Download FABER-CASTELL facts & figures

Faber-Castell Corporate Portrait
FABER-CASTELL Germany
FABER-CASTELL Italy
FABER-CASTELL Austria & Switzerland
FABER-CASTELL Czech Republic
FABER-CASTELL
France
FABER-CASTELL USA
FABER-CASTELL China
FABER-CASTELL
Hong Kong
FABER-CASTELL Costa Rica
FABER-CASTELL
Singapore
FABER-CASTELL India
FABER-CASTELL Malaysia
FABER-CASTELL Colombia
FABER-CASTELL Peru
FABER-CASTELL Indonesia
FABER-CASTELL
Brazil
FABER-CASTELL Australia
FABER-CASTELL Argentina
FABER-CASTELL New Zealand
FABER-CASTELL facts & figures
• Production:
1,800 million pencils (=1,8 billion)
pencils per year
(biggest and oldest pencil manufacturer in
the world)
• Assortment:
more than 2,000 different products
for drawing, painting and colouring
• Turnover 02/03: 276,4 Mio. EUR (net sales)
The product assortment
THE STRATEGIC APPROACH
PRIVATE
OFFICE
Use of brand image in
higher priced market
segments
Expanding in the
mass market
Target Group:
End Consumer
Target Group:
Business to Business
Brand image together with
FABER-CASTELL typical
design features
CONCENTRATION ON 5 FIELDS OF COMPETENCE
PRIVATE
Playing
&
Learning
Building up a
world of
colour, fun and
fantasy
OFFICE
Art &
Graphic
incl..
Technical
Drawing
Development
towards
Hobby & Craft
Premium
(GRAF VON FABER-CASTELL)
General
Writing
Marking
(Design)
Design oriented
fine writing
instruments and
accessories
Umbrella brand penetration
Focus on selected segments
Compact and functional
product range
World-wide Business is managed by 3 Sales and Marketing Units
Sales and Marketing Unit
Europe/North America
Germany, France,
Austria, Italy,
Czech Republic
Sales and Marketing Unit
Asia/Pacific
USA
India
Colombia
Hong Kong
Singapore
Malaysia
Indonesia
Peru
Sales and Marketing Unit
Latin/South America
Brazil
Argentina
Australia
South Africa
New Zealand
The Sales and Marketing Units purchase the Products from the Group
Production Units or from third Parties
Sales and Marketing Unit
Europe/North America
Germany
Sales and Marketing Unit
Asia/Pacific
Austria
Costa Rica
Sales and Marketing Unit
Latin/South America
Colombia
India
Malaysia
Peru
Indonesia
Brazil
Australia
Founded in 1761, FABERCASTELL
is one of the oldest manufacturers
of writing instruments in the world.
FABER-CASTELL has played a
considerable part in the perfection
of handwriting, and thus in the
development of writing culture.
(Pencil maker, approx. AD
1700)
“From the outset, my concern was to
rise to the highest rank by making the
best that can be made in the whole
world ...“
was the motto of Baron Lothar von Faber
(1817 – 1896), the father of the modern
quality pencil and the first to sell writing
instruments under a brand name.
Baron Lothar von Faber
The present name FABER-CASTELL
came about in 1898 when Lothar von
Faber's granddaughter Baroness Ottilie
von Faber married Count Alexander zu
Castell-Rüdenhausen, a scion of one of
the oldest noble families in Germany.