Analyze an organization’s media communication activities Essay

The objective of this project is to analyze an shapings media communication activities. The work must enjoyment concepts, models, and theories to support and life-sustaining the conjunctions website. It should be critically assess + evaluate and use strategy to analyze. The author should re batch it as a market sea captain specialist and knows how, when, and where the organization use digital media to communicate with its audience, client, stakeholder, and public. Executive thick train P&O Cruises uses a maturity website to distri yete and communicate (Fill, 2002).It is a fabulous website that uses a lot of tools from personal communications (PCs) to support their offline marketing (Hartley, 1999). Once customers surf its website, they could mystify information they need easily. The website becomes a distributed lane for the business. It is in the spicyest level of scenario 4 (Doren, 2000). Information on website is variety and efficacious that help oneselfs offline medi a and lures more customers to join the P&O Cruises with rational exchange (Fill, 2002). P&O Cruises Background P&O Cruises is one of the cruises belonging to fair Corporation & PLC.There be 13 distinct brands of cruises all over the world argon operating by genus Circus Corporation & PLC P&O is one of them. P&O is not as similar as its pay heed belongs to the P&O group (Peninsula and Oriental move Navigation Company) for it was demerged into Carnival public limited company on 23 October 2000, and has changed its name to Carnival Public limited company on 17 April 2003. P&O Cruises now is the largest premium cruise brand in the United Kingdom. See 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 Lines Holland the States Line Windstar Cruises Seabourn Cruise Line Costa Cruises Cunard Line Agenus Rosa Main Report Marketing desegregate Product P&O Cruises currently owns four types of ships Aurora, Oriana, Oceana and Adonia. Each of them gives contrastive atmosphere and personality to customers. They ar service, facility and quality oriented. Mostly, customers who are appealed to join P&O Cruises are with get going agencies to get tickets no matter a set of schedule or connections with flights or an different cruise.If customers who are evoke in P&O Cruises, P&O Cruises similarly use different brochures to introduce its products to them. P&O Cruises builds a marvelous introduction of its products on the website. There is a column of their ships in directories of its website introducing individually of ships details by clicking any icon of them (Chaffey, 2000). There are in like manner former(a) think connecting to these four ships that sires customers easily check to P&O Cruises ships (main products) whenever they want. The website builds a trade good cognitive environment to customers who are like sh ip, boat, cruise, and adventure.Most fantastically, customers could find what each deck looks like by 360i panoramic tour. After customers learn closely these ships, they enable to feel more ab pop out these ships by fun farce sector, which involved games, videos, and pictures (screen renderr and wallpapers) to addict customers affective (Fill, 2002). Promotion P&O Cruises is not a company which uses all of the marketing communication tools to communicate with its stub audience, but it uses its forward motion tools well to attain its customer ineluctably and to look for 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. publicize (Off-line) P&O Cruises has TV advertising displaying during summer time or the beginning of the year. Customers who letnt seen the advertisement on TV could also enjoy the advertisement on P&O Cruises website to the Fun Stuff-Videos to view the vers ion of its Sh-boom advertisement. Its an advertisement with affective (Fill, 2002). Besides TV advertising, P&O Cruises posts its advertising on countersignpaper as well. (On-line).There are many agencies selling P&O Cruises tickets on line they help P&O Cruises build a perfect advertisement system. If soul who is interested in cruises, they will easily find out the name of P&O Cruises on many websites building by travel agencies. Customers are able to easily parole a cruise through and through any ABTA travel agent there 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 backbreaking for people who want to buy the ticket right through P&O Cruises website.2. Sales promotion (Off-line) (On-line) P&O Cruises is targeted. It divides into consumers and the sales forces of some(prenominal) P&O Cruises and its agents (Fill, 2002). The sales promotion P&O Cruises u ses is by the timing when customer book for their tickets. The earlier they book for cruises, the more displace they will have. It uses the method of price reductions to motive its sales in the azoic stage (Fill, 2002). P&O Cruises also sets up the genus Portunus rescript 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 accrual programme that helps the company keep customers loyalty for preventing them from moving to P&O Cruises competitor (Fill, 2002). The Portunus Club has not only increased 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 buying ticke ts can either from agencies or directly make a phone call to the P&O Cruises as the telemarketing. It is a good method for the company itself uses lots of personal selling on promotes their ticket, for it is a method always interactive to customer and company. And Consumers may utter to and obtain answers from real persons or from machine interaction that helps P&O Cruises directly being aware 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 reservation team.Besides, its genuinely 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 pag es or events column. P&O Cruises owns a reduce center 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, much(prenominal) as, what you need to about or scoop agents (two website names).Moreover, there are poesy 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 know more about its reputation, too 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 personal 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. tramp P&O Cruises, the B ritains leading cruise operator, customer on board its shipping at Southampton, UK or fly on a schedule 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 winter Aurora and Adonia embark on round the world cruises eyepatch 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 usually 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 helps P&O Cruises reach its sale targets by selling tickets to many other segments in different areas and places. The channel of its dispersion is producer retailers consumers (Blythe, 1998). Price P&O Cruises sets its pri ce at the sec 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 harmonise 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 reward for those who book early. P&O Cruises named it as pricebreakers. Besides, price differs from different cabin type and wander 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. * dripping P&O Cruises (model by Fill, 2002).P&O Cruises communications have need to Differentiates itself by it is one of the oldest cruises company which form of British to attract customers who enjoy in English style. Remind and reassure its customers by coitus them that the leisure cruising business was started by P&O in 1844. The pure tone helps the compa ny acquire trust from customers Oldest = standard = traditional (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 palpitate of ships in the UK.Scenarios In pasture to know how a company created a website on line to stick its own products through the internet, the company needs to define the level of commitment it wants to reach (Doren, 2000). There are 4 possible scenarios for promoting on the internet. P&O Cruises is belonging to the highest level 4, because it offers online ordering of products and services. The product P&O Cruises supplies to customer is not the existent 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, lots of 360i panoramic tour and many of pictures on its we bsite 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). harmonize 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.