2010 brm

2010 Commercial Vehicles
KSA Market Overview

Sales 2010 Vs. 2009
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
2009 YTD -October 2010
11% 61% 28% 10% 43%15%

0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
Mazda Honda GM Suzuki KIA
39% 3% 2% -7%- 61%

Pick up KSA market
23%
49%
24%
2% 2%
PU class 2010 YTD
Isuzu TOYOTA NISSAN MMC Mazda

Pick up KSA MS 08, 09 & 2010
0%
10%
20%
30%
40%
50%
60%
70%
2008 2009 2010
ISUZU
TOYOTA
NISSAN
MMC
MAZDA

N class KSA market 2010
76%
10%
2%
2%
10%
Isuzu Fuso Daihatsu Hino Toyota

N-Series Brand MS 08, 09 & 2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2008 2009 2010
Isuzu
Fuso
Daihatsu
Hino
Toyota

F & UP class MS 2010
Japanese Products
49%
23%
18%
10%
Isuzu F(UP) Fuso Dutro UD

F (UP) Series KSA MS over 08,09 &
2010
0%
10%
20%
30%
40%
50%
60%
2008 2009 2010
Isuzu
Fuso
Hino
Nissan

Dealer MS 2010
50%
18%
23%
6% 3%
BBC-Jeddah Al Yemni (Central)) Alissa BTTC Al Yemni

Central Region Dealer MS 2010
44%
56%
Al Yemni (Central)) Alissa

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)

D-Max MS 2010
54%
6%
17%
23%
BBC BTTC Yemco Alissa

D-Max Central Region MS 2010
43%
57%

45%
18%
23%
6%
8%
BBC-Jeddah Al Yemni (Central)) Alissa BTTC Al Yemni (Eastern)
N-Series KSA MS 2010

N-Series Central Region MS 2010
43%
57%

F-Series KSA MS 2010
47%
20%
25%
8%
BBC-Jeddah Al Yemni (Central)) Alissa Al Yemni (Eastern)

F-Series Central Region MS 2010
44%
56%

38%
34%
21%
7%
BBC-Jeddah Al Yemni (Central)) Alissa Al Yemni (Eastern)
C&E KSA MS 2010

C&E Central region MS 2010
61%
39%

Alissa Universal Motors
2010 AUM Performance

AUM Sales overview
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
PickUp N-series F-series C&E series Total
3,938
2,500
415 141
6994
3,928
2,699
242 130
6999
Sales Target
October YTD 2010
100%
93 %
171 %
100%
108%

43%
41%
5%
11%
YTD October 2010
CASH CRDT INSTL LEASE
Sales type contribution

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”

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

• One Tank challenge in cooperation
with IOT
• D-max Quiz campaign
– Collection of answers from customers.
– Delivery of Gold prizes to 2 Alissa
customers.

• Free inspection service campaign
• 2.99% financing rate campaign for
Retail and fleet customers in
cooperation with ANB.

Online Marketing activities:
Launch Facebook and Youtube channels for AUM.

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……

Confidential

• Eid Adha
Greeting Card
Confidential

Launch AUM website in Arabic and English language

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.

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.

• 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.

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.

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).

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

• 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.

• Field Force competency improvement Meeting
July 2010
– Agenda:
• Sales performance.
• Main Issues and suggestions.
• Time management training.
• Honor best achievers.
• Social lunch.
Confidential

• 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

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

• D-Max Family in
children eyes.

Marketing activities
• Ramadan Campaign:
– Special financing rate (Alrajhi & AlYusr).
– D-Max Family promotion.
– Ramadan Gifts.
– D-Max Family in Eyes of Children Activity
Confidential

• “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.

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.

Isuzu at your place
• Bilda Mall

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 .

• 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)

AUM 2011 Business Plan
Outlines

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)

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.

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.

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.

2011 Marketing activities
Confidential
• Hijri Calendar Diary

• Year
wall
calendar
Confidential

2011 Marketing Activities
Confidential

2011 Marketing
Activities
Confidential
• Trucks advertising campaign
• N-Series
• 50,000 Km free oil and
filter

Confidential
• D-Max advertising campaign
• 100,000 Km free oil.

2010 brm

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Editor's Notes