Club Med - Assignment 1
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Transcript of Club Med - Assignment 1
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“Where Happiness means the World.”
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Target Market
“And Happiness follows you around the World.”
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1950 2015
Founded 1.5 million customers
72 resorts 30 countries
2004
Repositioning
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1955 – First bungalows in Tahiti 1956 – First mountain holiday in Switzerland 1965 - First Permanent Village 1967 – First mini club for children 1989 – First Village on Water
Initial Days
Club Med 2 is a 5-masted cruise ship started in 1996.
Sense of freedom through nature & sports
Reconcile individual liberty and social life.
Freedom & Equality.
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Call For A Change
• 1980-90
• 1993
• 2001
• Decline of the attractiveness of the concept of holiday homes.
• Economic crisis of Gulf War.
• 9/11 Attacks.
Factors
The company under went a huge loss.
The company’s strategy was unclear – neither a VOLUME nor a VALUE strategy.
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NOW WHAT
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Redirect to a ‘VALUE’ strategy. Innovative “all-inclusive” premium packages. Target Market changed to international clientele seeking comfort , elegance , service. Removal of 2 trident villages. Renovation of 4 trident to 5 trident villages. Creation of a new range of luxury 5 trident.
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• High range of services and an extension of the a la carte services.
• Clubs offer a spa in partnership with a famous brand.
• Shows designed by specialized companies in the resort.
• Clubs for children have dedicated spaces with an emphasis on nature and local culture.
• Sports Schools offer 10 different disciplines with qualified coaches and quality equipment.
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"The important thing in life is to be happy, the place is here, the time is now."
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MARKET SEGMENTATION
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• Tailor-made marketing
• One Brand , One Positioning
• Marketing execution in two layers: 1. showing image of friendly upscale holiday to appeal most. 2. providing attention & choice. • High level pricing to convey an image of prestige, quality, and exclusivity.
• Campaign in 47 countries in 22 languages.
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Interactive Marketing
Service Marketing
Customer-Staff relation at its’ peak.
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• Core product • Developing relationship with the
customer. • Personalized marketing • Staff Management to pilot change. • Fast and timely using technologies.
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Reliability Assurance Responsiveness Empathy Tangible
CUSTOMER CARE
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WAS IT
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• To create points of difference with competitors to a luxurious consumer. • Club Med’s concept now is the standard to follow. • Helped in effective market
segmentation and to serve effectively to the segment.
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• Price Skimming on well-selling far away holidays. • Price Penetration on growing exotic destinations. • Price Discrimination on high-season departures. • Price Customization for frequent traveller / high value targets. • Price elasticity is low, Club Med only targets the high income segments.
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RISKS
• Economic Recession • High Pricing • Absence in Asia & Far East • Competition in each particular
range level. • Maintenance of employee
standard.
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Strengths International Branding Effective Market Segmentation Loyal User Base All-Inclusive Packages Innovative Marketing High Quality Service
Opportunities Internet Low-cost Companies Shift in Mentality Sustainable Tourism
Weakness High Costing Drop in Investments Prone to loss during recession
Threats Peace & Stability of countries Natural Catastrophe Economic Crisis
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Created By Rajit Bhattacharya of Jadavpur University during the marketing internship under Prof Sameer Mathur , IIM Lucknow.