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Parcel Force: Using the marketing mix to drive change

admin — Mon, 06 Sep 2010 08:57:29 +0000

Parcelforce Worldwide is part of the Royal Mail Group and is a leading provider of express parcel deliveries. It provides a range of services including a guaranteed delivery on certain times or days. Parcelforce Worldwide uses a network of international partners to extend its reach beyond the UK to 99.6% of the world population.

Parcelforce Worldwide delivers around 210,000 parcels a day and operates in three distinct markets:

* Business-to-Business services (B2B) – the transportation of parcels and supplies from one company or commercial venture to another. For example, this could be a manufacturer sending to a wholesaler or a wholesaler sending to a retailer. These are likely to be repeat orders to re-stock a supply chain.
* Business-to-Consumer services (B2C) – parcels going from businesses to homes. This is driven by retailers and ‘etailers’ (online retailers) sending mainly single parcels to consumers.
* Consumer-to-Consumer (C2C) – parcels going from one home address to another. This could be people sending Christmas or birthday presents or ebay parcels through a Post Office or ordering a collection on the Parcelforce Worldwide website.

In the last few years Parcelforce Worldwide has made big changes to improve its business. It has improved its quality of service by focusing on time-critical products. This reduced the number of parcels handled (the volume) but increased the value of each delivery. Parcelforce Worldwide is now a key player in the market.

In 2007, an analysis of a customer research survey showed Parcelforce Worldwide needed to improve its international services. It also needed to change its marketing to respond to an increase in competition and changes in the external environment. This case study explores how this was achieved using the marketing mix or 4Ps. Read more…

Social marketing communication in a multicultural environment

admin — Wed, 21 Jul 2010 13:42:56 +0000

Social marketing communication (social marcom) campaign production can be more challenging when the audience includes individuals from ‘culturally and linguistically diverse’ (CALD) communities. Additional issues such as culturally related values, practices, and attitudes need consideration. Normally, social marcoms campaigns for CALD audiences involve directly translating mainstream campaign material into various ethnic groups’ languages. However, little is understood about the issues beyond translation that confront practitioners adapting mainstream campaigns. This article presents a case study analysis of work undertaken by the New South Wales Multicultural Health Communication Service (MHCS).
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The product life cycle and online fashion

newuser — Sat, 19 Jun 2010 11:06:42 +0000

ASOS.com is the UK’s market leader in online fashion retailing. It offers own-label, branded fashion and designer goods. Its headquarters are in Camden Town in North London. ASOS.com originally stood for As Seen on Screen. The company was set up in June 2000 with just two people to bring the latest fashion trends to shoppers as quickly as possible. It has rapidly grown to become the UK’s largest independent online fashion retailer. It stocks over 22,000 product styles on its website and introduces up to 1,000 new products to its ranges each week. The ASOS.com website attracts over five million visitors a month and the company currently has around 1.2 million active customers (that is, people who have bought in the last six months). It was named Online Retailer of the Year in 2008 by Retail Week Awards.
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Developing a Rural Market e-hub The case study of e-Choupal experience of ITC

maddy — Sun, 29 Nov 2009 17:54:41 +0000

ICT has potential to make significant inroads in a traditional agrarian economy like India. Indian agro-sector has been exploiting the benefits to ICT. Innovative ICT application platforms are being created by private sector players in conjunction with local farmers. One such private initiative has been by ITC Ltd in the state of Madhya Pradesh. It has helped the farmers in many ways, such as developing of local leadership, shared ownership of the assets created in this initiative, access to the latest knowledge for the agro-sector, sustainable income levels and skill development for productivity improvement. This initiative from ITC has become a benchmark today in the ICT initiatives in agro-sector. Read more about the intitiative…

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Rural marketing: a challenge in true sense

maddy — Sun, 29 Nov 2009 17:45:14 +0000

Promotion of brands in rural markets requires the special measures. Due to the social and backward condition the personal selling efforts have a challenging role to play in this regard. The word of mouth is an important message carrier in rural areas. Infect the opinion leaders are the most influencing part of promotion strategy of rural promotion efforts. The experience of agricultural input industry can act as a guideline for the marketing efforts of consumer durable and non-durable companies. Relevance of Mass Media is also a very important factor. Read more…

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Positioning on Export Markets : A paradigm of Bounded Rationality applied in the context of positioning for Swedish Exporting firms

maddy — Thu, 26 Nov 2009 22:52:07 +0000

It is not easy to predict what will happen tomorrow. It is perhaps even more difficult knowing what will occur next year or even two years from today. To put it short we are uncertain about the future. Swedish firms attempting to capture new export markets are also facing uncertainty. If a firm succeeds with predicting customer’s preferences they might be able to create a position for the firm´s products before any competition. It is however almost amusing to study successful marketing cases for export markets in a rear window…click here to read ahead

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A-maize-ing Retail Marketing-Mix

maddy — Thu, 26 Nov 2009 22:47:05 +0000

Supermarkets are a battleground for packaged goods. Competition for shelf space and the cost of instore promotions make retail a tough market for even the largest companies. A-maize-ing Foods*, a small producer of corn chips and snacks, had some initial success with their unique products and packaging. Their blue corn chips and sweet potato and other vegetable chips had solid sales and growing acceptance among supermarket chains and convenience stores…click here to read ahead