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Ocean Ridge Golf and Country Club - target marketing

Extracts from this document...

Introduction

I. Ocean Ridge Golf and Country Club Ocean Ridge Golf and Country Club is like no other presently in existence in the Philippines. Situated on the plush green country side of Calatagan Batangas, which known for housing the lavish out of town hideaways of the rich and famous. Ocean ridge is situated on top of the Calatagan hills and its grounds stretch all the way down to the beach fronts of Balayan bay. Offering what no other golf and country club in operation can offer. The marriage of the best; that both the locations of the mountain and the ocean can offer, in terms of climate, ambience and possible activities available, Ocean Ridge is second to none. Ocean Ridge is situated on the hill fronting the Son Risa estate, and all of its 16 hectares extend down to the ocean below. It Offers 3 world class golf courses, each with challenging holes designed by the world's top golfer professionals. Ocean Ridge's golf courses offer the golfer a variety of surroundings and settings. The sea side course gives the world class feel of pebble beach, while the hilly course fools the player into thinking he's playing in Augusta Georgia, and the last is in the likeness of San Diego a flat long course for those tiger woods wannabes. On top of that, the ocean ridge estate will also offer complete sports facilities ranging from a competition class basketball court, 10 badminton courts, a lap pool, a wading pool and 2 eternity pools. A well equipped gym with locker rooms, showers, saunas, hot and cold tubs, even massage services will be made available to members, their guests and walk on golfers for a fee. a special attraction offered by Ocean Ridge will be the water sports facilities; facilities such as jet skiing, sailing, snorkeling and even scuba diving will be offered at the water sports area. ...read more.

Middle

Hopefully by targeting this demographic we will create a haven of sorts for families wanting to escape the hustle and bustle of city life, and most of all do it often. Here it is our aspiration to create not just a club but also a society of sorts. Where lifelong friendships will be forged and new partnerships created. In relation to that last idea the psycho graphic segment was formulated. Obviously our target psycho graphic profiles are people who live active, health conscious, adventurous and yet luxurious lifestyles. This lifestyle segment was formulated on the premise that most of Ocean Ridge's patrons will not just stay indoors; they will want to partake of all the activities and services that we have to offer. And though they may be active and adventurous we will provide a place where they can mix luxury into that equation. Also in the same thought "only when you can afford luxury, can you truly afford adventure". So why not have the best of both worlds? When it comes to their values, we would want to target those sections with strong family values. This segment is closely connected to the demographic of married. It is this sense of family that will bring people to Ocean Ridge and keep them coming back time and time again. This is also included because of the fact that I mentioned earlier we don't just want paying members but respectable members as well. The second target market I have defined is not for the member base and it is one that I'd like to call the walk-on guests. Walk-on guests are a new idea to the country club world because up until now all country clubs require membership to avail of its facilities and services. That In this case is deemed unreasonable and a hindrance to the clubs growth. I believe that with the walk-on guest program Ocean Ridge is giving itself a chance to market itself to possible future members. ...read more.

Conclusion

The first tool and the one most widely to be used throughout the campaign will be the print advertisements; brochures, information sheets, posters, and a single billboard. The billboard must be situated in a highly passed area, preferably EDSA-GUADALUPE and will be the first promotional tool to go up. 2 years prior to completion of the project the billboard must be up and the design changed on a quarterly basis; giving emphasis to "Ocean Ridge". The second would be the brochures included in the mail these must be in circulation a year to opening date. Also different media adds about ocean view must be released on tri-media already by this time. 6 months to launch, personal selling will start, first to the higher CEO's and VIP's moving down along the ranks. Note that pre-selling prices will continue till the preset quota is reached, upon reaching that quota all prices will move to regular selling prices. Also at this time are the different sports communities being approached like the diving community and the sailing community introducing OR's services. It is also during this time that "BIG" events should be held at OR even if it is not open yet (eg. Golf tournaments, fashion shows, rave parties, concerts and the like) these events will be covered by our media partners and will continue till the opening date. At 3 months to launch pre-launch party invitations are released and personal selling is still on-going. It is also at this time that OR will hold its first coastal clean up and environmental project, hopefully attended by celebrities and covered again by our media partners. When it is 2 months to launch, the pre-launch party kicks off the count down, and open houses and on-site tours begin. The last 2 months prior to launch all efforts and promotional tools should be in constant play and heavy promotional activities should not stop till launch date. Given that all these steps are taken and carried out, the launch of Ocean Ridge should be a success. ...read more.

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