Post on 05-Dec-2015
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CLUB
MOHD KHAIRI ANWAR BIN AB JAMIL (2012387591)
MUHD BURHANUDDIN HILMI BIN ISMAIL (2012797807)
MUHAMMAD NAZIR BIN AB RAHMAN (2012537741)
CHAPTER 5
Overview of marketing
Marketing is a communication system which make exchange easier between the club and its member.
Club – products, services & satisfaction
Members – money time and sponsorship
Effective Marketing
You want to be understood
( i.e. using a correct language) You want to be accepted
(i.e. people sensitivity such gender and religion) You want to accomplish something
(i.e. member participant ) You want to understand others
(i.e. two ways of communication flow – member’s feedback and complaints)
How to ensure that your marketing is effective ?
Make sure your marketing approaches are meet this criteria :
Additional guideline to consider as you plan your marketing communication effort
Determine what you want to say
i.e. knowledgeable, well prepared Put the facts to be explained in logical order
Too much information is bad, so is too little.
i.e. Avoid too much information delivered at one time Try to communicate with people when they in proper frame of mind
i.e. Avoid communicate when angry, upset or disturbed Its is important to arouse interest
i.e. Motivation
Draw from your experience with the persons with whom you are communicating
(i.e. experience that you learn before succeed)
Find common ground (i.e. Members opinion or point of view)
Speak to people in their language (i.e. Language that everyone can understand)
Emotion mean as much as facts Discretion is an important part of
communication Watch for response
Planning the marketing effortPlan by setting the objective or goals. If objective are to be effective, they must meet these tests :
Congruency
Understandability
Feasibility
Potential achievabi
lity
Objective or goals of any department
must be aligned and contribute to goal of the
whole clubWorkable and worth striving for
it
Matched to the
available resource
Easy to be understood
Element of Communication Mix
Activity Dominant Element
Membership Growth Enhancing
Food & Beverage Merchandising
Special Functions Sales Promotion
Building Goodwill Public Relations
Who are our
members?
Who do we wish to have
as members
?
Definition : a group of people associated, united, or combined for a
common purpose
Membership
Selection
MEMBERSHIP GROWTH
1. Socio – economic and Demographic Variables
AGE SEX FAMILY SIZE FAMILY LIFE CYCLE SOCIA CLASS OCCUPATION HOME OWNERSHIP
SECOND HOME OWNERSHIP ETHNIC GROUP EDUCATION INCOME
Bases for Member Selection
2. Service-related Variables
RECREATION ACTIVITY EQUIPMENT TYPE VOLUME USAGE BENEFIT EXPECTATIONS
EXPERIENCES PREFERENCES PARTICIPATION PATTERNS
3. Psychographic Variables
PERSONALITY TRAITS LIFESTYLE ATTITUDES, INTERESTS,
OPINIONS
MOTIVATIONS LIFE EXPERIENCES
4. Geographic Variables
REGION MARKET AREA URBAN SUBURBAN, RURAL CITY SIZE
POPULATION DENSITY
Other variables must be considered :
1. What are the expectations of the membership
2. What level of membership is needed to maintain a stable financial base
3. What is the demand on the current facilities?
Before proceeding, 2 WARNINGS are necessary :
As managers develop the means of attracting new members, it is important to remember that these messages are not produced in a vacuum.
All the members ; new or current members , should know every single pieces of information.
Important for continuous support of the clubs and its mission
Some clubs maintain long waiting lists for membership.
In these situations, communications to attract new members may not be necessary and may offend prospective members on the list.
Keep in mind that such cases are the exception rather than the rule.
Enhancing Cautions
Three aspects of benefits through communication marketing :
1. Facilities
Does the club have facilities which are exceptional or unique?
Do facilities have qualities which are above standard or which set them apart?
E.g. page 118
2. People
Are any employees well-recognized professionals?
Do they have unusual talents?
e.g. page 119
3. Club History
Has there been a recent expansion or modernization?
Are collections of art or furniture housed in the club?
e.g. page 119
Enhancing Appeals
W.O.M BROCHURES
Communication Tools
Menu planning &
Development
Point of purchase displays
Pricing
MARKETING FOOD & BEVERAGE
All of the promotional activities which you do after the member has entered one of your food service areas.
Important to remember that once members come in, they have already decided to spend money.
To sell them the food & beverage items on which the operation makes the most profit
To get them to return so that the first two purposes can be repeated
To sell the members more
3 purpose of merchandising
Merchandising : What is it?
Basic Rules of Success
Know your staff
Food & service
come first
Know your members
Train, train, train
The Importance of Perception
Selectivity
Sensitivity Summation
4 Suggestio
n to Increase
Profit
Be Persuasive
-a wonderful
red California Cabernet-
Psychological box
(optional )
Be honest
Be prepared
to sell
SPECIAL FUNCTION
Variety of activities which are characterized by a change of pace from the routine operating function of the club.
Usually have promotional packages specifically design for the occasion and this promotion will be on short duration.
ASPECTS TO PROMOTING THE CLUB FOR SPECIAL FUNCTION.
THE ENVIRONMENT OF THE CLUB
Members satisfaction toward the club.
Handling complain of the club
Price, availabilities of the service, and availability of parking
Make special efforts to monitor the helpfulness and knowledgeability of employee, the neatness and cleanliness of the club and the quality service level.
EMPLOYEE CONTACTWays of enhancing the members/employee
relationship Incorporating human relations topics into a
continuing training programEstablishing specific criteria related to personality
and temperament to be applied during the initial selection process for employees.
Incentive can be provided for noteworthy efforts.
Additional task for the employeePerforming marketing intelligent.Facilitating member activitiesSupporting positive feeling about the clubExpediting the resolution of members
problems Maintaining a flexible and creative outlookPromoting facilities and service
PRINTED MATERIAL
Available to promote the use of club facilities. (service directories, party brochures, banner and posters, table tent, flyers)
Brochures specifically design to sell function space for anniversary, birthday.
Same characteristic with informational brochures except some important differences:-
Should have readily identifiable color.‘leave the driving to us’ approach
should be emphasize.The presentation should not be
exceptionally detail
Banquet and party business is an important part of food and beverages sales. The principle used in club dining facilities to increase sales apply :- Analyze your member market
Determine how you can meet the needs of that market
Set up a plan for solicitation
Be willing to make adjustment to accommodate members
Follow up activities with proper members relation, request for repeat business and the maintenance of complete and accurate records
Sign, banners and posters for the promotion of special function should incorporate certain design characteristic:-1. Location – always pick spot that have heavy traffic flow
so that the maximum numbers of members will see the message
2. Visibilities – no obstruction to the view of your message and the farther away that members can see it the better.
3. Brief, concise copy – concentrate on one point and should state the message the fewest possible words
4. Simplicity of design – design must be simple so that the entire illustration, layout, and message can be caught in a glance.
5. If possible, the piece should contain one large, bright picture or illustration and copy of ten words or less.
GOODWILL
Aim more to the manager personal development Goodwill of the members is one of the most
precious assets of the manager and the club.
Member-Oriented Approach
For excellent club manager, goodwill is achieved in three ways:-1. Putting the members interest first
2. Working with members
3. Remembering to do the little things that make members think of you positively.
Confident and Excuses
Build goodwill by respecting members confidences, by being truthfully, by displaying tact and courtesy in difficult situation, and by being an example of conduct that is above reproach all the times.
Do not make phony excuses for jobs that are not performed well
admit your failing and members will command their respect and admiration for your honesty.
Marketing Tips
• Objectives What are we trying to accomplish?
• Target audience Who are we trying to reach?
• Research What do we know about our target audiences, competition, pricing?
• Theme and message What communication will persuade our target audience to do, think or act in a manner we would like them to do?
• Action plan What are we going to do?
• Evaluation How do we judge the success/ value of what we do?
• Resources How much time, people and money need to be spent?
• Priorities & responsibilities Who will do what within what time frame?
Promotions
Carries the message about services, product and programs
Positions them in the market
Develop the appropriate image for the services, products, and programs.
• Promotion is one of the 8 p’s ( Place, product, price, promotion) which designed to stimulate consumer interest.
• Promotion is the vehicle that :
Promotions
Sales promotion Activities that stimulate
consumer purchasing and dealer effectiveness such as displays, shows and exposition and demonstration
Personal selling Face to face
presentation
Promotions
Advertising Consist of all activities
involved in presenting to a group, personal, oral or visual.
Through media and require money.
Merchandising Determining what the
consumer will purchase to meet his wants and needs
Involved with promoting sales of merchandise, by considering of selecting pricing, displaying and advertising or service for sale.
Promotions
Public relation Designed to influence
the opinion of people within the targeted market through responsible and acceptable performance based on two way communication
Publicity Getting the information seen
heard and read Tools used in the public
relations Cannot be substituted for
good work or desirable action
PAST YEAR QUESTION
JUNE 2013
DECEMBER 2013
PAST YEAR QUESTION
DECEMBER 2014
QUESTION 3
a) Describe five (5) common types of club F&B outlets that can be found in Malaysia (5M)
b) You have been appointed by the manager to plan for a new addition of B&B outlet within the club. Provide five (5) common types of foodservice style together with relevant explanation to be suggested to the management. (10M)
QUESTION 4
a) Discuss five (5) general guidelines in selecting a long-range planning committee for a club. (5M)
b) Explain five (5) major tasks of a long-range planning committee for a golf club. (10M)
QUESTION 5
a) Apply five (5) effective design characteristic of signs, banners, and posters to promoting a Christmas Dinner Buffet for a club. (10M)
PAST YEAR QUESTION
DECEMBER 2014