U P S

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U P S

  1. 1. UPS :Researching to Rebrand <ul><li>Presented by </li></ul><ul><li>Kashyap D N </li></ul><ul><li>Keerthan Kamath </li></ul><ul><li>Kiran </li></ul>
  2. 2. Company Profile <ul><li>Ups was founded in 1907 </li></ul><ul><li>Has operations in more than 200 countries and territories. </li></ul><ul><li>World’s largest package delivery company </li></ul><ul><li>In 2004 the company had revenues of US $ 36.6 billion. </li></ul><ul><li>Became a complete solution provider in supply chain and commerce by 2003. </li></ul>
  3. 3. Why UPS wanted to rebrand? <ul><li>It became a synonym for ground transportation business </li></ul><ul><li>Though the company offered other services like consulting,air cargo,financial services. </li></ul><ul><li>There was little awareness about these ups offerings among its target market </li></ul><ul><li>There was a need for realign ups brand with its offerings </li></ul>
  4. 4. Research process begins! <ul><li>FUTURE BRAND, a global branding and marketing company worked on re branding exercise. </li></ul><ul><li>Focus groups and indepth interviews </li></ul><ul><li>Customer research group divided into 4 units </li></ul><ul><li>1 home office managers </li></ul><ul><li>2 mid level managers </li></ul><ul><li>3 day to day managers </li></ul><ul><li>4 ceo ‘s cfo’s coo’s </li></ul>
  5. 5. The process continues… <ul><li>A combination of focus groups and </li></ul><ul><li>in-depth interviews- US, UK, GERMANY and HONGKONG. </li></ul><ul><li>Voluminous data with a lot of variables. </li></ul><ul><li>The challenge- to come out with a solution powerful for each consumer segments. </li></ul>
  6. 6. Eureka! We got it !!! <ul><li>The solution was evolved in form of </li></ul><ul><li>‘ BROWN’ the color unique to ups. </li></ul><ul><li>The ‘brown’ -reliability,trustworthy,practically wise, friendly and approachable. </li></ul><ul><li>This made a company to come up with a tagline ’what can brown do for you’? </li></ul><ul><li>Ans-A whole lot more than u realized… </li></ul><ul><li>Checking the effectiveness of </li></ul><ul><li>“ brown” campaign-NFO Worldgroup-7/10 success stories 4rm customers… </li></ul>
  7. 7. Conclusion <ul><li>Ups came up with a slogan </li></ul><ul><li>“ synchronising the world of commerce” </li></ul><ul><li>After launching the brown campaign the company was sucessful in reaching maximum number of target customers . </li></ul><ul><li>Thus because of this fortune magazine ranged UPS ninth out of the 25 most valuable corporate brands . </li></ul>
  8. 8. Questions for discussions <ul><li>How did the company evolve its research problems and objectives? </li></ul><ul><li>“In depth interviews were conducted as part of research” how did these interviews help in its re-branding exercise? </li></ul>
  9. 9. <ul><li>THANK YOU </li></ul><ul><li>Did you guys </li></ul><ul><li>get the answer? </li></ul>

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