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EASTWEST PR - Bayer CropsScience Proposal
 

EASTWEST PR - Bayer CropsScience Proposal

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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.

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    EASTWEST PR - Bayer CropsScience Proposal EASTWEST PR - Bayer CropsScience Proposal Presentation Transcript

    • Bayer CropScience China Ltd. Creating conversations for employee engagement & brandingPrepared by EASTWEST Public RelationsDecember 11, 2009
    • 2
      Content
      EASTWEST Way
    • Part 1: Investigation
    • 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
    • Key elements in the market performance were:
      • Reportedly high levels of agrochemical inventory in distribution pipelines;
      • Credit issues: less intensity of product usage;
      • Lower crop commodity prices (compared with 2008) lead to less financial investment in agrochemicals.
      6
      Source:
      • China Market:
      • With a 20 % market share, Bayer CropScience is the market leader in the crop science industry. (Source: www.bayercropscience.com.cn)
      • 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)
      • 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
    • Business, Sales, Products
      Bio Science
      €452
      • Vegetable Seed
      • Seed for Agricultural Crops
      Crop Protection
      €5,339 million
      • Herbicide
      • Fungicide
      • Insecticide
      • Seed Treatment
      Environmental Science
      €591 million
      • Professional Products
      • Customer Products
      Source: Bayer CropScience
      Facts and Figures 2008|2009
    • 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
    • Key Messaging:
      10
      • Focus on Priority Crops
      • Provide complete Solutions with innovative Portfolio
      • Achieve strong market Presence with right partners
      • Establish effective and efficient Processes
      • Develop passion for excellence in People
    • Part 3: Diagnosis
    • Key Problems
      • Building confidence in the bad economic conditions
      • Leverage market performance in crop protection
      • Competitors spread false information
      • Winning customer loyalty
      • Key patent lost in China
      • Employee Engagement
    • Part 3: Visioning
    • 14
      Creating conversations for employee engagement & branding
    • Engagement and Branding
    • Employee Branding
    • Part 4: Implementation
    • Engagement and Branding
      Events (Provided by Vok Dams)
      Conversation
      Employee Involvement
      Print
      Desktop Communications
      Interactive
      SMS
      18
    • 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
    • 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?
    • 21
      Print
      Concept
      “The One Culture Card”
      Newsletter
      Brochures
      Magazines
      Signage boards in canteens
    • Desktop Communications
      • Communicate through interactive screensavers, scrolling newsfeeds, desktop alerts
      • Can be updated in real-time giving up-to-the-minute information and alerts
      • Can target certain groups within the organization
      • Reduces emails and communicates change
      22
    • 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
    • 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
    • SMS Communication
      Bayer key messages delivered to handsets in real-time with two-way communication.
      Bayer:
      • Corporate messaging
      • Alerts
      • Company news
      • Tips
      Employees:
      • Field reports
      • Counterfeit reports
      25
    • Part 4: Evaluation
    • 27
      Measurement of Success
      Engagement
      High
      12 months
      6 months
      Branding
      Low
      High
      Start
      Low
    • 28
      Engagement
      High
      Employee Engagement
      0%
      100%
      Number of Staff
      Low
    • 29
      Branding
      High
      Employee Branding
      0%
      100%
      Number of Organisation
      Low