Subject category:
Marketing
Published by:
IBS Research Center
Length: 7 pages
Data source: Published sources
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Abstract
By the 1990s, many of the leading corporations across the world had realised the importance of being associated with socially relevant causes as means of promoting their brands. Cause-related marketing (CRM) became the vehicle by which companies indirectly propagandised their brands. Maruti Udyog Ltd (MUL), India''s largest manufacturer of automobiles, was one of the major Indian corporations to hop aboard the CRM bandwagon. This case looks at MULs socially relevant initiatives, which revolved around the promotion of safe driving techniques. It also examines the factors that lead to the success of the CRM initiatives of a corporation.
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Abstract
By the 1990s, many of the leading corporations across the world had realised the importance of being associated with socially relevant causes as means of promoting their brands. Cause-related marketing (CRM) became the vehicle by which companies indirectly propagandised their brands. Maruti Udyog Ltd (MUL), India''s largest manufacturer of automobiles, was one of the major Indian corporations to hop aboard the CRM bandwagon. This case looks at MULs socially relevant initiatives, which revolved around the promotion of safe driving techniques. It also examines the factors that lead to the success of the CRM initiatives of a corporation.