Quantifying the framework and visualizing the most attractive intersections of consumer segments and

Norwegian Cruise Line announced earlier this month that it is expanding its brand portfolio approach to reach new customers and need states.  The recent acquisition of Prestige Cruises cheap hotel reservations forrest city International builds on NCL’s earlier move into the Solo Traveler market with The Studios on the Epic. With its recent acquisition, Norwegian Cruise cheap hotel reservations forrest city Line will offer three distinct brands to build portfolio: Norwegian, Oceania, and Regent Seven Seas. Norwegian executives cheap hotel reservations forrest city outlined the brand and operating strategies they will deploy. From Kevin Sheehan,  Norwegian Cruise cheap hotel reservations forrest city Line's chief executive officer:
"The acquisition of Prestige represents an extraordinary opportunity for Norwegian Cruise Line to expand our market presence by adding two established, cheap hotel reservations forrest city award-winning brands in the upscale cruise segment with loyal followings."
“Not only does this acquisition immediately enhance our financial performance, but it also deepens the bench of talent that we have been developing over the years. Our complementary strengths and skillsets will pave the way for new cross-selling opportunities, cross-brand collaboration, cheap hotel reservations forrest city cross-business support.”
Some examples can bring this strategic framework to life. If current Norwegian Cruise Line travelers want to mark a special occasion, such as a milestone birthday or milestone wedding anniversary, they may elect to try the luxury offering from Regent Seven Seas Cruises.  Or, distinct itineraries or destinations may attract them.  Conversely, it could be that a current Oceania customer is planning a family reunion cheap hotel reservations forrest city event for a large group, and needs a more moderate price, so chooses Norwegian Cruise Line for that event.  And there are many more scenarios.
Quantifying the framework and visualizing the most attractive intersections of consumer segments and need states enables more effective targeting, product and program development and greater return cheap hotel reservations forrest city on marketing investment.   The graphic below helps illustrate this, pinpointing opportunities for growth.  We regularly work with clients cheap hotel reservations forrest city to develop such robust quantitative market segmentations.
After the market framework is understood, a company can then align its brands and offerings with the most attractive cheap hotel reservations forrest city market opportunities. For example, the Oceania brand might target cheap hotel reservations forrest city Segment C and focus on Need States 2, and 7; while Norwegian Cruise Line may focus on Segment A and B for Need State 1.
Each market is different, but having this strategic roadmap allows clear brand portfolio strategy. Decision-making cheap hotel reservations forrest city becomes clear and logical instead of murky and haphazard, and companies can plan for success with confidence.
Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s cheap hotel reservations forrest city outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.
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