2007 monitor-club med-world_wide_

Copyright © 2007 Monitor Company Group, L.P. — Confidential
How to recruit
40 million GMs
Presentation to Club Med Worldwide, Paris
October 3rd, 2007
SAN FRANCISCO SÃO PAULO SEOUL SINGAPORE TOKYO TORONTO ZURICHSHANGHAI
BEIJING CHICAGO HONG KONGDELHI DUBAI JOHANNESBURG
PARISLOS ANGELES MADRID MUMBAI MUNICH NEW YORKMOSCOWLONDON
BOSTON
Copyright © 2007 by Monitor Company Group, L.P.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means — electronic, mechanical, photocopying,
recording, or otherwise — without the permission of Monitor Company Group, L.P.
This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion.
COMPANY CONFIDENTIAL

Since January the 27th, the
sun never went down on
the Monitor Planet …

Boston, Tokyo, London, Paris, Milan, Sao Paulo ….
Monoitor, London
Monitor Tokyo
John Gregg, Director, Monitor Boston
Monitor Paris

How we worked
• Focus groups in London, Paris, Tokyo, New York, Sao Paulo, Beijing and Milan
• Quantitative survey of 3000 Club Med target consumers in the UK, France, Belgium,
Italy, the US, Brazil, India, China, Korea and Japan.
• Experts interviews
• Carlos Vogelor, Executive Director, World Tourism Organization, UNWTO
• Jordi Busquets, VP Hotels, International Hotel and Restaurant Association
• Hilton McConnico (Paris)
• Professor Michael Porter, Harvard University
• Media analysis was managed by Monitor Boston, Monitor Paris and Universal Media

Your strategy: move up to
where there is more growth
and less low cost competition.
pleasure
x
service
x
high price
=
PREMIUM
convenience
x
DIY
x
small price
=
MASS

reassuring &
protective space
different time
parenthese
top service
me centric
environment
memorable
experiences,
surprises:
being & living
light &
easy social
networkingOur objective:
to capture the emerging
needs of affluent people
when it comes to
holidays

MASS
ClubMed is
premium
2
1
PREMIUM
ClubMed is
different
We need a definition of the
ClubMed experience
which would be
both premium
and different.

Luxury
Cool
What makes ClubMed
different there, but is
yet to be defined
Where ClubMed is
What ClubMed is

Luxury
Cool
2
1
A pithy word combination
that conveys both
premiumness and difference

The right answer to
the major holidays
expectations of
our target
A new category
of market where
ClubMed can lead
ClubMed core
competence
A powerful
association
between Luxury
standards and
Cool attitude

«The cool is important. It's the top of
our aspirations. The cool is not an
image, nor a way of seeing, hearing or
acting. The cool is a way of being. »
Independent on Sunday, 1997
«Like all positional goods, being cool gets its value
from comparison with others. Some people get to
be cool only because others - indeed, most others -
are not.» Nation of Rebels, Joseph Heath & Andrew
Potter
uses the phenomenal power
of the Cool
Cool
ATTITUDE
WAY OF BEING
SELF EXPRESSION
IDENTITY

UNIFORM
CONFORMIST
EGOCENTRIC
SERIOUS
ARTIFICIAL
MATERIALIST
UNCOOL
Different
Creative
Open
Hedonist
Authentic
Cool
Cool has the power to
classify everything

5-STARS RESORTS
COLD
ALONE
UNIFORM
CONFORMIST
MONOCULTURE
SILENT
STANDARDS
ADULTS ONLY
ClubMed
warm
togetherness
momentum
anticonformist
multicultural
laughs
surprises
children welcomed
UNCOOL
UNIFORM
CONFORMIST
EGOCENTRIC
SERIOUS
ARTIFICIAL
MATERIALIST
Cool
Different
Creative
Open
Hedonist
Authentic
is a new category of market
where ClubMed can lead

Cool
Atmosphere
GM/GO/ participation
Week momentum
Activities
Children
Togetherness
Luxury
Sites
Villages
Service
Food
Drinks
High end sports
Eden programme
"Assembling cool and luxury and bringing it to life"
is ClubMed’s existing core competence

openness
well-being
transcendant, internal
peace and serenity
absence of conflict
state of harmony and
balance
Freedom
Exclusivity
Service
Being cared, pampered
Belonging to a
priviledged community
Protection
Security
meets the major holidays
expectations of our target

How to convince 40 million people to come ….
People who don’t all have the same opinion on ClubMed
With 26M € Media investment WW

High income people
Demanding
Rational
Well informed
Poor in days off
Who can’t waste their
holidays
Families
&
Adults
French, Belgium
and Swiss who have an
old and downmarket
perception of Clubmed
US, UK Japanese, Korean and Brazilians
who know little about ClubMed
Chinese, Indian high income
Tourists who don’t know
ClubMed yet

Experience
cool luxury

Villages profiling
People / PR
-Travel agents
-Friends
-Experts
Brands
Partnerships Program
Contents
Off and on line
advertising
Music
Experience cool luxury
Loyalty program

Cool Luxury criterias
Villages profiling
1 M Euros
Cool Luxury
As a new consumption trend
0,2 M Euros
Cool Luxury brands
program
0,3 M Euros
Cool Luxury
on demand
1,5 M Euros Cool Luxury
Advertising expression
22 M Euros
Cool Luxury
Sound track
1 M Euros
Eden

On and off line media strategy

3 kinds of markets
Historical markets
France / Belgium
New markets
China, India
Change the brand image
Give tangible proof
Boost bookings
Key markets
UK, USA, Japan
Korea, Brazil
Build the brand image
Give the most specific proof
Boost on-line bookings
Settle on the brand image
Boost on-line bookings
1 32

3 kinds of media
Brand media :
Settle on a Premium Brand statement
and territory
Billboards and TV
Proof media :
give tangible reasons to prefer ClubMed
and build it as good value for money
Print and On-Line
Booking media :
boost traffic
On-Line, Radio
PR, Direct Marketing, On-Line buzz

On-line : Presence at the top sites for each country
•Ex : MSN, leading portals and search engines,
•Daily press sites, special interest sites
•Estimated Budget - Net : 2 800 K€
For a period of 1-3 months, according to country
Billboard : Installation in major city centers and/or major airports
•Presence of 3 months in general
•Net Budget: 1 600 K€
TV : presence on the most watched channels and most favorite shows
•3 weeks to one month
•Net Budget: 4 800K€
13,4 M
1

Press :
• Treatment in magazines and/or national dailies
• Favoring their proximity to the ClubMed universe of reference
• 2-3 month presence
• Net Budget: 2 300 K€
Radio : Used in France and in
Belgium as a booster during promotional periods
• 4 to 8 week presence
• Net Budget : 1 900 K€
11,6 M
1

On-line : Presence on top sites for each country
MSN, the leading portals and search engines
Daily Press sites
Estimated Net Budget : 1 500 K€
For a variable period (1-3 months) according to country
Billboard : Installation of tarps in major city centers and/or major airports
3 month presence in general
Net Budget : 2 100 K€
+ Eco and Travel Press news 1000 K€
4,6M
2

On-line : the biggest local web site
China : Baidu, Sina, Sohu, Taobao, MSN,…
1 month campaign : 500 K€
Billboards: in major cities and airports
China : Shanghaï, Guangzhou, Beijing
India : Bangalore, Mumbai, Delhi
1 year : 2 500 K€
3M
3

Year 1
Brand media :
and territory
Billboards and TV
Proof media :
Provide tangible reasons why people should prefer ClubMed
then build its good value for money
Print and On-Line
Booking media :
boost traffic
On Line, Radio
PR, Direct Marketing, On-Line buzz, Brand Ambassedors
1 32
1 32
1 2

Years 2 & 3
• Reinforce backbone media in key markets
• Give proof to the promise in emerging markets
• Lighten up the system in historical markets
Migrate TV investment to press
in key and emerging markets.

Years 2 & 3
Brand media :
and territory
Billboards and TV
Proof media :
Give tangible reasons to prefer ClubMed
and build its good value for money
Print and On-Line
Booking media :
boost traffic
On Line, Radio
PR, Direct Marketing, On-Line buzz
1 32
1 32
32

3 kinds of markets
Historical markets
France / Belgium and
Italy
New markets
China, India
Proof of promise and
reservations generating
media
8,6ME
Key markets
UK, USA, Japan
Korea, Brazil
Brand, Proof & reservations
generating
media
10,9 ME
1 32
Brand, Proof & reservations
generating
media
2,5 ME

Villages profiling
Cool Luxury
Cool Luxury brands
program
Cool Luxury
on demand
Cool Luxury
Cool Luxury
Sound track
Eden

Cool Luxury

• Show the Cool Luxury holiday experience
• based on the ClubMed core products
• Sports
• Child Care
• Food
• All Inclusive
• Villages Renewal
• …
• To build Cool Luxury as an attitude and as an aspirational
lifestyle

• Define a new code from the promotional speech to
the product one :
• Use luxury language on Cool views
• Give a strong call to action to the website to help
prospects to have more informations, demo on
ClubMed products reality
By ClubMed

Cool Luxury

Creating a Cool Luxury Attitude trend
• Launch a PR campaign so that the idea of Cool Luxury will be
a truely spontaneous and natural consumer trend
Trend Seeding

• A partnership with one of the two worldwide cool luxury
magazines : Wallpaper and Monocle
• A special « CooLuxury » worldwide edition defining what
represents CooLuxury and what does not.
trend
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décompresseur TIFF (non compressé)
sontrequis pour visionner cette image.
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Cool Luxury brands
program

Brands program
Share this Cool Luxury Attitude with all Cool Luxury brands consumers

The Trojan Horse strategy
• Because the Cool Luxury attitude is the link between all Cool Luxury
brands consumers
• Invite them to discover ClubMed
• The Cool Luxury brand program will be a membership program
dedicated to all the WW consumers who already love cool luxury
brands
• Obviously this program has to be built with your partners
Brands program

From ClubMed partners
to the CooLuxury program
From Cooluxury program to
ClubMed home site through
to Cooluxury on demand
1
2

• A e-BUSINESS platform :
• the objective of this platform is to generate additional revenue
for all partners ( a recruitment tool + loyalty accelerator)
• A partnership platform :
• all offers are financed by partners
• A communal target for all partners: the TOP 20
• EDEN members + partners clients ( = Club Med prospects)
• A membership depending on Club Med usage: access stopped
if no visit to Club Med in the past 2 years
Brands program

Brands program

Cool Luxury
on demand

• From 1950’s, ClubMed has developed innovative, category busting anxilliaries that
set it far apart from any other resort brand: organised sports, child care, GMs, well
being …
• ClubMed has the legitimacy to broadcast these contents, Cool Luxury contents
• More than corporate videos, we’ll develop exclusive and premium content, to
bring to life just what is the ClubMed experience
on demand
Make Cool Luxury a content developer

• We’ll develop an on line, mobile TV platform, restricted to
Cool Luxury members
on demand

Cool Luxury Village profiling

village profiling
Use Cool Luxury criteria to help prospects to choose the the perfect village to suit their
needs

And then reduce the gap between expectations and experience
• A Cool Luxury way to introduce your village videos
• Use a GO spokeman to introduce and welcome web
users
• Use « cool and luxury criteria » to select the village
• Who you are
• Family, HoneyMooners, Kids, Teen
• Which kind of luxury standards are you expecting
• Near, far away, beach, montains, exceptional,
wilde-open spaces
• Which kind of cool do you enjoy
• Discovery, learn, relax, exercise, have fun
village profiling

Eden

& Eden
1) VOLUNTARY AND FREE MEMBERSHIP:
Being part of Eden is buying into a COOL LUXURY life-style
2) Reward based on FREQUENCY rather than VALUE to build
loyalty
Short term ( the coming year): to boost immediate repurchase
Long term ( the following 3 years): to reward long term loyalty
3) Manage every program step according to Customer VALUE AND
POTENTIAL
Use Cool Luxury to enrich the loyalty program

Reward rules – annual basis
The more often I stay at a village, the more privileges I IMMEDIATELY receive
*Valid during the stay
*Will be managed as additional or included day depending on travel logistical constraints
& Eden

Cool Luxury
Sound track

The Cool Luxury sound track
• A cool luxury sound track, which will be sold as an original track in
the villages, from a QR code on print, through all partners points of
sale ...
• Because listening music is a good way to discover places
music

Guidelines
• Exclusive
• Original
• Chic
• Cross cultural
• Timeless
• Sensual
• Warm
• Cultural references
• Escapist
music

Soundtrack interpreted by Anna Karina
music

• Air, Once Upon a Time
• Charlotte Gainsbourg, 5 55
• Dr Buzzard’s, Sunshower
• El pero del mar, You gotta get it get
• Henri Mancini, Breakfast at Tiffany’s
• Jamie Lidell, Multiply
• Mellow, Seek you
• Nick Drake, One of these things first
• The Last Town Chorus, Modern Love
• Claudine Longet, Good day sunshine
• Bob Lind, Cool summer
• Nina Simone, Here comes the sun
• Weezer, Island in the sun
• Katie Melua, Just like heaven
• Persephone’s Bees, Nice day
• Minnie Riperton, Simple things
music
An exclusive selection of international tracks reflecting the mood

Villages profiling
Cool Luxury
sparking a new consumption trend
Cool Luxury brands
program
Cool Luxury
a recruitment tool

Cool Luxury
on demand
Cool Luxury
Sound track
Eden
As a loyalty tool

Thank You !

2007 monitor-club med-world_wide_

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