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INTEGRATED MARKETING COMMUNICATIONPROJECT
Submitted by:
Group 5, IMC A
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Introduction
Online bus ticket aggregator Gave birth to online bus ticketing industry in India in 2006
2nd highest transacted travel website in the country, next only
to IRCTC
Their bus ticketing platform supports: 1,200 bus operators from 24 states
Road Transport Corporations of 5 states
10,000 travel agents use RedbussSeatSeller, an inventory distributionplatform for agents to sell bus tickets
Even the competitors- MakeMyTrip, Expedia, Yatra, Cleartrip &via.com use Redbuss engine on their bus ticketing platform & sharerevenues with Redbus for every ticket booked
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Timeline Aug 2006: redBus.in was launched with a capital of Rs 5,00,000 and five seats from a
single operator
Feb 2007: redBus raised its first round of funding of $1 million (Rs 3 crore) fromSeedFund and undisclosed investors
July 2009: redBus raised $2.5 million from Inventus Capital Partners, Seed Fund andother unnamed investors. Of this, SeedFund had invested $700,000 in the company
August 2009: redBus launches its Software as a service product for bus operatorscalled BOSS (Bus Operator Software Services), which now allows bus operators tomanage their inventory in real time as well as manage bus schedules
May 2011: redBus raised $6.5 million from Helion Venture Partners, Inventus Capitaland Seedfund
June 2012: redBus claims to have broke even sometime in 2011 and is profitable
August 2012: redBus inks a strategic partnership with the online travel agent ExpediaIndia, to offer bus ticket booking service on Expedia website
March 2013: redBus launches real-time bus tracking on its portal, in partnershipwith YourBus and Asset Tracker which provides in-bus GPS tracking solution.
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Products
B2B Products
BOSS Cloud based Inventory management solution for bus-operators
Provided as Software as a Service (SaaS) through internet
Seat-Seller Cloud based Inventory(seat) distribution system for travel-agents
Provided as Software as a Service (SaaS) through internet
B2C Product
Redbus.in web portal Customers can directly purchase bus tickets using this website,
from the comfort of their home
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Business Model
Bus Traveller
Bus Traveller
Bus Traveller
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Revenue ModelCommission on tickets sold using Redbussticketing platform:
In case of BOSS Commission of 1% on every ticket sold by the operator
In case of SeatSeller
Commission of 1-5% from travel agents
In case of Redbus website 10% commission on every ticket sold
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Segmentation
Customer RedbussProduct/Service used
Bus-operators Using Redbuss cloud based software service BOSS tomanage their inventory of seats
Travel-agents Using Redbuss cloud based service Seat Seller to gainaccess to more operators, increasing their inventory ofseats
State GovernmentRoad Transport
Corporations
Using Redbuss cloud based software service BOSS forefficient inventory management and to create their own
Internet Ticketing PortalSome Competitor
Travel portalsUsing Redbusscloud based software service SeatSellerto sell bus tickets through their websites
Bus Travellers Using Redbus.in web-portal to book bus tickets from thecomfort of their home, no need to run from one ticket agent
to another
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Positioning & Image Bus Ticketing Company
Tickets can be booked through Internet, Mobile, Call centers,Offline outlets
In the minds of consumer First to offer the comprehensive bus ticketing service
Goodwill measures helped in maintaining loyal customer
base Eg. Helping customer to reach to the destination in the event of
cancellation of bus
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Market Performance
Monopoly in the bus ticketing market in India 65 per cent market share
Issued 12 million bus tickets a year, with a gross merchandise value(GMV) of around Rs 600 crore in FY 13
Growth rate of 100% every month since inception
FY
13
FY
12
FY
11
Revenue
(in Rs. Crore)
55 32.9 12.1
Profit(in Rs. Crore)
2 0.6 (3.2)
Profitable for the first time
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Competitors Analysis
Bus Ticketing Segment
MakeMyTrip (acquired Ticketwala in 2010)
Yatra.com
Via.com
Travel Yaari
Ticket Goose
Communication Expenditure
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What changed in 2013 ?
Acquired by South African media giant Naspers throughits Indian subsidiary, ibiboGroup, for around $120 million(around Rs 790 crore today) on June 21, 2013
Offline Advertising began (First TVC launched) Earlier redbus relied on word-of-mouth
Digital marketing only
Aggresive Promotion Campaigns
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Social Media Campaign Analysis: What Happens Next?
Objective
Keep Redbus in Spotlight
Projecting bus journey in a newlight
Inculcate the thought that busjourney could be fun & interesting
Execution
Video-based Campaign
Revolved around a coupon- Raj &Simran
Subsequent updates to keeppeople interested
Positives
Smart move to pick Raj & Simranas central characters
Epitomized Romance & peoplecould easily identify with
Prize of 5 Samsung GalaxySmartphones were attractive
Scope For Improvement
Youtube could have beenused, since it was a videocampaign
Offline integration with
social media platform
http://www.socialsamosa.com/2013/10/social-media-campaign-review-what-happens-next-video-campaign-redbus/redbus-2/http://www.socialsamosa.com/2013/10/social-media-campaign-review-what-happens-next-video-campaign-redbus/redbus-3/http://www.socialsamosa.com/wp-content/uploads/2013/10/redbus.png -
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Animated Television Campaign by Redbus.inMessage: When you gotta go, you gotta go
Company Objective: Grow the category by converting offline ticket buyers toredBus.in & its Call-&-Book service customers
Creating mass awareness and dramatically increasing traffic for redBus,
through a differentiated positioning for the brand.
Primary Insight: All bus journeys are unplanned, unavoidable and last-minute
There are some moments in life that just cant be missed,
Diwali celebrations at home, the birth of a grandchild, yearning for moms
most delicious dish.
And nothing should come in between them and their travelnot an employer, notwork and certainly not the lack of a transport service.
From this thought came the punchline When you gotta go, you gotta go
http://www.bestmediainfo.com/wp-content/uploads/2013/07/redbus-tvc.jpg -
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Animated Television Campaign: Our Analysis
Positives
Used Simple and easy-to-relate to situations Clutter-breaking execution
Campaign is smartly executed during festive and vacation season
TVCs will be shown in regional channels also
Ads made in achromatic mode except the redBus.in logo.
The main idea was to show compelling and unavoidable situations when
people simply have to go Ads showcase the expertise of redBus.in in situations when its difficult to
get last-minute tickets
Baby-Ad Meen-Curry Ad Re-Union Ad
Shows ease and
choice of booking
tickets
Shows mobile
application platform
of the websites
Shows the ratings
and comments page
of the website
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References http://www.redbus.in http://www.business-standard.com/article/companies/redbus-journey-
a-road-less-taken-113092500619_1.html http://www.medianama.com/2013/06/223-redbus-naspers-ibibo-fy12-
multiples-shareholding/
http://techcircle.vccircle.com/2013/06/21/south-african-naspers-ibibogroup-acquires-redbus-in/ http://techcircle.vccircle.com/2012/07/17/redbus-is-profitable-online-
bus-ticketing-as-a-standalone-biz-is-sustainable-phanindra-sama/ http://ajc.sagepub.com/content/8/2/171.abstract http://forbesindia.com/printcontent/32382
http://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdf http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-
india-but-thats-not-what-makes-them-special/ http://www.rediff.com/business/slide-show/slide-show-1-the-secret-
behind-redbus-success-story/20130927.htm
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ominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://techcrunch.com/2013/02/21/redbus-continues-to-dominate-in-india-but-thats-not-what-makes-them-special/http://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://www.seedfund.in/redBus-Naspers-Deal%20annoucement.pdfhttp://forbesindia.com/printcontent/32382http://forbesindia.com/printcontent/32382http://forbesindia.com/printcontent/32382http://forbesindia.com/printcontent/32382http://forbesindia.com/printcontent/32382http://forbesindia.com/printcontent/32382http://forbesindia.com/printcontent/32382http://ajc.sagepub.com/content/8/2/171.abstracthttp://ajc.sagepub.com/content/8/2/171.abstracthttp://ajc.sagepub.com/content/8/2/171.abstracthttp://ajc.sagepub.com/content/8/2/171.abstracthttp://ajc.sagepub.com/content/8/2/171.abstracthttp://ajc.sagepub.com/content/8/2/171.abstracthttp://ajc.sagepub.com/content/8/2/171.abstracthttp://ajc.sagepub.com/content/8/2/171.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anama.com/2013/06/223-redbus-naspers-ibibo-fy12-multiples-shareholding/http://www.medianama.com/2013/06/223-redbus-naspers-ibibo-fy12-multiples-shareholding/http://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.business-standard.com/article/companies/redbus-journey-a-road-less-taken-113092500619_1.htmlhttp://www.redbus.in/http://www.redbus.in/http://www.redbus.in/http://www.redbus.in/http://www.redbus.in/http://www.redbus.in/http://www.redbus.in/ 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7/22/2019 Project IMC a Grp5 Campaign Analysis of Redbus
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