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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.

Marie Flanigan

Published in: Business
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Fed Ex Corp. Strategy

  1. 1. Ad Clip<br />
  2. 2. Introduction <br />Business Segments<br />FedEx Express<br />FedEx Ground<br />FedEx Freight<br />FedEx Services<br />Corporate Strategy<br />“Compete Collectively, Manage Collaboratively”<br />
  3. 3. Brand Planning Assessment<br />The FedEx Position<br />Who is the target market?<br />“anyone who needs to send something anywhere in the world. <br />Whether it’s the one and only package you&apos;ll ever ship in your <br />life or you have 1000 packages to ship every day.” <br />
  4. 4. Brand Planning Assessment<br />The FedEx Position<br />Who are the main competitors?<br />UPS<br />
  5. 5. Brand Planning Assessment<br />The FedEx Position<br />What are the points of parity?<br />-Both companies ship packages<br /><ul><li>Both online services allow you to track packages,
  6. 6. order supplies and pay bills.</li></ul>What are the points of difference?<br />-FedEx has 3 times as many planes<br />-Print and ship from anywhere services<br />-FedEx has been known to update technology <br />more frequently than UPS<br />
  7. 7. Brand Planning Assessment<br />The FedEx Position<br /><ul><li>Fast
  8. 8. Forward Moving
  9. 9. Precise</li></li></ul><li>Brand Planning Assessment<br />Key Marketing Activities<br /><ul><li>Alliances with NFL, NBA, FedEx cup, FedEx racing, </li></ul>the FedEx orange bowl, and the FedEx field <br /><ul><li>Senior Vice President of International Marketing, </li></ul>Rajesh Subramaniam, said, “FedEx sponsors and associates <br />with several sports that share its attributes of speed, <br />reliability, precision, teamwork and flawless execution.” <br />
  10. 10. Brand Valuation Assessment <br />Building Equity<br />Favorability & Awareness Through Six Elements<br /><ul><li>MEMORABLE
  11. 11. MEANINGFUL
  12. 12. LIKEABLE
  13. 13. TRANSFERABLE
  14. 14. ADAPTABLE
  15. 15. PROTECTABLE</li></li></ul><li>Brand Valuation Assessment <br />Assessing Brand Value<br />Financial Based Valuation<br /><ul><li>Can the Brand Generate future cash flows?
  16. 16. 10K FILING – Goodwill and intangible assets - 3.1B</li></ul>Brand Value Chain<br />
  17. 17.
  18. 18. Brand Valuation Assessment <br />Quantitative Research<br />Tracking Studies<br />Recall & Recognition Studies<br />Brand Response Studies<br />Brand Relationship Studies<br />Qualitative Studies<br />Association Studies<br />Comparison Studies<br />Experiential Research<br />
  19. 19. Brand Growth Analysis<br />FedEx – One of the Worlds most respected brands<br />1994 – Rebranding of Federal Express<br /><ul><li>Formalize the unofficial abbreviation
  20. 20. International Comp. & distinguish Express Services </li></ul>1997 – 2000<br /><ul><li>FedEx acquired a number of companies
  21. 21. Transportation, Freighting, Customs information, ect.
  22. 22. Created a“branded house” under the FedEx name</li></ul>Objective: To be credibly perceived as a diversified transportation services provider with global reach.<br />
  23. 23. Brand Growth Analysis<br />FedEx – A Branded House<br />Solution:<br /><ul><li>FedEx developed a brand architecture and naming system that extended the FedEx brand without compromising its integrity.
  24. 24. The system uses a different color and descriptor to distinguish each operating company.
  25. 25. By retaining the well-known wordmark’s letterforms and white space, each operation benefits from identification as part of FedEx.
  26. 26. Showcases the broad diversity of the product offering while building the core brand.</li></li></ul><li>
  27. 27. Brand Growth Analysis<br />New Brand Architecture<br /><ul><li>Made public with a large surge of advertising
  28. 28. commercials
  29. 29. visible changed appearance of the FedEx delivery trucks. </li></ul>FedEx Brand<br /><ul><li>Easily recognizable and has become a strong icon in business and everyday living </li></li></ul><li>Brand Growth Analysis<br />FedEx acquires Kinko’s – 2004<br /><ul><li>The two brands merged to create “FedEx Kinkos”
  30. 30. leveraging the historical strength of both companiestogether</li></ul>Kinko’s brand = well known resource for everyday small to medium size businesses. <br />FedEx Brand = global, full-service, leadership, customer service, efficiency, reliability and innovation.<br />FedEx Office <br /><ul><li>Kinko’s name lost some of its Brand Equity
  31. 31. Became too generic
  32. 32. FedEx Office’s name better describes the range of services
  33. 33. takes full advantage of the FedEx brand</li></li></ul><li>Brand Growth Analysis<br />2008 – Global Growth<br /><ul><li>“Behind the Scenes” - Global Advertising Campaign
  34. 34. “Access, Success, and Growth” - key marketing message behind the ads.
  35. 35. Brazil, Canada, China, France, Germany, Hong Kong, India, Italy, Japan, and many more.
  36. 36. Objective is to show how FedEx helps customers realize potential opportunities both in their local communities and around the globe.
  37. 37. FedEx has successfully established itself as a household name in various markets throughout the world.</li></li></ul><li>Brand Recommendations<br />Social Marketing Campaigns <br />
  38. 38. Brand Recommendations<br />Business Twitter Campaign<br />Register with Twitter to get discounts on services offered at FedEx Office<br /> deliver tips for small business owners <br /><ul><li>Tax tips
  39. 39. SBA Classes or Seminars
  40. 40. Networking Opportunities</li></ul>Personal Twitter Campaign<br /><ul><li> Register to win tickets to FedEx sponsored sporting events
  41. 41. Reminders about FedEx Sponsored sporting events
  42. 42. Scores and Highlights of FedEx Sponsored events</li></li></ul><li>Brand Recommendations<br />Marketing to help reinforce the brand<br /><ul><li>Viral Video Ads that reinforce image of speed and agility</li></ul>Ex. Orange Bowl Highlight with images of FedEx<br /><ul><li>Development of a FedEx Application on people’s pages</li></ul>Research and Development Efforts <br /><ul><li>Corporate Page for people to join and provide feedback </li></ul>and ideas for products or services to improve<br />
  43. 43. Brand Recommendations<br />Marketing to help reinforce the brand<br /><ul><li>Banners to help market services for professionals </li></ul> and small business<br />Research and Development Efforts<br /><ul><li>Host a group for small business owners to </li></ul>share tips and needs <br /><ul><li>Review the posting to determine potential </li></ul> marketing opportunities<br />
  44. 44. Brand Recommendations<br />Alliances: Google<br /><ul><li>Google pushes and new products
  45. 45. Google is a global powerhouse </li></ul> on the internet<br /><ul><li>Co-brand cloud computing and </li></ul> information exchange services <br />
  46. 46. Brand Recommendations<br />Reinforce the Global Brand<br />Reinforce sponsorship program with internationally relevant events<br />Ex: India’s ICL League<br />Ex. Olympic 100 meter dash<br />
  47. 47. Brand Recommendations<br />Reinforce the US Brand<br />Further develop correlations that reinforce the speed and agility theme<br /><ul><li>TV shows that reinforce importance </li></ul>of timely and speedy delivery<br /><ul><li>EX: “24”</li></li></ul><li>http://End Ad Clip<br />

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