Service Marketing Mix

• Price-Premium price in the courier industry

• Place-over 14,965 locations in India
• Product:-
Air freight
Ocean freight
Supply chain solutions
Freight forwarding
Customs clearance
 Service Marketing Mix
• Product (contd..):-
Project handling
Charters

• Promotion-CUSTOMER MANAGEMENT
EXPERIENCE
Providing customers with quality service and
for an enhanced customer experience
 Service Marketing Mix
• Physical evidence-3 airway bill parts, uniform,
packaging, logo
• People-Committed, diverse and over 5400
employees team with a winning attitude
• Process
 Process Flow
BLUE DART
Service Center

Destination

BLUE DART
Service Center
 Positioning strategy
• Blue Dart believes that it has no competitors
• It considers itself to be the best in terms of
service marketing & security
• Positions itself as premium service provider
• Example.
 Target Customer
• Business Class
• Nowadays everyone as people consider
security & convenience to be more important
than price
 Focus strategy
• Quality of service
• Brand image
• High pricing as they position themselves as
premium brand, believe themselves to be the
market leader
 Competitor evaluation

• Policy-money back if not • Policy-money back if not

delivered within second delivered within next
business day business day
• Service-Sunday prime time • Service-normal 7 days a
plus week
• Vehicles & aircrafts are • Own vehicles & aircrafts
mostly franchise

DTDC’s premium service is BLUE DART’S normal service