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QE 2
Transatlantic
Caribbean
World Cruises
Sagafjord / Vistafjord
The Americas
Southern Crossings
Europe
Countess / Princess
Europe
Mediterranean
Sea Goddess I / Sea Goddess II
Caribbean / South Seas
Europe / Mediterranean / Orient
Managing Integrated Marketing
Communications
Presented by
Meg Carey
Max Jayapaul
Julie Longmuir
Kate Lynch
Rani Marom
Liz Sansone
Strengths
•Oldest and most experienced company within cruising industry
•Prominent positioning within the five star segment
•QE2 is recognized as the finest cruise ship in the world
•Corporate culture of excellence and elegance
•Variety of cruising experiences
•Success in direct marketing and lead generation due to a large,
well collected database
Weaknesses
•Less budget allocated to promoting brand name
•High class position prevents Cunard from using mass media
promotions
Opportunities
•Growth of the luxury segment
•Global expansion of client acquisition base
•Creating an in-house booking department
Threats
•Intense rivalry
•Increasing bargaining power of buyers
•Substitute products
Problem Statement
Current Marketing Mix
INDIVIDUAL SHIP NAMES
Evaluation of Alternatives
Brand positioning strategy
Cunard as umbrella brand
Advantages:
•Cunard is synonomous with luxury
•Consistent/efficient marketing campaign
Disadvantages:
•Difficult to promote individual ships distinctively
Evaluation of Alternatives
Brand positioning strategy
Individual marketing programs for each ship
Advantages:
•Easier to promote each ships distinctive attributes
Disadvantages:
•Much more expensive marketing strategy for the
company as a whole
Evaluation of Alternatives
First Class Marketing Strategy vs Promotional Blitz
High Class Marketing Strategy
Advantages:
•Aligns well with the upper class clientele
Disadvantages:
•Competition will continue to undercut Cunard’s prices
with hard sell promotions
Evaluation of Alternatives
High Class Marketing Strategy vs Promotional Blitz
Promotional Blitz
Advantages:
•Gain new clientele from the upper-middle income
category
Disadvantages:
•May “cheapen” the Cunard name and perceived quality
Evaluation of Alternatives
Conclusion
To Be Cunard or Not To Be Cunard
Our recommendation:
To use integrated marketing as a brand repositioning strategy
To utilize a first-class marketing tactics to support the integrated
marketing strategy
Product
•Niche market
•Target market
•Core benefits being offered is the “Cunard Experience”
•Branding decision
•Augmented product
Place
•Offer an in-house travel agency
•~95% of Cunard’s customers use a travel agent
•Target market is less like to wish to make their own travel
arrangements
•Outside travel agents may suggest a rival or substitute
vacation as an alternative to Cunard
Price
Our recommendation:
•To maintain current pricing structure
•Maintenance of image amongst target market
•Use of heavy discounts detracts from the Cunard image
•Small discounts not as relevant to target market
Promotion
Target audience
•Major segmentation variables
•Leverage customer and lead generation database
•Build a behavior based segmentation scheme based on two
macro-segments: current and potential customers
Promotion
Communication Objectives
•INSERT GRAPHIC FROM JULIE
Promotion
Marketing Message
•INSERT GRAPHIC FROM JULIE
Promotion
Print Ad
•JULIE
Promotion
Communication Channels
•Given demographics, personalized marketing is needed
Promotion
Total Marketing Budget
•Direct Mail 25% > 35%
•Mass Media Advertising 35% > 25%
• Brochures/Travel Agents 35% > 25%
•Public Relations/Promotional Activities 5% > 15%
Promotion
Marketing Mix
•Perceptual Map
•Include mention of Sean Connery
•Non-use of mass media bulletin boards etc
•Use of first-class magazines
Promotion
Open Boat
•Invitation recipients “Captains Invitation”
•Presentation about the boats and experiences
•Tour of the boat
•Targeted Follow up direct mail to close the sale
Promotion
Measuring Results
•Direct mail very measurable
•Use of promotion codes
•Test and learn campaign
Promotion
Integrated Marketing Process
•Global brand guidelines
•Customer database
•Market trends
•Monitoring travel agents
Conclusion
•Cunard first; Individual ships second
•Maintain a first-class standard of marketing
Presented by: Meg Carey; Max Jayapaul; Julie Longmuir;
Kate Lynch; Rani Marom; Liz Sansone