• Presented by ……Ashutosh Kumar Singh

• Mentor ………...Mr. Nitin Dhir asst.

professor LSM ,Lovely professional
University, Jalandhar , Punjab
INDUSTRY: Travel & Tourism

FOUNDED: April 1, 2000

FOUNDERS: Deep Kalra, Sachin Bhatia,

Keyur Joshi, Rajesh Magow

HEADQUARTERS: Gurgaon, Haryana, India

WEBSITE: www.MakeMyTrip.com
 Products and Services
• Airline Tickets
• Indian Railway Tickets
• Bus Tickets
• Holidays packages
• Hotel reservation
• Car/ Taxi booking
• B2B services (MICE-Meetings, Incentives,
Conferences & Exhibitions)
• Launched to cater to the niche US to India
travel market.
• Hotel booking and Car rental along with
flight ticket booking.
• 90% of the sales: online and rest through
call centres and branch offices.
 Business model
• Created a network of offices in New Delhi,
Mumbai, and New York to tap the NRI and
international market.
• Appointed different franchise partner in
USA, UK, Australia and in India.
 Operation
Sales team consist of three division
• Internet sales
• Corporate sales
• General sales
No individual sales target, MMT sets a
daily target for the entire team.
 Entities of MMT

It has two separate entities

• MMT India
• MMT Inc. USA
Due to cost labour advantage MMT India
provide call center facilities to MMT INC>
 Revenue Generation
• 90% of the revenue generated from the
USA operation .
• 8% from India.
• 2% from Australia.
 Customer segmentation
• International traveler (Inbound &Outbound) and
the domestic traveler ( NRI/VFR)
• Branding
• Positioning: Lowest air fare provider
• Target:
– Metro males
– Age group 24-44 years
– Married
– Monthly income: over Rs. 30,000
– Internet savvy
– Used to transactions over the internet
Factors encouraging travel and tourism
• Disposable income.
• Greater desire to travel.
• Growth of IT and ITES
Factors inhibiting growth of tourism
• High taxes on hotel tariffs
• Service tax on foreign exchange
• Insufficient facilities and poor maintenance
at many tourist locations.
 Critical challenge for MMT
• High price sensitivity
• Increasing Competition
• Customer hesitant to make purchase on the
internet.
• Quality hotel in India (only 1,20,000 room
nights)
 Competitors of MakeMyTrip
• Yatra.com
• Travelguru.com
• Cleartrip.com
International competitor of MMT
• Expedia
• Travelocity
• Priceline
• orbit
 Offerings
• Money Back Guarantee
• Visa-Kingfisher Offer
• India’s lowest fares
 The Ad campaign
• Focused on lowest airfare guarantee
• The big claim “if you find a lower airfare, we
pay the difference”
• Budget:
– Rs. 30 million
– 40% on TV
– 30% on internet
– 5% on outdoor
– 5%on print
– 20% on public relations and other marketing acts.
 Media Selection
• TV – NDTV, CNBC etc.
• Internet
• Outdoors outside Air-ports
• Mobiles – M-Khoj.
 Communication strategy
• Convenience of 24/7 service
• Reliability
• Competitive pricing
 Strategic alliance by MMT
• Coca-cola
• Sify.com
• Maruti udyog
• Matrimonial and pilgrimage portals
 Service Management by MMT
• Distribution system
Multi segment :- not only customer but also
to corporate.
Multi services :increases the supplementary
services like
consultation,hospitality,safekeeping,excepti
on
Multi site : there operation are from call
center, online and the branch offices.
 Distribution of service
• Role of intermediaries; Franchising ( whole
set up of co. itself)
• Distribution of service internationally : they
are transporting new location by helping
through air travel.
 Classification of service
• Based on degree of customer involvement:
Information processing
• Classification based on service tangibility:
Highly intangible
• Based on skills and expertise required:
Professional service
• Based on business orientation :
Commercial organization
 Information proceesing
• Option
• Select plan
• Pay the price for plan
• Tickets arrives
 Value based pricing
• Low pricing
• Perceived benefits
• Quality assurance
• Complete satisfaction of the customer.
 Net value and gross value
• Net value ; Perceived benefit- Perceived
cost ( Opp.cost,Time cost, Finance cost)
• Gross value :sum of all perceived benefits
• for Reducing uncertainty MMT uses the
benefits driven pricing.
 Consumption value
• Functional value : fulfilling the urgent need
of the customer.
• Social values: Status symbol
• Epistemetic value : To gain knowledge
 : Suggestions :
1. Some customers complain about Makemytrip not
giving the complete terms of ticket (baggage
allowed, flexibility to change date of travel or cancel
the ticket) before booking the ticket.
2. Some complain about false promises before booking
the ticket.
3. Refunds to credit cards are sometimes delayed.
4. It is believed that calls to customer care in case of
booked tickets is low priority in call queues
compared to calls to buy tickets.
5. There is undue delay in getting service in case of
getting help on already booked ticket.