Make My Trip - Successful Journey!!!!

Business Model, Strategies, Achievements, Financial Information, Travel & Tourism Market, Market Share

1. SUSHIL RAI
makemytrip
MEM RIESUNLIMITEDMAKE MY TRIP - Av itel Post Studioz Ltd..flv

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 industry

4. HISTORY
•Conceived and founded in 2000 by Deep Kalra, MakeMyTrip.com began as a small
start up in Delhi focussingon 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 croreand 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

5. INDIA OPERATIONS
•A decision was taken to launch the India website in September 2005.
•A time when low cost carriers (LCC’s) 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 MakeMyTriphas 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, HBxAnalytics, an independent traffic-monitoring agency

6. MakeMyTrip’sOfferings
•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

7. B2C BUSINESS MODEL

8. 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

9. BUSINESS MODEL
•There were key enabling components: supplier, relations,
technology process and people.
•The earlier experience in the US indicatedthat 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 company’s 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.

10. TECHONOLGY FRONT
•MakeMyTrip.com is fully powered by Amadeus.
•MMT had been operating its international bookings engine
on Amadeus’s 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 MakeMyTripLtd have invested $18.5
million in iXiGO.com, a Delhi-based travel search engine.

11. 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.
•OneAssistConsumer Solution has partnered with MakeMyTriptooffer its
‘assistance and protection’ products to MakeMyTripcustomers.
•OneAssist’sEveryDayAssistand TripAssistare particularly designed for travellersto
secure their wallet and smartphonedata 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 1million website requests
per day.
•CRM system uses software by RightNowtmCRM, 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.

12. 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 totallingto 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.

13. Business Travel and Tourism2000200120022003200420052015
Personal Travel and Tourism596.4651 708 791 908.110343748.7
Business Travel and Tourism101.694.286.8 96 114 134 402
Corporate 90 83.676.884.8101.1118.9361.3
Government 11.710.7 10 11.212.815.140.9
GovtExpenditures -Individual7.4 8.7 8.7 9.9 10.712.237.6
Visitor Exports 142.4142 142 141.5159.5175.8697.3
Total Travel & Tourism
Consumption 949.5990.21032.31134.41306.214905287.8

14. Competitive Environment
•Yatra.com: was expected to be launched by 2006.
•Cleartrip.com: was planning to enter the market by August 2006.
•Supplier’s 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 9,300travel agents across more than 700cities 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 March31, 2011, there were more than 35,000 downloads of this
application.
•As of March31, 2011, we had various travel stores in 19cities including
metropolitan areas across India, which primarily sell packages.

16. MMT’S 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

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

18. PRESENT MARKET SHARE

19. 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 indianspoke
English.
•Preference for familiar Indian food.
•Preference for travel agents or tour operators for
buying travel products even though they offered
limited choices.

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

21. 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.
•Buildingefficiency in sales and
distribution to pass on benefits to
the customer.
•Providingtechnology that brings
about convenience between
offline and online processes.
•Enhancingthe reach of the travel
and tourism market to remote
locations.
•Tensionfree travel related
product buying.
•Hasslefree service experience.

22. 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.

23. REVENUE SHARE FROM OFFERINGS
AIR TRAVEL HOTEL & PACKAGESOTHER 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

24. 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.

25. 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

26. Awards and Recognitions
•Travel & Business
• Best Domestic Tour Operator -Times Travel Honours2011
• Best Online Travel Service Firm -Times Travel Honours2011
• Great Places To Work 2011 -3rd Best Company to Work for & #1 in Professional
Services
• SuperbrandIndia -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

27. 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

28. Make My Trip Trav el TV - Show Plug for Bohol C able TV C hannel 6.flv