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Airbnb 2

Airbnb's core marketing strategy focuses on building and maintaining a strong community among users to target long-term loyalty. To recruit new users, the brand generates exciting content and partners with influencers to promote its online marketplace. Airbnb segments users based on demographics like age, gender, lifestyle, and psychographics to target customer groups. It provides accommodation booking services through its mobile app, connecting travelers seeking cheaper lodging to hosts listing unique homes.

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jeizelle segismundo
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534 views21 pages

Airbnb 2

Airbnb's core marketing strategy focuses on building and maintaining a strong community among users to target long-term loyalty. To recruit new users, the brand generates exciting content and partners with influencers to promote its online marketplace. Airbnb segments users based on demographics like age, gender, lifestyle, and psychographics to target customer groups. It provides accommodation booking services through its mobile app, connecting travelers seeking cheaper lodging to hosts listing unique homes.

Uploaded by

jeizelle segismundo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Members:

Amascual, Shiena Batiller, Andrea


Corre, Joan Domingo, Thea
Magahis, Enna Sumagaysay,
JOE GEBBIA BRIAN CHESKY NATHAN BLECHARCZYK
INVESTING MARKET
RESEARCH
Airbnb Experiences Guerilla Marketing

Online Experience Key Campaign


BRAND STRATEGY
Building and maintaining a strong Doing something unexpected
Targets long-term loyalty
community to grab consumer attention

Featuring community front Share the rules clearly and


Photography and design
and center early

An online marketplace Photography and design Featuring community front


and center

Share the rules clearly and Doing something unexpected to


early grab consumer attention

The brand uses exciting content and embarks on strategic


influencer partnerships
PRICING STRATEGY

Maximum Fill Rate Maximum Rate Per Night


Strategy Strategy

Split Fee Host Only Fee

Long-Term Rentals Balanced Airbnb Pricing


Strategy Strategy
Type of segmentation Segmentation Criteria Airbnb Target Customer Experiences and
segment accommodation Adventures

Region More than 191 countries More than 30000


and regions and about experiences worldwide
GEOGRAPHIC 100000 cities

Density Urban/rural Urban


Age 18-45 Males & Females

DEMOGRAPHIC

Gender 54% Females & 46% Males & Females


Males

Life cycle Bachelor Stage Bachelor Stage


Newly Married Couples Newly Married Couples
Full Nest I Full Nest I
Full Nest II Full Nest II
Full Nest III Empty Nest I
Empty Nest I
Empty Nest II

Occupation Students, employees, Students, employees,


professionals professionals, senior
manager, executives
Degree of Loyalty ‘Hard core loyals’ ‘Hard core loyals’
‘Soft core loyals’ ‘Soft core loyals’
BEHAVIORAL ‘Switchers’ ‘Switchers’

Benefits sought Cost advantage, variety Uniqueness, variety

Personality Easygoing, determined Easygoing, ambitious

User status non-users, potential non-users, potential


users, first-time users, users, first-time users,
regular users regular users
Social Class Lower class, working Working class, middle
PSYCHOGRAPHIC class, middle class, upper class, upper class
class

Lifestyle Resigned, Struggler, Mainstreamer, Aspirer,


Aspirer, Explorer, Succeeder, Explorer,
Reformer Reformer
Core Marketing Strategy
Airbnb's marketing approach focuses on building and maintaining a
strong community among its users, targeting the long-term loyalty of
both customer segments: guests and hosts. To recruit new users, the
brand generates demand using exciting content and embarks on
strategic influencer partnerships to enhance its digital delivery.
MARKETING MIX
PLACE PROMOTION
Airbnb provides their services online Since Airbnb is an online marketplace, their
through their software application which promotion revolves more around social
can be downloaded on most, if not all media and other places that people access
smartphones. online.

PRODUCT MARKET
This is mostly used by travelers and it is SEGMENTATION
Airbnb segmentation, targeting and positioning
used more compared to other
consists of a set of consequent activities that
accommodation booking engines, which
divide customers into different groups and
focuses on hotels, because of its cheaper
identify specific groups to
Multi-seg be targeted.
Anticipato
price.
ment ry
positionin positionin
g g
Functionality / Quality of Products
(Effectiveness and Efficiency)
Functions:
• Is an online market place that connects people who want to rent out
their homes with people who are looking for accommodations.
• For those guest who wants to save money to rent a condo or hotel.
Quality:
• Trusted Services
• 24/7 support
• Airbnb claims their services is a trusted community market place for
people to list discover and book unique accommodations around the
world.
STRENGHTS WEAKNESSES
• Well established brand • Laws and regulation violations
• Cheaper alternatives to hotels • The objectivity of guest review system
• Criticized for higher prices
• Social media platforms

TREATHS OPPORTUNITIES
• Laws and regulation in every country • Mobile app usage
• Competitors • Expand it’s product
• Expand into merging markets
Social Media Presence

INFLUENCERS
CONCLUSION
THANK YOU AND GOD
BLESS. ☺

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