1. 30 sec. Kate - Welcome all of our “prospect clients” and “Thank you gift” receivers to the “Open Boat”
Throughout “Open Boat” Meg/Max - pass out “hors d’oeuvres”
When Kate welcomes the “Thank you gift” receivers Julie - Present Dr. Chattalas with a “Thank you gift” package (small bottle of champagne and direct marketing/invitation piece).

2. 30 sec. Kate - “EXPERIENCE Cunard” stressed through brief introduction of “Open Boat” concept

3. Sagafjord / Vistafjord The Americas Southern Crossings Europe
QE 2
Transatlantic
Caribbean
World Cruises
Sagafjord / Vistafjord
The Americas
Southern Crossings
Europe
Countess / Princess
Europe
Mediterranean
4 min. Rani - Brief overview of each boat and its destinations, stressing that Cunard can bring you to a different exotic port-of-call depending on your needs.
Sea Goddess I / Sea Goddess II
Caribbean / South Seas
Europe / Mediterranean / Orient

4. 4 min. Rani - Brief overview of the luxury accomodations, activities, spas, restaurants, social gathering places, etc. – Again, the EXPERIENCE of Cunard should be stressed

5. 30 sec. Kate - Summation of Cunard’s excellent and luxury; invite “prospective clients” to tour the boat, enjoy the food, visit the cabins, and EXPERIENCE Cunard.

6. Interlude for us to get ready for the marketing presentation.

7. Managing Integrated Marketing Communications
Presented by
Meg Carey
Max Jayapaul
Julie Longmuir
Kate Lynch
Rani Marom
Liz Sansone
30 sec. Liz - Introduction of each group member

8. Strengths Oldest and most experienced company within cruising industry
Prominent positioning within the five star segment
QE2 is recognized as the finest cruise ship in the world
Corporate culture of excellence and elegance
Variety of cruising experiences
Success in direct marketing and lead generation due to a large, well collected database
4 min. Rani - Brief SWOT to set up current marketing situation

9. Weaknesses Less budget allocated to promoting brand name
High class position prevents Cunard from using mass media promotions
4 min. Rani - Brief SWOT to set up current marketing situation

10. Opportunities Growth of the luxury segment
Global expansion of client acquisition base
Creating an in-house booking department
4 min. Rani - Brief SWOT to set up current marketing situation

11. Threats Intense rivalry Increasing bargaining power of buyers
Substitute products
4 min. Rani - Brief SWOT to set up current marketing situation

12. Problem Statement Current Marketing Mix INDIVIDUAL SHIP NAMES
30 sec. Meg - Brief explanation of the problem as we see it
INDIVIDUAL SHIP NAMES

13. Evaluation of Alternatives
Brand positioning strategy
Cunard as umbrella brand
Advantages:
Cunard is synonomous with luxury
Consistent/efficient marketing campaign
Disadvantages:
Difficult to promote individual ships distinctively
4 min. Max – Brief evaluation of alternatives and why we chose to go with “Cunard” as opposed to marketing the individual boats

14. Evaluation of Alternatives
Brand positioning strategy
Individual marketing programs for each ship
Advantages:
Easier to promote each ships distinctive attributes
Disadvantages:
Much more expensive marketing strategy for the company as a whole
4 min. Max – Brief evaluation of alternatives and why we chose to go with “Cunard” as opposed to marketing the individual boats

15. Evaluation of Alternatives
First Class Marketing Strategy vs Promotional Blitz
High Class Marketing Strategy
Advantages:
Aligns well with the upper class clientele
Disadvantages:
Competition will continue to undercut Cunard’s prices with hard sell promotions
4 min. Max – Brief evaluation of alternatives and why we chose to go with “Cunard” as opposed to marketing the individual boats

16. Evaluation of Alternatives
High Class Marketing Strategy vs Promotional Blitz
Promotional Blitz
Advantages:
Gain new clientele from the upper-middle income category
Disadvantages:
May “cheapen” the Cunard name and perceived quality
4 min. Max – Brief evaluation of alternatives and why we chose to go with “Cunard” as opposed to marketing the individual boats

17. Evaluation of Alternatives
Conclusion
To Be Cunard or Not To Be Cunard
Our recommendation:
To use integrated marketing as a brand repositioning strategy
To utilize a first-class marketing tactics to support the integrated marketing strategy
4 min. Max – Brief evaluation of alternatives and why we chose to go with “Cunard” as opposed to marketing the individual boats

18. Product Niche market Target market
Core benefits being offered is the “Cunard Experience”
Branding decision
Augmented product
1 min. Kate – Brief explanation of product

19. Place Offer an in-house travel agency
~95% of Cunard’s customers use a travel agent
Target market is less like to wish to make their own travel arrangements
Outside travel agents may suggest a rival or substitute vacation as an alternative to Cunard
1 min. Kate – Brief explanation of Place

20. Price Our recommendation: To maintain current pricing structure
Maintenance of image amongst target market
Use of heavy discounts detracts from the Cunard image
Small discounts not as relevant to target market
1 min. Kate – Brief explanation of Price

21. Promotion Target audience Major segmentation variables
Leverage customer and lead generation database
Build a behavior based segmentation scheme based on two macro-segments: current and potential customers
3 min. Liz – In depth explanation of target audience and communication objectives
1.5 min Julie – In depth discussion of the message design
4.5 min Meg – In depth discussion of selected communication channels, budget method and communications mix
4 min. Julie – In depth discussion of marketing results and integrated marketing communication process

22. Communication Objectives
Promotion
Communication Objectives
INSERT GRAPHIC FROM JULIE
3 min. Liz – In depth explanation of target audience and communication objectives
1.5 min Julie – In depth discussion of the message design
4.5 min Meg – In depth discussion of selected communication channels, budget method and communications mix
4 min. Julie – In depth discussion of marketing results and integrated marketing communication process

23. Promotion Marketing Message INSERT GRAPHIC FROM JULIE
3 min. Liz – In depth explanation of target audience and communication objectives
1.5 min Julie – In depth discussion of the message design
4.5 min Meg – In depth discussion of selected communication channels, budget method and communications mix
4 min. Julie – In depth discussion of marketing results and integrated marketing communication process

24. Promotion Print Ad JULIE
3 min. Liz – In depth explanation of target audience and communication objectives
1.5 min Julie – In depth discussion of the message design
4.5 min Meg – In depth discussion of selected communication channels, budget method and communications mix
4 min. Julie – In depth discussion of marketing results and integrated marketing communication process

25. Communication Channels
Promotion
Communication Channels
Given demographics, personalized marketing is needed
3 min. Liz – In depth explanation of target audience and communication objectives
1.5 min Julie – In depth discussion of the message design
4.5 min Meg – In depth discussion of selected communication channels, budget method and communications mix
4 min. Julie – In depth discussion of marketing results and integrated marketing communication process

26. Total Marketing Budget
Promotion
Total Marketing Budget
Direct Mail 25% > 35%
Mass Media Advertising 35% > 25%
Brochures/Travel Agents 35% > 25%
Public Relations/Promotional Activities 5% > 15%
3 min. Liz – In depth explanation of target audience and communication objectives
1.5 min Julie – In depth discussion of the message design
4.5 min Meg – In depth discussion of selected communication channels, budget method and communications mix
4 min. Julie – In depth discussion of marketing results and integrated marketing communication process

27. Promotion Marketing Mix Perceptual Map Include mention of Sean Connery
Non-use of mass media bulletin boards etc
Use of first-class magazines
3 min. Liz – In depth explanation of target audience and communication objectives
1.5 min Julie – In depth discussion of the message design
4.5 min Meg – In depth discussion of selected communication channels, budget method and communications mix
4 min. Julie – In depth discussion of marketing results and integrated marketing communication process

28. Promotion Open Boat Invitation recipients “Captains Invitation”
Presentation about the boats and experiences
Tour of the boat
Targeted Follow up direct mail to close the sale
3 min. Liz – In depth explanation of target audience and communication objectives
1.5 min Julie – In depth discussion of the message design
4.5 min Meg – In depth discussion of selected communication channels, budget method and communications mix
4 min. Julie – In depth discussion of marketing results and integrated marketing communication process

29. Promotion Measuring Results Direct mail very measurable
Use of promotion codes
Test and learn campaign
4 min. Julie – Should we discuss these or just display them about the room?

30. Integrated Marketing Process
Promotion
Integrated Marketing Process
Global brand guidelines
Customer database
Market trends
Monitoring travel agents
4 min. Julie – Should we discuss these or just display them about the room?

31. Conclusion Cunard first; Individual ships second
Maintain a first-class standard of marketing
30 sec. Liz – Conclusion presentation
Presented by: Meg Carey; Max Jayapaul; Julie Longmuir; Kate Lynch; Rani Marom; Liz Sansone