Cunard Line, Ltd : Managing Integrted Marketing Communications

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