project imc a grp5 campaign analysis of redbus

7/22/2019 Project IMC a Grp5 Campaign Analysis of Redbus

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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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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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project imc a grp5 campaign analysis of redbus

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