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S.P Mandali’s
Prin. N. G. Naralkar Institute
Of Career Development & Research

SUBJECT : MARKETING MANAGEMENT

TOPIC NAME : IMPACT OF COVID-19 ON YATRA COMPANY

MBA – I DIV. - A

PRESENTED BY :
21026 – VAISHNAVI KANGUDE
21027 – SAHIL KARMARKAR
21028 – KOMAL KHADSE
21029 – DHANASHREE KHANDEKAR
21030 – RUTUJA KULKARNI

GUIDE - PROF. PRADNYA BHAMBURE

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POINTS TO BE COVERED IN THIS TOPIC
INTRODUCTION

PRODUCT

PRICE

PROMOTION

PLACE

PEOPLE

PROCESSES

PHYSICAL EVIDENCE

SWOT ANALYSIS

SCENARIO OF CLEAR TRIP BEFORE COVID-19 PANDEMIC

 CHALLENGES FACED BY THE YATRA COMPANY DURING COVID-19
 CHALLENGES FACED BY THE YATRA COMPANY AFTER COVID-19
Introduction 3

 Yatra is an online travel option provider, started by Dhruv, Manish and Sabina Chopra.
 The company provides customized travel tours as well as budget options for the
travelers, with various offers and bundles to choose from.
 With increasing reliance on the online information, and increasing inter connection
between countries, the Indian tourism industry is affected positively. Hence, for the
future growth, online travel agents have ample opportunities.
 Although due to easy entrance in this segment, the competition is growing. With
Makemytrip, Clear trip, and Trip advisor as main threats to Yatra, differentiating itself
seems the only viable option to grow.
Marketing Plan 4

 If we take a look at Yatra History. It always spends high on its marketing strategies with the series of TV
commercial and social media campaigns, Yatra has become a popular name in online ticket booking market.

 It also uses various social media platforms to gather feedback and improve products, provide troubleshooting,
offer customer service.

 Clear trip spends an annual budget of 1.5 million dollars every year on marketing. As a travel player, Clear
trip has worked towards making it easier for consumers to avail certain modification options such as flight
modification and cancellation.
 Product 5
 Yatra.com is an Indian travel website focusing in ticket booking, hotel accommodation, travel
information, tours/ packages etc. Yatra website provides various service in its marketing mix for
the travelers, that can be listed as below:
 Informational site: The site provides a lot of information to its viewers. This service gains it
many viewers visiting the site. Also, through advertisements on the sites, it also accrues revenue
for this service. The information includes various destinations at a place and the best of these
travel spots.
 Travel options: It offers deals in plane ticket booking, train and even bus ticket options. This is
another service provide. The customers can choose according to the need and cost.
 Residence: More than 3000 hotels are tied up with Yatra, and it offers valuable discounts to
customers. Also, the customers are free to choose the hotels, given the ratings and conditions, the
information available on site.
 Tour package: Apart from travel and hotel options, complete tour packages are also provided to
customers by Yatra.com. This help in accessing new places and not missing the important sport
in the journey.
Price 6
 The pricing of packages is made just as to cover the charges and producing enough revenues.
Competitive pricing is the main forte of websites like Yatra. The travel agent companies,
always ae in a price war as customers want the cheap and best services. Yatra provides low
costs through deals with hotels and attractive offers.
 Another strategy adopted for pricing is segmenting the customers. By giving options to
choose from, for the same destination, but a difference in quality of service, Yatra manages
the value customers and premium customers both.
 Apart from travelers Yatra also charges the advertisements made on the websites. Most of
these are of hotels or flights and buses. For each reservation made through Yatra, it charges a
commission from these agencies. It also offers tools to the companies who want to advertise,
giving them options to choose from where there advertisements will be shown, charging a
premium price for most visible places.
 Place 7

 Being an online site, its services re available through both websites and apps. Apart from this it also accesses
customers through mails and SMS.

 The website provides information to all the viewers. Though for actually booking the tour, sig in is required.

 The sign in can be done through Facebook. By providing this option Yatra also ensures acquiring new
customers and customizing its ads for each customer based on their tastes and likes.

 Today’s growing era of mobiles means to increase the reach, applications are essential Also people with the
app are more loyal customers. Hence, running an efficient app is also part of distributing its services, for Yatra.

 Yatra.com also tries to capture the attention of new customers through mon=bile phones and SMS. These are
also used to confirm the bookings once done or providing any additional information. Being a travel guiding
app, it keeps on increasing its presence around the country.
 Promotion 8

 Yatra uses several media and strategies to market itself to its audience.

 Generally, presence is visible on social media and Youtube channels.

 Many suggestive articles are presented to viewers that offer information about the travel options. This
provides visibility to the brand name. It is able to give better discounts to the customers by partnering
with various companies in its value chain.

 When a deal is booked, Yatra offers some money back which can be claimed for future trips. Through
this it ensures loyalty amongst the customers.

 These are the recent offered discount cards, for the customers that can be offered to relatives or
friends as travel gifts. They have launched this option in association with Qwikcilver.

 Celebrities are also approached for endorsing the brand name. Bollywood actors are associated with
the branding of Yatra. It also sponsors events and teams. It was the travel partner for Rajasthan
Royals. This helped them gain a lot of positive branding.
Processes 9

 By providing quality information to its viewers, it increases the visitors on its site.

 The information are also based on ratings of existing customers, which help the site gauge the
popularity of any destination or hotels. Due to increasing competition in this industry, Yatra.com
differentiates itself, by providing all round travel options. This has been possible through acquiring
many firms that directly affect the value chain.

 Magicrooms.in, is an Indian company, that provided global distribution options, is now part of Yatra.
By acquiring Travelguru, Yatra has ensured to be ahead in providing quality information and reviews
about destinations. This has significantly improved its database.

 Booking is just the beginning for travel sites. Yatra.com gives emphasis on the post boking services,
through providing information, making travel suggestions and offering any other service that is
available in their product list.
 Physical Evidence 10
 Yatra.com’s biggest physical presence is the website and the app.

 The increased traffic on the site is the main evidence. As most of the revenue comes from the
advertisements on the site, the number of viewers gives an insight about the growth of the company.

 As apps in mobile phones is directly related to loyal customer base, the number of apps means the
increased loyalty amongst the customers. This also means satisfied customers.

 The bookings made through either website or apps, can be gauged, to know whether the interest of
tourists in Yatra is increasing or decreasing.

 A positive image of the company, satisfied customers and reviews and ratings deliver a positive image.

 The reviews on the apps are currently the new of gauging word of mouth of the customers.

 The cancellation requests made or the satisfied customers can also be gauged through the
effectiveness of customer care services.
 People 11
 For a service providing firm like Yatra, people become the main asset. The people that are important for
Yatra are their own technology and travel experts as well as the outsiders, who have experiences to share
about the destinations.

 Travel experts: These are the people that generate information for the tourist, for making their trips more
convenient. R&D team is mostly involved in researching about the place and providing adequate
information from time to time.

 Tech developers: These form the core part of Yatra.com. As this is basically an online travel solution
providing site, the criticality to update and secure the site is very important.

 Reviewers: Critical and positive both kind of reviewers matter for online sites. As the critical ones, help
them assess the shortcomings. Hence, people are free to pine about their opinion on the website, ensuring
a transparent environment and opportunities to grow and improve for the company.

 Tourists: Tourists themselves can review places and even make suggestions to edit information on sight.
Hence, they also form an integral part of team Yatra. This concludes the marketing mix of Yatra.com
SWOT Analysis 12

SWOT analysis of Yatra analyses the brand by its strengths, weaknesses, opportunities & threats. In
Yatra SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities
and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Yatra to benchmark its
business & performance as compared to the competitors. Yatra is one of the leading brands in the IT &
Technology sector.
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 Yatra Strengths

 Yatra Weaknesses

 Yatra Opportunities

 Yatra Threats
 Scenario of Clear Trip before covid-19 14
pandemic.
 Before covid 19 pandemic more 72% of respondents were ready to travel within the next 6 months before covid.

 While 16% of respondents were travelling in various transportation services. People looking to spend more, travel
longer and also clear trip launched a transformative solution which was known as ‘Yatra’ which means travellers
with a GST number can access unlimited corporate fares on flights with benefits that include unlimited cashback,
complimentary in-flight meals, zero trip modification charges, reduced cancellation fee, and reduced seat selection
fee through a simple sign-in process.

 Travellers can avail benefits across flights and hotels for domestic and international travel.

 Company also introduced Flexifly; enables flyers to reschedule their flight without incurring
amendment/cancellation charges .

 The users can change their flight to an earlier date up to 10 days prior, or to a later date up to 60 days after the
original date of journey. This flexibility is available up to two hours before the flight departure.
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 Fares trends were also introduced: 
According to the Yatra data, domestic fares were 3% lower overall than last year, while on the international front, fares
were higher by around 6% overall.
Visiting South America was cheaper by 16% this year while visiting Africa and Oceania were more expensive by 5% and
10% respectively.

 Rise of spontaneous travel: 

With spontaneous travel emerging as a popular trend among Indian travellers, the demand for close-in bookings certainly
exploded in 2018.
The year registered a 48% y-o-y increase in last minute bookings.
45% of the bookings made in 2018 were last minute bookings made within 7 days of travel. The same was 40% in 2017.

 Top growth destinations: 

Interestingly, there was significant growth in the number of Indian travellers flocking to less-frequented destinations as
well.
South America was the highest growth region among international travel bookings from India.
Leading growth destinations across the globe included Manama (72%), Denpasar (47%), Kuwait City (42%), and
Colombo (40%).
 Challenges faced by the Yatra company
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during covid-19
 The Covid-19 pandemic has, without a doubt, impacted the entire tourism industry across the globe
and people’s confidence to travel.
 Our Insights Report delves into people’s views and readiness to travel in a post-COVID world.
 These findings are brought to you from our independent research, post surveying 5,678
respondents about their thoughts, feelings, and behaviours surrounding travel in the wake of the
coronavirus pandemic.
 The Report also highlights the impact of COVID-19 on the travel industry, the trends currently
being witnessed and initiatives being undertaken to increase customer confidence in travel. The
challenges were:-
1. Maintaining sufficient resource level.
2. Resource planning
3. Limited testing-workers don’t know if they’ve had, or have covid 19
4. Meeting contractual requirements
5. Dissatisfied customer.
6. Financial loss
Challenges faced by the Yatra company After 17
covid-19
 Double Masks
 Social Distancing
 Regular Hand Sanitization
 Arogya Setu App installed in the phone you are carrying
 Get vaccinated
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THANK YOU