MakeMyTrip is an Indian online travel company founded in 2000 to empower travelers with online booking capabilities. After establishing itself in the US-India market, it launched operations in India in 2005. As online booking grew with sites like IRCTC and low-cost carriers, MakeMyTrip offered travelers convenient online booking. It has since expanded its product offerings and established itself as India's leading online travel company through technology innovations and superior customer experience. This case study aims to analyze Indian consumers' price elasticity in ecommerce, how companies use discounts and loyalty programs to engage customers, and how to shift focus from price to experience for long-term sustainability.
MakeMyTrip is an Indian online travel company founded in 2000 to empower travelers with online booking capabilities. After establishing itself in the US-India market, it launched operations in India in 2005. As online booking grew with sites like IRCTC and low-cost carriers, MakeMyTrip offered travelers convenient online booking. It has since expanded its product offerings and established itself as India's leading online travel company through technology innovations and superior customer experience. This case study aims to analyze Indian consumers' price elasticity in ecommerce, how companies use discounts and loyalty programs to engage customers, and how to shift focus from price to experience for long-term sustainability.
MakeMyTrip is an Indian online travel company founded in 2000 to empower travelers with online booking capabilities. After establishing itself in the US-India market, it launched operations in India in 2005. As online booking grew with sites like IRCTC and low-cost carriers, MakeMyTrip offered travelers convenient online booking. It has since expanded its product offerings and established itself as India's leading online travel company through technology innovations and superior customer experience. This case study aims to analyze Indian consumers' price elasticity in ecommerce, how companies use discounts and loyalty programs to engage customers, and how to shift focus from price to experience for long-term sustainability.
MakeMyTrip is an Indian online travel company founded in 2000 to empower travelers with online booking capabilities. After establishing itself in the US-India market, it launched operations in India in 2005. As online booking grew with sites like IRCTC and low-cost carriers, MakeMyTrip offered travelers convenient online booking. It has since expanded its product offerings and established itself as India's leading online travel company through technology innovations and superior customer experience. This case study aims to analyze Indian consumers' price elasticity in ecommerce, how companies use discounts and loyalty programs to engage customers, and how to shift focus from price to experience for long-term sustainability.
Understanding Price Elasticity of Indian Consumers
A Case Study by MakeMyTrip
About MakeMyTrip Nurtured from the seed of a single great idea - to empower the traveller - MakeMyTrip is a pioneer in India’s online travel industry. Founded in the year 2000 by Deep Kalra, MakeMyTrip came to life to empower the Indian traveller with instant bookings and comprehensive choices. The company initiated its journey serving the US-India travel market offering a range of best-value products and services powered by technology and round-the-clock customer support.
After consolidating its position in the market as a brand recognised for its reliability and transparency, MakeMyTrip launched its India operations in 2005. With more and more Indians initiating to transact online with IRCTC and new opportunities with the advent of low cost carriers, MakeMyTrip offered travellers the convenience of booking travel online with a few clicks. MakeMyTrip’s rise has been led by the vision and the spirit of each one of its employees, for whom no idea was too big and no problem too difficult. With untiring determination, MakeMyTrip has proactively diversified its product offering, adding a variety of online and offline products and services. MakeMyTrip has stayed ahead of the curve by continually evolving its technology to meet the ever-changing demands of the rapidly developing global travel market, steadily establishing itself as India’s leading online travel company.
Problem Statement/ Expected Deliverables
MakeMyTrip has led travel category development in the country. Route to category development has been through providing bouquet of superior products and user experience at attractive prices. We have 40mn people who have transacted with the Group and we enjoy healthy repeat rates signifying brand strength. Students are expected to provide
Detailed understanding of price elasticity of Indian consumers in Ecommerce Space.
Ways of price disruption adopted by Ecommerce players including coupons, discounts, loyalty, etc and engagement of customers with such programs Roadmap on how can consumers be weaned away from pricing to experience - for long term business sustainability Format The case analysis document must be in MS Word/PDF format (.doc/.docx/.pdf) Must not exceed 2000 words (excluding exhibits and excel sheets) Font Type: Arial/ Calibri with text size of 11
