Marketing Management in India Post

Postal environment until recently

- Relatively calm

- Customer expectations limited to traditional services

- highly monopolistic postal administrations were the dominant service providers

Changes in the Postal environment

rapid improvement in communications infrastructure

commercialisation of postal administrations Governments no longer willing to subsidise

postal services More demanding and informed customers

What does the future hold Information Technology changes interaction between

business and customers Decrease in household mail increase in business to business, business to household

mail Deregulation will increase need for marketing The need for more commercial attitudes Enhance efficiency in Postal Operations More focus on the customer The role of the Internet

The new customer

He will have a high level of income, read more, actively search for information, have access to and use of Information Technology:

In the future there are six consumer related industries Trade Publishers Marketing agencies Finance Government Telecom

India Post-

Subsidies are being reduced

We are being held accountable for losses

We are still expected to provide universal postal services

traditional mail cannot be done away with

Commercial strategies

Identify our strengths– The network.

– The available database

– Our position as a Government authority

– Our capability to process huge quanta of mail

Quality of service:.

– Postal Point of view Customer Point of view

• Speed Information

• Reliability Advice

• Security Simplicity

Convenience

Flexibility

Options

Before sales service

Information Procedures Products Collection Prices Postings/Franking Alternatives Payment terms Consultancies Others

After sales service

Track and TraceDelivery ProofsAcceptance of responsibility for

guarantees undertaken Customer SupportBuilding up customer loyalty and brand

affinity

Customer Integration

Find out what your customer needs:

– Sales offer

– Build customer loyalty

– Create relationships

– Customer care

Customer Integration - a case study Staff Selection Commission had given out

mailings of admit cards to Private mailers– This involved the following procedures

• Matching of admit card with the address on the envelope

• inserting

• pasting

• franking

• dispatch

Customer Integration - a case study S S C found unsatisfactory service in that the

admit cards were being wrongly inserted, they were not reaching the candidates or reaching too late.

They approached Business Development Directorate for solutions.

BDD offered to take over their complete pre-mailing operations, nationwide inclusive of matching admit card with envelope, pasting address on envelopes, pasting envelopes, franking, sorting, dispatching.

Logistics Solutions

India Post has been taking up turnkey projects for movement of goods. In the first project taken up for providing logistics solutions to pharmaceutical companies between Calcutta and Guwahati we expect to move 10 tons a month (that is 10,000 kgs)

India Post is also considering entering into agreements with Central Warehousing Corporation (a public sector unit) for providing storage support along with its logistics solutions.

Rise of Internet shopping

The postal administrations have to take note of the rising phenomenon of the Internet

E-mail, e-commerce and other on-line services will, in the foreseeable future, be a very severe competitor to hard copy mail

India Post has been deliberating on providing online services using indiapost.org as the portal-the services proposed to be offered are bill presentment and payment, e-commerce logistics of delivery and payment, e-mail and e-post services, on-line sale of stamps and stationery etc

We are proposing to enter into a partnership with a private party for technical and funding support on a revenue sharing basis for providing online services

What is Happening

Warehousing Greeting Cards Delivery in bulk On Line Bill Payments Data Post

UPU strategy Global Postal Delivery and Payment Guarantee-

GlobalePost

Anywhere ‘Cash and Delivery’

The proposed solution for GlobalePost is to build a bridge between existing domestic systems of the Posts, in the form of a Central Database to facilitate International Track and Trace and International Payments

The UPU strategy has been to bring together postal representatives and create an Incubator to translate the Global Postal Delivery and Payment Guarantee concept into a business proposal associated with a global brand

Thank You