Basf Marketing Report
"We don 't make a lot of the products you buy. We make a lot of the products you buy better.®"
An Exemplar Marketing Company
Executive Summary BASF the chemical company is a provider of chemicals that has operations on five continents selling intermediates to various different industries. Founded in Manheim Germany in 1865 BASF has continually been on the move growing its presence globally. Aggressive expansion in the 1960’s led to this global presence with continued growth into the Asian markets planned in the early 2000’s. In order to be known as “The” global chemical supplier BASF redefined its image by officially changing its name from “BASF” to “BASF the chemical company” in 2004. This bold statement is expressed in their brand, corporate identity and company logo. BASF has lived up to this goal establishing itself as the largest chemical company in the world.(1) BASF, which stands for Badische Anilin- und Soda-Fabrik (Baden Aniline and Soda Factory), has used its image marketing to evoke the concept that "We don 't make a lot of the products you buy. We make a lot of the products you buy better.®".
BASF posted sales of 52.6 billion euro in 2006 (1) placing itself above Dow Chemical, its closest competition, followed by companies Bayer AG and DuPont. BASF the chemical company markets a strategy in all its divisions called the “Verbund” concept, a German word meaning “linked”. This concept of total integration is how BASF aligns its businesses internally as well as with customers and suppliers. BASF has realized a competitive advantage by not only integrating but interlocking value chains. In the last three years practicing on the Verbund concept acquisitions like Engelhard Corporation, Degussa AG and Johnson Polymers have allowed BASF to further its vertical integration of its businesses. In 2007 BASF found its place at a rank of 81 on the Fortune Global 500 Companies list, up from
An Exemplar Marketing Company
Executive Summary BASF the chemical company is a provider of chemicals that has operations on five continents selling intermediates to various different industries. Founded in Manheim Germany in 1865 BASF has continually been on the move growing its presence globally. Aggressive expansion in the 1960’s led to this global presence with continued growth into the Asian markets planned in the early 2000’s. In order to be known as “The” global chemical supplier BASF redefined its image by officially changing its name from “BASF” to “BASF the chemical company” in 2004. This bold statement is expressed in their brand, corporate identity and company logo. BASF has lived up to this goal establishing itself as the largest chemical company in the world.(1) BASF, which stands for Badische Anilin- und Soda-Fabrik (Baden Aniline and Soda Factory), has used its image marketing to evoke the concept that "We don 't make a lot of the products you buy. We make a lot of the products you buy better.®".
BASF posted sales of 52.6 billion euro in 2006 (1) placing itself above Dow Chemical, its closest competition, followed by companies Bayer AG and DuPont. BASF the chemical company markets a strategy in all its divisions called the “Verbund” concept, a German word meaning “linked”. This concept of total integration is how BASF aligns its businesses internally as well as with customers and suppliers. BASF has realized a competitive advantage by not only integrating but interlocking value chains. In the last three years practicing on the Verbund concept acquisitions like Engelhard Corporation, Degussa AG and Johnson Polymers have allowed BASF to further its vertical integration of its businesses. In 2007 BASF found its place at a rank of 81 on the Fortune Global 500 Companies list, up from
References: 6) Personal communication October 9 2007 Danielle Robinson, Marketing Research Analyst for BASF Coatings Division, N-ECN/IS Sales and Marketing, 26701 Telegraph Road Southfield MI 48033 USA