Costa Cruise Lines Imc Plan

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* RELAUNCHING COSTA CRUISE LINE
BY: MARKETING MASTERMINDS
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* TIFFANY WINBUSH
* INTEGRATED MARKETING COMMUNICATIONS PLAN
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CRISTINA FRANCO
JIGME SANGMO
CHARLOTTE PERNY
NFAMARA CEESAY
AIMEE SIMEON
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* RELAUNCHING COSTA CRUISE LINE
* Executive Summary:
* The plan described below its an Integrated Marketing Communications plan designed for Costa Cruise Lines by Marketing Masterminds. The plan describes the customer its background, an internal situation analysis: current target market, positioning in the market, SWOT. As well the plan includes an external situation analysis regarding the competition, its customers and the environmental factors. When these aspects are covered up the plan then explains why Costa Cruise lines needs new IMC plan and describes what the plan is about. Afterwards the tools and strategies are described: the messaging, promotional tools, media selection and budgeting. Finally the evaluation and measurement of success is described and a conclusion is given. *

* Agency Introduction:
* Marketing Masterminds agencies is a marketing agency that helps struggling businesses, remodel, re-launch and revamp their brand images. Our mission here at Marketing Masterminds agencies is to provide result oriented, advertising, public relations, and marketing design to meet our client objectives by providing strong marketing concepts and excelling at customer service. Through awareness, increased revenue or other criteria agreed up on between our client and us. *

* Client Background:
* Our client Costa cruise line is the largest Italian travel route and Europe’s number one cruise company. The brand offers three major lines, and they are Costa cruises, Aida cruises, and Iber cruises. The brand counts with twenty-six ships and can hold a guest capacity of 67,000. In 2011, the revenue of costa cruises was 3.1 billion Euros and 2.3 million total guests. The company began in 1854, originally as cargo ships. In 1924, the company began commercial activities, and then introduced the passenger service in 1947. Ever since, the brand has grown and became one of the largest cruise lines in Europe, the company began to grow and transformed its entire ships to full time cruisers. Despite the good name Costa cruise has gotten itself, in early 2012, Costa Cruise line experienced a tragedy and crashed in Italy. Leaving the death toll at thirty people and sixty people injured. This has really taken a toll on the brands corporate image and how people view this cruise line. Which is why Marketing Masterminds wants to work with Costa Cruise line in rebuilding their brand image. *

* Internal Situation Analysis:
Strength
Had revenue of 3.1 billion Euros in 2011
2.3 million guest
Diverse staff
Large variety of amenities
Large choice of destinations
Weakness
Extreme climate conditions
Costa Cruise derives a majority of its revenue from European customers Poor safety records
Costa cruise disaster in January 2012
Lawsuits
Lost of possible profits
Uncoordinated business operations
Opportunities
Expansion of target market and cruise destination
Exploding Asian market
Strongly favorable demographics
Threats
Rising cost of fuel
Geopolitical instability
Competition
Royal Caribbean cruise line
Star cruise line
Bad press since the crash in 2012
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* Positioning in the market
* Costa Concordia Cruise line is one of many branches of Carnival Cruise lines. Since Carnival has many separate cruise lines, Carnival Corporation dominates the industry, with 52.9% of the North American cruise market share and 51.6% of the rest-of-world cruise market share. By having so many separate branches (Costa Cruise included) Carnival creates and intensifies internal competition between its own branches. Although, it’s biggest external competition would be Royal Caribbean Cruise...
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