The next issue is the cruise line's utilization of social media forums, such as Facebook. Carnival Cruise Lines openly spoke to the Facebook comments that were left by passengers that were aboard the ship during the time of the crisis. At first glance, this could be a positive use of social media, as this gave updates faster than new outlets could, but when conditions worsened, those same passengers were extremely negative towards the cruise line for the whole world of Facebook to see, thus hurting the business (David, 2013). IV. MARKETING MIX 3
CARNIVAL CRUISE LINES CASE STUDY a. PRODUCT. The product that is being provided is an affordable cruise line that is fun, available, and safe to the whole family. b. PRICE. Not only does Carnival Cruise Lines have some of the lowest prices in the cruise industry, they also have their lowest price guarantee. If a customer was to find a lower price within two days of booking their cruise, Carnival Cruise Lines will give 110% of the difference in on board credit ( Now you’re getting the lowest price possible… guaranteed, 2016). c. PLACE. The headquarters of Carnival Cruise Lines is located in Miami, Florida, but their cruises branch out much farther than that. Cruise locations include the Caribbean, Bahamas, Mexico, and even European locations. d. PROMOTION. Carnival Cruise Lines have ads on television and print, and they partner with sites like Priceline to reach more customers. They also have a loyalty reward program that allows customers to collect points to use towards offers that are only available to them as a loyalty program member. e. PEOPLE. According to their year-end report of 2015, Carnival Cruise Lines has 120,000 “shipboard and shoreside” employees to provide the ultimate getaway experience for their customers. In addition to these employees, the cruise line also had over 10 million passengers in 2015 ( Carnival Corporation & plc Annual Reports, 2016). V. SOCIAL MEDIA A media outlet that is discussed at some length within the case study is also the reason that they are having some marketing problems: Facebook. Carnival Cruise Lines is an active company on the social media website, even giving updates on crises prior to news outlets. Outside of the case study, Carnival Cruise Lines launched a mobile app available to customer on IPhone and Android devices. This app allows their 4
CARNIVAL CRUISE LINES CASE STUDY guests to utilize the app to talk to other guests that use the app, without any of the roaming charges of being out of their home country. Another aspect of social media is that Carnival Cruise Lines charges a $5 flat fee to use their Internet services onboard for the whole cruise, but also have a social media package that provides unlimited access to Facebook, Instagram, Snapchat, and Twitter ( Carnival Cruise Line Launches New Shipboard Mobile App , 2015).
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- Summer '16
- Carnival Cruise Lines, cruise line, Holland America Line