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Organization's Objective: To be market leader. MMT Strategy

Segment 1.Personal : Pilgrimages, Honeymoon, visiting friends and relatives. 2.)Business Travel Focussing on business segment including both corporates and government. Conclusion The segmentation for the initial phase is justified. Short Term (3 Months pre-launch & 3-6 Months post launch)

Medium Term (7-24 Months post-launch)

Including corporates and government officials apart from personal travels would be very good strategy for mid term. Provision for different holiday packages

Long Term (>25 Months post-launch)

Case Study Decision Sheet- Makemytrip.com

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Targeting 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 They have not included women.It is 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.

Positioning 1.) USP- Lowest Air fare 2.) One-stop solution provider for all travelling needs.

They are succesful in creating an image of Lowest air fare in the mind of the people which is gud for short term.

should also include women of age Repositioning should be needed group- 24-44 from price based to value based.

Should include almost all the age Its dynamic variable and has to be group people with different offers changed from time to time( like pilgrinage packages for old repositioning) people.

dy Decision Sheet- Makemytrip.com

Product 1.Air Tickets 2.Hotel Reservation 3.Taxi Bookings 4.Holiday Package 5.Road-Trips 6.Weekend Trips 7.B2B Services

Price Lowest price in its category

It is ok for short term.

Appropriate strategy during initial phase 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.

Advertising Viral Ads on internet Ads on Internet Sites (Rediff, Yahoo, NDTV.com etc.)

Distribution Online Call Center

It should include Radio, shopping Appropriate during the launch complexes, malls, railway stations phase. esp ticket counters and I class waiting rooms.

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 Continue with their current repositioning strategy like some system and also develope mobile new innovative ads.they can also ticketing facilities. include big hotels for adv pupose.