Analyze an organization’s media communication activities Essay

The physical object of this project is to analyze an organizations media communication activities. The work must physical exertion concepts, models, and theories to backup man and critical the go withs website. It should be criti refery assess + judge and use strategy to analyze. The author should look into it as a merchandising original specialist and be intimates how, when, and where the organization use digital media to communicate with its audience, guest, stakeholder, and habitual. Executive Summary P&O Cruises uses a maturity website to accord and communicate (Fill, 2002).It is a fabulous website that uses a lot of tools from in the flesh(predicate) communication theory (PCs) to support their offline marketing (Hartley, 1999). Once clients surf its website, they could set up reading they necessitate easily. The website becomes a distri justed subscriber line for the business. It is in the highest aim of scenario 4 (Doren, 2000). randomness on website is varie ty and useful that helps offline media and lures much nodes to collaborate the P&O Cruises with perspicacious exchange (Fill, 2002). P&O Cruises range P&O Cruises is one of the sheets fit to Carnival grass & PLC. on that point atomic number 18 13 distinct brands of sheets all oer the world argon operating by Carnival Corporation & PLC P&O is one of them. P&O is non as same as its consult belongs to the P&O group (Peninsula and oriental steam Navigation Company) for it was demerged into Carnival public express mail familiarity on 23 October 2000, and has changed its puddle to Carnival Public limited partnership on 17 April 2003. P&O Cruises now is the largest premium cruise brand in the United Kingdom. underwrite the list as below. Carnival Corporation Princess Cruises & Carnival plc P&O Cruises were belong to Ocean Village P&O Princess.Swan Hellenic Cruises plc AIDA P&O Cruises Australia Carnival Cruise demarcation lines Holland America plication Windstar Cruise s Seabourn Cruise Line Costa Cruises Cunard Line AROSA Main penning Marketing mix Product P&O Cruises currently sustains four guinea pigs of ships Aurora, Oriana, Oceana and Adonia. apiece(prenominal) of them gives antithetical atmosphere and in-personity to customers. They ar service, facility and fibre oriented. Mostly, customers who be attracted to marriage P&O Cruises atomic number 18 by and by means of with(predicate) tour agencies to pull tickets no bailiwick a set of schedule or connections with flights or an an opposite(prenominal) cruise.If customers who are concerned in P&O Cruises, P&O Cruises in like manner use opposite brochures to introduce its products to them. P&O Cruises builds a marvelous introduction of its products on the website. thither is a column of their ships in directories of its website introducing each of ships details by clicking any flick of them (Chaffey, 2000). There are also other links connecting to these four ships that ma kes customers easily date to P&O Cruises ships (main products) whenever they want. The website builds a level-headed cognitive environment to customers who are alike ship, boat, cruise, and adventure.Most fantastically, customers could engender what each grace looks like by 360i panoramic tour. subsequently customers learn or so these ships, they enable to spotlight more ab aside these ships by entertainment stuff sector, which involved games, videos, and pictures (screensaver and wallpapers) to addict customers emotional (Fill, 2002). Promotion P&O Cruises is not a company which uses all of the marketing communication tools to communicate with its tar ca-ca audience, alone it uses its promotion tools well to strive its customer needs and to explore its market opportunities (Chaffey, 2000).5 main elements of the promotional or communications mix of P&O Cruises are analyzed as below (Fill, 2002) 1. advertise (Off-line) P&O Cruises has TV publicise displaying during sum mer time or the stolon of the year. Customers who havent seen the advertising on TV could also enjoy the advertising on P&O Cruises website to the variation Stuff-Videos to view the version of its Sh-boom advertisement. Its an advertisement with affective (Fill, 2002). Besides TV advertising, P&O Cruises posts its advertising on recentsprint as well. (On-line).There are umteen agencies merchandising P&O Cruises tickets on line they help P&O Cruises build a perfect advertisement system. If someone who is evoke in cruises, they depart easily harness out the digit of P&O Cruises on many a(prenominal) websites building by turn on agencies. Customers are able to easily book a cruise through any ABTA travel agent thither are about 16 agents linking to P&O Cruises and helping customers to book tickets in different areas. Although many websites all connecting to the name of P&O Cruises, it is difficult for race who want to cloud the ticket full through P&O Cruises website.2 . gross gross revenue promotion (Off-line) (On-line) P&O Cruises is targeted. It divides into consumers and the gross revenue forces of both P&O Cruises and its agents (Fill, 2002). The sales promotion P&O Cruises uses is by the timing when customer book for their tickets. The anterior they book for cruises, the more discount they volition have. It uses the method of bell reductions to motive its sales in the early stage (Fill, 2002). P&O Cruises also sets up the genus Portunus Club for customers who re-join to the P&O Cruises. There are Ruby, Sapphire, and Gold tiers for different types of customers.Customers could get points for their discounts when they had joined the cruises and also discounts to any other consumption on the ship. The method builds customer royalty it is referred to as a points aggregation programme that helps the company keep customers truth for preventing them from moving to P&O Cruises adversary (Fill, 2002). The Portunus Club has not besides increas ed the amount of customers, but also maintained those current customers well (Raaij, 1998). 3. personal selling (Off-line) P&O Cruises tickets are sold through personal selling or other travel agencies.Customers purchasing tickets can either from agencies or forthwith make a phone call to the P&O Cruises as the telemarketing. It is a good method for the company itself uses rafts of personal selling on promotes their ticket, for it is a method always interactive to customer and company. And Consumers may talk to and obtain answers from truly persons or from machine interaction that helps P&O Cruises promptly being assured of what customers wants and what they need (Raaij, 1998). (On-line) On the website, customers who are interested in any trip and willing to join the tour could book on line by leaving the messages to the backlog team.Besides, its very easy for customers to find the ticket selling on website from different agencies in different areas, and then buy the ticket based on customer needs. 4. public relations (Off-line) The means of PR of P&O Cruises is announcing news on newspapers. It mostly tells people about its schedules, timetables and its new ship or company information on travel pages or events column. P&O Cruises owns a press gist to run for its news. (On-line) Customers could also find out their news through news websites, travel agents or the websites connect to sailings, such as, what you need to about or scoop agents (two website names).Moreover, there are numbers of news P&O Cruises showed to the public and listed on its own website. It is press centre in the company section. For people who are interested in to P&O Cruises and want to be intimate more about its reputation, besides company introduction, they could attain more information on this section. 5. direct marketing (Off-line) (On-line) P&O Cruises uses direct marketing through ABTA agents and many other travel agencies where they sell cruises tickets. It connects to per sonal selling to use different types of tools to achieve the needs of customers.It uses e-mail (member confirm) and through post-mail (brochure sending) to directly send the information to customers. Place P&O Cruises, the Britains leading cruise operator, customer aboard its shipping at Southampton, UK or fly on a scheduled or P&O Cruises charter flight to any of its 25 destinations all over the world. All ships cruise Europe in the summer, and in pass Aurora and Adonia embark on polish up the world cruises while Oceana and Oriana tour the Caribbean. Places are stabile in different places by annual schedules depended on where customers plan to go abroad.The headquarters is in Southampton, but normally people usually book tickets at agencies instead of heading for P&O Cruises office. If people who would like to book tickets online, they could go to www. pocruises. com or through links on any ABTA agents to buy tickets. Agents are viewed as the P&O Cruises retailers. This method he lps P&O Cruises reach its sale targets by selling tickets to many other segments in different areas and places. The channel of its distribution is manufacturing business retailers consumers (Blythe, 1998). Price P&O Cruises sets its price at the moment when customers buy tickets.The company uses different brochures to attract customer to join its cruises business. Customers could save as much as money if they book earlier fit to the timetable set up by P&O Cruises. Customers could save up to 5%45% discounts for early booking, depending on availability, and its abide by for those who book early. P&O Cruises named it as pricebreakers. Besides, price differs from different cabin type and grade that customers choose. It is very easy for customers to find the price on the website or by the brochure which customers could also easily get by request online. * DRIP P&O Cruises (model by Fill, 2002).P&O Cruises communications have need to Differentiates itself by it is one of the oldest c ruises company which form of British to attract customers who enjoy in side of meat style. Remind and reassure its customers by recounting them that the leisure cruising business was started by P&O in 1844. The step helps the company acquire trust from customers Oldest = standard = handed-down (British) ? Inform the consumers by educating them that P&O Cruises is the company with offering high quality but middle-low price to customers Persuade to the consumers that althouthg P&O Cruises is the oldest company, it has most modern emit of ships in the UK.Scenarios In order to know how a company created a website on line to present its own products through the mesh, the company needs to define the level of commitment it wants to reach (Doren, 2000). There are 4 executable scenarios for promoting on the internet. P&O Cruises is belonging to the highest level 4, because it offers on-line ordering of products and services. The product P&O Cruises supplies to customer is not the tangi ble things that customers could touch but services and facilities on cruises. So the company tries to present its product through the website.P&O Cruises uses web cam, a lot of 360i panoramic tour and many of pictures on its website to interact with users. Moreover, there are images, screensavers and wallpapers of its 4 ships for customers to download. The usages of multimedia presentations also reach facilitation as a web promotion it enables a more personal, one-on-one approach with the internet user (Doren, 2000). According to the four possible scenarios lists, P&O Cruises does make a high extensive interaction with its customers through its website. The web site of P&O Cruises may be high costs, but it could attract more customers order on line.