Market Mix Analysis on

Marketing Assignment in Unitedworld school of

Business
Presented by:
Meghashree

11/21/16

Market Mix Analysis MakeMyTrip.com

Basic information
MakeMyTrip.com is Indias leading
online travel company
Founded in the year 2000 by Deep
Kalra.
Make my trip created a revolution in
the field of travel industry of India.

11/21/16

Market Mix Analysis MakeMyTrip.com

MakeMyTrip.com : The Business

Model
Jet
Airways

Kingfishe
r

Spicejet

MakeMyTrip.com

Tech-Savy
Customer
s

Travel
Agents

11/21/16

Non-Techsavy
Customer
s
Market Mix Analysis MakeMyTrip.com

Marketing Mix Analysis

In the next few slides, the below parameters will be used to understand
the marketing mix that Is being used by maketrip.com to attract its
discerning and informative traveler of today

4 PS
4 OS
PRODUCT OBJECT
PRICE
PLACE
PROMOTI
ON
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4 AS
ACCEPTIBILIT
Y
OBJECTIVE
AFFORDABILI
TY
ORGANIZATI ACCESSIBILI
ON
TY
OPERATIONS AWARENESS

Market Mix Analysis MakeMyTrip.com

4 CS
CUSTOMER
NEED
COST TO USER
CONVENIENCE
COMMUNICATI
ON
4

4 Ps Analysis
PRODUCT International and Domestic air tickets

Hotel Packages to different destination within India and

international
Hotel booking in different destination both within India and
International destination
Railway ticket
Private and taxi rentals
MICE (Meetings. Incentives, conferences and Exhibitions)

PRICE

Showing the best price offers the customers can get in

different airlines/railways/buses/cars.
agents are not allowed to take extra commission.

PLACE

Internet marketing /e-business.

Dedicated 24X7 customer care support and they have
offices in 20 cities across India and 2 international offices in
New York and San Francisco.

PROMOTI Promotion in all social sites like Facebook, Twitter, You

tube,News papers, Magazine.
ON

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Sales promotions:
by giving festival discounts,
round trip tickets discounts,
best deal of theMarket
month
Mix Analysis MakeMyTrip.com
special offers to different holiday destination

OBJECT:
Travelling tickets

ACCEPTIBILITY:
High chance of
acceptability since , it
makes,
Travel easy
Save money
Save energy
Save time

CUSTOMER NEED:
To make travel easier
and convenient.

P
RI
C
E

OBJECTIVE:
Make tickets easily and
quickly available for the
customer

AFFORDABILITY:
Affordable to all class of
travelling customers.
Customer can choose as
per their budget or
income

COST TO USER:
Customer can search for
the best deal for his
travelling as per his/her
requirement.

P
L
A
C
E

ORGANIZATION:
E-Commerce B2C
B-Commerce B2B

ACCESSIBILITY:
Internet
Travel agents
Customer service
executive

CONVENIENCE:
mode of payment.
Anywhere, anytime,
anyplace get the tickets
No more long queues

AWARENESS:
Word of mouth
Online adds
Market Mix Analysis TVC
MakeMyTrip.com
News papers

COMMUNICATION:
Best customer support in
booking /cancelling
bookings/ printing E 6
tickets etc

P
R
O
D
U
C
T

P OPERATIONS:
R Online websites
O Travel agents
M 11/21/16

3 PS OF SERVICE MARKETING

PEOPLE

No direct relationship between customer and

employee, it is mostly a self service marketing.
For the customers who dont know internet
handling ,travel agents are available (who are like
distributors/dealers)
24x7 customer care service.

PHYSICAL
EVIDANCE

Make my trip is offering best customer care service

in support of Booking/cancelling booking/Printing Etickets/Checking Refund status/make a payment.

PROCESS

They follow easy process/simple process of booking

tickets like filling up customer name, phone number,
address etc
Mode of payment is possible by any bank cards bank
debit/credit cards.

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Market Mix Analysis MakeMyTrip.com

APPLICATION OF MARKETING MIX (i) Customer Life

Cycle

PROSPECTS

To attract prospects they have:

Introduced new products like holiday packages both
domestic and international, honeymoon packages etc.
Promotions in news papers, social sites ,TVC about
there best discount offers

FIRST TIME
BUYERS

To make the prospects their first time buyers

They show the best travel offer available to the
customer so that the customer can do their travel
planning as per their budget .
Provide Hassel free service

EARLY
REPEAT
BUYERS

To make their first time buyers their early repeat buyers

Show comparatively less price or same price compared
to other travelling web sites like ixigo,irctc.com etc.

CORE
CUSTOMERS

To make their early repeat buyers their core customers

The registered members of makemytrip .com are
entitled to savings and benefits on air fare, hotel
reservation ,holiday packages , car rentals among other
travel services.
In addition to this they are provided monthly news
Market Mix Analysis letters and exclusive
promotions offer on special deals.8
MakeMyTrip.com

11/21/16

ARA (ACQUISITION/RETENTION/ADD ON
SERVICES) Mobile service
ACQUISITIO
N

RETENTION

ADD ON
SELLING
11/21/16

MICE
B2B
Holiday packages
Honeymoon packages
Customer gets additional services like visa processing.
Offers site maps of the destination
Feedback by the customers:
Gives an opportunity to the customers , so that they
can write there
experiences.
Gives and opportunity to other fellow customers to
know about
travel experiences
They give customer total payment security.
They provide customers total privacy policy.
They have extended there service from flight tickets
booking to
Railway tickets
Bus tickets
Market Mix Analysis Holiday packages
in India and International
MakeMyTrip.com