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  • Greet/thank… Let’s open up with a compelling set of pictures to solidify much of what you’re reading about market share battlegrounds
  • Red is good
  • Green is loss
  • Now we see the same thing for European Imports
  • Retail registraions
  • So if you are ever flying first class and find yourself sitting next to Bill Ford or Jim Farley or other executive from an automotive company
  • Hyundai - selling almost 400,000 new retail units
  • Idea: Are your TV markets strong for these 8 FMC models?
  • B-Segment is Euro term for Subcompact Car category Nissan also is about accountability to itself – quarterly growth goals are impressive
  • You can help manage structural costs, which aids profits You can help build demand by better placement You must be part of the overall ownership experience, not just a mass bull horn device
  • Transcript

    • 1. Healthy Tension Figuring Out the Auto Scene Dan Dembicki, Business Development Mgr. R. L. Polk & Co. © 2006 R. L. Polk & Co. All rights reserved Television Bureau of Advertising Annual Marketing Conference Jacob Javits Convention Center New York, NY Thursday, April 20, 2006
    • 2. Domestic Market Share Penetration (2000)
    • 3. Domestic Market Share Penetration (2005)
    • 4. European Market Share Penetration (2000)
    • 5. European Market Share Penetration (2005)
    • 6. Asian Market Share Penetration (2000)
    • 7. Asian Market Share Penetration (2005)
    • 8. Today Factory & Dealer Shifts Consumer Shifts Staying Relevant
    • 9. Framework Macro Issues: Profits * Demand * Global * Technology OEMs Buyers (Consumers) Dealers Media Relevancy in Purchase Cycle & Ownership Experience Accountability
    • 10. “60 Second Cheat Sheet”
      • Profits
        • Domestics: “Recovery”
        • Asians: “Feelin’ Fine”
        • Europeans: “It’s Not Necessarily Luxury Living”
      • U.S. New Vehicle Demand
        • 2005 3 rd best year ever, but it doesn’t feel like it
        • Crowded product lineup
        • Used & Certified Used keeping buyers interested
      • Global
        • China, China, China…
      • Technology
        • Hybrids, E85, Fuel Cell
        • Telematics
    • 11. Factory & Dealer Shifts
    • 12. Top 10 Brand Leaders (2005 CYE, U.S.)
      • Top 10 accounts for nearly 75% of all new retail units
      • Chrysler & Jeep are only domestics in this list who did not lose share from 2004
      Hyundai - 20 years of U.S. presence starting to payoff!
    • 13. Hyundai Customer Satisfaction & Loyalty 1996 to 2005 Hyundai Momentum Source: R. L. Polk & Co. Manufacturer Loyalty Excelerator TM 1996 – 2004 Model Year; The University of Michigan, ACSI 1996 – 2005.
    • 14. Auto Company Priorities
      • GM: More non-traditional advertising approach planned
      • Ford: Fewer nameplates get ad dollars, dealer bonuses & incentives
        • Ford Division: F-Series, Fusion, Escape, Mustang
        • Lincoln Division: Zephyr, Navigator
        • Mercury Division: Milan, Mariner
      • Chrysler Group:
        • Jeep lineup expansion
        • Heavy focus on production excellence
                                                               GM cuts $200 million from ad budget Automaker will concentrate on product launches (2/6/06)
    • 15. Auto Company Priorities
      • Toyota & Nissan: Winning the “Heartland”
        • Tundra / Titan Full-size Pickup Battle with Ford / Chevy
        • Toyota in NASCAR Nextel Cup with Camry
      • European brands: “Quiet confidence”
        • Audi, Jaguar, Volvo, Volkswagen struggling
        • BMW continues to set U.S. sales records
      • Korean brands: Impatient and aggressive
        • Leadership changes
        • Last into U.S. market and taking full advantage of it
    • 16. Auto Company Priorities
      • Toyota, Nissan, Honda: “B-Segment”
      Toyota Yaris Honda Fit Nissan Versa
    • 17. 3 Things You Must Do Knowledge is Power
    • 18. Must Do #1: Know Regions Intimately
      • Auto Companies want to push marketing to the regions
      • Regional marketing agencies are growing and dealers can choose who they want
      • Promote ability to deliver on minority buyers
      • Understand the personality of the DMAs
    • 19. Orlando: Top Growth Brands* *2004 to 2005 CYE New Retail Registrations - Among Brands w/ 500+ Units in 2004 Orlando Retail Growth: 9.6% Yes 28.1 Subaru … Overall Brand 19.8 28.1 17.4 1.8 13.5 Change in Retail Volume (%) Yes Mercedes-Benz … European Brand Yes Subaru … Asian Brand Yes Dodge … DCX Brand Yes Ford ...Ford Brand Yes Cadillac … GM Brand Was Growth in Orlando Stronger than U.S.? Brand Top…
    • 20. San Francisco: Top Growth Brands* *2004 to 2005 CYE New Retail Registrations - Among Brands w/ 500+ Units in 2004 San Francisco Retail Growth: 0.8% No 44.5 HUMMER … Overall Brand 35.4 7.5 19.7 10.5 44.5 Change in Retail Volume (%) Yes Land Rover … European Brand No Toyota … Asian Brand Yes Chrysler … DCX Brand Yes Mercury ...Ford Brand No HUMMER … GM Brand Was Growth in San Francisco Stronger than U.S.? Brand Top…
    • 21. Must Do #2: Talk About Loyalty
      • Ask if / how programming can support loyalty strategies
      • Note where integrated programming ties to repeat buying behavior
      • Take a stab at estimates on gains from growing loyalty
      *Base: Vehicle Owning Households with a Retained Vehicle Acquired New Under 10 Years Old (10/03 – 9/04). R. L. Polk & Co. 2004 Model Year Manufacturer Loyalty Excelerator TM Assumed average MSRP of 2005 MYr. vehicles: $30,798 (Domestic), $43,303 (European), $27,079 (Asian). Average MSRPs provided by Edmunds.com 52.2% 30.5% 57.4% Overall Make Loyalty $7.7B $1.6B $19.6B Revenue from Loyal Owners ($) $7.1B 547,110 Toyota $3.6B 120,277 Volkswagen $14.6B 1,109,796 Ford Lost Revenue from Defectors ($) Number of Returning Owners* Make
    • 22. Must Do #3: Anticipate Auto Companies’ Marketing Strategy
      • GM: “Incentive Insomnia”; Defend truck markets still
      • Ford: “Red, White and Bold”  Be profitable in N. Am.
      • DCX: Product and Styling Rule; Watch Jeep efforts
      • Toyota: Hyundai is the new Honda to them
        • Price may force their positioning on some entry models
      • Nissan: Expect growing dependence on interactive and highly specialized, niche marketing
      • Hyundai: Make friends with these franchises
      • All: Compact car segment will draw from youth and mature buyers  find growing demand
    • 23. Your Fit? Macro Issues: Profits * Demand * Global * Technology OEMs Buyers (Consumers) Dealers Media Relevancy in Purchase Cycle & Ownership Experience Accountability