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 worlds 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, Indias 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 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

PEST
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

(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

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

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

SWOT
(clockwise from top left)
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

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

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
Revenue Turnover Profit After Tax Earnings Per Share Paid Up Equity Share Capital

Rs. 48712.53 lakhs

Rs. 52245 lakhs Rs. 10276 lakhs Rs. 12.30 Rs. 8360.57 lakhs

Rs. 57382.98 lakhs

Rs. 62,155.72 lakhs Rs. 10464.05 lakhs Rs. 12.49 Rs. 8384.56 lakhs

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
Total number of rooms for accommodation is too less Lifetime membership but has a validity of only 25 years Cant be afforded by the middle class people Issue of non-inflationary annual rates Too many complaints Grievance redressal is also questioned

SWOT
(clockwise from top left)
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

Increase in competitors like Country Club which offers membership for a lesser duration Foreign holiday resort companies like Coxs and Kings setting up base 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