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    Marketing Case Study Disney Cruise Line

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    Abel Chris
    Disney Cruise Line is classified as a mid-sized cruise operator with smaller ships compared to its major competitors Carnival Corporation and Royal Caribbean. While Disney has a smaller fleet size and fewer ports of call, it focuses on a premium brand experience through immersive theming, excellent customer service, and kids/family attractions. Disney faces challenges from its higher prices and limited destinations compared to competitors who have broader offerings and promote deeper discounts. Its marketing strategy leverages the Disney brand through promotional partnerships and cross-promotion across Disney properties.

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    Marketing Case Study Disney Cruise Line

    Uploaded by

    Abel Chris
    76 views15 pages
    Disney Cruise Line is classified as a mid-sized cruise operator with smaller ships compared to its major competitors Carnival Corporation and Royal Caribbean. While Disney has a smaller fleet size and fewer ports of call, it focuses on a premium brand experience through immersive theming, excellent customer service, and kids/family attractions. Disney faces challenges from its higher prices and limited destinations compared to competitors who have broader offerings and promote deeper discounts. Its marketing strategy leverages the Disney brand through promotional partnerships and cross-promotion across Disney properties.

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    Disney Cruise Line is classified as a mid-sized cruise operator with smaller ships compared to its major competitors Carnival Corporation and Royal Caribbean. While Disney has a smaller fleet size and fewer ports of call, it focuses on a premium brand experience through immersive theming, excellent customer service, and kids/family attractions. Disney faces challenges from its higher prices and limited destinations compared to competitors who have broader offerings and promote deeper discounts. Its marketing strategy leverages the Disney brand through promotional partnerships and cross-promotion across Disney properties.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    76 views15 pages

    Marketing Case Study Disney Cruise Line

    Uploaded by

    Abel Chris
    Disney Cruise Line is classified as a mid-sized cruise operator with smaller ships compared to its major competitors Carnival Corporation and Royal Caribbean. While Disney has a smaller fleet size and fewer ports of call, it focuses on a premium brand experience through immersive theming, excellent customer service, and kids/family attractions. Disney faces challenges from its higher prices and limited destinations compared to competitors who have broader offerings and promote deeper discounts. Its marketing strategy leverages the Disney brand through promotional partnerships and cross-promotion across Disney properties.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    Disney Cruise

    Line
    MARKETING STUDY

    Carla Petrozzi Mateo Martinez

    Abel Chris Leonardo Ignacio Farah


    Giulino
    THE CRUISES EST. 1844

    AN OVERVIEW

    • classified into three different classes


    • small ships (100-500)
    • mid-sized ships (1000-2000)
    • mega-ships (2000+)
    • Classified also by intended market
    • Cruise line industry = Oligopoly
    • Avg. profit margin: 10-20%

    Disney Cruise Lines est. 1998

    20.4
    MILLION
    7.67
    BILLION
    THE COMPETITION

    • 27 ships • 10 times the size of Disney Cruise


    • 700 ports (63 US) • 26 ships (70% larger on average)
    • Major Domestic US Market • 300 ports
    • for a standard cruise package for 4 • standard package for 4
    ⚬ $ 2100 ⚬ $ 5300
    • Profit: $6.124B ending Aug ‘23

    “collectively operate 53 ships having over 70% market share”

    Other Major Competitors Other Luxury Competitors


    Crystal Cruises
    Norwegian Cruise Line (9.5%)
    Holland America Line
    MSC (10.2%)
    Silversea
    MARKETING MIX
    STRATEGY

    • DISNEY CRUISE LINE • CARNIVAL CORPORATION • ROYAL CARIBBEAN


    PRODUCT Disney Experience

    • Staterooms decorated with some • Kids attractions • Royal Caribbean Group


    “typical” Disney elements ⚬ Free Childcare for all ages ⚬ State-of-the-art ships
    • Rotational dining concept and ⚬ Waterparks ⚬ variety of itineraries and
    excellent food quality ⚬ Movies destinations
    ⚬ Meet and greets with characters ⚬ broad portfolio of products
    • Staff trained as “Cast members”
    ⚬ Fireworks • Carnival Corporation & plc
    (high standards)
    • Adult only areas ⚬ Shore excursions with local
    • ‘Key to the World Card’
    attractions and culture
    PRICE

    DISNEY CRUISES CARNIVAL CORPORATION ROYAL CARIBBEAN


    • Value-based pricing strategy • Hybrid pricing strategy • Middle positioning
    • Premium brand experience • Budget-friendly alternative • Trendsetter & innovator
    • Higher prices than competitors • Lower positioning • Competitive Pricing
    • Diverse price points • Competitive pricing • Value proposition = higher prices
    • Limited discounts and promotion • Deeper discounts • Frequent promotions
    • Frequent promotions • Loyalty programs
    PROMOTION

    DISNEY CRUISES

    • Website: main source of


    information.
    • TV Network commercials (ABC,
    Disney Channel, etc.) CARNIVAL CORPORATION ROYAL CARIBBEAN
    • Print & online advertising
    • Cross-promotion • Fun & Relaxation themes • Innovation & adventure themes
    • Diverse digital marketing • Public relations • Media engagements
    • Trade shows & events • Charitable engagements • Promotional offers
    • Authorized Disney vacation • Sales promotions • Travel agencies partnerships
    planners • Travel agencies partnerships • Social Media differenciation
    • Tour operators • Social Media presence
    DISCOVER WHERE MAGIC MEETS THE SEA ON A DISNEY CRUISE
    LINE VACATION (21 NOV 2022) - DISNEY PARKS
    CHOOSE FUN | CARNIVAL CRUISE LINE (8 MAY 2023) - CARNIVAL
    CRUISE LINE
    ICON OF THE SEAS | ARRIVING JANUARY 2024 (20 OCT 2022) -
    ROYAL CARIBBEAN
    PLACE

    DISNEY CRUISE ROYAL CARIBBEAN CARNIVAL

    • Africa, Alaska, Pacific Coast, • Alaska, Oceania, Bahamas, Bermuda, • Bahamas, Caribbean
    Bahamas, Caribbean, Europe, the Caribbean, Central America, the ⚬ Seasonal cruises: Canada,
    Canada, Latin America, Oceania US, Indian Ocean, Mediterranean, New England, Alaska,
    Mexico, Middle East Hawaii, Bermuda, and Europe
    • Distribution: website and travel
    • Distribution: Stores and licensed
    agents • Distribution: similar to Royal
    stores, e-commerce, retailers, agents
    Caribbean
    THE SWOT
    STRENGTH WEAKNESS
    • strong brand recognition • limited destinations (international port of call options - poor)
    • high degree of brand loyalty • high prices to consumers
    • diverse cruise options • high attrition rate
    • exceptional customer service (higher ratio of crew-to-passengers, 1:3) • lack of marketing and promotion
    • add-on entertainment services • younger demographic focus (niche market)
    • immersive experience in the world of Disney ⚬ lower occupancy
    • product offered is limited within class
    evident through Four Keys policy:
    • limited itineraries may limit repeat business from customers
    “Safety, Courtesy, Show, and Efficiency,”

    OPPURTUNITY THREATS

    • expansion into new destinations • competition in the cruise line industry (celebrity cruises, etc.)
    • partnerships and acquisitions • changes in consumer preferences with growing travel options (generic competition)
    • growth in the cruise industry (estimated at 11.5%) • economic downturns
    • ship attractions • International crisis, weather
    • emerging markets • environmental concerns
    • • corporate turbulence exaggerated by complex corporate structure
    increasing propensity to consumer
    POSSIBLE STRATEGY
    MAIN AREAS: DEMAND & COMPETITION

    DEMAND & TARGET AUDIENCE:

    • Target families with young kids.


    • Tap into the 7.9% projected cruise market growth (2022-2031).

    PRICING & PERCEPTION:

    • Address the higher price perception.


    • Utilize theme parks to promote cruises and boost brand loyalty.

    UNIQUE SELLING PROPOSITION (USP) & TECH:

    • Highlight Disney's unique themes.


    • Incorporate park technologies to justify premium prices.
    COMPETITORS’
    REACTION
    If the strategy proves successful, Competitors might:

    • EMULATE DISNEY'S THEMATIC EXPERIENCE


    • Licensing & partnerships - Gain familiarity with the public
    • Challenges - Risky since it is Disney’s strength

    • LEVERAGE PRICE-QUALITY RATIO:


    • Enhance value-proposition - Focus on offering a better price-quality ratio product

    • EXPLORING ALTERNATIVE APPROACHES


    • Specialized niche cruises - e.g. wellness cruises, adventure-themed cruises, or cruises tailored for specific
    demographics.
    • Innovative technologies - cutting-edge technology to enhance onboard experiences
    • Exclusive destinations - Offering exclusive or lesser-known destinations
    THANK

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