Indianized Airline

In the past times, the booking of tickets by the customers were different as compared to the
one today. The customers today prefer to buy tickets through websites therefore, 68% of
Indians book tickets online rather than in traditional.

The ticket booking service cannot be heard, seen, felt, tasted etc. and hence, becomes even
more evident on the web and doesn’t change. This means that a customer (while booking
tickets online) might or might not have a sense of the service quality before going for the
product, unlike in the case of buying groceries from the market place. This leads to a certain
level of uncertainty since customers will then have to start looking for other signs to know
about the service quality.

There has been a liitle change that is earlier to get the services of booking the tickets the
customer needs to be in direct contact with the travel agent but now a days with the
evolution of booking websites, the customers need to interact with the website and book
the airline tickets rather than be in direct contact with the person. So, now for booking the
customer needs to be in contact with the websites of the travel agents or airlines.

Segment Internet users and travellers

Target Group Travelers who use internet for online transactions

Positioned as a trusted online booking portal as well as travelling

Positioning
consultant offering cheapest fares in flights, bus, hotels etc
Segmentation of customers on the basis of:

Targeting
Segmenting

Make my trip segmentation takes into consideration all the internet users seeing travel bookings.
This is significant segment as it involves 15.1% of total India’s population.

Targeting

MakeMyTrip hits more than 15 million NRI population in US, Europe and Asia. More than 90 lakhs
Indian Customers travel abroad.

Positioning:

MMT positions itself as a single portal for all travel and accommodation needs. It appeals to its
reliability. Also, it has positioned itself as a cost saving and easy to use travel interface.

Goibibo:

Target Group:

Travellers who use internet for online transactions.

Positiong:

Positioned as a trusted online booking portal as well as travelling consultant offering cheapest fares
in flights, bus, hotels etc

Booking.com

Given that Booking.com’s positioning is focused on price, creating brand

loyalty
It’s our service that makes people loyal, being the easiest, delivering the
best selection always, the best prices and the best content. Doing our job
perfectly is what creates loyalty and makes people come back