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Today
Organized Market- 200 crores; Annual Growth Rate- 40% Leading Players- DHL, SkyPAK, SpeedPost, BlueDart, Elbee Rapid increase in number of players- 4500
Perceived as less consumer driven Govt. Organization Lower levels of Service Consumer perception requires change
Positioning
Product Differentation. Technology is used in a strategic sense, focus on automation & speed of delivery, Pioneer in entering new markets Customization for different market segments- Tailored delivery to different needs of customers. Specialized product promotion. Kidglove-fragile items; Night bird- late night deliveries; Expressions-carrying personalized messages Focus on reliability and zeal. Better and faster than any other player in the market. Emphasis on value added services- Track and Trace, MIS, ERP, Customs and Regulatory expertise, Air Network and superior technology Emotional Need Differentiation. Focus on Quality of Service. Continuous improvements in technology- new standards of feedback, supertabs which will shrink confirmation time of delivery parcels; Customer to view it as a one stop shop for all express requirements; Do that extra bit for improved service
Blue Dart
Elbee -UPS
Creating awareness to acquire new consumers Converting users of other courier services to those of Speed Post Correcting presumptions about Speed Post
Corporate Campaign
Campaign should play on the strengths of the Indian Postal Service which are:
Its Deep national network Collaboration with national courier services of other countries under the Universal Postal Union
Run free sector wise sampler services for a month Publish articles in the Universal Postal Unions magazine Union Postale to add credibility Explore other platforms other than print like:
LinkedIn Commodity trading sites Sector specific magazines and sites like Overdrive, Autocar India, Pharma Times Online, Equipment India etc.
Group 5 Himanshu Gupta- 19A Lakshmi Nair 22A Neeraj Mishra- 25A Pankaj Mishra- 28A Pavni Kumar- 29A