SUSHIL RAI SMBA 25- 36

SUSHIL RAImake my trip.comMEM RIESUNLIMITED

AGENDAHISTORYPRODUCTS OFFERINGSBUSINESS MODELTECHNOLOGY FRONTTRAVEL AND TOURISMCOMPETITIVE ENIVIRONMENTSTRATEGYVIEW OF CONSUMERBRANDING & PORTFOLIOTARGET CUSTOMERREVENUE SHARECAMPAIGN DESIGN

Deep KalraFounder & CEO, MakeMyTrip.com There was a time when Indian families would plan their annual trip six months in advance, after spending long, sweaty hours queuing up in front of ticket booths. It sure wasnt easy. Today, the rise of Internet credibility coupled with falling rates of air travel has helped OTAs catapult to glorious success. And with a turnover of Rs 2,200 crore, MakeMyTrip.com has been a pioneer in the OTA success story. With over 50 percent market share, its the single most recognized and trusted player in the OTA industry3HISTORYConceived and founded in 2000 by Deep Kalra, MakeMyTrip.com began as a small start up in Delhi focussing on the non-resident Indian (NRI) market specifically on people seeking an economical ticket to visit home.MakeMyTrip.com made its India debut in September 2005 with its Lowest Airfare Guarantee.MMT recorded sales of Rs. 1000 crore and break even in 2008.A 50% growth was a stunning achievement for a company less than ten years old.Today, it commands an impressive 4% share of the NRI travel business to India pegged at US$ 1 billion (Rs. 4800 crore).MakeMyTrip.com soon diversified its online travel offerings to include domestic and international holiday packages and tours, as well as domestic and international hotels.It aimed to offer a range of best-value products and services along with cutting-edge technology and dedicated round-the-clock customer supportINDIA OPERATIONSA decision was taken to launch the India website in September 2005.A time when low cost carriers (LCCs) had made air travel cheaper.There was a need to provide a platform for buying and selling travel products/services.Indentified the gap between demand & supply.Decided to offer a user friendly and conveniently online interactive to the consumer.Received an investment of US $8 million (Rs 352 million) from SB Asia Infrastructure Fund. Within a year of its launch MakeMyTrip has acquired over 200,000 delighted customers and sells over 3000 flight tickets, 200 hotel room nights and over 50 holiday packages every day.The site attracts over 1 Million unique visitors every month according to WebSideStory, HBx Analytics, an independent traffic-monitoring agency

MakeMyTrips Offerings

International and Domestic Air Tickets, Holiday Packages and HotelsDomestic Bus and Rail TicketsPrivate Car and Taxi RentalsMICE (Meetings, Incentives, Conferences & Exhibitions)B2B and Affiliate Services

B2C BUSINESS MODEL

WEBSITE / MOBILE UISTORE / TRAVEL AGENTSCALL CENTER / TELE AGENTS AGENTSCONSUMERBUSINESS MODELOFFERINGINTERACTIONINTERFACE

SEARCH ENGINCEBOOKING FACILITY CRMAIRLINE TICKETS HOTEL RESERVATIONSHOLIDAY PACKAGESRAILWAY TICKETSBUS TICKETSCAR RENTALSCUSTOMER CARE SUPPORTMAKEMYTRIP.COMMAKEMYTRIP STOREWEBSITE INTERFACETRAVEL EXECUTIVESCALL CENTERSSYSTEMBUSINESS MODELThere were key enabling components: supplier, relations, technology process and people.The earlier experience in the US indicatedthat strong relationship with suppliers run the business model.MMT had already developed proprietary technology which would help it link all supplier sites to check the inventory and compare prices.The companys own products would generate adequate revenue without depending on revenue generated from selling advertisement space.The other key component would be employees having domain specific skills.TECHONOLGY FRONTMakeMyTrip.com is fully powered by Amadeus.MMT had been operating its international bookings engine on Amadeuss platform.MMT decided to move its domestic airline booking engine onto Amadeus platform as well.The website uses Amadeus web services 2.0 a second generation, state of the art global technology platform that provides full access to Amadeus content.Amadeus Master Pricer, a cutting edge low fare search tool, helps customers to quickly and easily find options that suit their travel needs and budget.Amadeus also provides a dedicated 24x7 service team in India which is backed up regionally by an Asia Pacific support structure.SAIF Partners and MakeMyTrip Ltd have invested $18.5 million in iXiGO.com, a Delhi-based travel search engine.

TECHONOLGY FRONTMMT has launched Apnaagent.com, a new B2B platform dedicated to strengthening relationships with existing partners.The company achieved gross bookings of US$ 742 million in the financial year ending March 2011, making it a dominant player in India's OTA space. OneAssist Consumer Solution has partnered with MakeMyTripto offer its assistance and protection products to MakeMyTrip customers.OneAssists EveryDayAssist and TripAssist are particularly designed for travellers to secure their wallet and smartphone data against loss or theft and protect them from worries related with such incidents.Estimated that an additional investment in hardware costing approximately $360,000 would increase the capacity of our technology platform to 1million website requests per day. CRM system uses software by RightNowtm CRM, which integrates our sales, customer service and fulfillment operations. They also have Verified by VISA and MasterSecure payment gateways, which provides additional security for transactions via our Indian website using credit cards issued by Indian institutions.They have integrated ERP application (which uses Microsoft Dynamicstm) with CRM system which enables our agents to create packages, make and amend bookings as well as attend to customer inquiries.

TRAVEL AND TOURISM MARKETIn 2004 Foreign tourist arrival in India grew at 26.8 % to reach 3.46 million and was projected to reach 7.02 million at the end of 2010. Currently FTA is growing at a pace of 7.4% till 2011.As per BOI, number of outbound visits has grew 44% within the span of 6 years totalling to 14.21 millions Indian nationals till 2011.Majority of FTA in India are from USA, UK and Bangladesh which constitutes 34.88 % of the total visitors population.Indian travelled abroad for three main reasons : Business, Leisure and visiting friends & relatives.Indians made almost 850 million domestic trips in 2011; this was about 46 per cent higher than that in 2005.

Business Travel and Tourism2000200120022003200420052015Personal Travel and Tourism596.4651708791908.110343748.7Business Travel and Tourism101.694.286.896114134402Corporate9083.676.884.8101.1118.9361.3Government11.710.71011.212.815.140.9Govt Expenditures - Individual7.48.78.79.910.712.237.6Visitor Exports142.4142142141.5159.5175.8697.3Total Travel & Tourism Consumption949.5990.21032.31134.41306.214905287.8SEGMENTATION OF TRAVELERSCompetitive EnvironmentYatra.com: was expected to be launched by 2006.Cleartrip.com: was planning to enter the market by August 2006.Suppliers Websites: 75 percent of the airlines tickets were sold from airlines websites.Travel Agents and Tour Operators: In 2004, there were 23,450 outlets of travel agents and 4450 outlets of tour operators in India.Currently have a travel agents network in India which we started in 2009, where approximately 9,300travel agents across more than 700cities and towns in India.In 2008, MMT launched makemytrip.mobile, our mobile service platform, which allow customers to search, book and pay for Indian domestic air tickets on their mobile phones at no additional cost.As of March31, 2011, there were more than 35,000 downloads of this application.As of March31, 2011, we had various travel stores in 19cities including metropolitan areas across India, which primarily sell packages.

MMTS Strategy Expand Our Hotels and Packages BusinessExpand Our Service and Product Portfolio to Enhance Cross-Selling Opportunities.Expand Our Travel Agents NetworkEnhance Our Service Platforms by Investing in TechnologyExpand into New Geographic MarketsPursue Selective Strategic Partnerships and AcquisitionsNumber of Credit Cards and Debit Cards in India

Travel Products Sold by Online Travel Agents

PRESENT MARKET SHARE

MMTS View of the ConsumerShort Lead-time for booking holidays (3-6 weeks).Preference for pre-planned travel.Attitude towards travel: giving importance to status.Specific needs (e.g. dietary) because of their social / religious background.No specific language problems: many indian spoke English.Preference for familiar Indian food.Preference for travel agents or tour operators for buying travel products even though they offered limited choices.

MMTs View of the ConsumerENDURING BENEFITSSTRONG ENTRENCHMENT IN THE MIND SPACEVISITS TO SITE AND PURCHASING REPEAT VISITS AND PURCHASESATISFACTIONVIRTUOUS CYCLEBRANDING AND POSITIONINGValue PropositionEmpowering the travelers with rich information.Offering travel superstore: buy multiple products across multiple brands.Providing opportunity for instant booking with real time purchase of all travel products, tickets delivered at doorstep.Ensuring convenience of buying anytime and anywhere.Ensuring transparency and reliability.Offering 24x7 customer service.Anticipated OutcomesRedefining travel products distribution network.Building efficiency in sales and distribution to pass on benefits to the customer.Providing technology that brings about convenience between offline and online processes.Enhancing the reach of the travel and tourism market to remote locations.Tension free travel related product buying.Hassle free service experience.CHOICE OF TARGET CUSTOMERMales living in MetrosAge group 24-44 yearsWho are marriedWith a monthly household income of over Rs 30000.From families which were internet savvy.With usage beyond email.Transacted on the internet before.Deal HuntersEarly Adopters.REVENUE SHARE FROM OFFERINGSAIR TRAVELHOTEL & PACKAGESOTHER SEGMENTSDomestic: Within IndiaInternational : From IndiaInbound: Overseas to India Hotels: Domestic & IntlPackages:Domestic and InternationalConferences and EventsRailBusCarAncillary Services/ ProductsTransactions: 2,824,60077% of Net RevenuesTransactions: 175,90020% of Net RevenuesRail Transactions: 185,948Bus Transactions3% of Net RevenuesCAMPAIGN DESIGNMission:

Grab the attention of the consumer and inform about MMTs USP lowest air fare provider.

Message:

The underlying factors behind the advertising campaign were that customers were dual hunters and looked for the cheapest price with assurance.The campaign focused on the lowest airfare guarantee to push trials.If you find a lower fare we pay the difference- campaign was designed to serve the purpose of grabbing the attention.CAMPAIGN DESIGNMoney: Rs 30 million on advertising and marketing activities during three months launch phaseAwards and RecognitionsTravel & Business

Best Domestic Tour Operator - Times Travel Honours 2011 Best Online Travel Service Firm - Times Travel Honours 2011 Great Places To Work 2011 - 3rd Best Company to Work for & #1 in Professional Services Superbrand India - 2009-10 Great Places To Work 2009 - #2 in Professional Services Best Travel Website - CNBC Awaaz - 2008-09 Most Visited Travel Website - comScore - 2005-09 Most Preferred Online Travel Agency - Travel Biz Monitor Survey - 2008 Number One Online Travel Agency - JuxtConsult - 2008 Gold and Silver - Abby Award - 2007-08 Among the Top Ten Websites visited by Indians - comScore - 2007 Nominated World Travel Awards - WTA - 2007 Among 100 IT Innovators - NASSCOM - 2007 Best Online Travel Company - Galileo Express Travel World - 2007 Emerging India Award - ICICI Bank & CNBC TV18 - 2006 Asia's Hottest Technology Startup - Red Herring - 2006

Awards and RecognitionsAirline

Singapore Airlines - Top agents award 2010-2011 Malaysia airlines - Top agent award 2010 Malaysia airlines - Top agent award 2009 Cathay Pacific - Outstanding performance in 2009 Air Canada - Outstanding Performance - 2008 Singapore Airlines - Top Passenger Agent - 2007-08 British Airways - Outstanding Revenue Contribution - 2007-08 Air Mauritius - All India Top Ten Agent//Top North India Sales Award - 2006-07//2007-08 Cathay Pacific - Outstanding Performance - 2007 Malaysia Airlines - Top Agent Award - 2007 Lufthansa - Outstanding Performance - 2006-07 Kingfisher Airlines - Outstanding Performance - 2006-07 Indian Airlines - Achieving Highest Domestic Passenger Sales - 2006-07 Air India - Outstanding Contribution to Passenger Sales - 2005-06 Jet Airways - Award of Excellence - 2005-06 Gulf Air - Continuous Support

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