Universal Cruise Line

Group J: Xue Cui, Xiajie Gao, Donglin Guan, �Siqi Jin, Jiangjing Li, Daniel Lilly, Matthew Rosenbauer

Executive Summary

Universal Parks & Resorts should create its own cruise line.��The Universal Cruise Line will open new opportunities for Universal to attract new consumers and employees, boost the loyalty of frequent guests, and advertise films.��The cruise line will vitally aid Universal in competing with Disney in the entertainment and resorts industries.

Company History

Carl Laemmle (1867-1939) founded Universal Studios. He opened Universal City in 1914. Universal won its first Academy Award for Best Picture for All Quiet on the Western Front (1930). The studio continued to produce films like the Academy Award-winning classic To Kill A Mockingbird (1962) and later enter the theme parks industry in the early 1990s.

Brand Inventory

Universal Pictures is a part of Universal Studios Inc. which also operates theme parks under the Universal banner via Universal Parks & Resorts.

The word "universal" means "omnipresent"

Universal Pictures

The firm has become Hollywood's most adept at developing sequels and comedies in the 2000s with works like The Bourne Identity and Fast & Furious series. Now it is one of the oldest companies in Hollywood, and one of the world’s largest film and television studios.

Universal Parks & Resorts

Universal Studio Orlando

Universal Studio Japan

Universal Studio Hollywood

Universal Studio Singapore

Product Overview

Universal Studios is one of the world’s most famous theme parks. It also has sub-line products like resorts. Most Universal Resort themes and characters use studio films. ��Recently, cruises are a popular vacation style, and more and more consumers take cruises. We introduce the new Universal Studio Cruise Line.

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Product Overview

Universal Cruise Line will be not only a product, but also a service. Universal Cruise Line will offer several different cruise lines and different travel times.��It will have several features: 14 dining varieties, eight floor staterooms, and on-deck activities.

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Objectives/Goals

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People can not only choose to go to the theme park, but also can the Universal Cruise Line. No age limit for Universal Cruise because people of all ages can have fun.�

People who dislike theme parks can choose Universal Cruise for vacations. The cruise will let Universal increase the customer base, profits, image, and brand equity.

Objectives/Goals Continued

The movie theater in the cruise will show classic and new Universal movies. The shows on the cruise can add special effects around the screening to enhance the experience.�Universal Cruise will have an adventure water park. This will include pools, slides, and games.

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Marketing Strategy: Demographic Segmentation

A 2016 Mintel study states “85% of parents with children under 18 in the household take vacations” and “cruisers 65+ make up approximately 29% of the population of recent cruisers.”��Family and retired seniors will be our main target segments, as they heavily comprise not only the cruise industry, but also Universal Studios audiences.

Marketing Strategy: Psychographic/Occasion Segmentation

“Around 11 million adults worry about … job security … six million worry about … unemployment” (Mintel). �Universal Cruises will ease these stresses for all guests.�

Since most consumers take cruises in the summer and spring (Mintel), the cruise line will give limited time offers like season passes and discounts as well as special holiday vacations to spur customers during all seasons.

Marketing Strategy: Positioning

Universal Cruise Line will use discounts to set itself apart from other cruise lines and to balance its high prices. ��The cruise line will also use its brand to compete against industry leaders Royal Caribbean, Disney, Norwegian, and Carnival Cruise Lines. ��The cruise line will position itself as a cruise experience with priceless memories and generous discounts for guests. ����

Marketing Mix - Product and Place

The cruise will offer standard cruise services like dining, pools, and spas. The cruise will also have Universal features: themed design inside and outside ship, the on-deck character activities and film screenings. ��These assets will not only promote the films and Universal’s brand, but also set Universal apart from other cruises.��The cruise will begin on the U.S. East and West Coasts. Universal Orlando and Hollywood, two of the most popular Universal Parks attractions, are on these coasts.�Features:build set tickets and offer shuttles for the convenience.

We may expand into Japan and Singapore later on, but we will have to consider cultural and legal issues beforehand.�� ��

Marketing Mix - Price and Promotion

Universal Cruise will need a high price to cover costs. We will use high-low price strategy with occasional discounts to protect brand value. We will sell any unsold tickets before setting sail, and we will provide senior and family discounts. We will also offer membership to incentivize loyal consumers.��Universal Studios can promote the cruise line during movie screenings, television commercials, on social media, and public relations. We will emphasize movie screenings and television commercials. Most Universal advertisements appear in movies and TV, so this tactic will best fit the brand and our target segments.��We will add the link and cruise information on our official website so Universal Studio Parks & Resorts guests can book a trip online.

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References

"About Us". Universal Studios Hollywood. Retrieved January 29, 2017.�“American Lifestyles: Balance or Bust - US - April 2016.” Mintel academic, Web. 26 Apr. 2017.�“Attitudes Towards Health - Stress- January 2010.” Mintel academic, Web 27 Apr. 2017�Coyle, Jake. "Box Office Reaches New Record, but International Sales Flat." LexisNexis Academic [LexisNexis]. LexisNexis, 23 Mar. 2017. Web. 25 Apr. 2017.�“Cruises - US - October 2013.” Mintel. Mintel. Web. 26 Apr. 2017.

References Continued

"Hoover’s Database." Universal Pictures | Company Profile from Hoover's. N.p., n.d. Web. 24 Apr. 2017.�Ji-Yoon, Kim. "Universal Studios Comes to Korea." Korea JoongAng Daily. JoongAng Ilbo, 23 Dec. 2015. Web. 27 Apr. 2017.�"Life in Our Universe." Universal Orlando. Universal Studios, n.d. Web. 27 Apr. 2017.�MacDonald, Brady. "What to Expect at China's Universal Studios Beijing." Los Angeles Times. Los Angeles Times, 23 Feb. 2015. Web. 27 Apr. 2017.�"Market Share." Cruise Market Watch RSS. Cruise Market Watch, n.d. Web. 27 Apr. 2017

References Continued

“Millennial Travelers - US - April 2016.” Mintel. Mintel, n.d. Web. 26 Apr. 2017.�“Regional Tourism - US - April 2017.” Mintel. Mintel. Web. 26 Apr. 2017.�“Seasonal Vacation Trends - US - February 2016.” Mintel. Mintel, n.d. Web. 26 Apr. 2017.�"Something for Everyone." Disney Cruise Line. Disney, n.d. Web. 25 Apr. 2017.�"Universal Studios." CLG Wiki. N.p., n.d. Web. 24 Apr. 2017.�"Universal Studios." Universal Studios Lot. NBCUniversal, n.d. Web. 27 Apr. 2017.�

References Continued

"Universal Studios Hollywood - History Timeline." Thestudiotour.com. TheStudioTour.com, n.d. Web. 27 Apr. 2017.�“Universal Studios, Inc.” History of Universal Studios, Inc.- FundingUniverse. N.p., n.d. Web. 24 Apr. 2017.�Universal Studios Japan® | USJ. N.p., n.d. Web. 24 Apr. 2017.�"Universal Studios Singapore™." Theme Park - VisitSingapore. N.p., n.d. Web. 24 Apr. 2017.�"Welcome to Mintel The World's Leading Market Intelligence Agency." Mintel: Global Market Research & Market Insight, n.d. Web. 25 Apr. 2017.�“WikiVisually.com." WikiVisually. N.p., n.d. Web. 27 Apr. 2017.