ACTIVITY 3

MARKETING STRATEGIES OF CLUB MAHINDRA

Submitted by:

SANTOSH M

University Roll No.

23BBA01R0089

Programme Name:

BBA

Academic Year:
2023

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 DECLARATION

This is to declare that I, undersigned Santosh M, have completed this activity myself in

part fulfillment of the BBA Program of “Symbiosis Skills and Professional University,

Pune.” The work submitted is original and it has NOT been copied from anywhere else.

Further I also declare that this academic work has not been submitted to any other

University/Institute for an award of any degree / diploma.

Place: Bangalore Signature of the Student

Date: SANTOSH M

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 TABLE OF CONTENTS

1. Introduction 04-10

2. Objectives of the Study 11-13

3. Company Overview 14-21

4. Research Methodology 22-27

5. SWOT Analysis 28-30

6. Data Analysis & Interpretation 31-38

7. Suggestions 39-40

8. Bibliography 41-42

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INTRODUCTION

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 INTRODCTION

William F. Theo bald (1994). claimed that "the Latin term tour is etymologically derived,
'turned are' and 'torsa' in Greek indicating a movement around the centre point or axis,
which is a movement of the movement around the centre. In contemporary English, this
meaning has evolved to 'one turn.' The suffix - ism is defined as a characteristic behaviour
or quality, activity or process.

Defining tourism is not an easy affair, as it is a complicated sector consisting of a large

number of companies, the main theme being that tourists/visitors get products and
services.

Tourism is an act of travel, mostly for leisure or recreation purposes, as well as a supply of
services to support this act. According to the World Tourist Organisation, "tourists are
individuals who, for pleasure, business and other activities not associated with the practice
of an activity paid from inside the location visited for up to one year, visit and remain
outside their habitual surroundings.

Tourism is the activities of people who go to and remain for not more than one
consecutive year outside their regular surroundings for leisure, business or other
objectives.

Tourism can be local or international, with both incoming and emerging effects on the
balance of payments of a country on international tourism. The economy of both the
source and the host countries is now a key source of income for many countries.

Tourism has many tangible and intangible characteristics as a services business.

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Transport, housing and other components of the hotel sector are important tangible
aspects. Major immaterial components relate to the goal or incentive to be a tourist, such
as rest, relaxation, meeting new guests and experiencing others, or just doing something
else.

Tourism is essential to many nations because of the money generated by tourist

consumption of goods and services, taxation on TOURISM INDUSTRY enterprises, and
opportunities for job creation and economic progress through industrial activity.

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 COMPONENTS OF TOURISM INDUSTRY

ATTRACTION SECOR: This includes the humane and natural attractions created to
meet the educational, recreational, aesthetic requirements of the tourists, etc.

ADVERTISING SECTOR: Including Mass Media and Internet advertising?

ACCOMMODATION SECTOR: every sort of property that provides guests

accommodation (Hotel, Motel, Guest Houses, caravans etc.)

TRANSPORT SECTOR: Including transport of air, water and surface?

FIVE A’S –

 ACCOMMODATION

 ACCESSIBILITY

 AMENITIES

 ATTRACTIONS

 ACTIVITIES

ACCOMMODATION –

 It is very basic to tourist destinations.

 The latest trend in accommodation is holiday villages.

TYPES OF ACCOMMODATIONS

 PRIMARY ACCOMMODATIONS

 SECONDARY ACCOMMODATIONS

PRIMARY ACCOMMODATIONS

 Hotels

 Resorts

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  Complexes

 Heritage hotels

SECONDARY ACCOMMODATION

 Motels

 Youth hostels

 Holiday centres

 Farmhouses

 Sleeper trains

 Caravans

ACCESSIBILITY –

Accessibility is a way to reach the attractions situated in the region by a tourist.

Transportation is also accessible. Three ways of rail and water travel.

Accessible tourism is designed as a collection of services and facilities capable of

providing those with unique requirements with no particular hurdles or issues in a holiday
and leisure environment.

AMENITIES-

The basic facilities provided in a tourist destination.

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TYPES OF AMENITIES

 NATURAL AMENITIES

 MANMADE AMENITIES

NATURAL AMENITIES -

 beaches

 sea bathing possibilities of fishing

 Opportunities of trekking.

MANMADE AMENITIES-

 Various types of entertainment

 Facilities which cater special needs.

ATTRACTIONS –

A sightseeing tourist attraction is a site where visitors come usually due to the cultural
value inherent or demonstrated, historical, natural or constructed beauty or amusements.

TYPES OF ATTRACTIONS

 NATURAL ATTRACTIONS

 MANMADE ATTRACTIONS

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NATURAL ATTRACTIONS

 CLIMATES

 LANDSCAPES

 MOUNTAINS

 BEACHES

MANMADE ATTRACTIONS

 THEME PARKS

 MUSEUMS

 ANCIENT MONUMENTSCULTURAL CENTERS

ACTIVITIES

The various elements of tourism services available which offered to Tourist at the
destinations.

ACTIVITIES ARE CLASSIFIED AS

 Tourism resources

 Receptive facilities

 Entertainment and sports facilities

 Tourism reception facilities

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OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY

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To develop good relations amongst those operating in tourism-related businesses
by means of helpful contact, frequent meetings and cultural and social events

Establish educational and other institutions that establish an atmosphere for

diverse tourist courses and get affiliation/approval from universities or other
institutions for the implementation of such courses.

Awards, awards and donations to promote tourism. should be established.

Promoting and improving tourism movement standards and quality in India.

To honor and reward people and organizations who operate in the tourist industry.

To offer tourism connected individuals with health insurance and other benefit
programmes.

To work for mutual benefit with tourism-related companies such as hotels.

To set up or otherwise publish a printed and published house, journals and books.

Involving charity and social service activities of all kinds without distinction of
religion, caste, belief or gender, to aid poor, destitute, elderly, ill, backward or
weaker sectors of the population.

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To purchase, buy, rent or otherwise acquire, and to sell, lease, mortgage or borrow
land or other moveable or immovable property or to disposition, under whatever
conditions the Company may consider suitable to purchase, build, build and other
property or assets of the Company.

In order to receive donated funds in cash or in-kind, subscriptions, fees and

charges to and collected from the company's services are granted and collected
through loans or otherwise, and the receipts are used and applied only for the
advancement of the company's aims and goals.

Any additional authorised actions required to achieve the goals and objectives of
the society and/or are ancillary to them.

To encourage and enhance the education of tourists.

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 COMPANY OVERVIEW

COMPANY OVERVIEW

COMPANY

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Mahindra Holidays & Resorts India Ltd. (MHRIL) is a member of the Mahindra Group
leisure and hospitality business and contributes to the values of the industry such as
reliability, customer confidence and service. Beginning in 1996, Club Mahindra Holidays'
main brand, now boasts more than 183,000 members in a fast-growing customer base and
45 magnificent resorts located at some of the exotic sites in India and beyond.

PERCENTAGE

It's owned under the USD 16.7 billion global Mahindra Group by Mahindra Holidays &
Resorts India Limited With more than 180,000 employees in 100 countries, the Group is
one of India's top ten manufacturing firms with an interest in aerospace, postmarket,
agricultural, automotive, components, consulting, Defence, energy, farms, finance and
insurance, industrial equipment, IT and leisure, logistics, real-estate, retail and twin-house
industries.

DOMAIN EXPERTISE

MHRIL has become a market leader in the family holiday sector during the past decade.
The firm has taken a two-pronged approach – to quickly increase its bouquet of resorts to
offer a wider range of holiday alternatives and enhance the service level of its members so
that they enjoy every encounter.

All MHRIL resorts are fully adapted to meet a wide range of holiday demands and
experiences in all areas, from housekeeping to food & drinks to holiday activities. The
creation and management of your vacation experience is a key factor.

MISSION

Good Living. Happy Families.

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VISION

We will be among the Top 5 VO companies of the world in terms of the member base.

PROFILE OF THE COMPANY

Corporate Id: Club Mahindra Corporate

Name MAHINDRA HOLIDAYS AND RESORTS LTD. Founded: 1996

Type: Public

Key people: RAMESH RAMANATHAN (C.E.O.) AND Mr. ANAND MAHINDRA

Website: www.clubmahindra.com

HISTORY OF THE COMPANY

 Club Mahindra was set up in 1996.

 First resort at MUNNAR became operational the next year.

 Many were surprised that Mahindra which many consider to be a “jeep and tractor
company” to get into the lifetime holiday business.

 It was part of diversification plan of ANAND MAHINDRA, the group vice –

chairman.

CAREERS OF CLUB MAHINDRA

INDIA'S MARKET LEADERS

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We at MHRIL are part and parcel of the 14.4 billion USD Mahindra Group. By 2016, we
were one of the top five holiday owners worldwide. To do this, we have set ourselves
tough targets in accordance with the new Rise philosophy of Mahindra Group so that we
may achieve this at what we do, become the best. We are currently market leaders in India
with a rapidly expanding membership base of over 183000 members and a selection of 45
resorts.

Process for Recruitment and Selection Self recruit

To grasp roles, organisation, and culture tete-a-tete with an internal recruiter. Candidate to
test role, cultural fitness and corporate fitness to take career and value systems into account
and so on.

360 Degree Assessment

Three interview levels with possible colleagues, subordinates and superiors. One set of HR
interviews to verify fitness.

BOARD OF DIRECTORS

Mr. Arun Kumar Nanda Chairman

Mr. Cyrus Guzder Independent Director

Mr. Vineet Nayyar Non-Executive Director

Mr. Rohit Khattar Independent Director

Mr. Kavinder Singh Managing Director & CEO

Mr. S. Krishnan CFO & Executive Director

Mr. V S Parthasarathy Non-Executive Director

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 Mr. Sridar Iyengar Independent Director

Mr. Sanjeev Aga Independent Director

Ms. Radhika Shastry Independent Director

PRODUCT AND SERVICES OF THE COMPANY

 Lifetime holidays.

 Club MAHINDRA travel

 One time holiday

 Fun days.

 Competitors

 Country club Mahindra ltd.

 Thomas Cook Pvt. Ltd.

 Cox and kings.

 KUONI travel group

CSR (CORPORATE SOCIAL RESPONSIBILITY)

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Social corporate responsibility has always been a key element of the vision of the
Mahindra Group and a key element in the core value of good business citizenship. – former
President Keisha Mahindra.

The Mahindra Group describes corporate social responsibility as socially responsible

goods, a socially responsible relationship between employees and a commitment to the
community around them.

Corporate Social Responsibility is not only responsible in the Mahindra Group; it is a

lifestyle.

By reaffirming their social responsibility commitment to corporate responsibility in 2005,

the Group celebrated its 60th anniversary. It has committed 1% of its profit (after tax) to
Corporate Social Responsibility on a continuing basis. Unique ESOPs - Social options for
workers were created in order to allow Mahindra employees to engage in socially
responsible activities. The Group also announced a unique gift: 60 hearing challenged and
underprivileged youngsters would be offered free cochlear implants.

The Mahindra Group plans to establish two Mahindra Pride Schools in addition to boosting
the Nanhi Kali initiative for the girls and the Mahindra All India Talent Scholarship for the
economically underprivileged. These institutions provide a range of degrees, focusing on
employability, such as IT, retail and automotive engineering education, etc. It gives the
weaker segments, especially the planned castes and the planned tribal young people, new
capacities and skills. Throughout the course of these undertakings, ideas for further social
initiatives are on the brink.

MHRIL is one of the companies that aim to build a better society.

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MHRIL encourages a comprehensive integration into its activities of corporate social
responsibility. It aims to respond to employees, local communities and other stakeholders'
requests and expectations through influencing people's quality of life and economic
prospects across the country.

Opportunities to include children, community centres, crisis management, education,

environmental protection, medical relief, rural development, the world of sports, art,
culture and performing arts and philanthropy are not restricted. These initiatives do not
have to be linked to the company's business.

Unless managed in line with the existing environmental control regulations, the technology
utilized in the manufacturing of our goods should not lead to the emission of effluents or
hazardous waste.

Every effort must be taken to preserve the environmental balance, to preserve precious
natural resources and to avoid pollution.

All staff are urged during their spare time to contribute to society and its communities.

POLICIES

 MHRIL Whistle Blower Policy

 Code of Conduct - Directors

 Code of Conduct for Senior Management & Employees

 CSR Policy

 MHRIL Directors Terms of Appointment

 Policy for Determining Material Subsidiaries

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 Policy on Materiality of and Dealing with Related Party Transactions

 Family Program

 Code of Fair Disclosure

 Policy for Determination of Materiality for Disclosure of Events or Information

 Archival Policy

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RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

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The major study aims at assessing or developing existing understanding reviews,
investigating current situations or issues, finding adequate solutions to the problems,
explaining new ideas and generating the scope of subsequent research. Investigation of
difficulties in the sector and finding an adequate research solution.

Tourism is now a global industry that connects hundreds of millions of people across the
world. These industries make it a vital pillar of a country's economic prosperity. The
worldwide media concentrated mostly on nations who were in political instability, which
turned the country into a tourism attraction with a big bad reputation.

IMPORTANCE OF RESEARCH TOPIC

There are several countries in the globe that rely on foreign cash to acquire tourism. Every
location tries to develop its country image in order to benefit more from the growing sector
of tourism.

PROBLEM OF TOURISM INDUSTRY IN INDIA

 Although INDIA has made some development in tourism since the 1950s, it is still
far behind the industrialized nations or even the developed ones.

 In INDIA tourism is supplied with 5.6% of total jobs, with 7% of China pulling its
iron curtain.

 There are still huge places that from the tourism point of view are not exploited.
North INDIA is traditionally a favorite location, attracting over 49% of tourists;
just 4% go to the east.

 Western countries are improving their turnover by 29%. In the south, just 18% of
international and local tourists get in spite of its beaches, temples, hills etc. So there
is an enormous potential for tourist growth, especially in the east and south, that
needs appropriate use

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  Immediate impact. - Immediate effect. Another new concern is that Indian tourists
have begun to visit the nation.

 Indian visitors go beyond SHIMLA and are taking foreign holiday offers like never
before in SRINAGAR, OOTY, MUMBAI, DELHI and GOA.

 High air costs in the domestic area are the primary reason for Indian tourists'
outflows. If a visitor can have cheaper returns to SRILANKA or THAILAND in
Northern INDIA than to GOA or KERALA, he is clearly going overseas.

Tourist centers’ unplanned and uncontrolled expansion takes their initial charm away and
is eventually devastating. Some prominent tourist sites, such as SHIMLA, MUSSORIE,
DARJEELING etc., do not even have drinking water to suit tourism demands.

The significance of Indian Railways in tourist growth has been also highlighted. The start
of railway trains RAJDHANI and SHATABDI is the correct step. The 'Wheels Palace' in
Rajasthan is already in operation. In Gujarat there has been created another special train for
tourists, "Orient Express," and another one for the Tamil Nadu temples will soon be open.

Five additional luxury private sector Tourists' trains will shortly be on the line linking key
tourist centres. Lane has been set off to increase accommodation for tourists for around
100 hotels in different train stations. Given the recent growth, INDIA believed that its
tourist share would be achieved while taking efforts to maintain the country's physical and
social environment.

LITERATURE REVIEW

The financially viable activity producing a number of good and bad consequences may be
seen in tourism. His prior tourist research SWARBROOKE -1999 identifies this. To
establish a sustainable tourist plan and its socio-economic context

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Socio-cultural tourism features should be tacit. The well-planned balance between
financial profit and social and environmental spending. These are important factors in the
development of sustainable tourism.

One of the key ideas in tourist development is sustainability. The links between the
destination community and sustainability are identified by Richards & Hall -2000. For
tourists to go via the diverse way of thinking, local communities are the main incentive.

RESEARCH METHOD

Researches is a vital element of academics "in order to find facts and achieve further
findings, research is the methodical examination of materials and fuels, etc. The research
method is highly significant since it has an enormous influence on the findings obtained at
the end of the studies.

RESEARCH DESIGN

Methods of Research design and research design words are the same thing, but they are not
the same. Research design is "a blueprint or a strategy of how a researcher wants to
perform an investigation." The real importance of study design is directly related to the
method of data collecting.

OBJECTIVES OF RESEARCH

Before researching the exceptional results or goals of research by its highly masseur.

 To investigate the obstacles to the expansion of tourism in INDIA.

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  To examine strategies of improving the problems highlighted.

 Find information about future Indian tourism trends.

Type of research methodology

Exploratory nature was a sort of study approach conducted. This research aims to examine
methods in which recognized problems may be improved and to find ways in which they
can be solved.

Data collection method – there are two types

 Primary data

 Secondary data

Secondary data is used in this process. Secondary data refers to the data that has been
already collected. The secondary data, which has been used to carry out this study, are as
follows:

 Books, journals, magazines, newspapers

 Industry reports

 Company’s internet sites

CONCLUSION

This study will focus on the fundamental issues and the significant reasons for the
download of tourist sector trends in INDIA. Despite well-known challenges, the
development of tourism will thrive. We investigate the effect of the political impact on the
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expansion of tourism destinations. No tourist location in the world can develop its tourism
industry without a peaceful and tourist welcoming atmosphere.

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 SWOT ANALYSIS

SWOT ANALYSIS

STRENGTH
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  More than 143000 members' customer base

 40+ resorts at different places

 Recall for High Brand

 Due to strong publicity, the brand visibility is quite high

 New sites that have been investigated and less known (e.g., Ashtamudi in Kerala)

 As a hospitality firm, its homely atmosphere and settings add to its friendliness.

WEAKNESS

 Service quality and infrastructure throughout the brand is not constant.

 Company policies for accommodation reservations are not always good for
consumers (need to book 6 months prior)

 In the country, constant political turmoil.

OPPORTUNITIES

 Incredible campaigns from India have had a beneficial effect on the inflow of
foreigners to India. Mahindra Club ought to include international programming.

 Domestic travel is rising in India with lower expenditure capacity.

THREATS

 All markets and all sectors in this industry are covered by international hospitals
giants.

 Economic recession may have an impact on the company's equity capital.

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 DATA ANALYSIS & INTERPRETATION

Survey Result ( 100% = 100)

DATA ANALYSIS
Privately
& INTERPRETATION
Other Company Club Mahindra

Club Mahindra
MARKET COMPETITORS
10%
Other Company
1- 20% customers
How many show their interest in Club Mahindra?
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Privately
70%
Interpretation:

 The preceding graph reveals that just 10% of 100 consumers exhibit a concern for
the Mahindra Club, of whom only 5% were Club Mahindra members.

 70% of people are self-employed and 20% indicate an interest in a different firm.

 The major reason for such is that Mahindra resorts are remote from touristic sports.
There's plenty of particular explanation. It, therefore, takes the client extra time and
money.

 Compared with other companies, Club Mahindra's price structure is quite high.

 The issue with ASF is that the Club Mahindra fee is too costly to allow members
not to go with the firm.

 The property is also used by non-members.

 Some clients believe that five-star facilities are not offered by the resorts of Club
Mahindra.

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DISTRIBUTION OF MEMBERSHIP IN INDIA

2- How many respondents are from Delhi?

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Interpretation:

 64% in Delhi and 36% in other places are responders.

DISTRIBUTION ACCORDING OCCUPATION

3- What percentage of the responders are business man and salaried

person?

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Interpretation:

74% responders are businessman and 26% responders are salaried person.

DISTRIBUTION ACCORDING TO MARITAL

4- How many respondents are Married and how many are single?

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Interpretation:

80% responders are married and 20% responders are single.

DISTRIBUTION ACCORDING TO AGE

5- How many respondents are upto 28 years of age and how many are

between 28 to 58 years?

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Interpretation:

22% responders are upto 28 years and 78% responders are between 28 to 58 years.

DISTRIBUTION ACCORDING TO MEMBERSHIP FEES

6- Membership fee which is paying by different categories of members.

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Interpretation:

56% members are paying below Rs. 1 lac, 32% members are paying between Rs. 1lac to

Rs. 3 lac and only 12% members are paying above Rs. 3 lac.

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SUGGESTIONS

SUGGESTIONS

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You must focus on services through the recruitment or recruitment of professionals
to effectively showcase and communicate.

They should appoint a Brand Ambassador/Cricket or Film Industry ambassador

because many individuals in society impact such areas. This will not only promote
the firm in India but also worldwide. The exposure and popularity of the firm might
be generated since millions of individuals are being addressed.

They must find management trainers who can give them enough training which can
prove their worth as future workers.

The employees should be provided a good number of incentives and basic wages to
improve their performance.

The new staff should be provided with appropriate training facilities to enable them
gain fair insight into the firm and its rules.

Feedback from current customers should be drawn to know whether the conditions
and services are satisfactory, and whether they have any concerns. This is sure to
assist enhance the company's overall performance.

Should draw up appealing ideas. They should also design fresh ideas which no
other firms can launch to take benefit of the initial launchers.

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 BIBLIOGRAPHY

BIBLIOGRAPHY

REFERENCES:
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  LITERATURE PROVIDED BY THE COMPANY
 KOTHARI C.R., “RESEARCH METHODOLOGY”,
 CUSTOMER RELATIONSHIP MANAGEMENT

WEB LINKS:

 http://www.clubmahindra.com
 http://www.google.co.in

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