JFC Jacaranda Family Club Final Marketing Report 2014

JACARANDA FAMILY CLUB DHA II
FINAL MARKETING PROJECT –I BBA 7
1
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

3
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

4
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

6
-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,

13
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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How long have you visiting Jacaranda Family Club?
-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.
Once a week
Once a Month
Every Holiday
Once a Year

15
How many times do you visit Jacaranda Family Club?
-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.
Once
Twice
Three to five times
More than five times

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Who had suggests you to go to Jacaranda Family
Club?
-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.
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

19
How did you experience the services in
Jacaranda Family Club?
-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.
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

20
Are the prices are Reasonable in Jacaranda Family
Club?
-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.
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

21
Is the location of Jacaranda Family Club is
convenient?
Highly satisfied
Satisfied
Neutral
Disatisfied
Higly Disatisied

22
How is the environment of Jacaranda Family
Club?
Highly Satisfied
Satisfied
Neautral
Disatisfied
Higly Dissatisfied

23
Are the services provided satisfied your needs
of Jacaranda Family Club?
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Disatisfied

24
Did the marketing of Jacaranda Family Club was
satisfactory?
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly Disatisfied

25
Is the process of handling customers problems in
Jacaranda Family Club is satisfactory?
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly Disatisfied

26
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’.

28
CHAPTER No.05
CONCLUSION & SUGGESTIONS

JFC Jacaranda Family Club Final Marketing Report 2014

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