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make mytrip--service-marketing


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make mytrip--service-marketing

  1. 3. Presented By Ajay Kumar Gupta Abhay Kumar Prince Nishad Brijesh Kumar PGDM (2008-10) Marketing & HR ICBM-School of Business Excellence Hyderabad, India
  2. 4. The Tourism Market in India <ul><li>According to the Travel & Tourism Competitiveness Report 2009 </li></ul><ul><li>brought out by World Economic Forum, India is ranked 11th in the Asia- </li></ul><ul><li>Pacific region and 62nd overall in a list of 133 assessed countries in 2008. </li></ul><ul><li>In terms of travel, India stands 9th in the index of relative cost of access </li></ul><ul><li>(ticket taxes and airport charges) to international air transport services, </li></ul><ul><li>having almost the lowest costs in the world. </li></ul><ul><li>The contribution of travel and tourism to gross domestic product (GDP) </li></ul><ul><li>is expected to be at 6.0 per cent (US$ 67.3 billion) in 2009 rising to US$ </li></ul><ul><li>187.3 billion by 2019. </li></ul><ul><li>The ministry is planning to develop three niche products – wellness </li></ul><ul><li>tourism, caravan tourism and helipad tourism this year. </li></ul><ul><li>According to the Tourism Ministry of India, foreign tourist arrivals </li></ul><ul><li>(FTAs) during June 2009 were 341,000 as compared to FTAs of 340,000 </li></ul><ul><li>during the month of June 2008. There has been an improvement in the </li></ul><ul><li>growth rate of FTAs in June 2009 (+0.2 per cent) as compared to May </li></ul><ul><li>2009 (-1.9 per cent), in fact, a positive growth has been witnessed for the </li></ul><ul><li>first time in 2009. </li></ul>
  3. 5. The Service Industry <ul><li>Transportation services </li></ul><ul><li>Communication services </li></ul><ul><li>Financial services (banking, insurance, real estate etc.) </li></ul><ul><li>Tourism services </li></ul><ul><li>Health services </li></ul><ul><li>Auto repair services </li></ul><ul><li>Business services </li></ul><ul><li>Legal services </li></ul><ul><li>Government services </li></ul><ul><li>Education </li></ul>
  4. 6. Introduction of
  5. 7. Customer Segments in Indian Travel Market Indian Travel Market International Travelers Domestic Travelers Inbound Travelers (Inbound Market) Outbound Travelers ( more than 6 millions) Holiday & Sightseeing Business Travelers Conference attendance Visiting friends & Relatives (VFRs) Students
  6. 8. Marketing mix for services
  7. 9. MakeMyTrip’s Products <ul><li>International and Domestic Air Tickets, Holiday Packages and Hotels </li></ul><ul><li>Domestic Bus and Rail Tickets </li></ul><ul><li>Private Car and Taxi Rentals </li></ul><ul><li>MICE (Meetings, Incentives, Conferences & Exhibitions) </li></ul><ul><li>B2B and Affiliate Services </li></ul>
  8. 10. MakeMyTrip’s Price <ul><li>MMT offers competitive economical prices for tour packages and moreover price is linked with advance booking also. </li></ul><ul><li>It aimed to offer a range of best-value products and services along with cutting-edge technology and dedicated round-the-clock customer support .  </li></ul>
  9. 11. MakeMyTrip’s place <ul><li>MMT has created a network of offices in New Delhi, Mumbai, New York and Sydney. </li></ul><ul><li>Appointed franchise in all major cities of US, UK, Australia, UAE and India </li></ul>
  10. 12. MakeMyTrip’s promotion <ul><li>MMT offers travel insurance and Business Lounges in India and overseas for all travelers </li></ul><ul><li>MMT provides valuable shopping discount booklets </li></ul><ul><li>MMT provides pick up and drop services for all air travelers. </li></ul><ul><li>Promoting services with strategic alliances with brands like Coke,, Maruti Udyog and Nokia etc. </li></ul>
  11. 13. MakeMyTrip’s people <ul><li>An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage. </li></ul><ul><li>Consumers make judgments and deliver perceptions of the service based on the employees they interact with. MMT Staffs have the appropriate interpersonal skills, aptitude, and service knowledge to provide the service that consumers are paying for. </li></ul><ul><li>Most trusted name in the industry, MakeMyTrip's spectacular success is in no small part due to the unblinking vision of its senior management team and the dedication of its employees. MakeMyTrip employs over 700 “Trippers” from the travel, tourism, hospitality and technology industries.   </li></ul>
  12. 14. MakeMyTrip’s process <ul><li>The process mix constitutes the overall procedure involved in using the services offered by the MMT. A process should be such that the customer is easily able to understand and easy to follow. </li></ul><ul><li>The smaller and simpler the procedure, the better the process, and the customer will be more satisfied. </li></ul><ul><li>It Refers to the systems used to assist the organization in delivering the service. </li></ul><ul><li>. </li></ul>
  13. 15. Customer Real Time Airline Booking Hotel Reservation System Car Rental interface MMT Sales (CSRs) MMT Ticketing Fed Ex Customer MMT Operation Airlines Consolidators Hotels Car Rental MMT Sales Web Site Content Tour Operation Net Carrots Online Interface With MMT Offline (after sales) Interface Backend Operation Interface MMT’s Business Model & Operations
  14. 16. MakeMyTrip’s physical eveidence <ul><li>Physical evidence is the overall layout of the place i.e. how the entire MMT office has been designed. Physical evidence refers to all those factors that help make the process much easier and smoother. </li></ul>
  15. 18. Situation Analysis of Travel Market using 4C Framework
  16. 19. <ul><li>MMT’s Marketing Strategy </li></ul><ul><li>Customer focus with operational efficiency and customer intimacy. </li></ul><ul><li>MMT’s Target Market </li></ul>
  17. 20. MMT’s Advertising & Communication Strategy <ul><li>MMT’s advertising and communication strategy on three pillars--- </li></ul><ul><li>1. Convenience of 24/7 service </li></ul><ul><li>2. Reliability </li></ul><ul><li>3. Competitive Pricing </li></ul><ul><li>Promoting services with strategic alliances with brands like Coke,, Maruti Udyog, Nokia etc. </li></ul>
  18. 21. MMT’s Positioning <ul><li>MMT position as a single portal for all travel and accommodation needs. Its appeal reliable travel booking with Excellency. </li></ul><ul><li>MMT aims to position itself total provider solution with convenience as key drive its strategy to attain the cost leadership which will help is to sustain growing competition in the future. </li></ul><ul><li>Being the entrant and cost leader the company will able to achieve sustainable advantage. </li></ul>
  19. 22. MAKEMYTRIP VALUES MMT’s Values Empowerment Teamwork [email_address] Accountability Customer Centricity Excellence Innovation Integrity Passion for Winning Respect for People
  20. 23. Review and Control Strategy <ul><li>All calls are recorded & periodically examine to improve the quality output of customer care executives. </li></ul><ul><li>Each web chatting and emails are saved in MMT’s system for constant monitoring of the service quality give to the customer. </li></ul><ul><li>MMT from a dedicated set of executive to service sophisticated corporate and general sales business. </li></ul>
  21. 24. MMT’s Contingency strategy <ul><li>MMT anticipates periodic analysis on customers behavior and critical market strategy. It will to help new marketing, sales and new products. </li></ul><ul><li>To improve the operational efficiency and technological advancement MMT has plan to invest money. </li></ul>