P&O Cruises Marketing Concepts
P & O Cruises is one of Australia’s and New Zealand’s leading cruise lines that offer cruise holiday packages to exotic locations. P&O Cruises covers the five core marketing concepts, including: human needs, wants and demands; market offerings; value and satisfaction with the product or service; exchanges, transactions and relationships; and the target market.
The marketer must try to understand the target market’s needs, wants and demands. The human needs are basic requirements which include food and water. Social needs and individual needs form the basis of the needs for customers wanting this product. Social needs include the chance to meet new people and create a new social group, or simply the right to ‘brag’ to friends about the experiences one has undergone while using this product. Individual needs could include the chance of gaining new knowledge gathered through the locations offered and a different experience. Wants, when backed by buying power, become known as demands (Armstrong, Adam, Denize & Kotler, 2012). The wants for this product are shaped through a persona’s social background or even rich culture. Its uniqueness also forces the shape of the want and the variation of the perspective of a holiday which is achieved through this product promotes the demand. The organisation shapes the demand by promoting the practices that can only been seen and experiences through the product.
P&O Cruises do not simply offer one type of product. What they achieve through their market include a service, goods and an experience, which are used to satisfy the customer’s needs, wants and demands. The services that this organisation offers include accommodation, meals, on-board entertainment, etc. The company provides the essential requirements to achieve a unique experience which creates the idea of a cruise which is then seen as a holiday. The availability of overseas ports promotes the want for this service. Thus, P&O Cruises are able to use experiences
The marketer must try to understand the target market’s needs, wants and demands. The human needs are basic requirements which include food and water. Social needs and individual needs form the basis of the needs for customers wanting this product. Social needs include the chance to meet new people and create a new social group, or simply the right to ‘brag’ to friends about the experiences one has undergone while using this product. Individual needs could include the chance of gaining new knowledge gathered through the locations offered and a different experience. Wants, when backed by buying power, become known as demands (Armstrong, Adam, Denize & Kotler, 2012). The wants for this product are shaped through a persona’s social background or even rich culture. Its uniqueness also forces the shape of the want and the variation of the perspective of a holiday which is achieved through this product promotes the demand. The organisation shapes the demand by promoting the practices that can only been seen and experiences through the product.
P&O Cruises do not simply offer one type of product. What they achieve through their market include a service, goods and an experience, which are used to satisfy the customer’s needs, wants and demands. The services that this organisation offers include accommodation, meals, on-board entertainment, etc. The company provides the essential requirements to achieve a unique experience which creates the idea of a cruise which is then seen as a holiday. The availability of overseas ports promotes the want for this service. Thus, P&O Cruises are able to use experiences