Page 105 - DMGT554_RETAIL_BUYING

Retail Buying

Notes
Theme Park Cross-Tab  Intender  Helpful in  May overly bias
Behavior  First-Timer measuring marketing efforts
 Repeater strategic value based on past theme
 Loyalist  Allows for park behavior
targeting through  May not capture
theme park customers whose
customer behavior is driven by
databases new cruise offering
relative to theme
parks
Cruise Cross-Tab  First-Timers  Helpful in  Does not capture
Behavior  Repeat determining unique aspect of
Cruisers overall positioning theme park/cruise
relative to other package
cruise lines  Only indicative of
 Indicative of cruise behavior, not
overall product vacation behavior
appeal

The Needs-based segmentation approach uncovered the following insights:
 The current marketing campaign built around the single theme of the cruise line
being a high quality extension of the core theme park and character experience was
ineffective – cruise enthusiasts feared being overrun by kids, theme park loyalists
were uncertain what a cruise would offer
 The underlying needs of target consumers varied significantly – one segment sought
to find new ways to enjoy the Character Experience; another segment sought a
Common Solution vacation that both kids and parents would enjoy; a third sought
an Extended Family experience that included grandparents, other relatives and
friends
 Instead of one broad marketing campaign, targeted “mini-campaigns” were needed
to address each segment’s underlying needs and misconceptions. In addition,
modifications to on-board programming and amenities would greatly enhance the
cruise line’s overall appeal
The team recommended that the single unifying marketing message be supported by
separate “mini-campaigns” targeted at high potential customer segments. Each mini-
campaign would utilize the optimal mix of media vehicles (e.g., television, print, internet)
to communicate carefully tailored marketing messages. The team also made specific
recommendations regarding on-board programming and amenities.
Results and Impact
As a result of the team’s recommendations, booking and occupancy levels rose significantly
and the second cruise ship experienced a successful launch. The cruise line was able to
command a price premium relative to other cruise offerings and became a significant
profit contributor to the Theme Park division.
Question
Analyse the case and write down the case facts.

Source: http://www.alliancecg.com/customer_needs_case_study.asp

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