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Ferrari japan overview greg compressed Ferrari japan overview greg compressed Presentation Transcript

  • Ferrari Japan Accomplishments
  • Ferrari in Japan – Ferrari Japan KK (as of Jan. 2010)▫  Ferrari Japan KK was established March 3, 2008 and assumed the Importer duties from the former importer of 30 years, Cornes & Co., Ltd., on July 1 of the same year▫  The company is 100% owned by Ferrari Spa▫  The new entity is mainly responsible for the wholesale distribution of new cars (and parts, from July 1, 2009) to the network, brand management and market development, after-sales services and technical support of products No. of dealer- ships▫  There are over 10,000 Ferrari vehicles currently registered in 6 Japan 7▫  Currently there are 6 Dealerships and 7 Aftersales points 42 7 4 2 Note: Logos represent covered cities, not the overall locations
  • Japan - Ferrari Official Network Registrations 2004 - 2009   Increased significantly since the establishment of Ferrari APAC   During the 1990s up to 50% of total new Ferrari registrations were grey imports; now under 8% 600 502 500 433 400 376 329CCF Units 300 290 271 200 100 0 2004 2005 2006 2007 2008 2009 3
  • 2008-9 Performance   Market Share - Development 2008 YTD Segment Cumulative CCF 2009 YTD Segment Cumulative CCF 92 205 328 482 559 711 866 937 1070 1164 1240 1343 85 142 241 298 356 449 556 619 713 776 100% 835 90% 21% 8% 80% 8% 11%YTD Market Share 70% 16% 60% 22% 9% 50% 6% 40% 7% 30% 9% 20% 53% 10% 30% 0% Jun-08 Jun-09 Jan-08 Jan-09 Jul-08 Jul-09 Aug-08 Aug-09 Sep-08 Sep-09 Feb-08 Oct-08 Apr-08 Nov-08 Dec-08 Feb-09 Oct-09 Apr-09 Nov-09 Mar-08 May-08 Mar-09 May-09 Ferrari Lamborghini Aston Martin Mercedes Bentley Porsche   While the total segment has reduced by -33% Ferrari has was able to increase market share by 23%   With the exception of Aston Martin this has been as the expense of all other competitors 4
  • Four Major Bottlenecks For Ferrari s Growth In Japan Performance bottlenecks and root causes ▫  Extreme brand image with negative connotations Brand and product ▫  Lack of lifestyle associations image ▫  Misperception of product drivability and reliability ▫  Inferior outlet location and layout, insufficient brand presence Dealer of Ferrari experience ▫  For many potential customers, high mental burden to enter Cornes outletsFerrari s ▫  Passive sales attitude of Cornes sales repsbottlenecksfor growth inJapan After-sales ▫  Weaknesses in after-sales offerings and no profit captured through Cornes and used car ▫  Low customer retention business ▫  Only minor penetration of Cornes into used car business ▫  Long waiting times (most > 12 mo.) put off potential customers Supply ▫  Cornes mindset is focused on managing scarcity rather than constraints proactiveness 5
  • California Lounge   Objective: provide a high-profile location to develop prospects   Opening Date: November 9th, 2009   5 minutes walk from the final showroom 6
  • Minami-Aoyama Showroom Wrapping   Tasteful promotion of the new dealership   Encourage contact via concierge number and e-mail address   Soft opening end of December (Façade, GF, B1), Full Opening End of January/Early February 7
  • Rosso Scuderia New Showroom Minami Aoyama 8 GF + B1: Completion December 30
  •   Rosso Scuderia After Sales First Operation 9
  • PILOTA FERRARI JapanJune 1st and 2nd September 22nd and 23rd November 4th and 5th•  12 participants •  21 participants •  17 participants•  Overall Evaluation: 4.7/5 •  Overall Evaluation: 4.5/5 •  Overall Evaluation: 4.6/5 10
  • Ferrari.com Japanese LocalizationProgress of the project  Main Contents Completed  Ferrari Owners Page (My Ferrari) : Completed  Ferrari Store: in progress  Dealer Pages: Committed and Ongoing  Ferrari Approved : Ongoing  Launch scheduled by Jan 14th 2010 11
  • Ferrari Concierge  Launched September 15th  Toll free phone that takes care of inquiries and application for ▫  PILOTA Driving School ▫  F1 Paddock Club ▫  Factory Tour ▫  Lifestyle events ▫  R.S.V.P. ▫  General inquiries 12
  • Ferrari Classiche Promotion  11 Top Collectors met at event attended by SpA Classiche officials  8 Certifications offered by Ferrari to communicate benefit and strengthen the business  Factory-linked promotion / visibility to clients, especially for restorations  Press release on contents, and specific magazine article to be released on process following one of the certifications  Full support and involvement of the Japan Aftersales network  Initial discussion about possible Concorso d eleganza in Japan 13
  • Ferrari Festival Japan 2009   Place: Fuji Speedway   Date: 5/9(sat), 10(sun), 2009   600: Cars, 1400: People   First Public Japan Showing: 599XX/599 HGTE/ California   5/9(sat.): Free Sports Driving, Sports Driving, “Enjoy-Family” Driving, “Active Family” Driving, FXX , F1, Ferrari Club of Japan 20th anniversary Night Party   5/10(sun.): Exhibition Race (Ferrari Trophy) Qualify & Final, Sports Driving, “Enjoy-Family” Driving, “Active Family” Driving, FXX , F1, Parade Run   Sponsors: Vertu, Pirelli, Sony, Segway, Kyosho, Puma 14
  • Pilota Ferrari Japan 2009  3 times per year  Track: Tokyo - Fuji Speedway  18/21 participants are admitted to each course and divided into three groups of 6/7 each.  Participants will receive their instruction from a staff of 7 driver-instructors (Italian and Japanese).  A fleet of one Ferrari 599s, two Ferrari F430s and three 430 Scuderias 15
  • Material Production1.  Pilota press clipping   For domestic distribution in Japan (production completed Aug. 18) Target: Customers who purchased new car during the last 3 years; Total 1,100 copies Quantity of exposure: 6 articles; Total pages: 28 pages + official photos from Pilota Ferrari Japan   For APAC distribution with English summary of articles (production planned in 2010 in China) Planned Target: Customers in 9 countries (Australia, China, HK, Indonesia, Korea, Malaysia, Singapore, Taiwan, Thailand); Profile TBC; Total 5,000 copies TBC   16
  • Brand perception   The introduction of the California supported a tremendous shift in market share and positioning GT segment Market Share 64% 53% 45% 39% 34% 20% 20% 20%14% 17% 9% 6% 6% 2% 2008 2009 China Japan Australia Hong Kong South Korea Taiwan Indonesia Ferrari Market Share 2008 Ferrari Market Share 2009 17
  • Images – California Lounge Event – Tokyo (Restir) 18
  • Images – California Lounge Event – Osaka 19
  • Tokyo California Lifestyle Party  Over 200 Non-Ferrari Owner Affluent Trend Leaders and Press 20
  • Cornes Christmas with California Campaign   Your exclusive treat for Christmas   Increase exposure in the Top 3 Markets   Create an opportunity to follow-up with existing prospects and Cornes Database via Network-wide Events December 12-13 21
  • Press CoverageNEWS WEEK ENGINE Car Graphic TV EDGE California & 458 Italia Mook 22 Rosso Car Graphic NAVI
  • Leon December 2009 23
  • After Sales Project Components NETWORK PDI SPARE PARTS AFTER SALESDEVELOPMENT ORGANIZATION 24
  • Aftersales Penetration Target Ferrari Japan Is Targeting Over 3,000 Units In Car Parc In The Next 2 Years To Reach 50-10-10 Aftersales Goal % 100 90 Ferrari Japan Aftersales Penetration Target (2008 - 2013 Projection) 80 70 60 Ferrari Japan 50 Assumed 40 Software Driven: Trajectory 30 •  Initial Training Ferrari Japan •  Masterplan (2011~) 20 •  Efficiencies 50-10-10 Trajectory •  Organization upgrade 10 (~2010) 0 2008 2009 2010 2011 2012 2013 PENETRATION <25% 38% 50% 57% 63% 70% CAR PARC 9,540 10,140 10,750 11,300 11,900 12,500 CAR PARC CAPTURE 2,390 3,850 5,400 6,440 7,500 8,750 +3,0101) Porsche Center Yokohama (Improve Co.) AS penetration in regional car parc, 1998 - 2003 25Source: Interviews, team discussions, Booz analysis
  • Aftersales Network Plan (Maximise Coverage) 2009 2Q 5 After Sales / 4Q + 4 After Sales 2 Body Shops 2010 5 After Sales 2010 3 Body Shop 2011 4 After Sales M Regalo SAPPORO  GranTesta NAGANO Ibaragi - 213 / 4.0% / 3.0M GranTesta KANAZAWA  Saitama – 514 / 9.8% / 7.1M Ideal SENDAI M-Auto HIROSHIMA UTSUNOMIYA BODYSHOP Europian Version FUKUOKA SAITAMA BODYSHOP Open 2011 CHIBAKUMAMOTO Cornes TOKYO BODYSHOP Ross Scuderia TOKYO MATSUYAMA SHIZUOKA Rosso Scuderia TOKYO 2 Cornes Cornes NAGOYA Rosso Scuderia YOKOHAMA OSAKA 26
  • Cornes OSAKA OLD 27
  • Cornes OSAKA NEW 28
  • Major Actions Used to Overcome Bottlenecks Performance bottlenecks and root causes Brand and Targeted Roadside Concierge product Assist PR and Launch Pilota Intro image Events Dealer Extensive Upgraded New Dealer experience Training Facilities IntroFerrari sbottlenecksfor growth inJapan After-sales Increased New Extensive Upgraded KPIs & and used car Training Facilities Facility Penetratio Intro business n Ongoing Supply Increased Air Stock Freighting constraints Allocation Cars Mgmt 29
  • Ferrari Japan Organization Chart –2010 Qtr 1 Marco Mattiacci President & CEO Permanent Headcount = 13 Contract Headcount = 7 Masae Sasaki Greg Adams Office Assistant Sr. Director, Operations Total HC = 20 TBD Mitsuji Inagaki Yasusuke Miyamoto Makoto Suzuki Director Director, After Sales Director, Sales Finance DirectorMarketing Japan-Korea TBD Toshiatsu Abe TBD Koji Takahashi Communications Manager Sales Manager Area Business Manager Finance Manager Minoru Takekawa TBD Tomohiro Kawato Hiromi Shibakusa Warranty / Homologation Marketing Manager Logistics Manager Accountant Manager Susumu Okamoto Eiji Serita Web Projects & CRM Network Technical Manager Manager Francesca Aliverti Yumi Fujita Marketing Assistant Parts Manager Enzo Francesconi TBD SpA Project Assignment Parts Assistant Manager Chieko Kitamura Parts admin support 30