club med case study ppt
TRANSCRIPT
Club Med
An Antidote for Civilization
Who? What? How?
Resorts and Villages
Transformation from Venue-
oriented
to High-end convivial Luxury
More Focus on Luxury and Elegance
• New luxury tridents
• Renovation
• Innovative clubs and partnership with top brands.
Different activities
Most Beautiful Locations world-
wide
Achieving Excellence in Services
Marketing
• Every employee has to spouse the new vision of his new CEO Henri
Giscard d’Estaing, the focus on marketing and branding and analysing
the evolution of the potential customer is a key element to survive.
• They sell experience rather than travel.
External Marketing
Best Practices Best quality
Strategic Concept
High employee commitment
High Standards throughout
Monitoring Systems and excellent customer
interaction
Train, Innovate and keep going
• Trains to inculcate precision
• Resort school in France
• Gentle organizers
Evolution of customer service
• Finer segmentation of customers
• Development of CRM tools
• Campaign highlighting UPMARKET STRATEGY
Advertising and reaching out to global market
Understanding Competitors
Swiss Movenpick
Jamaican Sandals
And many more in Singapore and Mauritius and other countries
Globalised customer Strategy
Internationalization of Club Med
Case Study Questions
1. How did Club Med reach an
upscale positioning and achieve
excellence in the quality of
service?
2. Was Club Med’s Upmarket
positioning the only one viable
strategy?
3. Do you think that Club Med
takes a Risk by not in
specializing a particular range
level, such as 4 trident or
5 trident?
Recap
• Brand Positioning
• Upscaling Strategy
• Quality and innovation in services
• Fine customer segments, and services as per the needs
• Excellent market strategies to target customers
• Management of customer relation and customer engagement
Credits
• https://www.clubmed.co.in/
• http://www.scoop.it/t/clubmed/p/4015199208/2014/02/01/a2-organisational-culture-at-club-med
• http://www.colourlovers.com/palette/1930/cheer_up_emo_kid
• http://www.reuters.com/article/us-clubmed-expansion-idUSKBN15A27
• https://images.google.com/• https://pixabay.com/• https://globalmarketingtoday.wordpress.com/the-real-world/club-med-
goes-upscale/
• www.swissstyle.com/how-to-do-business-in-paradise/• knowledge.essec.edu/en/.../fosun-vs-bonomi-club-meds-customer-
strategy-heart-.html
• https://www.youtube.com/watch?v=q-_yVhJX0Eo
Disclaimer
Created by Prajakta Tamhankar, VIT
Mumbai, during Marketing Internship by
Prof. Sameer Mathur, IIM Lucknow.