Cunard Line,Ltd, Managing Integrated Marketing Communications

Cunard Line,Ltd: Managing Integrated Marketing Communications

Cunard line ltd. Is a Landon based cruise and steamship company which founded in 1840. it was widely considered to be the last of the great steamship line and has successfully adopted to the contemporary market place. The company had been world wide provider of traveling service, specially between Europe and north America

Five stars   

QE2 (Queen Elizabeth Ultra Deluxe:Sagafjord & Vistafjord The Sea Goddess I & Sea Godd ess II

Four stars 

Cunard countess & the cunard Princess

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  5-stars  4-stars

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Competition situation

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competition as well as passengers was increasing

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industry capacity was also grown

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Growth at an average compounded rate of 10% per year

1991, Iraq war which affected all shipping companies with Mediterranean and European travel  To maintain the effectiveness, integration and coordination of cunard marketing efforts  pressure to achieve immediate sales results  industry capacity was exceeding demands and it increased the industry competition  Major share of Cunard earning has been used in marketing budget of individual ship 

To develop and maintain the cunard image  To create demand and fill each cruise to 100% occupancy  To establish and support of an “ umbrella” brand name- CUNARD  To achieve a consistent look and massage between strategic and tactical market communication 

The budgeting process of the company was bottomup  Budget of Each ships of cunard, was approx. $500,000/year on the cunard corporate name 

Select target audience  Luxury ships(5-stars)- People over 55 years of the age in the top 3% to 5%  4 –stars ships- 45 year old people or up and in the upper 20% to 25% income  Communication mix  Direct mail-25%  Mass media advertising in magazines & newspapers35%  Brochurs & travel agent co-operatives spending-35%  Public Relations & Promotional Activities-5% 

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 In this The various IMC tools were used in best possible way so that Curand can enjoy success. There