project report on club mahindra

8/13/2019 Project Report on Club Mahindra

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A

Project Report On

“A Research to find out

Market Potential

For Club Mahindra in India”

Training ndertaken at

Club Mahindra !olida"s

Submitted in Partial Fulfillment of the requirement for

the award of the degree of

MA#T$R OF %#I&$## A'MI&I#TRATIO& Session: 2012–14

Presented at

#ub(itted %") #ub(itted TO)

Rajesh Jangid Mrs.…………………… MBA 3rd Semester

1



AC*&O+,$'-$M$&T

%ould li+e to than+ Mr. Rajesh Choudhar" for pro!iding me an opportunity to do

projects %ith Mahindra holida"s ,td.

'his project report is *ased on the %or+ done %ith Mahindra holidays during - intensi!e

%ee+s in summers of .13" /ompleting this project alone is !ery difficult tas+0 there are

se!eral people that ha!e supported me during this tenure of ndustry nterface Program

and to %hom %ould li+e to e$press my deepest gratitude"

%ould li+e to ta+e this opportunity to e$press my sincere than+s and gratitude to Prof"

//////.%ho is my guide and %ho ga!e me opportunity and guided me to do my

summer project in an esteemed %ay"

also con!ey my than+s to Mr. Rajesh Choudhar" Mar+eting Manager of Mahindra

2olidays td, Jaipur4, for gi!ing me his !alua*le time and re#uired information"

Rajesh 0angid

3



$1$CTI2$ #MMAR3

My title is 5A Research to find out Mar+et Potential for /lu* Mahindra in ndia"6

/lu* Mahindra ha!e a good mar+et potential in hospitality "n Jaipur Region /ompany

a*le to complete 3"7 crore in a month"

/ompany has good mar+et potential due to these reasons(8

)ue to Monopolistic mar+et

/ompany pro!ides 7 year mem*er ship to the mem*er"

/ompany ha!ing good mar+et strategy in ndia"

n ndia many +ind of M9/ situated so that company are a*le to find out good

profile people"

/ompany pro!ides good ser!ice in resort"

Objecti4e of stud") 5 The main o*jecti!e of study is to +no% the affair of /lu*

Mahindra in mar+et"

• 'o +no% mar+et !alue of company"

• 'o +no% the strategy applied *y company in mar+et"

• 'o +no% the different mar+eting channels follo% *y clu* Mahindra"

• 'o +no% the mar+et potential of /lu* Mahindra"

:



CO &T$ &T

#.&O TOPIC PA-$

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1 MAR;<' P='<9'A => /?B MA29)RA @811

/=MPA9 PR=>< 183:

3 R/ 3783-

: R<S<AR/2 M<'2=)==7"1 title of the study7" duration of the project7"3 o*jecti!e of the study7":imitation of the study

38:@

7 A9ASS A9) 9'<R<'A'=9 :C873

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C SW=' Analysis 7@87C

- /=9/?S=9 D MP/A'=9 7-

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11 BB=RAP2 @1

7



MAR*$T POT$&TIA, OF CI% MA!I&'RA

As per the study there are many +ind of timeshare industry *ut the potential of clu*

Mahindra is much *etter"

'he company gro%th is appro$imate .G"

n starting company a*le to complete 1. lac+ target per month *ut right no% company

a*le to complete 3 crore this month"

/ompany a*le to ma+e trust on mem*er so that company is going smoothly in Jaipur

region "n a month company a*le to meet 1.. mem*ers" n 1.. mem*er 17 sho% their

interest to ta+e mem*ership of clu* Mahindra"

+h" people 6ant to go 6ith Club Mahindra)5

14 /ompany strategy is good"

4 )ue to fle$i*ility

34 ts *uild Brand mage"

:4 )ue to their lifetime mem*ership so that consumer attract *y policy of company"

74 ts pro!ide social net%or+ to the mem*er"

@4 ts concept of o%nership"

C4 ts pro!ide safety and security"

-4 t pro!ide fun family for e!er

E4 World%ide choices

1.4 Halue for the money"

+h" (e(ber don7t 6ant to go 6ith club Mahindra)5

• ts !ery e$pensi!e concept

• Boo+ing pro*lem

• 9on mem*ers are also used the property

@



• Some costumers thin+ that the resorts of clu* Mahindra not pro!ide 7 star

facilities

• <M pro*lem

• AS> pro*lem

• 2idden charges"

'he a*o!e graph sho% that out of 7.. customer only 1.G people sho% their interest inclu* Mahindra and out of them only 7G too+ the mem*ership of /lu* Mahindra "

C.G people are go *y their o%n and .G sho% the interest to another company"

'here are many specific reasons *ehind it(8

I main reason *ehind this is that Mahindra resorts are far a%ay from the tourist sports"

So t ta+e more time and money of the customer"

I 'he price structure of /lu* Mahindra is !ery high as compare to the other company

I AS> pro*lem, its ma+e the price of /lu* Mahindra to high so that mem*er are not go

%ith company"

I9on mem*ers are also using the property "

Some costumers thin+ that the resorts of clu* Mahindra not pro!ide 7 star facilities"

C



I&'#TR3

'he information in this section is deri!ed from !arious go!ernment and other pu*lic

sources" 9either %e nor any other person connected %ith the ssue ha!e !erified this

information" ndustry sources and pu*lications generally state that the information

contained there in has *een o*tained from sources generally *elie!ed to *e relia*le, *ut

that their accuracy, completeness and underlying assumptions are not guaranteed andtheir relia*ility cannot *e assured and, accordingly, in!estment decisions should not *e

*ased on such information"

'ourism in ndia has registered significant gro%th in recent decades" 'he up%ard trend is

e$pected to continue in coming years" 'ourism is one of ndias largest net earners of

foreign e$change and also one of the sectors, %hich employs the largest manpo%er"

'he World 'ra!el and 'ourism /ouncil ha!e identified ndia as one of its gro%th centers

in the %orld in the coming decade"

>ocused mar+eting of tourism products and *randing of ndia as a high !alue destination,

together %ith policies targeted at strengthening of tourism infrastructure *y the Ministry

-



of 'ourism ha!e *een responsi*le for a healthy gro%th in domestic and foreign tourist

arri!als in ndia" According to /onde 9ast, ndia has *een ran+ed as the fourth Kmust

see destination in the %orld"

LL

'he percentage of holiday8ta+ers has increased from "7G in ... to :"EG in ..C"

'he o!ernment has also recogni&ed the importance of the hospitality industry and, o!er

the past t%o to three years, has enacted or announced se!eral initiati!es to gi!e further

impetus to the industry(

'he 5 Incredible India6 campaign %as the first major pu*licpri!ate glo*al campaign

from ndia and %as !ery %ell recei!ed, helping to sho%case ndia as a leading tourist

destination glo*ally0

N Announcement of an open8s+ies policy for the pea+ tra!el season0

N Planned upgrade of Mum*ai and )elhi airports and the construction of ne% airports at

/hennai and Bangalore0

N Announcement of the esta*lishment of international con!ention centers in )elhi,

Mum*ai, oa and Jaipur in an effort to attract more *usiness tra!ellers to ndia0

N Reduction in tra!el costs *y remo!ing domestic and foreign air tra!el ta$, and reducing

e$cise duty on a!iation tur*ine fuel from 1@G to -G0

N Reduction of ta$es on the hotel industry including the e$penditure ta$, ser!ice ta$ on

food and *e!erage and room re!enues40 and

N <$tension of infrastructure status to the hospitality industry"

E



2acation O6nership Industr" at a -lance

Hacation o%nership is essentially %here the o%nership andor usage of a hospitality asset

is sold for a predetermined duration or perpetuity" 'he ranges of products generally are(

)eeded =%nership 8 A purchaser ac#uires o%nership interest in an immo!a*le property"

'ime8shareL o%nership, undi!ided interests, co8operati!es and fractional interests are

some of the forms of deeded o%nership in common use"

Right to use Products O Allo%s user to a!ail accommodation during a specified %ee+,

season or time inter!al for a specified num*er of years" /lu* mem*erships and holiday

licenses are some of the formats that are a!aila*le"

'here are other !ariations that are a!aila*le such as fi$ed period, floating period, rotating

%ee+ and split %ee+s" n addition, the points format is a recent addition"'he majority of !acation o%nership resorts offer apartments %ith full or partial

+itchenettes and limited ser!ices" 'hey ha!e strong self8help features and most add8ons

such as linen change and house+eeping are additional paid8for ser!ices"

1.



TIM$ #!AR$ I&'#TR3 I& I&'IA

As per AR)A, there are o!er :. timeshare companies, -. resorts, ..,... timeshare

mem*erships, 17,... annual additions, E,... units, total in!estments of ?S . million

and a gro%th rate of Q17G /AR since 1EE-" 'he !acation o%nership industry pro!ides

dedicated products and ser!ices to le!erage the !ast, une$plored domestic tourism

potential" Source( AR)A Report4"

=f 1,C1 prospects sur!eyed in the A/ 9ielsen Report, a%areness of the concept of

5timeshare6 %as clai(ed b" onl" 89: of the("

'imeshare a%areness claimed4 %as high among three of the four main metros, i"e"

Mum*ai, ;ol+ata and /hennai, %ith an a%areness of :1G, 3:G and @G respecti!ely,

*ut comparati!ely lo%er in the fourth, i"e" )elhi, %ith an a%areness of only 17G"

Concept Acceptance

According to the sur!ey, acceptance of the concept of 5timeshare6 post e$posure to the

concept of time share4 is high in Mum*ai and Bangalore, as compared to other cities,

%ith the percentage of prospects opining that they %ould 5definitely6 or 5pro*a*ly6 *uy

it at ::G in Mum*ai, and 31G in Bangalore

11



COMPA&3 PROFI,$

O4er4ie6

/lu* Mahindra are one of the leading leisure hospitality pro!iders in ndia, offering

#uality family holidays %ith a range of ser!ices designed to meet the di!erse holiday

needs and interests of a family" /ompanies pro!ide family holidays primarily through

!acation o%nership mem*erships" =ur mem*ers can choose to stay and holiday at resorts

in a range of holiday destinations for a pre8determined num*er of days in a year for a

fi$ed num*er of years" /ompany resorts offer the use of furnished accommodation, such

as apartments and cottages, and an e$perience through resort specific amenities and

facilities, such as restaurants, ayur!edic spas, +ids clu*s and, a !ariety of holiday

acti!ities"

/ompany see+s to *e the preferred partner to the ur*an family for family holidays and

holiday ser!ices in ndia" t is company !ision to *e the num*er one family holiday

pro!ider in our target mar+ets through consistently deli!ering attracti!e resort

destinations, inno!ati!e offerings and ser!ice e$cellence not only during the holiday *ut

also throughout the mem*ership period"

/lu* Mahindra 2olidays is our flagship ser!ice offering" As part of our gro%th strategy,%e ha!e also di!ersified our portfolio *y introducing ne% !acation o%nership offerings,

est and /lu* Mahindra >un days, and tra!el and holiday related ser!ices through

clu*mahindra"tra!el"

/lu* Mahindra 2oliday mem*ership currently entitles mem*ers the choice of holidaying

at any of our 89 resorts; for se4en da"s each "ear; in a season and apart(ent t"pe of

their choice; for 8< "ears.

company mem*ers also ha!e the option of choosing to holiday outside their season and

apartment of their entitlement *y using our e$change program" 'here is further fle$i*ility

1



accorded to the mem*ers in *eing a*le to *ring or carry for%ard their annual entitlement

su*ject to certain limits" n addition, our mem*ers can choose to

access a range of resorts glo*ally through our R/ affiliation" As of =cto*er 31, .1,

%e ha!e @@,3C7 /lu* Mahindra 2oliday !acation o%nership mem*ers"

/ompany mem*erships pro!ide mem*ers the right to use our resorts o!er the period of

their mem*ership and are not a property or deeded sale" 'his type of a mem*ership,

%here the mem*er has the fle$i*ility to choose a different resort and the time to holiday

e!ery year %ith certain seasonal limitations4 is +no%n as a 5floating %ee+ O floating

resort6 model" We also pro!ide our mem*ers %ith a fi$ed price structure, %hich %e

*elie!e is consumer friendly" n addition, %e also pro!ide easy financing options for the

mem*ership price to our prospecti!e mem*ers"

/ompany *elie!es %e ha!e a +ey differentiator in form of an integrated *usiness model,

%hich includes mem*er ac#uisition mar+eting and sales4, mem*er ser!icing, resort

creation and resort operation, resulting in the deli!ery of a complete holiday e$perience"

<ach component of our integrated *usiness model is critical to our !alue deli!ery chain"

We ha!e *een selected as a Business Super *rand ..- *y 'he Brand /ouncil in ndia

and our Resorts at oa, /oorg, Binsar, Munnar and Manali are recipients of the R/

old /ro%n A%ard for the year ..C8 ..-" 'he R/ old /ro%n A%ard annually

recogni&es resorts across the %orld for superior resort facilities, ser!ices and

2ospitality *ased on user feed*ac+" Apart from the R/ old /ro%n A%ard, our Resorts

at oa, Munnar and /oorg ha!e also *een accredited %ith a 7 Star Rating *y the

)epartment of 'ourism o!ernment of ndia" =ur mem*er relations department has

*een S= E..1(... certified *y ndian Registered uality Systems in July ..C"

company fees includes a mem*ership fee %hich is paid at or around the time of

enrollment as a mem*er depending upon the payment plan selected *y the mem*er4 as

%ell as an annual su*scription fee %hich is paya*le annually throughout the mem*ership

period for the annual ser!icing and the maintenance of the resorts" 'he mem*er also pays

for use of !arious facilities and ser!ices at the resort, including food and *e!erages, spa

facilities and ser!ices and certain holiday acti!ities"

'eli4er" of =ualit" fa(il" holida" e>perience

13



We *elie!e that %e ha!e a deep understanding of the needs and preferences of our

customers" While %e ha!e a total of @:,3 mem*ers as of =cto*er 31, .1, the

aggregate of their families constitute our customer *ase as %e ser!e the needs of the

entire family %hile on holiday"

=ur consumer understanding is *ased on an ela*orate multiple point feed*ac+

mechanism, such as touch screen +ios+s or holiday e$change profiler 52<P64 at resorts

%hich pro!ide real8time feed*ac+, SMS feed*ac+, other customer contact programs and

structured mar+et research" =ur customised /RM solution ena*les us to trac+

preferences of the entire family, anticipate the needs of our customers and create

appropriate ser!ice offerings for different segments, such as families, young ur*an

customers and corporate customers"

=ur resort operations teams pro!ide holiday e$periences for the family at our resorts

through resort specific amenities and facilities such as restaurants, *ars, s%imming pools,

ayur!edic spas, +ids clu*s and holiday acti!ity centers %ith a di!erse range of acti!ities,

conducted *y a team of animators our o%n holiday acti!ity staff4 called 5/hamps6" =ur

Resorts are also connected to our central

data net%or+, allo%ing us to further le!erage our /RM capa*ilities"

According to a sur!ey commissioned *y us in April ..C and conducted *y /SMM, a

specialist customer satisfaction measurement agency of ndian Mar+et Research Bureau

and part of Wal+er nformation nc", appro$imately C1G of our customers ha!e rated

their holiday e$perience at our resorts as e$cellent or !ery good" Moreo!er,

3-"-G of our !acation o%nerships sold in the fiscal year ..C are attri*uta*le to mem*er

referrals"

Integrated and (i>ed 5 use business (odel

/ompany manage all aspects of our operations through one entity O this integration

*rings together our management competence of mem*er ac#uisition mar+eting and sales

of lifestyle offerings4, ser!icing of and contact %ith mem*ers, identifying land

and de!eloping resorts, resort operations deli!ering family holiday e$periences4 and

pro!iding !alue8added ser!ices" We *elie!e our integrated *usiness model reduces ourcost of operations, allo%s us to implement changes across the entire !alue chain, helps us

1:



to continually tailor and impro!e our ser!ices in response to customer feed*ac+ and

changing trends"

Additionally, %e utili&e a mi$ed8use model of *eing a !acation o%nership company and

also pro!iding non8mem*ers access to our unutili&ed apartments on a per8night8tariff

*asis" 'his ena*les us to enhance our re!enues through optimum occupancy and sales

from our restaurants and other ser!ices" We *elie!e that this mi$ed8use model is also a

catalyst for our gro%th *y creating an interest in our mem*ership program for non8

mem*ers"

Club Mahindra brand recognition

At the time of establishing our operations in ?@@, %e le!eraged our *usiness on the

Mahindra *rand, %hich is a %ell8esta*lished *rand name in ndia" =!er the last decade,

%e ha!e continued to in!est resources to *uild the *rand K/lu* Mahindra" We ha!e *een

selected as a Business Super *rand ..- *y the Brand /ouncil in ndia" A/ 9ielsen

through their mar+et research report *ased on their proprietary 5Winning Brands6

Model, commissioned *y us in July .11, has assessed that /lu* Mahindra has the

highest *rand e#uity amongst time share companies in ndia and is amongst the top 3

percentile of strong *rands as per the Winning Brands Model normati!e data*ase"

Amongst those a%are of the concept of timeshare, /lu* Mahindra has the highest total

recall of -3G across time8share companies in ndia" 'his esta*lished *rand name also

accords us the opportunity to successfully launch ne% ser!ice offerings, such as /lu*

Mahindra >un days and clu*mahindra"tra!el"

17



2<RAR/2

Mr. Ramesh Ramanathan

1" Mr" Ramanathan %as re8appointed as Managing )irector of our /ompany for a

period of 7 years %ith effect from June E, ..C pursuant to a resolution of our

shareholders dated July 7, ..C" 2is remuneration %as re!ised in the

Remuneration /ommittee meeting dated =cto*er 1, ..C %hich %as appro!ed *y

the Board of )irectors in its meeting dated =cto*er 1, ..C and our shareholders

in the meeting dated =cto*er -, ..C" 'he terms of employment and

remuneration include the follo%ing

1@



1C



Co(pan" #trategies)5

/ompany intend to pursue the follo%ing principal strategies to le!erage company

competiti!e strengths and gro% company *usiness(

Intensif" our ser4ice offerings; b" increasing our distribution net6ork and gro6ing

the nu(ber of resorts across India

/lu* Mahindra see+ to *e the preferred partner to the ur*an family for holidays and

holiday ser!ices in ndia" /ompany focus is to enhance company mem*er gro%th,

ser!ice e$cellence, inno!ati!e offerings, *rand !alue and the !ariety of resorts" /ompany

*elie!es that %e can accelerate our mem*er ac#uisition process *y increasing company

distri*ution net%or+ in cities under co!erage and add to the num*er of cities *eing

co!ered" /urrently, /ompany ha!e a total of 3 resorts across ndia and 'hailand, of

%hich %e o%n se!en properties" /ompany Resorts resorts o%ned *y us or on long term

lease %ith us4 contri*ute an aggregate of @3E apartments and cottages of a total of C3@

apartments and cottages o%ned or leased *y us" /ompany intends to increase the num*er

of company resorts in ndia and o!erseas, particularly through de!elopment or

ac#uisition" /ompany also intends to increase the num*er of apartments and cottages at

some of company resorts and focus on de!eloping resorts at lesser8+no%n destinations"

/ompany may also from time to time selecti!ely lease hospitality properties to add to the

choice of destinations for company mem*ers" ncreasing our mem*ership *ase and the

num*er of resorts %ould ena*le us to increase our total income from !acation o%nership"

Continue to build the desirabilit" of co(pan" resort e>perience

/lu* Mahindra resorts shall continue to *e full ser!ice resorts at attracti!e locations,

deli!ering complete holiday e$periences through a %ide range of holiday acti!ities,

restaurants, amenities and destination8specific e$periences" n addition company intend

to enhance holiday e$periences through resort design, adding inno!ati!e acti!ities, and

non8con!entional accommodation such as log huts and tents"

1-



$>pand Co(pan" operations into ne6 international (arkets

/lu* Mahindra intend to e$pand company operations into international mar+ets to sell

the family holidays !acation o%nership concept, ac#uire or de!elop resort properties and

increase our mem*er *ase" /ompany is in the process of e!aluating mar+ets such as

South Africa and /hina" /ompany *elie!e that this %ill increase company mem*er *ase

and resort in!entory thus resulting in increased re!enues"

Co(pan" %usiness

/ompany are one of the leading leisure hospitality pro!iders in ndia, offering #uality

family holidays %ith a range of ser!ices designed to meet the di!erse needs and interests

of a family" /ompany mem*ers are entitled to stay and holiday at a range of holiday

resort destinations e!ery year for a fi$ed num*er of years" /ompany Resorts offer the use

of spacious furnished accommodation, such as apartments and cottages, and e$perience

through a !ariety of holiday acti!ities and resort specific amenities and facilities, such as

restaurants, ayur!edic spas and +ids clu*s"

'he mem*ership pro!ides company mem*ers %ith a cost effecti!e method of ta+ing

holidays for a predetermined num*er of years" 'he mem*er pays an upfront mem*ership

fee that entitles him accommodation, su*ject to a!aila*ility, for a pre8determined num*er

of days, e!ery year, across the resorts offered, for a pre8determined num*er of years, i"e",

the mem*ership period" n addition, /ompany also pro!ide con!enient financing options,

up to a term of :- months, for the purchase of mem*ership to our prospecti!e mem*ers

and also ha!e an in8house dedicated team for collections"

/ompany holiday seasons are generally di!ided into three or four seasons, *ased on the

demand for a particular resort in a particular season" <ach of company Resorts has a

uni#ue %ee+ classification for the different seasons offered *y company"

1E



/lu* Mahindra Resorts ha!e one to three types of apartments of !arying si&es to suit

different family si&es" 'he mem*er chooses the season and the apartment type, %hich

determines the mem*ership fee paya*le *y the mem*er" 'he mem*ership fee paya*le

*y our mem*ers comprises of a non8refunda*le admission fee to%ards enrolment and an

entitlements fee to%ards pro!ision of entitlements through the mem*ership period"

Club Mahindra !olida"s

/ompany flagship ser!ice offering, /lu* Mahindra 2olidays %as launched in 1EE@" /lu*

Mahindra 2olidays is our ser!ice offering targeted at the ndian family" /ompany has, as

of =cto*er 31, ..-, sold @@,3C7 /lu* Mahindra 2oliday !acation o%nership

mem*erships"

/lu* Mahindra 2olidays, currently entitles its mem*er to stay and holiday at any of our

3 resorts, for se!en days each year, in a season of their choice, for 7 years" /lu*

Mahindra mem*ers enrolled prior to January .., %ere entitled to !acation for 33 years

and as of =cto*er 31, ..C, company ha!e 11,1EC such mem*ers" n addition, mem*ers

can choose to access a range of R/ resorts glo*ally"

.



Resorts under Club Mahindra !olida"s

/lu* Mahindra 2oliday resorts include 3 resorts, of %hich our o%ned resorts arelocated at Munnar, /oorg, oa, Binsar, Manali and Ashtamudi"

!olida" #easons

>or each resort destination, the year is di!ided into three seasons( Red, White and Blue,

*ased on demand for such resort during the year" 'he season classification may !ary

from year to year for any resort, and !aries from resort to resort"

Red ( 'his season %ould typically encompass school holidays, such as the summer and

%inter !acations, and other festi!al !acations"

White: 'his season may *e a good time to !isit the destination *ut may not necessarily

coincide %ith school !acations"

Blue: 'his is the season %ith lo%er tourist traffic for the destination, appealing only to alimited target group of young families %ithout children, for e$ample, the monsoon

season in oa"

Apart(ent T"pes

'o address the di!erse needs of company mem*ers, %e offer three types of apartments

*ased on the num*er of people proposing to occupy the apartment" n addition, some of

our apartments are e#uipped %ith coo+ing facilities" 'he ta*le *elo% sets out the

different apartment types offered *y us under our /lu* Mahindra 2olidays mem*ership(

1



Membership fees



Annual #ubscription Fee

=ther than the mem*ership fee referred to a*o!e, currently company mem*ers are

re#uired to pay to us an annual su*scription fee, %hich is used to fund maintenance of

our Resorts and pro!iding clu* ser!ices to our customers including holiday planning,

reser!ations and administration of the mem*ership"

'he annual su*scription fee is re!ised from time to time *ased on the ?r*an /onsumer

Price nde$ as pu*lished *y the Reser!e Ban+ of ndia"

!olida" $ntitle(ent

2oliday entitlements of a mem*er commence as per the payment plan selected *y a

mem*er and ranges from three months to 1 months from the end of the

month after admission as a mem*er, depending on the financing plan chosen *y the

mem*er"

#plit( A mem*er can split his holiday entitlement into smaller periods and ta+e more

holiday *rea+s, each for a shorter duration" 2o%e!er, the shortest holiday permitted is a

minimum of t%o nights during the %hite and *lue seasons and a minimum of three nights

during the red and purple seasons"

Accu(ulate) n the e!ent a mem*er does not use his or her entitlement in a gi!en year,

the unused %holly or partly4 portion of the entitlement accumulates to the ne$t year"

2o%e!er, a mem*er is not permitted to accumulate more than 1: nights at any point in

time"

Ad4ance: A mem*er can *ring for%ard the ne$t years holiday to ta+e a longer holiday

or multiple holidays"

-ift( A mem*er can gift or rent his holiday, su*ject to certain terms and conditions"

3



Transfer B %e=ueath( A mem*er can transfer or *e#ueath his mem*ership, su*ject to

certain terms and conditions"

$>change( =ur fle$i*le holiday feature is *ased on the follo%ing classification for the

purposes of a change in season *y a mem*er(

• f the holiday is ta+en in such season, the *oo+ing must *e done only 17 days

prior to the contemplated holiday and is su*ject to a!aila*ility at the resort" A

mem*er %ill get more or less num*er of days of holidays depending on %hether

he is going to a season of higher or lo%er demand andor to a larger or smaller

apartment" 'his is *ased on a ratio pre!ailing at the time of re#uest for the

e$change"

Amenities, Facilities, Activities and Privileges at the Resorts

/ompany pro!ides their mem*ers %ith a range of family holiday acti!ities and pri!ileges

at our Resorts" Some of these are a!aila*le on a pay8per8use *asis and are mem*ers are

entitled to a 7G discount, as compared to non8mem*ers" /urrently, some of the

acti!ities that %e offer our /lu* Mahindra 2oliday mem*ers are(

Fun 'ining O /lu* Mahindra 2olidays resorts ha!e multi8cuisine restaurants that

pro!ide mem*ers %ith a %ide range of cuisines to cater to the needs of mem*ers from all

parts of ndia" 5>un )ining6 is a special pri!ilege for our mem*ers %ho can a!ail of a

*uffet or ta+e8a%ay food for *rea+fast, lunch and dinner at a nominal cost" n

:



addition, %e allo% discounts if the entire family uses >un )ining and other discounts

%here the mem*er ta+es *rea+fast and one other meal per day"

A la Carte 'ining 8 /ompany often offer a la carte dining options along%ith theme8

oriented menus, region specific menus and ha!e special +ids menus, ta+ing care of the

needs of e!ery mem*er of the family" n some resorts, %e also offer specialty cuisine

restaurants"

%ar O /ompany offer alcoholic *e!erages at certain resorts through our *ars"

*ids club O /ompany introduced K;ids /lu*" /hildren are enrolled into this clu* %hen

they chec+ into the resort after %hich they ha!e access to clu* acti!ities specifically

designed for them" We ha!e also introduced a clu* for teenagers"

Cha(ps O At all our Resorts, %e ha!e a set of animators dedicated to ta+e care of

holiday acti!ities and the entertainment of our mem*ers during their stay" Some of our

7



=ther employees are also trained to perform and entertain our guests *y singing, playing

musical instruments, telling stories to children and performing magic tric+s"

Fun ones O /ompany pro!ide our mem*ers %ith !arious options to +eep adults, teens

and +ids entertained during their holiday at the resort" 'hese acti!ities include

outdoor acti!ities such as rappelling, ri!er crossing, rope *ridges, camping, hi+es, %ater

sports and indoor acti!ities ranging from craft, pottery and dance classes to pool ta*les,

ta*le tennis and *oard games" n addition, %e also organi&e and facilitate acti!ities

outside the resort %hich are destination specific, such as picnics, sight8seeing trips,

heritage !isits, game spotting and *ird %atching"

Conferences and Outbound Trainings O /lu* Mahindra 2olidays resorts are e#uipped

to cater to conferences and out*ound training programs" 'hese facilities are pro!ided on

a limited *asis to a select targeted clientele to ensure capacity utili&ation and as an

opportunity for non8mem*ers to a!ail themsel!es of a /lu* Mahindra e$perience"

Me(bership Fees

A /lu* Mahindra >undays mem*er has to purchase a minimum num*er of points"

/urrently, the minimum num*er of points that can *e purchased is 1.,... points and

additional points can *e purchased in multiples of 1,... points"@CG of the points

purchased *y a mem*er are termed as 5Premium points6 and can *e used in all three

seasons 8 Red, White and Blue, in /lu* Mahindra 2olidays resorts and all three

seasons 8 Her!e, Bu&& and Pep, in est resorts" 33G of the points purchased *y the

mem*er are termed as 5/lassic points6 and can *e used only in the White and Blue

seasons in /lu* Mahindra 2olidays resorts and only in the Pep season in est resorts"

'he mem*ership fee paya*le *y our mem*ers comprises of a non8refunda*le admission

fee to%ards enrolment and an entitlements fee to%ards pro!ision of entitlements through

the mem*ership period"

@



Annual Maintenance Fee

=ther than the mem*ership fee referred to a*o!e, our mem*ers are re#uired to pay an

annual maintenance fee e!ery year, %hich is to%ards utilities, up+eep, upgrade and

maintenance of our resorts and other ser!ices pro!ided *y us in connection %ith the

mem*ership"

!olida" $ntitle(ent

'he /lu* Mahindra >undays mem*er can start ta+ing holidays after one month from the

date of purchase of the mem*ership"

Accu(ulate: ?nutili&ed points %ill *e accumulated to the ne$t year" 2o%e!er, a

mem*er is not permitted to accumulate more than t%ice the num*er of points purchased

*y it"

Co(pan" Resorts

As of =cto*er 31, .11, %e ha!e 3 resorts across ndia %hich are either o%ned *y us or

leased *y us on a long term *asis %hich amount to an aggregate of C3@ apartments and

cottages" As of March 31, ..C, ..@, ..7 and ..:, %e o%ned or leased an aggregate

of @C7, @.@, 7.. and :.E apartments and cottages, respecti!ely" 'he ta*le

*elo% presents our Resorts and the num*er of apartments or cottages, as of =cto*er 31,

..C, in each such resort(

C



Co(pan" Proposed Resorts

/ompanies are currently de!eloping ne% resorts at ;um*algarh near ?daipur

Rajasthan4, Pondicherry formerly Pondicherry4 and Binsar near Almora ?ttaranchal4"

/ompany is also e$panding our resorts at /oorg and Ashtamudi" n addition, %e are in

the process of purchasing :1"C. acres of land at 'ungi near

ona!ala Maharashtra4, 7". acres of land at ;adam*a++am near /hennai 'amil

9adu4, 7 acres of land at ;as in Satara Maharashtra4, 1."7 acres of land at 'heog near

Shimla 2imachal Pradesh4, and 1:"7 acres of land in Har%ade near Ratnagiri

Maharashtra4"

-



n addition, %e ha!e entered into a memorandum of understanding %ith eisure 2otels

imited, under %hich they are de!eloping a resort *ased on our specifications at

Ramnagar" 9ear /or*ett ?ttaranchal4"

/ompany has agreed to enter into a 3. years lease %ith eisure 2otels imited to use

and operate this resort upon completion of the resort"

Co(pan" Process O4er4ie6

/ompany is an integrated company pro!iding ac#uisition and lease of properties,

de!elopment of resorts, resort operations and !alue8added ser!ices and sales and

ser!icing of mem*ers" We *elie!e that our integrated approach from de!elopment of a

resort to the holiday e$perience at our resorts is a differentiating factor %hich helps

create mem*er loyalty and gro%th"

Resort Creation

/lu* Mahindra ha!e a team of professionals %ho are entrusted %ith the tas+ of

identifying land for resort de!elopment and properties for the purposes of either

ac#uisition or lease of a resort" n underta+ing our ac#uisitions, companies conduct an

independent assessment of the identified land and thereafter negotiate the purchase of the

land"

Su*se#uent to the ac#uisition of the land, company de!elops his resort %ith the

assistance of third party contractors, architects and landscapers" /ompany also lease

properties on a long term and short term *asis"

E



/urrently, se!en resorts are o%ned *y us and 1: resorts ha!e *een leased *y us" =f the

total C3@ apartments and cottages offered *y us, 73E are o%ned *y us, 1.. are on long

term leases and EC are on short term leases"

Marketing and #ales

/lu* Mahindra mar+eting initiati!es are present across all +ey mediums of print media,

tele!ision, direct mail, ecommerce and out of home ad!ertising" >rom time to time,

company has joint mar+eting promotions %ith %ell +no%n *rands in ndia as %ell as on

ground promotions supported *y telemar+eting" /ompany interested target customers are

re#uested for an appointment" 'he sales team meets the sales opportunities generated and

enrolls mem*ers through a consultati!e, technology ena*led, interacti!e sales

presentation" =ur mem*er ac#uisition process is conducted through a pan8ndia multi8

channel presence through our direct and franchisee sales teams"

Co(pan" sales and (arketing is conducted through the follo6ing channels)

Retail Outlets( /ompany ha!e set up /lu* Mahindra 2oliday %orlds, our retail outlets,

at a range of locations spread o!er ndia in malls and shopping comple$es"

'irect to !o(e( company meet target mem*ers, *y prior appointment, at their homes,

prefera*ly %ith the entire family"

Franchisee Operations( /ompany has franchisee sales agents, %ho enroll prospecti!e

mem*ers *y means of retail outlets or direct to home mar+eting, at -7 locations across

ndia, %ho are appointed *y us on a none$clusi!e *asis, typically for

Periods of t%o years" >ranchisees are paid a commission, su*ject to certain terms and

conditions"

Onsite) /ompany has /lu* Mahindra 2oliday%orlds at some of our Resorts" =ur sales

teams are present to upgrade mem*erships of e$isting mem*ers as %ell as enroll ne%

mem*ers"

3.



As of =cto*er 31, .1, company has 1: *ranches and :3 retail outlets across ndia of

%hich 3. are o%ned and 13 are franchised" We ha!e -. direct to home operations

%hich are franchised *y us" Also, as of such date, %e also ha!e four on8site operations at

some of our Resorts" n addition, %e ha!e a ser!ice office in )u*ai and a franchisee in

;u%ait" =ur sales and mar+eting centres as %ell as our franchisee sales agents are spread

across ndia at the locations sho%n *elo%(

31



Me(ber Relationship Manage(ent

/lu* Mahindra ha!e a net%or+ to ser!ice our mem*ers, %hich comprises of a dedicated

team spread across 1 *ranch locations, a 1.. seat call centre *ac+ed8up *y our

customi&ed /RM solution and reser!ation management system %hich operates on an all8

ndia !irtual pri!ate net%or+"

)epending upon the terms of our contract %ith our mem*ers, %e ser!ice our mem*ers

for 1. years, 7 years or 33 years" =ur mem*er ser!ices department has *een assessed

and appro!ed as S= E..1(... compliant" We aim to trac+ customer preferences and pro!ide personali&ed ser!ices through our customi&ed /RM soft%are technology

solution"

/lu* Mahindra ha!e a centrali&ed reser!ation center that not only responds to the

customers needs on a day8to8day *asis *ut also pro!ides !alue added ser!ices such as

holiday planning for our mem*ers" We see+ to o*tain continuous feed*ac+ from our

mem*ers through 2<P located at our Resorts"

Resort $>perience

/lu* Mahindra pro!ide our mem*ers %ith a %ide range of amenities and facilities, %hich

has resulted in our Resorts at oa, Munnar and /oorg *eing accredited %ith a 7 Star

rating *y the )epartment of 'ourism o!ernment of ndia" Similarly, %e ha!e an

e$tensi!e range of ser!ices and acti!ities specially designed for the holiday needs of the

family" Some of our distinguishing ser!ices include animators, >un )ining, ;ids /lu*s

and >un &ones" =ur Resorts at oa, /oorg, Binsar Munnar and Manali are recipients of

the R/ old /ro%n A%ard for superior resort facilities, ser!ices and

hospitality *ased on user feed*ac+" n +eeping %ith our focus on ser!ice #uality, all of

our o%ned Resorts are certified *y >ood/ert B"H" of 9etherlands for complying %ith the

hygiene code for food safety systems" n addition, %e %ere also the first

hospitality player in the %orld to ha!e achie!ed a people capa*ility maturity model or

P/MM4 le!el 3 assessments at our oa Resort" All of our o%ned Resorts follo% eco8

friendly practices and ha!e %ater and %aste management systems"

3



Co(pan" RCI Affiliation

R/ is the %orlds largest holiday e$change net%or+" =ur affiliation to R/ ena*les our

mem*ers to access the R/ e$change net%or+, %hich includes :,1E resorts across the

%orld including C- in ndia" We offer our /lu* Mahindra mem*ers at the time of

enrolment, a three8year complimentary mem*ership %ith R/"

Co(pan" Mi>ed5se Operations of Resorts

/lu* Mahindra follo% a mi$ed8use model *y pro!iding non8mem*ers access to a limited

num*er of apartments and cottages on a per night room tariff" We ha!e our o%n

dedicated team selling unutili&ed apartments to nonmem*ers"

While such non8mem*ers ha!e access to the resorts facilities and amenities, they are

generally charged a higher price for these ser!ices as compared to our mem*ers"

%usiness Partners and 0oint 2entures

A proper choice of *usiness partners is !ital for the success of the /ompany"

Association shall *e encouraged, in ndia or a*road, %ith such entities as are a*le to add!alue to the /ompanyTs products or ser!ices, or help fulfill the strategic gro%th plans of

the /ompany"

=nly such persons shall *e selected to *e our *usiness partners %here there is a complete

match in the partnersT manner of conduct of *usiness, core !alues and other *usiness

principles and processes"

We shall maintain mutually lasting and *eneficial relationships %ith all our suppliers,

customers and other *usiness partners, including Joint Hentures"

We shall respect the interest of al our *usiness partners and in our dealings %ith them,

shall act %ith fairness, integrity and transparency"

Business partners shall not *e e$pected, directly or through employees or !ice !ersa, to

do anything in the course of their dealings %ith the /ompany that is not permitted under

this /ode"

33



&ational tie5ups)

1" 2 /ountry, +odai+anal""

" Resort country clu*, gurgaun"

3" al mahal, Jaipur"

:" u$urious tent at jharippani mussoorie"

7" Sheryas, maha*alesh%ar"

@" Blue hill resort Panchgani"

C" Radisson 'he >ort /lu* ;ol+ata"

International Tie ps

1" A%ana Hacation /lu* Malaysia

" /ountry 2eights !acation clu*

3" S%iss arden nternational !acation clu*

:" <lite /lu* Resorts O Spain

7" World class !acation clu*

@" teda resort alliance de!elopment

C" 'hailand

C,% MA!I&'RA !O,I'A37# COMP$TITOR# I& I&'IA

/=?9'R /?B

S'<R9 R<S=R'S

R=A B<A/2

/AMBA

3:



INTODUCTION TO RCI

Africa D 'he Middle <ast (303) Asia (293) Australia DSouth Pacific (244)

/anada (115) /ari**ean (232) /entral America (43), <urope (1,272), Me$ico (354), South America (308), ?SA(1,519)

R/ is the %orldTs largest e$change net%or+, %ith o!er 3,C.. affiliated resorts in o!er

1. countries"

R/ mem*ers tra!el the %orld using resort accommodations that often include pools,

*eaches, fitness facilities, *oats, tennis, spas, and golf" 'heyT!e opened a %orld of

disco!ery and fun to millions 8 and no% itTs your turn"

37

http://getlink%28%27/RDGateway/RCI_RDGIndex?body=RCI_RDGSearchResults&Ne=4294942695+4294942695+4294945349&recCount=10&N=4294942694&Ns=P_ResortName&Nu=P_ResortCode&showMap=true%27);
































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RCI Timeshare

<!en if you are ne% to timesharing, or simply ne% to the concept of timeshare e$change,

you may ha!e already heard of R/" ou may not, ho%e!er, fully understand ho% R/

!acation e$changes %or+" etTs start %ith the premise of timeshare e$change( The onl

thing better than o!ning timeshare vacation propert is o!ning one that is affiliated

!ith a large net!or" giving ou access to resorts all over the !orld "

+ho is RCID

Resort /ondominiums nternational R/4 has *een called the definiti!e name in

timeshare !acations" 'his is pro*a*ly *ecause R/ is the largest timeshare !acation

e$change in the %orld in terms of mem*ers and num*er of properties %ithin their

net%or+" R/ %as founded in 1EC: and 3. years later it had o!er 3 million mem*ers"

The RCI Network

'here are R/ resort properties in o!er 1. countries, %hich encompasses all major

resort destinations" ou %ill find Resort /ondominiums nternational and their top8#uality !acation accommodations in *oth %orld8reno%ned locations and off8the8*eaten8

path destinations"

R/Ts far8reaching resort net%or+ also means that you may find yourself as do many

other R/ resort o%ners4 choosing to *uy more than one R/ %ee+" Perhaps you %ant to

spend a !acation %ee+ e!ery year at your fa!orite home R/ resort, *ut you %ould still

li+e the opportunity to !isit fascinating destinations such as /yprus, Beli&e, and 'he

Philippines" ou can o%n more than one R/ %ee+ in order e$plore ne% territory,

planning *oth a family R/ !acation and a romantic escape just for t%o" 'he R/

e$changing process has *een descri*ed as easy, fle$i*le, and accompanied *y many

options" With most !acation pac+ages you donTt ha!e to thin+ in terms of se!en or

>ourteen8day holidays" ou can use your annual R/ !acation time in many different

increments, including one night at a time"

3@

http://www.sellmytimesharenow.com/RCI_timeshare.html

http://www.sellmytimesharenow.com/RCI_timeshare.html



RCI $>changes

All you ha!e to do to e$change your property, as a mem*er of the R/ timeshare

e$change, is deposit your R/ !acation property on the e$change in!entory" 'his meansthat you are essentially gi!ing it *ac+ to R/" Based on your timeshareTs ran+ old

/ro%n or Sil!er /ro%n4 and season red, %hite or *lue season4 R/ %ill pro!ide you

%ith a list of compara*le timeshares to choose from" With almost :... R/ !acation

destinations and thousands of mem*ers participating in e$changes at any gi!en time,

your chances of scheduling a great !acation are pretty good"

More to the Me(bership

)ifferent timeshare e$change companies offer different opportunities" R/ 'ra!el is a

tra!el8planning agency de!eloped e$clusi!ely to ser!e R/ mem*ers" Because R/

'ra!el specialists understand that some people need help %ith tra!el plans, they offer

R/ points, %hich mem*ers can earn"

R/ points ena*le !acationers to gain e!en greater fle$i*ility in tra!el planning, upgrade

their accommodations, or trade for tra!el per+s li+e airfares, car rentals, cruises, and

more"

Other Options

'he fle$i*le options of an R/ time share also ma+e it possi*le for you to use your

property as an R/ rental, should you e!er find it more %orth%hile to rent your property

rather than use it or *an+ it" Buy R/ points and R/ timeshare resales confidently,

+no%ing that your !acation property meets the highest standards for safety,

lu$uriousness, and top8notch amenities" t is for these reasons that many timeshare

renters report satisfaction %ith their R/ rental"

RCI +eeks

As an RCIU

Su*scri*ing Mem*er, you *elong to one of the %orldTs largest !acation8e$change communities" We are committed to enhancing your !acation o%nership *y

3C



offering you the opportunity to use it in more fle$i*le %ays" our RCI Mem*ership

entitles you to participate in the e$change system, so you may *e a*le to !acation at

affiliated resorts around the %orld, and to access other !acation ser!ices and *enefits,

including cruise !acations and rental opportunities, at special RCI mem*er8only pricing"

RCI +eeks Progra(

'he Wee+s Program is R/Ts traditional timeshare e$change ser!ice" 'his program

allo%s o%ners the opportunity to trade their time at their home resort for time at one of

thousands of compara*le resorts %ithin the R/ timeshare net%or+"

'he process is #uite simple and allo%s o%ners to(

• Search thousands of a!aila*le e$change listings"

• )eposit their %ee+ into R/Ts VSpace*an+V a pool of %ee+s deposited *y

mem*ers %orld%ide4"

• Re#uest a %ee+ at a specific resort or area for the %ee+ num*er deposited"

• /onfirm their selected %ee+, if a!aila*le, or su*mit a ne% re#uest %ith their

personal R/ uide"

3-

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'imeshares that affords mem*ers e!en more fle$i*ility to !acation %here theyTd li+e,

%hen theyTd li+e, and ho% theyTd li+e" With an R/ Points mem*ership, o%ners

automatically recei!e a complimentary R/ Wee+s mem*ership, in addition to the

superior *enefits the R/ Points program pro!ides"

'his customi&a*le program allo%s o%ners to(

• /hoose their location and the num*er of days they %ould li+e to stay"

• 'rade %ithin the e$pansi!e R/ net%or+ of resorts, or stay at their home resort

annually or *iennially"

•

/hoose from a %ider range of seasons, units, and %ee+ types"• Ban+ or *orro% points and customi&e !acations to suit particular preferences"

• Rent a !ehicle, *oo+ a cruise, a hotel room or airline tic+ets %ith the affiliated

Points Partner Program"

With a Resort /ondominiums nternational timeshare, you and your family can choose

from thousands of destinations to !isit e!ery year or e!ery other year" 'he perfect

supplement to your timeshare purchase, an R/ mem*ership %ill ta+e you all o!er the

%orld"

RCI Points Progra(

'he R/ Points Program is an enhanced ser!ice pro!ided to o%ners of R/"

R$#$ARC! M$T!O'O,O-3

TIT,$ OF T!$ #T'3)5

A Research to find out Mar+et Potential for /lu* Mahindra in ndia

'RATIO& OF T!$ PRO0$CT)5

3E



'he duration of the project %as :7 days from 17 April .13 to 3. May .13

+eek ?st)5

Assign(ent (8 join company on 17 April .13"And trying to understand the concept of

/lu* Mahindra"

,earning( 8 a4 2o% to arrange all the thing %hich is re#uire in short period"

*4 2o% to ma+e good relation in organi&ation and interact the

Proble( face(8" t %as !ery difficult to understand the concept of the company and

%or+ing condition o!er there"

+eek 8nd )5

Assign(ent (8 =n second %ee+ %as %or+ing as 2olidays /onsultant and going

through the *oo+let of company and too+ a depth +no%ledge of company "My company

guide ga!e me a *oo+let of clu* Mahindra and told that read it carefully and trying to

understand the concept of clu* Mahindra"

,earning( 8 a4 earn the concept of clu* Mahindra"

*4 ho% the sales consultant gi!e his presentation"

Proble( face( 8 a4 t %as !ery difficult to understand the %hole concept of clu*

Mahindra

+eek 9rd )5 =n third %ee+ %as going for a sur!ey and collect data from the high profile

person" My company guide said to me to ta+e #uestionnaire and filled it" n this %e

concentrate high class people those ha!e the car a*o!e 7 lac"

:.



,earning( 8 a4 ho% to fill the #uestionnaire from the mem*er"

*4 2o% to interact the people"

Proble( face( 8 a4 n this %ee+ %as not a*le to find %ay of Jaipur"

*4 n starting it %as !ery difficult that ho% to con!ince the people"

+eek Eth )5 =n :th %ee+ my company guide said to me that ma+e a presentation upon

/lu* Mahindra and ga!e him "n this ha!e to ma+e a presentation upon company policy

and ga!e it front of /hannel manager "

,earning (8 a4 n that %ee+ %as a*le to understand the concept of clu* Mahindra

*4 t %as increasing my +no%ledge"

c4 2o% to deal %ith consumer"

Proble( face( 8 a4 n that presentation %as not a*le to ma+e a coordination *et%een

season and apartment "

*4 At the time of presentation %as less confident"

+eek <th )5

Assign(ent( 8 =n 7th %ee+ %as going for a sur!ey and collect data from the different

place and report on @ p"m"

,earning( 8 a4 2o% they are complete their target"

*4 2o% they are collecting the data"

Proble( face(8 a4 t %as !ery difficult to con!ince the person

*4 %as not a*le all the structure of R/

+eek th (8

:1



Assign(ent(8 =n @th %ee+ %as %or+ing as a holiday consultant and my faculty guide

ga!e me a family and ha!e to interact to that family and ma+e them understand all the

concept of /ompany"

,earning(8 a4 2o% to ta+e the information from the family "

*4 2o% to consume more time %hen %e are present our presentation"

Proble( Face(8 a4 %as not a*le to ma+e them understand the AS> policy of

company"

*4 People dont ha!e more time so %as not a*le to e$plain all the

thing regarding company"

'ata collection

Data olletion8 'here are t%o %ay to collect data

a4 Primary data

*4 Secondary data

Primar! Data( 8 n primary data they are follo% these point(8

a4 By sur!ey %hich doing in /lu* Mahindra"4

*4 By petrol pump /ompany employee are collect the data from the

person %ho comes on /ar and ta+e the contact num*er and name of

the person4

c4 By do acti!ity on Mall"

#econdar" data( 8 n secondary data they are follo% these point(8

a4 *y internet

*4 By ta+e the *ul+ data from the sho% rooms"

c4 By contact *oo+s of *usinessmen"

Tools of Research) 5 n research, company has follo% these steps(8

:



a4 uestionnaire

*4 /oupons

A4 uestionnaire( 8 =n the *ases of #uestionnaire, %e are a*le to +no% the standard

of mem*er " n the uestionnaire there are some #uestions %hich sho% the

profile of mem*er"

After collecting the data %e select *est one, %e just di!ide the data according to

re#uirement "li+e(8

/lass A4 Who ha!e car higher than 7....."

/lass B4 %ho ha!e car *% 3..... to :....."

/lass Who ha!e car *elo% ....."

B4 /oupons( 8 /ompany ha!e their contact %ith Petrol pump "'he company mem*er

are collect the data from the persons %hich are come o!er there in /ar" By coupons %e

are a*le to +no% the standard of the persons"

After collecting the data from petrol pump company employee select the *est one

And after that tally caller gi!e the call to consumer and tell them that you are %in the

price of night and 3 days and you ha!e to come on *ranch office, collect the gift "

At that time the sales man are trying to ma+e them understand and tell them to ta+e the

mem*ership pf /lu* Mahindra"

2ie6s of satisfied costu(er

• /lu* Mahindra pro!iding <M facility to their mem*ers"

• /lu* Mahindra has di!ided its product according to mem*er capa*ility to

purchase it"

:3



i+e(8Red, %hite and *lue"

• /lu* Mahindra has a systematic %ay to reach the costumer"

2ie6s of unsatisfied costu(er

"

A4 Boo+ing pro*lem"

B4 2idden charges"

/4 AS> pro*lem"

Research design of Club Mahindra7s

#a(ple sie)5 n /lu* Mahindra ,they are choose the sample si&e according to the

mem*er standard "Mostly they should follo% these point8

B4 2e should *e *elo% @. year"

/4 2e should *e married"

)4 2e must ha!e /ar"

<4 2is salary should *e *% 7... to 3...."

>4 2e maintains a good profile"

,$AR&I&- I& C,% MA!I&'RA

n clu* Mahindra learn many +ind of things such as (8

2o% to interact the people and con!ince them"

AS> policy of the company %hich is pay *y the mem*er e!ery year"

::

OPC Tall" Caller

#ales

'epart(entCollection



2o% to ma+e a good relationship %ith mem*er"

2o% to conduct sur!ey"

2o% company complete their targets"

2o% the sales men con!ince the person"

Se#uence of the presentation"

2o% they are collecting the data"

Wor+ing %ays in *ranch office

2o% they are collect their dues"

CO#T CTTI&- M$A#R$ A'OPT$' %3 T!$ COMPA&3

1. ,ess pro(otion(8 <arlier the promotion and discount offers %ere more in clu*

Mahindra *ut no% due to recession they reduced the promotion and offers" 9o% the

offers pro!ided *y them are not so attracti!e"

" #a4es light and electricit")5 'hey start A/ time to time as one of the method of cost

cutting "

9. 'a+e e#uipment %hich are pro!ide to employee after a certain time period so that

company sa!e the net charge and other e$penses"

: /ompany pro!ide less facility to the employee" i+e(8a employee %ho %antto go

outside due to company %or+, company pro!ide him 3rd tier A/ not air tic+ets"

:7



O%0$CTI2$ OF T!$ #T'3)5

'he main o*jecti!e of study is to +no% the affair of /lu* Mahindra in mar+et"• 'o +no% mar+et !alue of company"

• 'o +no% the strategy applied *y company in mar+et"

• 'o +no% the different mar+eting channels follo% *y clu*

Mahindra"

• 'o +no% the mar+et potential of /lu* Mahindra"

,IMITATIO& OF T!$ #T'3)5

t is the !ery difficult tas+ to understand the product"

'o con!ince the mem*er for *uying the product"

AS> pro*lem Annual su*scription fees4"

'o define the concept of clu* Mahindra"

'o define the season and pricing system of company"

n starting %as faced ho% they are collect the data"

n sur!ey %as not a%are the proper %ay in jaipur, this pro*lem %as faced *yme"

R/ plan

:@



'ATA A&A3#I# A&' I&T$RPR$TATIO&

G.? A6areness of the concept of “ti(eshare”.

I&T$RPR$TATO&)

'imeshare a%areness claimed4 %as high among three of the four main metros, i"e"

Mum*ai, ;ol+ata and /hennai, %ith an a%areness of :1G, 3:G and @G respecti!ely,

*ut comparati!ely lo%er in the fourth, i"e" )elhi, %ith an a%areness of only 17G"

:C

Aw are

23%

Not Aw are

77%

Aware

Not Aware



G8. #hare of consu(er a6areness

I&T$RPR$TATIO&)

According to the sur!ey, acceptance of the concept of 5timeshare6 post e$posure to the

concept of time share4 is high in Mum*ai and Bangalore, as compared to other cities,

%ith the percentage of prospects opining that they %ould 5definitely6 or 5pro*a*ly6 *uy

it at ::G in Mum*ai, and 31G in Bangalore"

:-



G9. Market co(petitors

I&T$RPR$TATIO&)

'he a*o!e graph sho%s that out of 1.. customers only 1.G people sho% their interest in

clu* Mahindra and out of them only 7G too+ the mem*ership of /lu* Mahindra"

C.G people are go *y their o%n and .G sho% the interest to another company"

'here are many specific reason *ehind it(8

I main reason *ehind this is that Mahindra resorts are far a%ay from the tourist sports"

So t ta+e more time and money of the customer"

I 'he price structure of /lu* Mahindra is !ery high as compare to the other company

I AS> pro*lem, its ma+e the price of /lu* Mahindra to high so that mem*er is not go

%ith company"

:E

Survey Result ( 100% = 100)

Privately70%

Other o!"any

20%

l#$ Mahinra

10%

Privately Other o!"anyl#$ Mahinra



I9on mem*ers are also using the property"

Some costumers thin+ that the resorts of clu* Mahindra not pro!ide 7 star facilities"

GE. 'istribution of (e(bership in India

I&T$RPR$TATIO&)

'he respondents are @:G from )elhi and 3@G other cities

7.



G.< 'I#TRI%TIO& ACCOR'I&- OCCPATIO&

0

10

20

30

40

50

60

70

80

PERCENT

BUSNESS

S!"!RE#

I&T$RPR$TATIO&)

71



C:GRespondents are *usiness man and @G are salaried man

G. )istri*ution according to marital

80%

20%

$!RRE#

SN!"

I&T$RPR$TATIO&)

-.G Respondents are married and .G are single

G.H 'istribution according to age

7



22%

78%

U& t' 28 (e)r

28 t' 58 (e)rs

I&T$RPR$TATIO&)

G Respondents are up to - years of age and C-G are from - to 7- years of age"

G. 'istribution according to (e(bership fees

56%32%

12%

Below 1 lac

1 lac to 3 lac

Above 3 lac

73



I&T$RPR$TATIO&)

7@G are up to 1 lac and 3G are 1 lac to 3 lac and 1G are a*o!e 3 lac

FACT A&' FI&'I&-

/ompany intends to pursue the follo%ing principal to le!erage company competiti!e

strengths and gro% company *usiness(

ntensify our ser!ice offerings, *y increasing our distri*ution net%or+ and gro%ing the

num*er of resorts across ndia

/lu* Mahindra see+ to *e the preferred partner to the ur*an family for holidays and

holiday ser!ices in ndia"

Resorts under Club Mahindra !olida"s

/lu* Mahindra 2oliday resorts include 3 resorts, of %hich our o%ned resorts are

located at Munnar, /oorg, oa, Binsar, Manali and Ashtamudi"

!olida" #easons

7:



>or each resort destination, the year is di!ided into three seasons( Red, White and Blue,

*ased on demand for such resort during the year"

!olida" $ntitle(ent

2oliday entitlements of a mem*er commence as per the payment plan selected *y a

mem*er and ranges from three months to 1 months from the end of the month after

admission as a mem*er, depending on the financing plan chosen *y the mem*er"

#plit( A mem*er can split his holiday entitlement into smaller periods and ta+e more

holiday *rea+s, each for a shorter duration" 2o%e!er, the shortest holiday permitted is a

minimum of t%o nights during the %hite and *lue seasons and a minimum of three nights

during the red and purple seasons"

Accu(ulate) n the e!ent a mem*er does not use his or her entitlement in a gi!en year,

the unused %holly or partly4 portion of the entitlement accumulates to the ne$t

year" 2o%e!er, a mem*er is not permitted to accumulate more than 1: nights at any

point in time"

Ad4ance: A mem*er can *ring for%ard the ne$t years holiday to ta+e a longer holiday

or multiple holidays"

-ift( A mem*er can gift or rent his holiday, su*ject to certain terms and conditions"

Transfer B %e=ueath( A mem*er can transfer or *e#ueath his mem*ership, su*ject to

certain terms and conditions"

77



$>change( =ur fle$i*le holiday feature is *ased on the follo%ing classification for the

purposes of a change in season *y a mem*er(

#+OT Anal"sis

#trength

1 /ustomer *ase of o!er 1:3... mem*ers

:.Q resorts in !arious locations

3 Brand presence is #uite high due to e$cellent ad!ertising

: 9e% under e$plored and lesser +no%n locations eg" Ashtamudi in ;erala4

7 2omely am*ience and arrangements adds to its %armth as a hospitality

company

@ /ompany strategy is good"

C ts *uild Brand mage"

- )ue to their lifetime mem*ership so that consumer attract *y policy of company"

E ts pro!ide social net%or+ to the mem*er"

1. ts concept of o%nership"

11 ts pro!ide safety and security"

1 t pro!ide fun family for e!er

7@



13 World%ide choices

+eakness

1" uality of ser!ices and infrastructure is not constant throughout the *rand"

" /ompany policies regarding *oo+ing of rooms does not al%ays go %ell %ith

customers need to *oo+ @ months prior4

3" /onstant political distur*ances %ithin the country

:" ts !ery e$pensi!e concept

7 " Boo+ing pro*lem

@ " 9on mem*ers are also used the property

C Some costumers thin+ that the resorts of /lu* Mahindra not pro!ide 7 star

facilities

- AS> pro*lems

E 2idden charges

1. <M pro*lems

Opportunit"

1" ncredi*le ndia campaign has had a positi!e influence on influ$ of foreigners

tra!eling to ndia" /lu* Mahindra should ha!e programs for foreigners"

" With reducing spending capacities, domestic tra!el is increasing ndia

Threats

7C



1" nternational hospitality giants are entering all mar+ets and catering to all

segments in this sector

" <conomic do%nturn might ha!e an effect on e#uity capital of the company

CO&C,#IO&

/lu* Mahindra are one of the leading leisure hospitality pro!iders in ndia, offering

#uality family holidays %ith a range of ser!ices designed to meet the di!erse needs and

interests of a family"

ntensify our ser!ice offerings, *y increasing our distri*ution net%or+ and gro%ing the

num*er of resorts across ndia"

/ompanies are currently de!eloping ne% resorts at ;um*algarh near ?daipur

Rajasthan4, Pondicherry formerly Pondicherry4 and Binsar near Almora ?ttaranchal4"/ompany is also e$panding our resorts at /oorg and Ashtamudi" n addition, %e are in

the process of purchasing :1"C. acres of land at 'ungi near ona!ala Maharashtra4,

7". acres of land at ;adam*a++am near /hennai 'amil 9adu4, 7 acres of land at

;as in Satara Maharashtra4, 1."7 acres of land at 'heog near Shimla 2imachal

Pradesh4, and 1:"7 acres of land in Har%ade near Ratnagiri Maharashtra4"

N Announcement of an open8s+ies policy for the pea+ tra!el season0

7-



N Planned upgrade of Mum*ai and )elhi airports and the construction of ne% airports at

/hennai and Bangalore0

N Announcement of the esta*lishment of international con!ention centers in )elhi,

Mum*ai, oa and Jaipur in an effort to attract more *usiness tra!ellers to ndia0

N Reduction in tra!el costs *y remo!ing domestic and foreign air tra!el ta$, and reducing

e$cise duty on a!iation tur*ine fuel from 1@G to -G0

N Reduction of ta$es on the hotel industry including the e$penditure ta$, ser!ice ta$ on

food and *e!erage and room re!enues40 and

N <$tension of infrastructure status to the hospitality industry"

#--$#TIO&#

1" More !isi*ility through ad!ertising Media Ad!ertising '"H /hannels, Radio Stations,

nternet pop8ups, Hideo /lips during the intermission in 'heaters" Press Ad!ertising

eading 9e%s Papers li+e 'imes of ndia, <conomic 'imes, 2industan 'imes, ndian

<$press and fe% local language ne%spapers" /ampaigning, Rallies, Sponsorships for the

local institutional and social e!ents"

" 'hey need to concentrate on ser!ice factor *y hiring or recruiting professional people for effecti!e presentation and communication s+ills"

3" 'hey should hire a Brand Am*assadorAm*assadress from /ric+et or >ilm

ndustry as people from these t%o fields influence many people in the society"

'his %ould promote the company not only %ithin ndia *ut also at glo*al

standards" 'his might create strong a%areness and gi!e popularity to the company

as millions of people are addressed at one time"

7E



:" 'hey need to search for management trainees %hom they can pro!ide proper

training %ho could turn out as future employees of the company"

7" ood amount of incenti!es and *asic salaries should *e gi!en to the employees to

ma+e them perform *etter"

@" Proper training facilities should *e gi!en to the ne% employees, %hich %ill help

them to get fair idea a*out the company and its policies"

C" >eed*ac+ should *e ta+en from the present clients to +no% %hether they are

satisfied and if they ha!e any pro*lems regarding the terms and ser!ice" 'his %ill

certainly help to impro!e the o!erall performance of the company"

-" Should de!elop the plans that are attracti!e" Also they should de!elop ne% plans

that is not launched *y any other companies to ta+e first launcher ad!antage

APP$&'I1

ues"1 )o you ta+e holiday on a regular *asisX es YYYYYYYY9oYYYYYYYYY

ues" %here did you ta+e your last three holidays

1" YYYYYYYY, " YYYYYYYYY, 3" YYYYYYYYYYYYY

ues"3 2o% much do you normally spend on your holidays accommodationflight

only4"

1"YYYYYYYYYYYY"YYYYYYYYYYYYYY

ues": 2o% many %ee+s per year do you ta+e normally holidaysX

1"YYYYYYYYYY"YYYYYYYYYY,3"YYYYYYYYYYY

ues"7 2o% important is the standard of holiday accommodation to you and your

familyX

1"YYYYYYYYYY"YYYYYYYYYYYYYY

ues@" Which type of accommodation do you prefer %hile on holidaysX

@.



3Z:Z2otelYYYYY, 3Z2otelYYYYY, HillaApartmentYYYYY, =thersYYYY"

ues"C s ta+ing an annual 2oliday important to youX

es YYYYYYYYYYY9oYYYYYYYYYYYYY

ues"- %hich !ehicle do you o%nX

/arYYYYYYYYYYBi+eYYYYYYYYYY

ues"E %here do you stayX

Mum*aiYYYYYYYYYYYYo!aYYYYYYYYYYYYYYYYYYYYYY

ues"1. ho% do you plan your holidaysX

Pri!atelyYYYYYYYYY, 'ra!el AgentYYYYYYYYY, othersYYYYYYYYY"

ues"11 ho% do you normally pay for your holidaysX

RupeesYYYYYYY, =ther currencyYYYYYYYY, 'hrough Ban+YYYYYYY"

%I%,IO-RAP!3

• iterature pro!ided *y the company

• http(%%%"google"co"in

• ;='2AR /"R", 5R<S<AR/2 M<'2=)==6,

•

/?S'=M<R R<A'=9S2P MA9A<M<9'• %%%"clu*mahindra"com

@1

project report on club mahindra

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