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    IMC Group 1 Cunard Lines

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    Parth Suvagia
    Cunard Line, Ltd. : Managing Integrated Marketing Communications The document discusses marketing communication strategies for Cunard Line. It recommends balancing the overall brand identity with individual ship identities. It suggests greater emphasis on tactical marketing like direct mail, brochures and newspaper ads due to increased competition and economic challenges. Direct communication is an important tool for customer retention and sales but is too expensive for general awareness. A "one day sale" may boost short term sales but risk diluting the luxury brand image. The recommendations are to focus on luxury ships through direct marketing and create a new sub-brand for less luxurious vessels.

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    IMC Group 1 Cunard Lines

    Uploaded by

    Parth Suvagia
    214 views6 pages
    Cunard Line, Ltd. : Managing Integrated Marketing Communications The document discusses marketing communication strategies for Cunard Line. It recommends balancing the overall brand identity with individual ship identities. It suggests greater emphasis on tactical marketing like direct mail, brochures and newspaper ads due to increased competition and economic challenges. Direct communication is an important tool for customer retention and sales but is too expensive for general awareness. A "one day sale" may boost short term sales but risk diluting the luxury brand image. The recommendations are to focus on luxury ships through direct marketing and create a new sub-brand for less luxurious vessels.

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    Cunard Line, Ltd. : Managing Integrated Marketing Communications The document discusses marketing communication strategies for Cunard Line. It recommends balancing the overall brand identity with individual ship identities. It suggests greater emphasis on tactical marketing like direct mail, brochures and newspaper ads due to increased competition and economic challenges. Direct communication is an important tool for customer retention and sales but is too expensive for general awareness. A "one day sale" may boost short term sales but risk diluting the luxury brand image. The recommendations are to focus on luxury ships through direct marketing and create a new sub-brand for less luxurious vessels.

    Copyright:

    © All Rights Reserved
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    Download as pptx, pdf, or txt
    214 views6 pages

    IMC Group 1 Cunard Lines

    Uploaded by

    Parth Suvagia
    Cunard Line, Ltd. : Managing Integrated Marketing Communications The document discusses marketing communication strategies for Cunard Line. It recommends balancing the overall brand identity with individual ship identities. It suggests greater emphasis on tactical marketing like direct mail, brochures and newspaper ads due to increased competition and economic challenges. Direct communication is an important tool for customer retention and sales but is too expensive for general awareness. A "one day sale" may boost short term sales but risk diluting the luxury brand image. The recommendations are to focus on luxury ships through direct marketing and create a new sub-brand for less luxurious vessels.

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    You are on page 1of 6

    Cunard Line, Ltd.

    :
    Managing Integrated Marketing Communications

    Submitted by Group 1

    Baibhav Jain - 19PGDM022 Tanish Banvat - 19PGDM204


    Raghav Khurana - 19PGDM048 Parth Suvagia - 19PGDM231
    Salil Kaushal - 19PGDM182 Shubhit Gulati - 19PGDM257
    1, What do you think should be the balance in the focus of marketing communication between
    the Overall Cunard Lines Identity and Image and the identity and image of Individual ships ?

    ● To maintain the effectiveness, integration and coordination of marketing communication, efforts


    there has to be uniformity in communication by finding balance between Tactical and Strategic
    Branding.
    ● Retaining current image with staying ahead in competition and Cunard as brand name or Umbrella
    brand should have common Look & Feel all across Cunard line.
    ● The approach taken for different categories needs to well crafted depending on type of
    consumers like in case of 5 Star category, target market will be less price sensitive and strategic
    approach will be better and for 4 Star category customer will be more price sensitive and hence
    more tactical and sales promotion kind of approach will work in all marketing communication.
    ● The magazine used by Cunard highlighted the company’s overall luxurious offerings and
    experience promised. Magazine advertisements used a strategic marketing experience.
    ● Newspaper advertisements were more direct and tactical as their objective was to create queries
    and generate sales whilst retaining the look and feel that the company offered. These newspaper
    advertisements gave the exact details of the services and packages offered.
    2. Which elements of Marketing communication mix should receive greater or lesser emphasis
    and Why?

    Primarily, there are two elements in the marketing communication mix for Cunard Lines:

    1. Strategic Marketing: Oriented towards building, sustaining and leveraging the brand image of Cunard Lines
    2. Tactical Marketing: Oriented towards generating demand and sales in the short term for particular cruises

    While in an ideal scenario, there should be a balance between the two marketing communication elements, the emergence of the three
    factors given in the 90s means that Cunard should now focus more on the Tactical Marketing element: (i) Increased competition, (ii)
    Poor economic condition and (ii) Rejig in organizational structure

    Within the Tactical Marketing element, Direct Mail, Brochures, Newspaper Ads and Collaboration with Travel Agents should receive
    the most emphasis.

    ● Direct Mail: The most important element as it leverages the power of database management to profile potential clients that
    considerably increases chances of conversion.
    ● Brochure: The brochure is the marketing communication element that would be sent through the direct mail as well as to
    prospects who inquire about the various cruises. Various promotional offers could thus help in generating demand.
    ● Travel Agents: Since 95% of Cunard’s customers book via travel agents, greater emphasis on collaborations in terms of add-ons,
    discounts and other promotional schemes would be fruitful to deal with the issues of competition and economic recession
    2. What do you think about the role of direct communication ?

    ● Direct marketing acts as the last point of contact for closing


    bookings.
    ● W.r.t. Cunard, they could curate their mail packages to cater to
    specific high value customers.
    ● They could ensure customer loyalty and engagement with these
    direct mailers.
    ● The practice of maintaining a database for direct communication is
    relevant even today with multiple POS data analysis tools in the
    modern day being so important.
    ● It is more oriented to close sales rather than to make people aware
    about the offer. The target audience is very specific.
    ● However, Direct Communication is too expensive and is not suited
    for low value customers, or for general awareness advertising.
    3. What are the implications of success of 'One day sale' at Cunard Lines?

    ● Increased popularity
    ● Increased buzz in the 5 towns
    ● Increased sales for a particular period of time
    ● Dilution in brand image
    ● Reduction in market share of luxury ticket booking
    ● Hurting the sentiments of affluent people who had exclusive access to luxury and would
    eventually affect the long term relationship
    ● Can lose out on some loyal customers due to overbooking in this period
    4. What are your suggestions and recommendations to Leslie facing the challenges?

    ● Cunard’s message: “We’re not the best because we are the oldest. We’re the oldest because we’re
    the best”
    ● The group recommends Leslie to concentrate on luxury ships: Queen Elizabeth 2, Sagafjord and
    Vistafjord, Sea Goddess 1 & Sea Goddess 2
    ● The group recommends starting a new sub brand for Cunard Countess & Cunard Princess. This
    will have no relation to the Cunard brand
    ● Increase in direct marketing initiatives as it is more effective for 5 star luxury ships

    The reasons for this are as follows:

    ● The market segment for Luxury 5 star ships consists of people belonging to the top 3%-5%
    income group
    ● They are around 55 years
    ● The brand message resonates with this customer segment
    ● Dilution in brand image will have a negative impact on this customer segment

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