Kayak Advertising strategy

ADVERTISING PLAN www.kayak.comMELINDA ENGELMAN MEGHA JAIN ELIzAbEtH KULIN http://www.KulinMarketing.com

AGENDAResearch Methods LizCompetitive Analysis MerterTarget Market MeghaAdvertising Goal AnuMarketing Communications Melinda & Megha

Research Analysis

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

Research Results Use advertising to increase top of mind:Memorable advertising that promotes kayak.com POD

Environmental factors that affect advertising

Situational Analysis Weaknesses StrengthsRanked #16 travel website Functionality Threats OpportunitiesCompetition’s advertising is Available Positioning attractive to travelers. (functionality)

Competitive Analysis

Competitive Analysis • High & IncreasingCompetition • 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

Positioning Map Direct Competition Positioning BrandDirect Competition One And Done. Bing Yapta, Priceline, tripadvisor, yahoo travel, mobissimo, Deals travelocity, bookingbuddy, hotwireIndirect Competition Tech – Website Expedia, OrbitzAvailable Positioning Functionality Kayak.com

Target Market Analysis

Target Market Analysis-Visits• Kayak has over 5 million hits monthly • Interact 1 – 2 times a monthPasser- • Currently 74% passer-by’s By • Interact less than 30 times a monthRegular • Currently 26% regulars • Interact more than 30 times a monthAddicts • Currently less than 1% addicts

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%)

Selected Target Market• 25-44 yrs • Travelers • Increase addicts• Affluent • Deal seekers • Increase regulars • Switch passer-by• Individuals/ • Internet savvy familiesDemographics Psychographics User-Level

Advertising GoalsSource: DMI News New York, 2010 Survey

Advertising Goals One Stop Search Engine Ability to Easy Key SearchFunctionality Multiple Message Sites Finds the Best Travel Deals

Marketing Communications

Marketing Communications Creative #1Test Image

Marketing Communications Creative #2 Test Image

Marketing Communication Testing Creative Ideas Results

People Using Kayak.com Kayak.com being used by the target market

Proposed Creative Idea

Creative for TV• Existing Commercial Example• Kayak & Business Man 30 second commercial

Outdoor Advertising SEARCH ONE AND DONE.

Print Advertising E . DON ND NE A HO SE ARC

Key Media IssuesReach– Large Target Market– GeographyMessage– CombinationInformation– Explain various tools & benefitsSeasonality– Flighting

Media Strategy & Tactics - Broadcast

Media Strategy & Tactics - Print

Media Strategy & Tactics - OutdoorBillboards– Freeways SEARCH ONE AND DONE.– Business CitiesBus Stops– Metro CitiesKiosks– Airports– Malls SEARCH ONE AND DONE.

Media Strategy & Tactics - OnlineSocial Media – Facebook, YouTube, Twitter – Contests, Updates, Tips – Email blastsSearch Engine Optimization(SEO) – Generic & Specific words – destinationsPartnerships – Co-branding – Website links

Media Strategy & Tactics - OnlineKayak does not appear anywhere on the first page

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

Thank YouQuestions / Comments Contact Kulin Marketing to learn more

Kayak Advertising strategy

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