Marketing Executives Council November 5, 2009. Marketing Executives Council 2 August 13, 2009...

Marketing Executives Council

November 5, 2009

Marketing Executives Council 2 August 13, 2009

Changing of the Guard

THANK YOU to Brian Altenberger for his leadership the past three years and as

Chairman in 2009~~~

Congratulations and welcome to our new MEC leadership team:

Barry Harris, ChairmanScott Howat, Vice Chairman

Kevin Burton, Board of Governors (1-year term)

Rob Christy, Board of Governors (2-year term)

~~~


Today’s Agenda Welcome and Introductions – Barry Harris Review of Anti-trust guidelines – Jack Cameron Council Business – Jack Cameron Auto Industry & Effect on the Aftermarket – Room

705 Bob McKenna, Steve Handschuh, Mike Hanley Break – Reconvene in Room 603 Utilization of VIO Data – Jeff Canty & Marty Miller,

Experian

Business Intelligence – Matt Krimple, Mitchell 1 AAPEX IPR Update – Sarah Bruno Market Pulse Q3 Results – Jack Cameron Supplier Image Task Force Update – Brian

Tarnacki Close & Adjourn – Barry Harris


Mission Statement To advance the automotive aftermarket

supplier industry through collaborative marketing and communication solutions.

Purpose Forum for aftermarket supplier marketing

executives to collaborate in helping improve the state and image of the North

American manufacturer base.

The Council will serve a major role in helping AASA communicate to key audiences and

develop communication strategies and action items.


Anti-Trust Guidelines It is the unqualified policy of the Automotive Aftermarket

Suppliers Association to conduct its operations in strict compliance with the antitrust laws of the United States.

AASA's antitrust policy prohibits any discussions which constitute or imply an agreement or understanding

concerning: 1) prices, discounts, or terms or conditions of sale; 2) profits or profit margins or cost data; 3) market

shares, sales territories or markets; 4) allocation of customers or territories; 5) selection, rejection or

termination of customers or suppliers; 6) restricting the territory or markets in which a company may resell products; 7) restricting the customers to whom a

company may sell; or 8) any matter which is inconsistent with the proposition that each manufacturer, wholesaler and distributor must exercise its independent business

judgment in pricing its services or products, dealing with its customers and suppliers and choosing markets in

which it will compete.


Council Business

2010 Dues Structure:• Last MEC meeting, membership voted

to maintain current dues structure to fund special projects going forward.

• Because of the way dues are invoiced and being a non-profit, we can not carry forward funds to the next year.

• Would everyone be OK with billing MEC a single invoice but broken down between dues and projects?


Auto Industry and Effect on the Aftermarket

Room 705 across the hall

~~~

MEC will reconvene in this room at

10:00


Utilization of VIO Data

Jeff CantyMarty Miller

Experian

Activity and Trend Analysisand

All Makes Application Data

AASA Marketing Executives CouncilAAPEX 2009

Matt Krimple - Mitchell 1

Today’s Agenda

• Brief History of Mitchell 1

• Value of Information

• Information Types and Purpose

• Information for Forecasting

• Application Data

Brief History of Mitchell 1

• Industry Leader for over 85 Years– Service and Repair information– OE Parts and Labor Estimating information

• Shop Management Systems– Largest installed based in the independent

repair market– E-Commerce with all major parts

distributors

Brief History of Mitchell 1

• Business Performance Solutions– Customer Retention Marketing– Service Intelligence– Performance Reporting

• Business Intelligence– Comprehensive Industry Data and Trends

Value of Information

Answers through Analysis

Vehicles

Shops Part Stores

• Vehicles

• Parts

• Replacement

• Location

Types of Information

• Vehicles In Operation (VIO)

• Parts Store/Warehouse Data

• Syndicated Data

• Transactional Shop Data

Vehicles In Operation

• Compilation of title and registration data– Gathered from state/province Department

of Motor Vehicles

• Proper product linkage to VIO– Market view of vehicles and associated

parts within a trade area

Store/Warehouse Data

• Supply chain intelligence solutions based on large scale data warehouse practices– Product Planning– Inventory Optimization– Category Management– Brand Marketing Programs

• Involving multiple levels of the channel

Syndicated Data

• Understanding light application and hard parts categories to help build better plans– Key metrics and tools such as:

• Who, Where, How, What, What Else and Why your customers make the purchases they make for both the DIY and DIFM customer

• Consumer panel where their vehicle maintenance habits have been profiled

• Identified research can easily and cost effectively developed to gather more category specific insights that help further explain their purchasing behavior

Transactional Shop Data

Where

When

Vehicle

Mileage

LaborParts


• Industry Averages and Trends


• Parts Installed– Part Type– Vendor– Gross Margin– Year, Make, Model– Mileage

• Replacement rates/frequency

– Region, State, Zip

Information for Forecasting

• Analyze Data from Various Sources– Vehicles– Part Stores/Warehouses– Shops

• Combination of Individual Sources– Provides unique ability to answer specific

questions

Information for Forecasting

• Answer Specific Questions– Inventory Compared with Vehicle

Population– Inventory Compared with Replacement

Rates or Services Performed– Inventory Pricing and Margins

Application Data

• Collaboration of Mitchell 1 & AASA– All Makes Application Data

• OE Parts Database includes– OE Part Number– Part Description– Part List Price– Domestic and Import Coverage

– Available in 2010• More information to follow

Special Thanks To

• Activant Solutions

• Experian

• IMR Inc.


AAPEX IPR Update

Sarah BrunoArent Fox


Market Pulse

Survey Results:• Survey went out 10/7/09• Original deadline extended to

10/23/09• Sent to executives list, approx. 500• 41 Q3 participants vs. 30 in Q2• Aggregate results furnished to MEC

– Detailed results by company size and product category available to participants only


Market Pulse

Survey Improvements:• Eliminated 2 and added 2 questions

– Order fill by line items– Drop shipments / cross docking

• Provided definitions for each question• Created “floater” questions

– Handling fees on returns– VIO data usage

• Included list / link to questions• Clearer instructions on obtaining results


Market Pulse

Suggested Changes:• Ways to improve survey

– Number of questions– Type of questions

• Ways to improve participation– Annual or bi-annual instead of quarterly– Other???

AASA Market PulseQ3, 2009

AASA Marketing Executives Council

AASA Market Pulse

AASA Market Pulse

Under $100 Million.

$100 to $250

Million

$250 Million to $1 Billion

Over $1 Billion

Did not answer

100% 25.6% 20.5% 15.4% 33.3% 5.1%

Chemicals 7.7% 5.1% 2.6%

Tools and Equipment 12.8% 2.6% 10.3%

General Service Parts 25.6% 7.7% 7.7% 2.6% 7.7%

Cooling/AC Temp. 25.6% 7.7% 7.7% 7.7% 2.6%

Under Car 41.0% 10.3% 5.1% 20.5% 2.6%

Under Hood 48.7% 7.7% 10.3% 12.8% 12.8% 5.1%

AASA Market PulseAverage warranty returns % of net sales. 2.3%Average obsolescence returns % of net sales. 1.9%Average discrepancy returns % of net sales. 0.5%Average of all other returns % of net sales. 1.2% Sum of return categories 5.9%

AASA Market PulseQ3-09 Q2-09

Average warranty returns 2.3% 3.3%Average obsolescence returns 1.9% 2.0%Average discrepancy returns 0.5% 1.2%Average of all other returns 1.2% 1.9% Sum of return categories 5.9% 8.3%

Weighted percent change on last Jobber net price sheet 2.7% 3.3%General selling and sales administration expenses 16.5% 15.3%Order fill rate by unit volume 94.1% 93.9%Order fill rate by dollar value 94.3% 95.1%Order fill rate by line items filled 92.9% *Order turnaround time (days) 3.0 7.3 Days sales outstanding 70.6 56.4Business was done with overnight shipping 4.7% 2.9%Business requiring drop shipments/cross docking 11.8% *

* - New in Q3

AASA Market Pulse

AASA Market Pulse

• The full report is only available to participants, it contains primary data broken out by:

Company size&

Product category


Supplier Image Task Force

NASCAR Public Service Announcement• Will continue to air on ABC, ESPN and

SPEED throughout November• Available via DVD upon request

Web page “live” by going to www.aftermarketsuppliers.org• Contains messaging and downloadable

versions of all materials• Links to news articles and member list



Media and Press Coverage – to date• Electronic:

– AMN News – multiple times– Greensheet – multiple times– Aftermarket Business – search-autoparts

• Print:– Tomorrow’s Technician– AAPEX Express– Counterman – November– Babcox Tech Group - November



Next Steps• Expand web page

– Links to member pages– Links to reference materials

• Special Reports: Update and re-release– Direct Importing– Distributor Liabilities

• Know Your Parts POS– Counter flyer, Posters, etc.– Other


Wrap-up and Adjourn

Next Meeting:March 18

In conjunction with VisionIntercontinental Hotel

Chicago, IL10:00 – 4:00


Thank You! Travel Safe!

Marketing Executives Council November 5, 2009. Marketing Executives Council 2 August 13, 2009...

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Transcript of Marketing Executives Council November 5, 2009. Marketing Executives Council 2 August 13, 2009...