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Cruise Strategy: Development in Branding

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Leyla Güvenç
Leyla Güvenç
04/04/2016
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Holland America Line, Norwegian Cruise Line, Celebrity Cruises, and MSC Cruises are the first four leading players in the cruise industry. As development is unstoppable in every stage of our daily routines, so is the transport of passengers’ industry developing with the mottos, logos even symbols and marketing strategies.

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According to Cruise Lines International Association, 24 million passengers are awaited to prefer the cruises within 2016. Therefore, no matter how high the marketing budget is, the companies will have to endure it.

The CEO of Marshall Strategy branding company Mr.Philip Durbrow reminds that “If you’re not different from your competitors, then there’s no reason to choose you,” and adds that in order to get your deserved market share, companies have to fight hard and be always up to date with the constantly changing passenger demands.

Based in Genova, MSC Cruise has 69 offices worldwide and has reserved a budget of around 5 billion dollars’ in order to include 7 more vessels to their lines. To be more effective in the Northern American Market, MSC even invested in a private Island building in the Bahama Islands (estimated budget 200 million US Dollars)

Having the cruises filled with last minute price discounts is not an option for companies, it seems that creative new strategies are more than welcomed though.

 

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