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WHAT A GEOLOGIST NEEDS TO KNOW ABOUT MARKETING AND
TRANSPROT OF INDUSTRIAL MINERALS
Spring 2018
SAFETY
The major difference between mining metals and industrial minerals is the separation of metals and markets (guaranteed) and the interconnection between industrial minerals and markets Another important difference is the variability of price, metals defined by international markets, industrial minerals is negotiated
IM Marketing Summary Table Market Characteristics Commodity Minerals Specialty Minerals Place value High (transport sensitive) Low (transport insensitive) Volume Large Small Unit price Low High Substitution Easy Hard Differentiation Less More Specifications Industry standard End-user customized Sample evaluation Short Long Properties & uniformity General Highly controlled Testing Standard Specific or customized Marketing & management style Business Technical Main sales basis Price (undifferentiated) Performance (differentiated) Time to first sale Short Medium to long Rate of market change Slow to moderate Rapid to moderate Need for laboratories and R&D Low High
Marketing is the exploration phase for
industrial minerals and rocks
Marketing study
• Forecast demand • Plant capacity • Production costs • Net profit after transport, packing, storage costs,
delivery price, taxes
Marketing study report • Executive summary • Geology and resources • Mining and processing • World production • Leading producers • Production and processing by country • International trade • Consumption • End uses • Prices
FACTOR METAL IM Market type Undifferentiated Differentiated
Total value Lower ~33% Higher ~67%
Specifications Few Many
Buyer loyalty Low (price) High (perform)
Branding Uncommon Common
Marketing Low High
MARKETING versus SALES
Strategic Tactical Long Range versus Focused Customer (Long Term) Customer (Daily) |← Overlap →|
IMSEGMENTS
PERCEIVEDIMPORTANCE
PRACTICALIMPORTANCE
Marketing 5 1Transport 4 2Processing 3 4Mining 2 5Exploration 1 3
Geology dictates deposit existence
Markets dictate deposit development
Transportation
IM MARKET TYPES
Commodity = Product driven
Specialty = Market driven
GENERAL IM TYPE COMMODITY SPECIALTY
MARKETINGNEEDED ↓ ↑
TECHNICALSUPPPORT ↓ ↑
RESEARCH &DEVELOPMENT ↓ ↑
COMMODITY vs SPECIALTY EMPHASIS
Specialty Alone high value high risk Commodity Alone low value mod. risk Commodity + Specialty moderate value least risk
MARKET CHARACTERISTICS
COMMODITY MINERALS
SPECIALTY MINERALS
Place Value High (transport sensitive)
Low (transport insensitive)
Volume Large Small
Unit Price Low High
Substitution Easy Hard
Differentiation Less More
MARKETCHARACTERISTICS
COMMODITYMINERALS
SPECIALTYMINERALS
Specifications Standard Customized
Sample evaluation Short Long
Properties,uniformity
General Controlled
Testing Standard Customized
MARKETCHARACTERISTICS
COMMODITYMINERALS
SPECIALTYMINERALS
Market &Management style
Business Technical
Main sales basis Price(undifferentiated)
Performance(differentiated)
Time to first sale Short Medium toLong
Market change Slow to moderate Rapid tomoderate
Lab & R&D need Low High
MARKETING Market Study = What?
Market Development = Where? How?
MARKET STUDY
Commodity Survey — basic data, easy, past & present
Market Evaluation— forecasting, hard, future
MARKETING STUDY
Asking the right questions of the right people!
MARKET STUDY
• Exploration green field, grass roots • External inactive; active
(generally well known) • Internal inactive; active (new or
existing product)
Commodity Survey
• Existing Data – Financial – Production – Geological – Legal – Environmental
• Very minor forecasting
MARKET EVALUATION
• Forecasting (volume, price)
• Economic/Financial Analysis
• Specific Products
• Timing
• Location
APPROACH Industrial (Short time)
Consumer (Long time)
MARKETING ORGANIZATION
TYPES
In-house Distributors
Agents Merchants
Traders
MARKET POSITIONING STRATEGIES
• Low cost
• Differentiation
• Focus
• Segmentation
Major Markets • Agriculture • Ceramics • Chemical • Glass • Paints • Paper • Plastics • Refractories • New markets (critical minerals=solar, )
Ceramics
Chemicals
Glass
Paint, Paper, Plastics
Refractories
New Markets • Fuel cells, wind turbines, solar panels • Nanomaterials
– Particle size 1 to 100 nanometers (10 (-9) meters) – Clays, talc, titanium oxide, calcium carbonate – Chemical, mechanical, physical properties superior to
larger particles—fine crystal size and large surface area
– wood preservation, marine antifouling, thermoplastics, permanent coatings, environmental catalysts, deodorants, oral care, glass polishing, semiconductor polishing
SUMMARY Metals and IM’s require markedly different approaches
Marketing dominates industrial minerals
IM marketing style = industrial, not consumer
Marketing (strategic) and sales (tactical) differ
IM marketing evaluation = Ask the right questions
IM markets = commodity (product) or specialty (market)
TRANSPORTATION
TRANSPORTATION CONCEPTS
• Overall transport is 21% of US economy • Often >50% of delivered IM cost • Bulk versus value • Place value • Value added • Quality retention or “do no harm” • Efficiency, luck, and risk
Transport Often exceeds 50% of delivered cost (highest except food)
Industrial Minerals Mine Shipping $ End % of As $ per short ton $ $ User del $ Construction aggregates 4–7 2–6 6-13 27-52 Industrial glass/foundry sand 7–12 6–10 13-22 39-51 frac sand 15–12 25–40 40-52 65-75 Cement domestic 40–50 8–14 48-64 15-24 imported 26–30 8–14 34-44 22-33 Pumice (import) 10–15 9–12 19-27 42-49 Coal 19–28 10–17 29-45 30-42 Gypsum 5–10 10–15 15-25 57-67 Feldspar (ground) 40–50 40–60 80-110 47-57 Lime 35–50 15–25 50-75 26-37 Kaolin (slurry) 30–45 20–35 50-80 45-48
GEOLOGY existence
Development
⇓ TRANSPORTATION
⇓ Production profit
MARKET
7 R’s of Transport 4 P’s of Marketing Right product Product Right quantity Right condition Right place Place Right time Right customer Right cost Price Promotion Service
TRANSPORTATION AS MARKETING
“THE MARKETING CONCEPT” • Focus all activities towards total customer
management and satisfaction • Make products consumers want vs making
consumers want a product • Transportation can ⇑ customer satisfaction • Industrial marketing better for IMs than
consumer marketing approach • Industrial marketing focuses on customer
satisfaction
IM TRANSPORT COST FACTORS
IM volume & processing Wet or dry; bulk or packaged Transport distance Availability, schedule & transit time Equipment & support facilities
…more factors
Distribution, terminal, & port facilities Support services or lack thereof Ex-Im tariffs, bonding & customs Governmental & environmental regs. Cultural or regional differences Insurance & risk-avoidance
TRANSPORT RISK
Truck Lower Risk Rail ⇓ Barge ⇓ ⇓ Ship Higher Risk
TRUCK TRANSPORT
• Unlimited year-round movement • Load & unload quickly • Operate independently with small crew • Flexible
– Small lots & variable sizes – infrequent shipment
• Very expensive; 10–25¢ per ton-mile
TRUCKING 2
• Transports about 60% of US cargo • Highest cost per ton mile • Very flexible • Rates fixed (common carrier) or negotiation • States set common or contract carrier • Common carrier serves all = highly regulated • Contract carrier negotiates with each customer
• separate, confidential contract rates • based on many economic and competitive factors
RAIL TRANSPORT
• Slow; limited to track • Inflexible • Expensive, 2–4¢ per ton-mile • Time, volume, distance interaction • Railcars/service often unavailable • Railroads often difficult to deal with
Rail 2 • Subsidized or nationalized except in U.S. • Haul about 25% of freight • Railroads restrict interchange points & reciprocal switching
agreements with other railroads • Today most material moves under commodity, scale, or
contract rates held confidential for competitive advantage • Hauls from producer to user over a single railroad are
cheaper than joint-line movement – profits are shared – some expenses duplicated
Railcar service • Mingle car--100 t or less, very slow, high rates • Multiple car—1200 t or more, slow, moderate rates • Trainload--4000 t or more, cars loaded and unloaded together, fast, low
rates • Unit train--contract tons per time in set number of cars, continuous
turnaround service, very fast, lowest rates • Some railcar types used by IM producers are:
– hopper – rapid discharge – gondola – covered – pressure differential – and special service
Railroad Cost Factors • Loading time • Volume moved • Distance • Unloading time • Rail equipment • Rail equipment owner • Competing transport • Competing rates • Value of service
BARGE TRANSPORT
• Slow • Inflexible
– needs river, canal or waterway and locks – oriented to large bulk cargoes
• Limited access; grain season (Aug.–Nov.) • Inexpensive; 0.75–1¢ per ton-mile
Barge 2 • Relatively unregulated rates; private contracts • Contracts negotiated via market forces • Inland waterways carry 12% of US freight for 2% of US
freight billings • Inland waterway is about 23,200 km of which the lower 400
km are accessible to ocean-going vessels • Coastal seaways (Gulf Intracoastal Waterway from Texas to
Florida is also important • The Rhine, and its feeder ports on the North Sea (Rotterdam,
Antwerp, Amsterdam), connect via canal to the Danube and the Black Sea
SHIP TRANSPORT • Slow • Needs extensive infrastructure • Very inflexible
– not now geared to IM cargoes – not usually a factor inland
• Seasonal (grain, iron, coal, fertilizer; E↔W) • Very inexpensive; 0.1–0.15¢ per ton mile
TYPE GROSS DWT
DESCRIPTION
CAPESIZE 100,000– 200,000+
Too big for Panama Canal; transits Cape of Good Hope or Cape Horn
PANAMAX 60,000–80,000
Maximum to transit Panama Canal; 32.2 m beam and 275m length
HANDYMAX 40,000–52,000
Inexact term
HANDYSIZE 20,000–35,000
Inexact term
SHIP TYPES AND SIZES
SHIPPING CONTRACT RISK
Through Rate Lower Risk Liner ⇓ Trip Time or Voyage Charter ⇓ ⇓ Contract of Affreightment ⇓ ⇓ ⇓ Time Charter ⇓ ⇓ ⇓ ⇓ Bare Boat Higher Risk
…more risks
• Accidents • Weather (time to avoid) • Breakdowns • Stowage errors • Port problems (either end of voyage) • Political problems
Shipping • Tramp
– Voyage: single voyage, rates from spot market – Contract of affreightment: lift specific tonnage over several voyages for a set period
– Time: voyages for a specified time under direction of charterer who
bears most costs except wages, victuals, and insurance as "disponent owner" – Bare boat: charterer takes vessel for specified time, staffing and
operating it without restriction • Liner (schedule with conference) • Coastal or coaster • Short sea • Long sea
Shipping, cont. • Underutilized in past by industrial minerals • Big 3+ = wheat, iron ore, coal, (fertilizer) • Brokers critical; history of ship helpful to limit
contamination and other problems • Bulk shipping
– Unregulated – Cyclical – Fixtures by negotiation
Shipping, even more
• Control over commodity transport greatest if shipping FOB load port and fixing a vessel – Leaves control in hands of IM producer – Ensures vessel type, contamination level, ship-owner reliability, on-time arrival – Flexibility to respond to the freight market
• Charter on a delivered basis – Cost and freight, or C&F – Leaves control in the hands of the ship-owner – Causes some uncertainty and lowers flexibility
Shipping Brokers
• Cable, cargo, and ship brokers lessen risk – canvass the shipping market, – evaluate freight offers and services, – provide relatively unbiased opinions
• Worldwide shipping market – cyclical – dominated by supply and demand – operates 24/7
• Correct choice of discharge port is critical – based on distance to customer and transport available – shortest distance is not always the cheapest
TRENDS
⇑ Deregulation & integration ⇑ Marketing & transport distance ⇑ Just in time delivery; mostly by truck ⇑ Use of brokers, traders, trade groups ⇑ Distribution centers ⇑ Bulk or container terminals
…more trends
⇑ Use of rail & water transport ⇑ Large ships serving fewer ports ⇑ Use of containers on inland waterways ⇑ Importance of transport managers ⇑ Internet information & commerce
TRUCK RAIL BARGE SHIP US cents/ton-mile 10-25 (high) 2-4 (moderate) 0.75-1 (low) 0.1 (very low) Rates & Regulation
Negotiated (→ regulated)
Negotiated (→ regulated)
Negotiated (↓ regulated)
Negotiated (~ free market)
Flexibility Very high Moderate Low Very Low 25 t 100 t 1200 t (15-40) 60,000 dwt Capacity US
(Typical) Europe Varies Varies 1500 t (4-6) 150,000 dwt Subsidy type Roadway Track Locks Ports Containers Yes Yes Yes Yes Negotiations (Mostly confidential)
Easy; often via regional dispatcher
Hard; RR often not very responsive
Easier with broker, harder without
Less hard with broker, very hard without
SUMMARY OF TRANSPORTATION TYPES
North American Perlite A transport example
• Greek imports to East Coast of USA • Trans-loading from ship to railcars • Market focus reversal to West Coast • Containers to Pacific Rim • Also Gulf access (Mobile; Houston) • Panama Canal, Cape Horn
ASSIGNMENT Sustainable development
• Barker, J. M., and McLemore, V. T., 2005, Sustainable development
and Industrial minerals: Mining Engineering, December, p. 48-52, http://geoinfo.nmt.edu/staff/mclemore/documents/sustdevIM.pdf
• McLemore, V. T., and Dennis Turner, D., 2006, Sustainable development and exploration: Mining Engineering, February, p. 56-61, http://geoinfo.nmt.edu/staff/mclemore/documents/sustdev.pdf
• A GUIDE TO LEADING PRACTICE SUSTAINABLE DEVELOPMENT IN MINING, https://industry.gov.au/resource/Documents/LPSDP/guideLPSD.pdf
• Industrial Minerals and Rocks in the 21st Century, http://www.ehu.eus/sem/seminario_pdf/SEMINARIO_SEM_2_287.pdf