club.mahindra
TRANSCRIPT
Aditi Pradhan Ameet Kankariya Ankit Godre Bharat Rao Jinen Shah Mohini Kedari Pooja Bhanushali Rohit Pawar Vikram Korade
About us
Indias 2nd largest Holiday & Leisure services provider Launched in the year 1997 Total of 111,733 members all over India 33 exotic resorts, 1476 apartments & cottages
Affiliated to more than 5000 resorts in India and abroad
Across India
Branch offices Retail outlets Franchisee Service office Onsite
19 61 129 1 7
Membership
Time sharing vacation home: multiple parties hold rights to use the property This membership is a passport to inflation-free annual holiday, worldwide, for 25 years Choice and flexibility on the type, size, quality and duration of holidays
Parameters : Type of accomodation & season
Accommodation & seasons
Types : 2 Bedroom Apartment(2BR) 1 Bedroom Apartment(1BR) Studio apartment(Stu) Seasons : Blue White Red Purple
Holiday Conversion chart
Different Products
Lifetime Holidays (7 days every year for 25 Years Membership across 5000+ resorts through RCI) Club Mahindra Travel (All Travelling needs like Resort booking, Air Tickets, etc.)
One Time Holiday (Non Members)Fundays (Corporate membership)
Zest (Short Breaks 6 days every year for 10 years across 5 resorts)Homestays targeted mainly at foreigners
Valuing Customers Common features across all destinations
Welcome drink on arrival Complimentary Tea / Coffee making facility in the room
Breakfast, Lunch & Dinner daily(on Buffet/Fixed Menu basis)Add-ons like Ayurvedic massage, Facials etc Discount on alcohol, laundry services etc All applicable taxes included
Cont
Concept of floating week and resort Place of stay designed to suit topography of the location
Non-conventional accommodation such as log huts, tents and floating cottages Resort DesignAdding innovative activities
Business Model Resort design & development Identification & acquisition of land Lifestyle product marketing approach Pan-India multi channel sales approach
Resort Creation
Sales & Marketing
Resort Experience Additional value opportunities Full service resorts
Member Management Holiday planning & reservation services Active customer feedback system
Presenter : Jinen Shah
Revenue streams
Membership fee Admission fee(60%) Entitlement fee(40%) Annual subscription fee Interest from EMIs (6-60 months EMI schemes available) Resort Revenue
Presenter : Bharat Rao
Sales & marketing channels
Follow Permission Marketing Approach Retails Outlets: Club Mahindra Holidayworlds at Malls and shopping complexes Direct to home: Meet target members at home Onsite: Club Mahindra Holidayworlds at resorts Franchisee operations : Franchisee sales agents at 79 locations across India
Data Collection processData Generation - PromoterData System Rs2/form
Auto-dialler : Customer CarePermission marketing Direct to home
Customer Acquisition
Rs50/customer - Salesman
Competitors
Market PositionFactors Club Mahindra Country Club Vacations Sterling Holidays
EstablishedCustomer Base Resorts
1996111,733 members 23
19743 million members 55 More than 3700
1986115000 members 14 More than 3700
Affiliated Resorts More than 5000
Our typical customer
A middle aged company executive having a busy work life, likes to spend quality time with his/her family and maintains a work-life balance
DifferentiatorConventional ModelSeparate companies for value chain Pure Vacation Ownership(VO) resorts Fixed week-Fixed resort Variable price+external financing Single sales channels Resort tours Limited service resort
Club Mahindra ModelIntegrated value chain VO + Hotel
Benefits CustomerHighest quality of standards delivered Lowered annual maintenance cost Flexibility to choose date and resort every year Greater transparency & ease of purchase Tier-II town customers also accessed Complete family holiday experience
CompanyGood overall control Better income with better occupancy Stronger brand proposition & yield management Interest revenues
Floating weekFloating resort Fixed price+Internal financing Multi sales channels Franchisee operations Full service resorts
Scalability + Cost efficient Stronger brand recall
Presenter : Mohini Kedari
C-Service processCustomer Retention desk Dissatisfied customer
Data verification
Customer helpline desk / Online portal(feedback form)
Complaint desk
At every branch : 1 Customer complaint desk 1 Retention team
One centralized Customer care helpline
Customer SatisfactionTO BE WORKED UPON They measure customer satisfaction by making calls to customers HOLIDAY EXPERIENCE FEEDBACK
Things We Would Have Done Differently
TO BE WORKED UPONBetter co-ordination between the management & sales team to improve customer satisfaction
Bring down the average time of issuance of membership cards to 15 days from 30 days
Special thanks to
Mr. Prasad Sakharkar, Field Marketing Manager, Club Mahindra - Vashi
THANK YOU!