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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
4 / 955 |
Essay's paper body
Therefore, in order to give recommendations to define Cunard’s marketing communication mix strategy, the following process will be applied:
Selecting Target audience/ Communication Objectives
Cunard has a defined consumer segment, yet its target audience can be separated in three different categories:
1- Potential consumers that have never been in a luxury– the objective is to create category need and brand awareness to make this audience look for luxury cruise as an option for their next vacation, and making Cunard the first option that is going to satisfy their need...
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– The objective is to stimulate more usage by making the costumers feel special, offering distinct services and promotions.
Designing the Communication
Defining what the company is going to say, the message strategy will approach extrinsic considerations (traditional aspects of the brand) and the same brand meaning of luxury, excellence, and elegance adopted by the company for years...
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