UPS: Researching to Re-brand

Marketing Research
 About UPS

●World's largest packet delivery company

●Operations in more than 200 countries and

territories
●In 2004, Fortune magazine survey rated

UPS as “World's most admired company”.

 Questions for Discussion:

1. How did the company evolve its research

problems and objectives?

2. “In-depth interviews were conducted as

part of research.” How did these interviews
help UPS in its re-branding exercise?
 1. How did the company evolve its research
problems and objectives?

●FutureBrand (global branding & marketing

consultancy) worked for 2 years for re-
branding of UPS

●Focus Groups and in-depth interviews were

conducted as a part of research.
 Continued..
●Some associated UPS with delivery of
packages while some thought it of a vendor.

●Thus connecting it with a diverse group of

business people across a broad array of titles
& responsibilities had become a challenge

● Company segmented customer research

into 4 segments in order to fine tune the
research.
 Contd..

●The challenge for UPS was to come come

out with a simple yet powerful solution for
each consumer segment.

●The solution was evolved in the form of

“Brown” which brought company as reliable,
trustworthy, wise, friendly and approachable.
 2. “In-depth interviews were conducted as
part of research.” How did these interviews
help UPS in its re-branding exercise?

●They examined awareness, perceptions and

elasticity of the UPS brand.

● The company inferred that some associate it

to package delivery while others considered it
as a vendor.
 Continued..

● Focus Groups & In-depth interviews were

conducted in the 4 segments of customer
research and looked at various factors like
company size, industry type, job profile, etc.

●Thus it came out with a voluminous data with

a lot of variables.