Professional Documents
Culture Documents
Country Club India LTD Summer Project
Country Club India LTD Summer Project
Submitted By
Submitted To
Akhlesh Prasad
Roll Number-00916603913
DECLARATION
I Akhlesh Prasad student of University School of Management Studies Batch
2013 2015 declare that every part of the Project Report STUDY OF
MARKETING STRATEGIES AND SELLING PROCESS OF CLUB
MEMBERSHIP that I have submitted is original.
Date of Project submission: _____________
Akhlesh Prasad
Roll No. 00916603913
Facultys Comments :
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
ACKNOWLEDGMENT
Any assignment puts to a litmus test an individual knowledge credibility or
experience and thus sole efforts of an individual are not sufficient to accomplish
the desired results. Successful completion of a research involved interest and effort
of many people and so this becomes obligatory on my part, to record my thanks to
those who helped me out in the successful completion of my Summer Project.
It is my heartfelt honor to thank Mr. Kapil Narwani (AGM, CCIL) and also other
employees for their valuable guidance in completion of this project.
I would like to thank Prof. Sanjiv Mittal under whose esteemed guidance the
synopsis of this research came in to existence and research got an appropriate
direction of precedence.
My special thanks to my parents and all my friends specially Abhinav Nigam and
Nitin Singh for their unremitting help in numerous ways, which deserve adequate
expression on this page.
I cannot fail to mention the help and support I got from all the shopkeepers the for
their support and for helping me in conducting the research work and shaping the
project report
In the end, I would like to say that it was a great experience working on this
project.
TABLE OF CONTENTS
S. No.
Content
Page No.
1
2
Executive Summary
The Birth and Growth of Facility Like Club
7
8-10
2.1
2.2
8
10
3
4
11
12-16
4.1
4.2
4.3
Introduction
Aim & Establishment of the Company
About the CMD
12
17-27
5.1
5.2
5.3
5.4
5.5
5.6
5.7
5.8
19
21
22
22
23
24
25
27
Membership
28-32
6.1
Other Facilities
31
33-45
7.1
7.2
7.3
7.4
7.5
7.6
Telemarketing
Understanding the Market
Internet Marketing
Taking Reference from Club Member
Functional Benefits
Advertisement in News Papers
33
34
36
38
38
42
46-60
8.1
8.2
8.3
8.4
8.5
46
47
48
58
60
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TABLE OF CONTENTS
S. No.
Content
Page No.
9
10
Research Methodology
Data Aanlysis
61-62
63-65
10.1
Major Findings
65
11
12
13
14
66
67
68
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EXECUTIVE SUMMARY
Todays market scenario is totally different from what it has been a few years ago.
Consumer have a lot of choice for every product because day by day companies
are coming up with their new and innovative products. Later there was limited
choice for most of the products and companies didnt have to put much of the
efforts to sell their products. But todays scenario is totally different. Consumers
have choice because of availability of varieties and options. We can say toadys
consumer is the market ruler. So it is important to know his buying behavior and
try to fulfill his demand. Companys aim should be customer delight not
customers satisfaction.
The purpose of this dissertation is to know the consumers performance, needs, test,
his buying behavior and inspiration factors behind it. Country Club India Ltd how
much is fulfilling the customers needs and try to maximize the sales of club
membership.
The main aim of this project is to understand the marketing strategies and selling
process of the club membership specially is this competitive world. To study in
brief about the membership club this has been the most upcoming industry in
recent times. This study has helped me identify the different means of selling the
club membership and various facilities and the activities performed in the club.
This report contains the birth and growth of clubbing industry, company profile,
facilities and services provided by the company, different types of membership,
marketing strategies and selling process of club membership and analysis of
activities performed during the course of this report by me, findings,
recommendation and suggestion, conclusion and bears bibliography given in the
last to give the readers a good knowledge of the content. I hope this report will
serve the purpose.
The United States Golf Association, founded in 1894, evolved to be a golf service
organization of member clubs, courses, and qualified training facilities,
incorporated as a non-profit organization. The USGA is guided by 30 committees,
comprised of 1,400 volunteers, under the direction of a 15 member Executive
Committee. The USGA is governed by nine articles that comprise its formal
organizational by-laws.
While being the authoritative body concerning the Rules of Golf and amateur
status in the United States, the USGA would ultimately grow to conduct 13
national championships, including the U.S. Open and the U.S. Amateur.
The members who started developing the club
The five founding members began to invite other club representatives to their
annual meeting and slowly added members to the USGA. Member dues started at
$25 for clubs waiting to be declared full members. In 1939 all clubs paid $30 to
maintain their membership. Club membership increased from 267 members in
1910 to 1,138 members in 1932, then fell to 816 clubs primarily because of the
Great Depression and the start of World War II. By 1947 the USGA gained enough
members to pass the 1932 membership level, and start a slow ascent. In 1980 the
USGA roster exceeded 5,000 member clubs.
Aided by an unprecedented course building boom in the golf industry and a
campaign to recruit new members, the USGA added 3,300 club members between
1987 and 1997, then added another 700 members by the end of the Millennium.
Today the USGA club membership includes more than 9,700 golf clubs, golf
courses and qualified training facilities.
In the late 1980s the USGA actively encouraged the formation of clubs without
real estate. Today clubs without real estate have grown to a 5 percent
representation of the total membership.
Lifestyle Clubs
Meaning of lifestyle club
The concept of integrated environment living where your condo is interlinked with
Club Ultima & Crown Regency Hotel enhances your property investment and
appreciates its value faster. Club Ultima offers a well-appointed community with
unrivaled amenities for the residents with more facilities than regular
Condominiums. Offering a totally new concept in leisure living where you'll find
an irresistible combination of lifestyle, value, convenience, and comfort all under
one roof. Click Here to learn more about the wonderful fun filled lifestyle awaits
you here at Ultima Residences Tower Condominiums, and Club Ultima
Membership.
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11
13
14
15
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pilgrimage centers; the fascinating art, culture, festivities and heritage, all very
uniquely Indian! A kaleidoscope for heightened pleasure across the five senses
touch, sight, sound, taste and smell its magical land of myriad offerings for a
souls delight.
CCIL across its network of 155 properties and 220 affiliates guides you to the
niche and unexplored and exposes to you the very obvious and highly famous
destinations.
Trust our Travel desk to sew in a tailor made destination drive to appeal to your
senses. Call us now and discover this wondrous land that offers expressions and
experiences uniquely its own.
Mission
To deliver experience that nurture relationship and contribute to a wholesome
wellness lifestyles in a stress free, eco friendly environment to member
community with a win-win situation for all involved in furthering the cause of
such eco system.
Vision
To be world leaders in family clubbing in todays disintegrating society and create
a cohesive force in relationship between man and men; man and nature and man
and his environs embedded in current realities and inherit by legacy to the
generation next.
Our Clubs
CCIL is India's biggest chain of Family Clubs recognized by the Limca Book of
World Records. With 46 of its own clubs, it's truly a pioneer in family clubbing. It
offers state of the art facilities in all the clubs for a heightened pleasure. Set to
sprawling green environments, it offers swimming pools, indoor games, health
clubs, well serviced rooms and professionally trained manpower to meet every
need of yours. The clubs are equipped to deal with your banquets and business
needs. Also, weekend activities, competitions and contest help engage and build a
clubbing community.
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CK 27 Bangalore
CK 27 Koramangala
CK 27 Indiranagar
CK 27 Koregaon Park
CK 27 Surat
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o CK 27 Ahmedabad
o CK 27 Kolkata
o CK 27 Noida
o CK27 Navi Mumbai
Chennai
o RA Puram
o Guindy
o Mango Grove
Cochin
Delhi
o The Country Club Eros Regency
o CK27 Noida
Golf Village
Goa
Hyderabad
o Begumpet
o Medchal
o Country Kuteeram
o Country Kuteeram (Lepakshi)
o Amrutha Castle
o Country Spa
Hubli
Indore
Jaipur
o Country club Golden days
Kovalam
o Country Club Treasure Cove
o Country Spa
Kolkata
o The Country Club Chanakyapuri
o CK27
Kodaikanal
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Lucknow
Mysore
Mumbai
o
o
o
o
Pune
Andheri West
Bamboo Grove
Country Club Spring
CK27 Navi Mumbai
Club Name
The Onterio Club
Indian Social Center
City University Club
Royal sanjay Unjong Club
The china Club
The Royal Automobile Club
Of Victoria (RACV) Ltd.
The Royal Automobile club
Of Australia
Combo Swimming Club
Casino De Madrid
Tokyo American Club
The Hanoi Club
Place
Canada
U.A.E
London
West Malasiya
Singapore
Australia
Australia
Sri Lanka
Spain
Japan
Vietnam
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Hotels
Country Club India Limited launched its operations under this category way back
with Amrutha Castle which is now Best Western Amrutha Castle. The hotels
category is a non exclusive property and offers the services to general public with
special privileges to the members. Three such hotels exist in the network. They are
Amrutha castle Hyderabad, Zen garden hotel Chennai and The Country Club
Hotels Dubai, All of which are located close to airports (Hyd an exception with old
airport moved out)
Dubai
o The Country Club Hotel
Amrutha Castle
o Best Western Amrutha Castle
Zen Garden
o Zen Garden Hotel
Kovalam
o Hyderabad
o Kovalam
o Tumkur
Country Condos
Country Condos is a 100% eco friendly, signature project of Country Club India
Ltd that is designed to meet international benchmarks of RCI Gold Crown
specification. Fully loaded on entertainment facilities at the leisure infrastructure
projects that would house the condos, it include a 5500 sq ft of swimming pool
with in built Jacuzzi for added luxury; leisure here is re defined with floating bar
and a multi cuisine restaurant that overlooks the pool. Defined children area and
deluxe rooms and individual cottages add ample to make it a family weekend
getaway.
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The project is to house state of the art facilities like Health and Wellness Spa, a
Convention Center, a Helipad, Wedding Pavilion and Sports Stadiums in its future
course of development at its first leisure infrastructure project.
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Treatments
Abhyangam
It is the Ayurvedic therapeutic oil massage in which strokes are given according to
the circulatory channels.. This treatment is very useful for obesity, loss of skin
texture, sleeplessness, fatigue, other vata predominant diseases etc.
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Takradhara
It is performed by pouring a continuous stream of medicated butter milk in the
forehead from a special container. The butter milk used for the therapy is prepared
with curd from medicated milk which is churned to remove butter. This butter milk
is again mixed with herbal decoction. This helps in treatment of Insomnia, Stress,
Hypertension, hair fall and premature graying of hair, skin diseases.
Sirodhara
Sirodhara is performed by pouring a continuous stream of medicated oil or herbal
extract in the forehead from a special container. It is quite effective for
psychosomatic diseases and for alleviating the diseases of head and neck. The
procedure is an integral therapeutic measure in stress relief package and used for
insomnia, disease of head.
Pizhichil
This is a process I which the body is made to perspire by continuously pouring
Luke warm herbal oil followed by gentle massage.
The treatment is given for general weakness, arthritis, paralysis etc.
It is an effective rejuvenative therapeutic procedure when done on healthy
individuals.
Kadikizhi
It is the massage done with herbal packs fomented in fermented decoction of herbs.
Kadikizhi is effective in water reention, seallings and obesity.
Udwarthanam:
Herbal powder massage is used for reducing the excess fat from the body. The
herbal powder is massaged opposite the direction of the body hair.
Indicated in: Obesity and obesity related disorders, hypertension, diabetes mellitus,
enhances complexion of body.
Navarakizhi:
It is a specific massage done with packs of medicated rice called njavara. The rice
is prepared by cooking in herbal decoction and milk. Njavarakizhi-is effective in
the treatment of muscle wasting, nervous weakness etc. It also enhances the
complexion of skin.
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Sirovasthi:
A special leather cap is fitted on the head and medicated oil is retained inside for
20-30 minutes. It is effective in the treatment of visual problems, memory
ailments, sleep disorders etc.
CK27
The revolution in family clubbing has now reached your doorstep. CK27 a new
brand of clubbing atmosphere comes right into the neighborhood with accessibility
as its prime focus. A platform designed to offer the best of clubbing closer to you.
CK27 custom built for everyday club users, with state of art clubbing brands that
CCIL has created over years. The most sought after brands are bunched together to
enhance the experience. Moksh, the 24 hour gym and spa facilities; Gabbar Singh
da Adda, the informal dine outs for entertainment and chilled out atmospheres,
varied indoor games, lounge and resto bar Pulse; a coffee shop to hang out and
basic added infrastructure based on space availability like conference hall and a
swimming pool would be a part of this satellite clubbing concept.
Catching like wild fire since its inception beginning in Ahmedabad, CCIL network
has now announced more of them with a presence in Ahmedabad, Pune, Noida,
Surat, Kolkata and Bangalore.
The main attraction of CK27 are following :
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MEMBERSHIPS
Type of
Membership
MILLIONAIR
CLUB
MILLIONAIR
PREMIUM
KOOL
KOOL KODAI
KOOL GLOBAL
PARIWAAR
KOOL GLOBAL
DUBAI
MILLIONAIR PREMIUM
KOOL
Member with spouse, children up to 25 & Parents.
Lifetime membership & will be transferable.
Accessibility to all over India country clubs, affiliated clubs & CK27s.
(Unlimited FREE facilities for first 5 years)
Free Entry to Moksh-Gym, Health Club, Jacuzzi, Swimming Pool, and
CCIL Clubs. (Unlimited FREE facilities for first 5 years)
Holiday pkg. 7D/6N FREE - Once in every year for first 5 yrs- All over
India- 150 resorts. (Utility charges-350 per day).
1 Way domestic airfare for couple. (Taxes charge Extra)
1089 sq.ft. Plot as FREE GIFT at VEDIC SPA- AP, Nearer to proposed
International Airport, BLORE .( Regd. Fee, Govt. Tax- Rs.20,000/- Extra)
Membership fee- Rs.1,25,000/-.
Administration Charges- Rs. 3,000/- Annually.
Instant 0% INTEREST EMI facility for the credit card holder of SBI, ICICI
Bank, HDFC Bank & ABN AMRO.
KOOL KODAI
Member with spouse, children up to 25 & Parents.
Lifetime membership & will be transferable.
Accessibility to all over India country clubs, affiliated clubs & CK27s.
(Unlimited FREE facilities for first 5 years)
Free Entry to Moksh-Gym, Health Club, Jacuzzi, Swimming Pool, and
CCIL Clubs. (Unlimited FREE facilities for first 5 years)
Holiday pkg. 7D/6N FREE - Once in every year for first 5 yrs- All over
India- 150 resorts.(Utility charges-350 per day).
1 Way airfare for couple to BUSHBETTA, KARNTAKA. (Taxes charge
Extra)
1500 sq.ft. Plot as FREE GIFT at KODAI.
Membership fee- Rs.1, 40,000/-. (Regd. Fee, Govt. Tax INCLUDED)
Administration Charges- Rs. 3,000/- Annually.
Instant 0% INTEREST EMI facility for the credit card holder of SBI, ICICI
Bank, HDFC Bank & ABN AMRO.
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Other Facilities
MEMBER GET MEMBER SCHEME (MGM)
If Any MC Member gives 3 MC Members Member upgraded to MCP.
If Any Member gives 2 KOOL Members FREE 1089 sq.ft plot at VEDIC
SPA. ( REGD. Charges Extra)
If Any Member gives 2 KOOL Global Pariwaar Members FREE 2000
sq.ft plot at KODAI. ( REGD. Charges Extra)
If Any Member gives 1 KOOL Global DUBAI Member 1 Way Airfare
for DUBAI to Couple. (Service-Tax Charges EXTRA)
If Any Member Gives 2 KGD members 2 Way Airfare for DUBAI to
Couple or 1500 sq.ft Plot FREE.(Service-Tax & REGD. Charges EXTRA)
If Any Member Gives 4 KGD members Couple Airfare (2 ways) to
DUBAI & FREE 1500 sq.ft plot at KODAI. (Tax Extra)
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EK KA PAANCH Offer
If any member gives 5 members of its own class Reimbursement of
members membership cost after deducting 25%. (Govt. Tax- 12.5% &
Service Tax- 12.5%)
Across The India
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Using a telemarketing services agent that has been properly trained, telemarketing
services uses can often get these agents to successfully sell customers on an up sell,
or convince customers that are canceling their membership to stay onboard even it
if means offering a down sell. No other form of direct marketing can offer this
flexibility, which is why membership groups heavily utilize telemarketing services
for their membership retention campaigns.
Ultimately, using telemarketing services to reach out to customers who are current
members or past customer to retain them is one of the most effective uses for not
only the telemarketing services channel but for any form of direct marketing. Visit
teleresources.net for more information on telemarketing.
Internet marketing
Choose from over 1000 properties in addition to our CCIL properties across India
online. You can get e-Books / Softwares every month this is the ideal package for
website owners, and internet marketers who can access all the latest website
marketing strategies, tips, and popular e-Books.
Now, you can know exactly how much you will spend online each month. The
membership price is normal but since we have just started this membership
package, we are giving you more than 50% discount on the regular price.
Do you want to make money online? Now, you can learn the insider secrets and
apply the proven internet marketing tips, to start generating your Income on the
Internet.
E-Books, website softwares, all of these are very popular, and savvy Internet
users, could probably buy at least 1 e-book per month. There seems to be so many
websites selling good e-books, but each time you make a purchase, this becomes
an expense. How many e-books have you bought this year?
For real time updates, events videos, facts files on all our club locations, bookings
or any other after sales services we invite you to visit our user friendly website
www.countryclubindia.com or our International/Kool Dubai members can access
our international website at www.countryclubdubai.com.
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We guarantee that each month, we will provide you the link to download e-book /
softwares.
Book your holidays in just three simple steps-:
1. Log on to www.countryclubholidays.com (All rooms shown are
realtime. 100% instant booking)
2. Select your holidays destination from over 1000 hotels (Maximum 2
nights for non CCIL properties)
3. Check availability and call 4406 7866 to confirm (Remember
membership number, utility charges to be paid at the time of booking)
The selection of e-books and softwares that we will bring to you as our members,
will be reviewed carefully by our team of Internet marketing consultants, so that
you will be getting the best internet marketing tips for your website.
International popular internet marketing gurus and e-book authors.
Country Club Magazine UPDATE
Our quarterly magazine UPDATE b rings you the happening events and
occasion across the country. Interview with all your favorite bollywood artists.
Expert advice on programs including summer camps, health tips, chef specials and
member feedback.
Promoting the club membership through Banquet halls
A function hall or banquet hall is a room for the purpose of hosting a party,
banquet, reception, or other social event. These are often found within the
buildings of clubs and fraternal organizations (rented out as a fundraiser for the
organization) or within a restaurant. Some condo associations and apartment
buildings have these to keep the noise of parties out of the residential units.
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Functional Benefits
By providing this modern method of club membership communications, the club
delivers information in a much more timely fashion, and communications do not
just flow from the club to the members but also from the members to the club
through surveys, polls, email, and response forms. Here are some examples of
benefits derived from specific website features:
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The club's calendar of events can cover everything from wine tasting events
to re-paving the tennis courts, all in a place where members can find answers
in a few mouse clicks.
Everybody likes photos, especially of themselves, so photo galleries are
great, especially now with the availability of inexpensive digital cameras.
Reference documents ranging from club by-laws to back issues of the
newsletters, contact lists, tournament details and tournament results and just
about any other kind of document is readily available for quick member
reference and reduced phone calls for information.
A survey system to find out what members like and dislike is a superb twoway vehicle for club membership communications with incredible benefit to
both members and management. First, it communicates the club's desire to
know what members want and secondly, it gives members a voice in club
activities and policies, and gives them the true sense of belonging.
A website with email capabilities built into it enables sending of email
messages to all members, to groups of members by special interest and to
special distribution lists. Information gets out faster, increasing participation
or notifying of changes and specials.
Some of the functions arranged by the Country Club India Ltd are following :
Asias Biggest New Year Bash
Synonymous to Country Club events bandwagon its the talk of each city. The
entire network is steeped in larger than life celebration celluloid stars of that big
feel. Its welcoming the new year in aplomb.
Darlings Day Out
A signature campaign to turn the valentine into a special family affairs. Marked by
the celebrity musical nights and dance floor sessions from toddlers to grandparents
its truly one of kind.
Rang Barse
Its raining fun here. This Holi special engulf the spirit of peace and brotherhood as
vibrant hues color all with happiness many aceleb join into up the glam quotient
too.
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Summer Camp
The summer camp bonanza of sporting events under one umbrella raining and
competition go hand in hand and clock the year around beginning with summer
camp the range is inclusive of cricket, tennis, squash, table tennis, badminton,
volley ball, basket ball and not to forget the raging favorite swimming. Camp
depends on the facilities available at each club.
Mr. And Ms. Moksh Fit Check
Fitness at a serious level. This event hones and promotes the fitness related sports
like body building and endorses fit bodies. The nation wide hunt for the best body
is on and crowned Mr. and Ms. Moksh with an entertaining evening format.
Championship League
The pan India sporting for amateurs is a relatively new calender event. The
championship and crown an over all sporting champ at the end of the year. Games
in the league include volleyball, tennis, squash swimming and team events like
cricket too.
The Great Indian Navratri Utsav
The vibrance of nine days festivities are something to be watched at. Colorful
costumes and the sheer energy to outlast the last of them. This dandiya mania is
a pan Indian event intact with the traditional touch, combine well to include its
many variants like disco dandiya as per the region to be a blockbuster. Festivities
aside its an out and out family entertainer.
Diwali Mela
This season favourite provides for the bang for the buck. Special diya sales sweets
menu and unmistakable fireworks sets this apart from all celebrations.
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One2ka Four
The classic number game with loads of fun. Tambola or the number grid game is a
staunch favorite with gifts galore amongst the CCIL members.
Club Food Festival
Finger licking good. These thermatic spread of buffets and festive dinners across
India is a regular event unfailing in its attraction at all times. From biriyani
festivals to kebabs, short eats, coastal, Andhra, Chinese, continental and even
globe on a platter themes the variations are huge and the lip smacking success a
satiating experience each time.
Advertisement in newspapers
Most newspapers make nearly all their money from advertising. The income from
the customer's payment at the news-stand is small in comparison. For that reason
newspapers are not expensive to buy, and some are free. The portion of the
newspaper that is not advertising is called editorial content, or simply editorial,
although the last term is also used to refer specifically to those articles in which the
newspaper expresses its opinions. Publishers of commercial newspapers strive for
higher circulation so that advertising in their newspaper becomes more effective,
allowing the newspaper to attract more advertisers and charge more for the service.
But some advertising sales also market demographics: some newspapers might
sacrifice higher circulation numbers in favor of an audience with a higher income.
Many paid-for newspapers offer a variety of subscription plans. For example,
someone might only want a Sunday paper, or perhaps only Sunday and Saturday,
or maybe only a workweek subscription, or perhaps a daily subscription.
Some newspapers provide some or all of their content on the Internet, either at no
cost or for a fee. In some cases free access is only available for a matter of days or
weeks, after which readers must register and provide personal data. In other cases,
free archives are provided.
The good, old Newspaper is certainly the oldest -- and is still the largest -- of the
major advertising mediums, and it still plays and integral role in the media buyer's
ad planning. Newspapers were an important and respected advertising medium
long before their competitors were even thought of.
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While Newspapers have been replaced as the primary medium for "national"
advertising by Television -- it's local orientation has made it well suited to retailers.
Newspapers enable merchants to reach a wide cross- section of people, by
concentrating their coverage in the local market.
It's this wide coverage of local markets that is the Newspaper's greatest strength.
Since many communities have only one Newspaper, a very large number of people
can be reached with two or three ads.
A Newspaper's selectivity is limited to a great degree by its wide coverage. A good
number of merchants discover that they are paying for a lot of excess circulation
when advertising in Newspapers. The small to medium sized retailer in a larger
metropolitan area, frequently discover the distribution area of their local paper is to
broad for their needs. For example: "The record shop aiming at a teen and young
adult market may discover they are missing their primary market with Newspaper,
because these groups traditionally do not read the paper near as much the older
demo groups. Or consider that the women's swimwear shop must pay for the
excess circulation of male readers."
Newspapers have been able to circumvent this problem to a certain degree. They
have specific sections of the paper slanted to specific target/readership groups.
Now more selectivity can be achieved through your Newspaper advertising.
However, this is achieved at the sacrifice of the readers who are not normally
exposed to these sections.
It's because of this that many local advertisers are continuing to re-evaluate their
Newspaper advertising. Other media are being evaluated as an alternative -- or
more sensibly -- an augmentation to their newspaper buys. This creates a good
"media mix" and delivers more new customers to their place of business. By
evaluating the strengths of the other mediums in conjunction with the strengths of
the Newspaper, your media dollars are use more effectively and efficiently.
Most markets - regardless of size - have some kind of local newspaper coverage.
They range from Dailies and Weeklies, Sunday or Weekend Newspapers, to
Shoppers and Special Interest publications. In fact most Newspapers today offer
advertising supplements. These inserts can range in size from 4 pages to 20 pages
in size.
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While Newspapers lack the intrusiveness of radio and television, Newspapers are
still an effective advertising medium. They do an excellent job of reaching
established customers, and therefore, are an excellent base for retail advertising.
Your business's success depends on its ability to bring in "New Customers".
Therefore, Newspapers should not be considered as your only source for
advertising in this modern, competitive business environment. But...Newspaper is
going to be a part of your advertising media plans!
Advertising as a mean to sell the membership
Advertising hoardings are a cost-effective means of advertising outdoors. These
can draw great attention and make a huge-impact on potential customers. This is
exactly why more and more businesses are now using attractive advertising
hoardings to promote their products and services.
A creative and powerful option to keep your products and services highlighted,
billboards never fail as attention grabbers. These are intended to attract the people
who are on the move. The advertisements are conveyed mostly with the aid of
pictures or diagrams, using minimum number of words so that passers-by quickly
grasp the intended message. The messages themselves are kept short and simple.
As the advertisements should be visible from a distance, the size of the board is
taken care of beforehand. Usually, the text is included in highly visible, attractive
font to enhance the effectiveness.
The location is of great significance when raising a billboard; otherwise the
advertisement may go in vain. The billboard should be made of sturdy material,
which is weather-resistant in order to put up a strong fight against adverse weather
conditions. More importantly, these hoardings must be able to withstand heavy
winds. Nowadays, the required graphics are made using a computer and then
printed on big poster boards or vinyl, which is glued to the billboard. The
availability of better and advanced tools such as long-lasting billboard substrate,
state-of-the-art digital technology, development of fiber optics and 3D graphics
have substantially increased the scope of advertising hoardings. These boards can
be used for short term and long term purposes and are cost-effective. They can be
placed on roadsides, construction sites, station platforms, malls, airports and other
strategic locations.
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The benefits of using advertising hoardings are limitless and they include:
Establishing brand awareness
Frequent and continuous highlighting of message
Effective product exposure
Eye-catchy ads on billboards reach out to millions of audiences on a
day-today base.
The use of advertising hoardings is not restricted to businesses alone, looking to
create a brand image. These are ideal also for promoting awareness programs such
as AIDS awareness, poverty eradication, environment protection and more.
Numerous establishments such as banks, car manufacturers, charities, and
telecommunication companies make innovative use of these billboards.
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You will take a along with you the right image of Country club (India) Ltd.
You would seem more approachable.
Customers would like to talk to you.
Once the customer relates to you, he accepts you, he accepts your solutions.
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Selling process
Opening the sale
Recognize need
Evaluate Options
Propose a solution
Eliminate Doubts
Eliminate Doubts
Decide
Buying Cycle
Irrespective of whom you are persuading. You have to stay focused on the need of
the person whom you are persuading because the basic ingredient behind any want
of desire is NEED.
Recognize need
Understand requirements and problems.
Respond to impulse/novelty.
May want to act now or later.
Evaluate options
Selection/choice.
Discuss with people.
Wants maximum information.
Eliminate doubts
Check products.
Check credibility.
Looks for reassurance.
Decide
Buys the product.
Pay
Receive goods.
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Selling cycle
Just as a customer goes through the buying cycle, the sales person also has to
follow a selling cycle that promises the salesperson a high rate of success. The
selling cycle of the membership is following:
Open
This is the stage when the sales person is meeting the customer for the
first time. Opening serves the purpose of opening a channel of
communication between the seller and the buyer.
Develop
This is the stage where the seller is trying to find out the details about the
customers in order to find out his needs.
Propose a solution
This is the stage where a salesperson after developing the needs of the
customer proposes a solution to satisfy the needs of the customer.
Eliminate doubts
This is the stage where the salesperson eliminates the doubts that
normally arise in the buyers mind regarding his choice before making
his purchase decision.
Close
This is the stage where the sales person tries to close the call by making
the customer take purchase.
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Opening a call
Opening plays very crucial part in the conversation process because it is the first
step where you, as an executive, meet the customer face to face and the impression
you leave is a lasting impression which would play a crucial part in the persuasion
process. Flexibility is the keynote for success in opening. After all each of your
customers is different and opening needs to recognize this. Take, for example, a
person whom you have never met before. Would you open the conversation in the
same way as you would for a person you have known? Of course, not. And how
about the person who has asked you to come for a meeting? Isnt that different
from those meetings where you take the initiative?
Therefore, you need to remember one rule about the opening that the sign you have
opened a conversation correctly is that the other person knows who you are, knows
why you are there and agrees that you should ask questions or make inquiries.
Opening a sales call is the first step when the salesperson meets the customer. A
good opening creates a favorable impression on the customer an helps by making
the sales call flow smoothly.
Create a good impression
First impression on the customer has a lasting impact. Your grooming posture,
facial expressions, and body gestures play a major role in creating favourable
impression.
To create an impression, you should:
Be formally dressed as your appearance displays the regard you have for your
customer. While talking to a customer, you should have a pleasant smile on
your face. It makes the customer more comfortable as you appear at ease and
confident.
Look confident as confidence gives an impression of capability and customers
prefer to interact with capable salespersons.
Make the customer feel comfortable while interacting. This helps in building
trust, which is very necessary for the success.
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Introduce yourself
While opening a sales call, you should:
Identify yourself, your company.
Good morning sir, I am Ankit from Country Club (India) Ltd.
Give a positive statement about your company/Products.
We have Indias largest chain of clubs and resorts, and have got our
name entered into Limca book of worlds record.
Establish the purpose of the visit.
In order to identify how our services can be useful to you, can I ask
you some questions to understand your requirements better.
Remember that the customer is buying in order to satisfy his requirements. He is
not buying a product because it is a great product. This is where several
salespeople tend to make mistake.
Therefore if you have a great product, it is not necessary that it will sell very well.
You need to have great as well as greater salespeople in order to sell well.
A customer buys the following:
First: You the salesperson. If you are not acceptable to the customer, then the
customer will not buy the product which you are selling.
Second: Once the customer is comfortable with you, he goes for the solution that
you have to offer.
Last: When you and the solution is acceptable to the customer, then the customer
looks for the security that your company has to offer.
Thus the customer buys these three things in the hierarchy.
You
Solution
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Security
Types of probes
Open probes
A question that encourages the customer to speak freely about a topic of his choice
or stimulates the customers to expand on something already stated. Opening a
probing is necessary In the initial stages of the sale, as they help you get
information, build a rapport and identify the needs (By allowing customers to talk.)
Example:
Can you tell me about your experience of booking a room in a resort while going
for a holiday?
Closed probes
A question that steers the conversation to a specific topic of your choice and limits
customers response. (Sometimes to short one or two words answers.)
Closed probe necessary when:
A customer is abrupt and open probes are not working.
You want to take the conversation in a particular direction with a customer
who talks a lot and generally off the point.
A customer is unresponsive.
Closing the sale, as they help you get agreement o key points.
Example:
1. Which places do you visit on your tour?
2. Do you like to enjoy the weekend parties?
Power probes
Structure your probes to be a mix of open and close.
Probe to understand the customers current situation, problems they are
facing.
Use probes to understand the problems better.
Get agreement on need for the solutions.
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Proposing a solution
Features
The key attributes of a product. In other words, characteristics of product or
service.
Examples:
All the memberships are lifetime.
We have the largest chain of clubs and resorts.
Most of the properties are 3 star and 5 star, also we have 7 star properties.
The country club have affiliation with 150 clubs.
Benefits
What features can do for the customers. How a product/ service meets a need
expressed by the customer.
Examples:
You can access all our clubs through out by purchasing membership at any
of our club.
We allow you to access our local club on daily basis without any charges.
We run an offer named Ek ka Paanch, in which your membership becomes
free if you introduces five more members.
RCI membership is also included in some of the membership which helps
you to stay abroad in RCI properties at discounted rates.
Free plots are also provided to the members in the township being developed
at Kodai Kanal, Tamil Nadu.
Steps in presenting the solution
Summarizing the needs of the customer.
Associate or link the benefits of the product to the specific needs of the
customer. In other words, state benefits for a solution.
Summarize the benefits before asking for commitment.
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Elimination of doubts
What is a doubt?
A reservation in the mind of the customer with regard to your proposition,
expressed in the form of
Hesitation.
Uncertainty.
Doubts may be voiced or un-voiced.
When voiced they can appear as questions on issues like capacity,
capability, after sales service, comparison with competition.
If the doubts are not resolved:
The uncertainty becomes certain. The customer start believing that
there is this perceived drawback.
He may voice his doubts to someone else, who may influence him
negatively.
Your competitor may work on the doubt and magnify it.
The result these doubts become feelings of opposition, disapproval or
resistance to the purchase which leads to objections.
Remember, doubts are easier to handle than objections, so welcome them
and probe for them.
Handling Doubts and Objections
Handling Doubts
Listen to the customer and take notes.
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Handling Objections
Acknowledge
Ask
Objections
Objections are feelings of opposition, disapproval or resistance to the
purchase raised by the customer on the product/service being offered.
Objections can occur during any phase of the sales.
Objections are much stronger than doubts.
Source of objections are:
Improper handling of the sales.
Less value building.
Competitor providing incorrect information.
Influencer based.
Remember
Doubts indicate that the sale has progressed further, where as an
objection is a show stopper.
So always deal with doubts effectively, in order to avoid objections.
Handling price objections
Example
You can access any property of country club wherever you want to go throughout
the country whether in north or in south, it has got 49 clubs of its own, 220
affiliations and 150 franchised clubs, and 4000+ RCI properties which are
accessible by the members of country club. In addition to that you get special
discounts on food and beverages. Also you can stay in the clubs and resorts at very
nominal charges. Which costs much higher at other clubs?
Bring down perceived price:
Life time value v/s one time cost.
Indirect cost saving.
Example
Sir, with one time investment, you get lifetime membership, it is beneficial for you
as well your family members they can use the club facilities anytime. The club
facilities include swimming pool, Jacuzzi, billiards, table tennis, lawn tennis, sauna
bath, steam bath, etc. We also offer vacations where you can enjoy the free stay at
any of our three star, five star and seven star properties without paying any
charges.
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Closing a sale
Techniques in closing the sale:
Non verbal cues:
Customer is relaxed.
Keeps asking about the same product.
Smile/jokes with you.
Husband and wife/person in a group look to each other and smile.
Types of closing
Assumptive close (be sure):
- On whose name would you like to have the membership?
Suggestive close:
- Let us fill the form.
Alternative close:
- Would you like to purchase membership of 35,000/- or 60,000/-?
Eliminative close:
- Let us eliminate those that you dont like.
Part by part close:
- Now let us see, you like to enjoy health facilities or the vacations?
Urgency close:
- Sir, price of this membership is going to increase next week, this is
the best time to buy this membership at this time, and later the same
membership will become expensive.
Narrative/referral close:
- This is the latest offering. Lots of people have got the membership of
country club it is the matter of proud for lots of people. Would you
like to have it?
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Steps of closing
Close
Take references
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Documentation
For documentation for the selling the club membership the sales person collect the
following from the customer:
Photos of all the members who are in the family. (Latest color or black &
white.)
Photo identity (should match with the photo given.)
Address proof (of Address mentioned in the form.)
References.
Other documents:
Photo
Self attested passport size color photo (if not available then black and white
would be accepted.)
No cut out photo is acceptable (Photo cut from family members from family
group photo)
Photo should be clear and match with the photo ID given.
Xerox copy of photo is not accepted.
Paste photo and do not staple because if photo gets lost, customer will get
barred for incomplete documents.
Proof of address
Document supporting the fact that the address entered in the application form is
that of the person in whose name membership is being issued.
Example:- Driving license
- Electricity bill
Valid documents:
1.
2.
3.
4.
5.
6.
7.
Sales kit
Can you go on sales call empty handed?
You must carry the following documents with you when you go for a call to sell a
membership of country club.
Product literature.
Corporate brochure.
Presentation folder.
Copies of the latest offers.
In addition to all this also ensure that you are carrying the following:
The objective is that all of the most frequently needed documents must be readily
available with you. This will help you convince the customer better, as you will be
able to show them documents to back whatever you are saying. Thus carrying a
proper sales kit will make you more effective as a professional sales person.
Now that we have seen the components of pre sales preparation the next step of
course will be to go and meet the customer. Lets see how we will take
appointments from the customer.
LIMITATIONS SOUGHT IN SELLING MEMBERSHIPS
Company did not give the legal possession of plot, Because of Eco-friendly
projects.
There is not its own properties and club in all Rajasthan.
Affiliations are only for attraction.
Rapidly changes in various schemes of company.
People of Rajasthan are not familiar about this market.
Contacting potential customer and wait for them is very time consuming.
In this competition its very difficult to convince a customer. So its very
mind boggling task to create awareness in each and every candidate.
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RESEARCH METHODOLOGY
In application of market research the research has to go through several steps or
stages and these steps are following :
Defining the Problem
Defining the problem is the most important part of the market research process,
because wrong definition misdirects research.
The type of the research to be carried out, the question to be raised and the
sampling procedure to be followed and the data to be collected all depend on the
current understanding of the problem.
Country Club India Ltd is having tough competition in the market with the other
players. There are many factors which influence the buyer for purchasing the club
memberships. One of these factors is the marketing strategies adopted for club
membership as well.
Research Design
The selection of particular design depends on the causality of the variables
involved. For the purpose of my study I intend to take up Descriptive Design.
This covers research design that are intended to produce accurate description of
variables relevant to the decision being faced without demonstrating that some
relationship exists between variables.
Decision makers very often choose or are willing to accept descriptive data which
would permit only inferences to be drawn about causation.
Research Process
Sampling and Determination of Sample Size
Sampling Plan: After deciding on the research approach and instruments the
marketing researcher must design a sampling plan. This plan calls for three
decisions.
1. Sampling Unit: The first question that arises when you decide to survey is
whom to survey? The marketing researcher must define the target population
that will be sampled.
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The target population for my survey was The Common Man and my Sampling
Frame was Delhi.
2. Sample Size: Next important question arises: what is the size of population
to be surveyed? Large samples give more reliable results than small samples.
However it is not necessary to sample the entire target population or even a
substantial portion to achieve reliable results. A total 50 calls were done in
Delhi region at different location.
3. Sampling Procedure: The other most important question in research is how
to choose the respondents? To obtain a representative sample of the
population a probability sample of the population should be drawn.
Probability Sampling allows the calculation of confidence limits for
sampling error. Non Probability Sampling some marketing researchers feel
that non-probability samples are very useful in many circumstances even
though they do not allow sampling error to be measured.
Collection of Data
The data collection phase of marketing research is generally the most expensive
and most prone to error. The information collected should be both accurate and
relevant as per as the requirements of research project. Depending on the
requirement the researcher has to work out a suitable data collection method.
Primary Method: When a researcher directly collects data then this method
is known as primary method.
Data Source: The telephone numbers/mobile numbers were provided by the
company for calling.
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DATA ANALYSIS
1. Club membership of different clubs adopted by the persons.
PERSONS
15%
16%
Country Club India Ltd
9%
11%
32%
Country Club
Airforce Club
Delhi Golf Club
17%
Not Interested
Call Back Later
.
2. Ratio of male and female in club members.
RATIO
32%
MALE
68%
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FEMALE
ANNUAL INCOME
11%
34%
25%
3L - 4L
4L - 5L
5L - 6L
Above 6L
30%
RATIO
32%
Businessman
68%
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Employed persons
MEMBERSHIP
13%
40%
Kool
26%
Kool Kodai
Kool Global Parivar
Kool Dubai
21%
Major Findings
According to the above data analysis we can understand that the most persons are
not aware about the club and holidays facilities provided by the clubbing
industries.
The persons who are adopted the club membership are mostly businessman having
annual income salary more than 6 lacs and the ratio of men are more than the ratio
of women.
Our first step is to aware the public about the facilities and services provided by the
clubbing industries through advertisement, internet, monthly magazines,
telemarketing and celebrating cultural events/festivals. Our target market should be
an elite class person and the marketing strategies are according to them.
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to arrange and come out with new events in the organization they want to
include new sports activities in the organization so that they will actively
participate in the activities.
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CONCLUSION
The concept of integrated environment living where your condo is interlinked with
other Clubs RMC (Resort Management Company) enhances your property
investment and appreciates its value faster. Offering a totally new concept in
leisure living where you'll find an irresistible combination of lifestyle, value,
convenience, and comfort all under one roof. Its lush, verdant environs soothe the
senses. besides the invigorating expanse, the place has innumerable, exciting
results to indulge in .
There is a fantastic range of amazing facilities and amenities here .And the
hospitality is really something to reckon with Everybody is so warm and
welcoming .The royal treatment .The attention to details .Its something you could
only dream of Truly, this place really feels like a paradise on earth. So for such
types of facilities various marketing strategies make available to the consumer so
that the consumer get aware of the facilities like club and will able to get
membership in the club .
The main objective of the executive training is to get direct exposure to the
execution of the day to day functioning of the department within the organization.
It helps to understand the importance of teamwork, organizational culture, Team
dynamics, result orientation, organizational pressures, complexities in achieving
the desired results etc
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Bibliography
Book
Kotler, Philip, Marketing Management, Pearson Edition
C. R. Kothari, Research Methodology
Websites
www.google.com
www.yahoo.com
www.countryclubindia.com
www.countryclubdubai.com
www.countryclubholidays.com
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