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Fed Ex Corp. Strategy
 

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