Cunard Line Ltd Managing Integrated Marketing Communications Case Solution

Case Solution

Cunard, our planet's earliest luxury line company, is suffered with different key issues including its marketing and marketing communications methods. One concerns the quantity between image/positioning advertising and short-term-oriented marketing advertising/communications regarding every person Cunard ship (i.e., pull versus. push communications). Connected with this particular is really the general combination of marketing communications tools employed by Cunard--media advertising, direct marketing, etc. One other issue might be the emphasis in marketing communications between focus on the Cunard corporate identity and focus on the identity of the people ships. The company setting is one kind of integrating marketing communications for that organization which is products. Affecting deliberation over the issues is a time period of economic conditions adversely affecting sales, along with the is a result of the U.S.-Iraq conflict on consumer leisure travel.

Excel Calculations

Questions Covered

In light of the difficult economic and competitive conditions, should Cunard use a more “sale-oriented” format with more emphasis on price for its tactical advertising?

In better economic times would your judgement differ regarding the above?

What is your recommendation to Cunard regarding the balance in the focus of marketing communications between the overall Cunard identity and image, and the identity and image of the individual ships?

Which marketing communications elements do you believe should receive greater/lesser emphasis by Cunard? Why? Specifically, what about the role of direct marketing?

What are the implications of the success of the “one-day sale” for Cunard?

What effects do you expect the impending organizational change to have on marketing communications at Cunard?

How would you prioritize and address the challenges facing Leslie at the close of the case?