TATA Chemicals brand consolidation: Power of one?

In July 2010, Sujit Patil, Head Corporate Communication for Mumbai-based Tata Chemicals (TCL) had to develop a company branding strategy after a series of acquisitions. TCL had acquired several of the top five producers in the soda ash business, making it a commanding player in the global industrial...

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Main Authors: TULI, Kapil R., SPROULE, Kevin
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2012
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Online Access:https://ink.library.smu.edu.sg/cases_coll_all/41
https://cmp.smu.edu.sg/case/2991
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spelling sg-smu-ink.cases_coll_all-10422018-07-13T09:00:50Z TATA Chemicals brand consolidation: Power of one? TULI, Kapil R. SPROULE, Kevin In July 2010, Sujit Patil, Head Corporate Communication for Mumbai-based Tata Chemicals (TCL) had to develop a company branding strategy after a series of acquisitions. TCL had acquired several of the top five producers in the soda ash business, making it a commanding player in the global industrial and commercial markets for the product. TCL had acquired the large British Producer Bruner Mond, the US leader; General Chemicals Industrial Products and Kenya based Magadi Soda, all with well-known brands and established customers. Senior management at TCL wanted to see these new companies unified under a single global brand, but that task proved easier said than done. Long-standing brands, centuries old companies and even a town named after the company in the case of Kenyan Magadi Soda. The case starts as Patil considers his next steps and whether to sustain long-standing and well-selling brands or scrap them all for a new global brand across what had become the second largest soda ash producer in the world. 2012-10-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/cases_coll_all/41 https://cmp.smu.edu.sg/case/2991 Case Collection eng Institutional Knowledge at Singapore Management University Branding Brand Unification Brand Consolidation Global Branding Branding Strategy Strategy Post-Acquisition Post-Acquisition Issues Post-Integration Post-Integration Issues Advertising and Promotion Management Marketing Strategic Management Policy
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Branding
Brand Unification
Brand Consolidation
Global Branding
Branding Strategy
Strategy
Post-Acquisition
Post-Acquisition Issues
Post-Integration
Post-Integration Issues
Advertising and Promotion Management
Marketing
Strategic Management Policy
spellingShingle Branding
Brand Unification
Brand Consolidation
Global Branding
Branding Strategy
Strategy
Post-Acquisition
Post-Acquisition Issues
Post-Integration
Post-Integration Issues
Advertising and Promotion Management
Marketing
Strategic Management Policy
TULI, Kapil R.
SPROULE, Kevin
TATA Chemicals brand consolidation: Power of one?
description In July 2010, Sujit Patil, Head Corporate Communication for Mumbai-based Tata Chemicals (TCL) had to develop a company branding strategy after a series of acquisitions. TCL had acquired several of the top five producers in the soda ash business, making it a commanding player in the global industrial and commercial markets for the product. TCL had acquired the large British Producer Bruner Mond, the US leader; General Chemicals Industrial Products and Kenya based Magadi Soda, all with well-known brands and established customers. Senior management at TCL wanted to see these new companies unified under a single global brand, but that task proved easier said than done. Long-standing brands, centuries old companies and even a town named after the company in the case of Kenyan Magadi Soda. The case starts as Patil considers his next steps and whether to sustain long-standing and well-selling brands or scrap them all for a new global brand across what had become the second largest soda ash producer in the world.
format text
author TULI, Kapil R.
SPROULE, Kevin
author_facet TULI, Kapil R.
SPROULE, Kevin
author_sort TULI, Kapil R.
title TATA Chemicals brand consolidation: Power of one?
title_short TATA Chemicals brand consolidation: Power of one?
title_full TATA Chemicals brand consolidation: Power of one?
title_fullStr TATA Chemicals brand consolidation: Power of one?
title_full_unstemmed TATA Chemicals brand consolidation: Power of one?
title_sort tata chemicals brand consolidation: power of one?
publisher Institutional Knowledge at Singapore Management University
publishDate 2012
url https://ink.library.smu.edu.sg/cases_coll_all/41
https://cmp.smu.edu.sg/case/2991
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