brand audit of dhl

5/24/2018 Brand Audit of DHL

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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 thebrand)

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 Hillblomand Robert Lynn.Hencegiven 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 logisticsGroup, 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 shareless than 10 %

Critical success factors are ,Quick and fast delivery, Qualityof 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 internationalshare, offers high quality of services and delivery

FedEx is leading global courier service provider andpioneer of overnight package delivery.Also provide

timely and quality services. Indirect competitors are competing on low prices.

Direct competitors competing on service quality anddelivery

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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 basedto image based exhibiting lifestyles, usage situations,

user profiles, personality and values.

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Porters Five Forces

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SWOT AnalysisStrengths: 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

Workersremittances 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 theseservices.

Consumer prefer those brands which come first intheir 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 transfercourier 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 ofpsychographics, 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 tohave superior services.

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Positioning Strategy

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Performance Related Image Related

Pointsof

Parity

Tracking packagesOver Night DeliverySpeed of DeliverySMS trackingReliabilityTrustworthinessLocal networkSimilar services in local markets

Friends & Family, other businessesFestival & Events, for exports inbusinessesResponsible BrandHospitality

PointsofDifference

Efficient Logistic

Extensive Global NetworkHigh Price & qualityBetter OperationsProvide supply chain solutions

Brand Image

International experiencePremium BrandGlobal Market Leader


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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 StrategyAll 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 safedelivery, 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 oninbound and domestic services.

Depends on the weight of package and locationdistance.

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,Nothingstops 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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BrandAssociations

PremiumBrand

GreaterSpeed ofDelivery

Reliable

Strong BrandName

Responsive

InternationalBrand

Safety ofPackages

StrongGlobal

Network

High Price &Quality

EfficientLogistics

Over NightDelivery

SMSTrackingServices


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Brand Recall

25

27

23

8

15

5

16

6

0

5

10

15

20

25

30

Transfer Courier

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27

1210

3

15

9

0

5

10

15

20

25

30

Safer Package Delivery


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26

30

17

1210

6

16 15

0

5

10

15

20

25

30

35

TCS DHL FeDex Leopards PakistanPost

OCS Others

Local Courier Services

15

40

22

51 2

15

0

5

1015

20

25

30

35

40

45

TCS DHL FeDex Leopards PakistanPost

OCS Others

Global Courier Services


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27

22

26

17

10

1

10

14

0

5

10

15

20

25

30

high quality brand

high quality brand

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20

8 11

4

15 16

0

5

10

15

20

25

30

Consider using

Consider using


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30

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


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Gap Consumer like to use services for international

transfers and prefer other brands to transfer indomestic areas.

They also consider that its a global brand but theservices are different from those offered in globalmarkets.

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Recommendations

brand audit of dhl

Documents

behavioral dhl

dhl market share

employees dhl

trustin brand

deutsche post dhl

market analysis market

local market prices

indirect competitors