Transcript Slide 1

Marketing Executives
Council
February 20, 2007
MEC Mission Statement
To advance the automotive
aftermarket supplier industry
through collaborative marketing
and communication solutions.
Marketing Executives Council
February 20, 2007
MEC 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.
Marketing Executives Council
February 20, 2007
How is the MEC Different?
• MEC was created strictly for aftermarket
supplier marketing executives.
• MEC will focus on solving challenges
specific to the North American aftermarket
supplier and create opportunities to
improve our collective image and strength.
Marketing Executives Council
February 20, 2007
MEC Structure and Dues
• Council is organized under AASA, the
aftermarket segment association of MEMA.
• An Advisory Committee was formed during
2006 to help establish the Council’s
mission, objectives and structure.
• MEC Chairman: Brian Tarnacki, Director,
Marketing – New Products, Federal-Mogul
• MEC Vice chairman: Brian Altenberger,
Global Marketing Director, Delphi Product
and Service Solutions
Marketing Executives Council
February 20, 2007
MEC Structure and Dues
Council Membership:
• Open to only AASA member
companies
• Two council representatives per
AASA member company
• Executive level membership
Marketing Executives Council
February 20, 2007
MEC Structure and Dues
Council Meetings:
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Four meetings per year (one per quarter)
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Three regular council meetings -working
sessions
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One large annual conference (2008
target)
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Open to other member personnel and
industry executives
Annual dues set at $2,000 per member
company (2 executives per company
limit)
Marketing Executives Council
February 20, 2007
Today’s Agenda (Morning)
9:30 am
10:15 am
10:30 am
10:45 am
11:45 am
12:00 pm
Marketing Executives Council
Aftermarket Data Discussion (Gardner)
- Update on Other Aftermarket Data
Initiatives
AAPEX Update (Handschuh)
Be Car Care Aware Update (Tarnacki)
Supplier Image Enhancement (Owens)
- Where Are We?
- Why Are We There?
Break
Lunch
February 20, 2007
Today’s Agenda (Afternoon)
12:30 pm
2:00 pm
2:45 pm
3:00 pm
4:00 pm
Supplier Image Enhancement
(Breakout Sessions)
- Where Should We Be?
- How Do We Get There?
Breakout Group Presentations
Break
MEC Summary of Breakout Groups
Strategic Recommendations for AASA
Board
Adjourn
Marketing Executives Council
February 20, 2007
Optimizing Data for the
Aftermarket Supplier
Presented by:
Chris Gardner, Vice President
AASA
Marketing Executives Council
February 20, 2007
Agenda
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Overview
Data Types
Data Communication Problems
POS Data
Digital IPR Issues
Internal Data Management
Marketing Executives Council
February 20, 2007
Overview
Aftermarket Data – information in digital
formats used to manage business, conduct
commerce with trading partners or provide
intelligence for planning
Marketing Executives Council
February 20, 2007
Data Types
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Vehicle Attribute
Product Attribute
Catalog Application
POS Data (transactional)
Market Research
Consumer / Behavioral
Marketing Executives Council
February 20, 2007
Data Communication Problems
• Problems
Lack of consistency among resellers
Complicated standards (ACES)
Lack of executive mandates
• Solutions
Education
Receivers Group
IDM for manufacturers
Marketing Executives Council
February 20, 2007
POS Data
Uses
• Category Management
• Product Management
• Brand Management
Marketing Executives Council
February 20, 2007
POS Data
Issues
• Need better visibility of store-level
transactions
• Need better forecasting capabilities
• Myriad of customer data being
introduced
• No manufacturer influence
• Manufacturers pay for data that
provides limited benefits
Marketing Executives Council
February 20, 2007
POS Data - Vista
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Activant recorder at store/counter
Application parts
Look-ups, purchases, applications
1,300+ stores
Available in several product
categories
• Pricing range: $10,000 - $40,000
• AASA Preferred Member Pricing
Marketing Executives Council
February 20, 2007
POS Data - Industry
Data Sources
• Activant store systems
• Wrenchead customer data
• Miscellaneous business systems
• Program groups
• Retailers
Marketing Executives Council
February 20, 2007
POS Data - Industry
AASA Task Force
• Seven manufacturers
Affinia Group, Cardone, Delphi, FederalMogul, Gates, Tenneco, Visteon
• Gain control over process (TecDoc
model)
• Influence cost, format and delivery
• Aggregate data across all major
sources
Marketing Executives Council
February 20, 2007
POS Data - Industry
Benefits
• Control/influence process
• Elimination/reduction of forced
expenditures
• Simplified data integration
• Improved planning and supply chain
processes
Marketing Executives Council
February 20, 2007
Digital IPR
Areas of Concern
• Electronic catalog
• Product attributes
• Pricing
• Images
• Line drawings
Marketing Executives Council
February 20, 2007
Digital IPR
Member Input- VP International Business
Development for AASA member company
“We recently had a customer request that we
remove our copyright statements on our
catalog data. It’s not hard to guess what’s
behind that request.”
Marketing Executives Council
February 20, 2007
Digital IPR
Issues
• Reverse engineering / “cherry picking”
• Counterfeiting
 Brand copying
 Part copying
• Category/product management
 De-valuing full line suppliers
 Off-shoring
 Contract manufacturing
Marketing Executives Council
February 20, 2007
Digital IPR
Member Input- Director of Information
Technology of an AASA member company
“The only way we’ll have successful seamless
data flow in the future is if there are security
controls on who is accessing the content.”
Marketing Executives Council
February 20, 2007
Digital IPR
Solutions
• Education
• Supply Chain
Marketing Executives Council
February 20, 2007
Digital IPR
Member Input- Manager of catalog
applications of an AASA member company
“Even with protective language in our customer
agreements, we have to be willing to walk away
from business if a customer uses our data IP to
source with an off-shore supplier…so far sales
hasn’t been willing to do that.”
Marketing Executives Council
February 20, 2007
Digital IPR
Member Input- Michael Cardone Jr.,
Cardone Industries
“We must protect our intellectual property
rights that we deliver through our value-add.”
Marketing Executives Council
February 20, 2007
Internal Data Management
• Data environment internal to mfgs.
Multiple formats, owners, locations
Little if any synchronization with
customers
Poor visibility
• Enables one version of the truth
• Required for seamless e-commerce
with customers
Marketing Executives Council
February 20, 2007
Internal Data Management
IDM Program by MIS Council
• Webinar by two PIM providers
• Member survey
• Focus group activity
• White paper on best practices
Marketing Executives Council
February 20, 2007
Internal Data Management
Benefits
• Eliminates significant data mgmt costs
• Feeds executive dashboard applications
• Reduces errors in invoices, inventory,
forecasting, etc.
• Helps prepare product data for customers
• Helps prepare for data synchronization
Marketing Executives Council
February 20, 2007
AASA IT & Data Management
Contact Information
Chris Gardner
919-406-8830
[email protected]
Marketing Executives Council
February 20, 2007
AAPEX Update
Presented by:
Steve Handschuh, President
AASA
Marketing Executives Council
February 20, 2007
Car Care Aware Update
Presented by:
Brian Tarnacki
Director, Marketing – New Products
Federal-Mogul
Marketing Executives Council
February 20, 2007
Historical Perspective
2000
2001
2002
2003
2004
2005
2006
AAIA Determined Need for Consumer
Education -- $62 billion
Conducted viability research
Created workgroup
Began designing campaign
Finalized campaign, name, logo, Web site, etc.
Incorporated Car Care Council
Announced at AAIA Town Hall
Full campaign launch
$10 million publicity value
$12.8 million publicity value
Car Care Guide introduced, gas price frenzy
Marketing Executives Council
February 20, 2007
2006 Media Value
Budget $500,000
2005 – ROI $12.9 million
29% increase over 2004
2006 estimate – $15 million
Marketing Executives Council
February 20, 2007
Car Care Guide
• Resource guide for vehicle
maintainers
• Non-threatening; easy to use
• Two main sections
 Typical Maintenance and Repair
 Why I Need It; Typical Service;
Questions To Ask
 Vehicle Systems and Parts
 What Is It; What Does It Do; Wear
Factors; Symptoms
• Also contains checklist and index
Marketing Executives Council
February 20, 2007
Field-Tested
• Three audiences
 Female Vehicle Maintainers
 Male Vehicle Maintainers
 Shop Owners/Managers
• Geographically dispersed markets
 St. Louis, Mo.
 Philadelphia, Pa.
 Phoenix, Ariz.
• Discussed attitudes toward vehicle ownership
and maintenance; reviewed Car Care Guide
mock-up
Marketing Executives Council
February 20, 2007
Car Care Guide Marketing
• Added to online Media Kit
• Featured on “NASCAR Angels”
• Trade press house ads
• PRNewswire releases
• Newspaper syndicated articles
• Newspaper op-ed
Marketing Executives Council
February 20, 2007
Car Care Guide Marketing
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Added to campaign POS starter kits
Copies to broadcast and print media
Polybag with Aftermarket Insider
Lauren Fix in top 15 media markets
New video segments & podcasts
Meetings with groups & associations
Polybag with February Brake & Front
End
Marketing Executives Council
February 20, 2007
Printing & Distribution
Since June 2006…
• First million printed & distributed
Customized
Individual copies
Bulk orders
• Second million being printed
Marketing Executives Council
February 20, 2007
Participating Accounts
Focus has been on getting retailers, program
groups and service chains to promote and
distribute the guides to their customers…
• Alliance Group
• CARQUEST
• AutoZone
• Pronto
• NAPA
• Gemini
• Meineke
• More to come
Marketing Executives Council
February 20, 2007
2007 Priorities
• Re-design Web site
• Build participation in Car Care
Months
• Explore new technologies to reach
Generation Next motorists
• Expand Car Care Guide distribution
Marketing Executives Council
February 20, 2007
What Can Manufacturers Do?
• Provide “feet on the street” to promote the
guides to parts stores and installers
• Include guide and order form in installer
mailings
• Promote guide in customer newsletters /
communications
• Help customers build programs
• Other ideas?
Marketing Executives Council
February 20, 2007
Supplier Image Enhancement
Presented by:
Jon Owens
Babcox
Marketing Executives Council
February 20, 2007
Breakout Groups
Discussion points:
• Prioritize target audiences
• What thoughts or behaviors do we
want to reinforce or change?
• What strategies should we deploy to
accomplish the above?
Marketing Executives Council
February 20, 2007
Group 1
Kevin Burton (Four Seasons)
Frank Oliveto (ADVICS)
Dave Touchette (Cooper Bussmann)
Chris Brant (AC Delco)
Mitch Bolinsky (Permatex)
Laura Sullivan (Akebono)
Rob Christi (Dayco)
Marketing Executives Council
February 20, 2007
Group 2
Scott Howat (Affinia)
Ray Swetman (Airtex)
Tom Tecklenburg (Honeywell)
Mark Sprague (NGK)
Barry Harris (Timken)
Meg Vanderlaan (Gates)
Frank Murkowski (Tenneco)
Marketing Executives Council
February 20, 2007
Group 3
Layne Gobrogge (Proliance)
Bob Clark (Aisin)
Don James (Continental Teves)
Mark Boyle (Visteon)
Randy Mordue (Akebono)
Bill Dennie (Tenneco)
Gary Nix (AP Exhaust)
Marketing Executives Council
February 20, 2007