Marketing Overview

June 4, 2003
Marketing Update June 4

• Marketing Focus

• Marketing Organization

• Marketing Process
Marketing Update June 4

John Fellows’ 2003 Priorities (ref. 3/7/03 Memo):

1. Implementation of Terra
2. Danzas Integration
3. Latin American Strategy (e.g. 2X)
4. Service Quality
5. PIP

Marketing’s Priorities:
1. Market the Domestic Strategy (i.e. Terra), increasing
revenue, profit & market share
2. Rebrand our logo and company
3. Create our positioning
4. Develop new products & services
5. Create a formidable team: <people attract profit>
Marketing Update June 4

• Marketing Focus

• Marketing Organization

• Marketing Process
Marketing Update June 4
Channel Marketing
R a n d y C la rk
S V P
S a le s a n d M a r k e t i n g
T h e A m e ric a s

Is a b e lle F in n e y
I n te r im V P
M a r k e tin g - T h e A m e ric a s

O pen
A d m in is t r a t iv e A s s i s t a n t

C h r is tin e N a s h ic k
M a r k e tin g D ir e c to r
P r o d u c t M a n a g e m e n t a n d B ra n d in g

L in d a M ig n o n e
 Channel Marketing M a r k e tin g D ir e c to r
C u s to m e r S tra te g y a n d P ro g ra m s

– Physical Access M a r tin M o s le y

Development (drop boxes, M a r k e tin g D ir e c to r
M a il P r o d u c ts
express centers etc)
B r i a n K e l ly
– Channel Development, M a r k e tin g D ir e c to r
C h a n n e l M a r k e tin g
Program Coordination &
R ic h a r d N e w m a n
Market Penetration: M a r k e tin g M a n a g e r
M a rke t R e s e a rch
– Retailers
J e ff G la d e
– Resellers M a r k e tin g D ir e c to r
L a tin A m e r ic a

– Associations A n t h o n y M i lo n a s
M a r k e tin g
– Cataloguers C anada

– Freight Forwarders
Marketing Update June 4
Market Research
R a n d y C la rk
S V P
S a le s a n d M a r k e t i n g
T h e A m e ric a s

Is a b e lle F in n e y
In te r im V P
M a r k e tin g - T h e A m e ric a s

O p en
A d m in is t r a t iv e A s s i s t a n t

C h r is tin e N a s h ic k
M a r k e tin g D ir e c to r
P ro d u c t M a n a g e m e n t a n d B ra n d in g

L in d a M ig n o n e
 Competitor Intelligence M a r k e tin g D ir e c to r
C u s to m e r S tra te g y a n d P ro g ra m s
– Market Share analysis
M a r tin M o s le y
– Positioning Research M a r k e tin g D ir e c to r
M a il P r o d u c ts
– Service Comparables
B r i a n K e l ly
 Industry Intelligence M a r k e tin g D ir e c to r
C h a n n e l M a r k e tin g
– Industry evolution R ic h a r d N e w m a n
– Product Research M a r k e tin g M a n a g e r
M a rke t R e s e a rch
 Customer Intelligence J e ff G la d e
M a r k e tin g D ir e c to r
– Customer Satisfaction L a tin A m e r ic a

– Customer Needs A n t h o n y M i lo n a s
M a r k e tin g
– Customer Perception C anada

 Research Tool management &

deployment
Marketing Update June 4
R a n d y C la rk
S V P
Latin America &
S a le s a n d M a r k e t i n g
T h e A m e ric a s
Canada

Is a b e lle F in n e y
In te rim V P
M a rk e tin g - T h e A m e ric a s

O pen
A d m in is tr a t iv e A s s is t a n t

C h r is tin e N a s h ic k
M a rk e tin g D ire c to r
P r o d u c t M a n a g e m e n t a n d B ra n d in g

L in d a M ig n o n e
M a rk e tin g D ire c to r
C u s to m e r S tra te g y a n d P ro g ra m s

 Product Development & M a r tin M o s le y

Management M a rk e tin g D ire c to r
M a il P r o d u c ts

 Customer Acquisition and

B r ia n K e lly
Loyalty Programs M a rk e tin g D ire c to r
C h a n n e l M a r k e tin g
 Channel development
R ic h a r d N e w m a n
 Branding, Advertising & M a r k e tin g M a n a g e r

MarCom M a rke t R e s e a rch

 Market planning & analysis J e ff G la d e

M a rk e tin g D ire c to r
 Country support of strategic L a tin A m e r ic a

and locally initiated marketing A n t h o n y M i lo n a s

programs M a r k e tin g
C anada
< d o t t e d lin e r e p o r t>
Marketing Update June 4
R a n d y C la rk
S V P
S a le s a n d M a r k e t i n g  Leadership
T h e A m e ric a s
 Direction
Is a b e lle F in n e y
In te r im V P  Organizational Planning &
M a r k e tin g - T h e A m e ric a s
Management
O p en  Strategic Planning
A d m in is t r a t iv e A s s is t a n t
 Implementation and execution
C h r is tin e N a s h ic k
of strategic & tactical plans
M a r k e tin g D ir e c to r  Coaching & training
P ro d u c t M a n a g e m e n t a n d B ra n d in g

L in d a M ig n o n e
M a r k e tin g D ir e c to r
C u s to m e r S tra te g y a n d P ro g ra m s

M a r tin M o s le y
M a r k e tin g D ir e c to r
M a il P r o d u c ts

B r i a n K e lly
M a r k e tin g D ir e c to r
C h a n n e l M a r k e tin g

R ic h a r d N e w m a n
M a r k e tin g M a n a g e r
M a rke t R e s e a rch

J e ff G la d e
M a r k e tin g D ir e c to r
L a tin A m e r ic a

A n t h o n y M i lo n a s
M a r k e tin g
C a na da
Marketing Update June 4

• Marketing Focus

• Marketing Organization

• Marketing Process
Marketing Update June 4
Conceptual Design
DHL is now organized around “brand areas” or
products/ services. The Marketing Department
follows this lead.

Revenue Drivers

MarComm

Pricing
Tactics & Tools

Research

Channels

eCommerce

Integrated

Programs
Product Dev
Marketing Update June 4
Conceptual Design

Within the Express division, this structure

follows for all products/services

Revenue Drivers

Intl Products Domestic Products Value-Added

MarComm • IDOX • Overnight • Insurance

Pricing • WPX • 2nd Day • High Value

• IMP • Ground • Mailroom
Tactics & Tools

Research
• TDD • TDD • Customs
Channels • WMX • Same-Day

eCommerce

Integrated

Programs
Product Dev
Marketing Update June 4

Marketing Process Product Support

Subject Matter Experts
Integrated Product Plan Retention Plan Marketing
- ALL 4Ps - Communication
Program Development/ Plan
Implementation

Tactics
Market Analysis

Integrated Marketing Plan

List Generation PR & Corp Comm
Competitive Activities
Plan

IMPLEMENTATION
Product Strategy List Management
Market Dynamics

Channel Management

Component Plans
Offer Strategy
Customer Advocate Market Research
Message/Positioning Strategy
Plan
Product/Offer Descriptions
Launch Time Line
Customer Touch Product
Budgets Plan Development
Commitments Plan

Demand/Forecast
Acquisition Plan Strategic
Impact on Base Pricing
Pricing Strategy Program Development/ Plan
Implementation
Tactics

Development Requirements
List Generation Operations
Operational Requirements Plan
List Management
Tracking Requirements
Channel Management
Direct Measures of Quality E-commerce
Advocate
Plan