BRAND BUILDING

PATKAR-VARDE COLLEGE

Name – Yash ChavanRoll No. - 407

History• FedEx Corporation is a US Multinational Courier delivery services company• Headquarters - Memphis, Tennessee, US.• Number of employees - 300,000 (2012)• Founded by Fredrick w smith in 1971.• Incorporated in 2nd Oct 1997.•n Jan 2000 FDX Change name to FedEx Corporation. • In Feb 2000 It acquire Tower group International an International Logistic Company.• In 2004, Privately branded FedEx Kinko.• In June 2009, FedEx announced they would be dropping Kinko’s name from their Shipping centres & now it called as “FedEx Office”.• In 2015, It Acquire rival firm TNT Express for $4.8 billion as it looks expand in Europe.

Brand Architecture

Logo MeaningFedEx designed by Lindor Leader of Lindor

Associate in 1994.

“FED” is always in Purple and the “Ex” is in different color for each Division.

FedEx word mark is notable for containing a subminal right arrow in Negative space between the “E” and “X”.

Tagline Relax, It’s FedEx, The World on Time.

USP Worlds Largest airline in terms of freight

tons flown,

SWOT AnalysisStrength : Network in more than 220 countries. Best Use of Technology. Dependable knowledge in delivery Business. High investment in IT System More than 3 Decades of Experience in

Logistic service.

Weakness : More Dependable on US Market. Since its competitive segment, The market

share growth is limited.

SWOT AnalysisOpportunity : To use Corporative strategies. Challenging competitors through mergers. Local competitors with poor service &

Product.

Threats : Rising Fuel pricing could impact on company

profit. Varying market Demand.

Competitors :

Market Planning Target Audience/Market :Business/Professional type people who wants

to send packages and have them arrive on next Business day.Market Goal :

• Maintain its competitive presence in the minds of the consumers.• To maintain timely courier delivery process & to stay in market for longer Run.• To rise weekly target & Orders of whole company at least by 100% in next 6 months.• Maintaining customer base & increasing new customer ration by 5% upcoming months;.

Marketing Strategy :To be the fastest service provider company.To maintain the logistics and operations of

the company to earn big profits.To use technological improvements in

enhancing the system for clients to track their orders at any time and place.

Making the services smooth and comfortable for clients that they pay higher prices happily for such fine courier services.

To differentiate the standards of quality from their competitor companies to raise the level of services for the comfort of its clients.

Market Planning

Yearly Market Budget : FedEx Company has already invested a huge budget of

U.S $26.093 billion in year 2010. $2.4 Trillion – Estimated value of E commerce sale

worldwide by 2018. A 26% increased from 2016. $1.5Trillion – Global Trade Market. 137 million gallons of fuel saved since 2008. In year 2016, For First time FedEx Corporation revenue

exceeded by $50 billion. $1.6 billion profit Improvement in 2016. 9% Increased FedEx Ground Package Value.

Market Planning

Promotional ActivityFedEx campaigns runs in the print media

throughout the year.Spends heavy amounts on Commercial ads.The company has been a chief sponsor of

motor sports, football and a number of sports being played at a junior level.

One major reason of its success is political lobbying at large scale, billions of dollars being spent until now with $4.9 million spent in first three months of 2010.

Social Marketing Campaign

Business Twitter Campaign Personal Twitter Campaign

Social Marketing Campaign

Marketing to help Reinforce the Brand

Research development Efforts

Social Marketing Campaign

Marketing to help Reinforce the Brand

Research development Efforts

Social Marketing Campaign

Reinforce the Global Brand :Reinforce Sponsorship Program with Internationally relevant eventsEg. Indian ICL League. Olympic 100 meter dash.

Reinforce US Brand :TV Shows that reinforce importance timely and speedy delivery.

Some of FedEx Ad campaign :

“This is a Job for FedEx,” 2001-2002

“Don’t worry, there’s a FedEx for that,’’ 2002-2003

“Relax, it’s FedEx,” 2004-2008

“The World on Time” 2001-Present

“We Understand” 2009-Present

“We live to deliver” 2009-Present