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Market Mix Analysis on

Market Mix Analysis - MakeMyTrip.com

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Market Mix Analysis - MakeMyTrip.com

Basic information
Founded in the year 2000 by Deep Kalra. Indias leading travel company turnover of over Rs.2122 crores in FY 2010, growth of 53% 1300 employees ranked 2nd in Great Places to Work for awards It has dedicated 24x7 customer support and offices in 20 cities across India and 2 international offices in New York and San Francisco Revenue rose 24.5% yoy to $63.8 million in 3Q13 versus $53.8 million in 3Q12.

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Market Mix Analysis - MakeMyTrip.com

http://investors.makemytrip.com/phoenix.zhtml?c=238356&p=irol-newsArticle&ID=1815084&highlight=

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MakeMyTrips Products:
International and Domestic Air Tickets, Holiday Packages and Hotels Domestic Bus and Rail Tickets

Private Car and Taxi Rentals

MICE (Meetings, Incentives, Conferences & Exhibitions)

B2B and Affiliate Services

www.makemytrip.com
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Place:
62 operational offices including 3 in New york, San Fransisco and Sydney Place: Online travel portal Url platform: Magento Payment gateway: billdesk, banks payement gateway

Technology: multiple other platforms (global distribution system- abacus, amedius, galileo Makemytrip uses first two.
This global distribution system links to aircraft sites directly in real time.

For Low Cost Carriers - Configuration is different.

They use backend erp (microsofts dynamics nav) for Low Cost Carriers
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Market Mix Analysis - MakeMyTrip.com

Aim of promotional strategies:

The focus is to influence a customer to rely on the three parameters related to company, that are: Convenience of 24*7 service. Reliability. Competitive pricing.

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Strategies adopted by MakeMyTrip

By providing comprehensive basket of products and services starting from leisure travelers to business travelers. By Social sites like Facebook , Twitter, you tube. By other media channels like newspaper, TV and magazines. By providing attractive promotional offers.
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Conti
By giving festival discounts. Round trip ticket discount. Best deal of the month. Special offers to different holiday destination. Special B2B services.
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Conti
Promotion strategy has three parameters, which are further divided into sub-parts.

Operation
Online website Travel Agents

Awareness
Word of mouth online adds TVC(Television commercials ) Newspapers
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Conti
Communication Best customer support in Inquiring, booking and cancellation.

There promotional campaign which stated that If you find a lower fair, we will pay the difference - was designed to serve the purpose of gaining the attention.

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Budget:
The company has planned to spend Rupees 30 million for their promotional activity in next the quarter.

Strategic Alliances:
For Make my trip another factor that helps them in promoting its services is because of there strategic alliances like Nokia, coca cola, sify.com, Maruti Udyog etc.

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Pricing
Objective:
Affordable to all customer classes.
Offer the best ticket booking experience and best deals. Make tickets available easily and quickly.
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Pricing
On going rate pricing . Promotional pricing .

What factors cause airfares fluctuate ?

Demand and supply . Time bound value . Pricing according to competitors. Advance purchase incentives.
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Margins

Ticketing : 3 5 % Hotels :10-15% Packages :15-40%

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According to a news report released by makemytrip:

The company believes that South East Asia offers a huge opportunity in the hotels and package tour business. It also said that only 5 per cent of the hotel industry in the country has adopted the online way for business and this offers tremendous opportunity in the segment.

Early in this month the company acquired hotel room aggregator hoteltravel.com for $25 mn focusing on Southeast Asia. In 2011 MakeMyTrip had acquired Singapore-based Luxury Tours and Travels for around $3 million.

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APPLICATION OF MARKETING MIX (i) Customer Life Cycle

PROSPECTS To attract new customers they have: Introduced new products like holiday packages both domestic and international, honeymoon packages etc. Promotions in news papers, social sites ,TVC about there best discount offers To make the prospects their first time buyers They show the best travel offer available to the customer so that the customer can do their travel planning as per their budget . Provide Hassel free service To make their first time buyers their early repeat buyers Show comparatively less price or same price compared to other travelling web sites like yatra.com, goibibo.com, irctc.com etc.

FIRST TIME BUYERS

EARLY REPEAT BUYERS

CORE CUSTOMERS To make their early repeat buyers their core customers The registered members of makemytrip .com are entitled to savings and benefits on air fare, hotel reservation ,holiday packages , car rentals among other travel services. In addition to this they are provided monthly news letters and exclusive promotions offer on special deals.
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Competitors

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18% market share on the online travel market in India Values: integrity and transparency Initial marketing strategy: traditional media as print and television advertising to build brand awareness and search advertising to drive traffic. Web marketing strategy: active social media presence (Facebook, Twitter, Customer Forum, Blog) Goals: announce product launches, share interesting information related to the travel industry, educate the customer, share opinions, gather feedback and improve products Social media strategy: openness and willingness Goal: established a high level of trust and preference among users of social media

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Competitors

India's fastest growing travel booking service and holiday planning website. Major focus: Customer Experience, They claim to have the best customer service with easy cancellation, rescheduling and refunds. Marketing Strategy: increasing community engagement and brand awareness. Web Marketing Strategy: boost its number of Facebook fans and create buzz Main buzz achievement: Experiential marketing with the Chhota Bheem Photo Contest. It was successful in creating a buzz on the online forums thereby leading to better community engagement and brand identity.

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http://redseerconsulting.com/sites/default/files/India%20Online%20Travel%20Market.pdf
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3 PS OF SERVICE MARKETING
No direct relationship between customer and employee, it is mostly a self service marketing. For the customers who dont know internet handling ,travel agents are available (who are like distributors/dealers) 24x7 customer care service. Make my trip is offering best customer care service in support of Booking/cancelling booking/Printing E-tickets/Checking Refund status/make a payment. They follow easy process/simple process of booking tickets like filling up customer name, phone number, address etc Mode of payment is possible by any bank cards bank debit/credit cards.

PEOPLE

PHYSICAL EVIDANCE

PROCESS

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