1. Faber-Castell Corporate Portrait

2. 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

3. 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)

4. The product assortment

5. 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

6. 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

7. 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

8. 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

9. 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)

10. “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

11. 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.