Question:
Case: Makemytrip`S Marketing Campaigns
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.
Task:
Part A
Read and analyze the case study onMakeMyTrip`s Marketing Campaigns. Then write a well-formulated essay in response to these questions:
Examine use of social mediafor digital marketing strategy by MMT and its impact on their customer connect for understanding design of effective campaigns.
What is the market segmentation and targeting strategy of MMT?
Conduct competitors analysis and marketing mix strategy of MMT.
Examine MMTs branding strategy and value proposition to customers
Analyse the marketing challenges faced by MMT and provide your recommendation how they can overcome them to achieve competitive advantage?
Using your learnings and skills you developed from the unit 1, 5-10 of BB844 you are expected to, provide a well-supported response to these questions, drawing on relevant business concepts taught in this module. Your essay should contain:
An introduction
The main body, which develops your argument
A conclusion that summarizes key points of the essay and answers the questions.
Part B
Writing cohesively, follow the academic writing approach in writing and presentation; adherence to the structure; use of academic language; no grammatical errors; extensive use of quality references with proper citations.
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