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1. Companies such as DSM are embracing the triple bottom line strategy (people, planet, and profit),
as it has proven to be successful in three areas: (i) The triple bottom line is an effective way to build
positive relationships with people through providing tailored solutions. The strategy recognizes that
many of the world’s problems present themselves differently in many areas. Thus, it allows
companies to cater to specific needs of consumers. For example, in the case, DSM is striving to
provide innovative solutions to growing and aging urban population in different regions of the world.
(ii) The triple bottom line is a sustainable strategy, as it brings environmental issues to the forefront
alongside profit and people. For example, one of DSM’s biggest achievements, ECO+ solutions,
accounted for 95% of the innovation pipeline, which is 45% of the running business. Such actions go
a long way in protecting our environment for future generations. (iii) Through strong brand identity
and company strategy that incorporates sustainability and people-centric goals, companies
implementing the triple bottom line achieve strong financial results. After rebranding, DSM managed
to achieve an increase in share price from $20 in 2009 to near $60 in 2013 and saw a 184% increase
in value from 2011 to 2014, with an operating profit of $759 million in 2013.
2. A company brand is like an “umbrella” in terms of the products and services it offers. Business
groups with different functions, that make up the organization, are all under the same company
brand. A corporate brand is like a “solo window in a workshop”, which provides an insight into the
company, but doesn’t represent the value or purpose behind what it does. The key differences as seen
in the case are (i) In a company brand, all employees have a shared responsibility, unlike a corporate
brand, wherein one business unit controls the brand image and the rest may be horizontally or
vertically integrated. (ii) A company brand sells all its products and services under a single brand
name and logo, such as the “One DSM” strategy, familiarising customers with the DSM brand.
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Corporate brands sell products and services through different product brand names, a strategy to
separate products if they clash in the market. Mattel has product brands such as Hot Wheels, Barbie,
and American Girl Doll, competing with each other at some level. (iii) Company brands often
connect with target segments through specific values and propositions that align with those of the
customer’s. In the case, DSM positioned itself towards sustainability and created value for consumers
that support sustainable causes, thus providing an incentive for this segment to buy its various
products. In contrast, corporate brands do not always have a specific purpose to market within
segments. Units within the corporate may have their own purposes that do not relate to one another,
thus creating their own impressions in different markets. For example, the Tata group, which has
over a 100 companies operating in various countries as separate brands with their own value
propositions.
3. In order to attain long term success, companies should implement the following internal marketing
ideas: (i) Making sure employees know that they are valued members of the company. In many
cases, corporate leaders do not have a clear picture of what is taking place at the lower level,
resulting in unsatisfied employees. Thus, it is important to engage with employees regularly and
learn from them. In the case, DSM showed its concern for its employees by providing surgeons with
disposable medical gowns that provides protection while giving comfort. (ii) Educating employees
about the overall brand strategy is important. In the case, DSM’s internal marketing effort was well
exercised, as the company created a film to educate employees about the company’s rebranding
strategy and products. (iii) Ensuring that work-life balance is maintained for employees, as it is an
essential component of modernising the workplace. Multiple studies published in this area indicate
that employees are more productive when they have work-life balance. Thus, it is essential for
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companies to provide employees with ample vacation time to relax, so that they can return and be
more productive.