Royal Caribbean International Marketing Plan 2013 (French Market)

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Royal Caribbean International Marketing Plan 2013 (French Market)

  1. 1. « Vivez la mer autrement »Marketing Plan Tommaso CLEMENTE Benjamin CANZANO
  2. 2. INDEXOBJECTIVES INTERNAL ANALYSIS EXTERNAL ANALYSIS TARGETING & POSITIONING DISTRIBUTION & COMMUNICATION MIX
  3. 3. OBJECTIVES The objective of this project is to determine the right target audience and positioning for Royal Caribbean International and adapt the distribution and communication mix to thattarget. The company’s objective is to reach 8% of market shares by 2014.
  4. 4. COMPANY OVERVIEWWorlds second-largest cruise companyHeadquarter in Miami,50% all its guests come from outside the US in 2011Five cruise brands: Royal Caribbean International, CelebrityCruises, Pullmantur Cruises, Azamara Cruises and CDF Croisieres de France.
  5. 5. ORGANIZATION CHART – FRENCH OFFICE CREATION Richard D. Fain / Chairman and CEO Brian Rice / Vice President and CFO Frederic Martinez / General Manager French Office Anne Mulcahy /Robiha Deloubriere Claudio Contrada / Valerie Nobis / Marcel Winter / Elsa Vincent / Marketing / Sales Manager Operation Manager Revenue Manager Finance Manager RH Manager Manager
  6. 6. ORGANIZATION CHART – FRENCH OFFICE NOWADAYS Richard D. Fain / Chairman and CEO Brian Rice / Vice President and CFO Bélen Wangüemert / General Manager French and Spanish offices Finance Revenue French Office Sales Department Department Department Anne Mulcahy / Claudio Contrada / Elsa Vincent / French Staff French Staff French StaffMarketing Manager Operation Manager RH Manager
  7. 7. PRODUCTSLEGEND OF THE SEASLIBERTY OF THE SEAS
  8. 8. PRICINGEXTERNAL FACTORS increasing cost ofcarburant, and suppliers, european crisis, strongcompetition in price from CostaINTERNAL FACTORS seasonality and type ofcabin
  9. 9. ACTUAL DISTRIBUTION & SALES POLICIES100% occupancyPromotions in advanceTravel agency 95%US tendency to more direct sales
  10. 10. ACTUAL COMMUNICATION POLICY Slogan = “La mer autrement” TV + Printed Ads Website + Social Medias Brochures
  11. 11. SWOTSTRENGHTS = International presenceWEAKNESSES = High level of indebtnessOPPORTUNITIES = growth in cruise market, new shipsTHREATS = stringent naval legislation, competition
  12. 12. PESTLEPOLITICAL political stability , highly centralized countryECONOMICAL euro crisis, controlled deficitSOCIAL high fertility rate, ageing populationTECHNOLOGICAL high number of patent and trademark, active researchLEGAL high fiscal pressure, strict regulations in services and retailENVIRONMENTAL sustainable campaign, use of atomic energy
  13. 13. MARKET ANALYSIS500 000 passengers in 2012 (+15%)Second growing market in Europe27% online sales445M€ in 2011Expected to reach almost 700 000 by 2015
  14. 14. COMPETITORS COSTA MSCCROISIERES CROISIERES
  15. 15. 5 FORCES 5 Forces Power of buyers 8 6 4Rivalry Power of suppliers 2 0 Substitutes New entrants
  16. 16. 5 FORCES 5 Forces Power of buyers 8 6 4Rivalry Power of suppliers 2 0 Substitutes New entrants
  17. 17. DEMOGRAPHIC PROFILES1st of Female Male (%) Total (%)January (%) Net monthly income 2010 (in Evolution 2009/2010 (%)2013 euros)<15 17,6 19,6 18,6 Male Femal Total F/H Male Female Total15-24 11,6 12,7 12,1 e (en %)25-34 12,0 12,5 12,2 Executives 4 277 3 312 3 963 -22,6 0,6 2,0 1,135-44 13,0 13,6 13,3 Intermediate 2 267 1 982 2 144 -12,6 -0,3 1,3 0,345-54 13,4 13,8 13,6 professions55-64 12,7 12,6 12,6 Employees 1 595 1 472 1 508 -7,7 -0,5 0,6 0,365-74 8,8 8,2 8,5 Workers 1 612 1 343 1 569 -16,6 -0,2 0,8 -0,1>75 10,9 7,0 9,0 Total 2 264 1 819 2 082 -19,7 0,4 0,9 0,5Total 100,0 100,0 100,0 Socioprofessional category 2010 (e) Male Female Total Farmer 1,6 0,6 1,0 Artisans, merchants and entrepreneurs 5,4 1,9 3,6 Executives, superior intelectual profession 11,5 6,6 9,0 Intermediates professions 13,6 12,8 13,2 Employees 7,9 24,1 16,4 Workers 21,2 4,8 12,6 Inactive with work experience 25,9 27,9 26,9 Others without professional activity 12,9 21,2 17,2 Total 100,0 100,0 100,0
  18. 18. PSYCHOGRAPHIC PROFILES Flight to value Health and wellness Community Digital connectivity Environmental conscious Made in France
  19. 19. LEISURE & VACATION HABITSMANY FREE DAYS DURING YEARTHE IMPORTANCE OF VACATIONNEGATIVE EFFECT OF THE CRISIS IN VACATIONEXPENDITUREE COMMERCE GROWING IMPORTANCE
  20. 20. PRODUCT CONCEPTWHAT IS RCI REALLY ABOUT?
  21. 21. PRODUCT CONCEPT CRUISES?
  22. 22. PRODUCT CONCEPT YES! BUT NOT ONLY…
  23. 23. PRODUCT CONCEPTWHAT IF WE CONSIDER RCI AS…
  24. 24. PRODUCT CONCEPT A MOVING RESORT?
  25. 25. ATTRIBUTES High Fun Sea Travel Comfortquality Sport Cultural Style Prestige Health activities activities AllFood Modern Family Innovative inclusive Luxury Show
  26. 26. TARGETCouples with or without kidsBetween 30 and 55 years oldFrom medium / high socio-professional categories •Artisans, merchants and entrepreneurs •Executives and superior intellectual professions •Intermediate professionsHousehold incomes superior to €60 000 per yearThus are less focused on costsConcerned about wellnessOften have a stressful life: seeking for relaxation and fun but also interested in cultural discoveryFeel secured by all-inclusive packages so there are no hidden costsFocused on family and community, interested in meeting new peopleMore and more connected and sensible to new technologiesHave a certain sense of taste and luxury
  27. 27. DISTRIBUTION & SALES 9% online 10% direct 1% offlineSales 16% OTAs 90% indirect 74% Travel Agencies
  28. 28. DISTRIBUTION & SALES Physical Merchandising Incentives Distribution• Flagship Agency • Brochures • Travel Agencies in Paris • Posters Challenge • Stickers • Training • Pens • Folders • Agendas • Towels • 1m Ship Models
  29. 29. DISTRIBUTION & SALES SALES NETWORK North North west east region region South west South region east region
  30. 30. DISTRIBUTION & SALES - BUDGETFlagship Agency 900 000€Merchandising 300 000€Brochure 200 000€Sales people 130 000€Training 100 000€Incentives 30 000€TOTAL 1 660 000€
  31. 31. COMMUNICATION - OBJECTIVES Increase Support Brand Distribution & Awareness Sales
  32. 32. NEW COMMUNICATION BASE LINE« Royal Caribbean International, Vivez la mer autrement » Live the Sea some other way
  33. 33. MEDIA PLANNING SOCIAL WEBSITE PR MEDIAS• New slogan • New slogan • Press• More • Encourage releases interactive interactions • Media Day• More 2.0 • Remove • Press Kit Twitter
  34. 34. MEDIA PLANNING PRINTED ADS TV ADS BROCHURES• 5-months • TV Show • 300 000 campaign sponsorship customers• 5 different • 2 months targeted designs campaign• 7 selected • 2 access prime- magazine time show • Le Grand Journal • Touche pas a mon poste
  35. 35. MEDIA PLANNING - TIMELINE October 2013 September 2013 PR event February / March 2014Launch of new website Printed Campaign TV Ads and Facebook page (5months) Brochures
  36. 36. COMMUNICATION - BUDGETNew Website 15 000€Community Manager (2000€ / months) 24 000€PR Event 25 000€Press releases 20 000€Printed Ad Creation 25 000€Printed Edition 80 000€TV Ad Creation 150 000€TV Ad broadcasting 500 000€Brochure creation & distribution 300 000€TOTAL 1 139 000€

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