M: First of all I want to introduce myself.

I am Smita, I work for A C Nielsen, it is situated in

Vikroli. We are into market research. We meet people and know about certain things. Today
we will be discussing about Country Club membership thing. So will be discussing about their
feedback, how they do it, so gradually will be discussing one by one. First of all would like to
know about you, what you are doing, about your personal life.
R: My name Kesha and I am into business of ready made garments, manufacturing and exports. I got
my office in South Africa and Dubai. It is very hectic day we have. About garment industry, you
should be very much updated, established and all. You have to keep updated what's going on. So it is
little bit hectic job, running around them.
M: Business itself is like that....
R: Yes, you have to look at all the factors, its not only in one area. All the areas you have to
concentrate. Weekdays are busy, weekends are quite relaxed. Go out with friends, go for clubs.
M: Like freak out for a mind change. We all are busy so are stressed.
R: Yes.
M: If I say entertainment, what all things comes to your mind?
R: Movies, shopping, holidays, food, night clubbing, Gym, swimming, Spa.
M: When do you go for movies, parties, any places...?
R: Only weekends.
R: Fridays......
M: When you go for parties, certain activities we do. So what kind of mood is that?
R: Best mood, enjoying. Friends is there, so definitely we forget all the tensions and enjoy.
R: Relax.
M: Okay, If I tell you family, what you mean by family, what comes to your mind?
R: Close members, near and dear ones.
R: Extended families and your own families.
M: So what mood comes when you say this is my family?
R: Relax mood.

Page 1 of 23

R: You have everybody in your family. For outing you go, you need them.
M: So what kind of places do you see this family, like this has to be with family?
R: Holiday, weekend with you family.
R: You can go to the beach with your family. Clubbing is for everybody.
M: If I say holiday, what images come to your mind?
R: Can be long holidays, short holidays, abroad, weekend holidays. Depends on the time and the
situation. Sometime you take short breaks to Mahabaleshwar, Lonavala or nearby. Sometimes there
are long holidays for 2,3 weeks or international holidays are there. International holidays for 1
month. If you stay abroad ####05.20
M: What places come to your mind when we say holidays?
R: Mountains, beaches. Holidays means going out of town basically. So town life is very hectic and
pollution and all. We want to go to some places where mountain area, nice cool atmosphere and less
of noise and pollution. Where your mind gets more relaxed.
M: So you want to see nature kind....?
R: Nature, scenery and all. On weekends go to some nice beach and relax there, water.
M: What all destinations you feel on holidays?
R: There are lot of destinations.
M: In India or anywhere?
R: Goa.
R: How much time you have basically, then we can plan. Small leaves then we can go for Goa. For
long holidays can go to Simla, Kashmir, Kulu Manali, Darjeeling, Ooty, I will go there.
M: Depends on the time, what you have to do?
R: Then you can plan out. Long weekend will not take you to holiday.
M: So what is your mood when you are in a holiday. For example in weekdays you are with
family, but when you are in holidays, what exactly is the mood is?
R: It is relaxed time, relaxed mood.
R: Chill out, without any worries, you are in relaxed mood. You are away from your world.

Page 2 of 23

R: Away from your routine.

R: Sometimes we dont pickup phones and all so best thing in holidays you get lot of extended time
you can say.
M: As you said you are a member of Country Club. Do they have the comfort?
R: They got resorts all over. We are members, we attend the clubs regularly. I like swimming and
Gym and all. So that all activities are there and plus we have tie ups with resorts and all so in that we
get good discounts and all.
M: And also do they have concept food?
R: Yes ####8.35
R: They got their own properties. They have tie up with all of them.
R: Its a property in Goa, we have ####08.55, gives you access to the whole of the world. You can do
prior booking and they have those red marks and blue marks and all. There are the peak season
colors.
M: Membership kind of thing, okay.
R: We are members ####09.30. They have 2,3 levels. In that you can book front point slots and off
season slots ####.
R: One week free holiday in a year. You will get it in India or abroad. ####10.00
R: So they have certain times were the members get the benefit throughout the year.
R: But season is there.
R: Its like you are booking anytime. If you are asking for off season.
R: Its type of membership. One is premium membership were you can get anytime of booking. Then
second is only off season booking.
M: Certain members get certain benefits.
R: Extra benefits with the same offers.
M: Premium accounts they have, So you are as a member.....?
R: We are normal member not premium one. Regular one.

Page 3 of 23

M: So what benefits you are getting?

R: Benefits are the same. But here for booking you may be refused. May be you cannot get in the
prime time. Like the May month is the best time to go anywhere. But in season time you go for
holidays. But then you may not get them.
R: In abroad they have May off season.
R: For the people who have done on the net they will get it in May. If something is available then
they could give us.
M: Its like on priority basis that premium they will take more and then you have certain
benefits. Do you pay to become premium member as they are getting more benefits?
R: Yes, sometimes we feel. But we have to pay extra money for that. So we have to see like May is
a peak season here but abroad and all its off season. So we can get good discounts over there. So we
have to plan according. If we are going then we plan for the day.
M: So when you go for abroad here then do you plan for ####12.50?
R: No other ### because they are not the member of Country Club. You can book it. Doesnt mean
outside can do it. ####.
M: So which is much better if you compare Country Club service and the other service. Now
there are many Country Club, Mahindra, Sterling. So there are lot many. So which one will
you go with?
R: I think Mahindra got better property. So that is their advantage. Plus the food and all is very good.
M: ####14.10 the premium members they get much benefited. They get every type seasonal, off
season benefit. Do you thing there is certain kind of qualifiers also?
R: No.
M: You just have to be member of that thing.
R: ####14.30. Its not 100% free, even after been a member. You are been charged for certain things
like food and all. Certain times they give discounts for food and all. But resorts are far away from
the main market area. So you have the food and everything there only. You cant go for food out at
long distance. Its resorts are far off in aloof areas, secluded. Not in all the destinations but in some
destinations.
R: In Simla it was away from the vicinity, the main place. Its beautiful but then you come out and
enjoy the beauty outside and the place.....
M: Through payments we have to pay the maintenance.

Page 4 of 23

R: Earlier we had to pay the maintenance in the starting.

M: How much for the payments?
R: Rs.10000 they are asking.....
R: I think they must be approaching you as well.
M: ####16.00. How do they communicate with you?
R: They call for registration every time. Some times they give you free vouchers to stay at particular
resort.
R: ####16.30
M: Becoming premium member and then taking the advantage of this ####. So do you think
you will get the benefits or you are happy with that?
R: No, we are happy. But what happens that most of the time we dont get bookings whenever we
want. We have our scheduled day, this day this destination. So its not only one destination we are
travelling at that time. We dont spend time only at one place. We need to see 2,3 places nearby.
When going to Simla, then Manali, then ####. So we would like to cover 2,3 places at one time. So
sometimes we get in one destination, another one we dont get. So getting continuous one becomes
problem.
M: So that is the issue you have. If you become a premium so that can be resolved?
R: Yes. In premium also we get. ####18.00. They paid a very big amount. We will get it in off days.
December they went to Ooty. From December 1st to 5th they got. Without adults you cannot go.
####18.30.
M: If I ask you how long you have been member of Country Club?
R: 10 years. ####. Basically started with Club.
M: So how you started the membership?
R: The Country Club is next to his office, very nearby. In Andheri they have their clients plot and
these guys were just behind them. Instead of joining any other Gym, I go here.####
M: So you yourself went there and asked for becoming Club membership or?
R: No, their executives came.
M: When you started the normal one membership, swimming one. So you went there and .?

Page 5 of 23

R: No somebody approached them.

R: It was new, something like that.
R: They had just started. They approached to other offices and all. So we went and talked, is it fully
constructed or not and everything is operational. Then we liked it. They gave us bargain offer deal.
M: How did you ended? Want to see the Club.
R: It was nearby and we were getting it at good price. I saw some were really expensive. 5-10 lakhs
they are asking for the membership.
M: You started as a normal membership. Then how did you started going to the holiday thing?
R: Once you started using this Club regular, then they got all our data and all. Then they said
properties is ready in Goa or somewhere. So they approached us that we are coming out with new
property is Goa.
R: ####21.30
R: 2,3 properties they were coming up. So they approached us. You can become the members and
these are the advantages for the holidays for 1 week and this is the package and we have affiliated
with some resorts, India and Abroad. You can use this for every holiday in a year.
M: They just called you or?
R: They called us first and told that will talk about the presentation. In the presentation they
explained the benefits. They even gave us the trial offer to go and try the resort.
M: So that was free of cost?
R: Yes, yet to pay the maintenance, minimum charges. Certain charges we have to pay but....
R: It was good to go there. We stayed for a week, almost 7 days. It was fun.
M: So you both went together for the presentation?
R: Yes.
M: Then you discussed together to go for it or did you thought to compare with other holiday
resorts?
R: Since I was ####23.00. That time Club Mahindra was not there but Sterling was there. But if I
compared the property and all, the Country Club had better properties.

Page 6 of 23

M: Did you do some kind of research or something on the internet?

R: They showed us all their properties.
R: And we also visited so it was really worth it. The way they explained and showed you, the new
properties were beautiful.
M: In Goa how many holidays they gave you?
R: I think 4 night, 5 days.
R: No, they gave us 7 nights. Something like that. One week basically.
M: One week. Okay.####24.00
R: Even others like Mahindra and all ####. Transparency is not there anywhere.
R: They are paying since 6 months, after 3 months are off season.....
R: #### You have to book one month in advance.
R: I was thinking that we go only for small thing only. ####
M: You go and visit so that was a very plus point.
R: Yes.
R: You come to know only in ####, what exactly is happening.
M: When you went there what all things you thought. You went next week or decided after 1
month?
R: No, we went after few days only. After couple of weeks.
M: So you went to Goa. So how was the experience, they went for the presentation and the
actually experience if you compare?
R: It was almost familiar only. So they gave us #### for 3 of us.
M: Any particular thing that you felt, the service?
R: The service was good.
M: The food, hygiene?
R: It was nice.

Page 7 of 23

M: So you said it was nice after visiting the Goa one. After coming did they approach you for
the membership?
R: Yes.
M: Then how you decided?
R: We stayed there. We were satisfied and all. ####27.00.
M: You go to international visits then why not from them?
R: Yes.
M: When you become the member of the Country Club, how the registration process was?
R: That was straight. They took the paper and all.
M: So after becoming the member, after how many months you planned to go out?
R: After 3,4 months.
M: That time as you said, Club Mahindra was very new 10 years back. That time did you ask
your friends ####28.00?
R: Since we were members in this Club, we were regularly attending, so little contacts grew. ####
So I though lets try.
M: Did you ever thought to compare with other clubs?
R: ####29.00
M: The destinations and the places they gave was it interesting?
R: Yes, that is really important.
R: The experience was good and the sites were good.
M: So how did you compare it first?
R: One of my friends was in Sterlings. ####30.00
R: Mahindra was 1.75. Friends are there so come to know. Word of mouth. No body rely on them.
M: So you compared with Sterling?

Page 8 of 23

R: Sterling and Mahindra.

R: Mahindra was not expensive. Sterling was expensive. But comparatively less.
M: So your choice was in Sterling. Did he suggested that you go for Sterling?
R: No. But he gave the idea that Sterling is there as well. So that one was also a better deal.
M: So the package benefit that was much better in Country Club and also you had visited the
places so that was plus. Okay So when you went there, as you said service was good, food and
all. Any complaint about Country Club?
R: Only thing that they are far from the market area.
M: Okay the property?
R: Yes, the resorts and all are away from the main mall or markets or town. So they provided us the
transportation.
M: Do they give you.....?
R: Transportation is available, car is there. But most of the time the car is out only. So we have to
call for a taxi separately.
M: So that would be charged again?
R: Yes.
M: ####32.40
R: They got their own travel also. ####
M: When booking for the resort, then would only book for the travelling?
R: Yes.
M: Do they charge separately or are there similar types, standard same price?
R: Yes.
R: Its better to get it from here.
M: I have heard that other people that ####33.15. So hear they have standard rates.
R: Its same but then you are at ease as you dont have to wait for others. They dont come on time,
sometimes they stand accordingly....

Page 9 of 23

M: For the properties and all, you must have talked with your friends, they must be going
clubbing and all. So in comparison with Club Mahindra or Sterling in Country Club its less?
R: Mahindra properties are little good. Sterling and Country Club are cheaper.
M: But you are satisfied with whatever?
R: Yes, actually its the price what you pay, pay extra money, we dont want to pay that much extra.
We can......
M: Do they give you some kind of memories sort of thing, you are member of Club
Mahindra?
R: In Country Club lot of parties are there. 31st party, Holi party all the festival parties, that time they
call us. ####34.50
R: For regular clubs?
M: Means when you go on holidays, how do they welcome you?
M: When you go for a holiday then how they welcome you or they give some kind of memento.
R: Yes. They have their small written like who all I have something like that. Like the child play
the game you get the token kind of thing. You have to play that thing and you get that. You have to
play it. Its kind of free thing only. Kids win only, so thats the way of giving it, indirectly. There is a
kid zone and in that you win those. Its nice kids love it. Small goody bags kind of thing I still have it
with me and the black thing with the gold thing and ####(35:59)
M: So any other delightful thing that you relate with there. If I ask like the service of the
Country Club and if you go separately what are the main delight that you felt?
R: Since we are members they take special care. In that way they take special care they will make
that way they take care breakfast and all.
M: The food thing was very much taken care, this is very good thing. Sometimes veg, non-veg
and all, everything was there.
R: Bed tea and all.
M: They have a separate menu, so thats why a good thing.
R: Yes. They prepare a menu.
M: Is it like every where wherever you visited or its like?

Page 10 of 23

R: Few places. They will take care. Generally they take care of you.
M: If I ask for country Club how many places have you visited as if now?
R: 10 places.
M: So if I tell you one of the most memorable holiday that you spend good for the Country
Club. Goa was the best.
R: Because there is a very good resort in Coorg. They got very nice place and very big resort.
R: If you feel relax, if you like a place and you have enough time then it becomes a memorial visit
otherwise also. But services are good everywhere.
M: But the kind of hotels separate.
R: Hotel is there. The most important is the main town so that is not very good laid out. Mahabeswar
they had good laid out.
R: Goa was very good. Coorg was very good.
M: Any other place.
R: Hyderbad they got hotels.
M: SO what about the other places you didnt liked that much as compared to Goa and Coorg.
So what was the comparison actually?
R: Location.
R: Commercial value, like sometimes on out surds. Sometimes vicinity and then depending things on
your sides. There the few paths where it was difficult to come out and then go markets and all. So it
was difficult. Like whenever you wish you cant go out. You have to think that if you have to go
straight and then you will come back home.
M: So out of 10 if I ask you to rate it, like 10 is very high and one is very low, so how much you
will give you brand?
R: I think I will 7.
M: So what are the development do you want in the Country Club, so that you can rate it like
10?
R: I think like in certain places the ####(39:24) and then food they dont have much variety.
R: We are Hindu we want Jain Food. We dont get that.

Page 11 of 23

R: Everywhere you dont and some places booking were not available.
R: The availability was not there. Sometimes service also, everywhere standard and good only, but
sometimes if it is a big change then they time and if you something then they plate and then it takes
one hour and we keep them reminding and all. That is issue with the quality. It happens sometimes
so I mentioned it. When getting food sometimes they mark ####(40:30). I think it happened once
and twice but not regularly.
M: Any other thing? Of course we are paying for something and you feel like you get the worth
of it.
R: Yes.
R: this is only that where you kind of booking, it is little headache.
R: Not easy. You have to email them then they come when the date.
R: Check availability of date. Two, three destination we have to give options and all those things.
They dont really
R: You have to be on their head to get your things done. Its not like you said and the things are
done. I think thats everywhere thats not just one place.
M: So how was it like you mail them or you have to call them.
R: You have to mail them.
R: that these are the destination that we are looking for and
R: Because there head office is somewhere else and its here. So that you have mail them. Then they
will come back then after mail.
M: Then they call you.
R: I think call up is also there, but we cant call, they get back to you.
M: By text is the mailing method.
R: They will get back to you. They get back to you in couple of hours. So that takes time. Verbal is
quicker.
M: So in that case what you expect the process should be.
R: It should be faster. Something should be there in Mumbai and then we call out somebody to do a
word talk.

Page 12 of 23

R: They should come with what is okay, which is available, what is not available. They should come
with yes or no.
R: Days, three days with your kids you want other time or whatever. Text takes a lot of time. Verbal
it gets done in that time only. ####(42:27) available, fine it will done with that insist of waiting and
then you get the result, so it takes long.
M: So insist of that you just mail and somebody can call and then come home.
R: Its absolutely good if somebody does come home and takes it. It can be done on the same also or
may be next day.
R: Or we can get direct net access. We can do online. Book online. Like we open the net and we see
so many rooms available like that.
M: So for example like for normally we do for the business trip.
R: Yes that type.
R: That can be done.
R: Access to things.
R: Which hotels are there, so many rooms, so many days, and so many rooms are available, so give
all the details.
R: That would be the best mode I think. Directly we can go and login.
R: Directly go and not depend on anybody. Because we know what is happening. And there should
be no hidden charges or anything. It was with maintaining charge and all things, they changes, first it
was 7000 and then 8000, 9000, 10000 and now it is 12000.
M: So yearly they are
R: Increasing the charges.
M: so what they are saying why we are increasing just because tax and all.
R: Yes, tax increases, inflation, maintenance become costly.
R: In certain years they increase 10000
M: Just giving and how we do at our end.

Page 13 of 23

R: They should take one time and they should cover all our expenses. There should be no
maintenance and including pool and everything. Okay you take so much amount for 20 years or 25
years not a single money you have to pay from your pocket, something like that. Not a single charge.
They should us give us pick up service whenever we want, from airport or from railway station, they
should come and pickup, drop us, all inclusive. The cost you take at one time. So we know that this
all charges we have to pay
R: Its more transparent thing. Paying little more but service should be inclusive everywhere.
R: One time cost. One time you pay life time something like that.
M: Anything else you want to ad?
R: In food I think as I said we include buffet, then there is no need
R: Tasty food should be there
R: Good tasty food and at a very reasonable price.
M: They charge a lot?
R: Yes.
R: In food only they give how it is like a prepaid, but in food they get everything. Food is quite
expensive over there and in surrounding you wont get anything as you cant go out. So in that case
you have to eat whether that is 5000.
R: In Mahindra they have a buffet that is of 1500.
M: 1500
R: 1500 per person.
R: What are you going to eat there? Suppose kids are there what they are going to eat. One plate you
eat. In that accordingly they charge 200 for a pasty thats too much.
R: Other charges also should be reasonable.
M: How this people will sale like buffet system or for the other system.
R: No. They have everything. They have other system also.
R: We are giving example that there are buffet also. They should have some time of choices. They
have choices but the charges a high. So in food they all the charges.

Page 14 of 23

M: Any other thing that other services of cleanliness, you felt odd or when you came you had to
wait and all?
R: See that property thing they maintain, its good. But if come to room it is #### (47:47). So that
should be done.
M: So you are saying that they should improve a bit. In terms of internal.
R: Yes.
M: Because you are paying for the maintenance anyway.
R: Yes
M: So you expecting better. Any other things that coming up in your mind?
R: Like in certain cases there were not enough people, they are maintaining and nobody coming up.
Some of the days when the #### (48:57), all the members they should give sometimes reasonable
discount price. They should do it like that. Like you know in June the hotel is empty no one is going
then tell your members that you select this and you get 10 token or maintenance off. You should it
like something you getting recovering for the maintenance.
R: We can plan also different.
R: they should plan and if the rooms are really empty, there is no booking for sometime so for that
you should give members a chance that yes it is empty go and use it, just pay the maintenance. Out
of the package. The thing which are there only, but out of the package they can offer.
M: So normally how you plan holidays?
R: Generally we see the children school and all, so the holidays are mostly in summer vacations May
or June or in Diwali vacation and Christmas vacation. 3 trips.
R: 2 to 3 trips.
R: Some small trips.
M: The kind of services they are offering are there any like taking guest along with you or
friends like that?
R: They allow to take but we have to pay extra for that. Schemes are there.
M: So them it will more, as the member you get the benefits, they have to pay extra.
R: Yes pay extra.

Page 15 of 23

M: You prefer to go by #### (51:16) or something

R: It depends on how get we have taken somebody also, its nothing like that. You get the
booking. There booking where we go together also. But if it is small one depends on the booking.
M: So if I say like the factors as you said food like you are Jain so food is very important for
you, food is main factor, any 5 to 6 points can you tell me, what are the major factors when you
go for holiday it should happen.
R: One is food I think. Easy travel. Convenient location.
R: Good place.
R: Good location. Accessibility.
R: Good rooms.
R: Safety.
R: Comfortable bed, its very important.
R: Very minute thing, it may not be a big thing, but when you going for a holiday its very important.
If you dont have a good sleep, what the use of going?
R: Very comfortable bed and hot water.
R: If you are going to Simla kind of place and if there is no hot water then
R: Like ample of hot water not less.
M: Out of all these things. Why do you think these are very important when you go for a
holiday?
R: We look for such things. When we go there we should not get any problem and if it comfortable
we enjoy ourselves.
M: So majorly you are looking for the comfort.
R: Comfort.
M: In this all the comfort are there.
R: Yes.
M: So out of these if I am telling like name 5 important things which you cannot compromise
with?

Page 16 of 23

R: food is there.
R: Place, convenient location. Clean and hygiene.
R: Good ####(54:10).
M: Okay. If I tell you like you know about all the holiday resorts so how many As you said
Sterling you know, Mahindra Club you know. Any other holiday resorts that you know?
R: ####(54:32)
M: so majorly Sterling and Mahindra Club.
R: ####(54:49), its a very small one.
M: So if I tell you all these factors do you think your Country Club gives all the factors
properly or do you think other brands are better?
R: Yes.
M: Say if I compare with Sterling holidays and club Mahindra for all the factors that you
mentioned important factors. Do you think that even they are giving the similar kind of service
or they are much better?
R: I think Club Mahindra might be better one than ours, because they resorts are ####(55:43) or else
they can keep price for it.
M: So how you get to know because of the friends circle?
R: Yes because my sister is in Club Mahindra, friends are in Sterling. So we come to know.
M: If I say in food factor do you know specifically or you know general term?
R: General.
M: Not so much.
R: But is good in food also.
R: the quality of food.
M: So Mahindra can be ranked number one in terms of all these faculties and after that?
R: Yes.

Page 17 of 23

M: After that?
R: I consider Country Club.
M: And Sterling comes after that.
R: Yes.
M: So Mahindra Club is giving all these facilities, but the thing is what you said you have to
pay more for that. So in future do you think that you can give it Mahindra Club then you will
get the service are you thinking like that or switch over or may be take another membership
something like that.
R: I think we are happy with this.
R: Yes. This plan is very limited.
M: Still you expect all these things from the Country Club?
R: Yes.
M: You think that in terms of places and location and accessibility even Club Mahindra is
better than Country Club?
R: Yes Club Mahindra is better.
R: I think in all of these terms Club Mahindra is much better. Its having good properties and good
places, more additions.
M: So sometimes we make point we feel that we should had gone there and not here.
R: Definitely, my sister is there sometimes want we can utilize her holiday.
R: And we have got a big deal first of all. So we are happy with that.
M: so that is the benefit that your relatives are having the membership of Mahindra Club that
you can have the benefits. As if now that you are the member of Country Club how do you feel
like there are three things one top thing that I am very happy, second one its okay and third
not happy, that why did this mistake.
R: Medium one.
M: Because of all these terms that you spoke. If country club has become human being, so
what do you think will be it male or female?
R: Male.

Page 18 of 23

M: So whether he is old or young?

R: Middle age, 40 years old.
M: So what kind of personality he has?
R: Personality is like Salman Khan, he will be popular.
M: Okay. So what kind of education does he have?
R: Some degree maybe, he will be highly qualified.
M: If I ask you to compare it with some brand or maybe celebrity, who will it be?
R: Salman Khan.
M: Why do you think it will be like Salman Khan?
R: He is very fit.
M: Anything else that comes in your mind?
R: He is very popular and he is very famous.
M: If I ask you to make planet or universe, so if I imagine Country Club as a world, how does
it look?
R: Its more of green and it is more active and lively.
M: Why lively?
R: Entertaining I would say, because there is a lot rejoice that could benefit.
M: And what kind of people are there?
R: All kind of people.
M: If I ask you to compare it with any place in India, Mumbai, Delhi or Bangalore?
R: Mumbai I think.
M: Okay. And what kind of lifestyle do you think?
R: High class.

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M: How are the professionals over there, are they doing job or business?
R: Businessman.
M: How is his attitude in life?
R: To enjoy.
M: Like the way we did it with Country Club if I do it similarly with Sterling, we will take
Sterling Holidays as well, will it be male or female?
R: Female.
M: What age?
R: Around 30.
M: If I tell you to compare it with some celebrity?
R: Not very known, not very popular it would be Kangana Ranaut.
M: Okay. What are the brands what can you see in the universe, Sterling Holidays what
image are you getting?
R: Small village, not good property.
M: It is small, like village. And what kinds of people are staying there?
R: Lower class people.
M: And can you see the buildings there?
R: No, it is a small village. It is not very developed, it is undeveloped.
M: Okay. It is under development
R: Under development
M: Okay. If we talk about Club Mahindra, so is it male or female?
R: Male.
M: What is its age?
R: We can say around 45.

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M: What is his education?

R: Professional education.
M: If I ask you to compare it with any place in India?
R: Bombay and Delhi.
M: Which celebrity you can compare Club Mahindra with?
R: Its a very popular brand, we can compare it with Amitabh Bachchan.
M: If I ask you to imagine the universe of it, what kinds of people are there?
R: People are highly educated, professional and urban life, sophisticated.
M: Do you feel there is more development than Country Club?
R: Yes.
M: And in which area in Mumbai will it be located?
R: Nariman Point.
M: And where the Country Club will be located?
R: Bandra.
M: And where the Sterling Club will be located?
R: Malad.
M: Okay. Can you tell me, if I am just like your friend, so will you suggest your brand to me?
R: Yeah, if somebody has got limited budget to spend, but I would suggest to people who have high
budget.
M: Okay. It depends on the people, how much they want to spend. Their money spending
pattern, according to that he will suggest. For example, if I am saying, I want very good thing,
will you still recommend, Country Club, Mahindra or Sterling?
R: I think the price wise Country Club is a better deal, if you take all other things then you can go for
Mahindra but then you can buy holidays from them and at the same time, if you want it sometime
once in a while, just go and enjoy there.
M: Okay. If I say Mahindra Club comes at a price similar to?

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R: Yeah, then we might go for it, it all depends on that, how much you are paying and how much you
are getting, its all based on that. It should be worthwhile.
M: In terms of service and all, do you feel like Club Mahindra is much better?
R: Much better, but then charges are also that way, they are a little different, its very good and the
prices are that way, pool and all the expenses. Whatever they are charging were paying
M: Minus points in the sense like?
R: Its just like, what I am saying about the Country Club they dont get their bookings on time, we
didnt get the booking, we just went in the off season. We get the booking during the off season. We
have been getting the same problem.
M: Last question. If I do a comparison between two brands, if I say Country Club, what is the
strength of Country Club?
R: The price and the way of marketing.
M: Way of marketing. Okay.
R: They are present everywhere.
M: So what are the opportunities, if I say, for Country Club, like in future they are?
R: They can increase their properties and as I said, the old property should be renovated.
M: So you can say in weakness you can say this.
R: Yeah.
M: They should renovate their properties. Okay. And what are the threats for Country Club?
R: Threat is the newcomers which are coming and they are giving better deals.
M: Newcomers as in?
R: There are many new comers in the market, Mahindra is there, Mahindra is also a threat because
Mahindra has got pretty good staff.
M: So Sterling, do you want to travel a little bit with Sterling as well?
R: No.
M: Okay. Why Mahindra?

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R: Mahindra has got very good properties, they have got old properties at good locations so that is
the plus point.
M: Okay.
R: Munnar, Coimbatore, Mahabaleshwar and all. At these locations they have got very good
properties.
M: So property is the main thing?
R: Yeah. Thats the main thing.
M: And for the weakness?
R: The price, extra charges and other.
M: What opportunity do you feel like?
R: They should explore more
R: They should market less I feel, they do too much of marketing. Everybody gets a call every day, I
think its not there with others. So nobody goes
M: Its aggressive kind of thing Okay. What do you feel like for Club Mahindra?
R: They are coming up with better pricing and good properties, so maybe property is the entry, so
that can be strength for Club Mahindra. And their marketing strategies are better than others. They
approach us every single day and thats for everybody, so we dont want it is not useful, they can
approach directly also. It is a better way. Once you approach the marketing guy, then they are
approaching us every day. So that can be different.
M: Okay. Thank you.

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