CUNARD LINE LTD.

: MANAGING
INTEGRATED MARKETING
COMMUNICATION
Group 9
 Company History- 1992
 World Wide provider of travel services
 Cruise and steamship business
 Eleanor Leslie, Vise President
 Subsidiary of Trafalgar House
 Founded in 1840
 Positioned as “Luxury Vacation Business”
 User Appeal: Luxury and fun at interesting vacation-oriented ports
Sagafjord and
Vistafjord
Queen
ultra-luxury Elizabeth II
cruisers
finest cruise ship
Capacity: 550-
750 ultra-luxury
1850
passengers

Cunard Countess
and Princess
Less formal and less
Sea Goddess I & expensively priced
II
800 passengers
intimate” ultimate
deluxe cruising
58 couples
$800.00 per
person per day
 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 ?

Serial no Type of service Type of Ship

1 Elegant 5 star cruise QE2
2 Ultra deluxe 5 star cruise Sagafjord and
Vistafjord
3 Less formal, 4 star destination Cunard Countess
oriented cruise Cunard Princess
4 Yacht luxury cruiser 5 star Sea Goddess I
Sea Goddess II
 pros
• Target marketing with
distinctive appeal
• Executives of each group
involved in both strategic
and tactical marketing
• specificity of
product/service lines and
prices
• Easily understood by travel
operators and agents
cons
• Chances of dilution of the
Cunard brand
• difficulty in maintaining
integration among various
media channels for various
product categories
• Potential deterrent of the
erstwhile integration built
over the years
Which elements of Marketing communication mix should receive greater or lesser emphasis
and Why? What do you think about the role of direct communication ?

5% strategical
marketing
18%
public
35% relations/promotionals
35% brochures/interactive
marketing
direct marketing tactical
marketing
82%
mass media
(magazines,newspapers)

25%
 • Direct mail 35%
Tactical •
•
Mass media 17.5%
Brochures 35%
marketing • Public relations and
promotional activities 5%

• Mass media advertising in

magazines 17.54%
Strategical
marketing
What are your suggestions and recommendations to Leslie facing the challenges

Create short-term sales

Transition from “high-brow British” image to action oriented
Build on the great success of “one day sales” on Feb 26th
Organizational Change: Different organizational alignment by grouping
ships

Elegant, 5-star cruising– the QE 2

Ultra deluxe cruising 5-star-- Sagafjord, Vistafjord
Less formal- less expensive Cunard Countess and Cunard Princess
Yatch-like Sea Goddess I, Sea Goddess II
 How to sustain and enhance Brand identity?

Consistency in marketing
Strategic focus on 5 star cruise communication
(single look & ‘message’)

Umbrella Branding
 How to generate short term sales leads?

IMC through direct and indirect

Tactical focus on 4 star cruise marketing channels at the same
time

Use of Brand name

 Achieve integration in Cunard

No Internal
Use of information system
reorganization Central control
(databases)
(grouping)
 How to cater price war among rivals?

Personalized
White collar services Extreme convenience
Services