eddy wouters, apl logistics on '3pl branding & marketing

25th November 2009

3PL Branding & Marketing

Company Introduction

NOL

Founded: Singapore 1968

1997: Acquisition of APL (Oakland 1848)

2008

Turnover: $ 9.3 bn

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Turnover: $ 9.3 bn

10,000 staff in 115 countries

Business Units

APL (Container Shipping, $ 7.4 bn)

APL Terminals (Container Ports, $ 0.6 bn)

APL Logistics (3PL, $ 1.3 bn)

APL Logistics (3PL)

USA

Canada

Mexico

USA

Canada

Mexico

Turkey

Germany

Italy

UnitedKingdom

PortugalSpain

France

Egypt

Bahrain

UAE

Pakistan

India

Bangladesh

JapanSouthKoreaLebanon

Israel JordanMoroccoTunisia

Benelux

ChinaTurkey

Germany

Italy

UnitedKingdom

PortugalSpain

France

Egypt

Bahrain

UAE

Pakistan

India

Bangladesh



Benelux

China

USA

Canada

Mexico

USA

Canada

Mexico

Turkey

Germany

Italy

UnitedKingdom

PortugalSpain

France

Egypt

Bahrain

UAE

Pakistan

India

Bangladesh



Benelux

ChinaTurkey

Germany

Italy

UnitedKingdom

PortugalSpain

France

Egypt

Bahrain

UAE

Pakistan

India

Bangladesh



Benelux

China

International Logistics Services

Supply Chain Solutions & Forwarding

(850,000 TEUS)

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APL Logistics Worldwide Presence

Offices / local partners

Colombia

BrazilPeru

Chile

Argentina

Uruguay

Guatemala

El Salvador

Costa Rica

Honduras

Nicaragua

Panama

Dominican Republic



Colombia

BrazilPeru

Chile

Argentina

Uruguay

Guatemala

El Salvador

Costa Rica

Honduras

Nicaragua

Panama

Dominican Republic

Fiji

Kenya

UAE

Oman

Madagascar

Mauritius

South Africa

India

Indonesia

Philippines

Singapore

Australia

Vietnam

Myanmar

Thailand

Sri Lanka

Malaysia

Brunei

Fiji

Kenya

UAE

Oman

Madagascar

Mauritius

South Africa

India

Indonesia

Philippines

Singapore

Australia

Vietnam

Myanmar

Thailand

Sri Lanka

Malaysia

Brunei



Colombia

BrazilPeru

Chile

Argentina

Uruguay

Guatemala

El Salvador

Costa Rica

Honduras

Nicaragua

Panama

Dominican Republic



Colombia

BrazilPeru

Chile

Argentina

Uruguay

Guatemala

El Salvador

Costa Rica

Honduras

Nicaragua

Panama

Dominican Republic

Fiji

Kenya

UAE

Oman

Madagascar

Mauritius

South Africa

India

Indonesia

Philippines

Singapore

Australia

Vietnam

Myanmar

Thailand

Sri Lanka

Malaysia

Brunei

Fiji

Kenya

UAE

Oman

Madagascar

Mauritius

South Africa

India

Indonesia

Philippines

Singapore

Australia

Vietnam

Myanmar

Thailand

Sri Lanka

Malaysia

BruneiContract Logistics Services

Warehousing & Distribution

(1.7 million sqm)

3PL

Branding

&

3

&

Marketing

Marketing: It's all about competing…

…for the ultimate goal:

getting to the RFP

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&

retaining / winning the business!

10 minutes to go… you can do it!

5

3PL Market – Recent Developments• Crowded and fragmented market

• Fast growing demand for 3PL services

• Customers of all sizes and industries with fast changing needs

• Many providers have expanded rapidly, geographically and in services scope

• Growth through acquisitions and mergers

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• Brands disappear, new brands emerge

• Greater pressure to gain and retain business

• Buyer confusion leading to commoditisation and price compression

BRANDING IS REQUIRED TO DIFFERENTIATE

Brand

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Brand

• A name, term, sign, symbol or design that identifies the services of a seller and differentiates them from those of competition (Kotler & Armstrong)

• A brand reminds the marketplace what a company stands for and what it does

• A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well

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reputation by trying to do hard things well

• A brand name is more than a word. It is the beginning of a conversation

• Brand value is very much like an onion. It has layers and a core. The core is the customer who will stick with you until the very end

UNIVERSAL AGREEMENT ON BRAND VALUE

Differentiation

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Differentiation

• Define and select unique areas of differentiation

• Internal process

Global

Footprint

Superior

Yet… customers expect

local flexibility

Yet… we need to differentiate

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Superior

IT

Excellent

Execution

High Quality

Customer Service

Yet… we need to differentiate

from pure IT providers

Yet… need to remain

asset light

Yet… customers expect to get prices

in line with "no frills" 3PL's

I was losing you… Stay focused

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Communication

Integrated

Customers

InvestorsMedia

MESSAGES

Compelling

Consistent

CHANNELS

Mass Media

Specialty Press

Direct (E-) Mailing

Website

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IntegratedCommunication

Plan

Employees

Government / Regulators

Suppliers / Partners

Consistent

Memorable

Succinct

Conferences

Contests/Awards

Surveys

Executive Interaction

Customer Facing

Marketing Challenges In The B2B 3PL Industry

• Poor market share data

• Lack of research on marketing effectiveness

• Message or medium?

• Limited articulated differentation between providers

• Focus on short term / tactical actions

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• Focus on short term / tactical actions

• Easy target for cost reduction programmes

• Still an operations & sales driven market

• Marketing functions low on the organisational food chain

Influencing The Purchase Decision

Awareness

Acceptance

MARKETING

BRANDING

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Preference

Choice

SALES

Don't let me down – hang on in there

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Some Good Practices (In A Depressed Market)

• Strategy before tactics

• Invest in an effective CRM application – enhancing control and measurement of marketing efforts and results

• Apply search engine optimisation (SEO) on your website

• Maximise your marketing efforts in industry vertical specific messaging

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• Invest in identification of the decision makers and influencers

• Never move away from your basic messages – unless your strategy changes

• Stimulate intense interaction with external stakeholders about your company's reputation and perceived differentiation

CREATE STAKEHOLDER INTIMACY

BUT most effective of all…

Let your customers do your marketing through word of mouth!

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CONGRATULATIONS, YOU'VE MADE IT! ☺☺☺☺

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Thank You

(Bon Appétit ☺☺☺☺)