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DIAGEO and INSEAD: Marketing Safe Driving to MBAs

Published 01 Jan 2004
Reference 5177
Topic Marketing
Region Europe
Summary

After the death of an INSEAD MBA participant in a drink driving accident, students and administrators were determined to find a way to change MBA attitudes towards drinking and driving and promote safer behaviors. Supported by Diageo’s corporate citizenship arm, INSEAD MBAs must devise a local solution to a global problem.

Teaching objectives

The case gives students experience in developing a social marketing campaign directed at changing attitudes and behaviours regarding alcohol and driving. It also examines the corporate social responsibility initiatives of Diageo, a major producer of alcoholic beverages.

Keywords
  • MULTIMEDIA
  • CD-ROM
  • MULTIMEDIA CASE
  • AR2004
  • AR0304
  • RD0104
  • CORPORATE SOCIAL RESPONSIBILITY
  • DRINKS
  • INSEAD
  • DRINK DRIVING
  • ALCOHOLIC BEVERAGE
  • CONSUMER BEHAVIOR
  • RESPONSIBLE ADVERTISING
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