ASSIGnMENT ON MARKETING STRATEGIES ADOPTED BY SAFEXPRESS INDIA Ltd.

Submitted to:Mr. Sanjay Nautiyal

Submitted by:Arjun Kataria B.B.A IV - C

MARKETING STRATEGIES OF SAFEXPRESS INDIA LTD.

Safexpress provides an unrivalled range of logistics and supply chain solutions including door to door distribution; single source invoicing; reverse logistics; 3PL; statutory obligations management; packaging solutions, e-logistics and C&F. This leading-edge expertise is backed by a formidable national network comprising of over 550 locations and more than 3,000 vehicles, operating over 1000 routes, 365 days a year. Several global and national corporate houses rely on our extensive market knowledge and national presence to optimize their supply chain resulting in reduced costs and increased inventory velocity. Which in turn enhances customer satisfaction, raises profitability and builds strategic advantage. Mission We shall adopt and internalise a work culture which demonstrates a "we can we will" attitude to reflect in our daily responsibilities so as to far exceed our objectives, consistently striving towards market dominance. We will create historical landmarks forming a strong edifice for the future overcoming all obstacles pro-actively as our personal responsibility and commitment to create delight for the customer with impeccable personalised services. Vision To be a conscious learning organisation maintaining flexibility for change so as to provide the most customised solutions. Striving towards global market share whilst maintaining dominance in the domestic market through good hr practice and excellent customer service. Quality A quality service relies upon constant customer interaction and feedback. An immediate response to the changing environment with pre-defined business processes managed effectively and efficiently lead to the highest output from the lowest input and this is the strongest measure of quality. The best certification of a quality organisation is the measurement of the scale of the smile on the customers face Strengths

Over 550 destinations, spread across 28 states & 7 union territories. Warehousing space exceeding 3 million square feet. Over 3,000 all weather-proof ISO 9002 vehicles.

More than 1000 routes, linked through 41 super hubs & hubs. Delivering more than 3 million packages a month. Traversing more than 5,00,000 kms a day. Operating 24 hours a day, 365 days a year.

Marketing Strategies adopted :-

Speaking about the miraculous transformation of Safexpress into one of the topmost brands in the country, Mr. Kanaujia said, "Our Holistic Marketing strategy has worked brilliantly for us. The keystone of our Marketing Strategy is laid on five pillars, which are ATL, BTL, Direct Marketing, Corporate Branding, and Corporate Communications. We have been consistently focusing on each and every aspect of Marketing in depth. As a part of our Direct Marketing program we have been circulating 'Fasttrack' every quarter to all the Top CXOs of India over the last few years. Powerful initiatives like these have helped us carve our own niche amongst the most elite brands in the country."

1. ATL- Above the line sales promotion ATL is a type of advertising through media such as television, cinema, radio, print, web banners and web search engines to promote brands. This type of communication is conventional in its nature and is considered impersonal to customers. It differs from BTL advertising, which uses unconventional brand-building strategies, such as direct mail and printed media (and usually involves no motion graphics). It is much more effective when the target group is very large and difficult to define. The term comes from top business managers and involves the way in which Procter & Gamble, one of the worlds biggest advertising clients, was charged for its media in the 1950s and 1960s. Advertising agencies made so much commission from booking media for clients that the creative generation and actual production costs of making TV ads was free hence above the line. Everything else they paid for and was therefore below the line.Since then, models have changed and clients are no longer charged for their media in that way.

2. BTL- Below the line sales promotion BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. BTL services may include those for which a fee is agreed upon and charged up front. BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensures recall of the brand while at the same time highlighting the features of the product. Another BTL technique involves sales personnel deployed at retail stores near targeted products. This technique may be used to generate trials of newly launched products. It helps marketers establish one-to-one relationship with consumers while mass promotions, by definition, make it difficult to gauge consumer-response, except at the time of sales. Examples include tele-marketing, road shows, promotions, in- shop and shop-front activities, display units.

3. Direct MarketingDirect marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising. Direct Advertising is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it sends its message directly to consumers, without the use of intervening commercial communication media. The second characteristic is the core principle of successful Advertising driving a specific "call to action." This aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers (known simply as "response" in the industry) regardless of medium.

If the advertisement asks the prospect to take a specific action, for instance call a free phone number or visit a Web site, then the effort is considered to bedirect response advertising. Direct marketing is predominantly used by small to medium-size enterprises with limited advertising budgets that do not have a well-recognized brand message. A well-executed direct advertising campaign can offer a positive return on investment as the message is not hidden with overcomplicated branding. Instead, direct advertising is straight to the point; offers a product, service, or event; and explains how to get the offered product, service, or event.

4. Corporate BrandingCorporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its products; other examples include IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer. Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand.

5. Corporate communicationCorporate communication is the communication issued by a corporate organization, body, or institute to all its public(s). "Publics" here can be both internal (employees, stakeholders, i.e. share and stock holders) and external (agencies, channel partners,

media, government, industry bodies and institutes, educational institutes and general public). An organization needs to talk the same message to all of its stakeholders, in order to transmit coherence, credibility and ethic. If one of these points is broken, the whole community can make this organization disappear. The Corporate Communication area will help this organization to build its message, combining its vision, mission and values and will also support the organization by communicating its message, activities and practices to all of its stakeholders. According to the book Essentials of Corporate Communication by Cees van Riel and Charles Fombrun the term Corporate Communication can be defined as the set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable starting points with stakeholders on which the company depends. Corporate communication consists of the dissemination of information by a variety of specialists and generalists in an organization, with the common goal of enhancing the organization's ability to retain its license to operate. As Jackson (1987) remarks: "Note that it is corporate communication without a final "s". Tired of being called on to fix the company switchboard, recommend an answering machine or meet a computer salesman, I long ago adopted this form as being more accurate and left communications to the telecommunications specialists. It's a small point but another attempt to bring clarity out of confusion. The concept corporate communication could been seen as an integrative communication structure linking stakeholders to the organization. A corporate communication structure describes a vision of the ways in which an organization can strategically orchestrate all types of communication.