4) MAKE MY TRIP

Makemytrip is one of the India’s largest tourism industry which was founded in the year 2000.It
is headquartered in gurugram, Haryana,India.This industry provides the online ticket services
which includes airline tickets, domestic and international holiday packages,online booking of
tickets of railways and buses ,hotel reservations etc.In 31st march 2018 , they have 14 companies
owned travel stores in 14 cities, over 30 franchises which owns travelling stores in 28 cities , and
countries in four major airports of india.This industry also has numerous international offices in
new york, Singapore, dubai, Bangkok, Phuket, lumpur etc.

Type of industry Tourism

Founded in 2000
Headquarters located Gurugram, Haryana,india
Area served worldwide
Products Booking flight tickets
Booking hotels
Booking tickets of buses,
trains,railways
Revenue 486 million dollars
Parent company MakeMyTripLimited
Founder Deep kalra

This industry provides flight tickets to many hotels , apartments, railways and buses, cab
services etc on their portal . They ease the work of peoples a lot.In 2012 , they have launched
they have travel mobile applications for iphones , android users, blackberry devices etc.The
industry route planner provides all the basic required information on more than 1 million routes
in india. They also offer metro train tickets in some bigger cities like Hyderabad . This industry
has undertaken various steps to make stress free travelling for peoples and makes them feel
comfortable.
HISTORY
1) In the year 2000 , MakeMyTrip online travel or tourism industry was founded in the year
2000.It wsa founded by Deep kalra , He is the alumnus of IIIM ahemdabad.The headquarters are
located in the gurugram, Haryana, india. It was launched in US to cater to the overseas indian
community for their US to travel needs.

2) In the year 2005, they have started indian operations for offering online flight tickets to Indian
travellers in the month of September.They have also started to focus on non air businesses like
holiday packages and online bookings.

3) In the year 2011 , they have started online apps which can be controlled from various mobile
devices like androids, iphones etc.This industry has also made 3 acquisitions i.e, Luxury tours
and travel private limited, ITC group hotels and ETB group so as to expand their markets in
areas like Europe.

4) In the year 2015 , they have made acquisition with MyGola .This was made through the
innovation fund and all employees of MyGola which were absorbed into the MakeMyTrip team.

5) In the month of July 2015, They have invested in the hotel review portal Holiday IQ and have
invested in 30% shares in the company.

6) In the year 2016, Ctrip , chinese online travel booking company agreed to invest in the
MakeMyTrip for about 180million dollars.

7) In the year 2018, they have owned travel stores in 14 cities in their office in gurugram,
harayana , over 30 franchisee owned travel stores which primarily sells their packages in
approximately 28 cities and in four major airport cities under their brand.

8) In the year 2021 , they have started their partnership with AmazonPay for digital payment so
that they can provide travel services on Amazon.
VISION AND MISSION STATEMENT

MISSION STATEMENT
MakeMyTrip mission statement is”To provide customers a one stop shop for all their travel
needs”.MMT aims to give the best possible user experience across their entire travel journey, It
includes effective planning resources , superior booking experiences across all channels and in
journey 24*7 live customer support.

VISION STATEMENT
MakeMyTrip vision is “ To make travel simple and fun for all” and our core values guide us in
making this possible.These core values can be seen in the projects that we undertake , and the
way in which they solve problems for their customers.They are a representation of OUR BEING
& OUR DOING.

VALUE PROPOSITION
1)The core value proposition of MMT is that it provides the best values to their customers at
their convenience.

2) MMT offers effective , reliable services to its customers

3) MMT incorporates the latest and advanced technology in its business.

MAKEMYTRIP MISSION, VISION & VALUES

Mission Statement

MakeMyTrip has stayed ahead of the curve by continually evolving its technology
to meet the ever-changing demands of the rapidly developing global travel market

Vision Statement

MakeMyTrip's rise has been led by the vision and the spirit of each one of its
employees, for whom no idea was too big and no problem too difficult.

Values

• Spirit

• Determination

MakeMyTrip Culture At a Glance

1 employees at MakeMyTrip have reviewed MakeMyTrip across various culture

dimensions, providing their opinions on items ranging from executive ratings to
the pace at work. The latest review was 17 days ago.

Products

MMT services offerings include Airline tickets, hotel reservations, holiday

packages,

railways tickets, bus tickets, car rentals, customer care support, etc.

It can be broadly categorized into three sections:

a. Air Travel

It includes
➢ Domestic flights in India

➢ International flights from India

➢ Inbound - Overseas to India

Air travel constitutes 77% of the net revenues of MMT. Their major share of
transaction

traffic is online with only 5% offline transactions.

b. Hotel and Packages

It includes:

➢ Hotels - Domestic and international

➢ Packages for conferences and event (domestic and international)

It constitutes 20% of the net revenue. The majority of transaction traffic is offline
with a 60%

share.

c. Other Segments:

It includes:

➢ Bus, rail, car

➢ Ancillary services/products

It contributes to only 3% of net revenue.

MakeMyTrip Limited Porter Five (5) Forces

Threats from Newcomers

New entrants in the General Entertainment industry provide innovation and new
ways of doing things, putting pressure on MakeMyTrip Limited to lower prices,
cut costs, and provide new value propositions to clients. To maintain its
competitive advantage, MakeMyTrip Limited must manage all of these problems
and erect effective barriers.

MakeMyTrip Limited's Response to Threats from New Entrants

Through the development of new products and services. New items not only attract
new customers, but they also give existing customers an incentive to purchase
MakeMyTrip Limited's products.

By achieving economies of scale, the fixed cost per unit can be reduced.

Investing in research and development and building capacities. Newcomers are less
likely to enter a dynamic business where established firms like MakeMyTrip
Limited are constantly defining the norms. It drastically decreases the window of
opportunity for new businesses to make spectacular profits, discouraging new
entrants into the field.

Suppliers' Bargaining Power

Almost every company in the General Entertainment industry obtains its raw
materials from a variety of sources. Suppliers with a strong position in the market
can reduce MakeMyTrip Limited's market margins. Suppliers with clout in the
Services industry utilise their clout to extort higher prices from companies in the
General Entertainment field. Higher supplier bargaining strength has the overall
effect of reducing General Entertainment's total profitability.
How can MakeMyTrip Limited deal with Supplier Bargaining Power?

By putting together an efficient supply chain with a variety of vendors.

By experimenting with product designs using many materials, the company can transition to a
different raw material if the price of one rises.

Creating devoted suppliers who rely on the company for their livelihood. One of the things
MakeMyTrip Limited can learn from Wal-Mart and Nike is how they built third-party
manufacturers whose entire company is dependent on them, resulting in a situation where these
third-party manufacturers have substantially less bargaining leverage than Wal-Mart and Nike.

Buyers' Bargaining Power

Buyers can be a demanding bunch. They aim to get the greatest deal possible by paying the least
amount of money feasible. In the long run, this put a strain on MakeMyTrip Limited's
profitability. Customers' negotiating strength and capacity to seek rising discounts and offers
increases as MakeMyTrip Limited's customer base becomes smaller and more powerful.

How Can MakeMyTrip Limited Address Buyer Bargaining Power?

By establishing a broad consumer base. This is beneficial in two ways. It will lower buyers'
bargaining power and provide the company the opportunity to streamline its sales and production
processes.

By developing new items at a rapid pace. Customers frequently seek discounts and special offers
on well-known products, therefore if MakeMyTrip Limited continues to introduce new products,
it may reduce customers' negotiating power.

Existing MakeMyTrip Limited consumers will be less likely to defect to competitors as a result
of the new goods.

Threats of Substitute Products or Services

When a new product or service meets a similar customer needs in different ways,
industry profitability suffers. For example services like Dropbox and Google Drive
are substitute to storage hardware drives. The threat of a substitute product or
service is high if it offers a value proposition that is uniquely different from present
offerings of the industry.

How MakeMyTrip Limited can tackle the Treat of Substitute Products / Services

By being service oriented rather than just product oriented.

By understanding the core need of the customer rather than what the customer is
buying.

By increasing the switching cost for the customers.

Rivalry between Current Competitors

If there is fierce competition among current participants in a sector, prices will fall
and the industry's overall profitability will suffer. MakeMyTrip Limited competes
in a highly crowded General Entertainment market. This competition has a
negative impact on the organization's overall long-term profitability.

By creating a sustainable distinction, MakeMyTrip Limited can combat intense

competition among existing competitors in the general entertainment market.

By increasing its scale, it will be able to compete more effectively.

Rather than fighting for a tiny market, collaborate with competitors to expand the
market.

MakeMyTrip Limited's Porter Five Forces Implications

MakeMyTrip Limited strategists can acquire a thorough view of what effects the
profitability of the company in the General Entertainment market by examining all
five competitive forces. They have the ability to spot game-changing trends early
on and move quickly to seize the opportunity. Managers at MakeMyTrip Limited
may mould the Porter Five Forces in their favour by thoroughly understanding
them.

Make My Trip Marketing Strategy Funding

MakeMyTrip’s first series funding of $10 million was raised in 2005. After that in
2006, the

company raised the next series of funding i.e. $13 million. Further in 2007, one
more series

of funding of $15 million was generated. The brand received $180 million in its
IPO which

was launched in 2016. In another IPO in 2017, $330 million were raised. The
brand raised a

total of $548 million in funding in 5 rounds.

Revenue generation
MakeMyTrip's Air Ticketing business produces revenue by selling domestic and
international airline tickets to customers via an online platform. By providing hotel
reservations and holiday packages, the hotel and holiday package segment
contributes to revenue. by utilising a web-based platform Income is one of the
other revenue-generating segments. advertising revenue generated by displaying
advertisements on websites, revenue generated by selling bus and train tickets

Rail tickets, as well as revenue from providing a travel insurance provider

with access to the website. The non-flight segment of hotels and vacation packages
has a larger profit margin.

The firm is able to keep its net worth at a high level. The mode of
transportation in addition, section helps to a high revenue margin.. The company
has recorded vigorous growth in Quarter 1 of FY2020. As per the company, air
business contributes 35 percent in total revenue, and the bus transport segment
generates 10 percent of the revenue. The company has also started an intra-city cab
facility in selected locations.

It generates revenue through rail tickets as it has an association MakeMyTrip

has established itself as the market leader in the domestic flight segment ticketing.
The firm is able to keep its net worth at a high level. The mode of transportation In
addition, section helps to a high revenue margin. The red bus, which is a type of
public transportation, MakeMyTrip's subsidiary and bus transportation company
has grown at a 35 percent annual rate. on a year-over-year basis In the first quarter
of FY2020, the company experienced strong growth.

As According to the company, air travel accounts for 35% of overall

revenue, while bus transportation accounts for 15%. 10% of the revenue is
generated by this segment. In addition, the company has launched an intra-city cab
service. a facility in certain areas It makes money by selling train tickets because it
is affiliated with a railroad. For the same, IRCTC is used. The brand has also
expanded its revenue-generating areas in order to diversify its revenue sources.

weekend trips, other activities, and events were introduced. Domestic travel is the
most popular. 60 percent of the earnings from airline tickets Similarly, 85-90
percent of the company's revenue Domestic travel is the source of hotel revenue.
MakeMyTrip has brought in $146.9 million in income. It was $118 million in the
third quarter of FY 2019-2020, compared to $118 million in the second. quarter of
the previous fiscal year In addition, the company's losses have been cut in half.
comparing the third quarter of FY2020 to the third quarter of FY2019 In general,
The revenue for the fiscal year 2019-2020 is $526.8 million.

5. Campaign

MakeMyTrip Land, or simply MMT Land, is the name of the campaign created by
our student. The primary premise of the Make My Trip marketing strategy is to
target all of those half-formed and never-fulfilled plans that college students and
working freshmen make. This advertising is here with a group that makes an offer
that even the group's introverts can't reject, allowing them to create memories from
the "Goa Trip that Never Happened."

Target Audience and buyer personal

This MakeMyTrip project focuses on market segmentation at a high level. A fairly

precise age group has been designated as the target audience. Young adults,
college students, and anyone between the ages of 18 and 24 were issued a
consumer survey to gather insights and pinpoint the pain point. A buyer persona
was created based on the obtained data after obtaining roughly 65 replies.

College students, festival goers, young adults, interns, freshmen, and full-
fledged employees between the ages of 18 and 24 are the primary and secondary
customer personas. Gender is the primary distinction between the two identities.
Because this campaign is going live in India's college fests, the students have
chosen this make my trip marketing technique. Females make sense as a secondary
audience since, regrettably, they have permission difficulties and a slew of other
personal factors to consider before booking a trip with friends and coworkers,
which could stymie a direct sell. Males, on the other hand, have fewer factors to
consider and are thus easier to persuade. The primary considerations are as
follows:

➢ Age of 24-44

➢ Who are married

➢ With monthly salary of Rs 30,000 plus

➢ From families who are internet savvy

➢ Transacted on internet before

➢ Deal hunters

➢ Early adopters

Make My Trip Marketing Strategy:

search Engine Optimisation (SEO)

The online activities are aimed at bolstering MakeMyTrip's digital marketing as a

supplement to the offline campaign, by utilising all of the content gathered on-site
to generate buzz among the younger generation online.
The students' SEO strategy for this campaign focuses on targeting keywords
broadly so that they can reach practically every specialty that a millennial searches
on Google.

Email marketing

Reminder e-mails with appealing subject lines and descriptions are part of the
students' e-mail marketing strategy. Some of the e-mails will include a link to the
home page, others to blogs, and still others to video montages of offline activities
at various college fests.

Endorsers and influencers

Here, social media strategy and marketing play a role. In February 2016,
MakeMyTrip teamed up with the dynamic duo of Alia Bhatt and Ranveer Singh to
create a series of hilarious and clever television commercials that appeal to both
young and old audiences. This is why our students decided not to modify the
brand's endorsers and instead intended to create a series of video ads to promote
their campaign on YouTube, Facebook, and IGTV.

Alia and Ranveer will narrate their "MMT Ke Kisse" or Stories with MMT to their
grandchildren and show flashback memories in the ads, which will be in a "to-be-
continued" format. Each of the five destinations chosen by our students will be
featured in these pieces.

Content congregators

Our students have selected novel phrases like "what should I do after 12th," "I need
a break," "what to do when I'm bored," "courses after 12th commerce/science/arts,"
and so on, so that when the target audience Googles these keywords, the MMT
Land meta tags and display advertising show.

BuzzFeed, FilterCopy, Mad over Marketing, Social Samosa, JordIndian,

ScoopWhoop, and others are among the content providers that our students seek to
enlist. These names are well-known among the target demographic, and they will
use blogs, quizzes, memes, video content, and native communication to generate
buzz and disseminate awareness about the MMT Land campaign, in order to elicit
the necessary thought and action.

Innovation

Along with the primary campaign, our students have devised a unique campaign to
ensure that no stone is left unturned. The creative campaign will target all tier 3
colleges and schools, as the main campaign concentrates on tier 1 and tier 2 college
flagship events and university fests.

In this campaign, a MakeMyTrip-themed school bus will be sent out, and after a
day of engaging activities and prize-winning, MakeMyTrip will ask all students to
write down their dream destination and one activity they've always wanted to do
there, such as deep-sea diving in the Maldives or cycling across the plains of
Kerala. MakeMyTrip will notify 5 lucky winners after gathering all of the wishes.

Statistics and general methodology

Customer segments

Customers of various ages, particularly internet users and teenagers, make up

MakeMyTrip's customer category. Corporate customers, particularly SMEs, are
included in their corporate travel segment (Small and medium enterprises).

Key partners

MakeMyTrip's key partners are various investors who have funded the company
from time to time. Tiger Fund, Helion Venture Partners, SAIF Partners, Sierra
Ventures, Ctrip, and others are among them. These companies make periodic
investments in the company.

Key resources
Human resources and other organisational resources are the primary drivers of
MakeMyTrip's growth and success.

Human resources

The brand's long-term competitive edge is its people, or human resources. The
company's personnel is self-sufficient and autonomous. The team consists of like-
minded young technologists with managerial and technical abilities. Another
important asset of the company is its own technology, which functions as a search
engine. It delivers offers based on the best comparison because it is a user-friendly
platform technology. MakeMyTrip's success is largely due to its usage of mobile
technologies for sales and support. The brand's rules also play an important role in
its performance, such as the company's recruitment policy, which focuses on
acquiring the best personnel with specific domain-specific expertise so that site
users are supplied with highly tailored and relevant content.

Key activities

Different key activities of MakeMyTrip include booking of the air, bus, rail tickets,
hotel booking, holiday packages, car hire, etc. Other travel-related services that are
offered by third party vendors like travel insurance and visa processing are also
accessible through the company. MakeMyTrip lets the users book air tickets, bus
tickets, buy holiday packages, book hotels and accommodations and hire a car.
Through MakeMyTrip, users can also access other travel-related services provided
by third-party vendors like visa processing and travel insurance.

Channels

MakeMyTrip's main activities include air, bus, and rail ticket bookings, hotel
bookings, vacation packages, and car rental, among others. Other travel-related
services such as travel insurance and visa processing are also available through the
organisation, which are provided by third-party suppliers. Users can use
MakeMyTrip to book airline tickets, bus tickets, vacation packages, hotels &
lodgings, and vehicle rentals. Users can also utilise MakeMyTrip to access various
travel-related services such as visa processing and travel insurance, which are
provided by third-party merchants.

Customer relationship

Because their services are more consumer-centric, MakeMyTrip focuses on long-

term customer relationships. Rather than referring consumers' complaints or
questions to other agents, it addresses them on its own. By implementing modern
and cutting-edge technologies, the organisation is constantly improving its
customer support services. The company has launched three customer support
channels, including a call centre, chatbots, and an in-app self-help facility, to
improve customer service and convenience. Customers can simply contact the
company through these channels with any questions or concerns. Myra and Gia,
MakeMyTrip's chat interfaces, are in-house designed chatbots that speak natural
language and are quite advanced. These have the ability to self-learn in order to
meet the specific needs of industry customers. More than 80% of customer
enquiries are handled by these chatbots, with the remainder handled by an offline
human person.

An in-house CRM tool, MyDesk, is built for its call centre customer care service. It
integrates chat and audio channels with analytical tools and dashboards in a
seamless manner. This equips agents with the tools and information they need to
efficiently handle consumer inquiries. Another component developed to assist
travellers in making travel decisions is "trip ideas," which guides them through trip
planning, destination discovery, and identification of personal travel preferences.
Another similar service is "Journey Assist," which functions as a personal travel
assistant for consumers throughout their trip. Similarly, “Trip Money” is there to
support customers to take loan approval for buying their desired tour-package.
Key growth

1. MakeMyTrip began operations in the year 2000 as an online travel service

focused solely on the US-India travel market.

2. It began operations in India in 2005 and obtained significant first-stage capital

from SAIF partners, including $10 million in the United States (Rs. 44.28 crores).

3. In 2008, for hotel searches and Indian passengers, domestic vacation trip
packages were established.

4. In 2009, the brand expanded its offerings to include bus ticketing and the ability
to book reservations for multiple cities. For Emirates markets, it launched
makemytrip.ae.

5. It came in second place in a 2010 study of "Great Places to Work."

6. In 2016, the merger with Goibibo, one of the largest competitors in the online
travel industry market, was announced, and the merger took place in 2017. It was
the largest merger in the travel business at the time.

7. In 2019, MakeMyTrip Limited purchased a majority stake in Quest2travel.com,

as well as launching a digital campaign called #MyIndiaMyTrips.

Key decisions

1. Increase the number of rooms and packages available.

2. Increase the number of services and products in your portfolio to increase cross-
selling opportunities.

3. Increase the number of travel agents in your network.

4. Invest in technology to improve service platforms.

5. Geographical markets of Spandex

6. Pursue strategic partnerships and acquisitions with care.

Make My Trip SEM and use of Content Congregators

Along with Google display ads and banner ads which will lead to the landing page
upon receiving a click, Our students have targeted novel phrases such as "what
should I do after 12th," "I need a break," "what to do when I'm bored," "courses
after 12th commerce/science/arts," and so on, so that when the target audience
Googles these keywords, the MMT Land meta tags and display advertisements
show.

BuzzFeed, FilterCopy, Mad over Marketing, Social Samosa, JordIndian,

ScoopWhoop, and other content creators are among those our students plan to
enlist. These names are well-known among the specified target demographic, and
they will create blogs, quizzes, memes, video content, and native communication
centred on the MMT Land campaign in order to generate buzz and disseminate
awareness, resulting in the necessary consideration and eventual purchase.

Campaign that is unique

Along with the primary campaign, our students have devised a unique campaign to
ensure that no stone is left unturned. The creative campaign will target all tier 3
colleges and schools, as the main campaign concentrates on tier 1 and tier 2 college
flagship events and university fests.

In this campaign, a MakeMyTrip-themed school bus will be sent out, and after a
day of engaging activities and prize-winning, MakeMyTrip will ask all students to
write down their dream destination and one activity they've always wanted to do
there, such as deep-sea diving in the Maldives or cycling across the plains of
Kerala.