Makemytrip Inc.- Marketing Campaign- All you need to know

Makemytrip Inc.

Makemytrip Inc.

Makemytrip Inc. is an Indian online travel company founded in 2000. Headquartered in Gurgaon, Haryana, the company provides online travel services including flight tickets, domestic and international holiday packages, hotel reservations, rail and bus tickets, etc. The company has been recognized as one of India's good travel portals. The company also operates through 65 retail stores across 50 cities in India, along with offices in New York City and Sydney. Makemytrip holds close to 25% market share of the OTA hotel booking segment.

INVESTMENT

spend Rs 100 crore on advertising annually:

Mauritius-based online travel firm MakeMyTrip has infused about $15 million (`100 crore) capital into its India business.

LOSSESS

huge loss of Rs 351 crore in FY16

While its India business contributes about 85% of its global revenue, the Indian subsidiary MakeMyTrip (India) Private Limited incurred a net loss of `351 crore in FY16, down from the net profit of Rs 5.8 crore recorded in FY15.

Growth Factors/ hotel market  Nature:-

highly fragmented,

under-penetrated and

presents significant headroom for growth.

rise in discretionary income,

increased internet penetration

Statistics

In 2004, 30 lacs  inbound travelers were seen visiting India.,  In 2007, this figure is estimated to go up to  50 lacs  at roughly 30% CAGR

Scope for India as travel destination

In 2003, the number of Indians traveling abroad increased by 30% to 4.5 million.

 Airlines receives 15% of their business through Internet sales

. In 2003, revenue generated $26 billion & 12% of travel services.

“With its beautiful natural landscapes, rich cultural diversity, 7500 kilometre coastline and a multitude of cuisines, customs and art that changes every few hundred kilometres – there is no dearth of places to visit as a tourist in India.

#MyIndiaMyTrips is a concerted effort to inspire, encourage and assist more and more Indians to explore their own country as per our Prime Minister’s appeal during his Independence Day address to the nation.”

Target Market

There is no one-size-fits-all  when it comes to hotel choices for Indians - whether you are traveling for business or are holidaying with family – your needs and peeves differ

India’s growing middle class is fuelling the boom in international travel markets.

leisure and small-business traveller coming to India

No middleman involved Customer can choose as per budget & their income Affordable to all class of customers

Media

TVCs that will run on like General Entertainment Channels, HD channels, Hindi Movies, Hindi and English News, Cricket and Regional channels.

 The campaign is Live in English, Hindi, Telugu, Tamil languages and is also available on digital platforms like YouTube and Facebook.

CAMPAIGN FEATURES

high-decibel campaign

high visibility 

impactful presence across mediums,

digital and on-ground marketing activations.

Scope/Opportunity

MakeMyTrip is tapping into the massive opportunity provided by the e-commerce ready users to drive online hotel booking growth.

tap this massive opportunity by providing customer-friendly solutions for international online flights and hotel booking.

Market share

online hotel booking marketplace is only 16% penetrated

Basis of Growth

internet users - 45 Crore customers

 e-commerce  -10 Crore customers

usage of digital payment mediums

company STARTEGY

company’s business strategy focusing on hyper aggressive growth and new user acquisition;

Aim

The campaign aims to reach out to its consumers with yet another compelling reason to book their international travel online with features like – ‘MMT 24×7 Hotline for International flights and hotels’ and ‘international hotels preferred for Indians’.

PEOPELE’S BELIEF

offline Hotel users that they often get the best deals through ‘offline’ negotiations and ‘jugaad’.

USP(Unique Selling Proposition) FEATURES:-

there is no gift more special than a beautiful experience or an unforgettable memory for cherished occasions.

Best Price Guarantee' and ‘Pay at Hotel’ features.

BRAND IMAGE

India’s one-stop-travel shop MMT want to provide the best solutions that go beyond just range and address issues that may crop up during overseas travel.

PRODUCTS;

hotels packages, air tickets, gift cards, bus tickets, rail tickets, car hire and other ancillary travel requirements, it also facilitate access to travel insurance.

– real time booking capability

Offer travel insurance, access to  business lounges

 valuable shopping discount booklets Entire facility of travel V services through Internet.

  Addition to Airline ticket,

MMT offers Hotel booking,

 Holiday packages,

car rentals, trains

cruises for Indian & International destinations.

MMT launched www.indiaahoy.com a B2B site offering Indian Hotels and  tour packages for international

agents Allows online booking and   confirmation,

online Web chat and toll free number.

Provide value added service like a   free drop and pickup cab for its clients

Also offers information visas, passports, insurance, travel & finance

Offers

offering first night free on hotels booked by first times users. across 44,000 domestic hotels

Focus

leisure or business travel to ensure a convenient, hassle-free experience

best serve Indians travelling internationally by focussing on ease and assured assistance

category expansion in the Online Hotels space by bringing down the entry barrier for travellers.

The theme of the campaign addresses the unforeseen issues like end moment change of plans, flight cancellations, assistance during foreign trips for consumers travelling abroad.

MakeMyTrip’s specially designed features allow travellers to have a worry-free travel experience during overseas travel.

Purpose

The campaign aims to reach out to consumers with clearly defined value proposition of online hotel booking on MakeMyTrip - be it for leisure or business travel to ensure a convenient, hassle-free experience.

ad campaign delivers clear message of reliability and perks of booking hotels online over all other means of travel booking.

booking hotel rooms online is a far more convenient method and came with added perks and offers.

PROMOTION

The campaign lists out the wide range of Travel Gift Cards that one can choose for their loved ones, this festive season.

The gift cards are available in many denominations and are redeemable across flights, hotels and holidays. They are available for customization and personalized messaging.

MakeMyTrip is the main sponsor of the SunRisers Hyderabad team this IPL season

like Facebook, Twitter, You Tube, Magazine Sales promotions Festival discount  Round trip ticket discount  Best deal of the month  Special offers to different holiday destination PROMOTION Online website Travel agents Communication Awareness

The campaign #MyIndiaMyTrips celebrates the country’s cultural heritage, rich architectural brilliance, and natural landscapes covering close to 100 destinations of interest for travellers.

The new microsite on MakeMyTrip website is the knowledge hub of domestic destinations, detailing out places with things to see, local activities, food and events in places like Khajuraho, Hampi, Konark, Kumbhalgarh, Gokarna, Varkala, Shillong, Kaziranga, Ranthambore, Ajmer Sharif and Rameswaram among others.

Benefit to Customers

bringing down the entry barrier for travellers

PROBLEMS

Customers are not fools- if they don't see the advertised benefits they will simply close the tab.

Let us say there's a marketing team whose mandate is to generate leads.

They have a set marketing budget (huge sum), have to spend it and generate traffic for the website.

Salesman success is measured on the number of clicks generated, not necessarily on number of bookings created.

MakeMyTrip is wasting its money on useless advertisements. Many of the ads are either misleading or purposeless.

Whoever is managing the marketing spend is either careless or has some hidden agenda.

It is impossible for any airline to fly you to Auckland for Rs 1324, even after assuming this is one way fare n taxes extra etc. The cheapest one way ticket to Auckland from Chennai would cost around 10 times more- INR 11000 to 12000,

2. Promoting Airline sale even after the sale has ended

Vistara sale ended yesterday (13th October) but MMT is still advertising it today (14th October).

Jaipur to Phuket ticket price itself is not likely to cross 20000 in most cases, how can one get 20000 off?

Of course flight ticket sale is a tough job- margins are low, so much competition and many prefer to book directly with airlines. New drama needed every now n then to grab attention. But deception will work only short term. Once customers realize that they're being tricked, in long run they will ignore the brand and both traffic and sales will nosedive.

I suggest Make My Trip correct its ways, pullout misleading ads/take corrective measures.

The aggressive advertising campaigns from the competitor like Expedia can take the MMT market share CHANGES IN INDUSTRY

The airlines might provide substantial discounts on their websites and take MMT out of business if they don’t diversify EMERGING MARKETS

Scope for other Countries

Can MMT’s business model work in other countries, in particular China, Singapore, and the Philippines? Are there any differences in consumers and segments in these countries that would render the model inadequate? What might need to be changed in other countries? Could MMT expand in a modular manner by replicating their business with overseas residents of other countries?

Technical

Ø  An online travel company, MakeMyTrip, uses Zabbix to monitor their hybrid infrastructure in cooperation with other tools like OpenTSDB, Kafka, Elasticsearch and Grafana.

Ø  Zabbix is in charge of generating alerts and keeping MakeMyTrip up to date with the status of virtual machines, datacenters, private and public clouds.

Ø  MakeMyTrip's infrastructure is spread out over datacenters, public and private clouds and comprise both bare metal as well as virtual machines.

Ø  The key tools are Zabbix for alerting, a 6-stage pipeline for collecting, aggregating and storing metrics built out of open source tools like OpenTSDB, Kafka, Elasticsearch and Grafana along with some home grown ones.

Pepsi’s Camapign- Swag Se Solo Campaign (Salman)

Pepsi’s Camapign-  Swag Se Solo Campaign (Salman)

Pepsi:- Pesicola :-  Anthem marketing for  Youth (Single)

Swag Se Solo rejoices the confidence of the Indian youth and encourages them to unapologetically embrace their relationship status.

https://www.youtube.com/watch?v=3AGynjBeKQE
https://www.youtube.com/watch?v=3AGynjBeKQE

Deep Inside Meaning

Being single and owning it,

One of the most important relationships is the one we have with our self.

Having a little alone time and self-indulgence every now and then is just as important as celebrating with others.

https://www.youtube.com/watch?v=3AGynjBeKQE
swag se solo advt

Focus of Pepsi

Anthem is an extension to the brand’s youth-centric campaign,

Pepsi’s global genes, pride and new generation.

 Pepsi’s youth-centric campaign ‘

Pepsi is focusing on Anthem marketing

Salman Khan Feelings:-

Brand ambassador and Actor, Salman Khan, said, “I have a good feeling about Swag Se Solo, given the anthem is relatable to me, and to the generation of today, who is extremely confident, has the right attitude and doesn’t shy away from being who they really are. We had fun shooting this song and I am happy to be associated with Pepsi, a brand that focuses on the youth.”

Campaign Highlights:-

GenZ’s attitude towards life and relationships

Purpose for making this Campaign

Music was the best way to engage with the nation.

celebrate Single youth's confidence, and empower the youth of today who is single by choice

We want to rejoice the youth of today with music and urge all those who are single to embrace their relationship status with self-confidence, unshakeable self-belief and irrefutable Swag.

Details of Campaign (Creativity)

Created by Wunderman Thompson,

Composed by Tanishk Bagchi and choreographed by Remo D’Souza,

JWT.

Association - T-Series

Released on February 10 in association with T-Series,

Time duration of Advt- during Valentine's week

Media - TV, social media, Ganna.com,  youth platforms such as YouTube, TikTok, video, and audio streaming apps, radio and TV

Research Findings Before Campaign designed:-

As per the Research At least 7 out 10 Indian men in the age group of 15-30 years are single.

Youth do not shy away from embracing their relationship status as they are effortless,has self-belief, found in  the study.

 The sentiment of embracing singlehood is found globally simllar and in both gender

Concept

Promotional Strategy

conceptualising brand anthems.

Why this campaign is launched

Pepsi is FMCG product so need everyday Advertizing for Memory and recall for Purchasing product

Pesi needs to be being top of mind at all times is very important.

The brand should be currently visible and must make noise in FMCG sector

People usually forget brand purchase after some time if brand is not on top of the mind

FMCG product  need struggle to stay relevant among the youth

The association of any particular celebrity in this category is weak so that association doesn’t last very long.

 Salman Khan :- Credentials

Salman Khan is known to have a strong connect across generations and genders.

His dynamic appeal is equally strong in urban and rural markets

 Salman Khan  is a youth icon for youngsters across the nation.

Logic behind the Campaign:-

Music was the best way to engage with the nation.

" Based on the consumer insight that at least 7 out 10 Indian men in the age group of 15-30 years are single the brand decided to work with Salman  Khan for this campaign.

Swag se Solo as a proposition fits pretty well with Salman Khan, whose bachelorhood has been a topic of discussion and interest since decades

Each brand tries to build a Brand Personality.

The ingredients include the script, the positioning, the role played by the celebrity and the complete tangible and intangible package.

In this case, using the brand’s (logo) and brand personality symbol (bracelet) and the unique style of dancing, keep it different from earlier ads in the category.

This song and dance are refreshing, even though the person is familiar, the brand personality is unique.

Elements like swag, the dance and the bracelet and the sign of the hand, differentiate it while maintaining the entertainment, memorability value,”

campaign encourages Youth to unapologetically embrace their relationship status.

Nothing wrong in taking Salman Khan, even though he might be over 50.

He connects and appeals to a huge population of youth, especially in the small towns. They all worship him.

not be the most ideal scenario, it can be taken as an interesting take, an interesting contrast too

Salman Khan Has Done Advertisement for Coca cola - Thumsup & Pepsi

Just as in films, the same actor plays different roles, in different eras, the same brand ambassador may be accepted by consumers if the treatment and situation are different.

Positive points of pepsi

Pepsi is a brand that understands the pulse of the youth and we have always tried to engage with the young generation

Promotion media

Reason for the Advt/promotion

Music was the best way to engage with the nation.

Pepsi celebrated the single community

Rejoicing Gen Z’s attitude towards life and relationship

Previous campaign

Har Ghoont Mein Swag’ anthem, which featured Bollywood actors Tiger Shroff and Disha Patani, and rapper Badshah

‘Har Ghoont Mein Swag’ campaign   led to the campaign garnering 3 billion views with consumers coming up with their own take on the challenge.

Har ghoont mein swag -Pepsi used TikTok to rollout the ‘Swag Step Challenge’ which generated over 5.4 billion views and one lakh user-generated content.

Target Market:-

Youth of today who is single by choice

No one talks about people who are single and Pepsi wants to resonate with that audience

The firm targets Generation Z, that consists of young onsumers belonging in the age group of 18 and 24 years.

 Youth of today who is single by choice.

New trend of millennials preferring to be self-partnered.

Based on the consumer insight that at least 7 out 10 Indian men in the age group of 15-30 years are single.

all those who are single  in status with self-confidence, Firm self-belief and high on  swag

 Next generation, who is extremely confident, has the right attitude and doesn’t shy away from being who they really are.

 

Impact

whole country will be dancing to the beats of the anthem

witnessed massive success with over 100 million views on YouTube. Pepsi’s #SwagStepChallenge

Created a record of 51  billion hits on TikTok and the recent

Swag Se Solo challenge had over 5 billion hits with over 50,000 videos

The thought is nice. The connect is nice.    The song/anthem is also nice,  

Disadvantages of Campaign :-

first feeling I got was that Pepsi has launched a deodorant.

His endorsement of Pepsi is not likely to yield results for the brand immediately

Wedon’t get the beverage feel of the brand. Wedon’t get the macho feel of the star.

Both the brand and the celeb have done great work individually, but this quite doesn’t come together.

It is Evident dilution of Pepsi’s global genes, pride and new generation.

One such example is the use of the 53-year-old actor, trying to woo millennials with a swag

Problems

This category of soft drinks is a low impulse involvement category.

Often brands don't understand the reasons for their own Buying Propensity, or why their consumer is keen to buy them.

Salman's connection with Taste the Thunder had been long standing and iconic

Only aiming it at Salman’s north-skewed fan base. Which again doesn’t make much sense.

 In any case, there is very little differentiation in the category

To most people whichever is the most top of mind brand tends to be the one that most people ask for.

Salman Khan is the sum of all the Colas and drinks he has advertised in the past, so there sure is a dilution

Way back in 1985/86 there used to be a soft-drink brand called Sprint launched by the UB group.

This was before Coca Cola and Pepsi. 34 years ago too Salman Khan was associated with this soft drink brand too.”

It is highly driven by advertising and therefore being top of mind at all times is very important.

The association of any particular celebrity in this category is weak so that association doesn’t last very long.

With the consumers, they would not even remember the ads Salman Khan appeared on earlier.

The brand should be currently visible and making noise.

Once that dies down the top of mind awareness also comes down.

use of the 53-year-old actor, trying to woo millennials with a swag

The only connect here is the conversation about Salman Khan's love life that is five to seven years old.

It's not the most catchy or sticky anthem. But it's not bad either."

Reference/bibliography/source

https://brandequity.economictimes.indiatimes.com/news/marketing/brand-equity-exclusive-pepsi-launches-new-anthem-swag-se-solo-with-salman-khan/74056765

https://www.exchange4media.com/advertising-news/can-salmans-swag-se-solo-add-more-fizz-to-pepsis-biz-102601.html

https://www.campaignindia.in/tag/swag%20se%20solo

https://www.adgully.com/pepsi-s-valentine-s-day-anthem-crosses-100-million-view-on-youtube-91185.html

https://www.adgully.com/pepsi-s-valentine-s-day-anthem-crosses-100-million-view-on-youtube-91185.html
https://telanganatoday.com/salmans-swag-se-solo-launched-for-singles
https://www.livemint.com/industry/media/pepsi-celebrates-singlehood-with-salman-khan-campaign-ahead-of-valentine-s-day-11581332530206.html
https://www.outlookindia.com/newsscroll/salmans-swag-se-solo/1730319
https://www.buzzincontent.com/story/pepsi-launches-music-video-swag-se-solo-single-with-brand-ambassador-salman-khan-ahead-of-valentine-single-s-day/
https://www.financialexpress.com/brandwagon/pepsi-comes-back-with-a-swag-promotes-singleton-this-valentines-day/1862408/


https://www.bhaskarlive.in/putting-a-twist-to-the-week-of-love-pepsi-launched-its-swag-se-solo-anthem-today/

https://www.showboxchannel.com/watch-salman-khan-stars-in-pepsis-new-anthem-swag-se-solo/

https://filmymarkets.com/salman-khan-to-feature-in-the-new-pepsi-anthem-swag-se-solo/

https://brandinginasia.com/salman-khan-celebrates-being-single-with-swag-in-pepsi-ad-leading-up-to-valentines-day/


https://www.designyatra.com/love-on-the-billboard/



https://thetechoftomorrow.com/salman-khan-to-feature-in-the-new-pepsi-anthem-swag-se-solo/



https://in.news.yahoo.com/pepsi-comes-back-swag-promotes-054131994.html

https://bestmediainfo.com/2020/02/this-valentine-s-day-celebrate-all-kinds-of-love/

Source: Campaign India

Hyundai Kona

Hyundai Kona

Hyundai Kona

imp points

Hyundai Kona electric vehicle is priced at Rs 23,71,858 (ex-showroom).

The Kona EV has an ARAI-certified range of 452 km on a single full charge.

Hyundai Kona is powered by a 39.2 kWh lithium-ion polymer battery.

The Kona is assembled at Hyundai’s Chennai plant.

Sales

Hyundai Motor India has delivered four Kona electric vehicles to Energy Efficiency Services Ltd (EESL).

This is part of a 10-car order that Hyundai received from the state-run enterprise around the time when Kona was launched in India.

Last year, 5.6 million EVs were sold globally, of which  2.8 million were sold in China.

Hyundai has already sold over 300,000 electric cars worldwide and knows that what happens elsewhere in the world will also happen in India.

Sales

Overall, the carmaker has received more than 300 orders across the country for Hyundai Kona.

 It has supplied 150 Kona electric vehicles (EVs) to the customers by now.

The production of the Kona EV is not at par with the demand since its battery has to be imported from Korea, and the car has a high demand in Korea itself.

price

Hyundai Kona was launched in India on July 9 for a starting price of Rs 25.30 lakh (ex-showroom).

The price was later reduced by Rs 1,58,142 to Rs 23,71,858 (ex-showroom).

The price cut came in the wake of the government lowering GST on EVs from 12 per cent to 5 per cent.

 Hyundai is looking forward to increasing the localization of parts for the SUV to bring the costs down.

Specification

The Kona EV comes with a permanent-magnet synchronous electric motor, powered by a 39.2 kWh lithium-ion polymer battery.

The motor produces 136 PS and 395 Nm of peak torque. It can make 0-100 kmph in 9.7 seconds.

 There are four driving modes -- Eco+, Eco, Comfort and Sport.

There are paddle shifters for adjustable regenerative braking. The ARAI-certified range of Kona is 452 km on a single full charge.

Hyundai Kona comes with features like intaglio patterned front grille having integrated charging port, split-type headlamp set-up with LED headlights, LED DRLs, LED taillights and skid plates. Other features include 17-inch alloy wheels, roof rails, slim brake lights, turn indicators and reverse lamps.

Charging

An AC (alternating current) device will give a full charge in 6 hours but a portable DC quick charge device (provided with the car) can provide an 80% charge in just 57 minutes.

Best of all, the electric consumption for a full charge will be just 39 units of electricity that would roughly cost just 20% the price of equivalent power from a diesel engine.

Battery

Buyers who are concerned about the life of the lithium-ion battery pack can be reassured that battery technology has improved so much that Hyundai is offering a huge 8-year warranty with unlimited mileage in addition to the 3-year warranty on the complete car.

Record Performance

Guinness World Record for driving a Kona Electric at a peak altitude of 5,731 meters (18,802 feet), the highest altitude reached by an electric car

The record was performed at Sawula Pass in Tibet.

Competition

the only other two fully-electric cars sold are the Mahindra’s electric Verito and Tata’s electric Tigor.

Tata Motors, Mahindra, Maruti Suzuki, MG Motors are a few manufacturers that are looking to electrify their Indian line up.

Hyundai Kona Electric
Starting MSRP	$36,490 (without $7,500 federal tax credit)
Tiers	SEL ($36,450) Limited ($41,150 adds sunroof, leather seats, LED headlights) Ultimate ($44,650 adds 8-inch color touchscreen, Heads-up Display, Smart Cruise Control with Stop & Go)
All-electric Range (battery size)	258 miles per full charge (64 kWh)
Level 1 Charging Time (120V)	2.5 days
Level 2 Charging Time (240V)	9 hours and 35 minutes
DC Fast Charging Time (SAE Combo / CCS connector)	80 percent in 54 minutes
MPGe*	120 combined city/highway
Seats	5
Warranty	Lifetime Electric Battery Warranty
Awards	North American Utility Vehicle of the Year™
0 to 60	6.4 seconds
Other Features	201 horsepower and 290 pound-feet of torque  19.2 cubic feet of cargo space (45.8 with seats lowered)  Android Auto™ & Apple CarPlay®   Blind-Spot Collision Warning   Forward Collision-Avoidance Assist