Cunard Line
Cunard Line
Cunard Line
:
Managing Integrated Marketing Communications
Sales promotion should not be used aggressively as using that for 5 star
cruises would dissolve the image of the company
Discounted prices and freebies are not recommended to maintain the
position and elite image the company commands
The company should continue with high emphasis on strategic component
with slight push towards tactical
Repeated use of short term offerings may induce negativity in the minds of
potential and existing consumers towards the brand.
Cunard Identity versus Individual Ships
Leslies view is to promote Cunard name and all ships under single umbrella
Leslie used common graphics approach while advertising
But this can be used while doing strategic marketing
CURNARD IMAGE-Luxury, Very British, Formal
Tag line-We are not the best because were the oldest,Were the oldest because
were the best
Cunard Identity versus Individual Ships
Impending Organizational change-Product Manager for each group of ships
Leading to target particular market for particular group of ships
This approach can be used for sales/Tactical promotion.
Target Segments-5 star-Age above 55 years-Top 3% to 5% income class
-4 Star-Age above 45 years-Upper 20% to 25% income group
--Database maintained can be used for targeting particular segment.
Marketing Communications Elements
Give more emphasis on promotion through travel agents since 95%
customers booked cruises through them
Due to the prevailing economic crisis, direct marketing should be employed
more in the short term, but taking care as not hamper the brands position in
the market
In long term, advertising through mass media channels and direct marketing
should receive less emphasis to preserve brand image
Implications of one-day sale
In the short-term, sales increased
In the long term, such sales can hinder Cunards positioning as a luxury brand
Repeated instances of such sales could lead to dilution of Cunards status as a
luxury brand
Cunards target market is high-income customers, who may lose preference in
Cunard due to brand commoditization
One-day sale may be perceived as degradation of the quality of service which
differentiates Cunard
Effects of Organizational changes
Earlier each ship had been marketed by a marketing planning executive.
In the proposed alignment, the ships were divided into four groups in
accordance to type of cruise or services offered
Within each of these groups would be an executive responsible for both
strategically and tactical marketing planning
The objective of the proposed structure was that each group would be able
to focus its resources on a particular target market
The new structure would
Assist travel agents to know each ship distinctively
Focus and use resources more efficiently
But this change could dilute the overall brand Cunard as it will develop the
consumers knowledge and attitude towards the individual product rather than
towards Cunard.
Central control over the specifics of marketing communications would decrease as
profit responsibility will be centred on these new groups
It will be also difficult to maintain the integration of marketing communications
among the products and across various media