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Presented to: Sir Nadeem Mustafa

Presented by
Ayesha Khalid (12121002)
Iqra kausar (12121001)
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PRESENTATION AGENDA
Brand Inventory (situational analysis and all
marketing input into marketing management)
Brand exploratory ( Consumer perception of the
brand)
Analysis ( gap between desired and actual)
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BRAND INVENTORY
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SITUATIONAL ANALYSIS
Organizational history
founded in San Francisco in 1960s by 3 entrepreneurs
Adrian Dalsey, Larry Hillblom and Robert Lynn. Hence
given the name DHL taking initials of last names.
Spread over 220 countries and territories across the globe
With a workforce exceeding 283,000 employees
DHL is part of the world's leading postal and logistics
Group, Deutsche Post DHL.
DHL operates under four specialized divisions:Express
,Global Forwarding, Freight,Supply Chain & Mail.


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Value Chain Analysis

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PEST Analysis
Political
Economic
Social/ Cultural
Technological
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Market Analysis
Market for DHL is large covering local as well as
international areas
Market is in growth phase ( Customer base as well as
service points increasing)
DHL market share 65 % ( international), domestic share
less than 10 %
Critical success factors are ,Quick and fast delivery, Quality
of services offered, Safe delivery, tracking of parcels, Trust
in brand, local, responsiveness and Global coverage.
Segmentation basis can be geographical and behavioral
DHL is in growth phase
Demand fluctuate in response to cyclical and random
factors

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Competitors Analysis
Major competitors are TCS, fedEx (Direct) SpeedEx,
OCS, leopards, pakistan post (Indirect)
TCS has biggest market share but less international
share, offers high quality of services and delivery
FedEx is leading global courier service provider and
pioneer of overnight package delivery.Also provide
timely and quality services.
Indirect competitors are competing on low prices.
Direct competitors competing on service quality and
delivery
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Competitors Analysis (Cont..)
FedEx, TCS are segmenting on basis of behavioral and
psychographics.
Indirect competitors competing on demographics.
They were positioning on basis of quality and service
deliverability. But now moved from performance based
to image based exhibiting lifestyles, usage situations,
user profiles, personality and values.
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Porters Five Forces


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SWOT Analysis
Strengths:
Brand image Strong
Extensive Global Network
eServices and Technology
Biggest market share internationally
Smart Truck Project
Opportunities:
Global Expansion
Manufacturing Goods shipment
increasing
joint ventures
Can penetrate locally
Workers remittances increasing
Weaknesses:
Less share in local market
Prices high as compared with
competitors
Imports lower
Not as well known as UPS and FedEx
in global market
Threats:
Fuel prices and availability
Economic conditions going down
New Entrants (local)
International entries may occur
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Buyer Behavior
Friends, families, relatives , businesses all initiate the
buying process.
Different festivals and special occasions like Eid,
Christmas, and Birthdays etc all stimulate to use these
services.
Consumer prefer those brands which come first in
their evoke set. But situational and other factors also
change the buying decisions.
Businesses make decision about purchase and in b2c
those customer make decision who like to transfer
courier or documents etc
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Marketing segmentation strategy
They have segmented the market into potential and
less potential segments (corporate and retail).
Further divided the segments on the basis of
psychographics, and behavior.
Targeting those who like to transfer something abroad
( upper class and upper middle class) as well as in local
areas, can pay according to perceived value, so like to
have superior services.
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Positioning Strategy

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Performance Related Image Related
P
o
i
n
t
s

o
f

P
a
r
i
t
y

Tracking packages
Over Night Delivery
Speed of Delivery
SMS tracking
Reliability
Trustworthiness
Local network
Similar services in local markets


Friends & Family, other businesses
Festival & Events, for exports in
businesses
Responsible Brand
Hospitality

P
o
i
n
t
s

o
f

D
i
f
f
e
r
e
n
c
e

Efficient Logistic
Extensive Global Network
High Price & quality
Better Operations
Provide supply chain solutions


Brand Image
International experience
Premium Brand
Global Market Leader


Desired Associations
Global Brand (strong)
Premium brand (strong) (favorable))
Superior services( Unique) (favorable)
Extensive network (unique)
Reliability (unique) (favorable)
Trustworthiness ( favorable) (Unique)
Responsiveness ( favorable, unique)
Lifestyles of consumers (Unique)
Festivals and events (unique)
Brand image (strong)
Delivery speed and safety (Unique)

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Brand Elements & structure
DHL name come from the initials of last names of
those 3 entrepreneurs who founded DHL.
Logo


Brand elements are memorable, transferable
It is a corporate brand.
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Product Strategy
All products bear brand name.
Service business (courier services)
courier, express and parcel delivery services
Key attributes include quality of services,
,responsiveness, empathy, serviceability, quick and safe
delivery, reliability , other value added services like
sms tracking etc
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Pricing Strategy
Used price skimming to enter the market
Now they are functioning on value based pricing.
Trade discounts, student discounts and discounts on
inbound and domestic services.
Depends on the weight of package and location
distance.
Price signals about the superior quality.
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Distribution Strategy
Franchises in main cities
Outlets in 43 locations of Pakistan
Using selective distribution
Outlets also reflect superior quality and services.
Service providers are responsive, provide assurance.
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Communication Strategy
Message strategy involves positioning about the brand that
it is superior, more reliable, trustworthy etc
Creative strategy involves innovative ideas, sponsors,
characters they have used in ads etc
Using traditional as well as digital media
Quality and image of media and media vehicles are
attractive, superior and unique.
Using taglines like Always first,Next time you will use DHL,
Transport anything with DHL maxi Transport,Nothing
stops us
Sponsoring different events like fashion shows, formula 1
races etc

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BRAND EXPLORATORY
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Brand Recall

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30%
36%
10%
10%
8%
4% 2%
Package Delivery
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post
44%
26%
8%
4%
14%
4%
Speed of delivery
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post

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Brand
Associations
Premium
Brand
Greater
Speed of
Delivery
Reliable
Strong Brand
Name
Responsive
International
Brand
Safety of
Packages
Strong
Global
Network
High Price &
Quality
Efficient
Logistics
Over Night
Delivery
SMS
Tracking
Services
Brand Recall

25
27
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8
15
5
16
6
0
5
10
15
20
25
30
Transfer Courier
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27
12
10
3
15
9
0
5
10
15
20
25
30
Safer Package Delivery

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30
17
12
10
6
16
15
0
5
10
15
20
25
30
35
TCS DHL FeDex Leopards Pakistan
Post
OCS Others
Local Courier Services
15
40
22
5
1
2
15
0
5
10
15
20
25
30
35
40
45
TCS DHL FeDex Leopards Pakistan
Post
OCS Others
Global Courier Services

27
22
26
17
10
1
10
14
0
5
10
15
20
25
30
high quality brand
high quality brand
26
20
8
11
4
15
16
0
5
10
15
20
25
30
Consider using
Consider using

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6.5
8.2
7.9
8.9
8.45
7.8
9.3
9.1
8.85
6.5
7.2
7.3
9.5
8.15
6.9
7.6
8
8.81
8.22
6.6
5.7
0 2 4 6 8 10
courier brand
Premium Brand
superior services
provide quick delivery
provide timely delivery
strong brand
Global Brand
superior brand
prices are high
SMS tracking system
overnight delivery
responsive to customers
extensive Global Network
brand for middle to upper class
different service points
trustworthy brand
popular brand
worth a premium price
efficient logistics
satisfies needs
Love to use DHL services
Strength Of Associations

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8.9
7.5
7.12
8.56
9
7.3
7.1
8.34
0 2 4 6 8 10
high quality brand
quick delivery
safety delivery
premium brand
trust worthy
attractive ads
responsive
wide services
Favorable
Gap
Consumer like to use services for international
transfers and prefer other brands to transfer in
domestic areas.
They also consider that its a global brand but the
services are different from those offered in global
markets.
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Recommendations


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