I. Implementation of marketing mix (4P’s mix)
1) Product Level: The Customer Value Hierarchy
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/ island. Club Med’s G.Os will be waiting to answer all questions at the reception desk, by given the most important information (activity and excursion timetables). A G.O will escort you to the room and the luggages will send to customer’s room shortly. Club Med provides language support (Japanese, Frances, English and Chinese) for the whole day. For example: There will be a English-speaking G.O for English speaking customers and to help them sign up for activities and to attend to customer’s needs during daytime and evening programs held at the Resort. By given peace of mind to the relaxed parents and happy children, Club Med also provides well-trained G.Os to supervise the event and put children who speak the same languages together during activities. Club Med also provides services of scheduling the day and night events for every customers, customers can choose to follow the schedules or arrange the schedule by their own. (See appendices 1a and 1b) Expected Product:
Club Med provides all inclusive holiday: ONE PRICE (Premium All-inclusive Package = Return flight/ferry and transfer + Twin share Superior accommodation + All-day Dining on sumptuous buffet and gourmet cuisine + Open bar and snacking served during the day and night + Sports and leisure activities with expert tuition + Nightly love entertainment + Supervised activities and childcare for the little ones. By giving customer a premium all inclusive holiday and quality experience that allows customers to enjoy everything without having to worry about anything. Sports and leisure activities includes water sports (kayaking, windsurfing, scuba diving, snorkeling and sailing), land sports (beach-volley, club med fitness, flying trapeze and circus activities, football or beach soccer, golf, walk or accompanied trips, cardio-training room, squash, tennis, archery, horse riding and bicycle), leisure (swimming pools, quiet area for adult, sea walkover and internet/ Wifi access) and spa massage. For the water sport, there will be an expert coaching snorkeling and scuba diving. For scuba diving, Club Med will provide a doctor to ensure customer well-being/health whether the customer are suitable for diving lesson. Augmented product:
Club Med membership cards, on the first stay with Club Med, every customer automatically become a Turquoise Great Member, and giving the opportunity for customer move up to the Silver or Gold categories on the future visits. The benefits for the Silver Great Members are entitled to have 15% discount at the Club Med boutiques and 10% discount on the selected excursion (Seaplane, scuba diving course) enjoy scuba-diving inside the lagoons and in the open sea, where you can find a huge variety of coral and sea fans. You'll see sharks, groupers, manta rays, lion fish and moray eels. For the Gold Great Member are enjoy more exclusive services, personalized transfer services to premium or luxury resorts, priority check-in at the Resort, complimentary room upgrade and late check-out. The level of comfort about the luxury resort are giving private areas reserved for the suite guests with luxurious accommodation, premium sports, free Spa massage, “Table Gourmet” fine cuisine, champagne served by the glass and a luxurious...
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