Marketing Strategy For Courierplease Answers Assessment Answer
Background Information of Client and service
CourierPlease, a branch of SingPost group in Australia, is working as a leading delivery service in Australia and provides its services in all over the country. CourierPlease was launched in 1983. This courier service is specialized in delivery in metropolitan cities. Currently, the courier service of CourierPlease is providing its services nationwide in Adeldia, Bendigo, Brisbane, Canberra, Carrum Downs Central Coast / New Castle, Geelong, gold Coast, Melbourne, Sydney and Toowoomba. It has 550 franchisees present in all over Australia, nearly 40,000 customers are accessing the service of CourierPlease and nearly 10 million parcels are getting delivered in one year (Courier Please: About Us, 2015).
Research on the service
Courier service is a kind of service which is used by the customers to deliver their parcels from one place to another place. These parcel communication can be within the city, between two cities of same state, between two cities of different states or between two countries. Courier service provides the facility of communicating any type of parcel, like any size and any weight. Courier service even helps in communicating the letters. If we talk about CourierPlease, it helps in communicating every type of product. There are various competitors of CourierPlease present in Australia. The main competitors are Fast Courier, DHL, TNT, Truck It, and My US and inter parcel. The toughest competitor of Courier Please is DHL (MSI, 2012). DHL is actually an international courier service provider which provides its services in all over the world. DHL is famous for its safe and quick services (Judd, 1987). Other courier companies are also providing the best services. Thus, there is a high competition in the market for CourierPlease.
Characteristic of the Services
There are various brands of CourierPlease present in the market. Ezy Technology helps the customers in tracking and despatching of their courier, Ezy Net provides the facility of booking online from the online portal, Ezy Freight is an online despatch system in which the customers generate the data according to their needs and requirements. Ezy Quote provides the facility to the customers in finding the prices according to the size, weight and the destination of the parcel. Ezy Plan provides the facility to create a monthly plan for the user according to their requirements. Actually, this facility provides an opportunity to save money. Thus, the above brands are promoted by CourierPlease in the market. If we see CourierPlease, it provides various innovative services to the consumers like Ezy Plan which provides the facility of tie up (Courier Please: About Us, 2015). Consumers can check the prices on the internet etc. If we talk about the quality, CourierPlease provides the best service in terms of security, and accurately, and on time delivery of the parcel. The services of the CourierPlease are designed well and it uses the technology like internet so perfectly, that everyone finds it very easy to use the services of CourierPlease. The services of CourierPlease are available in various ranges so that the customers can choose the service according to their needs and requirements. CourierPlease believes in providing the punctual delivery as committed to the consumers.
If pricing variables of this courier service are considered, it provides a wide range of prices to the consumers according to the facilities. Consumers can even chose the service according to their needs and requirements but the consumers have to pay the prices of services at the time of booking (Sharma, 2005). There is a facility regarding the pricing that the consumer can chose from, i.e., whether the sender or the receiver is going to pay for services. CourierPlease also provides various special offers on some occasions and festivals. It provides the offers to its special customers also to attract more customers.
The market for this courier service can be segmented into three segments, domestic segment, special occasions and business segment. In the above segments, business segment is the most important segment of the market. Domestic segment is related to the domestic market. This market actually covers the general needs of the courier service for domestic purpose. Sometimes people need to send the parcel to their relatives or friends. Thus, the domestic market covers this type of market (Kotler, 2010). Occasional market is actually related to the courier service required on the occasions like marriages, birthdays and anniversary. People send invitations, gifts or sweets to other people via courier. Business segment, as described above, is the most beneficial segment in the market. This segment is actually related to the business related parcels. It includes the tie-up with the businesses for communicating their parcels. Today, e-commerce can also be a market segment for the courier services. E-Commerce website actually delivers the product to their customers. Thus, they can use the courier service to fulfil these purposes.
The marketing of the courier service includes both business to business marketing as well as the business to consumer marketing. For attracting the businesses or e-commerce segment, to use the courier service, business to business marketing will be performed, while for attracting the domestic or occasional market segment, direct marketing of the courier service will be used. For business to business marketing, a proper presentation about the courier service of CourierPlease should be prepared which will include the services, offers, achievements and various other details. These details should be managed in a proper format so that the businesses can understand everything very clearly (Bordan, 1965). The presentation should be based on real data. For other purposes the internet marketing will be the prior option. Marketing, on social media websites, SEO and the e-mail marketing should be used for communicating with the people. The other ways of marketing will be the telemarketing, magazine and newspaper advertisements, hoardings and templates distribution. All the above marketing methods should be well arranged in a managed way for the best results.
Generally, the distribution channel of the courier service is very complex. Same is in the case of CourierPlease. The distribution channel of the CourierPlease includes various steps like booking, receiving the product to be delivered and the delivery of the product safely. For booking of the product to be delivered, CourierPlease uses the franchisees as well as the internet. Customers can book both at the office as well as the internet (Aze, 2012). The receiving of the parcel to be delivered can be collected by an employee of CourierPlease or even the consumer can deliver the parcel at the office. The parcel is then sent to the destination office and then it is delivered to the exact destination.
Customer service of CourierPlease includes the before sales service, after sales service, electronic service and personal service. The customer service can be used by the consumers for various purposes like complaining, getting details, and tracking of parcel and the delivery of parcel. One to personal service is also included in the customer service. This includes the booking to parcel, receiving parcel and taking feedback and complaints from the consumers (Chand, 2013).
Success rate of marketing campaign
The campaign was really successful up to some extent in attracting the various customers. The number of customers for CourierPlease has increased. If we talk about the business to business marketing, various new businesses accepted the services of CourierPlease and the increased use of the service of CourierPlease has been seen for the domestic and occasional market but this can be improved more by putting some extra efforts (Alipour, 2011).
Factors present in the success of Campaign
Various factors contributed in the success of marketing campaign. For the business to business marketing, the personal presentation to the business executive really helped to add more customers in the customers list of CourierPlease. Internet marketing was the most successful factor of the marketing. In internet marketing campaign, social media marketing helped to attract more customers (Woodruffe, 2008).
There is a need of change in the advertisement in the newspapers and magazines. The newspaper marketing should include more popular newspaper and magazines in the market. The other changes are the presentation level to the businesses which should be enhanced. SEO marketing should be improved.
The newspapers and the magazines used for the marketing were not much popular. Popular newspaper and magazines should be used for the marketing (Lee, 2009). Some business has commented on the presentation which is not much clarifying the services of the organization. Thus, the presentation level for the organizations should be improved. As the organization uses the internet as the source of businesses, thus the SEO should be focused more to improve position in the market.
Courier Please: About Us. (2015). Retrieved March 23, 2015, from Courier Please: https://www.couriersplease.com.au/about-us
Alipour, M. (2011). The role of service marketing mix and its its impact. 73-77.
Aze, E. D. (2012). Marketing concept for courier service. 23- 45.
Bordan, N. (1965). The concept of markting mix. Science in marketing, 386-397.
Chand, S. (2013). Markenting Mix: 4 Elements of marketing . Retrieved march 23, 2015, from Your Article Library: https://www.yourarticlelibrary.com/marketing/marketing-mix-4-elements-of-marketing-mix-1147-words/7604/
Judd, V. (1987). Differentiate with the 5th P: Paople. Inustrial marketing management, 241-247.
Kotler, P. (2010). Marketing management. London: Pearson Publishing House.
Lee, C. (2009). A Review of Marketing mix: 4Ps or Mor? International journal of marketing studies, 2-6.
MSI. (2012). Sourier Services. MSI, 1-13.
Sharma, H. (2005). Services Marketing mix. 456- 470.
Woodruffe, H. (2008). Marketing services . Tehran: Amir Kabir publication.
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