Here i have created a whole new brand - Blissfull Stayland. A time share holiday home is a property – a hotel or a luxury resort – wherein multiple parties hold rights to use the property. includes:- 1. Why this category 2. Reason behind the new name 3. Pros and Cons of time share holiday home 4. Statistics about the same 5. Positioning Statement 6. Value Proposition

1. 1
Submitted by: Akanksha Gohil
Section: B
Subject: Brand Management
Topic: Time share holiday homes- At hill stations, modern facilities,
affiliation with leading clubs, premium pricing
The Product
‘ Blissful Stay Land ’
 Why this name:
My product is going to have premium pricing, modern facilities and affiliation in premium clubs, and
mostly elegant people seek these places with these prices. Also, my product is going to be located at a hill
station, the site at hill station is beautiful and calm. I have used ‘Stay Land’ in place of resort or hotel to
give a hint that this place is not cheap in terms of price. Thus,
Blissful represents – Elegance, Class, Calmness, Serene Environment
Stay Land represents – Premium Location and Premium Price
 What is Time share holiday homes:
A time share holiday home is a property – a hotel or a luxury resort – wherein multiple parties hold rights
to use the property. Each member is allotted a period of time in which they may use the property.
 Pros: -
a. The timeshare holidays that stay immune to inflation.
b. With time share, it is relatively very cheaper to enjoy a leisure vacation at a 5-star resorts.
c. One can also sell the share to others if they are not keen on holding it.

2. 2
Comparison between 5-star hotel and resorts and time share holiday homes: -
5 Star Hotels and Resorts Time Share Holiday Homes
No membership Membership of Rs 2.5 Lacs to Rs 3 Lacs
Rs 70,000-80,000 per week Rs 10,000 per week
Have to pay varied prices every year Can enjoy these rates for 30 years
May or May not find room availability for 7
days
Designated 7 days’ vacation every year
 Cons: -
a. If advance booking is not done, probability of rooms availability is less.
b. According to Indian Institute of Tourism & Travel Management, Gwalior, only 0.069% of the travel
markets are members of timeshare companies.
c. These resorts charges steep annual maintenance charges, which is not liked by the customer.
 Facts:
According to the survey done by BCG and Google- ‘BCG-Google: Demystifying the Indian Online
Traveler-Jun-2017’:
 The average money spent on leisure hotel stay is expected to increase to $18 in 2020, compared to
$13 in 2015 – Thus my product with premium prices will not face reluctance from the customer.
According to All India Resort Development Association (AIRDA)
 The industry here has been growing at rate of 15-18% percent, year-on-year over the last five years.
Therefore, introducing my product in a growing industry will certainly be helpful.
 Currently, there are over 5,00,000 households owning timeshare holiday homes. - Thus I have
a good number of people are interested in this, I havean opportunity toconvert these into my customer
 Point of Differentiation: -
 Along with being a resort, it will also be a wellness center.
 There will be facility of Yoga classes, Aerobic classes, Dieticians, Gym instructor, spa, Art & Craft
classes, Cooking classes along with healthy food etc. at every Blissful Stay Land resort.
 It will be providing standardization in the activities which promote health- yoga classes, aerobic classes
etc. and variation in the activities with promote fun- art and craft classes, cooking classes, pottery
making etc.
 As my resort is in hill station, every dining table will have a barbeque installed in it, so that the food
never gets cold while eating.
 In this fast-moving life, work pressure is a lot, to overcome it and rejoice oneself, a person can visit our
resort, which is essentially a vacation-cum-healing center.
 Refunding of amount (depending upon how many vacations the customer has taken).
 Therefore, if a family comes for a vacation, and the couple wants to leave their children and elderly
people behind at the resort, they can do so without any worry. As the children and the elderly people
can enjoy themselves with various classes present within the resort – Fun activities for every age group.

3. 3
 USP of Blissful Stay Land: -
Blissful Stay Land provides a unique blend of luxurious stay, health rejuvenating activities and a tinge
entertainment.
 Why Blissful Stay Land is likely to succeed: -
1. According to the survey done by BCG and Google ‘BCG-Google: Demystifying the Indian Online
Traveler-Jun-2017’- The Indian leisure traveler today have low brand loyalty (only 10% customer go from
brand name),
Therefore, as brand loyalty is low, a new brand name in this market will not face much resistance from
the customer.
2. 89% of India's population is suffering from stress (study conducted by Cigna TTK Health Insurance)
and 97% of the Indian population take vacation every year (study conducted by MakeMyTrip for sample
size=3000), therefore keeping both these points in mind, if a resort provides stress free-healthy-fun-
filled-luxurious stay, people are more likely to incline towards it.
 The Customer: -
My brand will be catering to people with high to medium income and those who live in Metro cities, as according
to an article published on Live Mint:
 People with top income level spend an average of 11,655 Rs on travelling – 29% of the total
household in this sector.
 People with medium income level spend an average of 7,225 Rs and 6,472 Rs on travelling – 24%
and 22% of the total households in this sector respectively.
 In the Metro city, maximum number of households have travelled – 25%.
Figure 1: Snap of graph published in the Live Mint article

4. 4
 According to an article on India Today: -
 Time share owners are typically married and are 45 to 65 years old. They have kids who are more
than 6 years old.
 They usually have a monthly income of more than Rs76,000 to 1 lakh and above.
 Overall 50 per cent of the travelers show willingness to sign up for timeshare.
Therefore, my Target Group will be: -
 Age: 30 years+
 Families having kids (3-15 years)
 High-Medium income group
 People from Tier 1, Tier 2 and Metro Cities (Level 1 & Level 2)
 Leisure travelers
 Families – who take regular vacation, appreciates quality time and plans in advance
The Environment: -
Direct Competitors: Sterling Holiday Resorts, Club Mahindra, Country Club, Royal Goan Beach Club.
 All the competitors are providing the similar 5-star stay-facilities
 The major competitor- Club Mahindra resorts are offering fun activities like: pottery, classical dance
classes, adventure sports etc., but these activities are not present in all its resorts, thus it lacks
standardization.
 Another major competitor- Sterling resorts, many of its resorts are quite old, which is reflected in its
look and feel, also many customers have companied about the taste and quality of their food.
Indirect Competitor: - Any 5 Star and above resort/ hotel
Therefore, Blissful Stay Land will be providing standardization in its every resort i.ie., every resort will have 5-
star stay facilities, wellness and fun promoting activities.
Brand Positioning Statement:
For customers who seek fitness, enjoyment and quality time with their friend and families, Blissful Stay Land
provides the right combination of serene luxurious stay with a pinch of fun in it.
Blissful Stay Land is committed to provide its customers the best, and promote health, wellness and fun in every
vacation.
Value Proposition:
A membership and a relationship for your health and enjoyment- in the nature’s lap.
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