Princess Cruise Lines

Paper Summary:

This paper outlines a marketing plan for distributing Princess Cruise Lines' new ships and product lines. The plan is designed with the purpose of helping the company maintain its position as a leader in the mass market cruise industry and addresses four marketing segments.

Market Segmentation
Product (Tangible)/Service Mix
Pricing Strategy
Communication Strategy
Distribution Strategy

From the Paper:

"Norwegian, Carnival and Princess are known as the "big three" in the mass-market cruise line industry (CHT Cruises & Tours). Cruises offered by these lines are considered "four star" with high levels of comfort and customer satisfaction as their main selling points (CHT Cruises & Tours). The cruise line industry is divided into three major market segments, Luxury, Premium, and Budget Class (GalaxSea Cruises & Tours of San Diego). Carnival recently acquired Princess and this will allow princess the ability to use Carnival's multi-brand marketing strategy (USVIC). Princess is considered to operate in the Premium class of the three major market divisions."

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