EXECUTIVE SUMMARY

Leisure is currently one of the most exciting sectors in India. Though

developing fast, the industry is still at an early stage of development. But with the
increasing entry of some of the more established Indian entrepreneurs and corporate
houses, the industry could be worth Rs 50,000 million (£735 million) per annum
within the next 2 - 3 years. The sector is already worth Rs 10,000 million (£147
million) per annum. Cultural attitudes within India are changing. The increasing
incidence of Cable TV is exposing the population to a wider range of leisure pursuits.
And the idea of an annual family holiday/ pilgrimage to the home village is being
overtaken by more frequent weekend visits to leisure facilities within and around the
cities.

Country club (India) ltd. was established in 1989. Today it is the leader in Indian
leisure industry.

1
 INTRODUCTION

The leisure industry in India is already booming. With rising disposable incomes,
people are spending more time travelling, watching television, working out in gyms,
visiting spas and eating out. Allotting more time for rest and leisure allows consumers
to spend the money they earn, hence boosting economic activity. Indian consumers
are no longer satisfied with letting life happen to them unassisted.

They are taking an active interest in their own free time. Life is no longer about
slaving at the desk all day and sinking into a couch in the evenings to indulge in some
meaningless 'time pass' before the whole cycle begins again the next day. Work is
now a means to an end and Indian consumers are engaging creatively in building lives
outside the office.

Travelling, whether to different parts of the world or to the inner recesses of your own
mind, is gaining preference over fatalistically accepting one's predetermined location
in life. Indians are trying to gain psychic well-being, healthy bodies and complete
lives by practising yoga, following the precepts of a spiritual guru, kicking unhealthy
habits, working out in gyms and controlling their diets.
Opportunities to enhance the quality of life are everywhere and people are
beginning to take them. New Year resolutions have traditionally been annual rituals
through which people try to reassert control over their own lives. In today's scenario,

2
this is not only possible but also desirable as individual quests for fulfilment will have
huge social, economic and psychic benefits.

Current size of the consumer market for the leisure and amusement sector is
nearly 25 - 30 million. This reflects a middle upper class with a monthly disposable
income in excess of Rs 5,000 (£75). But with a population of 1 billion, 30% of which
is under 20, and economic growth set to continue, the number of consumers can only
increase. The sector is developing throughout India but the major projects are
planned in the metropolitan cities, their suburbs and other major cities in Western and
Northern India. The major cities in Southern states like Hyderabad, Bangalore,
Mysore, Cochin, and Thiruvananthapuram are also showing increased activity.
However, projects in Eastern India are limited to Calcutta in West Bengal and
Bhubaneswar in the state of Orissa. Interest in the leisure business is not limited to
entrepreneurs. Consultants are beginning to focus on business prospects in the leisure
industry.

ORGANISATIONAL PROFILE

Mr. Rajeev Reddy, an entrepreneur in spirit is the Founding Chairman & Managing
Director of Country Club (India) Ltd (CCIL) - a multicrore Entertainment and leisure
Infrastructure conglomerate.

Country Club India Ltd is one of the fastest growing entertainment and leisure
conglomerate in India. A Multi-Million dollar entity and a listed company on BSE
(Bombay Stock Exchange), CCIL is a pioneer in the concept of family clubbing in the
country. CCIL has established 186 properties of which 46 are owned and others are
franchised properties. Presently it has 220 plus affiliations plus a global gateway via
Country Vacations and RCI affiliation of 3900 resorts for its esteemed members.

CCIL's very first leisure infrastructure project is Country Club Coconut Grove
which is over much 100 acre and completely eco friendly project near Tumkur

3
Bangalore. The Project a resultant of a synergy between the core expertise of the
founding organization Amrutha Estates and the innovative vision of participatory
clubbing; that hinges on community living and holiday homes with clubbing
pleasures.

CCIL also forays into the global world with a futuristic project - The proposed
Country Club Golf Village is all set to revolutionize the face of the industry, Golf
Village is a premium membership concept for the niche lifestyle segment that aspires
for the cut above the rest. The concept well accepted by the Non Resident Indians is
on a consistent upward swing. Under this project CCIL proposes to build 5 golf
courses across the country making golfing a popular phenomenon.

It is Country's biggest chain of Family Clubs recognized by the Limca Book of

World Records. Besides prominent citizens from all walks of life, we have around
600 Corporate Members, including Microsoft, Satyam Computers, Brooke Bond
Lipton (India) Ltd, CMC Ltd and Dr. Reddy's Labs.

CCIL provides a state-of-the-art Health Club, multi-cuisine restaurants, business

centre, swimming pool and other facilities. A unique benefit to members joining The
Country Club is the facility of transferability of membership from one city to another,
paying the differential membership fee, in case the membership fee at the city to
which transfer is sought is higher.

CCIL a powerhouse of entertainment organizes shows including beauty pageants,

Holi, Navarathri, Dasara, Diwali, Christmas, Lodi and New Year regularly and invite
celebrities. Performing artists and entertainers who have participated in the shows
include Salman Khan, Bipasha Basu, Mahima Chaudary, Yana Gupta Koena Mitra,
Sangeetha, Usha Uthup, Remo Fernandez, Daler Mehndi, Raageshwari, Shan &
Sagarika, Bali Brahmbhatt, Sukhvinder Singh, Sushmitha Sen And Mamta
Kulkarni to name.

4
 Country Club (India) Ltd has entered into Strategic Alliances with ICICI Bank, ABN
AMRO, Standard Chartered Bank, HDFC, ICICI Lombard General Insurance etc.,
wherein all these banks Credit Cardholders will be entitled to the 0% interest free
instalments starting from 6 months to 36 months to avail Country Club membership.

Company logo:

Mission:

To deliver experiences that nurture relationships and contribute to a wholesome

wellness lifestyles in a stress free, eco friendly environments to member community
with a win-win situation for all involved in furthering the cause of such ecosystems.

Vision:

5
 To be world leaders in family clubbing in today’s disintegrating society and create
a cohesive force in relationship between man and men; man and nature and man and
his environs embedded in current realities and inherit by legacy to the generation next.

NETWORK OF CCIL:

CCIL has established 186 properties of which 46 are owned and others are
franchised properties and 220 clubs and resorts in the nationwide affiliation network.
Some representing the smaller town and a few distinct in the major cities to provide a
wide canvas of choice and accessibility coupled with affordability advantage across
the spectrum.

DOMESTIC:

Country club (India) ltd has established good network at domestic level. Nearly
each and every metropolitan city in India has the clubs of CCIL.

6
 Ma
p
No.1:-

Network of CCIL in India

International:

CCIL owns club at Dubai and Srilanka which are the four star properties offering
services of international standards. CCIL is also networked with other parts of the
world through RCI.

7
 Map No.2:- Worldwide network of CCIL through affiliation.

FEATURES OF CCIL

CK27:

CK27 a new brand of clubbing atmosphere comes right into the neighborhood with
accessibility as its prime focus.

8
 CK27 custom built for everyday club users, with state of art clubbing brands that
CCIL has created over years. The most sought after brands are bunched together to
enhance the experience. Moksh, the 24 hour gym and spa facilities; Gabbar Singh da
Adda, the informal dine outs for entertainment and chilled out atmospheres, varied
indoor games, lounge and restro bar – Pulse; a coffee shop to hang out and basic
added infrastructure based on space availability like conference hall and a swimming
pool would be a part of this satellite clubbing concept.
Its inception beginning in Ahmadabad, CCIL network has now announced with a
presence in Ahmadabad, Pune, Noida, Surat, Kolkata and Bangalore.

ATTRACTION:
GABBAR SINGH DA ADDA

"Gabbar Singh Da Adda" a new age dhaba is a special informal dine out that reflects
the rustic aesthetics, colourful ambience, joyous music and hearty food. It boasts of
pure Punjabi cuisine along with a themed ambience of an informal dine out vibrant to
culture and classic in appeal to reflect the laid back feel. With perfectly blended
interiors to soothe the urban nerve it matches the service and hospitality of warm
hearted informal ambiences away from the norms and rules of fine dine restaurants - a
blend that is all set to create new formats in hospitality.

9
INDOOR GAMES

In CK27 an entire floor is dedicated to indoor games for families to just have fun, kill
time and to be together. CCIL have set aside a wide range of board games like chess,
caroms, monopoly. For the more amusing people

MOKSH
Moksh. A gym and health spa which focuses on mind, body and soul. It is created
with a vision to provide total health to its customers. A wholesome fitness haven
made accessible to all. Moksh is the most recent and one of the finest health spas of
the country. It has 10,000 sq ft of sheer state of art infrastructure. Moksh comprises of
a Gymnasium with imported, modern equipments, squash court, golf putting field, a
complete spa section, and a yoga centre among others. Fitness experts and
professionals like nutritionist and dieticians, individualized trainers and master
masseurs will make sure that the experience is wholesome and consistent.

PULSE
Pulse, it is a fusion of a restaurant, pub, discotheque and lounge bar. It consists of
dance floor, restaurant providing quality food, bar, etc.

COUNTRY SPA:

Country Spa is the only Ayurvedic wellness centre where the ideally recommended
procedure of a true traditional format is followed for Ayurvedic rejuvenation
therapies. The Country Spa has a fully equipped Ayurvedic treatment centre,
pharmacy, Ayurvedic restaurant, yoga hall; curio, library, herbal gardens apart from
the fully furnished and air-conditioned cottages for revitalizing stay. it is one among
the few treatment centres where a patient can avail the service of Ayurvedic cooks

10
and dietician. The Treatment centre is equipped with modern diagnostic tests and
equipments for assuring the patients with the convincing evidence for the
effectiveness of the therapies amidst highest quality of hygiene and health.

Country Spa has strategic tie up with Kairali of Kerala which has established its brand
name and reputation with unerring Ayurvedic treatments and quality medicines.
Medicines are procured directly from Kairali to ensure that the quality standards of
Ayurvedic medicines are adhered with, without compromise. All the treatment related
staffs are recruited directly from Kerala and after thorough and careful guidance and
training from Kairali. The most advanced and exclusive Ayurvedic medical software
(by the Central Govt Institution which has developed the Indian Super Computer
Param) is utilized by the doctors to ensure that the strict classical recommendations
are followed with pin point precision.

Some of the main treatments available with COUNTRY SPA include varied oil
massage that are used in wide variety of diseases and the Oils are selected according
to the disease, its condition, body constitution of patient, climatic and seasonal
consideration. These treatments are;

Abhyangam

Takradhara

Sirodhara

Pizhichil

Kadikizhi

HOTELS:

11
Western Amrutha Castle. The hotels category is a non exclusive property and offers
the services to general public with special privileges to the members. Three such
hotels exist in the network. They are Amrutha castle Hyderabad, Zen garden hotel
Country Club India Limited launched its operations under this category way back
with Amrutha Castle which is now Best Chennai and The Country Club Hotels Dubai,
All of which are located close to airports .

1) The country club hotels Dubai

2) Amrutha Castle

The Best Western Amrutha Castle is very different from the usual run of the
mill hotels. It is designed as a medieval European Bavarian Castle, the only one of its
kind in this part of the country. Built on the lines of a Bavarian Castle - Schloss
Neushwanstein - between the Austrian and German border, this hotel is designed by
French architect Marius Loeb alias Ananda of Auroform and Zarine Khan of
Tradition, Bombay.

12
3) Zen Garden

COUNTRY CONDOS

Country Condos is a 100% eco friendly, signature project of Country Club India Ltd
that is designed to meet international benchmarks of RCI Gold Crown specification.
Fully loaded on entertainment facilities at the leisure infrastructure projects that
would house the condos, it include a 5500 sq ft of swimming pool with in built
Jacuzzi for added luxury; leisure here is re defined with floating bar and a multi
cuisine restaurant that overlooks the pool. Defined children area and deluxe rooms
and individual cottages add ample to make it a family weekend getaway.

13
The project is to house state of the art facilities like Health and Wellness Spa, a
Convention Centre, a Helipad, Wedding Pavilion and Sports Stadiums in its future
course of development at its first leisure infrastructure project.

Country Condos is a dual edges offering of a holiday home backed with a Rent Back
option to its members to continually add a second income from the condominium by
agreement with the RMC.

RMC stands for Resort Management Company, a professional management

company headed by Mr. Austin Shu an experienced hospitality expert and former GM
Taj. Rich in experience and professionally trained to handle the nitty gritty of every
aspect involved. He lays the corner stone for the international standards for
operational procedures; maintaining the inventory given to him in top notch
conditions. It manages customer’s property and will directly be responsible for
maintaining and upkeep of the property.

14
Competitive analysis

The assessment and analysis of respective strength and weaknesses of a business

against its competitors –this might include their product, staff policies and marketing
strategies.

Market share:

15
It refers to a brands share of the total sales of all products within the product category
in which brand competes. Market research is determined by dividing brands sales
volume by the total category sales volume.

Market share analysis:

Market share analysis is an important indicator of how well a firm is doing in the
market compared to their competitors. The result of analysis is very helpful to decide
new strategies for a product. Determining a firm’s market share can help to determine
where it is today and where it wants to be. It also helps a firm to relate itself to the
offering of the competitors and see how successful it has been competing for market
share.

Market size:

Market size for a particular brand indicates the actual number of units sold of that
brand for a particular year in a particular region.

FINDINGS AND OBSERVATIONS

 There are number of companies related to leisure industry, available in the

market of pune. But the major players are CCIL, Club Mahindra, Pancard
Club, Solaris Club, etc. Most of the people are aware of clubbing and leisure
activities.

16
 Only 43% of interviewed sample are aware of Country club (India) ltd.

 Print media i.e. newspaper has been come out as the best medium for creating
awareness about CCIL.

 There is a vast scope for the development of leisure industry and CCIL in
pune, since very less number of people are having the memberships in their
pocket and also there is no cut throat competition in pune w.r.t. clubbing.

 Country club (India) ltd. has come out as a market leader in the field of leisure
industry. In the interviewed club members, most of them were the members of
Country club (India) ltd.

 The main purpose behind buying membership is to enjoy the leisure activities.
Also the scenario regarding leisure industry is changing, as people are
considering membership as an investment.

 Diversified network of CCIL is the main attribute that differentiate CCIL from
its competitors.

 Most of the customers (47%) believe that CCIL is aggressively pursuing the
market leadership in pune. Most of the customers perceive CCIL as the best
brand available in the market of pune.

17
 Large chunk of members are satisfied with the services provided by Country
club (India) ltd.

18
 SWOT ANALYSIS

Strengths:

• Diversified network.

• Good awareness about clubbing in targeted customers .

• Well known brand.

• Strong infrastructure.

19
 • Market leader in leisure industry.

Weaknesses:

• Need to improve on delivering good value for money.

• Need to improve in advertising through broadcast media.

• Need to improve on satisfying existing customers of CCIL.

Opportunities:

• Large team of direct marketing can be used to make customers aware

of CCIL.

• Advertising through television can be the best medium for spreading

awareness.

• CCIL has established their working clubs as early as possible in pune.

Threats:

• Club Mahindra does giving tough fight to CCIL.

• Satisfying level among existing customers is very low.

20
 LIMITATIONS OF THE PROJECT

1) This market survey was conducted only for the short period of two months.

2) The study was conducted in pune region only, therefore results or inferences drawn
are only based on the responses of customers in pune only.

3) Sometimes there was unwillingness on the part of customers to give answers to

questions asked.

4) This survey was limited to high class society in pune.

5) Busy schedule of the officials made was the another constrain which make it
impossible to collect more information and knowledge about brand perception and
brand awareness.

21
 SUGGESTIONS

 CCIL should pay more attention towards after sales services. For this, more
customer care centres are needed to be opened.

 Though CCIL is established in 1989, it is new in the city of pune. Company

require opening clubs in pune as early as possible.

 To spread more awareness about CCIL brand, it has to improve after sales
service to existing customer base.

 CCIL should take feedback from its potential customers regarding the
customer’s expectations to improve customer perception.

22
  CCIL should focus on television medium for its advertising in order to spread
awareness about IT.

CONCLUSION

Leisure is currently one of the most exciting sectors in India. Though developing fast,
the industry is still at an early stage of development. CCIL as playing in the domain of
leisure should have to keep it up both in terms of advertising and quality services.
CCIL is the market leader in pune with maximum awareness about its leisure
activities.

CCIL has shown good aggressiveness in tapping maximum market in pune.

Quality service is a crucial aspect of customers brand selection while getting a
specific brand. CCIL no. 1 in total leisure industry is really taking care of their

23
esteemed customers by providing quality services. CCIL is leading the total market in
with having maximum number of customers.

BIBLIOGRAPHY

Books:

1) Marketing management

- Philip Kotler, prenhall publication.

2) Research methodology

24
 - C.R. Kothari, vishwa prakashan, NewDelhi.

3) Business research methods

- Cooper

4) Company brochures like CK-27, daily updates, etc.

Websites:

1) www.countryclubindia.net

2) www.questionpro.com

3) www.google.com

4) www.scribd.com

25
26