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 3
- 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 5
- 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 6
- 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 7
- 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 8
- 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 9
- 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 10
- 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 11
- 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 12
- 14. BARRIERS FACED DURING ONLINE BOOKING 14
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