Download - Aum digital-m-&-crm-final
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.
Confidential
"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
Confidential
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.
Confidential
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.
Confidential
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
Confidential
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
Confidential
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%
Confidential
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
Confidential
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.
Confidential
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.
Confidential
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.
Confidential
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.
Confidential
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.
Confidential
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.
Confidential
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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