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Case Details

Case Code: MKTG397
Case Length: 20 Pages 
Period: 2011-2019   
Pub Date: 2019
Teaching Note: Available
Price:Rs.600
Organization : -
Industry :-
Countries : India, The UK, China, US
Themes: Marketing Campaigns/Marketing Strategy/Digital Technologies/Digital Marketing/Digital Campaigns/Marketing Mix/Marketing Promotions/Social Media/Media Mix/ Ad Campaign
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MakeMyTrip`s Marketing Campaigns

 

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.
 
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Issues

The case is structured to achieve the following teaching 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.
Contents
INTRODUCTION
ABOUT THE COMPANY
MMT GOES DIGITAL
MARKETING CAMPAIGNS
COMPANY PERFORMANCE AND FUTURE PLANS
EXHIBITS

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’, Social Media Promotions, Cleartrip, Yatra, OYO

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