View
221
Download
1
Category
Tags:
Preview:
Citation preview
A Marketing PlanA Marketing Plan
Presenting toPresenting to
Louise BashfordLouise Bashford
Peter HemeryPeter Hemery
Situational AnalysisSituational Analysis
Market Analysis
Market Definition Market Size Market Potential Market Structure Market Trends
Yacht Club Memberships in Sydney
MHYC
CYCA
RSYS
RPAYC
Other
Australian Clubs
Other States
RSL Sporting Community Recreation
NSW Clubs
Leagues Sailing Bowling …
Environmental Analysis
Economic factors Technological factors Natural factors Cultural factors Legal/political factors
Company Analysis Mission Statement Assessment of the Marketing Mix
– Product– Price– Distribution– Promotion
Brand Image– Accessible, Niche, Prestige, Community,
Friendly
Company AnalysisInaccessible
Easily Accessible
Strong Emotional
Appeal
Weak Emotional
Appeal
Customer Analysis
Sailing Functions & Conferences Social
Competition Analysis
Direct Competitors– Cruising Yacht Club of Australia– Royal Sydney Yacht Squadron– Royal Prince Alfred Yacht Club
Indirect Competitors
SWOT Analysis Weaknesses
• Retention of members• Interior decor
• Seasonal variation
Strategic Competitive Advantage: Middle Harbour Yacht Club is the accessible alternative to the high prestige Yacht clubs
Threats
•Clubs NSW legislation•Competitors have high
resources •Skiff club
•Other sailing clubs (CYC)•Seasonal fluctuations
Implications
• Essential to create awareness and build credibility.• Leverage sponsorships• Conferences and functions have high gross profit margin
Implications
•Need to provide consistent revenue stream•Increase functions•Find a revenue stream that does not have significant seasonal variations
Strengths
• Location• Sailing product• New marina• Membership base provides ongoing revenue
Opportunities
• New member base• Shift towards 25-40 demographic• Scope for more functions
The StrategyThe Strategy
Objectives
Mission Statement “To ensure MHYC is recognised as a friendly,
structured and well regarded club, with first class sailing and hospitality to all members and their guests”
Company Objective Marketing Objective
Target Market
Identify market segments ( top of the scale to the bottom)
From this we have identified 3 major target markets
Primary: weddings Secondary: birthdays and work
functions/conferences.
Marketing Strategy
Key strategy needs to bring in revenue To achieve this:
– focus on the functions business unit
– Particular focus on catered functions Consistent, high margin revenue stream Build strategic media partners by offering
benefits
How do we raise revenue? The adoption process
– Awareness– Interest– Evaluation– Trial (Sale)– Adoption (repeat sale, and/or brand advocate)
New objectives:– To raise awareness of the functions facilities– To encourage trial
Promotion
Changes to current strategies:– Update website– Incentivise members
New Strategies– PR focused due to limited budget– Higher impact
How to reach our targets?
End User ChannelsBride/ Brides associate Bridal Magazines:
Bride to BeAustralian BridesSydney Bride MagazineComplete Wedding (Syd) Wedding MagazineWord of mouth
Administration staff in company’s
Association magazinesNetworking Own experience (eg weddings)Personal sellingWeb- site (Unique venues)
Birthday party holders (Eg Parents, children and friends)
Word of mouth Own experience
Event Organisers Industry magazinesNetworkingWeb- sites
Strategy 1 – Editorial
A sustained and consistent drive to gain editorial
Target bridal, CIM, venue magazines and websites
Send media packs:– Imagery– Media release– Brochures (floor plans, menus etc)
Strategy 1 (cont) – Editorial Specific suggestions:
– Sydney’s Unique Venue Association (www.suva.com.au)
• Small fee
• Representation at trade fairs (grass roots)
– Sydney City Search (www.citysearch.com.au)
• Wedding venue search engine
Strategy 2 - Competition Commission a photographer (check
resolutions required) Develop a relationship with Bridal
Magazine Develop a competition in conjunction with
magazine (include photos) Exposure through pre-promotion and follow
up
Strategy 2 (cont) – Competition Drive contestant to website to enter (hence
raising awareness to target market) Collect data of unsuccessful contestants and
follow up with a revised (!) offer Use winner to showcase wedding and gain
further editorial
Strategy 2 (cont) – Competition Drive contestant to website to enter (hence
raising awareness to target market) Collect data of unsuccessful contestants and
follow up with a revised (!) offer Use winner to showcase wedding and gain
further editorial
Strategy 2 (cont) – Competition Use experience when approaching other
magazines. This strategy can be used for conferences,
incentives, and meetings
Strategy 3 – Leveraging sponsors
Sponsor workshops Shared marketing plans Find appropriate areas to where MHYC can
plug into re: events
Strategy 4 – Media Launch Launch Position as ‘new’ Invite appropriate media contacts to create
awareness
Strategy 5 – Key Opinion Leaders Local marriage celebrants as ‘key opinion
leaders’ Send celebrants information kit followed by
phone call
Strategy 6 - Advertising
Advertising in Sydney bridal magazines Improves brand recognition within the
Sydney wedding scene Bride to Be = best option
(largest readership, 4 editions yearly and two targeted at venues)
Offer naming rights to yacht race will create close relationship
Marketing mix
Price – to be determined by MHYC Product – renovate where possible Distribution - perfection
Budget
ImplementationActivity When Responsibility
January 2005Photography February 2005Brochure designedBooking - Studio for BridesAd Copy – Bride to Be March 2005End Copy – Bride to BeMaterial – Studio for Brides April 2005Sponsor Workshop May 2005Ad Copy – Complete Wed.End Copy – Complete Wed June 2005Ad Copy – Bride to BeEnd Copy – Bride to Be
As early as possible Early February27 February27 February 8 March12 March Mid April 2 May9 May 2 June10 June
Outsourced Louise BashfordLouise BashfordLouise Bashford Louise BashfordLouise Bashford Louise Bashford Louise BashfordLouise Bashford Louise BashfordLouise Bashford
Implementation
Activity When Responsibility
August 2005Booking - Studio for Brides October 2005Ad Copy – Complete Wed.Ad Copy – Bride to BeEnd Copy – Bride to Be November 2005End Copy – Complete WedMaterial – Studio for Brides
27 August 31 October3 October15 October 7 November10 November
Louise Bashford Louise BashfordLouise BashfordLouise Bashford Louise BashfordLouise Bashford
Control procedures and Evaluation Control needs to be implemented for each
strategy to ensure results Weekly quotas of releases Surveys Ultimately Sales
Future Recommendations
Refurbishment of the club Entertainment within the club Continuation of marketing plan
Inaccessible
Easily Accessible
Strong Emotional Appeal
Weak Emotional Appeal
CONCLUSIONCONCLUSION
Any Questions?Any Questions?
Recommended