Cunard Line Ltd.

Group 3 Members: Abhina Mathe! "#1$$%1 Cyriac &ose "#1$$$' Anthony (ishal)#1$$ &esu *athinam "#1$$'3 *ohith Girish "#1$$ Click to edit Master subtitle style

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Company o er ie! :

+holly o!ned subsidiary o, the -ra,al.ar house /London . 1'0$ and steamship business " started in into the lu2ury acation business o er

Cruise

1ntered

time .
Global

appeal " co ered Mediterranean sea / Carribean / 3outh paci,ic / Alaska / 4rient / south seas . ships " 5 in lu2ury 5)star cate.ory 6 2 in the premium 0star cate.ory .
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The Industry and Cunards Segments

Cruise

industry: 4 million boardings / year segment: (5-star) a roximately !"

Luxury #$

luxury shi s %orld%ide (5 Cunard shi s) demogra hi's:

- Cunard has about 5$" mar&et share

Cunards

- 4$" sailed (rom )uro e - 55" sailed (rom *orth +meri'a - 5" (rom other la'es

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The Industry and Cunards Segments

,$"

o( the 'om anys business %ith assengers domi'iled in the -nited States o( 'ustomers boo& their 'ruises through tra/el agents 'ruise shi s 'onsistently a'hie/e a roximately .$" o''u an'y o( assengers ay (ull list ri'e

.5"

Cunard ,5"

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The Industry and Cunards Segments

Luxury

segment: Su

ly dri/en

- +s more luxury shi s 'ome into ser/i'e0 there is a stream o( additional 'ustomers a/ailable to ur'hase 'abins
1ro%th 2/er'a

at an a/erage 'om ounded rate o( #$" er year a'ity and ri'e romotions

3is'ounting

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4b7ecti es o, the case

-o

.ain the ri.ht balance bet!een the ,irms strate.ic and tactical means in its marketin. communications . achie e the ri.ht mi2 o, the ,irms marketin. channel 8s used . sustain the ,irms brand identity !ithout dilutin. its inner core increase sales 9 by use o, persuasi e ad ertisin. : at the same time not detractin. ,rom its care,ully cra,ted ima.e portrayed in the ma.a;ines .
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-o -o -o

3olution

Recalculated budget of marketing comm. Activities : =irect mail " 1$> ,rom 25> 9 should be used only ,or tactical means " discounts / o,,ers and promo: Mass media ad ertisin. " Ma.a;ines and ?e!spaper maintain 35> 9%$:0$ tactical : strate.ic: ) competiti e pressures @rochures and -ra el a.ents " 0$> ,rom 35> /since A5> o, bookin.s come ,rom tra el a.ents. B* and Bromotional acti ities " 1$> ,rom 5> 5/5/12

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3olution contd.
4

erall marketin. bud.et to be recalculated as %$:0$ tactical :strate.ic92$millionD o erall bud.et: and additional 2 millionD to be used ,or a..ressi e promotional acti ities " one day sales / discounts / add ons etc.: core o, the brand to be maintained throu.h consistent communication " lu2ury /leisure / ,un6 ele.ance. -a. line is a .ood in this re.ard . core to be modi,ied as per the tar.et se.ment and the ships . database mana.ement so,t!are 5/5/12 tends to ,ocus more on e2istin. clientele . -he

Cnner

12ternal 12istin.

-hank EouFFF

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