STPD(Segmentation, Target, Positioning, Development) redBus

Redbus, India’s bus ticketing platform, is one of India’s biggest internet success stories. They’re currently a part of the Ibibo
group.
“Buses are going to be the future of public transportation in India, being cheaper and more convenient than both rail and air
travel.

Segmentation
Geographic:
Almost 85% of business comes from the South and West markets. The market for private bus transport is less developed in
the North and East parts of the country. Bus travel is not a preferred mode of transport in these markets.

Demographic
3 buses are being filled by seats booked on redBus every 2 minutes, as we speak
5679 cities & towns in India were visited by people who booked on redBus, that’s approximately 71% of all cities and towns
in India.
https://www.financialexpress.com/industry/redbus-ceo-says-bus-travel-isnt-preferred-in-north-east-markets/1593840/

Psycho-Graphic
The rural customers who generally buy tickets at the bus stops
The young middle class working population in cities who do not have the luxury of time to travel to an agent or bus stop to
get tickets
The old and physically weak for whom it is difficult to get a ticket from the window
Type of customers
• Travelers
• Bus operators
• Ticket agent

Targeting
They operate in over 80,000 routes in India and offer services from 1500+ bus operators.In a business of this scale,
efficiency is the key. And being efficient also means not compromising on the customer experience.
The bus industry is currently growing at the rate of 6 to 8 per cent every year, adding 50,000 buses per annum.
State-operated road transport corporation (RTCs) buses have large fleets that connect the more remote parts of each state,
but the online penetration of these services is as low as 10%. focus is to work with RTCs in order to improve this.

In terms of international expansion, present in five markets other than India. Malaysia, Singapore, Indonesia,
Colombia, Peru
. In Malaysia and Peru, close to reaching the benchmark.
looking at expanding in Southeast Asia, Latin America and Eastern Europe. Last year, international markets contributed
5% to our overall revenue.

Redbus have three tasks:

• be the clear market leader
• reach 10% market share of bookings in every market
• and be profitable
Positioning
RedBus currently positions itself as a bus ticketing company. They are very particular about not giving the
impression of an online bus ticketing company because they have realized that the formats will keep on
changing. They sell tickets through the internet, through mobile, call centers, offline outlets and whatever
format allows them to sell bus tickets.

In India itself, the company is showing a whopping 80% year on year growth and has 1800 bus operators
on board, as of 2017. Apart from private bus services, even state driven bus services, i.e., the buses of the
State Road Transport Corporations are on RedBus.
The company is now one of the largest bus ticketing services online and has 8 million customers. The plan
is to expand further in the coming years and as Phanindra Sharma said during the Ibibo acquisition – “the
best is yet to come”.
Making India
Vishal Raina -127
Vivek Shegokar - 129
Yogesh Bagier - 131
Dipankar Meshram - 133
Prabhas Malik - 135
Company Information
Founded in 2006 by The Trio –
Phanindra Sama
Sudhakar
Pasupunuri Charan
Padmaraju

Served around 8 million customers

and has global
presence with operations
across –
Indonesia

Singapor
e
Malaysia
Colombia
Peru
 Close Competitors
1

RedBus.in
88 M $ MakeMyTrip.com
800 Employees 180 M $
1500 Employees

TicketGoose.in
20 M $
400 Employees 3 TravelYaari.com
78 M $
570 Employees

4
Competitive Trends
 Technology Trends
Partnering with apps like PhonePe
for Bus Bookings. Partnering with Integration with other software
WhatsApp for sending tickets to services
individual customers.

For bus operator, they offered a software

named BOSS (Bus Operator Software
System). This helped the operators to
upload the real time inventory position on
system which will reflect on website of BOS
RedBus. For non-computerized, operators S
the data is collected over phone and
uploaded by operators at RedBus.

Customers are informed on time way

pick uptheir
before and drop timings making the customers
tension free hence enhancing the customer
Alert SMS and
satisfaction Calls
Economic Trends
 Social Trends

Women’s safety Security and Appreciation and

(Molestation in bus) Privacy concerns. Work Appraisal
(Whatsapp group) System for Bus
Drivers in Tamil Nadu
BRAND
RESONANCE
MODEL