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
Airbnb provides their services online
through their software application which
can be downloaded on most, if not all
smartphones.
PROMOTION
Since Airbnb is an online marketplace, their
promotion revolves more around social
media and other places that people access
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
• Well established brand
• Cheaper alternatives to hotels
• Social media platforms
TREATHS
• Laws and regulation in every country
• Competitors
WEAKNESSES
• Laws and regulation violations
• The objectivity of guest review system
• Criticized for higher prices
OPPORTUNITIES
• Mobile app usage
• Expand it’s product
• Expand into merging markets
Social Media Presence

INFLUENCERS
CONCLUSION
THANK YOU AND GOD
BLESS. ☺