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COMPANY OVERVIEW

An online travelservice portal

Deep Kalra, CEO ofMakeMyTrip (India)Pvt Ltd. (MMT)

Focused on the leisuand small-businesstraveller coming to

Objective to tap thepotential of the hugbillion NRI market


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THE TOURISM MARKET IN INDIA

Increased number of foreign tourists & increased travel by Indians todomestic and overseas destinations.

In 2003, the number of Indians traveling abroad increased by 30% to4.5 million.

Airlines receives 15% of their business through Internet sales.

In 2003, revenue generated $26 billion & 12% of travel services.


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MAKEMYTRIP: THE COMPANY & THE PROffer competitively priced

travel products real timebooking capability.

Entire facility of travelservices through Internet.

Addition to Airline ticket,

MMT offers Hotel booking,Holiday packages, car rentals,trains & cruises for Indian &International destinations.

Allows online booking andconfirmation, online Web

chat and toll free number.

Offer travel insura

business lounges ashopping discoun

Also offers informpassports, insuran

MMT launched w

B2B site offering tour packages for agents

Provide value addfree drop and pick

clients

V

V

V

V

V

V

V

V


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THE BUSINESSS MODEL & OPERATIONS

Constant monitoring of the service quality given to the

Lack a system to track timely customer follow-up

Delay in resolving a customer issue or query

Tracking customer buying and traveling habits

Technological advancement

CONCERNED

AREAS


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Real-Time AirlineBooking

Hotel ReservationSystem

Car RentalsInterface

CustomerMMT

Sales (CRSs)MMT

Ticketing

Customer

MakeMyTrip.com Interface

Airlines

Consolidators

Car Rentals

HotelsTour

Operators Net Carrots

Web SConte

MMT Sale

MMTOperations

Offline (After SaOnline Interface with MMT

Backend Operations


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CUSTOMER SEGMENT & ADVERTISEME

IndianMarket

InternationalTraveler

InboundTraveler

Holiday BusinessTravelerConferenceattendees Students VFRs

OutboundTraveler

DomesticTraveler


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CUSTOMER SEGMENT & ADVERTISEME

Low PC penetration, poor quality of dialup

access

Limited credit card usage on theInternet

Hesitation to make purchase onInternet

Competition from traditional brick-and-mortar travel agent

Fluctuating international market conditions

CONCERNED

AREAS

MM

Coke

Matrimonial portal

Pilgrimageportal


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COMPETITION

MMT

Expedia

Tra

Priceline

Less competition fromUS market

Aggressive advertising

campaigns

Large customer base

CONCERNED

AREAS


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MOVING ONTargeting inbound travellers

To move from 90-10 % split of revenues betweenair tickets and travel service to a 70-3- percent split

Domestic tour packages to NRI travellers

Targeting NRI/VFR tourist segment

Expansion of operations within India

Targeting European Market


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4 Ps ANALYSIS - MARKETING4 Ps DESCRIPTION / STRATEGY

PRODUCT

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

SSSCT

PRICE

Best Price offers No middleman involved Customer can choose as per budget & their income Affordable to all class of customers

BAQ

PLACE

Internet marketing Online e-portal / e-business Dedicated 24*7 customer care support 20 offices in India & 2 international offices Franchise across various location

NAAA

PROMOTION

Promotion through social sites like Facebook, Twitter, You Tube, Magazine Sales promotions

Festival discountRound trip ticket discountBest deal of the month

Special offers to different holiday destination

OTCA


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3Ps OF SERVICE MARKETING

3 Ps DESCRIPTION / STRATEGY

PEOPLE

Self service marketing no direct interaction Travel agents distributors & dealers 24*7 customer care service

PHYSICAL EVIDENCE

Customer care service National and International Offices Travel Agents offices

PROCESS

Easy and simple process Mode of payment by any bank and any card MakeMyTrip on Mobile


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SERVICE MARKETING STRATEGY TO CREATE BRAN

Short term travel insurance

Offers the latest travel and health oriented informationTravel Insurance

Country specific mobile connection before departure Fulfilling customers specific communication needs when traveling

abroad

International SIMCard

Online purchase & transactions facility Instant & convenient access to your money in the currency of your

choice

Forex Card

Welcome gifts Accelerated reward point system (Repeated Purchase) Discount vouchers

MakeMyTripCredit Card

Individual Gifting (Birthday, Anniversary, Honeymoon, Wedding, etc. Corporate Gifting

MakeMyTrip

Gift Vouchers


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Can MMT sustain its business model by targetingonly the inbound travelers, or does it need to look atother markets and segments? If yes, which segmentswould you recommend? If no, can they grow within

the inbound segment?

QUESTION 1


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QUESTION 1

5

6

8

India provides high quality health services with affordableprices. Demand for Health Tourism is non-seasonal

MMT can also tie up with giant Hospital chains to provideoverseas customer with HEALTHY DEAL!!!

Due to changes in trends in IT, foreign travel of Resources is theneed

Corporate tie ups with middle level IT companies who lackTravel Department, MMT can provide them with TravelSolutions.

7


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CONSUMER BEHAVIOUR

The study by PhoCusWright in November 2003 found that flight anthe travel services most likely to be purchased online, while offlinedominate the travel activities category

COMPETITION

The aggressive advertising campaigns from the competitor like ExpMMT market share

CHANGES IN INDUSTRY The airlines might provide substantial discounts on their websites a

of business if they dont diversify

EMERGING MARKETS

The high growth in India outbound travel might make this as big if segment in next few years. MMT cannot afford to leave this segmen

For long termsuccess, MMT

will have to

change itsstrategy

QUESTION 1


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Ad revenues have never been core to MMTsbusiness plan. However, MMTs role in promoting

some leading NRI-focused brands suggests that thismight be another avenue that Kalra could

investigate. Does MMT need to look at advertising asa revenue generator?

QUESTION 2


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QUESTION 2

1. COKE:

Coke Registered 11 percent drop in sales after thepesticide allegations in India in 2003

As we can see the revenues have fallen for coke,coke needed to pump up on marketing to persuadethe customer. Hence they needed good online andoffline reach.

Being a good influencer for NRI and VFRs, MMTcould have been a channels coke could use in thosetimes.

7.56

4.36

5

2003 2004 200

Coca Cola Revenue Year

Globally

LETS LOOK AT BRANDS BEING ADVERTISED


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QUESTION 2

2. MATRIMONIAL PORTALS:

Matrimonial sites following their inception were booming due toinnovative means of finding alliance.

Also the penetration of Internet was increasing which led to growth inMatrimonial top line (2 million matches till date for Shaadi.com)

Theres also a trend of marrying an Indian bride or an IndianBridegroom for Overseas NRI people.

MMT would be a great point to tap such customers.


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QUESTION 3 Overseas Chinese population is 50

is majorly present in Thailand, IndMalaysia, USA and Singapore (Sowikipedia.org)

Consumer segment is nearly the sasimilar demographics and geograp

Setup for MMT would suffice for Addition of cheap deals for the da

increase the top-line, which can boChinese customer base.

Outbound customers would be moinbound customers, hence theyd havthem.

CHINA

SINGAPORE POPUL


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QUESTION 3

As you can see from the demograp

population of Singapore is pretty l Singapore is seen as a tourist desti

there would be more non-citizen tr

Hence, MMT has to use their netwworldwide to capture inbound trav

over the world.

SINGAPORE

0.0

1,000.0

2,000.0

3,000.0

4,000.0

5,000.0

6,000.0

1970(Census)

1980(Census)

1990(Cens

Total Population ('000) Singapore R


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QUESTION 3 With more than 100 million Filipin

Philippines, there are well About 1million people living abroad (mantemporarily moved for work and mabroad permanently)

From those living overseas 34% p11% in Middle East and 15 % in SCountries (Source : CIA Fact book

So, we can see a great amount of NFilipino Potential for inbound trav

MMT model for India would remasame in case of Philippines.

PHILIPPINES


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THANK YOU!

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