The new world of Rexam
A Rexam case study

Page 1: Introduction

We are surrounded by brand images. Coca-Cola, Nike and Shell are all strong brands backed by corporate names that we are all familiar with. This case study shows how one of the world’s major consumer packaging companies, Rexam, is seeking to build its brand. To survive and prosper most large businesses have to develop a strong global presence. As a result, many of the world’s major...
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Page 2: Reasons for change

Rexam is a relatively new business having emerged from a number of existing companies trading under different names. These produced a variety of products ranging from diesel engines to make-up cases. This breadth was typical of many large companies in the late 1980s in an era when business thought that there were benefits to be gained from diversification. Today, in the global market place...
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Page 3: Strategy

All businesses need a vision - a clear direction which drives their activities. Today, the Chief Executive of Rexam has defined the company’s vision as being to 'transform Rexam into the world’s leading consumer packaging group in its chosen sectors'. An organisation’s strategy is the means by which it achieves its vision. It is a long term plan for the organisation which...
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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...
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Page 5: Transforming Rexam from within

In order to ensure the smooth transition to the single-brand strategy Rexam has had to transform its own organisation from within. The starting point was to create and implement a common global Rexam identity in what was a disparate group of companies across the world. By rallying under a common identity the Rexam group would not only look like one company but start to act like one. A number of...
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Page 6: Conclusion

The merger with ANC provided the opportunity for Rexam to rise to the challenge of creating an integrated company with an integrated single brand strategy. Rexam has sought to create a vibrant brand which everyone within the company can relate to and which is perceived positively by people outside the company. This has involved a constant communication of Rexam’s vision and values in a...
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