marketing executives council february 20, 2007. marketing executives council february 20, 2007 mec...

Marketing Executives Council

February 20, 2007

Marketing Executives Council February 20, 2007

MEC Mission Statement

To advance the automotive aftermarket supplier industry

through collaborative marketing and communication solutions.


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.


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.


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


MEC Structure and Dues

Council Membership:

• Open to only AASA member companies

• Two council representatives per AASA member company

• Executive level membership


MEC Structure and DuesCouncil Meetings:• Four meetings per year (one per quarter)• Three regular council meetings -working

sessions• One large annual conference (2008

target) Open to other member personnel and

industry executives • Annual dues set at $2,000 per member

company (2 executives per company limit)


Today’s Agenda (Morning)

9:30 amAftermarket Data Discussion (Gardner)- Update on Other Aftermarket Data Initiatives

10:15 am AAPEX Update (Handschuh)10:30 am Be Car Care Aware Update

(Tarnacki)10:45 am Supplier Image Enhancement

(Owens)- Where Are We?- Why Are We There?

11:45 am Break12:00 pm Lunch


Today’s Agenda (Afternoon)

12:30 pm Supplier Image Enhancement

(Breakout Sessions)

- Where Should We Be?

- How Do We Get There?

2:00 pm Breakout Group Presentations

2:45 pm Break

3:00 pm MEC Summary of Breakout Groups

Strategic Recommendations for AASA Board

4:00 pm Adjourn


Optimizing Data for the Aftermarket Supplier

Presented by:

Chris Gardner, Vice PresidentAASA


Agenda

• Overview

• Data Types

• Data Communication Problems

• POS Data

• Digital IPR Issues

• Internal Data Management


Overview

Aftermarket Data – information in digital formats used to manage business, conduct commerce with trading partners or provide

intelligence for planning


Data Types

• Vehicle Attribute

• Product Attribute

• Catalog Application

• POS Data (transactional)

• Market Research

• Consumer / Behavioral


Data Communication Problems

• ProblemsLack of consistency among resellersComplicated standards (ACES)Lack of executive mandates

• SolutionsEducationReceivers GroupIDM for manufacturers


POS Data

Uses

• Category Management

• Product Management

• Brand Management


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


POS Data - Vista

• 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


POS Data - Industry

Data Sources

• Activant store systems

• Wrenchead customer data

• Miscellaneous business systems

• Program groups

• Retailers


POS Data - Industry

AASA Task Force• Seven manufacturers

Affinia Group, Cardone, Delphi, Federal-Mogul, Gates, Tenneco, Visteon

• Gain control over process (TecDoc model)

• Influence cost, format and delivery• Aggregate data across all major

sources


POS Data - Industry

Benefits

• Control/influence process

• Elimination/reduction of forced expenditures

• Simplified data integration

• Improved planning and supply chain processes


Digital IPRAreas of Concern• Electronic catalog• Product attributes• Pricing• Images• Line drawings


Digital IPRMember Input- VP International Business VP International Business

Development for AASA member companyDevelopment 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.”


Digital IPRIssues

• Reverse engineering / “cherry picking”

• Counterfeiting Brand copying

Part copying

• Category/product management De-valuing full line suppliers

Off-shoring

Contract manufacturing


Digital IPR

Member Input- Director of Information Director of Information Technology of an AASA member companyTechnology 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.”


Digital IPR

Solutions

• Education

• Supply Chain


Digital IPR

Member Input- Manager of catalog Manager of catalog applications of an AASA member companyapplications 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.”


Digital IPR

Member Input- Michael Cardone Jr., Michael Cardone Jr., Cardone IndustriesCardone Industries

“We must protect our intellectual property rights that we deliver through our value-add.”


Internal Data Management

• Data environment internal to mfgs.Multiple formats, owners, locationsLittle if any synchronization with

customersPoor visibility

• Enables one version of the truth

• Required for seamless e-commerce with customers



IDM Program by MIS Council

• Webinar by two PIM providers

• Member survey

• Focus group activity

• White paper on best practices



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


AASA IT & Data Management

Contact InformationChris Gardner

919-406-8830

[email protected]


AAPEX Update

Presented by:

Steve Handschuh, PresidentAASA


Car Care Aware Update

Presented by:

Brian Tarnacki

Director, Marketing – New ProductsFederal-Mogul


Historical Perspective

2000 AAIA Determined Need for Consumer Education -- $62 billion

2001 Conducted viability research

Created workgroup

Began designing campaign

2002 Finalized campaign, name, logo, Web site, etc.

Incorporated Car Care Council

Announced at AAIA Town Hall

2003 Full campaign launch

2004 $10 million publicity value

2005 $12.8 million publicity value

2006 Car Care Guide introduced, gas price frenzy


2006 Media Value

Budget $500,000

2005 – ROI $12.9 million

29% increase over 2004

2006 estimate – $15 million


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


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


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


Car Care Guide Marketing

• 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


Printing & Distribution

Since June 2006…

• First million printed & distributedCustomizedIndividual copiesBulk orders

• Second million being printed


Participating Accounts

• Alliance Group

• AutoZone

• NAPA

• Meineke

• CARQUEST

• Pronto

• Gemini

• More to come

Focus has been on getting retailers, program groups and service chains to promote and distribute the guides to their customers…


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


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?


Supplier Image Enhancement

Presented by:

Jon Owens

Babcox


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?


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)


Group 2

Scott Howat (Affinia)

Ray Swetman (Airtex)

Tom Tecklenburg (Honeywell)

Mark Sprague (NGK)

Barry Harris (Timken)

Meg Vanderlaan (Gates)

Frank Murkowski (Tenneco)


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. marketing executives council february 20, 2007 mec...

Documents

collaborative marketing

mec structure

aftermarket data initiatives10

global marketing director

mec chairman

marketing new products

optimizing data

mec purposeforum