Volvic’s marketing team contemplates CRM (cause related marketing) as a possible brand lever for this half a century old bottled mineral water brand. The case presents the market situation, consumers’ trends, etc. An exhaustive set of criteria / issues to consider for selecting a CRM initiative is provide to the participants who then are asked to build a CRM initiative. Link to the article
FOURCADET, O. (2009). Volvic: the new equation. ESSEC Business School.