Business

As of May 31, 2009, MHRIL had a little over 96,000 members and 27 resorts across India and
Thailand. Vacation ownerships through memberships provide members the right to use the
company’s resorts over the period of their membership. Members have the flexibility to choose
different resorts and time every year. Their target was 1, 50,000 customers which the company
has failed to achieve.

Revival Strategy

Ensure customer satisfaction so that current customers are retained- also, they bring in a new
pool of customers through Word of Mouth – introduce “referral schemes” Create effective
“touch points” – train your sales force such that they are able to convert more potential clients
to customers

Travel booking

Eliminate any role of travel booking agencies in the holidaying process – thus remove the touch
points customers have with the travel booking companies

SOTC – tour operators

These holiday companies are coming up with specific “customized” tour packages for
communities – E.g. Gurjat Vishwasdarshan. Club Mahindra can also customize packages and
give specific attractions like local food, native managers etc More tie ups with resorts in places
where Club Mahindra is absent Explore places which are not on the travel map – get in touch
with house owners- come up with concepts of Home stay Come up with cheaper options
targeting the Middle Income Groups Reduce annual subscription & to compensate for the loss
in money – provide them with travelling options in off season- wherein the resorts are not
occupied and there is low money flow.

No wide choice of destinations

Peak hour demand – too high and off season- too low

Mange peak hour demand by proper scheduling of reservations and training customer service
personnel to accommodate/reschedule requests – make use of state of art technology for
reservations and bookings Timeshare is a very uncertain product - wherein you pay money
upfront – and utilization is over 25 years- thus the customer is always skeptical about the long
run existence This can be overcome by instilling confidence and good brand imagery.

Fear of future & Brand visibility

Already the threat that customers face is lesser brand visibility – this can be compensated by
more ads.
•A right step in this direction is raising capital through IPO

 Though there has been growth in memberships, but the number of members paying ASF
(annual service fees) has gone down

Growth potential: 

An important factor working for MHRIL is the location of its resorts. Places such as Coorg in
Karnataka, Ashtamudi in Kerala and Theog, Shimla(district) in Himachal Pradesh are lesser
known and under-explored in terms of resorts and holidaying spots and therefore fuel the
excitement of holidayseekers. And planned arrangements and homely ambience are a god-send
for the busy city dweller. Brand positioning has worked for the company. Apart from the Club
Mahindra brand, the company launched ‘Zest’ in November 2006 to target young urban
families. 
 Complaint
Club Mahindra
No Refund of my money after defaulting in services badly.
Complaint Details : Club Mahindra Membership No 971992
Pradeep Kumar Aggarwal
Add 9 UGF Gaurs Residency Chander Nagar Ghaziabad UP 201011

This is to bring to your notice, the problems and harassment I have been 
facing in the hands of Club Mahindra Holidays for last three months. It 
has been a horrendous experience for, despite spending almost 120, 000 Rs 
I have not got the guaranteed services nor my money or a response after 
the cancellation.

Below given is the series of problems that I have faced for past 6 months:

1. I made a booking of Studio Apartment in the RED season, where in we 

would be getting the priority of Holidaying in the busy season . To make 
the holidays smoother they promised that they have tie up with over 3500 
resorts where we can be booked for our holidays. However when we requested 
for our first holiday in Munnar in August we were not given the 
reservation on the time on the requested time slot. I had placed my 
request one month in Advance with the Executive who was servicing us. We 
ended up loosing the entire holidays season.

2. They promised us 6 free open air tickets at the time of booking which 
were suppose to be valid upto March 31st.The executive promised to send us 
the open Kingfisher tickets, which we didn't receive, and we were told 
that we have to send the email request for the travel reservation. However, I placed my first
request of air ticket after talking to Vinod, the 
request got no response till today. I have been asking them, why I was 
not given the air ticket, they have not replied me till today. I have been 
writing mail and there was no response.

3. They had promised certain referral benefits. I have given them over 11 
referrals but there was no feedback on the same. I have got no transparent 
reply till today as to who joined and where the money has gone. I wrote an 
email on 9th Oct and than on 22nd oct but they have not responded. Despite 
my repeated follow-ups and there was no reply and finally they send me a 
cheque of Rs 4000 for one referral which I have not banked as I have 
requested for cancellation. I have already returned the cheque to Club 
Mahindra. Just to add, Vinod has tow times confirmed me that referral 
cheque of Rs 14000 has been dispatched but I have not received till 
date(which was a lie).And now Vinod doesn't pick his phone not I get a 
reply from Club Mahindra.

4. I have been chasing the customer care representative and sales guy who 
signed me up but they have not responded to my email or my phone calls .I 
have written emails on 11th Aug, 9th Oct, 22nd Oct, 6th Nov, 8th Nov, 
18th Nov, 01dec, 03 Dec, and 8th Dec 2008. There was never a proper 
feedback or reply.

I put my first cancellation request, on the ground that they have failed 
to deliver on the commitments. I put the request on 8th november and 
requested them not to charge my credit card . They still went ahead and 
charged my credit card twice after that for 19777 Rs . Again I send the 
cancellation request on 03 Dec 2008 and till now I have not got any 
response on my request. The harassment is going beyond proportion now and 
I have been forced to approach you .

Kindly help me in this regard. I want to proceed legally . Kindly suggest.

Consequences : Total Economic loss is over 120, 000 Rs and continous mental 
harassment.