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Rebranding Satyam

Re-branding Satyam and Helping it Attain a Strong Global Stature
Aditya Patel- Marketing A, SIBM, Pune

Contents
I. II. III. IV. V. VI. Background....................................................................................................................................... 3 How did this scandal affect the Satyam Brand ................................................................................ 4 What could have been done ............................................................................................................ 5 Current Scenario ............................................................................................................................... 5 Going Forward .................................................................................................................................. 6 References ........................................................................................................................................ 8

Re-branding Satyam and Helping it attain a strong global stature
Aditya Patel-SIBM, Pune

Abstract – Satyam Computer Services Ltd. Was ranked 4th among Indian It companies. With a strong clientele, employee strength of more than 50,000 and market capitalization of more than $7 billion Satyam was one of the largest brands in the field of IT. The company was hit by a $1.6 billion scandal when its chairman R.Raju admitted to the fudging of its accounts. The company brand was seriously tarnished, the employees lost trust and were apprehensive and market capitalization plummeted. Even the rest of the Indian IT industry was wary of the ripple effect of the crisis. The paper suggests approaches for rebranding strategy for the company. It studies the current scenario, wherein the company has been taken over by the Mahindra Group, and suggests a plan of action for the future. The paper studies experts’ opinions and the opinions of the company’s new leadership while suggesting a...