eastwest pr - bayer cropsscience proposal
DESCRIPTION
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.TRANSCRIPT
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Bayer CropScience China Ltd.
Creating conversations for employee engagement & branding
Prepared by EASTWEST Public RelationsDecember 11, 2009
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Content
EASTWEST Way
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Part 1: Investigation
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Investigation
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Core business is Crop Protection – comprising 83.7% of global sales
Products
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Investigation
Company 2009 2008 Change %
Syngenta 1,609 1,875 14.2%
Dow AgroSciences 796 995 20%
DuPont 1,244 1,303 4.5%
Bayer CropScience- Herbicide- Fungicide- Insecticide- Seed treatment
1,677452309457352
1,836415331410275
8.7%8.1%7.1%
10.3%21.8%
Source : China Association of Pesticide Development & Application
($ Million )
Global Market: sales of crop protection at leading agrochemical companies declines in the third quarter 2009
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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.
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Source:
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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 )
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Business, Sales, Products
Crop Protection€5,339 million
Environmental Science€591 million
Bio Science€452
TOTAL
€6,382
MILLION
• Herbicide• Fungicide• Insecticide• Seed Treatment
• Professional Products
• Customer Products
• Vegetable Seed• Seed for Agricultural
Crops
Source: Bayer CropScience Facts and Figures 2008|2009
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BCS (China)Country Head
7 pax
Commercial Operations
Development &
Regulatory Affairs
28 pax
HumanResources
9 pax
IndustrialOperations
SupplyChain
17 pax
Finance &
Accounting
14 pax
Business Planning &
Administration
15 pax
Sales
Perm.: 139Temp.: 271
Marketing
21 pax
Production PlantHangzhou
250 pax
ProcurementShanghai
25 pax
BioScience
7 pax
EnvironmentalScience
6 pax
Bayer CropScience (China) :
9
BCS total
Permanent443
Temporary350
Expatriate9
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Key Messaging:
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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
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Part 3: Diagnosis
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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
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Part 3: Visioning
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Creating conversations for employee engagement & branding
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Engagement and Branding
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Employee Branding
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Part 4: Implementation
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Engagement and Branding
Events (Provided by Vok Dams) Conversation Employee Involvement Print Desktop Communications Interactive SMS
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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
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Employee Audit
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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
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Who is the ONE?
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Print “The One Culture Card” Newsletter Brochures Magazines Signage boards in canteens
Concept
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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
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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
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Tools for Conversation
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
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Directly Engage with Employees via Familiar Tools
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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
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Part 4: Evaluation
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Engagement
High
Low
HighBranding
Low
6 months
12 months
Start
Measurement of Success
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High
Low
0% 100%
Em
plo
yee E
ng
ag
em
en
t
Number of Staff
Engagement
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High
Low
0% 100%
Em
plo
yee B
ran
din
g
Number of Organisation
Branding