Case Name :      Jaypee Cement: Amalgamation of Two Brands

Authors :           Sanjeev Prashar, Soumil Vinayak

Source :             Ivey Publishing

Case ID :            W12929

Discipline :        General Management

Case Length :    13 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In 2009, when the Indian cement market was buoyant, major Indian players were preparing to move from regional playing fields to pan-India penetration. To become a national player, Jaiprakash Associates Limited grew through acquisitions and setting up new plants. To strengthen its position, the company decided to move from a multiple brand cement portfolio to a single brand entity. It merged its two existing brands of cement, Buniyad Jaypee Cement and Jaypee Buland Cement, into a new brand, Jaypee Cement. Expanding into new geographic markets and creating a pan-India presence for the brand was the motive for this merger. When global brands such as Swiss giant Holcim and France’s Lafarge continued with a multi-brand strategy in India, it was understandable that industry experts doubted whether Jaypee’s decision to move from multi-branding to mono-branding was correct.