CIA 4

DIGITAL MARKETING
MAKE MY TRIP

Submitted By
KAMALIKHA KK
2127051

Under the
Guidance of

PROF.VASUDEVAN

MBA
PROGRAMME

SCHOOL OF BUSINESS AND MANAGEMENT

CHRIST (DEEMED TO BE UNIVERSITY),

BANGALORE

APRIL 2022
 COMPANY CHOSEN: MAKE MY TRIP

COMPETITORS OF MAKE MY TRIP

 Redbus
 Yatra
 Cleartrip
 Irctc

COMPETITOR ANALYSIS:
Competitor analysis also referred to as competitive analysis, is the process
of identifying competitors in your industry and researching their different marketing
strategies.

COMPETITORS

PARAMETERS MAKE REDBUS YATRA CLEAR IRCTC

S.NO MYTRIP TRIP
0.2% 14.46% 23.13% 10.01% 7.74%
1 Organic Search Increased Increased Increased Increased Increased
15 % 26.51% 13.25% 6.83% 21.79%
2 Paid Search Increased Increased Decreased Decreased Decreased
24.59% 40.35% 34.32% 210.13% 32.28%
3 Display Decreased Increased Decreased Increased Decreased
1.95% 12.14% 299.88% 51.82% 6.73%
4 Social Decreased Increased Increased Increased Increased
1.25% 10.92% 32.04% 47.62% 51.27%
5 Referrals Increased Increased Decreased Decreased Increased
4.63% 18.04% 10.79% 4.60% 8.04%
6 Direct Increased Increased Increased Decreased Increased
SCREENSHOTS
ORGANIC SEARCH

ANALYSIS
 Make my trip's Organic Traffic search climbed to 18 percent
in March 2022, while the competitive set grew to 30 percent.
 With 37.30 percent organic traffic, redbus is the most popular.
 IRCTC, after Redbus, has the greatest organic traffic of up to 30.12 percent.
 Organic traffic for Cleartrip and Yatra is 24.56 percent and
24.35 percent, respectively.
PAID SEARCH

ANALYSIS
 Make my trip’s paid search traffic grew up to 26 percent, while the
competitive set grew to 24 percent.
 Make my trip leads all the competitors with paid search website reach of
about 4.497 M
 Cleartrip stands second on the leader board with 2.004 M reach
 Irctc has the lowest website reach of <5000
 Make my trip has the highest traffic share of 60.04 percent
 Irctc has the lowest traffic share of only about 0.04 percent
DISPLAY TRAFFIC

ANALYSIS
 Make my trip’s Display traffic grew 39 percent while the competitive set
grew up to only 8 percent
 Again, make my trip leads with 40.92 percent of display traffic share
 From April 5, 2022, to April 18, 2022, the display traffic of cleartrip.com
declined drastically to 26 percent
 Make my trip is at the top in displaying ads as it has launched 98 new ad
creatives from the month Feb-march.
SOCIAL TRAFFIC

ANALYSIS
 The social traffic share of MakeMyTrip grew up to 33 percent, while the
competitive set grew up to 40 percent.
 Yatra has the lowest social traffic share of up to 9,323
 YouTube is the most commonly used social media where people search
for getting needed information about the websites
  Instagram is the least used social media platform.
REFERRALS

ANALYSIS
 In march 2022, MakeMyTrip’s Referrals traffic grew up to 69 percent,
while the competitive set grew up to 29 percent
 IRCTC has the highest referrals traffic share of up to 70.03 percent
 Make my trip’s referrals traffic rate has come down to 16.70 percent
 Cleartrip has the least traffic share of 0.71 percent
 This week the referral traffic to red Bus has increased by 10 percentage
 The referral traffic to Yatra has declined to 52 percent
 Cleartrip has the highest change in the traffic rate of about 73.42
percent
DIRECT TRAFFIC

ANALYSIS

 MakeMyTrip’s direct traffic grew up to 23 percent, while the

competitive set grew up to 29 percent
 IRCTC has the highest traffic share up to 64.75 percent
 MakeMyTrip has 22.18 percent of the traffic share which is in the
second next to IRCTC
 Yatra has the lowest traffic share of 4.45 percent only
 Makemytrip.com has reached 8.27 M in the direct search
 Redbus is the least with the direct website of only 1.556 M
FINDINGS

 In the month of April 2022, MakeMyTrip's performance in comparison to its

competitors is higher.
 In April 2022, REDBUS outperformed MakeMyTrip in terms of overall performance.
 When compared to other e-commerce enterprises, Yatra performs poorly.
 MakeMyTrip was discovered to be lacking in social media marketing and
search engine optimization.
 In comparison to other e-commerce companies, MakeMyTrip’s organic
search traffic and sponsored traffic growth are quite low.
RECOMMENDATIONS

MakeMyTrip could follow certain email marketing strategies to increase traffic to

their website E-mail Marketing Strategies:

 If MakeMyTrip currently has a customer list with current email

addresses, email marketing can start working for MakeMyTrip right
now.
 It might use a variety of techniques to expand its email list, such as
providing customers with a free report in exchange for their email
addresses and asking for email addresses anytime they contact
MakeMyTrip's company.
 They should fine-tune their ads by experimenting with different
topic lines and media to see what works best and what consumers
respond to.
They should monitor their email marketing initiatives on a regular basis and take other steps
to boost traffic to their websites

REFERENCE:

 https://pro.similarweb.com/#/digitalsuite/acquisition/DMItracker