Service Brand study on Fedex

2. Introduction
• Founded in June 1971, by Frederick W. Smith
• Revenue as of 2014 :$11.5 billion
• “Federal” nationwide economics
“Express” means speed
• Federal Express Corporation was founded in Little Rock,
Arkansas
• The headquarters then changed from Little Rock to
Memphis

3. Introduction
Business Segments
FedEx Express
FedEx Ground
FedEx Freight
FedEx Services
Corporate Strategy
“Compete Collectively, Manage Collaboratively”

4. Brand Elements
Brand Name - FedEx Corporation
URL - www.fedex.com
Logo -
Color - Purple
Tagline Slogan - “We Understand”

5. Logo
Transformation
1974
1978
1994
2000

6. 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

7. Brand Growth Analysis
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.

8. FedEx – A Branded House
•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.

9. Products & Service Offerings

11. Place

12. Place & Time
Regional Facts about Fedex Corporation
• Asia
• Europe
• Middle East Africa
• Latin America
• North America
Services Provided: 24*7
Almost Everywhere and at any time !

13. Promotion

14. Promotion
Key Marketing Activities
•Fedex Uses Sports as a medium for promoting its
services Eg:Motorsports(F1),Golf(PGA
tour),Tennis(Roger Federer)
•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.”
•Fedex Promoted its brand through Cast away,one
of the Oscar Nominated Movie
•Other Movies like :Yeh Jawani Hai Deewani
+-

15. Promotion
•In Nov 2003,Fedex Along with
University Of Memphis,started Fedex
Institute Of Technology
•Since 2003 Fedex has contributed $5
million in R&D
•Fedex Centre For SCM is helping
organizations to meet key Supply Chain
management challenges globally.

16. Price

17. Price
• The main factors that influence the price charged by
FedEx are the costs of gas, promotions, and market
research
• Charges premium prices for quality services
• In China FedEx is slashing its prices for market
penetration
• As FedEx management's policy is to maximize profits,
they use the cutthroat business technique by pricing their
services at high prices and hoping the consumer will use
it based on the company's reputation and their unique
and detailed tracking system
• It provides booking facility through internet.

18. Physical Evidence

19. Physical Evidence
The staff members & vehicles as well as aircrafts plays
an major role for providing services
Buildings, landscape, interiors etc are least important for
FedEx
For direct customer interaction they recruit front desk
executives & provides coded information for their
parcels.

20. People

21. People
FedEx employees provide both pre service as well as
post service
FedEx seeks to employ staff from its surrounding
communities
FedEx hires people who have enough experience in
transportation and SCM.

22. Process

23. Process
Procuring Products from the Clients
Procurement and order management
Functions
Delivering products & Services to customers
For complexities EDI,EFT Bandwidth &DSS for
planning & execution

24. Positioning
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.”

25. Competitors
The FedEx Position
Who are the main
competitors?
United Parcel Service
Founded in 1907, UPS is the
world's largest package delivery
company and a leading global
provider of specialized
transportation and logistics
services.
DHL
DHL is part of the world's leading
postal and logistics Group,
Deutsche Post DHL

26. Competitors
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

27. Competitive Edge
Unique events
Quality Standards
Packaging & Solutions
Technological Innovation
http://news.van.fedex.com/freeresumeprinti

29. Achievements

30. Technology & Differentiation

31. Technology
• FedEx has always been a technology trailblazer, and the success of
fedex.com is testament to that
• The company was one of the first to harness the power of the Internet,
launching its Web site in 1994 with a bold new package tracking
application one of the first true corporate Web services.
• In 1997, FedEx foresaw the opportunity of Internet commerce and its
implications on the shipping industry
• FedEx became the first transportation company with Web site features
that allowed customers to generate their own unique bar-coded
shipping labels and request couriers to pick up shipments. FedEx
Ground is taking advantage of the wireless LAN technology by
expediting the movement of shipping information from delivery workers'
terminals to a central database.
• FedEx is positioning themselves as the future leader, with sustained
competitive advantage, in the international market of the shipping
industry

32. Differentiation
• FedEx foresaw the importance of differentiation early on, as did
most of the sector players. FedEx realized that it was in the
information business
• To support this need, and differentiate itself from competitors,
FedEx created state-of-the-art technology for customers to track
and validate shipments. Shipments are virtually traceable from
their origin to their destination all with the convenience of the
personal computer
• Additionally, FedEx has forecasted the important strategic trend
of a continuously global shipping market. The differentiation of
products is a continuous process in this competitive industry as
innovations are often quickly imitated. FedEx strives to develop
innovations and listens to customers wants and needs.

33. The extensive infrastructure and resources FedEx has compiled are
quite impressive
The company has added several optimum hubs, the Euro One Hub in
Paris, the Asia One Hub at Subic Bay, and the new Iraq hub to increase
the reach and accessibility in blossoming new economies and
manufacturing locations.
This infrastructure, coupled with FedEx’s continuous innovations and
fulfillment of customers needs, is what will create continued success,
and eventual sector competitive advantage in the years to come.
FedEx Express now delivers about 3.7 million packages per day throughout the
United States and to some 210 countries worldwide.

34. Brand Recommendations
Social Marketing Campaigns

35. 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
•Networking Opportunities

36. Brand Recommendations
Marketing to help reinforce the brand
•Viral Video Ads that reinforce image of speed and agility
•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

37. 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

38. 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”