Marketing POOPS PresentationBusiness X420

Spring 2001

Indiana University

• Reinvented

• High-Tech

• Growth-oriented

Caterpillar

What characterizes Caterpillar?

• We’re growth oriented– Sales: Tapping markets in Asia, Mexico,

Eastern Europe and CIS– People: Countless opportunities for career

development

What characterizes Caterpillar?

• We’re progressive– Team approach to projects– Technologically advanced products and

services

We focus on

• Delivering superior value

• Customer success

Strong as the machines we makeHigh velocity organization

• Fast, accurate response to customer needs

• Quick response to shifts in the marketplace

• Cat Global Network

• Employee empowerment

Making progress possible

• Construction, Mining and Agricultural Equipment

• Engines and Engine Systems

• Financial products to help Cat customers worldwide

• Logistics Services

Caterpillar Dealers: our key competitive advantage

Privately owned independent businesses

• Operate under a Sales and Service Agreement

• Small in number, large in size

• 65 dealers in the U.S.

• 127 outside the U.S.

Product Groups

Cat Dealers

Marketing Divisions

Customers

We Prepare You to Succeed

What is the

• Understanding the marketplace

• Product development

• Sales & product support

• Merchandising and support plans

Role of Marketing?

of Emphasis

• Machines and Engines

• Sales and Product Support

Two Main Areas

The Development Process

• Marketing Orientation Program

• First assignment with product group

• Second assignment with marketing company or product group

• Field representative assignment

Field Representatives:

• Function as a business consultant

• Ensure communications between factory and marketplace

• Build trust

• Ensure acceptance of product line

• Monitor customer satisfaction

• Ensure achievement of corporate business goals

Responsibilities

Marketing Job

• Technical/professional knowledge

• Business/commercial skills

• Interpersonal/communication skills

Knowledge / SkillsMarketing

We Need People Who:

• BS degree in marketing, engineering or business (grade point 2.8 minimum)

• Sell themselves/their ideas

• Self-starters with proven leadership skills

• Communicate effectively

• Mechanical/commercial strengths & interests

• Welcome the excitement of travel and relocation

Questions?????

Product and Employment Brands are Mutually Reinforcing

ProductFeature

Quality and Performance

Value andPrice

Innovationand Design

Image and Prestige

Compensationand Benefits

Product/Company

BrandStrength Company

Culture andEnvironment

WorkEnvironment

Work-LifeBalance

Product Brand and Its Components Employment Brand and Its Components

Benefit Plan Ranks in Top 501. Philip Morris

2. Conoco

3. Pacific Gas & Electric

4. Bristol-Myers Squibb

5. Raytheon

18. CATERPILLAR

* Retirement, stock options,

insurance, and health care.Source: Money Magazine

Strong as the machines we makeSales and profits

• Record sales of $19 billion

• Projected sales of $30 billion by year 2010, 6-7% annual growth

• Profits in 1997 surpassed $1 billion for third consecutive year

• Excellent stock performance