Digital Media Marketing Base Line Survey report

15th July, 2012

Prastut Consulting Private Ltd.

Open up your strategic sense

RESEARCH CONTEXT
Delhi Duty Free Services Pvt. Ltd. (DDFS) is a joint venture company between DIAL (Delhi International Airport Private Limited), IDFS (Indian Duty Free Services) and ARI (Aer Rianta International). The company was awarded the concession to manage and operate the Duty Free Shops at Terminal 3, Indira Gandhi International Airport in Delhi. Information about DDF is available on line through the DDF website and social media channels like DDF Facebook page, DDF Twitter Page and on Linked In. DDF would like to increase its on line presence by advertising on other sites which are frequented by HNIs and international travellers in general. The on line campaign has been on since the second week of June, 2012. A base line survey has been conducted in the period of 7th June to 30th June 2012 to assess the awareness and information about DDFS through the current digital media channels Facebook,Twitter, Linked In and DDF Website

TARGET SEGMENT FOR DIGITAL MEDIA MARKETING

The Target Audience for the digital media marketing has been identified as Travelers who are planning to travel and who are ready to go, as well as Non travelers (these are the influencers) For both segments, sub segments of business and leisure travel have been considered.

Research has been targeted at the Travelers segment, since it is the core user segment.
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RESEARCH OBJECTIVES
To assess the current on line visit behaviour of the target segment To assess the current awareness about DDF and the source of the awareness To ascertain awareness from current digital media channels DDF Website, Facebook, Twitter and LinkedIn To ascertain information received about DDF from current sources To rate current digital media channels on 1) Information provided about DDF 2) Ease of understanding matter 3) Likability of page 4) Relevance/ Utility of page 5) Attention Catching 6) Extent of Influence to visit DDF store during next visit

RESEARCH METHODOLOGY
The target respondent was defined as: 22-50 years Having PC/Laptop/Tablet I Pad/Smart Phone Having Internet connection Using Internet every day/more than once a week Travels Internationally Is Planning to travel in next 6 months/Is already booked to travel in next 3 months/Ready to go Using social media One-one structured interviews were conducted at different places where international travellers with the above profile are likely to be available. At T3 Departure Terminal At Travel Agent offices Thomas Cook, Cox and Kings, Flight Shop, International Holiday Packages Agents At US Embassy Visa Office At Malls

SAMPLE PLANNED

Planning to travel Business Leisure Total 50 20 70

Booked to travel 20 10 30

Total 70 30 100

SAMPLE ACHEIVED
Planning to travel Business Leisure Total 50 12 62 Booked to travel 28 11 39 Total 78 23 101

TRAVELLER PROFILE

TRAVEL SEGMENTS

Planning International Travel 61%

Booked/Ready to go for International Travel 39%

Business Travellers 77.2%

Leisure Travellers 22.8%

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DEMOGRAPHIC PROFILE

Gender
18.8

Age in Years
4.0 1.0

N=101 Figures in %

17.8

19.8

27.7

29.7

81.2

Less than 21 Years

22-27 Years
40-45 Years

28-33 Years
46-50 Years

Male

Female

34-39 Years

Random Sample of International Travellers satisfying the profile criteria described earlier yielded : Male:Female ratio of 80:20 28-39 years as the core target group

DEMOGRAPHIC PROFILE

Education Profile

Occupation Profile

N=101 Figures in %

44.4 55.6
51.3

47.4

1.3 Business Self Employed Professional Service

Graduate

Post Graduate

All International travellers falling in the profile under consideration are graduates or post graduates Equal number of Business class and Service/Corporate travellers were available.

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INTERNATIONAL TRAVEL PROFILE

N=101 Figures in %

4%
13%

Once a month

Once in 3 months
37% Once in 6 months 22% Once in a year 24%

More than a year

A mixed bag of Very Frequent- Once a month; Once in 3 months (17%); Moderately Frequent Once in 6 months; Once in a year (46%) and Less Frequent More than a year (37%) travellers was achieved in the sample
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PERSONAL ASSET PROFILE

N=101 Figures in %

Smart Phone

80.2

19.8

Tablet/IPad

37.6

62.4

Laptop Personal Computer 0% 20%

94.1

5.9

75.2 40% Yes % No % 60% 80%

24.8 100%

Among personal assets owned, highest ownership is for Laptop and Smart Phone. 37.6% also own a Tablet/IPad
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INTERNET USAGE PROFILE Everyday

N=101 Figures in %

More than once a week

91.1%
News Sports Updates on cricket/soccer etc E-Commerce(Buying/Booking any product through a portal) Online Banking Internet TV File Sharing Web Browsing/Surfing Gaming Social Networking (Facebook, Google+, Linkedin) Instant Messenger (Yahoo, MSN, Google Chat) E-mail 0% Everyday % More than once a week % 10% 20% 30% 40% 47.2 91.1 50% 60% 52.9 63.0 23.6 24.6 5.6 4.5 10.1 11.0 6.6 33.3 32.4 17.6 9.5 0.0 9.5 13.5
87.8

8.9%
58.8 26.1 67.4 63.7 47.6 35.1 14.9 4.1 20.3 21.3 10.1 6.3 5.0 18.8 12.4 1.1 8.8

8.2 2.0 1.0 1.0

11.8

5.9 0.0 30.0 13.5

29.4 4.0 1.0 2.0 12.4 3.4

6.9 1.0 1.0 0.0 70% 80% 90% 100%

Once a week %

Once or twice a month %

Rarely %

The TA is a frequent user of Internet. Internet is used for multiple activities, Top three being: 1) E-mail; 2) Web Browsing 3) Social Networking

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INTERNET USAGE PROFILE-DETAILS

N=101 Figures in %

Everyday

More than once a week

Once a week

Once or twice a month

Rarely

Email 91.1% 6.9% 1% 1% 87.8%

Web Browsing/Surfing 8.2% 2% 1% 1%

Social Networking (Facebook, Google+, Linkedin)

Gaming

63%

30%

4%

1%

2%

52.9%

11.8%

5.9%

29.4%

Everyday Usage is highest for Email, Web Browsing, Social Networking and Gaming
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INTERNET USAGE PROFILE-DETAILS

N=101 Figures in %

Everyday

More than once a week

Once a week

Once or twice a month

Rarely

Instant Messenger (Yahoo, MSN, Google Chat) File Sharing 47.2% 23.6% 13.5% 12.4% 3.4% 32.4% 13.5%

File Sharing 35.1% 14.9% 4.1%

Internet TV 33.3% 9.5% 9.5% 47.6% 58.8% 21.3%

News 6.3% 5% 8.8%

Everyday Usage is highest for News, Instant messenger, File Sharing and Internet TV

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INTERNET USAGE PROFILE-DETAILS

N=101 Figures in %

Everyday

More than once a week

Once a week

Once or twice a month

Rarely

E-Commerce (Buying/Booking any product through a portal)

5.6% 4.5% 10.1% 67.4% 12.4%

Sports Updates on cricket/soccer etc

24.6%

26.1%

20.3%

10.1%

18.8%
Online Banking

11%

6.6%

17.6%

63.7%

1.1%

Everyday Usage is highest for Sports Updates, is low for E commerce and on line banking
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PRODUCT AND SERVICES SHOPPED ON LINE

5% 10.9% 6.9% 16.8%

37.6% 4% 22.8%

Books

N=101 Figures in %

32.7%

Clothing/Accessories/Shoes

Airline Ticket

49.5%

Train reservations

Tours/Holiday Packages
Hotel Reservations

Electronic equipment
Cosmetics/nutrition supplies

20.8%
16.8% 84.2%

Event Tickets
Computer Hardware

Videos/DVDs/Games

67.3%

Groceries

Music
Airline tickets, train reservations, clothing and accessories and event tickets are the most shopped products on line. Next category comprises of books, hotel reservations and electronic equipment

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PORTALS WEBSITES VISITED

Yatra.com 47.5%
N=101 Figures in %

56.4%

Makemytrip.com Cleartrip.com Expedia.com

20.8%

Ixigo.com Tripadvisor.com

28.7%

57.4%

Travelocity.com
Holidayiq.com

4% 5%

Lufthansa.com 25.7% 36.6% 4% 11.9% Emirates.com

Jetairways.com

Top travel portals visited are Yatra, Makemytrip, Jetairways and Cleartrip
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AWARENESS ABOUT DDF

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AWARENESS ABOUT DDF

N=101 Figures in %

97%

3%

SOURCE OF AWARENESS
At the airport itself

34.7%

Facebook page of DDF 80.2%

4%

DDF Website
Friends and relatives

5%

Awareness about DDF is currently at the airport itself or through Word-of-Mouth Negligible awareness currently from current digital media channels.
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RECALL OF ON LINE AD
2%
N=101 Figures in %

No
Can Not Say 98%

No recall of an on line ad for DDF during the period June 7th to June 30th

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AWARENESS ABOUT DDF FROM CURRENT DIGITAL MEDIA USED

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STIMULI USED
Show cards depicting the website and social media presence of DDF were used as stimuli for the target segment to gather feedback on Aided Awareness and Communication Message received. Four cards were designed:

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Aided Awareness of DDF from Website and Social Media

N=101 Figures in %

DDF Web Site Linkedin Twitter Facebook 0% 20% 13.5 29.7 75.7

87.8 86.5 70.3 24.3 60% 80%

12.2

40%

100%

Yes %

No %

DDF website and Facebook pages clearly make the visitor aware about DDF The visual interface for both Twitter and Linked In does not provide a clear view about the host of the page.

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Message About DDF received from DDF Website

N=101 Figures in Counts

About DDF products

33 47

Alcoholic drinks/ Perfumes/ Watches/Purse Attractive/Colourful/Informative Global Brand Affordable price

4
6 3 2 Not Clear info. Assured Gifts/ Discounts

Open ended responses to message received from DDF website have cited communication received wrt discounts and offers and About DDF products in general.
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Message About DDF received from DDF Facebook Page

N=101 Figures in Counts

3 2 11

About DDF products and its availability

Alcoholic drinks/ Perfumes/ Watches/Purse 38

Attractive/Colourful/Informative Global Brand

20

Affordable price
Glamour/Events 13 14 Not Clear info.

Open ended responses to message received from the Facebook page of DDF have cited communication received wrt DDF products and their availability and also about global brands. The Facebook page has also been viewed as attractive, colourful and informative.

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Message About DDF received from DDF Twitter Page

N=101 Figures in Counts

2 3
13 2 31

About DDF products and its availability Alcoholic drinks/ Perfumes/ Watches/Purse Attractive/Colourful/Informative Global Brand

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Affordable price Glamour/Events/Celebration 17 20 Not Clear info. Followers of DDF

Open ended responses to message received from the Twitter page of DDF have cited communication received wrt DDF products and their availability and about products in particular. The Twitter page has also been viewed as attractive, colourful and informative.

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Message About DDF received from Linked In Page

N=101 Figures in Counts

Joint-Venture

29

26

About DDFS

Not informative/ Boring/ No visuals Few Followers

10 8 28

No Information

Linked In page simply describes the business aspects of DDF, does not provide information about the products or DDF store.
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Information provided about DDF

N=101 Figures in %
Top Two Box Score

Linkedin

55.0

26.0

13.0

6.0

DDF Web Site Facebook Twitter

% 4.0

13.0

38.0

42.0

3.0

45

% 2.05.9

17.8

64.4

9.9

74.3

% 2.05.9

16.8
20%

39.6
40% 60%

35.6
80% 100%

75.2

0%

Not at all

Somewhat

Average

Not Fully

Fully
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Only the DDF Website and Facebook provide information about DDF but that too not fully.

Ease of Understanding Message

Top Two Box Score

Linkedin

N=101 Figures in %

52.5

27.7

7.9

8.9 3

11.9

DDF Web Site Facebook Twitter

% 5.0 7.9

36.6

42.6

7.9

50.5

% 1.0 4.0

13.9

69.3

11.9

81.2

% 1.0 5.9

10.9
20%

43.6
40% 60%

38.6
80%

82.2
100%

0%

Not Easy at all

Somewhat Easy

Average

Easy

Very Easy

Ease of understanding message is lowest for Linked In page; highest for Facebook and Website, but it needs improvement.
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Likability of Page
Top Two Box Score

Linkedin

N=101 Figures in %

60.4

23.8

10.9 5.0

Twitter

% 5.0 8.9

37.6

40.6

7.9

48.5

DDF Web Site Facebook

% 1.0 5.0

13.9

62.4

17.8 33.7
60% Average 80% Liked

80.2

% 1.0 5.9

16.8 20%

42.6 40% Somewhat Liked

76.2

0%

100% Liked Very Much

Not Liked at all

Likeability needs to be improved for Website as well as all other pages.

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Relevance/Utility of Page
Top Two Box Score

Linkedin

N=101 Figures in %

60.4

18.8

14.9

5.0 1

5.9

Twitter

7.9

7.9

38.6

38.6

6.9

45.5

DDF Web Site Facebook

% 5.0 5.9

15.8

62.4

10.9

73.3

% 5.0 6.9

17.8 20% 40%

33.7 60% Average

36.6
80% Usefull 100%

70.3

0%

Not Used at all

Somewhat Usefull

Very usefull

DDF website has been rated as useful, however utility of all others needs to be addressed.

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Attention Catching
N=101 Figures in %

Top Two Box Score

DDF Web Site Facebook Twitter Linkedin

64.4

23.8

5.0 6.9

6.9

5.9 5.9

37.6

44.6

5.9

50.5

% 1.0 5.0 10.9

67.3

15.8

83.2

% 3.05.0

14.9

41.6

35.6
60% Average 80% Not Fully 100%

77.2

0% Not at all

20%

40% Somewhat

Fully

DDF website and Facebook page are attention catching.

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Influencer to Visit DDF store

Top Two Box Score

Linkedin

N=101 Figures in %

59.0

20.0

17.0

3.0 1.0

4.0

Twitter

9.0 2.0

53.0

32.0

4.0

36.0

DDF Web Site Facebook

% 3.0 4.0

25.7

55.4

11.9

67.3

% 3.0 4.0

23.8

52.5

16.8

69.3

0%

20%

40% Not Likely

60% May be

80% Likely

100% Very Likely

Not Likely at all

Currently None of the channels used for digital media marketing provide a motivation for the visitor to visit the DDF store on their next visit to T3.
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Inclination to Purchase from DDF

2%
N=101 Figures in %

9%

5%

Not Likely at all

Not Likely

37%
47%

May be

Likely

Very Likely

45% of the TA is likely to visit DDF on their next international travel. This percentage can be enhanced by addressing the gaps wrt information, presentation and utility of the current pages.
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WAY AHEAD FOR DIGITAL MEDIA MARKETING

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Recommendations
Current on line behaviour of the TG suggests more potential for DIGITAL MEDIA MARKETING on Social Networking, Instant messenger, Gaming and News Sites. E commerce portals are visited once or twice a month for airline ticketing, train reservations, clothing and accessories, books and event tickets. On line campaign should be focusing on these sites. Within the travel portals the traffic is divided between yatra, make my trip, clear trip and also trip advisor. The ads should interface well on smart phone and iPAD platforms Current awareness about DDF is low through on line presence of the website and social media. The presentation, information content and relevance of the DDF website and social media pages need lot of improvement to create stickiness for visitors who may land up on these sites by knowing about DDF through the digital media marketing need to be influenced through these pages.

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