Club Med

Ralis par Fanny BRUANT

Introduction
Club Med has continued to reinvent the concept of happiness

To what extent the repositioning of Club Med has it been successful ?

II. The new mix-marketing of Club Med
III. The success of the strategy

I. Presentation of Club Med and the reasons that led to strategic repositioning of the brand
A. Club Med corporate

It was founded by Gilbert Trigano and Grard Blitz

Free
Relax

Original happiness
In beautiful sites in the world

B. The reasons of repositioning

Saturation of the tourist market

Maturation phase INNOVATION Repositioning

II. The new mix-marketing of Club Med

A. Products adapted and personalized
The Total all-inclusive includes : - Transportation and transfers - Accommodation - Full board - Activities and events

A. Products adapted and 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.

2004 : 25 %

Evolution of tridents : Today : 50 %

TWO examples:

Village club OPIO in France cultivates the art of taking care of yourself

In Cancun, the club med village is focusing in the heart of local culture

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 100 to 150 - Family : from 105 to 210

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.

2. The Mass Media

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)

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 %

C. Future projects
- Opening and renovation 2 or 3 Villages in 4 /5 tridents - 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

Conclusion