Bayer CropScience China Ltd.

Creating conversations for employee engagement & branding

Prepared by EASTWEST Public RelationsDecember 11, 2009

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Content

EASTWEST Way

Part 1: Investigation

Investigation

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Core business is Crop Protection – comprising 83.7% of global sales

Products

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

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:

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

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

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

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

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Creating conversations for employee engagement & branding

Engagement and Branding

Employee Branding

Part 4: Implementation

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Engagement and Branding

Events (Provided by Vok Dams) Conversation Employee Involvement Print Desktop Communications Interactive SMS

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

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

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

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

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Number of Staff

Engagement

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High

Low

0% 100%

Em

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yee B

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Number of Organisation

Branding