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CUSTOMER SEGMENT
INDIAN MARKET
INTERNATIONAL TRAVELER
DOMESTIC TRAVELER
INBOUND TRAVELER
OUTBOUND TRAVELER
BUSINESS PURPOSES
VISITING FAMILY
BUSINESS MODEL
There were three enabling components: technology, people and process, and supplier relations. Technology was identified as a cornerstone. MMT had already developed proprietary technology which would help it link all supplier sites to check the inventory and compare prices The booking engine would also enable customers to customize the booking of their flight and hotel packages to maximize savings. No selling of advertisement space on the website to avoid distraction. Company products to generate revenue Employees having domain-specific skills in order to help MMT develop and offer suitable products and services for the travel consumer.
SATISFACTION
Launch Plan
MMT wanted to achieve the following objectives through the launch campaign: Communicate that MMT offers online one-stopshop solution to travel consumers Build excitement through every customer contact Communicate a strong proposition and deliver consistently on the promise Build empathy via relevance.
Campaign Design
The campaign focused on the lowest airfare guarantee to push trials. The tallest claim in the market If you find a lower fare we pay the difference was designed to serve the purpose of grabbing the attention.
Advertisement Budget
Money: Rs. 30 million on advertising and marketing activities during 3 months launch phase Sales
TV Web Print Outdoor BTL Print
Viral Campaigns
The primary goal of the viral campaigns was to promote the lowest airfare guarantee offered by MMT and generate excitement in the market. The campaign was aimed at creating a new breed of air travellers. A manifestation of this trend was conveyed through another message to the target audience ,Wish, Click, and Go. Two virals were created to build the MMT brand and to entice travellers to make use of the low airfares
Media Selection
Television
Print Media
Internet
Outdoor
Print Media
Print Strategy Adopted 1) Ads placed at bottom signifying rock bottom prices 2) City relevant offers Media Reach Comparison Stats by Media research Users Council (MRUC)1 5 % spending
1. http://www.afaqs.com/perl/media/story.html?sid=26984_IRS2010Q1report:Printretains%20itsreach;TVInternetgrows;Radiodeclines
Internet penetration in India for travel sites ( Data as per Aug 2013)
OTAs
78%
6
5 4 3 2 1 0 Indian Railways Makemytrip Yatra Online April 2010 Expedia Inc Cleartrip 3.4 1.93 1.64
1.19
Cleartrip
Yatra
MMT
0 2 4 6 8 10 12 14 16 18
18
20
12
10
Television
High frequency with base rate of 40 % in all markets High reach mass channels were not chosen Commercial length: 20 sec 60 % of total time was evening prime time and 40% was RODP on weekends Global TV ad expenditures grew 4.2 percent on a year-over-year basis for the first half of 2013, accounting for 57.6 percent of total ad spend.
Advertising Model
Hybrid Model
Travel partner with Corporates: MMT could go about collaborating with big corporates like ABG, ITC, and Microsoft etc. and become their travel partner. Collaborating with sports events/other major events: MMT can also become travel partner for major sport, film and other events e.g. Official travel partner for IPL, IIFA Awards etc. Flash mobs : There is no better way for viral campaigning than on airports and malls. Free Food coupons for a day for every traveller on Make My Trip Day. Make my Trip goodies to be distributed to 100 lucky customers on a daily as well as to the loyal and important customers, this will increase brand loyalty Lifetime Make my trip card on lines of Club Mahindra. Collaborations with Banks Personalized Travel Options Tie Ups with Holiday Destinations e.g.. Trekking,Bunjey Jumping etc. Expanding the usage of Travel Points and allowing customers to use it for online shopping. Developing a Mobile App.