Submitted By :Preethi KabariaTanuja JoshiShaluni KhetwaniAbhishek JoshiShreyansh JoshiAarohi Khatri

The Tourism Market in IndiaThe Tourism Market in IndiaAccording to the Travel & Tourism Competitiveness Report 2009 brought out by World Economic Forum, India is ranked 11th in the Asia- Pacific region and 62nd overall in a list of 133 assessed countries in 2008.

In terms of travel, India stands 9th in the index of relative cost of access (ticket taxes and airport charges) to international air transport services, having almost the lowest costs in the world.

The contribution of travel and tourism to gross domestic product (GDP) is expected to be at 6.0 per cent (US$ 67.3 billion) in 2009 rising to US$ 187.3 billion by 2019.

The ministry is planning to develop three niche products – wellness tourism, caravan tourism and helipad tourism this year.

According to the Tourism Ministry of India, foreign tourist arrivals (FTAs) during June 2009 were 341,000 as compared to FTAs of 340,000 during the month of June 2008. There has been an improvement in the growth rate of FTAs in June 2009 (+0.2 per cent) as compared to May 2009 (-1.9 per cent), in fact, a positive growth has been witnessed for the first time in 2009.

Introduction of Introduction of

Customer Segments in Indian Travel Market

Indian Travel Market

Indian Travel Market

International Travelers

International Travelers

Domestic TravelersDomestic Travelers

Inbound Travelers

(Inbound Market)

Inbound Travelers

(Inbound Market)

Outbound Travelers( more than 6

millions)

Outbound Travelers( more than 6

millions)

Holiday & SightseeingHoliday &

SightseeingBusiness Travelers Business Travelers

Conference attendance Conference attendance

Visiting friends & Relatives

(VFRs)

Visiting friends & Relatives

(VFRs)StudentsStudents

Marketing mix for servicesMarketing mix for services

MakeMyTrip’s Products

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

MakeMyTrip’s Price

MMT offers competitive economical prices for tour packages and moreover price is linked with advance booking also.

It aimed to offer a range of best-value products and services along with cutting-edge technology and dedicated round-the-clock customer support. 

MakeMyTrip’s place

MMT has created a network of offices in New Delhi, Mumbai, New York and Sydney.

Appointed franchise in all major cities of US, UK, Australia, UAE and India

MakeMyTrip’s promotion

MMT offers travel insurance and Business Lounges in India and overseas for all travelers

MMT provides valuable shopping discount booklets

MMT provides pick up and drop services for all air travelers.

Promoting services with strategic alliances with brands like Coke, Sify.com, Maruti Udyog and Nokia etc.

MakeMyTrip’s people

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.

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.

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.

MakeMyTrip’s process

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.

The smaller and simpler the procedure, the better the process, and the customer will be more satisfied.

It Refers to the systems used to assist the organization in delivering the service.

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 InterfaceWith MMT

Offline (after sales) Interface

Backend O

peration

Backend O

peration

Makemytrip.com Interface

MMT’s Business Model & MMT’s Business Model & OperationsOperations

MakeMyTrip’s physicaleveidence

• 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.

Situation Analysis of Travel Situation Analysis of Travel Market using 4C FrameworkMarket using 4C Framework

MMT’s Marketing MMT’s Marketing StrategyStrategy

Customer focus with operational efficiency and customer intimacy.

MMT’s Target MMT’s Target MarketMarket

MMT’s Advertising &MMT’s Advertising & Communication Strategy Communication Strategy

MMT’s advertising and communication strategy on three pillars---

1. Convenience of 24/7 service 2. Reliability 3. Competitive PricingPromoting services with strategic alliances with

brands like Coke, Sify.com, Maruti Udyog, Nokia etc.

MMT’s Positioning MMT’s Positioning

MMT position as a single portal for all travel and accommodation needs. Its appeal reliable travel booking with Excellency.

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.

Being the entrant and cost leader the company will able to achieve sustainable advantage.

Empowerment

Empowerment

MAKEMYTRIP VALUESMAKEMYTRIP VALUES

MMT’s ValuesMMT’s Values

Respect for

People

Teamwork

Teamwork

Fun@Work

Fun@Work

Accountability

Accountability

Customer

Centricity

Customer

Centricity

Excellence

Excellence

Innovation

Innovation

Integrity

Integrity

Passion for

Winning

Passion for

Winning

Review and Control StrategyReview and Control Strategy

All calls are recorded & periodically examine to improve the quality output of customer care executives.

Each web chatting and emails are saved in MMT’s system for constant monitoring of the service quality give to the customer.

MMT from a dedicated set of executive to service sophisticated corporate and general sales business.

MMT’s Contingency strategy MMT’s Contingency strategy

• MMT anticipates periodic analysis on customers behavior and critical market strategy. It will to help new marketing, sales and new products.

• To improve the operational efficiency and technological advancement MMT has plan to invest money.