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Aditi Ameet Ankit Bharat Jinen Mohini Pooja Rohit Vikram: Pradhan Kankariya Godre Rao Shah Kedari Bhanushali Pawar Korade

Club Mahindra is India's second largest holiday and leisure services provider, launched in 1997. It has over 111,000 members and operates 33 resorts and 1,476 apartments and cottages. Members receive lifetime access to holidays for 25 years. Revenue comes from membership fees, annual subscriptions, and resort operations. The company uses a variety of sales channels including retail outlets, direct marketing, and franchises. It differentiates through an integrated business model and flexibility in resort selection. Customer satisfaction is measured through feedback calls.

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Pragya Singh Baghel
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141 views

Aditi Ameet Ankit Bharat Jinen Mohini Pooja Rohit Vikram: Pradhan Kankariya Godre Rao Shah Kedari Bhanushali Pawar Korade

Club Mahindra is India's second largest holiday and leisure services provider, launched in 1997. It has over 111,000 members and operates 33 resorts and 1,476 apartments and cottages. Members receive lifetime access to holidays for 25 years. Revenue comes from membership fees, annual subscriptions, and resort operations. The company uses a variety of sales channels including retail outlets, direct marketing, and franchises. It differentiates through an integrated business model and flexibility in resort selection. Customer satisfaction is measured through feedback calls.

Uploaded by

Pragya Singh Baghel
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Aditi Pradhan

Ameet Kankariya
Ankit Godre
Bharat Rao
Jinen Shah
Mohini Kedari
Pooja Bhanushali
Rohit Pawar
Vikram Korade
About us…
 India’s 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 19
offices
Retail outlets 61

Franchisee 129

Service office 1

Onsite 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-on’s 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…

Presenter : Jinen Shah


Revenue streams…
 Membership fee
 Admission fee(60%)
 Entitlement fee(40%)

 Annual subscription fee

 Interest from EMI’s (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
Rs2/form
- Promoter
Data

System

Auto-dialler :
Customer Care
Permission Direct to
marketing home

Customer Rs50/customer
Acquisition - Salesman
Competitors…
Market Position…
Factors Club Mahindra Country Club Sterling
Vacations Holidays
Established 1996 1974 1986
Customer Base 111,733 3 million 115000
members members members
Resorts 23 55 14
Affiliated Resorts More than 5000 More than 3700 More than 3700
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 Club Mahindra Benefits
Model Model Customer Company

Separate companies Integrated value Highest quality of Good overall control


for value chain chain standards delivered
Pure Vacation VO + Hotel Lowered annual Better income with
Ownership(VO) maintenance cost better occupancy
resorts
Fixed week-Fixed Floating week- Flexibility to choose Stronger brand
resort Floating resort date and resort proposition & yield
every year management
Variable Fixed price+Internal Greater Interest revenues
price+external financing transparency & ease
financing of purchase
Single sales Multi sales channels Tier-II town Scalability + Cost
channels – Resort – Franchisee customers also efficient
tours operations accessed
Limited service Full service resorts Complete family Stronger brand
resort holiday experience recall
Presenter : Mohini Kedari
C-Service process…

Act
ion
s

R
co eco
m rd
pl in
ai g
nt th
e
At every branch :
 1 Customer complaint desk  One centralized Customer
 1 Retention team 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

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