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Marketing Executives Council

Marketing Executives Council. November 5, 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, Chairman Scott Howat, Vice Chairman

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Marketing Executives Council

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  1. Marketing Executives Council November 5, 2009

  2. 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, Chairman Scott Howat, Vice Chairman Kevin Burton, Board of Governors (1-year term) Rob Christy, Board of Governors (2-year term) ~~~

  3. 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

  4. Mission Statement Toadvance 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.

  5. 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.

  6. 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?

  7. Auto Industry and Effect on the AftermarketRoom 705 across the hall~~~MEC will reconvene in this room at10:00

  8. Utilization of VIO Data Jeff Canty Marty Miller Experian

  9. Activity and Trend AnalysisandAll Makes Application Data AASA Marketing Executives Council AAPEX 2009 Matt Krimple - Mitchell 1

  10. Today’s Agenda • Brief History of Mitchell 1 • Value of Information • Information Types and Purpose • Information for Forecasting • Application Data

  11. 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

  12. Brief History of Mitchell 1 • Business Performance Solutions • Customer Retention Marketing • Service Intelligence • Performance Reporting • Business Intelligence • Comprehensive Industry Data and Trends

  13. Vehicles Answers through Analysis Shops Part Stores Value of Information • Vehicles • Parts • Replacement • Location

  14. Types of Information • Vehicles In Operation (VIO) • Parts Store/Warehouse Data • Syndicated Data • Transactional Shop Data

  15. 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

  16. 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

  17. 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

  18. Transactional Shop Data Where Mileage When Vehicle Parts Labor

  19. Transactional Shop Data • Industry Averages and Trends

  20. Transactional Shop Data • Parts Installed • Part Type • Vendor • Gross Margin • Year, Make, Model • Mileage • Replacement rates/frequency • Region, State, Zip

  21. Information for Forecasting • Analyze Data from Various Sources • Vehicles • Part Stores/Warehouses • Shops • Combination of Individual Sources • Provides unique ability to answer specific questions

  22. Information for Forecasting • Answer Specific Questions • Inventory Compared with Vehicle Population • Inventory Compared with Replacement Rates or Services Performed • Inventory Pricing and Margins

  23. 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

  24. Special Thanks To • Activant Solutions • Experian • IMR Inc.

  25. AAPEX IPR Update Sarah Bruno Arent Fox

  26. 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

  27. 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

  28. 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???

  29. AASA Market PulseQ3, 2009 AASA Marketing Executives Council

  30. AASA Market Pulse

  31. AASA Market Pulse

  32. AASA Market Pulse

  33. AASA Market Pulse Average 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%

  34. AASA Market Pulse * - New in Q3

  35. AASA Market Pulse

  36. AASA Market Pulse

  37. AASA Market Pulse

  38. AASA Market Pulse

  39. AASA Market Pulse

  40. AASA Market Pulse

  41. AASA Market Pulse • The full report is only available to participants, it contains primary data broken out by: Company size & Product category

  42. 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

  43. Supplier Image Task Force

  44. Supplier Image Task Force • 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

  45. Supplier Image Task Force • 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

  46. Wrap-up and AdjournNext Meeting:March 18In conjunction with VisionIntercontinental HotelChicago, IL10:00 – 4:00

  47. Thank You! Travel Safe!

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