1. « Vivez la mer
autrement »
Marketing Plan
Tommaso CLEMENTE
Benjamin CANZANO

2. INDEX
OBJECTIVES
INTERNAL ANALYSIS
EXTERNAL ANALYSIS
TARGETING & POSITIONING
DISTRIBUTION & COMMUNICATION MIX

3. OBJECTIVES
The objective of this project is to determine
the right target audience and positioning for
Royal Caribbean International and adapt the
distribution and communication mix to that
target. The company’s objective is to reach 8%
of market shares by 2014.

4. COMPANY OVERVIEW
World's second-largest cruise company
Headquarter in Miami,
50% all its guests come from outside the US in 2011
Five cruise brands: Royal Caribbean International, Celebrity
Cruises, Pullmantur Cruises, Azamara Cruises and CDF Croisieres de France.

5. ORGANIZATION CHART – FRENCH
OFFICE CREATION
Richard D. Fain /
Chairman and CEO
Brian Rice / Vice
President and CFO
Frederic Martinez /
General Manager
French Office
Anne Mulcahy /
Robiha Deloubriere Claudio Contrada / Valerie Nobis / Marcel Winter / Elsa Vincent /
Marketing
/ Sales Manager Operation Manager Revenue Manager Finance Manager RH Manager
Manager

6. ORGANIZATION CHART – FRENCH
OFFICE NOWADAYS
Richard D. Fain /
Chairman and CEO
Brian Rice / Vice
President and CFO
Bélen Wangüemert
/ General Manager
French and Spanish
offices
Finance Revenue
French Office Sales Department
Department Department
Anne Mulcahy / Claudio Contrada / Elsa Vincent /
French Staff French Staff French Staff
Marketing Manager Operation Manager RH Manager

7. PRODUCTS
LEGEND OF
THE SEAS
LIBERTY OF
THE SEAS

8. PRICING
EXTERNAL FACTORS increasing cost of
carburant, and suppliers, european crisis, strong
competition in price from Costa
INTERNAL FACTORS seasonality and type of
cabin

9. ACTUAL DISTRIBUTION & SALES
POLICIES
100% occupancy
Promotions in advance
Travel agency 95%
US tendency to more direct sales

10. ACTUAL COMMUNICATION POLICY
Slogan = “La mer autrement”
TV + Printed Ads
Website + Social Medias
Brochures

11. SWOT
STRENGHTS = International presence
WEAKNESSES = High level of indebtness
OPPORTUNITIES = growth in cruise market, new ships
THREATS = stringent naval legislation, competition

12. PESTLE
POLITICAL political stability , highly centralized country
ECONOMICAL euro crisis, controlled deficit
SOCIAL high fertility rate, ageing population
TECHNOLOGICAL high number of patent and trademark, active research
LEGAL high fiscal pressure, strict regulations in services and retail
ENVIRONMENTAL sustainable campaign, use of atomic energy

13. MARKET ANALYSIS
500 000 passengers in 2012 (+15%)
Second growing market in Europe
27% online sales
445M€ in 2011
Expected to reach almost 700 000 by 2015

14. COMPETITORS
COSTA MSC
CROISIERES CROISIERES

15. 5 FORCES
5 Forces
Power of buyers
8
6
4
Rivalry Power of suppliers
2
0
Substitutes New entrants

16. 5 FORCES
5 Forces
Power of buyers
8
6
4
Rivalry Power of suppliers
2
0
Substitutes New entrants

17. DEMOGRAPHIC PROFILES
1st of Female Male (%) Total (%)
January (%) Net monthly income 2010 (in Evolution 2009/2010 (%)
2013 euros)
<15 17,6 19,6 18,6 Male Femal Total F/H Male Female Total
15-24 11,6 12,7 12,1 e (en %)
25-34 12,0 12,5 12,2
Executives 4 277 3 312 3 963 -22,6 0,6 2,0 1,1
35-44 13,0 13,6 13,3
Intermediate 2 267 1 982 2 144 -12,6 -0,3 1,3 0,3
45-54 13,4 13,8 13,6
professions
55-64 12,7 12,6 12,6
Employees 1 595 1 472 1 508 -7,7 -0,5 0,6 0,3
65-74 8,8 8,2 8,5
Workers 1 612 1 343 1 569 -16,6 -0,2 0,8 -0,1
>75 10,9 7,0 9,0
Total 2 264 1 819 2 082 -19,7 0,4 0,9 0,5
Total 100,0 100,0 100,0
Socioprofessional category 2010 (e)
Male Female Total
Farmer 1,6 0,6 1,0
Artisans, merchants and entrepreneurs 5,4 1,9 3,6
Executives, superior intelectual profession 11,5 6,6 9,0
Intermediates professions 13,6 12,8 13,2
Employees 7,9 24,1 16,4
Workers 21,2 4,8 12,6
Inactive with work experience 25,9 27,9 26,9
Others without professional activity 12,9 21,2 17,2
Total 100,0 100,0 100,0

18. PSYCHOGRAPHIC PROFILES
Flight to value
Health and wellness
Community
Digital connectivity
Environmental conscious
Made in France

19. LEISURE & VACATION HABITS
MANY FREE DAYS DURING YEAR
THE IMPORTANCE OF VACATION
NEGATIVE EFFECT OF THE CRISIS IN VACATION
EXPENDITURE
E COMMERCE GROWING IMPORTANCE

20. PRODUCT CONCEPT
WHAT IS RCI REALLY ABOUT?

21. PRODUCT CONCEPT
CRUISES?

22. PRODUCT CONCEPT
YES! BUT NOT ONLY…

23. PRODUCT CONCEPT
WHAT IF WE CONSIDER RCI AS…

24. PRODUCT CONCEPT
A MOVING RESORT?

25. ATTRIBUTES
High
Fun Sea Travel Comfort
quality
Sport Cultural
Style Prestige Health
activities activities
All
Food Modern Family Innovative
inclusive
Luxury Show

26. TARGET
Couples with or without kids
Between 30 and 55 years old
From medium / high socio-professional categories
•Artisans, merchants and entrepreneurs
•Executives and superior intellectual professions
•Intermediate professions
Household incomes superior to €60 000 per year
Thus are less focused on costs
Concerned about wellness
Often have a stressful life: seeking for relaxation and fun but also interested in cultural discovery
Feel secured by all-inclusive packages so there are no hidden costs
Focused on family and community, interested in meeting new people
More and more connected and sensible to new technologies
Have a certain sense of taste and luxury

27. DISTRIBUTION & SALES
9% online
10% direct
1% offline
Sales
16% OTAs
90%
indirect 74% Travel
Agencies

28. DISTRIBUTION & SALES
Physical
Merchandising Incentives
Distribution
• Flagship Agency • Brochures • Travel Agencies
in Paris • Posters Challenge
• Stickers • Training
• Pens
• Folders
• Agendas
• Towels
• 1m Ship Models

29. DISTRIBUTION & SALES
SALES NETWORK
North North
west east
region region
South
west
South
region
east
region

30. DISTRIBUTION & SALES - BUDGET
Flagship Agency 900 000€
Merchandising 300 000€
Brochure 200 000€
Sales people 130 000€
Training 100 000€
Incentives 30 000€
TOTAL 1 660 000€

31. COMMUNICATION - OBJECTIVES
Increase Support
Brand Distribution &
Awareness Sales

32. NEW COMMUNICATION BASE LINE
« Royal Caribbean International, Vivez la
mer autrement »
Live the Sea some other way

33. MEDIA PLANNING
SOCIAL
WEBSITE PR
MEDIAS
• New slogan • New slogan • Press
• More • Encourage releases
interactive interactions • Media Day
• More 2.0 • Remove • Press Kit
Twitter

34. MEDIA PLANNING
PRINTED ADS TV ADS BROCHURES
• 5-months • TV Show • 300 000
campaign sponsorship customers
• 5 different • 2 months targeted
designs campaign
• 7 selected • 2 access prime-
magazine time show
• Le Grand
Journal
• Touche pas a
mon poste

35. MEDIA PLANNING - TIMELINE
October 2013
September 2013 PR event
February / March 2014
Launch of new website Printed Campaign
TV Ads
and Facebook page (5months)
Brochures

36. COMMUNICATION - BUDGET
New Website 15 000€
Community Manager (2000€ / months) 24 000€
PR Event 25 000€
Press releases 20 000€
Printed Ad Creation 25 000€
Printed Edition 80 000€
TV Ad Creation 150 000€
TV Ad broadcasting 500 000€
Brochure creation & distribution 300 000€
TOTAL 1 139 000€