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FUNCTIONALi FLUIJS 1970 TOTAL MARKETING PLAN CONFIDENTIAL COMPANY CONFIDENTIAL Bie/EHX5H?oIBeI.Tfc "M 3 TRAN 003759 Monsanto DISTRIBUTION COMPANY CONFIDENTIAL A. Arpino - Brussels R. F. Irvin - Houston M. F, Baber R. C. Ishan/C. Curtis P. 0, Banignus T. Iahijima - Tokyo, MJL H, S. Bergen H. T. Johnson R. S. Bevaoqua - L. A. A J. Koenig C. L. Bradford R. M. Kounts J. 0, Bryant V. A. Kuhn C. ?. Bushong/J. V, Morse F. H. Langenfeld J Churchill - London T F. McDonnell C. L. Clay P. J. A. Marsh - Brussels P. Craska - Rev fork J, Mason H. N Dahlstrom - Brussels D. R. Miller Ro A, Daaiani - Chicago H. L. Minckler J. H. Davidson - L, A. R. D. Munch - JFQ R. Davis D. A Olson 0. F, Fague - Detroit To Oneson/H. Brydon - Montreal J, R. Fallon Wo W. Overall R. A. Garcia - Akron W, B. Papageorge R, B. Giles/R. GarnsvorthyMelhourne 0. R. Graham - Rev York D. R. Pogue J, S. Pullman - Rev York J, Haggart - Brussels C, L. Reid/R. Levis - Hong Kong D. A. Hall Wo Ro Richard R. C. Haail J. J. Roder - Chicago R, E. Hatton Do o Roush J, A. Hailala - Cincinnati D. F. Smith J. 7< Herbar L. R. Stark TRAN 003760 R. B. Hess H. J. Hileman R, Ao Steenrod Q. E. Thompson T. C. White - Rev York WATER PCB-SD0000044151 COMPANY CONFIDENTIAL 003761 WATER PCB-SD0000044152 TABLE OF CONTENTS SUMMARY AHD OBJECTIVES AVIATION FLUIDS DIELECTRIC FLUIDS HEAT TRANSFER FLUIDS y INDUSTRIAL HYDRAULIC FLUIDS COMPANY CONFIDENTIAL TRAN 003762 WATER PCB-SD0000044153 OVERALL BUBIHESS WORLDWIDE 196U 1965 1966 1967 1968 1969 (Eat.) 1970 Budget 1971 1972 19T3 197 k SALES ($ Million) 1U.8 15.8 19.2 20.9 23.5 20.8 20.6 23.9 27.1 32. U 37.2 GROSS PROFIT ($ Million) 7.3 7.1 9.2 9.1* 10.6 8.8 8.5 - GROSS PROFIT (1 of Salas) 1*9.6 1*5.2 1*7.9 1*5.0 1*5.0 1*2.5 1*1.3 - COMPANY CONFIDENTIAL WATER PCB-SD0000044154 19T0 BUDGET ($1000) World Area U. S. Europe Canad a A*1 a Pacific Latin Amer Australia Africa IPC Industrial Dielectric - Aviation Heat Trans. Total 3,992 1,086 156 8 T9 IT - 5.33T 6,31*9 1,515 529 mm ... 289 181* l?i* 9,ooo 3,130 580 63 181 9U 3 32 37 1* ,120 1,1*28 630 T7 1*3 5 - 1* ,399 3,8ll 825 189 505 209 32 ... 1T1 2,191 20,61*8 COMPANY CONFIDENTIAL -2- TRAN 00376^ WATER PCB-SD0000044155 COMPANY CONFIDENTIAL TRAN 003765 WATER PCB-SD0000044156 SUMMARY REVIEW 0? 1969 Our 1969 Marketing Plan began as follows1 "The year 1969 vill be one- of major challenge and imaginative, aggressive effort for Functional Fluids Marketing." Both aspects of this statement proved true, -with an abundance of indicators. We encountered many adversities, some of which had a greater negative effect on results than anticipated. The most significant challenges were 1 - Intense competition in Skydrol from Stauffer and Oronite. - Impact of polypropylene film technology on Aroclor requirements in capacitors, - Cycylical turn-down in transformers and a protracted General Electric strike. - Environmental questions about PCB products. Through all of these experiences, ve learned a lot about our selves, We' found we're able to respond to adversity well. We found we have the skills and aptitudes to win in competitive environments , and we found that we have a wealth of imaginative ideas and t)ie inner drive to get them accomplished. Some of these highlights of accomplishment were: - A 31% increase in domestic Thermlnol sales, - Completion of plans for two new Pydraul product lines, phesphatb esters and water glycols - Real progress in understanding of dielectric markets world wide and translation into increased sales. - Definitive progress of demonstration and commercial accep tance of new aviation products, Skylube U 50, Skydrol 500C and LD and Santoaelt, - A revamping of our marketing organization to provide clear cut responsibility and action orientation. Specific objectives for accomplishment were set out in the 1969 Plan. A review of how well we achieved the major results we set out for follows. COMPANY CONFIDENTIAL TRAN 003766 I WATER PCB-SD0000044157 OVERALL 1. Achieve ^minimum worldwide sales level of $24,3 million and exceed ax-U.S budget by 6$, Not achieved -- Sales vere $20,9 million, primarily for reasons listed above, Ex-U.S, sales reached budget in spite of price attrition, but did not meet 6$ over goal, 2, Meet thq business Net Income After Tax Budget, Not achieved -- Dollar sales short-fall prevented accomplishment, 3, Develop iand implement specific long-term business plans in each market area. Partially achleved -- Definitive progress made in Aviation plan. Industrial and Dielectric (Development Department) will be accomplished in 1970. . AVIATION 1. Maintain 95% of worldwide market and retain position with five major airline customers. Partially achieved -- We demonstrated remarkable strength with customers, kept all significant ex-U.S. accounts and four of the. five major airlines. Market share fell to about 70$, primarily due to loss of Boeing, 2. Develop total Jet Lubricant Strategy, Partially achieved -- Concrete advancements were made on test ing Skylube 1*50 with two flight tests and one ground test initiated.; Total strategy is dependent on product performance. 3. Successfully introduce Skydrol 500C. Achieved -- Both Skydrol 500C and LD were introduced to the market and test plans initiated. DIELECTRICS 1, Insure long-term retention of our Aroelor customer position. Achieved -- Customer needs were met. No situation occurred to cause pressure for competition. 2, Increase participation in European marketplace. Achieved -- A re-evaluation of our goals was completed, provid ing a more aggressive approach. European sales increased 22$, -4- COMPANY CONFIDENTIAL TRAN 003767 WATER PCB-SD0000044158 HEAT TRANSFER 1, Initiate programs to capture nev markets in petroleum, ships and textiles Achieved -- Specific concentration on ehort-term markets vaa instrumental in 37? sales gain. 2, Introduce Therminol 55 and gain initial sales of 50,000 gallons. Partially achieved -- The product vas successfully introduced and several systems are in operation. Sales did not meet the volume goal. INDUSTRIAL 1. Obtain Factory Mutual approval for Pydraul 312 series. Achieved -- Approval gained from Factory Mutual which allowed nev commercial sales to several customers, 2. Develop and field tesyt a water-based fluid, Parti ally achieved -- Plans were completed for introduction of a water-glycol product early in 1970. COMPANY CONFIDENTIAL TRAM 00376, WATER PCB-SD0000044159 1970 OBJECTIVES This Marketing Plan abounds vith nev programs, new plans and new methods of accomplishment. We have made the adjustment in resources and thinking necessitated by 1969 market changes and financial re sults. Now our primary task is to translate our ideas into quick, tangible progress. Our emphasis will be implementation and ve will accomplish this by concentrating our efforts on the most important priorities and by putting our time and our resources to the best possible use The goals w will achieve cover a wide spectrum of activities, Taken as a whole, they encompass a blend of three facets which are neces sary to assure future growth in sales and profitability, The three are i 1. Profitable maintenance and growth of products and markets we hold. 2. Quick commercialization of nev products. 3. Definitiation of business plans to move us into diverse but related fields. There are a considerable number of objectives outlined in this plan. Of all of them, certain are critical and will be achieved. These major objectives arei DEPARTMENT 1, We will achieve our budgeted worldwide sales of $20,6 million. In addition, ve will meet the sales budget for each of our four individual businesses. 2. A new long-range manning table will be developed. 3, Our strategic planning matrix of customers/produets/markets wi11 be updated and revised. U, We will complete and gain management acceptance of growth and diversification plans in Aviation and Industrial markets. 5, All aspects of the Organic Management System will be in effect, with special emphasis on economy of time, operation and expense, and on JCb performance to established objectives and goals. COMPANY ~ CONFIDENTIAL -6 TRAN 003769 WATER PCB-SD0000044160 AVIATION We vill retain 65? of the Skydrol market vorldvide. 2. We will regain 50% of lost Skydrol accounts, with special emphasis on Boeing and American. 3. Acceptance ef a Monsanto fluid will he gained for the DC-10, Lockheed 1011, 7UT and the Concorde. k. Flight tests will he successfully completed on Skydrol 500C and LD. 5 A complete marketing plan, including profitability analysis, will he developed for Skylube f 50. Product performance win he demonstrated in the marketplace. Achieve sales of $90,000. 6, All compatibility and field tests will he achieved on Santomelt and we will sell $100,000 of the product. DIELECTRICS 1. We will reach satisfactory resolution with General Electric on transformer blend formulations. 2. We will define at all major customers, their Aroclor disposal situation and offer aid with suitable disposal procedures. 3. Concentrated world sales effort will be provided in Europe, India, Canada, Latin America and Australia and vill achieve sales of $2.6 million in these markets. U. We will pursue possible Joint ventures to make/sell electrical grade polypropylene film. HEAT TRANSFER 1. We will commercially introduce a fluid which will he compatible and competitive to Dovthera A. 2. Sales to the petroleum and petrochemical industries will be at least!$175,000. 3. A European source for Therminol 55 will be developed. * . We will Assist in development of a project to Justify the manu facture Of Therminol 66 in the U.2C. and Japan. COMPANY CONFIDENTIAL -7 TRAN 003770 WATER PCB-SD0000044161 INDUSTRIAL 1. Ve will introduce a nev phosphate ester fluid and sell 200,000 pounds. (Budget - 100,000 pounds) 2. A water/glycol fluid vill be established in the market and sales of 100,000 gallons achieved, 3* A Pydraul marketing plan for Europe vill be completed and imple mented, including decision on uae of distributors and local blending 1, Local blending of Pydraul 312 vill be initiated in Japan, It is primarily on the accomplishment of these objectives that v vill Judge the merit and effectiveness of our total efforts. COMPANY CONFIDENTIAL -8- TRAN 003771 WATER PCB-SD0000044162 zUZ00 iviiNaauNoo ANVdWOO WATER PCB-SD0000044163 1966 196T 1968 1969 (Est.) 1970 Budget 1971 1972 1973 1974 AVIATION AEROSPACE Profit/Sales ($1000) Worldwide Sales 7,228 7,585 3,972 4,898 4,120 4,887 5,557 8,163 10,615 Oroas Profit 3,797 3,686 4,080 1,758 1,475 - Gross Profit of Sale9 ) 52.5 48.5 46.5 35.9 35.8 COMPANY CONFIDENTIAL -9- TRAN 003773 WATER PCB-SD0000044164 AVI ATT Off & AEROSPACE LONG RAffOE OBJECTIVES 1. Ineritit the vorldvide sales of Skydrol 500 and LD series fluids from $4,0 million in 1969 to $4.9 million in 1974. 2. Fully qualify Santomelt and develop salsa of $6,3 million by 1974 , 3. Achieve a sales volume for Jet engine lubricants of $2 million by 1974. 4. Increase the vorldvide sales ef Coolanol type preducts from $.4 million in 1969 to $1.0 million by 1974. 5. Search eut nev opportunities in the aviation market for pro ducts that vill achieve a sales volume of $11.7 million by 1974, GENERAL STRATEGY Have superior products in all areas vhere ve have chosen to compete, Develop and maintain sales and good selling relationships at the major airline accounts, airframe manufacturers , large suppliers of equipment related to our AAA products , large operators of groundbound aviation Jets, and cold-climate large airport operators, Develep our individual and collective marketing abilities vith formal training and challenging Jobs, 1970 GOALS 1, Sell $3.3 million (420,000 gallons) of `Skydrel fluids. 2, Retain our position vith all contract airline customers. 3, Flight test and get full qualifications on Skydrol 500C and Skydrel LD. 4, Gain Santomelt material compatibility approval for airframe and engines , 5, Sell $100,000 (400,000 pounds) of Santomelt. 6, Get full Pratt A Whitney industrial Jet engine approvals for Skylube 450, 7, Sell $90,000 (10,000 gallons) of Skylube 450 to the indus trial market, 8, Got full approval in three PAW engine classes vithin the aviation Jet engine market. 9, Get service evaluation approval at Rolls-Reyce for all turbo Jet/turbo-fan engines * 10. Get GE flight service evaluation approval. -10- TRAN 003774 COMPANY CONFIDENTIAL WATER PCB-SD0000044165 11. Sell $.5 million of the Coolanol fluids, OS-59 and MCS-962. 12. Define and develop market for Coolanol fluids as laser eeolants, 13. Actively- explore product diversification through existing product and services extension, company acquisition and intra company agreement or licensing and choose ten candidate pro ducts for detailed evaluation. Issue Business Plan. I1*. Complete detailed evaluation of the candidate diversification products, select tvo products and initiate program to intro duce these products to the aviation/aeronpace market. ACTION PLANS 1, Sell $3.3 million (1*20,000 gallons) of Skydrel fluids. Who What When RSB TCW RSB TCW RSB Abex Air India Airesearch Air France Air West $ 15H 25 8 5 5 12/70 12/70 12/70 12/70 12/70 TCW TCW/RCH TCW RCH RSB Airlift Int. American Airlines Asiatic Petroleum Aviation Fluids Bendix 20 50 100 10 17 12/70 12/70 12/70 12/70 12/70 RSB RSB RCH TCW TCW Bertea Boeing Braniff British West B.O.A.C. Indian 50 50 150 8 9 12/70 12/70 12/70 12/70 12/70 TCW RSB TCW RSB TCW TCW TCW RSB RSB RCH Cleveland Pneumatic Continental Airlines Delta Airlines Douglas Aircraft Eastern Airlines El Al Fairchild Engine Frontier Airlines General Metals B. F. Goodrich 25 15 120 150 250 22 8 30 22 6 12/70 12/70 12/70 12/70 12/70 12/70 12/70 12/70 12/70 12/70 TCW TCW RSB RSB RCH Goodyear Tire Grumman Hydro Aire Lockheed-Califoral a LTV-Gerland 11 29 17 30 17 12/70 12/70 12/70 12/70 12/70 -11- TRAN 003775 company confidential WATER PCB-SD0000044166 Who What When RCH TCW TCW TCW rch RCH TCW RCH TCW TCW McDonnell-Douglas Mobil Mohawk National Airlines National Waterlift North Central Northeast Northwest Octagon Process Overseas National $ 10M 50 30 25 15 9 10 5 18 6 12/TO 12/70 12/70 12/70 12/70 12/70 12/70 12/TO 12/70 12/70 RCH RSB TCW TCW RSB Ozark P.S.A. Pall Cortf. Pan American Parker Hannifin 8 12/70 5 12/70 IT 12/70 250 12/70 16 12/70 TCW RSB TCW TCW RCH Piedmont Ronson Seaboard World Southern Airways Texas International 5 30 23 11 12 12/TO 12/70 12/70 12/70 12/70 RSB RCH RSB RSB TCW Trans-International T.W.A. Ultramar United Airlines Varig 9 300 lU 2h 5 12 12/70 12/70 12/70 12/70 12/70 RCH RCH RSB RSB RSB Vicers-Troy Vicera-Jackson Western Weston World Airvays 21 12/70 7 12/TO 5 12/70 19 12/T0 39 12/70 Sub-Total Other Accounts $2,500M 800 Total $3,300M Retain our position with all contract airline customers. COMPANY CONFIDENTIAL T*4* 00J776 WATER PCB-SD0000044167 COMPANY CONFIDENTIAL 3. Flight tost and get full qualific ations on Skydrol 500C and Skydrol LD. general Action Plan Who JFC RSB RSB RCH TCW JFC RSB RSB TCW TCW RSB RSB/TCW/ RCH What Oat Skydrol LD approved at B.A.C. Get Skydral LD approved at Boeing, Flight test Skydrol LD at United* Flight test Skydrol LD at TWA. Flight test Skydrol LD at Eastern Get Skydrol 500C approved at B.A.C. Get Skydrol 500C approved at Lockheed. Get Skydrol 500C approved at Boeing. Complete'Skydrol 500C test at Pan Aaerican and convert to 500C. Get Delta 500C test undervay and complete it. Get fluid contract from LockheedCalifornia for Skydrol LD. Write specific strategies for all contract accounts. WhjjMi 1st quarter 2nd quarter 3rd quarter lth quarter l*th quarter 1st quarter 2nd quarter 3rd quarter 2nd quarter bth quarter 2nd quarter 1st quarter Gain Santonelt naterlal compatibility approval for airframe and engines Who What When wwo/RBH Obtain CDOT approval for the use of Santonelt on airport push-out areas for aircraft. 2/70 and continuing JFH/WWO/ RBH Successfully complete the airframe materials compatibility test at St. Louis and Monsanto Research Corporation, Dayton, Ohio. 3/70 WWO/JFH/ RBH Successfully complete the field test at Radcliffa Air Force Base, Ottava, Canada by Hovey Associates of Ottava. 3/70 WWO/RBH Obtain approval from Canadian Dept. of Transportation of Santomelt for airframe compatibility. 3/70 WWO/RBH Obtain CDOT approval for use of San 3/70 and tomelt on airport taxi-vays and ramps. continuing JFH/WWO/ RBH Successfully complete the engine materials compatibility tests at EPPI Precision Products, Chicago, 111. and ebtain CDOT/Air Canada preliminary approval. -13- 3/70 TRAN 003777 WATER PCB-SD0000044168 Who What When WVO/RBH WWO/JFH/ RBH Obtain full CDOT approral of Santo malt for all airport surfaces. Prepare and issue a final Santonelt business plan if the program con tinues to be successful. 5/70 and continuing 6/70 VWO/RBH Obtain ATA, USAF, FAA and USA air- 7/70 lines approvals for USA airport usage. WWO/RBH Implement a European marketing program to obtain material compatibility approvals from the prime European agencios and to Initiate field tests for the 1970-71 winter season. 7/70 JFH/WWO Continue research throu S* the yoar to improve the products and to fur ther substantiate product data. Continuing WWO/JFH/RBH Establish and implement initial pricing, manufacturing, distri bution, marketing and technical support programs. 9/70 5. Soil $100,000 (1*00,000 pounds) of S antomelt. Who What When WWO/RBH If current technical problems are solved to CDOT'a satisfaction prior to mid-February, obtain initial sales of Santomelt for airport "push-out" areas (potential $56,000), 2/70 WWO/RBH Select tho initial sales targets -- CDOT and 25 major USA airports --and obtain United Airlines support la the USA marketplace to obtain our first sales. 3/70 and continuing WW0/JFH/RBH Follow up with CDOT on the possi bility of obtaining a Canadian research contract for ice control chemical (potential $50,000). 3/70 and continuing WWO/RBH Obtain 1970-71 winter season orders of Santomelt from CDOT (potential $100,000 this year). WWO/RBH COMPANY Obtain application test orders from (the USA market (potential $50,000 this year). CONFIDENTIAL -1**~ 10/70 n/70 TRAN 003778 WATER PCB-SD0000044169 Get full Pratt & Whitney industrial Jet engine approvals f0P Skylube i*5o* Who What TFM/SLR/RAL Follow progress at Cos Cob test and issue necessary reports on fluid analysis results TFM/TCW/RAL Maintain inventory at Cos Cob facility. TFM Assist Northeast Utilities and P&W in rating'engines and issue test report. When Por duration of remainder of 1000 hour test (complete 2nd or 3rd quarter) Continue for duration of 1000 hour test 2nd or 3rd quarter TFM Obtain official P&W approval. 2nd or 3rd quarter Sell $90,000 (10,000 gallons) of Skylube U50 to the industrial aarket. 7.1 ObtaiQ initial sales in peaking power units, a. Hortheaat Utilities Who CLB/TCW/RBH What Review pricing of current lubricant! at Northeast Utilities. When 2/70 COMPANYr CONFIDENTIAL FHL/RBH/ TFM/CLB Establish pricing and container sizes , etc. for Skylube U50 to industrial market. 2/70 TFM/CLB/TCW Review current engine tests for pur pose of reaching decision on 8 new units scheduled for May start-up. TFM/CLB Commit Northeast to Skylube 1*50 and obtain contract. 3/70 !*/70 b. Other peakers CLB/TCW/ RSB/RCH Call on following peakers to deter mine competitive situation and help establish pricing. 1. Southern California Edison 2. Philadelphia Electric 3. Commonwealth Edison-Chicago 2/70 q03`,7<? TRAN TFM Publish Utilities Sales Brochure. &/70 -15- WATER PCB-SD0000044170 Who TFM/CLB What Mail first edition of utilities brochure (peakers). When 4/70 CLB/TCV/ Follow-up mailing with calls on major HS3/HCH/TFM selected customers. 4/70 All Obtain initial sales of Skylube 450 5/70 to peakers. 7 > 2 Obtain initial salest Natural Gaa Pumpers, TFM/CLB/RCH Gather market intelligence from fol lowing gaa pumpers relative to engine lubricants, 1. Southern Natural Gas Co. 2. Consumers Power 3. Texas Eastern 4. Columbia Gulf 2/70 TFM/CLB Establish "gas pumper" mailing list and mail first edition of Utilities Brochure. 5/70 CLB/RCH/TFM Follow-up mailing with calls on selected customers. 5/70 All Obtain initial sales of Skylube 450 6/70 to "gas pumpers". 7.3 Obtain sales of Skylube 450 to Marine Installations. TFM Determine operating experience of lubricants in existing and future marine installations through contacts at P&W and U.S. Coast Guard. 4/70 TFM/ T, Oneson Investigate possibility of Canadian Navy Field test in DDH280 Class Destroyer. 5/70 TFM Obtain initial sale of Skylube 450 to marine operator. 4th quarter C0M? anV CONFIDENTIAL -16- TRAN 003780 WATER PCB-SD0000044171 8. Get full approval in three P&w engine classes within the aviation Jet engine market. Who TFM/SLR What Implement JT12 engine test in Monsanto Sabreliner. When Continuing TFM TFM TFM/SLR/ RAL/TCW Assist Monsanto flight operations and P&W in rating engine and issue test report. Obtain full P&W approval JT12. Implement JT3D engine tests in PanAm TOT aircraft. 2nd of 1000 hour test--probably kth quarter 19T0 **th quarter Continuing TFM/RAL Assist PanAm and P&W in rating engines and issue test report. End of 2000 hour engine test-*th quarter TFM Obtain full P&W approval in JT3D. *th quarter TFM/SLR/RSB Implement JT8D engine-test in Aloha T3T aircraft. Continuing TFM Assist Aloha and P&W in rating Hh quarter 19TC engines and issue test report or 1st quarter 19T1 TFM Obtain full P&W approval in JT8d. 1st quarter 19T1 Qet service evaluation approval at Rolls-Royce for all turbo-jet/ turbo-fan engines. Wh1 o TFM/JFC WeeanhssasHtB Obtain results of IAE gear test at RR. When 1st quarter TFM/JFC If IAE gear test results are posi tive, submit product for full series of analytical tests. Ist quarter TFM/JFC Obtain flight evaluation approval in RR engines. 1st quarter TFM/JFC Obtain Spey and RB211 project engineer approval. 1st quarter TFM Initiate request to RR for engine tests in Monsanto's Gulfstreaa II Spey engines, 2nd quarter COMPANY " CONFIDENTIAL TRAN 003781 WATER PCB-SD0000044172 i \ l b i H p L r* n p I r L t ii l L T L ? LP iIi 1it sr 10. Obtain GE flight service evaluation approval. Who What When FHL Obtain airline request to flight 1st quarter teat Sky lube 1*50 in GE CF-6 engines. TFM Submit product to GE and officially request flight service evaluation approval. 2nd quarter TFM Follow GE bench and engine testing of Skylube 150. Continuing TFM Obtain flight service evaluation approval for CF-6 engine. ^th quarter 11. Sell $500,000 of the Coolanol fluids, OS-59 and HCS -962. 11.1 Obtain available business from current customers and prospects . Who When TCW TCW TCW TCW Raytheon (Hawk) Eastern Industries Sanders (AH/ALQ-100 ECM) American Electronics Quarterly Quarterly Quarterly Semi-annual TCW TCW TCW TCW IBM (AU/ASQ 38 BOMB/HAV) GE-Phila. (Bio-Satellite) ITT (Radar) Litton (ECM) Quarterly Semi-annual Semi-annual Semi-annual TCW TCW RSB RCH RSB RSB HAS RCH RCH RCH RCH RCH RSB Grumman (ECM) Westinghouse-Baltimore (AH/AWG-10) Hughes (Phoenix) Bird Electronics (Radar) Raytheon (ECM) Autonetics (Mark II Radar) Defense Fuel Supply Agency McDonnell (Gemini B) General Dynamics (Phoenix) Martin-Denver (Apollo applic atiens) Texas Instr. (Bomb/Nau.) LTV-(ECM) Boeing (SRAM & AWACS) Quart erly Quart-erly Bi-monthly Semi-annual Quarterly Bi-monthly Semi-annual Quarterly Quarterly Semi-annual Quarterly Semi-annual Quarterly ! COMPANY ~ , CONFIDENTIAL *18' rR" 003782 WATER PCB-SD0000044173 . 11.2 Continue technical training of Field Salesmen. Who What When RAS Calls on key customers and prospects Annually with field salesmen. HAS Technical discussion and/or seminar Semi-annual with field salesmen. RAS Technical data and background information. As required 11.3 Improve relationships with government agencies purchasing and specifying Coolanol fluids. Who What When. RAS Defense General Supply Agency RAS Defense Fuel Supply Agency RAS ASD-Dayten Semi-annual Semi-annual S emi-annual RAS NASA - Huntsville RAS NASA - Houston RAS ARMY - Redstone Semi-annual Semi-annual Semi-annual 11. 4 Continue promotion of MCS-825 for new applications, including lasers. Who What When RAS Re-use mailing list. 2/TO RAS Write MCS-825 introductory letter. 2/70 RAS Mail introductory letter and bulletin. 2/TO RAS Mail absorption bulletin. 3/TO RAS Mail heat transfer bulletin. 3/TO RAS Write paper on degassing of fluid. 2/TO RAS Mail degassing paper. WTO RAS Write follow-up letter. 3/TO RAS Mail follow-up letter. 4/TO 12. Define and develop market for Coolanol fluids as laser coolants. Who RAS What Develop list of prospects for laser coolants. When 2/TO RAS RAS RAS RAS COMPANY CONFIDENTIAL Discuss requirements with Wright Field. 2/70 Discuss AT Contractual work performed by Martin-Orlando. 2/TO Contact key customers and prospects at IEEE Meeting. Recommendation for future action in cluding marketing plan if applicable. -19- 3/TO 4/70 , | 1i . |1 EBfEOO NVH1 WATER PCB-SD0000044174 13. Actively explore product diversification through existing product and services extension, company acquisition and intra-company agreement or licensing and choose ten candidate products for detailed evaluation. Issue Business Plan. Who What When RBH/WWO Investigate Monsanto functional fluids strengths in the aircraft, aircraft accessory and airport fluids products and related products/services markots. 2/TO RBH/WWO Investigate other Monsanto strengths in the Organic and other Divisions for tie in. 2/TO RBH/WWO/CLB Research the aircraft, aircraft accessory and airport fluids products and related products/serviees markets ineluding market forecasts. Determine the products technical, facility and pricing needs. Initial report 5/70, then continuing to year end report RBH/WWO RBH/WWO Research other markets than aviation/ aerospace for needs and potential. * Evaluate all of the internal and external results, match the best product capabilitios with the best market potential within a high ROI area and establish tho optimum new product cadidatas. Initial report 5/TO, then con tinuing to year end report 5/70 RBH/WWO Complete and issue a Diversification Business Plan which selects 10 candi dates for active evaluation during the rest of the year. 6/70 l4, Complete detailed evaluation of the candidate diversification products, select two products and initiate program to introduce these products to the aviation/aerospace market. Who What When RBH/WWO/CLB Accomplish a detailed research of the . 9/70 aircraft marketplace including custo mer and related visits to determine specifically the best products within those previously selected. Impact of other markets - industrial, military, etc. - io also to be included. rbh/wq COMPANY ~ CONFIDENTIAL. Complete a detailed re-evaluation of Monsanto strengths which are best suited to the products selected above. 9/70 -20 TRAN 003784 WATER PCB-SD0000044175 Who RBH/WWO RBH/WWO RBH/WWO RBH/WWO RBH/WWO What When If internal product selected, initiate required development and research programs to define product and gene rate customer data. 11/70 If acquisition or intra-company agree ment products, initiate action on the acquisition or agreement program. Follow through with and monitor the activities of cognizant Monsanto personnel, 11/70 Introduce the products selected to a selected group of customers and initiate a customer approval program. Evaluate all of the factors from the external find internal investigation and select two candidate products. 12/70 9/TO Complete product marketing plans for each product selected and obtain approval to proceed with program. Plan - 10/70 Approval - 11/70 COMF>AMV' CGNFICENT1AL -21 TRAN 0037B5 WATER PCB-SD0000044176 COMPANY confidential. TM"< 003786 WATER PCB-SD0000044177 1966 196T 1968 1969 (Eat.) 19T0 Budget 19T1 19T2 19T3 19T* DIELECTRIC Profit/Sales ($1000) Worldwide Sales T ,791 8,522 8,789 8 ,.319 9,000 9,853 10,1*68 11,197 11,825 Gross Profit 3,831 3,377 3,629 - Gross Profit (% of Sales ) 1*3.6 1*0,6 1*0.3 - COMFAN'v CONFIDENTIAL -sz- TRAW 003787 WATER PCB-SD0000044178 DIELECTRICS LONG RANGE OBJECTIVES 1. Increase sales volume worldwide from $9.5 million in 1970 to $11.7 million in 197* . , 2. Maintain our present position as the supplier of dielectric fluids in the U.S,A,, Canada and U.K. 3. Increase our competitive market participation in major world areas- including India, Australia and Latin America. 4 Maintain alertness to the PCB pollution problem and take necessary steps to insure vitality of Aroclor usage in the electrical industry 5. Gain standardization among customers of transformer Askarel blends. 6. We will continue work to enhance the use of Aroclor and other Monsanto dielectric fluids( especially for polypropylene film capacitors 7. Pursue entry into the polypropylene film market in the U.K. or other world areas. 8. Become the leading European supplier of capacitor and trans former Aakarels. GEHERAL STRATEGY 1. We will continue concentrated effort to promptly supply our customers, domestic and worldwide, with the highest quality at realistic competitive prices backed with the best technical service. 2. In-depth close relations with all customers worldwide will be pursued to constantly assure confidence and maintain our busi ness posture, 3. Constant surveillance of ths total Aroclor related dielectric market will be maintained, both that of customers and product applications 4. Increase capacitor Aroclor sales in the non-domestic EEC market area. comt " v ~ CONFIDENTIAL 23 TRAN 003788 WATER PCB-SD0000044179 19 T 0 GOALS A. SALES U.S.A. Domestic U.S.A. Export U.K. Domestic ROW Ex-U.K. MMK Fluids Capacitor Transformer Capacitor Trans former Capaciter Trans farmer Capacitor Trans former Capacitor Pounds (Millions) 27.7 17.0 i.8 3.7 3.2 1.2 2.2 1.0 2.2 This Is about $95 Billion sales worldwide. 63.0 B. CAPACITOR DIELECTRIC GOALS - U.S.A. 1. Relative to the PCB pollution problem, establish proper and econoaical disposal ef scrap. 2. Coordinate the worldwide marketing and coapetitire pricing of capacitor Aroclor. 3 a Assess U.S.A. domestic price increase contemplated by aid-1970. i Establish U.S .A. and U.K. facilities to impregnate and life test experimental capacitor sections, 5, Firm Monsanto' a posture relative to supplying HCL scavengers including GE's P-2. 6, Establish position for Monsanto in plastic film business in the U.K., via joint venture with GE and BCL. 7, Determine what must be done to our MCS-962 to eliminate gassing or find some more suitable silicate ester. 8, Determine usefulness of alkyl benzene fer capaciters. 9, Explore feasib illty of adding sulfenes to a selected lowtemperature isomeric blend of Aroclor "12l*2" to economically combat Fyralene 1500 and 15OOS, which feature higher dielec tric constant and better low temperature, at 10$ premium. 10, Lay ground work for manufacture of Aroclor in India. COMFA.NV' confidential 2 TRAN 003789 WATER PCB-SD0000044180 C. TRANSFORMER ASKAREL GOALS - U.S.A. 1. In light of the PCB pollution problem, determine when and for vhat uses Monsanto will terminate higher chlorinated Aroclors . 2. Arrive at mutual understanding with GE on the pollution problem. 3. Formulate guidance for all transformer manufaeturers re garding the pollution problem and the arc-formed gas problam. 1*, Continue to search for another source of usable and economical chlorobenzene# 5# Establish required proper and economical disposal of scrap transformer Askarel in conformance with the PCB problem guidelines < 6. By mid-1970, assess need to increase the price of trans former Askarel< 7 Continue to explore possible improved insulation systems for use with transformer Askarel. D. EUROPEAN GOALS 1# Increase capacitor Aroclor sales in the non-domestic market area by 35? 2, Increase Pyroclor sales in the U.K. by 25% TRAN 003790 WATER PCB-SD0000044181 1970 AC7I0JT PLAWS CAPACITOR AROCLOR Responsibility JCB/RO Action Define at all capacitor makers, their Aroclor disposal situations and offer our aid vith suitable disposal procedures, including incineration. When Immediately RHM/WRR/PGB/MB Explore possible Joint venture vith P. R. Mallory to make high DK films and thin film devices, e g deposition of barium titanate, etc. on the electrodes. 1st quarter 1970 MB/PGB Explore desirability of acquiring H. H. Hilton, Inc. vinding machine manufacturer. If favorable, ex plore addition of Banksbaugh Laboratories. Immediately RHM/CC Continue evaluation of plastic films and pursue developments at duPont, Hercules and our custo mers vorldvide. Continuously MSB/DC/WRR/PGB Pursue possible Joint venture vith GE and BC Ltd. or Kalle in Europe to make and sell electri cal grade polypropylene film. Explore metallizing films for capacitors. Continuously PGB/MMK Explore vith GE possible manufac ture and marketing electrical grade polypropylene film in Japan. Continuously CC/PGB Keep posted on European market area and vorldvide about customer desire to use GE's Pyranol-2. Continuously RHM/CC Explore scavengers other than P-2 of possible interest to Mons anto, such as Bayer's scavenger vhich seems the same as Dov's DEH'332 vhich Dov may discontinue in the required purity. This material is used vith the Weyerhaeuser "0" paper system vhich is nov used by several of our customers to cir cumvent P-2. Continuously COMPANY confidential -26- TRAN 003791 WATER PCB-SD0000044182 JJejiponsibJllIty CC/RHM Action Continue to explore plaatic film compatibility vith Aroclor and monitor the research work at English Electric Research Asso ciation. HTien^ Continuously RQ/JOB Explore possible interest in silicate esters, MCS-962. Continuously WRR/CC JOB Explore possible manufacture of other superior silicate esters. Explore use of solid Aroelor to replace Halowax at CM. Immediately Immediately POB Coordinate the worldwide market Continuously ing and pricing of capacitor Aroelor. POB Up-date' the world market strate 9/70 gies . RG/JGB/PGB Call at least once every quarter on all our major domestic capaci tor Aroelor customers. Through 1970 POB/CC/JGB Make required Joint calls with International in South America, Canada, Europe, Scandinavia, India Australia, Japan and Africa. Through 1970 RHM Explore means of achieving high DK Through 1970 fluids for addition to Aroelor and new dielectric fluids to replace Aroclor. FOB Keep posted on possible commercial Continuously interest in alkylbenxene as di electrics for cables, switch gear, transformers, etc. WRR Study the lower chlorinated biphenyls and terphenyls for biodegradable properties. Through 1970 RHM/WRR Explore possible business tie with Materials Research Corpora tion, Orangeburg, S. Y. 1st quarter 1970 DAO/POB Consider need to increase the price of capacitor Aroelor Immediately V,L.Narayan W,E.Coumou Lay ground work to capture 80S of the Indian capacitor market- COMPANY CONFIDENTIAL -ST- Immediately TRAN 003792 WATER PCB-SD0000044183 Responsibility Action Vfhen CC/RHM/PGB Serve Indian capacitor technology from Ruabon Research, Mr. Coleman, aupported by Dr. Munch and Mr, Benignua at St. Louis. Through 1970 MMK/DD/WAK Explore supplying Aroclor ex-MMIC by 1973. Through 1970 DD V.C.G&erlan/ POB Explore feasibility ef producing biphenyl and Areclor in India by 1975. Develop capacitor Areclor sales in Taivan. Through 1970 Through 1970 TRANSFORMER ASKARELS RHM L RG/JGB Develop Aroclor rich blend accept able to GE Rome and GE Pittsfield. Immediately Convert all other transformer makers 1st quarter worldwide to Inerteen 70-30 blend. l PQB/RHM If ITE, Allis Chalmers, Moloney or Continuously others elect to use 100? Aroclor 1242, Benignus and Munch must present laboratory findings about explosive limits of arc-fermed gasses and recommend that the user test proto type transformers to his satisfac tion. JOB/RG 0 RHM 0 Define at all transformer makers their used askarel disposal situa tions and offer our aid with suit able disposal methods. Indicate to Westinghouse the possi ble use of high temperature insula tion systems compatible with Aroelor 1242 to build smaller transformers. Immediately 12/70 I RHM Evaluate Japanese PPO for use by MMK and as a second and cheaper source ef PPO for use in the U.S.A. and the U.1C. Immediately Purchasing Find another source of chloroben zene. Immediately DAO/PQB/KS COMPANY confidential Review with advertising the status 3/1/70 and utility by our customers of the 1969-70 "pull-thru" program for transformer askarels. Decide vhether to advertise askarel for pad-mount residential transformers. -28- TRAN 003793 WATER PCB-SD0000044184 Responsibility PGB PQB/JQB/RG RG/JOB PGB/ International PGB DAO/PGB Action When Attend three ASTM meetings, IEEE and International Electrotechnical Commission Meetings. Spring, Summer, Fall, 1970 Provide technical assistance to the customers and offer symposiums as Judgted needed vorldvide. Through 1970 Call on all major askarel trans former makers, selected contractors,I architects, utilities. Explore pos sibility of askarel for pad-mounts. Through 1970 Coordinate worldvide transformer askarel marketing and pricing. Continuously Up-date worldvide strategies. 9/70 Consider possibility of raising the price of transformer askarel. Immediately CAPACITOR AROCLOR - EUROPEAH PJAM/JH/CC Investigate and develop a relation ship with all major accounts in the non-domestic EEC area to find out what epportunities there are for business preferably on a temporary import basis if customer is vlthin EEC. JH Identify fastest growing accounts as groving with them makes minimum disturbance in the marketplace. 9/70 9/70 JH/PJAM JH DSC JH Study in detail the economics of supplying any major account whether in EEC or EFTA to determine netbacks and hence profitability on any busi ness ve would choose to take 3/70 Cheek out variation of production 3/70 costs with plant output for Newport. Determine whether there are ways and means of working with Caffaro to secure a better share of the major non-domestic askarel market - Italy, 3/70 As freight costs are an important loss of profit, initiate study of cheapest methods for handling elec trical fluids Europe-wide. 3/70 COMPANY '' CONFIDENTIAL 5* TRAN 00379^ WATER PCB-SD0000044185 Resuonaibllity Action When CC/RHM Market Dow1 a 332 to combat Bayer* a thrusts with clophen and diepoxide. 3/70 CC/RHM Market lower pour point, higher DK Aroclor 1242 to combat Prodelae'a Pyralene 1500 and 1500S. 6/70 CC/JH/MT Continue to probe customer interest in GE's Pyranol-2. Continuously cc/jh/mt Continue to probe customer interest in Weyerhaeuser * a "0" Paper-DER 332 System. Continuously CC/JH Quantify the effects of plastic film technology on the capacitor askarel market. 9/70 HSB/PGB/DSC Crystallite a BCL-GE-Monsanto PPL film business. Continuously CC/RHM Probe effectiveness of wetting agents for PPL film (cooperative program with English Electric Research). 1st half 1970 TRANSFORMER PYROCLOR - EUROPEAN JH Develop low cost sources of TTCB 3/70 and TCB' for transformer askarel manufacture to combat low cost clophen blends using TTCB. JH Establish a better list of key 3/70 accounts in the European non-domestic transformer askarel market. MT Introduce new promotion program to 3/70 transformer industry and secure support of at least one major group. MT Educate area board engineers from 1/70 the four largest consultancy areas, e.g. Midlands, London, to Pyroelor benefits. MT/JH Finish introduction of Pyroelor 70/30 blend. 3/70 CC/MT Maintain constant flow of data on Aroclor 1242 transformer experience and transformer askarel promotion campaigns. 1970 Marketing/ Manufacturing^ COMPANY CONFIDENTIAL Insure adequate availability of bulk storage and bulk delivery capacitors. -30- 1/70 TRAN 003795 WATER PCB-SD0000044186 COMPANY ' CONFIDENTIAL r4* 0O3796 WATER PCB-SD0000044187 1966 1967 1968 1969 (Eat.) 1970 Budgot 1971 1972 1973 19Th HEAT TRANSFER Profit/Sales ($1000) Worldwide Sales 6 72 903 lblU 1,852 2,192 2,899 3,628 ,3**3 5,127 Gross Profit 602 1,069 1,256 - Gross Profit {% of Sales) 62.0 57.7 57.3 - COMPANY CONFIDENTIAL -31- tran 003797 WATER PCB-SD0000044188 THERMINOL THE MARKET SITUATION 1 Market Size The market is the efficient transmission of heat necessary for personal comfort or for the production of goods. Our Therminol products are a series of fluids with wide functional properties and price options. Our franchise, beginning with 7R fluids, has been expanded to cover the market needs in a broad spectrum of cost performance, Therminol is used as a liquid in heat transfer systems (like hot water) to transfer heat from the burner and fuel source to a use point. Examples t Radiator or fan coil for space heating Reactors for polyester or alkyd resins The domestic market for fluids is estimated as followsi Dowtherm A Petro. Oil Therminol Other TOTAL $6.M? 2.0 1.0 _2L--2, $9.9M ILi $ 9.0M 2.8 3.8 0.7 $16.3M The sale of fluid ia generally tied to a capital project. Consequently, the actual sale may be 6 months to 2 years in the future, These prospects must be identified in the planning and design stage. 2. Competition The companies and products which satisfy the same market needs are i a, Dowtherm A, and its ex-U.S. equivalents; a biphenyl/ biphenyl oxide mixture which has been in broad use for thirty-five years, b. Certain petroleum oils, particularly those supplied by Mobil and Humble, which have been used for fifteen to twenty years. e. Steam and water, which is the accepted standard up to about 350F, particularly in apace heating applications. COMPANY CONFIDENTIAL TRAN 003798 WATER PCB-SD0000044189 We have a broad product line, fire resistant and non-fire resistant, low coat and high cost, temperature to 700F and applications covering most industrial processes re quiring heat. In addition, we have a few installations using Therminol to generate steam for space heating. Our Akron lab and office building is the first building to circulate Therminol throughout for heating, GENERAL STRATEGY Sell the need Tor fire resistance particularly in those appli cations where the conditions exist for possible loss of life and catastrophic interruption of production or service. When such conditions do not exist then sell non-fire resistant fluids, . Emphasize certain industries, applications and fluids so as to inorease sales significantly. long range objectives 1. Increase worldwide sales from $1,811 M i n 1969 to $3,810 M in 197k. 2. Increase M/I from 10$ in 1969 to 18? in 197^ (domes tic ) . 3. Maintain fluid gross profit of at least 50?. 4. Expand the sales forces as well as adver tising/promotion to increase leads for fluid heat transfe r systems, 5. Attain sales penetration in the Dowtherm portion of the market, 6, Through acquisition, create a sales base of between $10-20 million by 1971* with the capability of providing the key components of a heat transfer package system, (e.g. heaters, exchangers, selected valving, etc. LONG RANGE STRATEGY 1, Develop specific plans for key industries and applica tions such as petroleum, petrochemical and space heating. 2, Concentrate on industries and applications which are , likely to increase sales significantly. 3, Develop increased sales in two key world areas - Europe and Japan. It, Continue to maintain the support of selected A & E's and original equipment manufacturers by influencing them to design for Therminol, and by monitoring their equipment to assure proper system design and the availability of suitable seals, gasketing, pumps, etc. C0h'p\:/`Y 33 COHF\OEm\Al TRAN 003799 WATER PCB-SD0000044190 5, Through acquisition of hey component manufacturera sell package heat transfer systems. 6, Continue a strong advertising/promotion program to develop sales leads. 7, Devise and implement a better means for providing design guid ance, sizing systems, calculating heat transfer data, etc. of potential end user systems to assure the sale of Therainol. 8, Sell a fluid that is compatible and cost/performance competitive with Dovtherm A so as to penetrate that portion of the market. 1970 OPALS 1. Increase worldvide salea to $2.2 million. 2. Add to product line a fluid which will be compatible and coat/ performance competitive with Dovtherm A. 3. Sell at least $175,000 of Therminol fluids to the Petroleum and Petrochem Industry. U. Develop marketing pla n for space heating market 5. Market a Therminol 55 type product in the U.K. and Europe. .6 Manufacture Therminol 66 in the U.K. and Japan. 7. Redirect food cooking applications from FR fluids to Therminol 66. 8. Evaluate market'for fluid heat transfer in textile fiber making and in fabric finishing and develop appropriate action plan. 9 . Continue to be opportunistic in applications such as waste heat recovery and ships and barges but not at the expense of our targeted markets. .10 Increase sales of non-fire resistant fluids to l8Jf of sales, 11. Sell $100,000 of Therainol 55 to bulk users by placing sales emphasis on large volume systems. 12. Sell FR fluids only where significant fire hazard exists other wise sell Therminol 66, 13. Devise and implement a better means for providing design guid ance, siting systems, calculating heat transfer data, etc. of potential end user systems, 14. Develop fluid life data on Therminols and competitive fluids, 15. Concentrate on the "quick sale", that is the conversion from Dovtherm A, petroleum oil or molten salt. COMPANY ' CONFIDENTIAL -3fc TRAN 003800 WATER PCB-SD0000044191 Responsibility C,L.Curtis J.R.Fallon* D,E.Roush R . F. I rv i n J.S.Pullaan J. J.Roder J.R.Fallon RDavis J.R.Fallon D.E.Roush J.RFallon D.E.Roush J.R.Fallon D. ERoush D.R.Miller J.R,Fallon D.E.Roush J.R.Fallon D.E.Rou sh* J.J.Roder J.R.Fallon D.E.Roush O.E.Houah COMPANY CONFIDENTIAL 1970 ACTION PLANS Action Target or HevievDate Expand leads by redirecting "Ads", improving mail list, generating PR's, utilizing association lists for key industries and seminars with profes sional groups. (Example: Association of Plant Engineering) Quarterly Review Develop with each heat transfer specialist a "quick sale" list. Therminol 66 for Dovtherm A. Therminol 55 for petroleum oil. Initiate action to make the sale. U /X/TO complete Continue to seek candidates for acquisition. (Example: heater, pump, valving, rotary Joints, exchangers, chillers, heat users, etc.) Quarterly Review Emphasize food cooking applications using Therminol 55, 66 and 77. Continuous Change present Therminol FR-1 and FR-2, food cooking applications to Therminol 66. 7/1/70 complete Develop marketing plan for space heating market. 5/1/70 complet e Develop a presentation or proposal on space heating with Therminol FR-1. Give it to at least 3 or U key build ing influences in the commercial or industrial construction field. 10/1/70 complete Determine areas of the country where licensed operators are required, then contact selected A&E's in these areas ret apace heating with Therminol FR-1. AIA--get list of A's specializing in schools, apartment buildings and shop ping centers. 5/1/70 complete Document the Akron facility ret equipsent, costs and cost of operation. Also revise the Kaiser hospital report so that it can be of more use to us and so that the source of the report is disguised but the context is useful. 2/1/70 complete Denotes prim* responsibility. -35 TRAN 003801 WATER PCB-SD0000044192 Responsibility Action Target or Rcviev Date D, E.Roush* Expand sales in the petroleum and gas industry particularly offshore gas processing. Document the in dustry and applications by completing the "Offshore Report11 . 2/1/70 complete D.E.Roush R.F.Irvin* D.R.Miller Quantify the fluid needs of the Trans Alaskan Pipeline and initiate activity to have Therminol speci fied and sold. Review Quarterly R.F.Irvin J.S.Pullman J.J.Roder D,E.Roush iT.R. Fallon D.R.Miller Be opportunistic in the following industries and applications: Fiber manufacturing, Textile Finishing, Non-voven Fabrics Production, Marine--Ships and Barges, Sulphur Producers, Waste Heat and Incineration, Paper Industry-Converters and OEM's. We vill not develop any plans for these industries and vill not pursue sales to them at the expense of our key opportunities-- Petroleum and Petrochem andSpace Heating. ' Continuous Review Quarterly CL.Curtis DE.Roush* R.F.Irvin Provide technical assistance and assure smooth operation ef offshore platforms nov using Therminol. Con tact Chief Engineers, publicize and document trouble-free system via direct mail and "ads". Use Oil and Gas Journal for ads and mail list. Place the emphasis on safety. 3/1/70 complete D.E,Roush* R.F.Irvin J.H.Davidson J.8.Pullman Use above information to give semi nars to the following Brown & Roote Fluor Corp. Procon Stress liquid phase heating, safety, applications, theory and chemistry. Tie it all in te the petroleum indus try -- production, transportation and storage. 6/1/70 complete 0 . F. F ague J.H.Davidson J.J,Roder* Develop operating cost data on existing heating installations -- Detroit, Akron, vest coast. 3/1/70 complete J.H.Davidson* J.J.Pullman Follow the Sheraton Hotel project and draw to conclusion favorable to Therminol. COMPANY confidential ,36. TRAM Review 003602 WATER PCB-SD0000044193 Responsibility Action Target or Reviev Date J H . Fallon Evaluate market for fluid heat 9/1/70 J S. Pullman transfer in textile fiber making and in fabric finishing and develop appropriate action plan companies like! American Enka, Monsanto, b DuPont, Allied, Tenn-Eaatman, Celanese; also OEM's like Artos , Deviae, Buttervorth; and mills i like Peering-Millikan, J. P. Stevens, Burlington. Work through c J.S.Pullman Vice President M. Dalton if feasible. Exploit sale of Tharminol in the Reviev R.F.Irvia marina industry -- Humble tanker/ Quarterly J.J,Roder Icebreaker, Dravo Barges. Enlist n D. E.Roush Coast Guard support. D.E.Roush y R.F.Irvia i; D. E.Roush J.R.Fallon R.M.Kountz Sell Tharminol to the sulphur pro ducers. Provide supportive data to the sales specialist for use at Brovn-Roote, Freeport Sulphur and Texas Gulf Sulphur. Emphasize the use of Tharminol vithin Monsanto. Arrange and give a Tharminol presentation to select ed Central Engineering personnel. 5/1/T0 complete 6/1/70 complete y D.E.Roush D.R.Millar t D.R.Millar i: D.E,Roush y C.L.Curtis Devise and implement a better means for providiag design guidance, siz ing systems, calculating heat transfer data. etc. of potential and user systems. Develop a Dovtherm A -- compatible and cost/performance competitive. Initiate new sample analysis pro gram, announcing it to our Therminol users . 12/31/70 complete 7/1/70 complete 2/1/70 complete D.R.Miller i D,E.Roush Develop Fluid Life Data and organize it in a useful format for Therminol and competitive fluids. 6/1/70 p D.S.Cameron J.N.Haggart Market a Therminol 55 type product in Europe, 10/1/T0 complete D.S.Cameron Manufacture Therminol 66 In the U.K. 8/1/70 i J.N.Haggart and Japan, complete J.R.Durland i COMPANY CONFIDENTIAL TRAN 003303 WATER PCB-SD0000044194 COMPANYx CONFIDENTIAL TRAN 003804 WATER PCB-SD0000044195 Su iiT J onnvciQ A H n Y iw isn u N i soscoo ntoi BE nvU-H3Q^^? ) t i I1 i1 i I - - "" 9*on 9'fin i-En T*S jco %) 0*d BBOJO .- " " S9T`S 895*2 ifi0*T - UJOUd S BO J Q 299*6 199* 8 06i`l 009`9 199*5 9E9*S 5 9 E * *f 999* E 09* T*S PfAPIJOft (OOOT$) BST*S/*TJ*d onnvaaiH aviHxsnawi niei 9161 216T 1161 *s3png 0161 (*83) 696T 996T 1961 9961 3 0 i 3 0 :i ;j l * j WATER PCB-SD0000044196 LOWC RANGE OBJECTIVES PYDRAUL COMPANY CONFIDENTIAL 1. Inertia* vorldvide alas volume from $ 5 ** million in 1969 to $9,332,000 in 197* with present and future industrial fluids. 2. Continue to increase our percentage of sales to the die casting, steel, aluminum and foundry markets. 3. Establish a position vith General Electric, Westinghouse and ether steam and gas turbine manufacturers to capture 50$ of the fire-resistant lubricant business vith our present Pydrauls or nav phosphate esters by 19T5 , Continue present effort toward underground coal mining industry. The product is developed, the market will not develop until federal legislation has passed Congress. 5. Through acquisition, develop sales to the primary metals market with products other than fire resistant fluids. 6. Achieve a total increase in sales of products other than fireresistant fluids of $5 million by 1974 . 7. Successfully introduce a new fire-resistant phosphate ester fluid and sell 1.6 million pounds by 197*> GENERAL STRATEGY 1. Develop and maintain specific marketing programs for each major market segment ve are penetrating -- utilising market research, identification of major OEM's, OEM contact and support, identi fication of major prospects, advertising, sales promotion and direct field sales efforts on major accounts, 2. Handle major markets on priority basis, concentrating on die casting, steel and aluminum first. Move into new area such as turbine equipment and mobile equipment as marketing plans are completed. 3. Select vorld areas that offer significant volume potential and develop these markets vith strong commitment and support. Con sider local blending where feasible. Do not expend effort in world areas of small volume potential. 4. Make a concerted and deliberate effort to win the support of origi nal equipment manufacturers serving our major markets, by making it easy for their engineers to design for the use of Pydraul and by servicing our mutual customers in the field. 5. In working with the equipment manufacturers, assure proper system design and the availability of suitable seals, hoses and other noa-metalllcs. 6. Define a business plan which, through acquisition, expands our present product line both within fluids and beyond fluids. In working vith equipment manufacturers and customers, define needs and evaluate Monsanto's ability to satisfy them and make appro priate additions of products and services if profitable. 003806 -39- WATER PCB-SD0000044197 1970 GOALS 1 Achieve a 10% increase over budgeted sales of: Domestic International 1970 3993 128 COMPANY CONFIDENTIAL Total 5251 2, Maintain current customer strategies on all major customers ve sell $100,000 or more. The target accounts list will be kept current and reviewed quarterly. 3. Develop-marketing plan for steel and primary aluminum industry. 4. Complete successful trial of FR gas turbine lubricant at Alberta Oas Trunkline Limited and commercially introduce to other gfs transmission companies in U.S. and Canada. 5. Establish working relationship with Oeneral Electric and Westinghouae for laboratory and/or full-scale evaluation of candidate steam turbine FR lubricant. 6. Introduce new FR phosphate ester fluid to OEM's and customers, Sell 200,000 pounds in 1970. Gain endorsements and approvals for the use of these fluids and conduct pump tests when necessary. T. Introduce a water glycol FR fluid. Gain endorsements and approvals for the use of these fluids and conduct pump tests when absolutely necessary. Sell 100,000 gallons. 8, Further improve availability of suitable hoses (preferably nylon lined) for Pydraul fluids. 9. Obtain Factory Mutual (FM) and UL approval of phosphate eater fluid and FM approval of water glycol fluid only if absolutely necessary to obtain a significant customer's business, 10. Write Pydraul marketing plan for Europe. Evaluate direct solicitation versus present distributor program. Evaluate economics of local Pydraul blending. 11. Establish local manufacture and blending of Pydrauls in Japan. (Mid-19T0) 12. Expand Our present business beyond the fluid product line to fulfill our Fluids Business Charter of supplying other fluid related products or services. 13. Concentrate sales and support work outside the U.S. Analyze potential and establish in-depth marketing program in selected interational markets, Canada, Australia, Japan, U.K. and Europe, involving synthetic-base and water-base fluids. 14 , Continue promotion of Santosafe to U.S. mines and develop market plan if legislation passes Congress. 15. Advertise in appropriate Journals and use direct mail to pene trate and provide leads to die cast, steel and aluminum mill markets and to major OEM's. _ltO- _ TRAN 003807 WATER PCB-SD0000044198 1970 ACTION PLANS OEM MARKETS Action Call on aach of the major OEM's at least tvice each year to gain endorsement for Pydraul, to induce them to standardize on Viton packings and seals and to assure Pydraul sales In specific applica tions with our customers. Steel Market AJax-Magnethermic Brova Boveri Concast Looa Inductotherm E. V. Biles Powerdraulies (Engr.) United Engineering Mea t a Koppere ^ Blaw Knox Lectromelt Whiting Corporation Manco Manufacturing OPE Pecor American DeM&g Western Gear Corporation Babcock & Wilcox Birdaboro Corporation Resuonsibility PDC PDC PDC PDC PDC JAH/PDC PDC JAH JAH JAH JAH JAH RAD RAD RAD JAH PDC JAH PDC JAH When 2X 3X 3X 2X 2X 3X 2X 3X 3X 3X 3X 2X 2X 2X 2X 2X 2X IX IX IX Gamma Engineering Ltd. Whitby, Ontario Surface Combustion Swindell-Dressier Cont1nua International Castings Italy American Ligurian Carp. New York TWO GFF JAH. GA PDC IX 2X IX IX IX Danieli of America Drava Corporation Voest International, New York Treadwell Corporation Olsson Taylor Winfield Electric Furnace, Salem, Ohio Hill Acme, Cleveland PDC JAH PDC PDC JAH JAH JAH JAH IX IX 2X 2X IX 2X 2X IX COMPANY^ CONFIDENTIAL -11- TRAN 003BOB WATER PCB-SD0000044199 Steel Market SPO, Cleveland Seles , Dresher, Penn. American Bridge Autonation Equipment Salem Brosins Sunbeam Dominion Engineering Works Montreal, Quebec Schloemann AG Dusseldorf, Oermany Concast, AG, Zurich Demag Stranggiess-Technik OmbH-Duisburg, Germany Continua Intarnational Castings, Italy Danieli SpA, Italy Vereinigte Oaterreichische Eisen A Stahlverke AG, Germany Distington Engineering Co. Ltd. Workington MHI, Japan Die Casting Market Bugler, Zurich VWP, Germany Toshiba Machinery, Japan Aluminum Extrusion Press Baidvin-Lima-Hamilton Farrell MHI Die Casting Market Castmaster-HFM Kux Lester Egnineering BAT Prince Mfg, Cleveland Automatic Press Automation H. L. Harvill Hydraulic Presses Sheridan-Gray Murdock USI Clearing MHI, Japan . ,A^ iDENTIAL .Is 2- Resnonsib111 tv JAH JAH JAH RAD/JAH JAH JAH TWO KHG GM KHG GCA/GYA GCA/GVA KHG/KMS JMMT TI When IX IX IX 2X 2X 2X IX IX IX IX GM KHG/KMS TI PDC JAH TI 2X 2X IX JAH RAD JAH/DAH GFF GFF OFF GFF JHD JHD JHD RAD TI 2X 3X 2X 3X 2X 2X 3X 2X 2X 2X 3X IX TRAN 003809 WATER PCB-SD0000044200 Mobile Equipment Allis Chalmers Clark Equipment Hyster Caterpillar Tow Motor Easton, Yale, Tvone Engineering Bechtel Turbine Market Oeneral Electric Vestinghouse Orenda Copper Bessemer Clark Hitachi Brown Boveri Sulxer Pump Manufacturers Vickers Racine & RVA Denison Oilgear DeL&val Yuken, Japan Tokyo Keik (Vickers) " Responsibility RAD GFP RAD RAD JHD RAD JHD LRS/FDC LRS/TWO TWO JAH JAH TI CM CM DFS/JAH RAD/GFF/JHD/PDC CC DFS/RAD DFS/OFF DFS/RAD DFS/PDC TI TI When IX IX IX IX IX IX 2X 2X 2X IX IX IX IX 3X IX 2X IX IX 2X IX IX 3X 2X ' COMPANY CONFIDENTIAL TRAN 003810 WATER PCB-SD0000044201 CLEV EL,A HD Account Alcoa Potential 200 Product HS-1120 C-150,220 Action/0bjective3 Withdraw new formulation Propose use of Pydraul 312 Responsibility RAG/HTJ RAO/HTJ When 11/69 11/69 Allegheny Lundlum Bethlehem Lackawanna, H , Y , Johnstown, Pa. Rational Steel Weirton, W, V, Initiate conversion from 150 to 135 RAG/HTJ 11/69 30 Fyrquel Push for trial 312 HS Citgo PR-23 30 HS-1010, 1120 Push for 312 trial 30 HS-1010, Define potential 1120 Shop trial JAH/RAG JAH JAH JAH 1/70 ^4 *4 to m o 1/70 s < OL 1/70 6/70 Republic Steel Warren, Ohio 50 Cellulube 90, Push for conversion 150, 220 HS-1010,1120 100$ of business JAH/RAG JAB 1/70 12/70 U . S , Steel 100 Lorain, Edgar Thompson 9 Irwin, Johnstown & Homestead HS , Pyrquel Gain MCS trial JAH 6/70 Wheeling Pitts, Steel Steubenville 30 Cellulube Follow up trial Achieve 100$ of business JAH JAH 1/70 12/70 Chevy Tonavanda snd Buffalo 65 Cellulube Offer new P.E. JAH 3/70 Precision Casting C1e 781 and 30 Cellulube Obtain trial on 312 HS-620 JAH 6/70 COMPANY CONFIDENTIAL ? . r- :_ - - ..................." '"r ' BBS R3L_ -- ---- WATER PCB-SD0000044202 Account Ford Stamping 3uffalo Potential 60 St, Louis Diecaating 25 Laclede Steel 25 Riral Die Casting 25 a smm ?- Product Action/ObJectires Responsibility When Irus Obtain Detroit approval for 312 DAH/GPF 1/70 Convert for 100? of business JAH 2/70 Follow up at other stamp ing plants RAG/JAH 3/T0 Obtain corporate M number OFF/JAR h/JO ST. LOUIS- HOUSTOH TERRITORT HS-620 Follow shop trial on Pydraul 312 Offer seal conversion allowance Begin conversion of shop CLC CLC CLC 1st om O quarter 1st as < quarter c * 2nd quarter Contact Keokuk, Iowa and Ripley, Tennessee for conversion to Pydraul 312 CLC 5/1/T0 HS-1120 Make formal presentation on conversion to Pyd. 230 CLC 1st quarter Convert CLC 2nd quarter HS-1120 Invite Moorehead to Carter Carburetor and SDCE CLC 1st quarter Push for trial in 1 machine to overcome resistance to odor of 312 CLC 1st quarter Schedule call with V.P. lerel if 1 and 2 unsuc- CLC/RAC 3rd quarter ""ful , COMPANY CONFIDENTIAL .----/ Oma \ [------ - - L_J js%' <Ji ------ , 11 M3L. _ - - WATER PCB-SD0000044203 Account C, F. & I. Potential 25 Product HS--620 U.S.S. Baytovn Unknown Unknown Ford, Sheffield 200 w/o General Electric B. C. U. S, Steel Birmingham Fairfield T5 W/0 39 W/0 Action/Objectives Responsibility Document present fluid rolume CLC Present formal proposal CLC Follow new plant expansion for Pydraul CLC Develop rapport and in-depth penetration with engineering personnel CLC Have MCS fluids specified for new facility by coor dinating with U.S.S. Research and other plant successes In U.S.S. CLC/RAO Begin again CLC Determine reclamation program RAO/ CLC/DER Make presentation on 312 or W/0 CLC Determine position, people and volume. Offer proposal for shop trial on 312 or W/0. CLC Determine position, people and CLC volume. Offer MCS 528 CLC m aa z < etC- When 1st quarter 1st quarter 1st quarter 1st quarter 2nd quarter 1/TO , VO 2/TO "1 3/TO 2/TO 2/TO 3/TO COMPANY CONFIDENTIAL a WATER PCB-SD0000044204 CHICAGO Account Aaerlcan Oil Potential 60 Product Actloo/Objectlves Responsibility Fyrquel 220, 550 Send letter to purchasing re viewing product benefits, conparable Pydrauls for each location, conversion proce dures RAD When 12/15/69 Have purchasing send letter to each refinery recommend ing conversion to Pydraul Provide follov up informa tion on objections of those refineries vblch do not accept the conversion recom mendation to the appropriate salesman RAD RAD 4-4 co m o o z< G h 1/20/T0 3/20/T0 Intsrlake Steal 25 Fyrcjuel Het lub engineer, present RAD 220, 550 Pydraul and determine past objections 1/12/70 , t-- -V i Determine proper approach to RAD V penetrate this account and set additional realistic goals, 2/9/TO Kiskaeffar 50 H-620 Contact Pete Abele, V.P.D.C. to discuss P.H, approval If no progress vith Abele, contact purchasing to discuss valve analysis RAO/RAD RAD 1/30/70 t 2/25/70 If no progress, determine proper approach to penetrate this account and set realis tic goals RAO/RAD 3/31/T0 national Lock 35 Quaker W/G COMPANY CONFIDENTIAL BH Ua LZJ L-H Run fire tests for lub engi neer in St. Louis Gain Pydraul 312 trial RAD RAD ' . . ;" ___; ; ; - - l k/30/T0 T/25/T0 __ WATER PCB-SD0000044205 MCCOUDl Woodstock Die Casting Potential 68 lew Products U.S.Steel Cary Works 25 50 (Caster) Ford Stamping 66 Inland Steel Precision Casting 1* 0 33 Product H-620, Ucon Hydrolube Ucon Hydrolube Fyrquel 150 H-1120 Irus 902 Fyrquel 150 H-620 Action/ObJectiTes Responsibility Provide information-on effects of 312 on temperature in BAT machines. RAD Demonstrate hov Pydraul can be reclaimed in antipollutiom systems utilising Monsanto A Leonard Construction personnel * Gain Pydraul 312 trial. RAD Present Pydraul to plant per sonnel , Gain Pydraul trial. RAD RAD Caster - Benin MCS-52T trial in 1000 psi system. Begin MCS-527 trial in 2000 psi system. Begin confers ion on caster. Determine remainder of P.E. potential at Gary and initiate selling efforts. Contact lub engineer and present Pydraul. RAD RAD RAD RAD RAD in 09 m o o s at Obtain stamping division M number. RAG/GFF/RAD Gain Pydraul trial. RAD Begin conversion. RAD Begin 135 trial in grinders. Begin cenversion. RAD RAD Gain Pydranl trial in nest machine purchased. RAD When 1/30/70 Ji/15/TO 3/1/70 8/25/70 1/5/70 k/20/70 10/25/70 3/15/70 12/20/69 2/1/70 /25/70 9/15/70 2/28/70 5/30/70 Continuous COMPANY-"1 CONFIDENTIAL WATER PCB-SD0000044206 Account Chrysler Kokomo Potential TO General Electric Ft.Wayne, Ind. 30 VestlnghouBn Lima, Ohio 30 Delco Products Dayton, Ohio 60 Delco Beny Anderson, Ind. 00 Air Products 125 Bethlehem Steel Bethlehem, Pa. 25 Bethlehem Steel Sparrovs Point, Md. Bethlehem Steel Steelton, Pa. 50 25 CIBCIBIATI Product Actlon/ObJectlvea Responsibility Stauffer W/C Obtain 312 trial & conversion JAH/RAG/DFS Ucon V/0 H-1120 B-1120 Uoon 200 IM W/0 Special H-1120 Ucon 150 Fyrquel 550, 300 Obtain 312 trial Trial successful and fluid approred Follov to Insure conversion Hake formal presentation by 1/1/TO. Obtain 312 trial by */l/TO. Develop nev approach to overcone failures of two past 312 tests 1EW TORE Continue to push for plant conversion Obtain 50% business H8 & Fyrquel Define purchasing Interest In 312 Obtain shep trial KPH & Pyrquel Obtain shop trial JAH/RAG/DPS JAH/RAO/DPS JAH/RAG/DPS JAH/RAO/DPS PDC PDC PDC PDC PDC -o CO o z 2 t- HS--1120, 620 Convert P-9 to 312 PDC Push for additional business r, COMPANY CONFIDENTIAL PDC When 2/l/T0( trial 9/l/T0( conv) k/1/TO 1/l/TO 1/1/TO */l/T0 fc/l/TO 12/69 t -0v\ i Continuing 6/TO 1/TO 3/TO 3/TO 2/TO Continuing aa m. " XT WATER PCB-SD0000044207 Account Alcan Aluminum Oswego , B. T, Potential i0 Araco Baltinore , Wd. 25 Carpenter Tech. Reading, Pa. Bridgeport, Conn. Griffin Pipe Prod. Florence, H , J. 25 25 Sprague lev Eng. Die Casting lev Haren, Conn 25 U. S. Steel Genera Works Product Action/Objectives Responsibility HS-1120,, 620 Define position and potential PDC When 1/TO Obtain trial on 312 PDC k/TO HS, Fyrquel Follow up use ef 312 in Alliance Crane PDC 1/70 Presentation on ether Arace plants using 312 RAO/PDC 2/TO Push for standard fluid PDC */T0 Fyrquel 220, W/0 Follow success of 312. Maintain contact for new busi ness and conversion HS-1120 Obtain shop trial 312 PDC PDC 1/TO a to oo 2/TO Maintain contact Overcome tonicity problens PDC PDC < Continuing o 2/TO Oil Sell need for FR fluid & 312 Obtain shop trial 312 PDC PDC 1/TO 3/TO e Offer seal conversion allowance PDC 3/TO LOS AB0ELB3 Cali on Geneva at least once during 19T0 and determinet JHD Present dollar voluae of FR fluids used and suppliers of these fluids By 10/TO Short and long tern FR fluids potential Decisien Bakers on choice of fluids used COMPANY CONFIDENTIAL Lubrication personnel's attitude toward MCS-520 and MCS-565 Deteraine advisability of aak- JHD/DAH/RAQ ing foraal presentation to By 11/TO WATER PCB-SD0000044208 Account U. S. Steel Geneva Works U. S. Steel Torrance Works Potential Product GHC Chevrolet Toledo, Ohio 36 HS-1120 Actlon/Objactiveb Responsibility When Geneva Works personnel on MCS-528 and HCS-565 with D. A. Ball Make joint call with R. A. Garcia in 1969s JBD/DAB 11/69 j Determine total PR fluids potential Outline U S* Steel success on MCS-528 and MCS-565 Seek trial in at least one hydraulic system with MCS-528 Achieve successful field trial on MCS-528 JHD to to to 0 0 z < 01-1 By 6/TO Attain 50$ conversion JHD By 12/TO DETROIT Develop straight phosphate aster to conpete with HS-1120 Research Development Product Oroup 1/1/TO Present nev fluid to pertinent OPP personnel Obtain shop trial for new fluid OPP 3/1/T0 1/15/TO Obtain at least half the bust- OPP ness 9/1/TO COMPANY CONFIDENTIAL E--J WATER PCB-SD0000044209 Account Potential Great Lakes Steel Dir. Hat'1 Steel Eeoree, Mich. T5 Marathon Oil Detroit, Mich Me Louth Steel Trenton, Mich ho 65 Grand Steal Corp Clauoon, Mich 25 Product HS-1120 Fyrquel 300 Fyrquel 220 HS-1120( 620 Action/Objectives Reepons ibility Determine Great Lakes plans for fluid changes OPF Penetrate plant to higher level personnel .0. main tenance superintendent OFF Obtain shop trial on either 312 or new phosphate ester fluid OFF Obtain at least half the business OFF Submit bid on Pydraul AC OFF/ITJ/RAO Obtain 100$ of business Submit and discuss formal proposal on 312 conversion OFF Make all necessary engineering contacts and obtain shop trial for 312 OFF Complete successful trial and obtain 100$ of bnsiness OFF e*4 CO o o < B& Obtain shop trial on 312 OFF Coaplete successful trial and obtain all HS-1120 business OFF Change over all HS-620 machines OFF to 312 tfhen 11/15/69 1/1/TO h/l/TO 10/1/70 12/15/69 1/1/TO 11/1/69 2/1/70 T/1/T0 10/1/69 2/1/TO 8/1/T0 COMPANY CONFIDENTIAL ___ ,JD3 MB r~i rr-j ifS3 i ? , . - t-^3 TZ73 z__; L_J 531 :---- -- WATER PCB-SD0000044210 Account Potential Ford Motor Rivionrilla, Mich. GParts Dir, 85 Product HS-525 \ Actlon/Objactirea Present formal proposal on reclamation economics of 312 Obtain shop trial on 312 at Ravsonrllle. Surrey Ravsonrllle plant to determine feasibility and estimate on reclaiming Convert Ravsonrllle plant to 312 Responsibility GFF GFF DFS/DAH/DER/ RAG/ITJ/GFF OFF o r-i <iono o * $ When 10/15/69 12/1/69 1/1/T0 9/1/70 , mm i tJ Z3 company CONFIDENTIAL \_/ WATER PCB-SD0000044211 mraBJIBB Raavoaslblll.tr RAQ/BTJ/ Field salesmen BAH TV0/LR8/DAH DRF/PDC/LRS ITJ/DRP/LRS/RAO/ Field salesmen DAH/XTJ/Z.R8/RA0/ Field salesmen BAB DP8/XTJ/LRS JIH/D8C/ Field aelesaea RAO/FielA Sales' BAH CLC CLC/DAH RAO/Field Saleaaea RAO/Fleld Saleaaea LRS/DF8/DAX Action COMPANY CONFIDENTIAL Rerlev status' of target aooouata. Maintain- eustoaer- strategies. When Quarterly Write aarketing- plan for- steel and primary aluminum markets including OEM list. 3/1/70 Initiate field trial of FR gas turbine lube- at AOTL. k/1/70 Contact- 0 and Vestlngbouae quarterly to- establish- evaluation of candidate fluids- far FR ateaa- turbine lubes. Quarterly Introduce- new- FR-phosphate-ester fluid. Submit'to customers for trial. Commer cialise with- industry and OEM's. 1st quarte 1970 Introduce- water- glycol-' fluid. Obtain trials- and' conaerciallse. 1st quarte 1970 Contact hose OEM to encourage avail ability of nylon lined hose. Obtain FM- and VL approval water glycol, phosphate ester. Write-Pydraul aarketing plan fer Europe-eoneider direct- MB sales, local-' blending. 1st quarte 1970 If neces sary 6/1/70 Ceataet OEM's on regular basis (see' OEM list} Review-quarterly. Continuing . Continue to- follow 0. 8. coal nine legislation as it may effect Santosafe. Continuing Continue advertising with emphasis on steel industry, air compressor fluid market and OEM's. Complete new fire test movie, provide copies for worldwide use. Continuing 2/1/70 Review status of target accounts Quarterly Call on eaeh major OEM to gain tech nical support as described in Section 1. Continuing Run pump test trial and full seals fire tests on specific request from customer or OkM. -5*- TRAN Continuing 003821 WATER PCB-SD0000044212 Responsibility LRS/DAH/DRP DRP OCA/DPS CLC DRP/Field Sales DRP/STJ DRP Action Define and field test one vater-base hydraulic fluid. Write industrial fluids business plan for acquisition and identify proposed nev ventures and acquisitions Follow field test of Pydraul 312 at Flat and present acceptable reclama tion program* Provide direct mail follow up for salesmen at potential accounts. Define market for FS fluids reclama tion systems Contact with key cus tomers OEM's. Contact with CED and Blodise Croup Prepare business plan for reclamation systems business, if feasible. When 2/1/70 6/1/70 3/1/70 Continuing 1st quarte 1970 1/70 2nd quarte 1970 GUivir/ni^ Y CONFIDENTIAL -55- TRAN QQ3BZ2 WATER PCB-SD0000044213 SAHTOVAC LOHO RAWQg-OPALS Our major goals arti 1 To retain aur position as sols supplier ef polyphenyl ethers to the vacuum diffusion pump fluid market and to secure a 50% share of those markets which could be satisfied by high performance silicone or other diffusion pump fluids. 2. To sell'$500,000 per year of Santowae fluids by 1973. 3. To do sufficient advertising and promotion to present customers and markets and identify specific leads for efficient direct follow up. We plan personal calls only on selected major account*. A significant portion ef our advertising and promo tion program Is designed to pull through the Santevac distri butors __ k. After the Initial research program on Samtovac 5, keep sales and technical service expenses at a minimum unless we identify other markets large enough for the development of other fluids for the vacuum industry. LOHQ' RAlfOE' STHATBOT The preferred method of reaching our long-range goals is to develop within the neapany sufficient toehnical and marketing ability to satisfy the vacuum diffusion pump fluid market for polyphenyl ethers. We must make the OXM'e and the customers well aware ef the technical capabilities of our fluids and eur staff and must have them cooperat ing with us We will contlnuo to sell Santovae directly and also through the distributor network. We should continue to become aware of epportunltiee in the vacuum pump market for fluids which arise from other research and development programs- such as a synthetic mechanical pump fluid. When a suitable product is identified, we should market it along with Santovae 5. A part of our long-range strategy should be to negotiate with Con solidated Vacuum Corporation with a view toward reducing the royalty fees on Santovae sales or eliminating them through a specified cash payment or mono other inducement. This would give us flexibility to lover Santovae prices as competition or price/volume information dictate. . COMPANY ~ CONFIDENTIAL -56 TRAN 003623 WATER PCB-SD0000044214 1970 OPALS By the end of 1970 we plan te bar* accomplished the following: 1 Sell $182,000 of Santovac 5 and OS-124 for vacuum use. 2. Retain all of CYC' polypheny1 ether business either directly or indirectly. 3. laprove and retain the support of major pump manufacturers. 4i Make Monsanto and Santovac better known in the marketplace and demonstrate the ability to sell Santovac by advertising and direct nail proaotion and through distributors. 5 Rewrite and distribute new Santovac 5 technical bulletin. 6, Learn enough about the superiority and/or deficiencies of our product through research to improve our present product litera ture and also to provide information and data for technical articles in appropriate Journals and ether preeentatlens such as the AYS Syaposiua. 1970 MAROTIHG PLAH Rooponalblllty RHM/DAH DAH/NTJ PDC/QFF/RAD/ JAH/JHD/CC CLC CLC PDC/DAH Action When Docuaent the superiority and/or deficiencies of Santovac 5 as com pared to silicone in actual appli cations research program* Continuing Review effort ef Individual Santovac distributors and withdraw contracts from those who are not productive. 3/70 Call an recognised large potentlal accounts, OEM's and distri butors . Continuing Advertise in appropriate trade Journals 1970 Send literature to ad rosponaes. Continuing Continue to call at Ooddard Flight Center to induce in-house comparison of Santovac 5 with DC-704. COMPANY CONFIDENTIAL -57- TRAN Two times in 1970 00382^ WATER PCB-SD0000044215