The Marketing mix of Club Mahindra analyses the 4Ps of Club Mahindra, including the Product, Price, Place, and Promotions. Mahindra Holidays & Resorts India Ltd. It is a subsidiary of its parent company, Mahindra Group, a multinational company with several brands under its umbrella. Club Mahindra is one such company that was founded in 1996. It is associated with resorts and hotels and belongs to the hospitality and tourism sector. Club Mahindra is a well-established and well-known brand that provides holidays to its customers on a timeshare basis. It is affiliated with Dial-an-Exchange and Resorts Condominium International. Some of its competitors in this field are as follows-
- Hyatt
- Starwood
- Wyndham Vacation Ownership
- Sterling Holidays
About Club Mahindra
- Type: Hospitality company
- Industry: Hospitality
- Founded: 1996
- Founder: Keshub Mahindra
- Headquarters: Mumbai, India
- Area served: India, Europe, the Middle East, and Africa
- Key people: Arun Kumar Nanda (Chairman) and Kavinder Singh (CEO)
- Number of employees: 6,500Chairman) and Kavinder Singh (CEO)
- Number of employees: 6,500
Table of Contents
Club Mahindra Product Strategy
Club Mahindra operates in the hospitality industry through resorts and hotels. It is engaged in the leisure and hospitality business, providing vacations and related services to families and individuals who like to spend quality time at different destinations. The company has nearly 143000 members of the customer base to its name and is dedicated to providing the best accommodations and services. All its resorts have a homely ambiance and up-to-date facilities, which makes their stay warm and welcoming.
Besides comfortable rooms, the company provides holiday and recreational activities, spas, a swimming pool, a gym, relaxation therapies, and a conveyance for traveling locations near their destination. Many of its resorts, including Coorg and Goa, have been accredited by the Department of Tourism with 5-star ratings. The company sells holiday memberships for periods ranging from seven years to twenty-five years.
The new Product Mix of Club Mahindra in 2023 is as follows (Source)
Club Mahindra, a part of the Mahindra Group of companies, is known for its diverse holiday and leisure services. The product mix of holiday activities at Club Mahindra includes:
- Holiday Membership Plans: Club Mahindra offers various holiday membership plans, providing members access to multiple resorts for a specified number of years. These plans are typically tiered based on duration, type of accommodation, and other amenities.
- A Wide Range of Resorts: The company boasts a vast network of resorts in India and abroad, offering diverse experiences ranging from beachside resorts to hill station properties and jungle retreats. Each resort is designed to reflect the culture and ethos of its location.
- Customized Holiday Experiences: Club Mahindra curates personalized holiday experiences for its members, which can include cultural tours, adventure activities, wellness retreats, and culinary experiences tailored to the preferences of different family members.
- Travel and Concierge Services: To enhance the holiday experience, Club Mahindra provides travel-related services like flight bookings, airport transfers, and concierge services, ensuring a seamless vacation experience for its members.
- Rental Services: For non-members or members who have exhausted their annual entitlement, Club Mahindra offers the option to book resorts through rental services. This opens up their properties to a broader audience and maximizes occupancy.
- Affiliated Resorts and Hotels: Through affiliations with other domestic and international hotel and resort chains, Club Mahindra expands its reach, allowing members to access a wider variety of destinations and experiences.
- Online Platforms: Club Mahindra leverages digital platforms for bookings, customer service, and member engagement, providing convenience and accessibility to its members.
Club Mahindra Place Strategy
Club Mahindra started its journey with a single resort in Munnar and recently had forty-six resorts. The company has been acquiring and building resorts since the beginning, and its endeavor has taken it to several places in and outside India. Some popular resorts are in Uttaranchal, Rajasthan, Maharashtra, Goa, Kerala, Ooty, and Sikkim in India. Amongst its international resorts, one located in Dubai is the most in-demand. Other worldwide resorts of the brand are in Pattaya, Malaysia, and Bangkok. Globally, Club Mahindra has tie-ups with nearly 4000+ resorts and provides its customers with many choices regarding destinations and holidaying options at home.
Besides popular areas, the brand has selected some picturesque locations not yet tapped by the tourist industry, like Ashtamudi in Kerala. These seem like heaven to people who desire solitude and scenic beauty. Booking holidays with Club Mahindra has become more accessible in the last decade; they have opened online offices that help their members book holidays to desired destinations from home, thus saving time.
The place strategy and operation of Club Mahindra, which revolves around how the business and where its services are accessed and utilized by customers, can be summarized as follows:
- Pan-India and Global Resort Network: Club Mahindra maintains a vast network of resorts across various destinations in India and internationally, ensuring members can access vacation spots in hill stations, beaches, jungles, and urban centers, catering to diverse travel preferences.
- Online Booking Platforms: Leveraging digital transformation, Club Mahindra offers an online booking system, enabling members and non-members to modify and experience, enhancing effortless convenience and accessibility effortlessly.
- Strategic Resort Locations: The resorts are strategically located in popular and offbeat destinations, often in scenic locales that are either prime tourist spots or unique, less explored areas, providing a variety of experiences to members.
- Affiliations with Other Networks: Through affiliations with other holiday networks and resorts globally, Club Mahindra expands its reach, allowing members to access a broader range of destinations beyond its properties.
- City-based Sales Offices: Club Mahindra operates sales offices in major cities, facilitating easy access for prospective and existing members to manage their memberships, seek information, and plan holidays with personal assistance.
Club Mahindra Pricing Strategy
Club Mahindra has implemented a membership scheme where customers can stay at one of its resorts whenever desired. It has targeted families and leisure travelers from society’s mid and upscale sections. Its actual source of income is from annual subscription fees, sales of beverages and food items, and the sale of vacation-ownerships. The company’s pricing policies are dependent on numerous factors. Its membership fees vary from Rs. 11000 to nearly Rs. 51000, and services provided under each scheme differ depending on their fee structure. To combat inflation, the company hikes its maintenance fees on an annual basis. Club Mahindra offers its members premium quality products and services and charges accordingly as it believes in a value-added pricing policy.
Club Mahindra’s pricing strategy is a sophisticated blend of value proposition and market segmentation, crafted to cater to its clientele’s diverse needs and expectations in the vacation ownership and hospitality sector. Here’s a breakdown of the company’s brands and their approach:
- Tiered Membership Pricing: Club Mahindra employs a tiered pricing structure for its membership plans, with different levels based on factors like resort access, room size, and holiday season flexibility. This stratification allows customers to choose a plan that fits their budget and vacation preferences, making luxury vacations accessible to a broader demographic.
- Dynamic Pricing for Resort Bookings: For non-members or rentals, Club Mahindra adopts a dynamic pricing strategy, where the cost varies based on demand, season, and booking lead time. This approach helps in optimizing revenue and managing occupancy rates effectively.
- Long-Term Value Proposition: Club Mahindra’s pricing emphasizes long-term value. The upfront cost of membership is balanced against the promise of several years of holidays at premium resorts, pitching it as a cost-effective solution compared to traditional vacation spending.
- Promotional Offers and Discounts: To attract new members and retain existing ones, Club Mahindra regularly introduces promotional offers, discounts, and referral bonuses. These incentives are crucial for customer acquisition and loyalty building in a competitive market.
- Customized Payment Solutions: Understanding the diverse financial capabilities of its potential customers, Club Mahindra offers customized payment solutions, including EMI options. This flexibility makes membership more attainable and appealing to many customers.
- Premium Pricing for Exclusive Experiences: For unique or high-end experiences and properties, Club Mahindra adopts a premium pricing strategy. This aligns with the perceived value of such exclusive offerings and caters to the segment of customers seeking luxury and exclusivity in their vacations.
Through this multi-layered pricing strategy, Club Mahindra effectively balances the need to provide value to its members while maintaining a sense of exclusivity and luxury associated with its brand. This approach broadens appeal across various customer segments, reinforcing the brand’s position as a vacation ownership and leisure hospitality sector leader.
Promotion in the Marketing Mix Of Club Mahindra
The brand presence of Club Mahindra has soared very high because of its exceptional advertising policies. It has paid particular attention to its infrastructure service levels and quality. The company has tried to make a promising statement with its positioning strategy titled A Holiday You Own. Every customer is treated as an individual who deserves the best.
Holiday entitlements are offered to all its members, making them happy customers. Club Mahindra has now started targeting women as its members as it realizes that in today’s nuclear families, it is the woman who decides to plan a holiday. The brand has launched a personal level marketing that gives detailed information and details about its products and services. It has found advertisements and commercials through television, newspapers, and magazines and thus has successfully created visibility for its brand.
Some Recent Video ads and Print ads of Club Mahindra are:
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