Club Mahindra – an example of a poorly executed marketing strategy

How do you feel when a time-share company
1) Invites you for a 45-minute presentation with a promise of a FREE gift.
2) Follows up enthusiastically to fix an appointment.
3) When you confirm an appointment, reminds you emphatically that “Please do come because the FREE gift vouchers once made in your name cannot be canceled.”
4) Sends an SMS with venue, time details and seeks SMS confirmation ftom you.
5) Just 15 minutes prior to the appointment time, calls you up and asks “Where are you? We are waiting for you.”
6) When you arrive 5 minutes before the appointment time, the receptionist tells you that ” We can’t accommodate you. Our presentation venue is full.
Either you come after an hour or some other day. ”
7) Wastes your precious time and does not even bother to express a simple “Sorry”.

Club Mahindra did just this last week with us.  It created a lot of hype around the presentation and the free gift and in the end, failed disappointingly. A telling example of an extremely poor execution of a marketing strategy.

A lot of characteristics of a company are reflected in the way it conducts its operations. It is natural to doubt the quality of services of a company that cannot coordinate its regular marketing activities properly.

Club Mahindra has a lot of work to do in its marketing activities coordination. Till then a lot of advertising and promotional expense will continue to go in drain creating a lot of avoidable bitterness among its prospects.

Author: Sanjay Shah

Sanjay is the author of "Business Management Simplified" which provides Practical, Actionable Solutions for Entrepreneurs. It is an all-in-one guidebook to start, run and grow a small and mid-size business to the next level. He is also an SME Business Coach, Seminar Leader and Motivational/Keynote speaker, Sanjay is based in Mumbai (India). He advises many businesses on Strategy, Leadership, Marketing, Branding, Customer Experience Management and Organization Development. He conducts various self-help seminars and workshops for companies and groups in English, Hindi and Gujarati. For more info, visit : www.SanjayShahSeminar.com

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