Kayak Advertising strategy
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PPT created by Kulin Marketing founder Elizabeth Kulin and her graduate school teammates.
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Kayak Advertising strategy
- 1. ADVERTISING PLAN www.kayak.com MELINDA ENGELMAN MEGHA JAIN ELIzAbEtH KULIN http://www.KulinMarketing.com
- 2. AGENDA Research Methods Liz Competitive Analysis Merter Target Market Megha Advertising Goal Anu Marketing Communications Melinda & Megha
- 4. Research Methods • Secondary Articles, journals, websites • Primary Online Survey – 39 respondents Aided Recall & Top of Mind test – 25 respondents Face to Face in-depth interviews – 25 respondents
- 5. Research Results Use advertising to increase top of mind: Memorable advertising that promotes kayak.com POD
- 6. Environmental factors that affect advertising
- 7. Situational Analysis Weaknesses Strengths Ranked #16 travel website Functionality Threats Opportunities Competition’s advertising is Available Positioning attractive to travelers. (functionality)
- 9. Competitive Analysis • High & Increasing Competition • Largely Price Based • Change in Consumer Behavior • Expedia & Orbitz – fare comparison, destination guides, feature travel related content Direct • Position themselves as “large service Competitors provider” • Innovative Technology • Bing • Various functionality tools Kayak.com • Offer more than its competitors
- 10. Positioning Map Direct Competition Positioning Brand Direct Competition One And Done. Bing Yapta, Priceline, tripadvisor, yahoo travel, mobissimo, Deals travelocity, bookingbuddy, hotwire Indirect Competition Tech – Website Expedia, Orbitz Available Positioning Functionality Kayak.com
- 12. Target Market Analysis-Visits • Kayak has over 5 million hits monthly • Interact 1 – 2 times a month Passer- • Currently 74% passer-by’s By • Interact less than 30 times a month Regular • Currently 26% regulars • Interact more than 30 times a month Addicts • Currently less than 1% addicts
- 13. Target M arket Anal ysis-D em ographics 0-17 yrs (70%) Male (45%) 0-2 yrs (91%) Female (55%) 3-12 yrs (81%) 13-17 (87%) 18-34 yrs (28%) 35-49 yrs (33%) 50+ yrs (34%) No College (37%) 30-60k (23%) College (42%) 60-100k (31%) Grad School (21%) 100k+ (33%)
- 14. Selected Target Market • 25-44 yrs • Travelers • Increase addicts • Affluent • Deal seekers • Increase regulars • Switch passer-by • Individuals/ • Internet savvy families Demographics Psychographics User-Level
- 15. Advertising Goals Source: DMI News New York, 2010 Survey
- 16. Advertising Goals One Stop Search Engine Ability to Easy Key Search Functionality Multiple Message Sites Finds the Best Travel Deals
- 18. Marketing Communications Creative #1Test Image
- 19. Marketing Communications Creative #2 Test Image
- 20. Marketing Communication Testing Creative Ideas Results
- 21. People Using Kayak.com Kayak.com being used by the target market
- 23. Creative for TV • Existing Commercial Example • Kayak & Business Man 30 second commercial
- 24. Outdoor Advertising SEARCH ONE AND DONE.
- 25. Outdoor Advertising SEARCH ONE AND DONE.
- 26. Print Advertising E . DON ND NE A HO SE ARC
- 27. Key Media Issues Reach – Large Target Market – Geography Message – Combination Information – Explain various tools & benefits Seasonality – Flighting
- 28. Media Strategy & Tactics - Broadcast
- 29. Media Strategy & Tactics - Print
- 30. Media Strategy & Tactics - Outdoor Billboards – Freeways SEARCH ONE AND DONE. – Business Cities Bus Stops – Metro Cities Kiosks – Airports – Malls SEARCH ONE AND DONE.
- 31. Media Strategy & Tactics - Online Social Media – Facebook, YouTube, Twitter – Contests, Updates, Tips – Email blasts Search Engine Optimization (SEO) – Generic & Specific words – destinations Partnerships – Co-branding – Website links
- 32. Media Strategy & Tactics - Online Kayak does not appear anywhere on the first page
- 33. Media Strategy & Tactics - Online Kayak does not appear anywhere on the first page
- 34. Conclusion GOALS ADVERTISING Increase top of mind Good Quality Research recall Brand Image • Educate the users • Demonstrate Appealing Ads Functionality Strategic Media Consistency & Memorable Planning OUTCOME Increased top of mind recall Create emotional connect Consistent Campaign
- 35. Thank You Questions / Comments Contact Kulin Marketing to learn more
Hinweis der Redaktion
- Technology: One way that kayak.com makes revenue is by selling space on its website to advertisers. As more online users visit kayak.com, the advertisements on its WebPages receive more views, and in turn Kayak.com is able to increase the price of its advertising space. By repeating the brand name (which is also its url) in its advertising online users would potentially be more apt to remember the url and visit the site. Economics: Although people have always been price sensitive when it comes to buying travel accommodations, they are now traveling less frequently. So kayak.com should promotes its ability to help consumer travelers research travel deals Cultural: When attempting to advertise across national boarders, kayak.com should keep varying cultures, languages, currencies and legal systems, as well as relatively low Internet usage and credit card penetration in mind and build effective advertising per global region accordingly.
- Weaknesses: ranked the #16 th travel websites by Mintel Oxygen in 2009, Threats: Online travel agencies have responded to the recession by revamping their advertising, and they are now majority creating ads that emphasize cost saving travel tips for consumers. As kayak.com spends almost half of its revenue on ad campaigns in 2010, the brand will have to create advertising that includes what travel consumers currently care about the most (cost saving travel tips) while also cutting through the clutter of the competitions’ advertisements with the same message (Burkitt, 2009). Strengths: kayak.com’s website is includes higher functionality than competitors such as Bing. There are a number of additional web tools that travelers can utilize by using kayak.com that make searching for and booking travel more efficient and easier. Kayak.com should promote this point of difference, and competitive advantage, in its advertising. Opportunities: there might be an available positioning to promote as a higher functional online travel site. Since kayak.com has more web tools than its competition, such as a notification service and weekend search, it can promote as the travel site that its target market to be in more control over their travel arrangements and deal searching.
- - Competition: High & Increasing Largely Price-Based *The rapid change on consumer behavior to booking directly online travel sites increase the level of competition *Expedia , Orbitz and Priceline leader travel sites Competitors such as Expedia and Orbitz use fare comparison, destination guides feature travel-related content, news, and maps Position themselves as “large service provider” and “innovative technology” Travelocity is one of the global leaders offers deals more internationally Bing searches only ¼ of travel-related sites that Kayak does. Uses 7 days prediction & suggestion for the fare rates Kayak one of the top eighth online travel companies Google-like search technology in online travel industry but only making its half of revenue from advertising unlike Google does not sell any travel offers directly from its website focus on uniqueness of their online service that is “ functionality ” Have more tools than other online search engines. Ex: weekend alert tool & program used on the site "sliders”