BUILDING OF ONLINE BRAND – MAKE MY

TRIPGROUP 4

Internet Brand

Brands which use internet not as a channel but as a Business They rely almost exclusively on electronic

media to conduct their business transactions. Example

Yahoo eBay Naukri.com MakeMyTrip

MMT background

Launched it’s operation from US Indian market was not ready Positioned itself as a niche player Targeting US to India travel market

Launched India operations in 2005 Low cost carriers had made air travel cheaper Airlines moved to e-ticketing Young Indians with more disposable income Internet penetration was increasing

Business Model

Comprehensive online travel site Emphasis on technology and supplier

relations Does not depends on revenue generated

from selling advertisements space 90% sales online Would grow by 25% for the next five

years

MMT Building a brand Target Group Married metro male in the age group of

24-44 years Monthly household income of over Rs.

30,000 Internet-savvy with usage beyond email Value Propositions Lowest Fare Convenience Instant Booking and Delivery End To End Travel Solutions

Launch Plan

Communicate Online one-stop-shop for travel requirements of consumers

Communicate a strong proposition and deliver consistently on the promise

Build excitement through every customer contact

“If you find a lower fare we pay the difference” — was designed to serve the purpose of grabbing the attention.

Media Selection and Advertisements

TV Nothing is more attractive than MMT offer Smart “new kid on the block” personality was to be communicated Two English news channels (NDTV, CNBC), four Infotainment channels (National

Geographic, Discovery, Discovery Travel and Living, AXN), two English movie channels (Star Movies, HBO), one Hinglish entertainment (Star One), and one Hindi movie channel (Zee Cinema).

Print To continue the excitement created through TV advertisements. Block the strip position at the bottom of the page to build on the rock bottom prices

theme. City-relevant offers were to be used to gain traction on the website.

Internet Launch with high visibility properties like frame-spot at the bottom of the page, and

page-tear. Avoided the placing of advertisements on the website as it might distract visitors from

their main objective of searching or booking travel products

Outdoors Live promotion themes were planned with the help of people with banners to carry on

the Launch TVC at Airports.

How MMT build their Brand

Creating Awareness

Advertising budget of Rs 30 million. 40% TV + 30% Internet, 5% Outdoor, 5%

Print, 5% Below The Line (BTL) Advertising, & 15% Analytics, Public Relations (PR),

Short Commercials (20s ads) Highly Targeted Channels (TG oriented)

Awareness contd.

Excitement through new promotional offers.

Customer loyalty tie up with I-mint, visa-kingfisher Super Saver Program – Savings while booking Super Tripper Offers – Rewards like ICICI

Lombard free baggage insurance and free personal insurance with purchase of air tickets

Viral Campaign like “wish, click & go”.

Performance

High value to customer >>> Lowest fare available Convenience (24x7, instant booking) Accessible One-stop-shop Price to customer was low

Imagery

Best fares Reliable Exciting Tech-savvy Ease of use (for e.g. no ads placed on site) 24x7 Competence

Personality Trait: smart new kid on the block

Judgment

Dependable Service Quality: High Price: Highly competent High in consideration set.

Feeling

Complete travel solutions Young Dynamic

How Internet brands differ from traditional brands

More challenging to build trust for an online brand Securing alliances with other players is very

important. Maintaining constant momentum and

excitement. Frequency of changing offers is high

Good PR more important than advertising. Service quality has to be maintained high

all times.

How Internet brands differ from traditional brands

Can personalize the experience of each user

Information availability is high.

Thank You