Market potential and Market Demand

Delivering A Consistent Customer Experience Everywhere. Everyday.

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About Crown

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One of the World’s Largest Lift Truck Manufacturers

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5 regional

headquarters

2.4 Billion USD

FY2013 10,700

employees

Over 500 retail locations across 84 countries

17 manufacturing plants in 11 locations worldwide

Leader in material

handling innovation

and technology

Family owned and managed industry leader since 1945

Global line of trucks

designed to local

work practices

Innovative fleet

management

solutions

Regional Profile

North America

• Headquarters/Corporate Offices: New Bremen, Ohio USA

• Branch/Dealer Locations: 215

• Manufacturing Locations

• New Bremen, Ohio

• New Knoxville, Ohio

• Minster, Ohio

• Celina, Ohio

• Troy, Ohio

• Greencastle, Indiana

• New Castle, Indiana

• Kinston, North Carolina

• Queretaro, Mexico

• Key Areas Served: United States, Canada and Mexico

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Today’s Customer Expects More

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Predictable Costs

Increased Safety and

Managed Compliance

Measurable Productivity Increases

Flexible Resources with the Insight to

Keep Them Fully Utilized

Leveraging Technology

Satisfied and Efficient Operators

Sustainable Practices and Reduced

Environmental Footprint

Eliminating Volatility, Uncertainty

and Ambiguity in Operations

Crown Delivers More

Dependable Support System

Innovative Fleet Management

Solutions

Global Line of Lift Trucks

Award-Winning Design and

Engineering Innovation

Integrated Manufacturing

Global Sustainability

Vision for the Future

Global Line of Lift Trucks

Designed to meet local standards and operator preferences

Crown’s System of Performance –

Support for the Life of Your Lift Truck

Dependable Support

• Experienced factory call center

• Comprehensive factory training

• Proven, responsive local dealer

support

• Customized maintenance programs

• Longer-lasting parts with the highest

off-the shelf availability

• Full accountability with monitored

performance

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Global Support, Local Availability

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Over 500 retail locations across 84 countries

Innovative Fleet Management Solutions

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Realize Exceptional Fleet Performance

Fleet Maintenance

Management System Fleet & Operator

Management System

Award-Winning Design & Engineering Innovation

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Improving the Way People Work –

An Ecosystem to Maximize Performance and Safety

• Crown’s design approach focuses on

operator productivity, safety and

product lifespan

• Engineering and Design teams identify

local and regional needs while

collaborating on a global scale

• More than 85 global design awards

Vertically Integrated Manufacturing

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Integrated manufacturing provides a level

of control that creates superior material

handling products for our customers:

• Flexibility to manufacture a

comprehensive range of trucks.

• Unsurpassed quality ensured by

highly skilled teams.

• Environmental practices that

promote sustainability.

• Consistency in global

production standards.

Producing More Durable, Efficient

and Productive Trucks

Global Sustainability

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Sustainable truck design

• Reduce human effort, energy consumption,

ongoing maintenance and waste

Sustainable manufacturing

• Encore® Renewed Lift Trucks

• Renewed Parts

• Zero landfill status

• ISO 14001 certification for environmental

management systems

• Global sustainability report

Environmental Responsibility to Minimize Waste,

Manage Energy and Maximize Lifespan

Vision for the Future

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• Modular, upgradeable on-board technology

• Increased connectivity

• More automation

• Adaptability to changing

requirements and future

technologies

• Full visibility into the

warehouse environment

• Data integration across the

supply chain

• Extended product service life

• Significant reduction in

operating costs

Results

Advanced technology solutions that extend

beyond the truck

Research Request

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Crown’s Marketing Research Request

Decision problem: Crown wants to better understand its customers with smaller

fleets. Crown defines “smaller” as fewer than twenty trucks.

Sample: Crown maintains a large database of customers and will provide

email addresses for several thousand US customers. Customers will smaller

fleet sizes can be filtered out using qualification questions.

General Research Question: Crown would like to know more about the

characteristics of these smaller customers.

• What are the drivers of satisfaction in materials handling equipment

among smaller customers? What do they want from a materials

handling solutions provider? (See slide 7 & 8)

• What is the customer life cycle of the typical smaller customer? How

do needs change for customers in different stages?

• What are the business characteristics of the smaller customer as it

relates to materials handling?

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Customer Lifecycle & Lifecycle Marketing

Customer Lifecycle

• Helps us think about marketing efforts in terms of the customers’ goal, not

Crown’s sales objectives

• Addresses customers’ different, but equally important, needs, attributes and

behaviors at each stop

Lifecycle Marketing

• Adopting what we say and do, and where we say and do it, to match the

needs and expectations of our customers as they move through the

Customer Lifecycle

• Delivering the right message, to the right audience, at the right time

Two Objectives to Consider

1. Account penetration

2. Market penetration

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Transformation of Lead Generation

Source: Marketo, The Definitive Guide to Lead Generation

Marketing’s mission, intelligence, tactics and metrics are drastically changing as a

results of new online and social marketing techniques. The abundance of information

online has led to rise of the “self-directed buyer”. Is this true for our smaller customers?

“Then” is Crown now. “Now” is the future for Crown. “Now” is Lifecycle Marketing.

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Define Crown’s Customer Lifecycle

A Few Key Questions for

Crown to Answer:

• What does Crown’s Customer Lifecycle look

like? Does this vary by fleet size? Or by type

of customer?

• What is our objective at each phase?

• Where are customers’ needs least met?

• What stages of the lifecycle could be

strengthened?

• Where do opportunities exist?

• Who is involved when in our lifecycle? Should

this change?

• What data do we have on our customer as

they move through the lifecycle?

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Develop the Right Message

Mapping the Journey and Lifecycle

The mapping process should take into account the following:

• Initial triggers that lead to first contact

• Steps they take (industry reports, product reports and reviews, whitepapers, demos, etc.) and the

conversations (analysts, colleagues, event encounters, call centers, salespeople, etc.) they

engage in to solve their problem and find a specific solution

• Steps and experiences leading up to their purchase (the RFP, reference calls, demos, etc.)

• Steps associated with the purchase and consumption (the onboarding process, purchasing

processes, implementation, invoicing, etc.)

• Ongoing experience and reaction to their purchase (problem resolution process, new product

offers, community participation opportunities, etc.)

Once we’ve mapped the process and organized each step into the appropriate stage, we can begin to

match marketing content with the buying process and lifecycle.

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Develop the Right Message

Awareness & Decision-Making

Source: Crown/IW Brand Awareness Survey 2014 Source: Crown TechIMC research 23

0% 20% 40% 60% 80%

Radio advertisements

Billboards

YouTube, Facebook,…

Other (please specify)

Webinars

e-Newsletters

White papers

Case studies and…

Industry…

Print advertising

Word of mouth

Industry websites

Online searches

Interactions with…

Vendor or Dealer…

Manufacturer websites

How recipients learn about forklifts and related services

DCV

IW

Connect With Us

Crown Website: http://www.crown.com/usa/index.html

Crown Facebook: http://www.facebook.com/pages/Crown-Equipment-

Corporation/488045240370

Crown Twitter: http://twitter.com/crownequipment/

Crown LinkedIn: https://www.linkedin.com/company/crown-equipment-

corporation

YouTube: http://www.youtube.com/CrownEquipment

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