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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