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MARKETING RESEARCH PROPOSAL

FOR
MAHINDRA HOLIDAYS & RESORTS INDIA LIMITED

By
GROUP 8

Table of Contents

1. Management Problem
A. Problem Definition
B. Objectives
C. Background
I.

Historical Background
a. Products and services
b. About Mahindra : Sales and profit history
c. Description of current marketing offers

II.

Consumer Analysis
a. Identified market segments
b. What needs does our resort serve
c. Features most important to customers

III.

Competitor Analysis
a. Identify the competition
b. Competitive advantages/ disadvantages

2. Overview of Primary Research


A. Research Objectives
B. Information Supplied as a Result of Research
C. General Research Approach Taken and why

3. Methodology
A. Specification of Information Sources
B. Specification of Data Collection
C. Overview of Sampling Plan

4. Limitations of the Proposed Research


5. Estimation of Time Requirements

1. Management Problem
A. Problem Definition
There has been a decline in the number of tourists and length of stay of these tourists in the Resort
during the past three years whereas the industry trends have rather indicated that the overall tourist
trade was expanding and growing at a rapid pace. Therefore, the Club Mahindra Resorts
management needs to study the attitude of tourists and the reason behind lower footfall and duration
of stay of tourists in the Resort and the causes for declining sales. Also, It needs to understand the
changing consumer demands and expectations and how to differentiate its services and facilities to
enhance its tourist base i.e. attract greater number of tourists.

B. Objectives

To determine the factors taken into consideration by tourists while deciding on a resort to
stay during vacations or various recreational activities (Consumer Analysis)

To study the gap between the perceived and the actual services at MHRIL.

To measure the variables adopted by competitors to increase their tourist base thereby
increasing the market share (Competitor Analysis)

To analyse the findings from the literature (Secondary Data) to support the current and
upcoming operations and come up with areas of improvement.

C. Background
I.

Historical Background
a. Products and services

Mahindra Holidays & Resorts India Ltd., (MHRIL) is a part of the Hospitality Sector of the
Mahindra Group. Started in 1996, the companys flagship brand Club Mahindra Holidays,
currently has over 150,000 members and at least 38 resorts in India and 5 resorts abroad.
When Club Mahindra was launched in 1996, the concept of vacation ownership was not only
viewed with scepticism but was also relatively nascent in India. However, over the past two
decades, Club Mahindra has done much to change that perception with its world-class properties
and unique holiday experiences. The fact that they are Indias leading vacation ownership company
with over 1, 60,000 members, is a clear validation of its success and this fresh new brand identity
reflects its renewed focus on delivering the best vacations to its members across the country.
Club Mahindra has defined the vacation ownership category in India by continuously setting new
standards. The 8th largest vacation ownership company in the world, Club Mahindra is evolving as
the Indian consumer seeks newer holiday experiences. Hence, they are opening new resorts, have
introduced a new online booking system and they have also introduced new experiences for families
at our resorts. Their change of brand identity goes much deeper than just the change of symbol.

With 41 resorts across the country and overseas, Club Mahindra has created a wide footprint not
limited to the borders of India. The resorts in Dubai, Bangkok, Kaula Lumpur and Innsbruck
(Austria) are an endeavour to accommodate the evolving aspirations of the ever growing member
base.
b. About Mahindra Holidays (sales and profit history)
Mahindra Holidays & Resorts India Ltd. (MHRIL), a part of the Mahindra Group, was founded in
1996 to provide holidays on a timeshare basis. MHRIL includes the brands Club Mahindra
Holidays, Club Mahindra Travel, Club Mahindra Fundays, Mahindra Homestays and Zest.
Club Mahindra started with a single resort in Munnar in 2007. Presently, the company has over 43
resorts in India and abroad. In 2013, it was reported that the company is working towards acquiring
and building additional resorts all over the world.[1]
Club Mahindra is also a Resorts Condominium International (RCI) affiliate. As of 2013, thirteen of
the Club Mahindra resorts were bestowed with the RCI "Gold Crown" rating Mahindra Holidays &
Resorts India Ltd. (MHRIL), a leading player in the leisure hospitality industry, offers quality
family holidays primarily through vacation ownership memberships. While Club Mahindra is the
flagship brand, the other brands offered by the Company are Club Mahindra Fundays and Club
Mahindra Travel.
Club Mahindra has 41 resorts in India and abroad. In India the resorts are located in Puducherry,
Masinagudi, Kodaikanal (2 resorts), Ooty (2 resorts), Ashtamudi, Binsar (2 resorts), Madikeri
(Coorg), Virajpet (Coorg), Corbett, Dharamshala, Gangtok, Gir, Goa (2 resorts), Kumbhalgarh,
Munnar, Naukuchiatal, Nawalgarh, Shimla, Udaipur, Manali, Thekkady, Yercaud, Mussourie,
Kanatal, Kumarakom, Baiguney, Kandhaghat, Mahabaleshwar, Jaisalmer, Cherai, Poovar and
Tungi (Lonavala). International resorts are in Dubai, Bangkok, Pattaya, Kaula Lumpur and Austria.
The Mahindra Group focuses on enabling people to rise through solutions that power mobility,
drive rural prosperity, enhance urban lifestyles and increase business efficiency.
A USD 16.2 billion multinational group based in Mumbai, India, Mahindra employs more than
160,000 people in over 100 countries. Mahindra operates in the key industries that drive economic
growth,
enjoying
a
leadership
position
in tractors, utility
vehicles, Information
Technology and vacation ownership. In addition, Mahindra enjoys a strong presence in
the agribusiness, aerospace, components, consulting services, defence, energy, financial services,
industrial equipment, logistics, real estate, retail, steel, commercial vehicles and two
wheeler industries.
c. Description of current marketing efforts
In 2012, Mahindra featured on the Forbes Global 2000 list, a listing of the biggest and most
powerful listed companies in the world. In 2013, the Mahindra Group received the Financial Times
Boldness in Business Award in the Emerging Markets category.

Mahindra Holidays & Resorts India Limited (MHRIL), leading leisure hospitality service provider,
today announced the setting up of 7 new Club Mahindra resorts in Gujarat. Towards this end,
MHRIL today signed an MOU with the Government of Gujarat on the sidelines of the Vibrant
Gujarat initiative.
As part of the MoU, Mahindra Holidays will invest approximately Rs. 210 Crs in the state. The
company will establish 600 units across these seven locations, which will generate over 1200 jobs
in the state. The resorts will be set up in Saputhara, Polo Forest, Shivrajpur, Madhavpur, Suvali
Beach, Nalsarovar, and Jamboghoda.
Gujarat is a growing tourist hub attracting almost 1.65 crore visitors and tourists annually. It offers
an eclectic mix of culture and geography with its beaches, forests, and deserts. Mahindra Holidays
with its wide range of products and experience in hospitality will help further enhance Gujarats
image as a tourism destination.
Furthermore, Gujaratis form a large and important part of the membership of Club Mahindra.
Development of resorts in Gujarat will be well received by them. This is true also for the growing
customer base of Club Mahindra.

II.

Consumer Analysis
a. Identified market segments

It will serve the middle class and rich middle class segment in particular at large mainly earning 810 lakhs per annum.
It will cater to the people looking for great hospitality and holiday experience by serving them the
best of cuisine and host of other activities. It is also targeting the businessmen and other
professionals and organisations serving them in various associations, business meetings, outreach
programs and conferences that take place over the year and provide them with special
arrangements.
b. What needs does our resort serve
It aims to satisfy the hospitality and entertainment needs of the families visiting for holidays and
other recreational activities. It provides special attraction for kids by offering various sports related
activities both indoors and outdoors as well as provision for video games. It also has unique fun
filled adventurous activities for youth like- rappelling. It serves the needs of the organizations by
organizing state level conferences.
It provides a range of spa treatments, ayurvedic therapies and facilitates fitness activities. It
provides a beautiful backdrop for various events. Also they have a wide garden area and offer
special arrangements for brunches there.

c. Features most important to customers


Delectable cuisines and comfortable stay is what makes people keep coming back. Various events
and facilities for fitness programmes as well as spa is another element. Visitors look for cleanliness,
lush green environment giving them a feel of being close to nature as well as hospitable staff which
is always available at their beck and call.
1) More visibility and attract people using online coupons using social media and websites like
group on.
2) It serves many customer needs offering a host of activities and serving the customers as
great hospitality providers.
III.

Competitor Analysis
a. Identify the competition

Club Mahindra being a big name in the industry has massive competition from Thomas Cook, Cox
and Kings, Country Club Inn, Jaypee Residency etc. These are brand names which in certain
situations are preferred by the people above club Mahindra because of various reasons like their
greater brand reach and awareness, brand name, been a quality service provider for a long time, etc.
The reasons have to be made clear with this research to make improvements in the already prevalent
facilities of the resort.
b. Competitive Advantages/Disadvantages
Club Mahindra apart from being a luxury holiday choice provides its customers with customized
holiday packages and good services ranging from travel to accommodation as well as with good
packages. Some points we want to clarify upon with this research are the problems regarding the
locations of Club Mahindra resorts which are supposedly far from the city so connectivity becomes
difficult for the people.
Since they provide very lucrative offers for weekends and holidays, but they also need to ensure
that the customers can conveniently avail those offers and be benefitted from them. Thereby,
increasing the brand value of Club Mahindra. Some popular holiday places need to be taken care of
especially for service and bookings and making the customers holidays successful also taking care
of new facilities like Wifi, pool and other luxury facilities.
2. Overview of Primary Research
A. Research Objectives

Identify the current trends and expected future trends of the hotel industry.
Identify the sources of revenue in Club Mahindra.
Identify the activities available in and around the resort.

Identify the problems faced by the resort leading to the decline in the revenues.
Assess the general awareness level, knowledge, and patronage of target markets, the
general public towards Club Mahindra.
Assess the visitors satisfaction level during their stay at the resort of Club Mahindra.
Assess the satisfaction level of the members of Club Mahindra.
Examine the perception of target markets towards Club Mahindra.
Identify the needs and motives for staying at the resort.
Generate insights and ideas to increase the revenue of Club Mahindra.

B. Information to be supplied as a result of the research

Provide a list of activities of the resort that are contributing to the revenue.
Providing a list of activities that are resulting in the footfall of tourists.
Provide a general understanding of the satisfaction level of the visitors and members
of the Club Mahindra.
Provide a summary statement of the awareness level of the resort by target markets.
Provide data on the needs and motives tourists have for staying at the resort.
Provide insights and ideas on how to increase the visitors at the club.
Provide ideas on how to make the visitors stay at the resorts for a longer duration.

3. Methodology
A. Specification of Information Sources
Secondary data such as MHRIL Annual Reports for last 3 years and the website of
Club Mahindra to gather information about the most important sources of revenues
and facilities available in the Resort.

To conduct exploratory study to know about competitors strategy and the basic
needs of the visitors visiting the resort.

Organizing a survey for knowing the various factors which tourists consider while
selecting a resort and how can the number of visitors coming to the resort per month
can be increased as well as the length of stay of tourists in the resort. Also to know
about the brand awareness of the resort and how Advertisements can be used to
achieve greater Brand Equity.

Discuss the problem with the Industry Experts to get an insight into the changing
Macro Economics trends and changing consumer lifestyle.

Additional facilities to be included to differentiate it with respect to its competitors


thus increasing its overall revenue.

B. Specification of Data Collection

To collect data from visitors of MHRIL in the form of a Questionnaire while they
check in the Resort and get their feedback when they check out from the Resort.

Face to face interview can also be conducted with the visitors to know about their
preferences and what all they expect from the resort in terms of hospitality and other
facilities and whether they are satisfies or not.

To know why visitors prefer other competitors of Club Mahindra over it by using
Questionnaires to be filled by tourists staying in other resorts and Air travelers who
choose to stay in one of these resorts.

To evaluate the awareness of the brand MHRIL amongst the tourists using the above
survey.

C. Overview of Sampling Plan


We will be using Random Sampling method targeting the general public of the area as well as the
visitors preferring one or the other resort as part of their holiday destination. A sample of 60
respondents would be taken from among the tourists visiting various resorts and prospective visitors
to the resort to know about its brand awareness and localities to know about the major economic
changes impacting the footfall & revenues of the resort.
The target market would be medium income group to Elite class. Survey would be conducted
through Questionnaires and face to face interviews and focus groups. Questionnaire also studies the
major features preferred by the visitors and those offered by competitors to attract more customers.
4. Limitations of the research

Availability of Respondents locally who have already visited the resort or would prefer
to visit it in near future.

There may be a possibility of inadequate sample size because of the above reason
resulting in bias in the research.

Data would be taken from only 1 city.

It is not feasible to visit each and every resort or various vacation destinations in person
or air travelers visiting different locations because of constraint of resources.

5. Estimation of Time Requirements


Estimated time to carry out the research would be around 1 month depending on the peak and
non peak period of the Resort and availability of respondents.