209AMG Tourism Marketing 1 Cruise Marketing Strategies of Carnival Cruise Lines and Thomas TUI Monisha Chauhan 3093632
This report will identify the cruise marketing strategies of Carnival Cruise Lines and Thomson TUI in the UK. The report will be comparing each company to the other and how well each company is performing throughout the years gone by. Assessment of their positioning and pricing policies also will be acknowledged. It will also review the effectiveness of their promotion and advertisement campaigns. Cruising has become popular in the UK and throughout the world for holidays. Breaking travel news states that, ‘Cruise holidays are on the rise and the cruise industry seems well-positioned for continued growth’. However some individuals are still striving to experience cruising due to expensive cruise prices, seasickness, fear or traveling on boat and many more reasons. Fig 1 Growth of the Cruise Line Industry
The two major cruise lines which will be discussed within this report are Carnival Cruise Lines and Thomson TUI. Carnival Cruise lines belongs to Carnival Cooperation which was formed in 1972 which started off from a single ship ‘the Mardi gras’. Thomas TUI cruise lines belong to the TUI Travel PLC and they offer a wide range of cruise packages and also packaged holidays which include flight and hotel.
Market Segmentation is important within a company as it helps to market the product more efficiently targeting certain tourists to a specific destination. Also another key concept is the image portrayed onto a destination. The UK tourism market is changing all the time as every individual are different and have different purposes for travel. For example people travel for business reasons, leisure, health, visiting friends and family, sport, culture and many more. These have therefore been shown on leaflets, advertisements to help to promote what is on offer aimed towards these certain groups of people. Taking part in extensive research online has shown that market segmentation about the companies is not available. However coming to a conclusion from research online seeing what type of tourists there are seeing if these tourists segment by assessing the onboard amenities. Results show Carnival cruises do have some demographical segmentation as on there online website http://www.carnival.com. Shows there offers towards consumers by there age and income. They have relevant offers and luxury priced cruises for indivuals depending of their income. Income can be a real downfall in motivation when traveling because if an individual is not earning a substantial amount of money, as they would want a fulfilling cruising holiday with all the amenities but can’t afford it. This is where Carnival Cruise Line offers a variety of different offers for all people of different income. Thomson however has market segmentations of physiographical segmentation as the consumers have to fit things around their lifestyle. People have jobs and therefore on there online website http://www.thomson.co.uk they have offers a category for ‘summer 2012’ as the company knows that people will tend to book holidays due to children being on school holidays to spend time with their family. Both websites have offers for Plog’s typology theory which are the allocentric’s which are people who like to explore, are very adventurous and tend to travel independently, midcentric’s who are willing to explore but only well known destinations and physcocentric’s as these are people who decide to stay near their homes or travel only if they have the comfortable similarities of their own homes. Pricing will also show customers what segments they are targeting as they offer different prices of individuals, couples, families and due to their purpose of travel. In the mid 19th Century taking a cruise was very expensive. So only higher class people could pay for cruises as it was known as a form of luxury....
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