Dr. Reddy's New Corporate Identity|Business Strategy|Case Study|Case Studies

Dr. Reddy's New Corporate Identity

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Case Details:

Case Code : BSTR013
Case Length : 9 Pages
Period : 2000-2001
Organization : Dr. Reddy Labs, American Remedies Ltd, Cheminor Drugs Ltd.
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Healthcare & Pharmaceuticals

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Rebuilding DRL

Analysts felt that DRL was too closely identified with its founder. It was this realization, that prompted Dr.Reddy, to make way for other professionals.

Said Prasad, "Dr Reddy does have an image that is larger than the company itself, And why not, as this is his life and creation. But at the same time, it is also true that the organization is larger than him in other respects and there was an impression that we were too family oriented, which is far from the truth." Along with the corporate brand identity exercise, a conscious effort was made to give Dr. Reddy an image that was closer to the private individual that he was. According to Satish, "There is now a need to make a distinction between Dr Reddy the person and Dr Reddy the brand." He added, "From a spokesperson for Dr Reddy Laboratories, Dr Anji Reddy will don the mantle of a spokesperson for the entire pharma industry..."

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Towards a Global Pharmaceutical Company

The first phase of the new corporate identity was unveiled immediately after DRL's listing on NYSE.

Anuradha Atlekar, Brand Coordinator and Head, Corporate Communications, DRL, said, "The roll out will be enormous but the real challenge is in actually living it consistently across the company, in implementing the brand identity." DRL would use brand managers - 22 of them - across departments and centres to ensure consistency in the implementation of the new corporate identity. Analysts felt that, with the combined strengths of DRL, CDL, and ARL, there could be no stopping the DRL Group. Said Satish, "The new identity showcases the company's thought process that envisions a future where DRL straddles the global market as an illustrious discovery-based entity, powered by innovative R&D...

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Exhibit I: DRL's New Corporate Identity
Exhibit II: Logo
Exhibit III: Business Divisions of Dr Reddy's

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