Discount not to exceed 50%. “ Add-on Value Packages” Liquor Included: Guest issued scannable photo ID to prohibit guests from sharing package price & limit guests to 10 alcoholic drinks per day (Price depends upon length of cruise) Spa Getaway: includes $250 in spa treatments & 20% discount for all others ($199.99 per passenger) Adventure Package: includes 1 excursion at each port (price depends upon cruise itinerary)
Promotional Strategy Public Relations will conduct a press conference with the topic focusing on a “Cruiser Bill Of Rights” focused on customer care and safety. This pledge will document what the passenger can expect if the ship encounters severe circumstances above and beyond the typical weather related inconveniences. A monetary value will be placed on serious occurrences and the cruise purchase will put into effect the contractual agreement which would negate any lawsuits. Carnival will also implement a rigorous ship maintenance and inspection program at each port of call to ensure prompt ship repairs when necessary. This grouped with an aggressive television advertising program featuring: Cruiser Bill Of Rights, The All Inclusive Cruising Experience Luxury At Sea promotions. Public Relations
Promotional Strategy “Bring A Friend” This promotional strategy is to encourage current customers to invite their friends along for a cruise. Since word of mouth spreads faster than any paid advertisement Carnival should implement the “Bring A Friend” promotion. This strategy would provide a discount to repeat customers who enjoyed their vacation on one of the many cruise ships. Of course the details would require the friend to purchase an additional cabin and participants must travel on the same sailing and date. Since Carnival offers the widest variety of vacation options available the only problem would be “Which Cruise to Choose!” Sales Promotion
Promotional Strategy The “All Inclusive Cruising Experience” would cut down on added expenses that accumulate on most cruises. For the customer who purchases a premium room upon booking, Carnival would include a complimentary spa gift certificate and priority seating reservations at all of the exclusive restaurants. Other packages would include an inclusive liquor program which would be monitored by room card swipes with a limit of swipes per day. Finally “The Adventure Package” would include exotic excursions. When the location allows for something special, it should be included in special cruise pricing and would promote people who like that particular activity to consider using a cruise as their means of transportation to their destination. Advertising Promotion
Promotional Strategy This promotional mix benefits Carnival Cruise Lines because the new focus is on Safety, Customer Comfort, Luxury, Adventure and an All Inclusive concept.
- Fall '18
- Professor assadipour
- Carnival Cruise Lines, cruise line, Holland America Line, Cruise lines, Carnival Corporation & PLC