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Extensive Marketing Strategy of Pickyourtrail – With STP Analysis

by | Case Studies | 0 comments

As we have earlier posted an article on the SWOT analysis of Pickyourtrail and hence for this time, we will be learning about the marketing strategy of Pickyourtrail which is growing vast very fastly and gaining more popularity in travelling and tourism.

Pickyourtrail is becoming a very liked company for making trips, and planning vacations, it is a high-rated travel planning site and trusted too. Pickyourtrail is India’s largest D-I-Y holiday booking. So we will do an in-depth analysis of the marketing of this company, strategies, etc.

As we all know, marketing any commodity is an essential step for a business firm which will lead to rising or falling. Nowadays the popularity (scope) of digital marketing is growing so, if you are interested in it, you can access this course Free MasterClass on Digital Marketing 101 this course will help you to learn about it.

So let’s get into the world of the marketing strategy of Pickyourtrail but before that have a look at how it started, its current situation, target audience, and plans.

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About Pickyourtrail

Pickyourtrail commenced in the year 2014 by Co-Founder Hari Ganapathy & Srinath Shankar, is India’s biggest online do-it-yourself holiday booking platform that entitles users to customise their journey. The unique platform contemplates elements like a traveller’s interests, trip period, and budget to deliver the promise of ‘Craft Your Holiday, Your Way’ totally online.

The travel organisation works in contact with leading tourism boards of destinations like Australia, Singapore, Iceland, Japan, Dubai, New Zealand, etc. Over the years, pick your trail has helped more than 10000+ travellers from all over 14 countries explore their dream holiday destinations.  

Pickyourtrail has been selected by the International Cricket Council (ICC) and Tourism Australia as the formal ticketing partner for the 2020 T20 Men’s & Women’s World Cup. Pickyourtrail was formed out of a need to unfurl the miracle of travel through the reasoning of computing.

 

Quick Stats on Pickyourtrail
CEO Hari Ganapathy and Srinath Shankar
CMO Hari Ganapathy
Area Served Globally
Industry Travel and tourism
Market Share/ Revenue 9.5M (US dollar) in the year 2018
Vision Their vision is to become more popular and help as many people as they can. They want to organise tours for people in every corner of the world.
Tagline “Unwrap the world” (2022)

 

Marketing Strategy of Pickyourtrail

So what are we waiting for let’s read about the full fletch marketing strategy of Pickyourtrail – 

STP- Segmentation, Targeting, and Positioning 

Segmentation:

They first started with 2 travellers’ to Eurotrip and kept going and improving. Pickyourtrail’s business is segmented into several aspects covering people’s interests of every age group by giving suitable packages 

Targeting:

They make tours for lots of categories that are – full family trips, newlywed couples’ honeymoon trips, trips according to budget, and luxuries trips too, also a trip including adventures and fun activities.

Positioning:

The positioning is perfect, they are leading in this field and are one of the top 10 travellers in the Asia-pacific region. It is one of the best travel firms in India.


Marketing Champaign 

A marketing campaign is an activity or series of actions done by anyone for a product or any commodity for making a brand image and awareness that will attract more and more customers.

Marketing Strategy of Pickyourtrail - Campaign 1

This is a type of marketing campaign done for Pickyourtrail and the famous personality featured in this is none other than Indian cricketer Vijay Shankar.

There is a playlist of video series that is uploaded on the official youtube channel of Pickyourtrail. The name of this series is the ‘travel cafe series’. This series contains a total of 6 videos. 

Vijay Shankar is cast in the very first episode, in that video, there is an online meeting, some talks with him, and a type of interview session. Also, another type of campaign can be seen here where they gather customers using this attractive skill and showcasing interesting posters and posts in their app and social media platforms.

Marketing Strategy of Pickyourtrail - Campaign 2                                        

In the above ad, they are telling their customers that there is a resort in Chennai called Intercontinental Chennai  Mahabalipuram and they are providing various offers on the occasion of the new year. This campaign (ad) is posted on Instagram, this was posted in the year 2020 and the audience of Pickyourtrail gave a good response to it.

Also, they have provided trips to big celebrities, which are uploaded on social media platforms like Instagram, and Twitter and made reels, and short videos and have tagged people. 

Social Media Marketing 

Social Media platforms No.of people follow
Instagram 1,21,000 followers
Facebook 1,32,100 followers
Linkedin 14,320 followers
Twitter 3482 followers
youtube   –

 

  1. Instagram: 

Marketing Strategy of Pickyourtrail - Instagram

They are doing very well on Instagram. People follow and get to know about the trips, they make very good Reels videos and upcoming offers which we think helps them to attract customers more. Also, do community posts and memes too.

Link of Instagram account https://www.instagram.com/pickyourtrail/

2. Facebook: 

Here on this platform, the number of people following is more and on Facebook, they post about their company (team), deals, etc.

Link for Facebook https://www.facebook.com/pg/Pickyourtrail/reviews

3. Linkedin:

Marketing Strategy of Pickyourtrail - LinkedIn

On Linkedin, they have an average number of followers they do posts on jobs available there, information about the team, deals, etc. to know more click here 

https://www.linkedin.com/company/pickyourtrail 

4. Twitter: 

They have 3482 followers and should make more and spend more time. Should connect with audience and clients by providing more travelling-related topics and posts to increase the no. of followers.

https://twitter.com/pickyourtrail

5. Youtube:  

Here they have uploaded around 150 to 200 videos but the response is poor, not many people actively participate here, but here they post reviews of travellers, and content on tours but I personally think they should improve the quality of videos.

 

 SEO Strategies

Marketing Strategy of Pickyourtrail - SEO

 Here organic monthly traffic is very good which means 2,38,341 people around the world come to this site by google click and this tells the popularity of Pickyourtrail. The number of organic keywords is also very good, which is 2,31,739. This shows how many keywords this site has which are original. They have 57 domains, which is close to good domains but this is also a nice score which is given by Google for this website. Links of this website are used by 65,636 other sites or blogs. This is also very great.  

Influencer Marketing

Marketing Strategy of Pickyourtrail - reels-Hansika-Motwani-influencer

Recently the famous Indian actress Hansika Motwani appeared in Tamil movies and has promoted and become an influencer. There is a reel video made by her which is posted on the official Instagram account of Pickyourtrail in the reels section.

In that clip, she talks about some of the topics and talks about the overall experience of the journey. If you want to have a look at what she told, you can go through this

https://www.instagram.com/reel/CdYMbFVpz2I/?igshid=YmMyMTA2M2Y=

Marketing Strategy of Pickyourtrail - Neeraj Chopra-influencer

Similarly, The very famous Indian track and field athlete and Olympic champion of gold medal in javelin throw Neeraj Chopra promoted and became an influencer and made a reel telling about his trip and journey experience. If you what to see that then you can click    

https://www.instagram.com/reel/CVQbIWipsN9/?igshid=YmMyMTA2M2Y=

Here he praises and compliments the whole team for his trip organisation and planning.

E-Commerce Strategies

Marketing Strategy of Pickyourtrail - E-com

They have a very nice and strong website that covers lots of e-commerce strategies On that website one can know more about Pickyourtrail, providing all the exposure to know about various facilities of trips, deals, international tours, packages, pricing, etc. also they give offers and discounts on some trips too, that is beneficial for everyone.

Marketing Strategy of Pickyourtrail - E-com 1

Here you will get 3 portals that are 

  1. Customise portals

In this option, you see all the places Pickyourtrail can provide a trip to you and if you want to adjust or customise your budget you can do it.

  1. Deals portal 

Here you have a look at several states and cities you want to go to, also they provide lots of info about that like – price, venue, date, and much more stuff related to it.

  1. Packages

In this portal, you get a choice for your trip which is a family trip, VISA on arrival, honeymoon trip, and adventure tour. Besides that, you get to know in which countries you can have a trip. 


Mobile Apps

Yes, Pickyourtrail does have a well-developed app named after the company that is “Pickyourtrail”.

Marketing Strategy of Pickyourtrail - Mobile App

In this app, they give full detailed information about the place, venue, price, and date. Also, some extra details like ratings of destination, reviews, etc. This app is available for everyone what a chilling vacation tour,

The steps are very simple, 1st download, 2nd register yourself, 3rd ready to start.

Marketing Strategy of Pickyourtrail - Mobile App 1          

This app contains a search portal where one can find their interested destination (venue), and there is one chat option where you can take help for any problem and clear your doubts. 

There is the option of a deal where they suggest a trip at an affordable price that can be customised according to your budget and choice too. 

So, this was about the app and a short explanation of its works.


Content Marketing Strategies

They do their content marketing in the form of blogs because they have written N no. of blog articles on their website to help their audience.

Marketing Strategy of Pickyourtrail - Blogs Page

They write blogs on various trending topics which are related to travelling and tours,

Some blogs, guide you, support you, and share tips about trips. Through blogs, they do awesome marketing because these blogs are good and topics are also very nice, hence they attract more clients from their blogs.

 

This ends our elaborative marketing strategy of Pickyourtrail. Let us conclude our learning below from the marketing strategy of Pickyourtrail.

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What’s unique about Pickyourtrail’s marketing strategy? 

So let me end this by summarising the above extract in short, here in this blog we saw how this vast growing company pickyourtrail has its history and present status. Also, more detailed knowledge about the marketing strategy of this firm.

Pickyourtrail is a very wonderful company that works a lot for marketing for eg- they have a strong website where interested clients can go there and they have a developed App and the strategy of uploading blogs on their site leads to customers attraction and make them look like “cherry on the cake” (different from others or the unique in their field).

If you are looking forward to knowing more about this field, check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Pickyourtrail has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Pickyourtrail check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Pickyourtrail, and do share your thoughts on this case study marketing strategy of Pickyourtrail in the comments section below.

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

Aditya Shastri

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