Cunard line oIIered cruising on seven ships luxury (5-star) category: - Queen Elizabeth 2, SagaIjord, Vistaijord, Sea goddess I, Sea Goddess II Premium ( 4-star) category - Cunard Countess and Cunard Princess. OIiered ultra-luxury accommodations and exquisite service Capacity oI 1850 passengers It was marked as the ultimate in cruising Traveled between New York and Europe It
Cunard line oIIered cruising on seven ships luxury (5-star) category: - Queen Elizabeth 2, SagaIjord, Vistaijord, Sea goddess I, Sea Goddess II Premium ( 4-star) category - Cunard Countess and Cunard Princess. OIiered ultra-luxury accommodations and exquisite service Capacity oI 1850 passengers It was marked as the ultimate in cruising Traveled between New York and Europe It
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Cunard line oIIered cruising on seven ships luxury (5-star) category: - Queen Elizabeth 2, SagaIjord, Vistaijord, Sea goddess I, Sea Goddess II Premium ( 4-star) category - Cunard Countess and Cunard Princess. OIiered ultra-luxury accommodations and exquisite service Capacity oI 1850 passengers It was marked as the ultimate in cruising Traveled between New York and Europe It
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Communications MKT 642 By:John Dehmardan Background Subsidiary oI TraIalgar House Cruise and steamship business since 1840 Advent oI jet travel Luxury vacation business The Ships Cunard oIIered cruising on seven ships Luxury (5-star) category: - Queen Elizabeth 2, SagaIjord, VistaIjord, Sea Goddess I, Sea Goddess II Premium ( 4-Star) category - Cunard Countess and Cunard Princess Queen Elizabeth II The Iinest cruise ship in the world OIIered ultra-luxury accommodations and exquisite service Capacity oI 1850 passengers It was marked as the ultimate in cruising Traveled between New York and Europe It was also used in the Caribbean High season:$3000 to $15000 per person Low season:$2400 to $12000 per person SagaIjord and VistaIjord Ultra-deluxe Iive-star cruisers Positioned as ultra-luxury cruisers and oIIered services at the same level as QE 2 SagaIjord: Primarily out oI American ports to the Caribbean, Alaska and the South PaciIic One annual round-the-world cruise Capacity oI approximately 550 SagaIjord and VistaIjord VistaIjord: Five star cruiser It was based in Europe and was used primarily in that part oI the world Capacity oI 750 passengers Cunard Countess and Princess Considered 4-Star (premium) cruise ships Less Iormal and less expensively priced Positioned as casual Marketing Ior them tended to be more oriented to their destinations Capacity oI approximately 800 passengers Countess: Cruise among Caribbean ports Princess: Mediterranean and Europe High season: Range Irom $1700 to $6500 Sea Goddess I & II Yacht-like ships Ior 'intimate ultimate deluxe cruising Atmosphere oI wealthy person`s yacht Capacity oI only 58 couples $800.00 per person per day Sea goddess I:six months in Europe and six months in Caribbean Sea goddess II: six months in orient and six months in the Mediterranean Queen Elizabeth II Queen Victoria Coronia The Industry and Cunard`s Segments Cruise industry: 4 million boardings / year Luxury segment: (5-star) approximately 8 10 luxury ships worldwide (5 Cunard ships) - Cunard has about 50 market share Cunard`s demographics: - 40 sailed Irom Europe - 55 sailed Irom North America - 5 Irom other places The Industry and Cunard`s Segments 60 oI the company`s business with passengers domiciled in the United States 95 oI customers book their cruises through travel agents Cunard cruise ships consistently achieve approximately 90 occupancy 65 oI passengers pay Iull list price The Industry and Cunard`s Segments Luxury segment: Supply driven - As more luxury ships come into service, there is a stream oI additional customers available to purchase cabins Growth at an average compounded rate oI 10 per year Overcapacity Discounting and price promotions Cunard Marketing and Marketing Communication Cunard success: Excellence and elegance Marketing Communications Mission: to develop and maintain Cunard image and to support each oI the ships planning managers in their marketing activities ( 100 ) Marketing budget: $20 million - 50 strategic, 50 tactical Cunard Marketing and Marketing Communication Direct mail- 25 Mass media advertising- 35 70 strategic 30 tactical Currently 50-50 Cunard Marketing and Marketing Communication Brochures and Travel Agent Co-operative Spending- 35 Public relations and promotional activities- 5 First dilemma 'Sale-oriented Iormat with more emphasis on price Ior tactical advertising? - Price revenues - Flexible pricing policy Market changes Purchase occasions Target segments First dilemma Possible conIlicts with strategic objectives Creating a balance between brand image and tactical promotional eIIorts - Magazines : Building brand and develop a distinctive image - Newspapers: Tactical marketing to create short-term sales - Direct mail Company`s Image vs. Individual Ships` Directly related to the new organizational restructuring - Each group is semi-independent - An executive responsible Ior strategic and tactical planning to Ior each ship Not a very good idea hich marketing communications elements? Increasing competition: Requires increase in promotional eIIorts - Increase promotional activities 'one-day sale - Direct mail: stimulate demand, inIorm high potential prospect, and 'close the sale Travel agents spending (35) : Internet Success oI the 'One-day sale Should engage in more 'sales-oriented eIIorts Negative impact on brand equity Frequent aggressive sales promotions should be avoided - Targeted - In response to aggressive price cuttings