Problem Statement
Cunard Line, Ltd., is continually facing challenges with combining strategic and tactical advertising techniques. Cunard has found it difficult in creating price-promotional advertising that is persuasive but does not reduce the value of the Cunard image has proven to be difficult. The main challenge is the balance and implementation of tactical strategies while maintaining the image of Cunard.
Situation Analysis
A. Effects of Environment and Market Conditions
The predominant effect of the environment on Cunard was the Iraq War. Prior to the war, Cunard held approximately half of the market share, with the ships filled to capacity often. However, the war affected travel companies in Mediterranean and European destinations. Ship capacity was not being met. Cunard resorted to tactical strategies of price promotions and discounting in order to fill the cruise ships, resulting in a loss of market shares.
B. Competitive Effectiveness
The different advertising techniques utilized by Cunard Line, Ltd. allows the company to reach deeper to the customer, implementing strategic and tactical marketing techniques. Magazine advertising employs strategic marketing by appealing to customer emotions through senses of sight, touch, and feelings of luxury. Direct marketing (mailings) creates closeness with customers through tactical marketing, educating customers of the cruise ships while maintaining a sense of luxury. Newspaper advertising uses tactical marketing to crease immediate inquiry and short-term sales.
The option between seven cruise ships, each with similar yet different features allows Cunard Line, Ltd. to have appeal to a larger target group. Each ship aims to employ strategic techniques to portray a simila...
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Recommended Course of Action
Cunard should create realistic marketing goals pertaining to tactical advertising and budgeting. First, Cunard should create a consistent image of the brand as a whole, which they will use as the main advertisements. Cunard should divide the ships into umbrellas and create a realistic budget for each umbrella based on average filling capacity. This allows for each ship to pay their own advertising based on the customer purchases. Cunard should then create advertisements for each umbrella group. Each advertisement should highlight the differences in service and activites on each umbrella of cruise ships while still maintaining the consistent Cunard Line, Ltd. image of luxury. Following these recommendations, Cunard should experience a greater success in the balance and implementation of tactical marketing techniques.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
When horrific crimes occur in large cities, many of them can be chalked up to gang violence or to the larger population of that specific city. But when horrific crimes happen in small cities like Lincoln, Nebraska, people begin to ask questions like who did this and why. In 1958, a nineteen year old man named Charles Starkweather put the entire state of Nebraska and possibly the entire nation in a state of terror. With his murder spree taking only three days, Starkweather had collected a body count of ten bodies, including two teenagers and a young child. Understanding Starkweather’s past and state of mind begins to answer the second question of why.
What comes to your mind when you think about advertising? Is it a television commercial? It is a plain black and white newspaper ad? Or what about a social media app? Advertising has many different communication outlets that can be used to promote a company’s brand, product, or service. By using advertising, a company uses some combination of media to get a message across to customers. Companies tend to use multiple strategies while advertising so that all targeted audiences have a potential to view the ad. Delta Airlines uses many different types of strategies when advertising to its segmented customer base to help capture all media users.
The ethical discernment model described by Slosar (2004) and developed for use at Ascension Health will assist us as we analyze this case. It reminds us that discernment engages our spirituality, intellect, imagination, intuition, and beliefs. It is decision-making that reaches into the heart of our beliefs about God, creation, others, and ourselves. It therefore requires structured time for reflection and prayer from the beginning and throughout the process.
This case study is intended to analyze the movie When a Man Loves a Woman, and to provide worst and best case scenarios for treatment. This film depicts a family that is struggling with a family member’s alcoholic dependency. The mother, Alice Green, is a school counselor who has an addiction to alcohol that is causing her to experience problems in her life as a result of her use. Her husband, Michael Green, is an airline pilot that is very protective Alice and often steps in and takes over for Alice, even in her role as a mother. Alice has two children, Jess and Casey, which also bear witness to their mother’s deterioration from alcohol addiction.
Ocean shipping probably will meet with the pirates, which could lead to economic losses. Technology How to make the vessel keep efficiency by using less fuel, so company could cut the cost. Environment Wrecking on a rock, meeting with tsunami or rainstorm and so on when sailing. o Five – Forces • Threat of new entrants Low, because of high capital demand. Power of suppliers High, because of the vessels manufacturing, fuel price, and labor cost because these factors are all have no substitutes.
In today's world of consumerism, there is great competition among businesses to sell their product. It goes without saying that in this complex society exists modern technology that has lead to the development of various media platforms. In turn, these various platforms are used by corporations to advertise their product. On that topic, there are various tools of advertising that corporations implement with their choice of media platform to sell their product more effectively. This paper will analyze the advertising tactics that are present in two poster advertisements, both of Lexus vehicles.
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
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A second strategy that has been rejected is one concerned with the consumer awareness of SGC. Currently, SGC is only advertising to travel agencies. Coupled with segmentation, SGC’s current advertising strategy has hurt SGC in the sense that consumer awareness is considerably low. Only a small portion of the population even knows that Sea Goddess exists. SGC is only targeting those who travel frequently. They may want to target the portion of the population that wants to travel, but is unsure of where to go or what to do. In order for SGC to reach the consumer, new efforts must be made in the advertising plan. Mere travel agency recommendations are not going to be enough to keep SGC alive in the marketplace. Other vehicles are going to be necessary to spread SGC’s message about the luxuries and benefits of this extraordinary cruise. At the present time, only a small number of all travel agencies have the sufficient knowledge that it takes to make an informative sell to the consumer. It may be profitable for SGC to employ some hi...
13. Shimp, T., and Andrews, C., (2013), Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th Edn.), Cengage Learning: Mason.
This essay is going to examine how advertising strategies used in different market structures affects profits of the firms. This essay is being written based on Advertising, an article by Geoff Stewart, in which he examines “how do firms determine their advertising strategy”. In this article he uses Monopolies as an example of a non-competitive market and Oligopolies as an example of competitive markets, so in this essay Monopolies and Oligopolies will also be used as examples. However other competitive markets include perfect competition and monopolistic competition.
Empress Luxury Lines is a company that offered cruise vacations to the vacationers. In 1990s, this company had achieved high demand from the customers and they had increased their cruises in order to meet the demand during the stock market bubble. However, this increment of the demand did not last for long time. Unfortunately, the company had to face with several problems which caused the decrease of its demand. Like, in the year 2000, there was a dramatic fall in the stock market due to the incident of September 11 that badly affected the nation, sudden drop of bookings caused by the Norwalk virus and also the strike of the hurricanes at the Caribbean and Gulf ports in 2005 caused a huge amount of refunds.
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.