Ashland Global Holdings Inc. is a global specialty chemicals company that operates in more than 100 countries. The company provides solutions to customers in a wide range of industries, including pharmaceuticals, personal care, coatings, adhesives, and food and beverage.
Ashland Global Holdings Inc. was formed in 2017, following the separation of Ashland Inc. into two independent, publicly traded companies. The other company, Valvoline Inc., is a leading provider of automotive lubricants and chemicals.
Ashland Global Holdings Inc. has a diverse portfolio of specialty chemical products, including solvents, resins, adhesives, coatings, and additives. The company’s products are used in a wide range of applications, such as pharmaceuticals, personal care products, coatings, adhesives, and food and beverage.
The company is committed to sustainability and has set goals to reduce its environmental footprint and improve the sustainability of its operations. Ashland Global Holdings Inc. has been recognized for its sustainability efforts, including being named to the Dow Jones Sustainability Index.
In addition to its commitment to sustainability, Ashland Global Holdings Inc. has a strong focus on innovation. The company invests in research and development to create new and improved products and solutions for its customers.
Overall, Ashland Global Holdings Inc. is a global leader in the specialty chemicals industry, with a diverse portfolio of products, a commitment to sustainability, and a focus on innovation.
History of Ashland Global Holdings
Ashland Global Holdings Inc. was founded in 1924 as Ashland Refining Company, a regional petroleum refiner and marketer located in Ashland, Kentucky, USA. The company’s primary business was refining crude oil and selling gasoline, diesel fuel, and other petroleum products.
In the 1940s and 1950s, Ashland Refining Company expanded its operations beyond Kentucky, acquiring refineries and pipelines in other states. In the 1960s, the company entered the chemical business with the acquisition of General Aniline & Film Corporation, a producer of specialty chemicals.
Over the years, Ashland continued to expand its chemical business, acquiring additional companies and developing new products. In 2011, the company acquired International Specialty Products Inc., a global supplier of specialty chemicals and ingredients.
In 2017, Ashland Inc. underwent a major restructuring, which resulted in the separation of its two primary businesses into independent, publicly traded companies. Ashland Global Holdings Inc. was formed as a result of the separation and became the parent company of Ashland Specialty Ingredients, which includes the company’s former specialty chemicals and ingredients business.
Today, Ashland Global Holdings Inc. is a global leader in the specialty chemicals industry, with a diverse portfolio of products and a strong focus on sustainability and innovation.
Brand Architecture of Ashland Global Holdings Inc.
Ashland Global Holdings Inc. has a brand architecture that is organized around its business segments and product categories. The company has two primary business segments, each with its own set of product categories and brands.
The first business segment is Specialty Ingredients, which includes four product categories:
Personal and Home Care: This category includes products such as skin and hair care formulations, detergents, and household cleaners. The brands under this category include AquaSorb, Ceraphyl, and Mackamine.
Pharmaceutical: This category includes products such as excipients, solubilizers, and tablet binders. The brands under this category include Benecel, Klucel, and Pharmacoat.
Food and Beverage: This category includes products such as emulsifiers, stabilizers, and thickeners. The brands under this category include Aquarius, Benecel MX, and Natrosol.
Energy: This category includes products such as drilling fluids, completion fluids, and additives. The brands under this category include Polyclad, Strodex, and Trolamine.
The second business segment is Composites, which includes three product categories:
Intermediates and Solvents: This category includes products such as specialty solvents and intermediates for the production of resins and coatings. The brands under this category include Flexcryl, Flexbond, and Flextra.
Resins: This category includes products such as unsaturated polyester resins and vinyl ester resins. The brands under this category include Hetron, Aropol, and Modar.
Adhesives and Coatings: This category includes products such as adhesives, coatings, and gelcoats. The brands under this category include Pliogrip, Maxguard, and Enguard.
Overall, Ashland Global Holdings Inc. has a brand architecture that is organized around its business segments and product categories, with each category having its own set of brands. This structure allows the company to effectively market its diverse range of products and solutions to customers in different industries.
Marketing Strategies of Ashland Global Holdings Inc.
Ashland Global Holdings Inc. uses a range of marketing strategies to promote its products and solutions to customers in different industries. Here are some of the key marketing strategies used by the company:
Industry-specific marketing: Ashland Global Holdings Inc. tailors its marketing efforts to specific industries, such as pharmaceuticals, personal care, coatings, and adhesives. The company’s marketing messages and materials are customized to the specific needs and challenges of each industry.
Thought leadership: Ashland Global Holdings Inc. positions itself as a thought leader in the specialty chemicals industry. The company publishes white papers, case studies, and other thought leadership content that showcases its expertise and insights on industry trends and challenges.
Trade shows and events: Ashland Global Holdings Inc. participates in industry trade shows and events to showcase its products and solutions to customers and prospects. The company uses these events to network, generate leads, and build relationships with customers.
Digital marketing: Ashland Global Holdings Inc. uses digital marketing channels, such as social media, email marketing, and online advertising, to reach customers and prospects. The company’s digital marketing efforts are designed to engage audiences with relevant and valuable content, generate leads, and drive sales.
Sustainability messaging: Ashland Global Holdings Inc. emphasizes its commitment to sustainability in its marketing efforts. The company highlights its sustainability initiatives and achievements to appeal to customers who are looking for environmentally responsible products and solutions.
Overall, Ashland Global Holdings Inc. uses a mix of industry-specific, thought leadership, trade show, digital, and sustainability marketing strategies to promote its products and solutions to customers in different industries. By using a variety of marketing channels and tactics, the company is able to reach and engage with its target audiences effectively.
Brand Campaigns of Ashland Global Holdings Inc.
Ashland Global Holdings Inc. has launched several brand campaigns over the years to promote its products and solutions to customers in different industries. Here are some examples of notable brand campaigns launched by the company:
“Always Solving”: This brand campaign was launched in 2018 and was designed to highlight Ashland’s commitment to innovation and problem-solving. The campaign emphasized Ashland’s expertise in developing and delivering specialty chemicals and solutions that help customers solve complex challenges in their industries. The campaign featured videos and other marketing materials that showcased Ashland’s products and solutions, as well as its team of experts who work closely with customers to develop customized solutions.
“The Ashland Way”: This brand campaign was launched in 2019 and focused on Ashland’s commitment to sustainability and responsible business practices. The campaign emphasized Ashland’s efforts to reduce waste, conserve energy, and promote social responsibility. The campaign featured videos and other marketing materials that highlighted Ashland’s sustainability initiatives, as well as the company’s commitment to transparency and ethical business practices.
“We Bring It”: This brand campaign was launched in 2020 and was designed to promote Ashland’s specialty chemicals and solutions to customers in the personal care and pharmaceutical industries. The campaign emphasized Ashland’s expertise in developing high-quality, innovative products that meet the evolving needs of these industries. The campaign featured videos and other marketing materials that showcased Ashland’s products and solutions, as well as the company’s team of experts who work closely with customers to develop customized solutions.
“Infinite Possibilities”: This brand campaign was launched in 2021 and focused on Ashland’s expertise and capabilities in the composites industry. The campaign emphasized Ashland’s innovative composites solutions and their potential applications in various industries, such as transportation, construction, and aerospace. The campaign featured videos and other marketing materials that showcased Ashland’s composites solutions, as well as the company’s team of experts who work closely with customers to develop customized solutions.
Overall, Ashland Global Holdings Inc. uses brand campaigns to showcase its products and solutions, as well as its expertise, innovation, sustainability, and responsible business practices. These campaigns help the company build brand awareness, engage with customers and prospects, and differentiate itself from competitors in the specialty chemicals industry.
Growth and Revenue of Ashland Global Holdings Inc
Growth
In terms of growth, Ashland Global Holdings Inc. has shown consistent growth in recent years, primarily driven by its Specialty Ingredients business segment. The company has achieved this growth through a combination of acquisitions, divestitures, and investments in research and development. Ashland has also focused on expanding its presence in key geographic regions and investing in innovative technologies.
Ashland has been focused on expanding its presence in key geographic regions, particularly in high-growth areas such as Asia-Pacific and Latin America. The company has made several acquisitions and investments to support this expansion, including the acquisition of Pharmachem Laboratories in 2017 and the opening of a new pharmaceutical center of excellence in Hyderabad, India in 2019.
Ashland has also invested in innovative technologies to drive growth. For example, the company has developed a new line of sustainable adhesives and coatings that are derived from renewable raw materials, such as soybeans and corn. This innovation has helped Ashland to stay competitive in the market and meet the growing demand for sustainable products.
The company has divested non-core businesses to focus on its core specialty chemicals business. For example, in 2020, Ashland sold its Composites business to INEOS Enterprises for $1.1 billion. This divestiture allowed Ashland to reduce debt and focus on its higher-growth Specialty Ingredients business.
Revenue
Ashland’s Specialty Ingredients business segment is the largest contributor to the company’s revenue, accounting for approximately two-thirds of total net sales. This segment includes products such as personal care ingredients, pharmaceutical excipients, and food and beverage ingredients.
The Intermediates and Solvents segment accounts for the remaining one-third of net sales. This segment includes products such as butanediol, maleic anhydride, and solvents used in various industries.
In fiscal year 2021, Ashland reported net sales of $3.3 billion, up from $3.1 billion in fiscal year 2020. The increase in net sales was primarily driven by higher sales volumes and higher selling prices.
Ashland’s revenue is primarily generated through the sale of products to customers in various industries, including personal care, pharmaceuticals, food and beverage, and industrial applications.
Overall, Ashland Global Holdings Inc. has demonstrated strong growth and revenue performance through a combination of strategic acquisitions, divestitures, and investments in innovation and expansion. While there are risks and uncertainties that could impact future growth and revenue, Ashland’s focus on specialty chemicals and commitment to sustainability should help to support continued success in the years to come.
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Future of Ashland Global Holdings Inc.
The future of Ashland Global Holdings Inc. looks promising as the company continues to focus on its core specialty chemicals business and invest in innovation and growth.
Here are some factors that may impact Ashland’s future:
Demand for Specialty Chemicals: The demand for specialty chemicals is expected to grow as various industries, including personal care, pharmaceuticals, and food and beverage, continue to grow. Ashland’s focus on specialty chemicals puts the company in a strong position to benefit from this trend.
Expansion in High-Growth Regions: Ashland’s continued expansion in high-growth regions such as Asia-Pacific and Latin America could provide the company with new growth opportunities.
Investment in Innovation: Ashland’s investment in innovation and sustainability, including the development of renewable-based products and technologies, should help the company stay competitive and meet changing customer demands.
Economic Conditions: Ashland’s future growth could be impacted by broader economic conditions, such as global economic growth, trade policies, and interest rates.
Regulatory Environment: The regulatory environment, including changes in environmental regulations, could also impact Ashland’s future growth and profitability.
Overall, Ashland Global Holdings Inc. has a solid track record of growth and revenue performance, and the company’s focus on specialty chemicals and commitment to innovation and sustainability should support continued success in the years to come.
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