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8/12/2019 Diapo Sur Le Club Med
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Club Med
Ralis par Fanny BRUANT
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Introduction
Club Med has continued to reinvent the concept of happiness
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To what extent the repositioning of
Club Med has it been successful ?
III. The success of the strategy
II. The new mix-marketing of
Club Med
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I. Presentation of Club Med and the
reasons that led to strategic repositioning
of the brandA. Club Med corporate
It was founded by Gilbert Trigano and Grard Blitz
FreeRelax
Original happiness
In beautiful sites in the world
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Saturation of the tourist market
Maturation phase
INNOVATION Repositioning
B. The reasons of repositioning
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II. The new mix-marketing of Club
Med
A. Products adapted and personalizedThe Total all-inclusive includes :
- Transportation and transfers
- Accommodation- Full board
- Activities and events
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A. Products adaptedand personalized
Club Med has invested 1 billion euros to complete the strategy of
renovation and opening.
2010 : opening of Village club Sinai Bay in Egypt. It offers services
4 tridents.
Evolution of tridents :
2004 : 25 % Today : 50 %
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TWO examples:
Village club OPIO in France cultivates the artof taking care of yourself
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In Cancun, the club med village is
focusing in the heart of local culture
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B. A price justificated by the high quality
services
Prices are determined by :
- Number of tridents
- Period in year
- Age of customers- Transportation
The new reduction system :
- Friends : from 100to 150
- Family : from 105to 210
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C. Creativity and dreams in communication
1. The sensory Marketing
It is essential to apply this sense when we want to highlight a
product or a brand.
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2. The Mass Media
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D. A distribution target and boosted
Club Med has choosen a multi-channel distribution in order to
attract the most of customers and have many visibility.
- Direct sales : call center, internet and network brands that sell
Club Med production ( ex: Jet Tours)
- Indirect sales : a network of agencies such as indirect (ex : Afat
travel, Thomas Cook, Carlson)
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III. The success of the strategy
A. Improved results of the company
The turnover amounted to 1 353 000
The number of clients 4/5 tridents represents 56%
Customers families represent 59 %
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C. Future projects
- Opening and renovation 2 or 3 Villages in 4 /5tridents
- The main objective is to increase the part of direct
distribution + 60 %
- The consolidation of its development in China
2015 : 200 000 Chineses customers
opening 4 or 5 Villages in China
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Conclusion