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    Cunard Summary

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    Abin Antony
    Cunard enjoyed success through its luxury brand image with 5-star and 4-star cruise ships. It faced pressure to use more promotional tactics like sales and discounts to boost bookings after economic downturns reduced travel. While integrated marketing under head Leslie helped maintain the brand image, recent organizational changes dividing ships into categories risked diluting the brand and making coordinated marketing more difficult.

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    Cunard Summary

    Uploaded by

    Abin Antony
    20 views2 pages
    Cunard enjoyed success through its luxury brand image with 5-star and 4-star cruise ships. It faced pressure to use more promotional tactics like sales and discounts to boost bookings after economic downturns reduced travel. While integrated marketing under head Leslie helped maintain the brand image, recent organizational changes dividing ships into categories risked diluting the brand and making coordinated marketing more difficult.

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    Cunard enjoyed success through its luxury brand image with 5-star and 4-star cruise ships. It faced pressure to use more promotional tactics like sales and discounts to boost bookings after economic downturns reduced travel. While integrated marketing under head Leslie helped maintain the brand image, recent organizational changes dividing ships into categories risked diluting the brand and making coordinated marketing more difficult.

    Copyright:

    © All Rights Reserved
    Download as TXT, PDF, TXT or read online from Scribd
    Download as txt, pdf, or txt
    20 views2 pages

    Cunard Summary

    Uploaded by

    Abin Antony
    Cunard enjoyed success through its luxury brand image with 5-star and 4-star cruise ships. It faced pressure to use more promotional tactics like sales and discounts to boost bookings after economic downturns reduced travel. While integrated marketing under head Leslie helped maintain the brand image, recent organizational changes dividing ships into categories risked diluting the brand and making coordinated marketing more difficult.

    Copyright:

    © All Rights Reserved
    Download as TXT, PDF, TXT or read online from Scribd
    Download as txt, pdf, or txt
    of 2

    *cunard's image made its success

    *heavy indiv adv cost and tactical mkting


    *internal org changes

    *earlier bussiness line of destinatiion travel


    now more into customer recreation and luxury service on board
    *Ship types:
    5 luxury 5-star ships(Sea goddess 1&2 were personal yacht style for couples; QE 2
    was the flagship most prem; Sagfgord and vistagord provided ultra delux services)
    2 premium 4-star ships( Cunard countess and Princess: less formal inexpensive,
    casual)

    *till 1990, cunard enjoy 50% share i.e 1.6l, with only 10 lux ships in mkt;
    * price range from 3000 to 15000, with 10% avg growth rate
    *after 1991, need to provide at discount rate coz of iraq war reducing european
    travel

    *british influence in providing service very neat


    *for mkting, main point was selling luxury and services
    *type of mkt commun. strategies:Strategic(creating brand image long term) and
    tactical(bringing more booking for ship short term)
    *recently,more is spent on tactical then strategic

    *target market: for 5 star: over 55yrs in top 5% income


    for 4 star: 45yrs and above 25%up income category

    *direct mkting strategy(tapping individual prospective candidate; creating database


    of them ; keep connected with them through magzines and brouchers,also
    postals;learning about there lifestyle
    direct mkt more effective on 5 star then 4 star)

    *budgeting:bottom up technique; manager prepare budget for targets and expense;


    share it with all line manager and top mgmt and on there approval was
    executed.;Leslie was in advisory role for passing budget

    *Integrated mkting tactics:


    -All ships prom under family name of CUNARD
    - balance b/w strategic and tactical mkting(pressure to create ads more sales
    oriented after world recession to attract passangers)
    -common graphic approach by Leslie by creating a detailed manual of infographics(
    leslie got support of top mgmt to take control for consistent commun. and graphics)

    *Main Concern
    -Consistent approach by leslie will help in maintaining image,but pressure of
    using more tactical promtion was there to increase sales
    - Efforts for integrated mkting strategy{ direct mail; one day sale; newspaper and
    tv ad of sale);result great revenue and success
    - executives and Leslie wondered weather such tactics are sustainable approach in
    protecting brand image
    - Also weather to face competition, more hard techniques should be used.

    *impact of org change:


    - different org allignment:{ Elegent 5star; ultra delux 5 star; destination
    oriented 4 star; yacht like)
    - each category have seprate mix of of stratecig and tactical promtion for diff
    target market
    -Leslie concern( more category oriented;brand image will dilute; less central
    control over adv tactics, more difficult integration of mkting
    more price oriented strat.;budget disturbance coz now individual
    category adv in comparision to using Cunard as umbrella and promting ships in one
    ad sigle column)

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