make my trip
DESCRIPTION
Analysis of make my tripTRANSCRIPT
INTRODUCTIONMake MyTrip.com, India’s leading an online travel company was
founded in the year 2000 by Mr. Deep Kalra offering airline tickets,
hotel reservations, car rentals, travel packages and holidays in India.
It caters to the Indian Market in the USA, UK and Australia. It has
offices in Gurgoan, New York and Sydney.
Make my trip is 24X7 on line portal for travel needs.
Largest e-commerce company in its year of launch 2000
In Dec. 2007, MakeMyTrip won the “best Online Travel Agency in
India” award from Galileo Express Travel World.
Initial focus on NRI customer in US and worldwide with market pot
of 1.5 billion USD.
offerings
•Domestic : Within India•International : From India •Inbound : Overseas to India
•Transactions : 1,766,905•77% of Net Revenues
Air Travel
•Hotels : Domestic and Int’l•Packages : –Domestic and Int’l–Conferences and Events
•Transactions : 109,672 •20% of Net Revenues
Hotel and Packages
•Rail•Bus•Car•Ancillary Services/Products
•Rail Transactions : 185,948•Bus Transactions : 57,529•3% of Net Revenues
Other Segments
4 P’s Analysis
3 P’S OF SERVICE MARKETING
ARA (ACQUISITION/RETENTION/ADD ON SERVICES)
Business Model
Offering
System
Interaction
Interface
Search EngineBooking Facility
CRM
Airline ticketsHotel reservations
Holiday packages Railways tickets
Bus tickets Car rentals
Customer care
support
Website UI
Travel Executives
Call Centers
Makemytrip.comMakemytrip store
Market Share
48%
24%
18%
10%
Marketing Strategy
Customer focus
with operational
efficiency and
customer intimacy.
Target Market
More than 14 million
NRI Population in
U.S., Europe and
Asia.
More than 9 million
Indians customers
travel abroad.
International and
Domestic Holiday
packages increasing
Advertising & Communication Strategy
MMT’s advertising and communication
strategy on three pillars---
1. Convenience of 24/7 service
2. Reliability
3. Competitive Pricing
Promoting services with strategic alliances
with brands like Coke, Sify.com, Maruti Udyog,
Nokia etc.
Position in the MarketMMT position as a single portal for all travel and
accommodation needs. Its appeal reliable travel
booking with Excellency.
MMT aims to position itself total provider solution with
convenience as key drive its strategy to attain the cost
leadership which will help is to sustain growing
competition in the future.
Being the entrant and cost leader the company will
able to achieve sustainable advantage.