As a global consumer goods group based in Hamburg, Germany, Beiersdorf stands for innovative skin care. With its Consumer and tesa business segments, Beiersdorf has a strong brand portfolio and is known for its NIVEA, Eucerin, and Hansaplast brands, among others. With 150 affiliates, the company operates worldwide and is represented in all major market segments.
Since 2012, our challenge has been to communicate the necessity and consequences of a lean management program in Hamburg - while at the same time reducing distrust of management or strengthening trust. Currently, our tasks lie in the strategic conception and development of global communication structures: with regards to internal branding and education about the value contribution of the supply chain.
Idea and implementation
We branded the lean program as the "NORDSTERN" process and consistently developed it into a change story. The corresponding communications concept included a strategic messaging architecture and offered a new mission statement as the basis for thinking and acting at Beiersdorf. Since the expansion of our scope, we have provided support in format development and editorial implementation - with the overarching goal of revealing the value contribution of the supply chain.
Involvement of employees and constructive dialog through the NORDSTERN process as well as profile raising of the supply chain with targeted messaging. By preparing the managers with argumentation and presentation training, we were able to significantly increase the motivation to rethink among the employees. In addition, the internal image of the Beiersdorf Supply Chain is now much sharper, for example through new communication formats such as Factory Updates.