AUM

Online Marketing Activities

• SA - 25,731,776 population (2010)

• 9,8 Millions Internet users as of June/10, with 38.1% penetration

rate, with double digit growth every year.

– At year 2000 internet users at Saudi Arabia was 200,000 which represent 0.9 %

• High integration in Social Media market

– 2,575,740 Facebook users on August 31/10, 10.0% penetration rate.

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"It may not always be profitable at first for businesses to be online, but it is

certainly going to be unprofitable not to be online."

Esther Dyson

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Why e-marketing ?

• High Reach level: Research shows that 73% of in-market consumers use the

internet to research their next vehicle then As they get closer to purchase,

over a third (37%) are looking for dealer locations.

• Targeting: Talk only to customers who want to listen to AUM about the

topics they would like to listen to

• Effective and measurable communication tool: Customizability & easy

response tracking and See who is responding and who is not, therefore take

corrective actions.

• It’s Live, interactive: Get the right feedback from your customers.

Digital Marketing Activities

1. AUM website renovation.

2. Establish AUM presence in social media networks.

3. Email marketing campaigns.

4. Developing online event management to be integrated into

coming offline events.

5. Developing first online marketing campaign strategy.

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It is not about only creating a website, we are building our web

presence through the integration of the new version of the

website and the social media networking.

AUM has started its travel from a physical showroom and has

reached to its current destination of virtual showroom,

enabling a faster, professional and wider reach in much

economical way.

Building the new version of AUM website

New version Vs. Old Version

The benefits of jQuery are:

• Increased SEO which means more traffic through search

engines.

• More browser compatibility

• Compatible with I-Phone, I-Pad and Smart phones (website

appears exactly as on computers).

• the pages are lightweight that means easier loading.

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New Version Old Version

Used Technology J-Query Flash

Browser Compatibility Compatible with all browsers Without installing adobe flash

Compatible with all browsers after installing flash

Compatibility with smart phones (Accessibility)

Compatible with I-Phone, I-Pad and Smart phones

Not Compatible with I-Phone, I-Pad and smart phones

Usability Maximum 3 clicks to navigate from anywhere to anywhere within the website

Up-to 6 clicks to navigate from a page to another page.

Page Loading Light Heavy

Layout User friendly – colorful Not attractive

Website Statistics

• No. of generated requests: 124.

• No. of visits: 1172 visit.

• No. of page views: 8846 pages

• No. of pages per visit: 7.55 page

• Bounce rate: 8.53%

• Avg. Time on site: 05:31 min.

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Establish AUM presence in social media networks.

The importance of digital media marketing has proven itself as

an essential part of a business and as a fast mean of

transferring information.

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Importance of Digital Media

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Facebook Fan Page enables us to Interact with our Customers and Prospects

Post Views: 12,755 Daily Photo Views: 409Daily Video Views: 163

External referral from Google: 874

AUM Videos Watched 10,331 Times Till Now And Counting

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Flickr is an online system that provides an

affordable way to store and manage photos, as

well as share them with the world.

Our photo stream on Flickr:

http://www.flickr.com/isuzusaudi

Email marketing Campaign

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Objectives of AUM monthly newsletter

• Expand customer database.

• Increase brand awareness, and

communicate special offers and promotions.

• Overcome obstacles for easy reaching target

consumers

• Target the specific segment of consumers

with the right message.

• Direct qualified traffic to AUM website for

further action.

Email Marketing Campaign statistics

• Average open rate: 36.8%

• Average Bounce rate: 5.2%

• Average click through rate: 35.1%

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20

CRM Overview

• The Goal of CRM is to reach optimal customer satisfaction

through comprehensive and easily accessible knowledge

about customers, markets and processes in all phases; from

customer acquisition via sales and distribution processes to

customer after sales services processes.

To reach this goal, all relevant processes in MARKETING, SALES

and SERVICE, as well as the complete communication with the

customer across all defined channels, need to be optimized

and integrated.

CRM in Kerridge

The new CRM system can help AUM different departments in the

following:– Provide a fast mechanism for managing sales calls and scheduling follow-up

with customers

– Different kinds of reports (ETR, CTR etc…)– Facilitate customer segmentation (Know Your Business, Know your Users)

– Adjust our stock based on enquires.

– Adjust marketing strategy to be more effective and directed.– facilitating communication, Increased profitability and customer loyalty.

2010 CRM results

Enquir

y

Quotat

ion

New C

ustom

ers

Sales I

nvoic

e

Follow

Up

0100200300400500600700800

Q2-2010Q3-2010Q4-2010

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2010 Major challenges

• CRM Associated technical problems.

• Lack of accurate database.

• Unfamiliarity of the sales team with the newly applied CRM system.

• Lack of linking and cooperation between sales team and other

departments.

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Q1 - 2011 CRM Activities

The first phase (January to June 2011):

1. Launching a new workshop (CRM supervisor, IT concerned person) that

working mainly on solving CRM technical problems and suggesting,

modifying or adding new tools to the current version of CRM to enhance its

usability and value for AUM staff.

2. Closely monitoring CRM daily performance to ensure data quality.

Q1 - 2011 CRM Activities

3. Extensive training sessions to be applied frequently for whole sales team

and one by one to help them fully understand the new features and motivate

them as well to use the new system with its full features in the right, accurate

way.

4. Preparing the new form of AUM quotation to be launched through Q-2-

2011.

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Saudi Arabia Auto Industry SWOT

Strengths:

• The regional economy is liquid with petrodollars. High business confidence and

increased disposable incomes provide a favorable background for the automotive

sector.

• Saudi Arabia is the largest importer of cars and automotive parts in the Middle East.

• As the main OPEC swing producer, the kingdom is in a strong position within the

cartel.

• The recent oil price boom has boosted growth in the non-oil sector and

infrastructure is now much improved.

• A large and growing local population means solid domestic demand for goods,

services and infrastructure in spite of the global macroeconomic crisis.

Weaknesses:• There is no local production of passenger cars and only a small number of

commercial vehicles are assembled locally.

• The domestic market is largely dependent on international car manufacturers for the

style and design of autos and its profitability is hostage to the demands of those

major suppliers.

• Dependence on oil means growth, exports and government revenue remain highly

vulnerable to shifts in world oil prices.

• The private sector is dependent on expatriate labour, reflecting a shortage of

marketable skills among nationals and a high unemployment rate among Saudi

citizens.

Opportunities • Trade liberalization between the Gulf Cooperation Council (GCC) and the

EU will open the Saudi market to more European imports.

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Impact Of The Economic Crisis In Middle East

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Automotive Financing

Auto finance covers around 75% of the value of total sales in the Gulf region,

where automotive sales amounted to around 1.1mn units in 2007. With a

higher proportion of premium brands than most developed markets, the

value of the automotive finance market in the GCC was worth up to

US$30bn. Car purchases are also on the rise and corporate fleets are

expanding fast, with the market driven by high population growth and

rising income levels. Increased bank liquidity related to oil revenue has

fuelled the rise in car loans, with banks willing to lend on very easy terms

and at highly competitive rates. Dealers have agreements with banks to

facilitate car loans.Confidential

After-Sales Business

With competition between rival carmakers and dealers increasing

as more firms look to bulk up their presence on the large and

lucrative Saudi market, more attention is being paid to after

sales services, which had not always kept pace with the

increasingly sophisticated market. After-sales is seen as a key

area in which dealers can boost their value-added offerings.

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AUM Marketing ActivitiesQ1- 2011

Marketing Activities for Q1

• D-max leasing campaign for fleet and retail customers

– For all D-Max models (from dd/mm to dd/mm )

– Xx Insertions in Riyadh, Jazeera and Al Iqtsadeia newspapers.

– In Cooperation with Arabic National Bank with the following terms:

• 2.99% interest rate.

• No down-payment.

• No Admin fees.

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100,000 Km free oil

D-max Café-Mobi. campaign for retail

customers:

• For all D-Max models (from dd/mm to dd/mm )

• Street-Mobi. In XX Café, XX Café and XX Cafe

• In Cooperation with Arabic National Bank with the

following terms:

– 2.99% interest rate.

– No down-payment.

– No Admin fees.

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N-Series January Campaign for fleet and retail

customers:

– For all N-Series Models (from dd/mm to

dd/mm).

– XX insertions in Riyadh, Jazeera and Al

Iqtsadeia newspapers.

– With a gift free oil and filter for 50,000 Km

from our workshop.

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0% interest rate campaign

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Different marketing channels

One Campaign

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Direct marketing

Online integration

Flyers distribution

to SMEs

Newspaper campaign

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News Paper Campaign

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1000 flyer distributedTo

Indu

stria

l City

1 &

2

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