Assignement I-Make My Trip-By GROUP III

8/3/2019 Assignement I-Make My Trip-By GROUP III

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GROUP ASSIGNMENT – ICONSUMER BEHAVIOUR:“MAKE MY TRIP”

By-Group-III

Amit Pandit

Mittal Shah

RaviKumar

Ramachandran

Shaman Singh

Saleem Ali



01/05/2012 SMIB2

Introduction: Makemytrip.com

MMT is an online travel company focused on

leisure and small business travellers

Emerged as India’s largest e-commerce

company in the first year of operation

Catering to lucrative NRI market in US

Wanted to tap the high potential NRI market

worldwide.



Business Model:

01/05/2012 SMIB3



Conti..

01/05/2012 SMIB4



Conti...

MMT created a n/w of offices in New Delhi, Mumbai &New York

2 separate entities Makemytrip India & MakemytripInc. (US)

Sales team divided into:

– Internet Sales

– Corporate Sales

– General Sales

MMT believed in - “No Individual Sales Target”

01/05/2012 SMIB5



Conti…

MMT awarded 10-15% incentives to all employeeson achievements of company’s targets

90% of sales from US operations and 8-10% fromIndia Operations

3 modes of communications to customers:

– E-mail

– Web Chats

– Toll free Numbers

01/05/2012 SMIB6



3 Stage Model – Service Consumption

Pre-Purchase Stage

– Need Awareness – Information Search

– Evaluation of Alternatives

– Making Purchase Decision

Service Encounter Stage

Post Encounter Stage

01/05/2012 SMIB7



Customer Segments

Segments Data

Outbound Segment 6 Million Indian Travelers

Inbound Segment 2.42 Million Arrivals

Predictable NRI / VFR 90 % trips

Emergency NRI / VFR 10 % trips

NRI in USA 2 Million

Travelers purchasing Online Tickets 35 % (Growth rate of 55 %)

01/05/20128

* Makemytrip’s Share is 5 % in top 30 NRI populated Cities in US

SMIB



Conti..

Segments Behavioral Attributes Demographics

Economic

Travelers

Mostly domestic travelers,

Advance Bookings, extensiveresearch, no airlinespreference, price sensitive

Annual income < 5 lacs,

Single/married with kids,age group less then 30years, low cost airlines

BusinessTravelers

Mostly Business Travelers,NRI’s, both advance and last

minute bookings, preferenceto premium airlines, lesssensitive to prices

Annual income > 8 lacs,married with kids, agegroup more than 30years, all kinds of airlines.

Emergency / Holiday trips

Holiday trips as well asbusiness trips, last minutebooking, minimal web search,

zero price sensitivity

All ranges, age groupless then 30-40,all kindsof airlines

01/05/2012 SMIB9



Factors Influencing Consumer Decision Making:

Pre Purchase Stage

Factor Attributes

Range of Features or

Requirements

Wide range of options and tariffs, Car Rentals,

Hotel Reservations, Holiday Packages & ToursPopularity Referrals, Online Ads, Web Mails, Brand

Popularity etc.

Economy Low Prices, Promotional Offers

Negotiations /

Discussions

Discuss options with service personnel ,

discounts package deals etc.

01/05/2012 SMIB10




Service Encounter Stage

Factor Attributes

Booking Experience Ease of Booking, User friendly Interface, Time

taken In Booking, Ease of Payments.Service Delivery Quality Services, Assistance etc.

Services Facilities Value Added Services, Services props i.e. taxietc, Destination Agent Support

01/05/2012 SMIB11




Post Encounter Stage

Factor Attributes

Customer Satisfaction Evaluation of services as per expectations or

desiresCustomer Support Email +SMS Alerts, Customer Care, Ticket

Cancellations, Refund policies, compensationsetc.

Online reviews Online feedbacks, Ratings etc.

01/05/2012 SMIB12



Questions?

Thank-You!!

Documents

Assignement I-Make My Trip-By GROUP III