services marketing
TRANSCRIPT
Analysis of the courier industry
DTDC
Courier industry Availability (presence) is important
Rates between different courier companies do not differ much
Rates depend upon Distance Mode of transportation Type of goods –perishable or not Weight of the product to be sent Value added service
Industry analysis Courier industry earlier limited to 4 metros Extended fast to other metropolis, township & rural areas Manpower intensive Highly skilled & trained personnel Competitive market India has around 2300 courier companies
Organized sector – 27% Semi-organized sector – 43% Unorganized sector – 27%
Indian courier industry-Rs. 7,000-crore
Volume distribution
27%
43%
27%
3%
organized semi organized unorganized EMS Speedpost
Industry analysis Courier industry
Time-definite Reliable transportation services
Exhibited growth of about 30% over past 4 years
Expected to grow at 25% in next 2-3 years
Major players Blue Dart, DTDC, AFL, First Flight, GATI Unregulated industry (no entry barrier)
Revenue distribution
64%
26%
4% 6%
organized semi organized unorganized EMS Speedpost
Contd… Service categories
Intra city Inter city
Surface mode Air express
Factors contributing for growth Economic growth Technological advancements Escalation of industrial sector Increase in export/import Effect of liberalization
“Courier industry — It's all
about technology, consolidation”
SWOT analysis: courier industry
STRENGTHS WEAKNESSES
• Around 40% annual growth • Erratic airlines’ systems
• Speed
• Security (tracking)
• Dependency on increasing oil prices
• Weak IMC
OPPURTUNITIES THREATS
• Investments by giant corporates • Increased competition
• Economic growth • Unorganized sector
• 10% profit margin - scope for improvement • Demanding clientele
• Decreased restrictions in International ExIm market • Brand switching
• Reduced tariffs • Increasing oil/ATF rates
• Improved Infrastructure
Ways of Market coverage Wholly owned
International tie-up for global reach Helps in infrastructure Helps in reach
Rising prices High oil prices & air freight
Overall costs incurred by domestic couriers increased between 22% - 25%
For consumer, tariff is up by 15% - 20% Consumer paying around Rs. 3/kg more Price hike
In ground: 10% - 15% On air: 15% - 20%
DTDC Strategic Intent
To save time by adopting ‘Right-Time approach in every part of Business’
To impartially select and develop employees & service partners (Franchisees) for meeting quality service standard
Mission To focus on Customer Loyalty and make it the goal of the
Organization. To encourage people for adoption of new technologies,
processes and systems for improved, reliable and speedy service
To relentlessly monitor to reach a minimum net service level of 98% delivery
Vision To be the most Admired and Successful Express Distribution
Company in India by meeting and exceeding Customers' expectation of services
Company analysis DTDC Courier & Cargo Ltd. (DTDC) was incorporated in
1990 India’s largest courier company with a market share of 270
crores Presence in 3700 Indian & 240 international locations
delivering 10.5 million parcels every month Turnover for 2007-08 was 14,800 lakhs from the domestic
sector and 3000 lakhs from international sector Pioneered the franchisee concept in India with 4000
franchised outlets supported 176 offices all over the country
Typical offerings Timely delivery
Safe delivery
Reasonable prices
Augmented offerings Pin code finder
Helps to locate addresses of all DTDC offices anywhere in India by typing destination’s pin code
Location finder Online database with addresses of above 2500
Pick up request DTDC representative comes to pick up customer’s
consignment
Online Tracking SMS Tracking and alert facility News flash service
Contd… E-shopping @ DTDC
In association with fabmall.com, customers can choose from a wide choice of gift articles to be hand-delivered
DTDC PLUS launched in April 2007, by which Documents & Packages
weighing up to 5 kilos can be shipped through DTDC
Saving of 50% on excess baggage Carrying of excess baggages & delivering to the consignee's
door Clearing of customs formalities in case of detention
Key players of courier industry Blue Dart-DHL
DTDC
TNT
FedEx
First Flight
Professional Couriers
EMS
Safe Express
Trackon
SkyPak
GATI
Blazeflash
Elbee
Overnite express
Patel on board
PROCESS
Customer calls
Customer serviceorder
Customer givespackage
Franchisee ownermakes entry
Package deliveredto hub
Sorting donePackages sentto main office
Sent to Mumbai
Sorting doneLoad for delivery
via rail,road or air
To destination
Unload & sort Load on truck
Goes to mainoffice
Sorting done
Delivered tohubs
Franchisee ownerpicks up package
Package delivered at customer’s door
DTDC BlueprintDTDC Blueprint
Line of interaction
Line of visibility
Line of internal interaction
Marketing Strategy Audit for DTDC Provider gap 1
Upward communication 5/10 Relationship Focus 6/10 Service Recovery 3/10SCORE OBTAINED : 14/30SCORE OBTAINED : 14/30
Provider gap 2 Systematic service design 7/10 Presence of customer defined standards 8/10 Appropriate Physical evidence & Service scape 7.5/10SCORE OBTAINED: 22.5/30SCORE OBTAINED: 22.5/30
Key: 1= poor 10= excellent
Provider gap 3 Effective role fulfillment by customers 9/10 Effective alignment with service intermediaries 7/10 Alignment of supply & demand 5/10SCORE OBTAINED: 21/30SCORE OBTAINED: 21/30
Provider gap 4 Effective management of customer expectations 4/10 Accurate promising in advertising & communications 6/10 Adequate horizontal communications 5.5/10
SCORE OBTAINED: 15.5/30SCORE OBTAINED: 15.5/30
Key: 1= poor 10= excellent
Contd…
Customer perceptions vs Importance ratings of a DTDC customer plotted on a Priority matrix
DTDC
PEOPLE
People (employees) Diverse work force
Over 13000 employees
Over 4000 business partners
Knowledge-driven work environment
Equal opportunities to all employees
Training programs and multiple developmental initiatives
Lays stress in constant learning
Franchisee-Franchiser Benefits for a DTDC franchiser
Leveraged business format for greater expansion & revenues Knowledge of local markets Shared financial risk & more working capital
Challenges for a DTDC franchiser Difficulty in maintaining & motivating franchisees
Inconsistent quality Customer relationships are controlled by the franchisee rather
than the franchiser
Technology Accuracy and integrity of transactions
Customized IT solutions
Franchisees - access to Corporate and Regional Offices
Electronic network - largest in the country
Over 300 POPs who can link with central database
Wide area network provides synergy to physical network
Modes of link to central database Leased lines Digital Subscriber Lines (DSL) Cable and dial up lines
Contd… Enterprise Class Gateway anti-virus solutions
400 million transactions on IT systems
4 crores invested for centralization
Latest MIS reports
Contd… Opts for Document Management System from Newgen
Software
Software ‘Pocket’ used for HRMS to manage the entire cycle of staffs – recruitment, joining, training, internal growth and exit
Database servers, mail servers, anti-virus servers, backup solution, SMS and web-tracking, auto alert and delivery information system
Introduction of tracking
Only courier company to introduce both GSM and CDMA based mobile trackers, rate, pin code & location finders
Future – where DTDC is heading Enhancing technology to provide end-to-end solutions Re-architecting the solutions Future tech deployments-totally customer centric Upgradation of its infrastructure and human resource
Planning to launch A WAP based website Complete technology solutions for mass mailers Indigenous hand held device for mobile delivery workforce to
capture data as and when it is ready ERP solutions Working on automating all its franchisees Automating processes where customers can print and paste
their own consignment numbers
Thank you