Sheena Saxena jiml-10-131 Shobhit Srivastava jiml-10-138 Tulika Narayan jiml-10-164 Vinod Kumar jiml-10-168

Tourism
 Tourism has played a pivotal in social progress. It is also an important vehicle in widening socio-economic and cultural contacts.  The tourism industry in India is substantial and vibrant, and the country is fast becoming a major global destination.  Indias travel and tourism industry is one of them most profitable industries in the country, and also credited with contributing a substantial amount of foreign exchange.  A wide array of interests-entertainment, sports, religion, culture, adventure, education, health and business-drives tourism.  Tourist expenditure generates multiple effects with extensive outreach along its value chain.

 The tourism industry of India is based on certain core nationalistic ideals and standards which are:  Swaagat or welcome,  Sahyog or cooperation  Soochanaa or information  Sanrachanaa or infrastructure  Suvidha or facilitation  Safaai or cleanliness  Surakshaa or security.

Promotional Activities
 The Ministry of Tourism produced India Map, India Brochure and Delhi City Maps for distribution during the Commonwealth Games 2010 held in Delhi.  Incredible India promotional standees were also produced during the period.  Thematic posters to promote various tourism products and destinations of India were produced by the Ministry.  The Ministry also produced an Incredible India promotional calendar for the year 2011.  Two TV commercials along with radio spots were produced on Social Awareness themes. The commercials featured Shri Aamir Khan, noted film actor and social activists.  The Ministry produced 5 regional creatives for release in the domestic market

Business ecosystem
The tourism ecosystem is composed of five basic elements:
 The customers, which have highly diverse characteristics in terms of the duration, objective, etc., of the tourism activity.  The service providers to end customers (e.g., hotels,restauras, transportation companies) andassociated services (e.g.insurance, money exchange, financial).  The intermediaries (e.g., travel agencies, tour operators, GDS) and the distribution channels(e.g., tourism guides, Inter net portals, fairs).  The direct or indirect input suppliers (e.g., furniture, linen, equipment, accountants,printing workshops) and services (e.g., insurance, foreign exchange agencies, travelers cheques).  The communities that receive tourists (e.g., the population, different levels of government, institutions).

Ecosystem

Components of Tourism Industry

 ACCOMODATION Hotels & Motels Appartments Camps Guest House Hostels Lodge Bed and Breakfast House Boats Resorts Cabins  ATTRACTIONS Natural Cultural Educational Monuments Events Medical Social Professional    BUSINESS TOURISM Incentive Meeting Events Exploring New Possibilities Meeting Organizers Event Organizers Conference Organizers CARRIERS Airlines Roadways Railways Ships Cruises Rent-a-cars and other vehicle hiring Local transportation (includes city-buses, auto/taxi, boats, trams, local trains etc)

 

TOUR OPERATORS Incoming Outgoing Cruises Day tours and sight seeing Adventure Tours Religious Tours Educational tours Special Interest RETAIL SERVICES Art and Crafts Garments Souvenir Books Medicine Luggage All other retail shops used by tourists

 DISTRIBUTION, COORDINATION AND FACILITATING SERVICES Government Agencies (at all levels) Packaging agents Guides Tour Managers Ticketing Agents Tour Wholesalers Holiday Sellers Industry Associations Machinery and equipment hiring and leasing  DINING
At hotels (all kinds) Local Restaurants Roadside joints Cafeterias All retail counters serving food and beverages

Competitiveness
 Being competitive has emerged as a new challenge for
tourism industries across the globe because of furious competition amongst nations for a larger share in the tourism pie.  China is already the largest out-going tourist market in the region, and the increase in mainland Chinese tourists to international destinations is a trend that will increase in the foreseeable future. Asian countries, especially those with large populations of ethnic Chinese like Singapore and Malaysia, have upped their promotion to the mainland Chinese market

 New campaigns from relative market newcomers such as South Korea, New Zealand, Egypt, and the Philippines have been launched in the past few years, competing with mainstays Australia, Hawaii, Singapore, Thailand and Malaysia.  International trends in eco-tourism, luxury exclusive off the beaten track tourism, and increasing grey tourism from such places as Europe, Japan and South Korea.  Thailand, in the wake of it's successful "Amazing Thailand" brand faces a double edged sword, being able to boast some of the highest incoming tourist counts but the lowest expenditure per traveler of any major Asian country destination

Challenges
 Indias poor domestic tourism infrastructure is leading to a threat of losing foreign tourists to other competing countries.  India is highly prone to prevailing socioeconomic and political conditions.  Like terrorist strikes, riots, epidemics, political uncertainty, slowdown in reforms etc.  The growth in the Indian tourism sector is accompanied by the imminent destruction of local ecology and an increase in pollution, which, in the long run, is going to negatively impact the tourism industry of India.

Sector Specific Challenges - Being a part of the service sector, Tourism Industry faces the below mentioned challenges posed by the sector itself  High Exit Barrier; Difficulty in trial One characteristic of services is that it is hard to escape from the consequences of a poor choice (of service and service provider). Tourists know this and they also understand that once they are at a destination, a U-turn is not easy. Hence, they are over cautious while deciding on the tourism services (choice of destination, transporter and hotels etc). Reduced trialability. Since the trialability is also almost nil in (tourism) services, in case of tourism industry, it is a prerequisite to have a good product and a sound reputation in place, only then sustainable sales can be expected

Word-Of-Mouth (WOM) It is important to realize that tourists tend to believe more on information from independent sources and less on promotions, thus, a destination may be pushed through heavy promotion, but the length of its PLC is finally dictated by the WOM. Industry Specific Challenges - certain challenges are related to the very nature of this particular industry and exist along with the industry around the globe, like:  Highly infectious industry Tourism Industry is very sensitive to environmental changes and it gets affected by them and reacts very fast to them, like - According to Star News (10 April 2007), a bollywood movie song resulted in increased tourist inflow to a destination (Khandala) and recently, in a couple of days after India got out of the cricket world cup, many tourists cancelled their tours to West Indies resulting in loss of Rs 30 Crore to tourism industry.

 High Social Cost Tourism takes a toll on the resources (especially natural resources), and a large part of the revenues brought in by tourism is required for sustaining the resources, so the profitability of tourism industry is suspicious, especially in countries where proper sustainability mechanisms are not in place.  Intermediary Conflicts - Components of the tourism industry have different commercial objectives, strategic interests and operational procedures, so as channel partners protect and advance their own interests, often at the expense of their partners gains, several intrachannel conflicts emerge inevitably. Major reasons behind such conflicts are  1. Price and Profit Margin Distribution  2. Exceeding Vertical Integration generates Oligopolistic Behavior  3. Operational issues - partners failing to fulfill their obligations or providing the service they promised

INTRODUCTION
 Make MyTrip.com, Indias leading an online travel company was founded in the year 2000 by Mr. Deep Kalra offering airline tickets, hotel reservations, car rentals, travel packages and holidays in India. It caters to the Indian Market in the USA, UK and Australia. It has offices in Gurgoan, New York and Sydney.  Make my trip is 24X7 on line portal for travel needs.  Largest e-commerce company in its year of launch 2000  In Dec. 2007, MakeMyTrip won the best Online Travel Agency in India award from Galileo Express Travel World.  Initial focus on NRI customer in US and worldwide with market pot of 1.5 billion USD.  Customer base of one million customers and turnover of 280 million in financial year 2007-08 & US $ 500 million (expected) for in the financial yr ending march 2010.

MMTS MARKETING STRATEGY

Customer focus with operational efficiency and customer intimacy.

MMTS TARGET MARKET

More than 14 million NRI Population in U.S., Europe and Asia. More than 9 million Indians customers travel abroad. International and Domestic Holiday packages increasing

MMTS POSITIONING
 MMT position as a single portal for all travel and accommodation needs. Its appeal reliable travel booking with Excellency.  MMT aims to position itself total provider solution with convenience as key drive its strategy to attain the cost leadership which will help is to sustain growing competition in the future.  Being the entrant and cost leader the company will able to achieve sustainable advantage.

Market Leader in India s OTA Industry #1 in Gross Bookings

 Most visited online travel website in India

Others 10%

 Largest seller of air tickets for all Indian Full Service & Low Cost Carriers  MakeMyTrip s customers represented 12% of all domestic passengers flown

Cleartrip 18%

48%
Yatra 24%

(source data: dgca.nic.in July & August 2011)

 Largest Producer of online room bookings for many hotel chains in India  Largest domestic e-commerce company with over 4.1 million monthly unique visitors
(September 2011 comScore)

Source: PhoCusWright, Mar 2010

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Keys to Success
Strong Brand Recognition
 Best Online Travel Agency & Best Domestic Tour Operator -Times of India 2011  High rates of repeat & direct site traffic  Most searched online travel brand in India with 8.2 million visits per month

Superior User Experience

 User-friendly interface (online & offline) - Hotels 3.0  Simple & fast responding booking engines  Customer Loyalty Program My Trip Rewards  Innovative Customer Service Online Support

Operational Excellence
 Web analytics to manage site traffic & enhance conversion rates  Continuous monitoring of key metrics i.e. conversions, first call resolutions, customer satisfaction  Web infrastructure 24x7 alert systems

Open Work Culture to Drive Innovation & Growth

 #3 in Great Places to Work (India 2011)

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SERVICES AND PRODUCTS

Air Ticketing 76%
% of Net Revenue (LTM 9/30/2011)

Air Ticketing
Domestic Flights (within India) International Flights (inbound & outbound to/from India)

Hotels & Packages

Holiday Packages in India International Holiday Packages

Emerging Segments 4%

Standalone Hotel Reservations

Hotels & Packages 20%

Flight Plus Hotel Deals

Emerging Segments
Travel Insurance Rail Ticketing Bus Ticketing Car Hire Website Advertising

Large Target Market:

Indian Middle Class, Non-Resident Indians, Domestic Small and Medium Enterprises
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Established Strong Airline Partnerships

All Domestic Full Service Carriers (GDS)

All Domestic Low Cost Carriers (Direct Connects)

All Major International Airlines (GDS)

Single Largest Air Ticketing Agent for All Domestic Full & Low Cost Carriers in India
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Widest Availability of Domestic Hotels

6,000+ properties offered 29% 21% 33% 11% 6%

Adding 500 more hotels each month to increase selection for customers

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Innovative Holiday Packages & Bundled Products

Partnerships with Tourism Boards of Bhutan, Thailand & Malaysia Acquisition of Luxury Tours & Travel: more value & choice for SE Asia bound customers

More choices in holiday packages versus online competitors Greatest proportion of non air net revenue in the domestic OTA industry

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PRICE

MMT offers competitive economical prices for tour packages and moreover price is linked with advance booking also. It aimed to offer a range of best-value products and services along with cutting-edge technology and dedicated round-the-clock customer support.

PLACE

MMT has created a network of offices in New Delhi, Mumbai, New York and Sydney. Appointed franchise in all major cities of US, UK, Australia, UAE and India

PROMOTION

MMT offers travel insurance and Business Lounges in India and overseas for all travelers MMT provides valuable shopping discount booklets MMT provides pick up and drop services for all air travelers. Promoting services with strategic alliances with brands like Coke, Sify.com, Maruti Udyog and Nokia etc.

PEOPLE
 An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage.  Consumers make judgments and deliver perceptions of the service based on the employees they interact with. MMT Staffs have the appropriate interpersonal skills, aptitude, and service knowledge to provide the service that consumers are paying for.  Most trusted name in the industry, MakeMyTrip's spectacular success is in no small part due to the unblinking vision of its senior management team and the dedication of its employees. MakeMyTrip employs over 700 Trippers from the travel, tourism, hospitality and technology industries.

PHYSICAL EVIDENCE

Improved User Interface

Select & Purchase Hotels on a Map

Shortlisting & Saved Results

Destination Inspiration

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Acquisitions & Investments to Drive Hotels & Packages Growth

Luxury Tours & Travel (May 2011)

Increase hotel selection in Southeast Asia Enhance travel experience Net revenue margin expansion

iXiGO.com (August 2011)

Technology team acquisition User Generated Content & Social Media

My Guest House (November 2011)

Access to ultra budget accommodation inventory Last room availability technology

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SALES AND SERVICE CHANNELS

Online 19 MakeMyTrip Travel Stores Blackberry Featured App & Mobile Webpage

Ludhiana Delhi / Gurgaon Jaipur Lucknow Ahmedabad Indore Kolkata Rajkot Vadodra Sur Nagpur at Nasik MumbaiPune Hyderabad Goa Bangalore Chennai Guwahati

Call Center: 800+ Tele Agents; Multiple Locations; Multilingual

11,000+ Affiliate Travel Agents in 700+ cities; B2B and B2C Services

Social Network Presence

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Flexible Payment Options and Customer Service Channels

All Major Payment Options Accepted

*Credit Cards *Net Banking *Cash Card *Debit Cards *Cash on Delivery *Easy Pay

Online Customer Support Module

Cancel, Modify, Track bookings; bypassing call center

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PROCESS

MMTS BUSINESS MODEL & OPERATIONS

Online Interface With MMT
Makemytrip.com Interface Real Time Airline Booking Customer Hotel Reservation System Car Rental interface

Offline (after sales) Interface

MMT Sales (CSRs) MMT Ticketing Fed Ex

Customer Airlines
MMT Sales Consolidators

MMT Operation

Web Site Content

Car Rental

Hotels

Tour Operation

Net Carrots

SERVICE QUALITY
All calls are recorded & periodically examine to improve the quality output of customer care executives. Each web chatting and emails are saved in MMTs system for constant monitoring of the service quality give to the customer. MMT from a dedicated set of executive to service sophisticated corporate and general sales business.

MAKEMYTRIP VALUES
Passion for Winning Respect for People Excellence

Empowerment

MMT s Values

Customer Centricity

Fun@Work

Integrity Accountability

Teamwork

Innovation

THANK YOU !
2009 AIMS PGPM-H08