huella online travel

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Huella

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    Huella Online TraveSECTION B | GROUP

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    Company Introduction

    Founded in 1999

    Subsidiary of Blue Rock, a US based PE firm and Your Journey Partner

    Annual revenues across all markets of $100 million

    Launched in 2000 in Hong Kong

    Market share for Hong Kong had been hovering just under 5%

    Market growth of ~20% since 2000

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    Offerings

    Online Journey Planner

    Attractive deals

    Advanced search options

    Customizable holiday packages

    Option of e-ticket or paper ticket

    Wide variety of payment optionsCards, Net Banking, Bank Draft

    Highly secured transactions using VeriSign gateway

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    Problem Introduction

    Low Market Share in Online travel industry in Hong Kong

    Low Brand Awareness

    Undesired Brand Image

    Trust in the brick-n-mortar agents

    Consumers did not trust in the online security systems

    Perceived as Unreliable and risky

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    0.0%

    50.0%

    100.0%

    150.0%

    200.0%

    250.0%

    300.0%

    India Vietnam Hong

    Kong

    Indon

    Expected Growth in

    Sales for onl

    Environmental Context of the ProblInternet Penetration and Growth opportunity

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    Asia Pacific (Age 15 +)

    Internet Usage Pattern (%)

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    Market Research

    Qualitative Research Quantitative Research

    Objective Understanding of underlying reasonsand motivations

    Quantify data and generesults from sample to

    population

    Sample Small number of non representativecases

    Large number of represecases

    Data Collection Unstructured Structured

    Data Analysis Non statistical Statistical

    Outcome Develop initial understanding Recommend a final cour

    action

    Problem Identification Research Problem Solving Research

    Image Research Product Research

    Market Characteristics Research Promotional Research

    Sales Analysis Research

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    Qualitative Research

    Poor Brand Awareness

    Less Recall ValueAided/Unaided Awareness

    Risky and Unreliable

    Concerns about Security and Safety of WebsiteCollage Technique

    15-20 year old Male, teenager, thrill seeker, risk takerUnreliableBrand Personification

    Used only to obtain information and compare prices

    Actual purchases preferred through brick and mortar ag

    Card Sorting TechniqueCategorized with other online travel agents

    Preference to traditional brick and mortar agents

    Focus Groups

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    Problem Definition

    Management Decision Problem

    To increase HuellasMarket Share in Hong Kong

    Market Research Problem

    To identify lifestyle and traveling desire in Hong Kong market

    To determine a match between consumers needs and how Huella online travel can be abneeds

    To identify main attributes of online travel agents that appeal to the target market

    To assess the target markets purchase intent and purchase habits

    To determine promotional efforts that appeal to the target market

    To identify ideal channels to market the brand in Hong Kong

    To identify competition in Hong Kong travel agencies including brick-n-mortar agents and o

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    Approach

    Potential Customer Survey (Questionnaire)

    Travel preferences

    Advantages offered by competitors

    Existing Customer Survey (Focus Group Interviews and Surveys)

    Likes and dislikes

    Feedback and Scope of Improvement

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    Approach

    Specific information needed

    How many days Hong Kong citizens normally spend on Holiday

    Average spend

    Destination

    Price Budget

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    Survey Considerations

    Sampling Design Specifications

    Scale Specification

    Modes of Data Collection

    Reliability of Statistical SurveyError Estimation

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    Sample Questionnaire

    Q.1. What is your name and occupation?

    Q.2. Which mode do you prefer to book travel tickets?

    Q.3. Why do you choose that particular mode?

    Q.4. Have you heard the name of Huella online travel? If yes, by which mean?

    Q.5. Have you ever booked travel tickets through Huella?Q.6. What do you think are the shortcomings of Huella?

    Q.7. What factors do you consider while booking tickets?

    Q.8. If Huella provides all required needs; would you buy travel tickets from Huella?

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    Performance Metrics

    Customer Satisfaction Metrics

    Revenue Metrics

    Market Share Metrics

    Brand Image Monitor

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    THANK YOU