This presentation gives you an overview of Airbnb and later on focuses on different positioning options

1. EVALUATING POSITIONING OPTIONS FOR AIRBNB

2. INTRODUCTION
 Airbnb is an online community marketplace that
connects people looking to rent their homes with
people who are looking for accommodation;
 Founded in San Francisco in 2008 as a start-up, the
company has become a worldwide booking platform
 Today it contributes to the movement of more than
60 million people in 192 countries.

3. MARKETSIZE
2 Billion +
560M
84M

4. REVENUE
MODEL
Commission from Property
Owners (Hosts)
Transaction fee from Travellers
(Guests)

5. FACTS

6. WhyAirBnB?
Price is an important concern for
customers booking travel online
Hotels leave you disconnected
from the city and its culture.
No easy way exists to book a room
with a local or become a host

7. BRAND
IDENTITY
 VISION
Bring a memorable local experiences for truly global community
 MISSION
To grow for supporting the community
 VALUES and BEUEFS
Believing in tearing down walls. realizing dreams. Making every
moment memorable and changing the Iives of the customers
 HERITAGE
was born during a time of need and a night of renting our an air
mattress
 PERSONALITY
A new type of community market-place for travel accommodation.
 OFFERING
Helping people realise their dream of traveling and accommodations
around the world
 AUDIENCE
A global community of travellers and hosts
 BENEFITS
Helping people monetize they extra space and tear down the walls
which prevent someone from travelling

8. HOW PEOPLE PERCEIVE AIRBNB?
HOWPEOPLE
PERCEIVE
AIRBNB?

9. POSITIONING
STRATEGIES
 By Product Attributes and Benefit-
Strategy consists in associating an object with a product
characteristic or customer benefit.
 By Price and Quality
Certain product categories where high price is automatically
associated with quality, or where low price is often
considered to be synonymous with inferior quality.
 By Use and Application
Associating the product with a specific use.

10. POSITIONING
STRATEGIES
 By product Class-
Some brands need to compete against products of similar
class.
 By product user-
Strategy of associating the product with a particular type or
class of user
 By Competitor
Positioning strategy consists in making consumers think that
your brand is better than, or as good as the competitors.
 By cultural symbols
Positioning strategy consist in identifying something that is
very meaningful to people

11. POSITIONING

13. POSITIONING
BELONGING
CREATE
AirBnB
BELO

17. Positioning by Quality & Price:
 Airbnb should come up with a new product – ‘Airbnb Platina’
 Attributes:
• verified quality checked homes
• hosts with high ratings (4.5+)
 Cater to the customers who have doubt about the hosts and the
services provided. So, those who are extremely keen on the
best quality experience
 These properties will be on a slightly higher price basis than the
regular offering. This allows the organization to earn higher
premiums.
Positioning by Product User:
 “Airbnb for Business” to target more corporate travel
 Attributes:
• Proximity to business Hub
• Availability of Wi Fi & Workstation
• Orientation of the property
• Professionalism of the host,
• Application for Enterprises to manage their employee stays

18. Airbnb
Airbnb Platina Airbnb for Business
C-D MAP FOR NEWLY POSITIONED SUB PRODUCTS OF AIRBNB

19. INTEGRATED
MARKETING
COMMUNICATION
WHY IS IT SO IMPORTANT TO HAVE GOOD COMMUNICATIONS
ON AIRBNB?
 Airbnb forms part of an old industry where business like
hotels and rentals require integrated communications skills in
order to ensure the necessary safety that customers demand.
 Airbnb uses the e-commerce benefits to implement strategies
“ TRAVEL LIKE A HUMAN”
 The marketing message of Airbnb is the key that has opened
the imagination of users that are willing to try a new way of
traveling.
 Along with the rest of promotional strategies, Airbnb makes
sure that the communication process works correctly and that
the marketing message gets delivered to the target audience.

20. Communication
Medium
Airbnb TV is communication channel, all kinds of original video, such as
local life, local attractions, even house master’s life is introduced, and
so on. It also provides the sense of community by sharing experience.
Social media are used, such as Facebook, Twitter, Youtube, Strong social
media presence could have significant consequences for the brand and
its stakeholders.
Influencer endorsement is a popular method in promotion strategy.
Airbnb wish list Airbnb joins hands with various media to create their
own platform features Airbnb wish list. Airbnb target their users who
are young, bourgeois and have certain spending power.
Informative promotion
 Youtube promotional advertising campaign strategy was one of the
most important mediums that helped Airbnb to rise in popularity.
 It has been an essential promotional tool for the travel
network because Airbnb is relatively a new product that needs to be
introduced to market.

21. Challenges
facedand
rejuvenation
 Legal Issues - Airbnb provides an online platform to allow individuals
to rent out their homes, rooms or apartments to visitors. While Airbnb
rentals are actually illegal due to short-term rental regulations.
There is also a tax issue; in many cities those renting out holiday
accommodation are expected to pay a hotel or tourist tax.
 Response - Airbnb has continued to argue the benefits they provide to
cities and their residents; for example, by citing the financial benefits
home rental offers to hard up citizens. Study found that 75% of those
renting homes out through Airbnb have incomes below the national
average.
For tax issue, in some jurisdictions Airbnb have begun taking care of
collecting hotel tax on the hosts behalf, meaning prices in some places
will go up.

22. Brand Awareness Willingness touseAirbnb
Reasonforusing (being atenant) Reasonforusing (being arenter)
36

23. THANK
YOU
SUBMITTED BY:
UDAY MEHTA (80303160078)
OMKAR PRASAD KULKARNI (80303160068)
YAMINI MAINDOLA (80303160074)
SATYAM SHARMA (80303160115)
JASMEET KAUR (80303160059)