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Segmentation-
Grouping consumers by some criteria, such that those within a
group will respond similarly to a marketing
action and those in a different group will respond
differently.
Potential segmentation variables in courier company:-
Geographic segmentation:-
A courier company should be situated at the place or should
offer their services where the customers are
aware about the services and frequently use these services, big
towns, districts, cities and metros would be
a perfect place to start a courier service. But we basically
target tier 1 and tier 2 cities where air frequency
are better. To deliver on time delivery to customer.
Tier 1 cities- Delhi, Mumbai, Hyderabad, Ahmedabad,
Bangalore
Targeting:-Differentiated marketing: -business enterprise
Segment 1 ( only Document ):- The courier companies mostly get a
big deal in a business enterprise
,most of the organizations exchange their business letters,
Documents, office accessories D.D or some
other monetary things through courier , so the courier companies
has a big opportunity to deal with these
enterprises .
- Company billing, size of company which turnover are above 50
crore
- Mainly we focus on consultancy, IT and banking
- Our operations are domestic and international courier because
most of this type of company
are sending their document in foreign offices also.- We also
focus on customer who wants single day delivery in domestic
region.
Segment 2 (how frequently they used the courier):-like how they
used the courier service like
daily basis, weekly or monthly.
Segment 3(Third party courier) :-tie up with like big ecommerce
company in India or across
the world .Snap deal, flip kart, myantra and many more.
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Our courier service provides standardized products and services
- courier, express and parcel (CEP) - both
locally and globally depending on the country. Whether it is
document or parcel, road or air, provides
several different types of services that are divided to four
basic groups:
1. Same Day
An immediate pick-up of a shipment by a dedicated courier, with
an emergency delivery within the same
day via a dedicated network.
2. Time Definite
Express delivery by a certain time on an overnight or next
possible business day basis.
3. Day Definite
Reliable delivery within a certain number of days.
Positioning:-
Determine what consumers currently think about your product: -
we should firstly
understand what the customers think about our product or the
services, because courier industry is
primarily a service industry, so the service should be frequent,
delivery should be adequate, and within a
short period of time.
Decide what you want consumers to think about your product: -
This can be done throughsending an effective message to the
customers about our courier company so to make a position about
our
product and services in the mind of customers. Through meeting
their expectation what they need from our
courier service through express service, insurance of parcel,
convenient, reliable.
To position our courier company we have to make a brand. And
delivered what we promise to customer to
give, if we are delivering value to the customer its already
building image in consumer mind and its help
to make a brand easily, after that we are doing advertising
through various medium of channel, and do
sponsorship participate in various business exhibitions, trade
fair. Uniform of the delivery boy helps our
courier company to differentiate from other courier company.
Arranged one day corporate desk in
company, like IT, consultancy, and bank. Giving presentation in
company to operation level managerabout our courier company.
Taglines like:-
Sending your Parcel faster than air we deliver , your smile
