A PROJECT REPORT

ON

"PLANNING FOR INTERNET MARKETING”

By

KRISHNA JHA

HPGD/JL17/3176

A REPORT SUBMITTED IN FULFILLMENT OF

THE REQUIREMENT OF A PGDM-HB-
MARKETING MANAGEMENT

Prin. L. N Welingkar Institute of Management

Development and Research InstitutICLES’ MOTILAL
JHUNJHUNWALA COLLEGE VASHI, NAVI MUMBAI
 ACKNOWLEDGEMENT
I am using this opportunity to express my gratitude to everyone who supported me throughout the
course of this PGDM project. I am thankful for their aspiring guidance, invaluably constructive
criticism and friendly advice during the project work. I am sincerely grateful to them for sharing
their truthful and illuminating views on a number of issues related to the project.

I express my warm thanks to Miss. Rachana Sontakke for his support and guidance at .

Finally, I would like to recognize and thank my parents and friends for their undying support.

Thank you,

Krishan jha

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5
 CERTIFICATE FROM THE GUIDE

This is to certify that the Project work titled "”PLANNING OF INTERNET

MARKETING” is a confide work carried out by KRISHAN JHA

ROLL NO-HPGD/JL17/ 3176 a candidate for the /Post Graduate Diploma

examination of the Welingkar Institute of Management under my guidance and
direction.

SIGNATURE OF GUIDE :

NAME : RACHANA SONTAKKE

DESIGNATION : EXECUTIVE

ADDRESS : YATRA.COM

DATE: FEB 22, 2019

PLACE: MUMBAI

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 UNDERTAKING BY CANDIDATE

I declare that project work entitled " PLANNING OF INTERNET MARKETING” is my

own work conducted as part of my syllabus . I further declare that project work presented has been
prepared personally by me and it is not sourced from any outside agency. I understand that, any such
malpractice will have very serious consequence and my admission to the program will be cancelled
without any refund of fees.

I am also aware that, I may face legal action, if I follow such malpractice.

__________________________

Signature of Candidate

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 EXECUTIVE SUMMARY

The purpose of this project was to get an insight in the current trends and future prospects in
INTERNET MARKETING. It gives me immense pleasure to present this thoroughly researched
projects on travel industry. This will also help in enlightening our knowledge about the latest
happenings in the INTERNET MARKETING.

This report has been designed to eliminate the queries and doubts of common public about the
Internet marketing. Therefore by considering certain norms, I have made an attempt to make it as
simple as possible.

The research work has been carefully presented and also appropriately evaluated just to ensure the
perfection of information laid down in this project.

It mentions about how Internet marketing could be one of the most lucrative profit generating center
of an organization. It also mentions about certain latest modified theories and experiments which
could improve the efficiency of the organization.

The new century has seen phenomenal growth in the development and application of

Internet marketing in yatra.com new market in architectural glazing point very clearly in direction of
increasingly sophisticated products with entirely new functions.

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 TABLE OF CONTEXTS

SR. NO CHAPTER NAME PG NO

1 INTERNET MARKETING 6

2 INTERNET MARKETING IN DETAILED 9

3 INTRODUCTION TO YATRA.COM 17

4 MARKETING OF YATRA.COM 23

5 NEW LAUNCH’S AND ANALYSIS OF YATRA.COM 31

6 OBJECTIVE OF STUDY 42

7 RESEARCH AND METHODOLOGY 43

8 FINDING 44

9 RECOMNDATION AND SUBBESTION 46

10 CONCLUSION 48

11 LIMITATION 49

12 QUESTIONAIRE 50

13 BIBLIOGRAPHY 60

14 ANNEXURE 61

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 INTERNET MARKETING

INTRODUCTION TO INTERNET MARKETING

INTERNET MARKETING plays a vital role in improving individual’s lifestyle, Society’s

foundation, Building a wealthy and strong nation.

With the advent of technology, a product or sold from any part of the country and that too
without being physically present.

Internet marketing resulted in many more innovations such as:

 Electronic funds transfer

 Supply chain management
 Internet marketing
 Electronic data interchange and so on and so forth

Internet marketing has become a necessary component of business strategy

planning and economic development in the emerging global economy. The integration of
information and communications technology

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MEANING AND DEFINITION OF INTERNET MARKETING

MEANING

Internet marketing (electronic commerce or EC) buying and selling of products and services by
businesses and consumers through an electronic medium, without using any paper documents.
Internet marketing is widely considered the buying and selling of products over the internet, but any
transaction that is completed solely through electronic measures can be considered Internet
marketing . electronic commerce is subdivided into three categories: business to business in B2B,
business to consumer or B2C and consumer to consumer or C2C.

Core activities of Internet marketing:-

1. Buying and selling products

2. Shipping products
3. Producing financial statements

DEFINITION

Internet marketing (electronic commerce or EC) is the buying and selling of goods and services, or
the transmitting of funds or data, over an electronic network, primarily the internet. These business
transactions occur either as business-to-business, business-to-consumer, consumer-to-consumer or
consumer-to-business.

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OBJECTIVES INTERNET MARKETING

Internet marketing means business over internet, in the most layman-Est of terms.
So you harvest all the benefits internet has to offer, some being:

1. Reach out to a larger audience - internet access is becoming so mainstream now that your
product/service can reach almost everyone on the planet with an internet-enabled device.

2. Your virtual shop remains open and operational 24x7 even if you/your staff are not working-
this might not be wholly true if your product is a service-which requires immediate human-
intervention

3. In most cases; you need not maintain the whole stock of products - again this varies for
different business models and will work greatly if you have a good supplier who does not
defaults on supplies and a good shipping partner/team who work in sync for delivery

4. You build your brand more quickly - as more people will know and talk and post and blog
about you on social networks - duh! :)

5. Once your brand is build you can diversify easily and also pull out of a certain segment if that
does not works out for you with minimal losses -
typical example will be Flipkart's music(tunes) store which closed off even being a great
initiative.

6. For most part; setting up a website and maintaining it is lots cheaper given the plethora of
hosting services available.

7. Also with the new crop of 3PL partners (within India) like Aramex, Delivery etc. your
shipping can also be outsourced.

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 INTERNET MARKETING IN DETAILED

NEED FOR INTERNET MARKETING

Before setting up an, one important thing to consider is if your staff have the time to handle
additional orders, support emails and phone calls, as well as the packaging and distribution of your
products. If your business has room to grow online, then here’s why you need to be selling your
products online!

Below are some of the reasons why you need to incorporate an Internet marketing system as part of
your business model.

1 YOU CAN GAIN NEW CUSTOMERS THROUGH SEARCH ENGINES

There are many ways to make sure people can find your website. Whether you focus on long tail
keywords or Pay Per Click advertising on Google, it is essential that your website appears when
searching for the products or services you offer.

2 SELL YOUR PRODUCTS NATION / WORLD WIDE

Customers do not have to visit your shop to buy your products, you can now send them direct to their
door.

One major advantage of having an Internet marketing website is that customers do not have to visit
your shop to buy your products, as they can be delivered anywhere in the country and direct to the
customer’s door.

3 CUSTOMERS CAN BROWSE YOUR PRODUCTS NO MATTER WHERE THEY ARE

Potential customers can browse your entire product range whilst sitting on their sofa watching TV.
You can also up sell and cross sell by recommending products that relate to the ones they are
browsing.

4 YOUR SOCIAL MEDIA FOLLOWING IS GROWING BUT POTENTIAL CUSTOMERS

HAVE TO VISIT YOUR BUSINESS TO BUY FROM YOU

For your business to really benefit from a growing social media following you need to make it as
easy as possible for potential customers to buy your products. Continue to provide valuable content
and then start sending your followers to your website is the best way to turn followers into
customers.

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5 THE NUMBER OF PEOPLE VISITING YOUR SHOP IS FALLING

Let’s be blunt, the footfall on high streets throughout the UK is dropping and I bet you can name a
couple of shops that have been boarded up on your local high street. With this in mind it is essential
that you offer your customers an easy way to buy your products and being able to buy your products
anywhere at any time is a great asset for any business.

6 YOU WANT TO INCREASE SALES

Increasing the number of opportunities to sell your products can massively contribute to the numbers
of sales you generate. But don’t think that just by building an ecommerce website you will
automatically gain new customers, there is still some leg work that has to go into making your
website a success such as driving traffic, provide informative content and engage visitors.

7 BECAUSE IT’S 2019!

In 2015, online spending in the UK is predicted to reach £107 billion, up 17% from £91 billion in
2014. So on average each one of us spends over £1,500 online each year!

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IMPORTANCE OF INTERNET MARKETING

There are Hundreds of thousands of companies and projects that have websites on the internet.
Internet marketing imposes itself on the companies, projects and institutions And became
significantly contribute to the economies of the countries. Economic Unity Council of Arab League
of Arab States
Estimates growth rate of Internet marketing about 15% in Arab countries compared to 30% globally
The importance of Internet marketing that it aims to achieve many advantages for companies, traders
and business owners or consumers.

A simple definition
Internet marketing is a system that allows online movements buying , selling goods , services, and
information

It also allows electronic movements that support revenue generation, such as promoting the demand
for those goods and services and information. As the Internet marketing allows online sales support
operations and customer service.

Internet marketing can be described as an electronic market where sellers (suppliers, or companies,
or stores) and intermediaries (brokers) and buyers can communicate and offers its products and
services in the form of virtual or digital, also paid for with E-credit .

First : The activities of Internet marketing can be divided in its current form into two main sections :
Internet marketing from companies to individual consumers (Business-to-Consumer) and can be
shortened to ( B2C). It represents trade between companies on the one hand and individual
customers on the other.

Internet marketing from companies to companies (Business-to-Business) and can be shortened

to ( B2B ) . It represents electronic trade between the company and the other.
The importance of Internet marketing for consumers

Save time and effort

Today's clients appreciate the value of time and put it at the forefront of anything else and want to be

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able to follow up business in the best time of their convenience, it is through Web sites that
customers can place orders in any time they want the customer can shopping 24 hours a day and
throughout the year, and any place where there is no need for an effort to go to a specific place to
buy he needs .

Freedom of choice
E-Trade offers multiple options for the consumer because the Internet contain endless number of
different topics and locations , services and users can access throughout the world It thus allows
rationalization of the decisions taken by consumers due to its large number of sites of the flow of
information in a timely and coordinated manner and accurate, allowing easy comparison between
products and services Both in terms of price or quality or method of payment, and the time required
to receive the required item or service and electronic commerce is particularly important for
consumers in developing countries, where it can overcome the traditional barriers of distance and
lack of information

People in these countries can own products and goods that are not available in their countries. So
through the freedom of choice that available to customers via the Internet they can fulfill all their
business through a network of investment services and stock trading, finance and consulting
and reservations tickets and Hotel reservations …..Etc.

Electronic experiments
Allows customers to exchange experiences and views among themselves many Internet marketing
sites establish forums for its members through which they can express their opinions about a
particular product or service and how to use them and transmission this views between different
customers and forums. Customer when he wants to buy a commodity become familiar with them
before they buy and also can consult other customers have tried this item .

Flyers information
Most Internet marketing sites when you visit it and want the client keep in touch on this site You
ask him to register in this site as a member and to encourage him to registration you send periodical
free bulletin to the client’s mail this bulletin contains information about the goods and services
offered by this site and its advantages and importance this bulletin may be general information
but it will arrive to the customer on a periodically and that will be very important.

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Discounts and reductions
Some Internet marketing sites require any person visiting to fill an application form to evaluate the
website
And to encourage visitors fill out this form they offer certain discounts on their products or services
to those who fills out this form or gifts or reduce discounts for a limited period.
Second: the importance of Internet marketing for the national economy

Export Development
Electronic commerce has become affect the economies of the countries positively to its ability to
generate financial returns from outside the state of export . E-Trade is the key to export to the outside
and opened the way for many institutions to exceed local and regional borders and compete in world
markets. It thus overcomes geographical barriers and transport and communication barriers because
its working to create wide opportunities to enter new markets outside the borders of the state and
opening up to the large markets of consumers who aspire to get to know new products and goods is
their local products .

Websites can promote national tourism electronically

Websites can play an important positive role to promote tourism through the establishment of
national specialized sites for state the advantage of the tourist sites and hotels and archeological and
give full details on the elements of tourism in this country . tourist when he sees these sites wherever
he is he ‘ll attracted to visit these places, so we should pay attention to these websites with all the
elements of national tourism Tourist should know everything about the country who will go
to Electronically before moving from his place and sometimes wants to see a picture of a room that
will come down at the hotel.

And in general create the websites of a country, whether it’s tourism country or other gives a good
impression to everyone for this country or the state and may encourage investment in it, which has
enormous positive results on the national economy.
So companies and institutions cannot fail to join the rode of electronic commerce or stand spectators
because the damage caused by not applying to electronic commerce will not be limited to the
institution or facility only, but also will inflict serious damage to the national economy.

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ADVANTAGES & DISADVANTAGES
Advantages to Organizations
 Using Internet marketing, organization can expand their market to national and international
markets with minimum capital investment. An organization can easily locate more
customers, best suppliers and suitable business partners across the globe.

 Internet marketing helps organization to reduce the cost to create process, distribute, retrieve
and manage the paper based information by digitizing the information.

 Internet marketing improves the brand image of the company.

 Internet marketing helps organization to provide better customer services.

 Internet marketing helps to simplify the business processes and make them faster and
efficient.

 Internet marketing reduces paper work a lot.

 Internet marketing increased the productivity of the organization. It supports "pull" type
supply management. In "pull" type supply management, a business process starts when a
request comes from a customer and it uses just-in-time manufacturing way.

Advantages to Customers
 24x7 support. Customer can do transactions for the product or enquiry about any
product/services provided by a company any time, anywhere from any location. Here 24x7
refers to 24 hours of each seven days of a week.

 Internet marketing application provides user more options and quicker delivery of products.

 Internet marketing application provides user more options to compare and select the cheaper
and better option.

 A customer can put review comments about a product and can see what others are buying or
see the review comments of other customers before making a final buy.

 Internet marketing provides option of virtual auctions.

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  Readily available information. A customer can see the relevant detailed information within
seconds rather than waiting for days or weeks.

 Internet marketing increases competition among the organizations and as result organizations
provides substantial discounts to customers.

Advantages to Society
 Customers need not to travel to shop a product thus less traffic on road and low air pollution.

 Internet marketing helps reducing cost of products so less affluent people can also afford the
products.

 Internet marketing has enabled access to services and products to rural areas as well which
are otherwise not available to them.

 Internet marketing helps government to deliver public services like health care, education,
social services at reduced cost and in improved way.

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Disadvantages
Technical Disadvantages
 There can be lack of system security, reliability or standards owing to poor implementation
of Internet marketing.

 Software development industry is still evolving and keeps changing rapidly.

 In many countries, network bandwidth might cause an issue as there is insufficient

telecommunication bandwidth available.

 Special types of web server or other software might be required by the vendor setting the
Internet marketing environment apart from network servers.

 Sometimes, it becomes difficult to integrate Internet marketing software or website with the
existing application or databases.

 There could be software/hardware compatibility issue as some Internet marketing software

may be incompatible with some operating system or any other component.

Non-Technical Disadvantages
 Initial cost: The cost of creating / building Internet marketing application in-house may be
very high. There could be delay in launching the Internet marketing application due to
mistakes, lack of experience.

 User resistance: User may not trust the site being unknown faceless seller. Such mistrust
makes it difficult to make user switch from physical stores to online/virtual stores.

 Security/ Privacy: Difficult to ensure security or privacy on online transactions.

 Lack of touch or feel of products during online shopping.

 Internet marketing applications are still evolving and changing rapidly.

 Internet access is still not cheaper and is inconvenient to use for many potential customers
like one living in remote villages.

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 INTERNET MARKETING PLANNING

Internet marketing has grown tremendously over the last few years. The sheer number of businesses
joining the bandwagon of established businesses is a testimony of the enormous income potential of
internet ventures. Though innumerable opportunities abound online, it takes more effort and
resources to succeed with internet marketing. In the next section, we shall look at some powerful
tips that can help you harness the full power of internet marketing to grow your business. An is
essential to gather your bearings in terms of your promotional efforts, and to make sure that they
correspond to your business’ goals. It's not about being on the internet “just for the sake of it”, but
about using all the tools online marketing puts at your disposal to strengthen your brand and make
the most of the benefits. Ready to create your plan?

10 steps to creating your online marketing plan

Step 1. Your environment: the market and competition

The first step to a good digital marketing strategy is understanding the surroundings of the
environment you are working in. In order to do this, you need to studyin depth the market and the
competition: the sector’s characteristics and trends, your competitor’s benchmarks and an analysis of
the weaknesses, threats, strengths and opportunities. Finally, we should find our USP (“unique
selling proposition”): what makes our product stand out and what places it in a unique position in
relation to the competition.

Step 2. The audience

Marketing tools come bearing endless possibilities of audience segmentation, but to make the most
of them it is vital to know who we are targeting. As such, the next step is to clarify who our target is.

Demographics is a first essential step to define our audience, but it is not enough. We need to
understand what their needs are and their motivation, and how to communicate and interact online, in
order to choose the best channels and communication strategies to reach out to them. In order to do

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this, we can use the multiple tools for more or less sophisticated digital market studies, in function of
what we are trying to achieve.

Step 3. Goals

Once we have the previous steps down pat, we reach the key question to the success of our online
marketing plan: What are we trying to achieve? Our online goals should be coherent with our global
business strategy. A few examples could be generating clients for our new product, increasing the
repetition rate and recommendations of our already existent customers, increasing the number of
times our product is positively mentioned, or the growth of traffic to our online store.

When it’s time to determine your plan’s goals, I find it quite useful to keep the SMART acronym in
mind, as our goals should be:

Specific

Measurable

Achievable

Realistic

Time-bound

Step 4. Strategies and creativity

We are ready to address the core of our plan: the strategy and creativity.

The strategy gives us a global vision of the different actions we should take to establish a link to our
client, which directs us towards the goals we have defined, based on the conclusions from the
previous steps. To organize this, it is very useful to divide our actions according to the conversion
funnel: logically, it’s not the same talking to someone who has never heard of our brand, as talking to
a regular customer.

Once we define our strategy, it's time to make it creative, to make our message go further and leave a
lasting impression.

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Step 5. Sales process

Basing ourselves on the strategy we have defined, we will now determine our digital sales process. If
we can seal the deal with an online sale, it is quite sensible to define a series of steps through which a
user has to go on our website before becoming a client. If, on the other hand, the nature of our
business does not allow for e-commerce, we need to have other ways of linking our sales to our
online communication, through lead generation, for example.

Step 6. Loyalty

Once we have managed to convert a user into our client, we are faced with one of the most
interesting parts of our online marketing plan: loyalty. If we think about how its significantly more
challenging to get a new client as opposed to keeping an already existing one, it becomes evident that
paying attention to this part of the plan is very beneficial.

Don’t forget to make the most of the potential of cookies to get to know the habits and interests of
your clients, and offer them what they need most, at precisely the right moment.

Step 7. The Budget

It’s time to talk about money. How do you define the budget of your online communication efforts?
The most common is to divide your investment between the different channels you are using (web,
search engines, social media…). To get it right however, we need to be able to predict quite
adequately which ones will have most impact on our audience over the next steps, so it is vital to

Step 8. Technology and means

When it comes to technology, the online world offers an endless amount of possibilities that are
undergoing constant growth. So, how do we choose the best tools to implement our digital marketing
plan? There is no “correct answer”, but if we have a clear idea of our budget, the expected return on
our investment and the places where our audience interacts, we will have a good head-start when it

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comes to decision time. Don’t hesitate in asking for guidance from an expert who can explain in
depth the pros and cons of each option.

Step 9. The KPI

Our plan is almost ready to go, but we cannot forget an essential part: analysing our results.

To define the success of our online efforts, These are metrics that are directly related to the results of
our business, which can be easily obtained through the numerous tools offered by digital statistics.
An example of a KPI could be the acquisition cost of a new client of our e-commerce.

You now have your online marketing ready to go, but the job is not yet done. It is vital to establish
periodical control tests of your KPI and to analyse the results according to them, in order to be sure
that your marketing efforts are successful, and to continuously improve your plan day by day. Good
luck!

It has been our pleasure to provide you with useful information, for you to be able to improve your
company's online marketing every day. We are very passionate about the sector we work in, and
truly want to “spread the word” to the people who share this passion.

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How do I create an agile online marketing plan?

For marketers, marketing plans have always been the map that allows us to guide through all the
possible actions of communication and maintain our brand's course. In a land so full of distractions
and false leads, online marketing is more important than ever to know where we are going ... but the
three year online marketing plan is dead (it changes daily).

In the early days of digital marketing, it was not uncommon to find plans for one, two or even three
years from now. This type of planning came from the much more static traditional marketing
channels ... but the reality of online marketing today is very different:

1. We have more data than ever

Even more than we need! Thanks to tools like Google Analytics or social networks statistics
measuring, we can know what is happening at all times and in real time.

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2. Online marketing is a constantly changing environment

The standards by which we were guided three years ago have little to do with the reality now.
Consider for instance the Google algorithm changes or updates to social networks, such as the
inclusion of . If you are working with a closed online marketing plan, you will be wasting many
opportunities.

3. The preferences and abilities of users vary continuously

For example, in just 2 trimesters 3# of the preferences are from American teenagers. If you want to
communicate effectively with your potential customers you need to take this factor into account.

However, we still need strategies and planning to maintain the direction we want and let us not be
carried away by improvisation. How can we continue to do effective plans? The answer is to stop
thinking about online marketing plans as a detailed "map" and move to consider them as a "compass"
that will help us move forward. So, we will use the marketing plan to define the overall objectives of
our brand, but will review the results and trends monthly or even weekly to correct the actions that
are taking place and decide the next steps. Only then can we ensure that our brand will succeed in the
changing but exciting world of online marketing.

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MAIN PARTS SHOULD BE CONSIDER IN INTERNET
MARKETING PLANNING

1)Know Your Niche

Since internet marketing is a really broad field, it is is important for you to know who your
customers are and what they want. Many companies conduct consumer and market research so that
they can understand the mindset, preferences, and buying patterns of their target buyers. As an
entrepreneur or business person, you have to target a specific market/audience ( niche) not to all and
sundry. This will be reflected in the choice of keywords that you will use in your SEO & SEM
campaign.

2) Create an Internet Marketing Plan

An internet marketing plan informs all your decision and activities at every stage of the way. It also
helps you develop and implement sound strategies and evaluate the outcome or the results of your
activities. Your internet marketing plan should highlight all measurable objectives and goals and
establish milestones for your marketing activities. Most importantly, you should integrate your
internet marketing business plan with the company’s existing business plan and ensure it is in
harmony with the medium and long term business goals.

3) Know Your Competitors

The proliferation of online based businesses and advancement in marketing technologies has
made internet marketing highly competitive. The sheer number of well-established businesses online
presents a challenge to market entrants. If you want to grow your business and remain on top of
your internet marketing niche, then you have to know your competitors particularly their respective
strengths and weaknesses. To , you have to conduct market intelligence and analyze information
about your competitors products, services, pricing, consumer policy, and value proposition. When
you have all this details at hand, you will be in a good position to make an informed decision and to
execute a powerful sales and marketing campaign.

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4) Create a Professional Website and Optimize it

Your business website is your entry point to the world of internet marketing. It is the first thing that
visitors and consumers see (before they even know you at a personal level). Your website should
reflect your company values and provide adequate answers to new customers so that they can make
quick decisions. To make your site useful, you have to include important sections such as FAQs, e-
mail and chat support functions, and if necessary, a ticket system. The important thing here is to
create and maintain a professional image of your company.

5) Carry Out SEO and SEM

For increased visibility, you have to carry out on-page and off-page SEO. Make sure that you use
targeted keywords in your pages and posts to increase your search engine rankings. You should also
bolster your SEM campaigns with relevant forms of Advertising Internet Marketing such as PPC ad
campaigns, webinars, and podcasts. To fire up your SEO and get good rankings, consult an internet
marketing servicescompany to help you manage your SEO & SEM campaigns.

6) Make Use of Social Media

Without a doubt, social media marketing is a fast-growing facet of internet marketing. It has the
potential to generate enormous sales and revenue for qny business. The power of social
media marketing tools lie in the universal appeal and the massive exposure they give a business.
Before you jump into the social media bandwagon, you should take time to know your market
demography and the right social media channels for reaching your audience. Once you know your
audience, you should create corporate profile pages and social media accounts for your business in
LinkedIn, Twitter, and Facebook and use them to engage existing and new followers.

7) Embrace Email Marketing

E-mail marketing is an integral component of today’s internet marketing businessstrategy. It is not

only inexpensive but also highly effective when used properly. It is much easier to send promotional
e-mails to existing customers and prospects than to use direct mail for the same purpose. There are
several e-mail Software as a Service providers (such as Benchmark, Mailchimp, and who provide

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high end features that guarantee better click through rates and marketing success. If you have not
been using e-mail marketing then it is high time that you start using it.

8) Monitor and Analyze Web Data

Apparently, internet marketing has several key metrics that you should analyze from time to time so
as to grow your business. These metrics are essential to business growth and sustainability. If you
want to grow your business then you have to monitor and analyze the following things:

 web traffic sources

 traffic flow
 page views
 offer response rates
 ROI
 brand awareness
 clickthroughs
 lead generation/opt-in

These are just some of the key internet marketing metrics that wil help you know how your website
is performing and what needs to improved. For a quick start, I recommend which is a powerful tool
for measuring, analyzing, and reporting metrics and website performance.

9) Create a Unified and Consistent Brand Message

Your brand is a powerful factor in the sales and marketing process. It can draw customers and make
them loyal or “shoo them away”. Your brand is reflected in several ways from the user-interface of
your website, your responses and even customer care experience, and the way you engage customers
or followers in social media.

If your business employs cross channel internet marketing, then you have to create and maintain a
unified brand message. Brand message is not just about what you communicate to your audience,
but what your audience and consumers know and experience about you. Make sure that visitors and
loyal consumers experience your brand and get satisfaction and see a unified consistent message
everywhere.

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10) Watch Your Reputation Online

It is an integral part of internet marketing that helps you deal with potentially damaging issues in a
timely and professional manner. Actually, you cannot grow your brand if your business has a poor
reputation. Your reputation is not just about what other people say about your business in social
media spaces, but about how you relate with your customers and audience.
Don’t pay too much attention to making money until you forget the concerns of customers and
prospects. Make sure that you safeguard consumer privacy and maintain good relations with
consumers. Since this is a grey area for many people, it is advisable that you consult or even hire an
internet marketing company to develop and implement a good reputation management plan for your
business. Remember, when your reputation goes, so does your traffic and sales.

Whether you have been around or trying to get your business online, you need to learn and grasp the
fundamentals of internet marketing. The truth is that the internet has a lot more to offer than
traditional marketing. There are also several online marketing tools and internet marketing
services that can help you jump start your marketing campaign. If you exploit the full potential of the
internet, you can grow your traffic and increase revenue tremendously.

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 INTRODUCTIONS OF YATRA.COM

ABOUT YATRA.COM

Yatra.com is an online and a based in founded by Dhruv Shringi, Manish Amin and Sabina Chopra
in August 2006.

In April 2012, it was the second largest online travel website in India, with 30 per cent share of
the ₹370 billion (US$5.5 billion) market for all online travel-related transactions., it also launched a
"holiday-cum-shopping card" with (SBI), India's largest bank.

Yatra.com has made three acquisitions till now—ticket consolidator Travel Services International
(TSI) in October 2010, global distribution system (GDS) provider MagicRooms.in, and Indian events
and entertainment portal BuzzInTown.com—all for undisclosed amounts. July 2012, Yatra.com
Acquires 100% Stake in Travelguru.com.

Launched in August 2006, Yatra.com is today ranked as the leading provider of consumer-direct
travel services in India. Yatra.com has emerged as the most trusted travel brand in India, and has
won three awards at the India Tourism Awards felicitated for ‘Outstanding performance as a
Domestic Tour Operator(Rest of India)’,‘Outstanding performance as a Domestic Tour Operator in
Jammu and Kashmir’ and ‘Outstanding performance as an Inbound Tour Operator-Cat C’ amongst
many others over the years.

Over the span of 8 years, Yatra made 3 acquisition namely, ticket consolidator Travel Services
International (TSI) in October 2010, global distribution system (GDS) provider MagicRooms.in, and
Indian events and entertainment portal BuzzInTown.com in July 2012. It also acquired 100% stake in
Travelguru.com in 2012.

Based in Gurgaon, India, Yatra.com is a one-stop-shop for all travel-related services. A leading
consolidator of travel products, Yatra.com provides reservation facility for more than 60,000hotels in

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India and over 500,000 hotels around the world. Through continued excellence in providing travel
solutions, responses to booking travel online through Yatra.com have also reached new heights with
the company doing 20,000 domestic tickets and 7500 hotels and holiday packages a day.
Positioned as a brand that believes in “Creating Happy Travelers”, Yatra.com provides information,
pricing, availability, and booking facility for domestic and international air travel, hotel bookings,
holiday packages and bus and railway reservations. We offer a host of travel services designed to
make business and leisure travel easier.

Customers can access Yatra.com through multiple ways: through our user-friendly website, mobile
optimized WAP site and mobile applications, 24x7 multi-lingual call center, a countrywide network
of Holiday Lounges and Yatra Travel Express stores. Yatra.com provides booking facility for all the
popular as well as exotic national and international destinations.

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STORY OF YATRA.COM

Started with just 3 members in 2006, Yatra.com now has over 1000 employees and is the number
one travel portal in India based in Gurgaon. Whether it is air tickets, hotel rooms, holiday packages
or buses & car rentals, the travel portal caters to all the travel needs of its customers.

The online travel company at present provides reservation facility for over 500,000 hotels across the
world with more than 50,176 hotels in India itself. It closes a large number of dealings every day that
includes 20,000 domestic tickets and 7500 hotels & holiday packages a day.

Talking about its inception, the company was not an intention but only an option for its founders at
that time. The co-founder of Yatra.com, Mr. Dhruv Shingri was fired from E-bookers in London in
June 2005 while working as its COO as the company was bought by another company Sendan that
bought own management team.

Words by Dhruv Shingri on his firing (Source: India Today)

“I left Ford to work with E-Bookers, a small online company. I worked there as chief operating
officer of the company. In two and half years, we managed to sell E-Bookers at a price of $400
million to a company called Sendan.”

“As luck would have it, I was fired from the company post-selling as Sendan brought own
management team. The joy was short lived thus.”

“In UK when you leave a job or you are fired, you go for a leaving drink. After going high, some of
us decided to come back to India to start Yatra.”

Dhruv and two of his colleagues from E-bookers Manish and Sabina who were working together in
the company during the year 2000-05, decided about launching an online travel portal, as online
travel industry was on rise that time. It was then when yatra.com took birth.

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A quick look at milestones the company has reached

With over 31,538,129 travelers as its happy & loyal customers, yatra.com provides reservation for
50, 176 hotels in more than 500 destinations in India and 430,000 hotels worldwide. Achieving a
volume of over 6,500 air tickets and more than 300 hotel room nights booked per day, the company
generates average revenue of Rs 100 crores a month. With over 80% bookings coming from online
media and rest 20% coming from the call centers, yatra.com books over 20,000 domestic tickets and
5,000 hotels per day.

Marketing & Advertising: The Journey Covered!

In the beginning, with an intention to have a widespread advertising and cover almost all kinds of
consumers, the yatra team made use of traditional marketing mediums for generating awareness
about its business. That time not everyone was well acquainted with internet services though
everyone was longing to have a world where things could be made available to them even when they
were on their move or even when they didn’t want move and that was only possible through online.

After print media, the company turned to TV advertising for increasing the brand awareness. The
travel company endorsed Boman Irani as its first brand ambassador and Salman Khan as its second
brand ambassador in the year 2012.

Celebrities have always been great influencers for masses and that it helped the online travel portal
enormously increasing the customer base for the company. However, looking at the increasing
ubiquity of internet, the company with a farsighted vision was at the same time was working on the
online marketing as well and performed various internet marketing tactics that included Google
AdWords.

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5
 VISION & MISSION

VISION

 To be leading Travel Agency in the travel industry providing efficient and effective services to our
customers.

MISSION

 We are seeking for excellence in service and will provide quality service at a cost that will enable
us to remain competitive.

 Develop comprehensive travel products.

 Aggressively solicit new and growing target groups.

 Expand our relationship with airlines, charter flight operators, hotels, tour operators and travel
agents around the world.

 Develop better rapport with corporate clients, senior government officials, secretaries and
supportive agents.

 Participate with Malaysia Tourism Promotion Board on their sales mission to sell Malaysia thus
developing our reputation and image in the international market.

 Diversify the business and be involved in many aspect of tourism within the country.

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 MARKETING OF YATRA.COM

MARKETING STRATEGIES

Investors

Companies like Asset Management Ltd, Web of (a joint venture of and the Network, and have
invested substantially in Yatra.com. In April 2011, the website announced receiving funding of ₹2
billion (US$30 million) from blue chip investors including Valiant Capital Management, Norwest
Venture Partners (NVP) under Promod Haque management and Intel Capital.

Brand Amabasdar

Yatra.com turns Dabanng with Salman Khan!

Salman Khan comes on board as a shareholder and brand ambassador with Yatra.com
Mumbai, March 28, 2012: Chulbul Pandey. Lovely Singh. And now Mr. Yatra. The industry's most
versatile star of recent times, Salman Khan, is all set to embark on a new yatra as the brand
ambassador of India's leading company in the online travel space, Yatra.com. The superstar, who has
set the box office cash registers ringing, will be the face of Yatra.com's new marketing campaign in
India and the US.

From being a police officer to a bodyguard to a successful TV anchor, Salman Khan has aced in
every role he has taken up recently. Now with Yatra.com, the 'Dabangg' Khan is all set to don a new
avatar- that of a savvy businessman. Salman Khan will not only be Yatra.com's brand ambassador
but will also come on board as a shareholder in the company.

Additionally, Salman Khan's NGO, Being Human, too will benefit from this association. As part of
the endeavor, Yatra.com will make it possible to contribute a token amount to Being Human every
time a transaction takes place on their website. The company will also sell Being Human
merchandise on its website, the sale of which, again, will be contributed to the NGO. Customers can
show their support for the initiative by logging on to www.yatra.com.

Yatra.com, which has already cemented its presence in the online travel industry, is further building
its position through the partnership with Salman Khan. The association is part of a well thought-out
strategy to strengthen the company's connect with the masses and increase the brand's recall value in
tier 2 and tier 3 towns.
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Yatra.com will be launching their new marketing campaign with Salman Khan in April. The ad
leverages Salman's flamboyance and signature style to the hilt and with an accent on rib tickling
humor is sure to elevate the brand communication to new heights.

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 AFFILIATE MARKETING

Yatra.com, India’s leading online travel company, has decided to focus more on the Affiliate
Marketing programme in future. The Yatra Affiliate Program, which gives business opportunity to
companies and individual website owners to generate revenue by promoting Yatra products and
services on their website, projects to contribute 20% to the revenues of the company in less than a
year through the program. Currently the affiliate program is run through Shoogloo Network (OMG
UK) and India, which are pay for performance marketing companies.

Commenting on the program, Bharat Malik, Head Online Marketing for Yatra.com said, “Yatra
Affiliate program started as an open business invitation to all the websites owners, giving an
opportunity to monetize their website traffic with Yatra.com. The lucrative commission structure,
which is Rs 270 to Rs 400 for domestic flight bookings, Rs 500/- for domestic hotels and Rs 600 to
Rs 1000 for international flights and Rs 1000/- for holidays, has resulted in better overall conversions
and return on investment in just less than two years.”

He further added, “Having the first mover’s advantage, Yatra.com understood that competition led to
the increase in CPA (Cost Per Acquisition), which Yatra gets from Search Engine Marketing. For
companies like us, where 90% of the transactions happen online, it was important to keep the CPA to
the lower side, which we have implemented successfully. Our target would be to make affiliate
marketing an integral part of our overall marketing strategy.”

Dhruv Shringi, Co-Founder and CEO of Yatra.com said, “Today we realize that affiliate marketing,
if well managed, is the most cost effective online marketing tool because there are millions of travel
related domains / potential websites who can give highly qualified traffic to us based on pre-defined
CPA. We are going to focus on this in the next six months and would like this channel to become
one of the largest contributors to our topline.”

LD Sharma, Founder & MD of Shoogloo Network said, “Merchants in India are still taking time to
understand the concept and importance of affiliate marketing but Yatra.com is one of those few
companies, who have tried, tested and benefitted from this. There are hundreds and thousands of
website owners who have travel related websites and through affiliate marketing, they get a chance
to earn unlimited commissions from players like Yatra.com.”

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Yatra.com provides many tools to affiliates including dynamic booking engine, latest creatives, and
lots more. Soon, Yatra.com will also be providing web services to the affiliates, which will allow
them to create dynamic websites within minutes.

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MARKETING MIX

All elements of marketing mix should be consistent with vision and market position.
Product: International and domestic air tickets.
Hotel packages to different destination within India and international
Hotel booking in different destination both within India and international
Railway ticket
Private and taxi rentals
Price: Showing the best price offers the customers can gets in different airlines/ railways/ buses / car
and hotel
Agents are not allowed to take extra admission
Place: internet marketing / e-business.
Dedicated 24/7 customer care supports they have office more than 20 cities across India and
international office too.
Promotion: promotion in all social sites like Facebook, twitter, you tube, newspaper, magazines etc.
Sales promotion
By giving festival discounts
Round trip tickets discounts
Best deal of the month
Special offers to different holidays destination

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MOBILE APP AND WEBSITE

New Delhi, August, 2016: Yatra.com, one of the leading players in the Indian online travel industry
has unveiled ‘Homestays’ as a separate line of business, on its android mobile application and
website, further strengthening its position as a comprehensive one-stop travel shop for Indian
travelers. Yatra believes this to be a fast growing sector in the travel business as it caters to two large
& rapidly growing customer segments – one, seeking unique experiences and two, seeking value
within the accommodation space.
Yatra has adopted a marketplace model in this category, allowing the host to choose his price point,
cancellation policy, and house rules, as well as leaving the choice of guest to his discretion. The
homestays are available for booking as both, individual rooms and as entire properties. The process
of registration of a property is an extremely simple one and takes less than ten minutes. To ensure the
security of its customers, Yatra has a moderation process in place, and accepts and subsequently lists
properties only once the host has submitted the required documents and KYC. Yatra is also
providing an insurance cover of up to Rs 6 crore to the host against damage to his property, and also
to the guests against any harm caused to them during their stay.

Homestays are classified based on different kinds of accommodations such as bungalows,

apartments, houses, cottages, farm houses, estate stays, jungle stays, have is, house boats and holiday
homes. The homestays are available at a wide range of prices starting from Rs. 250 per night, all the
way up to over Rs 25,000 per night for a 5-bedroom villa.

Commenting on this development, Sharat Dhall, President, Yatra.com said, “At Yatra, we try to
ensure that we are in sync with the changing needs of the Indian traveler, and the launch of
homestays as a separate product line reflects the growing interest of travelers in seeking out unique
experiences in the course of their travels. We have a wide range of homestays across price points,
catering to different customer segments, and believe these kind of non-hotel accommodations have
tremendous growth potential in the country. We have put in place certain safety features that provide
the host the confidence to list their home, and the traveler with the confidence to book his stay with
complete peace of mind.”

With over 3,000 homestays across 130 cities live, and plans to rapidly ramp up these numbers by the
year end, Yatra.com has further strengthened its accommodation offering which features India’s
largest inventory of over 60,000 hotels and other accommodations.

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Yatra Mini’ App

Yatra.com targets The Next Big Travel Market: Tier II & III cities with ‘Yatra Mini’ App
Yatra’s light weight app for android phones is a travel booking solution for value seeking travelers

New Delhi, August 11, 2016: Yatra.com, one of the leading companies in the Indian online travel
space, has recently launched a new mobile application, Yatra Mini, targeting value seeking travelers
featuring bus, train and budget hotel bookings. The key feature of the app is that it is extremely
lightweight at only approx. 4.5 MB and is fast loading even in poor network areas. The app is built to
cater even to lower end android phones and is supported by Android 4 & above. The other exciting
feature is that it is a multi-lingual travel app in Hindi & English with more regional languages such
as Tamil, Bangla, Gujarati, Punjabi, Urdu being added very soon to cater to the non-English
audiences across the country.

Over the past few years, tier II and III cities have shown higher growth of online travel bookings
driven by the rising penetration of smartphones and increased access to the internet. A large chunk of
these travelers are travelling by bus and train and choosing budget hotels for their stays on these
trips. Yatra.com is targeting this customer with Yatra Mini that features only relevant product lines
in a lightweight app that works well even in poor network – a strong mix of elements that appeal to
these customers who typically have limitations on memory space on their phones and are extremely
focused on keeping their data usage to a minimum.

As per a recent report by Internet and Mobile Association of India (IAMAI), India has 402 million
Internet users as of December 2015, thereby overtaking the US in total Internet users. A lot of this
growth has come from rural India which has witnessed a 99% surge in mobile internet users and now
has over 80 million users. But the most exciting news in this rural India growth story is the
demography: 75% of Internet users from rural India are in the age group of 18-30 years and
Yatra.com is looking to catch them early in their journey of online travel bookings with the Yatra
Mini application.

Mr Sharat Dhall, President, Yatra.com commenting on the launch of the app says, “Yatra is very
focused on the needs of the Indian traveler and in this case, we have identified a clear gap in the
market with no one catering to a very large and rapidly growing segment of mobile users, who access
the internet using their entry level smartphones, and are seeking an app that enables them to make
their bookings speedily and does not occupy much memory space. By offering this app in regional

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 languages, we are also tapping into the non-English traveler who is looking to shift to the
convenience of online booking. We also researched the needs of this traveler and based on the
findings, limited the product offerings to bus, train and budget hotel bookings so that the app is
sharply focused on the needs of this segment.”

While India is witnessing a massive rise in smartphone user base, connectivity continues to be a
serious limitation for easy usage of internet services. Keeping that in mind Yatra.com has designed
the Yatra Mini to work well in poor network and use very little data. It comprises of easy to
configure components and can be changed/modified without an app release thus further reducing the
data usage.

A large part of India, particularly in the smaller cities, continues to take trains and buses as primary
mode of transport and Yatra Mini offers:

Trains Booking Features:

 Smooth & easy booking flow for trains.

 Booking requests under all quotas like Tatkal, ladies, handicapped etc.

 Train tracking mechanism through Live Running Status.

 Option to check Train PNR status.

 Easy cancellation flow of booked Train tickets.

 Option to file TDR for booked Train tickets.

 Train route map visibility before booking tickets.

Bus Booking Features:

 Smooth & easy booking flow for buses.

 Easy comparison of buses & schedules across the India.

 Book tickets on state bus carriers as well like APSRTC, MSRTC, UPSRTC, HRTC, GoaKadamba.

 Option to choose bus by looking at the available amenities like A/C, Television, Water Bottle,
Sleeper, Blanket, M-ticket etc.

 Smart Filtered results the right bus as user’s convenience & comfort.

 Select convenient boarding points while booking ticket.

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 To make the app user friendly, Yatra Mini offers help to travelers to view their upcoming, completed
and cancelled trips. All details of trips will be available like journey date, passenger details, bus
operator details, boarding point details, cancellation policy, fare & payment details etc. They allow a
person to cancel bus tickets with single click and get refund info before cancellation. If anyone is
facing bus operator issues, or any other issue post journey, they can use the claim refund option and
Yatra will analyze the issue to see refund eligibility. It also provides an option to cancel train tickets
without any hassle. If a traveler misses his/her train the app allows to file TDR for trains and get
refund (basis Indian railways TDR policy). There are options to resend e-tickets on email and SMS
and options to contact the Yatra Helpdesk as well.

Apart from all the above features, Yatra is launching the app with lucrative loyalty offers like option
to use earned eCash on trains and bus bookings.

 For Train Bookings eCash redemption is 10 percent of booking value

 For Bus Bookings eCash redemption is 5 percent of booking value

Also to enable users to share the app with their friends and motivate them to use the app, Yatra is
offering ‘refer and earn’ options wherein users can refer their friends and earn 1000 eCash. The
friend being referred will also earn 1500 eCash to use on their bookings.

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 NEW LAUNCHES AND ANALYSIS OF YATRA.COM

NEW LAUNCH
DAY USE HOTELS

Choose your ‘Day Use’ hours in hotels with Yatra.com and pay less
New Delhi, 27 September 2016: Yatra.com, one of the leading players in the Indian online travel
industry, announced a ‘Day Use’ Hotels feature creating a disruption in the way hotels are booked in
India. On the occasion of World Tourism Day, Yatra is reaching out to an increasing segment of
travelers looking to use a hotel only for half a day, or just for a few hours. A key part of this segment
is the business traveler who needs a hotel for a few hours to freshen up and relax before or after
business meetings and Yatra believes that this format will rapidly gain popularity as it is backed by
the strong benefit of rates that are upto 60% lower.
The ‘Day Use’ feature allows the customer to choose a hotel with options ranging from budget to
star properties. The booking can be made by providing the check-in and check-out time, and hours
they need, in packs of 3,4 and 6 hours . It offers the customer flexibility and payment according to
use, so that they can book a hotel only for the time they actually need it. Also, it allows hotels to
make their rooms more profitable, as they can sell them more than once per day, and this increases
their revenue.

Intended for all those situations where a hotel is only needed for a few hours, the feature is suitable
for business travelers, people travelling for job interviews and backpackers. It is also an efficient
option for relatives accompanying a patient who need a hotel for a few hours to rest.

Commenting on this development, Sharat Dhall, President, Yatra.com said, “The addition of the
‘Day Use’ hotel feature is in line with our continuous efforts to address the evolving needs of the
Indian traveler. The feature enhances the flexibility for travelers needing a hotel for only a few hours
who are not keen to pay for a full 24 hour use – whether they are looking for an informal meeting
space, long layovers or a convenient base for a day out sight-seeing. This model creates a win-win
for travelers and hoteliers and hence we believe that it has tremendous growth potential in the
country.” Over 680 hotels have signed up for the ‘Day Use’ option across 25 cities including
Bangalore, New Delhi, Gurgaon, Mumbai, Hyderabad, Kolkata etc. showing the exciting potential of
this feature. Yatra.com is further planning to expand this feature to cover 40 more relevant cities.

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Road travel becomes easy with Yatra.com launching cabs marketplace
Yatra.com has integrated with various cab vendors to provide local and outstation rides

New Delhi, 17 May, 2016: Yatra.com, one of India’s leading online travel portals has launched a
cab marketplace with various cab aggregators that would provide cabs across 450 cities in India. This
tie-up with multiple cab service providers will allow Yatra customers to book their local and inter-
city transport on the company’s android mobile app itself. With this innovative new feature, Yatra
has taken another step forward in providing its customers with comprehensive travel solutions and a
seamless travel experience.
Manish Amin, co-founder and CIO of Yatra, says “The company has built technology to
simultaneously showcase the offerings of multiple cab aggregators, allowing the traveler the freedom
to choose from a variety of service and price options. At launch, we have aggregators offering both
intra-city hourly cabs and inter-city taxi services. Going forward we will be also tying up with intra-
city point to point aggregators, as well as self-drive and carpooling options. This new technology
feature will help Yatra take the next step in servicing our customers and providing them with
solutions to all their travel requirements.”

Yatra’s cab marketplace provides hourly intra-city and outstation rides where bookings can be made
up to 2 hours in advance. While availing hourly cab rides, customers can pay directly at the end of
their travel, and for outstation cab bookings, customers will have to make a 25% advance payment.
Travelers can choose one-way, round trip and multi-city trips for outstation cab bookings. The
product has options of a large range of cars - hatchbacks, sedans, SUV/MUVs and vans. While the
feature is only available on the Android app, the iOS launch will follow shortly as well.

This latest upgrade in Yatra’s offering provides resounding assurance of their motto of creating
happy travelers. As Yatra gears up to celebrate its 10th Anniversary it continues to make cutting
edge technological advancements to remain a leading brand in the Indian online travel space.

Yatra launched cutting edge technology features

Yatra.com, one of India’s leading online travel portals, strengthened their travel booking offering by
launching a series of exciting new features. These innovative technological solutions cater to
different touch points in their business and further ease the booking process. The features launched -
a Facebook chat bot to enable booking tickets, a self-serve platform to address customer queries, and
a market place chat platform to enable travelers to chat in real time with the sellers – are leading
edge technology features that are a first for the Indian travel Industry.

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Mr. Sharat Dhall, President, Yatra.com says, “It has been our constant endeavor to stay in touch
with the pulse of the traveler and up-grade our products accordingly. Today we are excited to unveil
the chat bot for Facebook Messenger, a first in the Industry and a convenient way for travelers to
quickly see travel options and make bookings. Facebook has a wide user base, and this chat option
will enable travelers to experience Yatra in a seamless fashion without moving out of Facebook.
Also the self-serve and market place chat tools help ease the booking process and improve the
overall customer experience.”
Today’s traveler, thanks to the internet, is very well informed and believes in thorough research
before deciding on their travel. Facebook is the largest social network and a number of travelers also
take advice from friends before making travel plans. In addition, Yatra has a vast reach of almost 1.5
lakh Facebook followers who are looking to make bookings and enquiring about best deals. To
leverage this audience, Yatra has launched an intelligent chat bot which helps customers search and
book flights directly from their FB messenger. Itis an intuitive platform which helps consumer search
in natural language and can handle even complicated queries. Chat bots let users perform tasks
within messenger apps that would otherwise be done in a separate app. The company can use these
bots to target users on platforms they frequent rather than making them download the company’s app
to book.

Yatra had earlier launched a holidays marketplace, as it enabled a wide range of packages and the
best prices as buyers and sellers could directly interact and complete the transaction with no
intermediaries. The marketplace chat platform that has just been launched serves as a direct connect
between the customer and the re-seller. It has been built with the ability to have text based chats or
direct voice calls. Customers can also share attachments via the chat. Discreetness is given due
importance with customer privacy being completed maintained.

Yatra has also introduced a self-serve platform that can answer customer queries as it works like an
automated FAQ machine, where responses to generic queries are pre-fed. In addition, based on the
kind of queries posted by customers, the base of responses can be enhanced making the tool all the
more powerful and efficacious.

Expedia, Yatra to spend nearly Rs 100 crore on marketing this year

By PTI | Updated: Mar 05, 2012, 07.28 PM IST

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NEW DELHI: Leading travel services firms and are loosening their purse strings with close to Rs
100 crore being earmarked to be spent on advertising and marketing campaigns this year.

While Expedia, the world's leading travel services provider said it will spend Rs 60 crore this year,
Yatra has set aside Rs 30 crore apart from roping in Zenith Optimedia as media planning and buying
agency.

In a bid to woo Indian customers after its entry in India last year, Expedia has launched a 360 degree
campaign -- One word for travel.

"We have a plan to spend up to Rs 60 crore on marketing on Expedia.com this year," Expedia India
Marketing Head Manmeet Ahluwalia told PTI.

Last year the firm had launched an outdoor campaign -- Big Daddy of Online travel to announce its
official entry in India. The company had spent around Rs 25 crore on the same.

"After we announced the official launch of Expedia in India last year backed by the campaign, the
total revenue has increased by around 200 per cent in 2011 compared to 2010," he said but did not
provide absolute figures.

"By the end of this year, we want to be one of the top three travel brands in terms of consumer
recall," he added.

Expedia has an inventory of over 145,000 hotels, more than 480 airline partnerships and over 5,000
holiday activities for the Indian consumer.

Yatra.com on the other hand said it is intensifying focus on marketing communication this year.

"As a company, we are increasing our focus on marketing and communication. We at Yatra.com are
looking forward to working closely with Zenith to bring alive some really innovative ideas of
communication," Yatra.com Head Marketing and Strategic Alliance Pratik Mazumder said in a
statement.

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Yatra.com is looking at an approximate marketing budget of Rs 30 crore for the year to bring forth a
strong and pervasive brand communication plan, it said.

Zenith Optimedia was appointed after a multi-agency pitch. The incumbent agency was Group’s
Motivator. Other agencies that participated in the pitch were Madison, Maxus and Universal
Mccann.Yatra.com bets big on digital with social marketing campaign #Relive Happiness

In an attempt to live up to its motto of “Creating Happy Travelers”, Yatra.com recently launched a
campaign, #Relive Happiness. The objective was to get people to walk down memory lane and
experience their happiest travel moments all over again.

The campaign was executed on social media channels. One needed to simply upload a picture of
their fondest memory on the microsite and state a reason as to why they would like to relive that
once again. The website received over 150 entries, where they also saw their Twitter hashtag,
#Relive Happiness trending at No. 1 position.

According to Sharat Dhall, President, Yatra.com, “This campaign was conceptualized with a view to
connect with our customers and bring a smile to their faces in the midst of their regular and
sometimes mundane lives. 'Relive happiness’ came through in our brainstorming sessions as that
one moment which we hold dear to ourselves and would be happy to re-live it. We all have tons of
memories and as a brand Yatra is about creating happy travelers, hence we thought why not create
another happy moment for them where they could ‘relive their memories'.”

“This is a completely different social marketing campaign to our earlier ones. Here we are looking at
connecting with the typical Indian family and with the values that they have grown up with. The
strategy was very simple, be a part of the moments that are treasured by people. The human connect
has helped us reach out to our audiences like never before and has helped us understand their
requirements a lot better. This will also help us for our future campaigns and product offerings,” he
added.

Suva Ghosh, Director, India, Brand movers, said, “How many times have we heard about spending
your money on experiences and not things? A travel memory is something that we cherish and might
love to relive again. Incidentally, we noticed that people online were already recreating their travel

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photos. Leveraging this insight, we created the 'Yatra Relive' campaign to help people relive their old
memories and transported them back in time to relive an experience, which is precious to them.”

Yatra.com has been on its toes with creating several advertising campaigns on all platforms to
promote travel, and the brand. The brand also launched a series of three print layouts. The idea
behind the campaign was on budget travelling. They drew inspiration from wild birds and animals.
These images went viral on Twitter.

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Yatra.com launches Cash on Delivery service

Customers can now make travel bookings and pay by cash against travel bookings
New Delhi, March 7, 2011: Yatra.com, India's leading online travel company, today announced the
launch of its much awaited 'Cash on Delivery' (COD) service. This facility will now enable the
customers to make travel bookings with Yatra.com and pay cash against the travel bookings. The
COD payment option is available for International Air, Domestic and International holiday bookings
with Yatra.com. This service is currently available for all customers in Delhi / NCR, Mumbai,
Bangalore, Kolkata, Pune and Chennai with an endeavor to soon extend this facility to other cities as
well.

Enhancing the convenience quotient for the customers, Yatra.com representative will visit the
customer to collect the cash against the travel bookings made with Yatra.com. E-Tickets / package
vouchers will be sent to the customer, once the cash has been collected from the customer. The COD
service will add a new stream of offline customers to Yatra.com's customer base, particularly the
ones who are reluctant in using the electronic payment mechanism.

Understanding the need for such a service in India where a majority of customers are still hesitant in
making use of credit or debit cards, Mr. Pratik Mazumder, Head of Marketing and Strategic
Relations, Yatra.com said, "In our effort to reach out to a larger set of customers, we are extremely
delighted to launch the COD facility. We are positive that this initiative will help us to gain
popularity with the customers who have limited access to credit or debit cards or are reluctant in
making use of them. We expect a significant rise in the number of transactions through this service in
the coming months".

One of the key reasons for lower penetration of travel bookings in India is attributed to the under
penetration of electronic payment methods. Through COD payment option, Yatra.com intends to
make online travel booking accessible to a segment of customers such as small businessmen,
housewives and students who do not have access to credit & debit cards. Cash on delivery also opens
up online travel bookings to customers who are reluctant to use their cards online due to security
concerns.

Yatra.com is a brand which is always on the lookout for adopting newer ways and means to reach
out to its customers. The travel portal is on a constant mission to make sure its customers obtain the
best possible products and services.

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'Online Ticket Cancellation' service

Yatra.com launches India's First 'Online Ticket Cancellation' service.

New Delhi, May 29, 2008:Yatra.com, a leading online travel company, today announced the launch
India's first 'Online Ticket Cancellation' service. Customers can now cancel their domestic air tickets
online. It’s an exclusive service for the customers of Yatra.com and will allow the customer to cancel
any domestic flight booking, at any time. Once the online cancellation is complete, the refund will
be credited back to the customer's account/credit card. What's more by opting to cancel your ticket
online you can save upto Rs 150.

As with every other service provided by Yatra.com, the online cancellation of flight bookings is
extremely simple and can be done in a few simple steps. The customer just needs to log in to the 'My
Bookings' section of yatra.com. Click on the 'Yatra Reference No.' or the 'Flight Details' link. Move
to the 'Cancel Flight' tab, and select the passengers for whom the ticket needs to be cancelled and
then go to the 'Review' section to verify the cancellation details. To conclude, the customer clicks on
the 'Cancel Flight' button and the air ticket will be cancelled.

Speaking on the occasion, Dhruv Shringi, Co-founder, Yatra.com, said, "Cancellation of air tickets
has been a concern for some of our valued customers. Keeping in line with our endeavor to
continuously give best-in-class service to our customers we have introduced Online Ticket
Cancellation Service. Yatra.com is the first company in India to launch this service which will help
our loyal customers to conveniently cancel domestic air tickets online and also save Rs150 on the
cancellation fee. For those customers who do not wish to cancel tickets of every passenger, there is a
provision of partial cancellation"

Yatra.com was launched in August 2006 and within a short span of time it has seen a 40 fold
increase in revenue with an employee base touching 700. Currently, Yatra.com is posting average
revenue of Rs 80 crores a month with a volume of 6, 500 air tickets and over 300 rooms a day. The
company achieved a turnover of $120 million in the financial year 2007-08 and expects to break
even in 2009.

Cookies Security For Web Site

Yatra respects your privacy and recognizes the need to protect the personally identifiable information
(any information by which you can be identified, such as name, address, and telephone number) you

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share with us. We would like to assure you that we follow appropriate standards when it comes to
protecting your privacy on our websites.

In general, you can visit Yatra website without telling us who you are or revealing any personal
information about yourself. We track the Internet address of the domains from which people visit us
and analyze this data for trends and statistics, but the individual user remains anonymous.

Some of our web pages use "cookies" so that we can better serve you with customized information
when you return to our site. Cookies are identifiers which web sites send to the browser on your
computer to facilitate your next visit to our site. You can set your browser to notify you when you
are sent a cookie, giving you the option to decide whether or not to accept it. The information we
collect and analyze is used to improve our service to you.

Yatra.com promises 'Best Price Guarantee'

Yatra.com, India’s leading online travel portal, is offering its valuable customers a ''Best Price
Guarantee' on international flight bookings. This offer from Yatra.com is the first of its kind in the
industry, which comes with no travel date boundaries. This offer kicks in as soon as you book your
ticket with Yatra.com, and if you get a better offer post booking, Yatra.com will give 100 per cent
cash back on the difference in cost.

Commenting on this promotion, Mr Sharat Dhall, President, Yatra.com said, "The winter months are
the peak travel season for international travelers. Our newly launched offer assures customers on
lowest airfares to any international destination booked anytime. Find a cheaper airfare post having a
confirmed booking with us and we will pay back the difference. Our aim is to create confidence in
travelers allowing them to book at any time without worrying about whether it is best time to do so
from a pricing point of view. In other words, anytime is the best time to book an international flight
with Yatra.com. This is a value offering that no one else in the industry has been able to offer – the
confidence to book anytime."

Through this offer, Yatra.com has assured that their clients will get the best price available. They
will be able to avail this offer just once prior to their travel date for any price difference. This
promotion will be available on the Yatra website and also on the mobile apps for all full service
international flights. In addition, any promotional code applications, discounts on any travel portal
will also fall under the cashback offer, as Yatra will match the price difference here also. For more
details on the offer log onto:

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SWOT ANALYSIS

A study undertaken by an organization to identify its internal strengths and weaknesses, as well as its
external opportunities and threats.

Categories: company report, market analysis, financial report, swot analysis

Tag: detailed financial ratios, financial history, key employees, company history

Description: We see a growing market and believe that this trend will continue.

This SWOT Analysis of Yatra.com provides a strategic SWOT analysis of the company's businesses
and operations. This free SWOT analysis shows strengths, weaknesses, opportunities and threats.
This SWOT analysis of Yatra.com can provide a competitive advantage.
This SWOT analysis contains 540 data points.

Strengths
-domestic market
-experienced business units
-skilled workforce

Weaknesses
-brand portfolio
-tax structure
-high loan rates are possible
-productivity
-future debt rating
-small business units

Opportunities
-growing demand
-growth rates and profitability
-new acquisitions

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-growing economy
-income level is at a constant increase
-new markets

Threats
-government regulations
-tax changes
-financial capacity
-increasing rates of interest

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 OBJECTIVE OF STUDY

 To learn what is e commerce

 To find out market of e commerce

 To study the awareness about e-commerce
 To know Gain knowledge about the development and scope of e-commerce

 To Provide the business community interested in e-commerce operations with the necessary
elements to understand the legal framework.

 This course will enable participants to share experiences both at national and regional levels
and to define the priority areas on which actions should focus on.

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 RESEARCH AND METHODOLOGY

In everyday life human being has to face many problems viz. social, economical, financial problems.
These problems in Life call for ac6ceptable acceptable and effective solutions and for this purpose,
research is required and a methodology applied for the solutions can be found out.

Research was carried out at yatra.com to find out the “ e-commerce”.

Primary Data: primary data has been collected by survey research and interviewing people of the
companies customers. Information has been collected from their workers too.

Secondary Data: secondary data has been collected from various website and books related to e-
commerce.

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 FINDING

Electronic commerce, also known as e-commerce, has developed rapidly in the last few years. E-
commerce consists of many things. People today are aware of the common phrase 'e-commerce', but
there is a lot more to it then they are aware of. "Most people think e-commerce is just about buying
and selling things over the Internet". E-commerce is a broad term describing the electronic exchange
of business data between two or more organizations' computers. E-commerce includes buying and
selling any item over the Internet, electronic fund transfer, smart cards, and all other methods of
conducting business over digital networks. "The primary technological goal of e-commerce is to
integrate businesses, government agencies, and contractors into a single community with the ability
to communicate with one another across any computer platform" . Putting companies on the Internet
to sell products or to organize any type of business has many advantages and disadvantages.

With the quick growth of the Internet, many companies are finding new and exciting ways to expand
their business opportunities. To emphasize the point that the effect of the Internet is so widely spread
in today's business communities.

E-commerce is the exchange of business information between two or more organizations. An

example of this would be buying and selling products or services over the Internet.

The Internet was ... conceived in 1969 when the Department of Defense began funding the research
of computer networking. In the mid 1980's, the introduction of the ATM card was the newest
addition to electronic commerce. The Internet did not really start to become a way of commerce until
the 1990's. Before this time, it was mainly used in the Army. It grew popular when it proved to
become a fast and efficient way to make long distance transactions, as well as an effective way to
distribute information.

E-commerce will change the face of business forever. Companies that are thousands of miles away
can make business transactions in a matter of seconds, and also exchange information.

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"Without a doubt, the Internet is ushering in an era of sweeping change that will leave no business or
industry untouched. In just three years, the Net has gone from a playground for nerds into a vast
communications and trading center where some 90 million people swap information or do deals
around the world. Imagine. The Internet and World Wide Web give businesses a chance to exchange
mess

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 RECOMMENDATIONS AND SUGGESTIONS

 Trust & Security

Perhaps the most important trait in a quality e-commerce business is creating a sense
of trust and security between both customers and merchants. If a shopper is going to
give you confidential information including credit card numbers, addresses, phone
numbers and the like then they need to feel as though you are a reputable business. In
today’s world, there is a constant threat of identity theft and credit card scams. This is
why the credit card companies have banded together to create the PCI (Payment Card
Industry) and the new industry standard for e-commerce ? the PA-DSS (Payment
Application ? Data Security Standard). All e-commerce sites need to ensure they are
using certified payment applications, such as shopping carts. If you are non-
compliant, you risk having your merchant accounts terminated or face increased fees
and costly fines that could very well put you out of business.

 Create a User-Friendly Site

Your site must be user-friendly. Not everyone is a computer expert so making your
site as intuitive as possible is very important. Customers should be able to find items
they are searching for easily and the checkout process and shipping and return terms
and policies should be laid out clearly. As a merchant utilizing e-commerce
hosting services, you should also have your site organized in an easy to understand
fashion so that items are easily found when users are browsing through categories.

 Site Speed
The speed of your site is highly important these days and it is becoming more
important everyday. Google and other search engines are using site speed as a ranking
factor in the SERP (search engine results pages). Moreover, online shoppers conduct
business online to save time so if you have a slow site, they will simply move on to
your competition. Let’s face it — people shop online to save time. Customers do not
like a slow site. You will need to make sure that your business web hosting provider
has fast servers and that your site is performing to the best of its capabilities for the
amount of traffic you generate. Make sure that you choose a web host that can expand
with you as your business grows or that understands how to deal with increasing
traffic to your site. For example, many e-commerce businesses experience traffic

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 bursts during the holiday season. You do not want to lose valuable sales because of
lagging servers and the like. It is worth paying a few extra dollars in hosting costs in
order to make sure your site is operating to the best of its ability.

 Provide Meticulous Details

Another key to online business success is to provide detailed product images and
descriptions. Online customers want to know as best as they can what they are
ordering or else they will not feel comfortable ordering from your site. You should
have high-resolution photos of your products as well as detailed text descriptions. In
fact, there is no such thing as too much detail. When a shopper cannot physically hold
the product they are purchasing in their hands, they need to know as much
information about it as possible. Keep in mind that you can also include videos of
your products.

 Reviews & Testimonials

One of the most important features to include in your website is customer testimonials
regarding your products and/or services. If a person does a web search for your
company and ?reviews,? you never want anything negative to come up. Negative
reviews can last forever and are very detrimental to your site. If you can place a page
of positive reviews and testimonials on your site, people will take notice. This is also
important in establishing customer relationships because people like to know that
their opinion matters and this is an excellent way to get referrals and repeat
customers. These opinions are also crucial in developing your marketing strategies.

CONCLUSION

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Every day more people connect to the Internet and grow increasingly comfortable with digital
transactions. Business will alter more in the next ten years than it has in the last 50. It is estimated
that total transactions over the Internet will rise to nearly $2,000 billion within three years and over
$3,500 billion within five.
The successful companies of the future will be those that take e-commerce seriously, dedicating
sufficient resources to its development. E-commerce is not an IT issue but a whole business
undertaking. Companies that use it as a reason for completely re-designing their business processes
are likely to reap the greatest benefits.

LIMITATION

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Every research has some of its limitations. Some of them as follows:

 As the customers belt has of yatra.com is huge so the researcher could not collected
information from each one. Then the researcher has collect data from some of the sample
exiting customers.
 As the research is been conducted by questionnaire so some of the customer where not
supporting because time is been consuming
 Due to scarcity of time project data is not covered all aspects.
 Data is been provided in short report not in detailed