Relevant Data Share in Transactions Air 201 0 67% 2007 90% Non-Air 10% 33% As shown above. car hire and facilitating access to travel insurance. According to Phocuswright. there is a latent need for MakeMyTrip to leverage its strengths in online delivery to attain differentiation in the hotels and holidays segment. Indian Railways and several major Indian bus operators. over 4. Seventy percent of the total bookings on Indian OTAs are in the domestic air sector. his online habits are confined to searching. the company provides access to all major domestic full-service and low-cost airlines operating in India. a corresponding growth in the eventual booking is yet to see light of the day. Indian Online Travel Industry The Indian online travel industry is largely transportation-focused and hotels have not yet gained traction with OTAs.www. Thus. hotels have seen a rise in web queriesthe total number of queries received for domestic holidays from web channels has increased four times vis-a-vis the same number of 2009.COM CASE About us Nurtured from the seed of a single great idea . bus tickets.4 billion in 2009 and the total Indian B2C OTA market was worth $1 billion.com. the Indian online travel marketplace grew 11% to reach $3. holiday packages (both international and domestic). With respect to MakeMytrip's online product offerings. is recognized more for its low air fare deals and has adopted a hybrid distribution model for holiday offerings.to empower the traveler . Most of the OTAs in India don't have provision to book holiday packages online but online being a relevant touch point perspective. However. we have seen an increase in web queries for the holidays segment over past year. rail tickets. There has been a 16% rise in the web queries within the 1 st half of 2010-which again underlines the usage of the Online Travel Agent platform for research prior to . and other technology-enhanced platforms. MakeMyTrip. The middle-class Indian consumer is gradually increasing his online usage.MAKEMYTRIP. Through its primary website.makemytrip. hotels.MakeMyTrip went on to pioneer the entire online travel industry in India. The company's services and products include air tickets. there has been a significant increase in the transactions of non-air section for MakeMyTrip. Currently. all major airlines operating to and from India. socializing and information hunting.000 hotels in India and a wide selection of hotels outside India.

The current holidays market in India is fragmented. Quality and breadth of research.COM CASE STUDY . assumptions and models used. undifferentiated and mostly offline. Deliverables Evaluation Criteria MAKEMYTRIP. Hence there is a definite need for a differentiated delivery from an online travel agent's point of view. Feasibility of recommendations. Executing a snapshot of the current competitive landscape. Marketing strategy for MakeMyTrip to tap into the online holidays segment. Depth of understanding: Approach. An extensive research of the holiday segment and consumer behaviour pertaining to the same. A positioning strategy for MakeMyTrip as one-stop online shop for all travel solutions.actual booking. The differentiation can be in the realm of: • • • Product Service Channel of Delivery (Online) Project Objective • • • How can MakeMyTrip optimize its customer acquisition and promotional efforts to tap into this segment above with regards to the online holidays market? How can MakeMyTrip leverage its existing strengths in online delivery to attain differentiation in the holidays segment? How can MakeMyTrip position itself from the overriding image of being a transaction oriented website centered around air ticketing into that of a one-stop online shop for all travel solutions? Expected Methodology • • • • • • • • Primary and secondary research on consumer behaviour.

Sign up to vote on this title
UsefulNot useful