PDF, 1.2 MB - Pfleiderer AG

58 being focused: being better
43%
■ IR
■ PR
■ Others
4%
53%
Share corporate communications
expenses
marketing and communication
The Pfleiderer Group’s marketing and communication activities are organized by function and
target group. Customer communication takes place primarily from within the Business Centers,
as this is where customer contact occurs, and from where marketing concepts can be best
directed. The central services function Corporate Communication deals with internal employees
communication, as well as public and investor relations. Around 82 percent of total
marketing expenditure of 8.5 million euros is accounted for by customer communications in
the Wood-Based Panels and Infrastructure Technology Business Centers. The budget for corporate
communication breaks down as follows: 53 percent for investor relations, 43 percent
for public relations and employee communication and 4 percent for other activities such as
Internet presentation.
Alongside the Annual Report and the Annual General Meeting, the “Image” magazine
has become a central medium of communication, directed at Pfleiderer’s customers and
employees. The magazine presents readers inside and outside the Company with information
covering areas such as current business activities, projects and international locations, employee
anniversaries and awards. The latest edition can be ordered from Pfleiderer’s website at
www.pfleiderer.com.
Wood-Based Panels
In 2002, marketing activities by the Wood-Based Panels Business Center were fully directed at
its customers. A broad marketing mix was used to promote sales and inform customers, with
around half of the marketing budget for Pfleiderer Wood-Based Panels being used for trade
fairs and specialist exhibitions in 2002. For example, in February 2002, Pfleiderer Wood-Based
Panels was represented at the internationally leading furniture suppliers trade fair “Zuliefermesse
Ost-Westfalen”, better known just as the ZOW. Here Pfleiderer Wood-Based Panels presented
its full product portfolio, as well as its latest design report. The trade fair is an important
barometer of current design and decor creations within the furniture industry, creating the
link between the latest color trends and current furniture design.
The Wood-Based Panels Business Center has developed a new sales and marketing
concept in response to the strategic re-positioning of the Pfleiderer AG. In future, the product
portfolio will be more precisely tailored to the target groups, with more individual attention
given to customers. This new marketing strategy will be implemented successively during the
current year.
Infrastructure Technology
In 2002, marketing activities for the Business Center Infrastructure Technology took the form
of customer communications, with the aim of exploiting market potential through cross-selling
and increasing market share in existing markets. Around half of Pfleiderer Infrastructure Technology’s
marketing budget was used for trade fairs and exhibitions in 2002. Pfleiderer Wind