This paper is about the brand collaboration "Coli" between the home and living online platform "Westwing" that excels in providing their customers a "curated shoppable magazine" with German market leader of residential real estate Vonovia. In the German market, a white space is emerging in the short-term housing market, serving tenants who are looking for an uncomplicated, fast, and convenient solution to get a personalized and unique flat "home away from home". Coli are flats provided by Vonovia and furnished by Westwing. Vonovia enables this concept of simplicity, choice and personalization with its more than 500 000 flats in 400 German locations. A Coli flat can be easily booked via app or website: a two-door process, in which in the first step the location and basic design of already existing flats are selected, in the second step tenants can book aesthetic personalization and services, enables the customer to get a perfect individualized flat. Coli’s target market are business travelers who must go on a project-related month(s)-long business trips or temporary trainings. The privacy of living in a flat that feels like home massively increases the recreational factor of its users. With the slogan "a home that relocates with you", Coli's mission is to offer an ”all-inclusive-solution” for an aesthetic, personalized, interior-designed home to anyone looking for an apartment for a limited period, with convenience, quick booking process and a ready-to-move-in approach, while satisfying the demands and concerns that usually arise during a short-term move.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Introduction
- Part I: About Brand A: Westwing
- Part II: About Brand B: Vonovia
- Part III: Collaboration Coli between Westwing and Vonovia
- Identifying a White Space
- Segmentation and Target Market
- Positioning of the Brand Collaboration
- Creation of Personas
- Brand Collaboration Strategy & Execution
- The provided Customer Experience
- Marketing Mix
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the brand collaboration "Coli" between Westwing, a home and living online platform, and Vonovia, a German leader in residential real estate. Coli targets the emerging short-term housing market in Germany, providing tenants with personalized and furnished apartments for temporary stays.
- Identifying a White Space in the Short-Term Housing Market
- Defining and Targeting the Right Customer Segment
- Developing a Unique Brand Positioning for Coli
- Creating a Personalized Customer Experience through Customization
- Utilizing a Multi-Channel Marketing Strategy
Zusammenfassung der Kapitel (Chapter Summaries)
- Executive Summary: Introduces the concept of Coli, a brand collaboration between Westwing and Vonovia, targeting the short-term housing market in Germany. Coli aims to offer personalized and furnished flats to business travelers and those seeking temporary accommodation.
- Introduction: Highlights the growing demand for flexible housing solutions due to increased mobility and remote work trends. Coli aims to address a gap in the German market by offering aesthetically pleasing, personalized, and convenient short-term housing options.
- Part I: About Brand A: Westwing: Provides an overview of Westwing's business model, including its three core units: Westwing, WestwingNow, and Westwing Collection. It also discusses Westwing's public listing and revenue growth in the European market.
- Part II: About Brand B: Vonovia: Presents Vonovia's history, its position as a leading real estate company in Germany, and its portfolio of apartments. It also highlights Vonovia's listing on the DAX and EURO STOXX 50 stock indices.
- Identifying a White Space: Analyzes the German housing market and identifies a gap in the provision of short-term, aesthetically pleasing, and personalized accommodation. It showcases how Coli addresses this need by offering a unique value proposition.
- Segmentation and Target Market: Defines Coli's target market as business travelers and individuals seeking short-term housing solutions. It highlights the specific needs and characteristics of this segment, including their desire for comfort, convenience, and personalized spaces.
- Positioning of the Brand Collaboration: Discusses Coli's positioning in the German market in relation to competitors such as flat hotels, short-term housing providers, and other specialized rental companies. It emphasizes Coli's focus on high-quality furniture, design, and personalized services to differentiate itself.
- Creation of Personas: Introduces three different personas representing Coli's target market. Each persona has a unique background, needs, and goals, helping to understand the various customer segments and tailor services accordingly.
- Brand Collaboration Strategy & Execution: Outlines Coli's strategic approach to creating a seamless customer experience. It emphasizes the importance of convenience, personalization, and ready-to-move-in solutions to address the challenges of short-term relocations.
- The provided Customer Experience: Details Coli's customer-centric business model and how it provides a unique and tailored experience. It emphasizes the two-door process, which allows customers to select a base apartment and then personalize it with various features and services.
- Marketing Mix: Explains Coli's pricing strategy, distribution channels, and promotional activities. It highlights the importance of utilizing Westwing's existing customer base and marketing channels, as well as Vonovia's network of tenants, for reaching the target audience.
Schlüsselwörter (Keywords)
The core focus of this paper revolves around the concept of Coli, a brand collaboration between Westwing and Vonovia, targeting the emerging short-term housing market in Germany. Key themes include personalized customer experience, convenience, aesthetics, and interior design, all contributing to a unique value proposition within the temporary housing sector. Other important concepts include segmentation, target market, brand positioning, and marketing strategy, as well as an exploration of the existing market landscape and competitors.
- Quote paper
- Anonym (Author), 2022, Short-Term Housing Solution "Coli" in Germany. A Brand Collaboration between "Westwing" and "Vonovia", Munich, GRIN Verlag, https://www.grin.com/document/1348581
