Presentation on Company Analysis

– Club Mahindra Holidays

Contents
 Industry Analysis
 Recent Happenings
 Marketing Campaigns
 PEST Analysis
 Club Mahindra Holidays
 Competitor Analysis
 SWOT Analysis
 Company Strategies
 Marketing Campaigns
 Products and Brands
 Awards and Recognition
Industry Analysis – Travel and
Tourism
 Contributed around 6.2% of the total GDP of the country as on 2011-12
 Foreign Tourist Arrivals – 2011 - 6.29 million
 Foreign Exchange Earnings – 2011 - US$16564 million - growth of
16.7%
 International tourism flows are expected to reach 1.5 billion by 2020
and revenue estimated to cross $2000 billion
 In Asia, China has emerged as a leading tourist destination and is
predicted to be the world’s biggest tourist destination by 2020 followed
by India
Recent Happenings
• Falling of rupee - benefitted India
foreign travellers found Indian hotels
cheaper than before
• India is in close talks with
Mauritius in order to promote tourism
• India allows 100% FDI in tourism
•Subodh Kant Sahai, the tourism
minister of India, announced that a
tourism promotion forum will be set
up at the Indian Embassy in Abu
Dhabi to jointly promote tourism
Marketing Campaigns
 ‘Incredible India’, India’s international marketing campaign - started
in 2002 to promote tourism in India
 ‘Incredible India’ has attracted 4.32lakh foreigners in June this year
 Incredible India campaign on Facebook, Twitter and Youtube
 ‘Atithi Devo Bhava’ against harassment of tourists
 PEST Analysis
Strong support by the Government of India to
promote Tourism
Luxury Tax like VAT and food and beverage taxes in
hotels
Lull in the tourism of states like Gujarat after Godhra
riots
Political scenario in states like J&K and other North
Eastern states
Privatization of airports in India
PEST
(clockwise from top left)
Increase visibility of travel companies on the web
Promote a place, its features, maps, plan of travel,
modes of travel etc.
Tourists visiting the places need mobile network
Growth in income levels in most developing nations
International tourists as well as domestic tourists
have grown with time
Rise in the number of people travelling by air in the
last decade
With the recent fall in rupee, India has witnessed
4.32lakh foreign tourists in the month of June
Improved infrastructure attracts foreign tourists and
helps preserve the customs and traditions
Raises global awareness of poverty or
unemployment
Increases crowding and congestion at a place leading
to drugs and alcohol abuse and increased crime
levels
Cases of locals being driven away to make way for
expansion of infrastructure to promote tourism
 SWOT Analysis
India's geographical location which is a blend of
deserts, forests, mountains, and beaches
Diversity of culture i.e. a blend of various civilizations
and their traditions
A huge number of archaeological sites and historical
monuments
SWOT
(clockwise from top left)
Threat of terrorist attacks like the 26/11 Mumbai
Attacks that killed many foreign tourists
Aggressive strategies adopted by other countries like
Australia, Singapore etc. to promote their tourism
Lack of adequate infrastructure e.g. the road
condition
A xenophobic attitude among people in India
No proper marketing of India's tourism abroad
Image of India is one of poverty, superstition and
diseases
Ill treatment of foreigners by locals garnering
criticism
Improving infrastructure and basic amenities can
attract more tourists
Promoting domestic tourism
Allowing more multinational companies to enter
India which will give a global perspective to the
country which in turn can promote tourism
Framing of better policies by the Government of India
CLUB MAHINDRA HOLIDAYS
 Mahindra Holidays & Resorts India Ltd. (MHRIL) is a part of the USD
15.4 billion multinational Mahindra Group
 'Club Mahindra Holidays’ provide holidays on a timeshare basis
 Incorporated on 20th September 1996
 Started its operations with a single resort in Munnar in 1997
 42 resorts in India and abroad
 Headquarters - Chennai
 143000 thousand members and 42 resorts across hill stations,
beaches, backwaters, wildlife, forts and heritage, as well as
international destinations
 Listed on both Bombay Stock Exchange (BSE) and National Stock
Exchange (NSE) Mumbai
CLUB MAHINDRA HOLIDAYS
As on 31st March 2011 As on 31st March 2012

Net Sales Rs. 48712.53 lakhs Rs. 57382.98 lakhs

Revenue Turnover Rs. 52245 lakhs Rs. 62,155.72 lakhs
Profit After Tax Rs. 10276 lakhs Rs. 10464.05 lakhs

Earnings Per Share Rs. 12.30 Rs. 12.49

Paid Up Equity Share Rs. 8360.57 lakhs Rs. 8384.56 lakhs

Capital
Club Mahindra Holidays
Sales

Promoters
Public

Promoters hold 82.69% of the paid up shares with the remaining

17.31% being contributed by the public
Competitor Analysis
 Country Club India Ltd. is one of the biggest competitors of Club
Mahindra
 Country Club has an annual profit of 4,614lakhs while Club Mahindra
boasts an annual profit of a whopping 10,276lakh as on 31st March,
2012
 Both Club Mahindra and Country Club cater to the High Income group
Competitor Analysis
 Club Mahindra charges a one-time membership fee which is valid for
25 years and an annual subscription fees depending on the category
chosen by the individual
 Country Club has a similar structure with but less than 25 years ->
offered plot of land at discounted prices to interested people in order to
attract members
 Country Club India has established 205 properties of which over 175
are franchised properties
 Club Mahindra owned all the resorts initially but today it has 91
authorized franchisees and 42 locations across India
 SWOT Analysis
Pioneer in Tourism and Leisure Industry and
boasts of world class leisure and hospitality
World class facilities and amenities
A huge customer base of 143,000 members
Beautiful resorts at 42 different places in India and
abroad
Categorization of accommodation on the basis of
types of rooms and seasons to suit the needs and
affordability of people
SWOT
(clockwise from top left)
Increase in competitors like Country Club
which offers membership for a lesser duration
Foreign holiday resort companies like Cox’s
and King’s setting up base in India
Total number of rooms for accommodation is too
less
Lifetime membership but has a validity of only 25
years
Can’t be afforded by the middle class people
Issue of non-inflationary annual rates
Too many complaints
Grievance redressal is also questioned
Increasing and expanding the infrastructure
to accommodate more tourists
Allowing more tie ups with other companies
which will give a better perspective to the
company which in turn can promote tourism
Catering to the middle income group which is
in majority in India
Company Strategies
 Floating week or floating resort model
 Membership fees + annual subscription fee
 Member also pays for use of various facilities and services at the resort
 Access to its members to over 6,000 resorts across 90 countries by
paying a simple nominal exchange fee in Indian rupees
 Facilities, such as gyms, swimming pools, restaurants, ayurvedic spas,
kids clubs and a variety of holiday activities. The range of activities
span adventure sports, water sports, camping, treks, indoor family
games and hobby programs for children and adults
Marketing Campaigns
 Initially ‘fun family forever’ with the message on its website ‘The
happiest family holidays’
 Re-position the brand - ‘Jiyo Life’
 Need of Social Media Marketing
Marketing Campaigns
Social Media Marketing
 Facebook
 Twitter
 YouTube
 Separate profile of Club Mahindra and Jiyo Life community on
Facebook
 460605 people as registered members of this community
 Different links on its community page like reviews, discussions, happy
family stories, live contests, top fans
Marketing Campaigns
 Started www.jiyolife.com
 Interesting menus like magazine, happiness recipe, my Jiyo Life meter
and downloads
 Customer Relationship Management System - tool to track important
member information and preferences
 Touch screen solution at all its resorts to record online feedback from
members/customers
Products And Brands
 Online banners
 Club Mahindra Zest
 Corporate Fundays - rewards and recognition solutions for corporate
memberships from companies to executives.
 Club Mahindra Travel - E-Commerce website
 Mahindra Homestays - experiences of authentic India for guests living
in carefully crafted Indian homes ranging from palaces and heritage
properties
 Terra - newly launched product which is targeted towards the urban
family where the tented campsite designed especially for enjoying
nature
Awards And Recognitions
 First company in the world to receive COPC (Customer Operations
Performance Center) certification
 The Lakeview Munnar property of the company has won the ‘TEN
YEAR Award’ for consistent recognition as a RCI Gold Crown Resort
from 2000 – 2009
 ‘Business Superbrand 2008 and 2009-10’ by Brand Council of India
 Club Mahindra Snowpeaks - best socially responsible resort in Manali
in the year 2009
 Ranked at 150 in Business Today BT Top 500 in the year 2009.
 Food Hygiene Certification of International Standard from ‘Branch
Hygiene Code’ of Netherlands
 ISO: 9001 certification to the Member Relations Department of Club
Mahindra
THANK YOU