They even have the media attention on various onboard activities like pirate

They even have the media attention on various onboard

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They even have the media attention on various onboard activities like pirate attack, rape, virus outbreak, etc., The handling of media, customers, and situations during the incidents raised questions in the minds of customers. The survey has also displayed 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 after measures (Bryce, 2014). IV. MARKETING MIX
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CARNIVAL CRUISE LINES CASE STUDY 4 a. PRODUCT: The main product is the cruise lines, with almost 102 ships varied across 10 cruise lines providing a fun, affordable, and quality experience to all the customers on board (Bryce, 2014). b. PRICE: The price of the product is highly competitive, even below the industry average. They are priced at $170 - $180 as least per individual passenger. It also guarantees the lowest price. It is called Walmart in the cruise industry due to its affordable pricing (Bryce, 2014). c. PLACE: The company is headquartered in Florida. However, the fleet is widespread across Panama flag, Bahamas, Malta and several European countries like Italy, Venice, Rome, etc., (“About Us,” n.d). d. PROMOTION: The company promotes its experience through television, social media, and print. They even provide discounts and have a customer rewards program (“About Us,” n.d). e. PEOPLE: The people basically includes customers and personnel. According to the 2016 annual report, the company has an average of 120000 employees, both shipboard and shore teams. The target customers include young couples and families. There are around 11 million guests every year (“Carnival Corporation & plc Annual Reports,” 2016). V. SOCIAL MEDIA The company has a strong presence in social media. As discussed in the report, the company was the first to inform about the Carnival Triumph incident on Facebook. Blogging appears to be key to Carnival’s social media strategy. Funville online community and best blogs at sea are two blogging places for the customers to learn
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CARNIVAL CRUISE LINES CASE STUDY 5 about the brand and their cruises who are not so active on Facebook. The twitter account of the cruise has almost 25000 followers, and they use the medium actively for answering customer concerns and queries (Briody, 2011). They even have a presence on Linked In and Instagram. They even have a mobile app to the customers on board to chat with co-passengers with as low cost at $5 (Carnival Cruise Lines, 2018). VI. SWOT a. 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 guarantee for the lowest prices. In pricing, they are called the Walmarts of the cruise industry. 2. Global Brand with a high market share: The cruise lines are available not just in the USA but also penetrated to European nations, Australia, etc.. They even have almost 50% share in terms of passengers and contribute around 8.9% in terms of revenue (“Carnival Cruise Line,” 2020). 3. Strong Social media presence: The company has a stronghold on social media. The incident of Carnival Triumph is itself a big example of the activeness of social media. They even have around 50% coverage on both Twitter and Facebook (Briody, 2011).
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  • Fall '15
  • ChandraWrightsell
  • Carnival Cruise Lines, cruise line, Holland America Line

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