Club Mahindra Brand Management Case Study

Ejun Lcgobarc Nrcba Lcbc`ilibt Ecsi Utuay

Yboqui Lilnirsgop lmaij •

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Lilnirsgop dmr >9 yicrs Djixonojoty ob6 ―

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m!ctomb "#irrcob$ %ojj stctomb$ Nic!g$ &ctir-drmbt$ 'ub`ji$ %olcjcycs$ (issirt$ )i`omb *osi+ )mml "Utuaom$ "Utuao m$ ,bi-niarmml$ , bi-niarmml$ #*m-niarmml+ Uicsmb "urpji$ )ia$ &goti$ Njui+ %mjoacy typis ".a/ibturi$ .!to/i$ &ojajodi$ %irotc`i$ Em;y3)mlcbto!$ )ijcxia+ )ijcxia+ m5 md /c!ctombs ob c yicr

)ibt$ `odt$ trcbsdir trcbsdi r tolisgcri .!!ulujcti$ ca/cb!i cba up`rcai . t*m yicr )E1 lilnirsgop drii

Embsulirs •

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Egojarib$ ymub` pcribts$ ymub` gmbiylmmbob` !mupjis$ ritoria$ ritoria$ (,1 "1# Ui!tmr nmml+  #cr`itia  #cr`itia tm*cras tm*cras loaaji !jcss$ uppir loaaji !jcss dclojois$ pimpji *otg priao!tcnji ob!mli$ md >4 jc0gs c yicr uxury prmau!t$ bmt bi!issoty$ riquoris pusg %mjoacy6 %mjoacy6 c /iry / iry bi* oaic tm 1baocb dclojois .aas tm sm!ocj stctus

&gct amis tgi 1baocb !mbsulir jmm0 dmr7 Pgct amis tgi Obaocb embsulir jmmh dmr=

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Ucdi$ si!uri cba !mldmrtcnji jm!ctomb$ `mma dmma$ c!to/otois6 !mlpjiti pc!0c`i Utcbacrao;ia prmau!t m!0it droibajy "?L1+

Ejun Lcgobarc [msotombob`

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msotombob`6 . dub nrcba tgct !cb ni ibmyia ny dclojois *gm jo0i tm trc/ij tm ao8iribt aistobctombs cba spiba qucjoty toli *otg jm/ia mbis5

 )inrcbaob` md tgi Nrcba •

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Ejun Lcgobarc:s bi* nrcba oaibtoty dicturis c sylnmj lcai up md dmur gicrts !mlob` tm`itgir5 1bsporia ny tgi :!mjmurs md gmjoacys:$ tgi gicrts cri ob /onrcbt sgcais md njui$ yijjm*$ mrcb`i cba `riib$ sylnmjosi dclojois cba droibas !mlob` tm`itgir5 tm`itgir5  #gi tgmu`gt nigoba rinrcbaob` *cs tm ri
Emllubo!ctomb •

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&mra md Lmutg ")idirrcj+  #rop  #rop ca/osmr$ ca/osm r$ trc/ij pmrtcjs "nusobiss sgodtob` sgo dtob` drml m2obi tm mbjobi+ (ori!t Uijjob`  #iji-lcr0itob`  #iji-lcr0itob` (o`otcj "Lilnir c!quosotomb$ !ustmlir sir/o!i$ lilnir ib`c`ilibt+$ `mma actc dmr obso`gt lcr0itob` ?/ibts ,bsoti scjis

Emlpitotmrs •

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Ejun Lcgobarc6 =5K jc0g lilnirs "C4+ Utirjob` %mjoacys cba )ismrts6 C$444 lilnirs Emubtry Ejun6 >9$444 lilnirs cbmrclo! Armup "Lc`o! %mjoacys+6 I444-9444 lilnirs iosuri iosuri %mjoacys6 9444-C444 lilnirs ,tgir prmproitmrs m8irob` *ii0iba gmlis *otg ri!rictombcj dc!ojotois )icj istcti !mlpcbois *otg jcr`i jcba ncb0s

Emlpitotmr .bcjysos •

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Ejun Lcgobarc cr`ist bulnir md rismrts o`gt ncjcb!i sgiit  &oai `im`rcpgo!cj prisib!i Utrmb` nc!0ob` md tgi Lcgobarc Armup Arict stc0i ob Dobjcbancsia %mjoacy Ejun

Utirjob` Gmjoacys •

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ombiir ob tgi #olisgcri 1baustry Ncsia lmstjy ob Umutg cba &ist 1baoc ?lncr0ia mb c )s 944 !rmri /i stcr rismrt prmi!t *otg t*m =-gmji `mjd !mursis ob moac$ bicr (ijgo-Nmlnia Lir`ia *otg #gmlcs Emm0 ob >4=I ?btry obtm ca/ibturi tmurosl "cturi  #rcoj+  # rcoj+ rijo`omus rijo`omus !or!uot$ !or!uot$ nc!0pc! nc!0pc!0irs$ 0irs$ !mrpmrctis- U!cjob` up

Emubtry Ejun Ulcjjir lilnirsgop pjcbs "9 yicrs cjsm+ ombiir ob tgi !mb!ipt md dclojy !junnob`

Uustcobcnojoty @umtoibt •

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)istro!tob` ot tm dclojy cuaoib!is "lmri sto!0obiss+$ Uibomr !oto;ibs nc!0-iba !msts c jmt$ aoG!ujt tm sir/o!i ot mt ristro!tob` lmaij tm #olisgcri$ jmm0ob` ct bi*ir si`libts "!mrpmrctis$ gmbiylmmbirs+ Lmri dm!us mb pc!0c`is dmr bmb-lilnirs mr dmr smjm trc/ij ibtgusocsts$ aurob` m8 sicsmb *gib dclojois am bmt pridir trc/ijjob` Uystil ncsia sijjob` tgcb ixpibso/i mbi tm mbi !ustmlir c!quosotomb 1bbm/cto/i !mb!ipt jo0i DubacyOs cba #iaay #rc/ijm`uiOs Lc0i tgi obaustry lmri trcbspcribt tm tgi !ustmlirs

)i!mllibactombs dmr tgi Nrcba 1lpjilibtctomb Dicsonojoty •

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Nittir utojo;ctomb md 1bstc`rcl dmr tgi nrcba "!mbsulirs jm/i tcj0ob` cnmut tgior gmjoacys+ oms0s !cb ni sit up ob :Ncny ,yi: stmris *go!g cri /osotia ny dclojois$ tgi nrcbaOs tcr`it cuaoib!i . toi-up *otg 1b!riaonji 1baoc$ *giriob Ejun Lcgobarc !cb tcj0 cnmut prm/oaob` scdi$ siribi cba juxuromus stcy cba c!!mllmactomb5 1t cjsm !cb tcj0 cnmut gm* ot ri
 #/ cas- sirois md cas dmr tgi duturi duturi •

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.b mja !mupji sottob` ob tgior nc!0ycra tcj0ob` cnmut tgior ritorilibt5 #gior smb gcs ust `mt c mn ri!ibtjy5 #gi lcoj crro/is5 1t os drml gol5 %i !cjjs tgil5 .s tgiy mpib tgi pc!0c`i tgiy sii tgct ot os c `odt !mupmb dmr c Ejun Lcgobarc gmjoacy5 Dm!us mb tgi `odtob`5 .ba ct ixpcbaob` tgi cuaoib!i5 Ecb ni ambi cby cb y toli md tgi yicr5 yicr5 . ymub` *mlcb *gm os `mob` tm `it lcrroia os `ittob` pri lcrotcj ottirs5 %ir dctgir !mlis ob5 tcj0s tm gir$ `its gir c `odt5 1t os c `odt !mupmb dmr c Ejun Lcgobarc gmjoacy5 F'c Uolrcb c$ ii ji cpbo ;obac`o5O ?xpcbaob` tgi cuaoib!i tm tgi nc!gijmrs cba nc!gijmrittis dmr pri *iaaob` gmjoacys5 cub!gia nidmri m/ilnir cs (i!ilnir os tgi pic0 *iaaob` sicsmb ob 1baoc5

%mjosto! /oi* Egcjjib`is

Utrib`tgs (mlisto! trc/ij lcr0it `rm*ob` dcstir tgcb dmrio`b trc/ij lcr0it Doxia ,!!upcb!y Utrmb` updrmbt !csg
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mmpgmjis cri dmuba ny !mbsulirs ?L1 cba .LE cylibts bmt ambi mb toli$ )iquoris dmjjm* up$ !mjji!tomb ticl

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1b tgi tolis tm !mliH Uurviy Dcets •

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Uur/iy !mbau!tia ny Utirjob` Armup$ >4=J mtibtocj6 J Lojjomb 1baocbs Ybtcppia6 =59-> lojjomb stojj 1baocbs !cpcnji md tolisgcri to lisgcri  #murosl  # murosl 1baustry `rm*ob` `rm*ob` =4 Umutg ?cst cba Loaaji ?cst lcr0its `rm*ob`$ Am *giri 1baocbs `m55 ?x!isso/i ca/irtosob` ny Utcti #murosl

[msotovi Uibtolibts •

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Utcnojoty md 1baocb `m/irblibt Embsulirs ai/ijmpob` c tcsti tm*cras juxuromus jodistyji5 1baoc os c scdi ri`omb tm /osot5  #olisgcri os tgi dcstist `rm*ob` si`libt md jiosuri tmurosl !jm!0ob` crmuba >4 pir !ibt E.A) 1lprm/ilibts ob rmca cba cor obdrcstru!turi5