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STRATESKI MARKETING PREDAVANJE Vesna Damnjanovic
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STUDIJA SLUCAJA
STRATEŠKI PRAVCI DIGITALNOG POZICIONIRANJA TURISTIČKIH USLUGA
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IZABRATI JEDNU FIRMU ZA KOJI RADITE STUDIJU SLUČAJA IZ PONUDE
Analiza ponude avio, bus, train prevoznika. (Avio kompanije, Low Cost kompanije...)
Analiza digitalne ponude smeštaja. (Booking.com, Airbnb.com, Trivago.com, hosteli, kampovi...)
Analiza digitalnih turističkih agencija.
Analiza uticaja društvenih medija u turističkoj ponudi. (Blogovi, Vlogovi, TripAdvisor...)
Digitalni turistički servisi, mape, kulturni i umetnički sadržaji, digitalni vodiči. (whyathens.com....)
Digitalni nomadi.
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CILJNE GRUPE Vesna Damnjanovic
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CILJNE GRUPE U PRUŽANJU TURISTIČKIH USLUGA
Izvor: Amadeus IT
Group kompanija
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DIGITAL TRANSFORMATION IN TRAVEL AND TOURISM
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PRIMER Vesna Damnjanovic
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STRUKTURA REŠENJA
1) Analiza oblasti istraživanja2) Еksterna analiza• PEST analiza• analiza konkurencije• OT analiza1) Interna analiza• Analiza marketing miksa (4P+3P+3C)• Jedna od sledećih:
o SW analizao analiza lanca vrednostio MCKINSEY’S 7S model analizao gep analiza
1) Zaključak analize i ciljevi (1, max2)2) Opis ciljne grupe3) Rešenje problema • poboljšanje marketing miksa***• argumentacija za biranje tog rešenja***1) Akcioni plan2) Budžet – troškovi implementacije projekta3) Način merenja efekata (KPI)4) Zaključak
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VIZIJA BRENDA
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SPOT AIRBNB NEW IDENTITY
https://www.marketingweek.com/airbnb-unveils-new-identity-and-positioning/
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AIRBNB LISTINGS
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CANVAS MODEL
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SEASHELL HOUSE IN MEXICO
221.- CHF/night
Capacity: 4 people150.- CHF/ private room 236.- CHF/ night
Capacity: 2 people
Rent a room in a
Castle in UK Tree house in Hawai
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ANALIZA OKRUŽENJA Vesna Damnjanovic
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PEST ANALIZA
P E
U nekim zemljama Vlada stiti hotelijersku industriju
i AIRBNB nema dozvolu za rad
Porast prihoda od digitalnih turistickih usluga
Turisti trose I na druge usluge hrana pice
S T
Promena nacina zivota mogucnosti poredjenja cena
je bitna za potrosaca
Direktno bukiranje online
86 % putnika zeli da zivi kao lokalno stanovnistvo
Koriscenje digitalne tehnologije za bukiranje
turistickih usluga
Mobilni telefoni, tableti, lap topovi
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ANALIZA KONKURENCIJE
Expedia bought HomeAway on December 15th
2015 for $3.9B via a cash and stock deal.
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KONKURENCIJA
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AIRBNB POREDJENJE SA IGRACIMA
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BRAND PASSION INDEX
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ANALIZA KONKURENCIJE GOOGLE TRENDS KOMPARACIJA
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MARKETING MIKS Vesna Damnjanovic
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EXPANDED MARKETING MIX FOR SERVICES
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MARKETING MIKS - USLUGA
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GDE SE NAJVISE BUKIRA?
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MARKETING MIKS CENA
Koristi se model dinamickih cena koje
se menjaju u odnosu na
❑Sezonu
❑Praznike
❑Vremenske prilike
❑Cene ukljucuju i service fee i cleaning fee
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POREDJENJE CENE ZA TRADICIONALNO RENTIRANJE I AIRBNB RENTIRANJE
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MESTO PRUŽANJA USLUGE
Online platforma koja povezuje dve strane
Pružaoce usluga i korisnike usluga koji bukiraju smestaj
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PROMOCIJA USLUGE
❑Digital content marketing
❑Advertisement online
❑Preko kupona
❑Partnerstva
❑Referral program
Earn Up To $55 In Travel
Credits When You Sign Up
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3P ZA USLUGE
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LOKALIZOVAN 4P ZA AIRBNB U JAPANU
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LANAC VREDNOSTI
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O KOMPANIJI AIRBNB I OPIS KLIJENATA
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OPIS PRUŽAOCA USLUGA ZA AIRBNB
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NAČIN POSLOVANJA
Registracija na sajt je free
AIRBNB
Airbnb holds onto the payment until 24 hours after the reservation begins.
Guests pay a 6-12% fee to Airbnb.
Rental host 3-5%
Ocenjivanja
After the stay, both hosts and guests leave reviews for one another, which are public for
all future hosts and guests to read.
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AIRBNB MODEL
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AIRBNB SENIOR MANAGEMENT TEAM
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IDEJE ZA POBOLJSANJE MIKSA
1. Uvodjenje novih usluga
2. Bolja promocija posebnih ponuda
3. Sklapanje partnerstva
4. Modifikacija ponude
5. Kreiranje lanca vrednosti za kupce
6. itd
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NA PRIMER: POBOLJSANJE USLUGE ZA KLIJENTE
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EFEKTI
Zavisno od ideje za poboljsanje miksa
❑ povecenja broja klijenata
❑Bolji imidz
❑ SCR uticaj
❑ rast prodaje postojecim klijentima
❑ odnos zarade u partnestvu
❑Itd
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STRATESKI MARKETING PREDAVANJE Vesna Damnjanovic