Hi Jasvix,
The following works for me and I can pass parameters the way you wanted. I use integration-test phase.
Kind regards,
Hristo
   <properties>
      <tagArg>~@ignore</tagArg>
   </properties>
   <build>
      <plugins>
         <plugin>
            <groupId>org.apache.maven.plugins</groupId>
            <artifactId>maven-surefire-plugin</artifactId>
            <version>${maven-surefire-plugin.version}</version>
            <configuration>
               <skipTests>true</skipTests>
            </configuration>
         </plugin>
         <plugin>
            <groupId>org.codehaus.mojo</groupId>
            <artifactId>exec-maven-plugin</artifactId>
            <version>${exec-maven-plugin.version}</version>
            <executions>
               <execution>
                  <id>Cucumber Command Line Runner</id>
                  <phase>integration-test</phase>
                  <goals>
                     <goal>exec</goal>
                  </goals>
                  <configuration>
                     <executable>java</executable>
                     <arguments>
                        <argument>-classpath</argument>
                        <!-- automatically creates the classpath using all project dependencies,also adding the project build directory -->
                        <classpath/>
                        <argument>cucumber.cli.Main</argument>
                        <argument>--format</argument>
                        <argument>pretty</argument>
                        <argument>--format</argument>
                        <argument>html:target/cucumber-html-report</argument>
                        <argument>--strict</argument>
                        <argument>--glue</argument>
                        <argument>path.to.your.step.definitions</argument>
                        <argument>features/.</argument>
                        <argument>--tags</argument>
                        <argument>~@ignore</argument>
                        <argument>--tags</argument>
                        <argument>${tagArg}</argument>
                     </arguments>
                  </configuration>
               </execution>
            </executions>
         </plugin>
      </plugins>
   </build>