Costa Cruise Lines Imc Plan
* * * * RELAUNCHING COSTA CRUISE LINE BY: MARKETING MASTERMINDS * * * TIFFANY WINBUSH * INTEGRATED MARKETING COMMUNICATIONS PLAN *
CRISTINA FRANCO
JIGME SANGMO
CHARLOTTE PERNY
NFAMARA CEESAY
AIMEE SIMEON * * * * * * * * 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
CRISTINA FRANCO
JIGME SANGMO
CHARLOTTE PERNY
NFAMARA CEESAY
AIMEE SIMEON * * * * * * * * 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