make my trip case study

• Company Reports

MakeMyTrip Ltd - Case Study

• Region: Global
• ID: 5624937
• Description
• Table of Contents
• Companies Mentioned

Related Topics

Related reports.

• Purchase Options
• Ask a Question
• Recently Viewed Products

Key Highlights

• In 2019 the company made significant investments in ongoing customer acquisition programs, such as cash incentives and select loyalty incentive promotions.
• MakeMyTrip has a strong cash and liquidity position which is advantageous for funding potential market opportunities.
• MakeMyTrip’s growth income increased in 2021 due to a reduced operational activities costs such as marketing and sales promotion expenses.
• This case study is an analyzes MakeMyTrip’s success in the Indian online travel market and the reasons for it. It also looks in detail at the company's M&A activity and future growth strategies.

Reasons to Buy

• Gain an understanding of MakeMyTrip Ltd's business structure and timeline of operations.
• Gain an understanding of MakeMyTrip Ltd's financial information, including revenue, revenue breakdown and profit.
• Gain an understanding of the impact of COVID-19 on MakeMyTrip Ltd Group.
• Gain an understanding of the company's domestic and international growth strategies, the strategic investments and partnerships as well as the company's investment in technology.
• Recognize the opportunities and threats facing MakeMyTrip Ltd.
• Main Findings
• Business Structure Of MakeMyTrip Ltd
• Timeline Of MakeMyTrip Ltd
• Financial Information Of MakeMyTrip Ltd
• Covid-19’s Impact On MakeMyTrip Ltd
• India’s Travel Industry
• MakeMyTrip’s Growth Strategies
• MakeMyTrip’s Marketing Strategies
• Why MakeMyTrip Dominates India’s Travel Space
• Opportunities

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

• Bookings.com

World Fuel Services Corp (INT) - Financial and Strategic SWOT Analysis Review

•  SWOT Analysis

TripAdvisor 2023 Full Year Operating and Financial Review - SWOT Analysis, Technological Know-How, M&A, Senior Management, Goals and Strategies in the Global Travel and Leisure Industry

• December 2023

Allianz Global Assistance SAS - Strategy, SWOT and Corporate Finance Report

• September 2023

Didi Global Inc (DIDIY) - Financial and Strategic SWOT Analysis Review

Beautiful Brands International, LLC - Strategy, SWOT and Corporate Finance Report

• August 2023

ASK A QUESTION

We request your telephone number so we can contact you in the event we have difficulty reaching you via email. We aim to respond to all questions on the same business day.

Request a Quote

YOUR ADDRESS

YOUR DETAILS

PRODUCT FORMAT

DOWNLOAD SAMPLE

Please fill in the information below to download the requested sample.

You are using an outdated browser. Please upgrade your browser to improve your experience.

MakeMyTrip Ltd - Case Study

• Table of Contents
• Description
• Related Reports
• In 2019 the company made significant investments in ongoing customer acquisition programs, such as cash incentives and select loyalty incentive promotions.
• MakeMyTrip has a strong cash and liquidity position which is advantageous for funding potential market opportunities.
• MakeMyTrip’s growth income increased in 2021 due to a reduced operational activities costs such as marketing and sales promotion expenses.
• This case study is an analyzes MakeMyTrip’s success in the Indian online travel market and the reasons for it. It also looks in detail at the company's M&A activity and future growth strategies.
• Gain an understanding of MakeMyTrip Ltd's business structure and timeline of operations.
• Gain an understanding of MakeMyTrip Ltd's financial information, including revenue, revenue breakdown and profit.
• Gain an understanding of the impact of COVID-19 on MakeMyTrip Ltd Group.
• Gain an understanding of the company's domestic and international growth strategies, the strategic investments and partnerships as well as the company's investment in technology.
• Recognize the opportunities and threats facing MakeMyTrip Ltd.

Overview Main Findings Business Structure Of MakeMyTrip Ltd Timeline Of MakeMyTrip Ltd Financial Information Of MakeMyTrip Ltd Covid-19’s Impact On MakeMyTrip Ltd India’s Travel Industry MakeMyTrip’s Growth Strategies MakeMyTrip’s Marketing Strategies Why MakeMyTrip Dominates India’s Travel Space Opportunities Threats Appendix

MakeMyTrip Ltd - Strategy, SWOT and Corporate Finance Report

Wildlife tourism - case study, smol - success case study, nykaa - success case study, tealive - success case study, quiznos - failure case study, research assistance.

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Other tasks

• Printer format
• Order by fax
• Currency converter

Request a Free Sample

Samples provide examples of tables, charts, and topics included in this report. Your sample will be emailed to the address provided.

MarketResearch.com, Inc. is committed to protecting and respecting your privacy, and we’ll only use your personal information to administer your account and to provide the products and services you requested from us. From time to time, we would like to contact you about our products and services, as well as other content that may be of interest to you. If you consent to us contacting you for this purpose, please tick below to say how you would like us to contact you:

You can unsubscribe from these communications at any time. For more information on how to unsubscribe, our privacy practices, and how we are committed to protecting and respecting your privacy, please review our Privacy Policy.

By clicking submit below, you consent to allow MarketResearch.com, Inc. to store and process the personal information submitted above to provide you the content requested.

MakeMyTrip - How the Company is Making Travels Hassle-Free?

Shubham Kumar , Manisha Mishra

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations.

More Indians are now booking tickets and hotels online than ever before. Nothing can beat the comfort of being able to plan a trip from the comfort of your home. You can check out the prices and compare them to get the best out of the deal. A company that holds a major share in the Indian online travel industry is MakeMyTrip. Since 2000, MakeMyTrip is helping millions of Indians book railway tickets, airline tickets, bus tickets, reserve hotel rooms, and buy holiday packages.

Founded in 2000 and headquartered in Gurgaon, Haryana, MakeMyTrip is one of the most popular and dependable Indian travel companies that helps the people of India avail of online travel services that include airline tickets, domestic and international holiday packages, reservations of hotels, railways, and bus tickets.

If you want to know more about MakeMyTrip India, its Founders and Team, Growth, Startup Story, Mission and Vision, Products and Services, and more, then here's the MakeMyTrip success story.

MakeMyTrip - Company Highlights

MakeMyTrip - About MakeMyTrip - Industry MakeMyTrip - Founders and Team MakeMyTrip - Subsidiaries MakeMyTrip - Startup Story MakeMyTrip - Mission and Vision MakeMyTrip - Name, Tagline, and Logo MakeMyTrip - Business Model MakeMyTrip - Revenue Model MakeMyTrip - Product and Services MakeMyTrip - Challenges Faced MakeMyTrip - Funding and Investors MakeMyTrip - Investments MakeMyTrip - Mergers and Acquisitions MakeMyTrip - Growth MakeMyTrip - Partnerships MakeMyTrip - Advertisements and Social Media Campaigns MakeMyTrip - Awards and Achievements MakeMyTrip - Competitors MakeMyTrip - Future Plans

MakeMyTrip - About

India’s leading online travel company, MakeMyTrip, was founded in 2000 by Deep Kalra, Keyur Joshi, Sachin Bhatia and later joined by Rajesh Magow. Headquartered in Gurgaon (Haryana), the company provides online travel services that include flight tickets, domestic and international holiday packages, hotel reservations, and rail and bus tickets.

MakeMyTrip - Industry

The research of the Statista indicates that the travel and tourism sector is expanding favorably. Forecasts for 2023 indicate a strong and promising future with a significant revenue of US $19.86 billion . The projected yearly growth rate between 2023 and 2027 is an outstanding Compound yearly Growth Rate (CAGR) of almost 12.18%, with a projected value of US $31.45 billion by 2027. These figures highlight the industry's strength and point to a continuing upward trend, indicating tremendous potential for consistent growth and a plethora of opportunities in the Travel and Tourism sector going forward.

MakeMyTrip - Founders and Team

Deep Kalra, Keyur Joshi, Rajesh Magow and Sachin Bhatia are the co-founders of MakeMyTrip.

The founder of MakeMyTrip, Deep Kalra, was raised in Hyderabad, attended St. Stephen's College in Delhi for his economics degree, and graduated with an MBA from IIM Ahmedabad in 1992. He left ABN AMRO after three years to work in business development at GE Capital. In the past, he worked with AMF Bowling to bring bowling alleys to India. With the launch of MakeMyTrip in 2000, Kalra revolutionized the Indian travel sector by introducing cutting-edge online services.

As the CEO of MakeMyTrip, Deep Kalra guided the company from its inception till its listing on NASDAQ in August 2010. From August 2013 to February 2020, Kalra functioned as the Group CEO. In February 2020, Deep Kalra stepped down from the post of Group CEO to resume responsibilities as executive chairman of the MakeMyTrip board, while co-founder and current group CEO Rajesh Magow took charge as the Group CEO.

“We believe that separating the roles of Group CEO and Executive Chairman will allow us to focus more on long-term strategic opportunities within and outside India, while maintaining our market-leading position in our existing businesses,” MakeMyTrip owner Deep Kalra commented on his step-down.

Kalra also serves as the vice chairman of Internet and Mobile Association of India. He is one of the founders of Ashoka University and is a part of its governing body. He is also a founding member of " I am Gurgaon" , an NGO.

Rajesh Magow

Rajesh Magow, a co-founder of MakeMyTrip, serves as the company group CEO currently. Magow graduated from the Indian Institute of Chartered Accountants. He began his career with Aptech Ltd. as the Regional Head-ACE North. After thereafter, he joined Ebookers as CFO and Head of Financial Services before joining MakeMyTrip as co-founder, CFO, and COO. Magow has held a number of executive positions within the corporation, including those of Group CEO, COO, and CFO.

Keyur Joshi

Keyur Joshi is the co-founder and Chief Operating Officer (COO) of MakeMyTrip and the Strategic Advisor, roles that he is serving still in the company. Besides this he is also the co-founder of Wildlife Luxuries (I) Pvt. Ltd. The jumpstart of the online travel market in India can largely be attributed to Joshi.

Before MakeMyTrip, Joshi was involved with Around the World Travel (presently known as JustFares.com), and Tata Motors, where he handled the Market Research and Product Management departments. Keyur has obtained a Bachelor's degree in Chemistry from Gujarat University. This was again followed by an MBA degree from the City University of New York, New York. Joshi is also a certified pilot!

Apart from the resignation of Sachin Bhatia, who resigned as the co-founder and CMO of the company, the founding team of MakeMyTrip is intact. Looking at the MakeMyTrip number of employees, the company has been known as a 1,001–5,000 strong organization.

Flaunt your startup with StartupTalky 

800+ stories, thousands of founders, and millions of visitors. Want to be the next?

StartupTalky is where founders, entrepreneurs, startups and businesses hang out and look up to for inspiration. If you have the means, we have the medium! Inviting founders and startups who are building sustainable solutions from ground zero! Startups who run the show, StartupTalky will let the world know!

MakeMyTrip - Subsidiaries

MakeMyTrip Subsidiaries are Ibibo, Easy to Book Holding B.V., ITC Group, Luxury Tours & Travel Pte Limited, Quest2travel.com India Pvt. Ltd., Hotel Travel Ltd., Travis Internet Private Limited, MakeMyTrip (India) Private Limited, and Makemytrip.com Inc.

MakeMyTrip - Startup Story

MakeMyTrip's genesis lies in the entrepreneurial spirit of its founder, Deep Kalra. Initially an experienced banker at ABN AMRO Bank, Kalra felt the urge to break away from the monotony of corporate life and explore new avenues. After three years in the banking sector, he sought challenges beyond the confines of a traditional career. This quest led him to join AMF Bowling, aiming to introduce bowling alleys to India. Despite facing challenges in fundraising and the subsequent failure of this venture, Kalra's determination to run his own business remained unshaken.

Undeterred by setbacks, Kalra found himself at GE Capital, where he gained valuable insights into the potential of the internet. The realization dawned when he successfully sold his wife's car online, sparking the idea that the internet could be a powerful platform for his entrepreneurial aspirations. Acknowledging the vast possibilities, he resigned from GE Capital and ventured into the world of online businesses.

The turning point for MakeMyTrip came during Kalra's research into the tourism sector. Recognizing the inconvenience faced by Indians queuing at ticket counters, he envisioned a solution that would make ticket bookings accessible online. This insight solidified the foundation of MakeMyTrip. While planning a holiday to Thailand, Kalra observed the cost efficiency of direct online bookings and decided to eliminate intermediaries, leading to the official launch of MakeMyTrip in 2000. The platform aimed to simplify ticket bookings and offer competitive prices, marking the beginning of a transformative journey in the online travel industry.

MakeMyTrip - Mission and Vision

MakeMyTrip's mission is to "provide customers a one-stop-shop for all their travel needs." It helps the users get optimum user experience across the entire travel journey, which includes "effective planning resources, superior booking experience across all channels, and in-journey 24x7 live customer support."

At GO-MMT, our vision is to make travel simple and fun for all, and our core values guide us in making this possible. These core values can be seen in the projects that we undertake, and the way in which we solve problems for our customers. They are a representation of OUR BEING & OUR DOING. Each member of the GO-MMT family is guided by them, each and every day, says the company website while stating its vision and values.

MakeMyTrip - Name, Tagline, and Logo

MakeMyTrip's tagline is "Dil toh roaming hai", which the company announced in April 2017.

MakeMyTrip - Business Model

MakeMyTrip lets users book air tickets, bus tickets, buy holiday packages, book hotel accommodations, and hire vehicles. Users can also access other travel-related services, like visa processing and travel insurance, that are provided by third-party vendors. All of these services are available through MakeMyTrip's app, website, or through MakeMyTrip-owned and franchisee-owned stores.

Besides this B2C model, MakeMyTrip has also introduced MyBiz to offer various corporate travel-related services. MyBiz lets businesses easily manage the travel and accommodation of its employees through various features, such as a single dashboard, MyBiz wallet for central payment processing, and instant refunds to myBiz Wallet on cancellations.

MakeMyTrip - Revenue Model

MakeMyTrip's revenue model combines traditional and innovative elements, with a focus on strategic air ticket sales contributing 35% to the total revenue. Complementing this, hotels and holiday packages constitute a substantial around 50% of earnings. The transport segment, led by Red Bus , adds 10% , growing at an impressive 35% annually . MakeMyTrip has expanded its revenue streams by partnering with IRCTC for rail tickets and introducing weekend travels, activities, and events .

Domestic travel takes center stage in revenue generation, with 60% of air ticket revenue and 85–90% of hotel business revenue attributed to domestic travel. This highlights MakeMyTrip's adaptability to regional preferences and solidifies its position as a comprehensive travel solution.

MakeMyTrip - Products and Services

MakeMyTrip Limited is an Indian online travel company founded in 2000. It’s services include air ticketing, hotel and alternative accommodations bookings, holiday planning and packaging, rail ticketing, inter-city bus ticketing, car hire, and ancillary travel requirements such as facilitating access to third-party travel insurance and visa processing.

The company is the industry leader in India's travel sector thanks to its continuous innovation culture and " customer first " strategic focus. This puts it in a unique position to accelerate the online presence of hotels and other lodgings that are largely offline.

MakeMyTrip employs a sizable number of data scientists in their workforce. It makes considerable use of chatbots; Myra for MakeMyTrip and Gia for Goibibo . These chatbots assist with most post-sale inquiries.

MakeMyTrip - Challenges Faced

“The meltdown of dotcom, the exit of venture capital from India, and the 9/11 attacks. By mid-2001, MakeMyTrip were hit by this triple whammy. The next couple of years were the toughest — there were no investors in sight and the company had to shrink the team. But those tough times helped bind the team together. It’s been an incredible journey and the team are thrilled for the possibilities that lie ahead.” said Deep Kalra Founder.

MakeMyTrip celebrated turning 20 in 2020, marking 20 years of assisting customers with travel arrangements. Unfortunately, the worldwide pandemic made it happen during a difficult period. For everyone, traveling was challenging due to the coronavirus. MakeMyTrip used their knowledge to adapt and come up with new ways to assist travelers in spite of this obstacle. The business demonstrated that it could overcome obstacles and remain a leader in the travel sector even in the face of this challenging circumstance.

MakeMyTrip - Funding and Investors

MakeMyTrip has raised $748 mn in over 6 rounds of funding.

Here are the funding details:

MakeMyTrip - Investments

MakeMyTrip has made 7 investments to date. Here's all of them below:

MakeMyTrip Exit

It has exited from two companies, ibibo Group and Inspirock.

MakeMyTrip - Mergers and Acquisitions

MakeMyTrip made 5 acquisitions till date.

The MakeMyTrip fintech arm TripMoney has acquired BookMyForex, an online foreign exchange service provider in India, on April 5, 2022, through the acquisition of the majority stakes in the company.

Here's a look at the list of the companies that MakeMyTrip has acquired:

Some other investments and acquisitions that MakeMyTrip made during its journey till now are:

• In August 2011 , MakeMyTrip (MMT) along with private equity firm Saif Partners, acquired majority stakes in Travenues Technology Private Limited, which owns Ixigo.com. In November 2011 , MMT invested in 'My Guest House Accommodation', a budget lodging and hotel operator.
• In September 2014 , the company instituted a $15 mn innovation fund to support early-stage companies in the travel space. It also acquired MyGola, a travel planning website, in April 2015. The acquisition was done through the innovation fund, and as part of the acquisition, all employees of MyGola were absorbed into the MakeMyTrip team.
• In June 2015 , MakeMyTrip acquired an 18% stake in travel planning startup Inspirock. In July 2015 , it invested in travel information and hotel review portal HolidayIQ to pick up an approximately 30% stake in the latter. In the same month, it also invested $5 mn in BonaVita Technologies, a startup which plans to utilize the funds to build innovative products in the travel industry.

MakeMyTrip - Growth

Starting its journey at the start of the millennium, MakeMyTrip has entirely transformed the ways of travel and bookings and has made the whole process fast, easy, and hassle-free not only for its customers but for the whole country in general. Some of the major growth insights of the company are:

• As of June 2023, MakeMyTrip had 146 active franchisees operating in more than 100 cities
• It has covered 2,000 cities via hotels
• It also has its international offices based in Dubai, Kuala Lumpur, Bangkok, New York, Singapore, Phuket and Istanbul
• MakeMyTrip has 68 mn+ monthly active users as per its website
• It has 69 mn+ lifetime transacted users
• In the post-pandemic world, the company also claims to help the users get 100% refund on their cancellations

MakeMyTrip saw a notable growth in operating revenue in the fiscal year 2022–2023, with Rs 4,863 crore in FY23, compared to Rs 2,492 crore in FY22. But the business also saw total expenses come to Rs 4,986 crore. In spite of this, the profit/loss margin has improved significantly, with the loss in FY23 dropping to Rs 91.6 crore from Rs 373.6 crore in FY22.

MakeMyTrip - Partnerships

MakeMyTrip, in its 20+ years-long journey, has witnessed numerous partnerships with a whole lot of brands. Here's a glimpse into some of the most important collaborations that MakeMyTrip witnessed in recent years:

• The Indian travel company led by Rajesh Magow was all set to partner with the Ministry of Civil Aviation , as per reports dated November 22, 2021. With this partnership, the popular travel and tourism company was about to ensure the promotion of regional air connectivity via the UDAN scheme. The company planned to power the UDAN flights on the AIRSewa portal and to market the same on its platform as well in order to promote its products and increase visibility and product discovery.
• MakeMyTrip has partnered with IndiGo to launch exclusive charter flights between Mumbai and Phuket in Thailand. The announcement came in on November 10, 2021, where MakeMyTrip, as part of the deal, will ensure end-to-end service assistance, including airport transfers, early check-in and check-out, certificate of entry assistance, premium properties, and more.
• The company entered into a strategic partnership with AmazonPay to offer all-inclusive travel services to Amazon customers that will be enabled by MakeMyTrip and Redbus. This partnership was announced on November 1, 2021.
• The Indian travel major collaborated with Hopper , a leading AI-based travel booking app, on October 14, 2021, which was aimed to help the customers save money with personalized and flexible bookings.

MakeMyTrip - Advertisements and Social Media Campaigns

Ranveer Singh and Alia Bhatt are the brand ambassadors of the MakeMyTrip company, whom the company roped in on February 17, 2016.

MakeMyTrip Campaign

In an effort to draw in new consumers, MakeMyTrip has unveiled a compelling new campaign with ambassadors Alia Bhatt and Ranveer Singh. The campaign aims to draw attention to the platform's distinct value propositions by showcasing its comprehensive room-specific data. MakeMyTrip aims to present a personalized and all-inclusive travel experience, making it the go-to platform for both luxury and functionality, from the appeal of seaside accommodations to useful facilities.

MakeMyTrip - Awards and Achievements

The list of accolades received by the company is quite long. Here are some of them:

• Great Manager Awards - Companies with Great Manager Award 2022.
• Economic Times - Future Ready Organization Award 2022.
• ET Human Capital Awards - Most Inclusive Companies Index Exemplar 2022.
• Most Inclusive Company Index Study - 100 best companies For Women - 2022.
• Best Travel Innovator - Travel Distribution World Asia Awards (2012).
• Singapore Airlines - Top agents award (2010-2011) ; Top Passenger Agent (2007-08).
• Malaysia airlines - Top Agent Award (2007) ; Top agent award (2009) ; Top agent award (2010).
• Cathay Pacific - Outstanding performance in (2009) ; Outstanding Performance (2007).
• Air Mauritius - All India Top Ten Agent/Top North India Sales Award (2007-08); All India Top Ten Agent/Top North India Sales Award (2006-07).
• British Airways - Outstanding Revenue Contribution (2007-08).
• Lufthansa - Outstanding Performance (2006-07).
• Indian Airlines - Achieving Highest Domestic Passenger Sales (2006-07).
• Kingfisher Airlines - Outstanding Performance (2006-07).
• Jet Airways - Award of Excellence (2005-06).
• Air India - Outstanding Contribution to Passenger Sales (2005-06).

MakeMyTrip - Competitors

The main competitors of MakeMyTrip are:

• Booking.com

MakeMyTrip - Future Plans

MakeMyTrip has declared its intention to grow its franchise company throughout the nation's top 100+ cities as per news report of March 31, 2023. By the end of 2023, the company hopes to have 220 active franchisees, having grown by more than 50%.

The franchise network expansion is part of our broader strategy to serve customers in the top 100+ cities of India. The franchise network will help serve those customers who may be more comfortable talking to someone they trust," said Rajesh Magow Co-Founder.

What is MakeMyTrip?

MakeMyTrip is an online travel company founded by Deep Kalra, Keyur Joshi, and Sachin Bhatia in 2000, who were later joined by Rajesh Magow. The company is headquartered in Gurugram, Haryana and offers online travel services including domestic and international holiday packages, hotel reservations, rail, bus and flight tickets.

Who is MakeMyTrip founder?

Rajesh Magow is the co-founder and Group CEO of MakeMyTrip. Rajesh joined Deep Kalra, Keyur Joshi and Sachin Bhatia, the founders of MakeMyTrip, in 2006.

What are the names of MakeMyTrip subsidiaries?

Which is makemytrip origin country.

MakeMyTrip Limited is an Indian online travel company founded in 2000.

What is the total funding amount raised by MakeMyTrip?

To date (2023), MakeMyTrip raised funding worth $748 mn over 6 rounds.

How much is MakeMyTrip's valuation?

MakeMyTrip was last valued at $2.69 billion, in 2019.

Must have tools for startups - Recommended by StartupTalky

• Convert Visitors into Leads- SeizeLead
• Payment Gateway- Razorpay
• Spy on your Competitors- Adspyder
• Manage your business smoothly- Google Workspace

Understanding the Art of Engagement with Acko's Marketing Strategy

Acko is a digital-first, direct-to-consumer insurance company founded in 2016 by Varun Dua, Chief Executive Officer. Acko operates technology and services platforms focusing on delivering exceptional customer experiences. The company is driven by its unwavering commitment to creating superior value propositions for customers and enhancing engagement.  In September 2017, Acko

Nine Days of Booming Business: The Impact of Navratri Celebrations on Local Businesses

Navratri, a nine-day Hindu festival celebrating the divine feminine, is a vibrant spectacle across India. Marked by fasting, prayer, dandiya nights, and culminating in Dussehra, the festival brings spiritual rejuvenation and a significant economic boost to local businesses. This surge in spending can be attributed to several factors: * Increased Disposable

Opositive Ignites D2C Growth with Inaugural Converse Session: Unveiling Ad-Free SEO Hacks!

Udaipur (Rajasthan) [India], April 19: In today's digital marketing landscape dominated by paid advertising, Opositive, the SEO Research Lab, is offering a refreshing alternative with the launch of its Converse series – a platform for one-on-one industry sessions with SEO experts. The inaugural session, Converse 1.0, featured Nitin Manchanda, an

GIFT City: A Detailed Insight into India's Premier Financial Hub

In the realm of global finance, Gujarat International Finance Tec-City (GIFT City) has emerged as a beacon of progress and innovation, spearheading India's ambitious quest to establish a world-class financial center. With meticulous planning and strategic foresight, GIFT City has transformed into a sprawling 886-acre integrated development project, situated in

Why Attend?

• Live Online
• 1,00,000+ people attended since 2009
• Rs 1999 FREE
• Certificate of Participation
• An exclusive Surprise

Case study: How MakeMyTrip became leader in Online Travel Agency?

After completing MBA, the founder of MakeMyTrip Deep Kalra worked at ABN Amro Bank and GE Money and lived a luxurious life. But he was not in a mood to listen to his boss’s voice. His life dramatically changed after a meeting with his friend at a Mumbai mall where they developed the business plan over a napkin and a top most company came on the floor from napkin.

Kalra was in a mood to open the online travel portal in such a situation when there were only 50 million internet users and out of which only 2 million had broadband connection. The investors were not in a mood to invest with Kalra and revoked but it was not enough to disrupt Kalra from his vision. He along with 2 other managers worked for 18 months without any salary.

He didn’t stop here and told their employees for 40% salary cutoffs. Twenty five of them moved out themselves and 17 took their own path. Kalra known for his business strategy knew the market scenario and focused mainly on the inbound customers returning to India but he didn’t forget the vision to open an online travel portal. Now the firm has many investors who came to the platform to invest in it. Some includes SAIF Partners, Helion Ventures Partners, Sierra Ventures.

Founded by Deep Kalra in the year 2000 in US and then extended in India in 2005, MakeMyTrip is the largest online travel company in India and is second largest most visited travel website after IRCTC.

MakeMyTrip has currently acquired the startup firm in travel planning Mygola for an undisclosed amount. MakeMyTrip Group CEO Deep Kalra confirmed the acquisition by saying “They have acquired 100 percent of Mygola”.

He further added “the team of Mygola is known to him since the last 4 years and they have great product expertise”. He continued further, the acquisition was done through its Innovation Fund, which was formed to invest in start-up or early-stage companies in the travel technology space.

MakeMyTrip is a well-known name for providing services in luxurious tours and hotel booking websites. The company has branched after its inception through a series of small acquisitions. MakeMyTrip has its seventh acquisition as Mygola. MakeMyTrip has acquired Mygola as third takeover of an Indian company.

The site, Mygola.com covers more than 20,000 destinations worldwide, with half a million organic visitors a month.

Mygola said that its app is present in 16 cities across the world which has more than 5000 installs from Google Playstore on android. The app enables the user to create custom trips in just 15 minutes.

Must read from DSIM blog:

1- 10 things to know before you start an e-commerce website

2- 10 marketing lessons we must learn from AAP and Arvind Kejriwal

3- How to decide upon right Internet marketing mix?

4- 11 signs you can have a successful career in digital marketing

“Mygola team’s deep understanding of travelers’ planning and in-destination experience preferences will be very valuable in strengthening the areas of customer engagement” said Rajesh Magow, Co-Founder & CEO, MakeMyTrip India.

Anshuman Bapna, CEO, Mygola said, ” MakeMyTrip is the leader in one of the world’s most exciting travel markets, and the team is super-excited to bring all this knowledge to the millions of MakeMyTrip travellers”.

The services and products provided by MakeMyTrip includes air tickets, railway tickets, bus tickets, holiday packages, hotel bookings, car hires and many more.

With the acquisition of Mygola, now MakeMyTrip will enable its customers to be familiar with over 20000 holiday destinations to choose from.

An employee from the development team confirmed that all the 15 employees of Mygola will work as usual under the name of MakeMyTrip.

The acquisition comes at the time when the digital marketing industry is booming and the travel sector is heating up in the industry. According to a report from starter data tracker Tracxn, “The travel industry has received about $71million in funding so far in 2015 which was around $55million in overall 2014”.

Series “A” seed funding of about $1 million came to Mygola in December 2011 from the US-based accelerator 500Startups, Blumberg Capital and a few angel investors. Again in October 2013, Mygola raised $1.5 million in Series “A” funding from Helion Venture Partners and others.

At present MakeMyTrip claims that their app have been downloaded around seven million. They are getting 40% of their sales through the mobile phone which was 20% in 2012, “said Magow, the co-founder”.

Mobile contribution to traffic grew to 33% in 2014 from 20% in 2013. Mobile users contributed more than 34% of total online domestic hotel transactions in the last quarter.

Social media Strategy of MMT

On Facebook, the company official page has 1,559,116 likes and content are posted on regular basis to keep the customers engaged on the page and let them know about the offering s and campaigns.

They have a healthy number of followers on twitter also. The company joined Twitter in 2009 and in the small span of time they have above 27, 517 active followers. The company keeps on updating their page with various offers and contests and the users keep on participating in the contest.

Such contests and campaigns help them to increase their reachability and boost up the sales with special offers, discount coupons and freebies.

MakeMyTrip official channel on Youtube has 5775 subscribers with 15 lacs+ views registered till date for 562 videos posted by the brand. The YouTube channel consists of all the TV Commercials released by the brands, along with videos covering travel destinations, hotels and accommodations.

The company has utilized the video sharing site Youtube efficiently and has taken it as the second screen after the TV commercials ads.

Stats that will amaze you:

1- Digital marketing stats that will change the way you perceive marketing

2- 28 Awesome youtube stats that will blow away your mind

Make my trip Acquisitions/Merging

MMT projected a turnover of $255.37 million (2013-14). The Indian operations were estimated to contribute over 50 per cent of MMT’s projected turnover and MMT was expecting that in the initial years, 90 per cent of the sales would be online and rest through its call centre and physical offices.

The business model focused on generating revenue from travellers to and from India. Within a year after inception in India, MMT has acquire a strong customer base of over 200, 000 delighted customers and selling over 3,000 flight tickets, 300 hotel room nights, and over 50 holiday packages every day.

Other Case studies from DSIM blog-

1- Paytm: Journey from mobile recharge to leader in e-commerce market

2- How yepme.com made a name for itself in competitive Indian e-commerce industry

3- Bewakoof.com: trending youth life

4- Zomato.com, An Indian startup acquiring the world

30 Social Bookmarking Sites to Boost SEO & Drive Traffic

8 Digital Marketing Tips Your Competitors Probably Don’t Know

13 CTA Stats to Quantify Its POWER for BRANDS

DSIM Reviews – See What DSIM’s Awesome Trainees Say about DSIM

[CASE STUDY]: How M.A.C Cosmetics became the world’s leading Makeup Company?

8 Smart Tools To Help You Monitor Backlinks

Marketing Lessons You Learn from Today’s Banking: A Case Study

[Case Study]- 4 Brands That Prove Twitter Marketing Still Exist

CASE STUDY: The secret behind the spectacular rise of the Real Estate Portal Commonfloor

• Worldwide Travel

MakeMyTrip Digital Marketing Case Study

The Indian Institute of Digital Education is a holistic literacy mecca where scholars can master digital marketing, graphic designing, and rendering within a span of only six months. scholars are given hands- on practice, tests, donations, and indeed a final design on anyone leading brand in which they curate a crusade, creatives, and indeed handle budget segmentation through media plans!

The following is a Make My Trip design by IIDE’s veritably own digital marketers, Hitanshi Shah and Stuti Karia.

About Make MyTrip

MakeMyTrip business model is an online trip company that was established in the time 2000 byMr. Deep Kalra with his platoon. In the Make My Trip Marketing Strategy Case Study, we get to know This company began its India operations in the time 2005. MakeMyTrip is headquartered in Gurugram, Haryana, and earned a profit of141.7 million bones in the quarter that ended in June 2019.

The company provides online trip services including flight tickets, domestic and transnational vacation packages, hostel reservations, and rail and machine tickets. It has lately also opened a new section of services where druggies can rent estates and apartments too.

With 50 million downloads on the Android PlayStore and an average standing of4.4/ 5 stars, the service is extensively used as an operation, but the website is easy to navigate too and contains every applicable point that the stoner would bear in the trip niche.

Make My Trip Challengers

The main competition faced by MakeMyTrip is throughYatra.com( National/ Local Competition) andBooking.com( International Competition).

The scholars chose to dissect these brands as challengers because other well- known names in the trip assiduity likeTrivago.in and Airbnb give only accommodation services whereas MakeMyTrip, Yatra andBooking.com give not only accommodation but also transport, trip- planning, VISA clearing,etc.

Though MakeMyTrip business runners have a fairly good number of followers on Facebook and Instagram, the engagement rate is low and the digital marketing crusade that our scholars have come up with does attack that issue along with the main pain point- group offers and abatements.

After taking an perceptive consumer check, the findings derived that though MakeMyTrip has several reduction schemes and diurnal tickets, it doesn’t openly concentrate on group abatements and offers. The Make My Trip marketing crusade aims at introducing these schemes to spark desire and eventually action among the followership.

The consumer check was done to identify the pain point

The crusade curated by our pupil is called MakeMyTrip Land or simply MMT Land. The introductory testament behind this Make My Trip marketing strategy is to target all those half- made and noway -successful plans that council- going kiddies and working freshers make.

This crusade is then with a group that offers that indeed the wallflowers of the group can not refuse and make recollections out of the “ Goa Trip that noway happed ”.

Though MakeMyTrip formerly offers a lot of diurnal tickets, the communication of the same is veritably family- acquainted and this crusade makes it more immature and dynamic. The digital marketing crusade focuses on setting up VR Cells where three people can enter at formerly and witness a “ friend- cation ” at one of the 5 spots that come at the top of a council pupil’s trip list- Goa, Thailand, Manali, Rishikesh and Leh. The pupil will witness the temperatures, sonic range, and conditioning nearly after which he she will exit the cell from a walkway lair from the other side which is divided into 5 sections feeding to the 5 destinations.

They can click filmland, make boomerangs or vids within the lair and post them up with a cool hashtag for a point on our runner.

This will insure that MakeMyTrip deviates from the business- passages or family recesses and inculcate a trendy friend- cation vibe in its communication.

Totem and tagline for the crusade

Target followership and Buyer Persona

This MakeMyTrip design focuses on acute request segmentation. The target followership chosen is a veritably specific age group. The consumer check circulated to collect perceptivity and determine the pain point was transferred to youthful grown-ups, council scholars, and everyone between the age group of 18- 24. After entering around 65 responses a buyer persona was grounded upon the collected results.

The primary and secondary buyer personas are both council- going scholars, fest suckers, youthful- grown-ups, interns, freshers, and full- fledged workers between the age group of 18- 24.

The main point of difference between the two personas is gender. The scholars have gone with this make my trip marketing strategy substantially because since this crusade is going live in India’s council fests, ladies make sense as the secondary followership as unfortunately, they do have authorization issues and a lot of other particular factors to consider before planning a trip with musketeers and associates which may, in turn, be a interference to a direct trade. Males, on the other hand, don’t have as numerous factors to consider and are easier to vend the idea to.

Make My Trip Marketing Strategy:

Make My Trip SEO

The online conditioning concentrate on boosting MakeMyTrip’s digital marketing as a complement to the offline crusade by using all the content collected on- point to produce some noise among the youngish generation online.

The SEO strategy that the scholars have used for this crusade substantially focuses on targeting keywords considerably so they can access nearly every niche that a millennial lookup on Google.

As an illustration, 85 keywords are listed in the donation and the same has been broken down into general, Competitive, and ingrained keywords.

The attendant meta- markers will have a quirky tone which will eventually take them to the wharf runner showcasing what their ‘ friend- cation ’ could look like if they bespeak with MakeMyTrip.

Along with hunt machine conditioning, they will step up their Instagram, Facebook, and Twitter communication through organic posts that follow recent social trends and communicate with the lingo of the youngish generation. The focus will substantially be on Instagram and Facebook since the target followership flocks there.

Email Marketing

Thee-mail marketing strategy accepted by the scholars includes memoriale-mails with catchy subject lines and descriptions. Out of all thee-mails transferred out, some will have a link to the wharf runner, some to the blogs, and others to videotape montages made of the offline exertion done at colorful council fests.

Digital Marketing through catchy E-mails

Endorsers & Influencer Marketing

Social media strategy and marketing come into play then. MakeMyTrip inked up with the energetic brace of Alia Bhatt and Ranveer Singh in February 2016 and have mugged several humorous and facetious TV announcements with them which speak to the youthful and old followership likewise. This is the reason why our scholars didn’t change the endorsers of the brand and planned to make a series of videotape advertisements to coincide with their crusade and promote them across YouTube, Facebook, and IGTV.

The advertisements will be in a “ to-be-continued ” format where Alia and Ranveer will recite their “ MMT Ke Kisse ” or Stories with MMT to their grandchildren and show flashback recollections.

These stories will feature each of the 5 destinations targeted by our scholars.

For illustration, how Alia and Ranveer met in Manali and fell in love, Alia had a “ girls- trip ” to Thailand, Ranveer took his bachelorette’s trip at Lehetc.

For influencer marketing, our scholars have gone with two main styles of operation. originally, whichever council fests will be targeted, they will have a set of “ popular kiddies ” or “ cool gang ” like every council does. They will be taken asmicro-influencers and given referral canons to go on a trip to any of the 5 destinations targeted, post filmland and use our hashtags(#Friencation#BeTrippin) and eventually aggrandize their musketeers to take a trip and follow the cool- sprat trend. These council- scholars typically have a large follower base and network of other council- going children which will help in point targeting at minimum costs.

As for the big names in the influencer community, our scholars wanted to rope in some faces from FilterCopy, AIB and other content generators on social media spots to give a surprise visit at the VR Cells while the scholars are enjoying the experience and clicking filmland to post!

Make My Trip SEM and use of Content Congregators

Along with Google display advertisements and banner advertisements which will lead to the wharf runner upon entering a click, our scholars have targeted innovative keywords like “ what should I do after 12th ” “ I need a break ” “ what to do when I ’m wearied ” “ courses after 12th commerce/ wisdom/ trades ” etc so that when the target followership Googles these keywords, the MMT Land meta markers and display advertisements appear.

The content generators that our scholars plan to rope in include BuzzFeed, FilterCopy, frenetic over Marketing, Social Samosa, JordIndian, ScoopWhoop etc. These names are big among the target followership chosen and will produce blogs, quiz, memes, videotape content and native communication revolving around the MMT Land crusade to produce buzz and spread mindfulness to spark the needed consideration and ultimate action.

Donated banner advertisements and display advertisements included in crusade strategy

Innovative crusade

Along with the main crusade, our scholars have allowed of an innovative crusade to leave no gravestone unturned. Since the main crusade focuses on league 1 and league 2 council flagship events and university fests, in the innovative crusade all the league 3 sodalities and seminaries are to be targeted.

In this crusade, a academy machine which is completely revamped according to the MakeMyTrip theme will be transferred out and after a day full of engaging conditioning and prize- winning, MakeMyTrip will ask all the scholars to write down their dream destination and one exertion that they always wanted to do there, for illustration-deep- ocean diving at the Maldives or cycling across the plains of Kerala.

After collecting all the wishes, MakeMyTrip will advertise 5 lucky winners and fulfill their wishes!

Our scholars plan on transferring one trip blogger with each of the winners at the dream destination and document the entire trip so that MakeMyTrip can use it as content to promote this action on every digital platform.The consumer check was done to identify the pain point.

MakeMyTrip is a well- established online trip company in India that can grow extensively with the right digital marketing practices and use of coffers. The Make My Trip design and marketing strategies put up by our scholars are an attempt to help the brand overcome the pain point faced by it through the eyes of the youngish generation and reveal a new hand of the brand. These are also good marketing case studies for Mba scholars.

IIDE helps its scholars shape their ideas into creative juggernauts that could take the reputed brand to anotherlevel.However, start learning Digital Marketing moment, If you also want to learn how to produce similar amazing strategies.

No Comments

Leave comment, or cancel reply.

Save my name, email, and website in this browser for the next time I comment.

Latest Blogs

• August 10, 2023

• July 30, 2023

• March 20, 2023

• January 21, 2023

• December 10, 2022

• September 13, 2022

• May 22, 2022

• May 21, 2022

• May 20, 2022

• May 19, 2022

Login To Your Account

Register your account, recover your account.

• Success Stories
• Jibe Platform
• Messaging Partners
• OEM Partners

RCS Business Messaging results in CTR 4x higher than email for EaseMyTrip

Founded in New Delhi in 2008, EaseMyTrip is an online travel company with a website, mobile apps, a network of over 59,000 travel agents, and offices in India, Singapore, Dubai, and London.

With more than ten million users, EaseMyTrip is the second largest and fastest growing online travel portal in India, working with B2B and B2C customers traveling both domestically and internationally. EaseMyTrip is known for their customer-focused approach, providing all the tools and information travelers need to research, plan, book, and purchase travel products and services on their computers or mobile devices. With an RCS Business Messaging campaign offering a promotional code in exchange for filling out a five-question survey, the company was able to achieve a 7 percent higher open rate, a four-times greater click-through rate (CTR), and a 2.7 percent increase in conversion rate compared to a similar email campaign.

The Challenge

EaseMyTrip aims to deliver relevant travel information to customers using a variety of online and mobile communications channels, but data showed that customers were missing important last-minute travel notifications. The company needed a channel that would better reach customers and improve open rates, response rates, and conversions for both informational and promotional messages.

The Approach

EaseMyTrip decided to test RCS Business Messaging in late 2020. They believed that these mobile campaigns, delivered through Android’s messages app, would be a more timely and reliable way to get in front of travelers than email. In an ambitious pilot campaign run with the help of omnichannel communications provider Infobip , EaseMyTrip sent 5.5 million messages featuring a five-question survey about post-COVID-19 travel. Message recipients could quickly and easily answer the questions by tapping on multiple-choice answer “chips.” As a thank you for completing the survey, EaseMyTrip offered respondents a coupon code toward future travel. As compared to other channels, the company appreciated how their branding and images could be incorporated into the RCS Business Messaging campaign, and how easy it was for them to design and implement a large-scale survey. “With Infobip’s guidance, the survey was easy for us to deploy—and it was also easy for our customers to respond. With five quick taps, they could answer our questions, and we could get the customer research data we were seeking. It was a win-win,” says Vikash Goyal, Head of Digital Marketing and Business Development at EaseMyTrip.

EaseMyTrip used RCS Business Messaging to survey customers on post-COVID travel.

After completing the survey, customers received a discount code to apply toward their next trip.

The Results

The RCS Business Messaging campaign proved to be a successful way to conduct customer research and gauge how customers were feeling about post-pandemic travel. The campaign had a 7 percent higher open rate and a four-times greater CTR than a similar email campaign. In addition, ten times more people filled out the survey through the Messages app than through email, translating into a 2.7 percent increase in conversion rate. “People today have their phones on them 24/7 and they reach for them in free moments. Our RCS Business Messaging campaign helped us connect with our customers in those moments, and we believe that’s what led to such a high conversion rate for our campaign,” says Vikash.

“RCS Business Messaging let us connect with customers using the right channel at the right time, and this led to impressive metrics across the board, from open rates to CTR to conversions.” — Vikash Goyal, Head of Digital Marketing and Business Development, EaseMyTrip

*The data referenced in this case study have been provided by EaseMyTrip