Ad Clip

Introduction

Business SegmentsFedEx ExpressFedEx GroundFedEx FreightFedEx 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 AssessmentThe 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 ResearchTracking StudiesRecall & Recognition StudiesBrand Response StudiesBrand Relationship Studies

Qualitative StudiesAssociation StudiesComparison StudiesExperiential Research

Brand Growth AnalysisFedEx – 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 HouseSolution:•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 AnalysisNew 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 AnalysisFedEx acquires Kinko’s – 2004•The two brands merged to create “FedEx Kinkos” • leveraging the historical strength of both

companies together

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 Analysis2008 – 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 CampaignRegister 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 BrandReinforce sponsorship program with internationally relevant events

Ex: India’s ICL League

Ex. Olympic 100 meter dash

Brand Recommendations

Reinforce the US BrandFurther develop correlations that reinforce the speed and agility theme

• TV shows that reinforce importance of timely and speedy delivery• EX: “24”

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