Club Mahindra: Harnessing Social Media

Abstract
Mahindra Holidays & Resorts India Ltd is a leading Indian company in the business of providing leisure hospitality primarily through vacation ownership membership. This case describes all social media marketing strategies used by company to harness various social media platforms for leveraging its marketing and branding activities. The case could be used for teaching many of the marketing management concepts across different verticals of the domain with special focus on using social media marketing to the under graduates and post graduate students of business management, hotel and hospitality management and courses like integrated marketing communications, branding, services and marketing strategy.

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2105960

Keywords: Social Media Marketing, Digital Marketing, Segmentation, Targeting, Positioning, Branding, Re-positioning, Leisure Hospitality, Internet Marketing, Club Mahendra, Social Media Strategy, Lead Generation, Sales & Distribution Channel, Integrated Marketing communications, Business Model, Jiyo Life

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