MARKETING STRATEGY

LOCALITE- The Backpacker’s heaven

• Localite will be a mobile application, which will target to lessen the cost of travel within the cities, with the best travel experience possible, by suggesting alternative routs based on the user’s choice. The major target customers’ segment will be backpacker, lone travelers, and student groups, who wanna travel at lowest possible cost.

SITUATIONAL ANALYSIS• Too high cost of travel through personal cabs. The

cheapest travel is through shared cabs• Local traveling is done in the shortest route, rather than

the most pleasing route.• The routes of shared cabs, is complex to understand in

cities.• Not a single application to get the great hotels, and

recreational places in between two places.• The price to travel between two locations is not known

using various medium of travel

Demographics Problems Solution

People who don’t prefer spending too much on travel

The local cab routes are hard to understand for a new comer, and also, they might be cheated upon

The app gives the all the possible routes of travel, with the cost involved.

People who want to shop, or have great food, between travelling between two places

Most cabs take people straight to the destination, without involving the in-between great shopping or food experience

The app recommends the route based on the travel recommendations of the user, involving the great places in between

People who want to enjoy great food, or great experience at the hotel they visit

There are many hotels to choose from. Also, it is unclear, about the best foods available, and which is the best option based on the budget.

The app provides reviews about all the spots between the two destinations, with the cost of food, and else.

•LETTING PEOPLE TRAVEL AT CHEAER COSTS•GIVING ALTERNATE TRAVEL ROUTES•BETTER KNOWLEDGE ABOUT THE RECREATIONAL SPOTS

•

Target Location- Delhi

• The start is to be with Delhi

• People interacted with in train stations and airports

• Blogs, and dedicated social media targeting

Target location- North metropolitan cities

• Slowly, increasing the reach to maps of all metropolitan cities

• Traditional ads on billboards.

• Customer interaction on airports, and train stations

• Making people share their travel experience

Target location- All India cities

• Collaboration with locals for better understanding of locations

• PRODUCT:• Application: Mobile application that performs all the above functionalities. Its

features are:• Easy-to-use, user-friendly interface• Platform-independent

• INCENTIVES:• Hotels: Discount coupons for pre-booking through the app, after viewing the

en-route hotels.• Travel points: Using the app to travel for a specified time will get travel points.

After collection of a specific number of travel points, will get free trips.

• COMMUNICATION: The brand value is communicated to the target customers, mostly by traditional advertisements, and regular consumer surveys.• DISTRIBUTION: Ito involve distribution of app, and the traveler, there

is going to be plans, where travelers can submit their travel methods.

• Infrastructure:• Info-collecting: The major task is to collect info about all the possible routes,

since local traffic is involved. This needs to be updated every one week.• Tech-team: A tech team is required who can successfully manage all the app

functionalities, and implement the details.

• Schedule:• The information is to be regularly collected about all the locations

Metrics, to consider• No. of people using the app• No. of hotel registered for reviewing themselves on the app