4. Abhishek Gaurav
2013 : India is 3rd largest internet user base in the world
Close to 150 million people entangled in the digital web
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The Internet Evolution
Evolution of internet :
Link+Research+Browse+Read+Book+Search+Email+Buy+Write+Tag+Share+Watch+
Socialise+Map+Aggregate+Locate+Stream
There is an addition of roughly one key behavior per year to internet capability
6. Abhishek Gaurav
Evolution Of Mode For Accessing Internet
Single Touch Point (1995)
Multiple Touch Points (2012)
Invent of smart phones and tablets have fuelled the growth of internet and has
given marketers an opportunity to reach and engage the users effectively
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Reasons For The Phenomenal Growth
Macro:Buoyant Economy
Rising Incomes
Growth in Aviation Industry
Increase in online travel portals
Better air connectivity
Micro :Transparency, Better deals,
Convenience and Choice.
18+million credit card users
and 27+million debit card
users
Cheaper and Easier access
to Internet and Mobile
connections
150 million internet users, 75%
below 35 years
Internet is conducive to pre-purchase decision making for travelers
Source : Comscore, IAMAI
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About Jet Airways
Founded on April 1, 1992. It is a full service airline
With its first flight in 1993, Jet Airways has come a long way to
becoming the fastest growing airlines in the world
It connects 20 international destinations and operates flights
to and from 50 destinations in India
Its subsidiary JetKonnect is positioned as a value based airline,
and flies to 54 domestic destinations
Jet Airways and JetKonnect combined caters to all the need
of Indian air travellers
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TG
Age
: 18 – 60 years
Gender
: Male, Female
SEC
: For Internet, targeting the intent
Geography* : India, US, UK, UAE, SE Asia, SL
*Based on the international destinations connected by Jet Airways
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TG : Reach
India is among the top 5 countries in % reach growth to airlines category (as of Feb
2011)
Source : Comscore
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TG : Transacting Users
Total number of users transacting online in India is 15 million (approx) and is
expected to increase to 38 million by 2015
Online travel industry contributes 76 % to the total ecommerce industry in India
In online travel portfolio contribution of domestic air travel is approximately 60%
and international air travel of about 6%
Source : Avendua
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TG : Top Online Travel Activities
Source : http://infographicsmania.com/online-travel-statistics-2012/
CopperBridge media
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TG Summary
Airline category is witnessing high growth in terms of online reach in
India
Online air travel will have close to 17 million transacting users by 2015
62% users research online for an upcoming trip
With increasing penetration of smart phones and 3G there will be a
higher influence of social media, videos and mobile on the TG
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Category : YOY Growth
There has been a year-over-year growth of 35% for air travel booking online
Source : IAMAI
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Category : Market Share (April 2013)
Airline
Market Share (%)
Indigo
29.8
Jet Airways (India)
22.6
SpiceJet
19.6
Air India (Dom)
19.2
GoAir
8.9
Jet Airways with its subsidiary is placed second in terms of market share
It has witnessed a decline in market share over the last 1 year due to stiff
competition from LCC
Source : DGCA
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Category : Online Search Trends
Higher search volumes from south India
Search for online tickets is higher during holiday season : June and Dec
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How are different brands addressing the online
tickets related searches by Indians ?
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Category : Summary
The category is witnessing healthy YOY growth
LCC are steadily grabbing majority market share
The category growth is driven by seasonal demands
Brand faces a very high competition from OTAs in online search
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Owned Media
This gives a full brand experience and acts as a source of information for users
Build for long term relationships with existing and potential customers
Reach niche audiences not reached through media activations
Marketer has full control of this and thus needs to have strong call to action
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Owned Media : Action point for Jet Airways |
Engage with users & provide pathway to action
This needs to be done through :
1. Website :
a. Introduction of video to show human side of the brand and values
b. Establish testimonials
2. Blog : Create an official blog and encourage owners, employees and
customers to share their experiences
3. Facebook : Create engaging gaming application on the page for
engagement and lead generation (ex: Fly yourself to preferred destination)
4. Mobile : Integrated application for flight booking and sharing on social
media
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Paid Media
Use this to introduce, announce, spark interest and entice users to transact
Marketers have control of message
Acts as a catalyst that feeds owned media and can stimulate earned media
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Paid Media : Action point for Jet Airways |
Target intent and drive action
This needs to be done through :
1. Search :
a. Plan as per user buying cycle : Awareness, Interest, Desire & Action
b. Targeted campaign across devices
c. Use PPC affiliates to increase chances of conversion
2. Video Ads : Create enticing video ad with call to action
3. Affiliate marketing : ROI driven campaigns with CPA pricing;
4. Display ads :
a. Target major horizontals and related verticals like news, finance, travel,
matrimony, B2B and automobiles
b. Arbitrage deals with portals for higher ROI
5. Social media ads : Use humor and helpful information to give users
something to share
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Earned Media
Two-way information flow between company, customers and between various
media. Talk , listen and respond is the key
This channel compounds attention and has exponential access to people
Customers have control of message media and can stimulate earned media
Most credible and is increasingly having key role in sales
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Earned Media : Action point for Jet Airways |
Allow consumer to play participatory role
This needs to be done through :
1. CRM : Integrate social media with CRM to understand and engae with the
customers better
2. Integrate digital across functions : Bind digital marketing team with
traditional marketing and customer care teams to respond better
3. Editorials on online websites of condenast, vogue, forbes etc
4. Invite travel bloggers to interact with the management team and
understand the brand philosophy
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Technology
Technology plays an important role in helping the organization meet business
objectives
This plays an integral role in the entire AIDA (Attention, Interest, Desire Action)
cycle
Helps monitor, engage , widen reach and meet ROI expectations
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Technology : Action point for Jet Airways |
Empower users and deliver ROI
This needs to be done through :
1. Mobile
a. Update friends with text message for all the friends travelling on Jet flights at the
same time
b. Give users the choice of knowing their fellow travelers through application while
booking their seats
2. Optimizing search, display and social media campaigns through
technology platforms like Marine, Efficient frontier etc
3. Integrate with CRM tools like salesforce for better customer understanding
and engagement
4. Use of APIs and widgets like inbound calling widget –Boundz for better
customer experience and higher conversion
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Consumers
Conclusion : Multiple Routes to Your Consumer
WEBSITE
Develop content that is relevant and cost effective
Theme based advertising targeted to consumer intent
Integrate online and offline mediums
Reach out to larger audience base, engage them and eventually graduate them
as brand advocates and propagators