1 / 16

Celebration Cruise

Celebration Cruise. Celebrate…come on!. Rachael, Travis, Merryn & Emma. Company Overview. A family- and event-oriented cruise of the Pacific North West that focuses on affordability and intimate atmosphere. Target Market & Buyer Behavior.

lucky
Download Presentation

Celebration Cruise

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Celebration Cruise Celebrate…come on! Rachael, Travis, Merryn & Emma

  2. Company Overview • A family- and event-oriented cruise of the Pacific North West that focuses on affordability and intimate atmosphere.

  3. Target Market & Buyer Behavior • Primary target middle to upper class families looking for a getaway • Secondary market will comprise of family events such as: reunions, milestones, second marriages and business conferences including spouses and children

  4. Competition • Cruise industry is always growing • Carnival has upwards of 98 ships throughout the world. • Alaska sees over 15 various cruises in the summer season.

  5. Opportunities • Growing cruise market • Access to emerging Asian economies • Well-trained tourism workforce • Costa Concordia disaster-potentially an opportunity or threat

  6. Threats • Weak US and Global Economy • Enbridge Pipeline • Climate Change • Costa Concordia Disaster

  7. Objectives • Long-Term: • 14 -15,000 people in 2015, around 85% capacity for 26 cruises a season • Winter cruise by 2016 • Achieve a 30% rebook rate over 10 years Short-Term: • Second Season (2013) 10,000 people total for 26 cruises (mid-April to mid-Oct) • Reach 200,000 people through web-based advertising by 2013

  8. Product • Travels from Vancouver to Alaska • Along the Inside Passage • Ports of Call: - Prince Rupert - Juneau - Skagway

  9. Product • Holds 700 passengers and over 250 crew members • Multiple facilities and services for guests to enjoy • Kid-friendly • Fun for the whole family

  10. Product • Our cruise emphasized family events, such as: - Weddings - Birthdays - Reunions - Milestones - Corporate Retreats

  11. Price

  12. Discounts - Seniors 60+, Loyalty Points Program • Methods of Payment: Major credit cards, debit, cash, and Celebration Cruise Cards • Seasonality: $100 for July & August • Packages & Bundles: “Sea Wedding” “Family Reunion” “More the Merrier” • Additional Costs: alcoholic drinks, casino,additional F&Bbought outside of meal times, babysitting, and banquet hall reservations, i.e. Wedding ceremonies and receptions.

  13. Place • Celebration headquarters is located in Vancouver • Cruises will depart from and return to Vancouver after travelling up to Skagway, Alaska.

  14. Intermediaries • Travel Agents • Company Website • Hotel Concierges • Payment Methods - cash or card • Celebration will support our intermediaries: - Ship tour at the beginning of each season - Commissions - Incentives

  15. Promotion • Primarily web-based • Virtual tour to tangibilize the product • Extensive use of social networking • Web analytics to target specific customers • Events marketed to previous customers and event planners • Different ads tailored for children, parents, grandparents • Different forms present throughout entire buyer decision making process

  16. Celebration Cruise Celebrate…come on!

More Related