Changing the Corporate Identity of Dr. Reddy's*

Details

Case Code : CLBS042
Publication date : 2004
Subject : Business Strategy
Industry : Pharmaceuticals
Length : 03 Pages
Price : Rs. 50

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Key words:

Dr Reddy’s Laboratories (DRL), Anji Reddy, Enterprise IG (EIG), Corporate Identity Plan, Pharmaceutical Major, Research and Development, Multiple leadership levels


* This caselet is intended for use only in class discussions.
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Abstract:

The caselet explains the way in which Dr Reddy’s Laboratories (DRL) implemented its corporate identity plan, through a period of one year. The caselet also discusses the need for the creation of a new identity. DRL restructured its corporate identity mainly because of the merger of DRL with American Remedies Ltd. and Cheminor Drugs Ltd., and the subsequent listing of DRL on NYSE. The new corporate identity also attempted to distinguish the founder Dr. Reddy, from the brand Dr. Reddy.

Issues:  » The need for refining corporate identity.  » How a company goes about implementing its corporate identity plan.  » How the stakeholders perceive the corporate identity of a company. Introduction DRL was founded in 1984 by Dr. K. Anji Reddy (Dr. Reddy) to create and deliver innovative pharmaceutical healthcare solutions. DRL became a public limited company in 1985 and had an IPO of equity linked debentures aggregating Rs.24.6 million in May 1986. During the 1990s, the company consolidated its position in the domestic formulations market through aggressive product launches as well as acquisitions.

By late 1990s, DRL transformed itself into a global pharmaceutical powerhouse with research and drug development as its strengths. The whole exercise was completed in a year and evolved over nine stages, beginning with an across-the-board study of the perceptions of different stakeholders and ending in a brand manual that was to be implemented by the employees...

Questions for Discussion:

1. By late 1990s, DRL transformed itself into a global pharmaceutical powerhouse with research and drug development as its strengths. Then why did it try to change its identity all of a sudden?

2. What were the changes that were carried out at DRL as a result of a study undertaken prior to the formulation of the new corporate identity plan?