Faber-Castell Corporate Portrait

FABER-CASTELL USA

FABER-CASTELL Brazil

FABER-CASTELL Argentina

FABER-CASTELL Germany

FABER-CASTELL France

FABER-CASTELL Italy

FABER-CASTELL Colombia

FABER-CASTELL Peru

FABER-CASTELL India

FABER-CASTELL Hong Kong

FABER-CASTELL Malaysia

FABER-CASTELL Indonesia

FABER-CASTELL Australia

FABER-CASTELL New Zealand

FABER-CASTELL Austria & Switzerland

FABER-CASTELL Czech Republic

FABER-CASTELL Costa Rica

FABER-CASTELL Singapore

FABER-CASTELL China

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

Brand image together withFABER-CASTELL typical

design features

PRIVATE OFFICE

Use of brand image inhigher priced market

segments

Expanding in the mass market

Target Group:End Consumer

Target Group:Business to Business

CONCENTRATION ON 5 FIELDS OF COMPETENCE

PRIVATE

Playing&

Learning

Art &Graphic

incl..

TechnicalDrawing

PremiumGeneralWriting

Marking

Building up a world of

colour, fun and fantasy

Developmenttowards

Hobby & Craft

Design orientedfine writing

instruments andaccessories

Umbrella brand penetrationFocus on selected segments

Compact and functionalproduct range

OFFICE

(GRAF VON FABER-CASTELL)

(Design)

World-wide Business is managed by 3 Sales and Marketing Units

Germany, France, Austria, Italy,Czech Republic

USA

South AfricaSales and Marketing UnitLatin/South America

Peru

Brazil

Argentina

Sales and Marketing UnitAsia/Pacific

IndiaIndia

Indonesia

Malaysia

Hong Kong

Australia

New Zealand

Sales and Marketing UnitEurope/North America

ColombiaSingapore

Sales and Marketing UnitLatin/South America Australia

Sales and Marketing UnitAsia/Pacific

Costa Rica

The Sales and Marketing Units purchase the Products from the Group Production Units or from third Parties

Peru

Colombia Brazil

India

Indonesia

Malaysia

Sales and Marketing UnitEurope/North America

Germany

Austria

Founded in 1761, FABER-CASTELL 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.