Bayer CropScience is addressing global trends in sustainable and safer food production. They are focusing on fruits and vegetables, which account for 20% of the crop protection and seeds market. Bayer aims to become the global leader in sustainable crop solutions by reinforcing their portfolio with biological products, strengthening partnerships along the food chain, and innovating integrated chemical and biological solutions. Their strategy has four pillars: rejuvenating core crop protection, reinventing customer centricity, excelling in integrated solutions through acquisitions like AgraQuest, and expanding their seeds footprint in focus crops.
Sales & Marketing Alignment: How to Synergize for Success
Bayer CropScienceDedicated to Fruits & Vegetables
1. Bayer CropScience
Dedicated to Fruits & Vegetables
Dr. Rüdiger Scheitza – Board Member: Strategy & Business Management
Monheim, 13 December 2012
2. We are addressing global trends
across Bayer CropScience
Customers expect safer and “sustainable” food
Global and “sustainably-sourced” food
Safer retailers have more stringent residue
reduction targets
Quality food for healthy nutrition and well-being
Tougher regulations and registration of synthetic products;
Year-round demand increases global trade of fresh produce
higher demand for biologics
Tougher regulations and registration of synthetic products
Global retailers expect sustainable agricultural production
Biologics often effective in very small quantities
Rising importance of partnerships along food value chain
Green Products market forecast to triple
to almost 4 bn USD to drive “sustainable crop solutions”
Innovation needed by 2020
Page 2 • Vegetable Future Forum • December 2012
3. Fruits & Vegetables account for
the largest share of our portfolio
Sugar Crops
Rice
Other
Fruits & Vegetables
Cotton
Oilseeds
Soy
€ 1.7bn
2011 sales in F&V
Corn
€ 3bn
Cereals 2020 sales target
Bayer CropScience sales 2011*
* by major crop groups excluding industrial business and non-agricultural solutions
Page 3 • Vegetable Future Forum • December 2012
4. Strategic importance of Fruits & Vegetables
for Bayer CropScience
2011 market: F&V Crop Protection and Seeds app. 20% of global market*
• Bayer CropScience is a global leader in F&V Crop Protection
• We are no. 4 in the global vegetable seeds market with
strong aspirations for future growth
• Above-average growth rates expected during coming
years due to increasing demand F&V Market 2011 €13.6bn*
2011 Bayer CropScience: A leading global player in specialty crops
• We boast an impressive portfolio of products & services,
and a promising pipeline – including Biologics
• Our pipeline features new actives which answer F&V
crop protection market and food chain needs
• Our professional teams in major F&V markets are App 14% Market Share
dedicated to meeting and beating customer needs
*Source: Philips McDougall
Page 4 • Vegetable Future Forum • December 2012
5. We are executing our four-pillar company
strategy for sustainable growth
1 2 3 4
Rejuvenate the Reinvent customer- Rebalance and Extend Seeds
core Crop Protection centricity along refocus innovation footprint in
business value chain focused crops
• Enhancing our • Driving Innovating the • Strengthening
Crop Protection commercial convergence our position in
portfolio by excellence in between chemistry established crops
focusing on core marketing and and biology and developing
brands and new sales business in soy
active ingredients and wheat
Page 5 • Vegetable Future Forum • December 2012
6. 1st strategic pillar
Rejuvenating our Crop Protection business
Focusing on superior active ingredients and core brands…
Fungicides Insecticides
Herbicides Biologics
SeedGrowth Vegetable seeds
Page 6 • Vegetable Future Forum • December 2012
7. 2nd strategic pillar
Reinventing customer-centricity
across the entire value chain
seed companies
Food processors
Distributors /
Food retailers
Advisors
Retailers
Traders
Bayer CropScience
Our offers Growers Consumers
Creating win-wins by translating consumer needs into grower benefits
Striving for high quality, improved yields and reduced post-harvest losses of fresh produce
Meeting food quality and safety standards from seed-to-shelf
Fulfilling demands for safety and training of farmers through e.g. Food Chain Partnerships
Page 7 • Vegetable Future Forum • December 2012
8. 3rd strategic pillar
Our AgraQuest acquisition is a perfect fit for
our strategy to excel in integrated solutions
AgraQuest is leading in innovative biological pest management solutions
based on natural microorganisms with an excellent technology platform and a
promising pipeline
Acquired in Q3 2012 for $ 425m plus milestone payments, AgraQuest
strengthens our strategically important Fruits & Vegetables business and
provides opportunities in other crops and markets
With AgraQuest, we aim to become the world
leader in Sustainable Crop
Solutions, integrating and leveraging our skills and innovation capacities across
seeds,
traits, chemical crop protection and biological control and services
Top AgraQuest brands:
Page 8 • Vegetable Future Forum • December 2012
9. 3rd strategic pillar
We have all competencies to lead the way
in Sustainable Crop Solutions
Depending on specific market
Molecular Biology, Small
conditions, individual solutions for Molecules and Biologics
customer needs can be made Molecular can be efficient solution-
available through different Biology providers for unmet customer
technology platforms needs – each requiring a
different expertise
Grower needs
Disease control
Weed control
Pest control
Synthetic Plant health
Biologics
Chemistry
Page 9 • Vegetable Future Forum • December 2012
10. With our Biologics pillar, we are enriching
our portfolio
• Herbicides
Small • Fungicides
Molecules • Insecticides • Weed, pest &
• SeedGrowth disease control Grower
• Resistance benefits:
management
• Microorganisms
• Microbial • Higher yield
Biologics extracts • Supreme quality
• Convenience
• Risk
management
• Canola, cotton, ri • Conventional
ce, soy, wheat, v seeds
Seeds egetables • GMO seeds
• Traits
Sustainable Crop Solutions
Innovation allows us to offer differentiated solutions
Page 10 • Vegetable Future Forum • December 2012
11. 3rd strategic pillar
Sustainable Crop Solutions are
a core focus of our new R&D strategy
Sustainability Plant health
Delivering Sustainable Exploiting expertise Small
Crop Solutions to beat Molecules, Seeds and
customer expectations Biologics to build a unique
position in plant health
World-class
R&D portfolio
Rebalancing
innovation Collaboration
Investing equally in Seeds/ Expanding our network
Biologics and Chemistry of collaborations to
to create an integrated & leverage the full potential
effective global R&D of open innovation
organization
Page 11 • Vegetable Future Forum • December 2012
12. 4th strategic pillar
In line with our strategy, we will continue to
expand our Seeds footprint in focus crops
We are aiming to double our share of business in Seeds by 2016
~20%
~13%
11%
10%
Vegetable Seeds showing consistent
2010 2011 2012E 2016E growth of 9% CAGR in past five years
Sales in € million
Seeds sales High aspirations for
Share of overall business in Seeds further growth expansion
Page 12 • Vegetable Future Forum • December 2012
13. Forward-Looking Statements
This presentation may contain forward-looking statements based on current
assumptions and forecasts made by Bayer Group or subgroup management.
Various known and unknown risks, uncertainties and other factors could lead to
material differences between the actual future results, financial
situation, development or performance of the company and the estimates given
here. These factors include those discussed in Bayer’s public reports which are
available on the Bayer website at www.bayer.com.
The company assumes no liability whatsoever to update these forward-looking
statements or to conform them to future events or developments.
14. Page 14 • Vegetable Future Forum • December 2012