Copyright 2014 Mahindra & Mahindra Ltd. All rights reserved. 1

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1 Copyright 2014 Mahindra & Mahindra Ltd. All rights reserved. 1

2 Automotive Logistics India Conference Spare Parts and After Market Aftermarket growth opportunities, delivery capabilities and strategies to capture market share Girish Bhobe Mahindra & Mahindra 11 th Dec 14 Copyright 2014 Mahindra & Mahindra Ltd. All rights reserved. 2

3 Agenda Transforming traditional models: changing customer perceptions and building brand loyalty through the aftermarket. Aftermarket segmentation and strategies: Categorising customer segments to forecasting parts availability and demand. Supply chain integration & distribution networks: Parts delivery models, including frequency, and network distribution points Warehouse and inventory management: Optimising warehouse inventory management and demand planning for distribution 3

4 India is Changing Very Fast & Consumers too Younger More educated Has more choices Demanding on brands Not loyal Value for money Tech savvy 4

5 Consumers Aspirations Changing Product at door step Speed Of Thought Best Product & Best Service Best Quality Most Competitive Cost Lowest Cost of Ownership Today Customer has Multiple Options 5

6 Vehicle Life Cycle coming Down New Technology Safety Features Reliability Government Regulations Fuel Efficiency Alternate Fuel Latest Features 6

7 Spare Parts Industry Players OE Component Manufacturer supplying to OE Organised sector (own brand) Un-Organised sector (Without brand) Spurious Parts Manufacturer 7

8 Spares Parts-Customer Centricity As customer expectations increase, the service parts is now at the forefront of peoples thoughts Customer Satisfaction index driven by availability of genuine spares Cyclicity of Business Cost Of ownership Spare Parts pricing our models are most competitive in their respective segments Mahindra USP : Spare Parts availability at reasonable price in the nook and corner of the country 8

9 Genuine Parts Preference High Tech Parts Certified Mechanic Multi Brand Service Chain Network Availability High Penetration 9

10 Spare Parts Industry Spare Parts Sale Breakup Second & Spurious 42% Genuine 33% Vendor 25% Opportunity Best In Industry % Industry Average: 7-10% 10

11 Spare Parts Industry Spares Business in Revenue % of Vehicle Sales In India 7-10 % Industry is estimated to grow by 11% CAGR - ACMA 11

12 Changing Customer Need Selection of Workshop Reliability Convenience Cost Roadside workshop Low High Medium Relationship Building OUR Technical STRATEGY Up gradation Selection of Parts M&M Genuine Parts OES Parts Reliability High High Second Brand Spares Mediu m Spurious Spares Low Convenience Medium High High High Cost High Medium Low Low Product Range OUR STRATEGY Product Value 12

13 Closer to Customer Transformation to becoming a Brand of Choice 13

14 Customer Service Points Automotive Customer Care Service points Dealerships 350+ Authorised Service centre 70+ Farm Equipment Customer Care Service points Dealerships 650+ Authorised Service centre 400+ Two Wheelers Customer Care Service points Dealerships 500+ Authorised Service centre Trucks & Bus Division Customer Care Service points Distributors 60+ Retailers 120+ Automotive Car Parc : Million Tractor Parc : 1.7+ Million Two Wheelers Parc : Million Bazaar Sales Distributors Retailers

15 First Fill Rate FFR measures the dispatch of material to Customers ( Dealers + Distributors ) within Stipulated Time VOR ( Vehicle Off Road ) / BDT (Break Down Tractor) Order Dispatch from DC in 24 Hrs Commercial Order Dispatch from DC in 5 Days 15

16 Spares Supply Chain-Complexity parts parts 2500 parts 1500 parts 1500 parts 4300 parts 1500 parts Parts 3500 parts 3000 parts 3200 parts 3000 parts 16

17 Planning Migration from 3D matrix to 2D Matrix Migration from Forecasting model to Replenishment model Reworking of Max stock levels and Reorder point Double exponential smoothing for new projects and order spikes Categorization of parts (Focused, B2B, B2B Urgent) Multiple MRP runs Projections for N+1 and N+2 17

18 Categorization using 2-D Matrix Approach Order Lines Basis Category Focus Parts Back to Back Parts Monthly Order Frequency Category All Balance Combinations 18

19 Challenges Where to Stock the Parts Near the final Customer Near to the Manufacturing locations 19

20 Challenges No Of Models No Of Variants Engineering Changes ECN s Carryover Parts Service Commitments Cost- Storage of Non current parts 20

21 Challenges End to End Inventory Days? Seasonality 21

22 Our Crusade 22

23 Customer Expectation-AV 23

24 Thank You! Disclaimer Mahindra & Mahindra herein referred to as M&M, and its subsidiary companies provide a wide array of presentations and reports, with the contributions of various professionals. These presentations and reports are for informational purposes and private circulation only and do not constitute an offer to buy or sell any securities mentioned therein. They do not purport to be a complete description of the markets conditions or developments referred to in the material. While utmost care has been taken in preparing the above, we claim no responsibility for their accuracy. We shall not be liable for any direct or indirect losses arising from the use thereof and the viewers are requested to use the information contained herein at their own risk. These presentations and reports should not be reproduced, re-circulated, published in any media, website or otherwise, in any form or manner, in part or as a whole, without the express consent in writing of M&M or its subsidiaries. Any unauthorized use, disclosure or public dissemination of information contained herein is prohibited. Unless specifically noted, M&M or any of its subsidiary companies is not responsible for the content of these presentations and/or the opinions of the presenters. Individual situations and local practices and standards may vary, so viewers and others utilizing information contained within a presentation are free to adopt differing standards and approaches as they see fit. You may not repackage or sell the presentation. Products and names mentioned in materials or presentations are the property of their respective owners and the mention of them does not constitute an endorsement by M&M or its subsidiary companies. Information contained in a presentation hosted or promoted by M&M is provided as is without warranty of any kind, either expressed or implied, including any warranty of merchantability or fitness for a particular purpose. M&M or its subsidiary companies assume no liability or responsibility for the contents of a presentation or the opinions expressed by the presenters. All expressions of opinion are subject to change without notice. Copyright 2014 Mahindra & Mahindra Ltd. All rights reserved. 24

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