TIỂU LUẬN KẾT THÚC HỌC PHẦN MÔN HỌC MARKETING CĂN BẢN

UEH UNIVERSITY SCHOOL OF FOREIGN LANGUAGE TIỂU LUẬN KẾT THÚC HỌC PHẦN MÔN HỌC: MARKETING CĂN BẢN Mã học phần: : 22C1MAR50316101 Giảng viên: : Đinh Tiên Minh Người thực hiện: : Nguyễn Thị Kim Anh MSSV: : 31201020003 TP Hồ Chí Minh, ngày 14 tháng 10 năm 2022 MỤC LỤC I II CASE STUDY SUMARY .3 RELATED THEORIES .5 Customer value: .5 Level of product and services: Adoption process: Service: Service marketing: Four characteristics of services: .8 Brand Positioning REFERENCE 16 I Case study Sumary In decades, the Hotel industry has sharpened its standardized offerings A typical room is about 13 by 25 feet including a bathroom, a closet and some typical furniture In that way, they could hide lots of negative experiences which typically results in an unsatisfied frame of mind for most guests However, keeping the same model as offering only one cookie-cutter option, that prevents the travel industry from keeping in touch with its customers For this reason, a logging provider has broken new ground in these areas by providing completely opposite experiences with the hospitality world’s status quo, it’s called Airbnb The company is established by founders Chesky and Gebbia, is an online community marketplace They not own any real estate, they basically facilitate transactions between those who have available room in their homes with guests who are finding accommodations.  Whereas other major hotel chains make efforts to follow a typical and strict model of industries, Airbnb enhances their list of property options as much as they can by providing services to both guests and hosts Firstly, The company gives owners the opportunity to rent out any real property which is available It could be a couch, a single bedroom, whole apartment, a moored yacht, even a castle as well They could also offer booking duration depending on price as well as some more detail information of their accommondations and listings with just a percent booking fee returned to the website On the other hand, Airbnb facilitates the booking process by online website providing attached photos, details and the owner’s contact Therefore, the guests find it easier to figure out the suitable room Moreover, about to 12 percent of the buyer's payment is a service fee in order to ensure the security deposits As applying the new technique in a certain stable model, Airbnb has to deal with a big question: When few users were willing to take risks with first experience How could they push the adoption process? They go through these problems via methods The first method is using a standard rating system which can measure both lodging provider and renters credibility through reviews and a clear booking process Secondly, Airbnb provides a verification process as well as some safe tips which makes users approach the website easier Thirdly, Hosts received further protection by an included insurance policy minimizing a variety of their risks Although these measures can not solve all damages, it becomes a strong competitive advantage setting them apart from other hotel chains Airbnb broke the barrier of a certain hotel industry one more time by providing users with unique and more meaningful experiences which satisfy customer’s expectations They realized most customers who are traveling are delighted to engage with the locals Instead of giving guests a list of convenient hotel rooms, Airbnb recommends them to live in a local house to approach practical cultures and experiences In Airbnb Open which is a motivational annual event established in Paris, the company conveyed a strong and clear message that: With those Airbnb experiences, guests are provided the feeling of being a piece of the new culture in a new city. It was a successful positioning strategy defining stable characteristics for their brand in the consumer's mind Airbnb does not give you the best travel experience, they provide you with an authentic and unique living experience Airbnb took up a line extension They extend existing brand names to new logo text, symbols and slogans The new logo and slogan communicate an idea of belonging to something that goes beyond cultural differences, slogan is: Belonging anywhere Through the years, Airbnb's first priority remains the same They set their goal on providing authentic experiences to both guests and hosts The company gives a deep concentration on its community with hosts who are considered as their target customers They purposely build up a large global community of lodging providers following their vision in order to maintain the service quality possible Furthermore, Airbnb ambition is contributing to world peace via their services which create people engagement and provide them deeper cultural understanding Airbnb has impacted the hotel industry Some huge hotel chains were trying to expand their perception and innovate new approaches However, it is impossible to duplicate Airbnb’s preemptive experience in a short period of time In its brief eight-year-existence, Airbnb has proven their vision with magnificent success Their global network includes greater than million options to sixty million guests throughout 34,000 cities in 191 countries which built a market value reaching $25 billion Airbnb defeats the accomplishments of the biggest hotel chain worldwide, 100-year-old Hilton with the number of 765,000 rooms, 4,660 properties, along with a market value of $22 billion Going along with their fast growth and magnificent success, Airbnb has to deal with a variety of difficulties Firstly, Some cities require the rental of personal real estates for duration greater than 30 days The other problem comes from the guest's hesitation when choosing a new way Airbnb goes through all those issues with their sustainable ideals II Related Theories To enhance the unique customer value as well as build up a sustainable value for the company, Airbnb has applied a large number of marketing theories Customer value: Customer value includes all the practicality, advantages a customer receives when they buy a product It could be measured as how it is worth for customers, especially when they compare it to a variety of alternative options in a competitive market Having a deep understanding about customer value and how to apply this theory can assist service providers to price products fairly and reduce friction within the customer experience Level of product and services: In the beginning, Airbnb invested a lot of money on budget-minded customers, it provided some listings with competitive prices After that, Airbnb realised that customers, especially travellers, want more than just low prices Airbnb positioned its service like a unique and realistic experience The customer value improvement is a result of the level of product and service they focus on Level of product: Philip Kotler devised a model which divides products and services into levels This concept helps us actively estimate the nature of a product further The CORE product: Is the main benefit of a good and service that consumer really receive It’s the intangible product that we can see or touch For Airbnb example, their core product is not an available room, it is a unique and realistic experience The ACTUAL product includes tangible, physical products You can get some use out of it Again with Airbnb, it is their brand image, standard rating system, website and the quality of the room guests receive.  The AUGMENTED product consists of lots of additional value So when you become an Airbnb user, augmented products would be the guidelines, protect policies, lodging provider community… They are a crucial part to tailor products to what an individual customer is seeking Adoption process: Adoption process: Are plans, strategies of a company as they publish a new product It is like a mental process to help a customer to pass from heristation of first learning The aim of this process is to turn an individual from total unawareness into a regular user of this service There are five stages in the adoption process: Awareness When The consumer hears about a new product or service but they have very little information related to it In this stage, marketers should convey awareness of the product to emphasize their difference between their new method and the other They also need to clarify customer confusions or problems Interest The potential consumer who is delighted, starts to find more information about the product Depending on their purposes – along with suitable features, price and additional services Evaluation: The consumer takes considerations about the pros and cons when they stop using certain products and others try During this phase, marketers start communicating the best use cases, emphasizing their strengths, setting their product apart from other suppliers Trial The consumer decides to try the new good or service to compare and estimate its value to the previous one They will choose the new one when it fit their specific needs Adoption The consumer is willing to buy the new product regularly Marketers have to show them they will always receive the best value and forego whatever other companies can give Each segment of consumer has different techniques to approach Marketers often attract their attention and seek their primary consumers There are several features influencing the rate of adoption: relative advantages, compatibility, complexity, divisibility, and communicability Service: According to Philip Kotler’s definition, service is defined as an activity, advantage, or satisfaction a company offers to their customers They are intangible “products” and unable to be owned Service marketing: Service marketing is strategy based on relationships to improve customer value Service providers apply it to market their segment of product Service becomes more and more crucial in the international economy the company should pay the hard attention on this market aspect to differentiate with their competitors, especially in an emerging market Marketing services are not similar methods to marketing products because of significant elements of services including intangibility, perishability and inseparability and variability When the company tries to extend their product and services internationally, developers have to deal with some challenges Firstly, they must find out the suitable offer for different customer segmentation The second challenge is measuring appropriate standardisation to the adaptation process in the world markets Thirdly, companies need to carry out the way to maintain their service quality and convey a succinct message which enhances a company's consistent international image Last but not least, It also minimises marketing costs but still keeps productivity and quality of a number of service’s aspects With those methods, Companies can control these differences by adapting their product offerings Four characteristics of services: Intangible: Service intangibility tells the story that customers can not see, taste and feel the service before purchasing so they find it hard to measure this “product” and make a decision to buy it.  Developers need to push the adoption process by making their service more tangible They need to create the right “signals” to communicate quality differences, especially their platform security Inseparable: Service inseparability shows that services cannot be separated into independent parts Service outcome depend much on people Both staff and customer contribute to service process, customers don’t just buy and experience a service; they play an important role in its delivery Both the provider and the customer affect the service outcome In Airbnb’s case study, lodging providers are people who engage with guests and decide the service quality they receive In returrn, the customer resource is the core factor that hosts can value Airbnb’s service Creating provider–customer interaction is primary mission of developers Variability: refers to the customer service is flexible, it depends on providers, time, place and how they are provided For instance, Airbnb has to struggle with keeping a sustainable service qualilty when connect lodging providers community have reputations for providing better service than others Therefore, quality varies relying on hosts feeling and frame of mind during booking process Perishability: is a service features that prevent the product or service to be stored for sale at a future date It brings no problem as demanding of the market is stable Thus, when demand become flexible, service provider have to struggle with some complicated issues For instance in some hotel service providers as Airbnb, it’s too difficult for their customers to provide the best option because they have fewer choices in when the demand of travelling turns so high, especially during the travel season, In contrast, Hosts have more vacancies in some months Thus, service firms have to deal with the pressure controlling a better match between demand and supply.  Brand Positioning Brand Positioning: is defined as “the action of designing the company’s offering and image to occupy a distinctive place in the mind of the target market” by Kotler.To rephrase it, Brand positioning clarifies what is the brand difference which can set them apart from its competitors and which features that sit in customers’ thinking A company needs to plan a positioning strategy involving conveying their image in customers’ minds, Communicate a clear message to get their good perception The company should go beyond attribute or benefit positioning They create strict and sustainable visions and values, and have a deep engagement with consumers For instance, Airbnb research showed that booking an accommodation service is more than just providing a convenient room to customers They create a better connection with the value by giving their customer a chance to know more about culture, meet locals and become “a locals” during their journey Applying this strategy, the company should build a clear mission as well as a vision that all staff and employees can follow easily It is their promise to maintain a stable set of characteristics, benefits, services, and experiences to consumers It must be a clear message.  Airbnb, for example, was a successful positioning strategy defining stable characteristics for their brand in the consumer's mind Airbnb does not give you the best travel 10 experience, they provide you with an authentic and unique living experience They ensure a memorable experience, not just a low payment III Questions How the four characteristics of services apply to Airbnb? How does Airbnb deal with each characteristic? There are four characteristics of services including: Intangible, inseparate, variable and perishable They create some challenging difficulties that Airbnb’s developers need to overcome The differences in choosing solutions set the company apart from the others Intangible: Airbnb provides services for both owners and renters with the aim of facilitating the booking process Hosts pay for the sale platform functions, customer resources, certain service guidelines and their security to maximize the opportunity of renting out their real estates For guests, they pay Airbnb for a variety of renting options, booking assistance and special unique experiences as well All of those services are unable to be seen, felt and evaluated before first experience Developers need to push the adoption process by making their service more tangible They need to create the right “signals” to communicate quality differences, especially their platform security There are some methods Airbnb has applied to deal with this issues:   They provide realistic images as much as possible Most listings include photos and details that give potential guests a reasonably accurate idea of what their stay will be like Guests can contact potential hosts with questions before booking  Using a standard rating system which can measure both hosts and guests credibility through reviews and a clear booking process.   Hosts received further protection by insurance policies minimizing most of their risks 11 Inseparable: Service inseparability tells the story that services cannot be separated into independent parts Guests and hosts impact the service outcome, they not only purchase and experience a service, they are also an main role in its delivery In this case study, Lodging providers are people who engage with guests and decide the service quality they receive The number of renters is the core factor that hosts can value Airbnb’s service Developers enhances provider–customer interaction in these ways  Airbnb continuously improves all aspects at a time It facilitates the booking process and ensures a unique experience for guests However, Airbnb considers its lodging provider to be its target segment of customers who are given extra protections.   Any user could be a staff member of the customer service department through the standard rating system Developers create motivation by giving A “superhost” status, representing an assurance of better booking experience and high-quality service as well Variable: The number of lodging providers and guests, users’ demand, real estate placement and booking duration have core impacts on Airbnb’s customer service, making it flexible Guests stay in local houses, there is no standardized model, their experience depends on different hosts or even the provider's frame of mine It creates a big challenge for the company to maintain their quality Airbnb follows basically two approaches developers followed towards meeting their service standards  Airbnb keeps activities stable by maintaining the number of users and customer resources Airbnb priority is its community of lodging providers, intended to build an active global community of hosts putting their belief in the Airbnb vision  Airbnb sets their standards by giving host guidelines to maintain the similar booking experience 12  Airbnb's objectives and direction remain the same through the years They have clear goals on providing authentic experiences to both guests and hosts and create people connections.  Perishability: Airbnb offers accommodation through registered hosts who are using the platform However, service is perishable which means they can not be stored In periods of time when demand rises so high, especially during the travel season, they find it hard to figure out the best option because they have fewer choices In contrast, Hosts have more vacancies in some months Thus, service firms have to deal with the pressure controlling a better match between demand and supply.   They extend the segment of users by allowing owners to rent out any real property which is available, It could be a couch, a single bedroom, whole apartment, a moored yacht, even a castle as well In this way, guests are also always given a property of choices  Airbnb attracts customers, especially travelers by the online process including most about buying or booking Users who registered already can search by their own keywords These methods facilitate the booking process and we can find it relatively simple to become their customer How does Airbnb differentiate its offer, delivery, and image? Airbnb developers thought out of the box which standardized the hotel industry model Chesky and Gebbia realize that keeping the same model as offering only one cookiecutter option prevents the travel industry from keeping in touch with its customers Airbnb enhances their list of property options as much as they can by providing services to both guests and hosts They facilitate the booking process by online website providing attached photos, details and the owner’s contact Therefore, the guests find it easier to figure out the suitable room Furthermore, instead of recommending a convenient and comfortable room in hotels, Airbnb brings guests a chance to stay in a local house 13 Chesky and Gebbia claim that Airbnb provides the customers a unique experience when traveling internationally and people who use Airbnb not just get the typical tourist experience, rather an experience of living like a host who are citizens of the country they visit.  Airbnb makes a great attempt on line extension to emphasize their value proposition The company tossed out its certain straightforward text logo to find something far more abstract—a symbol that reminds of a puffy capital letter “A” is understood as the “bélo,” “the universal symbol of belonging.” The new logo conveys an idea of belonging through something that transcends language, culture, and geography A new slogan “Belong Anywhere.”  With those Airbnb experiences, guests start to feel like they are a part of the local and the city They also hold up In Airbnb Open - a motivational annual event held in Paris to promote this strong and clear message That’s the reason why their product holds a strong competitive advantage as hoteliers try to follow the Airbnb way, they will take a tough time to duplicate their experiences Will Airbnb last as long as Hilton Worldwide has? Explain Although Airbnb has to face up with a variety of challenging problems, we can see their growing potential in the long term through these aspects of extending marketing  They provide guests with unique and preemptive experiences, setting them apart from other service providers in the hotel industry Airbnb keeps a strong competitive advantage by building profitable customer relationships and delivering more value and satisfaction to target customers Despite being an innovator in the face of challenges to persuade customers to overcome the hesitation of trying something new, Airbnb still drives the adoption process in line.   Global development: Their global network is greater than million listings and 60 million guests throughout 34,000 cities in 191 countries They even defeat the 14 accomplishments of the biggest hotel chain worldwide, 100-year-old Hilton with the larger market values in the first years Their method affects individual consumers and public actions as well when some big service providers in the hotel industry follow them Airbnb always make efforts on carry out unique and better methods with the aim of maximize customer value They become a significant marketer who continuously innovative in marketing strategies  Airbnb considered beyond immediate customer satisfaction and hotel industries performance toward sustainable strategies that make the company suitable for future generations They are aware of the social responsibilities to bring people together, improve world peace Airbnb drives the company in those great visions They release a new technique which depends on customer expectations People pay more attention to traveling, cultural differentiation In this case study, we can see that a lot of people are delighted in Airbnb’s services even though they are still afraid of an unusual method It is suitable for lifestyle changes, especially in this globalization era  Airbnb has successfully built up sustainable goals and priorities, Airbnb's first priority remains the same through the years They follow ethics policies including distributor relations, customer service standards through all marketing strategies It is easier for users to follow certain guidelines, maintaining the best service quality Futhermore, it enhances their credibility which attracts more and more users In conclusion, Airbnb can develop sustainably because of all customers value they create They take action in both social, and ethical responsibility Not only considering the demands and desires of certain users, they also have concern for future’s generations in maintaining the survival and achievement of the business, lodging providers, guests, and the perception of the worldwide Following the objective of connecting people and rise cutural value, Airbnb build profitable relationships in an intention to receive value from users in return 15 16 Reference 17