This document provides a market plan for Tesa Tape in the North American commercial truck market in 2012. It summarizes the current state of the market, profiles the top truck manufacturers (Volvo, Paccar, Daimler, Navistar), analyzes competitors, distribution, and the macroeconomic environment. The plan sets objectives to maintain current business while focusing on new solutions and applications. Key opportunities identified are expanding use of ACX Plus, PE foam, and double-sided tapes in the industry.

1. Commercial Truck
Market Plan 2012
Tesa Tape North America
Stephen Henkis

2. Table Of Contents
1.Executive Summary
2.Current Situation
3. Top OEM Profiles
4.Competitive Situation
5.Distribution Situation
6. Supply Chain Maps
7. Macro-Environment Situation
8. Opportunity/Issue Analysis
9.Strengths/Weaknesses
10.Issues
11.Objectives
12.Maketing Strategy
13.Execution Programs
14.ProForma P&L
15. Controls
16. Summary
17.Sources

3. 1. Executive Summary
Goal:
To maintain current business and focus on solutions and problem-solving
concepts for applications in the North American truck industry, with
Emphasis on ACX Plus, PE foam & D/S opportunities.
Commercial Market:
The North American Commercial Heavy Truck Market produced 383,009
units in 2011 up 13.5% since 2010. There are 140 Businesses Globally with
Sales Over 30 Million who manufacture trucks and buses. There are 28
businesses in North America that manufacture Semi-trucks with over a billion
in Revenue. Some of the Top companies include but are not limited to
PACCAR( Peterbilt and Kenworth); Navistar International; Daimler Trucks
North America (Freightliner); Volvo Trucks North America; and the
commercial Truck Division of Ford. The industry is highly concentrated: the
Top Companies account for 95% of the revenue. The Industry includes
companies that manufacture and assemble complete vehicles and
companies that supply vehicle chassis to assembly plants.

4. 1.Executive Summary
Commercial Market(continued):
Economic pressure from EPA regulations will continue to have a direct effect on truck
purchases with a gradual decrease after the release date.(See Graph). North American
Companies are starting to increase focus to new developing areas to balance the costs
of new manufacturing laws that will take effect soon.
Competition:
Major Competitors in the Truck industry include 3m Co., IPG, STM Industries INC.,
Morgan Adhesives, Nitto America’s INC., Celia Corporation, M&C Specialties Co.
and Scapa Tapes

5. 2) Current Situation
• There are cTruck Manufacturers. B&T annual growth between years
2007-12 has risen 2.6%. The output of US heavy duty truck
production is forecast to grow at an annual compounded rate of 5%
between 2012 and 2016.
• The Department of Commerce Industry Annual Assessment showed
in 4th Quarter 2011 good strength in sales with class 8 trucks doing
much better than lighter (4-7) due to weakness in construction.
• The Heavy Truck (6-8)industry will continue to manufacture trucks
but at a gradual rate due to 62% of GDP Growth coming from
rebuilding of inventories. Commerce or GDp in April
• The 2011 Annual Fleet Study completed by CK Commercial Research
showed a 47 percent increase in the number of fleets planning new
class 8 and medium duty power unit purchases versus planned
orders in 2010. The strongest demand was from class 8 units.

6. 2(Current Situation
• Purchasing new fuel efficient trucks models is a top priority for
truck manufacturers due to high and volatile fuel costs as well as
EPA Emission standards enacted by the Obama administration to
be in effect by 2014. Currently The Majority Top Companies
Models have Been appoved by the EPA Emission Board except
Navistar.
• Hybrid commercial trucks are not efficient enough yet due to
heavier loads. This will stop many Truck manufacturers from
shifting to new technology and Rely mostly on current distributors
and suppliers. Only Choosing to change based upon lower price.
• Longer Tank fleets are in full economic recovery during 2011 and
top tank fleet uses were in chemical production with big gains in
organic chemicals, pharmaceuticals, manmade fibers, pesticides,
adhesives, and industrial gases.
• Flatbed lengths come in 53', 48', 45', 40', 24'. The most common is
the 48ft and the 53ft'. Some Refrigerated Trailers use a 37 Ksi
Foam (vanguard Reefer trailers) A AC foam to keep the cool
temperature in for refrigerated trailers. This May be a opportunity
to compete in a quality driven market with refrigerated trucks.

7. 2(Current Situation
• U.S Durable goods manufacturers’ shipments of motor vehicles
and parts, rose 13.8 percent YTD. in May 2012 Compared to the
same period in 2011.
• U.S Steel mill product prices fell 3.2 percent in June 2012
Compared to the same month in 2011.
• EPA is making changes to its heavy-duty diesel regulations that will
exempt emergency vehicles, such as dedicated ambulances and
fire trucks, to not have to follow EPA Regulations. This rule was
effective on August 7, 2012.
• For many years the largest economies in the world were the
United States, Europe and Japan, which have come to be known
as the ‘Triad’ economies. These three economies have been
mature for many years and growth is likely to be modest in the
longer term. Investors and businesses have been focusing on the
‘new growth’ economies of the so-called ‘BRIC’ countries – Brazil,
Russia, India and China–

8. 0%
20%
40%
60%
80%
100%
2007 2008 2009 2010 2011
CANADA
MEXICO
US
Heavy Truck Production in NAFTA
44.40%
10.30%
6.90%
3.30%
8.30%
10.80%
11.10%
4.70%
Global Commercial vehicle Sales
by Country/Region, 2011
China
India
Brazil
Russia
N. America
Europe
Japan
S.Korea
bg

9. Target Segment Profile Summary
Primary Decision Maker OEM and OEM Suppliers
Role In Buying Center Negotiate Size and Price/ Modify Price to Increase Revenue
Organization Size U.S Market share: AB Volvo(23.6%), Paccar (21.0%), Daimler AG
(19.8%), Navistar(12.3%)
Organization Locations CA,OH,IN,OR,WA,OK,MN,MI,FL,SC,NY,PA,CO,TX,NC Locations List
Aftermarket East Coast And Near Water
Most Important Needs Masking
High Heat Resistance Masking (460ºF)
• Corrosive, and chemical resistant • Conformability
• Variety of backings • Clean edge • No curl during oven cure
• No residue • No shrinkage
Surface Protection
• Ability to stick to High gloss dashboards
Most Important Product Features (EPA) Stop Use Of Heavy tools,(Power drills) Faster/Simpler production
line.
(Logo &designPass Oven test
Tapes that Can handle High speeds and Heavy weight tests
Double Sided tape to bond metal Panels
Rating of Top Competitors 3m++, Tesa ++, Shurtape+
Competitor Shares 3m(19.5%),Shurtape(2%) Tesa(5%)
Distribution Channel Direct/Indirect
Sales Force Receptivity Very supportive, Testing for information awareness
Touch Points (Non-interruptive Advertising) More Integrated Advertising through
Free Social Media(LinkedIn & Blogs) Commercials, Newspaper

10. 23.60%
21.00%
19.80%
12.30%
United States Truck Market
Share 2011
AB VOLVO
PACCAR
DAIMLER AG
NAVISTAR
32.70%
14.60%
19.40%
13.70%
10.70%
7.70%
Freightliner
Kenworth
International
Peterbilt
Volvo
Mack
0.00% 10.00% 20.00% 30.00% 40.00%
March 2012 Class 8 Sales
Class 8 Sales
Legend
• AB Volvo
• Mack
• Volvo
• Paccar
• Peterbilt
• Kenworth
• Daimler
• Freightliner
• Navistar
• International

11. Table: US Class 4 to Class 8 Truck sales, 2007-2011*
2007 2008 2009 2010 2011
Class 4 50,991 36,374 19,858 12,081 10,459
Class 5 44,922 40,300 23,942 30,976 42,483
Class 6 53,789 39,397 22,001 29,143 40,677
Class 7 70,426 48,880 39,087 38,350 41,212
Class 8 150,965 133,473 94,798 107,152 171,358
Total 371.093 298,424 199,686 217,702 306,189

12. Market Situation
U.S Purchase Breakdown
• U.S Class 8 Trucks 33,001lbs + up 59.9% 48.1%
U.S Class 7 Trucks 26,001 to 33,000lbs. 22.4%
U.S Class 6 Trucks 19,501 lbs. to 26,000lbs. 17%

13. Sales Production Charts
• EPA Regulations Since 1987 Show direct effect on purchasing for Class 8 trucks . During Serious Events effecting the
United States economy Epa Regulations has helped to increase purchasing up until the effective date.
• This in turn does help overall purchases of Commercial Trucks but only to decrease later after the release date as shown
above.
• Epa Effecive dates too close to recession times such as The September 11 attacks, which were responsible for the 01
recession, or in 2008 where the recession was caused by people buying houses they couldn’t afford which led to the fall of
the house market, leads to not having a high amount of sales and leads to extremely low sales after EPA Regulation
Effective Dates.

14. USA and Canada Market Locations
Legend
• AB Volvo
• Volvo
Trucks
• Mack
• Paccar
Peterbilt
Kenworth
• Daimler
Freightliner
• Navistar
International
Locations

15. Mexico Plant Locations
Legend
• Daimler
Freightliner
• Navistar
International

16. 3) Top OEM Profiles
• AB VOLVO
– Volvo Trucks and Mack
• PACCAR
– Peterbilt and Kenworth
• DAIMLER
– Freightliner
• NAVISTAR
– International

17. AB Volvo
Founded: 1915
Headquarters: Torslanda, Sweden
CEO: Dennis Slagle
2011 Revenues: 310,367 Million
Employees:15,427 (North America)
Brands: Volvo Trucks, Mack
Na Mfg. Locations: 6 (U.S) 1(Canada)
Strategy: Volvo’s Reorganization of the companies structure to place increased focus
on its sales and marketing of its units. The group is continuously focused on
developing new high technology products for hybrid electric vehicles. Volvo I-shift and
Mack mDrive gearboxes to be produced in the U.S engine plant in third quarter of
2012 Volvo

18. AB Volvo
• Volvo’s North American truck range includes all the Mack models and two heavy
duty tractor series designed specifically for North America. Mack offers natural
gas-powered versions of the Pinnacle, TerraPro and Granite models.
• Volvo’s truck deliveries in North America, just like most Companies, follow a
pattern of a steep decline in 2007 and a further decline during the 2008/09
recession before increasing again in 2010 and 2011. The Group increased its
market share in North America in 2011 with the combined Volvo and Mack brands
recording Just above 20% of the US heavy-duty market.
• AB Volvo has Implemented improvements by having CEO focus on sales and
marketing deparments.

19. Paccar
Founded:1905
Headquarters: Bellevue Washington(1969)
CEO: Mark C. Pigott
2011 Revenues:15.3 Billion
Employees:23,400 (All sites)
Brands: Kenworth, Peterbilt, Daf, Leland
NA Mfg. Locations: U.S.(3) Canada(1) Mexico(1)
Strategy:
Paccar promotes itself as a technology leader through the development and launch of hybrid-
electric and hybrid-hydraulic trucks .Paccar is also focused on Developing Countries and
Emerging markets in Asia, India, Brazil, and Russia (60% revenue is generated outside U.S)
• A Major part of the company’s approach to developing its products and delivering its
services has been the adoption of the ‘Six Sigma’ lean manufacturing programme which
the company estimates had saved it more than US$1.5bn since 1997 when it first
launched it. Paccar has implemented more than 7,600 Six Sigma projects and has also
assisted several key suppliers to adopt the system. Paccar

20. Paccar
• Paccar is a leader in the design and manufacture of medium to heavy duty trucks.
– The company has 73 consecutive years of net income
– Commercial trucks and related replacement parts make up 90% of Revenue
– Kenworth and Peterbilt have Options to have Day Cabs, and Sleeper Cabs .Peterbilt
going even further to offer Extended cabs and Hybrid Models.
• North American Sales
– Paccar peaked in North America in 2006 and Europe in 2007, Paccar’s new truck
deliveries fell dramatically to 48.5% of 2008 volume in 2009 before recovering to only
62.6% of 2008 volume in 2010. However, 2011 volume exceeded 2008 volume by
nearly 10% to total 138,000 units in North America.

21. Daimler Ag
Founded: 1998
Headquarters: Auburn Hills, Michigan
CEO: Dieter Zetsche
2011 Revenue:106,540
Brands: Freightliner, Western Star, Sterling, Thomas Built
Employees:77,295
Strategy: Increase production in brazil, china, India and Russia as well as other
emerging economies. Daimler Key Ratios

22. Daimler Ag
• Daimler Trucks North America manufactures and markets medium and heavy
trucks under the Freightliner and Western Star brands as well as Mercedes-Benz
Unimog special-duty trucks and Sprinter vans.
– Daimler Truck Sales Climbed 47% In NA In 2011
– Daimler’s North American truck sales declined in 2008 and 2009 but increased
24.3% in 2010 and a further 87.7% in 2011 to return to 2007 volume again.

23. Navistar
Founded: 1902
Headquarters: Lisle, IL
CEO: Daniel Ustian
2011 Revenues: 2,576.6 (U.S.)
Employees: 19,000
Brands: International, MaxxForce, Monaco Coach, IC, and Work Horse
Mfg. Locations:
Strategy: Brand Strength. Portfolio expansion. Military. The percentage of revenue
generated by the military declined 14% between 2009 and 2010, due in part to the
switch in government spending priorities -- less for traditional combat vehicles and
more for high-tech ISR (intelligence, surveillance, and reconnaissance) equipment.
Navistar Key Ratios

24. Navistar
• Navistar has improved its cost structure and efficiency in each of its operational
areas including the distribution systems in its parts business. It has also increased
its manufacturing flexibility so that each manufacturing facility is capable of
producing nearly every truck model. this reduces logistics costs, and also enables
trucks to be manufactured close to customers.
Navistar Truck Deliveries In the U.S. And Canada
2007 2008 2009 2010 2011
Military 1,700 8,700 7,900 4,600 3,700
Class 6 & 7 88,500 59,600 39,800 46,400 64,600
Class 8 (SD) 61,400 50,100 40,500 34,600 39400
Class 8 142,900 102,500 77,700 92,600 139,700
Total 294,500 220,900 159,600 175,000 247,400

25. 0%
5%
10%
15%
20%
25%
30%
35%
40%
2007 2008 2009 2010 2011
Daimler
Navistar
Paccar
Volvo
US Class 8 Truck Market Shares
0%
10%
20%
30%
40%
50%
2007 2008 2009 2010 2011
Daimler
Navistar
Paccar
Ford
US Class 6&7 Market Shares

26. Global Top 50 Manufacturers
Company Sales Employees
Gross Profit
Margin
Location
Hyundai Motor Company 98,858.27M 57,857 Seoul, South Korea
Chrysler Group LLC 54,981.00M 55,687 Auburn Hills, MI
AB Volvo 45,003.22M 102,248 23.89%Torslanda, Sweden
Mitsubishi Heavy Industries, Ltd. 34,993.66M 68,887 15.71%Tokyo, Japan
Kia Motors Corporation 23,916.62M 32,636 Seoul, South Korea
MAN SE 21,329.59M 52,542 21.56%Munich, Germany
Isuzu Motors Limited 17,367.92M 24,656 15.23%Tokyo, Japan
PACCAR Inc 16,355.20M 23,400 18.06%Bellevue, WA
Hino Motors, Ltd. 16,307.46M 25,820 13.38%Hino, Tokyo, Japan
Navistar International Corporatiom 13,958.00M 20,800 14.59%Lisle, IL
Scania AB 12,714.47M 37,496 27.21%Södertälje, Sweden
Beiqi Foton Motor Company Limited 8,113.54M 37,575 9.66%Beijing, China
Oshkosh Corporation 7,584.70M 13,100 11.55%Oshkosh, WI
Mitsubishi Fuso Truck & Bus Corporation 7,091.70M 12,000
Kawasaki, Kanagawa,
Japan
Mahindra & Mahindra Limited 6,366.30M 17,847 Mumbai, India
Nissan Shatai Co., Ltd. 5,641.24M 4,310
Hiratsuka, Kanagawa,
Japan
Great Wall Motor Company Limited 4,772.19M 45,737 24.91%Baoding, Hebei, China
Daimler Trucks North America LLC 3,823.40M 20,000 Portland, OR
EvoBus GmbH 3,288.00M 8,000
Kirchheim Unter Teck,
Baden-Württemberg,
Germany
Volvo Group Belgium NV 2,726.97M 2,962
Gent, Oost-Vlaanderen,
Belgium
UD Trucks Corporation 2,601.41M 3,377 Ageo, Saitama, Japan
Ashok Leyland Limited 2,589.64M 15,734 Chennai, India
Randon S.A. Implementos e Participaçoes 2,226.58M 4,321 22.36%
Caxias Do Sul, Rio Grande
do Sul, Brazil
Bénéteau S.A. 1,333.64M 7,032 46.41%
Saint-Gilles-Croix-Vie,
France
Zhengzhou Yutong Bus Co., Ltd. 1,312.47M 7,116 Zhengzhou, Henan, China

27. Global Top 50 Manufacturers (cont.)
Company Sales Employees Gross Profit Margin Location
Marcopolo S.A. 1,171.92M 11,898
Caxias Do Sul, Rio
Grande do Sul, Brazil
Kenworth Mexicana, S.A. de C.V. 1,066.44M 1,992
Mexicali, B.C.,
Mexico
New Flyer Industries Inc. 926.42M 2,100 11.01%
Winnipeg, MB,
Canada
Pierce Manufacturing Inc. 916.00M 1,900 Appleton, WI
Federal Signal Corporation 795.60M 2,900 24.87%Oak Brook, IL
Rosenbauer International AG 789.40M 2,123
Leonding,
Oberösterreich,
Austria
Mack Trucks, Inc. 736.00M 4,500 Greensboro, NC
Scania (Great Britain) Limited 730.06M 1,439
Milton Keynes,
United Kingdom
Forest River, Inc. 716.60M 6,000 Elkhart, IN
Iveco Czech Republic, a. s. 646.38M 1,989
Vysoke Myto, Czech
Republic
Volvo Trucks North America 563.90M 3,700 Greensboro, NC
The Scott Fetzer Company 556.40M 4,609 Westlake, OH
VOLVO POLSKA SP Z O O 550.08M 2,600 Wroclaw, Poland
IVECO ARGENTINA S.A. 508.60M 951
Ciudad De Buenos
Aires, Argentina
Motor Coach Industries Limited 501.04M 2,400
Winnipeg, MB,
Canada
SOLARIS BUS & COACH S A 460.44M 2,200 Owinska, Poland
New Flyer Industries Canada ULC 438.40M 2,100
Winnipeg, MB,
Canada
Spartan Motors, Inc. 426.01M 1,635 14.52%Charlotte, MI
Iveco Limited 421.16M 158
Watford,
Hertfordshire, United
Kingdom
Utility Trailer Manufacturing
Company
412.70M 2,500 City Of Industry, CA
Miller Industries, Inc. 412.66M 760 13.73%Ooltewah, TN
Beijing General Coach Factory 411.87M 3,500 Beijing, China
Daewoo Bus Corporation 354.16M 962
Buchon, Kyo, South
Korea
Sichuan Tengzhong Heavy
Industrial Machinery Co., Ltd.
354.15M 1,930
Chengdu, Sichuan,
China
Sypris Solutions, Inc. 335.63M 1,360 12.08%Louisville, KY

28. Top NA
Tier Manufacturers
• Robert Bosch
– Starter, Control, and Injection systems
• Johnson Controls
– Optima Batteries
– Varta Batteries
– LTH Batteries
– Heliar Batteries
• Denso International America, Inc.
• Magna International
– Complete Seat systems
– Cab-in-white stampings and assemblies made
from aluminum and steel including design
and development support
– Composite products (hood, roof and exterior
trim) and interior trim
– Fuel & Battery Systems: Innovative fuel &
battery systems
• Cummins Inc.
• Lear Corporation
• Visteon Corporation
• Tenneco
• BorgWarner INC.
• Federal Mogul Corporation

29. Top Tier 1 Customers by Revenue
Corporate Name Company Name
Total North American Aftermarket
Automotive Sales
Total Global Automotive
Aftermarket Sales
Total Global Automotive
Sales
Bridgestone Corp. Bridgestone Americas Inc. $ 15.6 Billion (e) Not Available $ 36.70 Billion (e)
Goodyear Tire & Rubber
Co. Goodyear Tire & Rubber Co. $ 9.9 Billion (e) Not Available $ 22.80 Billion (e)
The Michelin Group Michelin North America $ 7.2 Billion (e) Not Available $ 27.20 Billion (e)
ExxonMobil ExxonMobil $ 6 Billion (e) $ 16.6 Billion (e) $ 19.50 Billion (e)
Royal Dutch Shell plc Shell Oil Co. $ 4.59 Billion (e) $ 12.51 Billion (e) $ 15.31 Billion (e)
Continental Corp.
Continental Tire North
America $ 3 Billion (e) Not Available $ 40.00 Billion (e)
Cooper Tire & Rubber Co. Cooper Tire & Rubber Co. $ 2.8 Billion (e) Not Available $ 3.90 Billion (e)
BP America BP $ 2.71 Billion (e) $ 9.63 Billion (e) $ 11.74 Billion (e)
PPG Industries PPG Industries $ 2.38 Billion (e) $ 3.66 Billion (e) $ 5.08 Billion (e)
Affinia Group Inc. Affinia Group Inc. $ 1.7 Billion (e) $ 2.4 Billion (e) $ 2.50 Billion (e)
UCI-FRAM Group UCI-FRAM Group $ 1.68 Billion $ 1.81 Billion $ 2.00 Billion
Federal-Mogul Corp. Federal-Mogul Corp. $ 1.6 Billion $ 2.3 Billion $ 6.90 Billion
East Penn Manufacturing
Co.
East Penn Manufacturing
Co. $ 1.25 Billion (e) Not Available Not Available
Tenneco Inc. Tenneco Inc. $ 1.2 Billion $ 700 Million $ 7.20 Billion
Exide Technologies Exide Technologies $ 900 Million $ 1.6 Billion $ 1.90 Billion
The Sherwin-Williams Co. The Sherwin-Williams Co. $ 819.05 Million (e) $ 920.28 Million (e) $ 1.19 Billion (e)
3M
3M Automotive Aftermarket
Division $ 793.25 Million (e) $ 2.07 Billion (e) $ 2.76 Billion (e)
Standard Motor Products
Inc.
Standard Motor Products
Inc. (SMP) $ 776 Million $ 794 Million $ 875.00 Million
Tomkins Ltd. Gates Corp. $ 540 Million $ 1.01 Billion $ 2.00 Billion
Dorman Products Inc. Dorman Products Inc. $ 529 Million $ 529 Million $ 529.00 Million
Pirelli Tyre
Pirelli Tire North America
(PTNA) $ 500 Million (e) Not Available $ 7.40 Billion (e)
Warren Distribution Inc. Warren Distribution Inc. $ 459 Million $ 459 Million $ 459.00 Million
Remy International Inc. Remy International Inc. $ 458 Million (e) $ 556 Million (e) $ 1.20 Billion (e)
NGK Spark Plug Co. Ltd. NGK Spark Plugs (U.S.A.) Inc. $ 450 Million Not Available $ 1.70 Billion
Motorcar Parts of America
Inc. MPA $ 400 Million $ 400 Million $ 400.00 Million
SKF
SKF VSM North AmericaSKF
Automotive Division VSM
Business Unit N.A. $ 350 Million $ 1 Billion $ 2.60 Billion

30. Current Product Situation
• Sales
– We have gained small entry in the truck market and our
requested products by sales as of June 2012 include:
• Tesa 4174 High temperature Fine line Tape for design
masking Backing PVC Film, natural rubber adhesive
• Tesa 4244 Fine line tape for design masking Backing PVC,
natural Rubber Adhesive
• Tesa 54339 Precision Die Cuts for permanent Hole Covering
applications, backing PET Film, acrylic adhesive
• Tesa 4848 Surface Protection Film, PE film Backing, Acrylic
adhesive,
• Tesa 51136 Surface Protection and masking Tape, Acrylic
Adhesive, PE Film Backing
• Tesa 50530 Temporary protection tape for freshly painted
surfaces Polyolefin film backing, EVA Adhesive

31. Current Product Situation
• Benefits
– Manufacturers will buy our products in order to save money
with quality products that could end up costing later down the
road. A thorough testing for each customer and personal
relations with customer contacts allow us to promise to give
our customers the right to change the dimensions of our
offerings according to their specific needs. Personal
relationships with our customers allow us to continue having
the right products and builds trust with every customer.

32. Current Product Situation
ttNABU Masking Automotive
Data
BU APG ITEM CUSTOMER NAMEFocus market Sales CM
SALES
LYCM
Sales
Dev to
LYCM M1% CM SALES YTD SALES LYTD
Sales
Dev. to
LYTD M1% YTD
M1$ dev
to LYTD
45 20 4174 FERGUSON ENTERPRISES -PORTLANDRV/Bus/Trucks & Other 1,013$ 955$ 106.0% 68.8% 4,950$ 3,694$ 134.0% 68.1% 130.4%
FERGUSON ENTERPRISES -PORTLAND Total 1,013$ 955$ 106.0% 68.8% 4,950$ 3,694$ 134.0% 68.1% 130.4%
PRECISION INDUSTRIES INC -TULSRV/Bus/Trucks & Other 1,133$ 2,095$ 54.1% 61.3% 4,404$ 7,742$ 56.9% 60.1% 57.1%
PRECISION INDUSTRIES INC -TULS Total 1,133$ 2,095$ 54.1% 61.3% 4,404$ 7,742$ 56.9% 60.1% 57.1%
4174 Total 2,146$ 3,051$ 70.4% 64.8% 9,354$ 11,436$ 81.8% 64.3% 83.3%
4244 REPLENEX INCRV/Bus/Trucks & Other 4,147$ 3,131$ 132.5% 47.5% 19,485$ 17,602$ 110.7% 46.4% 108.3%
REPLENEX INC Total 4,147$ 3,131$ 132.5% 47.5% 19,485$ 17,602$ 110.7% 46.4% 108.3%
4244 Total 4,147$ 3,131$ 132.5% 47.5% 19,485$ 17,602$ 110.7% 46.4% 108.3%
20 Total 6,294$ 6,181$ 101.8% 53.4% 28,839$ 29,038$ 99.3% 52.2% 96.7%
31 54339 NAVISTAR INC - BLUE DIAMOND TRRV/Bus/Trucks & Other -$ -$ 0.0% 0.0% -$ 11,363$ 0.0% 0.0% 0.0%
NAVISTAR INC - BLUE DIAMOND TR Total -$ -$ 0.0% 0.0% -$ 11,363$ 0.0% 0.0% 0.0%
54339 Total -$ -$ 0.0% 0.0% -$ 11,363$ 0.0% 0.0% 0.0%
31 Total -$ -$ 0.0% 0.0% -$ 11,363$ 0.0% 0.0% 0.0%
32 4848 AB'S GLOVES & ABRASIVESRV/Bus/Trucks & Other 1,247$ 173$ 721.1% 49.0% 8,522$ 3,045$ 279.9% 48.1% 254.2%
AB'S GLOVES & ABRASIVES Total 1,247$ 173$ 721.1% 49.0% 8,522$ 3,045$ 279.9% 48.1% 254.2%
PRECISION INDUSTRIES INC -TULSRV/Bus/Trucks & Other -$ -$ 0.0% 0.0% -$ -$ 0.0% 0.0% 0.0%
PRECISION INDUSTRIES INC -TULS Total -$ -$ 0.0% 0.0% -$ -$ 0.0% 0.0% 0.0%
4848 Total 1,247$ 173$ 721.1% 49.0% 8,522$ 3,045$ 279.9% 48.1% 254.2%
51136 BRON TAPES - SALT LAKE CITYRV/Bus/Trucks & Other 339$ -$ 0.0% 37.6% 2,829$ 2,958$ 95.7% 36.5% 86.0%
BRON TAPES - SALT LAKE CITY Total 339$ -$ 0.0% 37.6% 2,829$ 2,958$ 95.7% 36.5% 86.0%
BRON TAPES - SAN DIEGORV/Bus/Trucks & Other 438$ -$ 0.0% 49.3% 438$ -$ 0.0% 49.3% 0.0%
BRON TAPES - SAN DIEGO Total 438$ -$ 0.0% 49.3% 438$ -$ 0.0% 49.3% 0.0%
LOWRY MANUFACTURING - RICHMONDRV/Bus/Trucks & Other 4,051$ 1,840$ 220.1% 34.8% 20,017$ 5,745$ 348.4% 34.0% 282.2%
LOWRY MANUFACTURING - RICHMOND Total 4,051$ 1,840$ 220.1% 34.8% 20,017$ 5,745$ 348.4% 34.0% 282.2%
51136 Total 4,827$ 1,840$ 262.3% 36.3% 23,284$ 8,702$ 267.6% 34.6% 222.9%
32 Total 6,075$ 2,013$ 301.7% 38.9% 31,807$ 11,747$ 270.8% 38.2% 232.6%
33 6973 CODESOURCE LLCRV/Bus/Trucks & Other -$ -$ 0.0% 0.0% 2,905$ -$ 0.0% 70.4% 0.0%
CODESOURCE LLC Total -$ -$ 0.0% 0.0% 2,905$ -$ 0.0% 70.4% 0.0%
6973 Total -$ -$ 0.0% 0.0% 2,905$ -$ 0.0% 70.4% 0.0%
33 Total -$ -$ 0.0% 0.0% 2,905$ -$ 0.0% 70.4% 0.0%
98 50530 HUGHES ENTERPRISES OF NJ INCRV/Bus/Trucks & Other -$ 2,118$ 0.0% 0.0% -$ 2,118$ 0.0% 0.0% 0.0%
HUGHES ENTERPRISES OF NJ INC Total -$ 2,118$ 0.0% 0.0% -$ 2,118$ 0.0% 0.0% 0.0%
50530 Total -$ 2,118$ 0.0% 0.0% -$ 2,118$ 0.0% 0.0% 0.0%
98 Total -$ 2,118$ 0.0% 0.0% -$ 2,118$ 0.0% 0.0% 0.0%
45 Total 12,368$ 10,312$ 119.9% 46.3% 63,550$ 54,265$ 117.1% 46.0% 93.8%
Grand Total 12,368$ 10,312$ 119.9% 46.3% 63,550$ 54,265$ 117.1% 46.0% 93.8%

33. New Product Opportunities
• Acx Plus products like, Acx High Adhesion and Acx High Resistance can be used
for tough applications as well as our PE foam tapes such as 62939 which hold a
thicker quality.
• Tesa 60953(51,52) Anti Slip safety Solution can be used to prevent damage for the
driver of the vehicle.

34. Recommended Applications
• Poly-Ethylene Foams Vs. 3m VHB
Applications
– Our PE Foams Beat #m’s VHB
applications because our
application can endure cold
shock
• 1) Exterior Paint-
– Fine line tape and Masking tape,
painting 4244, 7386, 4309
• Flooring adhesive-
– Double Sided Tapes 64620,
64621
• Roof bonding
– -ACX Plus 707x-
• Overlap Seam Bonding
– PE Foams 62936
• Panel Bonding
• Visor Fabric Bonding
– - any tape 4934 6931
• Wall Panel Attachment
– -none
• Nameplate Attachment
– PE foams 62939
• Ceiling Insulation Attachment
– - double sided tapes4952,4968
• Reflector attachment
– (none)
• Warning labels
– -none
• Engine foil
– --50565
• Wire Harnessing
– -54900,50118,51026 pv9
• Labeling
– -6931Pv2, 6937 pv6
• Interior mounting
– 62875,62872
• Hole covering
– -54657,54339
• Surface protection
– -50530 pv3, 4848pv1
• Paper masking
– -4318 pv2,4407(4244pv2, 7133_fl)Over Mask
4378,4379)

35. Competitive situation
3m Company
• Truck Assembly
– 1) Roof Bonding
– Bonding metal roof skins to truck body frame with 3M
VHB Acrylic Foam Tapes, 3M Scotch-Weld Structural
Adhesives and 3M Polyurethane and Hybrid Adhesive
Sealants.
– 2) Overlap Seam Bonding
– Bonding overlap seams of metal skins of truck bodies
with 3M VHB Acrylic Foam Tapes.
– 3) Panel Bonding
– 3M VHB Acrylic Foam Tapes and 3M Polyurethane and
Hybrid Adhesive Sealants.
– 4) Direct Glazing
– Bonding of windows and windscreens with 3M
Polyurethane and Hybrid Adhesive Sealants.
– 5) Mirror Glass Bonding
– Bonding exterior mirror glass to the mirror housing
bezel with 3M Double Coated Foam Tapes.
– 6) Visor Fabric Bonding
– Bonding fabric to sun visor in truck cabs with 3M
Scotch-Weld Water-based Adhesives.
• Truck Attachment
– 1) Wall Panel Attachment
– Attach interior wall & ceiling panels to
inside metal truck cabs with 3M Dual Lock
Re-closable Fasteners.
– 2) Nameplate Attachment
– Bonding of nameplates to truck body with
3M Double Coated and Transfer Tapes.
– 3) Ceiling Insulation Attachment
– Attaching foam insulation to ceiling of
truck cab prior to headliner installation
with 3M ATG Transfer Tapes.
– 4) Instrument Graphic Attachment
– Attaching screen printed polycarbonate
instrument cluster with 3M Laminating
Adhesive Transfer Tapes 200MP.
– 5) Reflector Attachment
– Attaching reflectors to the trailer sides
with 3M Double Coated Foam Tapes.
(9086,9087,9088,9088fl)

36. Competitive Situation
• 3m. Warning Labels
– 1) Warning Label
– Attaching warning label on trailer
with 3M Label Material 7931.
– 2) Wire harness Label
– Tracking labels on wiring
harnesses used in truck cabs
utilize 3M Label Material 7872.
– 3) Warning Label
– Attaching warning label on truck
bodies with 3M Label Material
7931.
• 3m Goals
– Start to come up with solutions to EPA
standards( some already launched in
other industries)
Product Quality
• Dual Lock Fastener’s incorporate
adhesive and Velcro
• Very Well ++
Marketing Strategies
Innovation
• Color coated tapes for easy work
site recognition
• Doubling ways to mend to
compete for quality
– 3m dual lock reclosable
fasteners
– VHB tapes

37. Competitive Situation
Intertape Polymer Group
• New products such as IPG’s AM
(AquaMask) compete against our tape for the
truck industry. The rubber-based adhesive
provides secure adhesion to both painted
and bare metals and plastics, yet removes
cleanly without adhesive residue, paint
“flaking” from backside, or surface staining.
Applications targeted are painting for
marine, bus truck and RV, as well as car.
– Product solutions include the Orange
MaskTM which is used for masking
fiberglass, New Double sided tapes AFT
450W and G which are acrylic foam
tapes for permanent applications, and
other PE Foam Applications
– Intertape will be closing a pressure
sensitive tape mfg. plant in Richmond.
• Intertape Polymer Group Goals
– Revenue(786,737)
Product Quality
• Aqua Mask and Orange Mask(TBD)
• (+) Compared to other competition
quality is not as important as price
Marketing Strategies
Building brand and Image
– Strategically partner with transportation
carriers that participate in EPA approved
incentive programs that reward fuel
efficiency improvements and reductions in
greenhouse gas emissions
• Manufacturing Processes *
– · Partnering with the Pressure Sensitive
Tape Council to develop and implement
Green Policy
Capture and reuse solvent vapors
produced in the manufacturing process

38. Competitive Situation
Shurtape
• Significantly less products than the
other competitors. Shurtape is not
currently competing in permanent
bonding applications for customers
such a foam and double sided tapes.
• Masking tapes have overall Low
adhesion temperatures
• Shurtape has temporary solutions for
automotive but however no
permanent solutions for the truck
industry in range of specification
applicable products.
• Shurtape Goals
Product Quality
(-) -Some tape products have an
expiration date when you have to
use them by in order to get full
usage out of them.
Marketing Strategies (Low Baller)
– Products come to the customer
with a cheaper price with much
lower quality overall
– Rolls Come In Longer yard
lengths( More for less
Philosophy)
– Pushing very low Level to be
able to sell Directly to plant or
Consumers

39. Competitive Situation
Indirect Competitors
• Our indirect competitor strategies are going to make products to stop the use of
tape our opportunity is to continue to make offerings that compete with
traditional nut and bolt applications
• The manufacture and distribution of products that compete for permanent
bonding applications in the Truck industry that are not tape specific include:
– Bolts, Rivet, and Fasteners Replacements in truck industry provide
opportunity to use Double sided tapes for more permanent uses. Such as
Bumper applications
– Adhesive painting Applications can allow Tesa to be used for labeling

40. Distribution Situation
Distribution
• Top Tier Distributers Worldwide (2012)
– 1. Denso 37.5 thermal, powertrain
control
– 2. Robert Bosch 34.0 fuel injection,
chassis systems
– 3. Magna Int. MGa.TO 25.6
interiors, exteriors, gearboxes
– 4. Continental (CONG.DE) 25.0
tires, brakes, telematics
– 5. Delphi DPHIQ.PK 22.3
powertrain, electronics
– 6. Aisin Seiki (7259.T) 21.7 body
systems, brake & chassis
– 7. Johnson Controls(JCI.N) 18.5
seating, interior electronics
– 8. Faurecia (EPED.PA) 17.4 exhaust
system, cockpits, doors
– 9. Lear (LEA.N) 16.0 seats,
instrument/door trim
– 10. ZF Friedrichshafen 15.1
transmissions, steering, axles
Projected in N.A
• In 2-5 years it is expected that Delphi, Magna
Johnson Controls, Faurecia, and Lear will
move higher in the pole of Top distributers as
design for hybrid vehicles change the
interface of trucks
Reason To Distribute Our Adhesives
• Our PSA Tapes and other products are the
most efficient technology to give the
distributor and OEM’s notoriety
• Our ability to negotiate prices via a Supplier
contract will give an opportunity to treat our
business seriously and give effective cost
controls
• Color labels will make user-ability more
practical in warehouse/plant situations and
would be more practical than other tape
brands
• Our ability to Adjust sizes to a particular end-
user’s interest will allow distributors to gain
higher percentages in successful Distributing

41. Supply Chain Maps
Parts/Tier1 OEM Dealer
Converter
Consumer
Distributor
• 3 supply Chain Opportunities provide better load time
• Giving more options in logistics ensure success and
less Outstanding accounts
• Selling Direct in U.S and Distribution in Mexico and
Canada

42. Macro-Environment Situation
• Demographic
– Center on Budget and Policy Priorities 2011, Many states have cut school funding this year
and Schools have started and may continue to start cutting budgets for school busses
• Economic/Business Conditions
– Overseas Trade manufacturers continue to look to emerging economies for growth to help
facilitate overseas business
– Safety Issues Public concerns over truck safety can lead to additional requirements for safety
features from truck manufacturers and restrictions on truck travel in congested urban areas.
Efforts can either increase costs or be seen as a competitive advantage
• Technological
– Hybrid Electric Vehicles ,Growing concerns over climate change and dependence on foreign oil
prompted the U.S government to fund programs that develop alternative power sources for
vehicles, which can be marketed as fuel savers.
• Political and Legal
– Stricter Emissions Compliance can increase production costs
– (3/8/2012) Obama Offer’s $1 Billion Plan To Speed Alternative Fuel Vehicles-Obama Made a
Speech At Daimler Trucks NA In Mount Holly offering company and family tax breaks to
purchasers of biofuel, electric, or natural gas ,vehicles to help build fuel stations nearby and
make it easier for automakers to sell.
– The White House also announced the launch of “EV Everywhere”, A challenge program
designed by the Department Of Energy to make electric vehicles as affordable and convenient
as gasoline- powered vehicle for the average family within a decade.

43. Strengths Weaknesses
• The Quality of our Unique Selling
Proposition is higher than our
competitors .
• Brand Loyalty
– Dealing personally with
customers gives us great
relations with customers giving
them the attention to detail that
is needed
• Control of distribution Arrangements
– Continental regional strategy
ensure optimal management and
responsibility
• Access to the latest technology and
most efficient
– Though we are a small company
In NA the quality and innovation
of our products speak for
• Price
– In an economy where most
businesses are recovering the
majority of OEM's are focused on
using low price driven products .

44. Opportunity and Issue Analysis
• External Opportunities
• New hybrid vehicles will need new
solutions
• Come up with solutions to help
against EPA standards for OEM’s
– Lighter weight of products in cars
for fuel efficiency
– Concentrate on Permanent
Bonding solutions (steering
wheel, dashboard covering
applications, seat covers, belts)
• External Threats
– New Innovative trends in the
industry that replace our tapes

45. Opportunity solutions
Key Issues
• Decisions to be made
– In Order to maximize on potential
opportunities We need to come
up with solutions to the EPA rule
against all trucks to either reduce
weight or add to the efficiency of
gas consumption.
– Most Companies are now starting
to make hybrid vehicles allocated
to fuel efficiency New designs and
innovations will allow us to come
up with new solutions for the
industry .
– Though rigorous, Permanent
bonding solutions sold directly to
OEM's can be the way to continue
to secure revenue with customers.
If not through permanent bonding
we must find new ways to have
returning customers not just based
upon product quality alone.
• Customer Opportunity
Decisions to be made
Contact Direct or Intimate with
Specific Models for testing

46. Product, Price, Promotion, and Placement
• Product
– To OEMs who are looking to
reduce weight and over
engineering, Tesa has many
different solutions to make it
easier for you to come up with
simple cost effective solutions.
Putting Quality First is the most
efficient way to keep cost down.
• It is important that we differentiate
our quality and cost effectiveness
towards our customers above our
competitors Some ways to do so
are…
– Announcing Global Recognition
and Awards
– Working with R&D to test the
quality of our product offerings
versus our competitors
– Having new information on
competitor products for our sales
teams

47. Product, Price, Promotion, and Placement
• Price-Higher Quality Tapes
• Cost of production and distribution will
have a effect on the profit margin.
However our key is to gain long term
contracts with customers.
• It is Important that we do not overprice
or underprice our tapes Pricing is based
upon application and yard length.
– Underprice- can lead to the
customer thinking it is not of good
quality
– Overprice- can make the customer
feeling like they are being “taken”
• Buyers will typically order direct in
advance
– Percentage off of sales to pay
within a certain amount of days
can be used during low sales
periods, This will increase brand
awareness but not necessarily
long term buyers
• Perceived
– Value Pricing Strategy
• Performance
• Image
• Quality
• Customer Support
• Delivery

48. Product, Price, Promotion, and Placement
• Promotion
– General Promotion Techniques-
Push and Pull
– Target Market Group:
Experienced OEMs, 20 Year
History
– Revenue:
• Place (Distribution)
– OEM's Would direct order
– In cases of low sales

49. Objectives
• Gain +7% of the market share by
2017(gain Footing). (708000)
• Gain +5% Target Permanent bonding
applications(Secure Business)
• Gain +5% of New fuel efficient
manufacturers of trucks(Increase
future business)

50. Marketing Strategy/Project Replace
• Media
– Advertising-Web Revisions
and advertising on social
media(LinkedIn)
• Strategy
– To create brand
awareness, solutions, and
innovations in the truck
industry
• Target top 5 Revenue OEM and
Aftermarket Customer for 2012
– (T/B Manu)AB Volvo, Man
SE Isuzu Motors Limited,
Paccar Inc., Daimler Hino
Motors Ltd.
– (Auto-Part/Supplies Manu)
Bosch, Continental AG,
Johnson Controls Inc.,
Therm Air Australia PTY
LTD, Denso Corporation
• Perform demonstrational testing with
products companies currently use
against our pre-tested brands for
durability/pricing
– Secondary Competitors Included (
___ )
– Ask for upcoming product
contracts

51. Execution Programs
• 1) Gain Access with OEM Plants
• 2) Note possible Solutions, and
specifications (ex. Paint Bleeding,
Sloppiness)
• 3)Establish Key Contacts at OEM
plants
• 4)Gain specification requirements at
head quarters
• 5)Implement Changes

52. ProForma P&L
0%
2%
4%
6%
8%
10%
12%
14%
Year1 Year2 Year3 Year4 Year5
Tesa Currently Occupies 5.7% of the Market
2012-17

53. Recommended Marketing Strategy
Gain Access
• Accumulate potential problems to fix at Plant
• Present Powerpoint
• Build Relationships
Reach
• Identify user specifics and value through process*
• Give specialty product info.
Challenge
• Gain Requirements from HQ’s
• Design Solutions
Approve &
Contact
• Pass Specific Approvals
• Stay in Contact to increase Relationship Value (Think Tesa First)

54. Recommended Marketing Strategy
• Focusing on quality against competitiors and for end users.Our PSA Tapes targeted
for permanent applications and through supportive channels to increase efficiency.
– Target End user and tier awareness on all products.
– Offer testing with invitations to Sparta Plant
– Become the leader in Permanent Bonding applications
– Continue to Improve advertising reach for lower cost
– Expand Marketing plan for specialty Trucks in 2013

55. Recommended Marketing Strategy
Strategy Marketing Srategy Grid
Target Truck
Brand Positioning Permanent Bonding Applications
Business Objectives We want to gain +7% market share in 5
years
Marketing Objectives New Product testing and Permanent
Applications
Product offering Productive Solutions

56. Recommended Marketing Strategy
Pricing Value Based
Distribution We Drive The Process Directly to Oems
and Tiers while also Giving our logistic
partners options
Brand Communication Tesa Is interested in Continuous
improvement in line with customer goals
Sales force Local Sales Force with Customer Support
Help
Customer care We Support Strategic/ Major Accounts
Directly
Medium and Small accounts get support
from our partners
(Tesa Incentives Program ) Rewarding Long
term customers…Perks to Doing business
ex. )

57. Timeline
Focus Action Target Completion Date
Assortment Length Changes • Aligning Assortments For
T&B
• Launching Assortments
January 2013
Double Sided Specs • Contact Head Quarters
• Meet Specifications
January 2013
Permanent Bonding • Updated website and
advertising
• Sales Force & Customer
Support
February 2013
Tesa Incentives Program • Discussion Workshop
• Launch
March 2013

58. Timeline
Focus Action Target Completion Date
Double Sided Specifications • Volvo and Paccar
Headquarter Tests
April 2013
Meet Specifications Contact HeadQuarter April 2013
ACXplus & Other Double
Sided Tapes
Instruction Video Pamplets
for customers and Launch
May 2013

59. Controls
• Contingency Plan
– Potential Problem Analysis
• Meetings to keep Team up to date on current needs
• Monitored Customer Visits By MCGR (4730)
• Monthly Excel Sheet Entry On Progress Posted to an Online Retrievable
database(ttna.net)

60. Summary
• Commercial Trucks is a mature market with increasing technical barriers into entry.
Temporary applications such as masking are less technical and easily competed
against. More permanent Solutions however are very technical and would require
more research and development in to each model but would secure sales margins
yearly with customer as OEM's are less likely to change permanent structural
applications. Masking, PE Foams, and other double sided tapes would be some of
our main applications against competitors.
• Current challenges will include permanent applications such as metal to metal
bonding that allow Tesa to prove its quality. As well as solutions to masking
applications which may have increased pressure to lower price over quality.
Current goals include Direct advertising to give customer awareness Of our
applications as well a significant Increase in market share. With the right amount
of research and development Tesa can be the company OEM's come to first for
solutions.