Rohan & Khalid Rebranding DSM Case 28th Oct, ‘18

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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.