Huella Online Travel

SECTION B | GROUP 5
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
Offerings
Online Journey Planner
Attractive deals
Advanced search options
Customizable holiday packages
Option of e-ticket or paper ticket
Wide variety of payment options Cards, Net Banking, Bank Draft
Highly secured transactions using VeriSign gateway


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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India Vietnam Hong
Kong
Indonesia malaysia China
Expected Growth in Retail Transaction
Sales for online travel
Environmental Context of the Problem
Internet Penetration and Growth opportunity
0%
10%
20%
30%
40%
50%
60%
70%
Asia Pacific (Age 15 +)
Internet Usage Pattern (%)
Market Research
Qualitative Research Quantitative Research
Objective Understanding of underlying reasons
and motivations
Quantify data and generalize
results from sample to
population
Sample Small number of non representative
cases
Large number of representative
cases
Data Collection Unstructured Structured
Data Analysis Non statistical Statistical
Outcome Develop initial understanding Recommend a final course of
action
Problem Identification Research Problem Solving Research
Image Research Product Research
Market Characteristics Research Promotional Research
Sales Analysis Research
Qualitative Research
Poor Brand Awareness
Less Recall Value
Aided/Unaided Awareness
Risky and Unreliable
Concerns about Security and Safety of Website
Collage Technique
15-20 year old Male, teenager, thrill seeker, risk taker
Unreliable
Brand Personification
Used only to obtain information and compare prices
Actual purchases preferred through brick and mortar agents
Card Sorting Technique
Categorized with other online travel agents
Preference to traditional brick and mortar agents
Focus Groups
Problem Definition
Management Decision Problem
To increase Huellas Market 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 able to match these
needs
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 online agents


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



Approach
Specific information needed
How many days Hong Kong citizens normally spend on Holiday
Average spend
Destination
Price Budget

Survey Considerations
Sampling Design Specifications
Scale Specification
Modes of Data Collection
Reliability of Statistical Survey Error Estimation
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?

Performance Metrics
Customer Satisfaction Metrics
Revenue Metrics
Market Share Metrics
Brand Image Monitor
THANK YOU