Case Study / How lastminute.com built a data-driven market entry strategy to launch its cruise business in India
How lastminute.com built a data-driven market entry strategy to launch its cruise business in India
Goal
Lastminute.com is a leading global online travel company. Bonminds partnered with them to conduct in-depth market research and develop a digital strategy for launching their cruise business in the Indian market — a largely untapped segment with unique consumer dynamics.
Client Challenge
Lastminute.com wanted to enter the Indian cruise market but faced several unknowns. Indian consumer preferences for cruise holidays were not well understood, and identifying the right target audience and segments required ground-up research. The competitive landscape in India was unclear, and there was no established framework for defining pricing and positioning in a market where cruise travel was still a niche category.
Solution
Bonminds carried out detailed consumer research and demand analysis to understand how Indian travelers perceive and evaluate cruise holidays. A comprehensive competitor and market landscape mapping exercise was conducted to identify key players, gaps, and opportunities. Target audience segmentation was developed to pinpoint the highest-potential customer profiles. Based on these insights, a go-to-market digital strategy was crafted to guide lastminute entry into the Indian cruise space with clarity and confidence.
Breath-taking Results
Clear market entry roadmap tailored for India Identified high-potential customer segments for cruise holidays Digital channel strategy ready for execution Comprehensive competitive intelligence report to inform positioning and differentiation
