Fed Ex Corp. Strategy
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Fed Ex Corp. Strategy

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The Brand of Fed Ex. How they have positioned themselves to stand out among the rest.

The Brand of Fed Ex. How they have positioned themselves to stand out among the rest.

Marie Flanigan

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  • Nice one, I guess there should have been a slide on How FedEx is getting technologically motivated and inspired. How is it aiming to attract customer and hold the with the help of Technology as in this Industry FedEx is the only company with its own software to assist customer to track their shipment. But overall a very educative presentation.
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  • good sharing , Thank you
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  • Great!
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Fed Ex Corp. Strategy Fed Ex Corp. Strategy Presentation Transcript

  • Ad Clip
  • Introduction
    Business Segments
    FedEx Express
    FedEx Ground
    FedEx Freight
    FedEx Services
    Corporate Strategy
    “Compete Collectively, Manage Collaboratively”
  • Brand Planning Assessment
    The FedEx Position
    Who is the target market?
    “anyone who needs to send something anywhere in the world.
    Whether it’s the one and only package you'll ever ship in your
    life or you have 1000 packages to ship every day.”
  • Brand Planning Assessment
    The FedEx Position
    Who are the main competitors?
    UPS
  • Brand Planning Assessment
    The FedEx Position
    What are the points of parity?
    -Both companies ship packages
    • Both online services allow you to track packages,
    • order supplies and pay bills.
    What are the points of difference?
    -FedEx has 3 times as many planes
    -Print and ship from anywhere services
    -FedEx has been known to update technology
    more frequently than UPS
  • Brand Planning Assessment
    The FedEx Position
    • Fast
    • Forward Moving
    • Precise
  • Brand Planning Assessment
    Key Marketing Activities
    • Alliances with NFL, NBA, FedEx cup, FedEx racing,
    the FedEx orange bowl, and the FedEx field
    • Senior Vice President of International Marketing,
    Rajesh Subramaniam, said, “FedEx sponsors and associates
    with several sports that share its attributes of speed,
    reliability, precision, teamwork and flawless execution.”
  • Brand Valuation Assessment
    Building Equity
    Favorability & Awareness Through Six Elements
    • MEMORABLE
    • MEANINGFUL
    • LIKEABLE
    • TRANSFERABLE
    • ADAPTABLE
    • PROTECTABLE
  • Brand Valuation Assessment
    Assessing Brand Value
    Financial Based Valuation
    • Can the Brand Generate future cash flows?
    • 10K FILING – Goodwill and intangible assets - 3.1B
    Brand Value Chain
  • Brand Valuation Assessment
    Quantitative Research
    Tracking Studies
    Recall & Recognition Studies
    Brand Response Studies
    Brand Relationship Studies
    Qualitative Studies
    Association Studies
    Comparison Studies
    Experiential Research
  • Brand Growth Analysis
    FedEx – One of the Worlds most respected brands
    1994 – Rebranding of Federal Express
    • Formalize the unofficial abbreviation
    • International Comp. & distinguish Express Services
    1997 – 2000
    • FedEx acquired a number of companies
    • Transportation, Freighting, Customs information, ect.
    • Created a“branded house” under the FedEx name
    Objective: To be credibly perceived as a diversified transportation services provider with global reach.
  • Brand Growth Analysis
    FedEx – A Branded House
    Solution:
    • FedEx developed a brand architecture and naming system that extended the FedEx brand without compromising its integrity.
    • The system uses a different color and descriptor to distinguish each operating company.
    • By retaining the well-known wordmark’s letterforms and white space, each operation benefits from identification as part of FedEx.
    • Showcases the broad diversity of the product offering while building the core brand.
  • Brand Growth Analysis
    New Brand Architecture
    • Made public with a large surge of advertising
    • commercials
    • visible changed appearance of the FedEx delivery trucks.
    FedEx Brand
    • Easily recognizable and has become a strong icon in business and everyday living
  • Brand Growth Analysis
    FedEx acquires Kinko’s – 2004
    • The two brands merged to create “FedEx Kinkos”
    • leveraging the historical strength of both companiestogether
    Kinko’s brand = well known resource for everyday small to medium size businesses.
    FedEx Brand = global, full-service, leadership, customer service, efficiency, reliability and innovation.
    FedEx Office
    • Kinko’s name lost some of its Brand Equity
    • Became too generic
    • FedEx Office’s name better describes the range of services
    • takes full advantage of the FedEx brand
  • Brand Growth Analysis
    2008 – Global Growth
    • “Behind the Scenes” - Global Advertising Campaign
    • “Access, Success, and Growth” - key marketing message behind the ads.
    • Brazil, Canada, China, France, Germany, Hong Kong, India, Italy, Japan, and many more.
    • Objective is to show how FedEx helps customers realize potential opportunities both in their local communities and around the globe.
    • FedEx has successfully established itself as a household name in various markets throughout the world.
  • Brand Recommendations
    Social Marketing Campaigns
  • Brand Recommendations
    Business Twitter Campaign
    Register with Twitter to get discounts on services offered at FedEx Office
    deliver tips for small business owners
    • Tax tips
    • SBA Classes or Seminars
    • Networking Opportunities
    Personal Twitter Campaign
    • Register to win tickets to FedEx sponsored sporting events
    • Reminders about FedEx Sponsored sporting events
    • Scores and Highlights of FedEx Sponsored events
  • Brand Recommendations
    Marketing to help reinforce the brand
    • Viral Video Ads that reinforce image of speed and agility
    Ex. Orange Bowl Highlight with images of FedEx
    • Development of a FedEx Application on people’s pages
    Research and Development Efforts
    • Corporate Page for people to join and provide feedback
    and ideas for products or services to improve
  • Brand Recommendations
    Marketing to help reinforce the brand
    • Banners to help market services for professionals
    and small business
    Research and Development Efforts
    • Host a group for small business owners to
    share tips and needs
    • Review the posting to determine potential
    marketing opportunities
  • Brand Recommendations
    Alliances: Google
    • Google pushes and new products
    • Google is a global powerhouse
    on the internet
    • Co-brand cloud computing and
    information exchange services
  • Brand Recommendations
    Reinforce the Global Brand
    Reinforce sponsorship program with internationally relevant events
    Ex: India’s ICL League
    Ex. Olympic 100 meter dash
  • Brand Recommendations
    Reinforce the US Brand
    Further develop correlations that reinforce the speed and agility theme
    • TV shows that reinforce importance
    of timely and speedy delivery
    • EX: “24”
  • http://End Ad Clip