Brand Track Report - Online Travel July 2007

8/14/2019 Brand Track Report - Online Travel July 2007

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Brand Track Study: Online Travel

July 2007

Prepared by: JuxtConsult, New Delhi


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Presentation flow

Methodology

Top lines

Usage Track

Usage Status

User Profile

Travel Behavior

Online Travel Usage Behavior

Media Habits

Brand Track

Brand Salience & Perceptions

Brand Shares

Brand Performance / Brand Momentux


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Online Survey between 17th June to 26th June 2007

Survey run using Google AdWords and AdSense

Total Sample Collected: 2,192

Total Sample Used: 1,852 (Brand track Sample 1,100)

More recent and new India Online 2007 multipliers (April 2007)were used to make data representative of current total onlineurban population (multiplier on SEC, town class and region)*

* See special note on the next slide

Methodology


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MethodologySpecial Note:

In the India Online study this year (2007), the width and depth of sample coverage was increased significantlyby including samples from 20K 50K population towns as well, and by sampling all SEC groups (A to E)extensively in all the 31 towns. This makes the India Online 2007 multipliers highly robust and representativeof all SEC groups.

As the sample collected in this quarters online travel brand track survey had good representation from SEC

D and E also, these respondents have been included and analyzed in this quarters report.

However, as SEC D and E were not included in the last quarters report (due to insufficient sampleachievement), the quarter-to-quarter comparison of profile of online travel users and some of their usagebehavior is likely to show noticeable variation. The variations are significant because they bring in thecumulative annual effect of changed multipliers (April 2007 against April 2006).

Yet it needs to be kept in mind that the effects of these two phenomenon are likely to get manifested morenoticeably in user profiles and some travel usage behavior (by making them more representative of the currentsituation) but not so noticeably in brand preferences and usage.

This is so because a lower SEC profile may imply lower propensity to travel and a possible lower access tointernet (and hence to a travel portal) per se. But once the person is on the net there is no higher possibilityof one travel portal being accessed more than the others per se (as there are no economic or technicalbarriers to access any specific travel portal) - the only barrier is in the mind of the person of being aware ornot aware of the brand names of these travel portals.


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Definitions of terms used

Online Travel Users: All internet users who have searched or bought a travel productonline

Active Users: All online travel users who have searched or bought a travel product onlinein last 3 months

SEC: Socio Economic Classification basis education and occupation of the chief wageearner of the household

Aided Brand Recall: brand recall prompted with a displayed list of brand names. All otherforms of brand recall (Top of Mind, Spontaneous) are unprompted recalls

Cumulative consumer share: All brands used in the last 3 months (multiple usage)

Primary consumer share: The most preferred brand among all the brands used in the last3 months (preferred usage)


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Toplines


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Usage Track

With the inclusion of SEC D and E in the user base, the corrected current usage base ofonline travel category stands at 58% of all regular internet users

97% of these online travel users were active in the last quarter, with 71% buying a travelproduct online (and 26% stopping at just searching)

Proportion of searchers has gone up 10% points (from 16% in last quarter) and that of bookershas gone down by 10% points (from 81%)

Among bookers, 87% booked a train or air ticket, 40% booked hotels and 27% tour packages.About 1 in 5 (18%) booked all the three products

Among the ticket bookers, 69% booked train tickets and 60% booked air tickets. Almost halfof the train and air ticket booker base (48%) is common

Hotels bookings showed the highest growth at 31%, followed by air tickets at 20%. In the next 3months, while usage of train tickets is expected to stay put, that of air tickets and hotels isexpected to fall


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Usage Track

Shifts noticed in the online travel user profile are: (shifts higher among searchers than bookers)

14% shift towards the below 24 years age groups

31% shift in favor of the smaller others city-markets

10% shift in favor of the below Rs.10,000 monthly family income households 6% shift in favor 2-wheeler ownership, and 7% away from car ownership

Just 4% and 3% drop in ownership of credit cards and mobile phones

6% shift away from home and 8% in favor of cyber caf for accessing the net

5% shift in favor of checking online travel websites at least once a week

5% shift in favor of users who travel for work purpose only

41% of the online bookers plan to undertake a vacation in the coming 3 months


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Brand Track

With 27% top of mind ad recall, Yatra for the first time overtakes Makemytrip which manages 26%top of mind ad recall. However, Makemytrip continues to lead the top of mind brand recall forthe category at 26%, while Yatra follows at 23%

Though Makemytrip also leads marginally in spontaneous brand recall (at 43%), Yatra overtakesMakemytrip again at the aided brand awareness level (70% against Makemytrips 68%)

But overall, Makemytrip performs better than Yatra in terms of brand recall as 43% of its brandawareness is top of mind against only 33% for Yatra

Makemytrip also continues to lead brand associations for most of the key category attributes.But Yatra follows as a close second on most of them. Air Deccan also catches up on lowest airfare attribute association

Almost all the key travel portals get similar levels of per capita average of number of visits totheir website. Only Travelguru gains in both per capita visits and bookings compared to the lastquarter

Though both IRCTC and Yatra improved their visit-to-book ratio compared to the last quarter, itis IRCTC which shows a better visit-to-book conversion ratio of 0.38


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Brand Track Leaving aside IRCTC, Makemytrip comes back to lead the category in terms of secondary consumer

share at 36%. Yatra follows at 33% share. Yatra is the only key player to lose secondary user sharenoticeably (by 6% points), and thereby loses the top slot to Makemytrip

In terms of primary consumer share, Makemytrip again leads the category at 28%. Yatra follows next,with 23% share. Makemytrip, Yatra and Travelguru gain primary user share compared to the lastquarter

Makemytrip continues to show the best secondary-to-primary user share conversion ratio of 77%.Yatra is not far behind at 71%.

Yatra shows the highest brand momentum in the current quarter. While Makemytrip, IRCTC and AirDeccan decelerate, Yatra, Travelguru and Cleartrip accelerate in their brand momentum

Makemytrip decelerates due to drop in all the three brand speed factors (persuasion, pull andloyalty). Yatra accelerates despite drop in brand pull, as it more than covers up for it in persuasion,loyalty and increased mass

In the next quarter, Yatra, IRCTC and Travelguru are expected to gain primary share while Makemytriplikely to lose some. If the indicative trend come true, then Yatra is expected to emerge as the newcategory leader for online travel by the end of the next quarter


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Usage Status


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Online Travel Usage Current Status

Online Travel Users*100%

Searched and Booked

71%

Note - As per India Online 2007 study, online travel users constitute 58% of all regular urban internet users. This proportion is lowerthan the 76% reported in last quarter usage track. The lower number is not indicative of any decline in usage of the category but

reflects only a correction due to inclusion and better representation of lower SEC groups D and E in the user base from thisquarter. Till last quarter, the user base in the brand track study reflected only SEC A, B and C.

Active Users - last 3 months97%

Searched Only

26%

* 58% of all regular internet users inurban India (Source: India Online 2007)


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Online Travel Product Usage - All

Hotel and tour package bookings went up (+8% and +5%), but travel ticket bookings declined (-11%)

Opposite trend among searchers tickets went up marginally (+2%) but hotel and tours declined (-9% and -14%)

Searchers26% of all Travelusers

Train/AirTickets Only18% (+6%)

Hotel Only3% (-4%)

Tour Package Only

8% (-8%)

7% (+1%)

33% (+6%)

12% (+1%)

Train/Air Tickets - 70% (+2%) Hotels - 55% (-9%)

Tour Packages - 65% (-14%)

12% (-13%)

Bookers71% of all Travel users

Train/Air Tickets - 87% (-11%)

Train/AirTickets Only

48% (-13%)

Hotel Only4% (+3%)

Tour Package Only2% (+1%)

16% (-)

18% (+4%)

2% (+2%)5% (-2%)

Hotels - 40% (+8%)

Tour Packages - 27% (+5%)


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Online Travel Product Usage Ticketing

Ticket Bookers87% of all bookers

Train TicketsOnly21% (-4%)

Air TicketsOnly

12% (-3%)

Both Trainand AirTickets48% (-12%)

Train Tickets - 69% (-16%) Air Tickets - 60% (-15%)

Ticket Searchers70% of all searchers

Train TicketsOnly13% (-20%)

Air TicketsOnly

6% (-33%)

Both Trainand AirTickets

45% (+17%)

Train Tickets - 58% (-3%) Air Tickets - 51% (-12%)

Among bookers, the decline is reflected almost equally in both train and air tickets (-16% and -15%)

Among searchers, the decline in usage is significant mainly for air tickets (-12%)


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Online Travel User Profile


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14% 9% 12%

-14%-9% -12%-20%

-10%0%

10%20%

Change from PQ

Demographic distributionGender

As a result of new weights and inclusion of SEC D and E, the gender equation of all travel users swings

significantly towards males

86% 83% 84%

14% 17% 16%

0%

20%

40%

60%

80%

100%

Searched only Searched and booked All Users

Current Quarter Male Female


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13%

4% 6%11%

9% 8%

-10% -10% -8%-5%

0%

-2%-8%

-3% -5%-20%

-10%

0%

10%

20%

Change from PQ

Demographic distributionAge

There is an overall shift towards younger age groups (below 24 years) among the online travel user base

This is largely because SEC D and E net users tend be noticeably younger in their age profile The shift is higher among the searchers as they usually show younger age profile compared to bookers

17%

10%13%

38%

34%36%

31%

37%34%

8%

12%10%

5%8% 6%

0%

20%

40%


Current Quarter

13-18 yr s 19-24 yr s 25-35 yrs 36-45 yr s Above 45 yr s


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-5%-1% -2%

-10% -7%-6%

-11%-1% -3%

26%

9% 11%

-30%

-10%

10%

30%

Change from PQ

Demographic distributionOccupation

The proportion of other occupational groups goes up noticeably, more so among the searchers

7% 7% 7%7%

17%13%

24% 24% 24%

62%

53%57%

0%

20%

40%

60%

80%


Current Quarter Salaried Junior Salaried Middle/Junior

Business/Self employed Others


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15%

7% 9%

-7%

0% -1%

-7% -7% -9%

-1%

0%

0%-1%

0% 0%

-10%

0%

10%

20%Change from PQ

Demographic distributionMarital status

In line with the age profile, proportion of online travel users who are unmarried has increased noticeably

69%

56%61%

8%12% 10%

23%31% 27%

0% 1% 0%1% 1% 1%0%

20%

40%

60%

80%


Current Quarter UnmarriedMarried without childrenMarried with childrenDivorced/widow without childrenDivorced/widow with children


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-17%

-2% -7%-17% -20% -19%

-2% -5% -5%

35%

27%31%

-40%

-20%

0%

20%

40%

Change from PQ

Geographic distributionCity type

The proportion of online travel users from the smaller other city-markets move up

significantly Expectedly, their proportion moves up more significantly among searchers than buyers

32%

50%

41%

9%6% 7%

11% 12% 11%

49%

34%

40%

0%

20%

40%

60%


Current Quarter Metro Urban uptowns Emerging Towns Others


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Geographic distribution

City SearchedOnly

Searched &Booked Only

All Users

Sample Base 482 1,315 1,797

Delhi 9% (-2%) 10% (+2%) 10% (0%)

Mumbai7% (-7%) 10% (-3%) 9% (-3%)

Bangalore 5% (-2%) 11% (+2%) 9% (+2%)

Chennai 5% (+1%) 6% (0%) 6% (0%)

Hyderabad 4% (-4%) 4% (-1%) 4% (-3%)

Ahmedabad 2% (+1%) 3% (0%) 2% (0%)

Kolkatta 2% (+1%) 2% (-1%) 2% (0%)Secunderabad 2% ( - ) 2% ( - ) 2% ( - )

Pune 1% (-1%) 3% (-1%) 2% (-1%)

Coimbatore 1% (+1%) 1% (+1%) 1% (+1%)

Top 10 Cities

Among the main towns, only users from Mumbai and Hyderabad show significant decline,

more so among the searchers


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22%10% 10%

-13%

-1% -4%-4% -2% -2%-7% -4%-3%

1%

-3% -2%

-20%

-10%

0%

10%

20%

30%

Change from PQ

Economic distributionMonthly household income (MHI)

Proportion of users with MHI below Rs.10,000 increases both among searchers (+22%) as well as bookers (+10%)

65%

43%

52%

16%21% 19%

8%13% 11%

3%

10%7%8%

14% 11%

0%

20%

40%

60%

80%


Current Quarter Up to Rs 10,000/- Rs 10,000/- to Rs 20,000/-

Rs 20,000/- to Rs 30,000/- Rs 30,000/- to Rs 50,000/-

More than Rs 50,000/-


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10% 11%6%

-13%-8% -7%

1%

-5%

1%

-20%

0%

20%

Change from PQ

Economic distributionMost expensive vehicle

Proportions of 2-wheeler owners goes up among both the searchers and the bookers

Conversely the proportion of 4-wheeler owners goes down, more so among the searchers (-13%)

52%49% 50%

12%

26%

20%

35%

23%

28%

0%

20%

40%

60%


Current QuarterTwo wheeler Four wheeler No vehicle


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-3% 0% -1%-3% -5% -3%

6% 5% 4%

-10%

0%

10%

Change from PQ

Economic distributionCredit card

Proportion of credit card owners goes only down marginally (much less than 4-wheeler ownership)

The proportional drop is almost the same among both the searchers and the bookers

12%

21%17%

5%

22%15%

82%

58%

68%

0%

20%

40%

60%

80%

100%


Current QuarterSingle card Mu ltiple cards I do not own a credit card


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-13%

0%

-3%0% 0% 0%1% -2% 0%

12%

2% 3%

-20%

-10%

0%

10%

20%

Change from PQ

Economic distributionMobile Phone

Proportion of mobile phone ownership goes down only marginally among the bookers

The drop is more significant among the searchers at 12%

69%

76%73%

3%7% 5%3%

7% 5%

24%

11%17%

0%

20%

40%

60%

80%


Current Quarter PersonalCompany provided

Both personal and company provided separately

I do not own a mobile phone


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Change from PQ

10%

1%

-1%-2% -2% -1%

2% 2%

18%

9%13%

7% 7% 7%

-8%-10%

0%

10%

20%

Current Quarter

45%

38%35%

33%35%

27%

23%26%

18%

9%13%

7% 7% 7%

38%

0%

20%

40%

60%

Searched Only Searched and booked All Users

SEC A SEC B SEC C SEC D SEC E

Socio economic distributionSEC

SEC A users continue to show up proportionately more among the bookers than among the searchers

SEC D shows up more significantly among the searchers than among the buyers


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1% 1% 1%

-1%

-1%

-1%

-5%

0%

5%

Change from PQ

Socio economic distributionHead of the Household

There is no noticeable change in terms of proportion of CWE profile in the online travel user

base

* CWE Chief wage earner

39%

51%46%

62%

49%54%

0%

20%

40%

60%

80%


Current Quarter Not the CWE User is the CWE


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Travel Behavior


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1%

2%

0%

-12%

7%

5%

5%

4%

-30%

6%

Change fromPQ %

1%

2%

0%

3%

7%

5%

5%

4%

3%

6%

41

SearchedOnly

2%

2%

3%

3%

4%

4%

6%

7%

10%

11%

271

AllUsers

2%

-1%

4%

-3%

-1%

3%

5%

0%

-4%

3%

Changefrom PQ %

1%2%Nepal

-1%3%Malaysia

3%4%France

-3%3%United Arab Emirates

0%3%Thailand

4%4%Australia

5%6%Italy

0%8%Singapore

-6%11%UK

2%13%US

Changefrom PQ %

230Sample Base

Search &Booked Only

Place of travelinternationally

(Top 10 countries)

Regular place of travel internationally

* 66% of the users do not travel internationally at all


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Current Quarter

7% 5% 5%

26%

41%37%

17%

26% 23%

31%

22%24%

19%

7% 11%

0%

20%

40%

60%

Searched only Searched & booked All Users

Within this month Next 1-3 months

Next 4-6 months Next 6 months to a yr.

No plan this year

Change from PQ

-2% -4% -3%-6% -5%

5% 3%

16%

1% 4%5% 2% 5%

-8%-12%-20%

-10%

0%

10%

20%

Plan for next vacation

Though a high 41% of bookers intend to take a vacation in next 3 months, it is down by 5% from the previous

quarter


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Current Quarter

7% 10% 9%

26%

36%33%

21% 22% 22%

7%

12%11%

17%

7% 10%4%

8% 7%

18%

5%8%

0%

10%

20%

30%

40%

Searched only Searched & booked All Users

Aadventure sports, wildlife, etc. Hill station, Scenic spots, etcBeaches Relaxation (Resorts, Spa, etc.)

Sight seeing Amusement Parks, Casinos, etc

Spiritual

Change from PQ

-7%

3%1%

-10%

-4%-6%

8% 8%

1%

-1%

11%

-4%-1%-1%

1% 0%

5%

-4%-1%

5%

-3%

-15%

-10%

-5%

0%5%

10%

15%

Type of vacation likely to take

Hill station continues to be the most popular intended vacation destination

But its the beaches which show a marked increase in popularity as a vacation destination this quarter


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Online Usage Behavior


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15%

-4%

5%

-25%

5% 2%

0%

0%

-4%

7%

-1% -2%

2%

-1% -2%

2% 0% 0%

-25%

-15%

-5%

5%

15%

25%

Change from PQ

53%

21%

30%

23%

31%29%

10%

27%22%

9%15% 13%

2%5% 4%3% 2% 2%

0%

10%

20%

30%

40%

50%

60%


Current Quarter Only since last 3 month 3 months to 1 year1-2 years 2-3 years

3 to 5 years More than 5 years

Since when using an online travel website

While proportion of new bookers (added in last 3 months) is 21%, that of new searchers is a huge 53%

However, a large proportion of these additions are a result of the cumulative annual effect of the new

multiplier and not necessarily growth in user base in last 3 months


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9%

-7% -6%

-14%

7%

-1%

3%

8% 8%

2% 3% 2%

-20%

-10%

0%

10%

20%

Change from PQ

Place of searching/booking

Proportion of searchers from home went up +9%, while from place of work went down -14%

In comparison, the proportion of bookers from place of work (+7%) and cyber caf (+8%) went up and home fell

(-9%)

62% 63% 63%

27%

56%

48%

24% 22% 23%

2%6% 5%

0%

20%

40%

60%

80%


Current Quarter Home Place of work Cyber caf In transit


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-4%

7%

5%6%

-1% -2%

7%

-10%-7%

-13%

5% 3%4%

-1%

1%

-15%

-5%

5%

15%

Change from PQ

31%

38%36%

27%

32% 30%27%

19%21%

5%

10% 8%10%

3%5%

0%

10%

20%

30%

40%


Current Quarter At least once a week At least once a month

At least once in 3 months At least once a year

Less than once a year

Frequency of using an online travel website

Frequency of usage of a travel website increased among bookers at a weekly level (+7%)

Among searchers, frequency of usage increased at the monthly and quarterly level (+6% and +7%

respectively)


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109

10

8

12

3 3

43

5

0

2

4

6

8

10

12

Makemytrip Yatra IRCTC Travelguru Cleartrip

Current Quarter Avg. visits by all users Avg. bookings by all users

-2-4

-1

4

-1-1 0

12

0

-5

0

5

Change from PQ

Both Makemytrip & Yatra averaged 10 visits per capita in the last 3 months (drop for both, relatively more for

Yatra)

Travelguru is the only player which saw an increase in both per capita visits and bookings compared to last quarter

Per capita average visits - in last 3 months

Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust conclusion


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Products bought online last 3 months(Bought in current quarter Vs. Bought in previous quarter)

Despite no growth in usage train tickets continue to be the most bought travel product online at 72%

Air tickets, hotels and tour packages all show growth in usage compared to previous quarter

Hotels shows the highest growth at +31% points, followed by air tickets at +20% points

Current Quarter

68%

48%

22%

8%4%

9%

72%

0%

20%

40%

60%

80%

All Users

Train tickets Air tickets

Hotel/Spa/Resort deals Tour packages

Interstate bus tickets Rent a car

Souvenirs & Picture postcards

Change from PQ

31%

10%0% 2%

6%

-1%

20%

-10%0%

10%20%30%40%


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Products bought online last 3 months(Bought in current quarter Vs. Intention to buy indicated in previous quarter)

Current Quarter

68%

48%

22%

8%4%

9%

72%

0%

20%

40%

60%

80%

All Users

Train tickets Air ticketsHotel/Spa/Resort deals Tour packages

Interstate bus tickets Rent a car

Souvenirs & Picture postcards

25%

-3% -2% -1%

5%5%7%

-10%

0%

10%

20%

30%

40%

Train tickets Air ticketsHotel/Spa/Resort deals Tour packages

Interstate bus tickets Rent a carSouvenirs & Picture postcards


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-15%

13% 12% 13%

6%

1%

-16%-20%

-10%

0%

10%

20%

Train tickets Air ticketsHotel/Spa/Resort deals Tour packagesInterstate bus tickets Rent a carSouvenirs & Picture postcards

34% 35%

20% 18% 15%

73%

52%

0%

20%

40%

60%

80%

All Users

Train tickets Air ticketsHotel/Spa/Resort deals Tour packagesInterstate bus tickets Rent a carSouvenirs & Picture postcards

In the next 3 months usage of train tickets is expected to stay put at 73%, air tickets and hotels is likely to fall

On the other hand, users intend to book tours, bus tickets and rent cars noticeably more in the next quarter

Future Intentions of buying products online next 3 months(Bought in current quarter versus Intention to buy in the next quarter)


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Media Preferences


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TV Channels Searched Only

(Current Quarter)

Changefrom PQ

Searched & Booked(Current Quarter)

Changefrom PQ

NDTV 19% 4% 9% -6%

CNN IBN 4% 1% 8% 2%

Star Plus 11% -7% 7% -6%

Aajtak 7% 7% 6% 0%

Discovery 4% 3% 6% -6%

Sun TV 3% -9% 6% 5%

Zee TV 2% -5% 6% 4%

CNBC 5% -1% 5% -2%

Sony 2% -5% 4% 1%

Travel & Living 1% 1% 4% 3%

Most watched TV channel Top 10


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Newspapers Searched Only

(Current Quarter)

Changefrom PQ


Changefrom PQ

The Times of India 28% -17% 49% 6%

The Hindu 21% 11% 16% 2%

The Hindustan Times 5% -13% 7% -1%

Deccan Chronicle 3% -1% 3% 1%

Dinakaran 0% 0% 3% 3%

The Telegraph 3% 1% 3% -1%

Indian Express 5% 5% 2% -1%

The Economic Times 1% 0% 2% -4%

The Tribune 2% 2% 2% 1%

DNA 1% -2% 1% -1%

Most read newspaper Top 10


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Radio Channel Searched Only

(Current Quarter)

Changefrom PQ


Changefrom PQ

Radio Mirchi 41% 18% 36% 4%

Radio City 8% -7% 12% 0%

Red FM 7% -9% 9% 0%

Big FM 3% -10% 7% 4%

Suryan FM 11% 11% 6% 5%

Fever FM 1% 1% 4% 4%

Vividh Bharati 2% 2% 3% 3%

AIR FM RAINBOW 3% 3% 2% 0%

Radio FM 2% 2% 2% 2%

AIR FM GOLD 3% 1% 1% 0%

Most listened radio channel Top 10


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EmailingWebsites

Searched Only

(Current Quarter)

Changefrom PQ


Changefrom PQ

Yahoo 54% 17% 47% 0%

Gmail 17% -6% 26% 5%

Rediff 16% -6% 10% -3%

Hotmail 3% -10% 6% -2%

Sify 2% -1% 2% -1%

Indiatimes 1% 0% 1% -3%

VSNL 0% 0% 1% 0%

Most used website for Emailing


51/105

51

Online NewsWebsites

Searched Only

(Current Quarter)

Changefrom PQ


Changefrom PQ

Ibnlive10% 8% 15% 8%

NDTV10% 1% 14% 0%

Yahoo

20% 5% 12% 4%

Rediff12% -3% 9% -5%

Indiatimes8% -18% 7% -2%

Google12% 12% 6% 0%

Timesofindia2% -2% 5% 0%

BBC3% 0% 4% 1%

Sify 7% 3% 3% -3%

Zeenews0% 0% 2% 2%

Most used website for Online News Top 10


52/105

Brand Salience and Perceptions


53/105

53

24%

29%27%

21%

28%26%

7% 7% 7%7% 6% 6%

4% 3% 3%4%

3% 3%

0%

10%

20%

30%


Current QuarterYatra Makem ytrip IRCTC Travelguru Cleartrip Yahoo travels

Top of mind ad recall

Yatra gets the highest TOM ad recall (27%), though Makemytrip is a close follower (26%)

Compared to the previous quarter, only Yatra gained significantly in terms of TOM ad recall among both searchers and bookers

4%

8%6%

3%

-2%-1%

-3% -3% -3%

6%

0%

1%1%

0% 0%

1% 0% 1%

-10%

-5%

0%

5%

10%

Change from PQ


54/105

54

Top of mind ad recall All Brands

Top of mind Ad Recall SearchedOnly

Search &Booked Only

All Users

Sample Base 296 804 1,100

Yatra 24% 29% 27%

Makemytrip 21% 28% 26%

IRCTC 7% 7% 7%

Travelguru 7% 6% 6%

Cleartrip 4% 3% 3%

Yahoo Travels 4% 3% 3%

Google 3% 2% 3%

Airdeccan 2% 1% 1%

Goair 2% 1% 1%

Travel India 1% 1% 1%

Raj Travels 2% 1% 1%


Search &Booked Only

All Users


Thomascook 0% 1% 1%

Travel 3% 1% 2%

Jet Airways 0% 1% 1%

Kingfisher 0% 1% 1%

Flightraja 0% 1% 1%

Indian Airlines 1% 1% 1%

Indiatravels 0% 1% 0%


55/105

55

Source of ad recall

1%

2%

33%

29%

22%

14%

12%

70%

TravelguruSource of awareness Yatra Makemytrip IRCTC Cleartrip

Base: All Users

Television 73% 65% 17% 57%

Newspaper 20% 30% 32% 37%

Magazine/Newsletter 9% 28% 25% 15%

Radio 2% 4% 6% 6%

Internet - Banner on a website 29% 50% 46% 62%

Internet - Text link ad on a website 33% 33% 24% 50%

Outdoor (hoarding, kiosk, buspanel, exhibition, etc)

1% 9% 9% 3%

Can't recall where I saw the ad 2% 2% 17% 0%


56/105

56

YatraTOM ad awareness: 27%

Source of awareness CurrentQuarter

Change fromPrevious Quarter

Base: All Users

Television 73% +14%

Newspaper 20% +6%

Magazine/Newsletter 9% -3%

Radio 2% +1%

Internet - Banner on a website 29% -15%

Internet - Text link ad on a website 33% +7%

Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 1% 0%

Can't recall where I saw the ad 2% -1%


57/105

57

MakemytripTOM ad awareness: 26%



Base: All Users

Television 65% +7%

Newspaper 30% +5%

Magazine/Newsletter 28% +2%

Radio 4% 0%


Internet - Text link ad on a website 33% -1%

Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 9% +3%

Can't recall where I saw the ad 2% 0%


58/105

58

IRCTCTOM ad awareness: 7%



Base: All Users

Television 17% -1%

Newspaper 32% +4%

Magazine/Newsletter 25% +5%

Radio 6% +2%



Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 9% +3%

Can't recall where I saw the ad 17% +7%


59/105

59

TravelguruTOM ad awareness: 6%



Base: All Users

Television 70% +47%

Newspaper 12% -14%


Radio 22% +22%



Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 2% -2%



60/105

60

CleartripTOM ad awareness: 3%



Base: All Users

Television 57% +28%

Newspaper 37% +4%


Radio 6% +6%

Internet - Banner on a website 62% +15%

Internet - Text link ad on a website 50% +32%

Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 3% -3%



61/105

61

-1%-3%

-2%

0% 2% 1%

-3%

0%

-1%

5%

3% 3%

-2%

0% -1%

0% 2% 2%

0% 0% 0%

-6%

-3%

0%

3%

6%

Change from PQ

23%

27%26%24%

22% 23%

13%

17%16%

6% 7% 7%

3%4% 3%3% 3% 3%

0%

10%

20%

30%


Current QuarterMakemytrip Yatra IRCTC Travelguru Cleartrip Google

Top of mind brand recall

Makemytrip still retains its lead as the TOM brand recalled (26%). Yatra close on the heels at 23%

Compared to the previous quarter, only Travelguru gains share of mind notceably, especially among the searchers (+5%)

Makemytrip TOM brand recall dropped marginally compared to the last quarter (-2%)


62/105

62

Top of mind brand recall All Brands


Search &Booked Only

All Users


Makemytrip 23% 27% 26%

Yatra 24% 22% 23%

IRCTC 13% 17% 16%

Travelguru 6% 7% 7%

Cleartrip 3% 4% 3%

Google 3% 3% 3%

Yahoo Travels 3% 2% 2%

Airdeccan 1% 2% 2%

Raj Travels 3% 1% 2%


Flightraja 0% 1% 1%


Search &Booked Only

All Users


Jet Airways 0% 1% 1%

Indiatimes Travel 1% 1% 1%

Thomascook 0% 1% 1%

Travel 2% 0% 1%


Rediff Travel 1% 0% 1%


63/105

63

Source of TOM brand recall

0%

2%

24%

17%

4%

16%

10%

74%

TravelguruSource of awareness Makemytrip Yatra IRCTC Cleartrip

Base: All Users

From an advertisement 58% 65% 33% 59%

From a news story/article/feature 6% 7% 6% 8%

From a relative/friend/colleague 14% 14% 29% 40%

From a direct mailer/newsletter/sales call 5% 4% 8% 6%

While searching for travel related infousing a search engine

44% 28% 31% 42%

From a link on another website 29% 28% 24% 16%

From an exhibition/event 1% 3% 1% 6%

Don't remember 3% 2% 8% 0%


64/105

64

Makemytrip



Base: All Users

From an advertisement 58% -7%

From a news story/article/feature 6% -6%

From a relative/friend/colleague 14% -10%

From a direct mailer/newsletter/sales call 5% +1%

While searching for travel related info using a search engine 44% +2%

From a link on another website 29% +2%

From an exhibition/event 1% -2%

Don't remember 3% 0%


65/105

65

Yatra



Base: All Users

From an advertisement 65% +1%

From a news story/article/feature 7% 0%



While searching for travel related info using a search engine 28% -1%


From an exhibition/event 3% +2%



66/105

66

IRCTC



Base: All Users


From a news story/article/feature 6% +1%



While searching for travel related info using a search engine 31% 0%


From an exhibition/event 1% 0%

Don't remember 8% +1%


67/105

67

Travelguru



Base: All Users

From an advertisement 74% 46%

From a news story/article/feature 10% 5%

From a relative/friend/colleague 16% 12%

From a direct mailer/newsletter/sales call 4% 3%

While searching for travel related info using a search engine 17% -51%

From a link on another website 24% -41%

From an exhibition/event 2% -2%

Don't remember 0% -2%


68/105

68

Cleartrip



Base: All Users


From a news story/article/feature 8% -15%

From a relative/friend/colleague 40% +11%


While searching for travel related info using a search engine 42% +7%

From a link on another website 16% -12%

From an exhibition/event 6% +6%



69/105

69

-5%

1%

-1%-3%

2% 0%

9% 9% 9%

0%

-5%-4%

-2%

0%

-1%

2%

4% 3%

-10%

-5%

0%5%

10%

Change from PQ

Spontaneous brand recall*

At 43% Makemytrip barely manages to stay ahead of Yatra at spontaneous brand recall level

However, Makemytrip leads more among the bookers (49%), Yatra leads among the searchers (37%)

Compared to the previous quarter, only Travelguru has gained spontaneous recall noticeably (+9%)

* Top 3 brand recalls

31%

49%

43%

37%

45%42%

23% 23% 23%19%

24% 23%

8%

16%13%

6% 5% 5%

0%

10%

20%

30%

40%

50%


Current Quarter Makem ytrip Yatra Travelguru IRCTC Cleartrip Indiatravels


70/105

70

-3%

5% 3%

-6%

20%

12%6%

0% 2%7% 9% 8%8%

1% 2%4%

-1%

1%

-10%

0%

10%

20%

30%

Change from PQ

66%71% 70%

34%

83%

68%

53%

65%61%

36%

47%44%

32%

45%41%40%

35% 37%

0%

20%

40%

60%

80%

100%


Current Quarter Yatra IRCTC Makem ytrip Travelguru Cleartrip Indiatravels

Aided brand awareness*

At aided brand awareness level, Yatra leads significantly among the searchers (66%) and IRCTC among bookers (83%)

Overall, with 70% brand awareness Yatra leads the pack marginally

Compared to previous quarter, IRCTC and Travelguru show considerable gain in aided awareness overall (+12% and +8%)

* Brand names prompted


71/105


72/105

72

-3% -3%-2%

5%

2% 3%

-1% 0% 0%

4%

1% 2%0% 1% 0%

3%2% 2%

-6%

-3%

0%

3%

6%

Change from PQ

29% 29% 29%27%

23%24%

10%12% 12%

7% 8% 7%

4%5% 5%

3%2% 2%

0%

10%

20%

30%


Current QuarterMakem ytrip Yatra IRCTC Travelguru Cleartrip Thomascook

Share of word of mouth*

* website most likely to recommend

Despite a 2% fall from previous quarter, Makemytrip still leads the category on share of word of mouth at 29%

Yatra gains as compared to previous quarter (especially among searchers with +5%) to move up its share at overall level to 24%

Other brands who gained share of word of mouth, though marginally, are Travelguru and Thomas Cook


73/105

Brand Perceptions


74/105

74

Brand associations by attributes

Makemytrip is still the most highly associated brand with most of the key category attributes, in spite of slipping on all attributes this quarter.

Yatra follows as a close second to Makemytrip on most attributes

Air Deccan stands out for its association with the lowest air fare attribute

* Figures in brackets represent the change compared to the previous quarter in percentage

16%15%

15%

17% 17%

13%13%

11%10%

11%

10% 10%

0% 0%

1% 2% 2%

7%

2%

4%3% 4%

2%2%

3%

2%2%

1% 1%2%2%

1% 0% 0%

1%

1%

12%

1%0% 0% 1% 1%

3%

0% 0% 0% 0% 0%0%

10%

20%

Lowest air fares Lowest hotel Best tour package Complete travel Great Brand Most dependable

Current Quarter

Makemytrip Yatra IRCTC Travelguru Cleartrip Indiatimes travel Airdeccan Spicejet

(-5)

(+1)

on the net rates on the net deals on the net related online solutions image service

(+1)

(-1)

(-1)

(-1)(-1)

(0)

(-3)

(0)

(-1)

(+2)

(+1)(-2)

(+1)

(0)

(-3)

(0)

(+1)(+1)

(+2)

(-2)(0)

(0)

(0)

(0)

(-4)

(+1)

(-1)(-2)

(0)

(0)

(-1)

(+3)

(0)(+1) (-2)(-1)(0)

(0)

(-4)

(+2)

(+2)

(+1)(0)

(0)(-2)(-1)


75/105

75

Brand associations overall perceptions

Makemytrip Yatra Travelguru Air Deccan IRCTC

1.51.0.50.0-.5-1.0

1.5

1.0

.5

0.0

-.5

-1.0

Most dependable service

Great Brand imageComplete travel related solns.

Best tour package deals

Lowest hotel rates on net

Lowest air fares on net

SpicejetAirdeccan

Cleartrip

YatraTravelguru

Indiatimes travel

Makemytrip

IRCTC

Brand

Attrib

ute

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes


76/105

Brand Shares


77/105

77

Current Quarter

70%

36%33%

12%9%

36%

0%

20%

40%

60%

80%

All Users

IRCTC Makemytrip Yatra

Travelguru Cleartrip All other brands

Change from PQ

0%

-1%

-6%

-2%

0%

-2%

-10%

0%

10%

Cumulative (secondary) consumer share*

IRCTC continue to show very high multiple usage (70%) in this quarter as well. Only Yatra loses multiple usage noticeably (-6%)

All smaller brands put together (others) have managed to retained significant multiple usage share of 36%. Indicates growth as well

as a lot of experimentation usage in the category

* Multiple usage of websites, adds up to more than 100% in usage


78/105

78

5% 4%

-2%

3%

0%

-4%-6%

-4%

-2%

0%

2%

4%

6%

Change from PQ

28%

23%

16%

7%

4%

21%

0%

10%

20%

30%

All Users

Current QuarterMakemytrip Yatra IRCTC Travelguru Cleartrip Others

Preferred (primary) consumer share*

In terms of primary user share, Makemytrip retains its top slot with 28% share (a 5% gain over last quarter)

Yatra also gains 4% in user preference, to continue at the second spot with 23% primary user share

Travelguru is the other brand that has gained primary share (+3%) compared to the previous quarter

* Most preferred website in usage, adds up to 100% in usage


79/105

79

Primary Consumer Shares All Brands

Change CurrentQuarter

PreviousQuarter

Brand Actual Share Actual Share

Makemytrip +5% 28% 24%

Yatra +4% 23% 19%

IRCTC -2% 16% 19%

Travelguru +3% 7% 4%

Cleartrip 0% 4% 4%

Yahoo Travels +1% 2% 1%

Airdeccan -1% 2% 3%

Thomascook +2% 2% ( - )

Spicejet 0% 2% 1%

3%1%-2%Indiatimes Travel

2%1%-1%Indiatravels

Change Current QuarterPreviousQuarter

Brand Actual Share Actual Share


Indian Airlines 0% 1% 1%

Ksrtc +1% 1% ( - )

Flightraja 0% 1% 0%

Prime travel +1% 1% ( - )

Travel 0% 1% 1%

Google 0% 1% 0%


80/105

80

Current Quarter

0.770.71

0.23

0.59

0.46

-

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

All Users

Makemytrip Yatra IRCTC Travelguru Cleartrip

Primary-Secondary consumer share ratios

Makemytrip continues to have the best secondary-to-primary user share conversion ratio of 77%. It is followed closely by Yatra at 71%

As compared to the last quarter, Travelguru, Yatra and Makemytrip show significant improvement in their conversion ratios

IRCTC not only has the lowest secondary-to-primary share conversion ratio (0.23) but also show a further marginal decline in it

(+0.22)(+0.14)

(-0.04)

(+0.26)

(+0.03)


81/105

81

Reason for brand preference

Source of awareness Makemytrip Yatra IRCTC Travelguru Cleartrip

Base: All Users

Highly appealing website design 40% 28% 25% 30% 35%

Has the widest choice of travel options -flights/hotels/tour

53% 39% 28% 26% 50%

Has the most relevant choices for my needs -

flights/hotels/tours

64% 32% 22% 34% 62%

Lowest fares/deals/offers 72% 63% 32% 68% 66%

Best guidance on travel destinations, travelplanning

57% 45% 36% 44% 32%

Most easy to use and find the right informationquickly

61% 34% 49% 44% 55%

Most hassle free payment procedure 33% 26% 28% 29% 57%

Best security features to protect onlinetransactions

26% 15% 25% 10% 25%

Highly responsive booking and after-bookingservice

30% 29% 32% 19% 29%

Nothing Specific / Don't know 7% 9% 15% 13% 8%


82/105

82

Makemytrip reason for preference

Used in the last 3 months

38%

Preferred most 28%

Reason CurrentQuarter

Change fromPreviousQuarter

Base: All Users

Highly appealing website design 40% -9%


53% -4%

Has the most relevant choices for my needs -flights/hotels/tours

64% +3%

Lowest fares/deals/offers 72% -3%

Best guidance on travel destinations, travel planning 57% +9%

Most easy to use and find the right information quickly 61% +10%

Most hassle free payment procedure 33% -6%

Best security features to protect online transactions 26% +2%

Highly responsive booking and after-booking service 30% -3%

Nothing Specific / Don't know 7% 0%


83/105

83

Yatra reason for preference


34%

Preferred most 23%



Base: All Users



39% -1%


32% -18%

Lowest fares/deals/offers 63% +3%

Best guidance on travel destinations, travel planning 45% +7%

Most easy to use and find the right information quickly 34% -14%


Best security features to protect online transactions 15% -5%

Highly responsive booking and after-booking service 29% 0%

Nothing Specific / Don't know9% +2%


84/105

84

IRCTC reason for preference


24%

Preferred most 16%



Base: All Users

Highly appealing website design 25% +8%


28% +9%


22% -7%


Best guidance on travel destinations, travel planning 36% -6%




Highly responsive booking and after-booking service 32% 0%

Nothing Specific / Don't know 15% -1%


85/105

85

Travelguru reason for preference


13%

Preferred most 7%



Base: All Users



26% -50%


34% +8%



Most easy to use and find the right information quickly 44% +23%

Most hassle free payment procedure 29% +11%


Highly responsive booking and after-booking service 19% +2%

Nothing Specific / Don't know 13% +8%


86/105

86

Cleartrip reason for preference


10%

Preferred most 4%



Base: All Users



50% +1%


62% -4%

Lowest fares/deals/offers 66% -2%



Most hassle free payment procedure 57% 0%


Highly responsive booking and after-booking service 29% +2%

Nothing Specific / Don't know 8% -1%


87/105

87

Brand Performance Track


88/105

88

Brand Sustenance

Brand Sustenance

Ratio of TOM Brand Recall

TOM Ad Recall

How much can your brand transcend the ad

Ratio of 1 represents average efficiency


89/105

89

Brand Sustenance Index

Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

IRCTC 0.692 2.290 100% 1.598 100%

Airdeccan 0.096 1.439 63% 1.343 84%

Travelguru 0.305 1.123 49% 0.818 51%

Cleartrip -0.239 1.040 45% 1.279 80%

Makemytrip -0.061 0.995 43% 1.056 66%

Yatra -0.183 0.839 37% 1.022 64%

Yatra and Makemytrip seems to be most advertising depended brands in the category

In fact, Yatras sustenance index compared to the previous quarter falls remarkably indicating increase in ad dependency

* Other brands not included for insufficiency of sample size


90/105

90

Brand Sustenance Map

Brand Sustenance

MakemytripYatra

IRCTC

Travelguru

Cleartrip

Airdeccan

Thomascook

Indiatimes travel

Indiatravels2.5

3.0

3.5

4.0

4.5

2.5 3.0 3.5 4.0 4.5Top of Mind Ad. Recall

TopofMindBran

dRecall

Less Sustainable

More Sustainable


91/105

91

Brand Persuasion

Ratio of 1 represents high efficiency

Brand PersuasionHow persuasive is your brand story

Ratio of Intention to Buy / Use Brand

Spontaneous Brand Recall


92/105

92

Brand Persuasion Index



IRCTC 0.024 0.616 100% 0.592 100%

Yatra 0.026 0.473 77% 0.447 75%

Makemytrip -0.070 0.450 73% 0.520 88%

Airdeccan 0.082 0.362 59% 0.280 47%

Cleartrip 0.036 0.303 49% 0.267 45%

Travelguru -0.109 0.294 48% 0.403 68%

IRCTCs continues to leads the pack on brand persuasion

Makemytrip & Travelguru have lost in persuasiveness

Air Deccans persuasion index improved noticeably compared to the previous quarter. Rest of the brands improve marginally



93/105

93

Brand Persuasion Map

Brand Persuasion

MakemytripYatra

IRCTC

Travelguru

Cleartrip

Airdeccan Indiatravels

3.0

3.5

4.0

4.5

5.0

3.0 3.5 4.0 4.5 5.0Spontaneous Recall

LikelihoodofBuying

Less Persuasive

More P ersuasive


94/105

94

Brand Pull*

Brand PullAbility of the brand to attract news consumers orconsumers of competitive brands

Ratio of (Switch ins to the brand) (Switch outs from the brand)

Current primary consumer share of the brand

A positive ratio represents a growing brand

B d P ll I d


95/105

95

Brand Pull Index




Travelguru -0.102 0.148 100% 0.250 100%

Cleartrip 0.138 0.121 82% -0.017 -7%

Airdeccan 0.264 0.081 55% -0.183 -73%

Yatra -0.072 -0.013 -9% 0.059 23%

IRCTC 0.050 -0.015 -10% -0.065 -26%

Makemytrip -0.143 -0.132 -89% 0.011 5%

Travelguru continues to show the best brand pull in the current quarter despite of a fall

Air Deccan & Cleartrip show maximum improvement

Makemytrip and Yatra show noticeable decline in brand pull compared to the last quarter


96/105

96

Brand Pull Map

Brand Pull

MakemytripYatra

IRCTCTravelguru

Cleartrip

Airdeccan

Thomascook

Indiatimes travel

Indiatravels

Spicejet

2.0

2.5

3.0

2.0 2.5 3.0Switch outs of the Brand

SwitchinstotheBrand

Gaining Pull

Losing Pull

Proportionatelymore switch-outsthan switch-ins


97/105

97

Brand Loyalty

Ratio of 1 represents maximum efficiency

Brand LoyaltyHow much is your brand retaining its existing consumers

Ratio of Likely to Continue with the Brand

Total Current Users of the Brand


98/105

98

Brand Loyalty Index




Travelguru -0.018 0.802 100% 0.820 100%

Yatra 0.032 0.792 99% 0.760 93%

IRCTC 0.145 0.765 95% 0.620 75%

Cleartrip 0.082 0.662 83% 0.580 71%

Makemytrip -0.086 0.644 80% 0.730 89%

Airdeccan -0.096 0.544 68% 0.640 78%

Travelguru shows the best brand loyalty index in the current quarter (80% loyalty), followed by Yatra and IRCTC

IRCTC, Cleartrip & Yatra show noticeable improvement in brand loyalty compared to last quarter

Makemytrip & Airdeccan have lost out on brand loyalty; Makemytrip has lost relatively the most


99/105

99

Brand Loyalty MapBrand Loyalty

80% 79%77%

66% 64%

54%

0%

20%

40%

60%

80%

100%

Travelguru

Yatra

IRCTC

Cleartrip

Makemytrip

Airdeccan

Likely to Continue

(-2%) (+3%)(+15)

(+8%) (-9%)

(-10%)


100/105

100

Brand Momentux

It is an index. The higher the better

Brand MomentuxTM

Your future market potential based on your currentperformance

Brand X Brand SpeedMass Accelerators

Current X Brand Persuasion factor,Users Brand Pull factor,

Brand Loyalty factor


101/105

101

Brand Momentux




Yatra 0.010 0.097 100% 0.087 81%

Makemytrip -0.017 0.091 93% 0.108 100%

IRCTC -0.002 0.075 77% 0.077 71%

Travelguru 0.005 0.029 30% 0.024 22%

Cleartrip 0.003 0.015 16% 0.012 11%

Airdeccan -0.003 0.006 6% 0.009 8%

In the current quarter Yatra leads with maximum brand momentum; though not far away from Makemytrip

However, Makemytrips momentum continues to decelerate as in the last quarter, Yatras continues to accelerate as in the last quarter

Among other brands Travelguru and Cleartrip accelerate, while IRCTC and Airdeccan decelerate in their brand momentums


102/105

102

Brand Momentux Map

Brand Momentum

Spicejet IndiatravelsIndiatimes travel

Thomascook Airdeccan

Cleartrip

Travelguru

IRCTC

YatraMakemytrip

2.0

2.5

3.0

2.0 2.5 3.0Brand Speed

BrandMass

Mass Driven Size

Speed Driven


103/105

103

Airdeccan

Cleartrip

Travelguru

IRCTC

Makemytrip

Yatra

BrandBrand MomentuxBrand LoyaltyBrand PullBrand PersuasionBrand Mass

Current Quarter vis--vis Previous Quarter

Brand Momentux Summary

Improved Deteriorated No/Insignificant change

E ti t d P i C Sh


104/105

104

Estimated Primary Consumer Shares

18%

1%

1%

2%

3%

1%

3%

4%

4%

19%

19%

24%

Previous Quarter

Actual Share

Brand Current Quarter

Actual Share

Next Quarter

Estimated Share

Expected

Change

Makemytrip 28% 24% -4%

Yatra 23% 26% +3%

IRCTC 16% 20% +4%

Travelguru 7% 8% +1%

Cleartrip 4% 4% 0%

Airdeccan 2% 2% 0%

Thomascook 2% 1% -1%

Indiatimes Travel 1% 1% 0%


Spicejet 1% 1% 0%

Yahoo Travel 2% 1% +1%

Others 10% 11% +1%

Yatra, IRCTC and Travelguru are expected to gain primary consumer share in the next quarter, while Makemytrip likely to lose share

if this expected trend comes true, then Yatra is expected to emerge as the news category leader by the next quarter

Other than that, market not likely to show significant changes in the primary consumer shares of other players


105/105

Thank You!

Documents

Brand Track Report - Online Travel July 2007