TATA Chemicals Brand Consolidation: Power of One?

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.

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