Cunard Line, Ltd : Managing Integrted Marketing Communications
Essay by RAHUL KANJANI • November 20, 2016 • Essay • 347 Words (2 Pages) • 947 Views
Essay Preview: 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
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