Document rzGgqvN7pGBJn9QyjeDR74oV

Monsanto William D. Lubic - General Offices - B1NB A.TC November 6, 1974 cc R. C. Isham - B1NB U8JECT 1974/75 Fluids(Advertising REFERENCE ro : G. F. Fague - B2SC R. Koch - B2SD C. Paton - B2SC ,D. Wood - B2SC The following summarizes the topics and results of our meeting of November 1 on subject: 1974 ADVERTISING (To be completed by 12-31-74) 1. Turbinol bulletin: in works. .2 Therminol 88 data sheet: awaiting approvals from legal, product acceptability. .. 3. "Vickers" bulletin: awaiting legal re-approval. 4. Reprint of R. Hatton's book: awaiting approval from publisher to reprint. 5. Reprint of Fydratek bulletin: awaiting copy approval from legal, G.F.F. .6 Reprint of Skydrol IC/FF-39: awaiting copy approval from legal, medical. 7. Therminol Deluxe Design Guide reprints: awaiting approval of revised copy from product group. (K.R.) .8 Aroclor Bulletin: awaiting revised copy. (D.W.) 9. Original manuscripts to come on the following, to be completed this year: Pydraul M/C bulletin (A.A.J.) Competitive Products bulletin (A.A.J.) MCS-1489 data sheet (D.W.) MCS-1588 data sheet (D.W.) - Printing of Dielectrics Symposium presentations Dielectric fluids disposal instructions (D.W.) (D.W.) 10. Reprint Therminol Design Guide IC/FF-31 (W.D.L.) f 11. Design, initiate and complete a Chemical Engineering-- sponsored survey to respondents to our Therminol ad and postcard mailing to determine any differences in quality of responses. (W.D.L.) 12. The Offshore direct mail program will be held in abeyance until a decision is reached (G.F.F.) as to what approach will be taken to achieve objectives. page DSW 273570 ^^ Continue on next r STLCOPCB4062945 2 Mr. Wood suggested the possibility of having a plaque placed on Rucker hydraulic equipment installed on offshore rigs and platforms that stated, in essence, the name of the original-fill fluid and that the same fluid should be used for replacement, and gave the various locations where replacement fluid could be obtained. A piece of literature giving this same information could also be included in the Rucker equipment "instruction" manual. Assuming this is feasible and agreed to, because of the time involved the program will be deleted from the 1974 program and instead, budgeted for in 1975. 1975 ADVERTISING 1. Due primarily to product availability, it is highly unlikely that any product (including Pydraul and Turbinol) except Therminol will receive direct advertising and sales promotion support in 1975. 2. Fluid products other than Therminol will be supported with literature, possible inclusion in any 1975 exhibits, and special promotions on an as-needed basis. We will advertise Therminol in 1975. 3. In order of priority, the markets for Therminol are: l)'the CPI; 2) Textiles; 3) Barges and petroleum storage; 4) Offshore. 4. Therminol VP-1 will remain in Commercial Development until at least fourth quarter, 1975. 5. Therminol advertising in Brazil will depend on the results of sales leads generated by the 1973/74 program and the proposal submitted by the local marketing group. 6. Domestic dollar sales of Therminol for 1975 are budgeted at 135% of 1974 prospects, Pydraul at 148%, Santosafe at 164%, Turbinol at 226%, and Coolanol at 93% of 1974 prospects. The overall 1975 domestic dollar sales budget for industrial and aviation fluids calls for an increase of 32% over 1974 prospects. 7. Advertising goals for 1975 will be: A) to assist'marketing in achieving specific objectives as detailed in the "action plan" of the to-be-published 1975 marketing plan; B) to assist marketing in achieving 1975 sales budget, specifically for Therminol; C) to "generate leads for Therminol that lead to Therminol sales"; and D) document results as they relate to actual sales dollars. . SPECIFIC ACTIONS discussed relative to 1975 advertising: 1. For space and direct response advertising only, we will most likely switch from Vangard Advertising Agency of St. Louis to Reis, Cappiello, Colwell, New York. Continue on next page oS^ ^357A STLCOPCB4062946 - 3- J 2. Approximately $4,000 of the 1975 space advertising preparation expense will be paid from the 1974 budget. 3. We will participate in the 1975 Gas Turbine Conference (March 2-6, Houston) with a hospitality suite at the Rice Hotel. 4. Unless a decision is made to the contrary by 12-31-74, we will exhibit at the 1975 Offshore Technology Conference, May 5-8 in Houston. A 25* x 20' exhibit space has been reserved and paid for (100% refundable if cancelled by January 1, 1975, 15% refundable if cancelled by Feb. 15, non-refundable after February 15.). Whether we exhibit or not, we will attempt to obtain a large hospitality suite (or public function room) at the Houston Oaks Hotel and schedule a by-invitation-only cocktail party for at least one night of the conference. 5. We will have a new modular-type exhibit designed and constructed in 1975 that can be used for any and all trade shows in which we participate. I am to continue with design of the currently-favored exhibit plan and, once the plan is firm, have a model of the exhibit constructed. 6. For any Commercial Development products included in exhibits. Commercial Development will share in the expense of exhibiting at an amount equal to the degree of participation. 7. We will exhibit in the 1975 Chem Show, exhibit space to be paid for in 1974. We will make every attempt to obtain a better booth location, including using the influence of Monsanto Corporate. 8. A decision will be made in the near future whether or not to exhibit at 1975 A1SE (Steel) Show in Cleveland. We will participate with at least a hospitality suite. 9. Mr. E. D. Smith will investigate the possibility of having some of the Monsanto funds which are blocked in Taiwan made available for the advertising of fluids products. 10. We will attempt to better coordinate ex-U.S. and specifically European fluids advertising with overall fluids marketing plans and objectives. To this end I will see to it that Dr. Paton receives copies of 1975 ' Europe ad plans and that all space advertising is cleared with Dr. Paton prior to publication. Also, enclosed is a copy of the 1974 Fluids Y-T-D advertising budget f crb DSW 273572 STLCOPCB4062947 FLUIDS YTD A&SP BUDGET REPORT AS OF 10/22/74 (Revised 11/1/74) EXP. CODE 283 293 325 326 345 350 355 366 440 DESCRIPTION Space - Trade* Space - Prep* Direct Mail* Inquiry Handling* Research Literature* Exhibits* Special Promotions* Literature Distribution Other Expenses _<1________ 1974 EXPENSES BUDGET YTD EST. COMMITTED YTD 24,950 6,950 5,000 4,445 5,400 - 1,067 - -- 24,500 15,272 5,250 8,936 - 1,050 2,600 2,044 - 223 1,300 2,750 2,500 50 556 - EST. PLANNED YTD EST. YEAR-END ACTUAL 4,000 15,000 1,500 - 6,950 8,445 1,067 ' 1,300 '33,022 12,936 1,100 2,600 223 TOTAL 67,700 39,987 7,156 23,026 67,643 Estimated Year-End (Over) Under Budget 57 *See attached for details of committed & planned items 0 r 0s^ STLCOPCB4062948 Detail of Estimated Committed & Planned Expenses for 1974 '- 283 SPACE-TRADE 293 SPACE-PREP 1975 Ads - 50% 325 DIRECT MAIL Therminol/Pydraul - Offshore 326 INQUIRY HANDLING 607=, of Set-Up Expense Handle 500 Inquiries 350 LITERATURE 5,000 SIB Mastheads 250 Deluxe Design Guides Turbinol Bulletin T-88 Data Sheet Vickers Book R. Hatton's Hydraulic Fluids Book . Pydratek Reprint Skydrol IC/FF-39 Reprint Pydraul M/C Bulletin Design Guide Reprints Competitive Products Bulletin Aroclors Handling Bulletin MCS-1489 Data Sheet MCS-1588 Data Sheet Print Dielectrics Symp. Presnt'ns. Dielectrics Fids. Disposal Instructions 355 EXHIBITS Offshore Show Space Chem Show Space 366 SPECIAL PROMOTIONS COMMITTED PLANNED 4,000 1,000 800 500 250 2,500 1,300 2,750 . 2,000 1,000 1,500 350 750 750 1,000 3,000 150 1,000 1,000 1,000 500 1,000 15,000 * 2,500 1,500 # f D SW 273574 STLCOPCB4062949