mahindra holidays project

8/19/2019 Mahindra Holidays Project

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A

PROJECT REPORT ON

“STUDY OF PROSPECTIVE CLIENTS FOR MEMBERSHIPS OF MAHINDRA HOLIDAYSAND RESORTS INDIA LIMITED”

AT

MAHINDRA HOLIDAYS AND RESORTS INDIA LIMITED (MHRIL)

BY

ADWAIT ARVIND PARKHI

UNDER THE GUIDANCE OF

PROF. JAIRAJ SASANE

SUBMITTED TOSAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF THEDEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)

THROUGH

DEPARTMENT OF MANAGEMENT STUDIESS.T.E.S, SMT. KASHIBAI NAVALE COLLEGE OF ENGINEERING, PUNE.

(!"#$"%)

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DECLARATION

I,ADWAIT ARVIND PARKHI, student$ pursuing M&'*' + B-'+'' A/++'*&+0

(MBA) from SINHGAD BUSINESS SH!!" PUNE, de#$%re t&%t t&e Pro'e#t Report entit$ed

“STUDY OF PROSPECTIVE CLIENTS FOR MEMBERSHIPS OF MAHINDRA HOLIDAYS

AND RESORTS INDIA LIMITED”, %t MAHINDRA HOLIDAYS AND RESORTS LIMITED

(MHRIL) is (ritten %nd su)mitted )* me under t&e guid%n#e of PROF.JAIRAJ SASANE.

I &ere)* de#$%re t&%t %$$ t&e inform%tion of t&is report is )%sed on m* o(n o)ser+%tion %nd t&e

inform%tion pro+ided )* t&e #omp%n* %t t&e time of m* pro'e#t %t MAHINDRA HOLIDAYS AND

RESORTS INDIA LIMITED-, from ./t& 0A1 to 23t& 4U"15

ADWAIT PARKHI

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ACKNOWLEDGEMENT

I (ou$d $i6e to re#ord m* gr%titude to MAHINDRA HOLIDAYS 1 RESORTS (I) LTD 5 for

pro+iding me %n opportunit* to undert%6e interns&ip in t&eir org%ni7%tion5 T&e #on#epts $e%rnt %s %

p%rt of t&is pro'e#t %re of immense &e$p to underst%nd )usiness #on#epts in #ommensur%te (it&

%#%demi# $e%rning5

I t%6e t&is opportunit* to re#ord % deep sense of gr%titude to M*. S2&'2&3 4+'20+ (V-

M&&5*), (&ose 6ind super+ision8 6een interest %nd +%$u%)$e suggestions (ent %$$ t&e (%* in

su##essfu$ #omp$etion of t&is (or65 Wit& immense p$e%sure I (ou$d $i6e to e9press m* sin#ere

t&%n6s %nd gr%titude for gi+ing me t&is r%re pri+i$ege of (or6ing (it& &im %nd #omp$eting t&is stud*5

I %$so e9tend m* spe#i%$ t&%n6s to P*06. J&+*&7 S&'&, for &is guid%n#e %nd #o:oper%tion %t different

st%ges in t&e %##omp$is&ment of t&e pro'e#t5

I (ou$d %$so $i6e to t&%n6 %$$ m* #o$$e%gues for gi+ing me t&eir pre#ious time %nd re$e+%nt

inform%tion %nd e9perien#e I re;uire, (it&out (&i#& t&is pro'e#t (ou$d &%+e )een % different stor*5

"%st )ut not t&e $e%st I %m +er* mu#& t&%n6fu$ to t&e support of m* friends %nd f%mi$* mem)ers5

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TABLE OF CONTENTS

.5 E

25. !NEPT !? TI0E SHARE 3@

252 INDUSTR1 !VERVIEW 3

25= 0A4!R G"!BA" P"A1ERS 3

25C G"!BA" INDUSTR1 SENARI! .3

25> 0A4!R P"A1ERS IN INDIA .>

25@ INDIAN INDUSTR1 SENARI! .@

25 !0PAN1 PR!?I"E .25 PR!DUT IN?!R0ATI!N 2.

=5 PR!4ET PR!?I"E C3

C5 RESEARH 0ETH!D!"!G1 C=

C5. PHASES !? RESEARH PR!ESS CC

>5 RE"EVANT STATISTIS AND DIAGRA0S C@

>5.5 0ARKETING SA"ES !VERVIEW

>525 SURVE1 STATISTIS C

>5=5 0ARITA" STATUS !? SURVE1ED P!PU"ATI!N C

>5C5 GENDER BASED "ASSI?IATI!N !? TARGET GR!UP C

>5>5 PERENTAGE !? TARGET GR!UP IDENTI?IED IN SH!PPING 0A""S

C

>5@5 PERENTAGE !? TARGET GR!UP IDENTI?IED IN WATH SH!WR!!0S

C/

>55 PERENTAGE !? TARGET GR!UP IDENTI?IED IN AR SH!WR!!0S

>3

@5 DATA ANA"1SIS >.

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5 !NTRIBUTI!N T! THE !RGANNIATI!N >/

5 "EARNING @2

/5 RE?ERNES @C

.35 ANNE=

2= Age Br%#6et of T%rget Group >=

2C Gender B%sed R%tio of T%rget Group >C

2> Per#ent%ge of T%rget Group B%sed on Annu%$ ?%mi$* In#ome >C

2@ !##u%tion%$ Segment%tion of T%rget Group >>

2 Potenti%$ S&opping Destin%tion of T%rget Group >

2 Suggested D%t% Gener%tion Pro#ess >LIST OF FIGURES

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E8ECUTIVE SUMMARY

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E8ECUTIVE SUMMARY

T&e ide% of s&%red o(ners&ip in % +%#%tion propert* (%s introdu#ed in Europe during ./@3Fs8 tod%*

it is % g$o)%$ mu$ti:)i$$ion:do$$%r p&enomenon (it& presen#e in o+er &undred #ountries5 A$t&oug&

times&%ring &%s )een %round for %)out fort* *e%rs, t&e industr* sti$$ &o$ds in#redi)$e potenti%$ for

de+e$opers %nd in+estors, from t&e more m%ture m%r6ets su#& %s Nort& Ameri#%, to t&ose $i6e Europe

%nd Asi% P%#ifi# (&ere t&ere is % strong %nd gro(ing )%se5 A times&%re is % form of o(ners&ip or

rig&t to t&e use of % propert*5 T&ese properties %re t*pi#%$$* resort #ondominium units, in (&i#&

mu$tip$e p%rties &o$d rig&ts to use t&e propert*, %nd e%#& s&%rer is %$$otted % period of time in (&i#&

t&e* m%* use t&e propert*5 T&e units (i$$ )e on % p%rt:o(ners&ip or rig&t to use )%sis, in (&i#& t&e

s&%rer &o$ds no #$%im to o(ners&ip of t&e propert*5

M&2+*& H09+&:' & *'0*' I+& 9+/+ (MHRIL) is % pioneer in Indi% %dopting t&e #on#eptof time s&%re )%sed +%#%tion o(ners&ip5 T&e m%in o)'e#ti+e of t&is pro'e#t is to identif* t&e

#on#entr%tion of t%rget group for $u) 0%&indr% in Pune %nd to &%+e det%i$ed inform%tion %)out

o##up%tion, &o$id%* destin%tions %nd demogr%p&i# fe%tures5 T&e purpose of stud* is to fo#us %nd

refine t&e d%t% gener%tion %#ti+ities #%rried out )* t&e m%r6eting dep%rtment of $u) 0%&indr%5

T&e de$ine%ted t%rget group #riteri% $%id out )* 0HRI" (%s t&e out$ine to de#ide on t&e mode of

stud*5 T&e pro'e#t (%s #%rried to find out t&e prospe#ts for "UB 0AHINDRA H!"IDA1S5 After

identif*ing t&e prospe#ti+e p$%#es to #%rr* out t&e stud*, t&e ;uestionn%ire (ere fi$$ed )* t&e

prospe#ts so %s to get inform%tion %)out t&em5 T&e #on#$uding p%rt of t&e stud* undert%6en,

#onstituted t&e %n%$*sis %nd segreg%tion of t&e d%t% %nd inform%tion #o$$e#ted to undergo t&e t&e

STUD1 !? PR!SPETIVE "IENTS5

T&e first st%ge of t&e stud* in+o$+ed identif*ing potenti%$ destin%tions to #%rr* out t&e pro'e#t5

Inter%#tion (it& t&e m%n%gement %nd emp$o*ees re+e%$ed inform%tion re$%ted to t&e #%tegor* of

#ustomers +isiting +%rious )usiness out$ets5 A ;uestionn%ire (%s emp$o*ed for t&is purpose5 B%sed on

t&e t%rget group #riteri%, potenti%$ $o#%tions (&ere t&e t%rget group is e9pe#ted to +isit (ere 6e*ed

out5 T&e se#ond st%ge of stud* in+o$+ed dire#t inter%#tion (it& t&e potenti%$ t%rget group (it&in %nd

outside +%rious )usiness #enters identified5 uestionn%ires (ere designed to meet t&e

mu$tif%riousness of #ustomers +isiting different s&opping #enters %nd gener%$ #&%r%#teristi#s of t&e

)usiness t&%t t&e* %re in+o$+ed in5 T&e %)str%#t p%rt of stud* #onstituted t&is t(o st%ge pro#ess of

d%t% #o$$e#tion (&i#& #ontinued for fort* d%*s5

T&e segreg%tion of #o$$e#ted d%t% fo$$o(ed )* dedu#ting resu$ts %nd inferen#es to %#&ie+e t&e pro'e#t

re;uisites #onstituted t&e fin%$ st%ge of t&e stud*5 T&e d%t% #o$$e#ted (%s used to &%+e det%i$ed

inform%tion o##up%tion, &o$id%* destin%tions, $eisure time %#ti+ities %nd demogr%p&i# fe%tures of t&e

t%rget group for $u) 0%&indr%5 B%sed on t&e inform%tion re+e%$ed, on %n%$*sis t&e d%t% gener%tions

%#ti+ities #%n )e #%rried out (ere identified5 R%ndom S%mp$ing te#∋ue (%s used to #&oose t&e

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s%mp$es re;uired to do t&e %n%$*sis5 T&e %n%$*sis (%s done )%sed on t&e ;uestionn%ires t&%t (ere

#&osen %nd o)ser+%tions (ere m%de5

Suggestions %nd t&e m%'or findings of t&e stud* (ere in re$%tion to #ert%in #&%nge in demogr%p&i#

fe%tures identified during t&e stud*5 T&e re#ommend%tion (ere re$%ted to preferred ne9t &o$id%*

destin%tion, Ho$id%*ing ?re;uen#*, Impro+ing #ommuni#%tion p$%tform, Tie ups (it& orpor%tefirms, Potenti%$ s&opping destin%tion in different #%tegor* of Business out$ets

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INTRODUCTION

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INTRODUCTION

." CONCEPT OF TIMESHARE

A Times&%re offers peop$e t&e opportunit* to pur#&%se time %t fu$$* furnis&ed +%#%tion%##ommod%tions for % fr%#tion of t&e #ost of fu$$ +%#%tion &ome o(ners&ip5 T&e o(ners of times&%re

(i$$ &%+e gre%t f$e9i)i$it* in t&eir +%#%tion propert*5 ?or % one:time pur#&%se pri#e %nd %n %nnu%$

m%inten%n#e fee, times&%re pur#&%sers #%n o(n t&eir +%#%tions fore+er, or for % predetermined

num)er of *e%rs, depending upon t&e pur#&%se %greement5 T&erefore, t&e* #%n #&oose to eit&er use

t&is +%#%tion time or rent it out to someone e$se for use5 Resort #ondominium is t&e most #ommon

t*pe of times&%re #on#ept in pr%#ti#e5 Times&%re o(ners %nd renters e9perien#e $u9urious resort

%##ommod%tions t&%t %re r%re$* found in #on+ention%$ &ote$mote$ rooms, )ut for % fr%#tion of t&e

#ost5 T&is is (&* times&%ring is t&e f%stest:gro(ing segment of t&e g$o)%$ tr%+e$ %nd tourism

industr* in t&e (or$d tod%*5 In )rief Ho$id%* times&%ring refer to % &o$id%* offered %t % spe#ifi# p$%#e

for % spe#ifi# period in % p%rti#u$%r %p%rtment#ott%ge for % definite num)er of *e%rs on p%*ment of

t&e re;uisite %mount %$ong (it& %n %nnu%$ su)s#ription fee to(%rds m%inten%n#e of t&e resort5 Wit&

+%#%tion o(ners&ip, #onsumers &%+e t&e opportunit* to pur#&%se #ondominium:st*$e

%##ommod%tions %t ;u%$it* resorts offering %n %rr%* of %menities in popu$%r domesti# %nd

intern%tion%$ destin%tions5

A4&&5' 06 T+/'2&*

• E#onomi# met&od of &o$id%*ing5

• ustomer #%n en'o* %n o(ners&ip interest in f%+orite +%#%tion destin%tion5

•!ffer % gre%t (%* to spend ;u%$it* time (it& f%mi$* %nd friends5

• %n $o#6 in tomorro(s +%#%tions in tod%*s pri#es5

• ?$e9i)i$it* : e9#&%nge or rent5

• V%riet* of destin%tions to #&oose from5

• !ffer more %menities t&%n most &ote$s5

• Annu%$ m%inten%n#e #ost is s&%red )* %$$ o(ners %nd super+ised )* t&e m%n%ging #omp%n*,

freeing #ustomer from %$$ re$%ted &%ss$es %nd in#on+enien#es5

• %n p%ss on to &eirs5

H'+&+0' 0>&*' ;-:+5 T+/'2&*

• on#ept is ne( %nd unf%mi$i%r

• ?re;uen#* of us%ge

• ost f%#tor

• Annu%$ su)s#ription fee

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. INDUSTRY OVERVIEW

T&e g$o)%$ times&%re industr* of mu$ti:)i$$ion do$$%r (ort& (it& % &istor* of o+er fort* *e%rs sti$$

&o$ds in#redi)$e potenti%$ for de+e$opers %nd in+estors5 T&e potenti%$ $ies in t&e more m%ture m%r6ets

su#& %s Nort& Ameri#%, to t&ose $i6e Europe %nd Asi% P%#ifi# (&ere t&ere is % strong %nd gro(ing )%se5 T&e 0idd$e E%st, on t&e ot&er &%nd, represents % +irtu%$$* unt%pped potenti%$ of t&is industr*5

Wit& t&e entr* of g$o)%$ &ote$ #&%ins in Asi% %nd Europe, m%r6et %(%reness %)out times&%res (ou$d

in#re%se5 Indi% %nd &in% %re e9pe#ted to )e potenti%$ t%rgets of +%#%tion o(ners&ip de+e$opers in t&e

$ong:term5 T&e )usiness mode$ of t&e times&%re industr* is ;uite uni;ue (it& s%$es m%r6eting

e9penditure )eing t&e $%rgest #omponent of t&e e9penses5 T&erefore, it is +er* import%nt for t&e

de+e$oper to effi#ient$* m%n%ge s%$es %nd m%r6eting e9penses5

Wor$d(ide o+er si9 t&ous%nd resorts oper%te on time s&%re #on#ept (it& t&e &ig&est per#ent%ge in

Nort& Ameri#%5 T&e resorts in Asi% #ontri)ute to fourteen per#ent%ge of g$o)%$ s&%re $ed )* 4%p%n )ut(it& Indi% %nd T&%i$%nd in#re%sing$* prominent5 T&e g$o)%$ distri)ution of time s&%re resorts is

depi#ted in t%)$e 25. gi+en )e$o(5

T%)$e .

GLOBAL DISTRIBUTION OF TIME SHARERESORTS"

REGION PERCENTAGE

N!RTH A0ERIA =.J

EUR!PE 2>J

"ATIN A0ERIA .@J

ASIA .CJ

!THERS .CJ

1 Sour#e &ttpen5(i6ipedi%5org(i6iTimeLs&%re

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.# MAJOR GLOBAL PLAYERS

T&e +%#%tion o(ners&ip industr* is domin%ted )* $%rge, est%)$is&ed +%#%tion o(ners&ip oper%tors

su#& %s

.M Hi$ton Gr%nd V%#%tion omp%n*2M 0%rriott !(ners&ip Resorts=M St%r(ood V%#%tion !(ners&ip %ndCM W*nd&%m V%#%tion !(ners&ip

W:2&/ V&*'2+?

W*nd&%m V%#%tion !(ners&ip2, % mem)er of W*nd&%m Wor$d(ide f%mi$* of #omp%nies, is t&e

(or$dFs $%rgest +%#%tion o(ners&ip )usiness, %s me%sured )* t&e num)er of +%#%tion o(ners&ip

resorts, indi+idu%$ +%#%tion o(ners&ip units %nd o(ners of +%#%tion o(ners&ip interests5 W*nd&%m

V%#%tion !(ners&ip de+e$op, m%r6et %nd se$$ +%#%tion o(ners&ip interests %nd pro+ides #onsumer

fin%n#ing to o(ners t&roug& its t&ree prim%r* #onsumer )r%nds, W*nd&%m V%#%tion Resorts, Wor$d:0%r6 )* W*nd&%m, %nd W*nd&%m V%#%tion Resorts Asi% P%#ifi#5 As of 4%nu%r* ., 233/, W*nd&%m

V%#%tion !(ners&ip &%d de+e$oped or %#;uired %ppro9im%te$* .>3 +%#%tion o(ners&ip resorts

t&roug&out t&e United St%tes, %n%d%, 0e9i#o, t&e %ri))e%n %nd t&e Sout& P%#ifi# t&%t represent

%ppro9im%te$* 23,333 indi+idu%$ +%#%tion o(ners&ip units %nd more t&%n =3,333 o(ners of

+%#%tion o(ners&ip interests5 W*nd&%m V%#%tion !(ners&ip is &e%d;u%rtered in !r$%ndo, ?$%5, %nd

is supported )* %ppro9im%te$* .=,33 emp$o*ees g$o)%$$*5

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Intern%tion%$ RIM %nd mem)ers&ip in t&e %(%rd:(inning Hi$ton Honors guest re(%rd progr%m (it&

%##ess to more t&%n =,=33 p%rti#ip%ting &ote$s (or$d(ide5 T&e $u) &%s %$so #re%ted tr%+e$

p%rtners&ips (it& distin#ti+e $e%ders in t&e tr%+e$ industr*, pro+iding 0em)ers (it& % uni;ue

se$e#tion of %ffi$i%ted resort options5 Affi$i%tion %greements &%+e )een est%)$is&ed (it& $u)

Intr%(est, ?iest% Ameri#%n% Hote$s, Gr%nd P%#ifi# %nd t&e Hi$ton Resorts of S#ot$%nd5

M&**+0 O>*'2+? R'0*'

T&e n%me 0%rriottC &%s stood for ;u%$it*, ser+i#e %nd %n un#ompromising #ommitment to e9#e$$en#e

sin#e ./25 0%rriott V%#%tion $u) is #onsidered one of t&e finest in +%#%tion o(ners&ip5 It pro+ides

ne%r$* four $%6& o(ner f%mi$ies (it& % $ifetime of memor%)$e +%#%tions5 0%rriott V%#%tion $u) offer

%##ess to more t&%n fift* resorts in some of t&e most desir%)$e )e%#&, go$f %nd s6i destin%tions

(or$d(ide5 It pro+ides mem)ers (it& $imit$ess +%#%tioning options %nd f$e9i)i$it*5 !(ners get

priorit* e9#&%nge (it&in t&e 0%rriott +%#%tion #$u) net(or6 or tr%de t&eir (ee6 for 0%rriott re(%rds

points (&i#& %re redeem%)$e to(%rd m%n* e9#iting +%#%tion %nd tr%+e$ options5 In %ddition, t&roug&

mem)ers&ip in Inter+%$ Intern%tion%$ it pro+ides %##ess to more t&%n 2,C33 resorts in > #ountries

%round t&e (or$d5

S&*>00 V&*'2+?

St%r(oodFs> is one of t&e (or$dFs $%rgest &ote$ %nd $eisure #omp%nies (&i#& #ondu#t &ote$ %nd $eisure

)usiness )ot& dire#t$* %nd t&roug& su)sidi%ries5 T&e different )r%nds under St%r(ood in#$ude

St5Regis, T&e $u9ur* #o$$e#tion, W Hote$s, Westin, "e 0eridien, S&er%ton, ?our points, A$oft %nd

E$ement5 T&e &ote$ portfo$io of St%r(oods in#$udes o(ned, $e%sed, m%n%ged %nd fr%n#&ised &ote$s

tot%$ing to // (it& %ppro9im%te$* 2,/2,333 rooms in %ppro9im%te$* .33 #ountries5 St%r(oods &%+e

22 o(ned +%#%tion o(ners&ip resorts %nd residenti%$ properties in#$uding .= st%nd %$one, mi9ed

use %nd one un#onso$id%ted 'oint +enture resorts5 It emp$o*s %ppro9im%te$* .,C>,333 peop$e in its

#orpor%te offi#e, o(ned %nd m%n%ged &ote$s %nd +%#%tion o(ners&ip resorts

4 Sour#e &ttp(((5m%rriott+%#%tion#$u)5#om%)outusinde95&tm$

5 Sour#e &ttp(((5st%r(ood+%#%tiono(ners&ip5#omst%r(oodL+%#%tionLo(ners&ipLresorts5'sp

10

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.@ GLOBAL INDUSTRY SCENARIO

O??0*-++' & C2&995'

AFRICA

T2 O??0*-++'

T&e Sout& Afri#%n +%#%tion o(ners&ip m%r6et #ontinues to s&o( positi+e gro(t& in e9#ess of .>J @

%nnu%$$* despite &ig& m%r6et penetr%tion %nd industr* #onso$id%tion5 Points #$u)s #ontinue to

domin%te s%$es %nd %re % 6e* to t&e industr*Fs future (it& t&e #ontinued f$e9i)i$it* of t&e produ#ts

)eing offered5 T&e times&%re m%r6et in Sout& Afri#% tod%* is in e9#ess of USO.>3 mi$$ion, (it& o+er

2=3 dedi#%ted times&%re resorts5 T&ere %re 2@3,333 f%mi$iesin+estors o(ning %round C33,333

(ee6sinter+%$s5 Afri#% &%s outp%#ed most ot&er regions, (it& %$most t(i#e t&e r%te of g$o)%$

gro(t&5 T&e p%st fi+e *e%rs &%+e seen t&e #ore e9#&%nge produ#t e+o$+e into % suite of inno+%ti+e

produ#ts t&%t %re &e$ping to stimu$%te %nd re'u+en%te interest in t&e +%#%tion o(ners&ip industr*,%mongst de+e$opers %nd #onsumers5 T&e r%pid gro(t& of )$%#6 &ouse&o$ds entering t&e midd$e to

upper in#ome )%nds &%s %$so opened up % +irtu%$$* unt%pped ne( #onsumer )%se of peop$e (&o %re

e%ger to tr%+e$5 T&ere is &uge gro(t& potenti%$ %nd signifi#%nt de+e$opment opportunities in t&e

emerging Afri#%n m%r6et in#$uding 0o7%m)i;ue, Bots(%n%, N%mi)i%, Ken*%, G&%n%, Nigeri%,

Ango$% %nd %m)i%5 T&e support of Sout& Afri#%n #ong$omer%tes, in#$uding resort %nd &ote$

de+e$opers t&%t %re in+esting in t&e #ontinent, )ode (e$$ for t&is ne( m%r6et5

T2 C2&995'

Sout& Afri#% is f%#ing % +er* #&%$$enging period rising interest r%tes, t&e energ* #risis %nd po(er

#uts due to e#onomi# gro(t& outstripping po(er supp$*5 0%n* times&%re o(ners %re no( re%$i7ing

t&e +%$ue of t&eir pur#&%se %s t&e produ#t rem%ins good +%$ue re$%ti+e to ot&er %##ommod%tion forms,

%nd t&e* %re sti$$ %)$e to en'o* % +%#%tion5

ASIA PACIFIC

T2 O??0*-++'

0%n* m%r6ets in t&e Asi% P%#ifi# %re% offer +%st opportunities for +%#%tion o(ners&ip %s stronge#onomi# gro(t& %nd rising $i+ing st%nd%rds %re sp%r6ing %n in+estment )oom in Asi%Fs $eisure tr%+e$

industr*5 In &in%, in p%rti#u$%r, in+estment in t&e tourism industr* is gro(ing %t more t&%n .2

6 B%sed on %nnu%$ sur+e* )* RI %nd +erified )* De$oitte5

7 As per TISA Time s&%re institute of Sout& Afri#%M

11


17/82

per#ent %nnu%$$* %nd is estim%ted )* t&e &in% N%tion%$ Tourism Administr%tion to re%#& USO2=3

)i$$ion )* 23.35 V%#%tion o(ners&ip is e9pe#ted to gro( in t%ndem (it& t&e tourism )oom #urrent$*

under(%* in Asi%5 "eisure tr%+e$ domesti# %s (e$$ %s in)ound %nd out)ound &%s )een

p&enomen%$5 Gro(ing %t % strong ompound Annu%$ Gro(t& R%te AGRM of more t&%n per#ent/ %

*e%r sin#e 2333, Asi% %ggressi+e$* promotes intern%tion%$ tourism %nd in 233 %ttr%#ted .C mi$$ion

+isitors, %n in#re%se of o+er .3 per#ent +s5 233@5 T&e &ig&est num)er of tourist %rri+%$s (%s in &in%,

fo$$o(ed )* Hong Kong %nd 0%#%u5 T&e st%tus of times&%re (it&in Asi% +%ries from #ountr* to

#ountr* %nd is #urrent$* %t different st%ges of de+e$opment, from n%s#ent m%r6ets to &ig&$* m%ture

ones5 W&i$e Austr%$i% is % m%ture m%r6et (it& % fe( domin%nt p$%*ers, times&%re in m%n* #ountries

is sti$$ %t % f$edg$ing st%ge5 A$t&oug& times&%re is sti$$ in its inf%n#* in &in%, t&e #ountr* is emerging

%s t&e future m%r6et for t&e medium to $ong:term timefr%me5 T&e gro(t& of t&e tr%+e$ m%r6et in

&in% %nd Indi%, p%rti#u$%r$* (it&in t&e domesti# m%r6et, is signifi#%nt %nd (i$$ pro+ide #onsider%)$e

opportunit* for future times&%re de+e$opment5 Emerging m%r6ets, su#& %s Vietn%m, %$so s&o( gre%t

potenti%$ for times&%re de+e$opment5 0%'or p$%*ers )e$ie+es in t&e rising %ff$uen#e in Asi% %nd t&e

s&ift in #onsumer %spir%tions to(%rd &ig&:end $ifest*$e produ#ts (i$$ p%+e t&e (%* for more $u9ur*$eisure re%$ est%te mode$s su#& %s fr%#tion%$ %nd pri+%te residen#e #$u)s5 0oreo+er, t&e points:)%sed

produ#t offers gre%ter f$e9i)i$it* o+er t&e tr%dition%$ (ee6Fs produ#t %nd s&ou$d find f%+or (it& t&e

)urgeoning midd$e #$%ss t&%t is )e#oming more dis#erning %nd more dem%nding of f$e9i)$e %nd

inno+%ti+e tr%+e$ so$utions5

T2 C2&995'

W&i$e m%r6et opportunities %)ound in Asi% P%#ifi#, t&ere %re #&%$$enges5 A neg%ti+e im%ge of t&e

times&%re industr* persists, #re%ted $%rge$* )* f$*:)*:nig&t oper%tors %nd t&e )u$$do7ing t%#ti#s of

unet&i#%$ m%r6eters5 T&is is furt&er #omp$i#%ted )* f%$se promises from uns#rupu$ous times&%reres%$e- #omp%nies5 T&e in%)i$it* to rese$$, or se$$ing %t %)*sm%$$* $o( pri#es, $e%+es o(ners furt&er

disi$$usioned5 Anot&er stum)$ing )$o#6 is t&e $%#6 of go+ernment underst%nding %nd %##ept%n#e of

t&e produ#t in some #ountries, #oup$ed (it& % $%#6 of regu$%tion5 !+er%$$, t&e gro(t& potenti%$ of t&e

$eisure re%$ est%te industr* in Asi% is positi+e %nd &%s %ttr%#ted t&e entr* %nd e9p%nsion of se+er%$

intern%tion%$ &ospit%$it* #omp%nies5

EUROPE

T2 O??0*-++'

T&e times&%re industr* in Europe &%s )een est%)$is&ed for more t&%n C3 *e%rs5 During t&%t time, it

&%s e+o$+ed into % di+ersified %nd +%ried )usiness (it& resorts in %ppro9im%te$* 2> #ountries5 T&e

produ#ts #urrent$* )eing offered +%r* gre%t$* in terms of s#%$e, design, $engt& of o(ners&ip %nd $eg%$

8 &ttp(((5#&in%:em)%ss*5orgengg*7gt2@=/C5&tm

9 Wor$d tourism org%ni7%tion Report

12


18/82

stru#ture5 During t&e first .> to 23 *e%rs of t&e industr*Fs e+o$ution, t&e tr%dition%$ fi9ed or f$o%ting

(ee6 offering (%s t&e industr* st%nd%rd5 T&e num)er of tr%dition%$ times&%re resorts under

#onstru#tion &%s s$o(ed from t&e pe%6 period of t&e $%te 3s %nd /3s %nd &%s )een rep$%#ed )* &ig&:

;u%$it* de+e$opments offering e9perienti%$ &o$id%*s, prim%ri$* in &ig&$* est%)$is&ed %re%s, su#& %s t&e

United Kingdom, t&e 0editerr%ne%n, %nd %n%r* Is$%nds, p$us t&e B%$6%n St%tes, S#%ndin%+i% %nd

*prus5 During t&e p%st .3 *e%rs, t&e times&%re produ#tFs f$e9i)i$it* &%s in#re%sed signifi#%nt$* (it&

t&e introdu#tion of mu$ti:destin%tion points #$u)s, )i%nnu%$ o(ners&ips %nd tri%$ mem)ers&ips5

?r%#tion%$ o(ners&ip is 'ust no( )eginning to f$ouris&5 oup$ed (it& e9#&%nge %nd rent%$:produ#t

offerings to se#ond:&omeo(ners %nd furt&er de+e$opment of s&ort:term tri%$ mem)ers&ips, t&ese

ne(er forms of times&%re #ontinue to gener%te #onsider%)$e interest5 T&e most signifi#%nt

de+e$opment opportunities $ie in t&e emerging entr%$ Europe5

T2 C2&995'

!+er#oming % neg%ti+e per#eption of t&e industr* in Europe &%s )een % #ontinuing #&%$$enge5 GroupRI %nd t&e Europe%n industr*Fs m%'or p$%*ers &%+e (or6ed tire$ess$* (it& go+ernments to &e$p

#re%te % $egis$%ti+e en+ironment t&%t is )%$%n#ed %nd #ondu#i+e to gro(t& in produ#t integrit* %nd

)u*er #onfiden#e, %nd one t&%t fosters #ommer#i%$ gro(t& for t&ose p%rti#ip%ting5 Imp$emented in

.//, t&e Europe%n Times&%re Dire#ti+e %pp$ies to t&e 2> mem)er st%tes of t&e Europe%n Union %nd

is % &ig&$* #onsumer prote#ti+e pie#e of $egis$%tion t&%t pro+ides )u*ers % .C:d%* #oo$ing:off period

%nd ensures t&%t no deposit monies %re t%6en during t&%t time5 urrent$*, t&e Europe%n ommission

is re+ie(ing t&e dire#ti+e %nd proposed %mendments t&%t (i$$ in#orpor%te ot&er ne( #onsumer:

prote#tion instruments5 !t&er #&%$$enges f%#ing times&%re #omp%nies in t&e Europe%n m%r6et %re

$e%d gener%tion, #onsumer fin%n#ing, t&e re#ruitment of s%$es %nd m%r6eting profession%$s, %nd t&e

res%$e- en+ironment5 Some regions &%+e &%d to o+er#ome &urd$es in g%ining p$%nning %ppro+%$ for resort de+e$opment5

LATIN AMERICA AND THE CARIBBEAN

T2 O??0*-++'

T&e times&%re industr* in "%tin Ameri#% s&o(s signs of &e%$t&* %nd ste%d* gro(t&, (it& % m%'orit*

of region%$ %nd intern%tion%$ &ote$ #omp%nies %nd $%rge re%$ est%te de+e$opers &%+ing entered t&e

industr* in re#ent *e%rs5 Produ#t ;u%$it* %nd +%riet* #ontinue to impro+e e%#& *e%r, (it& $u9ur*

produ#ts gro(ing %t t&e f%stest r%te t&roug&out t&e region5 T&is in#$udes $u9ur* %$$:in#$usi+e

produ#ts, fr%#tion%$, pri+%te residen#e #$u)s %nd (&o$e o(ners&ip offerings5 0e9i#o %nd t&e

%ri))e%n %re %mong t&e f%stest:gro(ing regions, (&ere %+er%ge %nnu%$ s%$es &%+e gro(n %t .>

per#ent sin#e 233.5 T&e num)er of times&%re resorts &%s in#re%sed )* four per#ent %nnu%$$* sin#e

t&%t time, (it& =. resorts no( oper%ting in 0e9i#o %nd 2@ in t&e %ri))e%n.35

10 Group RI : "%tin Ameri#%n f%#t Boo6, 233

13


19/82

0e9i#o, ost% Ri#% %nd some %ri))e%n is$%nds %re pro+ing to )e %ttr%#ti+e m%r6ets for &ig&:in#ome

#ustomers see6ing ne( tr%+e$ e9perien#es5 T&e trend of de+e$opers to )ui$d mi9ed:use %nd &ig&er:

pri#ed $u9ur* $eisure produ#ts is e9pe#ted to &%+e gre%t %ppe%$ for Ameri#%n se#ond:&ome )u*ers %

potenti%$ m%r6et of =3 mi$$ion peop$eM, espe#i%$$* t&e B%)* Boomer %nd Gener%tion < m%r6et

segments5 To #ontinue t&e gro(t& in t&e %ri))e%n region, top +%#%tion o(ners&ip de+e$opers

re#ent$* est%)$is&ed t&e %ri))e%n Asso#i%tion of Resort De+e$opments ARDM5 T&e org%ni7%tionFs

purpose is to promote #ommuni#%tion )et(een $o#%$ resort properties %nd to (or6 toget&er to &e$p

strengt&en tourism in t&e %re%5 !t&er %#ti+e m%r6ets in#$ude Argentin%, Br%7i$, &i$e, o$om)i%,

Urugu%* %nd Vene7ue$%5 T&e times&%re m%r6ets in o$om)i% %nd Vene7ue$% #ontinue to )e strong

%nd st%)$e (it& %n %nnu%$ gro(t& of .3 to .> per#ent.., %$t&oug& pri#es &%+e not in#re%sed %s in ot&er

m%r6ets5 In Br%7i$, +%#%tion o(ners&ip s%$es %re gro(ing %t %ppro9im%te$* 23 .2 per#ent *e%r:o+er:

*e%r5 In entr%$ Ameri#%, Be$i7e %nd ost% Ri#% %re t&e &ottest m%r6ets, %$t&oug& P%n%m%, Hondur%s

%nd Gu%tem%$% %re s&o(ing positi+e gro(t& signs5

T2 C2&995'

Re#ent$*, t&ere &%s )een % de#$ine in o##up%n#* in some of t&e m%'or times&%re destin%tions

t&roug&out 0e9i#o %nd t&e %ri))e%n5 T&is is )e$ie+ed to )e re$%ted prim%ri$* to t&e #urrent

e#onomi# situ%tion in t&e United St%tes (&i#& is % m%'or m%r6et for t&e "%tin Ameri#%n industr*5 !n

t&e positi+e side, t&e strong presen#e %nd ties %mong entities in+o$+ed in regu$%tion, in#$uding Group

RI, t&e 0e9i#%n Asso#i%tion of Tourism De+e$opers A0DETURM, t&e 0inistr* of Tourism %nd

PR!?E!, % #onsumer prote#tion %gen#*, &%s #ontri)uted to t&e impro+ement of t&e regu$%tor*

en+ironment in 0e9i#o %nd pro+ided import%nt prote#tions for +%#%tion:o(ners&ip )u*ers %nd users5

In Argentin% % times&%re $%( (%s p%ssed to &e$p in#re%se %##ept%n#e %nd #onfiden#e in times&%re for

#onsumers %nd in+estors5 No $egis$%tion e9ists in &i$e %nd Urugu%*, )ut t&ere %re some initi%ti+es )eing promoted )* t&e tr%de %sso#i%tions5

MIDDLE EAST

T2 O??0*-++'

A$t&oug& t&e times&%re industr* in t&e 0idd$e E%st is in its inf%n#*, it is strong %nd ro)ust %nd poised

to gro(5 Re#ent Nort& #ourse Ad+isor* Ser+i#es rese%r#& suggests t&%t )* 2323 t&e m%r6et in t&e

0idd$e E%st region #ou$d support USO.52 )i$$ion per *e%r in times&%re %nd fr%#tion%$ s%$es5

urrent$*, t&ere %re %ppro9im%te$* /3 times&%re resorts %nd pro'e#ts in t&e region5 T(o t&irds of t&em

%re %ffi$i%ted (it& RI, t&e most re#ent )eing t&e I+or* Gr%nd in Du)%i %nd t&e B%r6% Resort ne%r

0us#%t5 T&e m%'orit* of e9isting resorts %re $o#%ted in t&e tr%dition%$ $eg%#* m%r6ets of Eg*pt,

"e)%non %nd 4ord%n5 In t&e future, t&e sing$e $%rgest opportunit* in t&e region is for t&e de+e$opment

11 Pu)$is&ed )* ministries of tourism of o$om)i% Vene7ue$%

12 Pu)$is&ed )* ministr* of tourism, Br%7i$

14


20/82

of s&%red o(ners&ip in t&e United Ar%) Emir%tes, prim%ri$* in t&e emir%te of Du)%i %nd t&e st%te

#%pit%$, A)u D&%)i5 Go+ernments in t&e region &%+e )een m%6ing efforts to t%p tourismFs potenti%$

(it& impro+ed produ#t de+e$opment, en&%n#ed funding for tourism %nd %n in#re%se in m%r6eting %nd

promotion, %$$ of (&i#& (i$$ &e$p support t&e gro(t& of t&e s&%red o(ners&ip industr*5 Du)%i, for

e9%mp$e, is de+e$oping f%mi$* oriented t&eme p%r6s to %ttr%#t $eisure tr%+e$ers %nd enti#e t&em to st%*

$onger5 En#omp%ssing = )i$$ion s;u%re feet of $%nd in t&e &e%rt of t&e desert, Du)%i:$%nd is one of t&e

most %m)itious tourist destin%tions e+er #re%ted5 !n#e #omp$eted, it is estim%ted to )e t(i#e t&e si7e

of %$$ of t&e Disne*$%ndDisne*(or$d resorts #om)ined5 A fe( of t&e %ttr%#tions it (i$$ in#$ude %re %

Uni+ers%$ Studios t&eme p%r6, % Dre%mWor6s t&eme p%r6, Tiger Woods Go$d Go$f ourse, %nd % "%s

Veg%s:st*$e &ote$ strip (it& t&emed &ote$s %nd more t&%n C3,333 rooms5 Re$igious times&%re

e9perien#es %$so &%+e gre%t potenti%$5 T&e #on#ept &%s re#ei+ed positi+e responses %mongst 0us$im

#ommunities, m%n* of (&om &%+e % #ommon interest in tr%+e$ing to 0%66%&5

T2 C2&995'

Times&%ring is no( % $eg%$ %#ti+it* in Eg*pt, S%udi Ar%)i% %nd !m%n5 T&e Du)%i go+ernment is +er*

supporti+e of times&%re regu$%tions %nd re#ent$* %nnoun#ed t&%t it %ppro+ed of industr*

re#ommended $egis$%tion go+erning t&e de+e$opment, m%r6eting %nd s%$es of times&%res&%red

o(ners&ip in Emir%te of Du)%i5 ?o$$o(ing t&%t %nnoun#ement, m%ster de+e$opers of Du)%i:$%nd &%+e

#re%ted % ne( "" #omp%n*, Du)%i:$%nd V%#%tion !(ners&ip (&i#& (i$$ )e responsi)$e for

#oordin%ting s&%red o(ners&ip (it&in t&e m%ster de+e$opment of Du)%i:$%nd5 T&is sing$e mi$estone

is e9pe#ted to )e t&e #%t%$*st for m%n* &ote$ oper%tors %nd de+e$opers to #ommit to t&e s&%red

o(ners&ip mode$ in t&e %re%5 !ne of t&e )iggest #&%$$enges for %n* $eisure tr%+e$ )usiness in t&e

0idd$e E%st tod%* is finding good ;u%$it* emp$o*ees5 In %ddition to ne( s&%red o(ners&ip pro'e#ts,

more t&%n .33,333 &ote$ rooms %re predi#ted to #ome to m%r6et in t&e Gu$f ooper%ti+e oun#i$GM )efore 23.3, re;uiring t&e %ddition of . mi$$ion emp$o*ees to oper%te t&e &ote$s %nd t&eme

p%r6s.=5

NORTH AMERICA

T2 O??0*-++'

In t&e United St%tes, gro(t& of t&e +%#%tion:o(ners&ip industr* rem%ins strong, %s e+iden#ed )* t&e

St%te of t&e V%#%tion Times&%re Industr* United St%tes Stud*, 233 Edition, sponsored )* t&e

Ameri#%n Resort De+e$opment Asso#i%tion5 A##ording to t&e rese%r#&, resorts #onstru#ted 'ust o+er

.C,333 ne( units in 233@5 Tot%$ s%$es +o$ume (%s USO.3 )i$$ion, % .@ per#ent in#re%se o+er 233>5 In

Nort& Ameri#%, t&e times&%re industr* is supported )* t&e Ameri#%n Resort De+e$opment

Asso#i%tion ARDAM, % strong %nd (e$$ respe#ted %sso#i%tion (it& t&e mission to impro+e %nd

support t&e resort de+e$opment industr*5 T&e %gen#* (or6s #$ose$* (it& go+ernment %gen#ies, resort

13 A##ording to d%t% from 233 it*:S#%pe tourism #onferen#e, Du)%i

15


21/82

o(ners, resort oper%tors, e9#&%nge #omp%nies %nd supp$iers to t&e industr*5 0%ster p$%n de+e$opers

%re )eginning to see t&e m%r6eting %nd e#onomi# )enefit of di+ersif*ing t&eir produ#t portfo$io %nd

%re t%6ing note of t&e su##ess t&%t m%'or &ote$ )r%nds %re &%+ing (it& t&is t*pe of de+e$opment5 In

some resort %re%s, su#& %s t&e ?$orid% )e%#&es %nd t&e ?$orid% Ke*s %nd some ur)%n %re%s, (e see

de+e$opers $oo6ing %t t&e tr%dition%$ times&%re produ#t %s one of t&e )est %dditions to t&eir produ#t

portfo$io5 Times&%ring is % f%st:gro(ing segment in t&e West, (it& most of t&e su##essfu$

de+e$opment due to )r%nds %nd #$u)s, espe#i%$$* in st%tes su#& %s Ne+%d%, %$iforni%, Ari7on% %nd

Ne( 0e9i#o5 Go$f %nd mount%in $o#%tions %re t&e prime $o#%tions for ne( de+e$opment5 W&i$e t&ere

is gre%t dem%nd for #o%st%$ %nd ur)%n $o#%tions, on$* % fe( de+e$opers #%n find t&e $%nd or &%+e t&e

resour#es to pur#&%se %nd de+e$op it5

T2 C2&995'

To sust%in &e%$t&* gro(t& of t&e U5S5 m%r6et o+er%$$, industr* $e%ders must #ontinue to edu#%te t&e

$eisure re%$ est%te m%r6et %)out t&e fund%ment%$s %nd )enefits of times&%re, %s (e$$ %s en#our%ge t&eentr%n#e of ne( p$%*ers %nd &e$p t&em %#&ie+e su##ess5 ?or e9%mp$e, re%$ est%te de+e$opers

strugg$ing to se$$ %n o+ersupp$* of +%#%tionse#ond &omes %nd #ondominium pro'e#ts #ou$d offer

t&eir produ#ts %s times&%res or fr%#tion%$ p$%ns, %ssuming t&eir e9isting de#$%r%tions or %mendments

permit t&em to do so5

16


22/82

.% MAJOR PLAYERS IN INDIA

T&e +%#%tion o(ners&ip industr* in Indi% is domin%ted )* t(o m%'or p$%*ers

. 0%&indr% Ho$id%*s %nd Resorts Indi% "imited %nd

2 Ster$ing &o$id%*s %nd resorts Indi% "imited

M&2+*& H09+&:' & R'0*' I+& L

0%&indr% Ho$id%*s %nd Resorts Indi% "td is % p%rt of t&e USD @5 )i$$ion 0%&indr% Group, one of

Indi%Fs $e%ding industri%$ &ouses5 St%rted in .//@, t&e #omp%n*Fs f$%gs&ip )r%nd Q$u) 0%&indr%

Ho$id%*sF, tod%* &%s % f%st gro(ing #ustomer )%se of o+er .33,333 mem)ers %nd 2 )e%utifu$

Resorts %t some of t&e most e9oti# spots in Indi% %nd %)ro%d5 T&e #omp%n* &%s fo$$o(ed % t(o

pronged str%teg* to %#&ie+e m%r6et $e%ders&ip o+er t&e $%st de#%de r%pid$* in#re%sing its )ou;uet of

resorts to pro+ide more +%riet* in &o$id%*ing options %nd en&%n#ing its ser+i#e $e+e$s to its mem)ers

to pro+ide de$ig&t %t e+er* point of inter%#tion5 $u) 0%&indr%.C &%s est%)$is&ed % n%tion(ide re%#& )* setting up % net(or6 of offi#es5 It &%s nine offi#es spre%d %#ross t&e #ountr* (it& % te%m of o+er

t(o &undred m%r6eting %nd support e9e#uti+es (&o %re spe#ifi#%$$* tr%ined on ser+i#e st%nd%rds t&%t

$u) 0%&indr% is )en#&m%r6ing in t&e industr*5 T&e m%in $u) 0%&indr% resorts %re $o#%ted %t Go%,

oorg, 0unn%r, 0%n%$i, Bins%r, Kum)&%$g%r& %nd D&%r%ms&%$%5 $u) 0%&indr% ende%+ors to m%6e

&o$id%*s en'o*%)$e5

S*9+5 209+&: *'0*' I+& L+/+

Ster$ing Ho$id%* Resorts Indi% $imited.> is %n Indi% )%sed #omp%n* oper%ting in t&e tourism industr*5

It oper%tes in t(o segments Time S&%re S%$es, %nd Resorts Hote$ S%$es5 In#orpor%ted in ./@,Ster$ing Ho$id%* Resorts Indi% "td SHR"M oper%tes .. resorts %nd . &ote$ %ggreg%ting .

%p%rtments %nd 2@= &ote$ rooms, some of (&i#& %re %ffi$i%ted to t&e RI, %n intern%tion%$ times&%re

e9#&%nge5 SHR" &%s )r%nded its time s&%re s#&emes %s H%pp* Vist%s, Herit%ge, Ster$ing ro(n %nd

Ster$ing Gr%nd5 T&e Groups prin#ip%$ %#ti+it* is to m%r6et time:s&%re properties %nd m%inten%n#e of

resorts5 T&e Resorts %re $o#%ted in !ot*, Kod%i6%n%$, 1er#%ud, 0unn%r, D%r'ee$ing, Ku$u 0%n%$i,

Puri, 0ussoorie, Go%, S(%mim%$%i %nd 0%&%)%$ipur%m5 T&e omp%n* p$%ns to in+est in 2/ resorts

o+er t&e ne9t C to > *e%rs5 onstru#tion is under(%* %t 0%&%)%$es&(%r, 1e$%giri, oorg, "on%+%$%,

%mp or)ett %nd Peermedu5 SHR", (&i#& &%s )een f%#ing % resour#e #run#&, postponed t&e issue

of se#urities due to poor m%r6et #onditions5 It e9pe#ts to *ie$d su)st%nti%$ #%s& f$o(s from its Noid%

pro'e#t5 !t&er p$%ns in#$ude %rr%nging of p%#6%ge tours %nd %#ting %s %gents for m%r6eting re%$ est%te5

14 Sour#e (((5#$u)m%&indr%5#om

15 Sour#e &ttpin5reuters5#om %nd (((5ster$ingresorts5in

17


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. INDIAN INDUSTRY SCENARIO

O??0*-++' 1 C2&995'

T2 O??0*-++'

T&e times&%re industr* in Indi% is in % +i)r%nt mode tod%*, gro(ing %t %)out 23 .@ per#ent %nnu%$$*5

urrent$* C3 times&%re #omp%nies offer more t&%n 3 resorts in Indi%, (it& more t&%n 233,333

f%mi$ies &%+ing pur#&%sed % times&%re +%#%tion o(ners&ip produ#t during t&e $%st .> *e%rs5 T&e

origin%$ fi9ed:(ee6 produ#t &%s morp&ed o+er time, %d%pting to m%r6et dem%nd %nd #onsumer

needs5 Tod%*, f$o%ting (ee6s, sp$it (ee6s %nd points:)%sed produ#ts %re +it%$ segments in t&e

times&%re mi95 T&e +%riet* of $odging options %$so &%s e9p%nded to in#$ude su#& offerings %s +i$$%s,

p%$%#es, &ouse)o%ts %nd *%#&ts5 Rising #onsumer %ff$uen#e %nd t&e tremendous popu$%rit* of

spiritu%$ %nd e9perienti%$ &o$id%*s, su#& %s &erit%ge e9perien#es, re$igious #ir#uits, (e$$ness %nd

medi#%$ tourism, %nd %d+enture %nd e#o:tourism, #om)ined (it& t&e %d+ent of $o(:#ost #%rriers, isdri+ing t&e &uge C@. mi$$ion domesti# tourist %rri+%$s, % gro(t& of .=J AGR . sin#e 23335 T&is

gro(ing trend is pro+iding opportunities for ne( produ#t inno+%tions in destin%tions offering t&ese

e9perien#es5 ?or t&e most p%rt, t&e $%rge )r%nded p$%*ers &%+e not t%6en %d+%nt%ge of t&e &uge

potenti%$ for times&%re de+e$opment in Indi%5 R%pid ur)%ni7%tion is %$so e9pe#ted to produ#e % .3

fo$d in#re%se in %ff$uent midd$e #$%ss from >3 mi$$ion to >= mi$$ion peop$e )* 232> ., resu$ting in

Indi% )eing t&e (or$dFs fift& $%rgest #onsumer m%r6et5 In %ddition, t&e num)er of &ig& net (ort&

indi+idu%$s t&ose (it& %t $e%st US.mi$$ion in fin%n#i%$ %ssetsM in Indi% &%s gro(n )* .5C times sin#e

233C to .33,333 indi+idu%$s5 ?ue$ed )* du%$ in#omes, $o(:f%re %ir$ines %nd % #ompe$$ing desire to

spend more time (it& f%mi$*, t&e propensit* for ri#&$* deser+ed )re%6s is on t&e in#re%se5 T&e

opportunit* to o(n % &o$id%* &ome, %t % fr%#tion of t&e #ost of % se#ond &ome, %nd &%+e it t%6en #%re

of %nd profession%$$* m%int%ined, #%n )e %n %ttr%#ti+e proposition5

T2 C2&995'

W&i$e t&e )oom in t&e %+i%tion se#tor &%s opened up $esser:6no(n destin%tions, t&e $%#6 of proper

infr%stru#ture, su#& %s ro%ds %nd drin6ing (%ter in 6e* tourism se#tors, %nd t&e s%fet* %nd se#urit* of

t&e tourist popu$%tion, espe#i%$$* in remote tourist destin%tions, rem%in #on#erns5 "%#6 of est%)$is&ed

times&%re s%$es %nd m%r6eting #omp%nies is % #&%$$enge %s m%n* indi+idu%$ entrepreneurs %nd &ote$

oper%tors %re not in % position to set up t&eir o(n s%$es %nd m%r6eting (or6for#e5 Present$*, t&ere isno go+ernment regu$%tion of t&e times&%re industr* in Indi%5 Ho(e+er, %)out nine *e%rs %go, industr*

p$%*ers )%nded toget&er to est%)$is& t&e A$$ Indi% Resort De+e$opment Asso#i%tion AIRDAM, (&i#&

16 Sour#e Arti#$e : QTime s&%re #on#epts (i$$ )oost resort de+e$opment in Indi%, 233

17 Sour#e A$$ Indi% resort de+e$opment %sso#i%tion AIRDAM

18 Sour#e Arti#$e : T&e St%te of G$o)%$ Time s&%re Industr*, pu)$is&ed )* RI5

18


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fun#tions %s % se$f:regu$%tor* )od*5 0em)ers of AIRDA fo$$o( % stri#t #ode of et&i#s, (&i#&

in#$udes gi+ing #onsumers % .3:d%* #oo$ing:off period5 AIRDA (or6s (it& t&e go+ernment on

)e&%$f of t&e industr* on +%ried issues, su#& %s t&e %p%#it* Bui$ding progr%m, (&ere AIRDA

org%ni7es $e%rning %nd de+e$opment (or6s&ops for (or6ers (&o de%$ (it& tourists5 To pro+ide %

)oost to t&e gro(t& of t&e times&%re industr* %nd en%)$e times&%re resorts to %#&ie+e )en#&m%r6ing

%nd st%nd%rdi7%tion of ser+i#es, AIRDA &%s se#ured t&e 0inistr* of Tourism of Indi%Fs %ppro+%$ for

t&e #$%ssifi#%tion of times&%re resorts in Indi% sin#e De#em)er 233>5 T&e #$%ssifi#%tion is not

m%nd%tor* )ut it is import%nt5 Getting % 0inister of Tourism r%ting is %$ong t&e s%me $ines of t&e

r%tings of tr%dition%$ &ote$s5 ?urt&er, t&e #$%ssifi#%tion pro+ides AIRDA de+e$oper mem)ers % #&%n#e

to %+%i$ t&emse$+es of t&e in#enti+es %nd t%9 )enefits t&%t %re %+%i$%)$e to &ote$s5 Under t&e %ppro+ed

guide$ines, t&e times&%re resorts (i$$ )e #$%ssified in t&e #%tegor* of =, C %nd > st%r %nd &erit%ge

properties5

19


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.COMPANY PROFILE

0%&indr% Ho$id%*s %nd Resorts Indi% "td is % p%rt of t&e USD @5 )i$$ion 0%&indr% Group, one of

Indi%Fs $e%ding industri%$ &ouses5 T&e group &%s interests in +%rious se#tors su#& %s %utomoti+e, %uto

#omponents, f%rm e;uipment, tr%de %nd fin%n#i%$ ser+i#es, infr%stru#ture %nd inform%tion te#&no$og*5

0HRI" is % p%rt of t&e infr%stru#ture se#tor of t&e 0%&indr% group (&i#& )rings to t&e industr*

+%$ues su#& %s re$i%)i$it*, trust %nd #ustomer s%tisf%#tion5 St%rted in .//@, t&e #omp%n*Fs f$%gs&ip

)r%nd Q$u) 0%&indr% Ho$id%*sF, tod%* &%s % f%st gro(ing #ustomer )%se of o+er .33,333 mem)ers

%nd 2./ )e%utifu$ Resorts %t some of t&e most e9oti# spots in Indi% %nd %)ro%d5 T&e #omp%n* &%s

fo$$o(ed % t(o pronged str%teg* to %#&ie+e m%r6et $e%ders&ip o+er t&e $%st de#%de r%pid$*

in#re%sing its )ou;uet of resorts to pro+ide more +%riet* in &o$id%*ing options %nd en&%n#ing its

ser+i#e $e+e$s to its mem)ers to pro+ide de$ig&t %t e+er* point of inter%#tion5

The vision of MHRIL:

QGood "i+ing H%pp* ?%mi$iesF5

The Vision of MHRIL:

We (i$$ )e Asi%Fs No5. omp%n* in &o$id%*s %nd $eisure ser+i#es for t&e ur)%n f%mi$*5 We (i$$

%#&ie+e t&is t&roug& #ustomer #entri# pr%#ti#es t&%t ensure ser+i#e e9#e$$en#e, inno+%tion %nd

emp$o*ee pride5 We (i$$ #re%te (e%$t& for t&e st%6e&o$ders %nd )e % responsi)$e #orpor%te #iti7en5-

$u) 0%&indr% &%s est%)$is&ed % n%tion(ide re%#& )* setting up % net(or6 of offi#es5 It &%s nine

offi#es spre%d %#ross t&e #ountr* (it& % te%m of o+er t(o &undred m%r6eting %nd support e9e#uti+es

(&o %re spe#ifi#%$$* tr%ined on ser+i#e st%nd%rds t&%t $u) 0%&indr% is )en#&m%r6ing in t&e

industr*5 T&e %##essi)i$it* to #onsumers &%s )een in#re%sed signifi#%nt$* )* $u) 0%&indr% opening

up ne( #&%nne$s in t&e form of Dire#t S%$es Asso#i%tes spre%d rig&t %#ross t&e #ountr*5

RI Go$d ro(n A(%rd re#ogni7es resorts t&%t &%+e surp%ssed st%nd%rds of e9#e$$en#e in Resort

u%$it* %nd Hospit%$it*5 T&is e+%$u%tion is )%sed on t&e RI mem)er #omment #%rd r%tings %nd %n

independent %ssessment of resort f%#i$ities, %menities %nd ser+i#e5 !n$* % sm%$$ per#ent%ge of RI

%ffi$i%ted resorts (or$d(ide %#&ie+e t&is distin#tion5 $u) 0%&indr% resorts %t Go%, oorg, 0unn%r,

0%n%$i, Bins%r, Kum)&%$g%r& %nd D&%r%ms&%$% &%+e #onsistent$* %#&ie+ed t&is %(%rd e+er sin#e

t&eir initi%tion5

$u) 0%&indr% ende%+ors to m%6e &o$id%*s en'o*%)$e5 T&e #omp%n* tr%ins $%tent t%$ent %#ross resortto form % te%m of Q&%mpsF, (&o (or6 on #re%ting % #ome)%#6 +%$ue )%sed on e9perien#es5

A#ti+ities %re designed spe#ifi#%$$* to #%ter to %$$ %ges5 T&e %)i$it* to %nti#ip%te #ustomer needs %nd

de$i+ering t&em &%s )een % m%'or strengt& of t&e #omp%n*5 T&e r%nge of %#ti+ities sp%n %d+enture

sports, (%ter sports, #%mping, tre6s, indoor f%mi$* g%mes %nd &o))* progr%ms for #&i$dren %nd

%du$ts5 Ap%rt from t&ose %)o+e, spe#ifi# re#re%tion%$ f%#i$ities t&%t in#$ude % fu$$* e;uipped

19 Sour#e (((5#$u)m%&indr%5#om

20


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g*mn%sium, s(imming poo$, %nd %*ur+edi# #enter form p%rt of $u) 0%&indr%Fs resorts5 T&e ser+i#e

in %$$ t&e resorts is profession%$ %nd &ig&$* person%$i7ed from #&oi#e of food, &o$id%* %#ti+ities %nd

person%$ tou#& in de%$ing (it& guests5 $u) 0%&indr% )en#&m%r6s e9pe#t%tions %nd redefines

entit$ements5

0HRI" &%s m%de signifi#%nt in+estments in Qst%te of t&e %rtF IT s*stems to stre%m$ine t&eir oper%tions %nd pro#esses to(%rds smoot&, ;ui#6 %nd effi#ient m%n%gement of its su)st%nti%$ mem)er

)%se5 T&e imp$ement%tion of % R0 s*stem &%s )een % po(erfu$ too$ to tr%#6 import%nt mem)er

inform%tion %nd preferen#es, t&us pro+iding t&e %)i$it* to gre%t$* en&%n#e t&e tot%$ &o$id%*

e9perien#e5 As % me%sure of pro+iding ;u%$it* #ustomer ser+i#e, $u) 0%&indr% &%s est%)$is&ed

s*stems (&i#& en%)$e profession%$ism, effi#ien#* %nd ;u%$it* %t %$$ times5 0HRI" use QTimes&%re:

(%reF, % s%$es %nd m%r6eting, reser+%tions %nd resort oper%tions soft(%re spe#i%$$* sour#ed from P

In# USA5 QHo$id%* e9perien#e profi$ingF is %not&er inter%#ti+e tou#& s#reen f%#i$it* imp$emented %t

resorts to re#ord on$ine feed)%#6 from mem)ers#ustomers on &o$id%*5 T&ese f%#i$ities &e$p to ensure

#onsistent st%nd%rds of ser+i#e to #ustomers %$(%*s5 Ap%rt from t&is % dedi#%ted te%m of &o$id%*

#onsu$t%nts (or6 %t t&e mem)er re$%tions #enter in &enn%i offering e%s* %nd dire#t %##ess for

#ustomers t&roug& #%$$ #entre se+en d%*s % (ee65

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. PRODUCT INFORMATION

$u) 0%&indr%, % .33J su)sidi%r* firm of 0%&indr% group, (&i#& &%s )ui$t up gi$t edged #redi)i$it*

%nd %n enduring re$%tions&ip (it& #ustomers o+er si9t* *e%rs, offers % 2> *e%r &o$id%* o(ners&ip to

its mem)ers )* t&e #on#ept of time s&%re5 T&e mem)ers of #$u) 0%&indr% #%n en'o* se+en nig&ts per

*e%r in fi+e st%r %nd se+en st%r %##ommod%tions in Indi% %nd %)ro%d for 2> *e%rs )* t&is #on#ept5T&is inf$%tion free &o$id%* #%n )e en'o*ed )* mem)ers in t(ent* eig&t $u) 0%&indr% resorts in

Indi% %nd %)ro%d5 In %ddition to t&ese resorts t&e %sso#i%tion (it& resorts #ondominium intern%tion%$

RIM pro+ides mem)ers %##ess to o+er >@33 resorts in#$uding Hi$ton, S&er%ton, %r$ton et# in o+er

.2/ #ountries5 Keeping its tr%dition 0%&indr% &%s )ui$t its resorts to Go$d #ro(n- spe#ifi#%tions of

RI to offer t&e )est ;u%$it* in t&e industr* to its #ustomers5 RI &%s %(%rded go$d #ro(n st%tus to

$u) 0%&indr% resorts in 0unn%r, Go%, Bins%r, 0%n%$i %nd oorg5 As % #omp$iment $u) 0%&indr%

offers t(o *e%rs free RI mem)ers&ip to e+er* mem)er so t&%t &e #%n %##ess %n* RI resort in t&e

(or$d )* p%*ing % nomin%$ e9#&%nge fee5

T&e #omp%n* pro+ides fo$$o(ing f%#i$ities to its mem)ers

.M Indoor !utdoor G%mes

T&e Indoor %#ti+it* offered in#$udes t%)$e, tennis, snoo6er et# %$ong (it& *og%, medit%tion,

oi$ )%t& et# in &e%$t& #$u)5 T&e outdoor %#ti+it* in+o$+es tre66ing, p%r%g$iding, (%ter r%fting,

e$ep&%nt s%f%ri et# depending on t&e resort $o#%tion5 V%rious #u$tur%$ e+ents %nd e+ening

p%rties n%med Q?unro+erF %re %rr%nged for t&e #ustomers to ensure m%9imum entert%inment

%nd fun5

2M Tr%+e$ #$u)

Tr%+e$ #$u) is %n integr%ted p%rt of $u) 0%&indr% (&i#& #%ters to %$$ tr%+e$$ing needs of its#ustomers5 It offers %ir ti#6et reser+%tions, foreign e9#&%nge, #%r rent%$s, pi#6 %nd drop

f%#i$ities to its #ustomers5

=M ?ood ?%#i$it*

$u) 0%&indr% offers t&ree dining options to its mem)ers

AM?un dining ?un dining is % food p%#6%ge in+o$+ing )re%6f%st, $un#&, dinner, te% %nd

sn%#6s5 T&e #&%rges for fun dining +%r* in different $o#%tions5

BM A$% #%rte A$% #%rte is % menu &%+ing indi+idu%$ dis&es $isted (it& sep%r%te pri#es5 T&e

#ustomers #%n order food to &is t%ste %nd re;uirement5 $u) 0%&indr% offers its mem)ers

=3 to C3J dis#ount in A$% #%rte5

M Kit#&enette f%#i$it* $u) 0%&indr% offers resorts (it& % fu$$* furnis&ed 6it#&en (it& %

series of #ut$er* %nd #ro#6er* items to en%)$e #ustomers to #oo6 t&eir food5

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F9+;9 209+&:'

$u) 0%&indr% mem)ers %re entit$ed se+en nig&ts per *e%r in %n* destin%tion of &is &er #&oi#e5

0%&indr% offers %m)$e f$e9i)i$it* in using t&ese &o$id%*s5 0em)ers #%n use %n* of t&e fo$$o(ing

modes

.M Sp$itting t&e &o$id%*s $u) 0%&indr% mem)ers #%n sp$it %nd use t&eir se+en nig&ts

of &o$id%*s in different destin%tions o+er % *e%r5 If )%$%n#e d%*s %re $eft in % *e%r t&ose d%*s

(i$$ )e #%rried for(%rd to ne9t *e%r t&ere)* ensuring &undred per#ent uti$i7%tion to mem)ers5

2M Ad+%n#ing t&e &o$id%*s $u) 0%&indr% permits it mem)ers to %d+%n#e &o$id%*s from

su)se;uent *e%r to in#re%se t&e &o$id%*s in #urrent *e%r5 T&us % mem)er #%n en'o* %

m%9imum of fourteen d%*s )* %d+%n#ing5

=M A##umu$%tion of &o$id%*s $u) 0%&indr% mem)ers #%n %##umu$%te t&eir &o$id%*s for

t&ree *e%rs %nd to % m%9imum of t(ent* one d%*s5 An* d%*s in e9#ess of t(ent* one %t %n*

point of time s&%$$ $%pse

CM GiftingRenting $u) 0%&indr% permits it mem)ers to gift &o$id%*s to friends

or re$%ti+es (it&out %n* &urd$es5 E+en t&e o(ner of &o$id%* #%n rent out t&e %##ommod%tion5

>M 0em)ers&ip tr%nsfer A mem)ers&ip #%n )e tr%nsferred if t&ere is no dues p%*%)$e )* t&e mem)er to 0HRI"5 T&e tr%nsferee s&%$$ produ#e t&e do#ument of tr%nsfer du$*

e9e#uted )* t&e pre+ious mem)er %nd %n* ot&er do#ument pres#ri)ed )* 0HRI"5

A-&9 S-;'


29/82

C04+ &*&


30/82

CLUB MAHINDRA RESORTS AND ASSOCIATE RESORTS

$u) 0%&indr% resorts offers its mem)ers (it& 2 resorts in e9oti# $o#%tion (it&in Indi% %nd %)ro%d5

It offers ten resorts in Sout& Indi%, fi+e resorts in (est, one in e%st %nd nine sp$endid resorts in

Nort&ern Indi%5 T&e $ist of resorts %nd t&eir $o#%tions %re indi#%ted in t%)$e C52 s&o(n )e$o(5

T%)$e =

RESORT LOCATION

SOUTH INDIA

"%6e +ie( 0unn%r

B%#6 (%ter retre%t As&t%mudi

Tus6er Tr%i$s T&e66%di

Is$%nd Resort Poo+%r

Der)* Green !ot*

Hi$$ ountr* Kod%i6%n%$

"%6e ?orest 1er#%ud

Kod%gu V%$$e* oorg

0%s%n%gudi estM T%mi$ N%du

Big )e%#& estM 0%s%n%gudi

WEST INDIA

V%r#% Be%#& Go%

4%sminn Go%

?ort Kum)%$g%r& Ud%ipur

P%n#&%g%ni 0%&%r%s&tr%

"%6e P%+%n% Resort Sp% Tungi

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NORTH INDIA

Bins%r V%$$e* Uttr%n#&%$

Bins%r 0%nipur Resort Uttr%n#&%$

D%n#ing W%ter N%u6u#&i%t%$

N%ture Tr%i$s or)ett

Hide A(%* or)ett

Hi$$ Top 0ussoorie

Sno( Pe%6s 0%n%$i

K%ngr% V%$$e* D&%r%ms&%$%

W&ispering Pines S&im$%

EAST INDIA

Ro*%$ Dem%7ong G%ngto6

INTERNATIONAL

$u) 0%&indr% E$eg%n#e Suites B%ng6o6, T&%i$%nd

$u) 0%&indr% P%tt%*% Hi$$ Resort P%tt%*%, T&%i$%nd

$u) 0%&indr% Herit%ge Suites K%u$% "%mpur, 0%$%*si%

$u) 0%&indr% it%dines B%ng6o6, T&%i$%nd

UPCOMING RESORTS

Resort . T&eog Him%#&%$ Pr%des&M

Resort 2 Vienn% Austri%M

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MEMBERSHIP TYPES

0em)ers&ip t*pe is )%sed on t&e se%son %nd %p%rtment t*pe se$e#ted )* t&e #ustomer5 $u)

0%&indr% offers fo$$o(ing #om)in%tions to #ustomer for se$e#tion5 0em)ers #%n #&oose %n* one of

t&e nine +%ri%nt mem)ers&ips offered )* $u) 0%&indr%5 T&e nine +%ri%nts of mem)ers&ips %re $isted

in t%)$e C5= )e$o(

T%)$e C

SEASONCLASSIFICATION

APARTMENTTYPE

PURP"E 2 BR

PURP"E . BR

PURP"E STUDI!

RED 2 BR

RED . BR

RED STUDI!

WHITE 2 BR

WHITE . BR

WHITE STUDI!

B"UE 2 BR

B"UE . BR

B"UE STUDI!

T&e mem)ers&ip #%tegor* +%ries (it& se%son t*pe %nd %p%rtment t*pe5 0%&indr% &o$id%*s &%+e

#$%ssified se%sons into t&ree #%tegories )%sed on t&e (e%t&er %nd t&e num)er of #ustomers (&o

27


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prefer it5 T&ere %re t&ree se%sons n%me$* red, (&ite )$ue5 T&e fe%tures of e%#& se%son %re $isted

in t%)$e C5C s&o(n )e$o(5 Ap%rtments %re %$so di+ided into t&ree )%sed on t&e f$oor %re% %nd

#%p%#it*5

T%)$e >

SEASON TYPE

PURP"E T&e PRE0IU0PRI!RIT1 Se%son5

REDT&e PEAK se%son for % p%rti#u$%r

destin%tion5

WHITE ?or % ;uiet &o$id%* in p$e%s%nt (e%t&er

B"UE ?or % &o$id%* f%r from t&e m%dding #ro(ds

ACCOMODATION TYPE

STUDI! =>3 : C33 S;5?t A##ommod%tes = %du$ts

. BR >> : @>3 S;5?t A##ommod%tes C %du$ts

2 BR />3 : .3>3 S;5?t A##ommod%tes @ %du$ts

TIE$UPS OF CLUB MAHINDRA FOR HOLIDAY E8CHANGE

AM RESORT CONDOMINIUMS INTERNATIONAL

28


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RI is % g$o)%$ pro+ider of $eisure

tr%+e$ ser+i#es to )usinesses %nd

#onsumers, %nd t&e (or$d(ide

$e%der in +%#%tion e9#&%nge5?ounded in ./C %s %n e9#&%nge

ser+i#e for #ondominium o(ners

#%$$ed Resort ondominiums

Intern%tion%$, "td5, RI ;ui#6$*

)e#%me % dri+ing for#e for gro(t&

(it&in times&%re, %nd &%s )een %t

t&e forefront of t&e +%#%tion

e9#&%nge industr* e+er sin#e

in#eption5 RIs #ore )usiness is

e9#&%nge of +%#%tions5 RI

pro+ides its g$o)%$ #ommunit* of

more t&%n t&ree mi$$ion times&%re

o(ners (or$d(ide (it& ;u%$it*

+%#%tion e9perien#es %t more t&%n

>@3323 destin%tions in .2/ #ountries

t&roug& RIs (ee6:for:(ee6 %nd

points:)%sed times&%re e9#&%nge

net(or6s5 RI &%s )een %t t&e

forefront of t&e times&%re e9#&%ngeindustr* for =3 *e%rs, m%int%ining

t&e &ig&est st%nd%rds of ;u%$it* %nd

e9#e$$en#e %s % gro(t& p%rtner to its

resort %ffi$i%tes5 RI is % su)sidi%r*

of W*nd&%m Wor$d(ide

orpor%tion5

20

29

T%)$e @

RCI RESORTS ACROSS WORLD

A?RIA .2=

N!RTH A0ERIA .@.

S!UTH A0ERIA =.

EUR!PE 2C@@

ASIA C=2

AUSTRA"IA AND S!UTH PAI?I =C.


35/82

RCI RESORTS IN ASIA

INDIA =

4APAN .2

SRI"ANKA 2

S!UTH EAST ASIA .>/

HINA, S!UTH K!REA TAIWAN >

?%#i$ities offered )* RI

RI offers t&ree t*pes of f%#i$ities to its mem)ers5

. St%nd%rd E9#&%nge

2 Bonus Wee6s

= Rent%$ Properties

(B) DIAL AN E8CHANGE (DAE)Di%$ %n e9#&%nge DAEM &e%d ;u%rtered in Go$d #o%st, Austr%$i% st%rted its oper%tions in t&e *e%r

.//5 It &%s gro(n to ser+i#ing o+er =C3,333 mem)ers %t % #ompounded %nnu%$ gro(t& r%te of o+er

C3J5 DAE is % (or$d(ide e9#&%nge #omp%n* (it& offi#es %$$ o+er (or$d5 Integrit* %nd &onest* is

t&e #ornerstone of DAEFs su##ess %nd is ref$e#ted in %$$ its de%$ings (it& #ustomers5 It offers o+er

2.332. resorts (or$d(ide %nd #ontinues to gro(5 DAE is % (or$d(ide time s&%re e9#&%nge #omp%n*

(it& offi#es %$$ o+er t&e g$o)e5 It uses t&is (or$d(ide presen#e to m%6e sure t&%t mem)ers &%+e

%##ess to % tru$* intern%tion%$ in+entor* of +%#%tion (ee6s %+%i$%)$e for e9#&%nge5 DAE &%s gro(n

signifi#%nt$* sin#e it first opened its doors in .//5 It offers friend$* %nd #ustomer fo#used e9#&%ngeof times&%re (ee6 in %n e%s*, %fford%)$e %nd re(%rding (%*5 It stri+es to gi+e mem)ers t&e )enefits,

+%#%tion %+%i$%)i$it* %nd t&e ser+i#e t&e* deser+e %nd %re $oo6ing for from t&eir e9#&%nge ser+i#e5

DAE mem)ers #%n %##ess $i+e %+%i$%)i$it* on$ine 2C %nd #%n se%r#&, &o$d, )oo6 %nd #onfirm in re%$

time, m%6ing t&e e9#&%nge pro#ess simp$e5 T&e m%in %d+%nt%ge is t&%t #ustomer does not &%+e to

(%de t&roug& % set of #omp$e9 ru$es to #ondu#t % tr%ns%#tion (it& DAE5 T&e m%in o)'e#ti+e of DAE

21 Sour#e (((5d%e$i+e5#om

30


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is to %dd +%$ue to t&e in+estment of its mem)ers in +%#%tion o(ners&ip %nd stri+e to )etter t&eir

produ#ts %nd ser+i#es to s%tisf* t&e gro(ing needs of +%#%tion o(ners5 DAE p$%#es its mem)erFs

needs first %nd foremost %nd t&e* %#&ie+e t&is )* offering %fford%)$e, &onest time$* ser+i#e5

DAE mem)ers&ip )enefits in#$ude

• ?REE mem)ers&ip option5

• Re#ei+e inst%nt #onfirm%tion (&en t&e e9#&%nge fee is p%id

• No guest #ertifi#%te fees

• "o( e9#&%nge fees

• P$%#e %n e9#&%nge on 2C:&our &o$d

• %n#e$$%tion Prote#tion !ption P!M offered on %$$ e9#&%nge #onfirm%tions

• B%n6 %nd S%+e option =:*e%r #redit for e+er* )%n6ed (ee6

• Bonus Time %+%i$%)$e to mem)ers

• 2C $i+e %+%i$%)i$it* on$ine

• Priorit* (%it$ist f%#i$it* in #%se of #urrent un%+%i$%)i$it*

• E9#e$$ent #ustomer ser+i#e

• True (or$d(ide +%#%tion %+%i$%)i$it*

• Dis#ounted rent%$ (ee6s in prime $o#%tions

• Inform%ti+e mont&$* e:Ne(s$etter

$u) 0%&indr% mem)ers (&o &%+e )een offered spe#i%$ offer intern%tion%$ &o$id%* #%n %+%i$ it

t&roug& DAE5 $u) 0%&indr% mem)ers #%nnot %+%i$ )onus (ee6s (it& DAE

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PROJECT PROFILE

32


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PROJECT PROFILE

T&e pro'e#t tit$ed STUDY OF PROSPECTIVE CLIENTS FOR DIFFERENT MEMBERSHIPOF CLUB MAHINDRA- is %spired to underst%nd %nd profi$e t&e $ife st*$e of t%rget group for $u)0%&indr% %nd to determine t&e #ustomer tou#& points on different mem)ers&ip p$%ns of $u)

0%&indr%5 T&e pro'e#t re;uisites %$so in#$ude identif*ing &ig&er t%rget group #on#entr%tion,

underst%nding t&eir e#onomi# $e+e$s, o##up%tion, s&opping &%)its, $eisure %#ti+ities, &o$id%*ing

fre;uen#* %nd ot&er demogr%p&i# #&%r%#teristi#s5

T&e ord%ined dur%tion of t&e pro'e#t (%s for eig&t (ee6s5 T&e de$ine%ted t%rget group #riteri% $%id out

)* $u) 0%&indr% (%s t&e out$ine of pro'e#t5 T&e t%rget group of $u) 0%&indr% in#$udes potenti%$

#ustomers (&o meet fo$$o(ing #riteri%

• Hig& in#ome group Annu%$ in#ome %)o+e Rs5 @ "%6&M

• 0%rried

• "ife st*$e #ons#ious

• Aged %)o+e =>

• Interested in $eisure %#ti+ities %nd

• Possessing &o$id%*ing &%)it (it& f%mi$*

T&e o+er%$$ pro'e#t (%s di+ided into t&ree p&%ses

.M Underst%nding t&e 0%r6eting %#ti+ities, Produ#t Prep%r%tion T(o Wee6sM

2M An%$*sis of p$%#es fre;uented )* t%rget group %nd d%t% #o$$e#tion ?i+e Wee6sM

=M Segment%tion %nd tou#& point %n%$*sis !ne Wee6M

T&e first p&%se of t&e pro'e#t in+o$+ed %#;uiring 6no($edge %)out t&e produ#t, its fe%tures, m%r6eting

%nd s%$es %#ti+ities, modes of d%t% gener%tion, inter%#ting (it& identified t%rget group )*%##omp%n*ing #ustomer dire#t s%$es offi#ers, o)ser+ing t&e inter%#ti+e s%$es present%tions in &o$id%*

(or$d %nd identif*ing #%tegor* of )usiness out$ets to )e t%rgeted for t&e stud*5 !n #omp$etion of

p&%se one t&e rese%r#& met&odo$og* (%s formu$%ted5

P&%se t(o of t&e pro'e#t in+o$+ed t(o st%ges of d%t% #o$$e#tion5 Sur+e* of de%$ers to re%ssert t&e

identified potenti%$ of +%rious s&opping #enters %nd t&e determin%tion of t&e pe%6 time of % d%* (%s

#o+ered in st%ge one5 T&is (%s fo$$o(ed )* st%ge t(o in+o$+ing #ustomer oriented sur+e* using

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e9p$i#it$* designed T%)$ets for e%#& #%tegor* of s&opping destin%tions5 T&e entire d%t% #o$$e#tion

pro#ess too6 s$ig&t$* o+er fi+e (ee6s for its #omp$etion5

P&%se t&ree in+o$+ed %n%$*sis %nd interpret%tion of t&e d%t% #o$$e#ted %s (e$$ %s o)ser+%tions m%de

during t&e sur+e*5 T&e resu$ts of sur+e* (ere #onso$id%ted to e%si$* underst%nd%)$e form%t %nd

su)st%nti%ted (it& $ogi#%$ re%soning %nd suggestions to %#&ie+e t&e pro'e#t re;uisites5

!n #omp$etion of pro'e#t %n inter%#ti+e present%tion (%s m%de (it& t&e $u) 0%&indr% offi#i%$s %t

)r%n#& %nd #orpor%te $e+e$ for %ssessment5 T&e resu$ts of pro'e#t undert%6en %re e9p$%ined in t&e

sessions %&e%d5

34


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RESEARCH METHODOLOGY

35


41/82

RESEARCH METHODOLOGY." R'&*


42/82

. T:? 06 &&

T&ere %re t(o t*pes of D%t%

.." P*+/&*: &&

Prim%r* D%t% (%s used for t&is sur+e*5 uestionn%ire met&od &%d )een #&osen to #o$$e#t t&e d%t%

)e#%use of $o( #ost, free from t&e )i%s of ot&er inter+ie(er %nd respondent5

C099


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• O- ;0- ?*0/0*' &


44/82

.% F+9 >0*3

?or fie$d (or6 Pune #it* (%s se$e#ted %s t&ere one #%n find #$uster of prospe#ts %t mentioned p$%#es5

?o$$o(ing %#ti+ities %re done during fie$d (or6

• Visiting t&e p$%#es ,setting up %ppointments (it& t&eir m%r6eting m%n%ger for promotion%$ tie ups

• Super+ision of t&e p$%#es (&ere promotion%$ %#ti+ities %re %$re%d* running5

39


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RELEVANT STATISTICS AND DIAGRAMS

40


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D%t% g%t&ering for t&e pro'e#t (%s fo#used on t&e d%t% t&%t (%s gi+en )* t&e #omp%n*5 T&e d%t%

in#$uded t&e n%mes %nd num)ers of t&e e9isting #ustomers %nd t&e potenti%$ #ustomers5 Appointment

&%d to )e fi9ed (it& t&e #ustomers %nd t&en t&e sur+e* (%s to )e #%rried out )* meeting t&em %t t&eir

respe#ti+e %ddresses pro+ided )* t&e #omp%n* itse$f5 uestionn%ires (ere designed to e9p$i#it$*

deri+e resu$ts from #ustomers )* +isiting e%#& of t&em5 T&e #ustomer inter#ept mode of sur+e*ing

permitted e%sier inform%tion pro)ing %s (e$$ %s %+oided defe#ts of ot&er uno)trusi+e d%t% #o$$e#tion

me%ns5

%." MARKETING 1 SALES OVERVIEW

0%r6eting in $u) 0%&indr% &o$id%*s &%s t&e fo$$o(ing %re%s in fo#us5

.M A#;uisition

2M Br%nding

=M 0%r6et rese%r#&CM 0em)er 0%r6eting

>M Pu)$i# Re$%tions

F+5-* "

A#;uisition is t&e most #riti#%$ p&%se in t&e )r%n#& $e+e$5 It is t&e pro#ess of gener%ting ne(

#ustomers for $u) 0%&indr%5 T&e #ore pro#ess of gener%ting ne( #ustomers in+o$+es d%t%

gener%tion %#ti+it* in (&i#& t&is pro'e#t is fo#used5 T&e d%t% gener%tion %#ti+it* #%n )e di+ided into

t&ree st%ges %s s&o(n in figure )e$o(

22 Sour#e 0%r6eting Dep%rtment, $u) 0%&indr%

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STEP "= DATA GENERATION ACTIVITY

D%t% gener%tion )egins (it& initi%ting tie:ups in $o#%tions (&ere footf%$$s of potenti%$ #ustomers %re

e9pe#ted5 A#ti+ities %re #%rried out in different $o#%tions (&ere t&e fre;uen#* of +isits )* t%rget

group is &ig& so t&%t t&e m%r6eting te%m #%n %#&ie+e m%9imum re%#& to t&e t%rget group5 To dr%( in

#ustomers for t&e d%t% #o$$e#tion pro#ess +%rious #ontest %nd e+ents %re org%ni7ed5 D%t% gener%tion%#ti+ities %re gener%$$* #%rried out in fo$$o(ing $o#%tions

.M S&opping 0%$$s2M Petro$ Pumps=M P%r6ing Are%sCM Tie ups (it& Premium #%r De%$ers>M Tie ups (it& 4e(e$ers rest%ur%nts@M $u)s Asso#i%tionsM re%ting So#i%$ g%t&ering in ?$%ts Ap%rtments )* org%ni7ing e+ents5M 0em)er referr%$

D%t% gener%tion %#ti+ities #%n )e #%rried out in t&ree (%*s

• Autopi$ot mode

• !utpost #onsu$t%nt mode5

• Response )%sed %#ti+it*

Autopi$ot initi%ti+es %re #%rried out indire#t$* (it&out in+o$+ing % $u) 0%&indr% represent%ti+e for

t&e d%t% gener%tion pro#ess5 Gener%$$* in t&is #%se %ssist%n#e of firms (it& (&i#& tie ups %re m%de

(i$$ )e uti$i7ed for d%t% #o$$e#tion5 E5g5 Re;uesting #ustomers to fi$$ up $u) 0%&indr% $e%d

gener%tion forms in )i$$ing se#tion of %n %pp%re$ s&o(room5 !utpost #onsu$t%ntFs mode in+o$+es$u) 0%&indr% represent%ti+es (&o %re emp$o*ed (it& t&e %ssignment of gener%ting ;u%$ified $e%ds

to % desired $e+e$ t&roug& d%t% gener%tion %#ti+ities in $o#%tions $isted %)o+e5 u%$ified $e%ds %re

t&ose prospe#ti+e #ustomers (&o )e$ong to t&e &ig& in#ome #%tegor*, $ife st*$e oriented, possessing

&o$id%*ing &%)its %nd interested in $eisure %#ti+ities5 !utpost #onsu$t%nts %re emp$o*ed for mont&$*

s%$%r* (it& perform%n#e )%sed in#enti+es5 T&e entire %#ti+ities of !PFs %re monitored )* t&e

m%r6eting te%m of #$u) 0%&indr%5Response )%sed %#ti+it* in+o$+es $e%d gener%tion )* initi%ting #ustomer to respond to %d+ertisement

or spe#i%$ offers pro+ided )* $u) 0%&indr%5 T&e response of #ustomer is re#ei+ed )* m%r6eting

m%n%ger %nd t&e potenti%$ #ustomer inform%tion is #on+e*ed to DS!Fs5

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STEP = DATA ENTRY

T&e d%t% #o$$e#ted t&roug& %utopi$ot mode %nd )* !PFs (i$$ )e used to prep%re % d%t% )%se of

prospe#ti+e #ustomers5 Prospe#ti+e #ustomers %re s#reened )%sed on fo$$o(ing p%r%meters

o 0%rit%$ St%tuso !##up%tion

o Age

o Ve&i#$e !(ned

T&e d%t% )%se is for(%rded to t&e te$em%r6eting te%m in &o$id%* (or$d %nd )r%n#& offi#e5

STEP #= TELE MARKETINGT&e d%t%)%se of prospe#ti+e #ustomers is &%nded o+er to t&e te$e:#%$$ing dep%rtment (&i#& re+ie(

%nd e+%$u%te t&e potenti%$ of t&e t%rget %udien#e5 T&e te$e:#%$$ing dep%rtment oper%tes sep%r%te$* for

&o$id%* (or$d %nd DS!Fs5 To t%rget % segmented #$uster it s&ou$d )e identifi%)$e, suffi#ient, st%)$e

or gro(ing %nd %##essi)$e5 !n identif*ing t&e t%rget group t&e* %re in+ited to &o$id%* (or$d for %tour or %ppointments %re m%de for DS!Fs5

SALES IN CLUB MAHINDRA

S%$es pro#ess in $u) 0%&indr% in+o$+es four di+isions %s indi#%ted in figure >52 )e$o(

?igure 22=

.M C-'0/* D+*


49/82

2M H09+&: W0*9 (HW)= T&e &o$id%* (or$d of $u) 0%&indr% fo#uses on #ustomer orient%tion5 It#onsists of % dedi#%ted te%m (&i#& stri+es to %#&ie+e re#ognition for t&e #on#ept of times&%re %mong

potenti%$ #ustomers5 T&e m%in fun#tion of &o$id%* (or$d is to gener%te s%$es5 Tours %re t&e most

#riti#%$ %spe#t in t&e &o$id%* (or$d5 A tour is % present%tion in (&i#& t&e &o$id%* #onsu$t%nt (i$$

demonstr%te t&e #omp%n*, produ#t, )enefits, fe%tures et#5 to #ustomers $e%ding to de%$ #$osure5

=M D+*


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?igure .2C

HIERARCHY OF MARKETING 1 SALES TEAM?igure C2>



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THE HOLIDAY WORLD

Ho$id%* (or$d is % di+ision of $u) 0%&indr% t&%t fo#uses on #ustomer orient%tion5 It #onsists of %

dedi#%ted te%m (&i#& stri+es to %#&ie+e re#ognition for t&e #on#ept of times&%re %mong potenti%$

#ustomers5 !ne of t&e m%'or fun#tions of &o$id%* (or$d is Tour-5 Tour is %n %#ti+it* of form%$$*

presenting t&e #omp%n*, produ#t, )enefits et#5 to #ustomers $e%ding to de%$ #$osure5 Ho(e+er produ#ts%$e in &o$id%* (or$d is not restri#ted (it&in it, Ho$id%* #onsu$t%nts %$so meet potenti%$ #ustomers

outside offi#e %fter m%6ing %ppointments in e9#eption%$ #%ses5 T&e &o$id%* (or$d is &e%ded )* %

Venue m%n%ger5 T&ere %re t(o dep%rtments fun#tioning in t&is s*stem, m%r6eting s%$es5 T&e

m%r6eting dep%rtment is in+o$+ed in $e%d gener%tion %#ti+ities %nd te$e:#%$$ing to m%p do(n t&e

prospe#ti+e #ustomers5 T&ere %re t(o te$e:#%$$ing te%ms of four mem)ers e%#& oper%ting under %

super+isor5 E%#& te$e:#%$$er m%6es %t $e%st fort* #%$$s per d%*5 T&e s%$es dep%rtment &%s t(o dedi#%ted

tour t%6ing te%ms under t&e guid%n#e of % t%6eo+er m%n%ger for e%#&5 T&e te%m in#$udes t&ree

&o$id%* #onsu$t%nts5 Tour t%6ing te%m tries to f%mi$i%ri7e t&e #ustomer (it& t&e produ#t, time s&%re

#on#ept, fe%tures, )enefits et#5 %nd gener%te s%$es5

TOUR PRESENTATION 1 SALES CLOSING

Tours %re t&e most #riti#%$ %spe#t in t&e &o$id%* (or$d5 T&ese tours %re #%rried in W%+es-5 W%+es

in+o$+e % #$uster of t(o or t&ree f%mi$ies in+ited to &o$id%* (or$d in % p%rti#u$%r time5 Tour is % t&ree

st%ge pro#ess %s e9p$%ined )e$o(5

STAGE . PREPARAT!R1 PHASE

o Introdu#tion

o ustomer ps*#&e e+%$u%tion r%pport )ui$ding

STAGE 2 PRESENTATI!N PHASE

o omp%n* introdu#tion

o E9p$%n%tion of times&%re #on#ept

o Produ#t present%tion

o ?e%tures )enefits

o Demonstr%tion of Produ#t using +ideos p&otogr%p&s

o Se%son ott%ge Si7e e9p$%n%tion

STAGE = ASSI0I"ATI!N PHASE

o ost in+o$+ed AS?

o $osing t&e s%$e

T&e dur%tion of tour (i$$ +%r* from C> minutes to @3 minutes5 T&e prep%r%tor* p&%se %nd

present%tion p&%se of t&e tour (i$$ )e &%nd$ed )* &o$id%* #onsu$t%nt5 T&e &o$id%* #onsu$t%nt )ui$ds %

r%pport (it& t&e #ustomer (&i$e e9p$%ining t&e produ#t, its )enefits %nd fe%tures5 !n #omp$etion of

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t&e first t(o p&%ses t&e tour is &%nded o+er to t&e t%6eo+er m%n%ger for %ssimi$%tion p&%se (&ere

&es&e f%mi$i%ri7e t&e #ustomer to t&e #ost of produ#t, e;u%ted mont&$* inst%$$ments %nd t&e %nnu%$

m%inten%n#e #ost5 T&e te%m (i$$ stri+e to #$ose t&e de%$ on #omp$etion of t&e tour5

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%. SURVEY STATISTICS

T&e det%i$s of t&e sur+e* popu$%tion %nd t&e t%rget group identified %re $isted in t&e fre;uen#* t%)$e

52 s&o(n )e$o(5 T&e tot%$ sur+e* popu$%tion #onsisted of =3C respondents %mong (&i#& .>/ met

t&e t%rget group #riteri% of $u) 0%&indr%5 T&e t%)$e %$so pro+ides inform%tion on t&e per#ent%ge of

t%rget group identified t&roug&out t&e sur+e*

T%)$e

SURVEY STATISTICS

R'?0' F*-25=3J

Dis;u%$ified .C> C53J

Tot%$ sur+e* popu$%tion =3C .33533J

!ut of t&e tot%$ sur+e*ed popu$%tion C5J (ere dis;u%$ified %nd >25=J fu$fi$$ed t&e t%rget group

#riteri% of $u) 0%&indr%5

%.# MARITAL STATUS OF TOTAL SURVEYED POPULATION

T&e m%rit%$ st%tus of t&e tot%$ sur+e*ed popu$%tion is gi+en in t%)$e 5=

T%)$e

MARITAL STATUS

STATUS PERCENTAGE

0ARRIED >J

BAHE"!RS .>J

Among t&e tot%$ sur+e*ed popu$%tion >J of t&e respondents (ere m%rried %nd .>J (ere )%#&e$ors5

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%.@ GENDER BASED CLASSIFICATION OF TARGET GROUP

T&e gender )%sed per#ent%ge of t%rget group is depi#ted in t%)$e 5C

T%)$e /

GENDER BASED PERCENTAGE OF TARGETGROUP

GENDER PERCENTAGE

?E0A"E 23533J

0A"E 3533J

%.% PERCENTAGE OF TARGET GROUP IDENTIFIED IN SHOPPINGMALLS

?or t&e purpose of identifi#%tion of t%rget group %s of no( I #&ose t(o of PuneFs reno(ned s&opping

m%$$s5 T&e* %re Big B%7%%r 0%$$ %nd Pune entr%$ m%$$5 Bot& t&e s&opping m%$$s (ere in#$uded in

t&e stud* %s s&opping m%$$s %re in#re%sing$* )e#oming % fre;uented destin%tion (it& %mp$e )r%nded

s&o(rooms (&i#& %ttr%#ts $ifest*$e #ons#ious t%rget group of $u) 0%&indr%5 T&e per#ent%ge of

t%rget group identified from e%#& s&opping m%$$ is e+iden#ed in t%)$e 5/ )e$o(5

T%)$e .3

PERCENTAGE OF TARGET GROUP

IDENTIFIED IN SHOPPING MALLSBUSINESS OUTLET PERCENTAGE

BIG BAAAR 0A""

K!THRUD=5>J

PUNE ENTRA" 0A"",

SHIVA4INAGAR C52J

!n e+%$u%ting t&e d%t% #o$$e#ted from )ot& t&e s&opping m%$$s it (%s found t&%t Pune entr%$ 0%$$

&%+e % &ig&er t%rget group foot f%$$ of C5J (&i$e Big B%7%%r &%+e =5>J t%rget group foot f%$$5

%. PERCENTAGE OF TARGET GROUP IDENTIFIED IN HOMEAPPLIANCES SHOWROOMS

To stud* t&e #ustomers +isiting +%rious &ome %pp$i%n#es s&o(rooms, t&ree )usiness out$ets (ere

identified5 It in#$uded t&ree e9#$usi+e )r%nded s&ops %nd t(o mu$ti )r%nd out$ets5 T&e )r%nded out$ets

(ere Son*, "G %nd S%msung5 T&e per#ent%ge of t%rget group identified in e%#& &ome %pp$i%n#e

s&o(room is e9pressed in t%)$e / gi+en )e$o(5 Among t&e sur+e*ed )r%nded s&o(rooms S%msung

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re#orded .33J t%rget group footf%$$ (&i$e Son* %nd "G re#orded >3J %nd ==5==J of t%rget group

foot f%$$ respe#ti+e$*5

T%)$e ..

PERCENTAGE OF TARGET GROUPIDENTIFIED

BUSINESS OUTLET PERCENTAGE

"G SH!PPE ==5==J

SA0SUNG .33533J

S!N1 >3533J

%. PERCENTAGE OF TARGET GROUP IDENTIFIED IN WATCH

SHOWROOMS

W%t#& S&o(rooms (ere %$so #onsidered for t&e stud*5 T&ree Br%nded s&o(rooms in t&e #it* (ere

identified for t&e sur+e*5 T&e s&o(rooms sur+e*ed in#$ude Time9, Wor$d of Tit%n, Time f%#tor*5 T&e

per#ent%ge of t%rget group identified from e%#& s&op is depi#ted in t%)$e 5.2 s&o(n )e$o(5

Time9 (&i#& is % de%$er in se+er%$ )r%nded #%tegories of (%t#&es re#orded .33J t%rget group foot

f%$$ fo$$o(ed )* (or$d of tit%n (it& >3J %nd Time f%#tor* (it& ==5=J5

T%)$e .2

PERCENTAGE OF TARGET GROUPIDENTIFIED IN WATCH SHOWROOMS

BUSINESS OUTLET PERCENTAGE

TI0E ?AT!R1 ==5==J

Time9 .33533J

Wor$d !f Tit%n >3533J

%. PERCENTAGE OF TARGET GROUP IDENTIFIED IN CAR SHOWROOMS

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T&e +e&i#$e used )* #ustomers form m%in #riteri% for $ife st*$e )%sed segment%tion of t%rget

group &en#e #%r s&o(rooms (ere %$so #onsidered for sur+e*5 Si9teen #%r s&o(rooms )e$onging

to %$$ #$%ss of +e&i#$es (ere sur+e*ed5 ustomer inter%#tion (%s permitted on$* in se+en

s&o(rooms %nd %$$ of t&em re#orded .33J t%rget group foot f%$$5

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DATA ANALYSIS

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DATA ANALYSIS AND INTERPRETATION=$

T&e %n%$*sis to m%p out t%rget group #on#entr%tion (i$$ )e )%sed on fo$$o(ing four p%r%meters

.M T&e per#ent%ge of sur+e* popu$%tion %nd t%rget group identified from t&e d%t%5

2M Segment%tion )%sed on !##up%tion

=M Segment%tion )%sed on Annu%$ f%mi$* in#ome

CM Segment%tion )%sed on %rs used

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(A) PERCENTAGE OF SURVEY POPULATION AND TARGET GROUP IDENTIFIEDFROM DATA PROVIDED

T&e det%i$s of t&e sur+e* popu$%tion %nd t&e t%rget group identified %re $isted in t&e fre;uen#* t%)$e )e$o(

T%)$e .=

SURVEY STATISTICS

R'?0' F*-25=3J

Dis;u%$ified .C> C53J

Tot%$ sur+e* popu$%tion =3C .33533J

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DATA INTERPRETATION=$In t&e sur+e* done % s%mp$e si7e of =3C prospe#ts &%+e )een t%6enfrom (&i#& >25=3J is % t%rgeted group identified t&%t #omes to .>/ prospe#ts %nd C53J %re

dis;u%$ified t&%t #omes to t&e figure of .C>5

(B) SEGMENTATION OF TARGET GROUP BASED ON OCCUPATION

B%sed on t&e different t*pes of o##up%tion, t&e t%rget group identified #%n )e #$%ssified into fi+e

different groups %s $isted )e$o( in t%)$e /5>

T%)$e .C

OCCUPATIONAL SEGMENTATIONOF TARGET GROUP IDENTIFIED

TYPE PERCENTAGE

BUSINESS C35J

PR!?ESSI!NA"S 25/=JWHITE !""AR 253CJ

0I"ITAR1 .5/J

AGRIU"TURE .52@J

PERCENTAGE

BUSINESS

PROFESSIONALS

WHITE COLLAR

MILITARY

AGRICULTURE

DATA INTERPRETATION:In t&e identified t%rget group C35J of potenti%$ #ustomers (erefrom Business )%#6ground, fo$$o(ed )* profession%$s (it& 25/=J s&%re, (&ite #o$$%r (it& 253CJ

s&%re, mi$it%r* (it& .5/J s&%re %nd %gri#u$ture (it& .52@J s&%re5 It is #$e%r$* e+ident from t&e t%)$e

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t&%t m%'orit* of sur+e*ed popu$%tion (&o fu$fi$$ed t%rget group #riteri% of $u) 0%&indr% is from

Business #$%ss5 T&e m%'or s&%re of t%rget group identified )e$ongs to t&ree #%tegories n%me$*

)usiness, profession%$s %nd (&ite #o$$%r5

(C) SEGMENTATION OF TARGET GROUP BASED ON INCOME GROUP

T&e in#ome group to (&i#& t&e t%rget group 6e*ed out )e$ongs to #%n )e used for identifi#%tion of

potenti%$ #ustomers5 T&e t%rget group identified (%s #$%ssified into t&ree segments )%sed on t&eir

%nnu%$ f%mi$* in#ome5 T&e det%i$s of #$%ssifi#%tion is %s $isted )e$o(

T%)$e .>

S9. N0 GROUP INCOME RANGE

. GR!UP . A)o+e Rs5 .3 "%6&s

2 GR!UP 2 Bet(een Rs5 to .3 "%6&s

= GR!UP = Bet(een Rs5 @ to "%6&s

!n %n%$*sis of t&e d%t% #o$$e#ted it (%s found t&%t 5J of t&e t%rget group identified )e$ongs to

Group ., C>5/J )e$ongs to Group 2 %nd C>5=J of t&em )e$ong to Group =5 T&e per#ent%ge

#ontri)ution to e%#& in#ome group is e9pressed in t%)$e .C )e$o(

T%)$e .@

INCOME CATEGORY TO WHICHTARGET GROUP IDENTIFIED BELONGS

GROUP PERCENTAGE

GR!UP . 53J

GR!UP 2 C>5/3J

GR!UP = C>5=3J

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9%

46%

45%

PERCENTAGE

GROUP 1

GROUP 2

GROUP 3

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(D) SEGMENTATION OF TARGET GROUP BASED ON CARS USED

T&e t*pe of +e&i#$e o(ned )* t%rget group is one of t&e m%'or #riterions for identifi#%tion of

potenti%$ ustomers5 !n t&e )%sis of t&e (ort& of t&e +e&i#$e, #%rs (ere #$%ssified into t&ree

#%tegories %s indi#%ted in T%)$e /5.C

T%)$e .

S9. N0 CLASS OF VEHICLE WORTH OF THE CAR

. $%ss A A)o+e Rs5 "%6&s

2 $%ss B Bet(een Rs5 > to "%6&s

= $%ss "ess t&%n Rs5 > "%6&s

B%sed on t&e %)o+e mentioned #riteri% t&e identified t%rget group (%s %n%$*7ed to segment t&em into

t&e t&ree #%tegories %s s&o(n in t%)$e /5.> )e$o(

T%)$e .

TARGET GROUP SEGMENTATIONBASED ON CARS USED

CATEGORY PERCENTAGE

"ASS A .J

"ASS B C.J"ASS C2J

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Sales

CATEGORY

CLASS A

CLASS B

CLASS C

DATA INTERPRETATION:!n e+%$u%tion it (%s found t&%t .J of t&e tot%$ t%rget groupsidentified (%s using $%ss A +e&i#$es (&i$e C.J of t&em (ere using $%ss B %nd C2J (ere using

$%ss +e&i#$es5

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HOLIDAY FREQUENCY OF TARGET GROUP

T&e &o$id%*ing fre;uen#* of t%rget group identified is e9pressed in t&e t%)$e /52= s&o(n )e$o(

T%)$e ./

HOLIDAY FREQUENCY OF TARGET GROUP

FREQUENCY PERCENTAGE

!NE IN A 1EAR C5/.J

!NE IN SI< 0!NTHS .35@/J

!NE IN TW! 1EARS =5J

!NE IN THREE 0!NTHS 35@=J

PERCENTAGE

ONCE IN A YEAR

ONCE IN SI MONTHS

ONCE IN TWO YEARS

ONCE IN THREE MONTHS

DATA INTERPRETATION=:T&e &o$id%* fre;uen#* of C5/.J of t&e t%rget group identified ison#e in % *e%r (&i$e .35@/ J of t%rget group &%+e % &o$id%* fre;uen#* of on#e in si9 mont&s5 !n$*

=5J of t&e t%rget group possesses % &o$id%* fre;uen#* of on#e in t(o *e%rs5 T&is imp$ies t&%t

m%'orit* of t&e t%rget group identified (ou$d $i6e to &o$id%* on#e in % *e%r5

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PREFERRED NE8T HOLIDAY DESTINATION OF TARGET GROUP

T%)$e 23

PREFERRED HOLIDAY DESTINATION OFTARGET GROUP IN INDIA

DESTINATION PERCENTAGE

0UNNAR [email protected]

G!A .>5>J

!!RG .C5=J!!T1 .C5=J

THEKKAD1 @5&g

mahindra holidays project

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