Country Club India LTD Summer Project

SUMMER TRAINING REPORT ON
STUDY OF MARKETING STRATEGIES

AND
SELLING PROCESS
OF
CLUB MEMBERSHIP
FOR
COUNTRY CLUB (INDIA) LIMITED

AKHLESH PRASAD
00916603913
In Partial Fulfillment For The Award Of The Degree
Post Graduate Degree In Business Management
Batch
2013 2015
University School Of Management Studies

GGS Indraprastha University
Sector 16-C,Dwarka, New Delhi-110078
SUMMER TRAINING REPORT ON
STUDY OF MARKETING STRATEGIES

AND
SELLING PROCESS
OF
CLUB MEMBERSHIP
FOR
COUNTRY CLUB (INDIA) LIMITED

Under The Supervision
Of
Kapin Narwani
Asst. General Manager
Submitted By
Submitted To
Akhlesh Prasad
Roll Number-00916603913
Prof. Sanjiv Mittal

Designation: Dean
DECLARATION
I Akhlesh Prasad student of University School of Management Studies Batch
2013 2015 declare that every part of the Project Report STUDY OF
MARKETING STRATEGIES AND SELLING PROCESS OF CLUB
MEMBERSHIP that I have submitted is original.
Date of Project submission: _____________
Akhlesh Prasad
Roll No. 00916603913
Facultys Comments :
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
Prof. Sanjiv Mittal
ACKNOWLEDGMENT
Any assignment puts to a litmus test an individual knowledge credibility or
experience and thus sole efforts of an individual are not sufficient to accomplish the
desired results. Successful completion of a research involved interest and effort of
many people and so this becomes obligatory on my part, to record my thanks to those
who helped me out in the successful completion of my Summer Project.
It is my heartfelt honor to thank Mr. Kapil Narwani (AGM, CCIL) and also other
employees for their valuable guidance in completion of this project.
I would like to thank Prof. Sanjiv Mittal under whose esteemed guidance the
synopsis of this research came in to existence and research got an appropriate
direction of precedence.
My special thanks to my parents and all my friends specially Abhinav Nigam and
Nitin Singh for their unremitting help in numerous ways, which deserve adequate
expression on this page.
I cannot fail to mention the help and support I got from all the shopkeepers the for
their support and for helping me in conducting the research work and shaping the
project report
In the end, I would like to say that it was a great experience working on this project.
Thank you all.

Akhlesh Prasad
TABLE OF CONTENTS
S. No.
Content
Page No.
1
2
Executive Summary
The Birth and Growth of Facility Like Club
7
8-10
2.1
2.2
History of Club membership

Lifestyle Club
8
10
3
4
Factors Driving the Club Membership

Country Club India Limited
11
12-16
4.1
4.2
4.3
Introduction
Aim & Establishment of the Company
About the CMD
12
Services and Facilities
17-27
5.1
5.2
5.3
5.4
5.5
5.6
5.7
5.8
List of Affiliated Clubs

International Clubs
Hotels
Resorts
Country Condos
Wildlife & Adventure Holidays
Relax Your Soul (Country Spa)
CK 27
19
21
22
22
23
24
25
27
Membership
28-32
6.1
Other Facilities
31
Different Marketing Strategies Adopted for

Club Membership
33-45
7.1
7.2
7.3
7.4
7.5
7.6
Telemarketing
Understanding the Market
Internet Marketing
Taking Reference from Club Member
Functional Benefits
Advertisement in News Papers
33
34
36
38
38
42
Buying & Selling Process of Club Membership
46-60
8.1
8.2
8.3
8.4
8.5
Personnel of the Company

Buying Process
Selling Cycle
Steps of Closing
Limitation Sought in Selling Membership
46
47
48
58
60
16
TABLE OF CONTENTS
S. No.
Content
Page No.
9
10
Research Methodology
Data Aanlysis
61-62
63-65
10.1
Major Findings
65
11
12
13
14
Learning in the Summer Training

Suggestion for Future Growth
Conclusion
Bibliography
66
67
68
69
EXECUTIVE SUMMARY
Todays market scenario is totally different from what it has been a few years ago.
Consumer have a lot of choice for every product because day by day companies are
coming up with their new and innovative products. Later there was limited choice
for most of the products and companies didnt have to put much of the efforts to sell
their products. But todays scenario is totally different. Consumers have choice
because of availability of varieties and options. We can say toadys consumer is the
market ruler. So it is important to know his buying behavior and try to fulfill his
demand. Companys aim should be customer delight not customers satisfaction.
The purpose of this dissertation is to know the consumers performance, needs, test,
his buying behavior and inspiration factors behind it. Country Club India Ltd how
much is fulfilling the customers needs and try to maximize the sales of club
membership.
The main aim of this project is to understand the marketing strategies and selling
process of the club membership specially is this competitive world. To study in brief
about the membership club this has been the most upcoming industry in recent times.
This study has helped me identify the different means of selling the club membership
and various facilities and the activities performed in the club.
This report contains the birth and growth of clubbing industry, company profile,
facilities and services provided by the company, different types of membership,
marketing strategies and selling process of club membership and analysis of
activities performed during the course of this report by me, findings,
recommendation and suggestion, conclusion and bears bibliography given in the last
to give the readers a good knowledge of the content. I hope this report will serve the
purpose.
The Birth and Growth of Facilities Like Club

History of the club membership
The origin of North America can be traced to the year 1786 with the founding golf
clubs in of a club in Charleston, S.C., and the charter of the Royal Montreal Golf
Club in 1873. Golf was played at Oakhurst, W. Va., in 1884, the Dorset Field Club,
Vt., in 1886, and in Fox burg, Pa., in 1887. The St. Andrews Club in Hastings-onthe-Hudson, N.Y., has been documented as the longest continually running clubs in
cities founding in1888.
As much as historians focus on golf history in the Northeast, USGA club members
have told us that the game was introduced to other areas, some not often referenced
in history books, including Brookline, Mass., in 1882; Princeton, Ind., 1883;
Tacoma, Wash., 1884; Kingman, Kan., 1887; Fullerton, Neb., 1887; St. Paul, Minn.,
1888; Rockwood, Maine, 1889; Indianapolis, Ind., 1891; Chicago, Ill., 1892; Gear
heart, Ore., 1892; Southampton, N.Y., 1892; Burlingame, Calif., 1893; Newport,
R.I., 1893, and many more cities prior to 1900.
In 1894 both St. Andrews and Newport, R.I., golf clubs declared that the winner of
their respective invitational tournament was the Amateur Champion of the United
States. This dilemma, as well as the need to codify, interpret and modify the Rules
of Golf and the Rules of Amateur Status, reinforced the need to create one
authoritative body governing golf in the United States.
Delegates from five clubs: St. Andrews, N.Y.; Newport, R.I.; Shinnecock Hills,
N.Y.; Chicago Golf Club, Ill.; and the Country Club in Brookline, Mass., met in
New York City in the fall of 1894. The Amateur Golf Association of the United
States, later to be known as United States Golf Association, was formed on Dec. 22,
1894. Championship play began at Newport Golf Club where both the U.S. Amateur
and the U.S. Open were played in October 1895.
The United States Golf Association, founded in 1894, evolved to be a golf service
organization of member clubs, courses, and qualified training facilities, incorporated
as a non-profit organization. The USGA is guided by 30 committees, comprised of
1,400 volunteers, under the direction of a 15 member Executive Committee. The
USGA is governed by nine articles that comprise its formal organizational by-laws.
While being the authoritative body concerning the Rules of Golf and amateur status
in the United States, the USGA would ultimately grow to conduct 13 national
championships, including the U.S. Open and the U.S. Amateur.
The members who started developing the club
The five founding members began to invite other club representatives to their annual
meeting and slowly added members to the USGA. Member dues started at $25 for
clubs waiting to be declared full members. In 1939 all clubs paid $30 to maintain
their membership. Club membership increased from 267 members in 1910 to 1,138
members in 1932, then fell to 816 clubs primarily because of the Great Depression
and the start of World War II. By 1947 the USGA gained enough members to pass
the 1932 membership level, and start a slow ascent. In 1980 the USGA roster
exceeded 5,000 member clubs.
Aided by an unprecedented course building boom in the golf industry and a
campaign to recruit new members, the USGA added 3,300 club members between
1987 and 1997, then added another 700 members by the end of the Millennium.
Today the USGA club membership includes more than 9,700 golf clubs, golf courses
and qualified training facilities.
In the late 1980s the USGA actively encouraged the formation of clubs without real
estate. Today clubs without real estate have grown to a 5 percent representation of
the total membership.
As recently as 1985 the USGA club membership was comprised of 75 percent

private clubs. In the past 20 years the organizations profile changed to having 64
percent of its members organized as public or semi-private golf courses, public nonreal-estate clubs and practice facilities. In the past five years, three out of every four
new members had a public golf orientation.
Today, USGA member club representatives control or own 10,600 golf courses with
171,000 holes, providing employment for thousands of people and places of play for
millions of golfers. More than 680 clubs hold qualifying rounds for USGA or state
golf championships. More than 400 member clubs have hosted a USGA
championship. Above all, USGA member clubs proudly uphold the traditions of golf
and the USGA, established more than 111 years ago.
Lifestyle Clubs
Meaning of lifestyle club
The concept of integrated environment living where your condo is interlinked with
Club Ultima & Crown Regency Hotel enhances your property investment and
appreciates its value faster. Club Ultima offers a well-appointed community with
unrivaled amenities for the residents with more facilities than regular
Condominiums. Offering a totally new concept in leisure living where you'll find an
irresistible combination of lifestyle, value, convenience, and comfort all under one
roof. Click Here to learn more about the wonderful fun filled lifestyle awaits you
here at Ultima Residences Tower Condominiums, and Club Ultima Membership.
10
Factors Driving the Clubbing Industry

Growth in the numbers of the urban middle class and strong growth in Greater
income levels augurs well for the growth of leisure industry
Average remuneration increase of the Indian in 2006 grew by 14%, the highest
in SE Asia and in 2007 the p.c. increase is estimated to be 14.5% by Hewitt
Associates.
The middle class population in the country is also growing at 20 million
annually.
It is estimated that by 2020 Indias urban population as a percentage of total
population will rise to 40%, with 400 million people living in 60-70 large
cities, each with a population of one million or more.
Over the last decade the average Indian spending has rocketed from Rs 5745
in 1992-93 to Rs 16,457 in 2003-2004 and is expected to grow at 12%
hereafter.
Under the major heads of consumption the fastest growth came from leisure
and entertainment with a growth of 28.3% in 2006.
Around 15% of the total hotels/resorts booking in India was done
electronically, expected to touch 35% in 2011. In such an e-environment club
strengthens family bonding and reunion.
To get rid of todays silent killer stress-related disorder.
Clubbing industry has a dedicated set of branded infrastructure; to meet all
lifestyle need of fitness, fun and frolic with family and friends is ready to use.
The clubbing industry 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
11
Country Club India Limited

Introduction
CCIL - 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 35 are owned and 158
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 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.
CCIL 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.
12
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 a few.
Country Club (India) Ltd has entered into Strategic Alliances with ICICI Bank, ABN
AMRO, HDFC, ICICI Lombard General Insurance etc., wherein all these banks
Credit Cardholders will be entitled to the 0% interest free installments starting from
6 months to 36 months to avail Country Club membership.
State of the art health clubs including a 24 hour health club is on offer. Niche
wellness spas offering the latest and worldwide variety like chocolate and wine
massages apart from the wholesome and holistic ayurvedic, homeopathy and
naturopathy healing and rejuvenation centers are a part of CCILs offerings.
(Amrutha Castle, Hyderabad)
13
14
AIM & ESTABLISHMENT OF THE COMPANY

Establishment of the company
In 1989, Mr. Rajeev Reddy known for his entrepreneurial capabilities and foresight
acquired the imposing Vilayat Manzil, the place of Nawab Wali-Ud-Daula in
Hyderabad and converted it into what is now known as The Country Club, in
Hyderabad, and thus the legend of the Country Club was born. Now it 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).
Keeping in tune with changing times, hectic schedules and the need to unwind after
a hard days work The Country Club provides the ideal mix of relaxation and fun.
One can take part in any number of indoor and outdoor games, chill with a drink,
dine on sumptuous food or just hang out in the cool environs of nature. In addition,
The Country Club continuously organizes novel events that keep you grooving.
Events like Miss Country Club, Mr. Country Club, Theme Nights, Carnivals,
Concerts, etc., are than just an excuse to let your hair down. They serve as a fantastic
meeting ground for people and are a melting pot of a cosmopolitan atmosphere.
Adding fizz to occasions are celebrities like Remo, Raageshwari, Saagarika, Anoida,
Yana Gupta, Kashmira Shah & Salman Khan, Malaika Arora Khan, Bipasha Basu,
Mahima Choudary, Koena Mitra, Usha Uthup, Bali Brahmbhat, Sukhvinder Singh,
Sushmitha Sen, Mamta Kulkarni, Urmila among other high profile entertainers. And
these events come at no extra cost for the Country Club members.
This refers to the introduction of our leisure and life style family club. The Country
Club is the largest chain of clubs all across the country. We have 28 operational
clubs in India; apart from this we have 220 affiliations in India and Abroad and 153
Franchise and RCI Affiliation of 3900 resorts in 97 Countries. We have a strong
membership base of 1, 70,000 Members and 600 Corporate including Microsoft,
Satyam Computers, , Brooke bond Lipton (India) Ltd, CMC Ltd. , Dr. Reddys Labs
, Aditya Birla Group, Birla- Sunlife, Cadbury Ltd. Great eastern Shipping Co. Ltd.
and Blue Star Ltd.
About the CMD of the company:

15
Mr. Rajeev Reddy, an entrepreneur in spirit is the Founding Chairman & Managing
Director of Country Club (I) Ltd (CCIL) - a multicrore Entertainment and leisure
Infrastructure conglomerate. His is the story of vision and hard work, a story typical
of an entrepreneur, a graduate in commerce he decided to endeavor into Real Estate
and Construction when he was 21 years old. With minimum capital, Mr. Reddy
started a real estate company with name of Amrutha Estates named after his mother
in the year 1981. The first ambitious project he undertook was Ashiana, a residential
complex consisting of 20 deluxe flats, in the capital city of Andhra Pradesh. Since
then he has completed 38 prestigious projects in Bangalore and Hyderabad.
Eventually, with the idea of establishing an executive club and spreading the club
culture to various sections of society; Mr. Reddy made his move when he was on the
heels of construction of residential and commercial complexes. Indeed, there was an
experience that made the genesis of the idea of establishing a club that could reach
the laymen. Realizing that many clubs make it difficult for common people to obtain
membership, Mr. Reddy started the club in 1989 which now stands as a landmark in
the city of Hyderabad.
Mr. Reddy's motive to create the club is to be accessible and affordable for all
sections of society. A staunch believer in validating his products, he has been the
face of the company since its inception.
Mr. Reddy is a fitness enthusiast who loves to swim. A tennis champ who
represented his state then, He now enjoys Adventure sports like Para gliding, River
Rafting & Scuba Diving. Mr. Reddy has two sons and a daughter who are also the
board members of the Country Club (India) Ltd.
SERVICES AND FACILITIES
16
Keeping in touch with changing times, hectic schedules and the need to unwind after
a hard days work. The Country Club provides the ideal mix of relaxtion and fun.
One can take part in any number of indoor and outdoor games, chill with a drink,
dine on sumptuous food or just hang out in the cool environs of nature. In addition,
the Country Club continuously organizes novel events that keep you grooving.
Events like Miss Country Club, Mr. Country Club, Theme Nights, Carnivals ,
Concerts etc., are than just an excuses to lat your hair down. They serve as a fantastic
meeting ground for people and are a melting pot of a cosmopolitan atmosphere.
Adding Fizz to occasions are celebrities like Remo, Raageshwari, Saagarika, Anoida
Yana Gupta, Kashmira Shah & Salman Khan among other high profile entertainers,
and these events come at no extra cost for the Country Club members.
The Country Club is the largest chain of clubs all across the country. We have 21
operational club in India, apart from this we have 220 affiliation in India & abroad.
We have a strong membership base of 1,50,000 familiars across the country. We
have club in Hyderabad, Bangalore, Goa, Chennai, Srilanka (Kandy), Kovalam,
Mumbai, Vizag, Rajamundry.
Swimming Pool, Tennis Court, Squash Court, Billiard-Snooker, Table Tennis, Xaxis- The Resto Bar, Different Types of Restaurant & Bar, Card Room and Banquet
Hall, Last bust not least there is landscape garden etc, Apart from company regularly
organize events and shows with celebrities for complete family entertainment of our
member.
Travel Desk
A melting pot of culture; vibrant and varied, a bountiful of landscape heralded by
the topographical advantage and a heritage driven hospitality India is an all season
destination. Bounded by the grand snow-capped Himalayan ranges in the North and
edged by a spectacular coastline offered by the Arabian Sea in the West, the Indian
Ocean in the South and the Bay of Bengal in the East, Peninsular India offers a
panoramic view of magnificent landscapes with its mist-clad mountain ranges,
golden beaches, emerald green valleys, coconut fringed backwaters and deep blue
seas; the historical cities & monuments, royal palaces & forts and pilgrimage
centers; the fascinating art, culture, festivities and heritage, all very uniquely Indian!
17
A kaleidoscope for heightened pleasure across the five senses touch, sight, sound,
taste and smell its magical land of myriad offerings for a souls delight.
CCIL across its network of 155 properties and 220 affiliates guides you to the niche
and unexplored and exposes to you the very obvious and highly famous destinations.
Trust our Travel desk to sew in a tailor made destination drive to appeal to your
senses. Call us now and discover this wondrous land that offers expressions and
experiences uniquely its own.
Mission
To deliver experience that nurture relationship and contribute to a wholesome
wellness lifestyles in a stress free, eco friendly environment to member community
with a win-win situation for all involved in furthering the cause of such eco system.
Vision
To be world leaders in family clubbing in todays 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.
Our Clubs
CCIL is India's biggest chain of Family Clubs recognized by the Limca Book of
World Records. With 46 of its own clubs, it's truly a pioneer in family clubbing. It
offers state of the art facilities in all the clubs for a heightened pleasure. Set to
sprawling green environments, it offers swimming pools, indoor games, health
clubs, well serviced rooms and professionally trained manpower to meet every need
of yours. The clubs are equipped to deal with your banquets and business needs.
Also, weekend activities, competitions and contest help engage and build a clubbing
community.
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.
18
LIST OF AFFILIATED CLUB

Ahmedabad
o The Country Club Sanand Road
o CK27
Bangalore
o Bannerghatta Road
o Sarjapur Road
o Yelahanka Road
o Mysore Road
o Magadi Road
o Country Club Lakeside
o Coconut Grove
o Country Club Kool Doddaballapur
o CK 27 JP Nagar
o CK 27 Kormanagala
o CK 27 Indiranagar
Bandipur
Country Condos
Country Spa
o Hyderabad
o Kovalam
o Tumkur
CK 27
o
o
o
o
o
o
o
o
o
CK 27 Bangalore
CK 27 Koramangala
CK 27 Indiranagar
CK 27 Koregaon Park
CK 27 Surat
CK 27 Ahmedabad
CK 27 Kolkata
CK 27 Noida
CK27 Navi Mumbai
19
Chennai
o RA Puram
o Guindy
o Mango Grove
Cochin
Delhi
o The Country Club Eros Regency
o CK27 Noida
Golf Village
Goa
Hyderabad
o Begumpet
o Medchal
o Country Kuteeram
o Country Kuteeram (Lepakshi)
o Amrutha Castle
o Country Spa
Hubli
Indore
Jaipur
o Country club Golden days
Kovalam
o Country Club Treasure Cove
o Country Spa
Kolkata
o The Country Club Chanakyapuri
o CK27
Kodaikanal
Lucknow
Mysore
Mumbai
20
o
o
o
o
Pune
Andheri West
Bamboo Grove
Country Club Spring
CK27 Navi Mumbai
o The Country Club Wildlife Resort

o CK27 Koregoan Park
Surat
o The Country Club Aqua City
o CK27
Vizag
International Clubs
Club Name
The Onterio Club
Indian Social Center
City University Club
Royal sanjay Unjong Club
The china Club
The Royal Automobile Club
Of Victoria (RACV) Ltd.
The Royal Automobile club
Of Australia
Combo Swimming Club
Casino De Madrid
Tokyo American Club
The Hanoi Club
Place
Canada
U.A.E
London
West Malasiya
Singapore
Australia
Australia
Sri Lanka
Spain
Japan
Vietnam
Hotels
Country Club India Limited launched its operations under this category way back
with Amrutha Castle which is now Best Western Amrutha Castle. The hotels
21
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 Chennai and The Country Club Hotels
Dubai, All of which are located close to airports (Hyd an exception with old airport
moved out)
Dubai
o The Country Club Hotel
Amrutha Castle
o Best Western Amrutha Castle
Zen Garden
o Zen Garden Hotel
The Country Club Hotel (Dubai)

Resorts
The destination vacation for all is made available to member guest and potential
members for vacations and niche holiday experiences. They include prime and
popular haunts like Srilanka, Goa, Kerala, and Bandipur. The experiential
holidaying destinations famously promote, wildlife, adventure and backwaters
amidst member fraternity
Kovalam
o The Country Club Treasure Cove

Cochin
22
o The Country Club Rock Springs

Bandipur
o The Country Club Wildlife

Goa
o The Country Club Goa

Sri Lanka
o The Country Club Kandy

Country Spa
o Hyderabad
o Kovalam
o Tumkur
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.
The project is to house state of the art facilities like Health and Wellness Spa, a
Convention Center, a Helipad, Wedding Pavilion and Sports Stadiums in its future
course of development at its first leisure infrastructure project.
23
Wildlife and Adventure Holidays

Country Club unfolds a streak of adventure in all its facilities offerings. The 155
clubs combine together to create a spirited entanglement of adventure. The high end
adrenalin rush is embedded in its present geographic locations. Right from the best
rapids in India for white water Rafting in Sri Lanka to Paragliding, Scuba Diving
and Snorkelling in Goa. Opt for mountaineering or light aircraft gliding with a visit
to Nepal. Visit Uttarakand properties and feel the dense jungle come alive with its
habitants on an elephant safari be it on Corbett, Bandavgarh, Ranathambore or
Bandipur. Let the dare devil in you venture out for an experience like never before.
Bandipur
o The Country Club Wildlife
Goa
o The Country Club Goa
Sri Lanka
o The Country Club Kandy
Relax Your Soul (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 only Wellness centre were sealed bottles of oils and medicines are
opened exclusively for your treatment and after your treatment session it will be
24
disposed in front of you.) 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 centers where a patient can avail the service of
Ayurvedic cooks and dietician. The Treatment center 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 us 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.
Treatments
Abhyangam
It is the Ayurvedic therapeutic oil massage in which strokes are given according to
the circulatory channels.. This treatment is very useful for obesity, loss of skin
texture, sleeplessness, fatigue, other vata predominant diseases etc.
Takradhara
It is performed by pouring a continuous stream of medicated butter milk in the
forehead from a special container. The butter milk used for the therapy is prepared
with curd from medicated milk which is churned to remove butter. This butter milk
is again mixed with herbal decoction. This helps in treatment of Insomnia, Stress,
Hypertension, hair fall and premature graying of hair, skin diseases.
25
Sirodhara
Sirodhara is performed by pouring a continuous stream of medicated oil or herbal
extract in the forehead from a special container. It is quite effective for
psychosomatic diseases and for alleviating the diseases of head and neck. The
procedure is an integral therapeutic measure in stress relief package and used for
insomnia, disease of head.
Pizhichil
This is a process I which the body is made to perspire by continuously pouring Luke
warm herbal oil followed by gentle massage.
The treatment is given for general weakness, arthritis, paralysis etc.
It is an effective rejuvenative therapeutic procedure when done on healthy
individuals.
Kadikizhi
It is the massage done with herbal packs fomented in fermented decoction of herbs.
Kadikizhi is effective in water reention, seallings and obesity.
Udwarthanam:
Herbal powder massage is used for reducing the excess fat from the body. The herbal
powder is massaged opposite the direction of the body hair.
Indicated in: Obesity and obesity related disorders, hypertension, diabetes mellitus,
enhances complexion of body.
Navarakizhi:
It is a specific massage done with packs of medicated rice called njavara. The rice is
prepared by cooking in herbal decoction and milk. Njavarakizhi-is effective in the
treatment of muscle wasting, nervous weakness etc. It also enhances the complexion
of skin.
Sirovasthi:
A special leather cap is fitted on the head and medicated oil is retained inside for 2030 minutes. It is effective in the treatment of visual problems, memory ailments,
sleep disorders etc.
CK27
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The revolution in family clubbing has now reached your doorstep. CK27 a new
brand of clubbing atmosphere comes right into the neighborhood with accessibility
as its prime focus. A platform designed to offer the best of clubbing closer to you.
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 resto 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.
Catching like wild fire since its inception beginning in Ahmedabad, CCIL network
has now announced more of them with a presence in Ahmedabad, Pune, Noida,
Surat, Kolkata and Bangalore.
The main attraction of CK27 are following :
Gabbar Singh Da Adda

CK27 Indoor Games
Moksh (Gym)
Spice
Players Lounge
Theater Room
MEMBERSHIPS
Type of
Membership
MILLIONAIR
CLUB
MILLIONAIR
PREMIUM
KOOL
KOOL KODAI
27
KOOL GLOBAL
PARIWAAR
KOOL GLOBAL
DUBAI
Proposal for the Membership

MILLIONAIR CLUB
Member with spouse & children up to 25.

Lifetime membership & will be transferable.
Accessibility to all local & affiliated clubs.
Free Entry to Moksh-Gym, Health Club, Jacuzzi, Swimming Pool, and CCIL
Clubs. (Unlimited FREE facilities for first 5 years)
Holiday pkg. 7D/6N FREE - Once in every year for first 5 yrs- All over India40 Resorts. (Utility charges-350 per day).
Membership fee- Rs. 35,000/-.
Administration Charges- Rs. 1800/-Annually.
Instant 0% INTEREST EMI facility for the credit card holder of SBI, ICICI
Bank, HDFC Bank & ABN AMRO.
MILLIONAIR PREMIUM
Member with spouse, children up to 25 & Parents.

Accessibility to all over India country clubs & affiliated clubs.
Holiday pkg. 7D/6N FREE - Once in every year for first 5 yrs- All over India40 Resorts. (Utility charges-350 per day).
Membership fee- Rs.60,000/-.
Administration Charges- Rs. 3,000/- Annually.
KOOL
Accessibility to all over India country clubs, affiliated clubs & CK27s.
(Unlimited FREE facilities for first 5 years)
28
Holiday pkg. 7D/6N FREE - Once in every year for first 5 yrs- All over India150 resorts. (Utility charges-350 per day).
1 Way domestic airfare for couple. (Taxes charge Extra)
1089 sq.ft. Plot as FREE GIFT at VEDIC SPA- AP, Nearer to proposed
International Airport, BLORE .( Regd. Fee, Govt. Tax- Rs.20,000/- Extra)
Membership fee- Rs.1,25,000/-.
KOOL KODAI
Holiday pkg. 7D/6N FREE - Once in every year for first 5 yrs- All over India150 resorts.(Utility charges-350 per day).
1 Way airfare for couple to BUSHBETTA, KARNTAKA. (Taxes charge
Extra)
1500 sq.ft. Plot as FREE GIFT at KODAI.
Membership fee- Rs.1, 40,000/-. (Regd. Fee, Govt. Tax INCLUDED)
KOOL GLOBAL PARIWAAR

29

CK27 is the City Centric Club. Its the composition of PULSE, SPICE,
MOKSH & PLAYERS LOUNGE.
Clubs. (Unlimited FREE facilities for 5 years)
Holiday pkg. 7D/6N FREE (Transferable) - Once in every year for 30 yrs- All
over India-150 resorts. (Utility charges-350 per day).
1 Way Airfare for couple to GOA/KOVALAM. (Taxes charge Extra)
LCD TV as Free Gift
Membership fee- Rs.1, 75,000/-. (Regd. Fee, Govt. Tax INCLUDED)
KOOL GLOBAL PARIWAAR with RCI

over India- 150 resorts. (Utility charges-350 per day) & RCI 7D/6N free
(Transferable) once in every year for 30 years- All over world-4000 Resorts.
(RCI Renewal fees in every 5 years 10,000/-)
1 Way Airfare for couple to GOA/KOVALAM. (Taxes charge Extra)
Membership fee- Rs.2,25,000/-. (Regd. Fee, Govt. Tax INCLUDED)
KOOL GLOBAL DUBAI
30

CK27 is the City Centric Club. Its the composition of PULSE, SPICE,
MOKSH & PLAYERS LOUNGE.
over India- 150 resorts. (Utility charges-350 per day) & RCI 7D/6N FREE
(Transferable) once in every year for 30 years- All over world-4000
Resorts.(RCI Renewal fees in every 5 years 10,000/-)
1 Way Airfare for couple to DUBAI. (Taxes charge Extra)
1500 sq.ft.-2 Plot and a Leaptop as FREE GIFT at KODAI KANAL.
Membership fee- Rs.3,50,000/-. (Regd. Fee, Govt. Tax INCLUDED)
Other Facilities
MEMBER GET MEMBER SCHEME (MGM)
If Any MC Member gives 3 MC Members Member upgraded to MCP.
If Any Member gives 2 KOOL Members FREE 1089 sq.ft plot at VEDIC
SPA. ( REGD. Charges Extra)
If Any Member gives 2 KOOL Global Pariwaar Members FREE 2000 sq.ft
plot at KODAI. ( REGD. Charges Extra)
If Any Member gives 1 KOOL Global DUBAI Member 1 Way Airfare
for DUBAI to Couple. (Service-Tax Charges EXTRA)
If Any Member Gives 2 KGD members 2 Way Airfare for DUBAI to
Couple or 1500 sq.ft Plot FREE.(Service-Tax & REGD. Charges EXTRA)
If Any Member Gives 4 KGD members Couple Airfare (2 ways) to
DUBAI & FREE 1500 sq.ft plot at KODAI. (Tax Extra)
EK KA PAANCH Offer
31
If any member gives 5 members of its own class Reimbursement of

members membership cost after deducting 25%. (Govt. Tax- 12.5% &
Service Tax- 12.5%)
Across The India
Across The World
Different Marketing Strategies Adopted for Club Membership

32
Generally there are various means of selling the club membership. They adopt
various marketing strategies to sell their club membership. Some of them are
following :
Telemarketing
In todays direct marketing world it has become common knowledge that retaining
a customer is simply more cost effective than acquiring a brand new customer. The
outbound telemarketing services world can be an extremely effective tool for
customer retention; in fact, it is one of the best, if not the best way to retain
customers. Outbound telemarketing services offer marketers the chance to retain
customers with a service oriented approach as well as an extremely customized
renewal offer. Retention telemarketing has become one of the most common uses
for outbound telemarketing services because of the cost effective nature of the effort
as well as the high response rate. However, even with all of the success of retention
telemarketing, some programs have been unsuccessful for a variety of
reasons. There are ways to ensure that your retention program will be both effective
and profitable.
Understanding Data
The first way to really make sure that retention is possible is to know your customers
and their buying habits. Analyze the data to find out where they are dropping out in
the customer life cycle and what attributes some of these customers share. Working
with much of this data can significantly impact the results of a retention program
and change the focus of the provided offer. Some of the similarities in data can result
in a more customer focused offer or a solution that can retain more prospects then
simply providing a lower price. The ultimate concern here is to understand the
customer information as well as the most effect offer or offer combination in order
to retain the customer.
Avoid Mix Offerings
Any experienced marketer is most likely testing several offers as well as attempting
to retain customers through several channels. This is certainly a great way to ensure
customer contact; however, it can be problem if customers start receiving mixed
offerings. When running the telemarketing program a best practice is to allow the
telemarketing agent to offer a lower priced selection or to allow the agent several
price options. The rule of thumb in direct marketing is to close the sale now because
33
closing it later rarely happens. Telemarketing services can successes in the retention
process if they are given the right tool and offer to work with. Also, if running a
telemarketing program along a direct mail or any other retention effort coordinating
the offer to the list is always the best way to ensure success.
Understanding the markets
B2B
When running B2B retention programs one thing that can often be a factor is the
multiple decision makers involved in the retaining the product or service. Outbound
telemarketing calls can be used to identify these issues through predefined questions
that can capture the data needed to offer them a more targeted solution. More often
than one might expect, price is not the only factor. In fact many customers may even
use pricing as a deterrent to addressing the really issue they dropped out of the
account.
B2C
The B2C market can be completely different. In reality, these are the easiest to really
work in a good retention program for. The customer centered focus that has emerged
in the marketing industry coupled with the strong presence of the internet has really
allowed for customers to become more fickle about who they deal with. This fact
alone makes the need for a good retention program even more convincing. These
retention programs should revolve around customers that have recently dropped out
or are in danger of leaving. Segmenting this list then further to try and reach
customers with an offer catered to their buying habits can help convert them.
Additionally, using your telemarketing program to learn more about why they are
dropping out is vital to understanding your customer database. Telemarketing can
be one of the most effective programs to improve a database.
Understanding the loyalty
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It is easy to get lost in trying to retain fallout or at risk customers; however, retention
can be equally effective as a loyalty campaign as well. These campaigns can not only
provide some insight into what the customer is thinking but it provides companies
with the opportunity to cross sell or introduce new products and services.
Telemarketing services campaigns that involve loyalty programs are great ways to
keep customer data refreshed, pull opinions from existing customers, correct any
misgivings that a customer may have perceived to have happened since the
companys last connection with them, and ultimately offer a new product or service
to meet needs. These Loyalty program reward customers for simply being customers
and really offers a chance to ingrain them further in a companys product line. Using
outbound telemarketing services to reach out to these customers can be exceptionally
valuable to the customer lifecycle longevity.
Continuity
Continuity outbound telemarketing services, have become a goldmine for clients
who have multiple products and a pool of current customers that are part of a
continuity program already with the company. Using a telemarketing service
provider to call these customers back and cross sell them with another continuity
program another similar product is a huge sales converter. In addition, it offers the
chance to express general interest in the continuity offer that they are already using
and their satisfaction, combined with an up sell or a cross sale.
Membership
Using outbound telemarketing services to retain members is one of the most highly
successful ways to retain a customer. More often than not recently lost customers
can be retained for less than $20 through outbound telemarketing services, and
telemarketing services have the highest response rate for any form of direct
marketing communication. Savvy direct marketing experts will often use their
telemarketing services campaign to offer membership club programs that have
recently expired an up sell to gain an even higher profit out of the same call.
Using a telemarketing services agent that has been properly trained, telemarketing
services uses can often get these agents to successfully sell customers on an up sell,
35
or convince customers that are canceling their membership to stay onboard even it
if means offering a down sell. No other form of direct marketing can offer this
flexibility, which is why membership groups heavily utilize telemarketing services
for their membership retention campaigns.
Ultimately, using telemarketing services to reach out to customers who are current
members or past customer to retain them is one of the most effective uses for not
only the telemarketing services channel but for any form of direct marketing. Visit
teleresources.net for more information on telemarketing.
Internet marketing
Choose from over 1000 properties in addition to our CCIL properties across India
online. You can get e-Books / Softwares every month this is the ideal package for
website owners, and internet marketers who can access all the latest website
marketing strategies, tips, and popular e-Books.
Now, you can know exactly how much you will spend online each month. The
membership price is normal but since we have just started this membership package,
we are giving you more than 50% discount on the regular price.
Do you want to make money online? Now, you can learn the insider secrets and
apply the proven internet marketing tips, to start generating your Income on the
Internet.
E-Books, website softwares, all of these are very popular, and savvy Internet users,
could probably buy at least 1 e-book per month. There seems to be so many websites
selling good e-books, but each time you make a purchase, this becomes an expense.
How many e-books have you bought this year?
For real time updates, events videos, facts files on all our club locations, bookings
or any other after sales services we invite you to visit our user friendly website
www.countryclubindia.com or our International/Kool Dubai members can access
our international website at www.countryclubdubai.com.
We guarantee that each month, we will provide you the link to download e-book /
softwares.
36
Book your holidays in just three simple steps-:

1. Log on to www.countryclubholidays.com (All rooms shown are realtime.
100% instant booking)
2. Select your holidays destination from over 1000 hotels (Maximum 2
nights for non CCIL properties)
3. Check availability and call 4406 7866 to confirm (Remember
membership number, utility charges to be paid at the time of booking)
The selection of e-books and softwares that we will bring to you as our members,
will be reviewed carefully by our team of Internet marketing consultants, so that you
will be getting the best internet marketing tips for your website.
International popular internet marketing gurus and e-book authors.
Country Club Magazine UPDATE
Our quarterly magazine UPDATE b rings you the happening events and occasion
across the country. Interview with all your favorite bollywood artists. Expert advice
on programs including summer camps, health tips, chef specials and member
feedback.
Promoting the club membership through Banquet halls
A function hall or banquet hall is a room for the purpose of hosting a party, banquet,
reception, or other social event. These are often found within the buildings of clubs
and fraternal organizations (rented out as a fundraiser for the organization) or within
a restaurant. Some condo associations and apartment buildings have these to keep
the noise of parties out of the residential units.
Taking reference from club member

37
There are many benefits to having a website for a private club but most can be
summed up as improving club membership communications. Through the resources
of the website, members have instant access to unlimited information about the club
and the club community. Generally speaking, a club website provides benefits like
these:
Updates members immediately through web pages and built-in member email
messaging
Embraces new computer users especially older members with simple and
conservative look and feel
Increases event participation through a better-informed membership
Improves membership camaraderie and improved sense of community
Saves time answering questions and allows staff more time to spend directly
with members
Saves money on printing and mailing of promotional materials, directories,
newsletters
Enables achievement of the website as a "critical mass" communications
vehicle
Functional Benefits
By providing this modern method of club membership communications, the club
delivers information in a much more timely fashion, and communications do not just
flow from the club to the members but also from the members to the club through
surveys, polls, email, and response forms. Here are some examples of benefits
derived from specific website features:
A membership directory that not only provides a handy reference for members
but also keeps itself up to date by prompting members to regularly update their
own contact information.
Member announcements keep members abreast of what is happening today at
the club, events, changes, achievements.
The club's calendar of events can cover everything from wine tasting events
to re-paving the tennis courts, all in a place where members can find answers
in a few mouse clicks.
Everybody likes photos, especially of themselves, so photo galleries are great,
especially now with the availability of inexpensive digital cameras.
38
Reference documents ranging from club by-laws to back issues of the

newsletters, contact lists, tournament details and tournament results and just
about any other kind of document is readily available for quick member
reference and reduced phone calls for information.
A survey system to find out what members like and dislike is a superb twoway vehicle for club membership communications with incredible benefit to
both members and management. First, it communicates the club's desire to
know what members want and secondly, it gives members a voice in club
activities and policies, and gives them the true sense of belonging.
A website with email capabilities built into it enables sending of email
messages to all members, to groups of members by special interest and to
special distribution lists. Information gets out faster, increasing participation
or notifying of changes and specials.
Some of the functions arranged by the Country Club India Ltd are following :
Asias Biggest New Year Bash
Synonymous to Country Club events bandwagon its the talk of each city. The entire
network is steeped in larger than life celebration celluloid stars of that big feel. Its
welcoming the new year in aplomb.
Darlings Day Out
A signature campaign to turn the valentine into a special family affairs. Marked by
the celebrity musical nights and dance floor sessions from toddlers to grandparents
its truly one of kind.
Rang Barse
Its raining fun here. This Holi special engulf the spirit of peace and brotherhood as
vibrant hues color all with happiness many aceleb join into up the glam quotient too.
Summer Camp
39
The summer camp bonanza of sporting events under one umbrella raining and
competition go hand in hand and clock the year around beginning with summer camp
the range is inclusive of cricket, tennis, squash, table tennis, badminton, volley ball,
basket ball and not to forget the raging favorite swimming. Camp depends on the
facilities available at each club.
Mr. And Ms. Moksh Fit Check
Fitness at a serious level. This event hones and promotes the fitness related sports
like body building and endorses fit bodies. The nation wide hunt for the best body is
on and crowned Mr. and Ms. Moksh with an entertaining evening format.
Championship League
The pan India sporting for amateurs is a relatively new calender event. The
championship and crown an over all sporting champ at the end of the year. Games
in the league include volleyball, tennis, squash swimming and team events like
cricket too.
The Great Indian Navratri Utsav
The vibrance of nine days festivities are something to be watched at. Colorful
costumes and the sheer energy to outlast the last of them. This dandiya mania is a
pan Indian event intact with the traditional touch, combine well to include its many
variants like disco dandiya as per the region to be a blockbuster. Festivities aside its
an out and out family entertainer.
Diwali Mela
This season favourite provides for the bang for the buck. Special diya sales sweets
menu and unmistakable fireworks sets this apart from all celebrations.
Country Club Halloween Night

40
One more in the long list of celebrations events introducedby CCIL the popular
halloween nights fron the west now make an entry here, with regular trick or treat
celebrations complete with costume rangin g across ghost, witches, skeletons and
jak o lantern pumpkins.
Childrens Carnival
Set aside for childlike fun the carnival ambience adds to the childrens day
celebrations magic shows dance competition drawing sketching and much more adds
a riot of happiness for all.
Dance Boogie
A dance competition across age groups for all CCIL members pans India. The
competition stems out of its TV show peer and its popular hit with many performers
actively awaiting the next season to participate. The show is a complete entertainer
with costumes, props and other paraphernalia ruling the roost to make it a class
event.
Christmas Carnival
Santa comes to town with an extravagant musical celeb performance fun filled
atmosphere cake and wine with Christmas special lunch and buffet complete the
offer.
Country Club Laughter Challenge
The humor hungama for a laugh riot; the laughter challenge is a platform for stand
up comedians to jog their expertise and deliver an entertainment package for the
members. A series of shows with local talent the laughter challenge lends itself to
amateur competition in future.
One2ka Four
41
The classic number game with loads of fun. Tambola or the number grid game is a
staunch favorite with gifts galore amongst the CCIL members.
Club Food Festival
Finger licking good. These thermatic spread of buffets and festive dinners across
India is a regular event unfailing in its attraction at all times. From biriyani festivals
to kebabs, short eats, coastal, Andhra, Chinese, continental and even globe on a
platter themes the variations are huge and the lip smacking success a satiating
experience each time.
Advertisement in newspapers
Most newspapers make nearly all their money from advertising. The income from
the customer's payment at the news-stand is small in comparison. For that reason
newspapers are not expensive to buy, and some are free. The portion of the
newspaper that is not advertising is called editorial content, or simply editorial,
although the last term is also used to refer specifically to those articles in which the
newspaper expresses its opinions. Publishers of commercial newspapers strive for
higher circulation so that advertising in their newspaper becomes more effective,
allowing the newspaper to attract more advertisers and charge more for the service.
But some advertising sales also market demographics: some newspapers might
sacrifice higher circulation numbers in favor of an audience with a higher income.
Many paid-for newspapers offer a variety of subscription plans. For example,
someone might only want a Sunday paper, or perhaps only Sunday and Saturday, or
maybe only a workweek subscription, or perhaps a daily subscription.
Some newspapers provide some or all of their content on the Internet, either at no
cost or for a fee. In some cases free access is only available for a matter of days or
weeks, after which readers must register and provide personal data. In other cases,
free archives are provided.
The good, old Newspaper is certainly the oldest -- and is still the largest -- of the
major advertising mediums, and it still plays and integral role in the media buyer's
ad planning. Newspapers were an important and respected advertising medium long
before their competitors were even thought of.
42
While Newspapers have been replaced as the primary medium for "national"
advertising by Television -- it's local orientation has made it well suited to retailers.
Newspapers enable merchants to reach a wide cross- section of people, by
concentrating their coverage in the local market.
It's this wide coverage of local markets that is the Newspaper's greatest strength.
Since many communities have only one Newspaper, a very large number of people
can be reached with two or three ads.
A Newspaper's selectivity is limited to a great degree by its wide coverage. A good
number of merchants discover that they are paying for a lot of excess circulation
when advertising in Newspapers. The small to medium sized retailer in a larger
metropolitan area, frequently discover the distribution area of their local paper is to
broad for their needs. For example: "The record shop aiming at a teen and young
adult market may discover they are missing their primary market with Newspaper,
because these groups traditionally do not read the paper near as much the older demo
groups. Or consider that the women's swimwear shop must pay for the excess
circulation of male readers."
Newspapers have been able to circumvent this problem to a certain degree. They
have specific sections of the paper slanted to specific target/readership groups. Now
more selectivity can be achieved through your Newspaper advertising. However,
this is achieved at the sacrifice of the readers who are not normally exposed to these
sections.
It's because of this that many local advertisers are continuing to re-evaluate their
Newspaper advertising. Other media are being evaluated as an alternative -- or more
sensibly -- an augmentation to their newspaper buys. This creates a good "media
mix" and delivers more new customers to their place of business. By evaluating the
strengths of the other mediums in conjunction with the strengths of the Newspaper,
your media dollars are use more effectively and efficiently.
Most markets - regardless of size - have some kind of local newspaper coverage.
They range from Dailies and Weeklies, Sunday or Weekend Newspapers, to
Shoppers and Special Interest publications. In fact most Newspapers today offer
advertising supplements. These inserts can range in size from 4 pages to 20 pages in
size.
43
While Newspapers lack the intrusiveness of radio and television, Newspapers are
still an effective advertising medium. They do an excellent job of reaching
established customers, and therefore, are an excellent base for retail advertising.
Your business's success depends on its ability to bring in "New Customers".
Therefore, Newspapers should not be considered as your only source for advertising
in this modern, competitive business environment. But...Newspaper is going to be
a part of your advertising media plans!
Advertising as a mean to sell the membership
Advertising hoardings are a cost-effective means of advertising outdoors. These can
draw great attention and make a huge-impact on potential customers. This is exactly
why more and more businesses are now using attractive advertising hoardings to
promote their products and services.
A creative and powerful option to keep your products and services highlighted,
billboards never fail as attention grabbers. These are intended to attract the people
who are on the move. The advertisements are conveyed mostly with the aid of
pictures or diagrams, using minimum number of words so that passers-by quickly
grasp the intended message. The messages themselves are kept short and simple. As
the advertisements should be visible from a distance, the size of the board is taken
care of beforehand. Usually, the text is included in highly visible, attractive font to
enhance the effectiveness.
The location is of great significance when raising a billboard; otherwise the
advertisement may go in vain. The billboard should be made of sturdy material,
which is weather-resistant in order to put up a strong fight against adverse weather
conditions. More importantly, these hoardings must be able to withstand heavy
winds. Nowadays, the required graphics are made using a computer and then printed
on big poster boards or vinyl, which is glued to the billboard. The availability of
better and advanced tools such as long-lasting billboard substrate, state-of-the-art
digital technology, development of fiber optics and 3D graphics have substantially
increased the scope of advertising hoardings. These boards can be used for short
term and long term purposes and are cost-effective. They can be placed on roadsides,
construction sites, station platforms, malls, airports and other strategic locations.
44
The benefits of using advertising hoardings are limitless and they include:
Establishing brand awareness
Frequent and continuous highlighting of message
Effective product exposure
Eye-catchy ads on billboards reach out to millions of audiences on a
day-today base.
The use of advertising hoardings is not restricted to businesses alone, looking to
create a brand image. These are ideal also for promoting awareness programs such
as AIDS awareness, poverty eradication, environment protection and more.
Numerous establishments such as banks, car manufacturers, charities, and
telecommunication companies make innovative use of these billboards.
45
Buying and Selling Process of Club Membership

Personnel Of The Company
Age groups
Mostly the employees working in the country club are from the age group
of 20-40, the idea behind that is, the people of this age group are energetic
and can do more work so as to achieve the company objective.
Education level
Almost all the employees hold a good educational qualification because
they deal with the high class of the society where, they represent the
company and the lack of knowledge may cause the harm to the image of
the company, so the company recruits the personnel on the basis of good
educational qualification.
Grooming
Imagine a scenario where an Executive reaches the customers premises in
a crumpled dirty shit, jeans, and unpolished shoes. He has not shaved for
several days and looks as if he is dishevelled and the top two buttons of his
shirt are open. The shirt is not tucked in.The customers impression of such
person is likely to be negative.
If the first impression is negative, then do you think customer will show
an interest in the Country clubs products? The customers overall
impression of country club as a professionally managed company is also
likely to go down.
As a representative of Country club (India) ltd, you must always present a
positive image of the company to the customer.
Advantages of being well groomed:
You will take a along with you the right image of Country club (India) Ltd.
You would seem more approachable.
Customers would like to talk to you.
Once the customer relates to you, he accepts you, he accepts your solutions.
46
Buying and Selling Process

Buying process
Selling process
Opening the sale
Recognize need
Developing the sale
Evaluate Options
Propose a solution
Eliminate Doubts
Eliminate Doubts
Decide
Closing the sale
Buying Cycle
Irrespective of whom you are persuading. You have to stay focused on the need of
the person whom you are persuading because the basic ingredient behind any want
of desire is NEED.
Recognize need
Understand requirements and problems.
Respond to impulse/novelty.
May want to act now or later.
Evaluate options
Selection/choice.
Discuss with people.
Wants maximum information.
Eliminate doubts
Check products.
Check credibility.
Looks for reassurance.
Decide
Buys the product.
Pay
Receive goods.
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Selling cycle
Just as a customer goes through the buying cycle, the sales person also has to follow
a selling cycle that promises the salesperson a high rate of success. The selling cycle
of the membership is following:
Open
This is the stage when the sales person is meeting the customer for the first
time. Opening serves the purpose of opening a channel of communication
between the seller and the buyer.
Develop
This is the stage where the seller is trying to find out the details about the
customers in order to find out his needs.
Propose a solution
This is the stage where a salesperson after developing the needs of the
customer proposes a solution to satisfy the needs of the customer.
Eliminate doubts
This is the stage where the salesperson eliminates the doubts that normally
arise in the buyers mind regarding his choice before making his purchase
decision.
Close
This is the stage where the sales person tries to close the call by making
the customer take purchase.
48
Opening a call
Opening plays very crucial part in the conversation process because it is the first step
where you, as an executive, meet the customer face to face and the impression you
leave is a lasting impression which would play a crucial part in the persuasion
process. Flexibility is the keynote for success in opening. After all each of your
customers is different and opening needs to recognize this. Take, for example, a
person whom you have never met before. Would you open the conversation in the
same way as you would for a person you have known? Of course, not. And how
about the person who has asked you to come for a meeting? Isnt that different from
those meetings where you take the initiative?
Therefore, you need to remember one rule about the opening that the sign you have
opened a conversation correctly is that the other person knows who you are, knows
why you are there and agrees that you should ask questions or make inquiries.
Opening a sales call is the first step when the salesperson meets the customer. A
good opening creates a favorable impression on the customer an helps by making
the sales call flow smoothly.
Create a good impression
First impression on the customer has a lasting impact. Your grooming posture, facial
expressions, and body gestures play a major role in creating favourable impression.
To create an impression, you should:
Be formally dressed as your appearance displays the regard you have for your
customer. While talking to a customer, you should have a pleasant smile on
your face. It makes the customer more comfortable as you appear at ease and
confident.
Look confident as confidence gives an impression of capability and customers
prefer to interact with capable salespersons.
Make the customer feel comfortable while interacting. This helps in building
trust, which is very necessary for the success.
Introduce yourself
49
While opening a sales call, you should:

Identify yourself, your company.
Good morning sir, I am Ankit from Country Club (India) Ltd.
Give a positive statement about your company/Products.
We have Indias largest chain of clubs and resorts, and have got our
name entered into Limca book of worlds record.
Establish the purpose of the visit.
In order to identify how our services can be useful to you, can I ask you
some questions to understand your requirements better.
Remember that the customer is buying in order to satisfy his requirements. He is not
buying a product because it is a great product. This is where several salespeople tend
to make mistake.
Therefore if you have a great product, it is not necessary that it will sell very well.
You need to have great as well as greater salespeople in order to sell well.
A customer buys the following:
First: You the salesperson. If you are not acceptable to the customer, then the
customer will not buy the product which you are selling.
Second: Once the customer is comfortable with you, he goes for the solution that
you have to offer.
Last: When you and the solution is acceptable to the customer, then the customer
looks for the security that your company has to offer.
Thus the customer buys these three things in the hierarchy.
You
Solution
50
Security
If the customer says No

Selling starts when the customer says, No. Whenever you are faced with this
situation then step back a little and ask yourself the question Why is the customer
losing interest? Where I am going wrong?
While opening a sales call, you should:
Smile.
Handshake.
Visiting card.
Well groomed.
Developing a sale
Have problem Want solution

Making customer want solutions:
Understand the current scenario.
Build criticality for the solution.
Make cost of solution lower than costs of letting problem continue.
By using probes
What is probing?
Probing is the skill of questioning to obtain information.
Probing is to uncover details, needs and facts.
Change tracks in discussion.
Make the other person think.
Importance of probing
Probing helps you to:
Uncover and develop customers need.
Focus your customer on issues that you want them to consider.
Change tracks in the discussion.
Makes the other person think.
Keeps the other persons attention.
Prove to your customer that you really care for him.
51
Types of probes
Open probes
A question that encourages the customer to speak freely about a topic of his choice
or stimulates the customers to expand on something already stated. Opening a
probing is necessary In the initial stages of the sale, as they help you get information,
build a rapport and identify the needs (By allowing customers to talk.)
Example:
Can you tell me about your experience of booking a room in a resort while going for
a holiday?
Closed probes
A question that steers the conversation to a specific topic of your choice and limits
customers response. (Sometimes to short one or two words answers.)
Closed probe necessary when:
A customer is abrupt and open probes are not working.
You want to take the conversation in a particular direction with a customer
who talks a lot and generally off the point.
A customer is unresponsive.
Closing the sale, as they help you get agreement o key points.
Example:
1. Which places do you visit on your tour?
2. Do you like to enjoy the weekend parties?
Power probes
Structure your probes to be a mix of open and close.
Probe to understand the customers current situation, problems they are
facing.
Use probes to understand the problems better.
Get agreement on need for the solutions.
52
Proposing a solution
Features
The key attributes of a product. In other words, characteristics of product or service.
Examples:
All the memberships are lifetime.
We have the largest chain of clubs and resorts.
Most of the properties are 3 star and 5 star, also we have 7 star properties.
The country club have affiliation with 150 clubs.
Benefits
What features can do for the customers. How a product/ service meets a need
expressed by the customer.
Examples:
You can access all our clubs through out by purchasing membership at any of
our club.
We allow you to access our local club on daily basis without any charges.
We run an offer named Ek ka Paanch, in which your membership becomes
free if you introduces five more members.
RCI membership is also included in some of the membership which helps you
to stay abroad in RCI properties at discounted rates.
Free plots are also provided to the members in the township being developed
at Kodai Kanal, Tamil Nadu.
Steps in presenting the solution
Summarizing the needs of the customer.
Associate or link the benefits of the product to the specific needs of the
customer. In other words, state benefits for a solution.
Summarize the benefits before asking for commitment.
53
Elimination of doubts
What is a doubt?
A reservation in the mind of the customer with regard to your proposition, expressed
in the form of
Hesitation.
Uncertainty.
Doubts may be voiced or un-voiced.
When voiced they can appear as questions on issues like capacity,
capability, after sales service, comparison with competition.
If the doubts are not resolved:
The uncertainty becomes certain. The customer start believing that
there is this perceived drawback.
He may voice his doubts to someone else, who may influence him
negatively.
Your competitor may work on the doubt and magnify it.
The result these doubts become feelings of opposition, disapproval or
resistance to the purchase which leads to objections.
Remember, doubts are easier to handle than objections, so welcome them
and probe for them.
Handling Doubts and Objections
Handling Doubts
Listen to the customer and take notes.
Get clarifications to understand the basis.
And check for the satisfaction.
Handling Objections
54
Acknowledge
Ask
Answer and take feedback
Objections
Objections are feelings of opposition, disapproval or resistance to the
purchase raised by the customer on the product/service being offered.
Objections can occur during any phase of the sales.
Objections are much stronger than doubts.
Source of objections are:
Improper handling of the sales.
Less value building.
Competitor providing incorrect information.
Influencer based.
Remember
Doubts indicate that the sale has progressed further, where as an
objection is a show stopper.
So always deal with doubts effectively, in order to avoid objections.
Handling price objections
Two strategies are possible:

Price
Value
Push up the perceived value:

In which case will the customer buy?
55
Bring down the perceived price

Value
Price
Push up the perceived value
Highlight your strengths over the competition

Emphasize on benefits.
Highlight those which meet buying criteria.
Do a cost benefit analysis.
Example
You can access any property of country club wherever you want to go throughout
the country whether in north or in south, it has got 49 clubs of its own, 220
affiliations and 150 franchised clubs, and 4000+ RCI properties which are accessible
by the members of country club. In addition to that you get special discounts on food
and beverages. Also you can stay in the clubs and resorts at very nominal charges.
Which costs much higher at other clubs?
Bring down perceived price:
Life time value v/s one time cost.
Indirect cost saving.
Example
Sir, with one time investment, you get lifetime membership, it is beneficial for you
as well your family members they can use the club facilities anytime. The club
facilities include swimming pool, Jacuzzi, billiards, table tennis, lawn tennis, sauna
bath, steam bath, etc. We also offer vacations where you can enjoy the free stay at
any of our three star, five star and seven star properties without paying any charges.
56
Closing a sale
Techniques in closing the sale:
Non verbal cues:
Customer is relaxed.
Keeps asking about the same product.
Smile/jokes with you.
Husband and wife/person in a group look to each other and smile.
Types of closing
Assumptive close (be sure):
- On whose name would you like to have the membership?
Suggestive close:
- Let us fill the form.
Alternative close:
- Would you like to purchase membership of 35,000/- or 60,000/-?
Eliminative close:
- Let us eliminate those that you dont like.
Part by part close:
- Now let us see, you like to enjoy health facilities or the vacations?
Urgency close:
- Sir, price of this membership is going to increase next week, this is the
best time to buy this membership at this time, and later the same
membership will become expensive.
Narrative/referral close:
- This is the latest offering. Lots of people have got the membership of
country club it is the matter of proud for lots of people. Would you like
to have it?
57
Steps of closing
Summarizing the needs
Check if concerns are addressed
Ask closing questions
Close
Give your contact No.
Take references
Thank the customer
58
Documentation
For documentation for the selling the club membership the sales person collect the
following from the customer:
Photos of all the members who are in the family. (Latest color or black &
white.)
Photo identity (should match with the photo given.)
Address proof (of Address mentioned in the form.)
References.
Other documents:
Photo
Self attested passport size color photo (if not available then black and white
would be accepted.)
No cut out photo is acceptable (Photo cut from family members from family
group photo)
Photo should be clear and match with the photo ID given.
Xerox copy of photo is not accepted.
Paste photo and do not staple because if photo gets lost, customer will get
barred for incomplete documents.
Proof of address
Document supporting the fact that the address entered in the application form is that
of the person in whose name membership is being issued.
Example:- Driving license
- Electricity bill
Valid documents:
1.
2.
3.
4.
5.
6.
7.
Election commission ID card.

Water bill.
Telephone/Electricity bill.
Spouse passport copy.
Passport (Generally issued on 5/10 year basis)
Arms license.
Credit card statement, etc.
59
Sales kit
Can you go on sales call empty handed?
You must carry the following documents with you when you go for a call to sell a
membership of country club.
Product literature.
Corporate brochure.
Presentation folder.
Copies of the latest offers.
In addition to all this also ensure that you are carrying the following:
Quotations and price lists for standard offers.

Note pad.
Visiting cards.
Pen.
The objective is that all of the most frequently needed documents must be readily
available with you. This will help you convince the customer better, as you will be
able to show them documents to back whatever you are saying. Thus carrying a
proper sales kit will make you more effective as a professional sales person.
Now that we have seen the components of pre sales preparation the next step of
course will be to go and meet the customer. Lets see how we will take appointments
from the customer.
LIMITATIONS SOUGHT IN SELLING MEMBERSHIPS
Company did not give the legal possession of plot, Because of Eco-friendly
projects.
There is not its own properties and club in all Rajasthan.
Affiliations are only for attraction.
Rapidly changes in various schemes of company.
People of Rajasthan are not familiar about this market.
Contacting potential customer and wait for them is very time consuming.
In this competition its very difficult to convince a customer. So its very
mind boggling task to create awareness in each and every candidate.
60
RESEARCH METHODOLOGY
In application of market research the research has to go through several steps or
stages and these steps are following :
Defining the Problem
Defining the problem is the most important part of the market research process,
because wrong definition misdirects research.
The type of the research to be carried out, the question to be raised and the sampling
procedure to be followed and the data to be collected all depend on the current
understanding of the problem.
Country Club India Ltd is having tough competition in the market with the other
players. There are many factors which influence the buyer for purchasing the club
memberships. One of these factors is the marketing strategies adopted for club
membership as well.
Research Design
The selection of particular design depends on the causality of the variables involved.
For the purpose of my study I intend to take up Descriptive Design.
This covers research design that are intended to produce accurate description of
variables relevant to the decision being faced without demonstrating that some
relationship exists between variables.
Decision makers very often choose or are willing to accept descriptive data which
would permit only inferences to be drawn about causation.
Research Process
Sampling and Determination of Sample Size
Sampling Plan: After deciding on the research approach and instruments the
marketing researcher must design a sampling plan. This plan calls for three
decisions.
1. Sampling Unit: The first question that arises when you decide to survey is
whom to survey? The marketing researcher must define the target population
that will be sampled.
61
The target population for my survey was The Common Man and my Sampling
Frame was Delhi.
2. Sample Size: Next important question arises: what is the size of population
to be surveyed? Large samples give more reliable results than small samples.
However it is not necessary to sample the entire target population or even a
substantial portion to achieve reliable results. A total 50 calls were done in
Delhi region at different location.
3. Sampling Procedure: The other most important question in research is how
to choose the respondents? To obtain a representative sample of the
population a probability sample of the population should be drawn.
Probability Sampling allows the calculation of confidence limits for sampling
error. Non Probability Sampling some marketing researchers feel that nonprobability samples are very useful in many circumstances even though they
do not allow sampling error to be measured.
Collection of Data
The data collection phase of marketing research is generally the most expensive and
most prone to error. The information collected should be both accurate and relevant
as per as the requirements of research project. Depending on the requirement the
researcher has to work out a suitable data collection method.
Primary Method: When a researcher directly collects data then this method is
known as primary method.
Data Source: The telephone numbers/mobile numbers were provided by the
company for calling.
62
DATA ANALYSIS
1. Club membership of different clubs adopted by the persons.
PERSONS
15%
16%
Country Club India Ltd
9%
11%
32%
Country Club
Airforce Club
Delhi Golf Club

17%
Not Interested
Call Back Later
.
2. Ratio of male and female in club members.
RATIO
32%
MALE
68%
63
FEMALE
3. Annual income of club members.
ANNUAL INCOME
11%
34%
25%
3L - 4L
4L - 5L
5L - 6L
Above 6L
30%
4. Ratio of businessmen and employed persons in club members.
RATIO
32%
Businessman
68%
64
Employed persons
5. Percentage of membership of CCIL adopted by club member.
MEMBERSHIP
13%
40%
Kool
26%
Kool Kodai
Kool Global Parivar
Kool Dubai
21%
Major Findings
According to the above data analysis we can understand that the most persons are
not aware about the club and holidays facilities provided by the clubbing industries.
The persons who are adopted the club membership are mostly businessman having
annual income salary more than 6 lacs and the ratio of men are more than the ratio
of women.
Our first step is to aware the public about the facilities and services provided by the
clubbing industries through advertisement, internet, monthly magazines,
telemarketing and celebrating cultural events/festivals. Our target market should be
an elite class person and the marketing strategies are according to them.
65
LEARNING IN THE SUMMER TRAINING

This summer internship project was really good learning experience for me. I got
opportunity to apply the theoretical knowledge to practical aspects of selling.
Following are some learning experience during summer project :
SIP sessions are very powerful exercise to increase knowledge about recent
environment, various companies schemes. It helps to develop team spirit.
Sales tips are very helpful to tackle customers.
To know about the recent market environment by experienced & learnt people
through guest lectures.
How to apply theoretical knowledge in practical.
How to work in professional environment.
To work with team spirit.
How to work with co-operation & co-ordination according to company's
objective.
How to manage the work stress.
How to make the relationship with customers.
How to take right decision at right time.
66
Suggestion for Future Growth

1. To start the affiliations: Affiliations means to have the tie up the other clubs .
Acres club have affiliation with the other clubs in India and in international
level also they have the affiliated clubs but they dont have the affiliation in
Mumbai itself so they want to develop there affiliation in Mumbai.
2. To improve the technology of the services: They want to provide more better
services to their members so that no complaint will arrive from the clients
who are using the facilities of the club. They wants to add more advance
facilities in the services .They want golf, skating ,yoga, salsa dancing classes,
aerobics all such facilities should be there in the club .All such facilities they
want to improve in their club.
3. To improve the maintenance of the club services: The maintenance of the
needs the improvement according to the needs of the members and the clients
who visits .The ambience of the club environment should be good .The
services provided should be fair and should give pleasure to the members of
the club.
4. Planning to get more guest rooms: The club is planning to build more guest
rooms as there are not sufficient rooms available for the members of the club.
They want there rooms should be more in numbers should be more attractive.
5. Special discounts for existing members: they are giving special discount to
the existing member so that they will able to get better services at lower price.
And they conduct any wedding, birthday parties, get together parties and they
can arrange many functions at discounted rate.
6. Planning to add the extra events, sports activities and many more: They want
to arrange and come out with new events in the organization they want to
include new sports activities in the organization so that they will actively
participate in the activities.
67
CONCLUSION
The concept of integrated environment living where your condo is interlinked with
other Clubs RMC (Resort Management Company) enhances your property
investment and appreciates its value faster. Offering a totally new concept in leisure
living where you'll find an irresistible combination of lifestyle, value, convenience,
and comfort all under one roof. Its lush, verdant environs soothe the senses. besides
the invigorating expanse, the place has innumerable, exciting results to indulge in .
There is a fantastic range of amazing facilities and amenities here .And the
hospitality is really something to reckon with Everybody is so warm and welcoming
.The royal treatment .The attention to details .Its something you could only dream
of Truly, this place really feels like a paradise on earth. So for such types of facilities
various marketing strategies make available to the consumer so that the consumer
get aware of the facilities like club and will able to get membership in the club .
The main objective of the executive training is to get direct exposure to the execution
of the day to day functioning of the department within the organization. It helps to
understand the importance of teamwork, organizational culture, Team dynamics,
result orientation, organizational pressures, complexities in achieving the desired
results etc
68
Bibliography
Book
Kotler, Philip, Marketing Management, Pearson Edition
C. R. Kothari, Research Methodology
News paper and Magazines

Business today
Update (CCILs Magazine)
Websites
www.google.com
www.yahoo.com
www.countryclubindia.com
www.countryclubdubai.com
www.countryclubholidays.com
69

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SUMMER TRAINING REPORT ON

STUDY OF MARKETING STRATEGIES

COUNTRY CLUB (INDIA) LIMITED

University School Of Management Studies

SUMMER TRAINING REPORT ON

STUDY OF MARKETING STRATEGIES

COUNTRY CLUB (INDIA) LIMITED

Prof. Sanjiv Mittal

Prof. Sanjiv Mittal

Thank you all.

History of Club membership

Factors Driving the Club Membership

Services and Facilities

List of Affiliated Clubs

Different Marketing Strategies Adopted for

Buying & Selling Process of Club Membership

Personnel of the Company

Learning in the Summer Training

The Birth and Growth of Facilities Like Club

As recently as 1985 the USGA club membership was comprised of 75 percent

Factors Driving the Clubbing Industry

Country Club India Limited

CCIL a powerhouse of entertainment organizes shows including beauty pageants,

(Amrutha Castle, Hyderabad)

AIM & ESTABLISHMENT OF THE COMPANY

About the CMD of the company:

SERVICES AND FACILITIES

LIST OF AFFILIATED CLUB

o The Country Club Wildlife Resort

The Country Club Hotel (Dubai)

o The Country Club Treasure Cove

o The Country Club Rock Springs

o The Country Club Wildlife

o The Country Club Goa

o The Country Club Kandy

Wildlife and Adventure Holidays

Relax Your Soul (Country Spa)

Gabbar Singh Da Adda

Proposal for the Membership

Member with spouse & children up to 25.

Member with spouse, children up to 25 & Parents.

KOOL GLOBAL PARIWAAR

(Unlimited FREE facilities for first 5 years)

KOOL GLOBAL PARIWAAR with RCI

Lifetime membership & will be transferable.

If any member gives 5 members of its own class Reimbursement of

Across The World

Different Marketing Strategies Adopted for Club Membership

Understanding the loyalty

Book your holidays in just three simple steps-:

Taking reference from club member

Reference documents ranging from club by-laws to back issues of the

Country Club Halloween Night

Buying and Selling Process of Club Membership

Buying and Selling Process

Developing the sale

Closing the sale

While opening a sales call, you should: