Advertising Management. Including Media Plan for MakeMyTrip.

1. Anubha Jindal
Akshay Anand
Piyush Mittal
Rishabh Kawatara
Shivangi Gohri

2. About
2000 in US
2005 in India
Online Travel
Services
25% of OTA
market
Affiliation
with large no.
of tourism
entities
> 65 retail
stores in India;
Offices in NYC
& Sydney
Founded Product
Market
Share
USP Operations

3. OTA Market
A MakeMyTrip.com study (August 2013) said that: 97% users want to book a hotel
online, out of which 77% already use OTAs (Online Travel Agents) for online bookings. 40% people book
online on the same day when they need a hotel and 14% users use Mobile App to make a purchase.

4. SWOT ANALYSIS
STRENGTH
1. One of the earliest market entrants
2. Presence in the international business scenario
3. Secure and trusted channel for facilitating payments
4. Attractive brand name and convenient website navigation
5. It offers services like International and Domestic Air Tickets, Holiday
Packages and Hotels, Domestic Bus and Rail Tickets, Private Car and Taxi
Rentals, B2B and Affiliate Services
WEAKNESS
1.General Reluctance in customers to use
internet for financial transactions like
booking tickets online
OPPORTUNITIES
1.Customers currently using traditional methods of bookings
2.Offer better travel packages in line with customer
expectation
3.Untapped sections of international tourism market
4.Expected 45% market share through ibibo acquisiton
THREAT
1. Possible lack of co-ordination with
tourism entities
2.Present competitors having substantial
market share
3. Newly emerging online booking portals
with better offerings

5. OBJECTIVES
Marketing Communication objective
Create brand awareness among 20% of the 25-45 year olds in the middle-income category during the 2
month campaign.
Media objective
Reach atleast 50% of the total market audience and making sure they recall the ads and relate to the
big idea.

6. Big Idea
Create Customer Experience
We sell not just the products or services but the experience.
Budget
Rs. 500 Cr

7. STP
SEGMENT Internet users looking for travel booking
TARGET GROUP
Travelers who use internet for online transactions
25-45 year olds with min. monthly salary of Rs.
30,000 in the metro cities
POSITIONING
Positioned as a trusted online booking portal as
well as travelling consultant

8. SFX : SOUND OF PHONE TAPPING
FRIEND 1 (rebuking): Kya yaar Akshay, humesha phone mein laga rehta hai…
FRIEND 2 (suddenly cutting him off): Hogya Hogya. Iss month ki savings Mututal Funds mein invest
kar raha tha.
FRIEND 2(after a pause, asking): Vaise tu kahan invest karta hai apni savings?
FRIEND 1 (assertively): MMT!
FRIEND 2 (concerned): MMT? Koi nayi AMC hai kya?
FRIEND 1 (notifying): Haan! MMT ke MyWallet main apni savings ka ek hissa lagao aur apni family ko
world tour karao. Akhir aadmi kamaata kis liye hain?
ANNCR: MMT, Khushiyon ki investment.
Download the MMT APP now!
Radio Script (25 sec)

9. Television Ad Storyboard (60 sec)

10. Print Ad : Newspaper (Front page, right edge, 20*16)

14. Thank You