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Cunard Line

In: Business and Management

Submitted By zzumk
Words 1292
Pages 6
Cunard Line, Ltd :

Managing Integrated Marketing Communications

I. 요약 (Executive Summary) 유럽과 북미를 기점으로 1840년 수상항로를 이용한 증기선박 여행업을 시작한 이래 꾸준한 성장을 해온 Cunard 사는 항공산업이 도래하는 시점에 더 이상 수상항로를 통한 단순 여행업이 성장하기 힘들다는 판단과 함께 발빠른 사업 변화를 통해 대규모의 Luxury Cruse 관광산업으로 비지니스를 변경하였다. 대규모 투자가 요구되는 럭셔러 크루즈 산업에서 초기 투자를 통한 대형 크루즈선을 확보하면서 현재 크루즈 여행 업계를 선도하는 위치를 유지하고 있다. 산업이 발달하면서 부를 축척한 은퇴자들 및 40세 이상의 고임금 근로자들이 늘어남에 따라 자연스럽게 1990년 초반까지 매년 10%씩 크루즈 여행업은 성장을 지속할 수 있었으나, 이라크전과 같은 외부적 요인과 후발 업체들의 저가 가격 정책 및 신규 시장에 진입한 후발업체들로 인한 시장포화상태가 예측되고 있는 상황이다. 이에 Cunard사는 Luxury 여행업계에서 50%(160,000 boardings)의 시장을 점유하고 있지만, 향후 공격적은 마케팅을 통해 5-star Luxury 시장에서 80%(250,000 boardings)의 시장점유율을 이룩함과 동시에 occupancy를 95% 이상으로 끌어올려 시장 점유율을 확대 및 Luxury Cruise 산업의 육성, 그리고 추가 이익을 목표로 한다. 이를 달성하는데 가장 핵심이 되는 방해요인은 경쟁이 심화된 시장에서 경쟁사들의 공격적인 가격인하로 인한 시장 침투 현상이 있을 수 있다. 이러한 방해요인을 극복하고 목표를 달성할 수 있게 하는 최선의 해결책으로 현재 5-start luxury 부분과 4-star premium 부분으로 나뉘어진 선박 마케팅을 각 Segment 맞게 브랜드 차별화 전략을 기반으로 한 마케팅커뮤니케이션 목표를 설정한다. Cunard사의 주된 비지니스인 5-star Luxury급에 포커싱 된 마케팅 활동을 주된 타겟으로 설정하여 5-star luxury 크루즈 여행을 집중하는 branding 전략을 취함으로써, 2대의 Premium급 선박들에 대해서는 Luxury 크루즈 여행 경비가 부담이 되는 별도의 고객로 segment를 구분하고, 그간 전 선박에 걸쳐 구축해온 “CUNARDS”의 luxury 이미지를 이용하여 여전히 Luxury 급의 서비스를 제공하는 brand로 인식될 수 있는 marketing communication 전략을 설정한다.

II. 문제분석(Problem Analysis) 1. Goal 현 50% 수준의 Luxury Cruise 시장 점유율을 80% 수준으로 끌어올림과 동시에 현 90% 수준의 탑승율(Occupancy)을 100%에 근접한 수준으로 끌어올리기 위한 Integrated Marketing Communication 전략을 수립한다. 이와 같은 목적을 달성하기 위해서 Luxury와 Premium으로 구분되긴 하였으나 “CUNARDS”라는 동일한 message 및 identity를 전달하기 위해 그간 노력해온 cunard사의 직/간접적 마케팅 커뮤니케이션 전략을 유지하지만, Cunard Umbrella를 위해 사용된 예산을 일부 조정하여 Luxury, Premium 각각의 segment를 위한 Marketing communication 에 집중할 수 있도록 수정한다. 그간 행해오던 marketing communication은 다음과 같은 형태로 다변화 시킨다. 우선 기존 marketing communication 활동이 전 선박을 다 아우르는 방식이 아닌 각 크루즈 선박에 할당된 예산에 따라 별도로 진행되어온 방식을 유지하도록 한다. 이는 케이스에서 언급한 것 처럼…...

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