Analyze an organization’s media communication activities Essay

The objective of this project is to analyze an brass sections media conversation activities. The work must use concepts, models, and theories to support and critical the federations website. It should be critically assess + evaluate and use strategy to analyze. The causality should review it as a exchange professional specialist and knows how, when, and where the organization use digital media to communicate with its audience, client, stakeholder, and public. Executive Summary P& international angstromereereereO journeys uses a maturity website to distribute and communicate (Fill, 2002).It is a mythic website that uses a lot of tools from individualised communications (PCs) to support their offline marketing (Hartley, 1999). at unitary time guests surf its website, they could get breeding they select easily. The website becomes a distributed channel for the business. It is in the highest direct of scenario 4 (Doren, 2000). Information on website is variety and usef ul that helps offline media and lures much guests to join the P& vitamin AO Cruises with rational exchange (Fill, 2002). P& deoxyadenosine monophosphateO Cruises Background P& group AO Cruises is angiotensin converting enzyme of the travels belonging to Carnival quite a little & PLC.There argon 13 distinct smears of cruises all over the world atomic number 18 operating by Carnival Corporation & PLC P&O is adept of them. P&O is not as same as its name belongs to the P&O group (Peninsula and Oriental buy the farm Navigation Comp whatsoever) 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 sea Village P&O Princess.Swan Hellenic Cruises plc AIDA P&O Cruises Australi a Carnival Cruise Lines Holland America Line Windstar Cruises Seabourn Cruise Line Costa Cruises Cunard Line AROSA Main encompass Marketing mix Product P&O Cruises presently owns four types of ships Aurora, Oriana, Oceana and Adonia. Each of them gives incompatible atmosphere and personality to customers. They are service, adeptness and quality oriented. Mostly, customers who are attracted to join P&O Cruises are with with(predicate) travel agencies to get just the tickets no matter a piece of schedule or connections with flights or another cruise.If customers who are interested in P&O Cruises, P&O Cruises too use distinguishable brochures to introduce its products to them. P&O Cruises human bodys a marvelous introduction of its products on the website. There is a column of their ships in directories of its website introducing each of ships details by clicking any icon of them (Chaffey, 2000). There are excessively other links connecting to these four shi ps that makes customers easily check to P&O Cruises ships (main products) whenever they want. The website builds a good cognitive environment to customers who are uniform ship, boat, cruise, and adventure.Most fantastically, customers could find what each deck looks like by 360i?? panoramic tour. After customers learn to the highest degree these ships, they en fit to feel to a greater extent about these ships by fun stuff sector, which involved games, videos, and pictures (screen carry throughr and wallpapers) to addict customers emotive (Fill, 2002). Promotion P&O Cruises is not a company which uses all of the marketing communication tools to communicate with its target audience, but it uses its publicity tools well to achieve its customer ineluctably 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. Advertising (Off-line) P&O Cruises has TV advertisin g displaying during summer time or the beginning of the year. Customers who havent seen the advertisement on TV could similarly enjoy the advertisement on P&O Cruises website to the amusement 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 newspaper as well. (On-line).There are some(prenominal) agencies interchange P&O Cruises tickets on line they help P&O Cruises build a perfect advertisement system. If someone who is interested in cruises, they pull up stakes easily find out the name of P&O Cruises on many websites building by travel agencies. Customers are able to easily maintain a cruise through any ABTA travel agent there are about 16 agents linking to P&O Cruises and helping customers to word of honor tickets in different areas. Although many websites all connecting to the name of P&O Cruises, it is rocky for concourse 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 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 earlier they book for cruises, the more discount they will have. It uses the method acting of damage 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 fall in 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 delay 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 tickets can either from agencies or outright 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 active to customer and company. And Consumers may talk 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 involuntary to join the tour could book on line by sledding the messages to the reservation 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 call forth 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, 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 nub in the company section. For people who are interested in to P&O Cruises and want to know more about its reputation, as well as 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 oth er 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.  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 winter Aurora and Adonia embark on round 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 military 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 A BTA 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 distribution is producer > retailers> consumers (Blythe, 1998). Price P&O Cruises sets its toll at the turn when customers buy tickets.The company uses different brochures to attract customer to join its cruises business. Customers could turn in as much as money if they book earlier match 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 confine 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 cruises company which form of British to attract customers who enjoy in incline style. Remind and reassure its customers by telling them that the leisure cruising business was started by P&O in 1844. The step helps the company submit 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 wither 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 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 on-line ordering of products and services. The product P&O Cruises supplies to customer is not the tangible 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 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 climb 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.