The absence of consistency has not gone unnoticed by

The absence of consistency has not gone unnoticed by consumers or traditional media
outlets, thus creating skepticism and perhaps some hostility prior to the next crisis that affects
Carnival Corporation. This is problematic because Carnival Cruise Line’s target markets are
first-time cruisers and families. First-time cruisers are apprehensive to set sail, and the
mishandling of the incidents could cause these consumers to seek out a more reliable cruise
operator. Along the same lines, families with small children would be hesitant to sail with
Carnival because there is no crisis management plan that provides some reassurance that their
children will be safe while aboard a Carnival ship.
Marketing Mix
Carnival Corporation offers ten different cruise line products within a global marketplace.
The cruise lines are comprised of over 100 ships, both large and small. The most notable product
is its flagship, Carnival Cruise Line. Carnival Cruise Line marketing efforts focus on the fun
atmosphere of the ship rather than the sail destinations. The company utilizes social media

Carnival Cruise Line Case 4 | P a g e
platforms, television and radio advertising, and email campaigns to promote its ships. Potential
consumers can book a Carnival cruise either online or over the phone, either directly with the
company or with a travel agent. Destinations for Carnival Cruise Line operating out of the U.S.
include the Caribbean, Mexico and Central America. Carnival Cruise Line’s niche market is
mostly young families and first-time cruisers. This is because the cruise operator offers some of
the lowest prices in the industry. The average price point is about $175 per person per day and
includes a plethora of onboard activities, entertainment, and most dining options. There are
upgrade options available for additional charges, such as upscale dining, drink packages
(alcoholic and non/alcoholic), and destination excursions.
Social Media
A social media strategy for crises was not clearly defined prior to the Carnival Triumph
event. Carnival Corporation utilized Facebook and Twitter as communication channels to update
the public on the Triumph crisis. This strategy was bold and somewhat unfamiliar at the time, so
most of the updates came from Carnival staff. This strategy could have been risky if these
updates were not coming from an official account on both Facebook and Twitter because anyone
can impersonate anyone else via the internet. Also, because no strategy was apparent, the
messages were different depending on the person posting. The public could have only received
part of the overall message rather than the intended cohesive message. One benefit of employing
this strategy is that it allowed Carnival Corporation to connect with guests through social media
to find guests affected by the previous disasters and attempt to provide restitution. It also
allowed the company to find and connect to those loyal customers who were willing to defend
Carnival during the crisis, which is a valuable tool in reputation repair.