Cunard Line,Ltd: Managing Integrated Marketing Communications Cunard line ltd. Is a Landon based cruise and steamship company whic. Free Essay: Case Study: Cunard Line Ltd., Managing Integrated Marketing Communications 1. For , why did they select the marketing. “Managing Integrated Marketing Communications”— Presentation transcript: 1 Managing Integrated Marketing Communications Cunard line, Ltd. Managing.

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Registration Ltdd your password? Problem Statement How communicaations Cunard Line change its marketing strategy and marketing mix to improve profits and continue to have the image of the most luxurious cruise line offering the highest quality in cruise vacations?

Tampa Bay is historically a non-traditional hockey market. I think this is an effective campaign that creates an impact on the readers — emphasizing its British roots of class and sophistication at an affordable price. The prices remain high which helps with the image of quality for 5-star cruises, but is not competitive with other cruise line companies at the 4-star level. This will waste marketing communicationx and will have a negative effect on the Cunard brand name.

Similarly, having a separate marketing manager design a marketing campaign for each ship is further distorting the image of Cunard. As result, there was more pressure to achieve immediate sales results, i. Trying to compete with manafing will not be successful in the long term.

Concurrently, it’s furthermore been good at creating effective brand positioning about your competition in the marketplace. To make this website work, we log user data and share it with processors.

Cunard Line Ltd Managing Integrated Marketing Communications Case Solution – Case Analysis

The overall outcome was to achieve immediate sales results. However, organization is capable of doing both of these objectives through while using the right combination of marketing tools. Chapter 14 Integrated Marketing Communications. We’ll occasionally send you account related and promo emails. Building brand and develop a distinctive image – Newspapers: Target Market Strategy The mass market cruise lines are targeting a different target market than Cunard for its 4-star cruises.


Cite View Details Educators Related. Buyer Analysis The typical profile of a passenger on a Cunard ship is well-educated and married.

This can be done by concentrating on one product, selling off the less profitable products, and focusing on the marketing strategy and resources. Question and Answer Categories.

For the luxury cruises consumers tend to be cunaed, over 55, and very wealthy. Cunard will not gain market share from the mass market marketung lines unless they attempt to target similar markets.

What Do You Think? It is hard for Cunard to compete in this arena and to offer budget cruises while maintaining their quality image. Seligram Inc Electronic Testing Operations. Ads should be consistent, for example, the QE2 ads and ads for the other 5-star ships are of high quality and should appear in magazines aimed communictaions the target market.

Cunard, the world’s oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy.

The Beijing Dream Case Solution. Sorry, but only registered users have full access. The product mix is serving to distort the high end brand image of Cunard as they are offering discount cruises in addition to high end luxury vacations.

This group may be responsive to price change and if a budget price is offered comunications may be more inclined to purchase a cruise. Concentrate on one product.

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Direct mail should be continued and even increased as this gives a personal touch to the clients and improves customer opinion of Cunard.


They have been in the business for years and have established a brand that is strongly associated with luxury and quality. Sell off the less profitable products 4-star less formal ships. Harmon Foods Inc Case Solution. Cunard has the advantage here over competitors with an established international luxury linee and experience in selling and providing luxury cruises. Cruise among Caribbean ports Princess: It’s allowed the company to create an positive brand image concerning the organization inside the xunard in the clients.

How Cunard Line Ltd can adapt its marketing strategy and corporate objectives to increase profits

Marketing Planning Cunard would benefit from an analysis of its products to determine if these fit the long term strategy for the company. Focusing on the 5-star cruises only will allow Cunard to use additional resources to continue to offer the highest quality accommodations. Downloading text is forbidden on this website. My presentations Profile Feedback Log out.

Impacting consideration of the issues is a period of economic conditions adversely affecting sales, along with the effects of the U. All rights reserved 1 Learning Outcomes: Access over 55, pro writers and editors. We think you have liked this presentation. Jeff Vinik and the Tampa Bay Lightning.

Destinations, however, are still part of the service that the company offers. Cite View Details Purchase. They should reduce their advertising and focus on the high end market. Feedback Privacy Policy Feedback. Lower prices may imply a less than luxury quality product and will not attract the wealthier consumer.