EASTWEST PR - Bayer CropsScience Proposal
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

EASTWEST PR - Bayer CropsScience Proposal

  • 1,465 views
Uploaded on

On December 7, 2009, in conjunction with event planning company Vok Dams, EASTWEST PR presented a proposal for an internal public relations strategy for Bayer CropScience in Beijing.

On December 7, 2009, in conjunction with event planning company Vok Dams, EASTWEST PR presented a proposal for an internal public relations strategy for Bayer CropScience in Beijing.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to like this
No Downloads

Views

Total Views
1,465
On Slideshare
1,462
From Embeds
3
Number of Embeds
3

Actions

Shares
Downloads
19
Comments
1
Likes
0

Embeds 3

http://www.eastwestpr.com 1
http://www.slideshare.net 1
http://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Bayer CropScience China Ltd. Creating conversations for employee engagement & brandingPrepared by EASTWEST Public RelationsDecember 11, 2009
  • 2. 2
    Content
    EASTWEST Way
  • 3. Part 1: Investigation
  • 4. Investigation
    4
    Products
    • Core business is Crop Protection – comprising 83.7% of global sales
  • Investigation
    • Global Market: sales of crop protection at leading agrochemical companies declines in the third quarter 2009
    ($ Million )
    Source : China Association of Pesticide Development & Application
  • 5. Key elements in the market performance were:
    • Reportedly high levels of agrochemical inventory in distribution pipelines;
    • 6. Credit issues: less intensity of product usage;
    • 7. Lower crop commodity prices (compared with 2008) lead to less financial investment in agrochemicals.
    6
    Source:
  • 8.
    • China Market:
    • 9. With a 20 % market share, Bayer CropScience is the market leader in the crop science industry. (Source: www.bayercropscience.com.cn)
    • 10. Asia represents key business for Bayer CropScience – 15.1% of global sales, while China is the second largest marketplace for Bayer CropScience in Asia. (Source: www.bayercropscience.com.cn)
    • 11. In China, there are above 2,000 fertilizer and agricultural chemical manufacturers, only 2% of them have patent-protected products. (Source: www.pesticide.com.cn)
    7
  • 12. Business, Sales, Products
    Bio Science
    €452
    • Vegetable Seed
    • 13. Seed for Agricultural Crops
    Crop Protection
    €5,339 million
    Environmental Science
    €591 million
    • Professional Products
    • 17. Customer Products
    Source: Bayer CropScience
    Facts and Figures 2008|2009
  • 18. BCS (China)
    Country Head
    7 pax
    BioScience
    7 pax
    Environmental
    Science
    6 pax
    Commercial
    Operations
    Development
    &
    Regulatory Affairs
    28 pax
    Human
    Resources
    9 pax
    Industrial
    Operations
    Supply
    Chain
    17 pax
    Finance
    &
    Accounting
    14 pax
    Business Planning
    &
    Administration
    15 pax
    Sales
    Perm.: 139
    Temp.: 271
    Marketing
    21 pax
    Production Plant
    Hangzhou
    250 pax
    Procurement
    Shanghai
    25 pax
    Bayer CropScience (China) :
    9
    BCS total
    Permanent 443
    Temporary 350
    Expatriate 9
  • 19. Key Messaging:
    10
    • Focus on Priority Crops
    • 20. Provide complete Solutions with innovative Portfolio
    • 21. Achieve strong market Presence with right partners
    • 22. Establish effective and efficient Processes
    • 23. Develop passion for excellence in People
  • Part 3: Diagnosis
  • 24. Key Problems
    • Building confidence in the bad economic conditions
    • 25. Leverage market performance in crop protection
    • 26. Competitors spread false information
    • 27. Winning customer loyalty
    • 28. Key patent lost in China
    • 29. Employee Engagement
  • Part 3: Visioning
  • 30. 14
    Creating conversations for employee engagement & branding
  • 31. Engagement and Branding
  • 32. Employee Branding
  • 33. Part 4: Implementation
  • 34. Engagement and Branding
    Events (Provided by Vok Dams)
    Conversation
    Employee Involvement
    Print
    Desktop Communications
    Interactive
    SMS
    18
  • 35. Conversation
    Giving a sense of Voice
    Questions to find out what the employees think about:
    A) Bayer
    B) Competition
    C) The market
    Audit will be benchmark of success
    19
    Employee Audit
  • 36. Employee Involvement
    Creating Loyalty and Incentive
    Contest to find out the Bayer Employee of the Month
    Nominated by colleagues
    Evaluated by management
    Awards in terms of cash & prizes
    20
    Who is the ONE?
  • 37. 21
    Print
    Concept
    “The One Culture Card”
    Newsletter
    Brochures
    Magazines
    Signage boards in canteens
  • 38. Desktop Communications
    • Communicate through interactive screensavers, scrolling newsfeeds, desktop alerts
    • 39. Can be updated in real-time giving up-to-the-minute information and alerts
    • 40. Can target certain groups within the organization
    • 41. Reduces emails and communicates change
    22
  • 42. Creating Conversations
    Content Aggregation:
    The collection, storing and linking of content
    I.e., any content written or created
    Distribution and Seeding:
    Disseminate content and links to relevant channels
    I.e., press release, blog post, news alert
    Engagement:
    Engagement are the conversations we have on-line
    It is our role to start or join these conversations
    23
  • 43. Tools for Conversation
    Directly Engage with Employees via Familiar Tools
    Social Networking Sites
    All employees join Bayer CropScience Group
    Creates a sense of community
    Tools: Wealink, Kaixin, Renren
    Instant Messaging
    Directly engage with employees with messaging
    and news
    Adds a personal element – sense of value
    Tools: QQ, MSN
    Corporate Blog
    Latest company news with tips
    To be seen as a valuable resource
    24
  • 44. SMS Communication
    Bayer key messages delivered to handsets in real-time with two-way communication.
    Bayer:
    Employees:
    • Field reports
    • 48. Counterfeit reports
    25
  • 49. Part 4: Evaluation
  • 50. 27
    Measurement of Success
    Engagement
    High
    12 months
    6 months
    Branding
    Low
    High
    Start
    Low
  • 51. 28
    Engagement
    High
    Employee Engagement
    0%
    100%
    Number of Staff
    Low
  • 52. 29
    Branding
    High
    Employee Branding
    0%
    100%
    Number of Organisation
    Low