FLEET200
A vital challenging £3 billion market
Name.name@bauermedia.co.uk
Phone number
What is Fleet200?
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The Sewells Fleet200 report is an annual market segmentation report on the U.K.s largest professional
fleet operators
This report provides business critical insights into the structure and strategy of fleets providing a
valuable indicator of performance and future intention, across 10 key industry sectors
The Fleet200 Market Dynamics Report objectives are to:
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•
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Provide key insights and trends into the top 200 fleets in the UK
Identify the 20 most significant fleets in 10 key industry sectors, by fleet size and include funding
method, number of perk versus job-need vehicles, replacement cycles and fleet policy restrictions
including CO2 emissions.
Vehicles
Review the future strategic priorities of Fleet200Vehicles
companies
Identify, manufacturer and leasing exposure to Fleet200 companies
The Fleet200 Survey benchmarks the health of ten key industry sectors to identify key areas for
potential improvement, which potentially lead to increased market share should the key
recommendations be actioned
By focusing on specific customer and sector intelligence
Will leverage real points of advantage
£14 million* worth
of vehicles on choice
list
1
A third of Fleet200
currently reviewing
choice list/suppliers
£4.5 million typical
value of Fleet
relationships
FLEET200: Why this market is important
VehiclesVehicles
2
FLEET200: Market shape and value
3
Typical individual Fleet200 member*
FLEET200: Deliverables
600 vehicles
typically replaced
each year
These relationships are disproportionately important to you
On-going economic, legislative and market confidence challenges are changing the
spending patterns of a £3 billion industry sector
‘Developing and now maintaining relationships amongst the
Fleet200 is of paramount importance to our business. Fleet200
consistently delivers a strong return on our investment. Its
market overview and insight into the trends and decision-making
process of the largest fleets supports our businesses aspirations
amongst big fleets.’ Bluechip Manufacturer and Fleet200
purchaser.
The stakes are high and the competition is fierce
• On average, Fleets choice lists consist of 10 car, 4 van manufacturers and where applicable 1 leasing company
• Responsible for nearly 260,000 cars and 230,000 vans.
Advantages of Fleet200 2013
Advantages
1
OEC intelligence
Fleet 200
Trusted market
1 Assist in strategy evaluation and priorities of each of
• Provides market,
sector
intelligence
the car
andand
vanbusiness
Fleets or
segments
•
•
2
Outlines industry
Fleet
200 business
direction
• and
Allows
subscribers
to overlay
their exposure across
Rationale behind segment
sector
growth
Fleet 200 and
market
segmentations
• Informs budgeting and forecasting
• Can be used to direct suppliers and stakeholders
Helps direct your• business
Maps client and competitor exposure to Fleet200
• Identifies immediate and potential opportunities, as
well as
to business
growth
2 barriers
Informs
customers
of sector expertise
• Identifies investment
opportunities
– Assists
sales targeting
• Identifies sales–prospects
Assists business position discussion points
3
3 Provides independent understanding around
Explores the impact
onmaking
the wider Fleet community
decision
•
•
•
The role of independent authority decision makers
Role of external partners in the DM process
Exploration of the drivers of Brand Loyalty
Including trends, predictions and outcomes over the last three years
Their importance is recognised, valued and understood
FLEET200 continues to successfully assist in identifying business and sector specific
competitive advantages on behalf of a number of Blue-Chip companies
Unsurprisingly there are key themes that are top-of-mind
Communicating the right added value point of differentiation becomes ever more
important
Source: FLEET200 2013. What are your priorities this year?
Business confidence continues to impact on business & fleet
spending policies
£3 billion sector spend. 2010-2011 down £300 million (-9%)
No. Cars
Transport/Communications/ 2012
Distribution 2011
Business Services
Arch/Construction/Building
2012
2011
15,647
71,280
15,101
73,728
31,385
26,613
32,379
26,492
31,954
26,145
17,169
2012
Gov/Public Sector 2012
/Education/Health 2011
23,310
26,949
24,518
2012
25,373
2011
24,201
IT/Software 2012
/Leisure/Media 2011
2012
Heavy industries/Mining
/Engineering/Other 2011
17,229
10,970
11,538
£322m
-56%
£501m
-0.1%
-1%
£340m
£202m
+25%
£152m
-4%
£212m
+7%
£197m
+0.6%
£302m
-52%
11,764
£459m
-0.7%
9,326
There have been clear business opportunities in previous periods
The previous 12 months have been demonstrably less volatile
Business
expectations
+1.4%
-2.9%
24,947
20,031
-0.5%
£219m
-1%
£221m
25,164
18,936
£189m
£335m
14,614
Increasing
competitive
pressures
+2.9%
+1.7%
39,774
46,963
+1.5%
£323m
-39%
£450m
+20%
£150m
50,553
21,922
£385m
-31%
£504m
40,061
20,490
Wholesale/Retail
/Food/Medical 2011
£587m
+31%
£404m
36,751
2011
Insurance/Accountancy 2012
/Banking/Finance 2011
Spend
prediction
32,666
2012
Utilities/Energy/Water 2012
/Forestry 2011
Bluelight/NHS Trusts
No. Vans
Innovation
requirements
Management of
capabilities
So understanding their specific opportunities/barriers to growth
will drive your business successes
This year we are providing additional sector granularity, as well as adding a third insight
dimension to this invaluable market tool
Drivers
of
change
2
Three sector specific case studies built around:
• Decision responsibility of independent authority decision makers
• Role of external partners
• Brand Loyalty
Growth
(opportunities/barriers)
Company composition
Sector composition
Fleet 200 market composition
Prospecting/position differentiation tool
1
Identify the 20 most significant fleets in 10 key
industry sectors, listed according to their car and
van (up to and including 3.5 tonnes) fleet size
In order to achieve this we undertake a rigorous four stage
methodology
Identify the
right companies
1
Identify the
decision maker
job function
Respondent
focused data
collection
Deep dive
senior decision
maker insight
Overall response rate
typically exceeds 90%
1, Rank top 350 fleets across UK
2, Identify top 250 and revise Fleet 200 listing
2
1, Identify Fleet Manager or HR team
3
Multi-mode data collection
1, Telephone Primary method
2, Postal and online top-up
4
Approx 16 qualitative interviews amongst
common industry sectors.
Commitment on deliverables
Primary insight
• 1. FLEET200: Market Dynamics
Report
• Full market evaluation
• Fleet, manufacturer
& Leasing sectors
• Full business
focused debrief
£6,000
A tailored set of bespoke
market driven tools to
support greater sales leverage
and market opportunity
development amongst this
business critical audience
*caveat on number of
business specific reports
Added value
Deliverables
specific
£poa
2. Business
intelligence
• Individual company
intelligence
• Targeted/ Key account
development tool*
• Business focused capabilities
benchmarked against sector market
intelligence
£7,500
3. Understanding Decision
makers
Deep dive case studies
1, Independent authority decision
makers
2, Role of external partners
3, Brand Loyalty
NEW
For 2013
All figures exclude VAT
£4.5 million typical value of Fleet relationships per year
Commitment required by end of August. PO required pre delivery
£1500
1/3
FLEET200: Market Dynamics report
A uniquely detailed view of the operations of Britain’s 200 biggest fleets in 10 key industry sectors
Including
• Fleet200 Overview
• Industry sector Overview
• Key trends and changes 2012
• Fleet sizes
• Emissions
• Funding
• Replacement cycles
• Fleet spending analysis
• Car manufacturer market exposure and market share analysis
• Van manufacturer market exposure and market share analysis
• Leasing company market exposure
• Analysis of Fleet200 rental supply
• Review of fuel strategy including fuel card provision
• Grey fleet market analysis
• Trends in hybrid and electric vehicle take-up
Prospecting data
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Fleet size information
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Car fleet size
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Van fleet size
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Market priorities in 2013
Sector priorities in 2013
Individual fleet priorities in 2013
Includes analysis of trends and wider market information
Work in progress
an electronic database of fleet data is also provided and purchasers will be able to input into the design on an online live database of large
fleet being prepared during 2012
2/3
Business intelligence
Will leverage real points of competitive advantage – the data below is for illustrative purposes
£14 millionthe
worth
of of bespoke key/targeted account initiatives
Supporting
develop
vehicles on choice OEC
yoy spend
Av cycles
list client(s) Spend/Size
Vehicles
Current partners
Your
1750 cars
250 vans
£20 million
3.5/
70,000
2,240
Sector
footprint
Spend/Size
yoy spend
Av cycles
Vehicles
22,000 cars
15,000 vans
£335 million
Supplier
footprint
Priority
(Headroom
for growth)
Next steps
action
plan
Assess 13
Fleets with
no Ford
coverage
Potential
11,000 cars
4.0/
75,000
Position
36,536
Offer
Vehicles
New supplier Vehicles
Fuel/CO2
efficiency
Choice/ Decision drivers
Lex, Hertz, Europcar, AllStar,
Vauxhall, VW, BMW (top 3)
Current partners
Audi, BMW, VW, Mercedes,
Toyota, Ford, Lexus, Vauxhall,
Lex, LeasePlan
Focused on making leasing more
competitive in 2013
Decision drivers
Can be provided
Existing
Partners
Team considerations/Touch points
s/t financial
benefits
Aggressive key account team*
Next steps action plan
* Supplemented by qualitative insights
2012 Insight: ‘We are planning to reduce the number of manufacturers we use. We will also renegotiate which
leasing providers we use this year and benchmark our CO2 emissions against other fleets. Reducing accident risk is also a major focus.’
Fleet Manager, 1,000 vehicle fleet
3/3
Understanding decision makers
We are introducing Fleet200 Decision Maker case study development programme
The role of independent
authority decision makers
Role responsibility
• Position
• Areas of responsibility
• Sector
• Reporting structure
• Budget priorities
• Involvement within decision making
• Process behind decision making
Mindset
• Role priorities
• Market perception. Position within:
- Competitive set
- Manufacturers
- Leasing companies
• Drivers of choice consideration
- Prioritise/importance
- Gap analysis: Previous and
potential
Role of external partners
Exploring the drivers of
Brand Loyalty
Role responsibility
Plus
• Role of relationship with fleet
• Role within decision making
• Influence on decision making
Role responsibility
• As outlined
Mindset
• As outlined
Mindset
• Power of communications
• Message recognition
• Drivers of customer service
• Perceived supplier strengths/weakness
• Perceived supplier opportunities/threats
• Positioning/gap analysis
• Projecting business personalities
onto suppliers of choice
Strength of relationship
• With manufacturer and leasing
companies
Methodology
•
•
3 or 4 depth interviews (30 in total) across each commercial sector identifying the largest companies
Targeting Car and Van focused and Perk, non Perk focused businesses within each Fleet200 market sector
Commitment on deliverables
Primary insight
• 1. FLEET200: Market Dynamics
Report
• Full market evaluation
• Fleet, manufacturer
& Leasing sectors
• Full business
focused debrief
£6,000
A tailored set of bespoke
market driven tools to
support greater sales leverage
and market opportunity
development amongst this
business critical audience
*caveat on number of
business specific reports
Added value
Deliverables
specific
£poa
2. Business
intelligence
• Individual company
intelligence
• Targeted/ Key account
development tool*
• Business focused capabilities
benchmarked against sector market
intelligence
£7,500
3. Understanding Decision
makers
Deep dive case studies
1, Independent authority decision
makers
2, Role of external partners
3, Brand Loyalty
NEW
For 2013
All figures exclude VAT
£4.5 million typical value of Fleet relationships per year
Commitment required by end of August. PO required pre delivery
£1500
Two year deal option
Why commit to two years?
•
Advantageous pricing @10% discount
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Market dynamics report 2 year offer £5,400 p.a (£6,000 for single year subscription)
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Access to Fleet200 data updates (we cleanse the data twice per year)
Access to non Fleet200 data (i.e. the master database of 300 companies that informs the top 200)
Access to Sewells Fleet200 planning clinics x 2 places (roundtable)
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This is available for purchasers of the full Fleet200 research and data programme and limited to no more
than ten companies
Marketing initiatives and support
Jan Feb -
Marketing Support
Project management Complementary tools
Sponsor
development
Mar Apr May Jun Fleet:200 Fieldwork
Jul Aug Sep -
Sponsor update
Communication
campaign w I&II
Oct Nov Dec 2013
Direct marketing
campaign
Qualitative Deep Dive
Fleet Operator
Deliver 2012
benchmark findings
New Car Finance
House
Case studies available
User chooser
Barometer
Contact us:
Jacqui Barker
Sewells Research & Insight
Bauer Media
Media House
Lynch Wood
Peterborough
PE2 7WE
Telephone 01733 468000
Email: jacqui.barker@bauermedia.co.uk
FLEET200
A vital challenging £3 billion market
Name.name@bauermedia.co.uk
Phone number