MakeMyTrip

MakeMyTrip is one of India's leading online travel companies that offers a range of travel-
related services, including flight and hotel bookings, holiday packages, and car rentals. The
company has adopted a differentiation strategy to distinguish itself from its competitors and
provide unique value to its customers. The following are some ways in which MakeMyTrip
has implemented this strategy:

User-friendly website and app: MakeMyTrip's website and app have been designed to
provide a seamless and user-friendly experience for customers. The platform offers a range
of filters and sorting options to help customers find the best travel options quickly and easily.

Multiple payment options: MakeMyTrip offers customers a range of payment options,

including credit/debit cards, net banking, and e-wallets. This makes it convenient for
customers to pay for their travel bookings in a way that suits them.

Customized travel packages: MakeMyTrip offers customers customized travel packages that
are tailored to their specific needs and preferences. This includes personalized itineraries,
curated recommendations for activities and experiences, and flexible booking options.

Rewards program: MakeMyTrip's rewards program, called MyCash, offers customers

cashback on their travel bookings. This incentivizes customers to book through the platform
and encourages repeat business.

24/7 customer support: MakeMyTrip offers 24/7 customer support through a range of
channels, including phone, email, and chat. This ensures that customers can get help with
their travel bookings at any time, which helps build customer loyalty.

Price comparison and alerts: MakeMyTrip allows customers to compare prices for flights and
hotels from different providers, enabling them to make an informed decision based on the
best available price. Additionally, the platform offers price alerts, notifying customers when
prices for their desired travel option drops, helping them to save money.

Partnership with travel providers: MakeMyTrip has established partnerships with a range of
travel providers, including airlines, hotels, and car rental companies. This enables the
platform to offer a wide selection of travel options to customers, further distinguishing it
from competitors.

Social media engagement: MakeMyTrip leverages social media platforms such as Facebook,
Twitter, and Instagram to engage with customers and provide them with personalized travel
recommendations. By offering useful and relevant content to customers, the company is able
to build customer loyalty and encourage repeat business.
Localized offerings: MakeMyTrip has customized its offerings to cater to local preferences
and needs. For example, the platform offers multiple language options, as well as localized
payment methods such as cash on delivery in certain regions.

Corporate travel services: MakeMyTrip offers specialized travel services for corporate clients,
such as customized reporting, online approval workflows, and dedicated account
management. This helps the company to tap into a new market segment and further
differentiate itself from competitors.

By adopting a differentiation strategy, MakeMyTrip has been able to create a unique and
valuable offering for its customers, which has helped it stand out in a crowded market. This
strategy has helped the company build a loyal customer base and establish itself as a leading
player in the online travel industry in India.

Overall, MakeMyTrip's differentiation strategy focuses on delivering a superior customer

experience by offering customized and personalized travel services. By leveraging technology,
partnerships, and local knowledge, the company has been able to build a strong brand and
customer base, helping it to maintain its position as a leader in the online travel industry in
India.

Naukri.com

Mr. Sanjeev Bikhchandani is the founder and executive vice chairman of Info Edge India
Limited, which is the parent company of Naukri.com, one of India's leading job search
platforms. He played a critical role in making Naukri.com a successful enterprise by adopting
the following strategies:

Identifying a need in the market: Mr. Bikhchandani realized that there was a significant gap
in the job search market in India, where job seekers and employers had limited options to
connect with each other. He saw the potential to create a platform that could bridge this gap
and provide a solution to this problem.

Focusing on a niche: Mr. Bikhchandani focused on building a job search platform that
catered specifically to the Indian market. This meant that the platform had to be localized to
cater to the needs and preferences of Indian job seekers and employers. This approach
helped Naukri.com stand out from other global job search platforms that were not tailored
to the Indian market.

Continuous innovation: Naukri.com constantly innovated and updated its platform to stay
ahead of the competition. The company regularly introduced new features and tools that
made it easier for job seekers and employers to connect with each other. For instance, the
platform introduced a resume writing service and an AI-based job recommendation engine
that matched job seekers with relevant job openings.

iii
Strong brand building: Mr. Bikhchandani focused on building a strong brand for Naukri.com.
The company invested in advertising and marketing campaigns that helped it build a strong
brand identity and recall among its target audience.

Building a strong team: Mr. Bikhchandani recognized the importance of building a strong
team to drive the growth of Naukri.com. He hired talented professionals with diverse skills
and expertise, and created a culture that fostered innovation and collaboration.

Monetization strategy: Mr. Bikhchandani implemented a monetization strategy for

Naukri.com that focused on charging employers for job listings and other value-added
services. This helped the company generate revenue and become profitable, while also
providing a cost-effective solution for employers to recruit candidates.

Strategic partnerships: Naukri.com forged strategic partnerships with other companies in the
job search and recruitment space, such as recruitment agencies and assessment providers.
This helped the company expand its offerings and provide more value to its customers.

Data-driven approach: Mr. Bikhchandani emphasized the importance of data in driving

business decisions at Naukri.com. The company collected and analyzed data on job search
trends, employer preferences, and candidate behavior to inform its product development
and marketing strategies.

User-centric approach: Naukri.com adopted a user-centric approach, with a focus on

delivering a seamless and intuitive user experience for job seekers and employers. The
company invested in building a user-friendly platform, with features such as personalized job
recommendations and advanced search filters.

Diversification: Mr. Bikhchandani recognized the importance of diversification in ensuring

the long-term growth and sustainability of Naukri.com. The company expanded its offerings
beyond job search, with the launch of other platforms such as Jeevansathi.com (a
matrimonial site) and 99acres.com (a real estate site).

These strategies helped Mr. Bikhchandani make Naukri.com a successful enterprise, and the
platform continues to be a dominant player in the Indian job search market today.

Overall, Mr. Bikhchandani's strategies for making Naukri.com a successful enterprise involved
identifying a need in the market, focusing on a niche, continuous innovation, strong brand
building, building a strong team, strategic partnerships, data-driven approach, user-centric
approach, and diversification. These strategies helped Naukri.com become a market leader in
the online job search space in India.

ii