Brand Crisis Impact Case Study - Cruise Industry

617
-1

Published on

When a brand crisis occurs, what is the lasting impact on a company, brand, and industry? Crimson Hexagon turns to social data to analyze the consequences of the fire on board the Carnival Triumph on the cruise industry.

Published in: Travel, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
617
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brand Crisis Impact Case Study - Cruise Industry

  1. 1. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  2. 2. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.CASE STUDY: THE CRUISE INDUSTRYBUSINESSQUESTION: Does a PR crisis, such as the fire on board the Carnival Triumph, havenegative consequences for other brands in the industry?METHOD: Develop a framework for analyzing, and tracking over time, the impactof a PR crisis on online consumer discussions about individual brandsand the industry as a whole:1CARNIVAL TRIUMPHCONVERSATIONCARNIVAL BRANDCONVERSATION2INDUSTRY-LEVELCONVERSATION3
  3. 3. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.ConsumerReactionstothe TriumphCrisis(2/10/13–2/19/13) 92,038 Relevant PostsCRUISES: CARNIVAL TRIUMPH CRISISFINDINGS:A. Reactions were largely focused on theconditions for passengers onboardB. Praise for Carnival, and intent to purchasefuture Carnival Cruises (24%),outweigheddesire to disengage (1%)C. Criticism of Carnival’s managementrepresented 9% of conversation;comments often reflect humorAAC
  4. 4. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.FINDINGS:A. Reactions were largely focused on theconditions for passengers onboardB. Praise for Carnival, and intent to purchasefuture Carnival Cruises (24%),outweigheddesire to disengage (1%)C. Criticism of Carnival’s managementrepresented 9% of conversation;comments often reflect humorCRUISES: CARNIVAL TRIUMPH CRISISAACConsumerReactionstothe TriumphCrisis(2/10/13–2/19/13) 92,038 Relevant Posts
  5. 5. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.CRUISES: CARNIVAL CRUISE LINESCarnivalCruiseLines Discussion(1/1/12–4/15/13) 170,641 Relevant Posts FINDINGS:A. Overthe past 15 months, conversationabout Carnival Cruises skews negative(56%)B. Criticism of Carnival is driven by twodistinct sentiments:• General unfavorable perception ofcruises as a vacation option withlow-quality experience (31%)• Claimsof unsafe, unsanitaryconditions on cruise ships (25%)AB
  6. 6. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.CRUISES: THE CRUISE INDUSTRYCruiseIndustryDiscussion(1/1/12–4/15/13) 666,441Relevant Posts FINDINGS:A. Overthe same time period, conversationabout the overall cruise industry mirrorsdimensions of Carnival brand discussion• Carnival exceeds industry baselineon purchase intent(10%vs. 12% for Carnival)• In comparison, the industry receivesmore negative commentary aboutthe safety and cleanliness of cruises(32% vs. 31% for Carnival)BAA
  7. 7. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.CRUISES: INDUSTRY VS. BRAND IMPACTFINDINGS:A. At the height of Carnival’s Triumph crisis,consumer complaints of unsafe andunsanitary conditions on cruises made upa significantly largerproportion of theindustry conversation (64%)than of theCarnival brand conversation (33%)ComparingCarnivaland the CruiseIndustryA
  8. 8. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.CRUISES: THE CRUISE INDUSTRYCruiseIndustryDiscussion(3/1/13–4/15/13) 70,122Relevant Posts FINDINGS:A. In the weeks following the Triumphcrisis, negative commentary on the overallcruise industry grows by nearly 10%B. Association of cruise vacations withdangerand uncleanliness representsnearlyhalfof the entire conversationabout cruisesA
  9. 9. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.CRUISES: KEY TAKEAWAYS• Consumers respond to business crises in surprising ways that may have wide-reaching,unexpected effects on related businesses• Response tothe CarnivalTriumphhurt perceptionofthe cruiseindustrymorethan that ofthe Carnivalbrand• Firms in the travel and hospitality industry can leverage Crimson Hexagon’s ForSight™platform to uncover and track specific consumer motivations• Onlineconversationaboutcruisesisstillburdened bythisPRcrisis;infact,66%ofopinionsare unfavorablewhile49%directlyrelate tothe unsavoryaspects oftheTriumphincident• In addition, firms can analyze reactions to subsequent brand messaging to determinethe net impact on brand perception and purchase intent
  10. 10. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.Crimson Hexagon, founded in 2007, is the leading provider of analysissoftware that delivers business intelligence from social media data for globalcorporations. Powered by patented technology developed at HarvardUniversity’s Institute for Quantitative Social Science, the Crimson HexagonForSight™ platform delivers the industry’s most comprehensive Big Dataanalysis capabilities for a variety of large-scale data sources. Clients includeleading global organizations such as: Microsoft, Paramount Pictures,Starbucks, Simon & Schuster, Twitter, and many more. For more informationgo to: http://www.crimsonhexagon.com.CRIMSON HEXAGON
  11. 11. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.Learn More About Crimson Hexagon’sBrightView™ AlgorithmClick Here for An Introduction ToBrightView ™ Algorithm

×