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EBDM ppt

The document presents a case study on the Indian Railway Catering and Tourism Corporation Ltd. (IRCTC), focusing on its e-business and digital marketing strategies. It outlines various initiatives such as social media campaigns, an online ticket booking system, and customer support portals, highlighting key success factors like customer satisfaction and brand recognition. Additionally, it discusses challenges faced, lessons learned, and future opportunities for expansion and personalized marketing.

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3026yuktimoudrick
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13 views17 pages

EBDM ppt

The document presents a case study on the Indian Railway Catering and Tourism Corporation Ltd. (IRCTC), focusing on its e-business and digital marketing strategies. It outlines various initiatives such as social media campaigns, an online ticket booking system, and customer support portals, highlighting key success factors like customer satisfaction and brand recognition. Additionally, it discusses challenges faced, lessons learned, and future opportunities for expansion and personalized marketing.

Uploaded by

3026yuktimoudrick
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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E-BUSINESS &

DIGITAL
MARKETING
CASE STUDY:
IRCTC
Presented by: GROUP NO. 17
Vinita
Yukti Kumari
What is E-Business &
Digital Marketing
E-business is a general term that encompasses all forms of
using digital information and communication technologies
to support and optimize business processes. In contrast, e-
commerce describes only the online trading of products
and services, and is therefore only a subsection of e-
business.
Digital marketing is one of the most popular and powerful
ways to generate awareness, interest and sales for your
products or services. As the name implies, digital marketing
is conducted via digital avenues, including social media,
websites, search engines, email and text messaging.
Introduction
Indian Railway Catering and Tourism Corporation Ltd.
(IRCTC) is a “Mini Ratna (Category-I)” Central Public
Sector Enterprise under Ministry of Railways,
Government of India. IRCTC was incorporated on 27th
September, 1999 as an extended arm of the Indian
Railways to upgrade, professionalize and manage the
catering and hospitality services at stations, on trains
and other locations and to promote domestic and
international tourism through development of budget
hotels, special tour packages, information &
commercial publicity and global reservation systems.
The authorized capital of the company is 250 crores
and paid up capital is 160 crores. It’s registered and
Corporate Office is situated at New Delhi.
Digital marketing strategies
Social Media Campaign

Search Engine Optimization

Content Marketing

Influencer Marketing

E-business initiatives
Mobile App

Online ticket booking system

Customer Support Portal


Old website
New Website
“IRCTC Storyrail – One destination,
countless journeys.”

Maharajas’ Express campaign

Shubh Yatra Campaign


Payment Option
Key Success Factors

Customer satisfaction

Increased online bookings

Brand Recognition
New
Initiatives
1. More than 26 Lakh personal user IDs were
deactivated and total 193 PNRs were releasedof
amount Rs. 5,25,500/.
2. ITAF of IRCTC has been strengthened with
technology partner with AI/ML tools. The daily
Tatkal logs were analysed to get the suspicious
users and block the suspected IDs & IPs. The
process for real time check of automated tools
from booking is being examined.
3. More than Rs. 25 Lakh as penalty amount was
recovered in the case of decoy check of RSPs
by ITAF Team.
4. Under Digital Risk Protection works, take down
related works on any suspicious URL, fake
website etc, more than 50 take down had been
completed.
5. More than 10 Crore IPs and 60 VPS/Cloud
Service Provider were blocked at Firewall level.
Feedback from users
Challenges faced and lessons learned

Challenges faced Lessons learned

Invest in digital infrastructure


Limited digital infrastructure
User security approach
Technical issues
Priorities Cybersecurity
Security Concerns
Change management
Future opportunities and future
recommendations
Expansion of Online services

Personalized Marketing

Mobile App Enchantments

Partnership and Collaborations


YUKTI KUMARI VINITA

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