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Club Med - Assignment 1
- 1. “Where Happiness means the World.”
- 2. Target Market “And Happiness follows you around the World.”
- 3. 1950 2015 Founded 1.5 million customers 72 resorts 30 countries 2004 Repositioning
- 4. 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.
- 5. 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.
- 6. NOW WHAT
- 7. 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.
- 8. • 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.
- 9. "The important thing in life is to be happy, the place is here, the time is now."
- 11. • 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.
- 13. Interactive Marketing Service Marketing Customer-Staff relation at its’ peak.
- 14. • Core product • Developing relationship with the customer. • Personalized marketing • Staff Management to pilot change. • Fast and timely using technologies.
- 16. WAS IT
- 17. • 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.
- 18. • 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.
- 19. RISKS • Economic Recession • High Pricing • Absence in Asia & Far East • Competition in each particular range level. • Maintenance of employee standard.
- 20. 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
- 21. Created By Rajit Bhattacharya of Jadavpur University during the marketing internship under Prof Sameer Mathur , IIM Lucknow.