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P&O: Staying ahead means thinking ahead

P&O: Staying ahead means thinking ahead



Some marketig, advertising, business thoughts on P&O Cruise

Some marketig, advertising, business thoughts on P&O Cruise



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    P&O: Staying ahead means thinking ahead P&O: Staying ahead means thinking ahead Presentation Transcript

    • “ You win battles by knowing the enemy's timing, and using a timing which the enemy does not expect.” miyamoto musashi
    • P&O Cruises staying ahead means thinking ahead
    • A brief history of foresight
    • A brief history of foresight
      • Arthur Anderson (1792-1868), the one-time clerk who rose to become Chairman of P&O, due to his imagination and foresight.
      • Inventor of the cruise holiday
    • A brief history of foresight
    • Cruise holiday goers
      • Facts and figures
    • Cruise holiday goers
        • 1.1 million passengers in 2008
        • Core market is 55+ old with stable finance
        • 73% of cruise holiday goers will still go on cruise holiday, despite crisis
        • This is due to low cost of living ( lower mortgage, no children, etc) and a passion for cruise holidays
    • Meanwhile, back in the rest of Britain
    • 59% of Britons say their financial situation is affected by crisis. 32% of Brits will stay at home or do a vacation in Britain.
        • Middle aged people aged 35 to 44 with families are planning their break within the UK.
        • 23% of middle agers will not be going on holiday at all to save money compared to 19% of over 55’s and 18 to 34 year olds.
    • Putting two and two together
    • “ The time to repair the roof is when the sun is shining.” John F. Kennedy
        • This year the cruise lines will be relatively untouched in bookings due to relative “recession prove-ness” of core group.
        • Discount offers and loyalty programs for core group are in place. Measures to satisfy the core group are in place.
    • Use the window offered by recession ’09 to sow the seeds of future customers.
        • Go after the the slightly younger market of middle agers (the hardcore potential of tomorrow) who plan to remain in Britain.
        • Get them acquainted with and feeling good about P&O.
        • Sample a different taste of the total P&O experience at one of our partners
        • Get to do it at rates and with privileges only given by P&O
        • Do it in Britain
        • P&O
        • Taste of Life
    • A sample of the possibilities for the program
    • A taste of the food you can expect (many restaurants and top chefs are partners of P&O)
    • A taste of the entertainment (West End shows are part of P&O offer)
    • A taste of the culture you encounter (Tate Modern is partner of P&O)
    • Why this plan?
      • Extra potential revenue for partners (strengthen ties between them and P&O)
      • Data collecting tool for new customers from an important target group (next gen cruisers)
      • Brand preference reinforcement for current P&O customers (proud of P&O)
      • Helping out in hard times is the right thing to do. Period.
    • Why P&O ?
      • We claim to be Britain’s favourite cruise liner, so let’s prove it.
      • Foresight is in P&O DNA. You don’t survive over a 100 years by not thinking of tomorrow, today.
      • Because of the relative stability of passengers in 2009, it’s the perfect window for the market leader to create new customers, while the competition is busy fighting each other.
    • Inspiration for creative
      • Thank you
      • ontimewithnowheretogo.blogspot.com