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7. STRATEGY
DEVELOPMENT
M A R K E T I N G M I X , A D V E R T I S I N G G O A L S A S
I D E N T I F I E D F R O M S U R V E Y D ATA
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8. METRICS USED TO ARRIVE AT
DECISION
NPS
Net
Promoter
Score
ROI
Return
on
Invetme
nt
CPI
Cost
Performance
Index
Share
of
Voice
To
measure
the extent
of
Marketing
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9. MARKETING MIX
• Creation of a RedbusFulfilled Badge
• Create competition among operators to join badgeProduct
• Provide Driver/Conductor details
• 24x7 Customer Care ServicesPeople
• Buses with RedbusFulfilled to charge comparatively higher Price
• Price discounts for female travellersPrice
• Customer Reviews
• Encourage operators to use redbus logo on the busPhysical Evidence
• Remove Excess steps during registration
• Customer details import from Social Networking SitesProcess
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10. ADVERTISING
Segmentation
& Targeting
• Women in age group 21-40 years
Customer
Satisfaction
• Safe and Independent
• Seats of your choice
• Availability by increase in number of
operators
Awareness
Regarding
• Ease of Ticketing
• Track my Bus
• Smart Boarding/Dropping Points
• Emergency Contact Button
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11. AMENITIES SUGGESTIONS FOR
REDBUS PROMISE
Female Attendants
CCTV in Common Area
Collaboration with Services like MyCIti
In-built Washrooms
Clean Beddings
Selective Seat Reservations
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12. APPENDIX
I N T E R V I E W R E S U LT S F E M A L E C O N S U M E R
D E P T H I N T E R V I E W S
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