Kayak Brand Brief

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This brand brief was presented to the communication strategist and creative team in Fall 2008 at the VCU Brandcenter in Richmond, VA.

This brand brief was presented to the communication strategist and creative team in Fall 2008 at the VCU Brandcenter in Richmond, VA.

More in: Travel , Technology , Business
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  • 1. Nerissa Marbury, PMP for Ben Alter, J.D. Humphries and Tristan Smith
  • 2. The Travel Industry Heightened Need For Information Financial & Emotional Investment Time: Scarce Commodity Simplest Trip = Array of Options Bridge Gap between Expectations & Experience
  • 3. Advertising Landscape
  • 4. The Travel Product No Diverse Pre-Test Intangible
  • 5. Kayak.com quot;We created the site to meet the needs of today's consumers who are frustrated by having to search multiple sites to find the best deal.” www.kayak.com
  • 6. Search Engine No Hidden Agenda No Selling 100 Travel Sites Real Time Availability Real Time Prices
  • 7. Avoid Service Fees Incentive Benefit
  • 8. The C-Suite Terry Jones Chairman of the Board, Kayak.com Travelocity Steve Hafner Paul English Co-Founder & CEO, Kayak.com Co-Founder & CTO, Kayak.com Orbitz, Inc. Intuit Gregory E. Slyngstad Board Director, Kayak.com Expedia, Inc.
  • 9. How Kayak Makes Money 12% - 17% 8% 10%
  • 10. How Kayak Makes Money Targeted Marketing City Dates Length of Stay Airline or Hotel Brand
  • 11. How Kayak Makes Money Click-Through Rates 6X Higher than untargeted placements
  • 12. How Kayak Makes Money Revenue* $85 Million * December 2007
  • 13. Affiliates
  • 14. Competitors Travel Search Engines
  • 15. Competitive Comparison Unique Visitors YOY% Kayak 4.1M Kayak 9% Mobissimo 294K Mobissimo 41% www.compete.com
  • 16. Search Engine Online Travel Agencies Competitors Travel Search Engines
  • 17. Competitive Comparison YOY% Unique Visitors Kayak 9% Expedia 11.2M Kayak 4.1M Others -9 to -21% www.compete.com
  • 18. Competitive Comparison YOY # 297 Kayak 13 Others -26 to -40 www.compete.com
  • 19. Competitive Comparison Avg. Stay Kayak 4:49 Others 8:08 avg www.compete.com
  • 20. The Bottom Line Not Selling Anything Objective, Comprehensive Information You Decide Which Products You Decide Where to Buy
  • 21. Freedom of Choice, Freedom of Voice Brand Positioning
  • 22. Freedom of Choice, Freedom of Voice Philosophy #1: Give Consumers the option Philosophy #2: Kayak Listens
  • 23. Brand Value Best Travel Search Engine Reputation Best Coolest Search Aid Best of the Web
  • 24. Brand Value Relationship
  • 25. Brand Value Experiential
  • 26. Brand Value Symbolic Travel
  • 27. Demographics www.quantcast.com
  • 28. Target Audience
  • 29. Doesn’t Go After Segments
  • 30. 75% Book Airfare
  • 31. Wealthy, Educated & Older
  • 32. Public Relations Press Releases
  • 33. Word of Mouth
  • 34. User Experiences http://monitter.com/
  • 35. Objective #1 website for online travel search
  • 36. Objective #1 website for online travel search
  • 37. Marketing & Promotions Ad Spend: 100% Online key words & travel site ads Budget: 35% of revenues
  • 38. Problem Gain market share without spending hundreds of millions on advertising Challenge Preferably without the use of paid traditional offline media
  • 39. Opportunities for Success Lengthen Time on Site Increase Number of Visits Leverage Family of Sites
  • 40. Life’s A Trip! There’s a million reasons to travel. There’s one site to search before you go.