primar sales & marketing development · 80% 27% 17% 46% 62% 27% 21% 0 % 10 % 20 % 30 % 40 % 50...

FREEDOM TO CHOOSEOperated by the Norwegian Hydrographic Service

By Eva Hegland - International Account Manager

PRIMAR Sales & Marketing Development

Marketing

Development

Distributor Survey

Operated by the Norwegian Hydrographic Service

Marketing

Development

Distributor Survey

15. OKT 2015DISTRIBUTERSURVEY 2015

PRIMAR

Overallevaluation ofPRIMAR

8% 4% 8% 64% 16%2015

Don’t know 1 - Very dissatisfied 2 3 4 5 6 - Very satisfied

Overall how satisfied are you with PRIMAR?

TOP2

BOX

80%

27%

17%

46%

62%

27%

21%

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

2013

2011

80%

73%

83%

4% 24% 28% 16% 28%

Don’t know 1 - Disagree 2 3 4 5 6 - Agree

Please respond to this statement about PRIMAR:

TOP 2BOX

44%

PRIMAR is highly recognized in the shipping industry as an official electronic chart service

2015

In 2015 the statement usedfor this question was made

more aspirational rather thanjust factual by adding “highly”.

This is likely to be the majorreason for the drop in

agreement.

5% 5% 14% 35% 41%

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

2013

PRIMAR is recognized in the shipping industry as an official electronic chart service

44%

76%

Familiarityandopportunityfor PRIMARServices

24%32%

24%

8%28% 32%

8%16%

28%

8%

70%

80%

90%

100%

PRIMAR WebChart Service

PRIMAR OnlineUpdatingServices

PRIMAR PermitGenerator PRIMAR Portal

PRIMARBusiness to

BusinessPRIMAR Update

tracker5 - I understand the servicewell, and I am actively trying tomake sure that my customersuse it

4 - I am aware of the serviceand understand its capabilitiesbut cannot see that it offers anybenefit to my customers

What is your level of familiarity with each of thefollowing services offered by PRIMAR?

2013 Report

Half of distributorsneed more

knowledge aboutPRIMAR products.

4% 4% 8% 12%

28%24% 28% 24%28%

32%

32%32%20%

32%24%

16%

12%

20%

12%

0%

10%

20%

30%

40%

50%

60%

70%

3 - I am aware of the serviceand have some understandingof its capabilities

2 - I am aware of the servicebut do not understand it in anygreat detail

1 - I was not aware of thisservice

28% 28% 28% 36% 44% 60%

2013 Report

Half of distributorsneed more

knowledge aboutPRIMAR products.

29%

20%

8%

12%

4%

8%

13%

4%

38%

20%

4%

20%

4%

16%

PRIMAR Web Chart Service (N=24)

PRIMAR Online Updating Services(N=25)

Don’t know 1 No opportunity for increased/wider usage 2 3 4 5 6 Great opportunity for increased/wider usage

How would you rate the opportunity for increased/wider usage of each of the following servicesoffered by PRIMAR among your target customers?

3.53

3.9520%

21%

17%

18%

22%

12%

17%

4%

5%

6%

8%

4%

0%

6%

4%

17%

9%

5%

17%

20%

21%

9%

9%

11%

20%

8%

39%

27%

33%

16%

17%

17%

36%

6%

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %


PRIMAR Permit Generator (N=24)

PRIMAR Pay As You Sail (N=23)

PRIMAR Business to Business(N=22)

PRIMAR Update tracker (N=18)

3.95

3.68

4.53

5.00

4.00

28%

20%

8%

12%

4%

8%

12%

4%

40%

20%

4%

20%

4%

16%

PRIMAR Web Chart Service (N=25)


Don’t know 1 No opportunity for increased/wider usage 2 3 4 5 6 Great opportunity for increased/wider usage

How would you rate the opportunity for increased/wider usage of each of the following servicesoffered by PRIMAR among your target customers?

3.56

3.9520%

24%

16%

24%

40%

12%

16%

4%

4%

4%

8%

4%

4%

4%

4%

16%

8%

4%

12%

20%

20%

16%

8%

8%

20%

8%

36%

24%

24%

16%

16%

16%

32%

8%

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %


PRIMAR Permit Generator (N=25)

PRIMAR Pay As You Sail (N=25)

PRIMAR Business to Business(N=25)

PRIMAR Update tracker (N=25)

3.95

3.68

4.48

4.84

4.13

PRIMARcustomerservice

8%

4%

8%

4%

12%

12%

28%

44%

44%

36%

Efficiency (response time)

Reliability (quality)

Don’t know 1 Very dissatisfied 2 3 4 5 6 Very satisfied

How satisfied have you been with PRIMARCustomer Support in the last 12 months, pleaserate the following attributes?

5.17

5.174%

4%

8%

8%

20%

4%

4%

4%

8%

4%

8%

4%

4%

12%

12%

12%

16%

8%

16%

44%

40%

36%

24%

20%

36%

32%

36%

48%

24%

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

Reliability (quality)

Availability (easy to get in touch with)

Flexibility

PRIMAR product knowledge

Understanding your market

5.17

4.92

5.13

5.04

4.50

Competitor

24%16%16%

28%28%20%

32%32%

48%52%

60%

70%

80%

90%

100%

Whom would you rate higher on thefollowing attributes?

48%

20%

8%

52%52%52%

40%

52%72%8%

0%

10%

20%

30%

40%

50%

Distribution ofENC

VisabilityCoverageFlexibility ofservices

Collaborationwith distributor

Quality ofservices

ENC prices

Don't know

Rate other official suppliers higher

Rate PRIMAR higher

Focus areasandcoverage

20%

32%

80%

11%

22%

87%

14%Better distribution of ENC

Promoting PRIMAR ENCs

The ENC coverage

In your opinion what should be PRIMAR’s mainfocus areas the next two years?

28%

4%

16%

87%

22%

22%

22%

89%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

The ENC coverage

Better collaboration with distributor

Quality of services

Other

2015

2013

2011

• Better Catalogue version for easier ordering• Adapt to Leisure market, with specific packages and

coverage of Large Scale ENC

64%

48%

16%

91%

71%

53%

85%

65%

Europe

Asia

North America

In terms of coverage what are the main areas ofinterest for your customers?

24%

20%

28%

53%

47%

41%

6%

46%

35%

27%

0%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

North America

South America

Africa

Other

2015

2013

2011

84%Yes

Based on the last customer survey, PRIMAR hasincreased its coverage in the last 2 years . Are youaware of the increased coverage in the PRIMARdatabase?

18

16%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

No

• An improvement in coverage isalso an improvement in salesopportunities to me.

• It actually generated some salesvolume

• It has allowed us to almostremove one of the majornegatives of the PRIMAR service

• PRIMAR is comparable tocompetive products

• Made it easier to sell PRIMAR

• Positive reviews• The increase of coverage in Asia

has made PRIMAR a more viableservice for clients who do sendtheir ships worldwide.

• We can inform our customersabout the increased coverage ofPRIMAR ENC and convince themto use more of PRIMAR ENCs.

PRIMAR has increased its coverage mainly in ASIA the lastyear. What effect if any has this had on your ability to sellPRIMAR ENC to your customers?

• An improvement in coverage isalso an improvement in salesopportunities to me.

• It actually generated some salesvolume

• It has allowed us to almostremove one of the majornegatives of the PRIMAR service

• PRIMAR is comparable tocompetive products

• Made it easier to sell PRIMAR

• Positive reviews• The increase of coverage in Asia

has made PRIMAR a more viableservice for clients who do sendtheir ships worldwide.

• We can inform our customersabout the increased coverage ofPRIMAR ENC and convince themto use more of PRIMAR ENCs.

• Overall satisfaction with PRIMAR is good among itsdistributors and in line with previous years.

• 44% agree that PRIMAR is highly recognized in the shippingindustry as an official electronic chart service.

• PRIMAR Business 2 Business is identified by distributors asoffering great growth potential, however almost half ofrespondents say they have little understanding of the service.

Summary

20

• Overall satisfaction with PRIMAR is good among itsdistributors and in line with previous years.

• 44% agree that PRIMAR is highly recognized in the shippingindustry as an official electronic chart service.

• PRIMAR Business 2 Business is identified by distributors asoffering great growth potential, however almost half ofrespondents say they have little understanding of the service.

• Distributors are very satisfied with PRIMAR´s customersupport. PRIMAR customer support achieves especially highratings on “efficiency” and “reliability”. Understanding ofdistributors markets is the area which offers greatest potentialfor improvement.

• Open feedback from distributors is generally very good withregards to collaboration with PRIMAR, although there aresome calls for PRIMAR to be slightly more aggressive when itcomes to training and development of new products.

Summary

21

• Distributors are very satisfied with PRIMAR´s customersupport. PRIMAR customer support achieves especially highratings on “efficiency” and “reliability”. Understanding ofdistributors markets is the area which offers greatest potentialfor improvement.

• Open feedback from distributors is generally very good withregards to collaboration with PRIMAR, although there aresome calls for PRIMAR to be slightly more aggressive when itcomes to training and development of new products.

• Among its distributors PRIMAR compares very favorably toother competitors on most areas measured apart from“coverage” and “visibility”.

• PRIMARS coverage is still the area that needs most focusaccording to the distributors. Europe and Asia are the mainareas of interest for the customers of the distributors.

• The improvements that PRIMAR have made in terms ofcoverage in Asia have been noticed by the distributors andhave had a positive impact on their ability to sell PRIMAR ENCto their customers.

Summary

22

• Among its distributors PRIMAR compares very favorably toother competitors on most areas measured apart from“coverage” and “visibility”.

• PRIMARS coverage is still the area that needs most focusaccording to the distributors. Europe and Asia are the mainareas of interest for the customers of the distributors.

• The improvements that PRIMAR have made in terms ofcoverage in Asia have been noticed by the distributors andhave had a positive impact on their ability to sell PRIMAR ENCto their customers.

Sales

Development

Facts & Figures


Sales

Development

Facts & Figures

Managing Distributors

• The current PRIMAR distributornetwork consists of 52 distributors

– 44 standard distributors

– 5 Qualified distributors

– 3 SENC distributors

– (8 PAYS distributors)

• Nine new distributors in the last twoyears.

• The current PRIMAR distributornetwork consists of 52 distributors

– 44 standard distributors

– 5 Qualified distributors

– 3 SENC distributors

– (8 PAYS distributors)

• Nine new distributors in the last twoyears.

Managing DistributorsTOP 10 PRIMAR DISTRIBUTORS

AdvetoChartCo

ChartWorldC-MapC-Map

DatemaMarine Press

NavicoNavtor

ScanNavUKHO

Development ENCavailability/coverage

2014:7% increase

2015:15%increase

2016 (so far):4% increase

2014:7% increase

2015:15%increase

2016 (so far):4% increase

PRIMAR Sales Development

2014:Increase by 15%






Number of ENCs sold

2014:12% increase

2015:6% increase

2016:15% increase

2014:12% increase

2015:6% increase

2016:15% increase

Development of vessels

2015:29% increase

2016(estimated):29% increase

2015:29% increase

2016(estimated):29% increase

PRIMAR Licensing Development

DISTRIBUTORACCOMPLISHMENTS

Top 10 distributors with highestpercentage increase of vessels• TNL Greece• Marine Press• Nautisk Forlag• Enamor• ChartWorld• ERNC• Navtor• UKHO• C-Map• Adveto

• TNL Greece• Marine Press• Nautisk Forlag• Enamor• ChartWorld• ERNC• Navtor• UKHO• C-Map• Adveto

Top 10 distributors with highestpercentage increase of sales (USD)• ERNC• ScanNav• WNL Marine Electronics• Nautisk Forlag• Geomod• Enamor• Themys• Iver C. Weilbach & Co• Marine Press• TNL Greece

• ERNC• ScanNav• WNL Marine Electronics• Nautisk Forlag• Geomod• Enamor• Themys• Iver C. Weilbach & Co• Marine Press• TNL Greece

Top 10 distributors with highestpercentage increase of products(ENCs)• Iver C. Weilbach & Co• Themys• Enamor• Nautisk Forlag• Navtor• Geomod• UKHO• CherSoft• ChartWorld• Navtor Nautic

• Iver C. Weilbach & Co• Themys• Enamor• Nautisk Forlag• Navtor• Geomod• UKHO• CherSoft• ChartWorld• Navtor Nautic

Thank you for your attention


Thank you for your attention

primar sales & marketing development · 80% 27% 17% 46% 62% 27% 21% 0 % 10 % 20 % 30 % 40 % 50...

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