Marketing 4p Plan- Club Med Essay

1495 Words Mar 23rd, 2012 6 Pages
I. Implementation of marketing mix (4P’s mix)

Product: 1) Product Level: The Customer Value Hierarchy
Core Benefit:
Club Med is an innovative all-inclusive holidays for traveler/family to relax and enjoys carefree getaway and unique experiences with their loved ones. Given travelers/ customers the environment of freedom and happiness, rejuvenate spirits and feel brand new once more.
Basic Product:
Club Med’s services:
When arrive in the airport, Club Med’s G.Os will be waiting there and had arrange the resort room for all the customers. With best services and guide the customers to take speedboat to the resort/island. There will be a warm welcome with the welcome drinks from the moment when customers arrives the resort/
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Promotional Pricing: Club Med giving customer who have silver or gold membership card to enjoy the cash rebates by 10-15%. Club Med also giving a psychological discounting promotion for customer, for example: 50% for the second adult (two to go) at certain period for booking, $300 off per couple, 50% off for your second night stay in certain resorts.

Seasonal Discount: Club Med conduct a price reduction of special offer for second person stay free promotion during the non-peak season and slow selling period. The special offer only in some stated location/resorts: Kani Maldives, Bali Indonesia, Cherating Beach Malaysia, Bintang Island Indonesia and Phuket Thailand.

Club Med have three types of channel distribution: 1. Sales channel: By holding promotion activities in the lifestyle event or travel event, alliances with travel agency like Konsortium Express & Tours Pte Ltd, distribute information and promotion on the internet webpage like “Take me to great”, “Coupon Snapshot”, “Coupon cabin”, “Go”, “Fat”, “Groupon” and Club Med Webpage itself.

2. Delivery Channel: Club Med assign selective distributor for helping them delivery promotions, brochures and flyers. 3. Service Channel: Club Med alliances with UOB

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