Promotional Plan For Arabic Private Members Club In Center London - Assignment Example

Promotional Plan for the Arabic Private Members Club in Centre London Introduction The Arabic Private Members Club is an elaborate dance club where seated furniture’s are made from leather which can comfortably accommodate ninety guests. All walls and two pillars inside the club are surrounded by mirrors and colourful lightning presenting inviting atmosphere. Live disc jockeys (DJs) facilitate and coordinate all disco events. During Fridays and Saturdays, the members have live music entertainment from 3:30 to 6:00 am. Members are Arabic only. However, members are allowed to bring their guest even if the guests that they will be bringing are Arabs. Club members are diverse, from simple business people to the various princes and other royalties from various Arab countries. The customers are not only the people who are residents in the United Kingdom but also from various countries. These clients are continuously coming and going, visiting when on business, personal and other purposes. No matter who they are, all guests are getting high standard of service at the club. This club serve various soft and alcohol drinks. No food is served except plate of various fruits, peanuts, olives and crisps that are complimentary served for members on each table. Macro Business Environment of the Arabic Private Members Club and its Market This business is located at the Bond Street, Centre London. Therefore, it is accessible from various routes by private or public transport. Its major markets are the Arabic living near that area as well as the Arabics’ guests/companions. This business is operating in an area with desirable and business-friendly macro-environment. Economy in this area is above average, hence, the business is profitable here. There is not much business difficulties here. The club members do not know what is going to happen after the first of July when the Non Smoking Law will be passed. In this club, a number of people are smoking cigarettes, cigars, Shisha’s and the like. This law will somehow affect the customers who prefer to smoke while in nightclubs. With this probable issue in hand, the management of this business establishment has to build a special place for the smokers. With these, business will still go as usual. The smokers will still have their freedom to smoke in a confined place at this Arabic nightclub. Proper facility will be installed for this purpose in consideration of the safety and health of the customers as well as the club’s workers. (You may consider using PEST, SLEPT or other management models as a basis for this.) Customer Segments The main customer segment of this club is the Arabic adults who can afford the club life. Specific needs of these types of people have been met by the service design. This segment is important to managing the success of the business. If this market segment will be satisfied with the physical design of the club as well as the service design, success can be achieved. The current economy of the United Kingdom is good. Presently, people can afford the club life. If these people will loose their jobs or not earn enough money to spend on patronizing our type of business, we will be affected. By the way the economy in the United Kingdom performs; this is not likely to happen. Therefore, prospects for this business are still good. This business is performing well nationally. It is becoming famous internationally. Hopefully this can branch out and go globally. We also have to consider what our clients prefer. We can have a mixture of businesses in one. People can go on with their club life and have access to the internet as well. Just imagine good music, good atmosphere, drinks and internet access. This way the club can charge more since customers have everything they might possible need or require. It’s also good to have the bartenders and waiters/waitresses to give a personal touch while attending to customers. Adding a personal touch would make the customers feel at home and would not mind the prices of entrance and commodities since aside from getting personal service they also get all the amenities they would need. As we all know that young adults nowadays are more inclined to browsing the internet. Having this diverse service in a club would be the first of its kind and would be an immediate hit once tried and commercialized. Everything now would depend on marketing strategies. (Who pay more for better service, who pay less (tables/bars …should go to the appendix) Venue what type of venue is.. Skills, how do we use this info to best use?> key factors …. Different market segments will give…?) Marketing Mix The role played by the marketing mix in achieving management targets is very important. With regards to pricing, this business was able to come up with a sound pricing scheme that generates income. Promotion-wise, this business is continuously exploring several promotional strategies that will result to more positive income. These strategies are successful since the place or location of this club is in the centre of London. The type of product/service offered by this business suits the place or location. The marketing mix that will be used are advertisements in magazines, news papers, website, promotional tie-up with other clubs, promotion in airline companies and special offers. By giving special offers, for instance on buy one take one of specialized drinks, this company can minimize wastage. At the same time, these special offers and advertisements will consequently increase sales. Another good promotional strategy is to facilitate events for “Bachelors’ Night!”, “Mother’s Day Special!” and others. Its also a good idea to introduce ladies night once a week. Entrance for ladies would be free and once ladies come in, rest assured the men would follow. Lights, sounds and interior design would be the key factors here. The prices would not be an issue once they have seen how beautiful the place is and the amenities and sound system is outrageous. The target audience for this are the Arabic adults who love the club life. Ten per cent increase on the promotional expenses from the last year’s operation will be allotted for this. The objective of this promotional plan is to increase its customers based by twenty per cent. The marketing expenditure will be allotted and expended as if it is your own money. Better care with the investments will be achieved by doing this. The marketing money will be expended when the business is not busy. This promotional plan will be implemented during lean months. This is expected to be successful since there are increasing numbers of people wanting to unwind at night. This is a result of high stress due to the fast life at the United Kingdom. This promotional plan is critical to boost sales during lean months. The result of effective promotion will also spread by mouth and through various media. Other effective ways is to have people give out leaflets on the street and have busses and taxis bear the commercials as well. Also on first opening night would be open bar for a few hours and have relatives come over to attract more patrons. If managed properly especially the marketing campaign would make this business boom in a month or two. Once people have tried what the club has to offer they would be coming over on a regular basis. Since the target clients are young Arabic people it would be nice to have an atmosphere that shows the Arab ambience. Especially for those who have not been to the Arab nations or those who have left their native land in search for a better life would find it soothing to have a taste of Arab hospitality and Arab ambience. Showing the Arab traits and ambience would give a more personal touch on the customers and would give them ease of mind. As we all know a person that goes to clubs would like to unwind. So why not give them the best and give them an atmosphere that they couldn’t find elsewhere. There are a lot of Arabic designs that are really wonderful and people go to extra lengths to have that atmosphere or design. And there are some non Arabic people who love Arabic designs and art. Why not give them a bit of both worlds. Just think of this ideology, while they are inside the club they would be in an Arabic world and would experience Arabic hospitality and would show them a good time and at the same time experience the Arabic ambience with all amenities and personal service. One other promotional trick would be a free shuttle service on opening night and strategically placed in crowded places or terminals for those who would like to have a great time. Costumes would also give out additional Arabic aura. All employees would have different Arabic costumes depending on their position. Like for example the guards on the outside, would be wearing traditional Arabic guard costumes. People who would see them would be amazed and it adds attraction. They wouldn’t find authentic Arabic ambience and traditional Arabic club anywhere in London. It would also be a good promotional event to have costume parties on special nights and people would come in Arab costumes and would win prizes for their participation. As mentioned above, on opening night would be open bar for everyone so that they can experience what the club can offer and invite a popular band to play and serve as a venue also for bands on a weekly basis. People sometimes if not all of the time would not mind the prices as long as they can see and hear their idols sing. Look at the feasibility of the proposal and treat is as a project basis and once it becomes a hit then it would be considered as a weekly thing. And this event would be best during weekends when people wouldn’t have to go to work the next day. The more popular the band is the more you would attract customers. Entrance tickets can be sold on corporate discounts if companies would give their employees a night out. It is imperative to give the customers a taste of Arabic ambience for them to have something unique they can go to. Especially those people who have been far away for so long would find the club soothing, relaxing and he would feel as if he is at home. Once a week an open house for non Arab guests would be introduced. So that the management can gauge if having non Arab guest would be beneficial to the company’s growth. (reasons –why –we would do this and that (recommended…according to….) Price Distribution Environment) (Realistic marketing budget, coast on revenue plan, how coast going to be? We have to have measurable things on marketing plan …for the coasts.. Revenue drive in , turn over, key market segments,…dividing part (customer profile,)… (population?...) From were they will be coming? Who they are? Media –relationship and usership… turn over, revenue plan Reach coast( should have coast attached in the appendix..) target revenue, coast plan, cash flow, profit? 5% expenditure for promotion (margins) (financial string is very important ) Promotional Plan to Increase Sales in the Forthcoming Year The promotional plan for this company will be formulated to increase sales in the forthcoming year. This is the main objective of the plan. Other objectives are to expand the customers’ base, enhance the image of the club through intensive promotional activities and to spread the good reputation of the company through word-of-mouth as a result of effective promotion. The company would like to achieve positive growth in terms of profit and increasing positive reputation in the industry. Continuous product/service development, packaging and imaging is critical in every business. The club’s busiest time is summer. Every year, this club is closed for one month during Ramadan period. So, advertising and promotion should be only for three months during the winter time. A website will be created since at the moment, the club does not have one. Advertising too will be done in airplanes companies’ magazine. Prizes for that are below: Promotion with other night club, for example the one in Egypt, will be explored. Advertisements will be printed together with other clubs or just exchange brochures. This way, the two clubs will be able to promote their clubs or establishments, both in their club or in our club. Flight price to Egypt can be shouldered for whoever wins the raffle draw for participating stubs for every fifty dollars (20 pounds) single receipt total purchase at the nightclub. This price will go with accommodation gift for a couple of days. Likewise, entertainment for disco nights at the club will be further enhanced by belly dancers. Jun-01, 10:55AM - Customer to Writer Shortcut to: http://www.gulf-life.com/advertising Info on advertising on Emirates Airlines; thed first link is to their general magazine "OPEN SKIES" the second link is to their BUSINESS MAGAZINE "PORTFOLIO" and the third link is to their inflight movies and TV guide; after each link is a downloadable rate card LINK 1; OPEN SKIES: http://www.motivatepublishing.com/mediakits/article.asp?categorycode=M... icleCode=ART00510 and downloadable rate card http://www.motivatepublishing.com/uploadfiles/ratecards/mediakit_os.pd... LINK 2 PORTFOLIO: http://www.motivatepublishing.com/mediakits/article.asp?categorycode=M... icleCode=ART00511 no downloadable rate card, but the rates are on this link LINK 3 (TV & RADIO:) http://www.motivatepublishing.com/mediakits/article.asp?categorycode=M... icleCode=ART00512 and the downloadable rate card http://www.motivatepublishing.com/uploadfiles/ratecards/mediakit_tvr.p... Implementation Problems (Appraise potential implementation problems for management-staffing, materials, change Devise evaluation and control techniques. Note: You are expected to read widely on the subject and in your answers you should underpin your statements and views with evidence from texts to show your understanding of theories and frameworks of marketing. Harvard referencing system Books should be used published after year 2000 and magazines maximum couple years old). Which SEEC level Descriptors are being assessed? Content Ethical Understanding Knowledge Analysis Creativity Evaluation Planning Problem Solving ) References Appendix Appendix 1: Cost Revenue Plan Pages: 10 Style: Harvard 2500 words Attached: website prices 03-05-2007[1].doc (45 KB) http://www.gulf-life.com/advertising Read More