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