MARKETING PROJECT

Club Mahindra Marketing Plan

TERM – 2 – BIG DATA ANALYTICS

GROUP 6 – SECTION B
Abeer Pareek, Arpit Sharma, Chavi Garg, Dinesh
Kumar Nair, Sunaina Bhagat
Table of Contents
Club Mahindra:.....................................................................................................................................2
1. Introduction..................................................................................................................................2
2. 5C Analysis:...................................................................................................................................2
3.1 Company:................................................................................................................................2
3.2 Customers:..............................................................................................................................2
3.3 Climate:...................................................................................................................................3
3.4 Collaborators:..........................................................................................................................3
3.5 Competitors:...........................................................................................................................3
3. PESTEL Analysis:............................................................................................................................3
3.1 Political:...................................................................................................................................3
3.2 Economical:.............................................................................................................................3
2.3 Social:......................................................................................................................................4
2.4 Technological:.........................................................................................................................4
2.5 Environmental:........................................................................................................................4
2.6 Legal:.......................................................................................................................................4
3. Target Marketing: (STP)................................................................................................................4
3.1 Segmentation:.........................................................................................................................4
3.2 Targeting:................................................................................................................................5
3.3 Positioning:.............................................................................................................................5
4. Current Market Performance: (Company Performance)..............................................................5
5. SWOT:............................................................................................................................................6
5.1 Strength:..................................................................................................................................6
5.2 Weakness:...............................................................................................................................6
5.3 Opportunities:.........................................................................................................................6
5.4 Threats:...................................................................................................................................6
6. Marketing Objective:....................................................................................................................6
7. Strategies:.....................................................................................................................................7
7.1 Everything Back to Normal.....................................................................................................7
7.2 Situation Becomes Worse:......................................................................................................8
7.3 Living with the Pandemic........................................................................................................8
8. Marketing Mix:..............................................................................................................................8

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Club Mahindra:
1. Introduction
Mahindra Holidays & Resorts India Ltd. (MHRIL) is a part of the USD 15.4 billion
multinational Mahindra Group, one of India’s leading industrial houses. The group has
employed 112 thousand employees in 79 countries across the globe and is amongst India’s
top ten Industrial Houses. The Group has interests in aerospace, aftermarket, agribusiness,
automotive, components, consulting services, defence, energy, farm equipment, finance,
insurance, industrial equipment, information technology, leisure and hospitality, logistics,
real estate, retail, and two wheelers automobiles.
Within a span of fifteen years, Club Mahindra has become the market leader in its
niche of timeshare holidays in India. The Company had only 28,491 vacation owners at the
end of 2004-05. However, on 31st March 2011, the membership of the Company stood at
125,169, achieving 25 per cent compound annual growth rate. As the demand for vacation
holidaying and recreation in India is growing the company has set its eyes on tapping and
enchasing this opportunity by offering new, innovative, attractive and complete holiday
experiences to its customers.

2. 5C Analysis:
2.1 Company:
 Indian Hospitality company
 Provides holiday on memberships
 Infra and services are not constant across branches
 Narrow customer segment
 Resorts in 100+ cities
 Offers sightseeing packages
 High brand presence
 Homely ambience
 Sophisticated Services
 Requires pre-booking 6 months before
2.2 Customers:
 Leisure travellers and Upper-class Families
 Large business firms
 Products offered:
o Club Mahindra Travel – Family Holidays and travel services
o Corporate Fundays – Target Corporate membership to companies
o Terra – Offers new camping and adventure holiday experience
 Club Mahindra Memberships:
o Club Mahindra Purple Season Membership
o Club Mahindra Red Season Membership
o Club Mahindra White Season Membership

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 o Club Mahindra Blue Season Membership
2.3 Climate:
• Indian economy is reviving after COVID outbreak

• Youth is shifting towards work at vacation culture

• Social distancing and hygiene awareness has increased among customers

• Tourism sector is most affected due to pandemic

• Due to pandemic, people are more cautious while spending on leisure

2.4 Collaborators:
• Quick Pay Mahindra helps with online payment processes

• Evolutions provides and designs ecommerce website of Club Mahindra

• Domain is registered with GoDaddy.com.LLC

2.5 Competitors:
• Marriott Vacation Club International

• Capella Hotel Group

• Pontins

• Country Club Hospitality & Holidays

• Westgate Resorts

• Grecotel

3. PESTEL Analysis:
3.1 Political:
 There is a strong support by the Government of India to promote Tourism in the
country. ‘Incredible India’ is a campaign launched by the government to promote
tourism.
 The taxes that are charged on hotels due to their world class amenities are too high.
A 10% luxury tax along with VAT and approximately 10% on food, beverages etc.
provided in the hotels, altogether make the hotel business very costly.
 Due to privatization of airports, India now has developed the Indira Gandhi
International Airport, New Delhi and the Rajiv Gandhi International Airport,
Hyderabad to attract tourism.
 Self-owned properties help in easy management

3.2 Economical:
 There was a disruption in revenue due to Covid-19 but now the situation is stabilizing

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  Inflation have a little or no effect on the company as it follows membership schemes.
 Foreign currency has an effect on foreign travelers

3.3 Social:
 Due to improved infrastructure attracting foreign tourists, it benefits the local
community as it helps in preserving the customs and traditions which have been in
place since long.
 Tourism also helps in raising global awareness of poverty or unemployment and a
host of other problems of a particular place.
 Club Mahindra has Captured market share in regions of Asia Europe and America
 Club Mahindra provides Discounts for affordable luxury stay

3.4 Technological:
 Club Mahindra has become more Tech Friendly by providing Online Pre-Booking
Facility for hassle free travel
 Club Mahindra has increased their visibility on the web. In order to promote its
resorts and hotels, its features, maps, plan of travel, modes of travel etc.
 Improved feedback system to ensure better services in coming times

3.5 Environmental:
• Face a lack of demand in off season
• Being under pressure by Govt and Environmental activist to produce minimal carbon
footprint
• Shifting to biodegradable items to counter climate crises

3.6 Legal:
 The taxes that are charged on hotels due to their world class amenities are too high.
A 10% luxury tax along with VAT and approximately 10% on food, beverages etc.
provided in the hotels, altogether make the hotel business very costly.
 Due to covid-19 situation, government has imposed various Safety and Health laws
for travelers ease and safety
 Becoming stricter in terms of the identification before allowing a guest to use their
facilities, keeping in mind the increasing terrorism

4. Target Marketing: (STP)

4.1 Segmentation:
• Offers quality FAMILY holiday packages
• Consumers desiring UNIQUE & sophisticated vacation experience regularly
• Customers looking for world class leisure
• Middle income families
• Higher middle-class families

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 • Upper class families
• Business firms and MNCs
• Retired Senior citizens of upper class
• Consumers looking for exotic vacation locations
• People looking for adventure sports, treks & water sports

4.2 Targeting:
• The main target audience of Club Mahindra has been families of which emphasis has
been given more to:
• Women
• solo travelers
• Business executives
• Organizing big corporate meetings
• Forums, summits
• In 2018 Club Mahindra targeted a newer set of audience that is those which have
deeper pockets which resulted in increased cashflow.
• Club Mahindra also has lucrative offers for travelers both male and female of any age
group with a vision of boosting domestic travel across India.

4.3 Positioning:
• Offers premium quality vacation packages for upper middle class & upper-class
families
• Exotic locations
• All major tourist cities
• Resorts in Hill stations, beaches, heritage spots, etc.

5. Current Market Performance: (Company Performance)

Club Mahindra was happily established resort in terms of their profitability.
Quarterly revenue and profitability figures of Club Mahindra suggests that its profit is above
INR 200 Cr in all the quarters except the pandemic situation.

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 Above graph and table shows the quarter wise profit from December 2017 to August
2021. Here, it can be clearly identified that in quarter ending in June 2020 which was the
time of 1st wave of COVID 19 while the quarter ending in June 2021 which was time of 2 nd
wave of COVID 19 caused a sharp decline in profit of Club Mahindra i.e., 26% and 15%
respectively. This clearly indicate that, COVID 19 pandemic has highly impact the business of
Club Mahindra and tourism industry as a whole.

6. SWOT:
6.1 Strength:
• Astounding list of holiday options
• Homely ambience and arrangements
• Excellent advertising
• High brand recall
• Fantastic Service Quality
• Wide range of Resort
• Company with Zero Promoter Pledge
• Pioneer in Tourism and Leisure Industry

6.2 Weakness:
• Inconsistent Booking Policies
• The company has a very narrow target audience because of the premium quality of
product.
• Declining Net Cash Flow
• Book Value Per Share deterioration for last 2 years
• Constant political disturbances
• Lifetime membership but has a validity of only 25 years.

6.3 Opportunities:
• Programs for foreigners
• Incredible India campaign Catering to the middle-income group
• Exclusive offers on upgradation of membership
• Negative to Positive growth in Sales and Profit

6.4 Threats:
• Budget Friendly Hospitality Service Providers
• International hospitality giants
• Changing Landscape
• Declining profitability: Falling ROCE

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7. Marketing Objective:
Club Mahindra is in the business of providing luxurious staying experience to the
tourists in their resorts. Their business is directly affected by pandemic and since future
situation is still not clear so they have to prepare themselves for both, the worst and the
best. The businesses which are flexible enough to adjust quickly with the situation are
survived in the pandemic. So, primary focus of this report while making marketing strategy
is on making it more flexible and diverse as per the situation of pandemic. Main target is on
remaining unaffected with the pandemic and keep the profits in line with normal figures of
above 200 Cr and then grow further.
The marketing objectives can only be achieved by their proper tracking and
continuous evaluation as per the set of standards. There should be a benchmark in order to
regularly measure and evaluate the Club Mahindra’s performance in terms of major KPIs.
The major objective and KPI will be profitability of the firm. Since, its regular profit is above
200 Cr so first and foremost self-competing mark is to maintain that profit and then
maximize on it irrespective of any situation. This profitability target can be achieved by
increasing the customer base and increasing the frequency of visit of existing customers.
The key component that can help in achieving this target is better marketing, innovation,
and communication strategies.
Another key objective can be improvement in terms of reviews from the customers
and making them better informed about the evolution in the strategies of Club Mahindra
regarding the pandemic. During pandemic, health became the buzz word across the globe. It
is now important for the customers to know the steps that resort has taken to make the
place safer for the customers. Using various data analytics techniques, innovating their
marketing ideas, and making the overall marketing more centric towards safer stay is key in
achieving this objective.

8. Strategies:
Situation:
• More aware yet relaxed population
• Boom in Digitalization, leading to exponential increase in data

8.1 Everything Back to Normal

Course of Action:
• Role of Analytics – As large and large amount of data is getting accumulated so,
making use of it will give a good push to convert the non-members into members.
And, also, we can retain the members by making personalized members plan for an
individual as per their data and preferences.
• We can get data from the social media like Instagram where people search or like
the things they follow and by using text analysis we can send emails and brochure of
the memberships as per their taste.

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 8.2 Situation Becomes Worse:
Course of Action:
• Delight the customers through implementing advanced technologies like AI in
creative way to minimize the physical contact
• Implementing the voice assistant features and robotics to fulfil the services of
customers without any human intervention
• Include healthier life style as pandemic theme for the hotels by offering programs
like meditation, exercise, sleep hygiene, healthier diet, and digital detoxification etc.
• Design and advertise the overall stay in a way to enhance not only the physical but
also the emotional wellbeing of customers
• Use predictive analytics and behavioural analysis to personalise the services based
on customer’s medical history
• Go beyond the level of High Standards and advertise the hotel as COVID-19
prevention and cleanliness protocols with clear and transparent guidelines of
cancellation
• Promote hotel with food in the form of a tool that can boost immunity of customers
against COVID
• Consistently communicate with customers to maintain the relationship with the
customers and regularly connect with them regarding the offers like “Book Now, Pay
Later” and other useful content

8.3 Living with the Pandemic

Course of Action:
• Target middle class families as they constitute the majority part of Indian population
• Running campaigns for foreign tourists to generate more revenue for the company
as well as increase tourism in India
• Marketing in lesser explored parts of India to attract more tourists and local
population as well.
• Provide reassurance of safety against COVID so that visitors can have a relaxed stay
and hence be compelled to visit again

9. Marketing Mix:
9.1 Product: Some of the services offered by Club Mahindra Resorts are: -
• Room bookings (Special bookings - business, executives, disables)
• Provisions for conducting business meetings, summits and other such luxury events
• Company sells holiday memberships for periods ranging from seven years to twenty-
five years
• Some additional perks on these resorts which make them unique are - holiday and
recreational activities, conveyance for travelling locations, relaxation therapies, wi-fi
internet, SPA & swimming, restaurant & bars, meeting rooms/conference rooms/
board rooms

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9.2 Price:
• Prices are being charged according to the facilities
• A membership scheme under which a customer can stay at one of its resorts
whenever he/she desires
• Membership fees vary from Rs. 11000 to nearly Rs. 51000 and services provided
under each scheme are different depending on their fee structure
• Actual source of income is from annual subscription fees, sales of beverages and
food items and sale of vacation-ownerships
• Provides premium products and services to its members and charges accordingly as
it believes in value-added pricing policy

9.3 Promotion: Some of the common mediums used by Club Mahindra Resorts to carry
out their promotional activities are: -
• Media Mix (newspapers, radio, television, billboards, websites, email, direct mail)
• Media reports and media releases
• Internet
• Concept promotion
• Social Media (Facebook, Twitter, Instagram, Linkedin)
• Travel assistants
• Hotel directories

9.4 Place: The main factors involved that are taken into consideration for resort
locations are: -
• Strategic Locations
• Metropolitan cities
• Business hubs
• Tourist places
• Heritage sites
• International resorts
• Also has global tie-ups with nearly 4000+ resorts and provides its customers lots of
choices in regard to destinations and holiday homes.

9.5 People: Initiatives taken by Club Mahindra to keep their employees motivated and
increase their work productivity are: -
• No Pressure, just leisure programme - helps in bonding with the team members
which results in friendships that make everyone feel closer to each other.
• These personal relationships, in turn, help to improve the team’s professional
communication, leading to better teamwork in the office.
• As an employee, an outing is a chance for you to unwind without having to worry
about deadlines and meetings. When so many people come together, new

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 connections and networks are formed within the team, helping the company’s
professional growth.
• Retreats and getaways are a perfect time to conduct team-building activities through
learning-based games and discussions.
• Members interact with new people, get inspired and bring new ideas back to the
office along with fresh zeal and enthusiasm.

9.6 Physical Evidence:

The social media handles of Club Mahindra are: -
https://www.clubmahindra.com/
https://twitter.com/clubmahindra?s=20
https://www.linkedin.com/company/mahindra-holidays-&-resort-india-limited/
https://www.clubmahindra.com/blog/

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