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Marketing Executives Council AASA Marketing Executives Council March 18, 2010

AASA Marketing Executives Council

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AASA Marketing Executives Council. March 18, 2010. Agenda. 9:45Welcome & Introductions – Barry Harris 9:50MEC Membership – Scott Howat 10:00OptiCat – Demonstration and Discussion 12:00Lunch 12:30Know Your Parts Update – Brian Tarnacki and Scott Howat 12:45KYP Breakout Groups - PowerPoint PPT Presentation

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Page 1: AASA  Marketing Executives Council

Marketing Executives Council

AASA Marketing Executives

CouncilMarch 18, 2010

Page 2: AASA  Marketing Executives Council

Marketing Executives Council

Agenda 9:45 Welcome & Introductions – Barry Harris 9:50 MEC Membership – Scott Howat10:00 OptiCat – Demonstration and Discussion12:00 Lunch12:30 Know Your Parts Update – Brian Tarnacki and Scott Howat12:45 KYP Breakout Groups 1:15 KYP Group Reports 2:00 Market Pulse: 2009 Q4 Results – Jack Cameron 2:15 Break 2:30 Marketing Communications Update – Margaret Beck 2:45 WEBFETCH Retail Price Shop Tool – Jon Rubich 3:45 Wrap-up – Barry Harris 4:00 Adjourn

Page 3: AASA  Marketing Executives Council

Marketing Executives Council

Mission To advance the automotive aftermarket supplier

industry through collaborative marketing and communication solutions.

PurposeForum 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.

Page 4: AASA  Marketing Executives Council

Marketing Executives Council

Anti-trust GuidelinesIt 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.

Page 5: AASA  Marketing Executives Council

Marketing Executives Council

3M Automotive

ABRO Industries, Inc.

Accuride Corporation

Acme Automotive, Inc.

Airtex Automotive

American Forge & Foundry, Inc.

American Grease Stick Company

American Gage & Mfg.

Arvin Replacement Products

ArvinMeritor LVS

ASC Industries, Inc.

Associated Equipment Corporation

ATP, Inc.

Baldwin Filters

Bando USA, Inc.

Beck/Arnley

BorgWarner

Bosal USA, Inc.

Breeze Industrial Products

CADNA Automotive

Cequent Performance Products, Inc

Champion Laboratories, Inc.

Cloyes Gear & Products, Inc.

Compressor Works, Inc.

CRC Industries, Inc.

Cyclo Industries LLC

Danaher Professional Tool

Dell-Corning

Disco Automotive Hardware

Dorman Products, Inc.

ECCO Group

Elgin Industries

Exide Technologies

Falcon Steering Systems Inc.

Fenwick Automotive (Fenco)

Freudenberg-NOK

Gent-L-Kleen Products, Inc.

Globe Specialty Company

GOJO Industries, Inc.

Gold Eagle Co.

Grote Industries, Inc.

Hastings Manufacturing Company

Hi-Gear Products, Inc.

Honeywell Specialty Materials

Hunter Engineering Company

KYB America LLC

MANN+HUMMEL USA, Inc.

Melling Tool Company

Milton Industries, Inc.

Mothers Polishes Waxes Cleaners

Motorcar Parts of America

North American Signal Company

NSK Corporation

Peterson Manufacturing Co.

Peterson Spring Corporation

Plasti-Kote Company, Inc.

Power Train Components, Inc.

Precision International

Pylon Manufacturing Corporation

Qualitor, Inc.

R & B, Inc.

Rayloc / Div. Genuine Parts Co.

ROL Manufacturing of America, Inc.

S & G Tool Aid Corporation

Sachs Trading (Shanghi) Co., Ltd.

Simoniz USA, Inc.

Snap-on Tools Corp. Inc.

Sonnax Industries

Specialty Lubricants Corp.

Spectra Premium Industries, Inc.

Sperian Protection

Spray Products Corporation

SPX Filtran

SPX Service Solutions

Standard Motor Products, Inc.

Star-Brite Distributing

Streamlight, Inc.

Tendeco Sales, Inc. / Litens

The Casite Company

The Flashlighter LLC

The Pierce Lockcraft Company

TMD Friction, Inc.

Transmission Technologies

Trayer Products, Inc.

Trico Products Corporation

Unity Manufacturing Co.

US Motor Works, LLC

Valvoline Company

Vehicle Safety Mfg.

Vista-Pro Automotive, LLC

Visteon Corp.

Warren Performance

Whelen Engineering Co

Zen

ZF Group

Prospective MEC members – AASA member companies not currently on the MEC

Page 6: AASA  Marketing Executives Council

Marketing Executives Council

OptiCatDemonstration and Discussion

Combined meeting with MEMA Technology Council

Page 7: AASA  Marketing Executives Council

Marketing Executives Council

Lunch and Networking

Page 8: AASA  Marketing Executives Council

Marketing Executives Council

Know Your Parts Update• Micro site created kyp.aftermarketsuppliers.org• Terms of Use & License Agreement• Logo trademarked and registered application• MontAd pro bono work

– Article “The Parts in Your Car Make a Difference” distributed electronically – 15,000 sites in 6 weeks

– Spout and Dipstick video – viral marketing plan• Member Participation – 10 Ways to Engage

– Flyer– Commitment card

Page 9: AASA  Marketing Executives Council

Marketing Executives Council

KYP Breakout Groups• 5 groups with 30 minutes to brainstorm topic• Topics:

1. How to engage AASA members?2. How do we gain customer / channel partner support?3. Ways to support repair professionals with the message?4. What can we do to illustrate / quantify the problem?5. How and should we collaborate with Be Car Care Aware?

• Try to come up with 3 – 5 solid ideas • Each group will have 5 mins to share your ideas

Page 10: AASA  Marketing Executives Council

Marketing Executives Council

Market Pulse Q4 2009• Third issue of quarterly Market Pulse

• Q2 2009 = 32 respondents• Q3 2009 = 39 respondents• Q4 2009 = 20 respondents

• Q4 Floater Questions• Bank Factoring Programs = 36% currently do or plan to

– 21% have been asked but said no; 43% have not been asked• EdgeNet = 60% currently do or plan to

– 23% have been asked but said no; 15% have not been asked• Pursue Installer Changeovers = 14% Yes / 86% No

• Future of Market Pulse• Continue? Bi-annually? Annually? Discontinue????

Page 11: AASA  Marketing Executives Council

Marketing Executives Council

Break – 15 minutes

Page 12: AASA  Marketing Executives Council

Marketing Executives Council

e-Communications

• Streamlined for 2010• Eliminated duplicate publication: biweekly

ToplineNews• Split AASA weekly e-news into two

publications• Added council updates to AASA

publications and eliminated individual council e-newsletters

Page 13: AASA  Marketing Executives Council

Marketing Executives Council

MEMA Industry News

• Daily news briefs• Across all supplier segments• 2010 statistics:

– 24% unique opens– 28% click-throughs

Page 14: AASA  Marketing Executives Council

Marketing Executives Council

News @ AASA

• Revamped for 2010• Weekly• 5-6 “action items,” Brief articles• 2010 statistics:

– 24% unique opens– 5% click-throughs

Page 15: AASA  Marketing Executives Council

Marketing Executives Council

OAC Global Report

• Twice monthly• 12+ articles: council news, action items,

global industry news briefs• 2010 statistics:

– 39% unique opens– 32 click-throughs

Page 16: AASA  Marketing Executives Council

Marketing Executives Council

AASA Supplier Insight

• New for 2010• Monthly with longer articles: commentary,

market analysis, council updates• 2010 statistics:

– 31% unique opens– 24 % click-throughs

Page 17: AASA  Marketing Executives Council

Marketing Executives Council

WEBFETCH Retail Price Shop Jon Rubich, Insights2Action

Page 18: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

18

Price Survey OptionsRetail Insights, LLC

Web-Fetch

2/22/2010Proposal

Page 19: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

Page 20: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

20

Price Survey OptionsRetail Insights, LLC

Web-Fetch

Page 21: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

21

Benefits

1. Automated Web Search of pricing by Part # or Application- Saves $1. Significantly faster (Hours not Months) and less labor intensive Vs manual process

(one clients was able to redeploy over 5 employees into other functions)2. Deeper (more parts) & Broader (more geographies) & Increased Frequency (more

periods) competitive reviews 3. Allows us to shop multiple part categories in a single shopping list

2. 9 out of top 11 Large Resellers are using WEBFETCH today!

3. Uses Microsoft Excel functions

OE Surrogate web-site+ Rock Auto

Available TODAYAvailable TODAY

Page 22: AASA  Marketing Executives Council

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22

5 Easy Steps

There are only five steps in the process to complete an RR Web Fetch shop. The first and last steps are completed using your own PC or laptop.

1. Create a Shopping List in the specified format and save the list in a CSV

file on your computer.

2. Upload the Shopping List file to RR-WebFetch.

3. Schedule the List for Shopping.

4. Download the Shopping Results to your computer in a CSV format.

5. Import the results into Excel using the Data Import function.

Page 23: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

Part Nbr Requested Part Nbr Returned Category Returned Description Warranty StoreAvailability OnLine Availability Zip Code Price Core74440 74440 Window Regulator Guide Dorman / Window Regulator Guide SPECIAL ORDER SPECIAL ORDER 77380 11.9974441 74441 Window Regulator Guide Dorman / Window Regulator Guide SPECIAL ORDER SPECIAL ORDER 77380 16.9974442 74442 Window Regulator Guide Dorman / Window Regulator Guide NOT AVAILABLE NOT AVAILABLE 77380 674-101 674-101 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER SPECIAL ORDER 77380 83.99674-269 674-269 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER AVAILABLE 77380 99.99674-544 674-544 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER AVAILABLE 77380 125.99674-412 674-412 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER SPECIAL ORDER 77380 54.99674-804 674-804 Exhaust Manifold Dorman / Exhaust Manifold 3 MO SPECIAL ORDER SPECIAL ORDER 77380 199.99674-212 674-212 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER SPECIAL ORDER 77380 154.99

Part Upload & Results*

*The results file contains all of the UDF Columns, category and part number requested in addition to what is on the page below.

Upload file

Results File*

UDF UDF UDF UDF Category Contains Contains Brand Part Nbr RequestedZip CodeAUTOZONENA NA NA FUEL PUMP NA NA NA E8335 77382AUTOZONENA NA NA FUEL PUMP NA NA NA E7081H 77382AUTOZONENA NA NA FUEL PUMP NA NA NA E3501M 77382AUTOZONENA NA NA BRAKE PADS - FRONT NA NA NA DGC1107 77382AUTOZONENA NA NA BRAKE PADS - FRONT NA NA NA DG1107 77382AUTOZONENA NA NA BRAKE PADS - FRONT NA NA NA MKD915 77382AUTOZONENA NA NA BRAKE PADS - FRONT NA NA NA MKD1107 77382AUTOZONENA NA NA BRAKE PADS - FRONT NA NA NA EUD1107 77382AUTOZONENA NA NA BRAKE PADS - FRONT NA NA NA EUD915 77382

Page 24: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

Application Upload & Results*

UDF1 UDF 2 UDF 3 UDF 4 Year Make Model sub-model ENG Other Category Cont 1 2 Brand Zip Code *The results file

contains all of the UDF Columns, category and part number requested in addition to what is on the page below.

Upload file

Results File*

ZONE 1997 GMC Truck exhaust manifold1997 GMC Jimmy 4.3 NA NA exhaust manifold NA NA NA 38101ZONE 2003 Toyota Truckexhaust manifold2003 Toyota Tundra 4.7 NA NA exhaust manifold NA NA NA 38101ZONE 1987 Pontiac exhaust manifold1987 Pontiac Grand AM 2.5 NA NA exhaust manifold NA NA NA 38101ZONE 1995 Pontiac Intake manifold1995 Pontiac Grand AM 2.5 NA NA Intake manifold NA NA NA 38101ZONE 1994 Toyota TruckIntake manifold1994 Toyota Pickup 3 NA NA Intake manifold NA NA NA 38101ZONE 1999 Ford truck Intake manifold1999 Ford Ranger 3 NA NA Intake manifold NA NA 38101ZONE 1997 GMC Truck window regulator1997 GMC Jimmy 4.3 NA NA window regulator NA NA 38101ZONE 2003 Toyota Truckwindow regulator2003 Toyota Tundra 4.7 NA NA window regulator NA NA 38101

Part Nbr Requested Part Nbr Returned Category Returned Description Warranty StoreAvailability OnLine Availability Zip Code Price Core74440 74440 Window Regulator Guide Dorman / Window Regulator Guide SPECIAL ORDER SPECIAL ORDER 77380 11.9974441 74441 Window Regulator Guide Dorman / Window Regulator Guide SPECIAL ORDER SPECIAL ORDER 77380 16.9974442 74442 Window Regulator Guide Dorman / Window Regulator Guide NOT AVAILABLE NOT AVAILABLE 77380 674-101 674-101 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER SPECIAL ORDER 77380 83.99674-269 674-269 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER AVAILABLE 77380 99.99674-544 674-544 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER AVAILABLE 77380 125.99674-412 674-412 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER SPECIAL ORDER 77380 54.99674-804 674-804 Exhaust Manifold Dorman / Exhaust Manifold 3 MO SPECIAL ORDER SPECIAL ORDER 77380 199.99674-212 674-212 Exhaust Manifold Dorman / Exhaust Manifold 1 YR SPECIAL ORDER SPECIAL ORDER 77380 154.99

Page 25: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

OE Surrogate*

UDF1 UDF 2 UDF 3 UDF 4 Category Cont 1 2 3 Make OE # Zip Code *The results file contains all of the UDF Columns, category and part number requested in addition to what is on the page below.

Upload file

Results File*

OE NA NA NA NA NA NA Ford F8RZ 8575-CA 0OE NA NA NA NA NA NA Chev 12302405 0OE NA NA NA NA NA NA Toyota 99610-612552 0OE NA NA NA NA NA NA Ford F87Z 8575-BA 0OE NA NA NA NA NA NA Ford F87Z 8575-BA 0OE NA NA NA NA NA NA Toyota 90916-03075 0OE NA NA NA NA NA NA Nissan 21200-V7206 0OE NA NA NA NA NA NA Mitsu MD315301 0OE NA NA NA NA NA NA Chev 12615097 0OE NA NA NA NA NA NA Toyota 90916-03075 0

Make Part Nbr Requested Part Nbr Returned Category Returned Description Warranty StoreAvailability OnLine AvailabilityZip Code MSRP Price Core

Ford F8RZ8575-CA F8RZ8575CA Not Returned THERMOSTAT ASY.-WATE N/A N/A 15.52 13.19 0

Ford F87Z8575-BA F8CZ8575AA Not Returned THERMOSTAT ASY.-WATE N/A N/A 20.7 17.6 0

Toyota 90916-03075 9091603075 Not Returned THERMOSTAT N/A N/A 19.16 13.25 0Nissan 21200-V7206 21200V7206 Not Returned THERMOSTAT ASSY N/A N/A 22.18 18.85 0

Mitsubishi MD315301 MD315301 Not Returned

Cooling Radiator and components Thermostat Thermostat N/A N/A 26.28 18.92 0

Page 26: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

WEBFETCH Demo

Page 27: AASA  Marketing Executives Council

Confidential; Not to be reproduced without written consent

27

Pricing

= Cost* * *

Why WEBFETCH?Owned by Aftermarket ProfessionalsService is significantly betterBoth Part & Application SearchesPricing is lower than alternativesMonthly payment options

Reseller Part #sMarkets

(Zips)stores/ market

Times annually shopped

Annualized Shops

Advance 300 10 1 12 36000O'Reilly 300 10 1 12 36000AutoZone 300 10 1 12 36000NAPA 300 10 1 12 36000Rock Auto 300 10 1 12 36000OE 300 1 1 4 1200

Total All 181200Price Tier Suggested

$875/month for up to 200,000 shops

Example only

Page 28: AASA  Marketing Executives Council

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28

Live Example

• Yesterday– Manufacturer contracts with Agency to perform price shops

• Agency takes 5 months to complete about 16,000 part shops• COST- $26K

• Future– Manufacturer buys 200K Price shops for 10K ($875/month) from – Has complete control over what parts, resellers, timing of shops, etc.– Can run them NOW or schedule them when they like.– Has a steady stream of data from which to support their customers and

use internally.– Has both part specific and application shops– Can validate new part number availability in the marketplace– Helps with Assortment analysis (Availability)– Can help to validate Cataloging and cross reference data

Page 29: AASA  Marketing Executives Council

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29

What else do you get?

• 200,000 shops for 10K / 350,000 for 15K• 1 Free On-Line Training session

– 1K + T&E for on-site training• Hot Line # for support• Access to All sites listed• Training & Reference documents• Access to Insights2Action, Leader in Category Management Consulting in

the Automotive Aftermarket

Why WEBFETCH?Owned by Aftermarket ProfessionalsService is significantly betterBoth Part & Application SearchesPricing is lower than alternativesMonthly payment options

Reseller Part #sMarkets

(Zips)stores/ market

Times annually shopped

Annualized Shops

Advance 300 10 1 12 36000O'Reilly 300 10 1 12 36000AutoZone 300 10 1 12 36000NAPA 300 10 1 12 36000Rock Auto 300 10 1 12 36000OE 300 1 1 4 1200

Total All 181200Price Tier Suggested

$875/month for up to 200,000 shops

Example only

Page 30: AASA  Marketing Executives Council

Marketing Executives Council

Thank You!AASA

www.aftermarketsuppliers.org