Cunardcase

Cunard Line, Ltd.

Managing Integrated Marketing Communications

Presented By:

Hassaan Qadir Sadaf Shahbaz Sana Munir

Cunard Line Ltd.

Cunard was the first company to make regular scheduled transatlantic crossings and can, therefore, claim to provide the first cruise service. Its the name that evokes a sense of that golden age of ocean travel. Today, it maintains the reputation for providing the very best service and voyages and does so with the newest fleet at sea

Company History- 1992

• • • • • • • World Wide provider of travel services Cruise and steamship business Eleanor Leslie, Vise Prsident Subsidiary of Trafalgar House Founded in 1840 Positioned as “Luxury Vacation Business” User Appeal: Luxury and fun at interesting vacation-oriented ports

Cunard-The Ships

• Cunard offered cruising on seven ships • Luxury (5-star) category: - Queen Elizabeth 2, Sagafjord, Vistafjord, Sea Goddess I, Sea Goddess II • Premium ( 4-Star) category - Cunard Countess and Cunard Princess

Sagafjord and Vistafjord ultra-luxury cruisers Capacity: 550750

Queen Elizabeth II finest cruise ship ultra-luxury 1850 passengers Cunard Countess and Princess Less formal and less expensively priced 800 passengers

Sea Goddess I & II intimate” ultimate deluxe cruising 58 couples $800.00 per person per day

The Industry and Cunard’s Segments

• Cruise industry: 4 million boardings / year • Luxury segment: (5-star) approximately 8% • 10 luxury ships worldwide (5 Cunard ships) - Cunard has about 50% market share • Luxury Cruises: Expensive and growth at 10% per year • In 1991- Industry capacity exceeded demand • Discounting and price promotions

Cunard Marketing and Marketing Communication

• Cunard success: Corporate Culture, Excellence and elegance Marketing Communications Mission: to develop and maintain Cunard image and to create demand to fill each cruise ( 100% )

• Marketing budget: $20 million - 50% strategic, 50% tactical • Short term sales generation...