Cunard Cruiselines

1
Cunard Cruiselines

• 1. Describe the difference between tactical and
  strategic advertising.
  
• 2. What are the possible implications of a one
  day sale?
  
• 3. What is your recommendation to Cunard
  regarding the balance in focus between the
  overall image and the identity of the individual
  ships?
• 4. What marketing communication elements do you
  believe should receive greater/lesser emphasis by
  Cunard? Why?
  
• 5. How do you perceive other cruise lines and
  how they market their company (In a tactical or
  strategic manner). Use one cruise line example.
  

2
Cunard

• Difference between tactical and strategic
  advertising?
  
• Tactical is advertising specific ships (focus is
  sales for certain ships), strategic is
  advertising for overall company brand (more long
  term focus)

3
Cunard

• Implications of a one day sale?
• May detract from brand image (cheapen image)
• May be unable to duplicate success
• May drive immediate sales and awareness
• May be a good tactical strategy but a bad
  strategic decision

4
Cunard

• Remainder of Questions.
• Recommendation for Balance of focus between
  strategic and tactical?
  
• Marketing communication strategies?
• TV ads, direct mail, PR, travel magazines
• Perceive other cruise lines?
• Disney-very strategic
• Carnival-mix (also hear of Pride, Fantasy in
  ads)