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: MANAGING
INTEGRATED MARKETING
COMMUNICATION
Group 9
Company History- 1992
World Wide provider of travel services
Cruise and steamship business
Eleanor Leslie, Vise President
Subsidiary of Trafalgar House
Founded in 1840
Positioned as “Luxury Vacation Business”
User Appeal: Luxury and fun at interesting vacation-oriented ports
Sagafjord and
Vistafjord
Queen
ultra-luxury Elizabeth II
cruisers
finest cruise ship
Capacity: 550-
750 ultra-luxury
1850
passengers
Cunard Countess
and Princess
Less formal and less
Sea Goddess I & expensively priced
II
800 passengers
intimate” ultimate
deluxe cruising
58 couples
$800.00 per
person per day
What do you think should be the balance in the focus of marketing communication between
the Overall Cunard Lines Identity and Image and the identity and image of Individual ships ?
5% strategical
marketing
18%
public
35% relations/promotionals
35% brochures/interactive
marketing
direct marketing tactical
marketing
82%
mass media
(magazines,newspapers)
25%
• Direct mail 35%
Tactical •
•
Mass media 17.5%
Brochures 35%
marketing • Public relations and
promotional activities 5%
Consistency in marketing
Strategic focus on 5 star cruise communication
(single look & ‘message’)
Umbrella Branding
How to generate short term sales leads?
No Internal
Use of information system
reorganization Central control
(databases)
(grouping)
How to cater price war among rivals?
Personalized
White collar services Extreme convenience
Services