Bayer is now a Life Science company. All the science we do and the resulting innovative products are designed to provide a better life for people across the world. But what exactly do we offer you – our customers, employees, investors and neighbors around the world?
The Bayer brand has a special strength and is one of the best-known brands in the world. This is due to consistent brand management dating back more than 150 years. In the recent past, we have further enhanced its value, above all by improving the focus on our corporate brand and creating a close link with our strong product brands.
An analysis by well-known branding agency Interbrand in 2015 valued the Bayer brand at €6.3 billion, an increase of 12 percent over the previous year. According to Interbrand, this is due to the optimized brand architecture and the successful introduction of our new global employer brand.
As a Life Science company, we will continue to strengthen the link between our strong product brands and the Bayer Cross as consumers have a positive perception of products if they are made by Bayer.
The challenges facing society have not changed. They have only grown. The aging and expanding world population requires new and better medicines, as well as a much larger and more reliable food supply.
Our broad product portfolio includes many world-famous brands which have shaped the iconic Bayer brand. Some of them have been helping our customers for decades, others only recently came out of our labs. Their active ingredients are designed to influence the biochemical processes in living organisms. As different as people, animals and plants might seem, common rules govern the molecular mechanisms in all life forms. The active ingredients promote or enable positive processes or they prevent or suppress negative processes. That’s what Life Science is all about. And with our innovative products, we help to make life better.
Bayer: Science For A Better Life
With our three divisions – Pharmaceuticals, Consumer Health and Crop Science – we aim to grow profitably and thus increase the value of our company. The divisions hold leading positions in innovation-driven growth markets. Together with the business unit Animal Health they make up a strong, attractive and balanced portfolio that is more resistant to fluctuations in economic conditions and to potential risks.
The steadily growing and aging global population has a need for new and better medicines and for an adequate supply of safe food. Our innovations offer answers to these challenges. We invent new molecules which can positively influence the biochemical processes in living organisms with the goal of improving the quality of life. That is what our mission Bayer: Science For A Better Life stands for.
Strong Organic Growth
The Pharmaceuticals Division focuses on prescription drugs for the therapeutic areas of cardiology, oncology, gynecology, hematology and ophthalmology. With our innovative products, we seek to achieve a significant therapeutic benefit for patients, while at the same time satisfying the growing requirements of physicians and health insurers.
In the medium term, our recently launched products such as Xarelto™, Eylea™, Stivarga™, Xofigo™ and Adempas™ in particular should contribute to increased sales. To safeguard our growth in the long term, we will be further expanding our early-stage research activities and driving forward the clinical development of active ingredient candidates discovered in-house. Moreover, we will continue to systematically supplement our development portfolio by means of licensing agreements and acquisitions.
Expanding with Major Brands
Our goal is to further expand our strong position in the market for non-prescription (over-the-counter) medicines, nutritional supplements and other self-care products. We aim to lead the market in the countries and categories in which we compete. Key focus areas include driving forward the integration of the consumer care businesses acquired in 2014 from Merck & Co., Inc., in the United States, and Dihon Pharmaceutical Group Co., Ltd. in China.
We will also be seeking to strengthen our brands such as Aspirin™, Aleve™, Bepanthen™, Berocca™, Canesten™, Claritin™, Coppertone™, Dr. Scholl’s™, Elevit™, MiraLAX™ and Supradyn™ through product innovation and geographical expansion. Moreover, we will pursue additional external growth opportunities that make strategic sense for the business and add shareholder value.
Leading Market Position
Bayer is the third-largest innovative agricultural input company in the world and we aim to help make the agricultural economy more productive. Our goal is to grow faster than the market with a focus on generating profitable and sustainable growth through superior innovation and a customer-centric approach to the market.
The Crop Science strategy is built on four key elements: first, enhancing the Crop Protection portfolio by developing more integrated solutions for major crops; second, increasing customer centricity along the entire value chain; third, leading the way in innovation in chemical and biological crop protection, seeds and the further development of digital farming; and fourth, expanding our seed footprint – especially for soybeans and wheat – through further acquisitions, in-licensing agreements and partnerships.
Strenghten Leadership Position and Profitable Growth
Our goal at Animal Health is to strengthen our leadership position in the companion animals market and achieve profitable growth in the livestock market. We aim to achieve this by expanding our research and development activities and through selective in-licensing and acquisitions.
We are successful worldwide. As early as 1865, Bayer appointed an agent in the United States. Just a few years later, the company’s founders purchased an interest in a factory in Albany, New York. Today, from its headquarters in Leverkusen, Germany, Bayer operates in almost every country in the world.
The steady pace of both internal and external developments has been truly outstanding and has allowed Bayer to come to this nexus.
Stockholder Structure by Country
Passion to innovate | Power to change: This statement sums up everything that characterizes Bayer as an employer. It describes our work culture and what Bayer expects of its current and future employees – as well as what it has to offer them in return. This employer brand represents Bayer’s positioning in the competition for the best talent on the global market.
Our employer brand is based on four key Bayer promises:
At Bayer you have the freedom and the license to question the status quo and think ahead.
At Bayer you can engage in open and inspiring work with people who share your passion to turn pioneering ideas into solutions.
At Bayer our ideas are inspired by society’s most fascinating challenges to enhance the lives of many, and our thinking is driven by our customers’ needs.
At Bayer you are empowered to make an impact by being part of a leading company that has the power and endurance it takes to improve life – not only in today’s but also in tomorrow’s world.
Employees by Region:
- Europe: 55,900
- North America: 16,000
- Latin America/Africa/Middle East: 16,100
- Asia/Pacific: 28,800
- Total: 116,800
Board of Management
From January 1, 2016, the Board of Management of Bayer AG will be enlarged to include the heads of the Pharmaceuticals, Consumer Health and Crop Science divisions. Management of the company will be aligned more strongly with business operations.
Strategy & Portfoliomanagement
Human Resources, Technology & Sustainability
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