Page 4: Building the single-brand strategy
In understanding Rexam’s strategy it is important to realise that a relatively small number of global clients make up the majority of their product sales. Approximately 50- 60 major customers account for over 80% of sales. Clients include Avon, Chanel, L’Oreal, Heineken, Unilever, Procter & Gamble, Holsten, Coca-Cola, Carlsberg, Allegiance and Pepsi.
The emphasis today is on the building of a strong international Rexam premium brand. There is particular need to communicate this internally and externally. Since the start of 2000, a detailed communications exercise has been undertaken to create a single-brand strategy.
Many existing brand and company names have been replaced by the strong and unifying Rexam name. Thus, a purchaser of packaging with operating units throughout the world can deal with a single packaging supplier – Rexam.