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SUSHIL RAI

make trip
MEM RIES UNLIMITED
MA KE MY TRIP - Avitel Post Studioz Ltd..flv
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 wasnt 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, its the
single most recognized and trusted player in
the OTA industry
HISTORY
Conceived and founded in 2000 by Deep Kalra, MakeMyTrip.com began as a small
start up in Delhi focussing on the non-resident Indian (NRI) market specifically on
people seeking an economical ticket to visit home.
MakeMyTrip.com made its India debut in September 2005 with its Lowest Airfare
Guarantee.
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.
Today, it commands an impressive 4% share of the NRI travel business to India
pegged at US$ 1 billion (Rs. 4800 crore).
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
INDIA OPERATIONS
A decision was taken to launch the India website in September 2005.
A time when low cost carriers (LCCs) had made air travel cheaper.
There was a need to provide a platform for buying and selling travel
products/services.
Indentified the gap between demand & supply.
Decided to offer a user friendly and conveniently online interactive to the
consumer.
Received an investment of US $8 million (Rs 352 million) from SB Asia
Infrastructure Fund.
Within a year of its launch MakeMyTrip has acquired over 200,000 delighted
customers and sells over 3000 flight tickets, 200 hotel room nights and over 50
holiday packages every day.
The site attracts over 1 Million unique visitors every month according to
WebSideStory, HBx Analytics, an independent traffic-monitoring agency

MakeMyTrips Offerings

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

B2C BUSINESS MODEL
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
BUSINESS MODEL
There were key enabling components: supplier, relations,
technology process and people.
The earlier experience in the US indicated that strong
relationship with suppliers run the business model.
MMT had already developed proprietary technology which
would help it link all supplier sites to check the inventory and
compare prices.
The companys own products would generate adequate
revenue without depending on revenue generated from
selling advertisement space.
The other key component would be employees having domain
specific skills.
TECHONOLGY FRONT
MakeMyTrip.com is fully powered by Amadeus.
MMT had been operating its international bookings engine
on Amadeuss platform.
MMT decided to move its domestic airline booking engine
onto Amadeus platform as well.
The website uses Amadeus web services 2.0 a second
generation, state of the art global technology platform that
provides full access to Amadeus content.
Amadeus Master Pricer, a cutting edge low fare search tool,
helps customers to quickly and easily find options that suit
their travel needs and budget.
Amadeus also provides a dedicated 24x7 service team in
India which is backed up regionally by an Asia Pacific
support structure.
SAIF Partners and MakeMyTrip Ltd have invested $18.5
million in iXiGO.com, a Delhi-based travel search engine.

TECHONOLGY FRONT
MMT has launched Apnaagent.com, a new B2B platform dedicated to
strengthening relationships with existing partners.
The company achieved gross bookings of US$ 742 million in the financial year
ending March 2011, making it a dominant player in India's OTA space.
OneAssist Consumer Solution has partnered with MakeMyTripto offer its
assistance and protection products to MakeMyTrip customers.
OneAssists EveryDayAssist and TripAssist are particularly designed for travellers to
secure their wallet and smartphone data against loss or theft and protect them
from worries related with such incidents.
Estimated that an additional investment in hardware costing approximately $360,000
would increase the capacity of our technology platform to 1 million website requests
per day.
CRM system uses software by RightNowtm CRM, which integrates our sales, customer
service and fulfillment operations.
They also have Verified by VISA and MasterSecure payment gateways, which
provides additional security for transactions via our Indian website using credit
cards issued by Indian institutions.
They have integrated ERP application (which uses Microsoft Dynamics
TM
) with
CRM system which enables our agents to create packages, make and amend
bookings as well as attend to customer inquiries.

TRAVEL AND TOURISM
MARKET
In 2004 Foreign tourist arrival in India grew at 26.8 % to reach 3.46
million and was projected to reach 7.02 million at the end of 2010.
Currently FTA is growing at a pace of 7.4% till 2011.
As per BOI, number of outbound visits has grew 44% within the
span of 6 years totalling to 14.21 millions Indian nationals till 2011.
Majority of FTA in India are from USA, UK and Bangladesh which
constitutes 34.88 % of the total visitors population.
Indian travelled abroad for three main reasons : Business, Leisure
and visiting friends & relatives.
Indians made almost 850 million domestic trips in 2011; this was
about 46 per cent higher than that in 2005.

Business Travel and Tourism 2000 2001 2002 2003 2004 2005 2015
Personal Travel and Tourism 596.4 651 708 791 908.1 1034 3748.7
Business Travel and Tourism 101.6 94.2 86.8 96 114 134 402
Corporate 90 83.6 76.8 84.8 101.1 118.9 361.3
Government 11.7 10.7 10 11.2 12.8 15.1 40.9
Govt Expenditures - Individual 7.4 8.7 8.7 9.9 10.7 12.2 37.6
Visitor Exports 142.4 142 142 141.5 159.5 175.8 697.3
Total Travel & Tourism
Consumption 949.5 990.2 1032.3 1134.4 1306.2 1490 5287.8
Competitive Environment
Yatra.com: was expected to be launched by 2006.
Cleartrip.com: was planning to enter the market by August 2006.
Suppliers Websites: 75 percent of the airlines tickets were sold from
airlines websites.
Travel Agents and Tour Operators: In 2004, there were 23,450 outlets of
travel agents and 4450 outlets of tour operators in India.
Currently have a travel agents network in India which we started in 2009,
where approximately 9,300 travel agents across more than 700 cities and
towns in India.
In 2008, MMT launched makemytrip.mobile, our mobile service
platform, which allow customers to search, book and pay for Indian
domestic air tickets on their mobile phones at no additional cost.
As of March 31, 2011, there were more than 35,000 downloads of this
application.
As of March 31, 2011, we had various travel stores in 19 cities including
metropolitan areas across India, which primarily sell packages.
MMTS Strategy
Expand Our Hotels and Packages Business
Expand Our Service and Product Portfolio to Enhance
Cross-Selling Opportunities.
Expand Our Travel Agents Network
Enhance Our Service Platforms by Investing in
Technology
Expand into New Geographic Markets
Pursue Selective Strategic Partnerships and
Acquisitions
Number of Credit Cards and Debit Cards in India

Travel Products Sold by Online Travel Agents
PRESENT MARKET SHARE
MMTS 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.

MMTs View of the Consumer
ENDURING
BENEFITS
STRONG
ENTRENCHMENT
IN THE MIND
SPACE
VISITS TO SITE
AND
PURCHASING
REPEAT VISITS
AND PURCHASE
SATISFACTION
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.
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.
REVENUE SHARE FROM OFFERINGS
AIR TRAVEL HOTEL & PACKAGES OTHER SEGMENTS
Domestic: Within India
International : From India
Inbound: Overseas to India
Hotels: Domestic & Intl
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
CAMPAIGN DESIGN
Mission:

Grab the attention of the consumer and inform about MMTs 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.
CAMPAIGN DESIGN
40
30
5
5
5
15
TV
Web
Print
Outdoor
BTL
PR & Others
Money:
Rs 30 million on advertising and marketing activities during
three months launch phase
Awards and Recognitions
Travel & Business

Best Domestic Tour Operator - Times Travel Honours 2011
Best Online Travel Service Firm - Times Travel Honours 2011
Great Places To Work 2011 - 3rd Best Company to Work for & #1 in Professional
Services
Superbrand India - 2009-10
Great Places To Work 2009 - #2 in Professional Services
Best Travel Website - CNBC Awaaz - 2008-09
Most Visited Travel Website - comScore - 2005-09
Most Preferred Online Travel Agency - Travel Biz Monitor Survey - 2008
Number One Online Travel Agency - JuxtConsult - 2008
Gold and Silver - Abby Award - 2007-08
Among the Top Ten Websites visited by Indians - comScore - 2007
Nominated World Travel Awards - WTA - 2007
Among 100 IT Innovators - NASSCOM - 2007
Best Online Travel Company - Galileo Express Travel World - 2007
Emerging India Award - ICICI Bank & CNBC TV18 - 2006
Asia's Hottest Technology Startup - Red Herring - 2006


Awards and Recognitions
Airline

Singapore Airlines - Top agents award 2010-2011
Malaysia airlines - Top agent award 2010
Malaysia airlines - Top agent award 2009
Cathay Pacific - Outstanding performance in 2009
Air Canada - Outstanding Performance - 2008
Singapore Airlines - Top Passenger Agent - 2007-08
British Airways - Outstanding Revenue Contribution - 2007-08
Air Mauritius - All India Top Ten Agent//Top North India Sales Award - 2006-
07//2007-08
Cathay Pacific - Outstanding Performance - 2007
Malaysia Airlines - Top Agent Award - 2007
Lufthansa - Outstanding Performance - 2006-07
Kingfisher Airlines - Outstanding Performance - 2006-07
Indian Airlines - Achieving Highest Domestic Passenger Sales - 2006-07
Air India - Outstanding Contribution to Passenger Sales - 2005-06
Jet Airways - Award of Excellence - 2005-06
Gulf Air - Continuous Support

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