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.