International Students/DHL Express Segmentation

DoubleLife

The AmericanDream

International borders are becoming increasingly

Business+

Science

China157,558

India103,895

South Korea73,351

Canada27,546

Taiwan24,818

Macro ViewNetwork & Reach

Global Connectedness Index

HypothesisInternational students come to America

to fulfill their American dreams

ObjectivesTo understand:

1. International students as a strong consumer group in the United States2. Their engagement in American life

3. Their concepts of the American Dream4. New habits and changes in lifestyles

ObjectivesTo develop:

1. Strategic recommendations for DHL Express2. A connection between the emerging international

student market and the immense international framework DHL already maintains

MethodologyQualitative Study- Focus GroupParticipants representing India, China,

Taiwan, Korea, Colombia, Russia and Iran

Quantitative Study- Survey

Secondary ResearchOpen Doors Data 2011, Institute of International Education

Psychographic Why are they in their segments?

Experiences and attitudes

Behavioral Manifestations

Engagementin American Life

2,709,621

A Relationship With America

“America failed to meet my expectations.”

Bad experiences pushed them over the edge

Only Surviving

Straight Home

Straight Home

It’s a myth. Something that everyone says.

The AmericanDream

“I came for the opportunities but I’m not sure if I made the right choice. I’m keeping my options open.”

For whatever reason, they are not making

efforts to engage

Rely OnMeal Plan

Abroad & Home

Abroad & Home

The AmericanDreamI don’t think it’s that

strong anymore. I don’t know if I will stay here much longer.

“America is better than what I had, but not necessarily where I want to stay forever.”

Did not come here for America

Missing Something

Other States & Home

Other States & Home

The AmericanDreamIt existed once,

but not anymore.

“I’m not going to waste my time with people from my home country. America is what I want.”

Devoted to America no matter what

Eat Out

Here & Other States

Here & Other States

It still exists!

The AmericanDream

“I’m in America now. You can’t be married to someone and think about ex-girlfriends.”

Make every place they visit their home

Constantly Sampling

Here & Abroad

Here & Abroad

I believe America still has opportunities for its own people but they must be

willing to work for it.

The AmericanDream

“I love America now but I will always miss where I came from.”

1,888,605

Still drawn to their lives back home

Old & New

Here & Home

Here & Home

The AmericanDreamI don’t know if I believe in the

American Dream more than that of my home country.

Double Life

There’s a personal need to keep up with

events and stories happening back

home

DoubleLife

ExpressInternational 491,000

Total Express 1.64 millionReach 2.8 million

Across 220 countries

Competitive Landscape

1. UPS 2. FedEx

3.TNT4. DHL

Strong network Reliability

Speed Price

Brand name

ShippingConsiderations

InternationalStudentsDHL +

International

Great Package Race of 2009 University Express

StudentsDHL +

Honeymooners are leading Double Lives

Application seasonDrop in shipping for students

Opportunity:

Help the Honeymooners maintain their Double Lives

Turn shipping into sharingMerge their old world with their new world

Strategy:

Tactics:1. DHL Express Family Plan

II. DHL beyond shipping

Meet them where they are

Honeymooners as gateways

How to Reach Them:

“It is a great environment for building relationships. You share the joys and

pains, the excitements and frustrations, like a big extended family sitting around

the table for a reunion dinner.”