Communication Concept Schenker AG Claus-Henning Wahl Head of Market Development, KAM Sales Essen, 07.03.2014

Communication concept KAM Sales Checklist 1. Starting Position Sales Strategy Marketing Strategy Board Strategy Definition of a clear sales strategy and mission to define communication strategy 2. Targets Target groups Communication targets: awareness, knowledge, Image, behavior Timing 3. Process Set-up of standard communication processes with the stakeholder teams Development and implementation of support tools (e-Newsletter, intranet, sharepoint, etc) KAM Sales, Market Development, 08.11.2018

Communication concept KAM Sales Strategy Proposal for future concept Global Accounts Communication between team & customer Frequency: quarterly Vertical Markets Internal share of information Definition of strategy directly with VM Teams Frequency: monthly KAM Sales Internal and external publishing High-level topics Concentration of topics Interface to BU and DB Create customized concepts for every group KAM Sales Vertical Markets Global Accounts KAM Sales, Market Development, 08.11.2018

Communication concept KAM Sales Existing communication via e-Newsletter tool KAM Sales Global e-News Former KAM Sales Europe e-news Content: Market Barometer Reports Marketing Support Fuel surcharges Business Unit support (e.g. Air) Anncouncements Publishing: non regular base Other e-News P&G with own set-up ABB + VM Healthcare Invitation Management VM Automotive as blue print/ pilot KAM Sales, Market Development, 08.11.2018

Communication concept KAM Sales Strategy – Reference KAM Sales Target group Contact / Input Content / Topics Frequency Top Management Regional Manager Country Manager Sales Manager VM Markets Marketing Manager KAM Sales Team Individuals Comunication Contacts VM‘s Projects Finance&Reporting Marketing Global Field Sales PMs Top Management Market Barometer Reports Marketing Support Announcements Success Stories Product Management Market Development Staff-Corner Upcoming Events Individual Topics On a monthly basis KAM Sales | October2012 |

Communication concept KAM Sales Strategy – Reference KAM Sales E-Newsletter topics mentioned before: Market Barometer Reports Marketing Support Announcements Success Stories Product Management Market Development Staff-Corner Upcoming Events Individual Topics Teaser concept: documents, brochures, presentations or further informations: KAM Sales | October 2012 |

Communication concept KAM Sales Strategy – Reference Vertical Markets Target group Contact / Input Content/ Topics Frequency VM Team Global Team KAM/ Sales Regional Team KAM/Sales KAM Sales Team Individuals Comunication Contacts VM‘s Head Office Regions Countries Competence Center Field Sales PMs Top Management Announcements Wins and Losses Staff-Corner Success Stories Product Support Market Development Reports News Individual Topics On a monthly basis KAM Sales | October 2012|

Communication concept KAM Sales Strategy – Reference Vertical Market Using example of Vertical Market Automotive: E-Newsletter topics mentioned before: Announcements Reports / News Marketing Support Winns and Losses Challanges/opportunities Success Stories Product Management Market Development Upcoming Events Individual Topics Feedback Teaser concept: documents, brochures, presentations or further informations KAM Sales | October 2012|

Communication concept KAM Sales Strategy – Reference Vertical Market Example of Vertical Market Healthcare Advantages individual template for every Vertical Market indvidual subscriber list to be tailored for the individual needs VM Vertical Market Healthcare Invitation Management additional value of the tool external and internal use direct and professional contact to customers and colleagues use of questionnaires or Questback KAM Sales | October 2012|

Communication concept KAM Sales Strategy – Reference Global Account Management Target group Contact / Input Content / Topics Frequency Global Account Management Regional Account Managemnet Customer KAM Sales Team Individuals Comunication Contacts Global account Head Office Regions Countries Competence Center Field Sales Customer Vertical Markets Announcements Customer news Benefits for the customer Succes Stories Cooperation Schenker / Account News Individual Topics On a quarterly basis KAM Sales | October 2012|

Communication concept KAM Sales Strategy – Reference Global Account Management Example of Procter & Gamble Advantages individual template for every Vertical Market indvidual subscriber list to be tailored for the individual needs of the account direct and professional contact to customers and colleagues E-Newsletter topics mentioned before Announcments Customer news Benefits for the customer Succes Stories Cooperation Schenker / Account News Individual Topics KAM Sales | October 2012|

Communication concept KAM Sales Strategy – Reference Business Units with KAM Sales Target group Contact / Input Content/ Topics Frequency Global Account Management Regional Account Management Business Units Countries Operational Departments KAM Sales Team Individual Communication Contacts Business Unit Head Office Regions Countries Field Sales Announcments Regions Succes Stories News Individual Topics Staff Corner Products Systems Market Development Customer Wins On a monthly basis KAM Sales | October 2012|

Communication concept KAM Sales Strategy – Reference Business Units with KAM Sales Example of Produkt Management Ocean E-Newsletter topics: Market Development Global Market Trends Market intelligence Volume Development Customer wins Services News Operational information Quality Managements Products Presentations Customs Individual topics KAM Sales | October 2012|

e-Newsletter tool Letteron Schenker AG Claus-Henning Wahl Head of Market Development, KAM Sales Essen, 17.10.2013

Newsletter tool Letteron Email Marketing In order to reach more customers, e-newsletter can be a helpful steering instrument. A newsletter is a short, simply arranged company information Frequency and contents of the newsletter should be arranged to achieve the acceptance and a noticeable increase of value for the costumer Teaser concept doesn‘t overstrain the costumer The costumer decides which topic is interesting for him and follows the corresponding link KAM Sales, Market Development, 08.11.2018

Newsletter tool Letteron Email Marketing Benefits of email newsletter Customer loyalty Newsletter are an efficient instrument Response quote Compared to standard mailings, the reaction quote is ten times higher Cost efficiency no postal charges, no printing costs Actuality standard mailings requiring long lead times Communication is bi-directional More control – more steering The information receiver determines even the kind and the range of the information. The acceptance of information is higher. KAM Sales, Market Development, 08.11.2018

Newslettertool LETTERON Your solution Editing and publishing of country specific e-newsletter Realtime publishing to customers Defined target groups (air, ocean, etc.) 2 templates for multiple topics or single topics Professional Design Corporate Design compliant Cost saving Dedicated to legal requirements KAM Sales, Market Development, 08.11.2018

Newsletter tool Letteron Set-up/structure Overview The country organization is completely independent No interfaces between: Schenker AG & Country organisation Schenker AG is only interacting as support and implementation organisation. disciplinary functional Schenker AG Superuser Country I Organisation Country II Organisation Country ... Organisation ... Country I Branch 1 Country I Branch 2 Country II Branch 1 Country II Branch 2 Country ... Branch ... Country ... Branch ... KAM Sales, Market Development, 08.11.2018

Newsletter tool Letteron Campaigns - Templates Multi-topic template Editorial template KAM Sales, Market Development, 08.11.2018

Newsletter tool Letteron Analysis and charts of the various campaigns KAM Sales, Market Development, 08.11.2018

Newsletter tool Letteron Legal Requirements Which legal requirements do apply for your country? In Terms of: Legal Notice Imprint Subscription and unsubscription on the internet/intranet Unsubscription in the newsletter These terms help to protect the country organization against legal effects! Costumer data Confirmation by the costumer for newsletter is requiered. Contact information collected on fairs or based on existing relationships or data bases can be used. KAM Sales, Market Development, 08.11.2018

Newsletter tool Letteron Checklist Costs for implementation + additional service costs (prices depend on the time involved) The costs include all the necassary components to get started with the newsletter tool in the country organization. Additional services are not included. Client Set-up 800,- Template Programming 1,400,- Programming a set-up for subscription forms 1,600,- Total 3,800,- KAM Sales, Market Development, 08.11.2018