My Travel Bazar

Go-to-Market and Marketing Proposal

Overview:
MTB is a completely new B2B Travel Platform, being launched by Bluestar team. The new platform needs to
be launched in the Indian Market to existing B2B Travel agents and onboard new agents.

Markets Covered:
Typically Pan Indian market is covered.

Strong holds in Maharashtra, Gujarat, Karnataka, Madhya Pradesh and Tamil Nadu

Secondary Markets: Punjab, Uttar Pradesh, Bihar and Rajasthan

Products and Services offered:

 Air Tickets (Primary) – Almost 70% of the business
 Hotels (Big Bet) – Want to increase revenue share (close to 20%)
 Rail – Around 20% of the revenues from Rail
 Semi-Dynamic Packages
 Transfers
 Activities
 Visa – Singapore and Dubai (primary)

Insurance and Cruise to be added in Phase 2

Agent Categorization:
1) BSP – Agents queuing bookings. IATA registered – More Suitable for white label business. Biggest
challenge – Utilizing the system for bookings.
2) Cash Agent – Pre-Paid Market. Suitable for B2B logins. High competition in the market.
3) 7-Day Credit Agent – These agent use portal only. Small set-ups, usually Non-IATA
4) Distributor downline – Agent requires funding. Supported by distributors on cash flow. Gets less
number of offers

Primary Objectives:
1) Lead Generation – Get new travel agents to sign-up for MTB services. Increase the overall market
penetration across all markets in India
2) Increase product awareness and share of bookings with existing agents. Help agents become more
successful by increasing their exposure to relevant products.
3) Customer Success - Analyse the performance of existing agents and share relevant reports with the
on-ground team to have better conversations with them

My Travel Bazar – Marketing Proposal Prepared by – Qtech Software.

 4) Sales Enablement – Create and distribute various types of sales collateral to empower the on-
ground team

Marketing Framework:
Here is a high-level framework, we can deploy:

Three-Pronged Marketing Strategy:

1) Capture Intent Audience: Focus on audiences that are in-market for similar products and services.
Customers utilizing competitor services or prospective customer actively looking for similar
services.
a. Channels Leveraged: Search Campaigns and Social Media
2) In-active customers: Activate inactive agents who have registered in the system but not using it.
Bring them to the sales cycle again through active communications and promotions.
a. Channels Leveraged: WhatsApp & Email

My Travel Bazar – Marketing Proposal Prepared by – Qtech Software.

 3) Cross Selling & Upsell to existing customers:
a. Cross Sell – Additional Services to customers performing well in any one or more services.
Test interest in adding new services.
b. Upsell – Increase visibility of additional products in the same service that the customer can
sell to its clients.

Overview of Marketing Activities involved:

Activity Description Desired Outcome Dependence

All marketing,
communications and
interactions revolve around
Brand Define the core proposition of MTB
the core proposition.
Proposition MTB for it’s target audience. Management
It delivers higher value for
the customer.

Initial Set-up
Make the website more search
friendly.
The website will become
search friendly which
Add elements like sitemap,
Website increases the chances of
Schema, Meta tags, Page Dev Team
Optimization Descriptions, URL
ranking higher in the Search
results for targeted
Optimizations, image Alt Tags,
keywords.
to improve search performance
and core web vitals
Provides a complete
Integrate different analytics
analytics of website visitors
platforms like Google,
Tracking Set-up Facebook & LinkedIn for
and allows of re-targeting of Dev Team
users for Advertisement
tracking purposes
purposes
       
Set-up Social Media accounts Detailed account set-up
Social Media across major platforms like FB, create higher chances of
Set-up Insta, Twitter, YouTube, and discovery and engagement
LinkedIn on the platforms
       

It will help to structure the

Identify the relevant keywords
Keyword content on the website + Product
for different services and create
Research a target list.
leverage them for Ad Team
Campaigns

Monthly On-going Activities

My Travel Bazar – Marketing Proposal Prepared by – Qtech Software.

 Customer awareness on
products & services
Email & Create complete email &
WhatsApp message flows for Increased engagement with Product
WhatsApp customers & leads at different leads and customers. Team
Marketing stages of the lifecycle.
Instant action from
customers & leads
       

Create regular posts across all

SM channels

Manage responses, replies and Create high engagement on

Social Media
comments. social media to build brand
Management trust and increase user traffic
Find opportunities to promote
the business across groups,
posts and comments

       

Create paid ads for search to

Bring New users through
increase the initial impressions
direct intent search Ads
Search and on audiences
Display Ads Bring back visitors through
Create display ads for website
re-targeting with display ads
visitors for retargeting

       
Run Ad Campaigns on Social Campaigns can be offer
Paid Social Media to drive more awarness specific or to create brand
and traffic to the website awareness and traffic
       
Increase the discovery and
Improves the organic traffic Product
Search Engine visibility of the business on
and registration on the Team + Dev
Optimization google for various services and
website. Team
searches
       

Create blogs, social media

Content marketing improves
posts, infographics, Stories etc
Content overall brand discovery,
to be distributed across
Marketing platforms for all the activities
engagement, and
conversions across platforms
mentioned above

Create useful and informative

Sales & materials for Sales & Marketing
For Activation of new and
Marketing Teams.
existing customers.
Collateral Use this collateral for seasonal
and regular promotions.

Customer Onboarding

My Travel Bazar – Marketing Proposal Prepared by – Qtech Software.

 Sign-up. KYC of customer.
Customer Provide an easy onboarding
Answer any queries and MTB Team
Onboarding provide Login details
experience.

Analytics & Reporting

Use this framework to
Create a segmentation
categorise customers and
Customer framework based on their
provide them with relevant MTB Team
Segmentation performance and booking
information regarding (upsell
history
& cross sell) opportunities.

Create reports of customer’s

Enables the sales team to
total monthly bookings and
Customer specifically identify the
highlight ups & downs.
outperformers and laggers.
Performance
Reports Provide insights to the sales
Take corrective actions
team for communication with
based on the reports.
the customers
       
Track progress of all marketing Create a monthly tracker
Reporting activity through a monthly with activities and key stats
dashboard to track and improve monthly

Help Documentation

Create a complete online

Library for customers to:
Go to place for customers to Product +
- Learn about the system
Help easily learn the system Dev + MTB
- Basic Troubleshooting
Documentation faster. Team
- Answer FAQs
And make them self reliant

Tools and Supporting Activities:

1) SEO Tracking Tools – Subscription to SEM Rush, Ahrefs or any similar tool
2) Email & WhatsApp Marketing – Completely driven on the Marketing Platform being developed by
Qtech team.
3) Social Media Management Tool – Subscription to any one social media management tool like
Buffer, Hootsuite etc
4) WhatsApp Business API & Email SMTP – For sending all communications

My Travel Bazar – Marketing Proposal Prepared by – Qtech Software.

Suggested Team Structure:

Role Description No of People

Marketing Strategist Create and drive the overall 1
marketing strategy
Marketing Manager Execution of all activities on all fronts. 1
Enabler for all teams.
- Ideation on campaigns
- Collaterals
- Planning and execution
Digital Marketing Drive the complete online marketing 2
activity:
- Email & Whatsapp Campaigns (1 Senior, 1 Junior)
- Ad Campaigns
- Lead Generation
- Monitoring
Social Media Manager Regular organic social media activities 1
across defined channels
SEO Manager Work on the website SEO. Improve 1
ranking. Keyword strategy and regular
activities.
Content Create content for: 2
- Help documentation
- Sales & marketing collateral
- Website
- Blogs
- Social Media
Design Graphic design across all teams 1
Project Coordinator Program Manage and coordinate 1
across all outside departments.
Marketing Analytics and reporting.
Customer Success Manager Monthly analysis, segmentation and 1
reporting of customer performance
and sharing with respective
stakeholders.
Onboarding Team Calling Leads. Receiving calls. 3
Completing KYC and signing up new
customers

Prepare by

Sumiit Zawar

Qtech Software Pvt Ltd.

22 December 2022

My Travel Bazar – Marketing Proposal Prepared by – Qtech Software.