Report On CouriersPlease Marketing Strategy
Question
Task: Discuss the marketing strategy of CouriersPlease.
Answer
Introduction
CouriersPlease came into existence in the year 1983. CouriersPlease has been jointly owned by New Zealand post and DHL since 2008. The company is involved into distributing parcels and is regarded as one of the top brands when it comes to parcel distribution industry. The present paper will analyze the CouriersPlease marketing strategy. Its strategies will be discussed along with some background information about the company.
Source:
(Inside retail Australia, 2014)
CouriersPlease is a branch of SignPost, Australia. It is considered as one of the leading delivery services of Australia and serves across all parts of the country. CouriersPlease marketing strategy is to serve the residents of the metropolitan cities. The service has five hundred and fifty franchises in Australia and it serves around 40,000 people in and around Australia. It is able to deliver 8 million parcels in one year. The company serves locally, regionally and at interstate level having tracking, dispatching and distribution features. It operates in Brisbane, Sydney, Gold Coast, Perth and many more cities. The company has around 600 contractors and 150 people involved into delivering the parcels and the couriers (PmZ Marketing, n.d). The company has a customer service available at Sydney, Brisbane, Melbourne and Adelaide.
Background information of CouriersPlease
CouriersPlease is a branch of SignPost, Australia. It is considered as one of the leading delivery services of Australia and serves across all parts of the country. CouriersPlease marketing strategy is to serve the residents of the metropolitan cities. The service has five hundred and fifty franchises in Australia and it serves around 40,000 people in and around Australia. It is able to deliver 8 million parcels in one year. The company serves locally, regionally and at interstate level having tracking, dispatching and distribution features. It operates in Brisbane, Sydney, Gold Coast, Perth and many more cities. The company has around 600 contractors and 150 people involved into delivering the parcels and the couriers (PmZ Marketing, n.d). The company has a customer service available at Sydney, Brisbane, Melbourne and Adelaide.
What are the services and CouriersPlease marketing strategy?
People use the CouriersPlease services to send their parcel from one destination to another. The parcels are sent across the city, across two cities of a state, across two different cities of two different states and even across countries. Accepting parcels of all sizes and weights provides a distinctive feature to its services which is helpful in marketing. It also accepts letters which shows that it accepts all types of communication methods. CouriersPlease marketing strategy has to face a stiff competition from its competitors like Fast Courier, TNT, DHL, Truck It, etc. DHL is considered as one of the toughest competitors of CouriersPlease. DHL is one of oldest courier service dealing at international level and is known for being safe and quick (Chung, Ko and Ko, 2018). There are other competitors as well and it is required from the CouriersPlease to revamp their CouriersPlease marketing strategy time and again.
Features of its services
CouriersPlease works along with a number of companies which helps it to deliver parcels at a quicker rate. People can track their orders with the help of Ezy Technology through their tracking and dispatching facilities. It helps people to book parcels online by logging into its online portal. When customer needs to generate his data as per his requirements, he can contact at Ezy Freight which is an online dispatching system. Ezy Quote helps the customers in finding the price that they will be charged when sending a parcel basis its size, weight and place of destination. There are some customers who are required to send parcels on a regular basis and Ezy Plan provides such customers with monthly plans which can be modified as per their requirements. These monthly plans help the customers to save a regular amount of money which is an appreciable couriersplease marketing strategy (Chung, Ko and Ko, 2018). The Ezy services help in the functioning of couriersplease. Couriersplease also provides some innovative services to its customers by tying up with Ezy Plan and customers can check the price of the parcel before placing the order. Couriersplease provides one of the best quality services with fast, on time and accurate delivery. The parcels are packaged and designed well and with use of tracking system, the customers are updated about the position of their parcels. Its services can be easily understood and used by all customers. CouriersPlease marketing strategy is to serve all types of customers based upon their needs and requirements. The strategy is to serve all customers irrespective of their budget. The main aim of CouriersPlease marketing strategy is to deliver parcels as per the commitment with their customers.
Pricing Variables
CouriersPlease marketing strategy is to provide an open range of prices to its customers where they can change their preference as per their requirements. The service has been providing different types of facilities to serve a majority of people. One of its unique facilities is the choice of payment wherein the customer may either make a payment at the time of placing the order or may update that the person receiving the parcel will be making the payment (Tiamiyu and Eigbe, 2019). CouriersPlease marketing strategy is to provide offers on special occasions and at the time of festival season. The loyal customers can avail these offers round the clock and other customers may get attracted to the service as well.
Details about the market
The market for CouriersPlease is divided into three sections, domestic, special and business and business segment is considered as one of the important segments for CouriersPlease marketing strategy. Domestic segment as the name suggests relates to the domestic market. Through the domestic service the Couriersplease is able to serve the domestic and general needs of the customers. There are customers sending parcels to their friends and members of the family and couriersplease covers such type of requests in its domestic market. There is another segment known as occasional segment where the couriersplease is busy in serving parcels and entertaining customer requests on birthdays, marriage, festivals and anniversaries. Customers are involved into sending invitations, sweets or gifts to one another through couriers. Business segments as stated previously are one of the profitable segments of the couriersplease and the segment consists of parcels related to business. The Couriersplease has tied up with different business houses to send their business parcels and other services from one place to another.
Source:
(Australian Retailers Association, 2017)
Due to the growing opportunities in the field of E-commerce, it is being exploited by the CouriersPlease marketing strategy team (Australian Retailers Association, 2017). These E-commerce websites, sale their products online and when the customer places an order on its website then it is parceled to him through a specific courier service. Thus, the E-commerce websites can use the Couriersplease to deliver their orders to its customers making the CouriersPlease marketing strategy, a success.
Methods of marketing
Couriersplease has been practicing business to business marketing (B2B) and business to consumer marketing (B2C). It has adopted this marketing technique to cater all forms of marketing. To attract the business houses and the E-commerce business websites, the couriersplease uses its business to business marketing feature (Australian Retailers Association, 2017). The couriersplease uses its business to consumers marketing feature to attract its domestic as well as occasional consumer markets. In business to consumers marketing feature, the service has a direct marketing approach. In order to make a successful business to business marketing, the couriersplease is required to make a quality presentation which should talk about its services, the offers made, their achievements and other details about the company. Business houses do not like wasting their time so the couriersplease has to ensure that the information’s being provided by it through the presentation is clear and crisp for better and clear understanding. The presentation needs to have real data which can actually convince the business houses to use its courier services (Olson, Slater, Hult and Olson, 2018). CouriersPlease marketing strategy is to use internet marketing as one of the options. They should market their services and update their customers and business houses through social media platforms, Search engine optimization (SEO) method and through e-mail marketing. It may also resort to other marketing services like telemarketing, advertisement in print and online media in the form of magazines and newspapers, display on hoardings and distributing pamphlets. CouriersPlease marketing strategy should use all the mentioned strategies in order to market about their services and to gain best results.
Distribution channels
The distribution channel of the courier services in general is complex in nature and Couriersplease is faced with the same challenges. Under distribution channel, the Couriersplease has to check the bookings, receive the parcel from a specific point and deliver the parcel at a specific point adhering to all safety measures. When the parcels have been booked by its customers, the courier service uses the services of its franchisees along with checking the various internet options. Customers can book parcels from the actual couriersplease office or by logging on to their website (Australian Retailers Association, 2017). If the parcels are booked from online portal then the employee from the Couriersplease has to collect the parcel from the seller and if the customer places the parcel directly from its office then the employee has to collect the parcel from the office itself. The parcels are safely packed and sent to the office which is nearer to the place of destination and then the particular office delivers the parcel at the correct destination.
Customer Services
The service to a customer does not stops with the delivery of the parcel rather Couriersplease has to serve its customers from the time of placing the order and till the order that is the parcel has reached to its destination. But the service does not ends when the parcel reaches destination, in case the parcel has not been delivered in the correct form then it may lead to complaints or delivering the same parcel once again. A customer uses the services of couriersplease at the time of sale and after sale. They also use the service when placing a parcel through its portal or online website or when he or she personally places the order directly from the office of Couriersplease. The customer also uses the service while getting details about the service, for tracking of their booked parcels and to check when the parcels would be delivered at its destination place. CouriersPlease marketing strategy uses its customer services to get feedbacks from their customers which help it to make improvements in its services. It also provides personal services which include booking of parcels, receiving the parcel, taking feedbacks and hearing the complaints from the customers booking the parcel as well as the persons who are receiving the parcel.
Evaluation of the Marketing campaign of Couriersplease
On evaluating the CouriersPlease marketing strategy, it can be stated that the strategy has been successful in attracting different sets of customers. The strategy has increased the number of customers using its services. Through the business to business marketing technique, couriersplease has been able to attract different business houses which are using its services. They are accepting its services as one of the feasible options. Through the business to consumer marketing technique the company was able to tap the domestic as well as occasional markets (Jintana and Mori, 2019). It is required from the company to put in more efforts to monitor its marketing and other services to improve its functioning.
What are the factors behind making CouriersPlease marketing strategy a success?
There are a number of factors which has helped the CouriersPlease marketing strategy a great success. The presentation prepared by them for presenting to the business houses was successfully delivered. Business houses were highly impressed by the content and data shared through the presentation (Jintana and Mori, 2019). Their business to business marketing technique was a huge success and it attracted a number of customers as well as the business houses. The marketing done through online platforms, social media sites and through internet was able to catch the attention of different sets of customers. Social media marketing was one of the most successful marketing strategies of Couriersplease.
Changes and modifications needed
Although the CouriersPlease marketing strategy was a huge success but they need to make some adjustments in order to reduce consumer complaints and to reach every corner of Australia. The advertisements being done through different newspapers and magazines were not popular. The couriersplease need to bring some changes in their advertisements being posted on different newspapers and magazines. They should try to put advertisements on all such newspapers and magazines which are popular in a particular area. Some of the business houses had complained that they were unable to check all the services of the Couriersplease from the presentation. The quality of its presentation should be enhanced in order to attract most of the business houses. The marketing being done through Search engine optimization (SEO) should be improved in order increase its visibility on different web search engines.
Reference List
Austrlian Retailers Association. (2017) CouriersPlease driving innovative solutions for retailers. Retrieved from: https://blog.retail.org.au/newsandinsights/couriersplease-driving-innovative-solutions-for-retailers
Chung, K.H., Ko, S.Y and Ko, C.S. (2018) Collaborative and Sustainable Network Design in Courier Services. IFIP International Conference on Advances in Production Management Systems. Springer Link.
Inside retail Australia.(2014) NZ Post sells Couriers Please. Retrieved from: https://insideretail.com.au/news/nz-post-sells-couriers-please-201412
Jintana, J and Mori, T. (2019) Customer clustering for a new method of marketing strategy support wthin the courier business. Retrieved from: https://www.researchgate.net/publication/334192494_Customer_Clustering_for_A_New_Method_of_Marketing_Strategy_Support_wthin_the_Courier_Business
Olson, E.M., Slater, S.F., Hult, G.T.M and Olson, K.M. (2018) The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation. Industrial marketing management, 69, pp. 62-73.
PmZ Marketing (n.d) Couriers Please. Retrieved from: https://www.pmzmarketing.com.au/BusinessNetwork/couriers-please
Tiamiyu, M.A and Eigbe, O.E. (2019) Demand for courier services: determinants for customer organisations in a developing country. International Journal of Services, Economics and Management, 9(3-4), pp. 177-207.
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