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Marketing Executives Council. May 19, 2008. Today’s Agenda. Welcome and Introductions (Tarnacki) Review of Anti-trust guidelines (Fleischaker) Review Supplier Image Initiative (Altenberger & Tarnacki) AASA board feedback and input Next Steps and consensus Breakout group assignments
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Marketing Executives Council May 19, 2008
Today’s Agenda • Welcome and Introductions (Tarnacki) • Review of Anti-trust guidelines (Fleischaker) • Review Supplier Image Initiative (Altenberger & Tarnacki) • AASA board feedback and input • Next Steps and consensus • Breakout group assignments • Breakout / Work Groups • Defining Standards of Excellence • Overcoming Objections & FAQs • Marketing Plan & Budget • Lunch • Breakout / Work Group Reports & Discussion (30 mins each) • Polk – presentation & discussion • Roundtable Discussion – open topics • Wrap-up & Adjourn (Tarnacki)
Anti-Trust Guidelines It is the unqualified policy of the Motor & Equipment Manufacturers Association to conduct its operations in strict compliance with the antitrust laws of the United States. MEMA'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.
Supplier Image Initiative • Since its inception, the MEC has continued to advance the idea of a Standard of Excellence to distinguish value-added suppliers from all others. • Supplier Image Initiative Business Case • Some members including board members expressed concern over AASA’s role in certification • Business case was developed for submission and buy-in from the AASA board • Talking Points from the board meeting as follows…
Talking Points • Goal: Discuss Supplier Image Initiative - why it is important, what it is, what it is not and gain buy-in for moving forward. • Primary objective of the MEC is to develop a strategy for improving supplier image and awareness of the value added services provided. This has been on each meeting agenda since its inception in 2006. • Among issues identified by the council facing suppliers today, include: • Inferior products entering the country that pose safety, quality and reliability concerns • Effects of the imported products on other components within the vehicle (which could lead to premature failures, unnecessary warranty claims, etc.). • Continued loss and appreciation by customers of value-added services and programs • Increased momentum of virtually all aftermarket components becoming commodities (which will lead to a market driven only by price) • Degradation of brand equity • Further erosion of North American manufacturing • Negative impact on the image of the independent aftermarket (pushing sales to OE service outlets)
Talking Points • Key elements of the Supplier Image Initiative: • What does it mean to be an AASA member? • Regarding country-of-origin, it is not about where a product is made but rather who develops and stands behind it • Retailers, distributors, program groups, jobbers and technicians can have confidence in companies that hold membership in AASA since they provide quality products supported by essential services and programs required to facilitate the aftermarket • The MEC will develop and present to the board a recommendation for the Supplier Excellence enhancement to AASA membership. • Additional tiered status of membership, a Premier status, attainable by meeting minimum guidelines • Not a certification but a standard of excellence • Administered by submitting to a “code of ethics” at the time of membership and subsequent annual renewal • Our desired result is to extend the value of membership in AASA down to the customer level and back that up with a tangible list of standards that not all AASA members may attain but should be attainable by all members choosing to meet the qualification.
AASA Board Feedback • Some were extremely supportive of this effort and while not the only answer, a positive step in the right direction. • Heightens the awareness of the value-added services • Provides AASA membership value down stream • Some were still skeptical of what it will accomplish and concerned that instead of differentiation might bring validation. • Needs rigid definition to standards so not all can claim adherence • Concern that it puts all AASA members on same level and removes competitive advantage • We did receive their buy-in to proceed and develop a recommendation…
Breakout / Work Groups • Standards of Excellence and Definitions • Overcoming Objections and FAQs • Marketing Plan and Budget
Breakout / Work Group #1 • Finalize list of standards • Sales representation / manpower • Credit terms • Marketing programs • Industry standard cataloging • Product specifications • Quality control • Product liability • IP protection • Technical support and training • Category management • Other? • Provide comprehensive definitions to each • Appoint a spokes person and prepare report out for discussion…
Breakout / Work Group #2 • Develop a list of objections / concerns • Can’t any company claim to adhere to these standards? • Doesn’t this level the playing field instead of differentiate? • Does this elevate the smaller AASA members through association? • Is this fair to the larger companies that have made greater investments? • It is not the role of AASA or any association to certify members! • What prevents an AASA member from simply answering “yes” to all? • How does AASA police the process? • How are violators to the process dealt with? • Is there an audit process to ensure honesty? • Standards of Excellence… so what? • Others? • Provide comprehensive and defendable answers to each • Appoint a spokes person and prepare report out for discussion…
Breakout / Work Group #3 • How do we designate AASA members that adhere to the Standards of Excellence? • Creative Brief. • What is the problem / issue we need to address? • What is the role of communication? • Who are we targeting? • What insights do we have? • What is the core branding message? • What is the desired response? • What are the ways to communicate the message? • What are the elements of the campaign? • What is the desired result? • Provide a rough budget • Appoint a spokes person and prepare report out for discussion…
Work Group Reports • Standards of Excellence and Definitions • Overcoming Objections and FAQs • Marketing Plan and Budget
AASA Marketing Executives Council May 19, 2008
R.L. Polk & Company • Founded in 1870 - privately held • >30 years dedicated to automotive industry – its all we do! • 1,400 employees • Global Company focused on Global Transportation • Global HQ - Southfield, MI • Europe: Paris & Essen • Far East: Beijing • CARFAX
Automotive Intelligence ® • Polk shows you what’s selling, who’s buying and how to reach them • Automotive statistical intelligence • Analytical experience and data depth • Automotive marketing services & solutions • Automotive Industry Focused • Aftermarket • OEM’s/Dealers • Agencies/Traffic Builders • Finance & Insurance • Commercial Vehicles • Media • Government
R.L. Polk & Company – Industry Involvement • AAIA Technology Standards and Solutions Committee • Active participant for over 10 years • Donated data toward standards development • AAIA Category Management Committee • AAIA Market Research Committee • AMRC • MEMA – MIS Council • AASA Vision Conference
Data Sourcing and Compilation • Purchase registration records • States • Canadian Provinces • Puerto Rico • VIN specifications from OEMs • Data flows continuously • Daily, weekly, monthly • Name, address, VIN • Data factory • Organizes, normalizes and assures consistency • Compiles various statistical products
Customer Service • Data licensed by most leading manufacturers, distributors, and retailers • Customers also include oil and tire companies • 90+% annual license renewal rate • Licensees receive access to Analytical Consultants, IT Professionals, Product Strategy Managers, and Account Executives • Strive to be an extension of our client’s business
Product Capability Overview Statistical List Solutions Analytics Consulting
National Vehicle Population Profile (NVPP®) • Vehicle registration profile • 250+ million passenger cars and light trucks in the United States • 19 million passenger cars and light trucks in Canada • 9.2 million motorcycles and ATVs in the U.S. • (states where registration is required) • Ongoing registration tracking • New registrations • Changes to registrations • Geographic changes • Identify “1st Time” registrations • Helps with product management of filters, friction, wipers, etc.
National Vehicle Population Profile (NVPP®) • Vehicle attributes • Geographic detail • National • State • DMA • County • Zip Code • Census Block • Mapped to AAIA Legacy and ACES
New for 2008 New for 2008 NVPP® Vehicle Registration Data NVPP® - Merging with Other Sources Sales or Shipment Data Wards Tire Fitment Data Catalog Data Vehicle Values Vehicle Mileage The resulting combinations are powerful tools for both top-level and market-level planning and decision making
Additional Statistical Data Other datasets include: • TIP®Net (Trucking Industry Profile) • Class 1-8 • Fleet coding • Tied to geography • NVPP® for Motorcycles and ATVs • NEWREG® (New (& Used) Vehicle Registrations) • Global forecasting
Western Europe Cars – LCV – HVC Eastern Europe Cars – LCV Croatia Czech Republic Big Five Estonia Austria Hungary Belgium Poland Denmark Slovakia Finland Slovenia Greece Turkey America Cars – LCV Luxemburg Croatia Ireland Argentina Slovenia Netherlands Brazil Canada Norway Chile Portugal Mexico Sweden USA Switzerland Global Statistics Russia Cars - LCV Asia-Pacific Cars – LCV Indonesia Latvia Japan Lithuania Malaysia Ukraine South Korea Taiwan Thailand Australia Near/ Middle East Cars – LCV China: Cars -New registrations 2002 - today Africa Cars – LCV Israel South Africa 45 countries Cars – 44 countries LCV <=3.5 t –17 countries HCV >3,5t
EURO-AMS® - Global OE Research Euro-AMS combines the market information of vehicle applications, parts data sets available and Parc data to assist the automotive aftermarket with global product management • Provides detailed OE parts research for Europe • Analyze new applications fitment to vehicles • Quantify portfolio gaps based on the vehicle PARC • Utilize fact-based information to enter, expand or reduce market coverage • Detailed Vehicle description content for catalogue • Compare your application content against the OE fitment data
Polk Price & Specification Data • Global collection of PC/LT OEM production vehicle descriptions & attributes – 1995-forward • Research analysts collect and analyze a wide range of data, including: • Base Prices • Destination Charges • Interior and Exterior Dimensions • Engine and Transmission Specifications • Steering, Braking and Tire Specifications • Manufacturer’s Equipment Descriptions and Codes • Color Photographs • Exterior Colors and Interior Trim • Warranty and Owner Assistance Programs • MSRP, List Price • Rebates & Incentives • And more … over 500 vehicle attributes
Sample Data Fields Generic Spec: • Standard Engine • EPA Class • Curb Weight • Wheelbase • Fuel Capacity • Tow Capacity • Cylinders • Horsepower • Fuel System • Standard Payload • Tire Type • Etc . . . Seats: • Front Bench Seat • Front Heated Seat • Second Row Bench Seat • Third Row Seat • Cloth Seat • Leather Seat • Cargo Net • Cupholders • Etc . . . Interior: • CD Player • Navigational Aid • Video Player • Rear Window Defogger • Compass • Genuine Wood Trim • Sunroof / Moonroof • Etc . . . Safety: • Brakes • Safety Rollbar • Remote Ignition • Vehicle Anti-Theft • Wheel Locks • Valet Lockout • Etc . . . Others: • Engines • Colors • Crash • Engine Specifications • Exterior • Etc . . . Rebates: • Amount • 24 Month APR • Expires • Etc . . .
Western Europe Asia-Pacific Big Five Austria China Belgium Indonesia Denmark Japan Finland Malaysia Greece South Korea Ireland United States Taiwan Netherlands Thailand Argentina Norway Australia Chile Hong Kong Portugal N. Zealand Sweden Philippines Switzerland Singapore Available Countries (37) Eastern Europe Czech Republic Hungary Poland Slovakia Turkey Near/ Middle East Israel
List Solutions for the Aftermarket • Polk Garage Predictors™ • Statistical models that identify households most likely to own a vehicle • Target households by: • What vehicles they are likely to own • What they are likely to buy • When they are likely to buy • How much they are likely to spend • Market to DIY/DIFM consumers • Market to Ethnic consumers • Commercial Account File • Direct Marketing database and fulfillment system for the motor vehicle industry, containing over 18,000,000 businesses • Used to target fleet customers
Information Process Management • Polk’s Approach: • Perform current IPM analysis • Share industry Best Practices • Provide outline of future global aftermarket IPM requirements • Assist with development of strategy for developing required capabilities • Facilitate implementation of the strategy
Third-Party Data Providers Application Files eCat Publishers eCat Publishers Retailers Images, Line Drawings, Engineering Data, etc. Comp. X-ref/ Interchange, Comp. Pricing, etc. Print Catalogs Legacy Systems, Inventory, Supply Chain, Order, EDI, etc. Web Planning, Scrappage, Holes, Coverage, etc. OE Data Process Specific to Catalog Managers
Closer Relationship with AASA & Members • Currently working with various publications and associations • Cars, Light Trucks & Commercial Vehicles – Global basis • Gratis • Fee basis • How best to work closer with AASA and members? • Monthly, Qtrly, Annual reports • Subscription-based special marketing studies • Global overviews for members only • AASA-specific info for newsletters, website, etc. • AASA “special pricing” • Long term studies for AASA members only? • What’s on AASA members’ minds?
Next steps… • Where to focus • New registrations • Global • Medium Duty • Commercial Vehicle • Timeframe • Distribution • Communication to members
Polk Commercial Account Database • Direct Marketing Use (non-statistical) • Tracks Business Vehicle Fleets • Allows for selections based on: • Fleet characteristics (size, new/used, purchase date, price class, etc.) • Vehicle characteristics (make, model, year, body style, series, fuel code, drive type, GVW, etc.) • Geography (U.S. level—ZIP) and SIC code • Includes passenger cars, light trucks and heavy commercial • 14 million businesses (D&B) • 15 million vehicles (Polk)
