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P&O: Staying ahead means thinking ahead


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

Published in: Business, Travel
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P&O: Staying ahead means thinking ahead

  1. 1. “ You win battles by knowing the enemy's timing, and using a timing which the enemy does not expect.” miyamoto musashi
  2. 2. P&O Cruises staying ahead means thinking ahead
  3. 3. A brief history of foresight
  4. 4. A brief history of foresight <ul><li>Arthur Anderson (1792-1868), the one-time clerk who rose to become Chairman of P&O, due to his imagination and foresight. </li></ul><ul><li>Inventor of the cruise holiday </li></ul>
  5. 5. A brief history of foresight
  6. 6. Cruise holiday goers <ul><li>Facts and figures </li></ul>
  7. 8. Cruise holiday goers <ul><ul><li>1.1 million passengers in 2008 </li></ul></ul><ul><ul><li>Core market is 55+ old with stable finance </li></ul></ul><ul><ul><li>73% of cruise holiday goers will still go on cruise holiday, despite crisis </li></ul></ul><ul><ul><li>This is due to low cost of living ( lower mortgage, no children, etc) and a passion for cruise holidays </li></ul></ul>
  8. 9. Meanwhile, back in the rest of Britain
  9. 11. 59% of Britons say their financial situation is affected by crisis. 32% of Brits will stay at home or do a vacation in Britain.
  10. 12. <ul><ul><li>Middle aged people aged 35 to 44 with families are planning their break within the UK. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  11. 13. Putting two and two together
  12. 14. “ The time to repair the roof is when the sun is shining.” John F. Kennedy
  13. 15. <ul><ul><li>This year the cruise lines will be relatively untouched in bookings due to relative “recession prove-ness” of core group. </li></ul></ul><ul><ul><li>Discount offers and loyalty programs for core group are in place. Measures to satisfy the core group are in place. </li></ul></ul>
  14. 16. Use the window offered by recession ’09 to sow the seeds of future customers.
  15. 17. <ul><ul><li>Go after the the slightly younger market of middle agers (the hardcore potential of tomorrow) who plan to remain in Britain. </li></ul></ul><ul><ul><li>Get them acquainted with and feeling good about P&O. </li></ul></ul>
  16. 18. <ul><ul><li>Sample a different taste of the total P&O experience at one of our partners </li></ul></ul><ul><ul><li>Get to do it at rates and with privileges only given by P&O </li></ul></ul><ul><ul><li>Do it in Britain </li></ul></ul><ul><ul><li>P&O </li></ul></ul><ul><ul><li>Taste of Life </li></ul></ul>
  17. 19. A sample of the possibilities for the program
  18. 20. A taste of the food you can expect (many restaurants and top chefs are partners of P&O)
  19. 21. A taste of the entertainment (West End shows are part of P&O offer)
  20. 22. A taste of the culture you encounter (Tate Modern is partner of P&O)
  21. 23. Why this plan? <ul><li>Extra potential revenue for partners (strengthen ties between them and P&O) </li></ul><ul><li>Data collecting tool for new customers from an important target group (next gen cruisers) </li></ul><ul><li>Brand preference reinforcement for current P&O customers (proud of P&O) </li></ul><ul><li>Helping out in hard times is the right thing to do. Period. </li></ul>
  22. 24. Why P&O ? <ul><li>We claim to be Britain’s favourite cruise liner, so let’s prove it. </li></ul><ul><li>Foresight is in P&O DNA. You don’t survive over a 100 years by not thinking of tomorrow, today. </li></ul><ul><li>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. </li></ul>
  23. 25. Inspiration for creative <ul><li>Thank you </li></ul><ul><li> </li></ul>