Indroduction

• Caterpillar Inc., also known as "CAT", designs, manufactures,

markets and sells machinery and engines and sells financial
products and insurance to customers via a worldwide dealer
network.
• Caterpillar is the world's largest manufacturer of construction
and mining equipment, diesel and natural gas engines and
industrial gas turbines.
• With more than US$7 billion in assets, Caterpillar was ranked
number one in its industry and number 44 overall in the 2009
Fortune 500.
• Caterpillar stock is a component of the Dow Jones Industrial
Average.
 A Brief History
• Caterpillar Inc. traces its origins to the 1925 merger
of the Holt Manufacturing Company and the C. L.
Best Tractor Company, creating a new entity, the
California based Caterpillar Tractor Company.
• In 1986, the company re-organized itself as a
Delaware corporation under the current name,
Caterpillar Inc.
• Caterpillar's headquarters are located in Peoria,
Illinois, United States.
 Mission of ‘CAT’
• ‘Caterpillar will be the leader in providing the best value in machines,
engines and support services for customers dedicated to building the
world's infrastructure and developing and transporting its resources.
We provide the best value to customers.’

•  ‘Caterpillar people will increase shareholder value by aggressively

pursuing growth and profit opportunities that leverage our
engineering, manufacturing, distribution, information management
and financial services expertise. We grow profitably.’

•  ‘Caterpillar will provide its worldwide workforce with an

environment that stimulates diversity, innovation, teamwork,
continuous learning and improvement and rewards individual
performance. We develop and reward people.’

•  ‘Caterpillar is dedicated to improving the quality of life while

sustaining the quality of our earth. We encourage social
responsibility.’

Source : www.Cat.com
 Adding Value

• In this world, there are many heavy machinery

factory like Komatsu, Hitachi, Volvo, New
Holland, Caterpillar, etc.
• All the manufacturer produce qualified
products. But, Caterpillar leads the sales. Its
products are used everywhere in this world.
• What the factory's strategy for its marketing is
actually the same as what it is done in Mayo
Clinic. Caterpillar uses CARING for its customers.
 So what kind of caring does Caterpillar
implement?
• Humanizing human is the answer.
• It treats the customer like human.
• Let's see deeper - Its customer uses the machinery in
a place that it is hard to achieve. It is maybe in the
jungle or in the middle of the sea. Caterpillar knows
better what its customers need.
• Spareparts! - Yup, how good the product is made, it
can be broken. To ensure the guarantee of sparepart
availability , the company makes a beautiful marketing
tag line.
The tag line is something like this:

• "48 Hours Part Service Anywhere in the world

or Caterpillar Pays"
• That tag line gives a sensational offer for Caterpillar's
customer.
• This marketing strategy has made the company win
the battle in the machinery market.
• As Caterpillar fulfill its tagline, it becoming the
adding value for the company.
• The customer will feel really sure to use the product
as the company guarantee the part service
availability. This is how CARING is used in Caterpillar.