Integrated Communications
This presentation is the property of its rightful owner.
Sponsored Links
1 / 168

Integrated Communications proposal to Cognis Team 4 22 May, 2007 PowerPoint PPT Presentation


  • 60 Views
  • Uploaded on
  • Presentation posted in: General

Integrated Communications proposal to Cognis Team 4 22 May, 2007. Cognis | Business strategy. Market-driven innovations Corporate citizen Employee focus. Market-driven innovations Intelligent solutions Customer care Biological and biotechnical production methods . Strategy for nature

Download Presentation

Integrated Communications proposal to Cognis Team 4 22 May, 2007

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Cognis 7c business strategy

Integrated Communications

proposal to Cognis

Team 4

22 May, 2007


Cognis business strategy

Cognis | Business strategy

Market-driven innovations

Corporate citizen

Employee focus

  • Market-driven innovations

  • Intelligent solutions

  • Customer care

  • Biological and biotechnical production methods

    • Strategy for nature

    • Natural source ingredients

    • Renewable raw materials

    • Customer care

      • Minimising waste

      • SHEQ

    Customer care

    Employee focus

    SHEQ (Safety and Social Responsibility, Health, Environment and Quality)


    Cognis credentials

    Cognis | Credentials

    • Cognis: a ‘Worldwide supplier of innovative specialty chemicals and nutritional ingredients, with a particular focus on the areas of wellness and sustainability’

    • Key values: Strategy for Nature, Market-driven Innovations, Intelligent Solutions, Customer Care, Sustainable Development

    • Cognis recognise the ‘importance of tomorrow’ and the need for CSR

    • Cognis employs 8000 people at 63 locations in 30 countries worldwide

    • Cognis’ ‘cultural principles’ include passion for customer success, team spirit, exceptional performance, personal responsibility, change, innovation and personal leadership


    Reputational attributes

    Reputational attributes

    Customer care

    Passionate

    Forward thinking

    Successful

    Sustainable

    Committed

    Environmentally friendly

    Global

    Market-driven

    Speciality chemicals

    Wellness

    Market leader

    Responsible

    Innovative

    Corporate citizen

    Intelligent solutions

    Creative


    Client expectations

    Client expectations

    • Design a memorable, penetrating and consistent strategic international reputation campaign using an integrated internal and external communications approach that supports Cognis’ business strategy

    • Key publics: journalists and employees

    • Targets: Brazil, China, France, Italy, Mexico, Spain, Thailand, UK and USA

    • Timescale: 2 years

    • Budget: €500,000

    • The campaign should integrate marketing, public relations and internal communication channels seamlessly


    Publics

    Publics

    Via media, cut through to investors / analysts & customers

    Communities

    (external)

    Investors /

    Analysts

    (external)

    Publics /

    Stakeholders

    Employees

    (internal)

    Financial &

    Trade

    Journalists

    (external)

    Customers

    (external)

    Suppliers

    (external)


    Campaign aim

    Campaign aim

    • To positively build Cognis’ reputation amongst employees and journalists, in line with Cognis’ business strategy


    Campaign objectives

    Campaign objectives

    Employees

    • To enrich the relationship between Cognis and its employees within the two-year campaign period

    • To motivate employees to buy into Cognis’ business strategy within the two-year campaign period

    • To inspire employees to develop professionally within the two-year campaign period


    Campaign objectives1

    Campaign objectives

    Journalists

    • To build long term relationships between Cognis and key journalists within the two-year campaign period

    • To achieve positive media coverage for Cognis throughout the two-year campaign period

    • To deliver twenty-four newsworthy stories within the two-year campaign period


    Desired global scorecard

    Desired global scorecard

    Strong Average

    Weak Unknown


    Global campaign strategy

    Global campaign strategy

    Employees

    • To provide opportunities for relationship building and professional development whilst additionally connecting employees with Cognis’ core values

      Journalists

    • To provide opportunities for relationship building and connecting journalists with Cognis’ core values through transparency


    Current situation analysis

    Current situation | analysis

    Brazil | Budget allocation: € 41,500 / 2yrs.

    Strong reputation with community, trade journalists & suppliers

    Scorecards analysis - Reputational weaknesses

    Employees - vision & marketing orientated


    Current situation analysis1

    Current situation | analysis

    China | Budget allocation: € 83,000 / 2yrs.

    Good reputation with customers, community, investors & suppliers

    Scorecards analysis - Reputational weaknesses

    Employees - innovation & vision

    Trade & financials journalists - unknown


    Current situation analysis2

    Current situation | analysis

    France | Budget allocation: € 41,500 / 2yrs.

    Good reputation with customers, community, investors & suppliers

    Scorecards analysis - Reputational weaknesses

    Employees - vision

    Financial journalists & suppliers - communication & financially strong

    General journalists & investors - unknown


    Current situation analysis3

    Current situation | analysis

    Italy | Budget allocation: € 41,500 / 2yrs.

    Good reputation with customers

    Scorecards analysis - Reputational weaknesses

    Employees - communication & vision

    Financial & general journalists & investors - unknown

    Suppliers - financially strong


    Current situation analysis4

    Current situation | analysis

    Mexico | Budget allocation: € 41,500 / 2yrs.

    Scorecards analysis - Reputational weaknesses

    Employees - good employer, communication, strong management & vision

    Community - sustainable development

    Trade, financial & general journalists & investors - unknown


    Current situation analysis5

    Current situation | analysis

    Spain | Budget allocation: € 41,500 / 2yrs.

    Scorecards analysis - Reputational weaknesses

    Employees - market orientated, wellness, communication, financially strong & vision

    Community & trade journalists - market orientated, wellness & communication

    Suppliers - market orientated


    Current situation analysis6

    Current situation | analysis

    Thailand | Budget allocation: € 41,500 / 2yrs.

    Unknown

    Scorecards analysis - none


    Current situation analysis7

    Current situation | analysis

    UK | Budget allocation: € 83,000 / 2yrs.

    Unknown

    Scorecards analysis - none


    Current situation analysis8

    Current situation | analysis

    USA | Budget allocation: € 83,000 / 2yrs.

    Good reputation with customers & suppliers

    Scorecards analysis - Reputational weaknesses

    Employees - innovation & financially strong

    Community - innovation

    Financial & general journalists & investors - unknown


    Current situation analysis9

    Current situation | analysis


    Budget global allocation

    Budget | Global allocation

    CountryAllocationBudget/2yrs.Budget/yr.

    Brazil1/12€ 41,500€ 20,750

    China2/12€ 83,000€ 41,500

    France1/12€ 41,500€ 20,750

    Italy1/12€ 41,500€ 20,750

    Mexico1/12€ 41,500€ 20,750

    Spain1/12€ 41,500€ 20,750

    Thailand1/12€ 41,500€ 20,750

    UK2/12€ 83,000€ 41,500

    USA2/12€ 83,000€ 41,500

    Total: € 498,000€ 249,000

    Contingency: € 2,000€ 1,000


    Campaign united kingdom

    Campaign | United Kingdom


    Cognis in the uk

    Hythe plant (Southampton)

    Constructed 1959  Cognis 2003

    190+ employees

    Activity

    Production

    Product development

    Sales and administration

    Produces

    Synlubes

    Coatings

    Graphic Arts

    Polymerization

    Polymer Building Blocks

    Barry plant (Glamorgan)

    10+ employees

    Activity

    Production

    Blending

    Packaging

    Distribution

    Quality assurance laboratory

    Storage warehouse

    Produces

    Plastics

    Cognis in the UK


    Swot uk micro

    Strengths

    Centralised control through product development, production and sales

    World leading producer

    Accredited Investor’s in People Organisation

    Strict regulation on health, safety, environment and quality programmes

    Strong focus on employee satisfaction

    Strong focus on CSR with regular donations made to a variety of good causes across the world

    Driver of innovation

    Concerned with finding new ways to save energy

    Weaknesses

    Company segmented with possible low market-orientation

    Cognis currently unaware of reputation in the UK with key publics (no UK scorecard)

    SWOT | UK | Micro


    Swot uk macro

    Opportunities

    Large company, therefore potentially more influential in lobbying

    UK public increasingly concerned about the environment and sustainability, giving Cognis the opportunity to hijack issues

    Emerging markets create opportunities such as male grooming products

    Recognised as a standard setting company in terms of economic, ecological and social standards for others to follow.

    Threats

    Subject to scrutiny due to the increased societal concern about the environment and safety of products

    New laws addressing concerns about chemical pollution and its affect on public health and the environment

    Trend for products containing natural ingredients and away from chemically developed products

    Stricter legislation on the transportation of dangerous goods, leading to restrictive distribution channels

    SWOT | UK | Macro


    Competitor analysis uk

    Competitor analysis | UK

    Main UK competitors (see Appendix):

    ICI, Dow, Nippon Shokubai, Uniqema (part of Croda), Degussa and Sartomer

    • Large multinational corporations with specialist knowledge within the chemical industry

    • Broad range of products, with focus on the use of environmentally friendly ingredients

    • Cover extensive markets around the world, such as the USA and Asia, where Cognis also has plants

    • All put emphasis on CSR through adding value to community relations

    • Large number of employees per company which increases the pressure on Cognis to recruit a highly-skilled workforce


    Cultural considerations uk

    Cultural considerations | UK

    • Members of an organization or society tend to feel equal therefore, it would not be a problem to organize open days and invite representatives of different positions within the company

    • Key audiences should not be invited to press events as part of large groups but be given more individual attention in order to create good business relationships

    • There is not a substantial need to have written rules and regulations, but as the UK is more future oriented, the relationship with employees, the community and journalists is essential if Cognis wish to have support in carrying out their activities

    • Monthly newsletters, a company intranet, developing relationships with regional journalists, addressing issues brought up by the community, would be beneficial to Cognis to build and maintain relationships

    • Assertive and competitive values are favoured


    Media infrastructure uk

    Media infrastructure | UK

    Print

    Free media, trade and consumer media most commonly targeted in campaigns

    National newspapers have largest readership circulations, however stories must be news worthy to get coverage in these publications

    Online

    Most households in the UK have media access

    Newswires used most commonly by public relations practitioners, both National and International coverage

    Broadcast - TV

    Regional, National and International channels

    Outreach opportunity

    Feature on television is free, however advertising is not

    Broadcast - Radio

    At least one radio pr household

    State and privately owned stations

    BBC Radio is one of the biggest media owners in the UK with nearly 33 million people listen to BBC Radio each week


    Tactics journalists uk

    Tactics | Journalists | UK

    ‘It’s not easy being green’

    Concept

    • Building on Cognis’, ‘wellness and sustainability’ strategy, ‘green’ credentials and ‘citizen’ status

    • Building on green issues on the public agenda – demonstrated by reality TV programmes such as ‘It’s not easy being green’

    • Forge a relationship between Cognis and a key environmental activist group such as Greenpeace, who hold status and influence in the public arena

    • Invite Greenpeace to tour the Hythe plant with a Cognis and RAISE rep. explaining green measures from product concept, right through to sales, allowing for Q&A

    • This will generate newsworthy stories written in collaboration with Greenpeace

    • The concept places Cognis in a pioneering role, taking a lead on environmental issues in society and creating a new edge on its competitors

      Considerations

    • The concept is innovative, forward-thinking and shows understanding of societal interests, however it does pose some risk

    • The relationship should therefore be built on honesty, trust and transparency

    • Cognis should be prepared to act and negotiate with activists if areas for improvement arise


    Media

    Media

    Print

    Financial Mail on Sunday - Consumer

    The Economist - Consumer

    The Daily Telegraph - Consumer

    The Financial Times - Consumer

    The Guardian - Consumer

    The Independent - Consumer

    The Times - Consumer

    Financial Management - Trade & Financial

    Financial News - Trade & Financial

    Chemical and Engineering News - Trade & Financial

    Chemical Processing - Trade & Financial

    Chemical Technology - Trade & Financial

    Chemical Week - Trade & Financial

    European Chemical News - Trade & Financial

    Chemical News Intelligence - Trade & Financial

    Environmental Data Services - Trade & Financial

    BBC Focus - consumer

    New Scientist - consumer

    Scientific America - consumer

    The Ecologist - consumer

    Earth Times - consumer

    Online

    Reuters.com

    Press Association

    Cognis Intranet

    Broadcast - Radio

    Moneymattersradio.net

    BBC Radio 4

    Regional radio programmes

    • Broadcast - TV

    • Working Lunch - Consumer

    • BBC Breakfast - Consumer

    • The Money Programme - Consumer & Trade


    Continued

    continued…

    Timing

    • No time frame, stretched over campaign

    • Could tie in with national ‘environment week’ and / or university and higher education institutions

    • Could create ‘Cognis environment week’

      Resources

    • Access to Cognis representatives and plant

    • Access to Cognis community projects


    Tactics journalists uk1

    Tactics | Journalists | UK

    ‘Conception to birth – five years of product innovation’

    Concept

    • Building on Cognis’, ‘innovative’, forward-thinking, market leader strategy

    • Building on Cognis’, ‘customer care’, ‘wellness and sustainability’ focused product innovation

    • Build a newsworthy story for trade and consumer press on the development of products from the conception of an idea to the birth of a product using a visually striking graphic

    • Further interest could be generated by inviting journalists to tour a Cognis UK plant to see the product lifecycle from the creation of initial concept, through to formulation, development, production and sales

    • Environmental credentials would be reiterated

    • This concept is innovative illustrates how consumer desires are fuelling product formation

      Timing

    • Coincide with Cognis’ presence in the UK for 5 years in 2008

      Resources

    • Access to Cognis representatives and plant

    • Access to Cognis community projects


    Example graphic

    Example graphic


    Tactics community uk

    Tactics | Community | UK

    Concept

    • Building on Cognis’ ‘corporate citizen status’

    • Reinforcing Cognis’ community, ‘people’ and ‘Wellness’ values – living out Cognis’ credentials

    • Providing professional development opportunities for employees

    • Forges a relationship between Cognis and the surrounding communities

      Educational schemes

    • Develop schemes in local schools and universities close to Cognis’ plants - building upon successful schemes in Germany and Thailand

    • Cognis Science Week

    • Activity supports local councils efforts with the national curriculum in schools

      Community Q&A evening

    • Invite local community to a Q&A evening, allowing for feedback, socialising and relationship building

      PR Coverage

    • Organise regular columns in regional newspapers and slots on local radio stations promoting these events and initiatives


    Tactics journalists uk2

    Tactics | Journalists | UK

    Plant tours

    • Invite key journalists to tour the plants with a Cognis and RAISE rep, endorsing key values throughout the complete product life cycle and allowing for Q&A

      Press kits

    • Develop press kit resources with interactive media releases such as podcasts

    • Continued press releases on product development and CSR

    • Maintain image library

    • Use recycled or environmentally friendly produced paper and no printing where possible

      Trade shows

    • Ongoing presence at trade shows

    • Utilise latest developments and corporate social responsibility activities

    • Building relationships with key journalists

    • Entertain journalists


    Tactics employees uk

    Tactics | Employees | UK

    Monthly newsletter

    • Distributed via email and printed copies in staff areas, for those who do not have access to computers

    • Will contain company innovations, figures, personal development opportunities, employee achievements and personal congratulations

      Overseas visit

    • Staff opportunities to visit international plants to meet fellow employees

    • Exchange opportunities would increase market orientation and personal staff development

      Social activities

    • BBQ’s, social outings and residential team

      building weekends

      Cognis environment week

    • A week where employees are encouraged

      to be environmentally friendly and inhabit

      Cognis’ core values


    Budget uk

    Budget | UK

    Year OneYear Two

    Journalists

    Tours around the plant£ 2,000£ 2,000 

    Press kits £ 2,000£ 2,000

    Trade shows - -

    Communities

    Educational scheme £ 4,000£ 4,000 

    Q&A evening£ 1,500£ 1,500

    Employees

    Monthly newsletter£ 2,000£ 2,000

    Overseas visits£ 4,000£ 4,000

    Social Activities£ 3,500£ 3,500

    Agency Fees£ 4,500£ 4,500

    Contingency (additional funding from global contingency)£ 100£100

    Total£ 26,500£ 26,500


    Time schedule uk 1 st quarter

    Time schedule | UK | 1st quarter


    Time schedule uk 2 nd quarter

    Time schedule | UK | 2nd quarter


    Time schedule uk 3 rd quarter

    Time schedule | UK | 3rd quarter


    Time schedule uk 4 th quarter

    Time schedule | UK | 4th quarter


    Campaign brazil

    Campaign | Brazil


    Swot brazil micro

    Strengths

    The chemical industry plays a leading role in the development of several economic activities in the country, contributing actively to nearly all production chains and industrial plants, including services and agriculture.

    The industrial chemicals sector with total sales of US $39.1 billion, accounted for 56.3% of the chemical industry’s net revenues for 2005.

    Chemical product imports achieved a record US $15.5 billion, representing 20.8% of all foreign purchases made by the country.

    SWOT | Brazil | Micro


    Swot brazil macro

    Opportunities

    Brazil's industrial sales grew by 3% in January 2007 compared to December 2006 and by 6% compared to January 2006

    The sectors that led this performance were chemical and oil products, responsible for almost 60% of all industrial sales growth

    The favourable international scenario was the main reason that the country was able to increase sales and achieve record commercial balances.

    It is obvious, that this opportunity can only be made good by the work performed by the companies, by means of diversification of the export matrix and the opening of new markets.

    the government also acted by introducing some effective changes to legislation and attempted to encourage exporters.

    The strong growth of Brazilian chemical product imports, which nearly doubled in 10 years, is an obvious indication of the need for investments in the sector to increase capacity and build new industrial plants.

    Threats

    Measured in domestic currency, the Real, the Brazilian chemical industry’s revenues decreased 3.9%

    Industrial chemicals sales in the domestic market dropped 1.6% as compared to 2004.

    The appreciation of the Real in relation to the Dollar, the high interest rates and the lack of public investments were the main factors influencing the performance of the end use chemical products segment in 2005.

    The activities of the chemical industry are being subjected to a great number of laws, decrees and rules introduced by the federal government, by the state governments and by the municipalities.

    SWOT | Brazil | Macro


    Competitor analysis brazil

    Competitor analysis | Brazil

    • Chemyunion:

      • Is a worldwide operating chemical Company located in Brazil

      • Especially concentrate on care chemicals

      • Highly biological products (Rain Forest)

      • Specializes in:

        • Respect for Nature

        • Help support local communities

    • Oxiteno:

      • Latin American (Mexico) and South American (Brazil) chemical company

      • 3 Plants in Brazil

      • Main Plant in Camaçari is Latin America's largest producer of ethylene oxide and derivatives

      • Product lines:

        • Ethylene oxide,

        • Ethylene glycols,

        • Ethanolamines,

        • Glycol ethers


    Competitor analysis brazil1

    Competitor analysis | Brazil

    • Ionquimica:

      • A rather small chemical company covering the area of South- and Latin America

      • Supply international cosmetic and pharmaceutical market

      • Product line:

        • Self-emulsifying base

        • Quaternary

        • Fatty Acid Ester

    • Clariant:

      • One of the leading leading company in this field of industry

      • Although Brazil is not its main focus, Clariant is (always) a respectable competitor

      • Has a special focus on saving the environment

      • Espesially in Brazil, Clariant´s product line concentrates on:

      • Care Chemicals

      • Nutition & Health


    Media infrastructure brazil

    Media infrastructure | Brazil

    Major Newspaper/ Magazines:

    ( - general - )

    • Diario Popular:(www.diariopopular.com.br) R.G. do Sul

    • Jornal do Brasil: (jbonline.terra.com.br) Rio de Janeiro

    • Nacional:(www.onacional.com.br) Brasilia

    • Globo:(oglobo.globo.com) Rio de Janeiro

    Major Newspaper/ Magazines:

    ( - business - )

    • Jornal da Trade:(www.jt.com.br) Sau Paulo

    • Gazeta Mercantil:(www.gazeta.com.br) Sau Paulo

    • Jornal do Commerico:(www.jdc.com.br) Rio de Janeiro

    • Valor Noticias:(www.valoronline.com.br) Sau Paulo


    Cognis 7c business strategy

    Local Newspapers/ Magazines:( - general / business - )

    • Jornal da Trade: (www.jt.com.br) Sao Paulo

    • Gazeta Mercantil: (www.gazeta.com.br) Sau Paulo

    • Diario de Sao Paulo: (www.diariosp.com.br) Sau Paulo

    • Imparcial (oimparcial.uol.com.br) Sau Paulo


    Cultural considerations brazil

    Demography:

    Population:198 Million

    Pop./km²:22

    Urbanisation:82 %

    Average age:28 years

    Religion: Christianity

    Language: Portuguese

    HD-Index:0,832

    Economy:

    Gross Domestic Product:650 Bill. US$

    GDP/ Habitant: 3500 US$

    Trade Partner: USA, EU,

    Latin America

    Economic Growth: 2,6% (2006)

    Agriculture – GDP: 8%

    Industry – GDP: 40%

    Service – GDP: 52%

    Cultural considerations | Brazil


    Campaign china

    Campaign | China


    Swot china micro

    Strengths

    Fastest growing economy in the world

    Communication amongst all stakeholder groups is satisfactory

    Sustainable development initiatives are very strong

    Wellness is seen as a strategic trend

    Weaknesses

    Employees do not have a clear vision of what Cognis stands for

    Employees weak in terms of capacity for innovation

    Functional textiles

    SWOT | China | Micro


    Swot china macro

    Opportunities

    Business culture of change and innovation

    New plant - ProEco polyol esters

    Clear market trend towards ‘condition-specific’ and lifestyle products

    2008 Olympics in Beijing, opportunity for expansion of functional textiles

    Threats

    Employees do not have a clear vision

    Employees weak in terms of capacity for innovation

    Functional textiles

    SWOT | China | Macro


    Competitor analysis china

    Competitor analysis | China

    • Care Chemical:

      Croda, Rhodia

    • Functional Products:

      Rohm & Haas, Shell, Degussa

    • Nutrition & Health:

      DSM, ADM


    Media information

    Media Information

    Major Newspaper/ Magazines:

    ( - general - )

    • China Daily: (www.chinadaily.com.cn) Beijing

    • Time Asia: (www.time.com) Hong Kong

    • Beijing Review: (www.bjreview.com.cn) Beijing

    • Beijing Evening News: (www.ben.com.cn) Beijing

    Major Newspaper/ Magazines:

    ( - business - )

    • Asia Week:(www.asiaweek.com)Hong Kong

    • H-K Standart:(www.thestandard.com.hk)Hong Kong

    • Finance Asia: (www.financeasia.com) Hong Kong

    • Asia Money:(www.asiamoney.com) Hong Kong


    Cognis 7c business strategy

    Local Newspapers/ Magazines:( - general / business - )

    • Shanghai Daily: (www.shanghaidaily.com)

    • Shanghai Jie Fang Daily: (www.jfdaily.com.cn)

    • Shanghai Star: (www.shanghai-star.com.cn)

    • Wen Hui Bao: (www.whb.com.cn)


    Cultural considerations china

    Cultural considerations | China

    • Collectivists

    • Gender roles overlap to a certain degree

    • Fairly tolerant of opinions different from what they are used to

    • Tradition lingers

    • Confucianism conducts ethic’s of behaviour

    • Mianxi- Importance of saving face

    • Li – the art of being polite and courteous


    Campaign france

    Campaign | France


    Swot france micro

    Strengths

    3 productions sites – Boussens, Meaux, Pulnoy)

    Market visibility

    Strong reputation with key international customers

    Entrepreneurial culture

    Weaknesses

    Poor communication with journalists and Cognis investors or analysts

    Stakeholders don’t have a clear vision of Cognis no perspective of Cognis products and services

    Cognis France don’t have a good website, it doesn’t have any kind of information about Cognis France

    Cognis France in Meaux is listed as a company with explosion, toxic and fire risks

    SWOT | France | Micro


    Swot france macro

    Opportunities

    Development of the Oleochemicals (bio-diesel)

    Growth of the chemical industry since 2005 (now is a good time to improve their reputation and to try to be leader in all or some of their business units)

    Threats

    Possibility of Cognis being sold

    The EU environmental policy becoming harder and severer

    SWOT | France | Macro


    Competitor analysis france

    Competitor analysis | France

    Main France competitors (see Appendix):

    BYK, BASF, ADM, Gattefossé, Degussa, Seppic

    • Large multinational corporations producing: coatings, inks, plasticis, styreinics products.

    • Competition also in the agricultural, nutrition and biotech area.

    • Focus on sustainability and quality assurance

    • Most of the competitors already have an ISO certification

    • All put emphasis on CSR through adding value to community relations


    Media information france

    Media information | France

    Major Newspaper/ Magazines

    ( - general - )

    • Courrier Internat.:(www.courrinternational.com)Paris

    • L´Humanite:(www.humanite.fr) Paris

    • Le Figaro:(www.lefigaro.fr)Paris

    • Le Monde:(www.lemonde.fr)Paris

    • Liberation:(www.liberation.fr)Paris

    Major Newspaper/ Magazines

    ( - business - )

    • Investir: (www.investir.fr)Paris

    • La Tribune:(www.latribune.fr)Paris

    • Le Revenue: (www.lerevenu.fr)Paris

    • Les Echos:(www.lesechos.fr) Paris


    Media information france1

    Media information | France

    Statistics

    • Computer / 1000 Inhabitants: 400

    • Internet-Users:26 Million

    • Internet-Users / 1000 Inhabitants: 430

    • Illiterate-rate: 1,1%

    • Press-Freedom-Index: Rang 19 of 196

      (Source: ReportersWithoutBorders)


    Cultural considerations france

    Cultural considerations | France

    • France has a population of approximately 58 million people. Approximately 4.5 million of these are foreigners from other European countries or former communist countries

    • France is the largest west European country

    • 80% of French citizens are roman catholic and there is a low tolerance for ambiguity

    • French is the official language in France, but most individuals speak English during business activities

    • The government of France is a semi-presidential system, based on the French Constitution of the fifth Republic, in which the nation declares itself to be "an indivisible, secular, democratic, and social Republic“

    • France is a highly rule-oriented society – which includes laws, rules, regulations, and controls in order to reduce the amount of uncertainty within the population

    • France is an individualist country (70%) – it’s expected that everyone looks after him/herself and his/her family

    • France it‘s mostly a masculine society (40%) since assertive and competitive values are infused mostly to men


    Cultural considerations france1

    Cultural considerations | France

    • France has a high level of uncertainty avoidance (80%) – France’s strict laws and rules focus on safety and security measures, and believe in the absolute Truth. Much is done to minimize uncertainty.

    • The education system is almost free of charge from the primary school through the Ph.D. level for French citizens

    • France is a highly stratified society, with strong definition and competition between classes. There is also a great respect for privacy

    • The French are extremely proud of their heritage

    • They love “the art of conversation”, and eye contact is frequent and intense. Theyfrequently interrupt each other

    • The French are very conscientious of their appearance as they, men and women, dress in a conservative way, and invest in well-tailored clothing


    Tactics france

    Tactics | France

    Internal publics – employees

    Monthly lunches between the Director of Cognis France and the

    employees

    • A group of 5 employees from each Business Unit should be selected and organise on a schedule:

      • Monday – Care Chemicals

      • Tuesday – Nutrition & Health

      • Wednesday – Functional Product

      • Thursday – Process Chemicals

      • Friday – Oleo-chemicals

    • During these meals Cognis management will be able to have informal conversations with employees and show real interest in what they have to say, developing and, in long term, maintaining a good relationship based on trust


    Tactics france1

    Tactics | France

    Internal publics – employees

    Rewarding the employees

    • An employee of the months scheme should be implemented. Where employees are rewarded for their level of productivity. One employee should be selected from each Business Unit per month.

    • This will encourage the competitive side of the employees and motivate them to work harder. To give this action even more prominence the winner should appear in the Cognis newsletter and talk about their role at the company and who they are.

    • The reward can be monetary but also a discount in some restaurant, store or cinema. The reward can also change every month to keep employees interested and motivated.


    Tactics france2

    Tactics | France

    Internal publics – employees

    Take advantage of the employee’s skills

    • In France employees are very creative and they are easy to motivate, as they enjoy participating and come up with new ideas.

    • A “suggestion box” for the employees should therefore be put up to allow employees to voice their suggestions as to areas where Cognis can improve or venture into

    • A monitoring system should be put in place to ensure that the suggestions are actually being looked through and considered


    Tactics france3

    Tactics | France

    External publics – Communities – Schools

    Cognis visits your school

    • A representative of Cognis can go to the schools (primary basic and high schools) and give a class about chemistry and “How they are important and fun”. They can talk about the role of chemistry in our life, and how they affect our daily lives

    • A thematic week should be implemented where during each day of a certain week every year, specialists from Cognis visit schools and talk about each business unit. (Monday – care chemicals; Tuesday – nutrition and health; Wednesday – functional products; and so on). This can be a tactic for University students due to the complexity and extent of it. At the end of the week a small dossier containing essential information about all themes should be given to the University so it can make the information available to all the students


    Tactics france4

    Tactics | France

    External publics – Communities – Schools

    Cognis trainees

    • Cognis can offer training periods to University students

      Learn more about Chemistries

    • Students at secondary and high school could do a tour to the local Cognis plant to see “How the chemical industry works”. They can have the opportunity of accessing some private zones of Cognis and they can be invited to try to do some small tasks. The tour could be arranged through the registration of the school in the “learn more about Chemistries” program of Cognis

      Put your brains to work!

    • Cognis can sponsor science fairs in high schools and provide instruments and materials to support the poorest schools in their local area. They can also arrange competitions and give prices to the winner ( for example give away a computer).


    Tactics france5

    Tactics | France

    External publics – general and trade journalists

    Press tour

    • Organising Press Tours is important to show journalists how Cognis but focus on being environmentally friendly and sustainable.

    • At the end of the press tour journalists should be given a buffet and also a press kit, to each journalist, with important information about Cognis


    Campaign italy

    Campaign | Italy


    Cognis 7c business strategy

    Strengths

    Production of Oleochemicals

    Use of modern technologies and no possibilities of accidents (not enough dangerous material)

    Corporate social responsibility

    Cognis Italia (and the whole Cognis) participates in the Responsible Care program

    Cognis Italia is member of Federchimica, an Italian chemical trade union= more guardianship for law respect, for workers respect and environment safeguard

    Weaknesses

    Few and inefficient internal communication

    Lack of communication with press and the community

    No specific web site for Cognis Italia no translations, considering that really few Italians can speak proper English= no communication with general public.

    High costs of Oleochemicals

    1981 accident in the Italian plant

    The Italian plant is listed in the European list “EPER: European Pollutant Emission Register”

    The Italian plant listed in the “industries which can cause relevant accidents list”


    Swot italy macro

    SWOT | Italy | Macro

    Opportunities

    • Become leader in the oleochemicals market and in the market of health care

    • Build sponsor partnership (ex: logo licensing)

    • Opportunity to involve the whole village where the plant is based, in some open days or events (events presenting the products where Cognis outputs are)

    • Create a link with a Cognis Italy web page from the village (Fino Mornasco) web site

    Threats

    • Environmental policy of EU might be more severe in the future and that they will have problems to cope with this

    • Possible pressure of environmentalist groups

    • Memories of the incident in 1981

    • Competitors (but this is also general)


    Competitor analysis italy

    Competitor analysis | Italy

    Main Italy competitors (see Appendix):

    Sasol, Zschimmers & Schwarz, BASF, Huntsman, Degussa, Croda/Uniquema, Rhodia

    • Stronger competitiveness with Sasol because of their coal-to-liquid and gas-to-liquid technology

    • Most of the competitors already have an ISO certification and they are always improving their research and technology service. In particular Huntsman got an certification of excellence

    • Focus on CSR and activities of solidarity and philanthropy

    • Companies as Degussa also might have a strongest impact on public opinion because of more external activities like promoted projects and compilation of educational material, as well as its carrying of a Degussa Foundation to promote science.

    • To investors and trade journalists, Degussa provides more on line documents on shares, bond rating, remuneration of Board and Ad hoc announcement.

    • Competitors’ websites have a fastest and immediate access to news, events, newsletters and corporate documents


    Media infrastructure italy

    Media Infrastructure | Italy

    System:

    • The TV system is both private and public: 3 public channels 3 (+1) important private channels (Mediaset ), many local channels (not important).

    • Press is private, some groups own more than one newspaper and weekly publication.

      Restrictions:

  • In Italy there's a code of self-regulation of the Internet, which takes in consideration also the Green Paper on the Protection of Minors and Human Dignity in Audiovisual and Information Services (16 October 1996). the code states, among other norms, that content of web sites has to:

    • Refuse of any form of discrimination linked to different race, religion, ethnic group, gender and ideas

    • Respect public order and social security


  • Media infrastructure italy1

    Media Infrastructure | Italy

    Costs:

    • The costs of advertising on TV and press are really high and with our budget we can’t afford them

      • advertising on a local newspaper costs about 5.000 €, on a national one is about 25.000 €

  • However there is also a wide choice of specialized press, that can be useful to reach a niche public (suppliers, customers) whose costs per page can be less than 3000 €


  • Media infrastructure italy2

    Media Infrastructure | Italy

    Media range

    • About 25% of Italians use the Internet, including those who use the internet occasionally

    • It is reasonable to believe that over 30% of families have Internet access

    • The situation has changed compared to three or four years ago, when internet use was more concentrated in the North-West. Differences are decreasing. There are still substantial differences by age: the traditionally strongest segment (age 25-45) now is about half of the total (but larger in the case of “frequent users” and of people online at work.)  Older people online have changed from almost zero to a small percentage.

    • Advertising on Internet does not have a fixed cost but depends on the size of advertising banners and amount of “hit’s” on the web site


    Cultural considerations italy

    Cultural considerations | Italy

    Gender roles

    • Italian society conceives assertivity and competitiveness as items to describe “male attitude”. Women are supposed to have different characteristics which, in a male - oriented society as the Italian one, determine a slightly different evaluation between the two genders. Especially from the point of view of employment

      Individual Society

    • Belonging to a group in Italy means that the individual looks after him/herself and his/her immediate family

    • There is not a cohesive group like extended families

    • In Italy people think about themselves as individuals and not as part of integrated groups


    Cultural considerations italy1

    Cultural considerations | Italy

    Apperance and Behaviour

    • Fashion design is Italy’s trademark. Therefore, in the business world, good clothes and apparance are signs of success

    • Power and wealth grows faster inside industrial family groups, widening the gap between the rich and poor

      Power of Policy System:

    • Most of general media are under political influence. As a consequence, in Italy information is censured

    • Another influence is exerted by the Catholic Church though Italy has no official religion

    • The majority of Italian citizens are Roman Catholics and the Pope speak every week to address both politicians and the media


    Tactics italy

    Tactics | Italy

    As Cognis Italy have a good relationship with customers and suppliers more effort should be concentrated on communicating mainly to the community as well as Cognis employees and the press.

    To do so, Italy should:

    • Improve the web site and the e – communication with these key goups

    • Arrange an open day for Cognis employees and for the local community.

    • Arrange an exhibition on the history of Cognis which should last for one-month.

    • Implement educational activities in elementary and secondary school’s and arrange drawing competitions to explain risks and benefits of chemical products

    • Organise a press tour

    • Advertise


    Tactics italy1

    Tactics | Italy

    The website

    The Italian web site should be improved by adding more information about

    The company. There should also be a direct link to the new Italian press

    area and to the new private area where investors and employees can find

    customised information intended for them.


    Tactics italy2

    Tactics | Italy

    OPEN DAY

    • The event aims to Bring together Cognis and the community and to attract the attention of local general journalists.

    • For this reason the opening day will see a speech of the mayor of Fiano Mornasco and the Italian CEO of Cognis and the opening on an exhibition of the Fiano Mornasco Plant

      • Italian plant was founded in 1926, Cognis and Fino Mornasco village has come a long way together, this is what we want to highlight: Cognis is a Fino Mornasco citizen, who acts positively and care about the community and the environment

      • Throughout its existence the plant has followed village life and has been a companion in the path of progress, dynamism and respectful development, all the values Cognis stands for


    Tactics italy3

    Tactics | Italy

    • The exhibition will last one month, open just during weekends

    • Invitation to the press will be sent either to the local and national and to trade publications It will take place on a FridayAt the end of the press conference, during the vision of the exhibition, wine and little buffet are served. Moreover a brochure about plant and history will be dissipated for free

    • Also all employees’ families are going to receive an invitation to visit the exhibition


    Tactics italy4

    Tactics | Italy

    SCHOOL DAY

    • The aim of this activity is to link Cognis with the community. School is a very important socialization place, where not only children, but all families meet, discuss, and where social active citizenship must be developed

    • We want Cognis to be an active citizen! Thinking about the slogan of our campaign, “Cognis Care”, we must care about where we operate and about future, in this case represented by children

    • By involving schools we want to make community aware of our presence, which wants to be positive, careful and educative, a mirror of the slogan “Cognis Care”


    Tactics italy5

    Tactics | Italy

    • Target schools: primary and secondary schools in Fino Mornasco and neighbourhoods. six in total (2 + 4)

    • A day in every school will be dedicated to chemistry and environment, teachers will be experts from Cognis: the goal is to make the young auditorium aware of the positive potential chemistry has for our lives and how important is for chemical industries and for every single citizen to behave properly towards environment and to earth safe guard

    • There will be a competition between the 2 primary schools, each divided up in 5 teams on the basis of age, and the 4 secondary schools for the best drawing that represents the idea of “world care”. The 9 winners will win a tour to the Cognis plant with a little party at the end

    • The “guide” for the tour will be chosen within the communication department

    • The “teachers” are the 4 chiefs of the 4 Italian department: Care chemicals, Nutrition & Health, Process chemicals, Functional products or their assistants


    Tactics italy6

    Tactics | Italy

    PRESS TOUR

    A press tour will be organised at the Fiano Mornasco plant as the final event for the new reputation campain of Cognis.After months of sending press releases and follow- ups, the press tour allows a selection of journalists the exclusivity of being invited to the plant and learn more about Cognis products

    Journalists to invite:

    • According to the scorecards, we have no data about trade and general journalist’s perception of Cognis and information to trade journalists has gaps in some areas

    • As Cognis mostly works in B2B, target journalists will be working for trade and financial publications. Local journalists will also be given particular attention as they are a vital link between Cognis and the local environment and local Government by covering environmental issues and current events


    Tactics italy7

    Tactics | Italy

    ORGANIZATION OF THE PRESS TOUR

    As the press tour is an exclusive event, invitation will be done by telephone following these steps

    • Make a short-list of the 20 most influentual trade/financial/general journalists or Chief Editors that Cognis would like to have a good relationship and open communication with

    • Call the first 10 names on the list and explain the reason for the press tour. Further underline the exclusivity of the event and the all-inclusive day they would be treated to if they accept the invitation

    • No invitation must be sent before their acceptance

    • Journalists should be given 4 weeks to respond before Cognis contact the next journalists on the short list

      The press tour should host a maximum of 12 journalists as this reinforces

      the exlusivity and mean they are more inclined to accept the invitation


    Tactics italy8

    Tactics | Italy

    PRESS TOUR

    Journalists will be picked up at their hotel in Como.

    The press day will consist of:

    • Press conference where Cognis present and explain the activity of the company and of the local plant.

    • Journalists will then be given a tour to some areas of the plant and shown how Cognis work and what the company does to protect its employees and the environment.

    • The journalists will then be served lunch

    • A 2 hour guided tour in Como will then take place to act as an incentive

      Results in the media coverage will then be monitored by the PR department over

      the following months


    Tactics italy9

    Tactics | Italy

    ADVERTISING

    • In local newspapers to promote the open days

    • In trade magazines


    Budget italy

    Budget | Italy

    Web site: 3000 €

    Open day:

    • Frame for the photos: 25€x100= 2500€

    • Photos development (in a bigger size): 8€x100= 800€

    • Food for opening day buffet: 3500€

    • Press kit for press conference (with brochure about the exhibition and history of the plant, too): x 20 journalists: 450

    • Brochure and flyers: 1500€

    • posters: 800€

    • People responsible for opening the exhibition (8 times during the month- Saturday and Sunday- 2 people per day- opening hours: 10 am- 6 pm): tot 1600€

    • Invitation letters for the employees families: x 200: 400€

    • E – invitation to journalists : 0 €

      TOT: 11.550€

      School day

    • Cost for advertising the competition: 500 €

    • Didactic material (for experiments, photos about environmental care): 3300€

      Cognis expert will be paid as normal salary day

    • Winners plant tour

    • transport till the plant: 700€

    • food and drink for the party: 700€

    • “guide” will be paid as normal salary day

      TOT: 5.200€

  • Budget for the 2° edition of the edition : 5800 €


  • Budget italy1

    Budget | Italy

    Press tour

    • Paper invitation: 5€ x 12 = 60 €

    • Hotel accommodation: 100 € x 12 = 1200

    • Train re-imbursement: 1800 €

    • High way re-imbursement: 500 €

    • Taxi re-imbursement (station - hotel) = 150 €

    • Van rental= 150 €

    • Press kits = 240 €

    • Lunch = 35 € x 12 (+ 3 managers) = 525

    • Guided tour = 300

      TOT: 5525 €

      Advertising 10000 €


    Time schedule 2007 08 italy

    Time schedule 2007-08 | Italy


    Time schedule 2008 09 italy

    Time schedule 2008-09 | Italy


    Campaign mexico

    Campaign | Mexico


    Swot mexico micro

    Strengths:

    Petroleum is high in natural resource

    4.5% (2006 est.) GDP growth rate

    Low labor wage rates (Sourcing)

    Mexico has a free market economy that recently entered the trillion dollar class

    Weaknesses:

    Scarcity of hazardous waste disposal facilities

    Natural fresh water resources scarce and polluted in north, inaccessible and poor quality in center and extreme southeast.

    Moderate to high political risk

    SWOT | Mexico | Micro


    Swot mexico micro1

    Opportunities

    Recent administrations have expanded competition in seaports, railroads, telecommunications, electricity generation, natural gas distribution, and airports

    Mexico has a low Individualism, thus society is collectivist

    Mexico oil production {3.42 million bbl/day (2005 est.)} vs. oil consumption {1.97 million bbl/day (2004 est.)}

    Threats

    Croda Mexico operates from offices and warehouse in Tlalnepantia, a major industrial area of Mexico City. Their strategic sales and distribution centre are often referred to as the gateway to Latin America for Oleochemicals

    The Aditya Birla Group commenced its operations in Malaysia in 1978 under its Malaysian flagship PAN CENTURY EDIBLE OILS SDN BHD. Today this is possible the largest palm oil refinery in the world at a single location with an annual capacity of more than 1 million tons of refined palm oil and palm oil products. They currently export to Mexico

    SWOT | Mexico | Micro


    Competitor analysis mexico

    Competitor analysis | Mexico

    Main Mexico competitors (see Appendix)

    Clariant, Stepan, Cytec, Croda/Uniquema, UCB, Oxiteno

    • Multinational and Latin American – based competitors on all main Cognis sectors such as Textile, Leather andPaper Chemical, Pigments & Additivs (for e.g. varnishs, plastics), Sulfates and Sulfonates.

    • The proximity with the American market and the money exchange rate facilitates business agreement between Mexican chemical companies and North America


    Media information mexico

    Media Information | Mexico

    Major Newspapers/magazines (general)

    • Cronica de Hoy(www.cronica.com.mx) Mexico City

    • El Norte: (www.elnorte.com) Monterrey

    • Proceso:(www.proceso.com.mx)Mexico City

    • Reforma:(www.reforma.com)Mexico City

    • Siempre:(www.siempre.com.mx)Mexico City

    Major Newspapers/magazines (Business)

    • Economista:(www.economista.com.mx) Mexico City

    • El Financiero:(www.elfinanciero.com.mx) Mexico City

    • Expansión: (www.expansion.com.mx)Mexico City

    • Mexico Business (…)Mexico City

    • Mundo Ejecutivo (…)Mexico City


    Media information mexico1

    Statistics

    Computer/1000 Inhabitants: 121

    Internet-Users: 21 Million

    Internet-Users/1000 Inhabitants: 192

    Illiterate-rate: 7%

    Press-Freedom-Index: 96 of 196

    Demography

    Population:108 Million

    Pop./km²:54

    Urbanisation:74 %

    Average age:25 years

    Religion: Christianity (esp.: Catholics)

    Language: Spanish

    HD-Index:0,821

    Media Information | Mexico

    Economy

    • Gross Domestic Product:840 Bill. US-$

    • GDP/ Habitant: 8066 US-$

    • Trade Partner: USA, China, Japan

    • Economic Growth: 4,7% (2006)

    • Agiculture – GDP: 4%

    • Industry – GDP: 27%

    • Service – GDP: 69%


    Cultural considerations mexico

    Cultural considerations | Mexico

    Culture (Source: Geert Hofstede)

    • Power-Distance-Index – Resepect toward authorities

      Mexico: 76% (Latin Amerika: 64% - Worldwide: 53% )

    • Individualism-Index – Individualistic vs. Collectivist

      Mexico: 26% (Latin Amerika: 17% - Worldwide: 40%)

    • Masculinity-Index – Rate of masculin values

      Mexico: 64% (EU: 43% - Worldwide: 48%)

    • Uncertainty-Avoidance-Idx. – Readiness to assume risk

      Mexico: 78% (EU: 79% - Worldwide: 61%)


    Time schedule 2008 09 mexico

    Time schedule 2008-09 | Mexico


    Campaign spain

    Campaign | Spain


    Swot spain micro

    Strengths

    Many publications dedicated to the chemicals industry, good trade press coverage opportunities

    Intranet

    Many activities for staff such as competitions and an internal magazine sent to employees homes three times per annum

    Communications channels between the organisation and staff can be exhausted in the future

    Weaknesses

    Non existing relationship between the media and Cognis

    Weak relationship between departments

    Intranet not available for employees

    No existing communication strategy designed to target employees

    SWOT | Spain | Micro


    Swot spain

    Opportunities:

    Cognis could build a strong reputation towards its customers to enhance stakeholder value

    Cognis might use the good reputation toward the suppliers to attract journalists and investors interests as well

    Threats:

    Environmentalists concerned with chemicals and issues surrounding them

    Cognis Spain is about to loose entire reputation with employees

    Lack of communication with communities and journalists

    SWOT | Spain |


    Competitor analysis spain

    Competitor analysis | Spain

    Main Spain competitors (see Appendix)

    BASF, Solvey, Cytec, Uniquema, Dupont

    • Large multinational corporations with specialist knowledge within the chemical industry

    • Broad range of products

    • Corporate value well known amongst stakeholders

    • In BASF there is a clear focus on “Business excellence” [innovation and sustaintibility]


    Media information spain

    Media Information | Spain

    Internal publics: Employees

    • Written tools: Newsletter, Magazine, Internal correspondence, performance appraisal document, Brochures, pay pack enclosures.

    • Oral tools: meetings, team addresses, face to face meetings and manager to staff communications

    • Electronic media: e-mail (just for the ones in the offices)

    • In house: bill posts


    Media information spain1

    Media Information | Spain

    External publics: journalists

    • Printed and on-line media:

      • Business specialized: Expansión, El Economista, Intermepresas.com, 5 Días.

      • Chemistry & Science: CTIC-MOLA, tecnipublicaciones.com, fomenweb, Revista Trabajo, Federación Catalana del sector químico, Revista del sector químico.farmacéutico.

    • Goverment: Revista de Medioambiente de la conserjería, Revista INSHT

    • Universities: Revista UPC

      External publics: community

    • Printed media:

      • Local press:Butlletí Sant Andreu Diari Sant Andreu

    • Local radio:

      • Ràdio Sant Andreu de la Barca

      • Ràdio Studi 92 Castellbisbal

      • Ràdio Pallejà


    Cultural considerations spain

    Cultural considerations | Spain

    • Cognis is located in Castellbisbal (Catalonia). Catalonia is quite different to Spain

    • In Catalonia people speak 2 languages Catalan and Spanish = for community tactics we have to use this two languages

    • The Spanish population has grown to 44 million

    • The foreigners shape 8,5 per cent of the resident population in Spain: 3.730.610 persons. Spain is the principal country of foreigners reception in the EU

    • The Spanish people are worried about industrial growth and pollution

    • The Spanish chemical industry invests an average of 142.625.058€ in environmental protection


    Tactics spain

    Tactics | Spain

    Internal publics: employees

    • Family:

      Science classes for the children of the employees. There, some specialist will teach them what their parents are working for and which are the results of their production. That way the family can understand where can they find all they job in real life

    • Employees: Community breakfast

      Every two months the company will organize a breakfast for the employees where each time two departments explain to their colleagues about current projects

      The Objective is to create a fluent communication between departments and to increase the feeling of being part of a growing and responsible company

    • Employees: Global meeting and journey schedule

      A schedule should be developed outlining all social gatherings and meetings programmed for the current year. It is important that employees take part in these and have a forum to raise issues and make suggestions.


    Tactics spain1

    Tactics | Spain

    External publics: Journalists

    • Press release:

      Create a document where all important information regarding Cognis and the sector in which the company operates is included

    • Journey into the world of chemicals:

      We organize for all the opinion leaders of the sector to talk about one special subject which changes every year. We will also invite our competitors to take part in the event with the objective of improving the collaboration with other producers.


    Tactics spain2

    Tactics | Spain

    External publics: Community

    • Schools:

      We will adapt the global Cognis school campaign to the Spanish community

    • Invention competition:

      It is mainly targeted to the children of the surrounding area of our company. They will be ask to present an invention related to our business

      There will be a price: a reward for the school where that child studies and the children will receive a chemistry game and the possibility of visiting Cognis and to assist on the science and chemistry journeys

    • Forum: Every two months Cognis should have an open forum where the community is allowed to raise any issues


    Time schedule spain

    Time Schedule - Spain


    Time schedule spain1

    Time Schedule - Spain


    Time schedule spain2

    Time Schedule - Spain


    Time schedule spain3

    Time Schedule - Spain


    Budget spain

    Budget – Spain

    • Tactics for the employees

    • FamilySpecialist salary300€ x 5 people1.500 €

    • Food & drinkfor 400 people2.000 €

    • Material for the children2.000 €

    • TOTAL5.500 €

    • BreakfastFood & drinkfor 400 people2.000 €

    • PartiesFood & drink600 people12.000 €

    • other needed materials2.000 €

    • TOTAL14.000 €

    • Tactics for the journalists

    • Press materialscopies200 copies x 2€ 400 €

    • Chemical journeysspeakers (20x 500€)10.000 €

    • material assitents250 x 5€1.250 €

    • hotels for speakers100€ x 3 x 103.000 €

    • Food & drink250 x 5€1.250 €

    • TOTAL15.900 €

    • Tatics for the community

    • Schoolsfrom de general budjet

    • Inventorscontestevent2.000 €

    • reward for the schools1.000 €

    • chemistry game150 €

    • TOTAL3.150 €

    • Forumwater100 €


    Campaign thailand

    Campaign | Thailand


    Swot thailand micro

    Strengths

    Bangkok is the major production cite of care chemicals

    Chonburi is second production centre (functional products)

    Good technical laboratory infrastructures, all which match the international quality standards

    Cognis Thailand won the “Best Labour Welfare Workplace Award”, granted by the Thai Ministry of Labour

    Weaknesses:

    Strong restrictions on factory operations in Thailand

    Many government legislations on communicating the dangers of chemicals

    SWOT | Thailand | Micro


    Swot thailand macro

    Opportunities:

    Thailand takes an active interest and commitment into chemical safety

    Cognis´ can establish a strong position in this region

    Threats:

    Concentrated market place for chemical production companies

    This region is about to get established by global chemical players

    SWOT | Thailand | Macro


    Competitor analysis thailand

    Competitor analysis | Thailand

    Local competitors of Cognis in Thailand:

    • Care Chemicals:

      Croda, Rhodia

    • Functional Products:

      Rohm & Haas, Shell, Degussa

    • Nutrition & Health:

      DSM, ADM


    Media information thailand

    Media Information | Thailand

    TV

    • Six terrestrial TV stations which covers the whole of country

    • Television most popular medium in Thailand, 80% rely on TV as their primary source of news

    • All television channels bar one are heavily controlled by either the government or the Royal Thai Army

    • The cable of Satellite Broadcasting Association estimates that the cable channels are consumed by 1.1 million subscribers

      Radio

    • 204 AM stations, 334 FM stations which are mostly all regulated by the government

    • Recently many radio stations have been shut down however for causing offence by the government

      Newspapers

    • Are not subject to close government supervision, mass circulation dailies cover political and business news predominantly

    • Newspaper circulation figures likely to be exaggerated

    • Many local newspapers with strong international links with news organisations

      Internet

    • Most free media in the country, although still checked by the government

      Thai media heavily controlled by the government


    Cultural considerations thailand

    Demography:

    Population: 65 Million

    Pop./km²: 125

    Urbanisation: 29 %

    Average age: 32 years

    Religion: Buddhism

    Language: Thai, English

    HD-Index: 0,862

    Economy:

    Gross Domestic Product: 193 Bill. US-$

    GDP/ Habitant: 290 US-$

    Trade Partner: China, EU, USA

    Economic Growth. 3,6% (2006)

    Agiculture – GDP: 9%

    Industry – GDP: 44%

    Service – GDP: 47%

    Cultural considerations | Thailand


    Time schedule thailand

    Time Schedule – Thailand


    Budget thailand

    Budget – Thailand

    • Tactics for the employees

    • FamilySpecialist salary300€ x 5 people1.500 €

    • Food & drinkfor 400 people2.000 €

    • Material for the children2.000 €

    • TOTAL5.500 €

    • BreakfastFood & drinkfor 400 people2.000 €

    • PartiesFood & drink600 people12.000 €

    • other needed materials2.000 €

    • TOTAL14.000 €

    • Tactics for the journalists

    • Press materialscopies200 copies x 2€ 400 €

    • Chemical journeysspeakers (20x 500€)10.000 €

    • material assitents250 x 5€1.250 €

    • hotels for speakers100€ x 3 x 103.000 €

    • Food & drink250 x 5€1.250 €

    • TOTAL15.900 €

    • Tatics for the community

    • Schoolsfrom de general budjet

    • Inventors contestevent2.000 €

    • reward for the schools1.000 €

    • chemistry game150 €

    • TOTAL3.150 €

    • Forumwater100 €


    Campaign usa

    Campaign | USA


    Swot usa micro

    Strengths

    Nutritional ad campaigns have gained exposure in popular trade publications in North America.

    The QTA(R) system for quick analysis of trans fatty acids in oils, shortenings and fats is in place in the U.S. This FT Infrared system provides a trans fatty acid profile within minutes.

    In 2005 Cognis launched a business strategy with a range of ingredients designed to improve both functionality and nutritional value

    Recent multi-million dollar upgrade of Cincinnati facility provides better efficiency and additional capacity. This will secure the USA’s place in the supply chain of the synthetic lubricants and agricultural markets.

    Weaknesses

    Europe quicker to accept functional foods into their diet. The U.S. is more concentrated on supplementing their current diet. Cognis’ approach to healthy eating is focused on chemically altering foods to be healthier, rather than supplements added to current diet.

    $25 million investment made for a plant in Germany to provide sterol esthers (Xangold). The USA Food and Drug Administration denied a petition for qualified health claim for lutein esthers (i.e. As of now, Cognis cannot sell this product in the USA).

    Focus is only on manufacturing, while consumers focus on other aspects such as branding, e-commerce, etc.

    Website is hard to follow/understand for constituents. There is little too no information on Cognis USA

    Only two Cognis communication professionals for the USA

    SWOT | USA | Micro


    Swot usa macro

    Opportunities

    Opportunity to respond to the growing customer interest in healthy eating and meet the rising demand for functional foods and dietary supplements.

    According to Euromonitor, the U.S. Functional and Fortified Foods Market was worth $5215.8 billion in 2004 and is set to grow 33% in the next 5 years to $692.5 billion in 2009.

    The youth of the company in the USA is an opportunity to expand and establish itself as a new innovator in the market.

    Needs a better report with the Food and Drug Administration.

    Cognis needs to demonstrate to clients and consumers that they do not need to compromise taste to achieve nutrition.

    Get involved with the community and publicize it. Americans take notice of corporations that help people and/or do non-profit work.

    Threats

    Cognis has very similar ideas to its competitors (look at ADM for the Health and Nutrition).

    P&G has a great philanthropy program.

    Some competitors in the USA have a much bigger name and more branding (Exxon, P&G, Shell, etc.)

    SWOT | USA | Macro


    Competitor analysis usa

    Competitor analysis | USA

    • 1. ADM – Archer Daniels Midland Company:

    • One of the largest chemical industries in the field of Nutrition & Health in the USA

    • Important competitor of Cognis

    • Headquarter in Minneapolis

    • Worldwide about 25,000 employers/ 35 Mill $ Revenue

    • TV-advertising

    • Is heavily subsidised by US-Government

    • 2. Croda:

    • One of Cognis Competitors in the field of Care Chemicals

    • Slogan: „Innovation you can build on“

    • Special focus on:

      • Skincare

      • Haircare

    • Is a constituent of the FTSE 250 Index


    Competitor analysis usa1

    Competitor analysis | USA

    Main competitors in the USA (view appendix)

    ADM, Croda/Uniquema, Stepan, Cytec

    • Production is based on develop advanced technology for customers in global markets, especially in the areospace, coatings, mining and plastics area.

    • Most of the competitors have various plants in a range of countries and are closer to big business/financial centres (i.e. Croda/Uniquema)

    • They pay attention to and focus on CSR, sustainabilty and environment


    Media information usa

    Media Information | USA

    Major Newspaper/ Magazines:

    ( - general - )

    • New York Times: (www.nytimes.com) New York

    • Washington Post: (www.washingtonpost.com) W.D.C.

    • Washington Times: (www.washingtontimes.com) W.D.C.

    • Newsweek: (www.newsweek.com) W.D.C.

    • Time: (www.time.com) New York

    Local Newspapers/ Magazines:( - general / business - )

    Cincinnati Enquirer (news.enquirer.com) Cincinnati

    Cincinnati Post (www.cicypost.com) Cincinnati

    Express Cincinnati:(www.expresscincinnati.com) Cincinnati


    General tactics

    General tactics

    Introduction:

    • When we get involved with the topic of Cognis we wanted to find out what Cognis is actually all about. Hence we visited the website in order to get some first impressions and information. Unfortunately the majority had the feeling that it is really hard to navigate on this platform and to find out neccessary information on the first view. Therefore we suggest to redesign the website for better external communication and to create a new internal platform especially to raise the reputition amongst employees


    Difficulties with current platform

    Difficulties with current platform

    • In general there is hardly any structure

    • There aren‘t any pictures directly associating Cognis with being a Chemicals company

    • The site is open ended to the ground (scrolling down) and not closed

    • It doesn‘t fill out the whole space it has available (just about the half of the width of the site)

    • News are not listed with the relevant date they were published

    • The Portfolio is listed without determining what it actually deals with

      ....and now see Cognis‘ brand new web site!!


    New website

    New website


    What s new

    What‘ s new?

    • The site looks more structured

    • There are clear pictures that determine Cognis as a chemical company

    • The site utilizes all the available space

    • There is no endless space to scroll down

    • The News have been clearly marked with their publication date


    Special employers web area

    Special Employers Web Area

    There should be a special communication platform within the homepage that especially targets the employers of Cognis

    • The content of this platform should be:

      • Every Plant is represented by its own pictures and special attitudes

      • A job posting forum

      • Chat forum for national and international employees

      • Digital version of the newsletter which is updated regularly

      • A "Knowledge Database“ similar to Wikipedia, where one can search for special terms that are relavant for Cognis and get an explanation

      • An Up/Download- platform for documents or pictures

      • A „ Holiday-forum“ for travel interexchange with other countries / employers


    The booklets

    The booklets

    Introduction:

    • Althought the reputation campaign is focused on employees and journalists, we thought that also all the other stakeholders must be part of CognisCare

    • To attract the special interest of every singe stakeholder we suggest to create booklets to be spread among the customers. In difference to a general booklet that can be used for every stakeholder, we suggest to create special ones for every group that Cognis wants to attract

    • On the following slides you can see some ideas for a special slogan and a special design

      ......... Cognis cares about everyone


    Content

    Content

    • These logos should be the layout of the booklets.

    • The content of these booklets will be targeted according to the stakeholder

    • The integreated measure is that all logos consist of the slogan "Cognis Care“ plus a sub-heading


    Logo suggestions

    Logo suggestions


    Global campaign evaluation

    Global campaign evaluation

    • Monthly update on press coverage

    • After one year RAISEwill conduct quantitative research amongst target publics and create scorecards to measure progress of the campaign and ensure that objectives are being met

    • The research will also serve to benchmark Cognis against competitors

    • The reputation campaign effectiveness will finally be evaluated by RAISEat the end of the two years

    • Financial gain from the reputation campaign will be measured through sales


    Overview

    Overview

    Supports Cognis’ business strategy

    Forward thinking

    Memorable

    Consistent

    Timely

    Global

    Environmentally friendly

    Local

    Market-driven

    penetrating

    Strategic

    Internal and external

    Integrated

    Innovative

    Pioneering

    Creative

    Passion for the brand


    Appendix 1 campaign united kingdom

    Appendix 1 | Campaign | United Kingdom

    • Population: Over 60 million people

    • GNI: $1,480,000,000,000.00

    • Major religion: Christian

    • Language: English

      Political system

  • Democratically elected government

    Media system

  • A free media exists as long as they are not being libellous, newspapers, radio and television can say what they want. An important new development is the Internet.


  • Appendix 2 political considerations uk

    Appendix 2 | Political considerations | UK

    • The European Parliament has backed a deal on wide-ranging legislation to control the use of toxic chemicals in industry

    • REACH: Registration, Evaluation and Authorisation of Chemicals aims at establishing procedures to tackle some of the huge backlog of untested chemicals. It is also meant to encourage the replacement of hazardous chemicals with safer ones and to spur the chemicals sector into researching and developing more new products

    • Any chemical produced or imported in significant quantities has to be tested unless sufficient safety information already exists

    • Businesses will be able to use "substances of very high concern" only if they have authorisation from a new European Chemicals Agency. Authorisation will be granted under specific conditions, and will have to be regularly renewed, encouraging companies to seek safer alternatives

    • Polymers, a group of chemicals that includes plastics, will be exempted for now. However, monomers do have to be registered and evaluated. The exemption for polymers would be lifted if a practicable and cost-effective way of identifying dangerous ones is developed. Both polymers and monomers are produced by Cognis


    Appendix 3 cultural considerations uk

    Appendix 3 | Cultural considerations | UK

    • Members of an organization or society tend to feel equal therefore, it would not be a problem to organize open days and invite representatives of different positions within the company

    • Key audiences should not be invited to press events as part of large groups but be given more individual attention in order to create good business relationships

    • There is not a substantial need to have written rules and regulations, but as the UK is more future oriented, the relationship with employees, the community and journalists is essential if Cognis wish to have support in carrying out their activities

    • Monthly newsletters, a company intranet, developing relationships with regional journalists, addressing issues brought up by the community, would be beneficial to Cognis to build and maintain relationships

    • Assertive and competitive values are favoured


    Appendix 4 media infrastructure uk

    Appendix 4 |Media infrastructure | UK

    Television

    • Television is split into national, regional and international channels

    • Most households in the UK own more than one television

    • Advertising costs depend on the reach – expensive media

    • All channels are available on every digital platform (although not always free to view) and on analogue terrestrial


    Appendix 5 media infrastructure uk

    Appendix 5 |Media infrastructure | UK

    Radio

    • Almost every single household in the UK has one or more radios

    • UK has the fourth biggest number of media owners in the world after the US, Japan and France. BBC Radio is one of the biggest media owners in the UK with nearly 33 million people listen to BBC Radio each week)

    • The UK has a mix of state and private radio channels

    • With so many media owners, there is not one big company who control everything that is broadcasted

      Ways of listening to the radio in the UK

    • Analogue Radio

    • Internet Radio: there are a number of Internet radio stations out there, and a high number of UK stations broadcast on the Internet

    • Podcasts and downloads

    • Mobile phone radio and cable radio


    Appendix 6 competitor analysis

    Appendix 6 |Competitor analysis |

    Nippon Shokubai:

    Employees 1,730

    Formed: August 21, 1941

    Operates: local production subsidiaries in the United States, Indonesia, Singapore and Belgium

    Strategic Priorities: focus on three key markets; the Americas, Asia, and Europe.

    Aim: to be ‘a global company creating new values through unique technologies’ and to promptly respond to customer requirements.

    Mission: to ‘deliver a steady stream of products providing added value as solutions for.’ Has ‘advocated a ‘technology-oriented’ trajectory’ with the focus on ‘catalyst technology’.

    Products: photo resist polymers materials for production of optical components, super absorbent polymers, builder for detergents, chemical admixture for ultra high-strength concrete, materials used in fuel cells, solar cells, and secondary batteries.

    • Strong focus on Corporate Social Responsibility.

    • Strive to be innovative by creating new and distinctive products

    • Work to provide individuals and society with ‘greater richness and comfort through technology.’


    Appendix 6 competitor analysis1

    Appendix 6 |Competitor analysis |

    Croda/Uniqema:.

    Employees: 1000 employees and 175 years of experience in the Oleochemical industry

    Formed: 1999

    HQ: regional headquarters are located in Chicago, United States, and Klang, Malaysia

    Operates: presence in over 50 countries, with 6 manufacturing sites worldwide

    Goal: continuous product developments

    Vision: continue to make Croda the first choice supplier for manufacturers worldwide.

    Strategic priorities: acquisitions as this has strengthened their position in the market.

    Product range: high quality Oleochemicals and 650, 000 tonnes of derivatives a year. Fatty

    acids, polymerised fatty acids, triacetin and soap noodles. Naturally based speciality chemicals

    Policy statement:Uniqema will seek opportunities to develop innovative products and

    services which contribute to sustainable development, improve our quality of life and generate

    value.


    Appendix 7 competitor analysis

    Appendix 7 |Competitor analysis |

    Degussa:

    HQ: Germany

    Operates: 28 European countries

    Goal: establish itself for the long term in the field of specialty chemicals as an international

    yardstick for portfolio quality, growth and profitability.

    Vision: committed to social corporate responsibility, continuous development and enhancing enterprise

    value. Governed by an awareness of the environment, health, safety and quality.

    Strategic priorities: the focus on less cyclical, high-yield specialty chemistry, profitable growth and

    permanent innovation. Focusing on the core specialty chemicals business with selective growth and brisk

    restructuring.

    2005 sales: EUR 7.0 billion in Europe (EUR 3.3 billion in Germany)

    Workforce: 58% in Germany. 15% in the rest of Europe

    Products: market leader in specialty chemicals, ‘Everybody benefits from a Degussa product – every day

    and everywhere’ and the associated corporate aspirations that Degussa derives its strategic priorities.


    Appendix 8 competitor analysis

    Appendix 8 |Competitor analysis |

    Dow: Multinational corporation

    Operates: 9 plants in the UK specialising inmanufacturing, business centre and polyurethane

    systems

    Vision: advocates Responsible Care® - a voluntary industry-wide commitment to safely

    handle its chemicals from inception in the laboratory to ultimate disposal. In 1998, Dow

    established the Office of Global Ethics and Compliance to reinforce the company's long

    standing commitment to ethical business conduct

    Strategic priorities: to become the largest, most profitable, most respected chemical

    company in the world. Joint ventures play an important part in Dow’s strategy and makes up a

    significant part of its earnings

    Product range: everything from fresh water, food and pharmaceuticals to paints, packaging

    and personal care products. Products sold in 175 countries


    Appendix 9 competitor analysis

    Appendix 9 |Competitor analysis |

    Sartomer:namemeans ‘tailor made part’

    Goal: Sartomer is committed to ethical behaviour in its relationships

    Vision: undertake responsible care with L’Engagement de Progrès, a voluntary program

    undertaken by the chemical industry with the aim of continuous improvement of all of its own

    or related activities involving the use of chemical products and affecting health, safety and the

    Environment

    Strategic Priorities: to accommodate the special requirements of each individual customer,

    large or small. proactively engage in a wide range of programs to protect the environment and

    maintain consistent high quality

    Product range: premier global supplier of acrylate/methacrylate monomers, oligomers,

    photoinitiators, hydroxyl-terminated polybutadiene resins (HTPB), functionalized polybutadiene

    resins, styrene maleic anhydride resins and other specialty chemicals used in the following

    applications: Coatings, Inks, Adhesives, Optical, Composites, Elastomers, Electronics.

    UK market classified as part of the Europe group. Strong international company.


    Appendix 10 competitor analysis

    Appendix 10 |Competitor analysis |

    BYK

    • BYK-Chemie is one of the leading suppliers of coatings, inks and plastics additives, which are used in minute quantities and visibly improve the qualities of the finished products. 

    • Areas: architectural coatings, general industrial coatings, wood and furniture coatings, automotive coatings and auto refinish coatings, can and coil coatings, pigment concentrates, printing inks, PVC plastisols, polyurethane systems, closed molds, cold cure, powder paints and thermoplastics.

    • Values:Innovation that satisfy the highest demands made on quality.

    • Committed and Highly skilled personnel.

    • Responsibility for the environment:Quality assurance plays a major role here. They are inspected each year according to ISO standards and are invariably awarded the ISO 9001-2000 certificate. This accreditation under the EU eco-audit testifies to the high level at which environmental management operates at BYK-Chemie


    Appendix 11 competitor analysis

    Appendix 11 |Competitor analysis |

    BASF

    • BASF is one of the leading global producers of styrenics, it produces a wide range of chemicals in integrated production plants. It’s a major supplier of agricultural products and fine chemicals to the farming, food processing, pharmaceuticals, animal and human nutrition and personal care industries. They also explores and produces crude oil and natural gas

    • extremely broad product range  It supplies an extraordinary number of different industries

    • BASF's greatest strengths: integration and networking

    • Customers for BASF products: agricultural, automotive, chemical, energy and construction industries. Important sectors also include the health, nutrition, electrical/electronics, textiles, packaging and paper industries

    • Costumer Industries: Automotive and packaging

    • Five key issues for innovation: energy management, raw material change, nanotechnology, plant biotechnology and white biotechnology

    • Values: Sustainable profitable performance (BASF receives Sustainability Award in France), innovation in the service to our customers, safety, health, environmental responsibility, intercultural competence, mutual respect and open dialogue, integrity, solidarity, philanthropy


    Appendix 12 competitor analysis

    Appendix 12 |Competitor analysis |

    ADM: real name Archer Daniels Midland Company

    • Archer Daniels Midland Company is one of the largest agricultural processors in the world. Our partnership with the farming community is vital.

    • Areas:food ingredients, animal nutrition, fuels & industrials, nutrition.

    • Mission: To unlock the potential of nature to improve the quality of life

      Oxiteno/Canamex

    • Latin (Mexico) and South American (Brazil) chemaical-industry company

    • Two main plants in Mexico

    • Areas:

      • Ethoxylated surfacants

      • Propylene copolymer

      • Ethylene copolymers

  • Specials:

    • Ultrapar expands its operations in Mexico

    •  Raising influence in this field of industry


  • Appendix 13 competitor analysis

    Appendix 13 |Competitor analysis |

    Gattefossé

    • Gattefossé is a partner to Health and Beauty industries

    • The group develops, produces and sells raw materials designed specifically for the cosmetic and pharmaceutical industries.

    • Gattefossé is a french, independant, group.

    • Gattefossé's Research & Development: Biological extraction, Lipid chemistry and Textures and Multi-phase systems

    • Efforts are concentrated on lipidic excipients and products developed from plant tissue extraction. Plant extracts from a wide range of origins are obtained by ever more sophisticated techniques, and then assessed by constantly improved methods.


    Appendix 14 competitor analysis

    Appendix 14 |Competitor analysis |

    Seppic

    • For SEPPIC: “Research lies at the heart of our company”

    • They have brought our Research, Development and Marketing departments together so that their research and development is in touch with market trends. This enables them to offer tools and services able to meet rapidly changing requirements.

    • Values: quality, environment, health, safety

    • Business units:Animal Health; Biocides; Building; Cosmetic actives; Cosmetic excipients; Detergents; Drilling; Fertilizers; Glass Frosting; Human health / Actives & pharmaceutical intermediates; Human health / Excipients ; Lubricants; Nutrients; Nutrition / Natural extracts; Optical cables; Paper / Nonwoven; Plant health; Polymers & Plastics; Processing ; Surface coatings


    Appendix 15 competitor analysis

    Appendix 15 |Competitor analysis |

    SASOL

    • Sasol is a global player in chemicals and fuels

    • Sasol's commercial experience in coal-to-liquids and gas-to-liquids technology is increasingly being recognised and sought after worldwide.

    • Integrated quality management systems have been implemented and are updated regularly. They apply to safety, health and environmental processes as well as supply chain systems.

    • Operations are well advanced in implementing environmental management systems according to ISO 14001 requirements, and several of Sasol sites in Europe are registered under EMAS, the European Eco Management and Audit Scheme.

    • Sasol Italian plat is inscribed in the EPER (European pollutant emission register) register.


    Appendix 16 competitor analysis

    Appendix 16 |Competitor analysis |

    ZSCHIMMER&SCHWARZ

    • Zschimmer & Schwarz has more than 20 societies around the world and more than 800 people working for it in all Europe, Asia and America.

    • Their Surface Active Agent market was born in 1931 and it developed very quickly , especially in the Zschimmer & Schwarz Italiana S.p.A., which became one of the principal company in the personal care market both in Itlay and abroad.

    • For the Zschimmer & Schwarz Italiana S.p.A. the quality of the products has always played a paramount role, regarding this the company has a quality control system in accordance with ISO 9001:2000 standards.


    Appendix 17 competitor analysis

    Appendix 17 |Competitor analysis |

    HUNTSMAN

    • The presence of Huntsman in Italy is substantial: there are 6 plants, divided up in 4 sections: Huntsamn performance products (Performance product sales in Casatenovo -LC-, Surfactant manufacturing both in Frosinone and Castiglione delle Stiviere), Huntsman pigments (Titanium dioxide manufacturing & sales in Follonica), Huntsman polyurethanes (Polyurethane manufacturing, sales, application & development in Ternate -VA-), Huntsman textile effects (in Origgio -VA-)

    • Ternate plant is the base for the polyurethane production and for the supply of technical solutions for customers, ensuring Huntsman Polyurethanes remains a leader in technical developments for Construction and Appliance applications.

    • Huntslam obtained the first ISO 9001 certification in January 1992 concerning the following activities: research, development, technical service, production and sales of polyurethane systems and chemicals of the Polyurethanes Business. In 1995, certificated with UNI EN ISO 14001 and EMAS registered in 1998

    • In 2000 Certiquality (Italian certification body) recognized the achieved results by issuing a "Certificate of Excellence", as one of the ten companies in Italy complying with "Quality Environmental and Safety Management Systems" for a number of years.

    • In 2004, the site fulfilled EMAS Registration standards according to the new EC Directive 761/2002 known as "EMAS II".


    Appendix 18 competitor analysis

    Appendix 18 |Competitor analysis |

    RHODIA

    • It’s divided in seven enterprises: Polyamide, Acetow, Novecare, Silcea, Eco Services, Organics, Energy Services: These produce cellulose acetate fiber, polymers, surfactants, phosphorus derivatives, silica, sulphuric acid and energy

    • Focused on close relationship with customers to create high added-value innovative solutions, providing customers with best human and technological resources.

    • Rhodia is a pioneer in the reduction of greenhouse gases.

    • Media: internal search engine to find articles.

    • Investor: internet search engine and reserved area for shareholders.


    Appendix 19 competitor analysis

    Appendix 19 |Competitor analysis |

    Clariant

    • One of the leading industry on special chemistry

    • As Cognis a B2B Company

    • Large amount of employers (about 22.000)

    • Areas:

      • Textile, Leather and Paper Chemicals

      • Pigments & Additivs (for e.g. varnishs, plastics)

      • Functional Chemicals

      • Masterbatches

    • Specials:

      • Campaign: Having their products in everything

      • Encourage youth and offspring

      • Stock market company


    Appendix 20 competitor analysis

    Appendix 20 |Competitor analysis |

    STEPAN

    • Comparatively small company in the industrial field of special chemicals

    • Areas:

      • Sulfates

      • Sulfonates

      • Quarternaries

      • Blends

    • Specials:

      • Close to USA (5 miles)  good market exchange


    Appendix 21 competitor analysis

    Appendix 21 |Competitor analysis

    CYTEC

    • Medium Large Company in the industrial field of chemical and material technology (Mexico´s plant comparatively small)

    • "Technology ahead of its‘ time„

    • Areas:

      • Coatings

      • Minings

      • Plastics

      • Water treatements

    • Specials:

      • Spin-off from American Cyanamid Company


    Appendix 22 competitor analysis

    Appendix 22 |Competitor analysis

    UCB

    • Medium large bio-pharmacognsy company

    • Plans for growth in Mexico

    • Areas:

      • Specialized on the main therapeutic areas as:

        • CNS

        • Respiratory

        • (Medicines to enhance the central nervous system)

    • Specials:

      • 2004 UCB aquired "Celltech“

      • Supposed to aquire "Schwarz Pharma AG“


    Appendix 23 competitor analysis

    Appendix 23 |Competitor analysis

    SOLVAY

    • Solvay is an international company, very relevant in the Spanish market.

    • Solvay operates in Pharmaceuticals, Chemicals and Plastics.

    • Today, Solvay Group worldwide concentrates on core activities with faster growth

      in pharmaceutical and Specialties and competitive Essentials. In Spain this areas

      must grow-up

      Mission: To improve the service they provide to end customers

      Key Message:Competitiveness and innovation

      Production areas:Chemicals Industry; Detergents, Cleaning and Hygiene

      Products; Electricity and Electronics; Food and Feed Industry; Glass Manufacture;

      Human Helth, Metallurgy; Paints and Coatings; Pulp and Paper; Tanning and

      Textiles; Water Treatment and the Environment, Other Industries

      Values: Attention to the client, behaving ethically, team spirit, empowerment and respect


    Appendix 24 competitor analysis

    Appendix 24 |Competitor analysis

    DUPONT

    • DuPont have a strong presence in Spain and want to increase this further

      Key Message: “The Miracles Of Science”

      Production areas: Agriculture, Building & Construction, Electronics, Energy & Utilities,

      Government, Health Care & Medical, Manufacturing, Packaging & Graphic arts, Plastics, Safety

      & Protection, Transportation

      Values:

    • Safety

    • Health

    • Behaving ethically

    • Respect for the environment


  • Login