Faber-Castell Corporate Portrait
FABER-CASTELL Germany FABER-CASTELL Austria & Switzerland FABER-CASTELL Italy FABER-CASTELL Czech Republic FABER-CASTELL France FABER-CASTELL China FABER-CASTELL USA FABER-CASTELL Costa Rica FABER-CASTELL Hong Kong 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
Brand image together with FABER-CASTELL typical 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 OFFICE Playing & Learning Art & Graphic incl.. Technical Drawing Premium General Writing Marking (GRAF VON FABER-CASTELL) (Design) Building up a world of colour, fun and fantasy Development towards Hobby & Craft 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 Germany, France, Austria, Italy, Czech Republic Sales and Marketing Unit Europe/North America Sales and Marketing Unit Asia/Pacific USA Hong Kong Singapore Colombia India Malaysia Indonesia Peru Brazil Australia Sales and Marketing Unit Latin/South America South Africa Argentina 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 Malaysia India Sales and Marketing Unit Latin/South America Peru Indonesia Australia Brazil Colombia
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.