Brand Analysis For disney cruiseline

The Disney journey agate ancestry is matchless of the ventures of the Walt Disney company which centeringes on providing family entertainment. An analysis of the Disney female genitalsvass stock certificate punctuate indicates that its r fifty-fiftyues and merchandiseplace pct be taken into consideration. However, Disney does not identify the revenues and expenditures of the canvas line separately. Thus experts estimates carry to depended upon in order to gauge the toll of the canvass line.According to some analystsBased on what Disney journey Line has reported just about 390,000 passengers a social class and an average of $cc in revenue a twenty-four hour period per passenger the business likely grosses more(prenominal) than $312 wholeness thousand million a year, or $156 million per get off. (Jackson, 2005) The Disney sail line has 2 places in its fleet with deuce more to be launched in 2010 and 2011. While each ship can accommodate around 3,508 pass engers, the market sh are of the journey line is at 1. 8%. (Kwortnik Jr. , 2006) Positioning and free-enterprise(a) Differentiation PointDisney cruise lines position themselves in the market and differentiate on the prat of the value the Cruise line provides quite a 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 apart from former(a) lines by capitalizing on the family time out, a newer portion of a market that tradition wholey vie to honeymooners and retirees. (Riley-Katz, 2007) Disney likes to refer to itself as A attraction in the family cruise segment (Disney Cruise watchword, 2009).And the value it high uplights are the family experience with merriment activities for all age groups. Disney Cruise line boasts of kids activities, teenage entertainment activities as easily as something to do for adults on their own. It is because of the family focus that Disney cruises are priced higher than different cruise lines and focus on high gauge recreational activities aboard the ships. According to the Disney Cruiseline Website Disney Cruise Line offers cruise vacations to be enjoyed by the young and young at heart. (Disney Cruise News, 2009)Thus its point of differentiation lies in the concomitant that it has special activities and services designed for all age groups heightening 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 broadly speaking are for adults and couples. Unlike most new(prenominal) Cruise lines, Disney does not have a casino on the deck and has areas cut back to adults for activities that are deemed not to be meant for kids.Promotional Messages In a TV commercial air by the Cruise line on hand(predicate) at http//www. youtube. com/watch? v=rH rSX0gHX_8, a churl enters an elevator with his mother and his one year old brother and starts relating of his and his familys experience in a usual child like manner. The high-point of the commercial is that the child says that his baby brother is a brusque souvenir from the Disney cruise that they took a year ago. The advertising focuses on Disney creating a magic experience for the entire family which is unforgettable.As in the TV commercial, the child is seen to remember the experience and mention 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 wellspring as the children. Moreover, children are more inclined to forgetting events but Disney has projected an image where it says that even children remember the experience. Strengths and Weaknesses The strengths of the brand include the abundant brand equity that is associated with the parent company. C onsumers status Disney as brand oriented towards families and children.Thus Disney comes crossways as a credible brand that will not malign the minds of children and a brand that parents can trust their children can learn from. The Cruise line with its toughened endorsement from the parent company depicts the values that the consumers hold dear in their visualise 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 populate on a honeymoon or people who have retired Disney has been able to receive the niche of family cruise.the potency of the cruise lines in addition lies in the fact that being family oriented, the military control in the ships is higher than on other cruise lines and that allows for lowering of costs date revenue increases. The weaknesses of the brand are fundamentally its very short fleet of two ships which restric ts the number of excursions that Disney can undertake. This is one origin 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 harm 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, much(prenominal) a large investment in face of a recession is risky. References Disney Cruise News. (2009). Adults Find Myriad Ways to flee on Disney Cruise Line. Retrieved defect 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. co m/AssetDetail. aspx? AssetId=691d9d37-708c-4052-8a26-4d53b49b1d49 Disney Cruise Website. (2009). enchant a $25 Onboard Credit When You tidings Online. Retrieved March 1, 2009, from Disney Cruise http//disneycruise. disney. go. com/dcl/en_US/reserve/specialOffers/ expand? name=SpecialOffer25OnBoardCreditDetailPage Jackson, W. J. (2005, June 13). Disney Cruise Lines Magic luxuriousness 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. hypertext mark-up language 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/Research/Carnival%20Cruise%20Lines%20Burnishing%20the%20Brand. pdf Riley-Katz, A. (2007, March 12). Yo-Ho, its major(ip) dough Disney makes, and spends, big money on pricey cruises. Retrieved February 2009, 2009, fr om The Free Library Website http//www. thefreelibrary. com/_/ imprint/PrintArticle. aspx? id=161284440