MakeMyTrip's Marketing Campaigns Case Study - Marketing Assignment Help

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CASE: MAKEMYTRIP`S MARKETING CAMPAIGNS 

INTRODUCTION 

In April 2019, India based travel-booking portal MakeMyTrip (MMT) stepped into the corporate  travel booking segment with the acquisition of a company Quest2Travel.com (Quest2Travel).  Through this acquisition, the company aimed to extend its service offerings to large corporates and  fulfill their travel requirements. The same month, the company launched an innovative travel game  show series called MMT Knock-Knock on its App with the aim of driving customer engagement  through incredible travel bids, deals, rewards, and games. To make the series engaging and fun,  the live show was anchored by well-known television celebrities Gauhar Khan and Purab Kohli.  The 30-minute in-app show comprised segments like live bidding for delightful travel deals,  quizzing for attractive prizes, original travel entertainment content, and a jackpot prize offering  exquisite international holidays. As part of this campaign, the company offered some exciting  prizes including a luxurious five star retreat stay in the Maldives, return air tickets to Istanbul for  two, an all-inclusive holiday deal for Bhutan, Business Class return air tickets for two to Paris,  holiday package for Austria, Business Class air tickets to St. Petersburg, holidays in the Andamans,  Ladakh, etc. 

ABOUT THE COMPANY 

In the year 2000, Deep Kalra (Kalra), an alumnus of IIM, Ahmedabad, and a former employee of  GE Money , came up with the idea of catering to the US to India travel needs of the overseas Indian  community. In October 2000, Kalra founded a small start-up company in India with early-stage  funding focused on the non-resident Indian (NRI) market – specifically people seeking an  economical ticket to visit home. The company started its operations by launching its website  Makemytrip.com. But in mid-2001, Kalra faced issues like the dotcom meltdown and the 9/11  attacks. As a result, the company suffered a huge loss and could not find any investor. 

MMT GOES DIGITAL 

In January 2011, MMT launched its new ‘MMT Mobile’ app for BlackBerry smartphones users  in India with the aim of making travel hassle free by allowing users to book their travel on the go.  This app enabled users to cancel their bookings, track the status of their refunds, send e-tickets and  vouchers, check flight status, and also look for alternate arrangements in case of last minute delays  The app also provided geo-targeted search results, allowing users to easily find dining options that  were near their current location, and provided attractive last minute deals for same day hotel  bookings.

MARKETING CAMPAIGNS- In April 2011, MMT launched its ‘Memories Unlimited’  campaign that underlined its promise of creating memorable experiences for its customers apart  from offering the best holiday packages and deals. 

More campaigns 

• Creative Team of ‘Memories Unlimited’ Campaign 

• Creative Team of ‘Plan Jab, Booking Tab’, ‘Uncancel’ Campaigns 

• Creative Team of ‘Dil Toh Roaming Hai’ Campaign 

• Creative Team of ‘Assured Hotel-24*7 Helpline’ Campaign 

• Creative Team of ‘MMT 24x7 Hotline for International Flights and Hotels’ Campaign  • Creative Team of ‘Hotels Best Suited for Family Trips, Business Trips’ Campaign 

COMPANY PERFORMANCE AND FUTURE PLANS 

As a result of the launch of ‘The Great Indian Getaway’ app-only travel sales, MMT’s mobile app  crossed 12 million downloads by the end of 2015. Its app-only sale contributed 25% to domestic  flights and nearly 50% to total online domestic hotel transactions. As of May 2018, the  ‘BefikarBookKar’ campaign had received over 10 million views on YouTube. 

[Cited from: www.icmrindia.org. Case Code: MKTG397, Publication date: 2019] 

MakeMyTrip`s Marketing Campaigns Additional Information (Source: makemytrip.com,  2020) 

Makemytrip Limited Announces Fiscal 2020 Fourth Quarter And Full Year Results 

Financial Highlights for Fiscal 2020 Fourth Quarter and Full Year (Year over Year (YoY)  growth % are based on constant currency 

• Gross Bookings in 4Q20 reached $1.2 billion and $6.1 billion in FY20. • Revenue was $104.9 million for 4Q20 and $511.5 million for FY20. 

• Adjusted Revenue reached $137.2 million in 4Q20 and $723.4 million in FY20. • Operating Loss increased in 4Q20 and FY20 mainly due to non-cash one-off items,  although it continued in trajectory of narrowing down Adjusted Operating Loss in QoQ  and YoY.

• 4Q20 was partially marked by weak consumer travel demand due to a challenging  macroeconomic environment caused by the COVID-19 pandemic.

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