Know Your Parts®

Jack Cameron, Vice PresidentAutomotive Aftermarket Suppliers Association

June 5, 2011

Supplier Image

• A component of AASA’s mission is to promote and enhance supplier image

• Marketing Executives Council formed in 2006 with this as the primary objective

• The MEC is comprised of the top marketing executives from over 40 of the leading AASA member companies

Supplier Image

• The MEC developed a list of value-added or “essential” services which differentiate AASA full-service suppliers from generic, short-line and/or value-line suppliers

• While the degree of excellence for these essential services may vary among AASA members, they are offered by all and define a full-service supplier

Supplier Image

1. Sales representation

2. Local availability

3. Marketing programs

4. Application cataloging

5. Product specifications

6. Quality control

7. Product liability

8. IP protection

9. Tech support / training

10.Category management

Essential Services supplied by AASA

full-service suppliers include:

Supplier Image

• Essential Services are supplied to channel partners at no cost, yet come at great expense to full-service suppliers

• Channel partners have come to expect these services and do not always consider in the buying decision

• Direct importing, value lines and private label have taken valuable market share away from the full-service supplier

Validation

• The MEC focused on the buying influences of the repair professional

• Existing market research:– Automotive Service Association (ASA)– Babcox Publishing Tech Group

• New market research:– Focus group study

ASA Member Surveys

• The study examined the use of OE-purchased parts vs. aftermarket-purchased parts as well as country of origin preferences

• This study revealed that service providers want more information about “what’s in the box” (i.e., country of origin, specifications, certifications, labeling, etc.)

ASA Member Surveys

They still buy the majority of their products from aftermarket sources

ASA Member Surveys

About 29 percent said that quality problems with aftermarket parts had a negative impact on their business, compared to only 6 percent for OE parts

• Types of questions in their survey of techs: – Specifying particular brands– Consumers’ preference in brands– Where they receive information on products– Importance of factors in deciding on a

particular brand– Type of parts purchased from OE dealer

Babcox Tech Group Surveys

Babcox Tech Group Surveys

Importance of Factors in Deciding Brand of Part(a higher value = more important)

1.9

3

3.4

3.8

3.9

4

4.3

4.8

3.2

0 1 2 3 4 5 6

Promotion/contest

Tech Hot Line/training

Low price

Informative catalog

Full line coverage

Lifetime w arranty

Strong brand name

Available @ primary parts source

Quality/f it/function

Average Rating Given

Parts Sources for the Typical Location

51%

16% 15%

8%

5%2%

4%

0%

10%

20%

30%

40%

50%

60%

Jobber/WD Retailer OEM Dealer Expediter Manuf.direct

Online Other

Per

cen

tag

e o

f T

ota

l Pu

rch

ases

Babcox Tech Group Surveys

Focus Group Study

• The MEC commissioned an independent third party to conduct focus groups on the buying influences of the repair professionals

• Three geographic regions – Raleigh, NC; Chicago, IL; and Los Angeles, CA

• More than 60 participants, including:– Shop owners– Technicians– Service advisors

Focus Group Study

Some Key Findings:

• Quality of aftermarket parts has significantly improved

• Brand comes before country of origin

• House brands sell on price alone

• OE quality is still important

• Quality first – everything else is secondary

Focus Group Study

Top considerations on choosing a particular brand

0

0

0

100%

32.6%

17.3%

39.1%

6.5%

4.3%

0 10 20 30 40 50 60 70 80 90 100

Form/Fit/Function

Price

Strong Brand Name

Previous Experience with Brand

Lifetime Warranty

Speed of Delivery

Rebates/Marketing Programs

Availability at Primary Source

Same Brand I'm Taking Off

Focus Group Study

How often do you specify a particular brand?

41%48%

9%

2%0

10

20

30

40

50

60

70

80

90

100

Very Often Sometimes Not often Never

The Marketing Executives Council of AASA developed an awareness campaign targeting the professional technician to educate and inform of the importance of using quality parts from trusted full-service suppliers.

• A manufacturer led awareness program

• Based on the fact “Quality Matters”

• Targeted at technicians and counter professionals

• Good for all

Know Your Parts®

Supplier Participation opportunities:1.Dedicated Ad Placement

2.Logo Placement

3.Web Site Link

4.Video Promotion

5.Material Distribution

6.Training Materials

7.Training Web Site Link

8.Customer Promotion

9.Peer Networking

Employee Education

Know Your Parts®

Know Your Parts®

2009 - Launched at AAPEX– NASCAR produced public service announcement

– “Behind the Scenes” video at AASA breakfast

– Know Your Parts booth on AAPEX show floor

– Campaign buttons and pocket cards distributed

– AASA member in-booth signs placed

– News Releases and Features

• Aftermarket Business, Greensheet, Counterman, etc.

• Negotiated free trade ad placements

– AAPEX show dailies, Counterman, Greensheet

– Campaign literature created and distributed

• Full-service Suppliers, FAQs, program flyer, etc.

Know Your Parts®

2010 – AASA Vision Conference & GAAS– Micro site kyp.aftermarketsuppliers.org – Logo trademarked – Registration application– Terms of Use & License Agreement– MontAd pro bono professional services

• Series of articles for electronic media• Video for Vision and viral ad campaign

– Member Participation• Flyer – 10 ways to promote Know Your Parts• Commitment Card• Table-top display

Know Your Parts®

2010 - AAPEX– Booth expanded to 10 x 30

• Manned by AASA staff and MEC volunteers

– 12 displays with over 30 products

– 12 posters with product comparisons and editorials (4)

– 18 product comparison handouts furnished by members

– New Special Report: High Price of Low Cost Auto Parts

– Debut of AASA Supplier Evaluation Standards

– Updates to all previous publications

– Continuous loop of 12 videos on 40” screen

• AASA and NASCAR produced videos

• Animated PowerPoint slide shows

• Member videos (4Seasons, Bendix, Affinia)

Know Your Parts®

2011 - to date– New website www.KnowYourParts.org – Received US trademark registration– International logo trademark and registration– International License Agreement– Agreement in place with VDA Germany and a

proposal to AIA Canada pending board approval– Launched advertising campaign with Advanstar,

Automotive Week (Greensheet) and Babcox funded by AASA

– Hired professional Marketing firm to develop messaging and conduct new Focus Group research

– Investigating supplier sponsored forum for technicians

Know Your Parts®

Know Your Parts!

Thank You!