Brand Analysis: Brand Personality: Make my Trip basically a single step solution to all travel needs of Indians. It stands for convenience, competitiveness and best in class services. It also has completely revolutionalized the travel arrangements scene in India. A one stop comprehensive solution which is best in its business. Brand Identity: The visible elements of the brand logo has a yellow circle with “My” written in the red colour . The logo attracts the right amount of attention and signifies the zeal and the enthusiasm that the employees in the company work with. The tag line of make my trip is “wish, click, go”.
It just signifies the ease with which the desire of an individual can be converted to action by a click. Its USP is the ease of use and convenience that it brings to the table. The values of Makemy trip includes Excellence: Best at what they do, customer centricity: providing a one stop solution to all problems, integrity, accountability: answerable to all customer queries patiently, Innovation: “GO card” and other similar products to appeal to the modern consumer, Teamwork: One of the best places to work , Fun@work ,Empowerment-Appreciates one’s individuality, Passion for winning and respect for people.
Brand Relationships: The relationship that Makemytrip has with the consumer is driven by: Trust, Consistency, Accessibility, Responsiveness, Commitment, Affinity and Liking. Most Indian SEC A and A+ consumers are aware of the service offerings of makemytrip . They were also voted as the most preferred online travel agency. In order to build a community of travellers the company has come up with a concept of a “GO” card wherein they can earn reward points on all their travels. This was a part of an innovation they offered with ABN AMRO. Brand Community:
Brand Stake Holder Relations: The stakeholders in case of Makemytrip include the board of directors , advisors, financial advisors, media, IATA, travel agents, franchise partners across the world and the general public. It is a listed company. All financial decisions are made public on the website. It is updated on a daily basis. The board includes well known travel experts who can contribute to the company through their invaluable insights. Together with its vast network of consultants, attorneys, recruiters, leasing partners, and investment bankers, MMT is a great company.
Most of the members of the management including the founders have great backgrounds professionally and have been part of prestigious institutions. The media has always covered all the important achievements of the company. This is very important as it helps to build relations with the public in general . For a lot of their campaigns they release TVC’s too. They lay a lot of stress on Excellence, Integrity and Fun@Work . Therefore they were also awarded the most preferred online travel agency. They offer the following benefits to the travel agents: Vast Network of travellers in India Expert advice in the form of business travellers
Highest commission in Indian Hotels and flights One Place solution for all carriers and GDS Travel friendly portal accessible easily 3000+ hotels in India can be easily booked and the no is 50000+ abrod Online branch network management facility. They also have a list of priority partners all across the country to facilitate their ease of operations. They are in touch with the end consumers though blogs,facebook, twitter and youtube. They are also aware of their extended responsibility and are involved in Corporate Social responsibility. They have also formed a community of travellers in the form of “oktatabyebye . com” website.
Brand Semiotics: Brand Typography: The my in the make “my ” trip is grouped together and emphasized by colouring it and background shading it. This emphasizes power of an individual in deciding his won journey and defining the experience he wants to have. The tag lin “Memories Unlimited ” also has the empty circles attached to the original company name which indicates stories that can be filled in them. The . com is to indicate the original company it belongs to. The title and the tag line are written in a wavy ,kiddish and fun font that covers the unique experience that they want you to have. The colours are also eye catching and bold .
The travel sites of US has the circle behind the my in tricolour indicating the Indian origin. Brand Strategies: The company basically caterers to a basket of travel needs of people. Bus,train,Hotel,Flight bookings ,travel guides are some of its offerings. Through its primary website, www. makemytrip. com, and other technology-enhanced platforms, the company provides access to all major domestic full-service and low-cost airlines operating in India, all major airlines operating to and from India, over 4,000 hotels in India and a wide selection of hotels outside India, Indian Railways and several major Indian bus operators.
Big Step: Getting Listed in Nasdaq “MakeMyTrip Limited, the parent company of MakeMyTrip (India) Private Limited and MakeMyTrip. com Inc. , India’s largest online travel company, made it public today that it is registered with the Securities and Exchange Commission for a proposed initial public offering of its ordinary shares. ” Another Milestone: MakeMyTrip Limited Announces Pricing of Public Offering for 5. 24 Million Ordinary Shares “MakeMyTrip Limited (Nasdaq:MMYT) (the “Company”), India’s largest online travel company1 and the parent company of MakeMyTrip (India) Private Limited, MakeMyTrip. om Inc. and Luxury Tours & Travel Pte Ltd, announced today that it has priced its public offering of 5,244,000 ordinary shares at a price of USD 24 per share. “-Jun 27th Source: MakeMyTrip Limited . News Provided by Acquire Media Travel Partner: The company is also the official travel partner of the Vibrant Gujarat Campaign by the Gujarat government. BlackBerry App: MakeMyTrip is widely used by business travellers across different parts of India. To make it a part of Blackberry the smartest phone in India right now is a very good move .
The sales of Blackberry is the highest among all the smart phones in India. This creates ease of use for all the business travellers and makes their life easy. http://www. exchange4media. com/e4m/izone1/izone_fullstory. asp? section_id=4=40847=33341=15 New Campaigns bringing out innovations for the Indian consumers: The campaign titled ‘Amar Prem’ by MakeMyTrip gives the users a chance to scribble on famous Indian monuments online, while preserving the beauty of the historical monuments and keeping it graffiti-free. Employer Branding : Awarded the best place to work
Exotic Trip @ MakeMyTrip: The culture at MakeMyTrip is one of a kind. An individual identity is what is appreciated. This is what adds to all the difference and fun. They have a very informal way of addressing each other. The Policies are bottom up and the encouragement keeps the staff charged up all the time. All in all, it is our unconventional culture that makes MakeMyTrip the preferred place to be. Adventure Trip @ MakeMyTrip: Best talent pool in the country. They have to keep them charged . So they take them to adventure trips and keep them alive and kicking Relaxation Trip @ MakeMyTrip:
Commas are a part of working life. Trips are taken all round the year . They just refresh the mind and soul Fun Trip @ MakeMyTrip: There is a purpose for parties and celebrations at work and it directly correlates to productivity, output, energy and job satisfaction. At MMT, they believe in this philosophy and strongly abide by it. Fun@work is a value at MMT and we are serious about it. They have sports clubs, quizzing teams, a rock band, yoga classes, foosball challenges, cricket matches, tambola days, bowling competitions and many more activities. They bust stress before it happens!!
Shopping Trip @ MakeMyTrip: The ‘Total Rewards’ offered are best in the industry, its your $ dream come true. They appreciate your work in a very special way. They keep sending u to numerous shopping destinations to motivate the employees Rewards and Appraisals: A very strong feedback system was in space for employees to know exactly where they stood and for their improvement to achieve their objectives within the company. They are thus serving the their very first customers that is their employees and creating a very strong employee branding culture within the organisation.
Brand Culture: Believes in Excellence, customer centricity, integrity, accountability, Innovation, Teamwork ,Fun@work ,Empowerment, Passion for winning and respect for people. Employees worked with a lot of determination and unending innovation that’s what makes the company special. The variety in the product portfolio and the services was due to unending innovation and creativity and studying the customer needs. The company went on evolving . Calm ,Adaptable and Adjusting to the environment was the key reasons of the success of the company.
MakeMyTrip’s commitment and customer-centricity allows it to better understand and provide for its customers’ diverse needs and wants, and deliver consistently. ”-MakeMy trip website The employees have been encouraged to follow an open model ,be themselves and are pampered at every level. There are also book clubs,travel guides ,study tours ,personality development courses for the employees quarterly and periodically for the development of the employees. They also have a Enhancing Education Policy in tie up with IIM Calcutta. Corporate Branding : Brand Architechture:
They have different offerings for consumers in India, US and UAE. Though the model still is to offer cheap flight tickets to places in India. Return to investors: Profit for the period was $0. 8 million versus $1. 3 million in prior year’s fiscal first quarter. Adjusted net income(5) was $1. 5 million versus $1. 7 million in prior year’s fiscal first quarter. The company has witnessed strong growth in the quarter despite uncertain global economic conditions. This is mainly because innovative travel products and by continuously improving their entire experience with MakeMyTrip. Earnings per Share: .
Diluted earnings per share were $0. 02 for the quarter ended June 30, 2011 as compared to earnings per share of $0. 05 in the prior fiscal year’s corresponding quarter. The “Make Mytrip continues is optimistic about its future as people’s demand for travel is increasing by leaps and bounds . The growth of the middle class and the increasing internet penetration in India just means more market for the company in future. The Company is currently maintaining its Fiscal 2012 full year guidance range for Revenue less service costs at $86 to $89 million as global economic uncertainties persist”. Make my trip Website This gives a very good return of investment for the share holder despite the present dip due to recession which is temporary. Brand Image : The image of the site is of the convenience ,ease of use and options provider. This can be nurtured and carried forward. This very well resonates with the brand identity of the company. This can command customer loyalty and can also justify the price premium that is charged by the company. The company has also been awarded the “Best online travel Company” this just means they are the best in the business and with increasing Internet penetration awareness will just increase.
