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Introduction•Founded in June 1971, by Frederick W. Smith

•Revenue as of 2014 :$11.5 billion•“Federal” nationwide economics“Express” means speed•Federal Express Corporation was founded in Little Rock, Arkansas

•The headquarters then changed from Little Rock to Memphis

Introduction Business SegmentsFedEx ExpressFedEx GroundFedEx FreightFedEx Services

Corporate Strategy“Compete Collectively, Manage Collaboratively”

Brand ElementsBrand Name - FedEx CorporationURL - www.fedex.comLogo -

Color - Purple Tagline Slogan - “We Understand”

Logo Transformation

1974

1978

1994

2000

Brand Growth AnalysisFedEx – One of the Worlds most respected brands

1994 – Rebranding of Federal Express• Formalize the unofficial abbreviation• International Comp. & distinguish

Express Services

Brand Growth Analysis

1997 – 2000• FedEx acquired a number of companies

Transportation, Freighting, Customs information, ect.

• Created a“branded house” under the FedEx name– Objective: To be credibly perceived as a diversified

transportation services provider with global reach.

FedEx – A Branded House•FedEx developed a brand architecture and naming system that extended the FedEx brand without compromising its integrity.

•The system uses a different color and descriptor to distinguish each operating company.

•By retaining the well-known wordmark’s letterforms and white space, each operation benefits from identification as part of FedEx.

• Showcases the broad diversity of the product offering while building the core brand.

“Just FedEx it”

Products & Service Offerings

Place

Place & TimeRegional Facts about Fedex Corporation•Asia •Europe•Middle East Africa•Latin America •North America

Services Provided: 24*7

Almost Everywhere and at any time !

Promotion

PromotionKey Marketing Activities

•Fedex Uses Sports as a medium for promoting its services Eg:Motorsports(F1),Golf(PGA tour),Tennis(Roger Federer)

•Alliances with NFL, NBA, FedEx cup, FedEx racing, the FedEx orange bowl, and the FedEx field

•Senior Vice President of International Marketing, Rajesh Subramaniam, said, “FedEx sponsors and associates with several sports that share its attributes of speed, reliability, precision, teamwork and flawless execution.”

•Fedex Promoted its brand through Cast away,one of the Oscar Nominated Movie•Other Movies like :Yeh Jawani Hai Deewani•Super bowl Ads

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FedEx Super Bowl Commercial.3gp

Promotion•In Nov 2003,Fedex Along with University Of Memphis,started Fedex Institute Of Technology

•Since 2003 Fedex has contributed $5 million in R&D

•Fedex Centre For SCM is helping organizations to meet key Supply Chain management challenges globally.

Price

Price• The main factors that influence the price charged by

FedEx are the costs of gas, promotions, and market research

• Charges premium prices for quality services

• In China FedEx is slashing its prices for market penetration• As FedEx management's policy is to maximize profits,

they use the cutthroat business technique by pricing their services at high prices and hoping the consumer will use it based on the company's reputation and their unique and detailed tracking system

• It provides booking facility through internet.

Physical Evidence

Physical EvidenceThe staff members & vehicles as well as aircrafts plays an major role for providing services

Buildings, landscape, interiors etc are least important for FedEx

For direct customer interaction they recruit front desk executives & provides coded information for their parcels.

People

PeopleFedEx employees provide both pre service as well as post service

FedEx seeks to employ staff from its surrounding communities

FedEx hires people who have enough experience in transportation and SCM.

Process

ProcessProcuring Products from the Clients

Procurement and order management Functions

Delivering products & Services to customers

For complexities EDI,EFT Bandwidth &DSS for planning & execution

Positioning

The FedEx PositionWho is the target market?“anyone who needs to send something anywhere in the world. Whether it’s the one and only package you'll ever ship in your life or you have 1000 packages to ship every day.”

CompetitorsThe FedEx PositionWho are the main competitors?United Parcel Service

Founded in 1907, UPS is the world's largest package delivery company and a leading global provider of specialized transportation and logistics services.

DHLDHL is part of the world's leading postal and logistics Group, Deutsche Post DHL

Competitors

What are the points of parity?-Both companies ship packages-Both online services allow you to track packages, order supplies and pay bills.

What are the points of difference?-FedEx has 3 times as many planes-Print and ship from anywhere services-FedEx has been known to update technology more frequently than UPS

Competitive Edge

Unique events Quality StandardsPackaging & SolutionsTechnological Innovation

http://news.van.fedex.com/freeresumeprinting

Achievements

Technology & Differentiation

Technology • FedEx has always been a technology trailblazer, and the success of

fedex.com is testament to that• The company was one of the first to harness the power of the Internet,

launching its Web site in 1994 with a bold new package tracking application one of the first true corporate Web services.

• In 1997, FedEx foresaw the opportunity of Internet commerce and its implications on the shipping industry

• FedEx became the first transportation company with Web site features that allowed customers to generate their own unique bar-coded shipping labels and request couriers to pick up shipments. FedEx Ground is taking advantage of the wireless LAN technology by expediting the movement of shipping information from delivery workers' terminals to a central database.

• FedEx is positioning themselves as the future leader, with sustained competitive advantage, in the international market of the shipping industry

Differentiation• FedEx foresaw the importance of differentiation early on, as did

most of the sector players. FedEx realized that it was in the information business

• To support this need, and differentiate itself from competitors, FedEx created state-of-the-art technology for customers to track and validate shipments. Shipments are virtually traceable from their origin to their destination all with the convenience of the personal computer

• Additionally, FedEx has forecasted the important strategic trend of a continuously global shipping market. The differentiation of products is a continuous process in this competitive industry as innovations are often quickly imitated. FedEx strives to develop innovations and listens to customers wants and needs.

The extensive infrastructure and resources FedEx has compiled are quite impressive

The company has added several optimum hubs, the Euro One Hub in Paris, the Asia One Hub at Subic Bay, and the new Iraq hub to increase the reach and accessibility in blossoming new economies and manufacturing locations.

This infrastructure, coupled with FedEx’s continuous innovations and fulfillment of customers needs, is what will create continued success, and eventual sector competitive advantage in the years to come.

FedEx Express now delivers about 3.7 million packages per day throughout the United States and to some 210 countries worldwide.

Brand RecommendationsSocial Marketing Campaigns

Brand Recommendations

Business Twitter CampaignRegister with Twitter to get discounts on services offered at FedEx Office deliver tips for small business owners • Tax tips• Networking Opportunities

Brand Recommendations

Marketing to help reinforce the brand• Viral Video Ads that reinforce image of speed and agility• Development of a FedEx Application on people’s pages

Research and Development Efforts • Corporate Page for people to join and provide feedback

and ideas for products or services to improve

Brand Recommendations

Marketing to help reinforce the brand• Banners to help market services for professionals

and small business

Research and Development Efforts• Host a group for small business owners to

share tips and needs • Review the posting to determine potential

marketing opportunities

Brand RecommendationsReinforce the US BrandFurther develop correlations that reinforce the speed and agility theme

• TV shows that reinforce importance of timely and speedy delivery• EX: “24”