This presentation proposes new market entry strategies (Short term and Long term) and business expansion plans for Mahindra Group through "Mahindra War Room" event.

2. Highlights
• Incorporated in September, 1996 in Chennai
• “Floating Week Floating Resort” model
• Key Activities
• Resort creation
• Sales & Marketing
• Providing Holiday Experience
• Member management
Facilities & Accolades
• 34 resorts, 1,555 apartments & cottages as at Dec 31,2010
• 121,751 Vacation Ownership (VO) members
• 10 RCI Gold Crown Resorts
• Among the Top 10 Vacation Ownership Companies in the World
• 19 branch offices, 36 retail outlets, 126 Franchisee
• Access to a total of 5,087 RCI affiliated resorts
• 2 Resorts 5 Star accredited by Dept. of Tourism GOI

3. Flagship Product: “Family Holidays” 7 days every year for 25 years, launched in 1997
Target Segment: Customer in 30 – 55 year segment
Zest: 6 days of “short breaks” every year for 10 years (2006)
Target Segment: Young urban families
Mahindra Fundays: Reward and recognition solutions (2006)
Target Segment: Product for Corporate segment
Mahindra Travels: Provides all the travel related services (2008)
Target Segment: Existing customers & one time travellers
Mahindra homestays: Providing accommodation in private homes (2008)
Target Segment: Segment of travellers who want to explore real India
Mahindra homestays: Providing Tented campsite to families (2010)
Target Segment: Segment of travellers who like Adventurous activities

4. Season Options
Red Holiday in Purple*, White and Blue.
White Holiday in Red* and Blue.
Blue Holiday in White*.
Product components Apartment
2 Bedroom
1 Bedroom
Studio
Pricing
Flexibility
• Total payment: Membership fee + Annual Subscription fee
(adjusted to inflation)
• EMI option for up to 4 year is provided for initial payment
• Facility to convert the nights available in existing plants to
other plans (according to conversion chart)
• Facility to transfer / gift the nights available to member
• Accumulation of points if not used in a year (Upper limit: 21)
• Rescission period of 10 days

5. FUNCTIONAL
EMOTIONAL
SELF EXPRESSION
SOCIAL RESPONSIBILITY
Holidays & Leisure
None
Fun, Family
Happy, Zest
Existing Brand Proposition

6. Kano Model
Lifetime Experience
After Sales Service,
Customer Satisfaction
Fun and Holidays with family

7. Vision:
• To be Asia’s No.1 Company in Holidays & Leisure Services for the Urban Family.
• To achieve this through customer centric practices that ensure Service Excellence,
Innovation & Employee Pride.
Objectives:
• To become one of the top 5 VO companies by 2016
• To build a cumulative member base of 350,000 in 5 years
• For this, we require to triple the current beat rate of 15-20k
Long Term Strategies:
• Expand to other Asian countries like Sri Lanka, Nepal, China, Japan, Malaysia, Indonesia
• Expand to locations in Europe & North America
• Cater to the growing foreign tour demand of Indian customers
• Matured market with High per member Revenue
• Provide end to end Hospitality Service
• Expand to Hotel and Restaurant business

8. Proposed Short-term Strategies:
1. To retain existing customer
• Improve after sales service and enhance customer satisfaction
2. To grow the market share
A. Segment the tourist market
B. Create and position products to cater their needs
C. Promotional activities
Tourists segmentation
Relaxation
seekers
Adventure
seekers
Interested in
Travelling
New married
couples
Foreigners
visiting India
Pilgrims

9. Customers want to experience the rich heritage
and culture of each part of India and interested
in travelling, trekking and sight seeing
To let members visit each resort once during 25
years with 1 week stay
Product
• Access to pan India resorts with rich cultural
experience
• Less costly than the regular 25-years product
Value
Concept
• Better demand forecast for each resort, hence
better service
• Decrease congestion at most sought after resorts
and help in increase usage at other resorts
Benefit for us

10. Customers wants to relax and get away
from the crowd to achieve peace of mind
• Option for regular members to explore
island for 1 week in exchange of their
regular vacation
• Open to non members also
Product
Access to resorts in Andaman, Lakhsdweep, Maldvies, Mauritus
• Decrease congestion at most sought after resorts
• Adding variety to our existing portfolioBenefit for us
Value
Concept

11. Customers interested in exploring wildlife
and seek outdoor adventure
• To let members visit each resort near
wildlife sanctuaries once during 10
years with 1 week stay
• Option to explore 5 wildlife resorts & 5
non wildlife resorts
• Can be sold to non-members also
Product
Access to resorts near wildlife sanctuaries
and arrangement for the safari
Value
Concept
• Can be targeted to foreigners
• Adding variety to our existing portfolioBenefit for us

12. Newly married couples (DINK) want to
share moments with each other away from
those daily boring and hectic work schedule
• 5 years packaged product for newly
married, DINK. 1 week per year
• All the facilities in honeymoon package
are included
Product
Experience the unforgettable shared
moments
Value
Concept
• Engage the customers at an early stage of life
• Cross Selling of other products
• Large target market
• Willingness of customers to pay premium
Benefit for us

13. • Foreign tourists coming to India want to
experience historical, cultural places
• Targeting Foreign Travel Clubs whose
member come regularly to India
10 years holiday product, which the travel
clubs can gift to different members each year.
1 week per year.
Product
Help foreign tourists to experience historical,
cultural, tribal places and heritage of India
Value
Concept
• Satisfied customers will promote Club Mahindra
brand in their countries
• Help in achieving long term objectives with
opportunities to engage additional customers
Benefit for us

14. Existing trend of people visiting the pilgrimages
like 4 dhams, Amarnath Yatra, Ajmer sharif etc.
• 5 years holiday product, 10-day package
with 3 days at each resort per year
• Cluster of 3-4 pilgrim places to be covered
each year, Open to non members also
Product
Access to resorts in religious places with state
of the art service and arrangement to visit the
pilgrimage
Value
Concept
• Unconsolidated market, huge potential for growth
• Large non member customer base
• Can be targeted to elder people
Benefit for us

15. Popularity of cruise tourism is growing in Asian
market
• To provide cruise experience to members by
affiliating to existing cruise service provider
• By converting 1 week of resort holiday (based
on a resort to cruise conversion chart)
Product
Super luxury life style experienceValue
Concept
• Members who couldn’t stay in resorts due to non
availability of rooms can use this alternative
• Reduction in congestion at resorts during peak
season and independent of season limitation
Benefit for us

16. Target Group
High End/Luxury Brands
Idea
• Luxury brands can gift these to their customers
• It will provide us direct access to High Net Worth customers and
opportunity to involve them by letting them experience our
services
• Increase brand value due to association with luxury brands
• Organize events by inviting celebrities (exclusively for members)
• Sense of pride of being associated with an elite club
Organizing
Celebrity events
Experience Club
Mahindra

17. • Discount on Mahindra’s other products
• Transparent online booking system with availability chart and waitlist
number
• Online Portal for trading points/nights with other members
Club Mahindra Points:
• Flexibility of converting ‘nights’ to equivalent points
• Accumulated days if more than 21 will not lapse and can be converted
to point and used in Restaurants, Theatre, Shopping, Flights
• Option to use their point in Restaurants, Theatre, Shopping, Flights
• Tie-up with other hotels for converting member’s points to equivalent
stay there

18. Resort Classification

19. Resorts
Facilities
Based
RCI Awards
Based
Demand
Based

20. Facilities & Activities based
• Family Resorts: Children playground, swimming pool, Clay arts, Spray painting etc.
• Non-Family Resorts: Live entertainment, Bars, Musical Nights, Gymnasium etc.
• Adventure Resorts: Trekking, Waterskiing, Scuba diving, Snorkeling, Backwater Rafting
• Health Resorts: Yoga, Meditation, Ayurvedic Spa, Sauna etc.
• Fun Resorts: Boating, Cycling, Sight seeing tours
RCI Awards based
• Gold / Silver crown: Positioned as super luxury / luxury resorts
• Other resorts: Positioned as holiday resorts
Demand based
• Location based demand:
• Preferred Resorts: Easily accessible, advantageous location
• Secondary Resorts: Peace and Relaxation Resorts
• Events based Demand
• Event Resorts: Events associated with location like Mysore Dassahera, Goa New Year
• Non Event Resorts: Resorts which are not having any event/activity attraction

21. Financials

22. Forecasted Room Requirement
Year 2016 2021
Expected customer base 350000 1000000
Additional customers 225000 875000
Additional rooms required 4327 16827
Forecasted Room Assumptions:
• The current room inventory of around 1500 rooms will not be sufficient to cater to
expected customer base of 350,000 in 2016 and 1 million in 2021 respectively.
• The room requirement is forecasted based on 52 week availability for members and
assuming that all members are active members.
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
2016 2021
Additional rooms required
Additional rooms
required

23. Proposed Products
10 year Product:
• Tenure – 10 years
• Reduced Initial Membership fee (67% of current initial charge) for “Red-2BR”
• EMI option available
• Annual Subscription fee
• All features of 25 years product available
5 year Product:
Target : Newly wed honeymoon couples
• Tenure – 5 years
• Reduced Initial Membership fee – (37% of current initial charge)
• EMI option available
• Annual Subscription fee
• All features of 25 years product available

24. (Calculation)
10 year product –Red 2BR
Instalment rate 10%
Tenure 10
Corresponding 25yr fee 7,79,988
Membership fee 5,34,288
ASF 7030
Annual increase in ASF 5.50%
Membership reduce factor 1.460
Discount rate 10%
1 2 3 4 5 6 7 8 9 10
Membership
fee/year 86952 86952 86952 86952 86952 86952 86952 86952 86952 86952
ASF 7030 7416 7824 8254 8708 9187 9693 10226 10788 11382
Sum Yearly 93982 94369 94777 95207 95661 96140 96646 97179 97741 98335
PV 85438 77991 71207 65028 59398 54268 49594 45334 41452 37912
Total revenue
from one
customer 587627
Assumptions:
• Absolute cost of construction, acquisition same as
25 year product
• Expected increase in ASF yearly :5.5%
• Expected discount rates :10%
• With installment option : Installment rate 10%
• We expect to divide the membership cost among
the newly added members

25. Price Chart for 5,10 year products
Season
Classification
Apartment
Type
Current 25
year initial
price
Our 10 year
Initial
Product price
Our 5 year
Initial
Product
price
Red 2BR 779988 534287 286109
Red 1BR 442405 303045 162279
Red Studio 349399 239336 128163
White 2BR 519596 355920 190594
White 1BR 339621 232638 124577
White Studio 265702 182004 97462
Blue 2BR 379526 259973 139214
Blue 1BR 223802 153303 82093
Blue Studio 160311 109812 58804