Brand Analysis For disney cruiseline

The Disney set upvass blood is angiotensin-converting enzyme of the ventures of the Walt Disney company which focuses on providing family entertainment. An analysis of the Disney journey creese brand indicates that its revenues and foodstuff sh ar be taken into consideration. However, Disney does not report the revenues and expenditures of the sheet line separately. Thus experts estimates hold back to depended upon in order to gauge the worth of the travel line.According to some analystsBased on what Disney Cruise Line has reported nigh 390,000 passengers a year and an average of $200 in revenue a day per passenger the business likely grosses more than $312 million a year, or $156 million per carry. (Jackson, 2005) The Disney Cruise line has 2 ships in its lead with two more to be launched in 2010 and 2011. While each ship can accommodate around 3,508 passengers, the commercialize sh are of the cruise line is at 1. 8%. (Kwortnik Jr. , 2006) Positioning and Competitiv e Differentiation PointDisney Cruise lines position themselves in the foodstuff and differentiate on the basis of the range the Cruise line provides rather than service attributes or benefits. According to Anne Riley-Katz In the nine years that it has operated its current two cruise ships, Disney has set itself asunder from separate lines by capitalizing on the family niche, a noveler segment of a market that traditionally played to honeymooners and retirees. (Riley-Katz, 2007) Disney likes to refer to itself as A leader in the family cruise segment (Disney Cruise News, 2009).And the values it high uplights are the family experience with cheer activities for all age groups. Disney Cruise line boasts of kids activities, teenage entertainment activities as considerably as something to do for adults on their own. It is because of the family focus that Disney cruises are priced high than other cruise lines and focus on high quality unskilled activities aboard the ships. Accord ing to the Disney Cruiseline weather vanesite Disney Cruise Line offers cruise vacations to be enjoyed by the young and young at heart. (Disney Cruise News, 2009)Thus its point of note lies in the fact that it has special activities and services designed for all age groups increase family and individual experience. The cruise lines competitive line of differentiation is its focus on the niche of the family market rather than an adult market exclusively as most cruises are advertised for. Other cruise lines generally are for adults and couples. Unlike most other Cruise lines, Disney does not lay down a casino on the deck and has areas restricted to adults for activities that are deemed not to be meant for kids.Promotional Messages In a TV commercial air by the Cruise line available at http//www. youtube. com/watch? v=rHrSX0gHX_8, a tiddler enters an elevator with his mother and his one year centenarian brother and starts relating of his and his familys experience in a typical child like manner. The high-point of the commercial is that the child says that his baby brother is a lowly souvenir from the Disney cruise that they took a year ago. The advertising focuses on Disney creating a magical experience for the entire family which is unforgettable.As in the TV commercial, the child is seen to consider the experience and relate its events as if he had recently been on the trip. This depicts that the Disney Cruise line wants to position its vacations as an unforgettable experience for the parents as well as the children. Moreover, children are more prone to forgetting events but Disney has projected an cast where it says that even children remember the experience. Strengths and Weaknesses The strengths of the brand include the huge brand fairness that is associated with the parent company. Consumers view Disney as brand oriented towards families and children.Thus Disney comes across as a credible brand that will not malign the minds of children and a bra nd that parents can trust their children can learn from. The Cruise line with its unattackable endorsement from the parent company depicts the values that the consumers hold practiced in their view of Disney. Thus its main strength lies in the strong brand name. Moreover, the cruise line is priced at premium rates implying high quality services. Further when most cruise lines are focusing on people on a honeymoon or people who have retired Disney has been able to capture the niche of family cruise.the potency of the cruise lines also lies in the fact that being family oriented, the occupancy in the ships is higher than on other cruise lines and that allows for lowering of costs while revenue increases. The weaknesses of the brand are basically its very short fleet of two ships which restricts the number of excursions that Disney can undertake. This is one reason for its market share of merely 1. 8 percent. along with this is the fact that Disney recently ordered two more ships to be construct and given the recent economic downturn and escalating prices, Disney could suffer losses in terms of high prices charged by ship builders.According to estimates the two new ships will cost more than $800 million per ship. (Riley-Katz, 2007). Provided with the fact that Disneys cruises have been very popular and successful, such a large investment in face of a recession is risky. References Disney Cruise News. (2009). Adults Find Myriad slipway to Escape on Disney Cruise Line. Retrieved evidence 2009, from Disney Cruise News http//www. disneycruisenews. com/AssetDetail. aspx? AssetId=8cfde0e4-66fc-4672-ad13-734a0186d8ae Disney Cruise News. (2009). Teenagers Rule on Disney Cruise Line.Retrieved March 2009, from Disney Cruise News Web Site http//www. disneycruisenews. com/AssetDetail. aspx? AssetId=691d9d37-708c-4052-8a26-4d53b49b1d49 Disney Cruise Website. (2009). Enjoy a $25 Onboard Credit When You throw Online. Retrieved March 1, 2009, from Disney Cruise http//disne ycruise. disney. go. com/dcl/en_US/reserve/specialOffers/detail? name=SpecialOffer25OnBoardCreditDetailPage Jackson, W. J. (2005, June 13). Disney Cruise Lines delusion luxury ship is spending the summer on the West Coast. Retrieved March 1, 2009, from Disney Wold Trivia http//www.disneyworldtrivia. com/forums/disney-cruise-line/2619-disney-ship-line-cruise-control. html Kwortnik Jr. , R. J. (2006). Carnival Cruise Lines Burnishisng the Brand. Retrieved March 1, 2009, from Cornell University Website http//people. cornell. edu/pages/rjk34/ query/Carnival%20Cruise%20Lines%20Burnishing%20the%20Brand. pdf Riley-Katz, A. (2007, March 12). Yo-Ho, its major dough Disney makes, and spends, big money on pricey cruises. Retrieved February 2009, 2009, from The Free Library Website http//www. thefreelibrary. com/_/print/PrintArticle. aspx? id=161284440