*cunard's image made its success

*heavy indiv adv cost and tactical mkting

*internal org changes

*earlier bussiness line of destinatiion travel

now more into customer recreation and luxury service on board
*Ship types:
5 luxury 5-star ships(Sea goddess 1&2 were personal yacht style for couples; QE 2
was the flagship most prem; Sagfgord and vistagord provided ultra delux services)
2 premium 4-star ships( Cunard countess and Princess: less formal inexpensive,
casual)

*till 1990, cunard enjoy 50% share i.e 1.6l, with only 10 lux ships in mkt;
* price range from 3000 to 15000, with 10% avg growth rate
*after 1991, need to provide at discount rate coz of iraq war reducing european
travel

*british influence in providing service very neat

*for mkting, main point was selling luxury and services
*type of mkt commun. strategies:Strategic(creating brand image long term) and
tactical(bringing more booking for ship short term)
*recently,more is spent on tactical then strategic

*target market: for 5 star: over 55yrs in top 5% income

for 4 star: 45yrs and above 25%up income category

*direct mkting strategy(tapping individual prospective candidate; creating database

of them ; keep connected with them through magzines and brouchers,also
postals;learning about there lifestyle
direct mkt more effective on 5 star then 4 star)

*budgeting:bottom up technique; manager prepare budget for targets and expense;

share it with all line manager and top mgmt and on there approval was
executed.;Leslie was in advisory role for passing budget

*Integrated mkting tactics:

-All ships prom under family name of CUNARD
- balance b/w strategic and tactical mkting(pressure to create ads more sales
oriented after world recession to attract passangers)
-common graphic approach by Leslie by creating a detailed manual of infographics(
leslie got support of top mgmt to take control for consistent commun. and graphics)

*Main Concern
-Consistent approach by leslie will help in maintaining image,but pressure of
using more tactical promtion was there to increase sales
- Efforts for integrated mkting strategy{ direct mail; one day sale; newspaper and
tv ad of sale);result great revenue and success
- executives and Leslie wondered weather such tactics are sustainable approach in
protecting brand image
- Also weather to face competition, more hard techniques should be used.

*impact of org change:

- different org allignment:{ Elegent 5star; ultra delux 5 star; destination
oriented 4 star; yacht like)
- each category have seprate mix of of stratecig and tactical promtion for diff
target market
-Leslie concern( more category oriented;brand image will dilute; less central
control over adv tactics, more difficult integration of mkting
more price oriented strat.;budget disturbance coz now individual
category adv in comparision to using Cunard as umbrella and promting ships in one
ad sigle column)