On December 7, 2009, in conjunction with event planning company Vok Dams, EASTWEST PR presented a proposal for an internal public relations strategy for Bayer CropScience in Beijing.

1. Bayer CropScience China Ltd. Creating conversations for employee engagement & brandingPrepared by EASTWEST Public RelationsDecember 11, 2009

2. 2 Content EASTWEST Way

3. Part 1: Investigation

6. Credit issues: less intensity of product usage;

7. Lower crop commodity prices (compared with 2008) lead to less financial investment in agrochemicals.6 Source:

9. With a 20 % market share, Bayer CropScience is the market leader in the crop science industry. (Source: www.bayercropscience.com.cn)

10. Asia represents key business for Bayer CropScience – 15.1% of global sales, while China is the second largest marketplace for Bayer CropScience in Asia. (Source: www.bayercropscience.com.cn)

11. In China, there are above 2,000 fertilizer and agricultural chemical manufacturers, only 2% of them have patent-protected products. (Source: www.pesticide.com.cn)7

14. Fungicide

15. Insecticide

17. Customer ProductsSource: Bayer CropScience Facts and Figures 2008|2009

18. BCS (China) Country Head 7 pax BioScience 7 pax Environmental Science 6 pax Commercial Operations Development & Regulatory Affairs 28 pax Human Resources 9 pax Industrial Operations Supply Chain 17 pax Finance & Accounting 14 pax Business Planning & Administration 15 pax Sales Perm.: 139 Temp.: 271 Marketing 21 pax Production Plant Hangzhou 250 pax Procurement Shanghai 25 pax Bayer CropScience (China) : 9 BCS total Permanent 443 Temporary 350 Expatriate 9

20. Provide complete Solutions with innovative Portfolio

21. Achieve strong market Presence with right partners

22. Establish effective and efficient Processes

25. Leverage market performance in crop protection

26. Competitors spread false information

27. Winning customer loyalty

28. Key patent lost in China

30. 14 Creating conversations for employee engagement & branding

31. Engagement and Branding

32. Employee Branding

33. Part 4: Implementation

34. Engagement and Branding Events (Provided by Vok Dams) Conversation Employee Involvement Print Desktop Communications Interactive SMS 18

35. Conversation Giving a sense of Voice Questions to find out what the employees think about: A) Bayer B) Competition C) The market Audit will be benchmark of success 19 Employee Audit

36. Employee Involvement Creating Loyalty and Incentive Contest to find out the Bayer Employee of the Month Nominated by colleagues Evaluated by management Awards in terms of cash & prizes 20 Who is the ONE?

37. 21 Print Concept “The One Culture Card” Newsletter Brochures Magazines Signage boards in canteens

39. Can be updated in real-time giving up-to-the-minute information and alerts

40. Can target certain groups within the organization

41. Reduces emails and communicates change22

42. Creating Conversations Content Aggregation: The collection, storing and linking of content I.e., any content written or created Distribution and Seeding: Disseminate content and links to relevant channels I.e., press release, blog post, news alert Engagement: Engagement are the conversations we have on-line It is our role to start or join these conversations 23

43. Tools for Conversation Directly Engage with Employees via Familiar Tools Social Networking Sites All employees join Bayer CropScience Group Creates a sense of community Tools: Wealink, Kaixin, Renren Instant Messaging Directly engage with employees with messaging and news Adds a personal element – sense of value Tools: QQ, MSN Corporate Blog Latest company news with tips To be seen as a valuable resource 24

45. Alerts

46. Company news

48. Counterfeit reports25

49. Part 4: Evaluation

50. 27 Measurement of Success Engagement High 12 months 6 months Branding Low High Start Low

51. 28 Engagement High Employee Engagement 0% 100% Number of Staff Low

52. 29 Branding High Employee Branding 0% 100% Number of Organisation Low