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

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    Abhisek Mondal
    This document discusses the travel and tourism industry and MakeMyTrip's business model. It provides an overview of industry data on departures from India by purpose of visit and travel channels. It then analyzes MakeMyTrip's marketing strategies, including their use of the AIDCAS model, buying formula theory, behavioral equation theory, and need satisfaction approach. It discusses their promotion strategies, which allocated 40% of budget to TV ads, 30% to internet, and the remaining to other channels. Outdoor ads with slogans like "Nothing is more attractive than MMT offer" are also summarized.

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

    Uploaded by

    Abhisek Mondal
    83 views39 pages
    This document discusses the travel and tourism industry and MakeMyTrip's business model. It provides an overview of industry data on departures from India by purpose of visit and travel channels. It then analyzes MakeMyTrip's marketing strategies, including their use of the AIDCAS model, buying formula theory, behavioral equation theory, and need satisfaction approach. It discusses their promotion strategies, which allocated 40% of budget to TV ads, 30% to internet, and the remaining to other channels. Outdoor ads with slogans like "Nothing is more attractive than MMT offer" are also summarized.

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    Make My Trip

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    This document discusses the travel and tourism industry and MakeMyTrip's business model. It provides an overview of industry data on departures from India by purpose of visit and travel channels. It then analyzes MakeMyTrip's marketing strategies, including their use of the AIDCAS model, buying formula theory, behavioral equation theory, and need satisfaction approach. It discusses their promotion strategies, which allocated 40% of budget to TV ads, 30% to internet, and the remaining to other channels. Outdoor ads with slogans like "Nothing is more attractive than MMT offer" are also summarized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    83 views39 pages

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

    Uploaded by

    Abhisek Mondal
    This document discusses the travel and tourism industry and MakeMyTrip's business model. It provides an overview of industry data on departures from India by purpose of visit and travel channels. It then analyzes MakeMyTrip's marketing strategies, including their use of the AIDCAS model, buying formula theory, behavioral equation theory, and need satisfaction approach. It discusses their promotion strategies, which allocated 40% of budget to TV ads, 30% to internet, and the remaining to other channels. Outdoor ads with slogans like "Nothing is more attractive than MMT offer" are also summarized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 39

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

    Travel and Tourism Industry

    Industry Data

    Departures from India by Purpose of Visit


    12

    10

    Reason for Departure

    Channels
    12

    10

    Analysis

    Overview

    Timeline

    achies t

    Sales Figures

    achiest

    achiest

    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

    27 27

    Outdoor Promotion

    28 28

    Outdoor Promotion

    29 29

    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
    36 36

    Environmental Arousal Motive

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