Marketing Strategy of Selling Club

UNIVERSITY OF MUMBAI
PROJECT ON
Marketing Strategies to sell club membership
SUBMITTED BY
Savita M Dhaware
PROJECT GUIDE
Prof. Mrs. Mahalakshmi Sankar
BACHELOR OF MANAGEMENT STUDIES
SEMESTER V
(2009-2010)
V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE,

SINDHI COLONY, CHEMBUR – 400071
V.E.S College 1
PROJECT ON
Marketing Strategies on selling club membership
SUBMITTED BY
Savita M Dhaware
PROJECT GUIDE
SEMESTER V
(2009-2010)

V.E.S College 2
PROJECT ON
MARKETING STRATEGIES TO SELL THE CLUB

MEMBERSHIP.
Submitted
In Partial Fulfillment of the requirements
For the Award of the Degree of
Bachelor of Management
By
Savita M Dhaware
PROJECT GUIDE
SEMESTER V
(2009-2010)

V.E.S College 3
DECLARATION
I SAVITA M DHAWARE student of BMS – Semester V

(2009-2010) hereby declare that I have completed this
project on MARKETING STRATEGIES TO SELL THE CLUB
MEMBERSHIP.
The information submitted is true & original to the best of

my knowledge.
Student’s Signature
Name of Student
Savita M Dhaware
V.E.S College 4
CERTIFICATE
This is to certify that Miss Savita M Dhaware Of TYBMS has

successfully completed the project on Marketing Strategies to
sell the club membership under the guidance of Prof. Mrs.
Mahalakshmi Sankar.
Project Guide Principal
Mrs. Prof. Mahalakshmi Sankar Dr. (Mrs.) J. K. PHADNIS
Course Co-ordinator
Mrs. A. MARTINA
External Examiner
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ACKNOWLEDGEMENT
With the great pleasure I would like to take this opportunity to

acknowledge all the people who have assisted me in the completion of the
project.
First of all I would like to thank my project guide Prof. Mrs.

Mahalakshmi Sankar for helping me to gather information and for guiding me
with valuable inputs and at crucial stage of my project.
Finally I would like to thank Mr. Ibrahim Patel Sr marketing executive

of The Acres Club for giving me his loop and time and supplying me with
necessary matter in respect of the company for bringing this project report.
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EXECUTIVE SUMMARY
Aim and Objective:

The main aim of the industry which will help to maintain the future growth of the club.
The main aim of this project is to understand the strategies of selling the club
membership specially is this competitive world. To study in brief about the membership
club this has been the most upcoming industry in recent times. This study has helped me
identify the different means of selling the club membership and various facilities and the
activities performed in the club.
Also I want to pursue my carrier in this field and so this industry and this project
would be of great help to me in doing my work in this industry.
Methodology:
Primary data: Collected on the personnel experience as worked in The Acres Club for 6
months as a post of tele-marketer.
Secondary data: Taken from the site
www.google.com
www.yahoo.com
www.theacresclub.com
The content of the project goes as under;
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Chapter 1:
Birth and growth of facilities like club
It highlights the past, present, and future of the growth of the facilities like the club
membership.
Chapter 2:
Life style club
It reflects the life style which is growing day by day it specifies the meaning of the
club membership. It describes the facilities and the events happening in the club.
Chapter 3:
Different types of memberships
It give details of the different types of membership available in the acres club.
There are various types of membership available in the Acres club.
Chapter 4:
Different marketing strategies adopted for the club membership.
There are various marketing strategies available to sell the club membership. There
are various means through which people get aware of the facilities like club.
Chapter 5:
For which type of membership which strategy should be adopted?
This suggests that which type of membership is suitable for which mode of
membership.
Chapter6:
Suggestion for future growth
In this the suggestion are given for the future growth of the industry.
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INDEX
Sr no Chapter no Title Pg no
1 1 Birth and growth of
facilities like club
1.1 ♦ History of the club
membership. 2-3
1.2 ♦ The members who 3-4
started developing
club. 14-15
2 2 Life style club
2.1 ♦ Meaning. 6-9
2.2 ♦ Acres lifestyle club. 9-9
2.3 ♦ History of Acres 9-10
lifestyle club.
2.4 ♦ Facilities of Acres 11-13
club.
3 3 Different types of
membership
3.1 ♦ Types of membership. 15-16
3.2 ♦ Payments options 16-17
3.3 ♦ Affiliation of the club 18-21
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4 4 Different marketing
strategies adopted for the
club membership.
22-22
4.1 ♦ Telemarketing.
♦ Understanding markets 22-27
4.2
♦ Internet marketing 27-29
4.3
♦ Banquet hall 29-32
4.4
♦ Hall capacity for
32-35
4.5 banquets and parties
♦ Advertising as a mean 35-44
4.6
to sell membership.
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5 5 For which type of
membership which strategy
should be adopted?
♦Telemarketing 45-46
5.1 ♦Advertising in news
5.2 paper 46-48
♦Advertising in
Hoardings 49-50
5.3
♦Taking reference from
5.4 club members 50-51
♦Arranging picnic for
5.5 Club membership. 52-58
6 6 Suggestion for future

growth. 60-61
♦ Conclusion. 62
♦ Bibliography
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The Birth and growth of
facilities like club
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Chapter 1
The birth and growth of facilities like club
History of the club membership
The origin of North America can be traced to the year 1786 with the founding golf clubs in
of a club in Charleston, S.C., and the charter of the Royal Montreal Golf Club in 1873. Golf
was played at Oakhurst, W. Va., in 1884, the Dorset Field Club, Vt., in 1886, and in Fox
burg, Pa., in 1887. The St. Andrews Club in Hastings-on-the-Hudson, N.Y., has been
documented as the longest continually running club since its founding in 1888.
As much as historians focus on golf history in the Northeast, USGA club members have
told us that the game was introduced to other areas, some not often referenced in history
books, including Brookline, Mass., in 1882; Princeton, Ind., 1883; Tacoma, Wash., 1884;
Kingman, Kan., 1887; Fullerton, Neb., 1887; St. Paul, Minn., 1888; Rockwood, Maine,
1889; Indianapolis, Ind., 1891; Chicago, Ill., 1892; Gear heart, Ore., 1892; Southampton,
N.Y., 1892; Burlingame, Calif., 1893; Newport, R.I., 1893, and many more cities prior to
1900.
In 1894 both St. Andrews and Newport, R.I., golf clubs declared that the winner of their
respective invitational tournament was the Amateur Champion of the United States. This
dilemma, as well as the need to codify, interpret and modify the Rules of Golf and the Rules
of Amateur Status, reinforced the need to create one authoritative body governing golf in
the United States.
Delegates from five clubs: St. Andrews, N.Y.; Newport, R.I.; Shinnecock Hills, N.Y.;
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Chicago Golf Club, Ill.; and the Country Club in Brookline, Mass., met in New York City
in the fall of 1894. The Amateur Golf Association of the United States, later to be known as
United States Golf Association, was formed on Dec. 22, 1894. Championship play began at
Newport Golf Club where both the U.S. Amateur and the U.S. Open were played in October
1895.
The United States Golf Association, founded in 1894, evolved to be a

golf service organization of member clubs, courses, and qualified training facilities,
incorporated as a non-profit organization. The USGA is guided by 30 committees,
comprised of 1,400 volunteers, under the direction of a 15 member Executive Committee.
The USGA is governed by nine articles that comprise its formal organizational by-laws.
While being the authoritative body concerning the Rules of Golf and amateur status in the
United States, the USGA would ultimately grow to conduct 13 national championships,
including the U.S. Open and the U.S. Amateur.
The members who started developing the club
The five founding members began to invite other club representatives

to their annual meeting and slowly added members to the USGA. Member dues started at
$25 for clubs waiting to be declared full members. In 1939 all clubs paid $30 to maintain
their membership. Club membership increased from 267 members in 1910 to 1,138
members in 1932, then fell to 816 clubs primarily because of the Great Depression and the
start of World War II. By 1947 the USGA gained enough members to pass the 1932
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membership level, and start a slow ascent. In 1980 the USGA roster exceeded 5,000
member clubs.
Aided by an unprecedented course building boom in the golf industry and a campaign to
recruit new members, the USGA added 3,300 club members between 1987 and 1997, then
added another 700 members by the end of the Millennium. Today the USGA club
membership includes more than 9,700 golf clubs, golf courses and qualified training
facilities.
In the late 1980s the USGA actively encouraged the formation of clubs without real estate.
Today clubs without real estate have grown to a 5 percent representation of the total
membership.
As recently as 1985 the USGA club membership was comprised of 75 percent private clubs.
In the past 20 years the organization’s profile changed to having 64 percent of its members
organized as public or semi-private golf courses, public non-real-estate clubs and practice
facilities. In the past five years, three out of every four new members had a public golf
orientation.
Today, USGA member club representatives control or own 10,600 golf courses with
171,000 holes, providing employment for thousands of people and places of play for
millions of golfers. More than 680 clubs hold qualifying rounds for USGA or state golf
championships. More than 400 member clubs have hosted a USGA championship.
Above all, USGA member clubs proudly uphold the traditions of golf and the USGA,
established more than 111 years ago.
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Lifestyle Clubs
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Chapter 2
Lifestyle club
Meaning of lifestyle club
The concept of integrated environment living where your condo is interlinked with Club
Ultima & Crown Regency Hotel enhances your property investment and appreciates its
value faster. Club Ultima offers a well-appointed community with unrivaled amenities for
the residents with more facilities than regular Condominiums. Offering a totally new
concept in leisure living where you'll find an irresistible combination of lifestyle, value,
convenience, and comfort all under one roof. Click Here to learn more about the wonderful
fun filled lifestyle awaits you here at Ultima Residences Tower Condominiums, and Club
Ultima Membership.
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The Acres Lifestyle Club
Want to know more about The Acres? Who we were? Where we are? What do we have to
offer?
Presenting 'The Acres' where Ambience, Comfort, Recreation, Entertainment & Sports
mesh together to give you a world of spellbinding charm. Where a whole New World of
leisure and lifestyle is waiting for you. Where you'll discover why luxury is no longer hard
to define.
Get the exclusive serene ambience that's pleasurable for every family member. Right next
door in Chembur!
The Acres where the name itself is the address.
History of the Acres Life Style Club
The Natvar Parikh Group :
The Natvar Parikh Group, a 53-year-old professionally managed group, is the premier
group in India's Infrastructure Support Service Industry with 10 branches and 700
employees across the country. The group specializes in Project Transportation, Ship &
Port management, Container Freight Stations, and the Container Handling Business.
The group is now heavily involved in the booming property development field, having
completed over 100 buildings in 2004-2006. The group has expanded into the Leisure
Industry, in the Eastern Suburbs of Mumbai at Chembur.
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The Acres Club
The Acres Club stretches over a vast area of land, providing a tranquil environment that
is rare in Mumbai city. Its chosen comforts and ideal ambience is designed to relieve
stress and strain. It is an ideal place to get away, or for any family to spend leisure time.
Situated on Hemu Kalani Marg, Chembur, the heart of the city, it is accessible from one
end of Mumbai to the other within 5 to 30 minutes. It is a place to unwind and relax,
away from the hustle and bustle of the city.
The Acres Club is a part of “Apurva Natvar Parikh Group “ of Companies and
professionally managed ‘Premiere Organization in the infrastructural Support service
industry for last 60 years .The group specializes in Freight forwarding ,Heavy lift
Engineering & Transport Erections Internationals Barging and property
Development .We have bow foray into Leisure Industry at Chembur Mumbai.
Its lush, verdant environs soothe the senses. besides the invigorating expanse ,the place has
innumerable ,exciting results to indulge in .There is a fantastic range of amazing facilities
and amenities here .And the hospitality is really something to reckon with Every body is so
warm and welcoming .The royal treatment .The attention to details .Its something you could
only dream of Truly ,this place really feels like a paradise on earth.
There is a lifestyle that is unique to each one of us .One that gets lost in the
polluted ,traffic filled roads of Mumbai .And is diluted by nerve –wracking deadlines ,
creating in you a desperate need to redefine your own lifestyle.
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Facilities in the Acres Club
The Acres has a plethora of facilities to boast about. It is the finest 'lifestyle' club in India;
with its unmatched range of options for you and your family .In sports the clubs have the
following activities
• Tennis
• Squash
• Basket Ball
• Badminton
• Table Tennis
• Carom/Chess
• Billiards & Snooker Room
• Gymnasium
• Health Club
• Steam & Jacuzzi
• Swimming Pool
• Kids Pool
• Kids Corner
• Card Room
• Library
• Walking Trail
For the dining the club has the following options:
Dining Options
You linger for a touch of finesse and class? Well, The Acres has a range of sophisticated
options that will suit your stature as well as state.
• Upper Deck - The Multicuisine Restaurant

• All Spice! eatery and drinkery
• Pool Side Cafe
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• The Pub
• Café Circuit
• Green House Cafe
Banqueting & Conference
A one stops solution for hosting every social and corporate event! All you need to do just
take the initiative leave the rest to us for an unforgettable Experience
• Banquet Halls
• Conference Halls
• Party Lawns
• Party terrace
Guest Rooms
There are the deluxe rooms available for the members and the member’s guests.
Family Entertainment Center
For those who want chill out, there is an amazing array of activities to indulge in.
• Go Karting
• Catapult
• Cricket Nets
• Bowling Alley
• Virtual Reality Games
• Pool Table.
The Acres life style club offers you a variety of fitness options to sculpt your body and
recharge your mind .Turn your dream of perfect 10 into reality at Hi-tech
GYM ,complete with Steam an d Jacuzzi or just one your muscles in the aquamarine
waters of our swimming pool .
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Running enthusiast can find respite on your jogging trial ,while the sporty ones can go
slam dunking on our Basket ball court, If gaming hard is what you seek ,smash your
opponents on our international standard Squash and Tennis Courts ,or get into A power
packed game of table tennis or Badminton .
If you want to try something less energetic just play a mind game in the card room.
Whether you are a first timer or an old hand .the expert Guidance of our qualified
instructors is always available. While you enjoy your work out completely, introduce
your kids to the fit n fine culture at the kid’s pool, or just let them play easy at the Kids
Park.
We have a warning .Wining and Dining at The Acres lifestyle club can addictive
.Whenever you go ,the whiff of our mouth –watering delicacies will haunt you, leading
you to upper deck ,our Multi-Cuisine Restaurant and The Pub ,our bar ,or our Pool side
Café In case you are scared to binge .make your way to our Health Food Counter or
perhaps spend a few extra minute at the gym.
Banquet halls and Lawn ensures that your event is always a memorable one .Be it a
wedding, business conference, meeting or a corporate get together .our trained staff and
the latest banqueting facilities mesh with a regal ambience to earn you many a
compliment .In case your event lasts for more than a day,our fully furnished Guest room
see to it that your stay with us is an enriching one.
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Different types of
Membership
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Chapter 3
Different types of membership
Types of Memberships:
There are various types of membership available in the clubs which will suits to the
requirements of the clients. They are as follows.
• Family Membership [25 years]:
Family membership is defined as husband wife and plus two kids can avail the
facilities .Children can avail the facilities till the age of 21.And the rates are like 3,
50,000 + 10.3% is the service tax. And the membership is for 25 years.
• Parivar Membership [25 years]:
Existing members can add on parents [over the age of 60] onto their membership for a
nominal fee.
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• Senior Citizen Membership [25 years]:
An individual and his or her spouse can avail the facilities who are above then age of 60
and they are needed to submit there age proof. And the rates are 225000 + 10.3%is the
service tax . And the membership is for 25 years.
• Single Person Membership [25 years]:
Any unmarried individual or a widow or divorcee person who is above 18 can avail the
facilities. And the rates are like 250000 +10.3% is the service tax. And the membership
is for 25 years.
• Corporate Membership [25 years]:
A Public Limited Co./ Private Ltd. Co. or a Firm or any Association/Organization

nominating one or more executive as members, each nominee's spouse & 2 children,
( below 21 years of age). There will be a charge of 5% of prevailing membership rate
for a change in nominee. And the rate for the corporate membership is 500000 +10.3%is
the service tax.
• NRI Membership [25 years]:
‘NRI Membership’ is for an individual having attained NRI status, his/her spouse and 2
children, sons below 21 years of age or unmarried daughters.
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Tenure
Tenure of membership is valid from the date of commencement of 'The Acres Club' or as
specified at time of enrollment.
Note
Tariffs deposits, terms & conditions can change without prior notice. Members will have to
pay an Annual Subscription Fees from the date of commencement of membership
THE FOLLOWING EASY PAYMENT OPTIONS ARE AVAILABLE FOR

YOUR ACRES CLUB MEMBERSHIP
HDFC Personal Finance:
HDFC offers an easy EMI facility to all prospective members. Avail of low interest rates
and easy installments of 12, 24, or 36 months. EMIs start from as low as Rs. 6836 per
month.
The guest room rates are mentioned below. All rates are in INR (Indian Rupees). Luxury
tax as applicable. All major credit cards accepted. Reservation confirmed against credit card
or advance payment.
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Details of the room rates;
Room Type Single Double Extra Person

Deluxe Room 2700 3200 300
Tax @ 10% 270 320 30
The Acres Club have affiliation with so many clubs with in the India and
Internationally also
1. G.C.A club house Ahemdabad

2. Greenwoods club &lake resort Ahemdabad
3. Karnavati club Ahemdabad
4. Aurangabad gymkhana club Aurangabad
5. Aurangabad sports club Aurangabad
6. The service club Amritsar
7. Lumsden Club Amritsar
8. AGA heritage club Amritsar
9. Horsley hills club Andhra Pradesh
10. Ajmer club Ajmer
11. City sports club Akola
12. Swarn club Bareilly
13. The club Bangalore
14. Best club Bangalore
15. Jain farms &resort ltd Bangalore
16. Lamicale club &Resort ltd Chennai
17. The coromandel club Chennai
18. Chennai corporate club Chennai
19. Maharaja royal club Chennai
20. Jenny club Coimbatore
21. Safdarjang club Delhi
22. Masonic club Delhi
23. Riverside sports recreation club Delhi
24. The Darjeeling Gymkhana club ltd Darjeeling
25. Woodbourne country club Goa
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26. Gondia gymkhana club Gondia
27. Gobingardh club ltd Gobingarh
28. Mandi gymkhana club Gobingarh
29. Jiwaji club Gawalior
30. The sayaji club Jodhpur
31. Best western resort country club Haryana
32. Jodhpur gymkhana Jodhpur
33. Umed club Jodhpur
34. The utamber club Jodhpur
35. Club grass field Jaipur
36. Jai club Jaipur
37. Jaipur club ltd Jaipur
38. Jaisal club jaisalmer
39. Ranchi gymkhana club Jharkhand
40. Citi club Kanpur
41. International club Kolkata
42. Princeton club Kolkata
43. Ibiza kolkata
44. hill country club Kolkata
45. Oudh gymkhana club Luck now
46. Moradabad club ltd moradabad
47. Maharaja baug club ltd nagpur
48. Balasore club Orissa
49. Corinthias club pune
50. Ganga retreat country side club Pune
51. le royale residency club Pune
52. Pan card club ltd Pune
53. Anand ban club Pune
54. District club of pali pali
55. Bhilwara club Rajasthan
56. The officers club solapur
57. The surat tennis club Surat
58. Malpani health club sangamner
59. Chiraan fort Secundarabad
60. Krishna valley club Sangli
61. The Windsor club Salem
62. Cinderella park club Siliguri
63. Simla club Shimla
64. Mannam memorial National Club Thiruvantapuram
65. Field club Udaipur
66. The Umbergaon club Umbergaon
67. Shree madhav club Ujjain
68. The Country club Resort Valsat
69. Prabhu Narayan Union club Varanasi
70. The Benaras club Varanasi
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Internationally the affiliated club are:
1. Nairobi gymkhana Kenya

2. Mombasa club ltd Kenya
3. Lahore Gymkhana Lahore
4. The Malacca club Malaysia
5. Kelantan golf and country club Malaysia
6. The willows cricket club New Zealand
7. Rand club Johannesburg
Fun Adventure and recreation get together under a single roof at the circuit ,a first –of-its-
kind Family Entertainment Centre .The Circuit offers high voltage action for the entire
family .Discover a new hobby at our bowling alley ,while your kids have oodles of fun at
the Kid’s corner .If you are the classy kind ,strike with finesse at our pool hall .Or just get
away to the virtual world of Arcade games .Back in the real world ,when hunger strikes
,make way to a wholesome menu at our Restaurant All Spice eatery and drinkery ,or snacks
it up at our snackbar.Whatever you choose at the Acres lifestyle club ,be sure to walk out
with a rejuvenated mind body and spirit.
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Different Marketing Strategies
adopted by club membership
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Chapter 4
Different marketing strategies adopted for club membership
Generally there are various means of selling the club membership. They adopt
various means to sell there
Telemarketing
In today’s direct marketing world it has become common knowledge that retaining a
customer is simply more cost effective than acquiring a brand new customer. The outbound
telemarketing services world can be an extremely effective tool for customer retention; in
fact, it is one of the best, if not the best way to retain customers. Outbound telemarketing
services offer marketers the chance to retain customers with a service oriented approach as
well as an extremely customized renewal offer. Retention telemarketing has become one of
the most common uses for outbound telemarketing services because of the cost effective
nature of the effort as
well as the high response rate. However, even with all of the success of retention
telemarketing, some programs have been unsuccessful for a variety of reasons. There are
ways to ensure that your retention program will be both effective and profitable.
V.E.S College 33
Understanding Data
The first way to really make sure that retention is possible is to know your customers and
their buying habits. Analyze the data to find out where they are dropping out in the
customer life cycle and what attributes some of these customers share. Working with much
of this data can significantly impact the results of a retention program and change the focus
of the provided offer. Some of the similarities in data can result in a more customer focused
offer or a solution that can retain more prospects then simply providing a lower price. The
ultimate concern here is to understand the customer information as well as the most effect
offer or offer combination in order to retain the customer.
Avoid Mix Offerings
Any experienced marketer is most likely testing several offers as well as attempting to
retain customers through several channels. This is certainly a great way to ensure customer
contact; however, it can be problem if customers start receiving mixed offerings. When
running the telemarketing program a best practice is to allow the telemarketing agent to
offer a lower priced selection or to allow the agent several price options. The rule of thumb
in direct marketing is to close the sale now because closing it later rarely happens.
Telemarketing services can successes in the retention process if they are given the right tool
and offer to work with. Also, if running a telemarketing program along a direct mail or any
V.E.S College 34
other retention effort coordinating the offer to the list is always the best way to ensure
success.
Understanding the markets
B2B
When running B2B retention programs one thing that can often be a factor is the multiple
decision makers involved in the retaining the product or service. Outbound telemarketing
calls can be used to identify these issues through predefined questions that can capture the
data needed to offer them a more targeted solution. More often than one might expect, price
is not the only factor. In fact many customers may even use pricing as a deterrent to
addressing the really issue they dropped out of the account.
B2C
The B2C market can be completely different. In reality, these are the easiest to really work
in a good retention program for. The customer centered focus that has emerged in the
marketing industry coupled with the strong presence of the internet has really allowed for
customers to become more fickle about who they deal with. This fact alone makes the need
for a good retention program even more convincing.
These retention programs should revolve around customers that have recently dropped out
or are in danger of leaving. Segmenting this list then further to try and reach customers with
an offer catered to their buying habits can help convert them. Additionally, using your
telemarketing program to learn more about why they are dropping out is vital to
understanding your customer database. Telemarketing can be one of the most effective
programs to improve a database.
Understanding the loyalty
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It is easy to get lost in trying to retain fallout or at risk customers; however, retention can be
equally effective as a loyalty campaign as well. These campaigns can not only provide some
insight into what the customer is thinking but it provides companies with the opportunity to
cross sell or introduce new products and services. Telemarketing services campaigns that
involve loyalty programs are great ways to keep customer data refreshed, pull opinions
from existing customers, correct any misgivings that a customer may have perceived to
have happened since the company’s last connection with them, and ultimately offer a new
product or service to meet needs. These Loyalty program reward customers for simply
being customers and really offers a chance to ingrain them further in a company’s product
line. Using outbound telemarketing services to reach out to these customers can be
exceptionally valuable to the customer lifecycle longevity.
Continuity
Continuity outbound telemarketing services, have become a goldmine for clients who have
multiple products and a pool of current customers that are part of a continuity program
already with the company. Using a telemarketing service provider to call these customers
back and cross sell them with another continuity program another similar product is a huge
sales converter. In addition, it offers the chance to express general interest in the continuity
offer that they are already using and their satisfaction, combined with an up sell or a cross
sale.
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Membership
Using outbound telemarketing services to retain members is one of the most highly
successful ways to retain a customer. More often than not recently lost customers can be
retained for less than $20 through outbound telemarketing services, and telemarketing
services have the highest response rate for any form of direct marketing communication.
Savvy direct marketing experts will often use their telemarketing services campaign to offer
membership club programs that have recently expired an up sell to gain an even higher
profit out of the same call. Using a telemarketing services agent that has been properly
trained, telemarketing services uses can often get these agents to successfully sell customers
on an up sell, or convince customers that are canceling their membership to stay onboard
even it if means offering a down sell. No other form of direct marketing can offer this
flexibility, which is why membership groups heavily utilize telemarketing services for their
membership retention campaigns.
Ultimately, using telemarketing services to reach out to customers who are current members
or past customer to retain them is one of the most effective uses for not only the
telemarketing services channel but for any form of direct marketing. Visit teleresources.net
for more information on telemarketing.
Internet marketing
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than US$10 per month.
E-Books, website software’s, all of these are very popular, and savvy Internet users, could
probably buy at least 1 e-book per month. There seems to be so many websites selling good
e-books, but each time you make a purchase, this becomes an expense. How many e-books
have you bought this year? The price of an e-book could vary from US$19 onwards, with
most e-books retailing at US$97.
Rather than buying one e-book for US$97, you can now get more than 10 e-books /
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The e-book topics and software’s will all be related to Internet Marketing so it will cover all
areas of your website business, including:-
• affiliate programs
• email marketing, and viral marketing
V.E.S College 38
• joint venture (JV)
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• search engine optimization (SEO) to improve website ranking
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• starting your online store in shopping malls, and eBay Auction Trading secrets
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International popular internet marketing gurus and e-book authors
Promoting the club membership through Banquet halls
A function hall or banquet hall is a room for the purpose of hosting a party, banquet,
reception, or other social event.
These are often found within the buildings of clubs and fraternal organizations (rented out
as a fundraiser for the organization) or within a restaurant. Some condo associations and
apartment buildings have these to keep the noise of parties out of the residential units.
Banquet Hall
Before finalizing a banquet hall for your event you need to do some homework depending
on what type of event you are hosting. To start with first make a rough estimate on the
number of guests you are expecting for your event. This is the most basic thing that needs to
be taken care of as the size of the banquet hall will make a large impact on your event.
V.E.S College 39
Banquet hall should not be too small or too huge for your requirements. If the number of
people you are expecting is known it will make it easy to decide the banquet hall size. The
hall should be spacious to cater to all needs of your event. Too much of squeezing will ruin
the fun of the event in case of a small banquet hall.
Take a tour of all the good banquet halls in your city. If you are having trouble in renting
the right size banquet hall then you may go in for a little larger hall than your expected size
and fill the empty spaces with exclusive décor items. You could extend the sitting
arrangement to make the banquet hall look filled to your invitees. An appropriate lighting
can help to get the desired look for the banquet hall. You could make certain areas brighter
and some can have dim shades depending on what the highlight of the event is. When you
highlight some area of the banquet hall, anything that happens in that area grabs a lot of
attention.
Other facility required within a banquet hall includes a good sound system. Sound system is
required for parties as well as corporate meetings. A banquet hall facility may be
aesthetically sound but if it fails to fulfill the sound requirements of an event it will make a
poor impression overall. The best way to ensure a good quality sound system is to attend or
find out if someone in your friends or relatives has ever been to this banquet hall you
selected. Until the sound is played how will you make up your mind for its quality? Make
sure everything is in place before the event begins. You do not want to invite trouble by
having loose connections of the microphone at the eleventh hour.
Ensure the food quality of banquet by tasting the food well in advance. Check out what
banquet foods are available then finalize the menu for your upcoming event. Pick the food
from starter to deserts. Food could make a lasting impression on your invitees. This is one
thing people generally don't want to experiment with. When you are done with the
selections for your banquet food menu go ahead and taste it. Take along a friend or relative
to help you form an opinion. One look at the kitchen could tell you the food quality within a
minute. Make sure hygiene is an integral part of the banquet hall's kitchen.
V.E.S College 40
Walk along and get a look at the banquet bathrooms facility. Find out if it is sufficiently
clean and basic things are available like soap, towel, toilet paper, etc. All these minor things
will make a whole lot of difference to the overall event. Once you are thoroughly convinced
then only book the banquet hall. Don't be too late to hunt for a banquet hall. It is at times
difficult to find the right banquet hall for a specific date. Plan you event well in advance to
make sure everything goes right for you! Good Luck!
Lawns
Experience nature s bosom with our finely manicured lawn. The serene spirit of nature
compliments the opulence of every occasion. with boosting capacity of 500-2000 people,
our lawn is a perfect natural setting for wedding , get together and other big events
Ruby Hall
A charming hospitality venue, this hall spells exclusivity .Accommodating 35-40 People
this splendid venue is perfect for corpate meet, kitty parties and birthday celebrations.
Opal hall
This hall exudes charisma and imparts a lively touch to every occasion. with boosting
capacity of 35-40 people ,the hall sets the stage for corporate meet, kitty parties and small
get –together.
Sapphire Hall
A magnificent boardroom for small yet important occasions, this hall can host 12-15 people
and is ideal for small conferences and corporate.
V.E.S College 41
Emerald Hall
Experience a spacious venue that defines opulence and evokes a sense of royalty. Plush
interiors lend a nostalgic touch to marriages ,anniversaries, birthdays and corporate
meets.Hostings 200-250 people ,the hall commands magnanimity.
Grand Banquet Hall
Avenue celebrating grandeur, it is perfect blend of contemporary elegance and luxury.

Hosting capacity of 200-250 people makes this venue ideal for grand occasions like
marriages; get together anniversaries and corporate meets.
Diamond Terrace
Nothing spells warmth like a big heart and an open sky. Hence our terrace with capacity of
150-200 people is tailor –made for gala marriages, anniversaries, birthdays and corporate
meets.
Tangerine Hall
Taking concept of ambience to new height, the hall induces glamour to every occasion. An
aesthetic venue hosting 150-200 people, it is ideal for marriages, anniversaries, birthdays,
corporate meets and exhibitions.
V.E.S College 42
HALL CAPACITIES FOR BANQUETS AND PARTIES
Lawns Emeral Grand Ruby Opal Sapphire Diamond Tangerine

d
Min 60 100 25 20 10 50 50
Guarantee
Capacity 500- 200-250 200- 35-40 35-40 10 150-200 150-200
2000 250
Min 50 60 25 20 10 50 50
Guarantee
Theater 120 150 40 35 20
Cluster 70 80 25 25
Class 40 70 24 20 12
U-shape 35 50 25 20
I/Board 35 50 25 20 12
room
Taking reference from club member
There are many benefits to having a website for a private club but most can be summed up
as improving club membership communications. Through the resources of the website,
members have instant access to unlimited information about the club and the club
community. Generally speaking, a club website provides benefits like these:
• Updates members immediately through web pages and built-in member email
messaging
V.E.S College 43
• Embraces new computer users especially older members with simple and
conservative look and feel
• Increases event participation through a better-informed membership
• Improves membership camaraderie and improved sense of community
• Saves time answering questions and allows staff more time to spend directly with
members
• Saves money on printing and mailing of promotional materials, directories,
newsletters
• Enables achievement of the website as a "critical mass" communications vehicle
Functional Benefits
By providing this modern method of club membership communications, the club delivers
information in a much more timely fashion, and communications do not just flow from the
club to the members but also from the members to the club through surveys, polls, email,
and response forms. Here are some examples of benefits derived from specific website
features:
• A membership directory that not only provides a handy reference for members but
also keeps itself up to date by prompting members to regularly update their own
contact information.
• Member announcements keep members abreast of what is happening today at the
club, events, changes, achievements.
• The club's calendar of events can cover everything from wine tasting events to re-
paving the tennis courts, all in a place where members can find answers in a few
mouse clicks.
• Everybody likes photos, especially of themselves, so photo galleries are great,
especially now with the availability of inexpensive digital cameras.
• Reference documents ranging from club by-laws to back issues of the newsletters,
contact lists, tournament details and tournament results and just about any other kind
V.E.S College 44
of document is readily available for quick member reference and reduced phone
calls for information.
• A survey system to find out what members like and dislike is a superb two-way
vehicle for club membership communications with incredible benefit to both
members and management. First, it communicates the club's desire to know what
members want and secondly, it gives members a voice in club activities and policies,
and gives them the true sense of belonging.
• A website with email capabilities built into it enables sending of email messages to
all members, to groups of members by special interest and to special distribution
lists. Information gets out faster, increasing participation or notifying of changes and
specials.
Arranging picnic for promoting club membership
Membership
The Membership Dept. is responsible for gathering and maintaining names, addresses, e-
mail, phone and other information for all members and prospective members, organizing
membership teas and socials and promoting our club.
Children’s Arts & Recreation Enrichment Program (C.A.R.E.)
The mission of the C.A.R.E. Program is to provide educational and recreational activities
for children and to support the needs of our growing community through charitable
donations. The Long Valley Area Junior Women’s Club created the C.A.R.E. over thirty
years ago as a small project whose goal was to fill a void in our then rural community, by
providing after school enrichment activities for children. Our enrollment at that time was
thirty students. Today, we provide arts and recreational enrichment classes to over 700
students. Our classes include gymnastics, sports skills, dance, cheerleading, arts and crafts,
sewing, science, theater and languages. With continued growth over the years, this program
V.E.S College 45
has become our largest annual fundraiser as well as the number one fundraiser for all Junior
Women’s Clubs in the state of New Jersey. For each of the past three years, our C.A.R.E.
Program has helped us to raise over $50,000 annually. Funds from this program, coupled
with funds raised from our other fundraising projects, are then allocated to various
organizations in need within and surrounding our community. Learn more about C.A.R.E
Arts Department
PhotoContest: The Middle School Photo Contest is held annually in the first quarter of the
year. The Committee solicits donations for prizes from local businesses and secures judges.
Photos are separated by grade and by category. The photos are mounted for display in the
school and throughout town. Prizes are presented to the winners at an in-school assembly
and a press release is sent to the Observer-Tribune.
Gingerbread House Decorating Contest:
This event is held in the winter, either in December or January. The intent of this event is to
celebrate community. If possible, this event can be coordinated with the Long Valley
Village Association (LVVA), and be a part of the Holiday Happenings in downtown Long
Valley. Prizes are awarded, ribbons are awarded and houses are place on display in town at
the library or at a local bank.
Paint The Town Red Program:
During the month of November, volunteers and their children offer to decorate a mirage of
festive holiday pictures in the windows of local shop owners.
Conservation Department
The purpose of the Conservation Department is to promote community

beautification, encourage recycling and conservation of resources, and promote
V.E.S College 46
awareness of environmental issues. The chairperson is responsible for
coordinating all conservation activities and events.
Education Department
Dr. Seuss’ Read Across America:
The chairperson is responsible for contacting the Elementary School librarians and
scheduling Juniors to read to library classes on Dr. Seuss’ birthday. The chairperson then
obtains a wish list of books from the librarians and the Club donates 2 books to each school.
Read-A-Thon:
The Summer Read-A-Thon is open to students entering 1st through 8th grades and benefits
the school libraries and the local library. The students record the books and the number of
pages they have read and submit the list to their school along with their sponsor money.
Prizes are awarded by grade and by school for the most pages read and the most money
raised. The chairpersons are responsible for coordinating with the school librarians, sending
flyers to the schools, receiving sponsor forms and money, tallying the pages read per
student and coordinating prizes.
Scholarships:
V.E.S College 47
Scholarships are given to local high school students. The Committee contacts the local high
schools to solicit applications for the scholarships. The applications, transcripts, and essays
are reviewed and narrowed down to the best few, who are interviewed. The Committee
determines each school’s winners and presents the awards at the Senior Awards Night
Assembly. A homemaker planning to return to the workforce may apply for the
Homemaker Scholarship. The Committee also awards scholarships to local preschools and
local day camps for families in need.
Spelling Bee:
The annual spelling bee for 4th and 5th graders is held in January. Although all students in
grades 4 and 5 are encouraged to participate, only the first 90 students to register will be
accepted due to space and time requirements Prizes are donated from banks (bonds) and
bookstores (gift certificates). Winners advance to the district spelling bee in February.
District winners advance to the state spelling bee in March. The chairperson is responsible
for publicity, reserving a facility, coordinating with the schools, securing a pronouncer, and
helping to coordinate the district level spelling bee. The District Bee held in 2008 will be
sponsored by the Long Valley Junior Women’s Club.
Turn Off the TV Week:
This is a national event wherein children do not watch TV for one week in the hope that
they will find other interesting ways to spend their time. The chairpersons distribute flyers
to the children through the schools and they indicate whether they would like to participate.
If they successfully complete the week of no TV, they submit another form indicating what
they did instead of watching TV, and they choose a book as their reward. The Committee
organizes all the forms, totals up the book orders, places the order, and distributes the books
and a certificate to each child.
Health Department
The purpose of the Health Department is to educate Club members and the general public
about health issues and to support community health related outreach programs. Activities
V.E.S College 48
and events include conducting a yearly community blood drive, coordinating CPR training
for members, sponsoring a table at a local health fair, collecting yogurt tops for breast
cancer research, holding a yearly trike-a-thon fundraiser to benefit St. Judes Children’s
Hospital, organizing participation in walk-a-thons for a particular cause, and setting up
health related education seminars.
Homelife Department
Babysitter Training: The Club sponsors children 11 years old and up to attend the
babysitting training course run by The Center for Healthier Living. Topics covered include
babysitting techniques, diapering, first aid and CPR. The chairperson coordinates dates with
the instructor, informs the Club of openings through the newsletter and general meetings,
and contacts scout leaders if there are additional openings after Club members register.
Birth Haven:
Birth Haven is a home for pregnant homeless women. It offers a safe and supportive living
environment for women who are awaiting the birth of their babies. The Chairpersons
coordinate donations from the Club for items such as comfort goody bags for the women,
makeovers, movie tickets, gift certificates, and phone cards.
Christmas Gifts:
The Club provides a monetary donation to the Interfaith Community Outreach Group. They,
in turn, purchase Christmas gifts for the children of local needy families. The chairperson
coordinates the donation.
Coat Drive:
The Fall Coat Drive takes place annually to benefit local needy families. Juniors donate
coats, jackets, snow pants, hats and gloves in good condition. The chairperson is responsible
V.E.S College 49
for notifying members through the newsletter and general meetings, collecting the
donations, distributing to a local needy organization and/or the Morristown Mission.
Easter egg Hunt:
The egg hunt is for all Club members, prospective, and their families. Chairpersons are
responsible for securing a location, obtaining goodies, filling eggs and coordinating bakers
and drinks for snacks.
Family Picnic:
The family picnic is for all Club members, prospective, and their families. It takes place at
the end of the Club/school year. The chairperson is responsible for choosing the facility and
organizing the food and games.
Foster Parents:
The Club supports local foster care families. The chairperson is the liaison in finding out
what the Foster Care needs are, informing the Club through the newsletter and general
meetings, receiving the donations from the Club, and delivering them to Foster Care for
distribution.
Nursing Home:
Juniors and their children are invited three times each year to visit the House of the Good
Shepherd Nursing Home residents. At Halloween, the children parade in their costumes and
the seniors hand out treats. At Christmas, the children assist the seniors in making a holiday
decoration. At Easter, the seniors host an egg hunt. The chairperson is responsible for
coordinating each event, sign-up sheets and cookies and juice.
Scarecrow Assembly/Hayride:
This event is held in the fall for club members and their children to enjoy a day of making a
scarecrow, picking a pumpkin and going on a hayride. Responsibilities for the chairperson
V.E.S College 50
include securing the location, purchasing the supplies for the scarecrow and promoting the
event.
Senior Center:
The Club supports the local senior citizens at the Senior Center by assisting with their
events four times a year: Thanksgiving Luncheon, Christmas Luncheon, St. Patrick’s Day
Luncheon, and the Senior Picnic. The chairpersons notify members through the newsletter
and at general meetings and are responsible for coordinating bakers and servers. Juniors and
their children are invited to help.
Senior Picnic:
This event for Seniors is usually coordinated to be the same day as the Family Picnic. The
chairpersons are responsible for coordinating the location, bakers and servers, the
entertainment (from the Middle School Jazz Band and Girl’s Choir), and purchase of food
and supplies.
Snack with Santa:
This event is for club members and their families. Children can meet with Santa, sing
songs, enjoy a snack, make a craft and decorate a cookie. The chairperson notifies members
through the newsletter and at general meetings and is responsible for coordinating the
facilities, refreshments, craft project, cookie decorations, the entertainer and Santa.
Advertisement in newspapers
Most newspapers make nearly all their money from advertising. The income from the
customer's payment at the news-stand is small in comparison. For that reason newspapers
are not expensive to buy, and some (such as AM New York in New York City and Metro in
the UK) are free. The portion of the newspaper that is not advertising is called editorial
content, or simply editorial, although the last term is also used to refer specifically to those
articles in which the newspaper expresses its opinions. Publishers of commercial
V.E.S College 51
newspapers strive for higher circulation so that advertising in their newspaper becomes
more effective, allowing the newspaper to attract more advertisers and charge more for the
service. But some advertising sales also market demographics: some newspapers might
sacrifice higher circulation numbers in favor of an audience with a higher income. Many
paid-for newspapers offer a variety of subscription plans. For example, someone might only
want a Sunday paper, or perhaps only Sunday and Saturday, or maybe only a workweek
subscription, or perhaps a daily subscription.
Some newspapers provide some or all of their content on the Internet, either at no cost or
for a fee. In some cases free access is only available for a matter of days or weeks, after
which readers must register and provide personal data. In other cases, free archives are
provided.
The good, old Newspaper is certainly the oldest -- and is still the largest -- of the major
advertising mediums, and it still plays and integral role in the media buyer's ad planning.
Newspapers were an important and respected advertising medium long before their
competitors were even thought of.
There are well over 9000 Newspapers in Canada and the United States and they collectively
comprise the largest ad medium. Over two thirds of the dollars spent in Newspaper
advertising is derived from local advertisers.
While Newspapers have been replaced as the primary medium for "national" advertising by
Television -- it's local orientation has made it well suited to retailers. Newspapers enable
merchants to reach a wide cross- section of people, by concentrating their coverage in the
local market.
It's this wide coverage of local markets that is the Newspaper's greatest strength. Since
many communities have only one Newspaper, a very large number of people can be reached
with two or three ads.
A Newspaper's selectivity is limited to a great degree by its wide coverage. A good number
of merchants discover that they are paying for a lot of excess circulation when advertising
V.E.S College 52
in Newspapers. The small to medium sized retailer in a larger metropolitan area, frequently
discover the distribution area of their local paper is to broad for their needs. For example:
"The record shop aiming at a teen and young adult market may discover they are missing
their primary market with Newspaper, because these groups traditionally do not read the
paper near as much the older demo groups. Or consider that the women's swimwear shop
must pay for the excess circulation of male readers."
Newspapers have been able to circumvent this problem to a certain degree. They have
specific sections of the paper slanted to specific target/readership groups. Now more
selectivity can be achieved through your Newspaper advertising. However, this is achieved
at the sacrifice of the readers who are not normally exposed to these sections.
It's because of this that many local advertisers are continuing to re-evaluate their
Newspaper advertising. Other media are being evaluated as an alternative -- or more
sensibly -- an augmentation to their newspaper buys. This creates a good "media mix" and
delivers more new customers to their place of business. By evaluating the strengths of the
other mediums in conjunction with the strengths of the Newspaper, your media dollars are
use more effectively and efficiently.
Most markets - regardless of size - have some kind of local newspaper coverage. They
range from Dailies and Weeklies, Sunday or Weekend Newspapers, to Shoppers and
Special Interest publications. In fact most Newspapers today offer advertising supplements.
These inserts can range in size from 4 pages to 20 pages in size.
While Newspapers lack the intrusiveness of radio and television, Newspapers are still an
effective advertising medium. They do an excellent job of reaching established customers,
and therefore, are an excellent base for retail advertising. Your business's success depends
on its ability to bring in "New Customers". Therefore, Newspapers should not be considered
as your only source for advertising in this modern, competitive business environment.
But...Newspaper is going to be a part of your advertising media plans!
Advertising as a mean to sell the membership
V.E.S College 53
Advertising hoardings are a cost-effective means of advertising outdoors. These can draw
great attention and make a huge-impact on potential customers. This is exactly why more
and more businesses are now using attractive advertising hoardings to promote their
products and services.
A creative and powerful option to keep your products and services highlighted, billboards
never fail as attention grabbers. These are intended to attract the people who are on the
move. The advertisements are conveyed mostly with the aid of pictures or diagrams, using
minimum number of words so that passers-by quickly grasp the intended message. The
messages themselves are kept short and simple. As the advertisements should be visible
from a distance, the size of the board is taken care of beforehand. Usually, the text is
included in highly visible, attractive font to enhance the effectiveness.
The location is of great significance when raising a billboard; otherwise the advertisement
may go in vain. The billboard should be made of sturdy material, which is weather-resistant
in order to put up a strong fight against adverse weather conditions. More importantly,
these hoardings must be able to withstand heavy winds. Nowadays, the required graphics
are made using a computer and then printed on big poster boards or vinyl, which is glued to
the billboard. The availability of better and advanced tools such as long-lasting billboard
substrate, state-of-the-art digital technology, development of fiber optics and 3D graphics
have substantially increased the scope of advertising hoardings. These boards can be used
for short term and long term purposes and are cost-effective. They can be placed on
roadsides, construction sites, station platforms, malls, airports and other strategic locations.
The benefits of using advertising hoardings are limitless and they include:
• Estabilishing brand awareness
• Frequent and continuous highlighting of message
• Effective product exposure
• Eye-catchy ads on billboards reach out to millions of audiences on a day-to-day basis.
The use of advertising hoardings is not restricted to businesses alone, looking to create a
brand image. These are ideal also for promoting awareness programs such as AIDS
V.E.S College 54
awareness, poverty eradication, environment protection and more. Numerous
establishments such as banks, car manufacturers, charities, and telecommunication
companies make innovative use of these billboards.
For which type of

membership which strategy
should be adopted
V.E.S College 55
Chapter 5
For which type of membership which strategy should be adopted
Family membership Individual membership senior citizen membership the marketing

strategies adopted are as follows:
Telemarketing
In today’s direct marketing world it has become common knowledge that retaining a
customer is simply more cost effective than acquiring a brand new customer. The outbound
telemarketing services world can be an extremely effective tool for customer retention; in
fact, it is one of the best, if not the best way to retain customers. Outbound telemarketing
services offer marketers the chance to retain customers with a service oriented approach as
well as an extremely customized renewal offer. Retention telemarketing has become one of
the most common uses for outbound telemarketing services because of the cost effective
nature of the effort as
well as the high response rate. However, even with all of the success of retention
telemarketing, some programs have been unsuccessful for a variety of reasons. There are
ways to ensure that your retention program will be both effective and profitable. Through
the telemarketing the customer ask for the query and the employee should be able to answer
the query .He should have each and every information of his organization . And he should
be very polite in his presentation.
V.E.S College 56
Advertisement in newspapers
Most newspapers make nearly all their money from advertising. The income from the
customer's payment at the news-stand is small in comparison. For that reason newspapers
are not expensive to buy, and some (such as AM New York in New York City and Metro in
the UK) are free. The portion of the newspaper that is not advertising is called editorial
content, or simply editorial, although the last term is also used to refer specifically to those
articles in which the newspaper expresses its opinions. Publishers of commercial
newspapers strive for higher circulation so that advertising in their newspaper becomes
more effective, allowing the newspaper to attract more advertisers and charge more for the
service. But some advertising sales also market demographics: some newspapers might
sacrifice higher circulation numbers in favor of an audience with a higher income. Many
paid-for newspapers offer a variety of subscription plans. For example, someone might only
want a Sunday paper, or perhaps only Sunday and Saturday, or maybe only a workweek
subscription, or perhaps a daily subscription.
Some newspapers provide some or all of their content on the Internet, either at no cost or
for a fee. In some cases free access is only available for a matter of days or weeks, after
which readers must register and provide personal data. In other cases, free archives are
provided.
The good, old Newspaper is certainly the oldest -- and is still the largest -- of the major
advertising mediums, and it still plays and integral role in the media buyer's ad planning.
Newspapers were an important and respected advertising medium long before their
competitors were even thought of.
V.E.S College 57
There are well over 9000 Newspapers in Canada and the United States and they collectively
comprise the largest ad medium. Over two thirds of the dollars spent in Newspaper
advertising is derived from local advertisers.
While Newspapers have been replaced as the primary medium for "national" advertising by
Television -- it's local orientation has made it well suited to retailers. Newspapers enable
merchants to reach a wide cross- section of people, by concentrating their coverage in the
local market.
It's this wide coverage of local markets that is the Newspaper's greatest strength. Since
many communities have only one Newspaper, a very large number of people can be reached
with two or three ads.
A Newspaper's selectivity is limited to a great degree by its wide coverage. A good number
of merchants discover that they are paying for a lot of excess circulation when advertising
in Newspapers. The small to medium sized retailer in a larger metropolitan area, frequently
discover the distribution area of their local paper is to broad for their needs. For example:
"The record shop aiming at a teen and young adult market may discover they are missing
their primary market with Newspaper, because these groups traditionally do not read the
paper near as much the older demo groups. Or consider that the women's swimwear shop
must pay for the excess circulation of male readers."
Newspapers have been able to circumvent this problem to a certain degree. They have
specific sections of the paper slanted to specific target/readership groups. Now more
selectivity can be achieved through your Newspaper advertising. However, this is achieved
at the sacrifice of the readers who are not normally exposed to these sections.
Through the ads given in newspapers the people are more aware of the
advertisement given in the newspapers .And through that they make enquiries about their
info. And the employees should be always be ready to give the answers of their question.
And in today’s life as people are preferring to the newspaper so it is most important means
of advertising
V.E.S College 58
Advertising hoardings
Advertising hoardings are a cost-effective means of advertising outdoors. These can draw
great attention and make a huge-impact on potential customers. This is exactly why more
and more businesses are now using attractive advertising hoardings to promote their
products and services.
A creative and powerful option to keep your products and services highlighted, billboards
never fail as attention grabbers. These are intended to attract the people who are on the
move. The advertisements are conveyed mostly with the aid of pictures or diagrams, using
minimum number of words so that passers-by quickly grasp the intended message. The
messages themselves are kept short and simple. As the advertisements should be visible
from a distance, the size of the board is taken care of beforehand. Usually, the text is
included in highly visible, attractive font to enhance the effectiveness.
The location is of great significance when raising a billboard; otherwise the advertisement
may go in vain. The billboard should be made of sturdy material, which is weather-resistant
in order to put up a strong fight against adverse weather conditions. More importantly,
these hoardings must be able to withstand heavy winds. Nowadays, the required graphics
are made using a computer and then printed on big poster boards or vinyl, which is glued to
the billboard. The availability of better and advanced tools such as long-lasting billboard
substrate, state-of-the-art digital technology, development of fiber optics and 3D graphics
have substantially increased the scope of advertising hoardings.
These boards can be used for short term and long term purposes and are cost-effective.
They can be placed on roadsides, construction sites, station platforms, malls, airports and
other strategic locations. The benefits of using advertising hoardings are limitless and they
V.E.S College 59
include:
• Establishing brand awareness
• Frequent and continuous highlighting of message
• Effective product exposure
Eye-catchy ads on billboards reach out to millions of audiences on a day-to-day basis.
Advertising hoardings are the most effective means of advertising it attracts the people
easily .And the hoardings are put up on the signal and the big banners are put up in the
public areas ,railway stations , bus stations , and on the signals.
Taking reference from club member
There are many benefits to having a website for a private club but most can be summed up
as improving club membership communications. Through the resources of the website,
members have instant access to unlimited information about the club and the club
community. Generally speaking, a club website provides benefits like these:
• Updates members immediately through web pages and built-in member email
messaging
• Embraces new computer users especially older members with simple and
conservative look and feel
• Increases event participation through a better-informed membership
• Improves membership camaraderie and improved sense of community
• Saves time answering questions and allows staff more time to spend directly with
members
• Saves money on printing and mailing of promotional materials, directories,
newsletters
• Enables achievement of the website as a "critical mass" communications vehicle
V.E.S College 60
Functional Benefits
By providing this modern method of club membership communications, the club delivers
information in a much more timely fashion, and communications do not just flow from the
club to the members but also from the members to the club through surveys, polls, email,
and response forms. Here are some examples of benefits derived from specific website
features:
• A membership directory that not only provides a handy reference for members but
also keeps itself up to date by prompting members to regularly update their own
contact information.
• Member announcements keep members abreast of what is happening today at the
club, events, changes, achievements.
• The club's calendar of events can cover everything from wine tasting events to re-
paving the tennis courts, all in a place where members can find answers in a few
mouse clicks.
• Everybody likes photos, especially of themselves, so photo galleries are great,
especially now with the availability of inexpensive digital cameras.
• Reference documents ranging from club by-laws to back issues of the newsletters,
contact lists, tournament details and tournament results and just about any other kind
of document is readily available for quick member reference and reduced phone
calls for information.
• A survey system to find out what members like and dislike is a superb two-way
vehicle for club membership communications with incredible benefit to both
members and management. First, it communicates the club's desire to know what
members want and secondly, it gives members a voice in club activities and policies,
and gives them the true sense of belonging.
V.E.S College 61
• A website with email capabilities built into it enables sending of email messages to
all members, to groups of members by special interest and to special distribution
lists. Information gets out faster, increasing participation or notifying of changes and
specials.
Arranging picnic for promoting club membership
Membership
The Membership Dept. is responsible for gathering and maintaining names, addresses, e-
mail, phone and other information for all members and prospective members, organizing
membership teas and socials and promoting our club.
Children’s Arts & Recreation Enrichment Program (C.A.R.E.)
The mission of the C.A.R.E. Program is to provide educational and recreational activities
for children and to support the needs of our growing community through charitable
donations. The Long Valley Area Junior Women’s Club created the C.A.R.E. over thirty
years ago as a small project whose goal was to fill a void in our then rural community, by
providing after school enrichment activities for children. Our enrollment at that time was
thirty students. Today, we provide arts and recreational enrichment classes to over 700
students. Our classes include gymnastics, sports skills, dance, cheerleading, arts and crafts,
sewing, science, theater and languages. With continued growth over the years, this program
has become our largest annual fundraiser as well as the number one fundraiser for all Junior
Women’s Clubs in the state of New Jersey. For each of the past three years, our C.A.R.E.
V.E.S College 62
Program has helped us to rise over $50,000 annually. Funds from this program, coupled
with funds raised from our other fundraising projects, are then allocated to various
organizations in need within and surrounding our community.
Family Picnic:
The family picnic is for all Club members, prospective, and their families. It takes place at
the end of the Club/school year. The chairperson is responsible for choosing the facility and
organizing the food and games.
Scarecrow Assembly/Hayride:
This event is held in the fall for club members and their children to enjoy a day of making a
scarecrow, picking a pumpkin and going on a hayride. Responsibilities for the chairperson
include securing the location, purchasing the supplies for the scarecrow and promoting the
event.
Senior Center:
The Club supports the local senior citizens at the Senior Center by assisting with their
events four times a year: Thanksgiving Luncheon, Christmas Luncheon, St. Patrick’s Day
Luncheon, and the Senior Picnic. The chairpersons notify members through the newsletter
and at general meetings and are responsible for coordinating bakers and servers. Juniors and
their children are invited to help.
V.E.S College 63
Senior Picnic:
This event for seniors is usually coordinated to be the same day as the Family Picnic. The
chairpersons are responsible for coordinating the location, bakers and servers, the
entertainment (from the Middle School Jazz Band and Girl’s Choir), and purchase of food
and supplies.
Snack with Santa
This event is for club members and their families. Children can meet with Santa, sing
songs, enjoy a snack, make a craft and decorate a cookie. The chairperson notifies members
through the newsletter and at general meetings and is responsible for coordinating the
facilities, refreshments, craft project, cookie decorations, the entertainer and Santa.
Promoting the club membership through Banquet halls
A function hall or banquet hall is a room for the purpose of hosting a party, banquet,
reception, or other social event.
V.E.S College 64
These are often found within the buildings of clubs and fraternal organizations (rented out
as a fundraiser for the organization) or within a restaurant. Some condo associations and
apartment buildings have these to keep the noise of parties out of the residential units.
Banquet Hall
Before finalizing a banquet hall for your event you need to do some homework depending
on what type of event you are hosting. To start with first make a rough estimate on the
number of guests you are expecting for your event. This is the most basic thing that needs to
be taken care of as the size of the banquet hall will make a large impact on your event.
Banquet hall should not be too small or too huge for your requirements. If the number of
people you are expecting is known it will make it easy to decide the banquet hall size. The
hall should be spacious to cater to all needs of your event. Too much of squeezing will ruin
the fun of the event in case of a small banquet hall.
Take a tour of all the good banquet halls in your city. If you are having trouble in renting
the right size banquet hall then you may go in for a little larger hall than your expected size
and fill the empty spaces with exclusive décor items. You could extend the sitting
arrangement to make the banquet hall look filled to your invitees. An appropriate lighting
can help to get the desired look for the banquet hall. You could make certain areas brighter
and some can have dim shades depending on what the highlight of the event is. When you
highlight some area of the banquet hall, anything that happens in that area grabs a lot of
attention.
Other facility required within a banquet hall includes a good sound system. Sound system is
required for parties as well as corporate meetings. A banquet hall facility may be
aesthetically sound but if it fails to fulfill the sound requirements of an event it will make a
V.E.S College 65
poor impression overall. The best way to ensure a good quality sound system is to attend or
find out if someone in your friends or relatives has ever been to this banquet hall you
selected. Until the sound is played how will you make up your mind for its quality? Make
sure everything is in place before the event begins. You do not want to invite trouble by
having loose connections of the microphone at the eleventh hour.
Ensure the food quality of banquet by tasting the food well in advance. Check out what
banquet foods are available then finalize the menu for your upcoming event. Pick the food
from starter to deserts. Food could make a lasting impression on your invitees. This is one
thing people generally don't want to experiment with. When you are done with the
selections for your banquet food menu go ahead and taste it. Take along a friend or relative
to help you form an opinion. One look at the kitchen could tell you the food quality within a
minute. Make sure hygiene is an integral part of the banquet hall's kitchen.
Walk along and get a look at the banquet bathrooms facility. Find out if it is sufficiently
clean and basic things are available like soap, towel, toilet paper, etc. All these minor things
will make a whole lot of difference to the overall event.
Once you are thoroughly convinced then only book the banquet hall. Don't be too late to
hunt for a banquet hall. It is at times difficult to find the right banquet hall for a specific
date. Plan you event well in advance to make sure everything goes right for you! Good
Luck!
Banquets
A one solution for hosting every social and corporate event! All need to take is
just the initiative and leave the rest on the organization, for an unforgettable experience!
Eight exclusive venues coupled with our customized amenities and the premium “Acres “
service guarantees a memorable occasion .
Other strategies that are used to sell this club membership are:
V.E.S College 66
1. Exhibitions/Fairs: Exhibitions are conducted in the membership clubs to attract
the members towards the exhibition there are various types of exhibition are held in
the club. The exhibitions for accessories, jewelleries, and the art gallery, exhibition
of various posters made by small children and the dress materials relating to culture
are available over there. Fairs are also conducted in the club foe the small children’s
and the adults various competition are held in the fair so the children can enjoy the
fair various games like networking ,pool games , swimming competition is
conducted for the kids and adults over there.
2. Fashion shows: Fashion shows are conducted in the club as to attract the members
and there reference .Through arranging such types of events they get the profit also
and they also get fame that such types of events are conducted in the club. They are
totally devoted in the activities which they arrange in there organization .
3. Film shootings: Shootings of various movies and shows are also conducted over
there. Shootings are on the contract basis the contract is done between the
organization and the director of the movie. For the different places they are charged
differently. The contract between them is for may be for two days or five days
accordingly.
4. Sporting events are generally conducted in the membership clubs for all the
people for all age group people .The sports conducted are like cricket match
,badminton ,long tennis ,table tennis, swimming competition ,pool games ,and many
more different types of games are conducted.
V.E.S College 67
5. Cocktail dinner: Dinners are generally conducted in the members club. But this is
only used by members like member can only avail these facilities and members
guests can use these facilities various types of foods are available for the dinner.
Food that are available are like Diamond (Non-Veg), Silver (veg), Hi-Tea (Veg),
Live counter-A, Pearl (non-veg), coral (veg) , Hi-tea (non-veg), Live counters -B .
6. Get-Together: Get - together are generally done by the members and the non
members on the special occasion .Like get together are done by the students and the
employees of the organization.
7. Weddings /Receptions: wedding parties and the receptions are conducted by the
members and non members both. Members are charged at subsidized rate and non
members are charged at normal rate .This is also one of the promotional activities to
attract the clients towards there club membership.
8. Birthdays and Anniversaries: Birthday parties and anniversaries are also

conducted in the member’s club .Both members and non members conduct can
conduct these parties but non members are charged at higher rate than the member.
V.E.S College 68
V.E.S College 69
Chapter 6
1. To start the affiliations : Affiliations means to have the tie up the other clubs
.Acres club have affiliation with the other clubs in India and in international level
also they have the affiliated clubs but they don’t have the affiliation in Mumbai
itself so they want to develop there affiliation in Mumbai.
2. To improve the technology of the services: They want to provide more better
services to their members so that no complaint will arrive from the client’s who are
using the facilities of the club. They wants to add more advance facilities in the
services .They want golf, skating ,yoga, salsa dancing classes, aerobics all such
facilities should be there in the club .All such facilities they want to improve in their
club.
V.E.S College 70
3. To improve the maintenance of the club services: The maintenance of the
needs the improvement according to the needs of the members and the clients who
visits .The ambience of the club environment should be good .The services provided
should be fair and should give pleasure to the members of the club.
4. Planning to get more guest rooms: The club is planning to build more guest
rooms as there are not sufficient rooms available for the members of the club. They
want there rooms should be more in numbers should be more attractive.
5. Special discounts for existing members: they are giving special discount to
the existing member so that they will able to get better services at lower price. And
they conduct any wedding, birthday parties, get together parties and they can
arrange many functions at discounted rate.
6. To improve the parking facilities: They want to m increase the area for the
parking so the members and the outsiders will not face the problem for parking of
the cars they are increasing the area so in future no problem of the parking will
arrive.
7. Planning to add the extra events, sports activities and many more: They
want to arrange and come out with new events in the organization they want to
include new sports activities in the organization so that they will actively participate
in the activities.
V.E.S College 71
CONCLUSION
The concept of integrated environment living where your condo is interlinked with Club
Ultima & Crown Regency Hotel enhances your property investment and appreciates its
value faster. Offering a totally new concept in leisure living where you'll find an irresistible
combination of lifestyle, value, convenience, and comfort all under one roof. Its lush,
verdant environs soothe the senses. besides the invigorating expanse, the place has
innumerable, exciting results to indulge in .
There is a fantastic range of amazing facilities and amenities here .And the hospitality is
really something to reckon with Every body is so warm and welcoming .The royal treatment
.The attention to details .Its something you could only dream of Truly, this place really feels
like a paradise on earth. So for such types of facilities various marketing strategies make
available to the consumer so that the consumer get aware of the facilities like club and will
able to get membership in the club
V.E.S College 72
Bibliography
Book
♦ Marketing management.
News paper and Magazines
♦ Business today
Websites
♦ www.google.com
♦ www.yahoo.com
♦ www.theacresclub.com
V.E.S College 73
V.E.S College 74

Marketing Strategy of Selling Club

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Marketing Strategy of Selling Club

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UNIVERSITY OF MUMBAI

Marketing Strategies to sell club membership

Prof. Mrs. Mahalakshmi Sankar

BACHELOR OF MANAGEMENT STUDIES

V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE,

Marketing Strategies on selling club membership

Prof. Mrs. Mahalakshmi Sankar

BACHELOR OF MANAGEMENT STUDIES

V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE,

MARKETING STRATEGIES TO SELL THE CLUB

Prof. Mrs. Mahalakshmi Sankar

BACHELOR OF MANAGEMENT STUDIES

V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE,

I SAVITA M DHAWARE student of BMS – Semester V

The information submitted is true & original to the best of

This is to certify that Miss Savita M Dhaware Of TYBMS has

Project Guide Principal

Mrs. Prof. Mahalakshmi Sankar Dr. (Mrs.) J. K. PHADNIS

With the great pleasure I would like to take this opportunity to

First of all I would like to thank my project guide Prof. Mrs.

Finally I would like to thank Mr. Ibrahim Patel Sr marketing executive

Aim and Objective:

Secondary data: Taken from the site

The content of the project goes as under;

6 6 Suggestion for future

The birth and growth of facilities like club

History of the club membership

The United States Golf Association, founded in 1894, evolved to be a

The members who started developing the club

The five founding members began to invite other club representatives

Meaning of lifestyle club

The Acres where the name itself is the address.

History of the Acres Life Style Club

The Natvar Parikh Group :

For the dining the club has the following options:

• Upper Deck - The Multicuisine Restaurant

Banqueting & Conference

Family Entertainment Center

Different types of membership

• Family Membership [25 years]:

• Parivar Membership [25 years]:

• Single Person Membership [25 years]:

• Corporate Membership [25 years]:

A Public Limited Co./ Private Ltd. Co. or a Firm or any Association/Organization

• NRI Membership [25 years]:

THE FOLLOWING EASY PAYMENT OPTIONS ARE AVAILABLE FOR

HDFC Personal Finance:

Room Type Single Double Extra Person

1. G.C.A club house Ahemdabad

1. Nairobi gymkhana Kenya

Different marketing strategies adopted for club membership

Avoid Mix Offerings

Understanding the markets

Understanding the loyalty

Promoting the club membership through Banquet halls

Grand Banquet Hall

Avenue celebrating grandeur, it is perfect blend of contemporary elegance and luxury.

Lawns Emeral Grand Ruby Opal Sapphire Diamond Tangerine

Taking reference from club member

Arranging picnic for promoting club membership

Children’s Arts & Recreation Enrichment Program (C.A.R.E.)

Gingerbread House Decorating Contest:

Paint The Town Red Program: