Comunication plan for Club Med Portugal: A vacation resorts company

• Autor(a) principal: Carvalho, Gonçalo Martins de
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/6125
• topic: Marketing Communications; Hospitality Marketing; Communications Plan; Club Med Portugal; Marketing; Comunicação -- Communication; Marketing turístico; Plano de Comunicação

This master project concerns the development of a communication plan for Club Med Portugal, the Portuguese division of Club Med an international ‗all-inclusive‘ vacation resorts company. The current socio-economic situation lived in Portugal, alongside with technological developments, have forced companies to rethink its communication strategy and adapt to the changing consumer‘s needs and expectations. Club Med Portugal wants to be in the frontline of this new shift in the way companies reach and communicate with consumers, and therefore proposed the development of this communication plan. Club Med Portugal‘s low brand knowledge and awareness (mostly brand recall), were another reason why the company proposed this communication plan. This master project analyzes the external and internal factors that influence the company and affect its communications effectiveness. In order to have a better insight on the problems faced by Club Med Portugal was done an interview to David Delgado (Marketing Manager at Club Med Portugal). It was also done a study regarding Club Med Portugal target customers (vacation purchase habits, preferences, Club Med Portugal‘s communication effectiveness, brand awareness and knowledge) in order to develop marketing activities and actions, to this target, in a more effective way. This master project will therefore, consist of the development of a coherent and realistic communication plan that takes into account the new trends in marketing communications (i.e. emergence of internet and interactive marketing). At the same time, it also expects to be innovative, meet Club Med Portugal‘s objectives (increase brand awareness and knowledge), and consumers‘ needs and expectations.