{"id":32183,"date":"2024-08-08T20:29:38","date_gmt":"2024-08-08T20:29:38","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=32183"},"modified":"2023-03-27T14:17:09","modified_gmt":"2023-03-27T14:17:09","slug":"hapag-lloyd-cruises","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/de\/case-studies\/hapag-lloyd-cruises\/","title":{"rendered":"Hapag-Lloyd Cruises"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/h2>\n\n\n\n

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Hapag-Lloyd Cruises<\/h1>\n\n\n\n

Eine 360-Grad kundenzentrierte Produktweiterentwicklung<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Die Herausforderung<\/strong> <\/strong><\/h2>\n<\/div>\n\n\n\n
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Hapag-Lloyd Cruises ist eines der f\u00fchrenden Kreuzfahrtunternehmen im Luxussegment. Eines der insgesamt 5 Kreuzfahrtschiffe ist die 23 Jahre alte EUROPA. Dieses Luxuskreuzfahrtschiff ist seit Indienststellung laut Berlitz Cruise Guide \u2013 wie ihre Schwester die EUROPA 2 \u2013 das beste Kreuzfahrtschiff der Welt und hat das klassische Luxusverst\u00e4ndnis der traditionellen, gesellschaftlichen Elite verk\u00f6rpert: u.a. festliche Etikette und Abendgarderobe, Gemeinschaft unter seinesgleichen an festen Gruppentischen sowie imposante Einrichtungsgegenst\u00e4nde.<\/p>\n\n\n\n

HLC hat erkannt, dass sich der Luxusmarkt und die W\u00fcnsche der G\u00e4ste sowie potenzieller Neukunden ver\u00e4ndern. Um den hohen Standard der EUROPA weiterzuentwickeln und in die Moderne zu f\u00fchren, arbeitete HLC gemeinsam mit KEYLENS an einer ganzheitlichen Weiterentwicklung der Produktmarke, des Produkterlebnisses sowie der Vermarktung der EUROPA. Dabei war es allen eine Herzensangelegenheit, die Seele des Kreuzfahrtschiffes, die perfekte Gastlichkeit und den individuellen, pers\u00f6nlichen Service, zu bewahren.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Unsere L\u00f6sung<\/strong> <\/strong><\/h2>\n<\/div>\n\n\n\n
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Das Team f\u00fchrte zun\u00e4chst eine 360-Grad-Marktforschung durch. Es wurden Mitarbeiter, bestehende und potenzielle neue Kunden befragt, Tourismus- und Lifestyle-Trends identifiziert und der Wettbewerb analysiert.<\/p>\n\n\n\n

Auf Basis der 360-Grad Markforschungsergebnisse wurde ein aktuelles Zielgruppenverst\u00e4ndnis und wachstums-strategische Optionen definiert, ausgearbeitet, bewertet sowie priorisiert. Die fundierte Datengrundlage erm\u00f6glichte eine klare Neuorientierung \u2013 das Management und Team definierte \u201eCool Conservatism\u201c als die neue Leitlinie f\u00fcr das Luxuskreuzfahrtschiff.<\/em><\/p>\n\n\n\n

Im n\u00e4chsten Schritt wurde die Produkt- und Marketingstrategie ausgestaltet. Das neu etablierte Programm EUROPA REFRESH addressiert die Bed\u00fcrfnisse und W\u00fcnsche des modernen Kreuzfahrtpassagiers – Fitness, Gesundheit und Entspannung. Hierbei steht das Bed\u00fcrfnis nach einem achtsamen Lebensstil und ganzheitlichem Wohlbefinden im Fokus.<\/p>\n\n\n\n

Erg\u00e4nzend wurde die Vermarktung neu gestaltet. Mit verj\u00fcngter Bildsprache und Tonalit\u00e4t kommuniziert diese das neue Cool Conservatism-Konzept <\/em>der EUROPA an allen entsprechenden Kontaktpunkten gegen\u00fcber Bestands- und Neukunden.<\/p>\n\n\n\n

Abschlie\u00dfend wurde das neue Produktkonzept ganzheitlich mit Hilfe eines umfassenden Change-Managementprozess innerhalb der Organisation umgesetzt.<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Ergebnisse<\/strong> <\/strong><\/h2>\n<\/div>\n\n\n\n
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Durch die umfassende Neuausrichtung kann die EUROPA mit den Entwicklungen im Luxusegment Schritt halten: Die EUROPA pr\u00e4sentiert sich deutlich moderner und l\u00e4ssiger und die Organisation setzt das Zielbild der neuen EUROPA konsequent um. Dabei kann sie stets auf das im Projekt erarbeitete Zielgruppenwissen zur\u00fcckgreifen \u2013 ein stringentes kunden- und bedarfsorientiertes Handeln.<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Verwandte Fallstudien<\/strong><\/h2>\n<\/div>\n\n\n\n
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<\/a><\/a>ALLE ANSEHEN<\/a><\/p>\n<\/div>\n<\/div>\n\n\n

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