fedex resonnance

8/7/2019 FEDEx Resonnance

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A presentation of

PBM

Presented by:-

Shah Gunjan H.

09mba032


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Q-1 Identify the product line and productcategory the brand belongs to?

Q-2 Identify and elaborate the sources of its

brand equity?

Q-3 Assess its level of brand awareness ,

branch strength and transferability and

uniqueness of it associations?

Q-4 Can this brand achieve resonance with

the customers why or why not?

Questions??


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About :-

` FedEx Corporation is a Delaware corporation, incorporated1971

` Founder ofFedEx: FrederickW. Smith

(chairman, president, & CEO)

` FedEx Corporation, originally known as FDXCorporation, is a logistics services company, based in the U.S

with headquarters in Memphis

` The name "FedEx" is a abbreviation of the name of the

company's original air division, Federal Express, which wasused from 1973 until 2000.


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Achievements

` Ranked 8th in worlds most admired co. in 2011 (source-companys website)

`


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Q- Identify the product line and product

category the brand belongs to?

` Does not belong to any product category

` But surely has many product line under its brand name:

` FedEx express

` FedEx ground

` FedEx office

` FedEx Freight


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Q- Identify and elaborate the sources of its

brand equity?

` Brand Name - FedEx Corporation

` Moving on from better to best ad campaigns:

When it Absolutely, Positively has to be there overnight 19781983

Our Most Important Package isYours 19911994 Absolutely,Positively Anytime 1995

Dont worry, theres a FedEx for that, 20022003

Relax, its FedEx, 20042008

"We Understand," 2009present

"TheWorld On Time" 2009present

` The name change

` changed its name from FDX Corp to FedEx Corp in 2001


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` The logo

` Its core competency

` Timely delivery

` Quick delivery` Wide area coverage

` FedEx has earned a place in everyday vernacular.

FedEx it

` URL - www.fedex.com


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Q- Assess its level of brand awareness ,

strength and uniqueness of it associations?

` Associations

`

Strength` Effective and fast Customs clearance.

` A fast and reliable International Express Shipping Service.

` When it comes to express delivery services, FedEx is amongst

the most recognized names throughout the globe


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` Awareness` Corporation has created an excellent awareness of

the brand

` They started advertising on their vehicles

` massive ad campaigns for premium sports like football,basketball, Racing, golf, tennis. They have been one of

the main sponsors in this.

` Has designed campaigns to show its key attributes in

form of 1) humorousTVADS

2) sketches(in next slide)


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PRINT ADS .


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PR

I

NT

AD

S


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PR

I

NT

AD

S


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Q- Can this brand achieve resonance with

the customers why or why not?

` Yes, the brand has achieved resonance withcustomer

Salience

Imagery

Feelings

Salience

Judgments

Resonance

Commitment to Delivery

Trust & Loyalty

Associations

Responsibilities


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fedex resonnance

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