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EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
EASTWEST PR - Bayer CropsScience Proposal
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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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  • 1. Bayer CropScience China Ltd. Creating conversations for employee engagement &amp; brandingPrepared by EASTWEST Public RelationsDecember 11, 2009<br />
  • 2. 2<br />Content<br />EASTWEST Way<br />
  • 3. Part 1: Investigation <br />
  • 4. Investigation<br />4<br />Products<br /><ul><li> Core business is Crop Protection – comprising 83.7% of global sales</li></li></ul><li>Investigation<br /><ul><li> Global Market: sales of crop protection at leading agrochemical companies declines in the third quarter 2009</li></ul>($ Million )<br />Source : China Association of Pesticide Development &amp; Application<br />
  • 5. Key elements in the market performance were:<br /><ul><li>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.</li></ul>6<br />Source:<br />
  • 8. <ul><li>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)</li></ul>7<br />
  • 12. Business, Sales, Products<br />Bio Science<br />€452<br /><ul><li> Vegetable Seed
  • 13. Seed for Agricultural Crops</li></ul>Crop Protection<br />€5,339 million<br /><ul><li> Herbicide
  • 14. Fungicide
  • 15. Insecticide
  • 16. Seed Treatment</li></ul>Environmental Science<br />€591 million<br /><ul><li> Professional Products
  • 17. Customer Products</li></ul>Source: Bayer CropScience <br />Facts and Figures 2008|2009<br />
  • 18. BCS (China)<br />Country Head<br />7 pax<br />BioScience<br />7 pax<br />Environmental<br />Science<br />6 pax<br />Commercial <br />Operations<br />Development <br />&amp;<br />Regulatory Affairs<br />28 pax<br />Human<br />Resources<br />9 pax<br />Industrial<br />Operations<br />Supply<br />Chain<br />17 pax<br />Finance <br />&amp;<br />Accounting<br />14 pax<br />Business Planning <br />&amp;<br />Administration<br />15 pax<br />Sales<br />Perm.: 139<br />Temp.: 271<br />Marketing<br />21 pax<br />Production Plant<br />Hangzhou<br />250 pax<br />Procurement<br />Shanghai<br />25 pax<br />Bayer CropScience (China) :<br />9<br />BCS total<br />Permanent 443<br />Temporary 350<br />Expatriate 9<br />
  • 19. Key Messaging:<br />10<br /><ul><li> 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</li></li></ul><li>Part 3: Diagnosis<br />
  • 24. Key Problems<br /><ul><li> 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</li></li></ul><li>Part 3: Visioning<br />
  • 30. 14<br />Creating conversations for employee engagement &amp; branding<br />
  • 31. Engagement and Branding<br />
  • 32. Employee Branding<br />
  • 33. Part 4: Implementation<br />
  • 34. Engagement and Branding<br />Events (Provided by Vok Dams)<br />Conversation<br />Employee Involvement<br />Print<br />Desktop Communications<br />Interactive<br />SMS<br />18<br />
  • 35. Conversation<br />Giving a sense of Voice<br />Questions to find out what the employees think about: <br />A) Bayer<br />B) Competition<br />C) The market<br />Audit will be benchmark of success<br />19<br />Employee Audit<br />
  • 36. Employee Involvement<br />Creating Loyalty and Incentive<br />Contest to find out the Bayer Employee of the Month<br />Nominated by colleagues<br />Evaluated by management<br />Awards in terms of cash &amp; prizes<br />20<br />Who is the ONE?<br />
  • 37. 21<br />Print<br />Concept<br />“The One Culture Card”<br />Newsletter<br />Brochures<br />Magazines<br />Signage boards in canteens<br />
  • 38. Desktop Communications<br /><ul><li>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</li></ul>22<br />
  • 42. Creating Conversations<br />Content Aggregation: <br />The collection, storing and linking of content<br />I.e., any content written or created<br />Distribution and Seeding:<br />Disseminate content and links to relevant channels<br />I.e., press release, blog post, news alert<br />Engagement:<br />Engagement are the conversations we have on-line<br />It is our role to start or join these conversations<br />23<br />
  • 43. Tools for Conversation<br />Directly Engage with Employees via Familiar Tools<br />Social Networking Sites<br /> All employees join Bayer CropScience Group<br />Creates a sense of community<br />Tools: Wealink, Kaixin, Renren<br />Instant Messaging<br />Directly engage with employees with messaging <br />and news<br />Adds a personal element – sense of value<br />Tools: QQ, MSN<br />Corporate Blog<br />Latest company news with tips<br />To be seen as a valuable resource<br />24<br />
  • 44. SMS Communication<br />Bayer key messages delivered to handsets in real-time with two-way communication.<br />Bayer:<br /><ul><li>Corporate messaging
  • 45. Alerts
  • 46. Company news
  • 47. Tips</li></ul>Employees:<br /><ul><li>Field reports
  • 48. Counterfeit reports</li></ul>25<br />
  • 49. Part 4: Evaluation<br />
  • 50. 27<br />Measurement of Success<br />Engagement <br />High<br />12 months<br />6 months<br />Branding<br />Low<br />High<br />Start<br />Low<br />
  • 51. 28<br />Engagement<br />High<br />Employee Engagement<br />0%<br />100%<br />Number of Staff<br />Low<br />
  • 52. 29<br />Branding<br />High<br />Employee Branding<br />0%<br />100%<br />Number of Organisation<br />Low<br />

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