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Crain's Chicago Business, May 27, 2008 — Construction giant Caterpillar Inc. will sponsor the English rugby union club Leicester Tigers in a five-year deal worth about $11.8 million.
The deal is the biggest club rugby sponsorship in the world, the club said Tuesday.
Crain's Chicago Business, April 7, 2008 — It took Caterpillar Inc. three decades to reach $1.5 billion in annual sales in China. The Peoria-based construction-equipment maker now aims to more than double that in the next three years.
With the U.S. construction business tanking, Caterpillar needs to capitalize on a building boom in China. Ramping up sales in the world's fastest-growing construction market could help offset slumping demand in the United States and keep Cat on track to hit its goal of boosting companywide revenue 33% by 2010.
Wall Street Journal, December 10, 2007 — Selling giant industrial machines in China sometimes feels to Mike Cai like living life in a traveling circus.
A marketer for Caterpillar Inc., Mr. Cai is working to crack the China market for earthmovers called wheel tractor-scrapers. Already a decades-old product in America, these dirt-scoopers, which weigh in at 38 tons, haven't made much headway in China, which still relies on the smaller "hex" — industry jargon for hydraulic excavator — and trucks on most construction sites.
To change that, Mr. Cai and his colleagues have eschewed traditional advertising techniques. Instead they've taken their show on the road, adopting a tactic popular in China's burgeoning market.
FORTUNE, August 13, 2007 — Bugs. From the rim of the vast open pit, the trucks, bulldozers and road scrapers far below look like scuttling yellow insects. Descend the dirt ramps that spiral a third of a mile down to the floor of the pit, though, and those bugs are transformed into Caterpillars - as in the ubiquitous machines that are as much a feature of the mining landscape as muck.
Advertising Age, December 14, 2006 — As more of the U.S. population moves online, B-to-B industries that previously thought they were immune to the migration have had to begin figuring out their web strategies.
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