SembCorp Case Analysis

B12064 ABHAS GUPTA B12070 ALOK THAPLIYAL B12077 ASIF IQBAL B12096 NIRANJAN PATIL B12107 SAHIL KALRA

Case Introduction
SembCorp has been a leading ship repairs and ship conversions company in Singapore for the past thirty years. The company owns shipyards in Brazil, China, Singapore, India, The Middle East and the US. Singapores shipping industry, over the past few years (as per the case study) had been experiencing impressive growth in the past few years, however SembCorp was facing a number of challenges mainly around the recognition of its brand name and the increasing competition in the industry. The case concerns the companys efforts and how it enhanced its brand image with the help of an external agency named Fullhouse Communications. Compare the brand Sembcorp before and after the repositioning exercise? What changes do you find in Sembcorp brand after the implementation of suggestions of Fullhouse Communications? Tantis decision to grow inorganically was taken when its turbine supplier Suedwind closed down owing to financial problems. Suzlon acquired a rotor blades manufacturer to counter this problem. Like the above, most of Tantis acquisitions have been well-calculated & prudent and have helped Suzlon become a successful vertically integrated company (as below): Analyze the role of integrated marketing communication in repositioning of SembCorp? The integrated marketing communication framework is shown below.

Advertising

Sales Promotions

Personal Selling

Direct Marketing

Public Relations

Advertising was the mainstay channel employed by Sembcorp in rebranding its image. The following components were revamped with the help of Fullhouse communications: Corporate Image The Company was looking to transform its brand image as a company with a strong corporate culture giving itself a more sophisticated and corporate look with a touch of aesthetics and vibrancy. The idea was to align the brand image in alignment to the companys vision and culture. Brand Focus The Company in order to alter its brand image changed its logo to align to its vision. Post the logo change, it started to be recognized as a professional organization with strong business and corporate ethics with an eminent corporate entity. Communications Tools Most major modes of advertising such as magazine ads, newspaper ads, newsletters and banners were used. The communication intensely focused on communicating a few areas such as environmental protection, which had been pain points for the company in the near past. The re-branding exercise helped Sembcorp re-launch itself a fresh in the market and a large percentage of survey respondents were willing to spread the word in favor of Sembcorp.