1. Marketing the Four P’s
Pacific Splash Cruises
Fall 2005/Spring 2006
Sophia Gallegos
MKTG6991C
Hyun Underwood
December 21, 2005
C/I# 2005100521

2. Pacific Splash Cruises is a locally owned and operated cruise company that offers
daily sailings from Kewalo Basin. We currently offer three cruises:
What could be more spectacular than to cruise along the scenic
Waikiki coastline, view Diamond Head and breathtakingly clear
aquamarine water? We moor at Turtle Canyons where an
afternoon of sun and fun in the water awaits our guests. Experience the thrill of gliding down our
water slide! Relax on our spacious sundeck or enjoy the water toys, which include a huge water
trampoline, kick boards and water noodles. We have masks, fins, snorkels (which are
sanitized, of course), and an ocean full of fascinating tropical fish just waiting to be explored.
Green Sea Turtles and Hawaiian Spinner Dolphins are often seen. While at anchor, we prepare
and serve a gourmet deli picnic lunch. A “snorkel brief” provides instructions for use of mask,
fins, and snorkels. Water access is by easy-to-use stairways, and a fresh water shower is
provided for a refreshing post swim rinse. The price includes the cruise, lunch, use of the water
toys and snorkel gear, soft drinks, juices, coffee and tea. Roundtrip transportation from select
Waikiki hotels is included.
Our vessels provide a smooth, comfortable ride and from the
foredeck you can often look down at dolphins playing in the
bow wave. We cruise off Waikiki Beach and Diamond Head
to see majestic Humpback whales,which are prolific during the winter months. The warm ocean waters off
the Hawaiian Islands are teeming with marine life and we often also see Hawaiian Spinner Dolphins, Sea
Turtles and Porpoises. The cruise includes expert narration on Humpback Whales and other marine life.
The vessel is equipped with a video monitor, which plays whale and sea life educational tapes. Roundtrip
transportation from Waikiki is included. Mixed drinks, beer, wine and snacks are available for purchase
from our full bar. Whales are guaranteed; if they are not sighted on a cruise, our guests receive a
“Whale Check” allowing them to cruise again FREE! (Whale checks do not include Waikiki Transfers, or
meal with the deluxe package.)

3. While onboard,Keiki (Children) are encouraged to participate in our “Keiki Whale WatchProgram”. Upon
boarding,keiki are given the “Keiki Fun Book” (available in English and Japanese) to complete and keep.
The “Keiki Fun Book” is filled with whale facts, games,puzzles and a humpback quiz. Upon completion of
the Humpback Whale Quiz (the answers are partof the expert onboard narration),keiki can bring their Fun
Books to the Pilothouse where the Captain will award each keiki a signed Whale Certificate indicating they
have attained the status of honorary Keiki Crew Member Scientist.
Join us for a fun tropical casual evening. With a complimentary
welcoming tropical Mai Tai in hand, there’s no better way to
experience a warm tropical evening than to view a colorful
sunset, then the stars and city lights from the decks of our
yachts. Outer deck space allows all of our guests to experience the fresh sea breezes while
enjoying our authentic hula demonstration Island style, and the spectacular sights of the
Waikiki Coastline, and Diamond Head. Throughout the cruise guests enjoy a variety of pupus
(hors d’oeuvres) passed by our friendly attentive crew and at food stations. No one will go away
hungry! Music by our host/emcee provides background to dinner. Afterwards, relax under the
stars or listen to music from the 50’s through today’s most popular music, as we cruise through
Honolulu Harbor and past the new Aloha Tower Marketplace. The price includes the cruise,
welcoming cocktail, abundant pupus, soft drinks, coffee and tea, and entertainment. Mixed
drinks, beer and wine are available for purchase from our full bar. Roundtrip transportation from
select Waikiki hotels is included.
While we provide a wide variety of cruises, I propose a fourth cruise that I believe
would generate much revenue for the company. I have attached the product description
that I’ve created on the following page:

5. People come to the Hawaiian Islands not only because of its natural beauty, but
also because of the Hawaiian culture. From hula dancers to traditional luaus, tourists
flock to Hawaii, and many are willing to pay for a genuine cultural experience. I think
that offering a cruise that encapsulates the natural beauty along with the traditional
Hawaiian culture would attract many visitors.
Of the three products that we currently offer, none truly allow our guests an inside
look at the Hawaiian culture. While we do provide traditional hula dancing, the other
activities that are conducted on-board are by no means Hawaiian or “traditional.” My
proposed product would feature traditional hula dancers and hula lessons, lei making,
ukulele lessons, cultural videos, a brief introduction to the history of the Hawaiian Islands
and a traditional “PuPu” style buffet.
Pacific Splash Cruises (PSC) has vendors throughout Oahu. Along with
advertising my product on the PSC website, I would market my product on other
websites, throughout Waikiki and in Hawaii travel publications such as:
 Oahu Gold
 Top-10-Hawaii
 AAA Hawaii Tour Book
 Fodor’s Hawaii
 Frommer’s Hawaii
These are just a few of the publications that I would like my product to be featured in.
Most importantly I would have brochures (rack-cards) distributed throughout Waikiki
alongside our other pre-existing brochures.

6. Our eastbound and westbound vendors do the majority of our bookings. I would
want them to experience our newest product by inviting them along with a guest or two to
cruise along with us, complimentary. I have worked in sales before and know that the
best way to sell a product is to try the product. The more a product is liked, the more a
sales person will recommend a product. On the other hand, the more a product is
disliked, it will be highly unlikely that a sales person would recommend the product.
Comment cards would also be distributed to our guests as to generate feedback and
suggestions, showing that we value their opinions and want to make all guests happy.
Employees would also be asked to experience our newest product, and provide
feedback on their experience. I believe that feedback from all employees is important in
maintaining strong communication. In doing so would also allow for suggestions that
may be able to improve the cruise experience.
Another way that I would promote my product would be by offering incentives
such as buy one get one free offers, discounts when more than 2 cruises are purchased
and other special incentives. In order to spread word of these promotions, I would have
our sales manager visit our vendors throughout Waikiki and distribute flyers promoting
these specials. Other target audiences would be schools and universities and businesses
to expand our customer base to locals. We could offer incentives for group bookings for
school groups and orientations, business events and other special events. Charters would
also be marketed alongside our daily cruises, with discounts being provided.
The have attached sample flyers that I’ve produced to distribute for the
promotions:

8. The price that I would charge for this product would be $61.94 for adults and
$37.95 for children ages 4-12, with port fees and taxes included in the price. I feel that
the price is reasonable because of the amount of entertainment and the fact that a meal is
provided. The discounted rates that I would provide, as I have on the flyers above, would
be occasionally offered. Student, kama’aina, military and airline employee discounts
would also be provided at all times.
My main target audience would be tourists because they are what keep the
tourism industry alive. Locals don’t tend to use their expendable income on such
activities unless for entertainment purposes. Tourists, on the other hand, obviously use
their expendable income to travel to the Hawaiian Islands and partake in activities, such
as day cruises. Our normal guests come from all over the world, particularly Japan and
the United States. Marketing to Japanese tourists is much different than marketing to any
other group, as I have learned working for Pacific Splash Cruises. To best suit my main
target audiences, I would first need to complete a marketing plan to define what would be
the most effective way to market to certain consumers.
The main objective of Pacific Splash Cruises in not only to provide Fun, Tropical
Cruises for Everyone, but also to generate as much profit as possible. Our goal is to sell
all of our products, not specializing in the sale of just one product. I believe that the
addition of a product, such as the one I’ve created, would be beneficial in many aspects.