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7/29/2019 MMT Decision Sheet (M-11-04)
1/5
Segment
1.Personal :
Pilgrimages, Honeymoon, visiting
friends and relatives.
2.)Business Travel
Focussing on business segment
including both corporates and
government.
Short Term
(3 Months pre-launch & 3-6
Months post launch)
The segmentation for the initialphase is justified.
Medium Term
(7-24 Months post-launch)
Including corporates and
government officials apart from
personal travels would be very
good strategy for mid term.
Long Term
(>25 Months post-launch)
Provision for different holiday
packages
Organization's Objective: To be market leader.
MMT Strategy
Conclusion
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7/29/2019 MMT Decision Sheet (M-11-04)
2/5
Targeting Positioning
1. Males
2. Newly married couples and
couples having small kid.
3. Focussing customers having
age between 24-44yrs
4. Salary above 30,000
5. Internet savy
6. Early Adopters
1.) USP- Lowest Air fare
2.) One-stop solution provider for
all travelling needs.
They have not included women.Itis ok for business travel but
for
Leisure travels it would be better
to take in account of women
between age 24-30 as they are
the maximum influencers in
decision making of any family.
They are succesful in creating animage of Lowest air fare in
the
mind of the people which is gud for
short term.
should also include women of age
group- 24-44
Repositioning should be needed
from price based to value based.
Should include almost all the age
group people with different offers
like pilgrinage packages for old
people.
Its dynamic variable and has to be
changed from time to time(
repositioning)
Case Study Decision S
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7/29/2019 MMT Decision Sheet (M-11-04)
3/5
Product Price
1.Air Tickets
2.Hotel Reservation
3.Taxi Bookings
4.Holiday Package
5.Road-Trips
6.Weekend Trips
7.B2B Services
Lowest price in its category
It is ok for short term. Appropriate strategy during
initialphase of company in order to
attract huge customer base.
Should include Rail tickets and
bus tickets.
Price will not remain the prime
focus, value for money would be
the chief concern.
Should also include different
packages and exciting offers.
continue with present strategy.
eet- Makemytrip.com
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7/29/2019 MMT Decision Sheet (M-11-04)
4/5
Advertising Distribution
Viral Ads on internet
Ads on Internet Sites (Rediff,
Yahoo, NDTV.com etc.)
Online
Call Center
It should include Radio, shoppingcomplexes, malls, railway
stations
esp ticket counters and I class
waiting rooms.
Appropriate during the launchphase.
Continue with their own website
and also include social
networking sites, blogging etc.
Should open new offices initially
in metro cities for ticket
distribution.
should come up with new
repositioning strategy like some
new innovative ads.they can also
include big hotels for adv pupose.
Continue with their current
system and also develope mobile
ticketing facilities.
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7/29/2019 MMT Decision Sheet (M-11-04)
5/5
