Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Cause Related Marketing in India, Maruti Udyog’s Example

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Case Title:

Cause Related Marketing in India: Maruti Udyog’s Example

Publication Year : 2005

Authors: Hansa Iyengar & Vasudha.A

Industry: Automobiles

Region:India

Case Code: MKS0061B

Teaching Note: Not Available

Structured Assignment: Not Available

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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 MUL’s 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.

Pedagogical Objectives:

  • To understand the concept of cause related marketing
  • To discuss about Maruit’s CRM initiatives.

Keywords : Cause related marketing, Marketing Strategies Case Study, joint venture, high quality, fuel efficient vehicles, traffic management, safety

Contents:

  • Cause Related Marketing
  • MUL – A Profile
  • Maruti's CRM Initiatives
  • The Future

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