Case study of MMT for Internet Marketing

1. Abba Sharma S001
Abhishek Kumar S002
Lokesh Kumar S027

3. Deep Kalra
Founder & CEO, MakeMyTrip.com There was
a time when Indian families would plan their
annual trip six months in advance, after
spending long, sweaty hours queuing up in
front of ticket booths. It sure wasn’t easy.
Today, the rise of Internet credibility coupled
with falling rates of air travel has helped
OTAs catapult to glorious success. And with a
turnover of Rs 2,200 crore, MakeMyTrip.com
has been a pioneer in the OTA success story.
With over 50 percent market share, it’s the
single most recognized and trusted player in
the OTA(Online Travel Agency) industry

4. HISTORY
• Founded by Deep Kalra in the year 2000 in US and then extended in India in 2005.
MakeMyTrip is the largest online travel company in India and is second largest
most visited travel website after IRCTC..
• They sell over 12,000 flight tickets, 1000 hotel room nights and over 100 holiday
packages every day. They fall under B2C business model in which they provide
online booking of tickets to their customers as their product and wide variety of
services round the clock on a single click of mouse.
• MMT recorded sales of Rs. 1000 crore and break even in 2008.
• A 50% growth was a stunning achievement for a company less than ten years old.
• MakeMyTrip.com soon diversified its online travel offerings to include domestic
and international holiday packages and tours, as well as domestic and
international hotels.
• It aimed to offer a range of best-value products and services along with cutting-
edge technology and dedicated round-the-clock customer support

5. IBEF/ Google Report
• India’s online travel market stood at $40 billion in
May 2016, as per an IBEF report.
• Google India-BCG report has projected
the overall Indian travel market to reach $48 Bn
by 2020 at a CAGR of 11%-11.5%.and will
account for almost 43% of the total travel
category in the country.
• Online travel bookings in India, which include
both flights and hotels, are estimated to increase
at a compound annual growth rate (CAGR) of 16%
during the six-year period between 2015 and
2021, according to the report.

6. Official Website of MMT

7. MakeMyTrip’s Offerings
• Domestic and International Air Tickets,
• Railway Tickets
• Bus Tickets
• Hotels Bookings
• Holiday Packages
• Private Car and Taxi Rentals
• B2B and Affiliate Services

8. 7
Multiple Brands & Comprehensive Products: Expanded Customer Reach
37 Million Transacted Customers (Life to Date)

9. Market Share
MakemyTrip,
31.
Goibibo
28%
IRCTC
23%
Cleartrip
10% Yatra
7%
Percentage

10. Major competitors
1. Goibibo 27.4%
2. Cleartrip 9.6%
3. Yatra 7.6%
MakeMyTrip and GoIbibo have emerged as market leaders in the online travel category,
capturing 31% and 27.4% market share, respectively, as on July 2017, as per a research
report by Kalagato. Homegrown ticket booking platform IRCTC followed in the third spot
with 22.9% market share on the back of app installations. Cleartrip and Yatra were fourth
and fifth, respectively, with 9.6% and 7.3% market share.

11. 5
Source: 1IMF World Economic Outlook, Real GDP Growth 2CIA World Factbook 2018 estimates;
*Internet Live Stats Dec 2017, IAMAI estimates for India Internet users in 2018, India’s Trillion
Dollar Digital Opportunity”
45%
32%
30%
49%
52%
59%
6%
16%
11%
Age0–24 Age 25–64 Age65+
Fastest GrowingLargeEconomy1 Largest Young Population(2018)2
2022E2018
224
663
478
US China India India
2nd Largest Base of
Smartphone Users(in millions)
96%
55%
37%
60%
US China India India
2022E2018
Growth Drivenby
Low InternetPenetration
312
772
500
850
US China India India
2022E2018
2nd LargestBase
of Internet Users(in millions)
Macro Growth Drivers Provides Long Term Growth Opportunities
2018 2019
7.3% 7.5%
6.6% 6.2%
2.9% 2.5%
829

12. 6
Large Domestic Travel Market with High Growth & Underpenetrated Segments
 3 Largest Aviation Market by 2022
 Liberal Open Sky Policy
 UDAN Regional Connectivity Program
 52 Consecutive Months of Double Digit Growth
 Pending deliveries of 1,000+ aircrafts by domestic airlines
 190-200 operational airports by 2040
2X current operational airports
Online Hotel Booking
India domestic hotels Supply:
 Line of sight to over 100k Properties
 2 million rooms, growing about 10% p.a.
 Average occupancy rates in 60%
Current Online Penetration Rates:
15% going to 30% by 2020 perBCG-Google
Low penetration of hotels booked online
relative to developed markets presents large growth
opportunities
27.2 27.3
28.9 28.8
32.2
33.8 34.7 34.3
36.2
15.0
20.0
25.0
30.0
35.0
40.0
50.0
45.0
MillionsofDomesticPassengersFlown
Online Flight Ticketing
Source: DGCA.nic.in
YoY
Growth %
India China EU US
10% - 15% 25% - 30% 41% 46%
Source: Morgan Stanley India Internet: Chart of the Week: Online penetration of
hotel bookings is low and has room to grow
OND JFM AMJ JAS OND JFM AMJ JAS OND
2016 2017 2017 2017 2017 2018 2018 2018 2018
23% 19% 18% 15% 18% 24% 20% 19% 12%
Source: Vision 2040 for the Civil Aviation Industry in India – KPMG Jan 2019

13. B2C BUSINESS MODEL
Call 1860 500 5566

14. BUSINESS MODEL
OFFERING
INTERFACE
SEARCH ENGINCE
BOOKING FACILITY
CRM
AIRLINE TICKETS
HOTEL RESERVATIONS
HOLIDAY PACKAGES
RAILWAY TICKETS
BUS TICKETS
CAR RENTALS
CUSTOMER CARE
SUPPORT
MAKEMYTRIP.COM
MAKEMYTRIP STORE
WEBSITE INTERFACE
TRAVEL EXECUTIVES
CALL CENTERS

15. Traffic Overview

18. Top Referring Sites

19. Social Media Traffic

20. Organic and Paid Search

21. Social media Strategy of MMT
• On Facebook, the company official page has 15,59,116
likes and content are posted on regular basis to keep
the customers engaged on the page and let them know
about the offering s and campaigns.
• They have a healthy number of followers on twitter
also. The company joined Twitter in 2009 and in the
small span of time they have above 27, 517 active
followers. The company keeps on updating their page
with various offers and contests and the users keep on
participating in the contest.
• Such contests and campaigns help them to increase
their reach ability and boost up the sales with special
offers, discount coupons and freebies.

22. Video marketing Strategy
• Video marketing is one of the newest ways to promote
any business using the texts and images related to the
business and its products. The videos are then
uploaded on video sharing sites or are advertised on
different websites for promotion. Here are some video
marketing stats provided.
• MakeMyTrip official channel on Youtube has 5775
subscribers with 15 lacs+ views registered till date for
562 videos posted by the brand. The YouTube channel
consists of all the TV Commercials released by the
brands, along with videos covering travel destinations,
hotels and accommodations.
• The company has utilized the video sharing site
Youtube efficiently and has taken it as the second
screen after the TV commercials ads.

23. Posts with videos attract three times as many inbound links as plain text
posts. Thus, 62% of marketers use video in their content marketing.
Two-thirds of firms plan to increase spending on video marketing in the
coming year.

24. Mobile Apps

25. 12
Mobile Focused Approach Continued Reach & Growth
MobileAir
Ticketing
67%
Mobile Bus
Ticketing
66%
Mobile Hotel
Booking
80%
*FY2019 Q3mobile transactions as%of total
Tapping into next
100 million
new Internet
users via Train
Multiple Payment Options
Mobile Train
Ticketing
96%

26. 13
A.I. + Machine Learning + Big Data Driving Improved User Experience
AI Chatbots for Booking
& Post Sales Support
Vernacular & Voice
Based Support
WhatsApp Integration for
Seamless Experience &
Wider Customer Reach
PersonalizedUser
Experience
via Big Data Analytics

27. Bookings by Smartphones

29. MMT’S Strategy
• Expand Hotels and Packages Business
• Expand Service and Product Portfolio to Enhance
Cross-Selling Opportunities.
• Expand Travel Agents’ Network
• Enhance Service Platforms by Investing in Technology
• Expand into New Geographic Markets
• Pursue Selective Strategic Partnerships and
Acquisitions

30. Number of Credit Cards and Debit Cards in India
Travel Products Sold by Online Travel Agents

31. 8
Superior Brand Awareness
47
13
9
3
2
02550
43
18
6
7
2
0 25 50
MakeMyTrip
Competitors
Source: December 2018 Millard Brown Study commissionedby Company
Top of Mind Awareness
Consideration Top
Box Score
Goibibo
YT
CT
Other
India Online Travel Industry Brand Recall

32. MMT’S View of the Consumer
• Short Lead-time for booking holidays (3-6 weeks).
• Preference for pre-planned travel.
• Attitude towards travel: giving importance to status.
• Specific needs (e.g. dietary) because of their social /
religious background.
• No specific language problems: many indian spoke
English.
• Preference for familiar Indian food.
• Preference for travel agents or tour operators for
buying travel products even though they offered
limited choices.

33. MMT’s View of the Consumer
ENDURING
BENEFITS
STRONG
ENTRENCHMENT
IN THE MIND
SPACE
VISITS TO SITE
AND
PURCHASING
REPEAT VISITS
AND PURCHASE
SATISFACTION

34. BRANDING AND POSITIONING
Value Proposition
• Empowering the travelers with
rich information.
• Offering travel superstore: buy
multiple products across multiple
brands.
• Providing opportunity for instant
booking with real time purchase
of all travel products, tickets
delivered at doorstep.
• Ensuring convenience of buying
anytime and anywhere.
• Ensuring transparency and
reliability.
• Offering 24x7 customer service.
Anticipated Outcomes
• Redefining travel products
distribution network.
• Building efficiency in sales and
distribution to pass on benefits to
the customer.
• Providing technology that brings
about convenience between
offline and online processes.
• Enhancing the reach of the travel
and tourism market to remote
locations.
• Tension free travel related
product buying.
• Hassle free service experience.

35. CHOICE OF TARGET CUSTOMER
• Males living in Metros
• Age group 24-44 years
• Who are married
• With a monthly household income of over Rs 30000.
• From families which were internet savvy.
• With usage beyond email.
• Transacted on the internet before.
• Deal Hunters
• Early Adopters.

36. REVENUE SHARE FROM OFFERINGS
AIR TRAVEL HOTEL & PACKAGES OTHER SEGMENTS
•Domestic: Within India
•International : From India
•Inbound: Overseas to India
• Hotels: Domestic & Int’l
•Packages:
-Domestic and International
-Conferences and Events
•Rail
•Bus
•Car
•Ancillary Services/ Products
•Transactions: 2,824,600
•77% of Net Revenues
•Transactions: 175,900
•20% of Net Revenues
•Rail Transactions: 185,948
•Bus Transactions
•3% of Net Revenues

37. CAMPAIGN DESIGN
• Mission:
 Grab the attention of the consumer and inform about MMT’s USP –
“lowest air fare provider”.
• Message:
 The underlying factors behind the advertising campaign were that
customers were dual hunters and looked for the cheapest price
with assurance.
 The campaign focused on the lowest airfare guarantee to push
trials.
 “If you find a lower fare we pay the difference”- campaign was
designed to serve the purpose of grabbing the attention.

38. CAMPAIGN EXPENDITURE
TV
40%
Web
30%
Print
5%
Outdoor
5%
BTL
5%
PR & Others
15%
Sales
•Money:
 Rs 30 million on advertising and marketing activities during
three months launch phase

39. 18
Strong GrowtFinancial Overview Momentum in
FY2018
Air Ticketing Hotels & Packages Other
%changerepresents the comparison of FY18reported adjusted revenue to the Pro Formaadjusted
revenue disclosed on SECform 6-Kfiled on July18,2017
Full Year FY18 Adjusted Revenue
$577.1 million, +39.5%

40. 19
Financial Summary for Trailing 9 Months of FY2019
Source:Company data
Note: yoy growth rates in constant currency whereapplicable

41. Conclusion
 Makemytrip.com is a good example of Business to
consumer e-business model.
 It’s a good example of how to do marketing of a
product online and offline.
 Online travel industry has a growth rate of 40% in
India and with many players entering this market,
makemytrip market share shows its marketing
strategy is efficient and effective.
 They focus more on creating a customer experience
rather than providing product at a cheaper price.