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 Presentation 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
    • Herbicide
    • 14. Fungicide
    • 15. Insecticide
    • 16. Seed Treatment
    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:
    • Corporate messaging
    • 45. Alerts
    • 46. Company news
    • 47. Tips
    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