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