Presented by Ashutosh Kumar Singh Mentor ...Mr. Nitin Dhir asst.

professor LSM ,Lovely professional University, Jalandhar , Punjab

INDUSTRY: FOUNDED:

Travel & Tourism April 1, 2000

FOUNDERS: Deep Kalra, Sachin Bhatia, Keyur Joshi, Rajesh Magow HEADQUARTERS: Gurgaon, Haryana, India WEBSITE: www.MakeMyTrip.com

Products and Services

Airline Tickets Indian Railway Tickets Bus Tickets Holidays packages Hotel reservation Car/ Taxi booking B2B services (MICE-Meetings, Incentives, Conferences & Exhibitions)

 Launched to cater to the niche US to India

travel market. Hotel booking and Car rental along with flight ticket booking. 90% of the sales: online and rest through call centres and branch offices.

Business model
Created a network of offices in New Delhi,
Mumbai, and New York to tap the NRI and international market. Appointed different franchise partner in USA, UK, Australia and in India.

Operation
Sales team consist of three division Internet sales Corporate sales General sales No individual sales target, MMT sets a
daily target for the entire team.

Entities of MMT
It has two separate entities MMT India MMT Inc. USA Due to cost labour advantage MMT India
provide call center facilities to MMT INC>

Revenue Generation
90% of the revenue generated from the
USA operation . 8% from India. 2% from Australia.

Customer segmentation
International traveler (Inbound &Outbound) and
the domestic traveler ( NRI/VFR) Branding Positioning: Lowest air fare provider Target:
Metro males Age group 24-44 years Married Monthly income: over Rs. 30,000 Internet savvy Used to transactions over the internet

Factors encouraging travel and tourism

Disposable income. Greater desire to travel. Growth of IT and ITES

Factors inhibiting growth of tourism

High taxes on hotel tariffs Service tax on foreign exchange Insufficient facilities and poor maintenance
at many tourist locations.

Critical challenge for MMT

High price sensitivity Increasing Competition Customer hesitant to make purchase on the
internet. Quality hotel in India (only 1,20,000 room nights)

Competitors of MakeMyTrip
Yatra.com Travelguru.com Cleartrip.com

International competitor of MMT

Expedia Travelocity Priceline orbit

Offerings
Money Back Guarantee Visa-Kingfisher Offer Indias lowest fares

The Ad campaign
Focused on lowest airfare guarantee The big claim if you find a lower airfare, we
pay the difference Budget:
Rs. 30 million 40% on TV 30% on internet 5% on outdoor 5%on print 20% on public relations and other marketing acts.

Media Selection

TV NDTV, CNBC etc. Internet Outdoors outside Air-ports Mobiles M-Khoj.

Communication strategy
Convenience of 24/7 service Reliability Competitive pricing

Strategic alliance by MMT

Coca-cola Sify.com Maruti udyog Matrimonial and pilgrimage portals

Service Management by MMT

Distribution system Multi segment :- not only customer but also
to corporate. Multi services :increases the supplementary services like consultation,hospitality,safekeeping,excepti on Multi site : there operation are from call center, online and the branch offices.

Distribution of service
Role of intermediaries; Franchising ( whole
set up of co. itself) Distribution of service internationally : they are transporting new location by helping through air travel.

Classification of service
Based on degree of customer involvement:
Information processing Classification based on service tangibility: Highly intangible Based on skills and expertise required: Professional service Based on business orientation : Commercial organization

Information proceesing

Option Select plan Pay the price for plan Tickets arrives

Value based pricing

Low pricing Perceived benefits Quality assurance Complete satisfaction of the customer.

Net value and gross value

Net value ; Perceived benefit- Perceived
cost ( Opp.cost,Time cost, Finance cost) Gross value :sum of all perceived benefits for Reducing uncertainty MMT uses the benefits driven pricing.

Consumption value
Functional value : fulfilling the urgent need
of the customer. Social values: Status symbol Epistemetic value : To gain knowledge

: Suggestions :
1. Some customers complain about Makemytrip not
giving the complete terms of ticket (baggage allowed, flexibility to change date of travel or cancel the ticket) before booking the ticket. Some complain about false promises before booking the ticket. Refunds to credit cards are sometimes delayed. It is believed that calls to customer care in case of booked tickets is low priority in call queues compared to calls to buy tickets. There is undue delay in getting service in case of getting help on already booked ticket.

2. 3. 4. 5.