Answer questions:
1.Airbnb segmentation, targeting and positioning consists of a set of consequent activities that divide customers into different groups and identify specific groups to be targeted. The accommodation and experience positions its services in a way that best appeals to the needs and wants of members of this group.
Airbnb Plus package targets customers who value advanced quality and design and are willing to pay more.
(A)–Name the segmentation approach(es) Airbnb is using based on the above for the Airbnb Plus Package.
(B)–Write the Positioning Statement for this segment
2.This question focuses on COVID-19:
Based on Market Research McKinsey & Company have provided consumers fall into three COVID-19 vaccine adoption segments along a continuum of stated vaccine enthusiasm, and opportunity exists to better inform and engage consumers, especially the cautious adopters.
Much of the prevailing market research on COVID-19 vaccination frames sentiment as likely, unlikely, or neutral. McKinsey’s research is designed to uncover a more granular continuum of sentiments, and to account for the fact that many consumers may take a wait and see approach to their decision about vaccination. Their research has found that consumers attitudes towards receiving a COVID-19 vaccine fall into three primary segments. These three segments include (percentages that indicate the percent of respondents within the given segment):
Interested adopters: Thirty-seven percent of respondents were willing to participate in a trial, receive a vaccine after an EUA (emergency use authorization), or after clinical trials are completed. These are consumers who have relatively firm personal conviction in their decision to get vaccinated and may well be first in line when a vaccine is available to them assuming continued positive safety and efficacy evidence.
Cautious adopters: Forty-five percent of respondents want to wait until the vaccine has been on the market for between three and 12 months or until they feel confident in it. The largest of any other segment, this group is less defined by their demographics (for example, 45 percent of those aged over (65) and more defined by their attitudes. In particular, they are much more focused on the health implications of the vaccine (for example, side effects, ingredients, speed of the vaccine development process)they want to know it is safe and they want to see that others are safe after receiving the vaccine. Importantly, they want to receive information from trusted sources, namely physicians.
Unlikely adopters: Eighteen percent of respondents say they are unlikely to receive the vaccine, regardless of timing. This segment could comprise people who are both disinterested in vaccination because they do not think they need it (for example, healthy young adults who may perceive low personal risks) or because they have developed negative sentiments about vaccination (for example, general distrust, beliefs about harmful effects).
Therefore, important to: Understand the different attitudes and experiences of each of these three segments provides insight into what could inform their decision to get a COVID-19 vaccine as well as what actions might have the most impact in supporting informed consumer decision making. For example, it is particularly important to understand the needs and concerns of vulnerable populations. As other research has suggested, the proportion of consumers in each segment varies by race/ethnicity. For example, McKinsey’s survey found that Black Americans surveyed are 1.6 times more likely to be in the unlikely adopter segment than Caucasian survey respondents. Black Americans in the unlikely adopter segment share similarities (for example, in income and attitudes) with non-Black consumers in this category.
(A) What are the segmentation approaches you would execute to provide to local and state health executive leadership? You want to improve the opportunity to reach herd immunity before the end of the year. Please provide details to support your response. You may bring in any personal knowledge you have of the roll-out/launch of the vaccines.
(B) Write your Positioning Statement for the Cautious Adopters
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