Manish KalraMarketing Head

MakeMyTrip.com

Scoring on Indian Soil

Discussion Flow

Field Report: India’s Economic & Travel

Potential

Team Formation: MakeMyTrip.com

Penalty Shootout: The Indian Traveler – From

MakeMyTrip’s Lens

The Winning Team: MakeMyTrip & Tsucany

Field Report

A Decade of Phenomenal growth

0.5%

In 2000, there were 5.5Million internet users amongst a population of 1Billion depicting a penetration of

By 2010, internet users increased to 100Million among the population of

1.18Billion with a penetration of

8.5%

Almost 4 in 10 didn’t know how/have interest in using PCs

or Internet

Source: Internet world stats, PW Report 2008Link: http://www.internetworldstats.com/asia/in.htm

India has the 3rd largest number of Internet users in the world, after China and United States; expected to take over US in 4 years at current growth rate

India: Low Internet Penetration India: Rapid Growth in Internet Users

Source: Internet World Stats

36.2%

8.5%

31.6%

78.2% 77.3%

58.4%

0%

20%

40%

60%

80%

Japan USA Europe Brazil China India

100

42

62

81

0

20

40

60

80

100

120

2007 2008 2009 2010

CAGR: 34%

India: 3rd Largest Internet Population & Low Internet Penetration

Million Users

Number of mobile connections by 2010 were more than:

Number of mobile phone subscribers in 2000:

0.077 mn

660 mnSource: Indian Business.nic, TRAI Report 09-10Link: http://www.watblog.com/statistics-internet-and-mobile/; http://indiabusiness.asia/gartner-sees-mobile-users-at-993-mn-in-2014/

4.42In 2000, outbound tourists

amounted to: mn

Outbound tourist traffic grew at 12.79% per year spanning a 5-

year period 2007-2011

Source: ITOPC.org, EuroMonitor Report 2010Link: http://www.itopc.org/travel-requisite/outbound-tourism-statistics.html, http://www.asiatraveltips.com/news06/103-Reports.shtml

12.61In 2010, outbound tourists amounted to: mn

India has one of the fastest growing outbound travel markets in the world;

according to the Pacific Asia Travel Association (PATA)

Estimations and Expectations For the Future

In 2014 outbound traveler traffic would be: 18.2mn

Internet users would be about 237 mn

Aviation Industry will handle around 280 mn passengers by 2020

India’s mobile subscriber base should grow to 993 mn by 2014

By 2014, India is targeting 160 mn broadband connections, out of

which 60 million would come from wireless ...a 13 fold increase from

now

Source: DNA India / Gartner/ Economic Times/Ministry of Railways/, Frost & Sullivan/EuroMonitor Report 2010Link: http://www.dnaindia.com/money/report_trai-broadband-plan-targets-75-million-users-by-2012_1478715http://articles.economictimes.indiatimes.com/2010-09-02/news/27624281_1_internet-users-brici-digital-consumers-brici-countries, http://business.mapsofindia.com/aviation/

Growth is strong and will continue...

Sharp Growth in Travel, A Rapid Shift To Online

Online Travel Segment Growing at 2.2x of Total

Travel Market

Source: PhoCusWright, 2010

Travel Leading the E-Commerce Usage

Source: IAMAI

Primarily driven by online travel industry, contributing 76% to total net commerce industry

More than 3/4 of India’s total online population uses the internet to search shop and buy their travel

(Src: IAMAI)

Team Formation

48% Market Share of Indian OTA (PW 2010)

Strong Brand: 4th largest OTA in terms of market capitalization

(MMYT:: Nasdaq) in the world

Only online travel brand selected as Superbrand in India for

2009–2010

Most visited OTA website & the largest e-commerce company

in India with over 5 million MUVs (Source : May 2011

ComScore)

Direct online traffic amounting to 50%+ Mix

MakeMyTrip.com: Dominates India’s Fast Growing Online Travel Market (1)

Undisputed Online Travel Market Leader

Largest seller of air tickets with 11.5% of all domestic

passengers flown in June 2011 (Source : dgca.nic.in)

Gross Booking of $742 Million and a YoY transaction growth

of 76% in FY2011

Superior User Experience

User-friendly interface

Simple booking process, fast response time

User generated reviews and content

MakeMyTrip.com: Dominates India’s Fast Growing Online Travel Market (2)

One out of almost every 8th passenger flying in India

is a MMT customer

48%

Yatra24%

Cleartrip18%

Others10%

Source: PhoCusWright, 2011

Src: Euro Monitor 2010

New, focused Package launches:

Flight Plus Hotels Tab

Attractive Round Trip Option

Continued Focus on Innovation

Product Innovation

Launching of new, unexplored destinations

Leh, Ladakh

Bhutan

Maldives

Andaman

MMT Charter Flights

Not offered by any other competitor

Both Domestic + International destinations covered viz.

Andaman, Ladakh, Bhutan, Thailand, Maldives, Phuket

Charters running in full capacity

Multiple Channels Expanding Reach

Mobile Platform+ Website+ 31 Retail Stores+ 1000

people Call Centers+ 6000 B2B Agents

Marketing Controlling cost per transaction and building the brand

Co-marketing initiatives with tourism boards:

Extending relationships with Tourism Boards – 15 so far

Not only covering popular destinations but offbeat, unique

destinations as well like Tuscany, Turkey, Spain, Germany

Designing comprehensive 360 degree online and offline initiatives to

promote the destinations

Marketing innovation:

Optimum & effective use of online as well as offline initiatives

Loyalty program launched for its premium customers

Privilege program launched to aid better conversion and sales

The mantra going forward – Get Better Bang for Every Buck!

Content

…but the focus is on how usable is the content

Not just how much…

Penalty Shootout

The Indian Traveller

Indians always plan at the last minute! If a trip is planned in advance, there will surely be changes last

minute. 

What attracts Indians is a

great deal; they come with deep but prudent

pockets . If the destination is a shopping paradise, it is an

added attraction.

Indians love to try out new cuisines and

flavours, once they step out of home. But at the end

of the day they love their Indian Food.

Indians are fond of travelling. Even in times of global recession, two things did

not seem to be affected - the Indian buying jewellery and the

Indian travelling abroad.

40% Indians Induced by Promotions to Take Impulse Holiday

Last Minute Availability*

Cheap Fares by National CarrierCheap Fares by LCC

37%

44%46%

Yes

No

Don’t Know/ Refused

Special Off-Season Hotel Rate

43%

Airline

Hotel

Src: PhocusWright, 2008

* at desired hotel

Destination like Hongkong, Thailand, kenya and where getting visas and visa on arrival are possible are the hottest places for Indians right now as they can be

booked in impulse

Outbound Travel Is Aspirational

New destinations picking up: Europe, UAE and other Middle

Eastern countries, Egypt, Australia and Indonesia

Families continue to lead: Accounting for nearly 32% of

outbound journeys for leisure in 2009

Honeymooners: One of the fastest growing segments of

outbound leisure tourism

Group Travel: Very Popular for first time traveler; particularly in

Gujarat, WB, and TN

Src: Euro Monitor 2010

Indian travelers are now the sixth largest spenders on hotels abroad, ahead of travelers from countries such as

the United Kingdom, France, Germany and even Singapore.

(Source: Hotel Price Index by Hotels.com, the world’s leading hotel booking website)

The Bicycle Kick

Penetrating the Indian Market…

Focused Strategies to Drive Continued Growth

Create a Strong Travel Industry Partner

Continued Focus on Innovation

Designing Comprehensive Services and Relevant Product Offering

High Impact Marketing Initiatives

How to Win Over Indians!

Value for money accommodation

Late evening dinners

Vegetarian food

Sight seeing options

Anything to do with CRICKET

Last but not the least…what gets featured in BOLLYWOOD…

Joint Partnership with MMT in building brand Italy

Creating partnerships to market Italy .. its more than

Rome!

Best way to reach Indians

Optimized Mix of Targeted Online and TV campaign

with a clear call to action and offers

Utilize MakeMyTrip Expertise and understanding of

Indian Consumer and media, and run a Joint campaign

Design products around ‘last minute’ and supply chain

management

Support with Offline activations for brand Italy and Engage

customers online

Winning Partnership with MakeMyTrip

A 360 Degree Approach

Print Advertisement in Leading Publications

CRM:

Promotional offers on matrimonial sites, alliance partner sites

Exclusive Promotional Offers to MMT database

Promotional Offers on Leading Deal Sites

Online Marketing:

Display Advertising Campaign

Search Engine Marketing

Social Media Marketing

Direct Marketing: Emailer, SMS Campaigns

In Store Promotions, Mall Activations, RWA activations

Familiarization tours for press and influencers

Joint road shows in India in tier 1,2 and 3 cities

Thank You!