What Manufacturers Can do for Effective Parts Pricing. Webinar October 16 th, 2013

Transcription

1 What Manufacturers Can do for Effective Parts Pricing Webinar October 16 th, 2013

2 Introduction Accenture and APLO: Accenture helps manufacturers work through priority business issues like parts pricing and optimization. The Accenture Product Lifecycle Optimization Business Service reflects deep skills, experience and assets, including our Parts Analysis Labs where we can help with improvements across the entire parts value chain. With our experience and assets in mind, we develop Points of Views and webinars like this to help share our insights. Speakers: Kurt Ranka: Senior Manager, Accenture Product Lifecycle Optimization Doug Derrick: Managing Director, Management Consulting 2

3 Parts Pricing Why is There an Opportunity? Service parts typically comprise a small share of overall revenue, but can greatly influence company profitability and customer loyalty What we see OEMs have an over-priced reputation Parts represent a significant share of companies profit Resources overloaded with tens of thousands of SKUs, coupled with lack of supporting data Limited throughput or capacity due to turnover and on-shore reliance What is needed More rational market prices and improved OEM brand image and end-customer satisfaction Less effort less time and greatly leveraged solution Increased revenues for OEMs and Distributors/ Dealers Limited ability to track results 3

4 Questions 1 Have you made efforts to try to improve your pricing for service parts? A. Yes, done and complete B. Ongoing and to be completed within the next year C. Plan to do it within coming 6 months D. No plans within next 18 months 2 What are the typical challenges you have faced? A. Lack of resources (manpower, data..) B. Lack of methodology/clear approach C. Lack of sponsorship D. Other 4

5 Our Results for OEMs To-Date Have Led us to Believe There are Significant Opportunities for Improvement in Parts Pricing Industry Average improvement on scope Average parts in scope Automotive +16% >13,000 Truck +13% >7,000 Material Handling +19% >5,000 Industrial Machinery +19% >10,000 Construction & Agricultural Machinery +19% >3,000 Household Appliances +18% >20,000 Key Success Factors Value Speed Sustainability Expertise Parts engagements have delivered +15% gains on average in various industry sectors Supported by industrialized process, experts and tools, 1000 s of parts prices can be optimized each month Benefits are sustained through time thanks to long term successful relationships (2-3+ years) anchored in the companies agenda Proven experience and references facilitate change management and successful implementation 5

6 Parts Pricing What Causes the Disconnect? While end-customers have neither the ability nor motivation to think about price like a manufacturer, manufacturers can start thinking like end-customers How end-customers estimate price How manufacturers set price Brand and model range Part size and complexity Previous purchases of other parts Previous purchases of the same type of part for other models Purchase location Repair vs. Replace Do-it-Yourself alternative X Cost to manufacture Category margin goals Discount structure by sales channel Rather than view prices as logical, this disconnect leads to prices being Too high, making the product failure an even more negative experience for the brand Too low, unnecessarily eroding margins 6

7 Parts Pricing Optimization Approach Differs According to Competitiveness Level of the Part Family Parts Pricing Definition Pricing Strategy Objective Captive or Semi-Captive Parts with no competitor Value based Move from costs to technical and marketing criteria pricing Consider total cost of ownership (repair vs. replace) Margin & turnover gains Competitive Wholesalers, OES, IAMs selling equivalent parts Market based Leverage analytics to position price within market Implement discounts, promotions and menu pricing programs Turnover & market share gains Low Contributors Low volume captive or competitive parts Low contributors based Smartly align along fast movers Margin & turnover gains Common to All Parts Enrich parts master data for detailed segmentation and value based criteria pricing Leverage parts pricing specific tools to industrialize part-by-part pricing 7

8 Parts Pricing Optimization Process Scope selection Physical analysis of parts Segmentation of parts Pricing definition Performance monitoring Governance 8

9 Promote the Pricing Actions and Secure Adoption Parts Pricing Captive or Semi-Captive Key actions Communicate program benefits within manufacturer organization and network Provide examples and factual data on program Benefits Build common understanding and trust within the manufacturer organization and across channels Strengthen network profitability and brand commitment Competitive Communicate market alignment within manufacturer organization and network Launch promotional campaigns and incentive programs Grow market share Improve network and brand loyalty of endcustomer Low Contributors Communicate program benefits within manufacturer organization and network Apply pricing strategy across the full parts portfolio Common to All Parts Setup monitoring and response team to monitor market reactions Establish governance systems, including early warning, to capture new business opportunities Reinforce collaborative behavior within manufacturer departments and sales channels 9

10 Monitor and Sustain the Benefits of a Pricing Action Key Performance Indicators for manufacturers and authorized network are monitored monthly: Margin and turnover gains Volume evolution Market share evolution Network feedback Drill down analysis (Family, sub-family, part level) Network 10

11 What Does a Typical Pricing Journey Look Like? Diagnostics Implementation Sustainability Key Activities Optimize spare parts prices (sample size) Bring C-Level on board Client validation workshop Define deployment plan and business case Results Confirm prize value Secure stakeholders support Define roadmap and to-do Optimize spare parts prices (large scale) Implement pricing actions Monitor sales and profit performance Define sustainability processes and governance Deliver business case Enhance pricing capabilities Establish governance Optimize future spare parts prices Maintain prices for existing parts Monitor sales and profit performance Sustain benefits Continuous improvement of capabilities 11

12 Q&A We welcome any questions 12

13 THANK YOU For more information on how Accenture can help your company achieve high performance in parts pricing, please refer to our Accenture Product Lifecycle Optimization Business Service and contact: Contact 13