Cunard Line Ltd.

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:

situation analysis

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

situation analysis contt…..

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

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…….

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:-

Solutions, limitations & consequences

• 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.

Solutions, limitations & consequences contt…

Recommendations & Implementation

• 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

 

CONCLUSION

Any Question.?

THANK YOU..!!