14. ISUZU Dealers Sales Contribution
2010
0
200
400
600
800
1,000
1,200
1,400
1,600
Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
Alissa
BBC-Jeddah
Al Yemni (Central))
BTTC
Al Yemni (Eastern)
26. Market Trends in 2010
• Automotive market started recovery in 2010.
• Demand increased in the market with very tough competition from
other brands in promotions:
– Special finance rate
– No down payments and no admin fees
– Pay 50% of vehicle, enjoy it for 3 years then bring it back to us. “Nissan”
– Pay first and second installments for the customer “Nissan”
– Tickets to world cup
– Special price from Mitsubishi crew cab “52,900 SR”
28. Marketing Activities
• D-max “GPS” campaign for retail customers
– For crew cab 3.0 LD (from 15 Feb to 31 March)
– Insertions in Riyadh, Jazeera and Al Iqtsadeia newspapers.
– Cooperation with DarMoja “Garmin” for gifts
29. Marketing Activities
• One Tank challenge in cooperation
with IOT
• D-max Quiz campaign
– Collection of answers from customers.
– Delivery of Gold prizes to 2 Alissa
customers.
30. Marketing Activities
• Free inspection service campaign
• 2.99% financing rate campaign for
Retail and fleet customers in
cooperation with ANB.
32. Marketing Activities
Start the Monthly Newsletters
from AUM to our customers.
– First issue was sent in first of
May
– The newsletters will contain
updated information about
Alissa, new offers, new
achievements, Isuzu news……
Online Marketing activities:
37. Launch AUM website in Arabic and English language
Online Marketing activities:
Marketing Activities
38. Marketing Activities
Launch CRM System:
CRM: strategy for managing and nurturing our company’s interactions with our
clients and sales prospects.
We use CRM technology to organize, automate, and synchronize business
processes, principally Sales activities, Marketing , Customer Service, and
Technical Support.
Activating CRM for retail and fleet sales team.
39. Marketing Activities
AUM SUPPORT CENTER
– Training programs for Isuzu customers in
cooperation with International Educational
institutes.
– Support services to fleet customers including
service training for mechanics, safety driving
training for drivers.
– Seminars for company owners
– Monthly newsletter.
40. Marketing Activities
• AUM SUPPORT CENTER first activity
– Launch meeting in Riyadh with the attendees of 26 customers and MC
and Isuzu Motors representative.
– Program “Value based suppliers management”
– 2 days training in Co-operation with TTM associates from UK.
41.
42.
43. Marketing Activities for Q2
D-Max Family Concept
– Specially designed concept to enhance sales for retail customers.
– New Name, New design and new positioning in the market for Isuzu D-
max.
– D-max family will be launched in June 2010.
44.
45.
46. Silver Jubilee Celebration
• Alissa Universal Motors (The Authorized Dealer For Isuzu Motors) in
Saudi Arabia has recently celebrated the anniversary of the Silver
Jubilee marking 25 years as authorized dealer for Isuzu Motors in
Makarim Hall at Marriott Hotel in Riyadh.
• The event was attended by 310 guests including representatives
from Isuzu Motors, Isuzu Operation in Thailand, Mitsubishi
Corporation and Alissa Customers (Individuals & Companies).
• The event was sponsored by Sheikh Ziyad Alissa (the board
member of National General Automotive Company).
47. Silver Jubilee Celebration
• Sheikh Ziyad Alissa as well as Mr.Tadao Matsumoto
(ISUZU Motors) , Mr. Ken Takashima (President Isuzu Operations
"Thailand" Co. Ltd) and Mr. Mazen Yousef ensured through their
speeches on the strong relationship between Alissa Universal
Motors and Isuzu Motors.
• Major clients and partners were awarded by Sheikh Ziyad Alissa in
occasion of celebrating successful strategic alliance.
• Valuable gifts were distributed to all audience celebrating the Silver
Jubilee
52. Marketing Activities
• Bridgestone Employee Training.
– Objectives:
Differentiate our sales consultants through training to
be reliable partners to our customers.
– Coordinating with Bridgestone for providing training
for all AUM employee to evaluate suitable tires for
each vehicles and to know more about tire
maintenance.
54. Marketing Activities
• Field Force competency improvement Meeting
July 2010
– Agenda:
• Sales performance.
• Main Issues and suggestions.
• Time management training.
• Honor best achievers.
• Social lunch.
Confidential
56. Marketing Activities
• D-Max Campaign with AlRajhi Bank in
cooperation with Mr. Kambara. Insertions in
Riyadh, Jazeera newspapers in addition to
Radio campaign. August 2010.
• Hajj campaign with ANB in cooperation with Mr.
Kambara. Insertions in Riyadh, Jazeera
newspapers. November 2010
Confidential
58. D-Max Family Launch
• Photo shooting session.
• Insertions in Riyadh, Jazeera and Al Iqtsadeia
newspapers. August 2010
• Target family sector by Canopy and youth by
Full box.
• Attract Families to showroom via “D-Max Family
in children eyes” project
64. Marketing activities
• Ramadan Campaign:
– Special financing rate (Alrajhi & AlYusr).
– D-Max Family promotion.
– Ramadan Gifts.
– D-Max Family in Eyes of Children Activity
Confidential
67. Marketing Activities
• “ISUZU at your place” project.
– Objectives:
• To increase traffic in new cost effective way.
• To increase awareness about Isuzu vehicles.
• Generate more sales.
– Presence of Isuzu demo cars with sales consultants
in target audience venue (Markets) using booth with
materials to refer prospective customers to show
room with motivation to receive gifts and discounts.
68. Marketing activities
– First application in Bilda Mall from September 20 to
October 25.
• 10,000 visitor to the Mall during campaign.
• 2 in site retail purchasing.
• 11 new fleet leads.
71. Saudi Build 2010
• Participation in Saudi Build 2010 international exhibition
18-21 October.
• 22800 visitors in 4 days.
• 150 new leads, 19 hot leads.
• Preparing heavy duty and D-max for demonstration.
• Special offers related to the exhibition free service for the
first 20,000 KM .
77. Marketing Activities
• Field Force motivational Meeting November
2010
– Agenda:
• Morning Sport activities ( Football, Swimming,…. Etc,)
• Business Review Meeting.
– Sales performance.
– Main Issues and suggestions.
• Communication Skills training.
• Honor best achievers.
• Honor Saudi Build Champs.
• Social launch.
• Social Games (Tombola)
81. 2011 Marketing strategy outlines
• Maximize the efficiency of Marketing budget:
o Integrating online with offline marketing activities.
o expanding our e-marketing activities (banner advertising - Google Adwords camp.)
o approaching different communication agents (new suppliers for promotional items)
o More effective gift distribution (providing valuable gifts to fleet customers via
established process and reasoning).
• Achieving Market share of 55% in central region at 2011 through:
o Isuzu at your place project.
o Corporate Social Responsibility program (Ethical Driving Campaign)
o Alternative Environment friendly campaign.
o Increasing Share Of Voice and Share Of Noise
o Diesel concept building activities.
o Focusing on CRM implementation (Kerridge and Web CRM)
82. 2011 Marketing strategy outlines
• Maintain and increase our customers loyalty through:
o Ethical driving campaign.
o AUMSC training waves for different levels.
o AUM branding activities.
o Promotional activities.
• Increase accessibility through:
o Expand Target Audience via online channels.
o Isuzu at your place project.
83. 2011 Sales strategy outlines
• Increase total sales by 10%:
o Open new sales office in IC2 ( industrial city 2).
o Developing the governmental sales.
o Increasing the heavy duty truck sales by establishing dedicated department for heavy
duty trucks sales.
o Increase outdoor sales staff .
• Keep minimum 8.5% GP through:
o Give priority to margin over volume sales.
o Improving retail sales share of total sales.
o Developing Field Force competences.
• Developing Daily and weekly Sales Reports .
o Reengineering reporting process of sales from S. Force to S. Supervisor & Weekly
from S. Supervisor to S. Manager.
84. 2011 Sales strategy outlines
• Strictly monitor operating cost at budgeted level through:
o Manage inventory levels between 2 to 2.5 months sales.
o Review and approve cost allocations.
The overall goals are to Find, Attract, and Win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service.
