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Marketing Essay

1856 words - 8 pages

abroad, the brand has a rapidly growing member base and is expected to cross 100,000 member families in 2010. To service the needs of this growing family of members, CMH has fifteen offices, supported by 70 direct sales agents and 31 franchisee retail sales outlets. The company accounts for 65% of the total active members across the vacation ownership industry in India (Source: RCI).

The tenacity of purpose with which Club Mahindra has worked in India has won it several accolades and recognitions. The company has received the Avaya Customer Connect award for Best Customer Responsiveness while its member relations department was certified ISO 9001:2000 by the Indian ...view middle of the document...

Returning tourists brought back a blur of memories and rolls of pictures shot against popular tourist backdrops. All this is now slowly changing. More people are, today,

opting for the relaxed, soak-in-the-local-flavourand-culture holidays. The joy of ducking into little alleys to taste the local cuisine, day trips to places off the beaten track, shopping for ethnic handicrafts and learning the odd steps of a local folk dance now form part of the wish list of holiday makers. As the Indian consumer continues to evolve in the post-liberalisation era, the concept of holidaying has become experiential as well as aspirational. Holidaying, today, is now based on an individual's idea of fun, excitement and the elation brought on by the simple pleasures of discovery. In this developing environment, resorts help create a perfect holiday. Indian tourism, standing on the threshold of a new era, is expected to grow at about 25% annually until 2017 (Source: World Travel and Tourism Council report). The same report projects India to emerge as the world's 3rd fastest growing travel and tourism destination over the next decade while the number of domestic travellers is expected to cross the 300 million mark.

The current mix of escalating land prices, insufficient leisure properties and the pressures of demand from tomorrow's holiday seekers is a giddy combine of opportunity and wealth creation. In this scenario, the hospitality industry has come face-to-face with the realities of optimising investments in real estate, evolving marketing strategies in sync with today's tourism climate and the increasing relevance of shared ownership of leisure products. The market for vacation ownership models is huge. Significantly, domestic traffic is adopting lifestyles that support this innovative concept. While vacation ownership is well-established in the US and Europe it has made an enduring beginning in India. The market is maturing and surging ahead at a speed that was inconceivable just a few years ago. Club Mahindra Holidays (CMH), the flagship brand of Mahindra Holidays & Resorts India Limited (MHRIL), is clearly the leader. Following a steady beginning thirteen years ago, CMH is today, the fastest growing timeshare brand outside the US. With 23 resorts in India and

Mahindra Holidays & Resorts India Limited is part of the Rs. 30,000 crore (US$ 6.25 billion) Mahindra Group – amongst the top ten business houses in India – with a leading presence in financial services, trade and logistics, automobiles and automotive components, after-market, information technology and infrastructure development. Established in 1996, Club Mahindra set up its first resort – Club Mahindra Lakeview – in the breathtaking rolling hills of Munnar in 1998. Today, CMH has 23 resorts each offering nature trails and untouched landscapes that stretch for endless miles; Corbett is its latest addition.


Over the period of its growth and success, CMH has managed...

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