Presented By

Ajay Kumar Gupta

Abhay Kumar
Prince Nishad
Brijesh Kumar
PGDM (2008-10)
Marketing & HR
ICBM-School of Business Excellence
Hyderabad, India

The Tourism Market in India

According to the Travel & Tourism Competitiveness Report 2009
brought out by World Economic Forum, India is ranked 11th in the AsiaPacific region and 62nd overall in a list of 133 assessed countries in 2008.
In terms of travel, India stands 9th in the index of relative cost of access
(ticket taxes and airport charges) to international air transport services,
having almost the lowest costs in the world.
The contribution of travel and tourism to gross domestic product (GDP)
is expected to be at 6.0 per cent (US$ 67.3 billion) in 2009 rising to US$
187.3 billion by 2019.
The ministry is planning to develop three niche products wellness
tourism, caravan tourism and helipad tourism this year.
According to the Tourism Ministry of India, foreign tourist arrivals
(FTAs) during June 2009 were 341,000 as compared to FTAs of 340,000
during the month of June 2008. There has been an improvement in the
growth rate of FTAs in June 2009 (+0.2 per cent) as compared to May
2009 (-1.9 per cent), in fact, a positive growth has been witnessed for the
first time in 2009.

The Service Industry

Transportation services
Communication services
Financial services (banking, insurance,
real estate etc.)
Tourism services
Health services
Auto repair services
Business services
Legal services
Government services
Education

Introduction of

Customer Segments in Indian

Travel Market
Indian Travel
Market
Internationa
l Travelers

Inbound Travelers
(Inbound Market)

Holiday &
Sightseeing

Business
Travelers

Domestic
Travelers

Outbound Travelers
( more than 6
millions)

Conference
attendance

Visiting friends
& Relatives
(VFRs)

Students

Marketing mix for services

MakeMyTrips Products
International and Domestic Air Tickets, Holiday

Packages and Hotels

Domestic Bus and Rail Tickets
Private Car and Taxi Rentals
MICE (Meetings, Incentives, Conferences &

Exhibitions)
B2B and Affiliate Services

MakeMyTrips Price
MMT offers competitive economical prices for
tour packages and moreover price is linked with
advance booking also.
It aimed to offer a range of best-value products
and services along with cutting-edge
technology and dedicated round-the-clock
customer support.

MakeMyTrips place
MMT has created a network of offices in New
Delhi, Mumbai, New York and Sydney.
Appointed franchise in all major cities of US, UK,
Australia, UAE and India

MakeMyTrips promotion
MMT offers travel insurance and Business
Lounges in India and overseas for all travelers
MMT provides valuable shopping discount
booklets
MMT provides pick up and drop services for all
air travelers.
Promoting services with strategic alliances with
brands like Coke, Sify.com, Maruti Udyog and
Nokia etc.

MakeMyTrips people
An essential ingredient to any service provision is the use of
appropriate staff and people. Recruiting the right staff and
training them appropriately in the delivery of their service is
essential if the organization wants to obtain a form of competitive
advantage.
Consumers make judgments and deliver perceptions of the
service based on the employees they interact with. MMT Staffs
have the appropriate interpersonal skills, aptitude, and service
knowledge to provide the service that consumers are paying for.
Most trusted name in the industry, MakeMyTrip's spectacular
success is in no small part due to the unblinking vision of its
senior management team and the dedication of its employees.
MakeMyTrip employs over 700 Trippers from the travel, tourism,
hospitality and technology industries.

MakeMyTrips process
The process mix constitutes the overall procedure
involved in using the services offered by the MMT. A
process should be such that the customer is easily
able to understand and easy to follow.
The smaller and simpler the procedure, the better
the process, and the customer will be more satisfied.
It Refers to the systems used to assist the
organization in delivering the service.

MMTs Business Model & Operations

Online Interface
With MMT

Ba
ck
e
n
d

O
p
er
at
io
n

Customer

Makemytrip.co
m Interface
Real Time Airline
Booking

Offline (after sales) Interface

Hotel Reservation
System

MMT Sales
(CSRs)

Car Rental
interface

MMT
Ticketing

Fed Ex

Customer

Airlines

Consolidators

MMT Sales

MMT
Operation

Web Site
Content

Car Rental

Hotels

Tour
Operation

Net Carrots

MakeMyTrips physical
eveidence
Physical evidence is the overall layout of the
place i.e. how the entire MMT office has been
designed. Physical evidence refers to all those
factors that help make the process much easier
and smoother.

Situation Analysis of Travel

Market using 4C Framework

MMTs Marketing MMTs Target

Market
Strategy
Customer focus
with operational
efficiency and
customer intimacy.

MMTs Advertising
& Communication Strategy
MMTs advertising and communication strategy
on three pillars--1. Convenience of 24/7 service
2. Reliability
3. Competitive Pricing
Promoting services with strategic alliances with
brands like Coke, Sify.com, Maruti Udyog, Nokia
etc.

MMTs Positioning
MMT position as a single portal for all travel and
accommodation needs. Its appeal reliable travel
booking with Excellency.
MMT aims to position itself total provider
solution with convenience as key drive its
strategy to attain the cost leadership which will
help is to sustain growing competition in the
future.
Being the entrant and cost leader the company
will able to achieve sustainable advantage.

MAKEMYTRIP VALUES
Passion
for
Winning

Excellen
ce

Respect
for
People

Empowerme
nt

Fun@Wor
k

Custom
er
Centrici
ty

MMTs
Values

Accountabili
ty
Teamwor
k

Innovatio
n

Integri
ty

Review and Control Strategy

All calls are recorded & periodically examine to
improve the quality output of customer care
executives.
Each web chatting and emails are saved in
MMTs system for constant monitoring of the
service quality give to the customer.
MMT from a dedicated set of executive to
service sophisticated corporate and general
sales business.

MMTs Contingency strategy

MMT anticipates periodic analysis on customers
behavior and critical market strategy. It will to
help new marketing, sales and new products.
To improve the operational efficiency and
technological advancement MMT has plan to
invest money.