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 Design
Adding 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 process

Data Generation - Promoter
Data System Rs2/form

Auto-dialler : Customer Care

Permission marketing Direct to home

Customer Acquisition

Rs50/customer - Salesman

Competitors

Market Position
Factors Club Mahindra Country Club Vacations Sterling Holidays

Established
Customer Base Resorts

1996
111,733 members 23

1974
3 million members 55 More than 3700

1986
115000 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

Differentiator
Conventional Model
Separate 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 Model

Integrated value chain VO + Hotel

Benefits Customer
Highest 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

Company
Good 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 process
Customer 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 Satisfaction
TO BE WORKED UPON They measure customer satisfaction by making calls to customers HOLIDAY EXPERIENCE FEEDBACK

Things We Would Have Done Differently

TO BE WORKED UPON
Better 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!