Priceline.Com

Introduction Priceline.com was founded and launched by Jay Walker in April 1998. Priceline flipped the conventional grocery storeing intention where buyers could advertise a social unit of demand to a split of sellers. The sellers could then decide whether to consummate that demand or not. The knob could advertise his/her demand by logging on to Priceline.com. guest had to be flexible on time of travel and entanglement of supplier. The customer could not foul out once Priceline had set apart it a seller. Priceline made its entrée to the market with introducing its policy all everywhere providing Airline Tickets in 1998 and subsequently moved on to automobiles, hotel endure and home financing by introducing quote your own prices service. manage Priceline appointed bran-new chief(prenominal) Marketing Officer (CMO) in January 2000. The objectives for appointing new CMO can be given as: farm up the brand and settle its position in fivefold growth categories. Expand into new categories Determine the category top hat accommodate for Priceline service Grow the revenues to over $1 billion Problem Analysis Here, the CMO had to capture up with strategies to outwit its competitors. Expedia was a leading online travel service. Priceline had draw rivalry in the name your own prices service with Expedia.

Expedia provided protracted stopping point learning and strong editorial capability with multiple involvement options and focussed on flights, hotels, cars, vacations and cruises. Since Priceline was extending its brand crossways multiple product categories, it had to postulate against niche players like CarsDirect in automobiles and Lending channelise in home financing. Background mug Building Priceline followed an raptorial brand-enhancement schema which included mass market and multimedia advertising, promotional programs and semipublic relations activities. It had invested $24.4 million in1998 and $79.6 million in 1999. harmonize to a survey conducted on the sense of Internet Brands, Priceline was placed...If you pauperism to energise a full essay, monastic order it on our website: Ordercustompaper.com

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