Presented By: Abhisek, Nilay, Abhinav, Priyam, Mubeena and Protyay

Travel and Tourism Industry

Industry Data

Departures from India by Purpose of Visit

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Reason for Departure

Channels
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Analysis

Overview

Timeline

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Sales Figures

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Assessment of market potential

Population size: Indian Air traffic at 39.86 mn in April 2004, expected to add 5 mn passengers each year till 2014 Segments that would buy: Personal travel and tourism, business travel, online travel market Spending capacity: Rs. 1034 bn, Rs. 134 bn , Rs. 12.9 bn respectively (2005 figures) Customers need: one stop shop for tickets, accommodation, cars, even entertainment Tastes and preference: evolution towards financial cards, young turks with a zeal to discover preferring hassle free planning

Reason for strategic choice

Studying MMT model

AIDCAS

Awareness: lowest air fare provider positioning.

Interest: offered one stop shop for all requirements

Desire: continuous flashing of low fares, discount, photographs paired with low fares

Commitment: log in accounts Action: basic parameters like return trip etc are already chosen.

Studying MMT model

Buying Formula Theory

Exposure:
RANDOM - Facebook, airports, TV commercial DELIBERATE - makemytrip.com

Attention: Low : TV commercials High: Print ads Interpretation : High: For the 24-44 male class, with high income, internet savvy

Studying MMT model

Behavioral Equation Theory

Drives: Natural Human Drive to Travel, See Places

Cues: Ads, Site (Discounts, Deal of the Day) Response: Site allows easy access, Customer Support

Reinforcement: Sales calls from customer care, Site (Trip Rewards)

Studying MMT model

Right Set Of Circumstances

Financial Viability: Credit card Reach Internet Convenience of booking tickets from home

Levels of stimulus-response
Canned approach

The TVC s, the internet, outdoors, is the same concept being repeated everywhere.

The theme was: lowest air fares, and later this shifted to a complete holiday package a click away.

Levels of stimulus-response
Mental Stimulus Approach

Features: exclusive offers on tourist destinations, hotel reservation, car booking.

Advantages: lowest air fares, one stop shop for booking needs.

Benefits: Convenience, Time savings Value: Peace of Mind, Customer Delight

Levels of stimulus-response
Need satisfaction approach

There was an increasing trend towards internet usage

Preponderance of credit card usage Launch of LCC, so growing demand for domestic tourism

Higher disposable income in the hands of the middle aged male 24-44, who would seek newer experiences

MMT identified this trend and came up with a

Levels of SR : Need satisfaction approach

Problem Solving Selling

Provides a range of products, from tickets of all air carriers to all types of hotels to all kinds of destination.

Provides complete solution to all types of traveling needs, with domestic and international accommodation, car booking, bus and rail booking

Introducing categories like flight with hotels, trip rewards, deal of the day, list of holidays to

Components of exchange

Contact: My bookings or sign in, register Prospecting: Targets males (24-44), MAN model Promotion: Social networking sites, Ad Sense, TV, viral, Offers

Negotiation/ Transaction: Fixed Prices, No Negotiations

Distribution: Delivery of service done through Partners like Airlines, Hotels etc

Collection/Post Purchase Support: Customer support

Promotion

Promotion

Planned to spend approximately Rs. 30 million on advertising and marketing activities during the launch phase

40% on TV, 30% on Internet, 5% on outdoor, 5% on print, 5% on below the line (BTL) marketing, and 15 per cent on analytics, public relations (PR)

Nothing is more attractive than MMT offer Wish, Click, and Go Viral Marketing Sita-Haran, Ram/Lakshman

Outdoor Promotion

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Outdoor Promotion

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Outdoor Promotion

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Consumer Behavior

Need For Uniqueness: The super active new age male wants distinct experiences Optimum Stimulus Level:
Over stimulated: Tired of the hassles of booking. MMT offers one stop shop

Variety-Novelty Seeking:
Vicarious enjoyment derived from the pictures of the exotic tourist locations

Dogmatism:
Low dogmatism: Era of change, transition to an internet economy.

Arousal techniques

Physiological Arousal Motive Cognitive Arousal Motive Emotional Arousal Motive Environmental Arousal Motive

Cognitive Arousal Motive

Physiological Arousal Motive

TV Ads

Emotional Arousal Motive

TV Ads
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Environmental Arousal Motive