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Marketing Plan Overview2010

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Marketing Objectives

• Establish Alissa Universal Motors as the leader in supplying high quality commercial vehicles backed up with outstanding after-sales services.

• Achieve 54% market share in central region by the end of 2010

• Activate the CRM system• Enhance Retail sales

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2010 Target

• 2010 target is 6,200 units

– D-max: 3,400 units

– N-series: 2,430 units

– F-series: 240 units

– C&E series: 130 units

Confidential

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2010 overview

• Organization structure– General Manager

– 2 sales Mangers

– 20 sales Consultant “Key Account Managers”

– 2 services managers

– Parts manager

– Marketing manger

Confidential

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AUM Data base

• Built up the Company data base– Each sales rep will provide his customer list “and

to be updated on the Kerridge

– All new customers will be updated on Kerridge

– Sharing sales information between sales and service departments.

– Automation all sales process through the system.

Confidential

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2010 Isuzu Marketing Activities    1st Quarter 2nd Quarter 3rd Quarter 4th Quarter    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Direct Sales Sales Meeting AUM Annual Meeting Sales meeting in each month to discuss last month sales performance and the plan for the next month.

  Training   Heavy duty training

Selling skills training   Selling skills

training        Isuzu products training follow

up   

Direct Marketing Brochures Trucks Flyers               Trucks Flyers      

  Website Launch website  

Maintanace appointment integration

      Parts integration          

Promotion Gift New Year Agenda

Service, parts and delivery gifts "tissues

General distribution

gifts for salesVIP gifts       Ramadan Gifts  

Gifts for Exhibition

event  New year Gifts

preparation

 

Offers   Special Gifts for D-max purchase                  

Events  Special offers with gifts for D-max 3,0 and free service and

finanace    25 years

cermony       Aliisa Issuz Exhibition Test Drive event  

Roll up stands   Special offers gifts   25 years stands and offers       Test Drive event    

Window Branding

Malaz showroom

windowbranding

                     

Public Relations Press Release  

PR for one tank and

demonstrte offers

      25 years PR       Test Drive PR    

  Publication                        

Advertising Advertising   Special offer gifts advertising     25 years ad.       Test Drive advertsing campaign  

  Online banner   banner ads     banner ads       banner ads  

 

Email marketing                        

Confidential

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2010 activities• Beginning of the Year social gathering event

– Riyadh Club• Invitation of sister companies• Sports competition “football, volleyball, swimming, squash,…”• prizes

• Beginning of the year meeting– Hotel or Restaurant

• Meeting and launch• Discuss 2010 target and activities plan• Reward Q4 and 2009 best performance

Confidential

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Events in 2010

• Alissa Isuzu Special family offer “Option One”– Suggested Month “Feb-March”– Special campaign for retail customers “buy your

new crew cab D-max 3.0 and have a free value gift for example:

• Tents• Camping tools• Others

– This offer will be valid for cash and Leasing

Confidential

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Confidential

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D-max Family Project

• Objective– Launch new brand for D-max for families– Increase retail sales– Communicate a new message to position D-max

“family” as a new vehicle for family in Saudi Arabia

Confidential

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D-max Family edition

• D-max 3.0 L crew cab 4x2 and 4x4• Accessories to be fixed• Sticker with a new name on all the vehicles• Special gifts with this edition• Marketing campaign to launch this new

concept.

Confidential

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Accessories “1”

Confidential

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Accessories “2”

Confidential

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Accessories “3”

Confidential

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Accessories “4”

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Accessories “5”

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Accessories “6”

Confidential

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Accessories “7”

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Accessories “8”

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Accessories “9”

Confidential

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Accessories “10”

Confidential

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Accessories “11”

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Accessories “12”

Confidential

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Accessories “13”

Confidential

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Accessories “14”

Confidential

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How to drive 4x4?

• How to drive 4x4 with D-max– Reception area in Malaz show room– Invite people to show the video of how to drive

4x4– Demo car available for test drive– Data base from customers

Confidential

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25 Years Celebration event• For Fleet customer “May – June 2010”

– Celebration in Hotel “invitation of Fleet customers”

– Invitation of Isuzu, IOT and MC

– Advertising campaign will include:• Finance offers

• Special cash prices offer “eg. 5000 SR off” /limited time.

• Free Maintenance

• Special price for refrigerator, utilities

• 25 years logo gifts

Confidential

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Test Drive Event

Suggested month “Sep-Oct”• Objectives

– Enhance retail sales– Show different between Diesel and Gasoline

• Test drive process– promotional test drive for the Isuzu D-MAX – Lucky draw for all test drive– Gifts when purchase– Website registration

Confidential

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Events Cont…

• Participation in Selected events in Riyadh

– Saudi Build 2010 3-6 Oct. 2010

– Saudi Build The PMV Series 2010 11-14 Oct. 2010

Confidential

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B2B activities

Confidential

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IMSC Isuzu Management Support CenterAMSC Alissa Management Support Center

• Cost reduction or risk management course – Invitation to top management and decision

makers – Part of loyalty program– International speaker– This training will be done in hotel for 1-2 days.

• Safety driving and fuel efficiency driving for company drivers

Confidential

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Campaigns and Offers

• Special deals with big companies– Approach selected companies by Jan. 2010 and

negotiate about expected order for all 2010 (or 6 months forecast) and provide special discount and special free services programs.

Confidential

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Press activities

• Building strong relationship with press• Communicate new Family car concept to the

press• Communicate 25 years as Isuzu dealer and

coverage of the ceremony• Launch of the first course of IMSC/AMSC• Test drive day “if applicable”

Confidential

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Gifts

• Gifts for Sales team– General distribution gifts

• New Year Agenda• 25 years silver medals• Gifts “pens, pen set for office”• Ramadan gifts

– VIP gifts• According to the number of VIP customers • To be determined “range from 100 to 150 SR”

Confidential

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Gifts cont….

• Gifts for service and delivery– Branded tissues “AUM”

• Gifts for Parts– Plastic bags– Air fresher

Confidential

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Promotional Materials

• AUM company profile catalog

• Flyers for all trucks

• Service booklet re-print

Confidential

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Website

• Launch website “Max. by January 2010”

• Newsletter service

• Website offers updates

• Launching service appointments online

Confidential

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Training and development

• Heavy duty training

– Presentation preparation

– Training for specific candidates

• Sales Closing training

• Telemarketing training

Confidential

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Internal Marketing

• Window branding for Malaz Showroom• New sign in NRR and Malaz showroom• Malaz workshop• Exit 18 workshop

Confidential