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Resale Value Luis Ng Ricardo Perez S.A. Panama Luis Ng Ricardo Perez S.A. Panama.

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Presentación del tema: "Resale Value Luis Ng Ricardo Perez S.A. Panama Luis Ng Ricardo Perez S.A. Panama."— Transcripción de la presentación:

1 Resale Value Luis Ng Ricardo Perez S.A. Panama Luis Ng Ricardo Perez S.A. Panama

2 Resale Value

3 Global Automotive Market End users Banks Used Car Dealerships Kelley Blue Book from the US Global Automotive Market End users Banks Used Car Dealerships Kelley Blue Book from the US Resale Value Background

4 Obtain a percentage of resale value for the highest selling brands on the country, through a Buy/Sell Table Research, weigh and compare purchase drivers Offer interesting facts from the salesmans, customers and middle mans perspective. Obtain a percentage of resale value for the highest selling brands on the country, through a Buy/Sell Table Research, weigh and compare purchase drivers Offer interesting facts from the salesmans, customers and middle mans perspective. Study Objectives

5 1 1 FOCUS GROUPS 2 IN-DEPTH INTERVIEWS 3 MYSTERY SHOPPER 4 USE AND HABITS SURVEY) RESALE VALUE (DESK RESEARCH) 5 Study Methodology

6 Toyota, strong vehicle, good support, prestige Nissan has a good service center and good engine When you talk about a Toyota, Nissan and Mitsubishi, youre talking about good Japanese cars Toyota, Mitsubishi or Nissan A Honda is a luxury vehicle With the money you buy a used Honda you can buy a new Toyota. Mazda Toyota, strong vehicle, good support, prestige Nissan has a good service center and good engine When you talk about a Toyota, Nissan and Mitsubishi, youre talking about good Japanese cars Toyota, Mitsubishi or Nissan A Honda is a luxury vehicle With the money you buy a used Honda you can buy a new Toyota. Mazda Brands considered when purchasing a used vehicle FOCUS GROUPS

7 Maintenance: Good engine and transmission Suspension. Brakes, suspension, lights Electrical System Good tires Good paint Vehicle History: Vehicles life cycle Should not have been crashed Economy: Brand Price Depreciation Warranty Economical Safety: Seat Belts Indespensable Factors when buying a used vehicle FOCUS GROUPS

8 Economy Accessible price when compared to a new vehicle Opportunity The possibility of making money with the buying and selling of used vehicles. It must be within your budget. Youre looking for is value, because when you buy a used vehicle, youre thinking of buying something you dont need to get an insurance policy for, youre thinking of paying what you can. It must be within your budget. Youre looking for is value, because when you buy a used vehicle, youre thinking of buying something you dont need to get an insurance policy for, youre thinking of paying what you can. You buy the vehicle at a price, you improve the vehicle and then you sell it an buy another, you sell the vehicle at a higher price than what you paid for it. If you can buy a used vehicle and then sell it to buy another used vehicle at a profit until you can eventually buy a new vehicle, I see it as an opportunity. You buy the vehicle at a price, you improve the vehicle and then you sell it an buy another, you sell the vehicle at a higher price than what you paid for it. If you can buy a used vehicle and then sell it to buy another used vehicle at a profit until you can eventually buy a new vehicle, I see it as an opportunity. Good elements when buying a used vehicle FOCUS GROUPS Brand Related to the safety and reliability which the brand offers and the best resale value A vehicle from a good brand is a good deal because it will not depreciate as much when used compared to buying a new vehicle. If the vehicle has a distributor in the market and the vehicle is supported by them.

9 Benefits of buying a used vehicle Economic Possibilities ability to buy a vehicle for less money Guarantee of a Good Product purchase a vehicle knowing it runs well Time quicker to get this vehicle A person that doesnt have a car can buy one with little money. Today everyone works in an office and public transportation is unsafe and you can buy a car to drive around in You pay a little more because of the middle man, but he receives the vehicle with a warranty and complete documentation If the vehicle is in good condition the customer is satisfied You pay a little more because of the middle man, but he receives the vehicle with a warranty and complete documentation If the vehicle is in good condition the customer is satisfied Many times you can get one quicker IN-DEPTH INTERVIEWS

10 Brands which are bought for reselling Toyota Nissan Mitsubishi Honda Mazda Hyundai Kia BMW Toyota I have many Hondas because we work a lot with Honda and BMW Toyota, Nissan, Mitsubishi Toyota, because people know how good a Toyota is Toyota, but it can also be a Nissan or Mitsubishi, buy Toyotas the most popular brand, you can find spare parts everywhere and it uses little gasoline, but if a Nissan or Mitsubishi are in good condition theyre good as well. Japanese Nissan, Mitsubishi, Toyota, Mazda and Honda, the brands which dont lose money are Toyota and Nissan Toyota, Nissan and Mazda Mitsubishi is what people used to purchase most, but now its BMW and Kia and now Hyundai, it depends on their condition and the hottest sellers are now Korean, Japanese and German BMW Toyota, Nissan, Mitsubishi, Mazda and Hyundai Toyota I have many Hondas because we work a lot with Honda and BMW Toyota, Nissan, Mitsubishi Toyota, because people know how good a Toyota is Toyota, but it can also be a Nissan or Mitsubishi, buy Toyotas the most popular brand, you can find spare parts everywhere and it uses little gasoline, but if a Nissan or Mitsubishi are in good condition theyre good as well. Japanese Nissan, Mitsubishi, Toyota, Mazda and Honda, the brands which dont lose money are Toyota and Nissan Toyota, Nissan and Mazda Mitsubishi is what people used to purchase most, but now its BMW and Kia and now Hyundai, it depends on their condition and the hottest sellers are now Korean, Japanese and German BMW Toyota, Nissan, Mitsubishi, Mazda and Hyundai IN-DEPTH INTERVIEWS

11 11 Valor de Reventa Primera mención ToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyotaToyota Segunda mención MitsubishiMitsubishiNissanNissanNissanNissanNissanMitsubishiNissanNissanMitsubishiMitsubishiNissanNissanNissanNissanNissanMitsubishiNissanNissan Tercera mención HondaMitsubishiHondaMitsubishiNissanMitsubishiHyundaiHyundaiHyundaiHondaMitsubishiHondaMitsubishiNissanMitsubishiHyundaiHyundaiHyundai Cuarta mención Nissan y Hyundai Mitsubishi y Hyundai Honda y Hyundai Hyundai Mitsubishi y Honda Nissan y Hyundai Mitsubishi y Hyundai Honda y Hyundai Hyundai Mitsubishi y Honda ENTREVISTAS EN PROFUNDIDAD REVENDEDORES

12 Atributos mencionados por los Vendedores CLIENTE MISTERIOSO Unidad: Porcentajes Base Mystery: Total Agencia Autos (n=52*); Unidad: Porcentajes Base Mystery: Total Agencia Autos (n=52*);

13 Unidad: Porcentajes Base Mystery: Total Agencia Autos (n=52*); Unidad: Porcentajes Base Mystery: Total Agencia Autos (n=52*); Aspectos en los que se fijan las Agencias en el Trade In CLIENTE MISTERIOSO

14 Atributos más importantes en la compra USOS Y HABITOS (ENCUESTAS)

15 Factores Determinantes de la Valoración Global Key Drivers de Compra Marca Garantía Precio Economía Depreciación del Auto Procedencia del Auto Accesorios Sistema Eléctrico Buena Apariencia Interior del Auto Sistema Mecánico Disponibilidad de piezas Tiempo de Vida del Auto Buena Apariencia Exterior del Auto Seguridad Que no haya sido chocado Relación Marca / Precio Grado de Mantenimiento del Auto Estado Actual del Auto Valoración Global Total Mercado 44,7% 36,6% 18,7% USOS Y HABITOS (ENCUESTAS)

16 ¿Cómo se calculó el Valor de Reventa en Panamá? Dichter & Neira desarrolló una metodología integral, en la cual se complementaron diferentes tipos de estudios Sesiones grupales con propietarios de carros usados Encuesta nacional (410 clientes usados nivel nacional) Entrevista a los principales agentes de compra-venta de carros usados del país Visita a través de un programa de Cliente Misterioso Metodología de Kelley Blue Book /1080 precios, principales marcas y modelos que se comercializan en el país Comparación de precios con los que cada carro tenía al momento de venderse como cero KM Calculo del Valor de Reventa de cada marca para los últimos 4 años Dichter & Neira desarrolló una metodología integral, en la cual se complementaron diferentes tipos de estudios Sesiones grupales con propietarios de carros usados Encuesta nacional (410 clientes usados nivel nacional) Entrevista a los principales agentes de compra-venta de carros usados del país Visita a través de un programa de Cliente Misterioso Metodología de Kelley Blue Book /1080 precios, principales marcas y modelos que se comercializan en el país Comparación de precios con los que cada carro tenía al momento de venderse como cero KM Calculo del Valor de Reventa de cada marca para los últimos 4 años

17 Depreciación porcentual por Marca (Autos usados) Estudio Dichter & Neira 2008 VALOR DE REVENTA (DESK RESEARCH)

18 Principales Hallazgos Valor de Reventa atributo importante a tener en cuenta en la compra, y en la posterior reventa del vehículo Importancia de la marca, como argumento de venta para 85 % de los vendedores Toyota es indiscutiblemente la marca con mayor Valor de Reventa, para el 100% de los vendedores Toyota como la marca más buscada por los compradores Valor de Reventa atributo importante a tener en cuenta en la compra, y en la posterior reventa del vehículo Importancia de la marca, como argumento de venta para 85 % de los vendedores Toyota es indiscutiblemente la marca con mayor Valor de Reventa, para el 100% de los vendedores Toyota como la marca más buscada por los compradores

19 ESTRATEGIA DE COMUNICACION

20 Voz del Cliente = Paz Mental / Value for Money Relaciones públicas/publicidad con D&N Material POP para vendedores Training a fuerza de ventas / Tofis Relaciones públicas/publicidad con D&N Material POP para vendedores Training a fuerza de ventas / Tofis ELEMENTOS DE COMUNICACIÓN ELEMENTOS DE COMUNICACIÓN Señalización / Logotipos / Uniformes Presentación del producto Experiencia de compra Website e Internet Señalización / Logotipos / Uniformes Presentación del producto Experiencia de compra Website e Internet El Mayor Valor Comprobado CONCEPTO I. Crear un nuevo estándar (Apalancarnos en estudio con D&N) Racional Emocional ESTRATEGIA II. Adaptar el Best Practices de USA a nuestro mercado Los mejores autos nuevos hacen los mejores autos usados Publicidad sobre mantenimiento Material POP Testimoniales Publicidad sobre mantenimiento Material POP Testimoniales 2010

21 Comercial de TV TV Cuña de 40 segundos RADIO PRENSA


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