contest entry

1. Kalpataru Limited
Summer Internship
PANKHURI KUMARI
IIM KASHIPUR

2. Expected Benefits
16%
8%
11%
15%
6%
17%
10%
8%
9%
holiday Package
Loyalty Desk
1st Offer/ Exclusive
Project Premier
Hassle free
documentation
Floor Preference
Flexible Payment
Schedule
Free Transfer Fee
Preferred Membership
with Kalpataru Group
Annual events
17% of them preferred that flexible payment schedule must be
benefit for the preferred customers. 15% of them asked for a
holiday package, 14% of them preferred to go for hassle free
documentation. And 11% and 10% of them preferred for 1st offer
and preferred membership with Kalpataru group.
Site Total Vacant No
Response
Leads
Aura 1185 163 573 125
Riverside 300 28 64 19
Total 1485 191 637 144
5% improve in customer retention yields a
25-100% increase in profit
Membership card (Sample)
Primary research

3. PREFERATI
A Range of
Thoughtful
Indulgences
Exclusive
Project
Previews
Dedicated
“Customer
Relationship
Manager”
Service
Preferati
Reward
Event
REWARD PROGRAM
3
• AS INTRODUCTION GROWS YOU
TRAVEL UP CREDIT SKYSCRAPPER
4
• ONCE ELIGIBLE REWARD OPTIONS
WILL BE SENT
5
• FOR REDEMPTION MAIL THE REWARD OF
YOUR CHOICE
1
• EVERY INTRODUCTION , ENTITLES
CREDITS AFTER BOOKING
2
• CREDIT ACCUMULATION HAPPENS WHEN
INTRODUCTION DECLARES YOU THE
INTRODUCING MEMBER
HOH
COVETED
CLUBS
CLASSIC PRIVILEGE IMPERIAL
3 POINTS
• Exclusive
discounts on
purchase of
HOH residences
• 2.5% brokerage
for every referral
converted
• exclusive events
and previews
• Subsidized club
memberships
across the
country
6 POINTS
• Exclusive
discounts on
purchase of
HOH residences
• 3% brokerage
for every referral
converted
• exclusive events
and previews
• Subsidized club
memberships
across the
country
10 POINTS
• Exclusive
discounts on
purchase of
HOH residences
• 5% brokerage
for every referral
converted
• exclusive events
and previews
• Subsidized club
memberships
across the
country
THE ELITE CLUB
FINEST
PRIVILEGES
BENEFITS
REWARDS
CLUB UNO
- Exciting incentives to
customers shopping at
oberoi mall.
- Fabulous offers during
festivals and occasions.
- Choose their own rewards
in the form of various gift
vouchers.
TIE UP
WITH
R-HOUSE
BRAND FOR
INTERIORS
About our competitors

4. Steps for developing a loyalty program
 Outlining loyalty program objectives,
 Developing a budget,
 Eligibility for the program,
 Selecting loyalty program rewards,
 Building an appropriate organization,
 Developing and maintaining the loyalty program database,
 Managing an internal data warehouse and data mining
capacity
 Evaluating the success or failure of the loyalty program
We have divided Kalpataru projects into 3 categories:
• Outstation (1 Cr-3 Cr, RIVERSIDE )
1 Fixed (Hassle Free Document) + 1 Choices from rest of the 5 benefits (Excluding Free
Transfer Fee) + 1 Loyalty Points
• Provincial (3 Cr-9 Cr , AURA)
1 Fixed (Hassle Free Document) + 3 Choices from rest of the 5 benefits +
2 Loyalty Point
• Premium (9 Cr+, AVANA)
1 Fixed (Hassle Free Document) + 4 Choices from rest of the 5 benefits +
3 Loyalty Points
Design
Rewards
Free holiday package will be worth .5% of the total value of the property
Loyalty Points can be redeemed in following ways:
• 1 Loyalty point: Dine In card (worth Rs 20000 ) and shopping voucher worth Rs 30,000
• 2 Loyalty point: Dine In card (worth Rs 20000 ) and shopping voucher worth Rs 80,000
• 3 Loyalty point: Dine In card (worth Rs 20000 ) and shopping voucher worth Rs
1,20,000
Loyalty Cards have additional benefits such as:
•Loyalty desk and VIP lounge
•Chauffeur driven luxury car for site visits.(Incurred cost on Rental Rs
5000/Trip)
•Free parking at Korum Mall
•Birthday and anniversary greetings and Dine In vouchers.

5. Cost Analysis
 Outstation Project (1 Choice)
Highest possible cost incurred when customer selects Free transfer fee= Rs. 2,70,500
Which is not feasible. Hence this privilege shouldn’t be included for Outstation
projects.
Highest possible cost incurred when customer selects:
 Floor preference= Rs. 1,08,200
 Hassle free documentation= Rs 10,000
Brokerage cost = Rs 2,00,000
Thus profitable option is to give choices to the customers without Free transfer fee.
The difference Rs 82,000 can be paid in form of shopping vouchers.
 Provincial Project (2 Choices)
Since they are the very premium customers we can give them certain percentage of
Transfer fee Discount. The viable option is 50%.
Highest possible cost incurred when customer selects:
Free transfer fee (% discount)= Rs. 2,85,750
Holiday package= Rs. 2,00,000
Floor preference= Rs. 1,14,300
Hassle free documentation = Rs10,000
Total cost incurred= Rs. 6,10,050
Brokerage cost = Rs. 8,00,000
Difference Rs. 1,89,950 can be paid to the customers in form of shopping voucher.
 Premium Project (4 Choices)
Since they are the very premium customers we can give them certain percentage of Transfer fee Discount. The viable option is 50%.
Since they are the very premium customers we can give them certain percentage of Transfer fee Discount. The feasible option is 50%.
Highest possible cost incurred when customer selects:
•Free transfer fee (50% discount)= Rs. 7,82,500
•Holiday package= Rs. 5,50,000
•Floor preference= Rs. 4,69,500
•Flexible payment schedule= Rs. 2,03,425
•Hassle free documentation = Rs10,000
•Total cost incurred= Rs. 20,15,425
•Brokerage cost = Rs. 22,00,000
Difference Rs. 1,84,575 can be paid to the customers in form of shopping voucher.

6. Riverside
• Transferrable vouchers
for white goods
Aura
• Flexi Payment Schedule
• Fleet cards for both
parties
Avana
• Cash Back(2%)
• Customized Interior by
Talati & Panthaky
• Cruise liner tickets for 4
Discount On the next purchase
Note:- The discount on the next purchase scheme is only to implant an idea to
purchase a new flat as a loyal customer.
Referral Program Group Multiplier Discount
Group Multiplier Discount Scheme will be applicable for new customers in which they
can refer entire Kalpataru properties in their social network and can form a group upto 10
persons to avail discount under this scheme:
 Customers who will avail discount under this scheme will not eligible for other
loyalty schemes.
 Under this scheme base rate of discount will be 0.5%.
The first person forming the group will have an advantage of 0.5% over the other
group members.
 Customer will have 2 Months time from date of his booking to form a group upto 10
persons.
 This referral group of upto 10 persons can opt any properties of Kalpataru Project
between 80 Lac onwards.
 Group Discount will be calculated by multiplying discount base rate (0.5%) with size
of group.
Group Multiplier Discount Base Rate is 0.5%
Mr. A + Mr. B (1% + 0.5% = 1.5%)
Mr. A + Mr. B + Mr. C (1% + 0.5% X 2 = 2%)
Mr. A + Mr. B + Mr. C + Mr. D (1% + 0.5 %X 3 = 2.5%)
NOTE:-
20% people are loyal to their agents and rest 80% are loyal for their
brands.