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Etudes de cas déposées (2009), ESSEC Business School

Volvic: the new equation

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. Lien vers l'article

FOURCADET, O. (2009). Volvic: the new equation. ESSEC Business School.

Mots clés : #CSR, #Cause-related-marketing, #Marketing, #Stakeholder, #France, #Water, #Beverage-industry, #Trust, #Social-responsibility, #Marketing