As a Sales and Marketing Manager for Subaru in UAE I faced the toughest of the challenges of relaunching the brand Subaru in the UAE & Oman automotive industry.The slide show gives a brief overview of how Subaru was restablished as a major japanese player in the automotive industry.

1. Sales & Marketing.
How it was done?
Vishal Sharma, Sales & Marketing Manager (2011-2013)
Al Adiyat Automobiles (Subaru dealers), OTE Group, UAE & Oman

2. How it was done?
The SITUATION
 Subaru was managed by M/S Al Rumaithy, Abu Dhabi & Al Ain but unable to
penetrate the market.
 Oman Trading Establishment (Suhail Bahwan Group – the dealers of Subaru in
Oman) took over in 2011.
 Their challenge: To resurrect Subaru in Abu Dhabi & Al Ain.
The TASK
 Brand awareness of Subaru was zero & the reputation suffered due to
inactions of the earlier dealer.
 Liquidating old stock was the biggest challenge
 Fluctuating Japanese Yen was a biggest challenge for the pricing of the
product.

3. How it was done?
The ACTION
 Proper Marketing tools like SWOT, PESTEL, etc. were adopted in order to
enhance the Brand Image for Subaru and the new dealership.
 Product Mix was one of the important factor which needed selection of New
Models which were relevant to the market.
 Right selection of Sales Team and their product training was the agenda as the
sales team from Oman was temporary.
 Next Slides shows the actions taken by Vishal and the impact which they had
on overall growth of the organization.

4. Code Name: The Subaru Resurgence
 ‘Guerrilla Marketing’
involving high energy
action and imagination
 Exclusive & Engaging Social
Online Activities through
Face book & Google.
 Website re-design with SEO.
 Competitions to reward the
prospective customers.
 Showroom display with
Visual Merchandising
 PR initiatives

5. Code Name: The Subaru Resurgence
 Focus on uniqueness of
Subaru DNA - Safety,
performance &
handling.
 Aimed to improve the
‘TRUST’ factor &
targeting based on
demographics,
psychographics
 To attract families,
major focus on XV,
Forester crossovers &
Legacy sedans

6. Code Name: The Subaru Resurgence
 As Subaru is famous for
it’s sports cars, the WRX
& STI. A dynamic &
vibrant ad campaign was
started Online & Offline
to attract the young in
mind.
 To target ‘Y’ generation
buyers
 Test-dive maximization
was the focus point

7. Code Name: The Subaru Resurgence
 ‘A major priority -
Showroom ambience
 Interior - displays with Full
Model lineup - Wall graphics
inside proved to be
customer engaging
 Exterior - given a new
vibrant and enhanced look
by proper signage &
showroom window graphics.
 Website – a virtual
showroom re-designed

8. Code Name: The Subaru Resurgence
 Targeted Online &
Offline campaigns
 Test Drive Campaigns
Online Campaigns were
designed to give a
single message of
“Confidence & Trust
 Customers were
assured of High
Quality, Class Leading
Safety and Superb
Performance backed by
great Service
 Through Google &
Facebook targeted
campaigns.

9. Result
Identified the
Key Strength
areas.
Digital & Online
Marketing
through Face
Book & Google.
Customer
engagement
Online & Offline
Campaign was
focused on
Revenue &
Sales.
Very effective for increase in Sales figure & also enhancing the Brand Image
of Subaru as the premium segment vehicle in UAE.
Sales Process
Implementation.
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4
3
2
1
 Effective Use
of Digital
Media.
 Proper Product &
Sales Training to
Sales Team
 Focused on Customer
& Associate
Engagement.