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
Make MyTrip.com, Indias leading an online travel company was founded in the year 2000 by Mr. Deep Kalra offering airline tickets, hotel reservations, car rentals, travel packages and holidays in India. It caters to the Indian Market in the USA, UK and Australia. It has offices in Gurgoan, New York and Sydney. Make my trip is 24X7 on line portal for travel needs. Largest e-commerce company in its year of launch 2000 In Dec. 2007, MakeMyTrip won the best Online Travel Agency in India award from Galileo Express Travel World. Initial focus on NRI customer in US and worldwide with market pot of 1.5 billion USD. Customer base of one million customers and turnover of 280 million in financial year 2007-08 & US $ 500 million (expected) for in the financial yr ending march 2010.

Customer Segments in Indian Travel Market

Indian Travel Market International Travelers

Domestic Travelers

Inbound Travelers (Inbound Market)

Outbound Travelers ( more than 6 millions)

Holiday & Sightseeing

Business Travelers

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
Makemytrip.com Interface Real Time Airline Booking Customer

Offline (after sales) Interface

MMT Sales (CSRs) MMT Ticketing

Hotel Reservation System

Car Rental interface

Fed Ex

Customer Airlines
MMT Sales Consolidators

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

NRI population in U.S and U.K is increasing Consumer life is changing People need service in less time. Indian people are price sensitive Corporate tie-up Global giant companys in this field like Travelocity ,Orbit, Priceline and Expedia. Most of Airlines encouraging direct online purchasing Competitors

Customer

USD 1.5 billion NRI market

world wide Outbound traveling increased by 30 % In India Inbound and Outbound travel market growing 20 % annually.

Context

Company

Deep Kalra is the found the make my trip.com as a Private equity, with investment of 0.4millionUSD. MMT operates as a Two separate entities Make my trip India and Make my trip inc.

mmts marketing Strategy

Customer focus with operational efficiency and customer intimacy.

mmts target Market

More than 14 million NRI Population in U.S., Europe and Asia. More than 9 million Indians customers travel abroad. International and Domestic Holiday packages increasing

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 Respect for People Excellence

Empowerment

MMTs Values

Customer Centricity

Fun@Work

Integrity Accountability

Teamwork

Innovation

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.