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FOUNDER

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 THE MBA IS A WONDERFUL DEGREE. YOU CAN EITHER USE IT AS A NOOSE, OR YOU CAN USE IT AS A INSURANCE. I WOULD ALWAYS TEND TO USE IT AS A INSURANCE

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CAREER

BA from St Stephen's college, and then an MBA from IIM Ahmedabad Deep joined ABN Amro worked for three years in banking and explored various options in marketing He joined AMF Bowling, which pioneered the concept of bowling alleys in India Later an exciting opportunity came

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NICHE MARKETING

MMT was launched in the US in 2000 to cater to the niche US-to-India travel market. foremost online travel service provider in the US-to-India market NRIs could book tickets to India online or could call travel consultants who were available 24x7 on the US toll-free 1800-India-10.
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Makemytrip.com Ad - US [www.keepvid.c

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MMT IN INDIA

launch of the Indian website in September 2005. a strong indication of a healthy growth for travel products/services in India. MMT identified the gap between demand and supply Low-cost carriers had made air travel cheaper The airlines move to e-ticketing also paved the way for travel e-commerce

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BUSINESS MODEL

MMTs business model is a simple B2C The customer could use either MMT website or its call centre to book air tickets, hotel rooms, and travel packages. the company believed that its own products would generate adequate revenue to successfully run the business model
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Headquartered in New Delhi, MMT had

INDIAN CONSUMER

Indian consumers are spending 15.6 per cent of their annual earnings for vacation/eating out consumers in the age group of 45-58 years were spending maximum on vacations Indian consumers have moved towards using financial cards for their purchasing activities and the most 5/5/12 popular mode of payment was the

SEGMENTATION

Broadly divided into two major segments: personal travel and tourism and business travel The personal travel and tourism could be broadly categorized as (i) those in which personal funds are spent and (ii) those which involved vacation at companys budget. One of the significant drivers of growing corporate travel was the 5/5/12 strong growth of IT and IT enabled

INTERNET USAGE
YEAR 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2009
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Users

Population

% Pen. 0.1 % 0.3 % 0.5 % 0.7 % 1.6 % 2.1 % 3.6 % 4.5 % 3.6 % 3.7 % 7.0 % 6.9 %

1,400,000 1,094,870,677 2,800,000 1,094,870,677 5,500,000 1,094,870,677 7,000,000 1,094,870,677 16,500,000 1,094,870,677 22,500,000 1,094,870,677 39,200,000 1,094,870,677 50,600,000 1,112,225,812 40,000,000 1,112,225,812 42,000,000 1,129,667,528 81,000,000 1,156,897,766 81,000,000 1,173,108,018

2010

MARGIN STRUCTURE

revenues were about 14 per cent of the gross sales 4-8 per cent on air tickets, 8-12 percent on hotel bookings, 12-14 percent on both domestic and international holiday packages.

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COMPETITIVE ENVIRONMENT

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VIRTUOUS CYCLE

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POSITIONING

objective of the positioning strategy was to occupy space in the mind of the customer as the lowest air fare provider in the country.

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VALUE PROPOSITIONS

Empowering the travellers with rich information Providing opportunity for instant booking with real time purchase of all travel products, tickets delivered at doorstep Ensuring transparency and reliability Ensuring convenience of buying anytime and anywhere

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PRODUCT OFFERINGS

Air tickets Hotel reservations Car/Taxi bookings Holiday packages Road-trips Weekend breaks B2B services
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ADVERTISEMENT

Had spent approximately Rs. 30 million in advertising and marketing activities 40 per cent on TV, 30 per cent on the Internet, 5 per cent on outdoor, 5 per cent on print, 5 per cent on below the line (BTL) 5/5/12 advertising,

CHALLENGES
the number of players was expected to increase and competition would be coming into its own. Low internet penetration in India was making the business more difficult for OTS to reach the mass market. Suppliers were selling their products online; hence they would be posing the biggest challenge to MMT and the 5/5/12 intensity of competition would increase

GDP: Total Contribution The total contribution of Travel &Tourism to GDP, including its wider economic impacts, is forecast to rise by 8.8% pa from INR3,680.4bn (4.5% of GDP) in 2011 to INR8,523.1bn (4.9%) by 2021.

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Employment: Total Contribution The total contribution of Travel & Tourism to employment, including jobs indirectly supported by the industry, is forecast to rise by 2.3% pa from 37,655,000 jobs (7.5% of total employment) in 2011 to 47,480,000 jobs (8.1%) by 2021.
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INTERNET ADVERTISEMENT

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PRINT ADS

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OUTDOOR ADVERTISEMENT

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REFERENCE

http ://www.financialexpress.com/news/makem www.makemytrip.com

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