Marketing functions and their characteristics
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The review was based on materials marketing research Russian market automotive oil filters, its structure and dynamics of changes for the period from 2009 to 2012.
Potential market capacity of automotive oil filters in Russian Federation increases by an average of 1% annually.
The automobile oil filter consists of a filter element, return and bypass valve, combined in one housing, and serves to filter oxidation products, soot and wear particles of engine parts.
Now in cars, there are mainly two types of oil filters - the filter insert and the filter assembly. The durability of the engine depends on the design and quality of the oil filter.
IN modern automotive industry Usually, two oil purification schemes are used: full-flow, consisting of one filter, and combined, which also includes a bypass (partial-flow) filter.
At present, the full-flow oil cleaning system is most widely used in vehicles with gasoline engines. All the oil coming from oil pump, filtered and then pressurized into the engine.
Combined oil cleaning systems (as opposed to full-flow ones) better preserve the physical and chemical properties of the oil and, as a result, significantly increase the engine life.
Experts identify the following main reasons for rejecting oil filters:
poor quality and / or excessive thickness of filter paper - this reduces the life of the filter;
filter paper is unstable to high temperatures and oil - the filter will also quickly fail (much of the service life previously declared by the manufacturer);
the pressure at the inlet of the bypass valve is too low - unfiltered oil enters the engine;
low tightness or lack of a check valve - while the car is parked, oil will flow out of it.
Today the market is saturated with oil filters various manufacturers– from the world-renowned Mann and Knecht to filters produced by little-known companies. They differ not only in price, but also in quality.
In most cases expensive oil filters differ from cheap counterparts, mainly these filters use a more thoughtful modern design. Therefore, in the segment of premium filters, there are practically no obvious “failures” in the process, and in the segment of economy class filters, examples of careless product execution can be easily found.
In the market of automotive oil filters, there are segments of filters of domestic and foreign manufacturers. The prices of foreign filters often vary from the cost original filter to a level that is three times higher.
Distribution of consumer preferences of car owners in the market of oil filters for cars and freight transport in the Russian Federation is shown in Fig. 1 and 2. Based on the research, it can be argued that about 80% of the Russian market is shared by the manufacturers of original filters - Fleetguard and TM Livny.
According to experts, in Russia, the interval for replacing oil filters approximately coincides with the average annual mileage of a passenger car. Average mileage passenger car in Russia is currently 16.7 thousand km per year. Thus, it turns out that the size of the oil filter market is approximately equal in number to the size of the park cars or not much more than it. The potential of the oil filter market can be determined by the forecast for the development of the car park.
Crisis of 2008 - 2009 had almost no effect on the Russian market of oil filters for passenger cars. True, some decline was observed in the segment trucks, as park owners switched to cheaper domestic filters. Thus, already at the beginning of 2010, demand was redistributed towards Russian products, however, those whose characteristics correspond to international standards, and the price is significantly lower than well-known brands.
As a result of the calculations, the market potential for oil filters for passenger cars in 2012 will be about 33.7 million units.
According to statistics, car park in Russia (together - cars and trucks, buses, tractors and special equipment) has about 30 million units. As already mentioned, the average annual demand for oil filters in Russia is estimated at about 34 million pieces. Today the market is developing most actively foreign cars, and not only cars, but also trucks, agricultural and special equipment. Therefore, the trend towards an increase in demand for oil filters for foreign equipment is quite natural.
All major players - Russian and Western manufacturers of oil filters - are already represented on the Russian market and have occupied certain niches, Asian manufacturers are quite active. The area of the strongest competition - medium price segment. Intense competition is manifested in the segment of foreign cars. Russian manufacturers certainly not easy to find and maintain your place in the market Supplies for foreign cars.
Oil filters are a sought-after product, which is why the so-called packaging companies, which do not have their own production, are interested in them. This fact is also an additional incentive for tougher market competition. With the current democratic nature of market mechanisms, it is very easy to place an order for the manufacture of filters with a manufacturing company under its own brand, without having its own production.
All modern oil filters are basically the same in terms of design, differing only in manufacturing technology and material quality. The main part of the oil filter is filter element which is made from special paper.
How to choose an oil filter?
First you need to carefully inspect the product and pay attention to the quality of its body: it must be durable, able to withstand pressure drops and resist corrosion so that oil does not leak during operation. Similar requirements should be made to the seal, but the quality of the valves, unfortunately, is much more difficult to determine by eye.
The main part of the filter is the filter element itself, which is made of special paper. It must have a number of characteristics: a wide temperature range of operation, dust-holding capacity, screening completeness, high strength, aging resistance, which ultimately will provide a high degree cleaning. Poor-quality paper can filter well for several thousand kilometers, but then, through gusts, dirt will enter the engine. Too loose paper is not able to effectively clean the oil at all, which leads to accelerated wear engine.
It is important who the manufacturer of the filter is. Companies issuing quality filters, indicate the country of issue, the exact address, Contact phone numbers. Often such products are actually released in China in an unlicensed production. At the same time, the brand is often registered in one of the European countries, then the cheap product is labeled with a resounding brand name and sent to emerging markets.
Sometimes people who have bought a cheap fake filter reassure themselves with the thought that it will not last long anyway and there will soon be a great chance to replace it with a better one. However, the problem is that using a low-grade oil filter can cause irreparable damage to other parts of the car's engine: a faulty emergency valve let the oil bypass the filter, and the slag that poured into the engine will quickly disable it. In this case, the valve may jam so that the filter housing will burst and oil will flow out of the engine. A filter insert made of low-quality filter material can tear and clog with its residues. oil channels in the engine.
The range of oil filters is large, and their prices are affordable. But not every filter is suitable for your car.
You need to be able to not only do right choice, but also to distinguish a real item from a fake.
(Prepared in collaboration with AS Marketing )
The capacity of the automotive filter market is huge, about 300 million dollars, since there are many different filters in a car - from eight or more. The car filter market is reacting to changes in the fleet as a whole, the collapse in new car sales does not affect it too much. Therefore, the situation on the automotive filter market can be called stable, more precisely, inactive.
IN modern cars air, oil, fuel, cabin filters, filters crankcase gases since the introduction of Euro-4, filters for cleaning oil in automatic transmissions, additional filters can be installed for fine cleaning diesel fuel heated, diesel fuel pre-filtration systems, adsorber filters to remove moisture from pneumatic brake system in trucks, antifreeze filters and others. The largest market share is occupied by oil filters and air filters, and the most growing segment is cabin filters.
Oil filters
The market for automotive oil filters in the Russian Federation is growing by 1%–2% annually. In Russia, the oil filter change interval is approximately equal to the mileage of a car per year, so the volume of the oil filter market in quantitative terms is slightly larger than the car fleet.
The Russian market is represented by products of key global manufacturers, such as Mann and Knecht, Russian companies, packaging companies, and a large number of counterfeit, since it is possible to establish the production of filters in semi-handicraft conditions. Filters differ in cost, which is determined by both the brand and real quality indicators.
The structure of the oil filter market can be considered fully developed. In the secondary market among passenger cars domestic brands TM "Livny", "Difa", "Kostroma filter" prevail. In the segment of passenger cars of foreign brands, filters TM Finwhale, Mann, Fleetguard are in the lead.
Primary market needs Russian stamps provides mainly JSC Avtoagregat. On the market trucks TM "Livny", "Difa", "Kostroma filter" prevail.
Due to the fact that the oil filter market is stable and mature, it is characterized by an average level of competition, which is more acute in the segments of foreign cars during periods of growth in the car market. The struggle takes place between manufacturers and packers and between manufacturers of legal products and counterfeit products, but in times of crisis, the segments of legal, branded products and quality filter packers grow more slowly than counterfeit products.
This is facilitated by the fact that outwardly high-quality filters may not differ from direct fakes, since in the manufacture of filter elements, easily externally reproducible materials are used, most often these are special types filter paper, as well as various multilayer non-woven filter synthetic materials.
Concerning further development, then in Russia in the foreseeable future no changes in the situation in the car market are expected, respectively, and in the market under consideration, approximately the same situation will remain as it is now with the strengthening of the positions of cheaper, off-brand products.
Technological progress in the production of oil filters occurs in the direction of enlargement and complexity of the design of car filtering devices, deliveries to secondary market replaceable filter elements that are easy to dispose of at the end of their service life, the development of packageless highly specialized filter elements.
Air filters
The volume of the air filter market in the Russian Federation is about 50 million units. The market is divided between manufacturers of widely known brands in the world from the EU and the USA, Asian manufacturers and domestic enterprises.
There are more than twenty well-known TMs of the products in question on the market. Most wanted
for cars of new domestic brands air filters- TM Filtron, Fortech, Fram, Goodwill, Mann, Knecht, as well as
SibTEK, TSN Citron. In the segment Russian foreign cars products of TM Febi Bilstein, Knecht, Mann, Filtron, LYNXAuto, Patron, TSN Citron, Champion prevail. In the segment cars Asian brands are most in demand air
filters TM Mann, Knecht, Sintec, Nevsky filter and original ones.
The air filter market can be called formed, the level of competition is average, in more dynamic times it becomes aggravated in the segment of foreign cars, then this segment is dominated by imported brands. Domestic products are in demand in the segment of domestic brands.
The market is also influenced by regional features - outside of Moscow and St. Petersburg, car owners are more loyal to domestic products and off-brand filters for domestic cars, which make up the majority of the regional vehicle fleet. Imported branded filters can be several times more expensive than domestic products, which determines the choice of the car owner.
The market is generally characterized big amount off-brand products, active packaging companies, resale of Chinese and Turkish products different quality, a lot of counterfeit. This feature is determined by the fact that the organization of the production of air filters does not require large investments and sophisticated equipment, especially for the resale of products of unknown brands.
The dynamics of the development of the automotive air filter market is determined by changes in the vehicle fleet as a whole - sales of both new and used cars. Therefore, if sales of new cars fall, then the size of the market for air purification systems changes little. But the quality of the market is deteriorating.
One of the key trends in the technological development of air filters is the desire for maximum compactness. In particular, for this reason, round filters have been replaced by panel-type air filters, which have a more favorable ratio between the filtration area and the housing volume. Further progress is related to the ability to change the shape of the filter.
For example, Mann+Hummel has already created the Flexline manufacturing technology. The Flexline air filter can be installed in any limited space, as it has a flexible outer contour and can be molded into any shape. In addition, the flexible circuit allows you to increase the filtration surface. But this technology, most likely, will not reach the Russian car market soon. Not before the car market gets out of the pit of the crisis.
cabin filters
Segment cabin filters was one of the most dynamically developing within the considered market. Rates of growth
accounted for more than 10% annually. Cabin filters are relatively new, but by now the EU fleet is 85% equipped with cabin filters and 97% of the new car fleet, and in the near future every car will have a cabin filter.
Accordingly, the number of cabin filters in the Russian car market grew at an accelerated pace. Now sales of new cars in the Russian Federation are not growing, and therefore sales of cabin filters have also slowed down.
The market for cabin filters in Russia has not yet been formed, car owners for the most part do not consider it necessary to install these devices in a car, and at present they are also saving on non-essential auto components.
Nevertheless, there are already major players in this market, whose shares can be roughly determined. These include
Mann+Hummel, which occupies about 20% in the branded products segment, Sogefi, which occupies about 5% of the segment, and Bosch, with a share of about 2-3%. At the same time, the share of cabin filters made in China, Korea and other Asian countries is increasing. Russian enterprises also supply cabin filters to the market, in particular, Concern Citron LLC.
For obvious reasons, the high growth rates of the cabin filter market will not recover in the short term. But the fleet of the Russian Federation, as before, continues to change towards an increase in the share of foreign cars and cabin filters will be in demand, as they are built into the car at the assembly plant and need to be replaced regularly. At the same time, the share of off-brand products will grow faster, since they are cheaper.
Market participants note that the purpose of cabin filters is still unclear to many car owners in Russia. Especially the need for them regular replacement. This hinders the development of the market no less than overall decline purchasing power.
Cabin filter manufacturing technology is not changing too dynamically and no major changes are foreseen here.
Cabin filters are mainly made of corrugated paper and the quality of cleaning is sufficient for domestic car owners. Some companies import cabin filters made of non-woven materials into the Russian Federation, which provide a more thorough screening of dust and soot particles.
Still rare are carbon cabin filters, which are made from paper with activated carbon particles that can remove dust and traffic fumes except formaldehyde or CO2. But for the Russian market they are too expensive. Electret filters are also rare, which have an electret layer of a large number of charged fibers that retain the smallest particles of contaminants.
Almost unknown in Russia carbon filters having an electret layer and a layer with antiseptic impregnation. All these, modern views cabin filters are still waiting in the wings in the Russian car market. On the other hand, the deceleration of the car market may at the same time be the key to future rapid growth.
At least after every 10,000 miles, the driver who cares about his car changes the air filter. Thus, we can conclude that this is a product, the demand for which will always be. The production technology is simple, and the equipment for the production of filters for cars is relatively inexpensive, which attracts entrepreneurs who want to master this line of business.
Air filter functions
The main task of an automobile air filter is to clean the air entering the engine. good detail subject to her timely replacement traps up to 99% of "foreign" particles contained in the air. A quality product does not lose its properties throughout the entire service life. In addition to directly filtering the air, it also dampens noise and regulates the temperature. Thanks to the air filter, the risks of various damages are significantly reduced. car engine and minimize wear on parts.
Types of air filters for cars
It is possible to manufacture air filters for cars from paper, and they can also be inertial oil or carbon. The shape may also be different. Equipment for the production of filters for cars uses a special raw material - cellulose fiber paper. It is protected by a special impregnation, so that it is not afraid of water, oil or fuel. Paper products do a better job of their direct task, so they are somewhat more expensive than coal products. The filtering ability is further enhanced by the fact that the paper is folded into an accordion.
Various designs of air filters
The following types of paper filters are distinguished by shape:
- cylindrical;
- panel;
- frameless.
Cylindrical air filters are mainly used in cars with carburetor type engines. In modern passenger cars, mainly panel-type products are used. This design is optimal, since with its small volume the filter has a large filtration area.
How to produce car filters
The production technology of air filters is quite simple. It lies in the fact that a special rotating drum feeds the paper between two rotating cylinders, which bend it, making an accordion. The counter counts the same number of folds. After that, the paper is sent along a conveyor belt to a circular saw, which makes a cut at regular intervals.
The upper and lower parts of the filter are made using aluminum molds coated with liquid wax, and liquid polyurethane. All operations with molds, namely waxing, filling with polyurethane, subsequent transfer of the finished product to the cooling grid, are carried out by a manipulator.
Equipment for the production of filters for cars represents almost completely automated line, which can be served by only one worker. Its tasks include laying blanks of corrugated paper on the bottom of the filter, removing finished products from the chute into which they fall after the manipulator has finished its work. Packing of finished products is also carried out by the line operator. Thus, a complete production cycle takes approximately 20 minutes.
You can collect a line from constituent parts. However, by purchasing ready-made, assembled and configured equipment, you can minimize labor costs, maximize work productivity, and also protect yourself from problems with the maintenance and repair of devices.
