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 as well as 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: Don Bogojevich: Managing Director, Accenture Product Lifecycle Optimization 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 revenue, but can greatly influence overall 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 Who has ever made efforts to try to improve their pricing for service parts? Done and complete Ongoing and to be completed within the next year Plan to do it within coming 6 months No plan for this year nor the year to come 2 What are the typical challenges you have faced? Lack of resources (manpower, data..) Lack of methodology/clear approach Lack of sponsorship 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 Captive 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 customers have neither the ability nor motivation to think about price like a manufacturer, manufacturers can start thinking like customers. How Customers Estimate 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 X How Manufacturers Set Price Cost to manufacture Category margin goals Rather than view prices as logical, this disconnect causes customers to feel prices are Too high, making their product failure an even more negative experience for the brand Too low, unnecessarily eroding margins 6

7 Looking Across the Value Chain Automotive Example A manufacturer s price changes for parts do not always easily flow through the value chain to reach the end consumer. Dealer Retailer Technician Parts Category Captive or Semi- Captive With limited alternatives, must pay manufacturer s price To maintain margin, prices vary With limited alternatives, must pay dealer s price Change price to maintain margin, but remain competitive Use what dealers provide, limited ability to suggest alternatives Charges dealers set price for installing parts Competitive Alternative parts round out assortment Provide market-relevant prices Switch to different parts if prices too high Provide market-relevant prices Set price and cheaper alternative recommendations for dealers 7

8 Parts Pricing Optimization approach differs according to competitiveness level of the part family Parts Pricing Definition Pricing Strategy Objective Captive Parts Parts with no competitor Value based Move from costs to technical and marketing criteria pricing Margin & TO % gains vs. costs based, less systematic pricing methods Competitive Wholesalers, OES, IAMs selling equivalent parts Market based Leverage analytics to position price within market Implement discounts, promotions and menu pricing programs TO and Market share gains Low Contributors Low volume captive or competitive families Low contributors based Smart alignment along fast movers Margin & TO % gains vs. costs based, less systematic pricing methods 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 8

9 Parts Pricing Optimization Overall Process Scope selection Physical analysis of parts Segmentation of parts Pricing definition Performance monitoring Sustainability 9

10 Communication schemes Working with the Value Chain Communication adapted to your customer is key to promoting your pricing actions Objectives Captive Parts Minimize queries and complaints Competitive Parts Increase volumes and market share Key Actions Communicate program benefits + Provide examples and factual data on program + Setup monitoring and response team to support the network Communicate on market alignment + Launch promotional campaigns and dealer incentive programs + Setup monitoring and response team to monitor market reactions 10

11 Testing and Measurement Choosing the Right Approach Depending on the prices managed, and the abilities to vary price, we can measure benefits through three different methods. Before vs. After Forecast vs. Actual Test vs. Control Test Control 11

12 What does a typical Pricing journey look like? Diagnostics Implementation Sustainability Key Activities Optimize spare parts prices Client validation workshop Define deployment plan and business case Optimize spare parts prices Customer communications Sales and profit performance monitoring Define sustainability processes Optimize future spare parts prices Maintain prices for existing parts Sales and profit performance monitoring 12

13 Q&A Please ask your questions 13

14 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 14