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?