Marketing Strategy and Swot of P&O Cruises.
P&O Cruises is the typical British cruise operator, catering to the eccentricities and comforts of the British on the high seas. They are the world’s first cruise line, founded in 1837 as the Peninsular Steam Navigation Company. P&O Cruises was the first liner to deliver thirsty British tea enthusiasts’ tea leaves from China in their early years. This blog will explore their marketing approach to solve the enigma behind P&O Cruises’ success.
P&O Cruises’ mission and vision statements.
P&O Cruises’ primary obligation and top priority, as part of Carnival Corporation & plc, is compliance, environmental protection, health, safety, and well-being of our passengers, the people in the communities they touch and serve, and their shipboard and shoreside personnel. On this basis, they strive to provide unrivalled enjoyable vacations for their guests, consistently exceeding their expectations and delivering excellent shareholder value.
Mission
The company P&O Cruises fosters a good and just company culture founded on inclusion and the power of diversity. The organization acts with honesty, trust, and respect for one another, communicating, coordinating, and working while always pursuing candour, openness, and transparency. And they want to be excellent corporate citizens who positively impact the people and places they touch.
Communication strategy of P&O Cruises
Ventura is the equal second most significant ship in the P&O Cruises fleet, with approximately 115,000 GT. Over 3,000 passengers can enjoy their voyage on board with 15 passenger decks and 1,546 accommodations ranging from the majestic Suite to the peaceful Inside Stateroom. The ship’s inside is attractively decorated, with approximately 7,000 pieces of artwork displayed throughout.
Ventura is practically a floating resort due to its size. She offers a wide selection of activities for all guests, young and old, making the ship perfect for family trips. Children aged 2 to 17 may participate in a rock’n’roll training school, while adults can try their hand at a ballroom dance or various sports or relax at the Oasis Spa. The beautiful two-tiered Arena Theatre, as well as various other pubs and cafes, will provide entertainment.
The Ventura’s dining options range from the big fixed-seat Bay Tree restaurant to the private reservation-only White Room, which features food devised by Marco Pierre White himself. Throughout the ship, there are a variety of more informal cafés and bistros to suit all preferences. The Ventura is sleek and well-equipped, providing fascinating trips at the highest level of luxury and satisfaction.
The Ventura features five swimming pools (two of which are specifically for families), six Jacuzzis, an Oasis Spa, a salon, and gymnasium, five boutiques, ten bars, a nightclub, a casino, a library/book shop, cyb@study computer school, art and photo galleries, sports court, hi-tech gym, and three show lounges, including the largest two-deck theatre on a UK-based ship.
P&O has created relationships with numerous well-known businesses for the Ventura cruise experience, including The Tate Modern, which will organize informative, modern art-themed excursions. Art and design are among the ship’s primary themes, with over 7,000 paintings and installations by 55 different British artists on display.
The atrium is the ship’s primary hub, from which all public areas may be accessible. The space has four towering black Indian granite pillars and two glass panoramic elevators. The building, built by Nick Munro, has three decks and stands 9.3 meters tall, affording a view of the ship’s activity and a central mustering point. The Metropolis on Deck 18 features a 20m floor-to-ceiling video wall that displays stunning cityscapes, giving passengers a city view while relaxing with a drink and listening to live music.
A worldwide team of designers worked on the Ventura. Giacomo Mortola, president of GEM SRL, designed two restaurants, The White Room and Beach House, the theatre, three bars, and the casino. Partnership Design was in charge of the pool and deck spaces, two clubs, including the flagship nightclub Havana, two restaurants, the sports sections, and the picture gallery, in collaboration with Giacomo Mortola.
Because of these factors, we find that P&O Cruises matches the Ruler archetype.
What information do we need to know about this archetype?
- Dominance is a desired state.
- The objective is to build a prosperous family, business, or community.
- Involve some authority.
What should we keep in mind regarding the Ruler brand archetype?
Level One: A lack of resources, order, or unrest.
Level Two: Accepting responsibility for your life circumstances.
Level Three: Taking on leadership roles in your family, community, business, or workplace.
Level Four: Position yourself as a community, career, or society leader.
If your organization exhibits the following features, the Ruler identity may be ideal for you:
A high-status artefact used by influential individuals to boost their influence; Anything that helps people organize themselves; a product or service with a lifetime warranty;
Services that give technical assistance or expertise to help with the maintenance or improvement of power;
A regulatory or protective body;
A product ranging in price from moderate to high;
A brand that wishes to stand out from the crowd or is the market leader;
A stable industry or product provides safety and predictability in a chaotic environment.
The ruler archetype desires to be in charge and contributes to developing a flourishing family and community. The brand archetype desires order. The archetype’s most considerable dread is overturning that amid the turmoil.
Consumers who lack money and peace are under the control of ruling corporations. Thus, the archetype conveys the concept of taking charge of one’s life. Leadership, work, and organization all need exertion. The field contains the last message of the Ruler archetype. It all comes down to being a natural community leader.
More on Archetypes…
We propose that you read “8 Steps to Complete Archetypal Branding” to understand how it might assist your messaging.
After reading the book, you will receive complete answers to the following branding questions.
To begin, you will discover how to send a distinct and clear message to your audience by comprehending your product’s and brand’s mood. What is the essence of your intended message expression?
Create all of your brand elements using the archetypes. What precisely do I mean? The flowing story of the archetypes inspired the slogan, logo, packaging, and retail designs.
We must do this in the digital age by putting everything into action. How should I interact with my customers? How to use 12 archetypes to achieve company goals and enhance profits.
The primary goal is becoming a hero, and the second is getting experience. We may combine these principles and use archetype-based communication to make the message more potent.
SWOT Analysis of P&O Cruises.
Since P&O Cruises is a partner of Carnival Corporation, we will look at their SWOT analysis.
Strengths:
Strong Brand Portfolio: Carnival Corporation has invested in developing a solid brand portfolio. Carnival Corporation’s SWOT analysis only emphasizes this point. This brand portfolio is beneficial if the company wishes to grow into other product categories.
Trustworthy suppliers: The firm has a solid base of reliable raw material suppliers, allowing it to overcome any supply chain bottlenecks.
Its Go To Market techniques for its products have been highly effective.
Automation of activities improved the consistency of quality in Carnival Corporation goods and enabled the corporation to scale up and down in response to market demand. In recent years, it has effectively combined several technological businesses to simplify its operations and develop a stable supply chain. Product innovation requires a proven track record of developing new goods.
Strong Returns on Capital Expenditure: Carnival Corporation is generally effective at project execution and has earned strong returns on capital expenditure by developing new income sources.
Successful training and learning programs have resulted in a highly competent workforce. Carnival Corporation invests heavily in employee training and development, resulting in a staff that is not just highly trained but also driven to succeed.
Weaknesses:
Days inventory is high compared to rivals, requiring the firm to obtain additional funds to spend in the channel. It may influence Carnival Corporation’s long-term growth.
Workforce attrition is high when compared to comparable firms in the industry. Carnival Corporation has a higher turnover rate and must spend significantly more on staff training and development than its competitors.
The firm needed help to meet the difficulties posed by new competitors in the industry, and it lost a modest market share in narrow areas. To address these issues, Carnival Corporation must develop an internal feedback process directly linked to the sales crew on the ground.
There needs to be more in the company’s product line. This lack of options may give a new rival a foothold in the market.
Carnival Corporation’s profitability ratio and Net Contribution% are lower than the industry average.
Financial planning could be more effective and efficient. The current asset and liquid asset ratios indicate that the corporation can utilize its cash more efficiently than it is currently doing.
Outside of the primary business, there has yet to be much success. Despite being one of the premier companies in its sector, Carnival Corporation has needed help expanding into new product areas with its current culture.
Opportunities:
Lower shipping charges can reduce the cost of Carnival Corporation’s products, offering a chance for the corporation to either increase its profitability or pass on the savings to customers to win market share.
Carnival Corporation can use the new technologies to implement a differentiated pricing strategy in the new market. It will allow the company to retain its existing consumers by providing excellent service and attracting new customers through various value-added offerings.
After years of recession and weak development in the sector, the economic rebound and increase in customer spending allow Carnival Corporation to gain new customers and boost its market share.
Lower inflation rate: A low inflation rate increases market stability and allows Carnival Corporation clients to obtain loans at a lower interest rate.
Opening of new markets due to government agreement – Carnival Corporation received a chance to join a new emerging market due to adopting new technological standards and a government free trade agreement.
The government’s green initiative allows state and federal contractors to purchase Carnival Corporation products.
New environmental policies: The new opportunities will level the playing field for all industrial participants. It is a fantastic chance for Carnival Corporation to capitalize on its edge in new technology and win market share in the new product category.
New consumer behaviour changes may open up new markets for the Carnival Corporation. It gives an excellent chance for the company to create new revenue streams while diversifying into new product categories.
Threats:
The growing isolationism in the American economy may prompt a similar reaction from other governments, severely harming worldwide commerce.
There needs to be a consistent supply of innovative items. The corporation has produced various goods throughout the years, although they are frequently in response to the development of other players. Second, the supply of new items could be more regular, resulting in high and low swings in sales numbers over time.
A skilled labour shortage in some worldwide markets threatens Carnival Corporation’s ability to maintain consistent profit growth in such areas.
Given the diverse regulations and constant variations in product standards in those areas, the corporation may face litigation in numerous markets.
Rising wage levels particularly moves such as $15 per hour, and increasing costs in China may significantly strain Carnival Corporation’s profitability.
In the medium to long term, new technologies produced by a rival or market disruptor might pose a severe danger to the sector.
Because the firm operates in several countries, it is vulnerable to currency changes, particularly given the turbulent political atmosphere in several regions worldwide.
The market category P&O Cruises has decided to target.
But first, let’s analyze their commercial.
As P&O Cruises celebrates international vacations, which resume on September 25, 2021, a new television commercial titled ‘What a Night’ will debut on national broadcasting networks on Monday, September 13, 2021.
The new ad, designed in collaboration with creative agency Snap and production firm Some Such, focuses on the range of activities available on a P&O Cruises break, as well as the distinct and strong memories that last long after a vacation has finished.
The 40-second version of ‘What a Night’, which depicts a couple reliving holiday experiences aboard P&O Cruises’ new ship Iona, will be available until November. Further variants, focusing on the Mediterranean and Caribbean, are also in the works.
Each film will highlight authentic, real-life connections and expand on P&O Cruises’ print and multi-channel campaign of “Holidays as varied as you” by showcasing various individuals enjoying their unique holiday experiences while commemorating memorable holiday memories.
“A P&O Cruises holiday is all about the variety of experiences, which we were keen to convey in our latest TV advertising concept,” said P&O Cruises president Paul Ludlow. We also wanted to portray the excellent, intangible qualities of a vacation and the way so many of us repeat holiday memories for years afterwards.
“The last 18 months have demonstrated the importance of pivotal, critical moments in creating joyful memories.” This film, which stars a real-life couple, portrays that excitement realistically and emotionally.
“We are excited to launch this new campaign, and ‘What a Night’ celebrates and embodies these themes.” We will publish further editions in the coming months, each exposing more about the options available on a P&O Cruises vacation, and we hope that they will be well received.”
The premiere of the advertisement coincides with P&O Cruises’ return to international travel later this month, when new ship Iona begins vacations to Spain, Portugal, and the Canary Islands on September 25, 2021, while the business looks ahead to the December 2022 introduction of new ship Arvia.
The points above demonstrate that P&O Cruises has targeted the Fulfillers category.
Values and way of life:
This segment’s career is one of the most essential components of their lives. They must make every effort to maintain their dominance. They seize any chance that comes their way.
Work is much more than a job and a method to get money. It is a way of life and something significant.
Fulfillers are comfortable with obstacles. That is what inspires them. They spend less time with their families due to their constant job concentration. It is uncommon for them to share lunch. However, being recognized and loved by one’s family is extremely important to Fulfillers.
This demographic appreciates being unique and sticking out in a crowd. They remain current on upcoming trends and developments.
Fulfillers are socially engaged and are always on the go. Foreign cultures, evolving technology, and active leisure add to their social activity. Fulfillers are technologically obsessive. As a result, they are always purchasing some new technical device.
Use of a brand:
Fulfillers work with a wide range of companies. They prefer to have alternatives and select from the variety available. They typically buy quality products, regardless of the exorbitant pricing. This market is prepared to pay a premium for a high-quality product.
When it comes to purchasing items, Fulfillers are prone to making rash judgments. They love trying novel goods, and, as a result, they frequently purchase from unfamiliar brands. However, this does not diminish their devotion to businesses they have tried and liked.
This demographic consider shopping to be a leisure activity. For example, if Fulfillers feel low, they would almost certainly go shopping to improve their spirits.
Other fascinating facts:
- travel approximately 2-3 times a year because – one of their favourite activities
- various cultures,
- enjoy trying new drinks and cuisines,
- enjoy sports, keep up with current events,
- place high importance on excellent health and appearance
- acquire useful information mainly on the Internet, utilize television and radio primarily for amusement purposes
That was the P&O Cruises Marketing Strategy and SWOT Analysis. We hope you had a good time. We make confident that these blogs are both attractive and instructive. It’s always exciting to discover something new. As a result, please visit our main website for additional posts!
