DEALER TECHNICIAN SKILLS • Assessment carried out beginning of 2015 was not encouraging. • Highest mark obtained was 40%. • Problem not unique to Mazda, industry-wide concern. • Cannot be fixed overnight, needs long-term solution. • Training alone will not rectify problem. • Need suitably skilled “young blood”. • Commitment from Dealer network to recruit & retain. • MSA to provide necessary training opportunities. 27
DEALER TECHNICIAN SKILLS – PREP FOR 7 TH GEN MAZDA 28
PSS & TECHNICAL SUPPORT No. of Cases Closed Ave. Time to Resolve 263 216 7 Days • PSS was introduced in July 2016. • Allows for permanent record of technical issues and resolutions. 29
PSS & TECHNICAL SUPPORT – MESI & VCMI • MESI = Mazda Electronic Service Information • Licensed product @ R350 000/annum • MSA has borne cost for past 2 years • VCMI = Vehicle Communication Module Interface • Licensed product @ R430 000/annum • MSA has borne the costs • As from 2017 MSA will share the costs on a 50/50 basis. • Approximate Dealer share: • MESI – R3 000/annum • VCMI – R3 500/annum 30
OUTSOURCING • Outsourced Service Providers • Preferred suppliers only – no approved suppliers; • Dealers can use anyone for retail work; • We prefer dealers to keep this work in-house. 31
TRAINING • Mazda Masters • MazTech Program 32
MAZDA MASTERS • This is a Technical Training program to enable Dealer technicians to reach Master Technician status. • Duration is approximately 3 years. • 3 levels – Certified; Senior; Mazda Master. • Consists of classwork and practical sessions. • Internationally recognised qualification. Training Module No. Trained. Certified 48 33
MazTech PROGRAM • Technician skills contest which occurs every 2 years. • Alternates between Regional competition & World Cup. • MSA will participate for the 1 st time in 2018. 34
CUSTOMER CARE • MAESTRO • Roadside Assistance • Call Centre 35
MAESTRO 2015 2016 YTD E-mails 16 515 29 195 Telephone Calls 24 817 23 805 MAESTRO Contacts* - 1 192 Cases Opened 2 196 2 306 Cases Resolved 2 196 2 288 Ave Time to Close Case 6 Days 4 Days * Implemented 04/07/2016 36
ROADSIDE ASSITANCE CASE TOTALS PER MONTH 250 200 200 150 100 81 78 67 61 56 54 44 50 27 0 Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 37
CALL CENTRE • Plan for centralised Call Centre. • Multi-skilled Consultants. • Quicker turn-around times. • Call logging system. 38
THANK YOU.
Mazda Southern Africa Craig Roberts Head of Sales
SALES OPERATIONS • Dealer Network Update. • Sales Performance 2016. • Sales Volume Plan 2017. • Tactical Sales Plan 2017. • MSA Vehicle Stock Allocation. • Dealer Marketing Fund. • Mazda Financial Services. • BT-50 Next Generation. • WIP 41
DEALER NETWORK UPDATE • Dealer Financial Update. • Distribution & Logistics. • Representation Plan. • Facilities Update. • NADA DSI 2016. • Mazda Satisfaction Index [CSI]. • MSA ODUS [Owner Data Update System]. 42
DEALER FINANCIAL UPDATE • Dealer PBT • GP PNUR • Service PBT • Parts PBT 43
DEALER PBT 2016 YTD & GP PNUR 2016 YTD 44
SERVICE & PARTS PBT 2016 YTD 45
DISTRIBUTION & LOGISTICS • Deliveries • Late Deliveries • On Time • Damaged Vehicles 46
DISTRIBUTION & LOGISTICS 47
DISTRIBUTION & LOGISTICS 48
REPRESENTATION PLAN 49
FEDAUTO MAZDA NEWCASTLE 50
MEKOR MAZDA CONSTANTIABERG 51
SENTRACOR MAZDA LADYSMITH 52
BB MAZDA POLOKWANE 53
MAZDA CLEARWATER [ROODEPOORT] 54
NADA DSI 2016 55
Mazda Satisfaction Index 56
MAZDA SATISFACTION INDEX [CSI] - SALES SURVEY Q1. How would you rate the Sales Executive’s Mazda Product & Services knowledge? Q2. Were you offered a test drive? Q3. Where you kept informed of the progress of your vehicle order and the Sales process? Q4. Rate your overall satisfaction with your purchase experience? Q5. Would you recommend this dealer? 57
MAZDA SATISFACTION INDEX [CSI] - SALES SURVEY Q1 & Q4 : will require a rating between 1 to 5 – this will deliver a score which will be presented as a percentage. Illustrated as such: - 5 people completed the survey: Person1 : ( 2 ) Person2 : (3) Person3 : (5) Person4 : (4) Person5 : (1) Total : 15/25 = 60% Q2, Q3, Q5 : Straight forward Yes or No – resulting in a score which can also be expressed as a percentage. (Yes = 1, No = 0) 5 people completed the survey of which 3 answered yes : 3/5 = 60% 58
MAZDA SATISFACTION INDEX [CSI] – CUSTOMER SERVICE Q1. Could the dealer accommodate you within your requested timeframes? Q2. Rate your booking experience? Q3. Was your vehicle fixed right the first time? Q4. Rate you overall satisfaction with this service experience? Q5. Would you recommend this dealer? 59
MAZDA SATISFACTION INDEX [CSI] – CUSTOMER SERVICE Q2 & Q4 : will require a rating between 1 to 5 – this will deliver a score which will be presented as a percentage. Illustrated as such: - 5 people completed the survey: Person1 : ( 2 ) Person2 : (3) Person3 : (5) Person4 : (4) Person5 : (1) Total : 15/25 = 60% Q1, Q3, Q5 : Straight forward Yes or No – resulting in a score which can also be expressed as a percentage. (Yes = 1, No = 0) 5 people completed the survey of which 3 answered yes: 3/5 = 60% 60
MAZDA SATISFACTION INDEX [CSI] – DASHBOARD 61
MSA ODUS [OWNER DATA UPDATE SYSTEM] • MSA have set a goal to achieve automated updating of it’s owner data. • MAESTRO to be an integral part. • Cross Referencing of business partners owner data bases i.e. Mazda Financial Services, Wesbank, Automobile Association, Innovation and Transunion. • Cross referencing the Mazda VIN# against the latest updates to the above data bases. • Mobile phone “engagement” to allow owner updates. • Customer Updates automatically fed back into MAESTRO. • Quality customer owner data can be extracted for whatever purpose required. • Increased accuracy and cost effectiveness. 62
MAZDA LEAD MANAGEMENT • MazdaHub • A lead distribution and management system for MSA and it’s dealers. • Utilizes existing dealer Lead Management Systems. Allows for all MSA generated leads to be directly loaded/sent to dealers • systems. • Gathers lead activity KPI’s by dealer and sends back to MazdaHub. 63
SALES PERFORMANCE 2016 – WHERE WE WILL FINISH 2016 2016 2016 2016 O/ O/(U) UPM Objective Actual Mazda2 2,000 1,930 (70) 161 Mazda3 2,660 2,795 135 233 Mazda6 60 10 (50) 1 MX-5 50 118 68 10 CX-3 2,050 2,505 455 209 CX-5 3,900 3,975 75 331 BT-50 900 687 (213) 57 Total 11,620 12,020 400 400 1,002 Market 612,000 546,675 (65,325) 45,556 Share 1.90% 2.20% +0.3 pts 2.20% 64
SALES VOLUME PLAN 2017 • MSA Industry Forecast 2017. • MSA 2017 Objective. • MSA 2017 Receipts / Arrivals. 65
INDUSTRY FORECAST 2016 Actual 2017 Forecast O/ O/(U) Light 73,363 73,780 1% Small 53,903 54,909 2% Medium 17,988 16,395 -9% Compact SUV 35,534 37,074 4% Medium SUV 35,561 38,158 7% Sports 1,043 1,044 0% PU 109,396 105,782 -3% Other 219,887 219,858 0% Market 546,675 547,000 0% 0% Mazda Segments 326,788 327,142 0% 0% Mazda Segments % 60% 60% 60% 60% 0% 0% 66
2017 OBJECTIVE 2016 2017 O/(U) UPM Final Objective Mazda2 1,930 1,939 9 162 Mazda3 2,795 2,799 4 233 Mazda6 10 61 51 5 MX-5 118 75 (43) 6 CX-3 2,505 3,012 507 251 CX-5 3,975 4,303 328 359 BT-50 687 861 174 72 Total 12,020 13,050 1,030 1,088 Market 546,675 547,000 325 45,583 Share 2.2% 2.4% +0.2 pts 2.4% 67
RECEIPTS & ARRIVALS – WILL WE HAVE ENOUGH STOCK Stock + Total 2017 2017 Mths Receipts Stock receipts Stock Forecast Supply Model Q1 Q1 Q2 Q2 Q3 Q3 Q4 Q4 CY CY CY CY Dec-16 Mazda2 722 628 446 481 2,277 1,939 338 2.1 Mazda3 1,008 768 753 733 3,262 2,799 463 2.0 Mazda6 0 22 30 30 82 61 21 1.0 CX-3 1,176 777 776 766 3,495 3,012 483 1.9 CX-5 1,463 1,304 1,120 1,218 5,105 4,303 802 2.2 MX-5 42 14 15 14 85 75 10 1.6 BT-50 282 274 207 225 988 861 127 1.3 Total 4,693 3,787 3,347 3,467 15,294 13,050 2,244 2.1 68
DEALER OBJECTIVE 2017 2016 Task UPM 2017 Task UPM Base Target 10,400 867 11,682 974 Stretch (+10%) 11,440 953 12,850 1,071 MSA Demo Fleet 180 15 200 17 Total 11,620 968 968 13,050 1,088 69
MSA VEHICLE STOCK ALLOCATION • 2017 Demo & Courtesy Program will be retained. • BT-50 Courtesy Program as part of launch offer. • MX-5 RF Allocations only 58 units. • BT- 50 will see 332 [ D/C’s only] vehicles in Q1 2017. • Dealer Margins on the MX-5 and BT-50 will be 12%. 70
TACTICAL SALES PLAN 2017 • Mazda2 - Retain MFS Finance offer strategy with monthly installment. Supported with retail television, digital and print advertising. • Mazda3 - Retain MFS Finance offer strategy with monthly installment. Supported with retail television, digital and print advertising. • CX-3 – MFS Finance offer in place can be launched if required. • CX-5 – Retain MFS Finance offer strategy with monthly installment. Supported with retail television, digital and print advertising. • BT-50 - Launch of New Generation with increased “Added Value” in segment i.e. unlimited warranty and service plan. Supported with retail television, digital and print advertising. 71
CORPORATE SALES STRATEGY The MSA Corporate Sales Strategy will: • Will not do rental sales. • Will not do government sales. • Will not be MSA direct Sales. • All sales channeled through dealers. • Will target smaller fleet and corporate buyers who expect different treatment. • MSA will target specific car lines within the CS offering. 72
DEALER MARKETING FUND • 2016 Contributions. • 2016 Advertising Activity. • 2016 Fund Status. 73
2016 CONTRIBUTIONS 74
2016 ADVERTISING ACTIVITY 75
2016 FUND STATUS 76
MAZDA FINANCIAL SERVICES • MFS 2016 Performance YTD. • Approval Rate. • Conversion Rate. • Market Share. • Production & DIC. • Contract Term. • New for 2017. 77
MFS 2016 PERFORMANCE YTD 78
APPROVAL RATE/CONVERSION RATE/MARKET SHARE 79
PRODUCTION & DIC 80
CONTRACT TERM 81
BT-50 NEXT GENERATION 82
WIP • Mazda Vehicle Purchase Product. 1. Based on “Realistic” Guaranteed Future Values. 2. Whole of life monthly cost for owner. 3. Targeted on specific car lines. 4. Specific customer demographic. 5. Unique product with a unique way of going to market. 6. Repurchase by MSA for remarketing to Mazda dealers only. 7. Need to create a source of “Good Used Mazda’s” as a second sales channel. 83
THANK YOU.
Mazda Southern Africa Doreen Mashinini Head of Marketing & Communications
MARKETING & COMMUNICATION UPDATE 2016 • Monthly TV Presence: Mazda2, Mazda3, CX-3, CX-5 and BT-50. • Consistent Retail offers on TV. • Quarterly Tactical Template: Press Print & Digital Offers. • Outdoor Billboards, Digital Presence & Magazines Presence. • Successfully Introduced Enhanced Mazda3. • Successfully Introduced Themed Social Media Campaign. • Successfully introduced new VI. • Public Relations Exposure. • Pop-up Store A Success Story. • Mazda Celebrates 2-years of Defying Convention 86
87
PUBLIC RELATIONS UPDATE Press Fleet Press Releases Awards - 700+ test drives - 24 press releases - MX-5 - Eastern Cape media - Viewed 15 657 times - CX-3 - Downloaded 9828 times >180 180 million n unpaid press coverage received 88
DIGITAL UPDATE: FANS AND LEADS 2014 2015 2016 204,707 Website 1,302,962 536% 1,506,281 15% 18,006 7,106 Facebook 91,992 410% 131,747 43% Leads 5,638 Twitter 28,420 404% 37,521 32% 0 Instagram 767 3,606 370% 0 YouTube 337,436 484,554 43% 89
FIXED MARKETING BUDGET R11 R110,000, 0,000,000 000 90
MEDIA SPEND - DEALER R1 R10, 0,000,000 000,000 91
CROSS BORDER ADVERTISING SUPPORT • Budget: April 2015 - October 2016. Dealer Name Funds Available Barloworld Mazda Gaborone R 342,000.00 Novel Mazda Namibia R 200,905.00 Carson Mazda Swaziland R 154,000.00 92
POP-UP STORES UPDATE • 28 Malls vs. 14 Malls in 2015. • Total of 1060 leads received to date. • Festival of Motoring: August 2016. 93
VISUAL IDENTITY (VI) UPDATE Visual Identity (VI) Corporate Identity (CI) Brochures Adverts Facility signage POS Contra Vision Signage Business Cards Billboards Furniture 94
MERCHANDISE & PROMOTIONS 95
PARTS POS Flexi Spec Stand • Lifetime Guarantee on Genuine Mazda Parts. A4 Elegant Stand Wall mounted Fabric Frame 96
CRM UPDATE • Piloting Mazdahub. • Data Cleansing. • Marketing Campaigns. 97
MAZDA CUSTOMER PROFILE: WESBANK 98
MAZDA OWNERS: PREVIOUS VEHICLE OWNED-WESBANK Top Conque uest t Cu Cust stome omers s 30% 1800 27% 1600 25% 1400 20% 1200 17% 1000 15% 1690 800 10% 600 8% 8% 1114 5% 400 4% 3% 5% 3% 3% 547 463 200 345 252 218 208 185 0% 0 Wesbank Mazda Volkswagen Ford Hyundai Nissan Toyota Chevrolet Kia New Customer Total volume % of customer 99
Recommend
More recommend
