The market is widening to include: Baby boomers people who are in their 50’s and early 60’s, by potentially offering specialty deals to people who recently retired with hopes to bring in many more customers of this age range.
Product Offering Dining - Casual dining, chef’s table, coffee bar, shake spot, signature dining, kids menu etc. Entertainment & Activities -Live music, Karaoke, mini golfing, pool and deck parties, dine-in theaters, shopping, video arcades, night clubs, comedy shows, etc. Casino & Gaming - Bingo, black jack, craps, poker, roulette, slot machines, tournaments. Bars & Clubs -Alchemy bar, Havana bar, Library bar, sports bar, piano bar, etc. Spa & Fitness - Hair and beauty salon, fitness center, spa, jogging track, men's services, yoga, etc.
Product Offering The product offering benefits Carnival Cruise line because with the amount of activities that accommodate to all ages allows for someone of any age to find a way to have fun while cruising with Carnival. Carnival is a resort in the ocean because it offers almost anything you can do on land while being on a ship being fortunate enough to see some of the most gorgeous sites that the world has to offer.
Competitors While Carnival Corporation dominates the cruise industry with 52% of the worldwide market share, the next 2 cruise operators are: Royal Caribbean- 26% of the worldwide market including it’s brands: RC, Celebrity & Pullmantur Norwegian- 8% of worldwide market However, within each market segment, Carnival also competes against other operators.
Pricing Strategy Carnival “Fun” Ships; We will proceed with penetration pricing to gain ground lost due to lack of customer trust (Triumph lost at sea, Splendor fire, etc) Aggressive discounting will be implemented for minimum of summer/early fall sailing seasons. “Pay What You Wish” strategy will be used during final 4 weeks before each sailing to gain full capacity. Additional Package options will utilize value based and psychological pricing to showcase value to customers
Pricing Strategy “ Pay What You Wish” Guests choosing this option during time period 4 weeks prior to cruise will bid on available cabins allowing them to book leftover cabins at reduced rates. “ All in the Family” • To encourage Baby Boomer segment, discount starts at 10% and increases 5% with each additional family member cabin that host cabin travels with. Discount not to exceed 50%.
Pricing Strategy All-Inclusive Luxury” Premium pricing will grant guests: • Suite accommodations w/ Butler service • Poolside drink service • All access dining • Inclusion of all add-on value packages Pending partnership with Sandals Resorts will allow AI Luxury guests use of Sandals and or Beaches properties at any of their destinations. “Sail & Stay” option available to AI Luxury cruisers
Pricing Strategy “ Bring A Friend” Discount starts at 5% and increases 5% with each additional first time Carnival guest cabin that host cabin travels with.
- Fall '18
- Professor assadipour
- Carnival Cruise Lines, cruise line, Holland America Line, Cruise lines, Carnival Corporation & PLC