In 2009, when the Indian cement market was buoyant, large Indian players are ready to move from regional playing fields for a pan-India penetration. To become a national player, Jaiprakash Associates Limited has grown through acquisitions and new plants. To strengthen its position, the company decided to switch from a few cement brand portfolio into one brand. She has joined the two existing types of cement, Buniyad Jaypee Cement and Cement Jaypee Buland, a new brand, Jaypee Cement. Expansion into new geographic markets and the creation of a pan-India presence of the brand was the motive for this merger. With global brands such as Swiss giant Holcim and Lafarge France continues with a multi-brand strategy in India, it was clear that the industry experts doubted, Jaypee decision to switch from multi-branding in mono-branding was correct. "Hide
by Sanjeev Prashar, Soumil Vinayak Source: Richard Ivey School of Business Foundation 13 pages. Publication Date: April 16, 2012. Prod. #: W12929-PDF-ENG
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