Abstract

The case “MakeMytrip’s Marketing Campaigns” talks about the marketing strategy behind the success of MakeMyTrip (MMT). The case starts out with a brief history of MMT. It then describes the company’s unique marketing strategy, which includes the use of innovative digital technologies and launch of digital campaigns. The case touches upon the use of social media by MMT for the promotion of these campaigns. The case then describes the impact of these marketing campaigns on the performance of the company. It also highlights the future plans of MMT.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the marketing mix strategy of an online travel company.
• Understand how marketing promotions and campaigns help in connecting with customers better.
• Understand the role played by social media in reaching out to customers better and faster.
• Understand what is an appropriate media mix for an ad campaign.
• Understand the need for continuous brand recall through marketing promotions and campaigns for online hospitality companies.

Keywords

MakeMyTrip, Marketing Campaigns, Marketing Strategy, Marketing Mix, Digital Campaigns, Social Media, Marketing Promotions, Ad Campaigns, Digital Marketing, Memories Unlimited, Plan Jab, Booking Tab, Dil Toh Roaming Hai, The Great Indian Getaway, Befikar Book Kar