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Project Report on “Marketing Strategies Adopted by Makemytrip.Com” PROJECT REPORT ON “MARKETING STRATEGIES ADOPTED BY MAKEMYTRIP.COM” SUBMITTED BY: SUMIKET SIROHI Roll No. 2K16/MBA/69 Specialization: Marketing UNDER THE GUIDANCE OF: MS Deepali Malhotra Assistance Professor “Marketing Strategies Adopted by Makemytrip.Com” CERTIFICATE This is to certify that Mr Sumiket Sirohi, a student of Delhi School of Management completed his project work on “Marketing Strategies Adopted by Makemytrip.Com” under my guidance and supervision. I certify that this is an original work and has not been copied from any source. Signature of Guide ------------------------------------- Name of Project Guide: MS Deepali Malhotra ii “Marketing Strategies Adopted by Makemytrip.Com” DECLARATION I hereby declare that the Project Report entitled “Marketing Strategies Adopted by Makemytrip.Com” has not been submitted previously from the basis for an award of any degree. This work embodies the result of my original work conducted under the supervision of MS Deepali Malhotra. The information submitted is true and original to the best of my knowledge. Sumiket Sirohi Roll No. 2K16/MBA/69 Specialization: Marketing iii “Marketing Strategies Adopted by Makemytrip.Com” ACKNOWLEDGEMENT I have prepared this study paper for the “Marketing Strategies Adopted by Makemytrip.Com”. Quite frankly, I have derived the contents and approach of this study paper through discussions with colleagues who are also the students of this course as well as with the help of various Books, Magazines and Newspapers etc. I would like to give my sincere thanks to Ms Deepali Malhotra and host of friends and the teachers who, through their guidance, enthusiasm and counselling helped me enormously. As I think there will always be a need for improvement. Apart from this, I hope this study paper would stimulate the need for thinking and discussion on the topics like this one. Sumiket Sirohi Roll No. 2K16/MBA/69 Specialization: Marketing iv “Marketing Strategies Adopted by Makemytrip.Com” EXECUTIVE SUMMARY India is the greatest lively and fast-growing online travel market in the APAC region. The online travel market in India has observed marvellous growth and is fascinating a huge number of national and international players. Private equity players have made gigantic investments in the online travel agency (OTA) segment in the past two years. The online travel market in India has witnessed incredible growth and is appealing to many national and international players. The eccentric Travel Deals at www.makemytrip.com also permits the programming of MakeMyTrip India at very little and provides brilliant deals on the flight reservation. To book your airline tickets low-cost Makemytrip.Com to learn about strange travel deals at www.makemytrip.com, you can go online and search for deals and discounts. The user-friendly website offers you all the data in minutes you can easily book your MakeMyTrip India. The site can help you learn about new proposals and reductions obtainable by different airlines and may also provide discounted tickets business class. v “Marketing Strategies Adopted by Makemytrip.Com” TABLE OF CONTENTS Chapters Page Nos. CHAPTER -1: INTRODUCTION 1-3 ▪ Definition of the problem CHAPTER -2: OBJECTIVES OF THE STUDY 4-5 ▪ Objectives ▪ The scope of the project work CHAPTER -3: RESEARCH METHODOLOGY 6-9 ▪ Research design ▪ Data collection ▪ Primary data ▪ Secondary data ▪ Specify statistical tools to analyze data ▪ The justification for the topic ▪ Limitation of the study CHAPTER -4: LITERATURE REVIEW 10-51 ▪ The travel industry in India ▪ The online travel industry in India ▪ Marketing strategy ▪ Methods of marketing ▪ A new marketing strategy for e-commerce ▪ Advantages of e-commerce ▪ Problems of e-commerce ▪ Applying the marketing mix o Product o Place o Price o Promotion vi “Marketing Strategies Adopted by Makemytrip.Com” ▪ Marketing strategy in the travel industry ▪ Marketing strategy and the marketing mix ▪ Profile of makemytrip.com CHAPTER -5: DATA ANALYSIS 52-62 CHAPTER -6: FINDING & RECOMMENDATIONS 63-64 CHAPTER–7: CONCLUSION & IMPLICATIONS 65-67 ▪ Conclusion ▪ Summary of the project report ANNEXURE 68-70 ▪ Questionnaire Bibliography/References 71-72 vii “Marketing Strategies Adopted by Makemytrip.Com” Chapter -1 Introduction 1 “Marketing Strategies Adopted by Makemytrip.Com” INTRODUCTION Definition of the Problem The research aims to analyze the marketing strategies adopted by "MakeMyTrip". MakeMyTrip remained at the forefront by adopting innovative marketing strategies in its marketing mix to break the chaos of brands that offer similar services. The key to your marketing strategy is the multifaceted approach to designing content that serves different purposes for the brand. Although the brand was successful in creating a large community of followers on Facebook, they lagged the participation scores. The brand has yet to explore the beauty of the platforms like YouTube and Pinterest to the best of their potential. MakeMyTrip is slowly spreading on Twitter with unique campaigns and hashtags that tend almost every time they plan. MakeMyTrip has managed to integrate its offers without problems with different occasions and events. The conception and conceptualization of campaigns on all platforms are simply perfect. Discover Bhutan, #Wander Love and # Thanksfor10k are some of the successful campaigns run by MakeMyTrip in recent times. The brilliant execution of these campaigns has certainly helped the brand to expand its reach, therefore, MakeMyTrip is much more than just a travel portal or a famous pioneering brand: it has become the undisputed leader online, with its share of travel. a market that extends to over 50% of all online sales, a fact highlighted by the trust placed in it by millions of satisfied customers. Born from the seed of one big idea: empowering the traveller, MakeMyTrip is an all- in-one travel shop offering a range of products and services of the highest value along with cutting-edge technology and 24-hour customer service. Over the years, MakeMyTrip has revolutionized the travel industry, consolidating its position on the market as a brand known for reliability and transparency. MakeMyTrip has always been proactive in its efforts to achieve excellence, both in market research, understanding consumer behaviour, developing new products or promoting its range of products and services. In the current era in which digital media are indispensable for the success of any e-commerce brand, MakeMyTrip was one of 2 “Marketing Strategies Adopted by Makemytrip.Com” the first to adopt social media in its marketing mix. Let's take a look at how the brand uses social networks to get in touch with travel enthusiasts and maximize the reach of their products/services. MakeMyTrip follows an integrated marketing and media strategy on all platforms. Content Bucket includes a mix of high-definition and interesting publications that cover the range of services offered by the brand, along with this MakeMyTrip launches campaigns and competitions that are adapted according to the latest offers and opportunities. While the company does its best to interact and interact with the target audience of Facebook, Twitter, YouTube and Pinterest, the percentage of participation in relation to a few followers is very average. The brand follows a tone of unified and constant communication always, the delivery of content varies according to the dynamics of the platform in use. RATIONALE OF THE STUDY India is the fastest growing and fastest growing online travel market in the APAC region. The online travel market in India has seen great growth and is attracting many national and international players. Private equity operators have invested heavily in the online travel agency (OTA) segment in the last two years. The online travel market in India has seen great growth and is attracting many national and international players. Private equity operators have invested heavily in the online travel agency (OTA) segment in the last two years. As we all know, the online travel market is overcrowded. The fantastic travel offers on www.makemytrip.com also allow MakeMyTrip India's planning to be very low and offer excellent offers on booking flights. To book your low-cost airfare on Makemytrip.Com and get fantastic travel offers on www.makemytrip.com, you can go online and search for offers and discounts. The easy-to-use website gives you all the information in minutes that you can easily book on MakeMyTrip India. The site can help you learn about new offers and discounts offered by different airlines and can also offer discounted tickets for the business class. 3 “Marketing Strategies Adopted by Makemytrip.Com” Chapter -2 Objectives of the Study 4 “Marketing Strategies Adopted by Makemytrip.Com” OBJECTIVES OF THE STUDY Objectives The present research revolves around the following broad objectives: To analyze the marketing strategies of “Makemytrip.com” To identify weaknesses in these marketing strategies, if any To analyze the level of customer satisfaction towards services provided by “Makemytrip.com” The scope of the Project Work The scope of this study is limited to customers who use online ticketing facility in New Delhi area 5 “Marketing Strategies Adopted by Makemytrip.Com” Chapter -3 Research Methodology 6 “Marketing Strategies Adopted by Makemytrip.Com” RESEARCH METHODOLOGY Research Design "Research means different things to different people" and the intent is to investigate innumerable data, theories, experiences, concepts and laws. "The procedural framework
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