Marketing Strategy

Rebranding Initiative for Kerdell’s Delivery Service

Prepared By ChaMilCo Limited 3/7/17

Contents

MARKETING STRATEGY

JUSTIFICATION

OBJECTIVES

MARKETING SIZE AND DEMOGRAPHICS (At A Glance)

TARGET CUSTOMERS

VALUE PROPOSITIONI

PRICING AND LOGISTICS

CONVERSION STRATEGY
Marketing Strategy

Justification

The business customer base has changed drastically during the recession. Previously, customers
were acquired by soft advertising methods (word of mouth) and were comfortable paying for the
service. At current, consumers are more cost conscious and some have even left private practice
to return to the state. This has shrank the customer base as well as reduced the value proposition
of the service.

Kerdell’s Messenger Services became a harder sell to a wider audience because

■ The brand was not the company but Kerdell as an individual

■ Because ‘word of mouth’ was the former marketing strategy, the personability of the name

aided the brand but this was not sufficient for sustainability in today’s market

■ Because of the possible reprioritising of product focus in the company, having the

individual’s name so prominently entrenched in the brand identity could be a liability when
customers can no longer intimately see Kerdell himself.

The rebranding initiative seeks reposition the service, keeping the personality of the original brand
but positioning it as the confidential and professional same day delivery service showing solutions
to customer problems and giving a compelling value proposition.

Objectives

Goals of Marketing Strategy

• Expanding current customer base

• Providing greater service to the current customer base
• Diversify customer base to find new sub-groups of customers
• Demonstrate Outstanding service potential
Market Size and Demographics

• Over 400,000 persons work in the Port of Spain Area and enter daily
• Over 10, 000 Building places and addresses with government, commercial and residential
occupancy exist in the Port of Spain area and surrounding Suburbs
• Delivery companies that courier services within the Port of Spain Area(Example, DHL,
TTPOST, UPS)

Target Customers
Anyone (person or company) who needs a package weighing no more than 5 kilograms, nor
bigger than a backpack or messenger sachet within the city of Port of Spain is a target customer.

Prior to the recession, lawyers, legal secretaries and paralegals were the main clients

Jobs descriptions of main clients that intersect the delivery functions

Lawyer

• writing opinions and advising solicitors and other professionals

• peer to peer communication.
• Summons

Paralegals, Law Clerks and Legal Secretaries

• delivering and collecting documents

• filing and general administrative work

We wish to expand these offerings to these customers by specializing in serving documents in

civil matters. To expand the customer base, high value customers should be sought with greater
delivery needs, therefore firms with over half a million in gross revenues should be targeted first.

Also, new potential high value customers are Debt Collectors, Administrative Managers in
Insurance Agencies, state run enterprises and government who utilize couriers with less
efficiency.

In the near future, Bike Boss must also partner with existing firms to engage and create demand
for their services utilizing ‘On Demand’ Technology from Apps. For example, for lunch, order from
a roti shop that is a Bike Boss Partner for the office, Goods from Excellent Stores, Flowers from
the Flower shop, cake from Linda’s for the office party or laundry from the Tropical dry cleaners.
An opportunity also exists to piggyback on the high visibility of your couriers by allowing
advertising or sponsorship from an aligned company. This can be done in two ways either by
requesting sponsorship for the uniform and subsequent cobranding with the sponsor or by offering
an advertising package where a “Pay-per rider” fee is attached to allow advertising via a possible
flag pole on the bicycle.

Two customer surveys should be done

1) Focus on the original target group of customers, what customer jobs align with your current
business model, how many times are documents dispatched within the city limits, how
often does one need emergency delivery versus overnight deliver versus normal postal
courier or traditional mail service within the city limits.

2) Focus on the wider target market of consumers and find out what jobs they perform that
need our services. What benefits are they looking for from the service, what are the bad
outcomes they are looking to avoid, what are the consumer perceptions of the service,
what packages do people want delivered, how much is one willing to pay to get it delivered.

Value Proposition
Services should complement the tasks the consumers must perform in their jobs to survive. In
this case, the job is prompt and professional delivery that is convenient and reliable.

It is assumed, that there is a void in the current market for delivery services that are ‘same day’
and/or overnight service.

With ‘Pick up’ and Delivery, customers save time and can focus on other tasks. Customers are
also assured that in an emergency, packages can be delivered with professionalism and that the
service is available when they call during the stipulated hours.

With text confirmation, customers are assured when all packages are delivered. And now,
customers can what’s app to request ‘pick up’ and delivery service.

Subscriptions are also available for customers with higher “on demand’ needs.
 GET IT DELIVERED TODAY
OFFICE : 1-868-317-9647 CELL: 1-868-348-6341

With same day, next day and emergency delivery service in the Downtown
Port of Spain, Lower Belmont, Newtown, Woodbrook, Boissere Village and
St. James, be assured that your package will be delivered on time, everytime.

Our Courier and Clerk Services include

• Both Pickup and Delivery of packages

• Filing of Court Documents

• Emergency delivery of time sensitive documents,

Bicycle messengers are used
• PO Box mail pickup, in major metropolitan cities
to cut through traffic. They
• Signed documents,
are very safe and can cover a
• Document Processing in Government Offices and Judiciary
block in less than 2 minutes

• Serving of documents,
Pricing and Logistics

Pricing is simple.

Pick ups and drop off’s all encircled areas cost TT$35 for same day delivery and TT$ 30
for next day delivery. Cut off time for pick ups for same day delivery is 10:30 AM

For Emergency Delivery, every time the messenger leaves a bike zone, we add a premium
of TT$ 15 per zone to the charge for immediate delivery (Map Shown Below)

For next day delivery, packages must be picked up before 3:00 PM on any day.

If you come to our office, Drop off’s are TT$ 20

CALL US NOW FOR OUR NEW ‘ON DEMAND’ CLERK SERVICE

Subscription Services for Delivery

Regular Subscription Package: $400 for 12 deliveries anywhere in Port of Spain per month. For
March, the first 3 deliveries are free. (That’s 15 Same Day or Overnight deliveries for $400)

Boss Package: $600 for 15 Same Day or Emergency Deliveries and 10 Overnight Deliveries.

Bicycle Zones

Used for rush deliveries only

The map areas encircled represent the possible bike areas and paths for the messengers.
Conversion Strategy

This should be a mix of regular advertising channels. Through radio ads, appearances on radio
shows whose demographics intersect those who have decision making ability to call for deliveries,
a guest spot on the morning edition and highly targeted social media marketing utilizing a mailing
list consisting of the over 2200 attorneys currently registered to practice in Trinidad. Posters/
Flyers placed in the Magistrates courts, Family Court and the High Court, Law Association
Building notice boards and other places should be a priority.

Consideration should be placed on having magnetic business cards for clients fridges and filing
cabinets to keep your brand in the customers eyes.

Door to door, person to person sales to make presentations to ‘high value’ clients, first inside then
outside the current customer base should be a pursued.

Branding should be continuous and again, professional for entrance into the funnel