marketing update june 4

8/7/2019 Marketing Update June 4

1/12

Marketing Overview

June 4, 2003


2/12

Marketing Update June 4

Marketing Update

Marketing Focus

Marketing Organization

Marketing Process


3/12


John Fellows 2003 Priorities (ref. 3/7/03 Memo):

1. Implementation of Terra

2. Danzas Integration

3. Latin American Strategy (e.g. 2X)

4. Service Quality

5. PIP

Marketings Priorities:

1. Market the Domestic Strategy (i.e. Terra), increasingrevenue, profit & market share

2. Rebrand our logo and company

3. Create our positioning

4. Develop new products & services

5. Create a formidable team:


4/12


Marketing Update

Marketing Focus


Marketing Process


5/12


O p e n

A d m i n i s t r a t i v e i

C h r i s t i n e N a s

M a r k e t i n g D i r

P r o d u c t M a n a g e m i

L i n d a M i g n o


C u s t o m e r S t r a t e g

M a r t i n M o s l e


M a i l P r o d u c t

B r i a n K e l l y


C h a n n e l M a r k i

R i c h a r d N e w m

M a r k e t i n g M a

M a r k e t R e s e

J e f f G l a d e


L a t i n A m e r i c

A n t h o n y M i l o

M a r k e t i n g

C a n a d a

I s a b e l l e F i n n

I n t e r i m V P

M a r k e t i n g - T h e i

R a n d y C l a r k

S V P

S a l e s a n d M a i

T h e A m e r i c a

Channel Marketing

s Channel Marketing

Physical Access

Development (drop boxes,

express centers etc)

Channel Development,

Program Coordination &Market Penetration:

Retailers

Resellers

Associations

Cataloguers

Freight Forwarders


6/12


O p e n

A d m i n i s t r a t i v e i

C h r i s t i n e N a s


P r o d u c t M a n a g e m i

L i n d a M i g n o


C u s t o m e r S t r a t e g

M a r t i n M o s l e


M a i l P r o d u c

B r i a n K e l l y


C h a n n e l M a r k i


M a r k e t i n g M a

M a r k e t R e s e

J e f f G l a d e


L a t i n A m e r i c

A n t h o n y M i l o

M a r k e t i n g

C a n a d a

I s a b e l l e F i n n

I n t e r i m V P

M a r k e t i n g - T h i

R a n d y C l a r k

S V P

S a l e s a n d M a i

T h e A m e r i c a

Market Research

s Competitor Intelligence

Market Share analysis

Positioning Research

Service Comparables

s Industry Intelligence

Industry evolution

Product Research

s Customer Intelligence

Customer Satisfaction

Customer Needs

Customer Perception

s

Research Tool management &deployment


7/12


O p e n

A d m i n i s t r a t i v e A

C h r i s t i n e N a s h

M a r k e t i n g D i r e

P r o d u c t M a n a g e m

L i n d a M i g n o n


C u s t o m e r S t r a t e g y

M a r t i n M o s l e y


M a i l P r o d u c t s

B r i a n K e l l y


C h a n n e l M a r k e


M a r k e t i n g M a n

M a r k e t R e s e a

J e f f G l a d e


L a t i n A m e r i c a

A n t h o n y M i l o n

M a r k e t i n g

C a n a d a

< d o t t e d l i n e r e

I s a b e l l e F i n n e

I n t e r i m V P

M a r k e t i n g - T h e

R a n d y C l a r k

S V P

S a l e s a n d M a r k

T h e A m e r i c a s

Latin America &Canada

s Product Development &

Management

s Customer Acquisition and Loyalty

Programs

s Channel development

s Branding, Advertising & MarCom

s Market planning & analysis

s Country support of strategic and

locally initiated marketing

programs


8/12


O p e n

A d m i n i s t r a t i v e A

C h r i s t i n e N a s h


P r o d u c t M a n a g e m e

L i n d a M i g n o n e


C u s t o m e r S t r a t e g y

M a r t i n M o s l e y


M a i l P r o d u c t s

B r i a n K e l l y


C h a n n e l M a r k e


M a r k e t i n g M a n

M a r k e t R e s e a r

J e f f G l a d e


L a t i n A m e r i c a

A n t h o n y M i l o nM a r k e t i n g

C a n a d a

I s a b e l l e F i n n e

I n t e r i m V P

M a r k e t i n g - T h e

R a n d y C l a r k

S V P

S a l e s a n d M a r k

T h e A m e r i c a ss Leadership

s Direction

s Organizational Planning &

Management

s Strategic Planning

s Implementation and execution of

strategic & tactical plans

s Coaching & training


9/12

Marketing Update June 4Marketing Update

Marketing Focus


Marketing Process


10/12


Conceptual Design

MarComm

Pricing

Research

Channels

eCommerce

Integrated

Programs

Tact

ics&Tools

Revenue Drivers

Product Dev

DHL is now organized around brand areas orproducts/ services. The Marketing Departmentfollows this lead.


11/12


Conceptual Design

MarComm

Pricing

Research

Channels

eCommerce

Integrated

Programs

Tact

ics&Tools

Revenue Drivers

Product Dev

Within the Express division, this structurefollows for all products/services

Intl Products Domestic Products Value-Added

IDOX

WPX

IMP

TDD

WMX

Overnight

2nd Day

Ground

TDD

Same-Day

Insurance

High Value

Mailroom

Customs


12/12


Marketing Process

M

arket

Dynamics

Integrated Product Plan

- ALL 4Ps -

Market Analysis

Competitive Activities

Product Strategy

Offer StrategyMessage/Positioning Strategy

Product/Offer Descriptions

Launch Time Line

Budgets

Commitments

Demand/Forecast

Impact on Base

Pricing Strategy

Development Requirements

Operational Requirements

Tracking Requirements

Direct Measures of Quality

Customer TouchPlan

Co

mpo

nentP

lan

s

Tactics

Tactics

Program Development/Implementation

List Generation

List Management

Channel Management

Customer Advocate

Retention Plan

Acquisition Plan

Program Development/Implementation

List Generation

List Management

Channel Management

Advocate

MarketingCommunication

Plan

Market ResearchPlan

ProductDevelopment

Plan

PR & Corp CommPlan

OperationsPlan

E-commerce

Plan

IntegratedM

arketin

gPlan

IMPLE

MENT

ATI

ON

Product Support

Subject Matter Experts

StrategicPricing

Plan

marketing update june 4

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