Inderjit Kaul_Club Mahindra

Club Mahindra Holidays

Integrated Marketing Communications

Assignment

Submitted By:

Inderjit Singh Kaul

2009A52


ContentsWhat is Tourism..................................................................................................................................4

Background..........................................................................................................................................4

Mission.............................................................................................................................................4

Vision................................................................................................................................................4

Domain Expertise............................................................................................................................4

Globe Trot with Club Mahindra.....................................................................................................4

Activities...........................................................................................................................................5

Personalized service......................................................................................................................5

Products & services............................................................................................................................5

Lifetime Holidays.............................................................................................................................5

One time Holiday............................................................................................................................5

Club Mahindra Fundays.................................................................................................................5

Long Term Communications Objectives..........................................................................................6

Category Need................................................................................................................................6

Brand Awareness............................................................................................................................6

Brand Attitude..................................................................................................................................6

The Brand Identity..............................................................................................................................6

SWOT Analysis...................................................................................................................................7

Strengths..........................................................................................................................................7

Weakness........................................................................................................................................7

Opportunities...................................................................................................................................7

Threats.............................................................................................................................................8

Analysis of target group (TG) and relationships.............................................................................8

Strategic plan for Communication....................................................................................................8

Vision:...............................................................................................................................................8

Mission:............................................................................................................................................8

Brand strategy Development.........................................................................................................9

Brand promise.............................................................................................................................9

Consumer buying behaviour.........................................................................................................9

Pre-Purchase Step.....................................................................................................................9

Purchase step..............................................................................................................................9


Post-purchase step.....................................................................................................................9

Positioning.......................................................................................................................................9

Implementation plan for the specific offering for each and hence the totality of the Marketing Communications Mix........................................................................................................................10

Designing the Communications..................................................................................................10

Message Strategy.....................................................................................................................10

Creative Strategy......................................................................................................................10

Message Source.......................................................................................................................11

Select the communication channels...........................................................................................11

Non Personal Communications Channel...............................................................................11

Lifetime Holidays...........................................................................................................................13

Club Mahindra Travel...................................................................................................................14

One time Holiday..........................................................................................................................14

Club Mahindra Fundays...............................................................................................................14

Personal Communications Channel.......................................................................................15

Establishing the total marketing communication’s Budget......................................................16

Percentage of Sales Method.......................................................................................................16

Ensuring that the Communication Model works to our advantage.............................................16

Partners in the communication plan...............................................................................................17

Consistency needed in an IMC plan...........................................................................................17

One voice, one look..................................................................................................................17

Evaluation of results.........................................................................................................................17

Measuring the effectiveness of advertising mix element:....................................................18

Measuring the effectiveness of the online mix element:......................................................18


What is TourismTourism is travel for recreational or leisure purposes. Tourism is the temporary, short-term movement of people to destination outside the places where they normally live and work. Tourists as people who "travel to and stay in places outside their usual environment for more than twenty-four (24) hours and not more than one consecutive year for leisure, business and other purposes." Tourism has become a popular global leisure activity. It includes movements for all purposes.

BackgroundMahindra Holidays & Resorts (popular under its flagship brand Club Mahindra Holidays) was founded in 1996 to provide holidays tour packages. It is part of the Infrastructure Development division of Mahindra and Mahindra Limited.

MissionGood Living. Happy Families.

VisionWe will be Asia’s No.1 Company in Holidays & Leisure Services for the Urban Family.We will achieve this through customer centric practices that ensure Service Excellence, Innovation & Employee Pride.We will create wealth for the Stakeholders and be a Responsible Corporate Citizen.

Domain ExpertiseOver the last decade, MHRIL have established themselves as market leaders in the family holidays business. The company has followed a two pronged strategy – rapidly increasing its bouquet of resorts to provide more variety in holidaying options and enhancing its service levels to its members to provide delight at every point of interaction.

All MHRIL resorts are totally geared to cater to a variety of holiday needs and experiences in all areas of operation, from housekeeping to food & beverage to holiday activities. Creating and managing the holiday experience is core strength.

MHRIL has made significant investments in ‘state of the art’ IT systems to streamline their operations and processes towards smooth, quick and efficient management of its substantial member base. The implementation of a CRM system has been a powerful tool to track important member information and preferences, thus providing the ability to greatly enhance the total holiday experience.

Globe Trot with Club MahindraA Club Mahindra membership gets you access to over 4600+ resorts across over 90 countries. Holidaying abroad is made extremely economical – a simple nominal exchange fee paid for in Indian rupees gets you holiday accommodation for the entire family.


ActivitiesClub Mahindra endeavours to make holidays enjoyable. The company trains latent talent across resort to form a team of ‘Champs’, who work on creating a 'comeback value' based on 'experiences.' Activities are designed specifically to cater to all ages. The ability to anticipate customer needs and delivering them has been a major strength of the company. The range of activities span adventure sports, watersports, camping, treks, indoor family games and hobby programs for children and adults. Apart from those above, specific recreational facilities that include a fully equipped gymnasium, swimming pool, and ayurvedic center form part of Club Mahindra’s resorts.

Personalized serviceThe service in all the resorts is professional and highly personalized. From choice of food (a variety of restaurants are available for guests to choose from), Holiday activities (all seasons and all ages) and personal touch in dealing with guests (eg. recognize names and to understand and serve specific requirements), Club Mahindra benchmarks expectations and redefines entitlements.

Products & services

Lifetime Holidays

Things just get better being a Life Member, customers not only have access to the most exotic holiday locations in India and abroad, but you can also holiday at a different destination every year.

Club Mahindra Travel

Keeping in mind your holiday travel needs, Club Mahindra has launched a complete travel planning service to take care of every single need of customers. From accommodation to the best deals on air tickets and great holiday packages replete with sightseeing tours. The new service will even take care of documentation like visa processing, foreign exchange and travel insurance. With nothing to worry about, and no hassles to face, all you need to worry about is packing your bags. This new service is not just for customers Holidays but will cater to all their travel needs, be it leisure, work and more.

One time HolidayExperience hospitality of the highest quality through One Time Holiday (OTH) packages, designed keeping in mind the essential elements of a memorable holiday - fun, entertainment, adventure, indulgence and relaxation.


Club Mahindra FundaysStress relief is the key to ensure productivity. And nothing achieves that better than for an individual to spend some time with his/her family, doing fun things. And enjoying time away from it all, in locations far removed from the ordinary. In other words, a fun filled family holiday is one of the best ways to beat stress.

Long Term Communications Objectives

Category NeedVacations are fast becoming an integral part of today’s lifestyle. They have become an essential means to escape the demands of everyday life, to de-stress and rejuvenate yourself, before plunging back in to routine. But more often than not, a vacation may provide all the physical rejuvenation you need but may not refresh you mentally. So there is a need of complete rejuvenation of body, mind and spirit.

Brand AwarenessClub Mahindra Holidays is the largest vacation ownership brand outside the US. 39% of new members have enrolled through referrals from existing members.

Brand AttitudeThe brand attitude, as per Philip Kotler, is evaluating the brand with respect to its perceived ability to meet a currently relevant need. Club Mahindra collaterals reflect fun and vacation with their tag line – fun family forever. The strongest message is “The happiest family holidays.”

Thus, to summarise, the Long Term Communication Objectives are:1. To increase awareness among customers about Club Mahindra2. To improve brand recall among the target group.3. To aim communication at TG about “Jiyo Life”-ordinary people who live extraordinary life.4. To increase trial rate among the Target group.

The Brand Identity (Using Kapferer’s brand identity prism)


SWOT Analysis

Strengths STRONG BRAND IMAGE: Mahindra Group is one of the largest group in the

country MANAGEMENT: network of valuable connections will contribute greatly EXPERIENCED STAFF: Club Mahindra team is experienced in the travel

business and in adventure sports POPULARITY OF ADVENTURE TRAVEL: In the last five years, these sports

have started to go mainstream. LOCOMOTION: Mahindra has some of the best resorts in India

Weakness LIMITED PERSONNEL Club Mahindra's staff is exceptional; they will be

faced with long hours for little pay. FINANCING unforeseen expenditures or poor sales will threaten Club

Mahindra's cash position.

Opportunities GROWTH MARKET: The national adventure travel market is growing 10%

annually, and preliminary estimates suggest that the Woodville market exceeds that growth rate.

POTENTIAL TO ACHIEVE SALES FROM THE NATIONAL MARKET: As Club Mahindra establishes itself and gains financial stability, it can begin to market its services nationally. CLUB MAHINDRA plans to begin this effort via a World Wide Web campaign in the first year of operation and diversify its communications efforts in years two and three.

POTENTIAL TO BECOME A PREMIER PROVIDER: CLUB MAHINDRA has the management and staff to produce a top-quality service.

VERTICAL INTEGRETION: The potential to integrate services and add branches exists.

[fun, excitement and conviviality]

[Reliability, Trust and Customer Satisfaction]

[ luxurious and comfort]

[Good Living, breathtaking

experience]

[Great holiday package for entire family] [Happy Families]

Club Mahindra


Threats INTERNET AND PRICE COMPETITION: When the airlines were

deregulated, price competition increased. Further, the Internet has provided a sales medium for consolidators who compete on price and has also given consumers the ability to plan and arrange trips for themselves. Thus, the traditional agency faces greater competition.

LOCAL COMPETITION (EXISTING AND POTENTIAL): There are no agencies in the this area that specialize solely in adventure travel. Moreover, additional adventure travel specialists may follow CLUB MAHINDRA's lead.

ECONOMIC DOWNTURN: The strong domestic economy has been good for the travel and tourism industry. Continued growth is anticipated. However, unforeseen or unanticipated economic recession would reduce disposable income and threaten CLUB MAHINDRA's sales.

Analysis of target group (TG) and relationships

Club Mahindra Holidays, India's leading 'family holiday' company and the top, high-value holiday brand in the country has the product specially designed to be anti-inflationary and is extremely flexible and scalable for its target group. Club Mahindra has always been associated with family holiday packages and the Internet – which is a personal medium – to reach out to new audiences. For them, everybody is a prospect. They are advertising online to create awareness. Even when they communicate with young people, who will have a family tomorrow.

Club Mahindra will target following group:

• Couples and individual adventure travelers: This is the customer group that meets the demographic profile for adventure travelers -- ages 25-35 with household income greater than Rs 400000.

• Group adventure travelers: These are groups that belong to local athletic organizations, such as cycling or Sports clubs.

• Corporate adventure travelers: CLUB MAHINDRA will target local businesses in an attempt to secure corporate accounts.

Strategic plan for Communication

Vision:To be the best provider of quality travel experience and a worldwide recognized brand.

Good living. Happy families.

Mission:To provide our customers with a unique, fun and entertaining travel experience by continually connecting them emotionally to the city and its soul.

To be no 1 company in Holidays & Leisure Services for the Urban Family


Brand strategy Development

Brand promiseConnect the travellers to the soul of city in a emotional way by providing unique experience and fun for the families.

Consumer buying behaviour

Pre-Purchase StepProblem recognition

Vacations are fast becoming an integral part of today’s lifestyle. They have become an essential means to escape the demands of everyday life, to de-stress and rejuvenate yourself, before plunging back in to routine. But more often than not, a vacation may provide all the physical rejuvenation you need but may not refresh you mentally. So there is a need of complete rejuvenation of body, mind and spirit.

Information Search

Increasing need of information is made accessible through all the latest Internet and communication channels, travel guides, on site tours, audio guides, mobile communications, podcasts etc.

Personal source of information could be the referral of friends, family etc.

Evaluation of alternatives

Various other competitors like cox and kings, yatra.com etc

Purchase stepReasons for purchase

Services should provide utility and satisfy physical needs first i.e. de-stress and rejuvenation. Also satisfaction of emotional needs like luxurious and comfort during vacation.

Psychological needs satisfaction could be like time spend with family, time for oneself etc.

Post-purchase step‘State of the art’ IT systems to streamline their operations and processes towards smooth, quick and efficient management of its substantial member base. The implementation of a CRM system should be a powerful tool to track important member information and work on creating a 'comeback value' based on 'experiences.

PositioningWhy?

• To offer a new way of connecting people with a city; Bringing out the soul of the city; A unique travel experience

For Whom?


• Energetic, passionate, modern, untraditional traveler who is searching for a unique travel experience; Travel alone or with few friends or family; Travel without a packet

When?

• Weekend getaways, long/short vacation, cultural trips

Against Whom?

• Travel guides, podcast, interactive applications and competitors that are not entertaining

So, the positioning of Club Mahindra is to provide a unique, fun and entertaining travel experience by continually connecting them emotionally to the city and its soul with tagline “Jiyo Life”-ordinary people who live extraordinary life.

Implementation plan for the specific offering for each and hence the totality of the Marketing Communications Mix

Designing the Communications

Message StrategyIn the message strategy, the CLUB MAHINDRA brand manager needs to decide the appeals, themes and ideas that fit in with the brand positioning of fun, excitement and conviviality.

Creative Strategy

Informational Appeals

The Informational appeals in the ads rely on very rational processing of the communication on the part of the consumer. Logic and reason rule. This does not fully apply on CLUB MAHINDRA as purchase decision is influenced by all members of family, not only by conveying the rational benefits of the product. Content should be developed on the places around its resorts to educate its prospects.

Club Mahindra is associated with family holiday packages and the Internet – which is a personal medium – would reach out to new audiences. Even when it communicate with young people, they will have a family tomorrow.


Club Mahindra is targeting people, who may or may not be Club Mahindra members, looking for cost-effective holidays. So the complete information related to packages should be provided with proper education.

Transformational AppealsThese relate to the non product related benefits or image like the king of person that uses the brand. The way Indians are holidaying has changed. Families with higher disposable incomes are spending more on foreign holidays and are not limiting their holidays to one a year. Therefore, it should have selected a set of keywords that match these aspirations.

Communication plan talking to age 8 to 14 should also be there. Almost 70% of purchasing decisions are taken by elders following advice of their children. This is now become universal. Parents believe that in this fast paced techno world, their kids keep themselves up-to-date with everything. And they mature much faster too. Makes a lot more sense to take their advice on purchases.

Message Source

The message source is the source from which the message comes to the customers. It could be a famous personality who is liked by the target audience. Credibility depends on the source’s expertise, trustworthiness and likability.

Club Mahindra aims to provide a unique, fun and entertaining travel experience by continually connecting them emotionally to the city and its soul with tagline Fun, Family, Forever. So, the families who are enjoying their holidays with fun and spending time with each other forgetting everything about their career life.

Select the communication channels

Non Personal Communications ChannelThe non personal channels are directed at more than 1 person. They include:1. Media2. Sales promotions3. Events & experiences4. Public relations

1. Media Print Media

Club Mahindra ads can appear on those newspapers and their corresponding pages that are mostly read by the working people of the house.

The informational content and membership benefits of the brand (holiday packages) should be stressed in the advertisements.


In supplements and papers like ‘Hello’, importance should be given to the graphics, product shot and experience. It should reflect the aspirations of target group in its print media while showing the satisfaction level of customers.

The travel expert from the company should also write columns in popular magazines and newspapers about travel habits, tourism etc, without pushing the Club Mahindra brand name anywhere in the articles. This will help the brand earn credibility, respect and expert power on the target group.

Display Media:

Onsite stands in tourist areas. Onsite stands should be eye catchy, portable and offers free information. The billboard should also have details of the current consumer promotion. Posters in airports should be eye catchy

Broadcast Media (Radio and Television)

The TV ads must be played mostly in the time when families are typically unwinding after a hectic schedule and when primary school children typically get back from school and are in front of the TV.

Online AdsOwn website providing the complete information with some products like audio guides, podcasts travel. Travel blog providing experiences of customers.

Prominent Online banners on famous sites.

Electronic Media

The brand has its own website. This website must be advertised on the packaging to increase its popularity. At present, the website does not attract as many visits not due to lack of appeal but due to lack of awareness.

Website should provide the complete information with some products like audio guides, podcasts travel. Travel blog providing experiences of customers. Very often a journey is made endearing or inspiring because of some people you meet on the way. Sometimes it’s just a few minutes of interactions, but very often they make such a lasting impression.

YouTube channel displaying the viral video to get people talking about. Social networking sites like Facebook twitter to engage the potential customers.

Prominent Online banners on famous sites.

Guerrilla advertising


2. Sales promotions:

Consumer Sales Promotions:

Those marketing activities - other than advertising, public relations/publicity, and personal selling - that stimulate consumer purchasing and dealer effectiveness. Displays, shows and exhibitions, coupons, contests, samples.

Lifetime HolidaysThings just get better being a Life Member, customers no t only have access to the most exotic holiday locations in India and abroad, but you can also holiday at a different destination every year. Membership benefits should clearly shown to prospective customers.


Club Mahindra TravelClub Mahindra has launched a complete travel planning service to take care of every single need of customers. From accommodation to the best deals on air tickets and great holiday packages should be reflected on print media. The new service will even take care of documentation like visa processing, foreign exchange and travel insurance.

One time HolidayExperience hospitality with fun, entertainment, adventure, indulgence and relaxation.

Club Mahindra FundaysAnd nothing achieves that better than for an individual to spend some time with his/her family, doing fun things. And enjoying time away from it all, in locations far removed from the ordinary. In other words, a fun filled family holiday is one of the best ways to beat stress.


Trade Promotions:

Attractive hangers can be given to the retailer situated a mall and other tourist areas. The attractive hanger should not occupy much space but brand visibility should be good.

Partnership with airlines, online travel agents and other agencies.

3. Events and Experiences

Press releases about the satisfaction of employees and customers with family. Developing communication that is relevant, engaging and valuable to customers.

Personal Communications ChannelPersonal communication channels derive their effectiveness through individual presentations and feedback. They can be face to face, person to audience, over telephone or email etc. Personal channels could be.

Advocate Channel:Club Mahindra Sales people contact buyers in the target market

Expert Channel:Independent experts make statements to target buyers.

Social Channel:Neighbours, family, friends’ etc talk to potential buyers.A new personal channel developing is the ‘word of web’. There are many forums where consumers discuss brand experiences etc.


40% of the Users start using the brand only after seeing it or trying it out at a friend’s, neighbour’s or relative’s place. 39% of new members have enrolled through referrals from existing members.Hence, we need to ensure brand visibility and brand ‘talk’ in existing users.

Yet another way to use the social channel is to have children actively engage with the brand.

Establishing the total marketing communication’s Budget

There are four methods to determine the total marketing communications budget. They are as follows:

i. Affordable Methodii. Percentage of Sales Methodiii. Competitive Parity Methodiv. Objective and Task Method

For Club Mahindra, we would follow the Percentage of Sales Method

Percentage of Sales MethodTo develop promotion budgets by defining specific objectives, determining the tasks that must be performed to achieve these objectives and estimating the costs of performing these tasks.

The travel and leisure brand currently spends 10 per cent of its ad budget on online display and search advertising, and plans to scale it up further. Club Mahindra has always been associated with family holiday packages and the Internet – which is a personal medium – will reach out to new audiences.

Ensuring that the Communication Model works to our advantageThe central theme of Club Mahindra as a brand as already explained in the brand personality and the brand identity sections previous stand for a brand that offers fun, excitement and conviviality to the consumer. All the communication mix elements will have synergy in spreading this message about the brands. Care will be taken to ensure that irrespective of the communication mix elements used, the message remains the same across all categories. As the target group of the CLUB MAHINDRA customers primarily includes the upper and upper middle class, the forms of communications and the choice of words in these various communication media must be appealing to these consumer categories.

Also, care would be taken that all elements of brand building exercise appearing in the correct sequence with awareness followed by sales promotion followed personal selling efforts.

Following are the criteria which determine the effectiveness of IMC program:


Coverage: The proportion of the audience reached by each communication option employed.

Contribution: Ability of communication to create the desired response from customers in terms of building awareness, enhancement of image and inducing sales.

Commonality: common associations are reinforced across all communication options. Consistency and cohesiveness of the brand image is maintained.

Complementarities: Effectiveness happens when communication options used in tandem. Complementarities relates to the extent to which different associations are emphasised across communication process.

Versatility: it refers to the extent to which a marketing communication option is robust and works for different group of customers.

Cost: effective and efficient communication options reduce cost.

Partners in the communication plan

• The Ad agency employed by the company for Club Mahindra brand.• The retail outlets of the brand• Travel agencies/ online travel agencies• Online travel portals like yatra.com, ezeego.co.in etc• Hotels, restaurants, tourist spots

Consistency needed in an IMC plan

One voice, one lookAll advertisements whether on print media or on electronic media, sales promotions, sponsorships etc. need to have the same look and feel and be consistent over a period in order to make a brand strong.

To ensure this is therefore of utmost importance. Hence an IMC brand audit must be done periodically to ensure that the brand gives out one voice and one message in all its communications.

Evaluation of results

The evaluation of the campaign will be based on following:• Reach: number of different target consumers who are exposed to a message at

least once during a specific period of time• Frequency: number of times an individual is exposed to a given message during a

specific period of time• Cost per contact: cost of reaching one member of the target market


– Allows comparison across advertising strategy vehicles

Further to these, we will be analyzing consumer response to the various communication mix elements used in the brand building exercise.

Measuring the effectiveness of advertising mix element:

This would involve analysis of how effective the advertisement were in catching the target market attention and draw interest. This can be ascertained with the help of regular recall and recognition tests about Club Mahindra and its various communications.

Measuring the effectiveness of the online mix element:

o hits/visitso ability to measure actiono two techniques for setting price

CPM click-throughs

Documents

Inderjit Kaul_Club Mahindra