Beiersdorf

Initial Situation

As a consumer goods company, with it’s headquarter in Hamburg, Beiersdorf stands for innovative skin care. Along with its business units consumer and tesa, Beiersdorf displays a solid and strong brand portfolio. It is well known for its brands NIVEA, Eucerin and Hansaplast. 150 subsidiaries operate worldwide - in all important market sectors.

Task

Since 2012 we were in charge of communicating the need and the consequences of a lean management program in Hamburg while reducing distrust against the management. Strenghtening trust was our priority. At the present we focus on the developmet of a global communications strategy – in regards to the internal branding and value contributions of the supply chain.

Idea and Realisation

Under the lean program „NORDSTERN“, we developed a comprehensive change story. The concept of communication comprised of a strategic messaging character and provided a mission statement that resembles the guiding principles of Beiersdorf. Additionally, we support the format development as well as the editorial – always focussing on the value contributions of the supply chain.

Result

As a result of our measurements we were able to involve the employees successfully by a constructive dialogue based upon the NORDSTERN process. By means of a focused messaging we enhanced the internal perception of the supply chain. Various trainings of the leadership helped to improve the motivation of the employees, also regarding a genuine culture shift.