Priceline.Com

Introduction Priceline.com was founded and launched by Jay Walker in April 1998. Priceline flipped the conventional trade scheme where buyers could advertise a unit of demand to a classify of sellers. The sellers could then decide whether to fulfil that demand or not. The node could advertise his/her demand by logging on to Priceline.com. guest had to be flexible on time of drop dead and vane of supplier. The customer could not back out at once Priceline had assign it a seller. Priceline made its entry to the market with introducing its insurance everyplace providing Airline Tickets in 1998 and later moved on to automobiles, hotel dwell and home financing by introducing name your witness prices service. worry Priceline ap principaled new Chief Marketing military officer (CMO) in January 2000. The objectives for appointing new CMO can be given as: conjure up the brand and strengthen its position in multiple growth categories. Expand into new categories Determ ine the year best accommodate for Priceline service Grow the revenues to over $1 billion Problem Analysis Here, the CMO had to come up with strategies to beleaguer its competitors. Expedia was a leading online travel service. Priceline had direct rivalry in the name your own prices service with Expedia.

Expedia provided extensive stopping point information and strong editorial content with multiple thing options and focused on flights, hotels, cars, vacations and cruises. Since Priceline was extending its brand across multiple return categories, it had to compete against niche players like CarsDirect in automobiles and Lending command in home financing. Background ! Brand Building Priceline followed an voracious brand-enhancement strategy which included mass market and multimedia advertising, promotional programs and public relations activities. It had invested $24.4 million in1998 and $79.6 million in 1999. tally to a survey conducted on the awareness of Internet Brands, Priceline was placed...If you poverty to get a full essay, order it on our website: BestEssayCheap.com

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