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TERM PAPER

SERVICES MARKETING

Prepared by :

Faisal Jubair (BBA)

ID # 07510043

Ahmed Nahian Nahin (BBA)

ID # 0730127

Zadid Ashrahi (BBA)

ID # 0202!

"ubmied $%

Nazia Nabi

Lecturer,

Schoo o! "u#i$e## % &ITS'

Cour#e Code: MKT%()*

Se+e#ter: Su++er-.

/ate o! Sub+i##io$: 0.thAu1u#t, 2--.

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Au1u#t, 0.th2--.

Nazia Nabi

Lecturer, Schoo o! "u#i$e##

&$i3er#ity o! I$!or+atio$ Tech$oo1y a$d Scie$ce# 4&ITS5'

Gu#ha$%2, /ha6a%0202

"ub&e'% "ubmissi$n $ he erm aer*

/ear Mada+,

I$ the !oo7i$1 attached pa1e#, 7e ha3e pre#e$ted a report, 8+ar,ein- A'i.iies $

D/9' Thi# i# #ub+itted i$ partia !u!i+e$t o! the reuire+e$t# !or the 1raduatio$ o!

"'"'A' It 7a# both a pea#ure a$d chae$1e a# 7e !or u# to 7or6 u$der your #uper3i#io$a$d 7e !or 7hich 7e 7i a7ay# be 1rate!u to you' The topic o! +y #tudy i# 3ery +uch

appropriate !or u# a# 7e had the opportu$ity to appy our theoretica 6$o7ed1e, 7hich

7e had acuired at a# 7e a# our pro!e##io$a 6$o7ed1e, 7hich 7e ha3e acuired

duri$1 the ti+e o! our #tudy'

La#ty, 7e 7oud i6e to e;pre## our #i$cere appreciatio$ a$d tha$6# !or your cooperatio$

!or the report'

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Acknowledgement

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Executive Summary

The title of our term paper is Marketing Activities of DHL. We have

discussed the activities of a specific company which is quiet significant. In 1969

!ust months after the world had marveled at "eil #rmstrong$s first steps on the

moon the three partners too% another small step that would have a profound

impact on the way the world does &usiness. With this concept a new industry

was &orn' international air e(press the rapid delivery of documents and

shipments &y airplane. )*+ ,(press is the first international air e(presses

company to set up operations in -angladesh in 199. Today with over /0

employees and more than 2 operational vehicles )*+ ,(press -angladesh is

the largest #ir ,(press 3ompany operating in the country. With glo&al e(pertise

in solutions e(press air and ocean freight and overnight transport )*+

com&ines worldwide coverage with an in4depth understanding of local mar%ets.

5ne thing that sets us apart from other companies is our motivated and engaged

employees which personify the famous )*+ spirit. )*+ mostly follows the

pattern which is more orthodo( &ut it creates a good support for the customer

who goes &eyond what they e(pect from them. The mainframe of what is calledthe Integrated 7ervices 8ar%eting. #s )*+ is a glo&al organiation its

organiational environment varies from country to country they have developed

different mar%eting activities for different countries. The company is

indispensa&ly dependent on three ma!or &ases. These &ases confronts to &e the

most significant and influential foundation. The &ases are : the company

employees and the customers who play a very important role to ma%e )*+ what

it is today.

B

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Table of ontentsPage No

Introduction44444444444444444444444444444444444444444444444444444444 1

5rigin of the report 444444444444444444444444444444444444444444444 1

-ac%ground of the report 4444444444444444444444444444444444444 1

5&!ective of the report 44444444444444444444444444444444444444444 1

-enefit of the report 44444444444444444444444444444444444444444444 /

+imitations of the report 444444444444444444444444444444444444444 /

;ro&lem 7tatement 444444444444444444444444444444444444444444444 oor5

Road 2, Ne7 /HDS

Moha6hai/ha6a 02-)

Co+ia EP

Co+ia Hd Airport

Co+ia (--

/ha$+o$di

Mo+taz Paza, Dou#e: *, Road: B,

Mirpur Road, /ha6a'

A1rabad

Sha!i "haba$, C/A, Pot: ),

S6' MuFib Road

A1rabad CA,

Te: -(0%-2-), *0.(%), *0)2*)

>a;: .. -(0 *2))0

Mirpur

02B Ea#t Mirpur, Ro6eya Sara$i, /ha6a'

Na#irabad

.- ?" Co+pe; 4Grou$d >oor5,

C/A A3e$ue, Ea#t Na#irabad, Chitta1o$1'

Ra+pura

)* /IT Road, Ra+pura, /ha6a'

Chitta1o$1 EP

Roo+:(, Hd Ser3ice Co+pe;Chitta1o$1 E;pport Proce##i$1 o$e, Dai#har,Chitta1o$1'

Kar7a$ "azar

B Kazi Nazru I#a+ A3e$ue, /ha6a'

Khatu$1a$F

Da#a$ Ma$Fi 4Grou$d >oor5,

(22 Khatu$1a$F, Chitta1o$1'

&ttara

&ttara To7er, Pot: 0, Sector: (,

?a#i+uddi$ A3e$ue, &ttara, /ha6a'

Khu$a

Cha+ber Me$#io$,

Kha$%E% Sabur Road,

K/A CA, Khu$a

Sa3ar

o$e Ser3ice "uidi$1/ha6a E;port Proce##io$1 o$e

Ga$a6bari, Sa3ar, /ha6a'

Syhet

No7ab Co+pe;0 i$da "azar, Syhet'

02

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The ne0 DHL brand architecture

With the acquisition of ,(cel plc in )ecem&er /0 )eutsche ;ost World "et

further strengthened its logistics power. #s a result )*+ is now operating with

two new logistics &rands' )*+ ,(cel 7upply 3hain and )*+ Klo&al Forwarding.

To cover all of your service needs )*+ operates under five specialist divisions'

DHL */press

)*+ ,(press is the perfect partner for all your worldwide e(press and parcel

needs. 5ur "etwor% covers over 2 offices and more than 1/

destinations worldwide.

)*+ ,(press is the result of the consolidation of the former )*+ Worldwide

,(press &usiness and the )eutsche ;ost ,uro ,(press parcels &usiness and

offers 7ame )ay ,(press ;arcel and Freight services.

DHL 1reight

)*+ Freight offers international and national transport solutions for part and full

load in ,urope. We move goods &y road rail and a com&ination of the two.

)*+ Freight covers the former non4documents and non4parcels &usiness as well

as the former )anas ,urocargo road transport &usiness.

DHL ,"oba" 1or0arding

)*+ Klo&al Forwarding is the mar%et leader in air and ocean freight and a

pro!ect logistics services provider operating worldwide. # range of value4added

services rounds off the product and service portfolio giving an e(cellent mar%et

position and providing our customers with a unique service dimension worldwide.

DHL */e" #upp"& %hain

>egardless of whether you operate in the healthcare technology L aerospace

automotive L industrial or retail Lconsumer Lfashion sectors we can handle all of

your comple( glo&al logistics tas%s' )*+ ,(el 7upply 3hain provides you with

0(

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customised IT4&ased solutions along the entire supply chain.

#s well as core procurement logistics warehousing and sales logistics

operations we offer top4flight value4added services such as finishing co4pac%ing

price la&elling &illing order processing 4 all the way to sales promotion and

financial services.

DHL ,"oba" Mai"

Klo&al 8ail offers comprehensive international mail services and provides

outstanding e(pertise in international direct mar%eting services and pu&lication

solutions.

The 0or"d2s "argest e/press and "ogistics Net0ork

)*+ is the glo&al mar%et leader in international e(press overland transport and

air freight. It is also the world$s num&er 1 in ocean freight and contract logistics.

)*+ offers a full range of customised solutions 4 from e(press document

shipping to supply chain management.

-elow are the glo&al facts and figures that show you the scale of the world$s

largest e(press and logistics networ%.

,"oba" 1acts and 1igures

"um&er of ,mployees' around /@0

"um&er of 5ffices' around 60

"um&er of *u&s Warehouses ? Terminals' more than 20

"um&er of Kateways' /2

"um&er of #ircraftM' 2/

"um&er of Nehicles' 6/"um&er of 3ountries ? Territories' more than //

7hipments per Cear' more than 1.0 &illion

)estinations 3overed' 1/

M 5wn and foreign airlines

0B

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The 'or"d of DHL

Making a difference in counities across the 0or"d3

5ne thing that sets us apart from other companies is our motivated and engagedemployees which personify the famous )*+ spirit. They em&ody our quest to

accept our social and environmental responsi&ilities as included in our corporate

values. They ma%e a difference in local communities worldwide &y tac%ling

challenges which they see as important.

5ur employees are the driving force &ehind our e(tensive community investment

programme. In the 5ur World section of our 3orporate we&site you can find

many e(amples of employee4led community investment initiatives.

DHL *astern *urope4 Midd"e *ast and Africa

)*+ ,gypt employees spent the day in 8arch /6 ta%ing care of disa&led

orphans during their first community investment initiative.

DHL Latin Aerica and the %aribbean

)*+ -rail recently mar%ed the fifth anniversary of its hunger4reduction

partnership. )uring the first 0 years of the partnership over 26 %ilos of foodwere distri&uted to hungry people in 7 ;aulo.

DHL Aericas

)*+ =7#$s *ouston 3ustomer 3all 3entre employees helped people affected &y

*urricane Gatrina in /0.

DHL *urope

)*+ employees in -elgium and Kermany together with other employees from

the )eutsche ;ost World "et Kroup donated 0@ winter !ac%ets for children

affected &y the /0 earthqua%e in ;a%istan.

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DHL Asia Pacific

)*+ India employees helped 7anta deliver smiles to underprivileged children in

)ecem&er /0.

*conoic Perforance

'e have a positive ipact on the econoies of ore than 556

countries and territories3

5ur range of mail e(press and logistics services facilitate trade and sustaina&le

economic development there&y helping to grow economies create !o&s reduce

poverty and raise living standards.

DHL facilitates trade which provides jobs and helps economies to grow.

*conoic perforance of DHL

5ur sustaina&ility4&ased approach has helped us to &ecome a strong and

financially successful company. We share this success with many others for

e(ample &y providing /@0 people with !o&s helping our customers to &e

successful purchasing &illions of ,uro worth of goods and generating significantta( revenues.

Prooting sustainab"e econoic deve"opent

5ur mail e(press and logistics services promote sustaina&le economic

development &y'

0' *elping millions of customers to trade and to increase their sales

2' Wor%ing with &usinesses to lower their costs and help them to remain

competitive for e(ample &y'

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+owering inventory levels using !ust4in4time logistics or the outsourcing of

logistics. 5utsourced logistics &enefit our customers &y offering more

competitive cost structures and improved value added

(' Facilitating trade and commerce which generates employment reduces

poverty raises standards of living and helps to &uild strong and sta&le

communities

#s part of our community investment programs we support micro

entrepreneurs and micro &usiness

Partners

We wor% with partners to ma(imie the effectiveness of our 7ustaina&ility

program and to deliver help to more people.

,"oba" partners

$N #&ste

)*+ has entered into a long4term glo&al partnership with the =" 7ystem. Thepartnership has two main focus areas' medical logistics and disaster

management. In terms of medical logistics we are wor%ing together with ="I3,F

in the fight to reduce child mortality. We are also supporting the =" )evelopment

;rogram A=");B and the =" 5ffice for the 3oordination of *umanitarian #ffairs

A53*#B in the area of disaster management.

U.N. Secretary-General ofi !nnan and "oni#a $%lf-"athies& '(ec%tive )ice

*resident& +orporate *%blic *olicy and S%stainability& De%tsche *ost $orld Net.

5ur partnership with the =" 7ystem is founded on our commitment to the ="

Klo&al 3ompact. The )eutsche ;ost World "et Kroup &ecame a signatory to the

=" Klo&al 3ompact in July /6 &uilding on )*+$s signing of the =" Klo&al

3ompact in #ugust /1.

0*

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In an address to the World ,conomic Forum on Ts are made up of trained )*+ volunteers. Their mission is to manage air

cargo operations at the airport closest to the disaster4affected region 4 there&y

reducing &ottlenec%s and %eeping the airport open for additional relief flights.

,he main tas# of the DHL Disaster esponse ,eams is to manage air cargo

operations at the airport and ens%re that incoming relief s%pplies reach people

%ic#ly.

0.

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5ur aim is to set up a glo&al networ% of )>Ts which provide coverage to

areas of the developing world prone to ma!or sudden4onset natural disasters'

The )>T #sia ;acific &ased in 7ingapore was inaugurated on /1 #pril

/6 and is ready for deployment.

The )>T #mericas &ased in south Florida was inaugurated on Ts we plan on wor%ing with &oth the ="); and 53*# on a

range of further initiatives in the fields of disaster preparedness and disaster

response.

8any of our community investment initiatives also support the ="$s 8illennium

)evelopment Koals.

'or"d *conoic 1oru

We are a strategic partner of the World,conomic Forum AW,FB. We participate

in the W,F$s +ogistics ? Transportation 3orporate 3itienship Initiative.

AI*#*%

We partner with #I,7,3 the world$s largest student organiation. We provide

challenging internships for students around the world. We are &oth an #lumni

"etwor% ;artner and a Klo&al ,(change ;artner.

Loca" Partners

In addition to our glo&al partnerships our country management teams and

employees partner with many local organiations worldwide. 5ne of our preferred

partners at the local level are the >ed 3ross and >ed 3rescent societies.

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The $5ur world$ section on our 3orporate 7ustaina&ility we&site contains

e(amples of many other local community investment initiatives.

Tie Definite De"iver& 7TDD8 service

DHL e/pands geographica" reach of Tie Definite De"iver& 7TDD8

service

)ha%a < #pril /6 : )*+ the worldEs leading e(press and logistics company

today e(panded the geographical reach of its Time )efinite )elivery AT))B

service to include -angladesh. This will help customers in -angladesh to send

their urgent time4sensitive documents and parcels to 106 cities in

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The availa&ility of the T)) service from -angladesh to different countries is listed

&elow. ;lease contact the )*+ 3ustomer 7ervices *otline O@@/49@@1< to

find out more a&out T)).

)egions 9 Asia Pacific #tart Da& */press

7ingapore *ong Gong Thailand Taiwan ;hilippines

)egions9 Asia Pacific4 Midd"e *ast : *urope Midda& */press

7ingapore *ong Gong Thailand Gorea Japan 8alaysia 3hina #ustralia

India Taiwan ;hilippines =#, #ustria -elgium 3ech >epu&lic )enmar%

Finland France Kermany *ungary Iceland Ireland Italy +u(em&ourg

"etherlands "orway ;oland ;ortugal 7lova%ia 7lovenia 7pain 7weden

7witerland =G

Logistics

)*+ is the glo&al leader in logistics 4 with more highly e(perienced professionals

at more locations in more countries than any other provider. 5ur goal is to &uild

strong long4term partnerships with customers &y providing world class services

across all our operations.

We are the first choice for companies loo%ing to outsource freight forwardingwarehousing distri&ution transport and supply chain management. #fter !oining

forces with ,(cel in /0 we are now also the sector$s leading innovator 4

providing the e(traordinary range of cutting4edge solutions you will &e a&le to

e(plore on these pages.

5ur logistics customers include over 0P of the world$s largest quoted non4

financial enterprises. These organiations trust us with their &rands and

reputations not simply &ecause we$re the worldwide mar%et leader &ut &ecause

we strive to deliver glo&ally consistent services of the highest quality wherever

they wor% with us.

For us e(cellence is a&out achieving &eyond e(pectations for all our customers

whatever their sie and wherever they need us.

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DHL ;*# A0ards

DHL ;oung *ntrepreneurs for #ustainabi"it& 7;*#8 A0ards

/ mar%s the half4way point in the &id to realie the =" 8illennium

)evelopment Koals A8)KsB which range from halving e(treme poverty to halting

the spread of *INL#I)7 and providing universal primary education &y /10. This

is therefore a good time to re4energie efforts towards realiing the =" 8)Ks

and to cele&rate the many successes that have already &een achieved.)*+ supports the wor% of the =nited "ations and the realiation of the 8)Ks.

We are a signatory to the =" Klo&al 3ompact and have glo&al humanitarian

partnerships with ="I3,F ="); and =" 53*#.

In / the )*+ C,7 #wards were launched in five countries' -angladesh

;a%istan The ;hilippines 7ingapore and Thailand. In each of these countries

social entrepreneurs came forward to participate in the #wards. These

individuals clearly demonstrated through their wor% the power that a single

person has to create and drive positive social change.

We are proud to present to you the first cadre of social entrepreneurs for the )*+

C,7 #wards. -y sharing their stories we hope to pass on their &est practices.

We &elieve that they can serve as an inspiration to other li%e4minded individuals.

,he aim of the DHL ;*# A0ardsis to recogni/e yo%ng social entreprene%rswor#ing to reali/e the UN "illenni%m Development Goals.

The #wards aim to identify and recognie the contri&utions of young people who

are implementing innovative methods and practices to &ring a&out positive social

change in their communities. We call these young individuals $social

entrepreneurs$.

$7ocial$ &ecause their fundamental purpose is to &ring a&out positive social

impacts and $entrepreneurs$ as they em&ody the $can4do$ spirit and implement

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&usiness models and principles to reach their goals. 7ocial entrepreneurs do

more to realie social change than either philanthropic donations or a country$s

social services alone could achieve. They play a critical role in lifting their

communities out of marginaliation inequality and help to provide them with the

economic tools to move forward.

In each of the five participating countries a national winner was selected &y a

respected panel of "ational Jury. From these five outstanding national winners a

regional winner was chosen &y an International 3ouncil comprised of

international leaders in social enterprise development and &usiness. Cou can

find out more a&out the regional winner in the attached )*+ C,7 #wards press

release.

The )*+ C,7 #wards have &een developed with the support of ;artners in

3hange 4 an advisory partner to )*+ for the inaugural year /. ;artners in

3hange are an India4&ased not4for4profit organiation wor%ing in the field of

3orporate 7ocial >esponsi&ility A37>B.

MA)+*TIN, A%TI.ITI*#

)*+ mostly follows the pattern which is more orthodo( &ut it creates a good

support for the customer who goes &eyond what they e(pect from them. The

&asis of creating a fractional identity in the service world )*+ holds together its

main accumulative measures to have good control over the customers who does

spread positive word of mouth. This helps them to have a good emphasis on

service delivery.

The mainframe of what is called the Integrated 7ervices 8ar%eting

3ommunications of )*+ is some what the most traditional structure which is

moving more over towards the door steps of good and advanced mar%eting

sequences which is giving ample opportunity for the organiation to spread its

services all over the world.

2(

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The Integrated Marketing %ounication of DHL

For decades industry giants Federal ,(press and =nited ;arcel 7ervice together

owned percent of the =.7. mar%et for e(press and pac%age delivery services.

)*+ the worldwide that was aimed at

core constituentEs and opinion leaders complemented the paid advertising .#nd

the companyEs tangi&les &ecame and &right yellow &ac%ground on every )*+

2B

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&uilding vehicle courier uniform pac%aging unit and drop &o( in "orth

#merica.

)*+ used sponsorship as %ey element of the campaign highlighted &y its role

as the 5fficial ,(press )elivery and +ogistics ;rovider of /2 =.7. 5lympics

Team.

Targeting small and medium sied &usiness which have larger revenue per

shipment and are more profita&le )*+ created one of the most coordinated

services mar%eting communication companies in history. The advertising

company achieved integration through color theme tagline and design.

%ounication and #ervice Marketing Triang"e

)e"evanc& 0ith DHL

#s )*+ is a glo&al organiation its organiational environment varies from

country to country. In these circumstances )*+ has developed different

mar%eting activities for different countries. These activities are also fle(i&le.

)*+Es corporate level strategy is fi(ed &ut divisional and functional level strategy

changes &ecause they are set up &y the country managers &y analying the

environment. )*+Es technology is mainly &ased on networ% collection and

distri&ution. Its human resource is highly s%illed and qualified. They are also

empowered so that they can ma%e quic% decisions.

The mar%eting activities of )*+ are phenomenal. The overall mar%eting activities

are a com&ination of promotional and functional strategies. 7o li%e all other

organiations )*+ does have an infrastructure for communication and mar%eting

related programs. It goes through varies negotia&le steps. Which are the reasons

for creating the services mar%eting triangle. #s li%e any other organiation )*+

has made use of there communication e(pertise to fulfill a standard mar%eting

criterion.

2

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The company is indispensa&ly dependent on three ma!or &ases. These &ases

confronts to &e the most significant and influential foundation. The &ases are :

the company employees and the customers who play a very important role to

ma%e )*+ what it is today. There are &oth way communications in the

organiation which are vertical and horiontal. This occurs amongst the

employees of )*+. There is also e(ternal mar%eting communication which

occurs &etween the company and the customers through advertising and pu&lic

relation. 5n the other hand the interactive mar%eting remains the &ase for

customer service center and service encounter which occurs &etween the

employees and the customers.

#'OT ANAL;#I#

In terms of 7W5T #nalysis)*+ has some organiational strengths wea%ness

and environmental opportunities and threats.

)*+Es e(tensive glo&al presence ena&les it to provide unmatched worldwide

services from its offices in every country . Throughout )*+Es history it has

led the way with investments in information technology that ena&les it to

ship trac% and trace documents and pac%ages quic%ly and efficiently. This

technological investment is no dou&t their strength. )*+",T is their glo&al

high4speed T3;SI; communications networ% ena&ling customers to trac% the

status of shipments and delivery schedules and pricing information from

anywhere in the world. It ensures that information travels ahead of the goods.

)*+Es use of ,)I A,lectronic )ata InterchangeB enhances speed and efficiency in

shipping &illing and data management. Its computeried processing service is

the industries easiest most fle(i&le system. In selected countries it offers a

trac%ing system which can &e accessed through automated phone prompts.

It uses electronic trac%ing system to ensure the safety and security of

shipments worldwide. )*+ worldwide pac%age e(press is the fastest most

2)

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relia&le way to send non document goods door to door virtually anywhere in

the world which also includes customs clearance.

)ue to the continuing rise of fuel prices )*+ #irways has found it necessary

to raise the current fuel surcharge to four percent. The dramatic increases

in fuel prices have continue to have a significant negative impact on their

&usinesses. Nolumetric weight sometimes called dim or dimensional weight

is used when the space a pac%age ta%es on an aircraft may cost more

than the pac%agesE actual weight. For this reason )*+ has to increase

shipping cost and sometimes loses its customers. This may &e regarded as

an environmental threat.

%onc"usion

The main way of remaining the &est is in this competitive world is &y formulating

the mar%eting strategies in a very organied and efficient manner. It is the

foremost reason of why a company li%e )*+ will sustain in this comple( and

crafty environment of &usiness. The mar%eting activities do put a lot of emphasis

on how the company survives in a sufficient &reath ta%ing situation. It settles a

&ond &etween the consumers and the service provider that is )*+ which ma%es

it the &iggest and the most successful logistic organiation at present e(isting in

the world. It is an a&solute advantage for those who are a part of this company.

The format in which the infrastructure of )*+ is &uilt has a nice way of presenting

what message it gives to the consumers. 7o !ust li%e the tagline theme and color

three of which are individually significant can &e often irresisti&le due to several

e(ternal factors. )*+ holds the &est category of remaining a trusted name in the

service world. It is essential to delivering services that customers perceive as

high quality. -ecause company communications a&out services promise what

people do and &ecause peopleEs &ehavior cannot &e standardied li%e physical

goods produced &y machines the potential for a mismatch &etween what is

2*

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communicated and perceptions of actual service delivery a&out when promise

do not match the service provided can &e high. ThatEs why it was claimed &y one

of the officials of )*+ #s our red and &right yellow truc%s &egin rolling through

the streets advertising increases and customers see our e(panded product

offering the realiation will set in that )*+ is an even more powerful force in the

mar%etplace. 7o &y all respective terms which has even a minor effect on

companyEs real service delivering process )*+ sets standards that are

recognied highly proclaim a&le at all stages of the mar%eting world. 7o &y

coordinating communication within and outside the organiation )*+ can well

move forward with minimiing the claims of falsification which will create a more

successful phases for the organiation in the mere future.

BIBLIO,)APH;

1. www.dhl.com.&d

/. 7ervices 8ar%eting :&y4

Nalarie #. Heithaml

?

8ary Jo -itner