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They even have the media attention on various onboard activities like pirateattack, rape, virus outbreak, etc., The handling of media, customers, and situationsduring the incidents raised questions in the minds of customers. The survey has alsodisplayed that almost more than 90% of customers have heard about the incidents,which brings light to the attention paid on these incidents rather than the aftermeasures (Bryce, 2014).IV.MARKETING MIX
CARNIVAL CRUISE LINES CASE STUDY 4a.PRODUCT: The main product is the cruise lines, with almost 102 ships variedacross 10 cruise lines providing a fun, affordable, and quality experience to all thecustomers on board (Bryce, 2014).b.PRICE: The price of the product is highly competitive, even below the industryaverage. They are priced at $170 - $180 as least per individual passenger. It alsoguarantees the lowest price. It is called Walmart in the cruise industry due to itsaffordable pricing (Bryce, 2014).c.PLACE: The company is headquartered in Florida. However, the fleet iswidespread across Panama flag, Bahamas, Malta and several European countrieslike Italy, Venice, Rome, etc., (“About Us,” n.d).d.PROMOTION: The company promotes its experience through television, socialmedia, and print. They even provide discounts and have a customer rewardsprogram (“About Us,” n.d).e.PEOPLE: The people basically includes customers and personnel. According tothe 2016 annual report, the company has an average of 120000 employees, bothshipboard and shore teams. The target customers include young couples andfamilies. There are around 11 million guests every year (“Carnival Corporation &plc Annual Reports,” 2016).V.SOCIAL MEDIAThe company has a strong presence in social media. As discussed in the report, thecompany was the first to inform about the Carnival Triumph incident on Facebook. Blogging appears to be key to Carnival’s social media strategy. Funville onlinecommunity and best blogs at sea are two blogging places for the customers to learn
CARNIVAL CRUISE LINES CASE STUDY 5about the brand and their cruises who are not so active on Facebook. The twitteraccount of the cruise has almost 25000 followers, and they use the medium activelyfor answering customer concerns and queries (Briody, 2011). They even have a presence on Linked In and Instagram. They even have a mobile appto the customers on board to chat with co-passengers with as low cost at $5 (CarnivalCruise Lines, 2018). VI.SWOTa.STRENGTHS: (Bryce, 2014) 1.Competitive Pricing: The price of the journey is quite affordable.The price ranges from $175 per person. They even price match guaranteefor the lowest prices. In pricing, they are called the Walmarts of the cruiseindustry.2.Global Brand with a high market share: The cruise lines areavailable not just in the USA but also penetrated to European nations,Australia, etc.. They even have almost 50% share in terms of passengersand contribute around 8.9% in terms of revenue (“Carnival Cruise Line,”2020).3.Strong Social media presence: The company has a stronghold onsocial media. The incident of Carnival Triumph is itself a big example ofthe activeness of social media. They even have around 50% coverage onboth Twitter and Facebook (Briody, 2011).
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Carnival Cruise Lines, cruise line, Holland America Line