For more than a year, the marketing and brand specialists of the MSC Cruises shipping company have been studying their market and that of the competition very well, and they can now more clearly detect the needs of travelers, the perceptions of current MSC Cruises products and the core qualities of the brand.
All this information has been collected for more than 3.000 hours of interviews with the main investigative agencies, TNS and IPSOS, and its consequence has been the definition of the company in its positioning in the market, to be based on the core assets it already has, its heritage, while projecting a new, self-confident and distinctive brand identity.
This new positioning will support the company's growth plan, which is valued at 5.100 million euros of investment to double the capacity of its fleet. Seven new state-of-the-art vessels will enter service between 2017 and 2022.
MSC Cruises had focused on projecting the Mediterranean lifestyle, with messages that spoke of the warmth of a family business, humanity and accessibility, to which was added his maritime experience. However, studies have shown that both the company's clients and Potential clients already have the MSC Cruises experience as elegant, professional and trustworthy in their brand perception, compared to other cruise companies. Therefore, it is not necessary to continue focusing on these key elements as part of the new positioning.
What yes the ability of MSC cruises to provide cruise passengers with new experiences and unforgettable memories is to be fostered. It offers quality, rest and many opportunities to relax on its boats for both families and couples of all ages.
The new positioning as defined in the statement "offers a renewed approach to the MSC Cruises experience, in which the elegant side of the Mediterranean is fused with professionalism, dedication and attention to detail."