Services Marketing Report

A Courier Company: SpeedCo

Submitted By: Group 3

Adarsh Kumar Agarwal (20DM274)
Tarannum Aurora (20DM226)
Vaibhav Arora (20DM236)
Pranav Bharti (20DM282)
Vrinda Maheshwari (20DM248)
V. Soumith Reddy (20DM235)
OVERVIEW
Although the Indian postal service, DHL Express India Pvt. Ltd. and Blue Dart Express hold domestic
market shares and have secure global networks, India is still cluttered with many small unorganized
participants who have gained trust of the customers over the years. Although with the courier service
industry catering to a total of approximately 40,000 pin codes of the country, due to the unstructured
market and harrowing competition from local courier express services, there is a dire need for this
industry to achieve better networks, innovate rigorously and strive towards better support from
logistics.

With over 150,000 post offices set up in the country, the Indian Postal Service is rendered the most
reliable of all players. But the express services' industry faces severe pressure which undermines
profit in bringing a cap to their prices. While Blue Dart and DHL entered an association in 2014 to
enhance their presence in the market, there is need for breakthrough technology and best practices
withstanding the forces of competition.

We are going to start our new business on courier service, called SpeedCo which will take be
advanced in technological innovation and provide with real time delivery feature improving upon
customer satisfaction.

STP:
➢ Segmenting
• By Business - B2B (Business to Business)
B2C (Business to Customer)
C2C (Customer to Customer)
• By Destination- Domestic
• By Geography- Tier 1 and Tier 2 cities

➢ Targeting
Everyone who wants to send and receive documents, products, and other items from one
place to another is our target customer.

➢ Positioning
We want to position ourselves in the minds of our customers as the best courier service
provider, because our services are developed taking in care the best of customer’s needs.
With services like Time slot scheduling, Fast and one day delivery, priority shipping, real time
GPS tracking. We do not want courier shipping to be a task for the customer. We want the
customer to have a seamless experience from the start to the end.

7Ps:
➢ PRODUCT/SERVICE
SpeedCo offers a diverse range of services that suits various categories of customers including
individuals, small businesses, large businesses, and government firms. It acts as a supply chain
partner for large firms dealing with logistics problems. It offers a large and varied portfolio of services
that cater to diverse customer segments. Some of the main categories include:

• Time slot scheduling: - The company offers scheduling the time slot according to the
availability of the customer. It offers 6:00-9:00, 9:00-12:00, 12:00-15:00, 15:00-18:00, 18:00-
21:00 hrs timeslots.
• Fast and one day deliveries: Fastest possible delivery, 1,2 and 3-days business delivery as
per customer requirement. Same city delivery guaranteed in one day.
 • Priority Based shipping: Priority based services provided based on different categories like
perishable goods, Medicines etc which will take less time than usual deliveries.
• Door Pick and Drop: Through Point of Sales (POS) devices, we accept parcels from any
place and on the go as well. Courier representatives collect parcel from anywhere and make
an entry into the system through POS devices.
• Real Time GPS tracking– SpeedCo offers real time courier tracking facility connected
through GPS systems.
• Inventory management- SpeedCo offers supply chain solutions matching the needs of
businesses of various sizes. It provides a comprehensive range of warehousing, fulfilment
and returns solutions for rapidly growing businesses.
• Insurance against goods -Low-cost insurance against deliveries starting from ₹ 1 as per the
terms of the partner insurance company.
• User Friendly: Lesser paperwork and formalities for the customers to make it a seamless
experience.

➢ PLACE
SpeedCo which is headquartered in Noida and has its hubs at all the major locations offers its courier
services PAN India and covers the entire market of metropolitan, urban, and rural India. We will try to
penetrate rural areas and provide service to those parts of India where the other courier companies
cannot reach. It has an effective and established hub-spoke model through which it distributes the
services and helps in fast deliveries.

➢ PRICE
SpeedCo uses dimensional weight pricing to all packaged deliveries. Users get an option to select the
mode of delivery through the website as well on app. The company offer very low-cost deliveries
which will be eco-friendly as well using bicycles as the medium (longer delivery time). Special rates
are applicable in case of Urgent Deliveries. Coupon offerings based on customer loyalty which will
offer discounts in future bookings. Low Cost B2B partnership with ecommerce companies and local
retailers.

➢ PROMOTION:
The shipping industry has grown highly competitive and therefore brands have to spend a lot on
marketing and promotions. SpeedCo is using a large variety of channels to reach its audience and to
grow its market and customer base from TV ads to other digital. Apart from them, it has used its own
website and social media for promotions and advertising. Promotional strategy using Reward
Program. These strategies work to promote the brand and its services as well as engage the
customers. Reward program will also include attractive discounts. Engagement through social media
handles – Instagram, Youtube, Facebook. Spreading Brand awareness through Social media
Influencers is the new trend and we are using this strategy to promote our brand.

➢ PEOPLE:
SpeedCo had started as a simple team of 6 people. It has managed its human resources very well by
hiring and retaining only the best. It is constantly looking for talented people with qualities like
enthusiasm, honesty, creativity, and respect. To retain the best talent, it has applied several attractive
programs and rewards. Some of the main programs that we uses to motivate its employees are
attractive salaries, regular pay increases, paid holidays, health care programs, pension plans, and
discounted travel programs. Apart from that, it has used several attractive rewards like the Five-Star
award which is the highest award given at SpeedCo, purple promise quality award, and humanitarian
award. The brand works to keep its employees motivated and engaged. Human resources can be a
major source of competitive advantage for any brand in the twenty-first century. SpeedCo has
managed a large team in an excellent manner that supports the efficient delivery of its services
throughout the globe.

➢ PROCESS:
The focus of SpeedCo is to provide its customers with the highest convenience and win and retain
their trust. It is why the brand has continued to simplify its processes so as to provide its customers
with the highest degree of convenience.

• The processes of pick up and drop off have been made simple.
• SpeedCo website provides some useful and unique tools that the customers may use to
conveniently ship their packages.
• SpeedCo application makes live tracking of the product easy and makes it more convenient
for customers to book the time of pickup and delivery.
• We have managed a large distribution network that connects several parts of India and
provides many convenient options for shipping packages.
• SpeedCo ground network has sufficient automated facilities. This allows the brand to handle
the extra high volume during the holiday season.
• SpeedCo can reroute and sort packages at any hub to better serve customers in weather
contingencies and other unexpected situations.
• Apart from large self-driving tugs that move large weights around inside the hubs the brand is
also testing other automated technologies for higher efficiency.

➢ PHYSICAL EVIDENCE:
SpeedCo is a domestic brand with its headquarters in Greater Noida, India and that touches almost
all the Urban and rural areas of India. Its network is managed through hubs, facilities, and motorized
vehicles. Its website and application are also an important touchpoint that the brand uses to serve its
customers. The brand is served by several motor vehicles all of which carry the SpeedCo logo on
them. The logo is found on the brand’s packaging too. It works as an excellent branding strategy and
makes the brand easily recognizable among the crowd of brands. Hundreds of facilities act as links in
the chain forming a strong ground network. Our package drops arena and a customer care hub at
cities providing a user-friendly environment also is a physical evidence.

SERVICE STRATEGY

To provide a single window solution for entire delivery needs of our esteemed customers pan India for
quick and safe delivery.

Service Design:
This includes all the components in the service like planning, organizing, infrastructure,
communication etc.

1. Process had been mapped from the customer point of view

2. Evidence of service has been added at each customer action step

LINE OF INTERACTION (CUSTOMER POINT OF VIEW)

Physical Evidence:

SpeedCo is a courier service which focuses on services providing but with the supporting of physical
evidence, which make the service possible and into effective manners.

Vehicle:
SPEEDCO would have well maintained vehicles for delivering the packages received by
customers. In vehicle company would have trucks, vans, motorcycle and aircraft support for
timely delivery of the packages.

Packaging:
SPEEDCO would have packaging of their own. SPEEDCO’s title which would get
displayed on the goods received by customer would show the company’s reputation and
assurance of the well-maintained checking system of the organization.

Forms:
SPEEDCO would use digital forms which would get filled by their respondent for the
specification of goods and where the customer would want to deliver through a digital
platform in the form of application and web support.

Information Technology:
T literacy would be used for storing and maintain data for the deliveries and logistics
information.

Employee’s uniform:
Employee’s uniform would also reflect the tangible element of SPEEDCO. By a presentable and
pleasing appearance, a customer would identify the organization.

LINE OF VISIBILTY (BACK STAGE AND ON STAGE)

On stage:
BACK STAGE:
Agent/Driver picks up the package
Customer service order
Agent/Driver delivers the part

LINE OF INTERACTION (WITH EMPLOYEE POINT OF VIEW)

Support processes

Support process are the element which help the contact employee to provide the service.

1. Dispatch Driver
2. Airport receives and loads
3. Customer service order
4. Flying to the destination
5. Unloading and Sorting
6. Load on truck
7. Sort packages
• Weight Checking
• Loading the Cargo
• Sort by Location

PHYSICAL ENVIRONMENT DIMENSIONS:

The internal environment of SPEEDCO based on the queues that reflect an organization
which deals the delivery of goods. Their counter, employee’s uniform, wallpapers, vehicle
pictures show the clear image of organization.
HOLISTIC ENVIRONMENT:

The perception of the customer while entering in the SPEEDCO created while interacting to
its environment. The assistance and helpdesks also make the perception about the service
standard.

INTERNAL RESPONSES:

The internal response of SPEEDCO employees towards the customer would show the
commitment, how they are well informed about the services and perform their duties while
dealing with them.

BEHAVIOR:
Employees:
SPEEDCO employees would be committed to perform the service ineffective and timely
manners. Employees madeeffort 24/7 to satisfy its customers.

Customer: Customer response toward SPEEDCO depending on the effective and efficient delivery of
the services.

Catalysts for Design and Development of the New Services

1. Financial goals- The implementation of the plan would take place in two phases
• Phase I (PAN INDIA) (Currently in execution)
• Phase II (Global)
2. Competitive actions
• Time Slot Deliveries (according to customer preference)
• Doorstep Pick & Drop Service
• Priority Based Shipping
3. Technology
• Improved GPS Support
• Live Tracking for Consignments
4. Balancing supply and demand
• Shipment in batches for less shipping charges
PRIMARY RESERCH
We conducted a survey for getting an insight about the current market situation and the customer
expectations from courier companies in which 55 people responded. The data collected was then
analysed to get the Information for the same.

Key Observations –

1.Out of 55 Respondents, nearly 30 respondents received their deliveries after the expected time ,10
got at expected time, 10 responded that their deliveries are before expected time.

Only 10 people were getting their deliveries on the expected time and 5 responded for wrong
deliveries.

Also, on interviewing few people, we observed that people are not happy with the arrivals because
they have to wait for the parcels to arrive or the delivery agent to call them. And also, most of the
times people are at their work place and the delivery agent reaches at that time and it becomes
difficult to receive the parcel.

2.On asking the rating which they give to the specific service (Responding to which they prioritise the
most among all.

We found that out of 28 respondents who were below 25 years of age ,10 people prioritised delivery
at specified time and 7 prioritised low pricing.

26 respondents who are 25 years and above ,8 preferred delivery at specific time and 7 preferred
door step delivery.

Inference-

•We can infer from this that people are not satisfied with their expected delivery time.

Our company’s offering of scheduling the time slot of the delivery will eradicate this problem to a great
extent and become consumer friendly.

•We can infer from this that most of the people are concerned about delivery times and door step
deliveries which is also our company’s differentiating factor.

Timely Delivery of Courier 12

10
8
5 10
6
4
10
30 2
0
Delivey at Insurnace on Safe delivey Door Step Low Pricing
your your product of the Delivey
Expected time Before Expected time specified product
After ecpected time Wrong delivery time

Below 25 25 and above

Factor analysis on customer satisfaction as per research:

Service quality perceived by clients should be a crucial element in the process of co-creating
sustainable services. They are as follows:

• Courier person attitude

 The delivery man is vital to customer satisfaction because he is the final step in the delivery
process and has direct communication with customers. A good delivery man will describe the
contents in a fair and precise manner, reducing customer frustration and increasing customer
respect. In order to grow for a long time, every service company should be concerned about
courier cultivation. And answering politely to the enquires made by the customers.

• Reach and availability of service

Main thing is the availability of the service in most of the places. Even through home pickup
services which are most preferred right now in these COVID-19 scenarios. And the
convenient of the service availability for any kind of information the customer needs.

• Various kinds of technology availability

After customers buy goods on network or handle delivery, they wish that they can know the
logistics situation of their goods at any time. It should try its best to provide the goods tracking
information. Timely reflect enough information to the customer. All the means of medium like
online, offline etc. such that customers who are unable to use internet can connect through
mobile or offline stores.

• On-Time and accurate delivery service

Companies should focus on mission - to create speed and Commit to rapid, safe and
accurate delivery. Respecting customers and winning the customer with speed, they can
develop the market perfectly. At the same time, let employees feel satisfied and proud of the
work. Draw lessons from abroad, they protect the rights and interests of customers.

• Safety of the priority-based products

Safety of the product is the important factor for the customer point. As they want their product
to be reached safe and accurately on time. To better protect the goods, improve the integrity
of the goods and clean, in the process of delivery, express company cannot place excessive
emphasis on cost and profit, and should adhere to the principle of the supremacy of
customers.