JFC Jacaranda Family Club Final Marketing Report 2014

JACARANDA FAMILY CLUB DHA II FINAL MARKETING PROJECT –I BBA 7

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JACRANDA

FAMILY CLUB MARKETING PLANS

& SEGMENTATION

RE-DEFINEDED FOR

JACARANDA FAMILY CLUB BY

HAMZA ALI KHAN

BILAL KHURSHEED

AHSAN TANVEER


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CHAPTER No.01 1.1: INTRODUCTION

An elegant club which guarantee fabulous, spectacular, luxurious and extensive amenities

with a prestige presented in most secure environment to match your aspiration and lifestyle

and off course for enhancing your living standard. The club is performing versatile activities

situated in the heart of DHA-2 which is considered to be the most exorbitant society of twin

cities. A place, specially focus on the citizen of this extravagant society with a lot activities

and fun. The main focus of the club is on the sport activities, dinning out and entertainment

services of the residence.

Jacaranda Family Club (JFC) is spread over an area of 20 acres; it offers individual and

business Patrons abroad array hospitality products amenities and services. Together with our

professional and efficient service team we present caring experience for everyone every time.

Due to the ideal location of the club it hardly takes 17 minutes to reach the club from Benazir

International Airport Islamabad which is approximately estimated 15.7 km from Airport to

JFC. There is no specific personality owing the club but cooperation like DHA Army and

MAXCOP (was only collaborating in construction of the project).

We offer customers a valuable experience embedded with relaxation, comfort and luxury.

Our Moto is a Home Away From Home offering you complementary continental breakfast

32” LED TV, Wi-Fi Access Internet access and Gymnasium with a total capacity of 150

rooms which are classified in three different standards in terms of rates and services and 3

Halls with different number of occupation other than these three halls they have party halls

with a occupation of hundred seats. The JFC project started in the early 2000s with a plan and

the working started in the year 2002 with keeping in mind Islamabad club as their sole

competitor in the twin cities and the vision of being Asia largest ever constructed club. The

club has spacious 3 car parking area eg, in basement, outside the club and inside the premises

of the club. The sports facilities which we mentioned above includes 5 swimming pools,

tennis courts, squash courts, football ground, basketball court, billiard tables and gym with

branded machineries. Providing the complete hospitality services as the Asia largest club JFC

separated cuisine in different tables ie: chines continental and western. The club enhancing its

beauty with decorating it with the special JFC mono gram embedded tiles on the entrance

path way and a waterfall viewed or spectated from the windows of western restaurant that

reflects the beauty and natural environment of JFC. The aluminium ceiling made of

beautifully structured chandelier supported by 9 pillars each carrying weight of 75 kg of that

chandelier.

1.2: SERVICES


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We are offering online and on call bookings for our customer’s and offering them a large

number of services. Coming to our front desk we offer credit and debit cards acceptance and

on hand cash services. Friendly environment of jacaranda offers you guidelines for the

services we are providing to our customers. As their affiliated with the army discipline is

consider so the employee are directed to wear uniform of JFC.

The luggage’s is shifted to your room by the room service from the parking. We have 24/7

services provided to our customers. The room services number are available for complain and

on checkout time the comment cards are available for customers to express their experience

with JFC other than the suites we offer restaurants which are separated in accordance with the

cuisine.

1.2: HISTORY OF ORGANIZATION

The company started in early 2000s by 3 entities i.e., ARMY, DHA & MAXCORP. The

plan was made in 2000s and the execution of the project started in 2002 and was completed

in mid of 2005. The launching ceremony held on 11th July, 2005, in which the management

of the club defined their objectives and their plans to facilitate the residents of the society.

The project just started with restaurants and marriage halls which we to facilitate the

residents of the society for the welfare of Army personals. The main cause of building such

huge empire was welfare of Army personals. They were offered 40% discounts for the

booking of halls and for other facilities like swimming pools and other sport facilities. The

club after executing the halls and restaurant project with collaboration on Maxcorp, moved

towards the segmentation of the restaurant into three different cuisines i.e. Chinese,

Continental & western with adding a Western style coffee shop. These later projects were

executed by DHA management only. The contract among DHA & Maxcorp breeched due to

fraud cases done by Maxcorp. Now the project is supervised by Col Basharat, a retired army

personal and DHA authorities. JFC is planning some new strategies which would be

explained in further chapters.

1.3.1: WHAT THE PROJECT IS ABOUT

The main aim of making this project is to redefine the Marketing Plan of Jacaranda Family

Club, in which we will discuss the new strategies to be adopted by the management. We will

redefine the segmentations, target markets, marketing of the club and other hurdles faced by

the club generating profits. The main queries that would be discussed in this account will be:

WHAT MARKETING STRATEGIES ARE TO BE FOLLOWED? The strategies would

be defined in this account and will compare their current strategies with competitors of the

club in twin cities. The strategies would be very broad concept and will present numerous

different aspects for the club to compete in market of hospitality in twin cities.

WHAT IS THE MARKETING MIX? Further in the account we will discuss the marketing

mix which is to be made newly for the company as they have no previous marketing plan and


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marketing mix specifically described. We will identify the right products for the right

audience, suitable prices by keeping in mind the affordability regarding customers,

promotional campaigns and promotional strategies which would be completely described in

further chapter of media strategies for promotion including print electronic and social media.

WHAT WILL BE THE MEDIA STRATEGIES TO BE FOLLOWED BY

JACARANDA FAMILY CLUB? The media is not only the best way to engage with

customers but also helps you in getting your potential and loyal customers in market. The

media strategies written in further chapters, which if followed, by the subject company may

help them in not only increasing their target audience but will help in increasing your

business points as well.

WHAT ARE THE FUTURE PROSPECTS OF JFC? The future prospects and plans

which are to be followed by the club will be defined in this account. The future sub-projects

and plans would be explained in detail in further chapters.

The account will further explore, identify, discuss and provide remedies for the club to help

management in generating maximum profits by covering the dark corners of the club.

1.4: OBJECTIVES & PURPOSE

The main objective of the study is to build maintain suggest and redefine the marketing plan

and strategies for JFC and also to cover the PUSH area to establish a more strategic, co-

ordinated and proactive approach of JFC as it claims to be the Asia’s largest club and also to

optimize the facilities provided to the residents of DHA, members of the club and to the

Parent companies.

The project study will provide,

- Up-to-date information on the performance and development proposals of JFC.

-A rating of the prospects for future growth and suggesting the future projects in

which JFC may move towards sales expansion and profit maximization.

-Computation of the opportunities for new service development, focusing the

standards and size of the targeted market.

-Reconditions and suggestions for future development of the projects and their

marketing.

The purpose of the project study is,

-To encourage a more strategic and co-ordinated approach for JFC across the Twin

Cities.

-To prepare a plan, this would help JFC in future regarding marketing and introducing

new services in the market.


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-To inform and support the club in investing new projects.

-To inform other relevant strategies to attract more and more customers from Twin

Cities.

1.5: SCOPE OF THE PROJECT

The project study will provide a scope for upgrading and expanding in the market and will

aid JFC to increase the potential for introducing new services. It would be an assessment of

JFC’s performance and markets and development of opportunities of their present and future

projects (services). Moreover the project study will help JFC in targeting their audience of

Rawalpindi and Islamabad.

Jacaranda Family Club provides facilities such as,

-4 star

-3 star

-Suite hotels

-Country house hotels in Mangla

-Restaurants

-Sport complex

-Swimming pool

-Billiard hall

As Rawalpindi and Islamabad are the targeted areas, where the hotels are competing in

almost the same market, albeit that there are further more local submarkets in some areas and

their own competitors like,

-Askari 14 Club in Askari 14

-Islamabad club

- country club

-ibex club

-GHQ gymnasium and sport complex

-jeans

-Coffee planet in Bahria


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-PC

-Shalimar

-Marriott

-Ramada

-Serena


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CHAPTER No.02 JACARANDA FAMILY CLUB SUPPLY

2.1: CURRENT SUPPLY

Jacaranda family club is being facilitated by the supplies of different companies working with

jacaranda as their vendors and they are focusing on quality, they have multiple suppliers in

every domain. As hospitality market has domains like food, event management, sports &

athletic supplies. The complete information about the vendors and their services is provided

in the following table;

SUPPLIED ITEMS SUPPLIERS/VENDORS

Food & beverages Rajput Caterers, Bilal Caterers,

Black Horse Suppliers.

Event Management Nucleus Events, Black Horse

Events.

Gymnasium Life Fitness (International brand)

Cutlery Own property

Rajput caterers and Bilal Caterers are one of the best and top ranked food suppliers and have

been working with JC from last 3-4 years but now, Black Horse Suppliers are completing

their demands and supplying them the best food, beverages, Guest room accessories like Bed

sheets, pillows, curtains and for the management they are providing uniforms and other

accessories used by JFC. In an interview with the writer Mr. Sohail, COO of Black Horse

suppliers told us about the quality they are providing to the club and said that we are still

putting our efforts to increase our qualities and efficiency of the supplies for the club. When

Col. Basharat was asked whether the club is satisfied form the working of Black Horse, he


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showed his positive reaction towards the working of blackhorse and said we are looking

forward to continue to work with them in future aswell.

The current supply of the hotel is a primarily mix of 4 star, 3 star and budget hotels. The

suppliers of JFC are also supplying their products to PC, Shailmar and Other hotels. As there

are four 5 star hotels in twin cities, JFC has to increase the quality supply to compete with the

rivals in the mrket.

2.2: RECENT DEVELOPMENT AND CHANGES

The club is working on changing their supplies as mentioned in above paragraph and moving

towards new suppliers in food department and in management department of the club. These

changes are due to high prices of previous suppliers and their casual attitudes as told by Col

Basharat, the previous suppliers were not taking an active part working with the club, so they

got replaced with the new ones. “Market is running on a high pace, in which if one do not

move faster than the competitors will lag behind and loose the race of efficient Customer

relations building and retaining”, Mr. Sohail, the new supplier.

2.3: PLANNED CULB DEVELOPMENT

The club is working on changes to be made in the policies as well as in the services offered

by them. They are planning to introduce new projects in the club premises which are to be

decided and one of the writers of this account Mr. Hamza Ali Khan is a part of that team. The

club is planning to introduce some projects of international standard keeping in mind JFC as

the largest club of Asia. They are planning to use the free land area which is the property of

JFC yet not used by it till now. The plans would be discusses in suggestion’s chapter. Also

the suggestion given by the writers to the management are written in the final chapters of this

account.

2.4: POTENTIAL INCREASE IN JFC SUPPLIES

As the demand and sales of the services are increasing rapidly, the supplies are also

increasing. In last 2 years JACARNDA’s restaurant’s sales incremented by 35% and are yet

expected to increase in coming years. Taking an account of the rivals of JFC, JFC increased

their sales as compared to the competitors. The contract of Jacaranda with AXACT Company

to provide them rooms for accommodations for their employees who are new in this city and

still looking for houses to get settled near the company is a big success for them. AXACT is

offering guest rooms for the senior employees for temporary stays until the find their on place

to get settle. Moreover, it is expected that the upcoming Channel Bol will also sign a contract

with Jacaranda for guest rooms.


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CHAPTER No.03 3.1: CURRENT ANALYSIS OF JACARANDA FAMILY CLUB

Here is the table showing annual sales of JF and its competitors. The table will set out our

estimates of average comparing it with our rivals in the twin cities. It would help the

management of the club to focus more specifically on sales in coming years to increase

business points and also to compete with the rivals in the market.

HOTELS IN

RAWALPINDI & ISLAMABAD

COMPETING WITH

JFC

EXPECTED SALES

%

ACHIEVED SALES

%

2013 2014 2013 2014

Serena 100 100 95 93

Marriot 100 100 90 90

PC 100 100 95 87

Ramada 100 100 73 85

Islamabad club 100 100 70 75

Ibex club 100 100 80 87

Country club 100 100 13 80

Shalimar 100 100 80 87

Askari 14 club 100 100 40 47

Jacaranda Family Club 100 100 95 90


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The small scale hotels are not mentioned in the table because their target market is very much

different from the ones mentioned above, albeit we cannot neglect them because they may

capture our audiences too, by offering quality and increasing their standards. Hardy’s,

McDonalds, KFC, Gloria Jeans, Coffee Planet & other businesses may harm our coffee shop

and Chung pa, Mei Kong & others like them may harm our Chinese restaurant but we have a

comparative advantage i.e., we have one window solution all cuisines are under one shelter in

one building, so people of different interest may sit together, eat according to their own taste-

buds and enjoy.

The hotels, clubs and sport complexes in twin cities have clearly been affected by the current

situation of twin cities. Sit-ins in the capital and other political instability in the cities are

definitely affecting the business point of the subject domains. Jacaranda Family Club has an

advantage that it is located in such society which is never affected by such situations. When

PC, Serena, Marriott and other hotels were facing troubles to get customers because of the

containers placed in the ways, jacaranda was earning and capturing the market of rivals as

well and of course retaining their own regular customers.

Low rates of Jacaranda are also helping them to retain their customers. The prices are

affordable by everyone and are significantly attracting the target market toward itself. Now

Jacaranda is offering Membership cards and will be entertaining them with discounts and

other offers.

3.2: PATTERNS OF DEMAND

Midweek occupancies are generally strong for all projects of JFC. As swimming pool,

gymnasium, tennis courts and other sport facilities are based on membership cards, so it is

estimated that members are mostly coming all week to sport complex. The studies showed

that sports complex is having 70%-80% occupancies in weekdays. Talking about the

Weekends, there is a fluctuation in occupancies, as estimated sometimes it exceed 80%

sometime is below 60%. Sundays are usually off for gymnasium.

Moving towards the banquets, if the wedding seasons are on, the banquets are booked for

each and every day but in off-seasons halls are seldom booked. As told to us by Ms. Sehrish,

the in charge of banquet bookings, “Muharam & Saffar (these are the months of Muslim

Calendar and are considered to be unlucky by Muslims) are considered to be the off-seasons

and rest of the year it hardly a day without booking of halls”.

Restaurants are always open and are playing their part in making handsome amount of profits

for the club. The buffets three different cuisines under one shelter are attracting customers.

The club claims to provide quality food for their customers and has hired Italian chefs who

are master in the cuisines and are experienced in the field. Usually from Mondays till Friday

afternoons, the club is having 100% occupation in buffet lunches. On Friday evening the

occupancies are estimate to be 100% as well. The weekends are recorded to be 100%

occupied and customers on Sunday brunches are waiting to get their turn to get in the

restaurants due to 100% occupancy. But on midweek evenings, it is recorded that there is

only 50% occupancy.


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3.3: MIDWEEK MARKETS

The DHA market is the main source of Midweek demand for 3 & 4 star & upper-tier budget.

The 30% of the club’s profit is generated by corporate sector. Quite a lot of corporate sectors

like DHA, AXACT & BOL TV are using JFC as their meeting point and to accommodate

their employees temporarily.

As the residents of DHA were asked about the quality and price of JFC, most of them

answered that they visit JFC twice, sometimes thrice a week for dining out and most of them

were members of JFC sports complex.

3.4: WEEKEND MARKET

On weekends most of the families visit JFC restaurant for dining out. Weekend evenings are

usually full of orders & customers. Brunches on Sundays are houseful and mostly people are

waiting for their turn to enter into the restaurant.

3.5: Market TRENDS

The overall market trend in twin cities from past 2 years regarding hotel line got incremented.

The dining out trend affected JFC as well in a positive manner. Although many competitors

are providing options to the customers, many of the companies are using JFC as a meeting

point and it is becoming a popular place for nearby companies to arrange their corporate

events in JFC, which would be easy to handle, convenient to supervise and near to come.

3.6: SWOT ANALYSIS

STRENGTH:

LOCATION: JFC is in a primary bun bury city centre where there is a great number of

patrons. JFC will also be in the location that has few competitors and lots of young adult in

the target market ready to party. JFC is also in the place where a person can go his interest

places e.g. airport etc.

SIZE: According to size JFC is the 2nd largest club in the Asia. JFC will be spacious not

crammed and uncomfortable. JFC also have function rooms for customers and a proper place

where their customer can move comfortably.

SAFETY AND SECURITY: This is the main thing which is needed to every club or

organizations. JFC will be strongly enforced to ensure the safety of our patrons. Also JFC Is

at a place where Bahria and also DHA security is involved.

ENTERTAINMENT: There will always be some form of entertainment at JFC. A customer

wants to go a place where he can enjoy and entertain without any hesitation. JFC is providing

a place which is full of entertainment and where their customers can enjoy. They are

providing their customers variety of facility e.g. arena, fun city in the club. Only JFC is

providing these services to their customers and this is big advantages for JFC because the

other club is not providing these services.


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QUALITY OF FOOD: A simple menu located within the club but to separate to offering

foods to those at a premier venue. JFC is providing a quality of food which includes

continental, western and Chinese under one shelter .JFC keep that in mind that the food

should be healthy for every customer.

STRONG BUSINESS NAME AND IMAGE: JFC (Jacaranda Family Club) as a name is

perfect. Their name is the biggest strength to the club. JFC main objective is that customer

feels like it’s their own club, designed for them, aimed at them. It’s about the customer in it,

and the atmosphere the feeling customer get when he is in there. Its catchy and simple but

smart and everyone will talking about a family club so this is the place where JFC make you

sure about safety, security, health and entertainment for your family.

COOPERATIVE STAFF: This is what really separate them from their competitors and gives

JFC the uniqueness and competitive edge. They hire staff and allocate staff to their staff

personality. This staffs will be highly professional, well trained and skilled. They propose

finding staff that can portray a personality well.

WEAKNESS:

HEAVY TAXES: High taxes of the club make it difficult to affordable by middle and low

income group. Middle and low income would not be able to pay enough bills.

ELECTRICITY: This one is the major problem for JFC. Because of load shading customer

face a little bit problem of electricity but they have generators which is on some extent can b

very helpful.

HEALTH ALLOWANCES: As compare to their competitor they are giving allowances to

their staff neither hospitality services. This is huge drawback of JFC.

INSURANCE: Insurance would most likely become quite expensive. Property damage is a

common occurrence in club.

MEMBERSHIP: Now JFC is offering memberships to their customers but this is the

drawback for JFC because after membership only those customers can come to the club who

are the members with JFC.

OPPORTUNITIES:

CELEBRITY PROMOTIONS: Having celebrity or inspirational personality in their club will

attract more people and therefore more revenue.

EMPLOYMENT AND OPPORTUNITIES: With a new future projects this creates job

vacancies, when they hire suitable staff, this will people to get off the Centre link system,


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lower the unemployment and helps stimulate the economy, which then concentrate the threat

of a slow economy.

HIGHER REVENUE THROUGH FOOD SALES: Patrons will no need to travel McDonalds,

KFC, or walk the closest food venue in their often uncomfortable shoes – the food has

convenience and quality with a great ambiance.

THREATS:

COMPETITORS: Competition is always a threat because they may come up with clever

ways on how to bring in more customers. Plus they have an already existing customer base.

LIABILITIES: If there to be an accident to occur on our property we could be sued and shut

down.

INCREASING SUPPLIER PRICES: The club supplier can be deciding to raise the prices of

food product and equipment’s etc. therefore it is resulting in higher cost and reduced

profitability.

INCREASE COMPETITION: In future JFC may have to come up with new innovate

features for their club. As growing in a population there is a market for more clubs to start a

business here, JFC then have to compete with additional businesses.

3.7: PEST ANALYSIS

3.8: SURVEYS/ QUESTIONNAIRE AND THEIR COMPILATION

Some questionnaires were distributed among our sample of population and what they replied,

it is compiled in following Pie Charts.


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-20% people said that they visit JFC Once a week.

-30% people said that they visit JFC Once a month.

-40% people said that they visit JFC every holiday.

-10% people said that they visit JFC Once a year.

How long have you visiting Jacaranda Family Club?

Once a week

Once a Month

Every Holiday

Once a Year


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-5% people said that they visited JFC only for Once.

-15% people said that they visited JFC for twice.

-25% people said that they visited JFC for 3-5 times.

-55% people said that they are regular customers and visited JFC more than 5 times.

How many times do you visit Jacaranda Family Club?

Once

Twice

Three to five times

More than five times


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-59% people were suggested by their families to visit JFC.

-23% people were suggested by their friends to visit JFC.

-10% people visited JFC after viewing Advertisement.

-Only 9% were suggested through other sources.

Who had suggests you to go to Jacaranda Family Club?

Family

Friends

Advertisement

Others


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Why do you prefer Jacaranda Family Club?

Meetings

Parties

Functions

Others


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How do you rate the food in Jacaranda Family Club?

Highly Satisfied

Satisfied

Neutral

Dissatisfied

highly Dissatisfied


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-45% people were highly satisfied after experiencing the services of JFC.

-27% people were only satisfied after experiencing the services of JFC.

-15% people were neutral regarding their experience at JFC.

-8% people were dissatisfied after experiencing services of JFC.

-Only 5% people were highly dissatisfied after experiencing JFC’s services.

How did you experience the services in Jacaranda Family Club?

Highly Satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied


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-75% of the customers are highly satisfied with the prices of JFC.

-16% of the customers are satisfied with the prices of JFC.

-6% of the customers who visited JFC are neutral about the prices o JFC.

-3% of the customers are dissatisfied with the prices of JFC.

-0% customers are highly dissatisfied with the prices of JFC.

Are the prices are Reasonable in Jacaranda Family Club?

Highly Satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied


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Is the location of Jacaranda Family Club is convenient?

Highly satisfied

Satisfied

Neutral

Disatisfied

Higly Disatisied


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How is the environment of Jacaranda Family Club?

Highly Satisfied

Satisfied

Neautral

Disatisfied

Higly Dissatisfied


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Are the services provided satisfied your needs of Jacaranda Family Club?

Highly Satisfied

Satisfied

Neutral

Dissatisfied

Highly Disatisfied


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Did the marketing of Jacaranda Family Club was satisfactory?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Disatisfied


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Is the process of handling customers problems in Jacaranda Family Club is satisfactory?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Disatisfied


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The dealing of employees with you in Jacaranda Family Club was satisfactory?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Disatisfied


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CHAPTER No.04 FUTURE MARKET PROSPECTS OF JFC

4.1: STRATEGIC CONTEXT- THE GROWTH AGENDA

Jacaranda Family Club is focusing on their physical and economic growths. For this they are

planning new projects that would be executed in year 2015 and are expected to be the most

popular projects of the club which would aid JFC in maintaining the title of AISA’s

LARGEST CLUB.

One of those projects which is about to start on 1st of January 2015 is Arena which will have

cinemas, gaming zones and many more new ideas which would present international

standards of JFC. This idea is never applied in Pakistan before. Arena would help JFC to

boost their sales and will definitely provide JFC with competitive advantage which no other

club is offering.

4.2: MAJOR DRIVERS OF GROWTH

Under the growth targets, lays a number of key projects across twin cities that JFC will play a

significant part in reaching the goals of growth. Residing areas of DHA can be the target

market which may help JFC in their growth.

As they are launching the project of arena in club it would drive more customers towards JFC

and those customers who will be visiting arena they would definitely consume other services

of JFC as well. It is expected that arena will boost restaurant side as well.

It would be not wrong if arena and other new projects which will be soon started by JFC are

named as regenerators of economy for JFC.

4.3: MAJOR MARKET PROSPECTS & ATTRACTION

As the person appearance is not only and effective strand there are other dominating factors which

effects the reputation of the restaurants which include the maintenance of the restaurant,

management styles, how they interact with their customers, the way they are presenting the food

and the way they are serving, the behaviour of the staff how much they are attentive to the

customers and quickly they take reaction.

Jacaranda family club is working on providing the best quality food and services to attract there

customer’s. They are providing the beverage service, had a staff which will be present on the door

step of jacaranda to carry the customer luggage and they are also giving the best rates for the

recreational facilities or usually it can be in shape of meetings. As they had a concept that ‘the high

standards and the best service they provide the higher will be the rate’.


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CHAPTER No.05 CONCLUSION & SUGGESTIONS