�ݺ�ߣ

A
CASE STUDY

Compiled By:- Akhilesh Anjan
Sujit Kumar Singh
Md. Noor Alam
Pravakar Puthal

CUNARD LINE LTD.

Subsidiary of Trafalgar house, a large London based conglomerate since 1840

World wide provider of travel services

Then luxury vacation business

Cunard offered cruising on 7 ships

Cunard’s ship sailed out of ports throughout the world

THE INDUSTRY AND CUNARD’S SEGMENT

Total boarding's - 4 million per year
Among them only 8% customers prefer 5-star
ship
Market share of Cunard is 50%

 Cunard’s demographics:

World cruise industry consist of approximately 4 million
boarding per year, and luxury segment consist of only 8%.

Past promotional situation

Individual promotion of each ships

Product situation/Service Situation

5-stars

4-stars

Competition situation:-

competition as well as passengers was increasing

industry capacity was also grown

Growth at an average compounded rate of 10%
per year

Problem’s of Cunard’s ship

 The luxury ship category was same.

 Cunard having only 8% in luxury ship.

 There were nothing new. All facilities were remains same

 The growth rate was only 10% in a year.

 Cost difference of 5 star and 4 star was too much

Problem’s of Cunard’s ship contt…….

To Increase the sell

Cunard expand more money on aggressive
advertisement in magazine.

Advertisment was not service oriented.

Revenue generation was also the tactical problem.

Cunard was concentrated on only QE-2 ship.

Problem’s of Cunard’s ship contt…….

 To create the price oriented promotion.

 Another ongoing issue was the budgeting for the corporate
Cunard effort.

 Promote the Cunard name as a Umbrella.

 To maintain effectiveness in Integrated marketing
communication.

CUNARD MARKETING COMMUNICATION

The marketing communication department created all external marketing communications for
Cunard ships.

The objectives were to create demand and to fill each cruise to 100% occupancy or as close
to it as possible.

Budget of marketing was divided in 2 parts viz; strategically and tactical

Across all Cunard ships, the breakdown among the major communications elements was
approximately:-

• Each ship should be take care by a individual
marketing planning executive with proper co-
ordination.

• Responsibility will be similar to product
manager.

• Planning manager of QE-2 will be responsible
for the ship’s revenue ,pricing, marketing.

• Execution and other responsibility like adver-
tising program, and marketing communication
activities such as public relation and brochure
development done by market communication
staff.

• The logic behind this each group will be
focused on target market.

Recommendations & Implementation

CONCLUSION
• IMC has become a very popular trend in the
recent times.
• It is a management concept that brings
together all tools of marketing communication
to send consistent messages to target audience.
• The various IMC tools were used in best
possible way so that Curand can enjoy success

�ݺ�ߣ

Marketing (1)

Recommended

More Related Content

What's hot (20)

Similar to Marketing (1) (20)

Marketing (1)