Cunard Line, Ltd : Managing Integrted Marketing Communications
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CUNARD LINE, LTD : MANAGING INTEGRTED MARKETING COMMUNICATIONS
Use a more “sale-oriented” format with more emphasis on price for its tactical advertising?
Positioned as Luxury Vacation Business
Operates in two different types of services i.e.., 4-star and 5-star
If they go ahead completely with sale-oriented approach for all its offerings, it further can lead to degrade its brand image
So, 5-star cruising cannot be altered with low price offering
For 4-star cruises, they can build separate brand and can follow “Sale-oriented” approach to create demand and achieve its tactical goals of nearly 100% occupancy
Balance between the focus of marketing communications
Objective – An integrated approach to establish the brand identity and image of the Cunard Line. In this context, the 4-star ship segment will provide a dilemma. They require a more sale-oriented approach than the luxury segment, which falls out of line with the communications strategy.
To separate the 4-star segment from the luxury segment umbrella and take a more sales oriented marketing approach with more tactical marketing budget.
Continue with the brand maintenance and development of the luxury ships, but with more tactical marketing budget and well-disguised sales oriented approach.
Role of Direct Marketing
Role of direct marketing is increasing rapidly as
Customers are expecting customized services in terms of product offerings, discounts, customer service etc.
Mass marketing is taking a back seat and companies like Cunard Line are emphasizing on targeting