Zillow Brand Analysis

14
Izmir Vodinaj, Justin Kim, Brylan May, & Jason Schutté Spring 2016 Brand Management Prof. Patty Jurca 1

Transcript of Zillow Brand Analysis

Page 1: Zillow Brand Analysis

Izmir Vodinaj, Justin Kim, Brylan May, & Jason SchuttéSpring 2016

Brand Management Prof. Patty Jurca

1

Page 2: Zillow Brand Analysis

Zillow 4Ps

2

Page 3: Zillow Brand Analysis

Brand Marketing Activities

3

Page 4: Zillow Brand Analysis

Advertising and Social Media

4

Page 5: Zillow Brand Analysis

Zillow

www.zillow.com

5

Brand Elements

Page 6: Zillow Brand Analysis

Brand ElementsSpokespeople

Spencer Rascoff

CEO

SlogansFind Your Way Home

(Website)

You Edge In Real Estate

JinglesNo Jingles or Signage

PackageService Oriented

Brand: No Package

Brand Elements

6

Page 7: Zillow Brand Analysis

Market SituationAverage home has appreciated 70% in the last 17 years

• 100% if within ¼ mile of a Starbucks and 140% if within ¼ mile of a Trader Joe’s or Whole Foods

• Zillow forecasts 2.6% appreciation in 2016

The global financial crisis hit Zillow very early

• Laid off ⅓ of workforce 2 years into operations

• Created a very lean and very united company culture

Strong dollar has resulted in decreased foreign real-estate investment7

Page 8: Zillow Brand Analysis

Competitive Profile

8

Page 9: Zillow Brand Analysis

Positioning

9

Features

Nr. Of Houses

Page 10: Zillow Brand Analysis

Points of Difference

10

Points of Parity

• Zestimate• Broad Focus• Subscription Model

• Search and Filtering• Map• Analytical Information• Contact

Page 11: Zillow Brand Analysis

Current• The global financial crisis• High home prices • Low foreign demand • Site capacity

Brand ChallengesFuture

• Maintaining innovation• Maintaining brand independence• Acquisitions• Expansion into international residential

or commercial domestic real estate

11

Page 12: Zillow Brand Analysis

Recommendations• Check and answer blogs like Consumer Affairs where it only has 1 star out

of 74 reviews.

• Create Loyalty Program for home buyers and sellers.

• Aggressively recruit new talent from both the technology and real estate

industry to allow for more innovation.

• Seek to maintain a unique culture around each brand (Zillow, Trulia, etc).

12

Page 13: Zillow Brand Analysis

Questions?

13

Page 14: Zillow Brand Analysis

Thank You!

14