What are your recommendations to Cunard regarding the balance in the Essay

What are your recommendations to Cunard regarding the balance in the focus of marketing communications between the overall Cunard identity and image, and the id - Essay Example Promoting individual ships will benefit the organization by making the customers aware of specific services, and hence translating this awareness into sales. An analysis of the market, customers, and intermediaries, and of the budget allocation reveals that Cunard should make a move towards more tactical communication-mix. While it should use an integrated approach in all its activities, it is also desirable that individual ships should continue to feature prominently. Cunard Line Ltd. has an illustrious heritage of providing travel services worldwide for the past 150 years. Once singled out as an essential means of travel, this shipping line has now re-positioned itself as a luxury vacation service provider. With its fleet of five 5-star luxury ships including the famous QE2, and two 4-star premium ones, Cunard is the market leader in this section of the industry. This success has been rightly attributed to Cunard’s corporate culture that emphasizes upon high quality operations and service, as well as on preserving an elegant corporate image through advertising and direct mail. From spotless on-board services, (that include services of elite valets, personalized accommodation for individual tastes and preferences, and loads of entertainment, shopping and fun), to the high-brow, glossy market communications - everything is streamlined towards creating a quality brand. Till the 90s, Cunard was managing its communications so as to enhance the overall corporate identity, while distancing itself from hard sell approach taken up by its competitors. It was using an array of communications tools, integrated in appeal and look – judiciously developed by Leslie and her team to forward the communication objectives. By 1992 it was realized that more tactical ingredients have to be utilized to ensure sales and lead generation. Leslie was