Cruise Ships
Group Two
Group Two Members
Khuong
M997z212
Jarinthon
M997z225
Thao
M997z216
Rattaya
M997z230
Huong
M997z226
Son
M997z209
Contents
1
Introduction about Sea Cruise
2
Factors changing
customer perceptions
3
Customer Segmentation
4
Marketing Mix
5
Future Challenges
6
Conclusion & Suggestion
Sea Cruise
Before and After 1980s
Before 1980s
Viewed as a dull and sedate vacation.
Just fit for elderly generation who liked
playing shuffleboard, sipping tea…
After 1980s
This viewed began to change.
=> There was a growth in bookings global
cruise, an 8.5% annual during the 1990s.
Some countries had the encourage policies
like low taxes or operating costs when
registering their ships.
In that decade, cruise lines were the most
profitable off all service businesses.
After 2002
 However, the industry’s increase
slowed because some reasons:
- Terrorism.
- High energy costs.
- Increased pollution of harbors.
- ….
Introduction About
Carnival Corporation & PLC
 Type: Public
 Industry: Travel
 Founded: 1972
 Headquarters: United States,
United Kingdom, Panama…
 Revenue: $13,157 million
(2009)
 Operating income: $2,154
million (2009)
 Net income: $1,790 million
(2009)
Overview
 Carnival Corporation & PLC comprises eleven individual
cruise line brands, operating a combined fleet of 96
ships, totaling more than 160,000 berths. Executive
control of each brand is by geographical location.
- AIDA Cruises, Germany
- Carnival Cruise Lines, United States
- Costa Cruises, Italy
- Cunard Line, United Kingdom
- Holland America Line, United States
- Ibero Cruises, Spain
- Ocean Village, United Kingdom
- P&O Cruises, United Kingdom
- P&O Cruises Australia, Australia
- Princess Cruises, United States
- Seabourn Cruise Line, United States
Brands & Ships
 Carnival Cruise Lines: Carnival Conquest, Carnival
Destiny, Carnival Dream, Carnival Ecstasy, Carnival
Elation, Carnival Fantasy…
 Holland America Line: Amsterdam, Eurodam,
Maasdam, Nieuw Amsterdam, Noordam, Oosterdam,
Prinsendam, Rotterdam, Ryndam…
 Princess Cruises: Caribbean Princess, Coral Princess,
Crown Princess, Dawn Princess, Diamond Princess…
 Seabourn Cruise Line: Seabourn Legend, Seabourn
Pride, Seabourn Spirit, Seabourn Odyssey
Notable Ships
 Carnival Corporation & plc have various notable
ships as follows:
- Queen Mary 2: the latest in a line of 'Cunard Queens', the
prestigious transatlantic ocean liners (Cunard Line).
- Carnival Destiny: the first cruise ship to be built over
100,000-GT (Carnival Cruise Lines).
- Star Princess: received media attention when a large fire
ripped through berths in March 2006 (Princess Cruises).
- Caribbean Princess: the first cruise ship to have an outdoor
movie theater (Princess Cruises).
- Ventura: the largest cruise ship ever built for the British
market (P&O Cruises).
- Azura: a sister ship to Ventura, currently the largest cruise
ship for the British market (P&O Cruises).
Factors Help Change
Customer Perceptions
1. External Effects
 The largest volume of
booking in its history during
the month following the
release of Titanic movie.
 Having many ports around
the world – from
Southampton in the UK to
Hong Kong, Majorca,
Australia and even
Galveston, Texas – to draw
passengers from a wider
geographic area.
2. Changes In Business Strategy
 Invested heavily in improving physical
facilities:
- Many new ship were built (bigger
and steadier)
- Incorporated amenities: casino,
shopping arcades, theater, health
spas, internet access in every
stateroom, suites with private
balconies, and even a skating rink.
 Shorter and cheaper cruises were
added to attract more price –
sensitive customers.
 Catering to the differing needs,
desires and purchase criteria of
different customer segments.
3. Social Factors
 Reference groups: younger couples,
honeymooners, singles crowd, various age
groups.
 Family: with young children by offering
multiroom suites.
 Roles and status: Princess, Famous Actors and
Singers and Politicians
4. Personal Factors
 Economic situation: Personal income,
savings…
 Lifestyle: is a person’s pattern of living
as expressed in his/her psychographic.
Singles : want to have non – stop
entertainment
 Younger couples : enjoy sports and
educational activities
 Honeymooners : romantic
atmosphere
 Families with young children :
large and multifunction room
suites, supervised activities
 Elderly peoples : sedate vacation
Customer Segmentation
1. Younger Couples
 Enjoy sports, educational activities, non-stop
entertainment, experience new different parts of the
world and offer passengers the chance to participate in
such things as scuba diving, gourmet cooking, and wine
tasting.
2. Honeymooners
 Romantic atmosphere, memorable honeymoon,
relaxing time, and rejoice in the pristine and
peaceful environment.
3. Families with Younger Children
 Multi room suites, lots of supervised activities
for various age groups, making new friends and
having fun
4. Older People
 Playing shuffleboard, sipping tea, dressing for
dinner and let them to enjoy their vacation.
Marketing Mix
Product
Facilities provided for Onboard fun:
 Casual dining at Sea View Bistro.
 Convenient 24-hour pizzeria.
 Captain's cocktail party & gala dinner.
 Complimentary 24-hour room service.
 Camp Carnival for kid and teens.
 Daily first-run movies.
Place
 Travel agency (Local).
 Visiting ports around the world.
 Explore exotic destinations on land and at sea.
 Pass through beautiful mountain ranges and
seaside towns and witness wildlife.
Price
Different prices
depend on types of
cruises.
Cheaper price when
compare with the
competitor for
attract more
customers.
Promotion
 Discount price for attract more customers, especially
new customers.
 Keep the current customer by providing free two-year
subscription to Currents magazine (news, features
and topics exclusively for Carnival past guests).
Future Challenges
Terrorist attack.
Political unrest.
High energy cost.
Difficulty in converting nonusers into
customers.
Developing long-term relationship with
customers requires a better understanding
of what people want from a vacation and
how they make their purchase decisions.
Opportunity
Substantial growth and profits cruise lines
enjoyed during the 1990s spurred them to
build more and bigger ships at an
increasing rate.
Growth in passengers’ booking.
Conclusion
Cruise ship become popular day by day
because it’s offering not only a holiday
and much more convenience.
In the other hand, cruise ship industry
need a high investment.
Cruise ship knows what their customer
needs and know exactly their target
segmentation.
Buying decision of customers are
determine by many factors such as:
cultural, social, personal…
Suggestions
Cruise lines should offer programs in the
form of teenagers’ or children’s clubs,
game areas and lounges for young
guests, designed to make them feel at
home at sea, and which, in effect, act as a
kind of marketing, introducing young
passengers to the basics of cruising and
priming them for making a decision to
cruise when they become adults. “By
targeting them at a young age, we want
to make them customers for life”
Bringing new people in, both first-timers
and people moving up from other cruise
lines.
Once you get first-timers on a ship, you can
almost depend on them to come back
again.
A combination of Internet marketing and
word-of-mouth recommendations may
ultimately offer one of the most potent
ways of reaching potential customers.