Form 425

Filed by Yellow Corporation

Pursuant to Rule 425 under the Securities Act of 1933

and deemed filed pursuant to Rule 14a-12 and Rule 14d-2(b)

of the Securities Exchange Act of 1934

 

Subject Company: Yellow Corporation

Commission File No.: 333-108081

 

Subject Company: Roadway Corporation

Commission File No.: 000-32821

 

FORWARD-LOOKING STATEMENTS

Certain statements made herein contain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. The words “expect,” “will,” “look forward to” and similar expressions are intended to identify forward-looking statements.

 

The expectations set forth in this filing regarding accretion, returns on invested capital, achievement of annual savings and synergies, achievement of strong cash flow, sufficiency of cash flow to fund capital expenditures and achievement of debt reduction targets are only the parties’ expectations regarding these matters. Actual results could differ materially from these expectations depending on factors such as the combined company’s cost of capital, the ability of the combined company to identify and implement cost savings, synergies and efficiencies in the time frame needed to achieve these expectations, prior contractual commitments of the combined companies and their ability to terminate these commitments or amend, renegotiate or settle the same, the combined company’s actual capital needs, the absence of any material incident of property damage or other hazard that could affect the need to effect capital expenditures, any unforeseen merger or acquisition opportunities that could affect capital needs, the costs incurred in implementing synergies and the factors that generally affect both Yellow’s and Roadway’s respective businesses as further outlined in “Management’s Discussion and Analysis of Financial Condition and Results of Operations” in each of the companies’ respective Annual Reports on Form 10-K for the year ended December 31, 2002 and the “Risk Factors” outlined in Yellow’s Current Report on Form 8-K filed on August 4, 2003 and its Registration Statement on Form S-4 filed on August 19, 2003. Yellow’s plans regarding the maintenance of the separate Yellow and Roadway brands and networks, the continuation of the Roadway headquarters as a major operational center, the focus on administrative and back office synergies and workforce rationalizations are only its current plans and intentions regarding these matters. Actual actions that the combined company may take may differ from time to time as the combined company may deem necessary or advisable in the best interest of the combined company and its shareholders to attempt to achieve the successful integration of the companies, the synergies needed to make the transaction a financial success and to react to the economy and the combined company’s market for its transportation services.


ADDITIONAL INFORMATION

 

Yellow and Roadway will file a proxy statement/prospectus and other relevant documents concerning the proposed merger transaction with the Securities and Exchange Commission (“SEC”). Investors are urged to read the proxy statement/prospectus when it becomes available and any other relevant documents filed with the SEC because they will contain important information. You will be able to obtain the documents free of charge at the website maintained by the SEC at www.sec.gov. In addition, you may obtain documents filed with the SEC by Yellow free of charge by requesting them in writing from Yellow or by telephone at (913) 696-6100. You may obtain documents filed with the SEC by Roadway free of charge by requesting them in writing from Roadway or by telephone at (330) 384-1717. Yellow and Roadway, and their respective directors and executive officers, may be deemed to be participants in the solicitation of proxies from the stockholders of Yellow and Roadway in connection with the merger. Information about the directors and executive officers of Yellow and their ownership of Yellow stock is set forth in the proxy statement for Yellow’s 2003 Annual Meeting of Stockholders. Information about the directors and executive officers of Roadway and their ownership of Roadway stock is set forth in the proxy statement for Roadway’s 2003 Annual Meeting of Stockholders. Investors may obtain additional information regarding the interests of such participants by reading the proxy statement/prospectus when it becomes available.

 

The following documents are filed herewith pursuant to Rule 425 under the Securities Act of 1933:

 

  Press Release of Yellow Corporation dated October 1, 2003; and

 

  Sideshow presentation to analysts on October 3, 2003

 



10990 Roe Avenue

Overland Park, KS 66211-1213

(913) 696-6100

(913) 696-6116 FAX

NEWS RELEASE

YELLOW CORPORATION

 

October 1, 2003

 

For Immediate Release

 

YELLOW CORPORATION TO HOST ANALYSTS MEETING

 

OVERLAND PARK, KAN. — Yellow Corporation (NASDAQ: YELL), will host an analysts meeting at its world headquarters on Friday, October 3, 2003. The meeting, which will begin at 1 p.m. EDT, can be accessed either through the internet or by dial-in. Bill Zollars, Chairman, President and CEO of Yellow Corporation, and Jim Staley, President and CEO of Roadway Corporation, are scheduled to present, along with other members of Yellow senior management.

 

A live audio webcast of our strategic direction and financial update discussions can be accessed on our website, www.yellowcorp.com, or at: http://www.corporate-ir.net/ireye/ir_site.zhtml?ticker=yell&script=1010&item_id=788946. Presentations will be available for 30 days on these websites. The audio portion of the presentations can also be accessed live by dialing 1.888.609.3912.

 

Yellow Corporation, a Fortune 500 company, is a holding company that through wholly-owned operating subsidiaries offers its customers a wide range of asset and non-asset-based transportation services integrated by technology. Its largest subsidiary, Yellow Transportation, offers a full range of regional, national and international services for the movement of industrial, commercial and retail goods. Meridian IQ is a non-asset global transportation management company that plans and coordinates the movement of goods worldwide. Yellow Technologies provides innovative technology solutions and services exclusively for Yellow Corporation companies. Headquartered in Overland Park, Kansas, Yellow Corporation employs approximately 23,000 people.

 

Analyst Contact:

  

Stephen Bruffett

Yellow Corporation

913.696.6108

steve.bruffett@yellowcorp.com

      

Media Contact:

  

Suzanne Dawson

Linden Alschuler & Kaplan

212.329.1420

sdawson@lakpr.com


AnalystsMeeting

 


AnalystsMeeting

Exhibit 99.2


Stephen Bruffett

Vice President and Treasurer, Yellow Corporation


Forward-looking Statements

This presentation (and oral statements made regarding the subjects of this presentation, contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. The words “expect,” “will,” “remain,” “estimated,” “anticipated” and similar expressions are intended to identify forward-looking statements.   The expectations set forth in this release regarding accretion, incremental margins, economic recovery, achievement of annual savings and synergies, achievement of strong cash flow, sufficiency of cash flow to fund capital expenditures and achievement of debt reduction targets are only the parties’ expectations regarding these matters.   Actual results could differ materially from these expectations depending on factors such as the combined company’s cost of capital, the ability of the combined company to identify and implement cost savings, synergies and efficiencies in the time frame needed to achieve these expectations, prior contractual commitments of the combined companies and their ability to terminate these commitments or amend, renegotiate or settle the same, the combined company’s actual capital needs, the absence of any material incident of property damage or other hazard that could affect the need to effect capital expenditures, any unforeseen merger or acquisition opportunities that could affect capital needs, the costs incurred in implementing synergies and the factors that generally effect both Yellow and Roadway businesses as further outlined in “Management’s Discussion and Analysis of Financial Condition and Results of Operations” in each of the companies respective Annual Reports on Form 10-K for the year ended December 31, 2002. Yellow plans regarding the maintenance of the separate Yellow and Roadway brands and networks, technology matters, service offerings, the focus on administrative and back office synergies and are only its current plans and intentions regarding these matters.  Actual actions that the combined company may take may differ from time to time as the combined company may deem necessary or advisable in the best interest of the combined company and its shareholders to attempt to achieve the successful integration of the companies, the synergies needed to make the transaction a financial success and to react to the economy and the combined company’s market for its transportation services.


AnalystsMeeting


Bill Zollars

Chairman, President and CEO, Yellow Corporation


Reinventing A Company


“It is not the strongest of the
species that survive, nor the
most intelligent, but those
most responsive to change.”

                                                                                                                                     - Charles Darwin

7


William “Refrigerator” Perry

Height: 6-2

Speed: Slow

Power: Enormous

Weight: 315

Agility: None

Versatility: Low


The Old Yellow

Big

Slow

U.S.A. Only

One Trick Pony

Regulated

Inwardly Obsessed

Technology Aware

75 Year History


10

Yellow

Worst of ‘97


Barry Sanders (The New Team Yellow)

Height: 5-8

Speed: Lightning Fast

Power: Focused

Weight: 200

Agility: Nimble

Versatility: High


The New Yellow

Big

Nimble/Flexible

Global

Service Portfolio

Highly Competitive

Customer Centric

Technology Driven

Strong Brand


“Change everything fast
and all at once.”

                                 - Gordon Bethune

Continental Airlines

13


At Yellow, Everything  
Starts With The Customer

14


Before and After

Our business used to be:

Trucking

Freight Movement

Less Than Truckload (LTL)

Now our business is:

Services that satisfy consumer needs

Services that give consumers peace of mind

Services that deliver on promises


16


Where To Start?

17


“Need A Light
On The Hill”

18


Our Core Purpose

To make global commerce work   
by connecting people, places   
and information.


Our Vision

Yellow will be the leading provider
of guaranteed, time-definite,
defect-free, hassle-free
transportation services for
business customers worldwide.


21

How Do We Get
To The Vision?


How Do We Get To The Vision?

People

Process

Technology


People

Challenge –

Create a High Performance /

Customer Centric Culture


People

Changing Culture Is Like

Changing The Company’s DNA


People

Management Team

Well-balanced

Yellow, Kodak, Ryder, P&G, Bristol Myers, FedEx,
General Electric, Hillenbrand, Motorola, Baker Hughes,
Hertz, SABRE, Honeywell


People

Relentless Repetition

of Vision


People

Enabling Organization


People

Fallacy -

            “Any Organizational Structure         
Will Work With The Right People.”


People

Truth -

            “The Best People Operating In         
The Best Structure Will Always Win.”


30

New Structure At Yellow

(or anywhere)


New Structure At Yellow (or anywhere)

Destroy Silos / Build Teams


New Structure At Yellow (or anywhere)

Decisions Close To Customers


New Structure At Yellow (or anywhere)

Demand Entrepreneurship
Without Sub-optimizing


New Structure At Yellow (or anywhere)

Create Passion


New Structure At Yellow (or anywhere)

Train, Train, Train


New Structure At Yellow (or anywhere)

Reinforce Right Behavior     
With Incentives


37

Process


Process

Engineer From The Ground Up

2-year effort

Identify best practices

Focus on short interval scheduling

Certify and audit

Institutionalize


Process

Engineer From The Ground Up

Results

Faster

More consistent

More predictable


Process

Train, Train, Train


41

Technology


Technology

Get Focused


Technology

Make The Investment


Technology

Stay Light On Your Feet


Technology

Relentless On
Development vs. Maintenance


Technology

Train, Train, Train


How Do We Get To The Vision?

People

Process

Technology


Progress

Highest Customer Satisfaction Ever

Satisfaction

Likelihood to

Recommend

Intent to

Purchase

Secure


Progress

Highest Employee Satisfaction

Lowest Voluntary Turnover


One Trick Pony

Portfolio of Time
Definite Services


Recognition - Number One In Our Industry

BERKSHIRE HATHAWAY INC.

Industry Ranking

2003

Social Responsibility

1

Innovation

1

Investment Value

1

Use of Corporate Assets

1

Employee Talent

1

Financial Soundness

1

Quality of Services

1

Quality of Management

1

1

Overall


22,029

54,936

130,000

Registrants

Yellow Technologies
Innovative & Award-winning Solutions


Market Value

$ 350 Million

$ 800 Million

$2.0 Billion

$ 200 Million SCST

$ 140 Million SCST


54

A Bold Strategic Combination

Building for the Future


Roadway Transaction –
The Right Strategy, the Right Partner

Right Strategy

World-class transportation brands

Broader capabilities

Increased capacity

Non-asset solutions to larger base of customers

More effective technology investment

Focus on growth

Right Partner

Strong brand equity

Strong operating performance

Significant synergies available

Large customer base with limited overlap


Right Time

Both companies are solidly profitable

Roadway management team supportive of strategy

5-year labor agreement

Favorable financial markets

Potential of economic recovery

Substantial operating leverage

Incremental margins of 15 – 20%

Roadway Transaction – The Right Time


Ensuring Success

Maintain separate networks

Maintain customer contacts

Invest and build brands

Implement incremental technology change

Focus on growth


AnalystsMeeting


Dan Churay

Senior Vice President, General Counsel and Secretary, Yellow Corporation

Don Barger

Senior Vice President and Chief Financial Officer, Yellow Corporation


Transaction Timeline


Acquisition Timeline Update

Department of Justice review

Second request received on August 18

Currently providing responses

SEC process

Preliminary proxy filed on August 19

Record date established for October 16

Shareholder vote likely in fourth quarter

Closing targeted for fourth quarter     


Financing Timeline Update

July 8 - Agreement announced

August 4 - $250 million 5% Contingent Convertible Senior Notes

DOJ Clearance - $150 million High Yield Senior Notes

At Closing

Secured facility (revolver, term loan, LOC collateral)

$300 million liquidity                     


(millions)

(1) - $225 million of notes marked to fair value of $252 million as part of purchase accounting.

(2) - Total debt amount may vary.

Anticipated Capital Structure at Closing

Debt structure provides flexibility at attractive terms

ABS borrowings

$103

Term loan

175

Convertible notes

250

New senior unsecured notes

150

Roadway senior unsecured notes

252

(1)

Industrial development bonds

14

Total debt

$944

(2)

All-in cost of debt of approximately 7%


Pro Forma Leverage

Both companies will continue to reduce debt

Free cash flow generation allows for rapid debt reduction

NOPAT return on capital above cost of capital within 12 months of closing

Debt to EBITDA

Debt to Capital


Required Accretion Synergies

2004

Consensus

Yellow

$2.74/share

Roadway

$3.10/share

Yellow Roadway assumptions

Shares

50 million

Interest expense

$65 million

Required synergies

$30 million


Required Accretion Synergies (cont’d)

Required synergies for NOPAT return to be greater than WACC

Yellow Roadway expected WACC

10%

Pro Forma committed capital at June 30, 2003

Debt

$950 million

Equity

$850 million

Capital

$1,800 million

Consensus synergy requirement

$30 million


Synergy Update

Early September - Synergy cost reduction teams established

13 teams - joint Yellow Roadway             

Cost reduction run rate $45 - $125 million within one year

Update on third quarter 2003 conference call

Target is at least 5% of costs ($300+ million)


Near-Term and Longer-Term Synergies

Examples of near-term conservative case synergies:

Purchased transportation (rail, ocean, air, cartage)    

Duplicate support infrastructure

Equipment and parts purchasing

Technology acquisition & licensing (no systems integration required)

Best practices opportunities

Examples of longer-term synergies:

Optimization of linehaul networks and terminal efficiency

Moving toward common technology systems

Common equipment maintenance systems


Market Reaction

Yellow stock performance since announcement


Market Reaction

Yellow 5% convertible senior note pricing


Transaction Terms and Structure

Transaction value

Consideration

(1) Leases capitalized at 5.0x.

$48 per share

Equity value: $961 million

Total enterprise value: $1.2 billion

Adjusted total enterprise value: $1.5 billion (1)

50% cash and 50% Yellow stock

Roadway shareholders will be given a right to
elect cash or stock for each share they own

Following election, cash and stock will be pro rata
amongst shareholders (i.e., in aggregate
approximately 50% stock and 50% cash)


$51.60

$24.95

60-day avg price

as of 7/8/03

20-day avg price

Transaction Terms and Structure (cont’d)

Value per Roadway share assuming 50% stock / 50% cash consideration

$44.00

$45.00

$46.00

$47.00

$48.00

$49.00

$50.00

$51.00

$52.00

$53.00

$54.00

$18.00

$20.00

$22.00

$24.00

$26.00

$28.00

$30.00

$32.00

Yellow 20-trading day average stock price

Collar

$21.21

$28.69

$30.28

as of 10/1/03


Questions&Answers


AnalystsMeeting


James Welch

President and CEO, Yellow Transportation

Mike Smid

Executive Vice President and Chief Administrative Officer, Yellow Transportation


The Yellow Transportation Mission

To be the leading provider of  
guaranteed, time-definite, defect-free,
hassle-free transportation services for      
business customers worldwide.


Reengineering the Business

Design a network to support a multiple service portfolio

Reduce fixed costs

Optimize variable cost

Improve customer focus and quality of services


The Path

The variable speed network

Capital optimization

Variable cost component management

Standard engineered process


Variable Speed

Network

79


System Bills by Service Standard


Exact Express Weekly Revenue History
First Quarter 1999-2003


Network Systems
Sysnet Demonstration

82


Capital Optimization

Reduce capital demand

Improve utilization


* includes leased sleepers

** year-end projection

Tractor Count at Year End

Yellow Transportation, Inc. - Combined L/H Tractors* and City Power

7,000

8,000

9,000

10,000

11,000

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003**


* includes 2003 L/H and city trailer purchases made in 2002

** year-end projection

Yellow Transportation, Inc. - Combined L/H and City Trailers

Trailer Count at Year End

28,000

30,250

32,500

34,750

37,000

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002*

2003**


*  year-end projection

Yellow Transportation, Inc.

Mechanic Count at Year End

800

900

1,000

1,100

1,200

1,300

1,400

1,500

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003*


Variable Cost Management

Labor optimization

Service performance


CGB Breakbulk Status Report – 9/01/03-9/14/03


Variable Cost Management
Vital Signs

Demonstration

89


Engineered Systems - ISO 9001-2000


Sample E-mail

Sample Key Initiative

Sample
Archive

Consumer Centric Initiative (CCI)


Terminal Operating System

92


93


AnalystsMeeting


Lynn Caddell

President, Yellow Technologies


To make global commerce work
by connecting people, places
and information.

The Yellow Core Purpose


The Yellow Technologies Mission

To provide innovative information
solutions and exceptional technology
services that create a competitive
advantage for Yellow businesses.


The Yellow Technologies Difference

Driven by the business

Prioritized by the business

No technology for technology’s sake

Technology has a seat at the table

Management teams tightly integrated

Part of the decision-making process


Innovative Information Solutions

Customers

MyYellow.com

Customer Service Centers

Exact Express -- ease of engagement


Innovative Information Solutions

Operations

Sysnet

Stats and Docs

Manpower planning

Employees

Sales information tools

Intranet


Exceptional Technology Services

System availability

Enterprise architecture

Leverage domain expertise

Easy to do business with

Secure environment


130,000 registered customers

Creating a Competitive Advantage

Operational Efficiency

Efficient variable-speed
network

Industry-leading cost
management systems

Impact

One network serving multiple
markets

80% of costs variable with
business volumes

Customer Interface

World-class Customer
Service Centers

Impact

High customer satisfaction



An inside look at the Yellow
Customer Service Centers

103


Recognized for Excellence


Looking Ahead

RFID

Data warehouse

Joint applications with Roadway


AnalystsMeeting


Jim Ritchie

President and CEO, Meridian IQ


The Meridian IQ Mission

To be the recognized leader   
in transportation solutions
management.


Covering the Basics

What is Meridian IQ?

A global transportation management company

What do you do?

We plan and coordinate the movement of goods throughout the world

How do you create value?

We design, implement and manage global transportation solutions via any mode,
anywhere, any time that provide economic value and peace of mind for our clients

What makes you different from your competitors?

People, processes and technology, combined with broad service offerings,
geographic coverage, and volume leverage.
               

Lastly, we’ll guarantee the results!

Any mode, anywhere, at any speed


Meridian IQ

Formed in 2002 as a non-asset transportation solutions provider

Combined several existing businesses within the Yellow
company portfolio

Headquartered in Overland Park

445 employees

8,500 customers

10 dedicated global offices

Gross billings have doubled to a 2003                                    
projection of $200 MM

Profitable


Understanding the Needs of the Market

Insourcing

A large gap between the ROI promised and reality

Lack of transportation management expertise exacerbates
the ROI failure

Too much investment sitting on a shelf

Outsourcing

Outsourcing requires actions that are difficult to reverse
should a customer become dissatisfied with a 3PL
                                 

Customers are sensitive to the loss of control when
outsourcing to a 3PL

Global capabilities are a critical decision criteria when a
company selects a transportation solutions provider


Transportation Management

Hosted Technology   
Managed Transportation
Consulting Services

Global Freight
Forward’g / Brokerage

Multi-Modal Brokerage
Services

Domestic Forwarding & Expedited Services

Business Structure

Target Market

Fortune 300 and below


Transactual

Global Freight
Forward’g / Brokerage

Domestic Forwarding & Expedited Services

Multi-Modal Brokerage
Services

Transportation Management

Hosted Technology
Managed Transportation Consulting Services

The Services We Provide

Contractual

Farming transactual clients to establish contractual solutions


Meridian IQ Strategy

Bridging the gap between insourcing and outsourcing

Outsource

Insource

Logistics
Managers

Fortune 300

Fortune

300 - 2000

Less Than

Fortune 2000

(<$300M
Rev)

Meridian IQ

100s Software

Companies

100s Logistics

Providers

Technology
Developers

Solutions for an underserved market


Value Drivers for the Client

Ability to acquire industry-leading technology at very
competitive pricing

Key personnel are focused on strategies other than
transportation management

Flexible solutions focused on business processes vs. full
functional outsourcing required by traditional 3PLs

Leveraged purchasing power on all modes                                  

Shared resource management vs. traditional dedicated
management

One-stop shopping – technology, expert resources,
expedited, global, multi-modal, strategy


Sales Process

Highly complex buy process with multiple buyers      
and stakeholders

Decision is usually made at a VP level or higher

Process usually takes a minimum of six months

Significant cost to prepare a proposal

Each contract is customized to the client’s specific
requirements

Finishing second pays zero


Value Model

Value Drivers

Best practice

Meet predefined objectives

Measure results, not activity

Target Value

Express results in customer-centered metrics

A defined approach ensures we deliver the value promised     
and the ROI expected by our clients

Strategic

Planning

Network

Configuration

Manage

Operations

Business

Intelligence

Continuous

Improvement


Case Study

118


Consumer Products and Auto Supplier

Aggressive growth via acquisition

Moving from a decentralized to centralized environment

17 U.S. and Mexico plants that managed transportation
independent of each other

Outsourced one of their plants to MegaSys 7 years ago

Typical shipper from mode perspective


Consumer Products and Auto Supplier

Client Objectives:

Reduce transportation expenses by 10%

Create a compliant environment

Gain access to leading technology without the investment

Achieve ROI in 2003

Establish framework to standardize processes and share best
practices


Intercompany Synergy

Current modal usage: air expedite, ground expedite,
customs brokerage, international, freight brokerage,
auditing fees, truckload, LTL, small package, vendor
truck, inter-plant

Current spend: in excess of $65 million

Yellow/Roadway current revenue: less than 1%

Potential Yellow Roadway revenue: 30%


Value Proposition

Transportation savings of 14%

Technology ensures compliance

Client gains optimization efficiencies from Power TMS

ROI begins in Q-4 of this year!

Management team standardizes processes and shares
best practices

Economic results are guaranteed


AnalystsMeeting


Greg Reid

Senior Vice President and Chief Marketing Officer, Yellow Corporation


Marketing

Understand market trends and customer need

Monitor customer behavior

Create strategic direction

Translate into communication positioning


Brand

The promise and delivery of an experience that the target
market finds engaging and fulfilling

Goal not to simply meet expectations but to exceed
expectations


Customer

(Consumer)

127


Service Profit Chain

Profit
and
Growth

Build External
Consumer
Satisfaction
and Loyalty

Create Service
Quality
and Value

Build Internal
Customer
Satisfaction

Len Slesinger


Fact-Based Decision Making

Consumer-oriented metrics are at the heart of our
ongoing Transformation

Ensures listening to all audiences

Statistically valid performance monitoring

Challenge conventional thinking


Voice of the Consumer Research

Monthly Consumer Satisfaction Tracking (CSAT)

Over 500 monthly phone interviews

Respondents have “most day-to-day contact” with
transportation providers

Respondents evaluate all services: Standard Ground,
Exact Express, Definite Delivery, Yellow GPS, and
Canada service

Projectable results


Voice of the Consumer Research (cont.)

Consumer Value Analysis (CVA)

Quarterly market/competitor analysis involving over 700
decision makers

All key companies evaluated

Blind study

Projectable results


Key Findings

Time constrained professionals with multiple responsibilities

Value “One Stop Shop” concept

Needs for multiple services beyond traditional LTL

Requires the value of premium specialty services

Superior value creates loyalty


Consumer Value Model

The weight of the line denotes the impact of that attribute on Overall Quality and Competitively Priced

Interactions

Overall

Quality

Competitively

Priced

SOURCE:  2002 Fall CVA

Handling

Tracking Info

Transit Times

Pick Up

Willing to

Negotiate Price

Market Breadth


Consumer Value Model

Quality + Price = Value

Overall

Quality

Value

Competitively

Priced

34%

66%

SOURCE:  2002 Fall CVA


Value Map 1997


Value Map Fall 2002


Positioning

137


138


139

THE BOSS

CHOSE OUR COLOR.

THE BOSS

WAS COLOR BLIND.

IN 1924

YOU DIDN’T CORRECT

THE BOSS.


140

YELLOW

YELLOW

GREAT AT
S
HIPPING.

TERRIBLE AT
C
OLOR.

BLUE

GREEN


141

MAKES YOU WANT TO SHIP
SOMETHING.  DOESN’T IT.


142


143


Cause Marketing


Sponsorship Marketing


Motorsports Schedule

2003 NASCAR BUSCH SERIES SCHEDULE

Feb. 15: Daytona International Speedway

Feb. 22: North Carolina Speedway

March 1: Las Vegas Motor Speedway

March 15: Darlington Raceway

March 22: Bristol Motor Speedway

March 29: Texas Motor Speedway

April 5: Talladega Superspeedway

April 12: Nashville Superspeedway

April 26: California Speedway

May 2: Richmond International Raceway

May 10: Gateway International Raceway

May 18: Nazareth Speedway

May 24: Lowe's Motor Speedway

May 31: Dover International Speedway

June 7: Nashville Superspeedway

June 14: Kentucky Speedway

June 29: The Milwaukee Mile

* Race took place in May in 2002 as non-companion race.

July 4: Daytona International Speedway

July 12: Chicagoland Speedway

July 19: New Hampshire International Speedway

July 26: Pikes Peak International Raceway

Aug. 2: Indianapolis Raceway Park

Aug. 16: Michigan International Speedway

Aug. 22: Bristol Motor Speedway

Aug. 30: Darlington Raceway

Sept. 5: Richmond International Raceway

Sept. 20: Dover International Speedway

Oct. 4: Kansas Speedway

Oct. 10: Lowe's Motor Speedway

Oct. 18: Memphis Motorsports Park

Oct. 25: Atlanta Motor Speedway

Nov. 1: Phoenix International Raceway

Nov. 8: North Carolina Speedway

Nov. 15: Homestead-Miami Speedway


Competitive Positioning

147


148


149


150


151


152


AnalystsMeeting