CHAPTER 5

CLUB

MOHD KHAIRI ANWAR BIN AB JAMIL (2012387591)

MUHD BURHANUDDIN HILMI BIN ISMAIL (2012797807)
MUHAMMAD NAZIR BIN AB RAHMAN (2012537741)

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
How to ensure that your marketing is
effective ?
Make sure your marketing approaches are meet this criteria :

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 members feedback and complaints)

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 effort

Plan by setting the objective or goals. If objective are to be effective, they must meet
these tests :

Potential
achievabilit
y

Congruency

Objective or goals
of any
department must
be aligned and
contribute to goal
of the whole club

Matched to
the
available
resource

Understandabilit
y

Feasibility

Workable
and worth
striving for
it

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

MEMBERSHIP GROWTH
Who do we
wish to
have as
members?

Membership
Selection

Definition : a group of people associated,

united, or combined for a common purpose

Who are
our
members?

Bases for Member Selection

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

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?

Enhancing Cautions
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 Appeals
Three aspects of benefits through communication marketing :

1. Facilities

2. People

3. Club History

Does the club

have facilities
which are
exceptional or
unique?
Do facilities have
qualities which
are above
standard or which
set them apart?

Are any
employees wellrecognized
professionals?
Do they have
unusual talents?

Has there been a

recent expansion
or modernization?
Are collections of
art or furniture
housed in the
club?

e.g. page 119

E.g. page 118

e.g. page 119

Communication Tools

W.O.M

BROCHURES

MARKETING FOOD & BEVERAGE

Pricing

Menu planning
& Development

Point of
purchase
displays

Merchandising : What is it?

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 the members

more

3 pu
r
merc pose of
hand
ising

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

Know your
members

Know your
staff

Basic Rules
of Success

Train, train,
train

Food &
service come
first

Selectivity

Sensitivity

The Importance of
Perception

Summation

Be Persuasive
-a wonderful
red California
Cabernet-

Be prepared
to sell

4 Suggestion
to Increase
Profit

Be honest

Psychological
box
(optional )

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

CONTACT

Ways

of enhancing the members/employee

relationship
Incorporating

human relations topics into a continuing

training program

Establishing

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 employee

Performing

marketing intelligent.

Facilitating

member activities

Supporting

positive feeling about the club

Expediting

the resolution of members problems

Maintaining
Promoting

a flexible and creative outlook

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
Promotion is one of the 8 ps ( Place, product, price, promotion) which
designed to stimulate consumer interest.
Promotion is the vehicle that :

Carries the message about services, product and programs

Positions them in the market

Develop the appropriate image for the services, products, and programs.

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
Publicity
Public relation

Designed to influence the

opinion of people within
the targeted market
through responsible and
acceptable performance
based on two way
communication

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)

PAST YEAR QUESTION

DECEMBER 2014

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)

)
a)

QUESTION 5
Apply five (5) effective design characteristic of signs, banners, and posters to promoting a
Christmas Dinner Buffet for a club. (10M)