Bayer CropScience China Ltd. Creating conversations for employee engagement & brandingPrepared by EASTWEST Public Relation...
2<br />Content<br />EASTWEST Way<br />
Part 1: Investigation <br />
Investigation<br />4<br />Products<br /><ul><li>  Core business is Crop Protection – comprising 83.7% of global sales</li>...
Key elements in the market performance were:<br /><ul><li>Reportedly high levels of agrochemical inventory in distribution...
Credit issues: less intensity of product usage;
Lower crop commodity prices (compared with 2008) lead to less financial investment in agrochemicals.</li></ul>6<br />Sourc...
<ul><li>China Market:
With a 20 % market share, Bayer CropScience is the market leader in the crop science industry. (Source: www.bayercropscien...
Asia represents key business for Bayer CropScience – 15.1% of global sales, while China is the second largest marketplace ...
In China, there are above 2,000 fertilizer and agricultural chemical manufacturers,  only 2% of them have patent-protected...
Business, Sales, Products<br />Bio Science<br />€452<br /><ul><li> Vegetable Seed
 Seed for Agricultural Crops</li></ul>Crop Protection<br />€5,339 million<br /><ul><li> Herbicide
 Fungicide
 Insecticide
 Seed Treatment</li></ul>Environmental Science<br />€591 million<br /><ul><li> Professional Products
 Customer Products</li></ul>Source: Bayer CropScience <br />Facts and Figures 2008|2009<br />
BCS (China)<br />Country Head<br />7 pax<br />BioScience<br />7 pax<br />Environmental<br />Science<br />6 pax<br />Commer...
Key Messaging:<br />10<br /><ul><li> 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</li></li></ul><li>Part 3: Diagnosis<br />
Key Problems<br /><ul><li> 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</li></li></ul><li>Part 3: Visioning<br />
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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.

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EASTWEST PR - Bayer CropsScience Proposal

  1. 1. Bayer CropScience China Ltd. Creating conversations for employee engagement & brandingPrepared by EASTWEST Public RelationsDecember 11, 2009<br />
  2. 2. 2<br />Content<br />EASTWEST Way<br />
  3. 3. Part 1: Investigation <br />
  4. 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 & Application<br />
  5. 5. Key elements in the market performance were:<br /><ul><li>Reportedly high levels of agrochemical inventory in distribution pipelines;
  6. 6. Credit issues: less intensity of product usage;
  7. 7. Lower crop commodity prices (compared with 2008) lead to less financial investment in agrochemicals.</li></ul>6<br />Source:<br />
  8. 8. <ul><li>China Market:
  9. 9. With a 20 % market share, Bayer CropScience is the market leader in the crop science industry. (Source: www.bayercropscience.com.cn)
  10. 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. 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. 12. Business, Sales, Products<br />Bio Science<br />€452<br /><ul><li> Vegetable Seed
  13. 13. Seed for Agricultural Crops</li></ul>Crop Protection<br />€5,339 million<br /><ul><li> Herbicide
  14. 14. Fungicide
  15. 15. Insecticide
  16. 16. Seed Treatment</li></ul>Environmental Science<br />€591 million<br /><ul><li> Professional Products
  17. 17. Customer Products</li></ul>Source: Bayer CropScience <br />Facts and Figures 2008|2009<br />
  18. 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 />&<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 />&<br />Accounting<br />14 pax<br />Business Planning <br />&<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. 19. Key Messaging:<br />10<br /><ul><li> Focus on Priority Crops
  20. 20. Provide complete Solutions with innovative Portfolio
  21. 21. Achieve strong market Presence with right partners
  22. 22. Establish effective and efficient Processes
  23. 23. Develop passion for excellence in People</li></li></ul><li>Part 3: Diagnosis<br />
  24. 24. Key Problems<br /><ul><li> Building confidence in the bad economic conditions
  25. 25. Leverage market performance in crop protection
  26. 26. Competitors spread false information
  27. 27. Winning customer loyalty
  28. 28. Key patent lost in China
  29. 29. Employee Engagement</li></li></ul><li>Part 3: Visioning<br />
  30. 30. 14<br />Creating conversations for employee engagement & branding<br />
  31. 31. Engagement and Branding<br />
  32. 32. Employee Branding<br />
  33. 33. Part 4: Implementation<br />
  34. 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. 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. 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 & prizes<br />20<br />Who is the ONE?<br />
  37. 37. 21<br />Print<br />Concept<br />“The One Culture Card”<br />Newsletter<br />Brochures<br />Magazines<br />Signage boards in canteens<br />
  38. 38. Desktop Communications<br /><ul><li>Communicate through interactive screensavers, scrolling newsfeeds, desktop alerts
  39. 39. Can be updated in real-time giving up-to-the-minute information and alerts
  40. 40. Can target certain groups within the organization
  41. 41. Reduces emails and communicates change</li></ul>22<br />
  42. 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. 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. 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. 45. Alerts
  46. 46. Company news
  47. 47. Tips</li></ul>Employees:<br /><ul><li>Field reports
  48. 48. Counterfeit reports</li></ul>25<br />
  49. 49. Part 4: Evaluation<br />
  50. 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. 51. 28<br />Engagement<br />High<br />Employee Engagement<br />0%<br />100%<br />Number of Staff<br />Low<br />
  52. 52. 29<br />Branding<br />High<br />Employee Branding<br />0%<br />100%<br />Number of Organisation<br />Low<br />
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