1. Cruise Ships – Not Just For Grandma and Grandpa Anymore
Case study # 4
Cruise Ships – Not Just For Grandma and Grandpa Anymore

2. Patlada Sae-Ching (Nan) Nuntanut Sae-Ching (Vee)
Group 6 Members
Ha Phuoc Vu
M997Z244
Nguyen Tran Thao Bien
M997Z213
Bui Duy Duc
M997Z202
Patlada Sae-Ching (Nan)
M997Z240
Nuntanut Sae-Ching (Vee)
M997Z236
Thai Luong Thu
M997Z221

3. Outline Introduction Consumer behavior analysis 4P’s in marketing
The History Of The Cruise Line Industry
Types of Cruise Ship
Consumer behavior analysis
Culture factor
Social Factors
Personal Factors
4P’s in marketing
Conclusion

4. The History Of The Cruise Line Industry
Ever since the creation of human, we have been fascinated with our seas and oceans. Used primarily to explore new lands, then for the transportation of cargo as our world began to become industrialized and started to trade with foreign lands.

5. With industry came wealth with people wishing to spend their disposable income to pursue more adventurous forms of vacation and excitement. Our instinct to visit parts of the world only read about from these explorers of the past was now a reality once again.

6. The History Of The Cruise Line Industry
In 1818 the Black Ball Line operating out of New York was the first shipping company to offer a scheduled passenger service from the United States to England. Trade and leisure expanded together, which fuelled through demand the manufacture of larger, more luxurious ships such as the Titanic which has its own unique history all to itself.

7. The History Of The Cruise Line Industry
The 1st and 2nd world wars seen the current cruise ships of the time commandeered as troop carriers and after the wars as transportation for the displaced refugees seeking a new life in foreign lands. The industry recovered quickly as the US government heavily subsidized the building of cruise ships with the view to possible redeployment in the events of future world conflict.

8. The History Of The Cruise Line Industry
Although huge breakthroughs within the aviation industry dented the surge in transatlantic journeys the 1960’s witnessed the beginning of the modern cruise ships. People wanted to relive the glory years of the past and could now have short vacation cruises by connecting from the now readily available flights on offer. You could actually argue the breakthroughs in aviation have recreated and rekindled the cruise line industry of today.

9. The History Of The Cruise Line Industry
With fantastic luxury and top class entertainment onboard, today’s cruises have seen the voyage itself being the attraction rather than the geographic cruise destinations. Gone are the days of catering for the elite, this industry is geared up for the masses and is now one of the fastest growing sectors of the travel industry.

10. Types of Cruise Ship
Types of cruise ships and recreational vessels designed to satisfy the most varied preferences and expectations.
Mainstreams Cruise Ship
Mega Cruise Ship
Small Cruise Ship
Ocean Cruise Ship
Luxury Cruise Ship
Adventure Cruise Ship
Expedition Cruise Ship
River Cruise Ship

11. Consumer analysis
Culture factor
Social Factors
Personal Factors

12. Culture Branches of culture The Social class
Social Factors
Culture
Branches of culture
The Social class

13. Culture
Culture is the most important factor determinine desires and behavior of a person.
A modern culture, tourism is known as a form of entertainment and discovery necessary to satisfy the demands of people in the society.
People travel because of the passion, hobbies, the overall impact of culture, not just because they are rich.

14. Branches of culture
Each culture has its smaller branches culture make more peculiar characteristics of the extent of social integration for its members.
People who is interested in the trip cruises

15. The Social class High society Middle class Lower social class
The potential customers are often people from
the middle class and high society class

16. The Social class (cont’d)
High class customers with premium price
Advanced services
Long distances
Large vessels with modern and luxurious equipments
Middle class customers with cheaper price
The vessels with smaller size
Short distances
Casual services

17. Social Factors + Family Youth atmosphere (fun youth counselor).
Public facilities for family (extensive pool, nursery room)
Kids programs (infants/toddler group care)

18. Social Factors (cont’d)
Active sport facilities (ice skating, basketball court, mini golf, rock wall climbing)
Economic price
i.e. Royal Caribbean International, Carnival Cruise Line, Disney Cruise Line

19. Personal Factors Singles : want to have non – stop entertainment
Younger couples : enjoy sports and educational activities
Honeymooners : romantic atmosphere

20. Personal Factors
Families with young children : large and multifunction room suites, supervised activities
Elderly peoples : sedate vacation

21. 4P’s in Marketing
Product
Place
Price
Promotion

22. Product Improve physical facilities
Design much bigger and steadier ship
Provide many facilities such as casinos, shopping arcades, theaters, health spa, internet access, etc.

23. Product
Provide various type of cruise in order to meet demand of each lifestyle group.
Contemporary/Resort class
3-7 days with casual environment.
Organized activities and sports.
Provide both sit-down and buffet style meals.

24. Product Premium 7 days or longer with premium quality.
Offer more space per passenger
Offer many facilities such as theaters, cigar bars, etc.
Premium food and beverage.

25. Product Luxury Greater food and beverage Greater entertainment options
Luxurious accommodations
Exclusive
Yacht-like environment
Only passengers
Great service

26. Price Offer wide range of prices to suit with each social groups.
Shorter and cheaper cruises for price-sensitive customers.
Premium quality with high price for well-to-do people.

27. Place
Locate ships in more ports around the world to draw passengers from a wider geographic such as Alaska, Asia, Caribbean, Europe, etc.

28. Promotion
Offer discount to past customers in order to generate repeat business.
Free cruises coupon booklets for onboard purchases such as drink purchases, spa usage, etc.
Provide travel insurance with no extra charges.
Carnival will be the exclusive cruise line advertiser during the 2010 Winter Olympic Games.