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: 201214
Presented at

#ub(itted %") Rajesh Jangid MBA 3rd Semester

#ub(itted TO) Mrs.

PR$FAC$
With immense pleasure and deep sense of sincerity, ndustrial training" ha!e completed my

t is an essential re#uirement for each and e!ery student to

ha!e some practical e$posure to%ards real %orld situations" A systemati&ed practical e$perience to inculcate self confidence in a student so that they can mentally prepare themsel!es for this competiti!e en!ironment" 'he purposes of training are( )e!eloping intellectual a*ility of student Bring confidence )e!eloping s+ills Modify Attitudes

Rajesh Jangid

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" 1Mar+eting Manager of Mahindra 2olidays 3td, Jaipur4, for gi!ing me his !alua*le time and re#uired information"

Rajesh 0angid

$1$C TI2$ # 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 1 , 3 :

TOPIC MAR;<' P='<9' A3 => / ?B MA2 9)RA /=MPA9A PR=> 3< R/ R<S<AR/2 M<'2=)=3=BA 7"1 title of the study 7", duration of the project 7"3 o*jecti!e of the study 7":3imitation of the study A9A3AS S A9) 9'<R<'A' =9 >A/' A9) > 9) 9B SW=' Analysis /=9/3?S =9 D MP3 /A' =9 S?B<S' =9S APP<9) F B B3 =BRAP2A

PA-$ &O. @811 1,83: 378338:@

7 @ C E 1. 11

:C873 7:877 7@87C 77E @. @1

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 74 @4 C4 -4 ts *uild Brand mage" ts pro!ide social net%or+ to the mem*er" ts concept of o%nership" ts pro!ide safety and security" t pro!ide fun family for e!er :4 )ue to their lifetime mem*ership so that consumer attract *y policy of company"

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 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 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"

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 and their 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$pected to continue in coming years" 'ourism is one of ndiaJs largest net earners of foreign e$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 seeJ destination in the %orld" LL 'he percentage of holiday8ta+ers has increased from ,"7G in ,... to :"EG in ,..C" 'he Bo!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 5Incredible India6 campaign %as the first major pu*licMpri!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, Boa 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$es on the hotel industry 1including the e$penditure ta$, ser!ice ta$ on food and *e!erage and room re!enues40 and N <$tension of infrastructure status to the hospitality industry"

2acation O6nership Industr" at a -lance Hacation o%nership is essentially %here the o%nership andMor 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 pointJs 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 A R)A, there are o!er :. timeshare companies, -. resorts, ,..,... timeshare mem*erships, 17,... annual additions, E,... units, total in!estments of ?SP ,,. million and a gro%th rate of Q17G /ABR since 1EE-" 'he !acation o%nership industry pro!ides dedicated products and ser!ices to le!erage the !ast, une$plored domestic tourism potential" 1Source( A R)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 1claimed4 %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 1post 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$cellence not only during the holiday *ut also throughout the mem*ership period" /lu* Mahindra 2olidays is our flagship ser!ice offering" As part of our gro%th strategy, %e ha!e also di!ersified our portfolio *y introducing ne% !acation o%nership offerings, Rest and /lu* Mahindra >un days, and tra!el and holiday related ser!ices through clu*mahindra"tra!el" /lu* Mahindra 2oliday mem*ership currently entitles mem*ers the choice of holidaying at any of our 89 resorts; for se4en da"s each "ear; in a season and apart(ent t"pe of their choice; for 8< "ears. company mem*ers also ha!e the option of choosing to holiday outside their season and apartment of their entitlement *y using our e$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$i*ility to choose a different resort and the time to holiday e!ery year 1%ith certain seasonal limitations4 is +no%n as a 5floating %ee+ O floating resort6 model" We also pro!ide our mem*ers %ith a fi$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 1mar+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 Boa, /oorg, Binsar, Munnar and Manali are recipients of the R/ Bold /ro%n A%ard for the year ,..C8 ,..-" 'he R/ Bold /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/ Bold /ro%n A%ard, our Resorts at Boa, Munnar and /oorg ha!e also *een accredited %ith a 7 Star Rating *y the )epartment of 'ourism Bo!ernment of ndia" =ur mem*er relations department has *een S= E..1(,... certified *y ndian Registered Suality 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 1depending 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$change profiler 152<P64 at resorts %hich pro!ide real8time feed*ac+, SMS feed*ac+, other customer contact programs and structured mar+et research" =ur customised /RM solution ena*les us to trac+ preferences of the entire family, anticipate the needs of our customers and create appropriate ser!ice offerings for different segments, such as families, young ur*an customers and corporate customers" =ur resort operations teams pro!ide holiday e$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 1our 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$cellent or !ery good" Moreo!er, 3-"-G of our !acation o%nerships sold in the fiscal year ,..C are attri*uta*le to mem*er referrals" Integrated and (i>ed 5 use business (odel /ompany manage all aspects of our operations through one entity O this integration *rings together our management competence of mem*er ac#uisition 1mar+eting and sales of lifestyle offerings4, ser!icing of and contact %ith mem*ers, identifying land and de!eloping resorts, resort operations 1deli!ering family holiday e$periences4 and pro!iding !alue8added ser!ices" We *elie!e our integrated *usiness model reduces our cost 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 ?@@A, %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* MahindraJ" 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/2A 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$cellence, inno!ati!e offerings, *rand !alue and the !ariety of resorts" /ompany *elie!es that %e can accelerate our mem*er ac#uisition process *y increasing company distri*ution net%or+ in cities under co!erage and add to the num*er of cities *eing co!ered" /urrently, /ompany ha!e a total of ,3 resorts across ndia and 'hailand, of %hich %e o%n se!en properties" /ompany Resorts 1resorts o%ned *y us or on long term lease %ith us4 contri*ute an aggregate of @3E apartments and cottages of a total of C3@ apartments and cottages o%ned or leased *y us" /ompany intends to increase the num*er of company resorts in ndia and o!erseas, particularly through de!elopment or ac#uisition" /ompany also intends to increase the num*er of apartments and cottages at some of company resorts and focus on de!eloping resorts at lesser8+no%n destinations" /ompany may also from time to time selecti!ely lease hospitality properties to add to the choice of destinations for company mem*ers" ncreasing our mem*ership *ase and the num*er of resorts %ould ena*le us to increase our total income from !acation o%nership" Continue to build the desirabilit" of co(pan" resort e>perience /lu* Mahindra resorts shall continue to *e full ser!ice resorts at attracti!e locations, deli!ering complete holiday e$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 are located at Munnar, /oorg, Boa, 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 a limited target group of young families %ithout children, for e$ample, the monsoon season in Boa" 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" $ntitle(ent 2oliday entitlements of a mem*er commence as per the payment plan selected *y a mem*er and ranges from three months to 1, months from the end of the month after admission as a mem*er, depending on the financing plan chosen *y the mem*er" #plit( A mem*er can split his holiday entitlement into smaller periods and ta+e more holiday *rea+s, each for a shorter duration" 2o%e!er, the shortest holiday permitted is a minimum of t%o nights during the %hite and *lue seasons and a minimum of three nights during the red and purple seasons" Accu(ulate) n the e!ent a mem*er does not use his or her entitlement in a gi!en year, the unused 1%holly or partly4 portion of the entitlement accumulates to the ne$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 yearJs 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 andMor 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 +idsJ 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*J" /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 Cones 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 Rest 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 Rest 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 1Rajasthan4, Pondicherry 1formerly Pondicherry4 and Binsar near Almora 1?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 3ona!ala 1Maharashtra4, ,7"., acres of land at ;adam*a++am near /hennai 1'amil 9adu4, ,,7 acres of land at ;as in Satara 1Maharashtra4, 1."7 acres of land at 'heog near Shimla 12imachal Pradesh4, and 1:,"7 acres of land in Har%ade near Ratnagiri 1Maharashtra4"

,-

n addition, %e ha!e entered into a memorandum of understanding %ith 3eisure 2otels 3imited, under %hich they are de!eloping a resort *ased on our specifications at Ramnagar" 9ear /or*ett 1?ttaranchal4" /ompany has agreed to enter into a 3. years lease %ith 3eisure 2otels 3imited 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 pan8 ndia 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 $>perience /lu* Mahindra pro!ide our mem*ers %ith a %ide range of amenities and facilities, %hich has resulted in our Resorts at Boa, Munnar and /oorg *eing accredited %ith a 7 Star rating *y the )epartment of 'ourism Bo!ernment of ndia" Similarly, %e ha!e an e$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 Boa, /oorg, Binsar Munnar and Manali are recipients of the R/ Bold /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 1or P/MM4 le!el 3 assessments at our Boa 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 %orldJs 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>ed5 se Operations of Resorts /lu* Mahindra follo% a mi$ed8use model *y pro!iding non8mem*ers access to a limited num*er of apartments and cottages on a per night room tariff" We ha!e our o%n dedicated team selling unutili&ed apartments to nonmem*ers" While such non8mem*ers ha!e access to the resortJs facilities and amenities, they are generally charged a higher price for these ser!ices as compared to our mem*ers" %usiness Partners and 0oint 2entures A proper choice of *usiness partners is !ital for the success of the /ompany" Association shall *e encouraged, in ndia or a*road, %ith such entities as are a*le to add !alue to the /ompanyTs products or ser!ices, or help fulfill the strategic gro%th plans of the /ompany" =nly such persons shall *e selected to *e our *usiness partners %here there is a complete match in the partnersT manner of conduct of *usiness, core !alues and other *usiness principles and processes" We shall maintain mutually lasting and *eneficial relationships %ith all our suppliers, customers and other *usiness partners, including Joint Hentures" We shall respect the interest of al our *usiness partners and in our dealings %ith them, shall act %ith fairness, integrity and transparency" Business partners shall not *e e$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 33 /ountry, +odai+anal"" ," Resort country clu*, gurgaun" 3" 3al mahal, Jaipur" :" 3u$urious tent at jharippani mussoorie" 7" Sheryas, maha*alesh%ar" @" Blue hill resort Panchgani" C" Radisson 'he >ort /lu* ;ol+ata" International Tie ps 1" A%ana Hacation /lu* Malaysia ," /ountry 2eights !acation clu* 3" S%iss Barden nternational !acation clu* :" <lite /lu* Resorts O Spain 7" World class !acation clu* @" teda resort alliance de!elopment C" 'hailand C, % MA!I&'RA !O,I'A37# COMP$TITOR# I& I&'IA /=?9'RA /3?B S'<R3 9B R<S=R'S R=AA3 B<A/2 /AMBAA

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

RCI Timeshare

<!en if you are ne% to timesharing, or simply ne% to the concept of timeshare e$change, you may ha!e already heard of R/ " Aou may not, ho%e!er, fully understand ho% R/ !acation e$changes %or+" 3etTs start %ith the premise of timeshare e$change( The onl thing better than o!ning timeshare vacation propert is o!ning one that is affiliated !ith a large net!or" giving ou access to resorts all over the !orld" +ho is RCID Resort /ondominiums nternational 1R/ 4 has *een called the definiti!e name in timeshare !acations" 'his is pro*a*ly *ecause R/ is the largest timeshare !acation e$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" Aou %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 1as 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" Aou 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" Aou can use your annual R/ !acation time in many different increments, including one night at a time"

3@

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 means that you are essentially gi!ing it *ac+ to R/ " Based on your timeshareTs ran+ 1Bold /ro%n or Sil!er /ro%n4 and season 1red, %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 !acation8 e$change communities" We are committed to enhancing your !acation o%nership *y 3C

offering you the opportunity to use it in more fle$i*le %ays" Aour RCI Mem*ership entitles you to participate in the e$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 1a 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/ Buide"

3-

'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 3earn 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 Ath (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 donJt ha!e more time so %as not a*le to e$plain all the thing regarding company"

'ata collection
Data olle tion8 '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 1%hich doing in /lu* Mahindra"4 *4 By petrol pump 1/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 Suestionnaire *4 /oupons A4 Suestionnaire( 8 =n the *ases of #uestionnaire, %e are a*le to +no% the standard of mem*er " n the Suestionnaire 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 1A4 /lass 1B4 /lass W Who ha!e car higher than 7....." %ho ha!e car *M% 3..... to :....." 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

3i+e(8Red, %hite and *lue" /lu* Mahindra has a systematic %ay to reach the costumer"

OPC

Tall" Caller

#ales 'epart(ent

Collection

2ie6s of unsatisfied costu(er " A4 Boo+ing pro*lem" B4 2idden charges" /4 AS> pro*lem" Research design of Club Mahindra7s #a(ple siFe)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 *M% ,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" ::

 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 C TTI&- 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" 3i+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 1Annual 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 *y me" R/ plan

:@

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

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

Aw are 23%

Aware Not Aware

Not Aw are 77%

I&T$RPR$TATO&) 'imeshare a%areness 1claimed4 %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

G8. #hare of consu(er a6areness

I&T$RPR$TATIO&)
According to the sur!ey, acceptance of the concept of 5timeshare6 1post 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

Survey Result ( 100% = 100)
Privately Other o!"any l#$ Mahin%ra

l#$ Mahin%ra 10% Other o!"any 20%

Privately 70%

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

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&- OCC PATIO&

80 70 60 50 40 30 20 10 0 PERCENT BUS NESS S!"!R E#

I&T$RPR$TATIO&)

71

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

G.A )istri*ution according to marital

20% $!RR E# S N%!" 80%

I&T$RPR$TATIO&)
-.G Respondents are married and ,.G are single

G.H 'istribution according to age

7,

22%

U& t' 28 (e)r 28 t' 58 (e)rs

78%

I&T$RPR$TATIO&)
,,G Respondents are up to ,- years of age and C-G are from ,- to 7- years of age"

G.I 'istribution according to (e(bership fees

12%

32%

56%

Below 1 lac 1 lac to 3 lac Above 3 lac

73

I&T$RPR$TATIO&)
7@G are up to 1 lac and 3,G are 1 lac to 3 lac and 1,G 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, Boa, 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 1%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 yearJs 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 1eg" Ashtamudi in ;erala4 7 2omely am*ience and arrangements adds to its %armth as a hospitality company @ C E /ompany strategy is good" ts *uild Brand mage" )ue to their lifetime mem*ership so that consumer attract *y policy of company" 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" Suality 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 1need 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 1Rajasthan4, Pondicherry 1formerly Pondicherry4 and Binsar near Almora 1?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 3ona!ala 1Maharashtra4, ,7"., acres of land at ;adam*a++am near /hennai 1'amil 9adu4, ,,7 acres of land at ;as in Satara 1Maharashtra4, 1."7 acres of land at 'heog near Shimla 12imachal Pradesh4, and 1:,"7 acres of land in Har%ade near Ratnagiri 1Maharashtra4" 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, Boa 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$es on the hotel industry 1including the e$penditure ta$, ser!ice ta$ on food and *e!erage and room re!enues40 and N <$tension of infrastructure status to the hospitality industry"

# --$#TIO&#
1" More !isi*ility through ad!ertising Media Ad!ertising '"H /hannels, Radio Stations, nternet pop8ups, Hideo /lips during the intermission in 'heaters" Press Ad!ertising 3eading 9e%s Papers li+e 'imes of ndia, <conomic 'imes, 2industan 'imes, ndian <$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*assadorMAm*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" Bood 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
Sues"1 )o you ta+e holiday on a regular *asisX Aes YYYYYYYY9oYYYYYYYYY Sues", %here did you ta+e your last three holidays 1" YYYYYYYY, ," YYYYYYYYY, 3" YYYYYYYYYYYYY Sues"3 2o% much do you normally spend on your holidays 1accommodationMflight only4" 1"YYYYYYYYYYYY,"YYYYYYYYYYYYYY Sues": 2o% many %ee+s per year do you ta+e normally holidaysX 1"YYYYYYYYYY,"YYYYYYYYYY,3"YYYYYYYYYYY Sues"7 2o% important is the standard of holiday accommodation to you and your familyX 1"YYYYYYYYYY,"YYYYYYYYYYYYYY Sues@" Which type of accommodation do you prefer %hile on holidaysX

@.

3ZM:Z2otelYYYYY, 3Z2otelYYYYY, HillaMApartmentYYYYY, =thersYYYY" Sues"C s ta+ing an annual 2oliday important to youX Aes YYYYYYYYYYY9oYYYYYYYYYYYYY Sues"- %hich !ehicle do you o%nX /arYYYYYYYYYYBi+eYYYYYYYYYY Sues"E %here do you stayX Mum*aiYYYYYYYYYYYYBo!aYYYYYYYYYYYYYYYYYYYYYY Sues"1. ho% do you plan your holidaysX Pri!atelyYYYYYYYYY, 'ra!el AgentYYYYYYYYY, othersYYYYYYYYY" Sues"11 ho% do you normally pay for your holidaysX RupeesYYYYYYY, =ther currencyYYYYYYYY, 'hrough Ban+YYYYYYY"

%I%,IO-RAP!3
3iterature pro!ided *y the company http(MM%%%"google"co"in

;='2AR /"R", 5R<S<AR/2 M<'2=)=3=BA6,

/?S'=M<R R<3A' =9S2 P MA9AB<M<9' %%%"clu*mahindra"com

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