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Borden

Letting Brands Wither
by

Annamarie Dober

on 10 August 2013

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Transcript of Borden

Problems
Solutions
Current Environment
1857, Gail Borden
Civil War
Diversification
1991
D'Amato
Ventres
Faith in managers
Hands-off
growth by acquisition
become low cost producers
successful brands ignored
operation difficult
rushed decisions
Centralize!!!
NO regional Brands
Premium Price
Blunt
Profane
Too involved

1. Diversification
Brands
2. No Marketing strategy
3. Brand recognition
91 Acquisitions
Buy to buy
no research
Laura Scudder Chips
Highest profits with Grocery
non-integrated parts
not efficient
consolidation made things worse
flaws acquiring regional brands
ignored successful brands!
D'Amato reversed strategy
sell off = additional problems
Selective Demand Marketing
More differences than just brand recognition!!!
Diversification
Differences in Brands
No Marketing Strategy
Only Brand Recognition
1995
1998
2001
2004
2009
2011
KKR
KKR
Mid-American Dairymen
KKR
Kraft
NDA
Dean
?
?
NDA/Farmland
Dean
Apollo Mgmt
Hexion Specialty Chems
LaLa
Smuckers
Dean
Borden Dairy
(LaLa USA)
Dean
Smuckers
K.I.S.
1. Research!
Keep.
It.
Simple.
1. don't ignore brands!
1. Customer is !
Solution for
Diversification
Solution for
Brand Recognition
5. Cross Market
4. build selective demand
vs.
3. extend brands
2. adapt to market
Solution for
Marketing Strategy
+
2. Cater to THEIR needs
3. Be adaptable!
what fits?
efficient?
No Cannibalism!
2. Don't Force Growth!
1986
History
Full transcript