Am Sold on this Holiday

Plan
Case Analysis

Group G6
Tejas Nimbargi
Jayanth P Bellur
Pramukh Desai
Vikalp Choudhry
Anirudh Sudarshan

Am Sold on this holiday Plan! Case analysis

Fantasy club is a part of the $27 billion revenue dreamland, one of Indias leading
industrial houses. They have a huge customer base of over 2.6 lac members and
65 beautiful resorts at some of the most picturesque locations in India and
abroad.
Suraj, the newly joined holiday counsellor analysed the salient features of the
program that the company was offering. They offered a dual subscription to FC
India and FC international. They might have used the concept of bundling here to
ensure that both services they offer are availed and are utilized by many. But this
might turn off many customers who look only for services in India.
They had 2 plans; Plan star wherein they could enjoy the holiday either in India
or abroad. Plan Sun where they could enjoy holidays both within and outside the
country. Providing 2 different plans to target different kinds of customers is a
good idea.
There was an option to split the holidays, but they ensured that once a customer
avails the service, he has to use it for a minimum of 2 days at once. This ensures
that nobody stays there just for a day. This ensures that the operational cost is
reduced.
Unlike many other Fantasy clubs which allows only the members family to use
the facilities, they give option is given to the members to lend the holiday to
their relatives which is a good option to increase sales. But there is a catch here.
A person would look for a person who is already a member and just spend 2,000
rs and enjoy the holiday at the club rather than becoming a member by paying
huge amounts of money.
Suraj needs to make a note of who the prospects would be for their holiday plan.
He should make the list on the basis of the SEC classification, the number of
members in a family, annual income of the family, kind of profession etc.
Considering the membership fees they charge, their facilities would mostly be
availed by the upper class of the society, SEC A with an average family size of 4.
The kinds of families may include:

Newly married couple

Young couple with kids
Middle aged couple with children
Old couple with children and grandchildren

The prospect could be a professional drawing a decent package who would want
to enjoy his holiday with family once a year. The prospects could be couples with
single income or double income. But targeting customers with double income
would be a better option.
The filters Suraj would want to put to choose his prospects include:

Household expenditure
SEC classification
Age
Family size

Since they are targeting a premium segment, the basis of defining the prospect
should be narrow so that they can give better quality of service to their
customers.
Generating a list of prospects
As a sales executive, he should make a list of the prospective customers. He
should refer the previous years data, check what kind of customers visit their
club and prepare a prospective list based on the same. He can expand the list of
prospects by receiving referrals from the already existing customers. He can
incentivise them if the person whom they recommended also became a member.
This would ensure their serious involvement in referring prospects.
Calling the prospects
After the list is generated, he can start cold calling the prospects and invite all of
them to the club one day organizing a dinner at the club wherein he can present
to them, the benefits of becoming a member of the club.
Presentation: Convert the prospects to members
The presentation may include

Facilities available at the club

Different plans available for which they can subscribe
Photographs of other members enjoying in the club
Explaining how its worth to invest so much money to become a
member by explaining the benefits of becoming the member

Handling Queries
The queries raised by the prospects need to be handled with care.

High price: The benefits of paying the price needs to be explained clearly
Uninterested: Motivate them to enjoy their holidays every year by showing
photographs and videos of other customers enjoying in the club. Make
them feel like its prestigious to be a member of the club
Affordability: Introduce EMI schemes
Prices going down: Politely reject this claim saying that its false and show
them the historical pricing data
Give the prospects time to think and get back, allow them to relax and
think over it. One should not show desperation to increase customers.

The chances of the prospect trying to avoid signing the form seeking extra time
would also be high. This should be handled by motivating them to become one of
the early members and incentivize them for becoming one of the early members.

This should be a continuous process and Suraj must look to continuously

increase and improve his customer base for which he should be continuously
increasing the number of prospects.
Handling customers
The calls of the customers, the order they place must be handled with utmost
care and respect. So, if the customer calls Suraj to place orders he should receive
the orders and make a note of it. But he should ensure that the order
confirmation mail sent to the customers includes the contact number of the call
center to which the customers can be asked to call for further classifications.
The sources of prospects include the referrals of existing customers, employees
and already existing prospects. The target would be to at least to make 15-20
prospects sign-up in a month. The prospect base can be increased by
incentivising the customers who would refer a person who would sign-up for
becoming their customer. This would motivate the customers to refer more and
more prospects. Conversion can be increased by holding parties at the club
where they can present to them the benefits of becoming members and
conducting membership drives after that. When a number of prospects enrol
after the presentation, it would motivate the other prospects also to volunteer for
the subscription considering the fact that consumers conform to social norms.
Other Recommendations

Continue offering dual subscription to both FC India and abroad using the
concept of bundling, but introduce a new program at a lower price to
attract price sensitive customers and customers who are looking for a
holiday only in India.
Increase the price they receive from the relatives of the members and
provide some incentives to the members so that it is more beneficial to
the members than the relatives of the members.
The segment of the market with double income no kids would be the best
segment to target as they would be willing to pay a high price for a
holiday.