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.
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