In July 2010, Sujit Patil, head of corporate communications for Mumbai-based Tata Chemicals Limited (TCL) has to develop a company branding strategy after a series of acquisitions. TCL has acquired several of the top producers in the soda ash business, making it a commanding player in the global industrial and commercial markets for this product. The acquisitions include the large British producer, Bruner Mond; the US leader, General Chemicals Industrial Products; and Kenya based Magadi Soda — all of which have well-known brands and established customers.
The senior management at TCL wants to see these new companies unified under a single global brand. But that task has proved difficult to execute given the long-standing brands and centuries-old companies. Kenyan Magadi Soda even has a town named after it! Patil must consider his next steps — whether to sustain the long-standing and well-selling brands, or scrap them all for a new global brand representing what is now the second largest soda ash producer in the world.
This case can be used to teach concepts in managing a portfolio of brands, and understanding post-integration issues of an acquisition that relates to branding from the perspective of consumers and employees.
Inspection copies and teaching notes are available for university faculty. To receive an inspection copy and teaching note, please email cmpshop [at] smu.edu.sg with your registered faculty email ID and a link to your contact information on the faculty directory at your university as verification. An inspection copy and teaching note will then be sent to your faculty email account.
SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Teaching Note (SMU-12-0019TN)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
· Teaching Note (SMU-12-0019TN)
For purchase of the case and supplementary materials via Harvard Business Publishing, please access the following links:
(Please note you are purchasing the case only.)
Looking for something?
