Services

Marketing
‘Gap Analy
sis’
Presented b
y:
Arunim Dat
ta
Nidhi Ratna
 INDIAN LOGISTICS INDUSTRY : AN OVERVIEW

• The global logistics industry is valued at US$ Primary Growth Drivers

3.5 trillion •Increased investments in the
•Indian Logistics Industry is presently estimated
infrastructure sector
at US$ 90 billion (CII)
•Streamlining of the indirect tax
•Compound Annual Growth Rate (CAGR) of 8%
structure
•3PL service providers are expected to corner
•Robust trade growth
an increased share of the Indian
Logistics pie, from 6% in FY06 to 13% in •Globalization of manufacturing
FY11, at a CAGR of 25% (CII)
systems
•Increased efficiency and productivity of the
transport system would result in lower transit
times
 Major players
0Blue Dart
0DHL
0TNT
0First Flight
0DTDC
0Safexpress
0Gati
0Agarwal movers & packers
"Compared with other multi national enterprises belonging to the
logistics industry in China, the advantage of GATI is that it is the most
powerful logistics company in its homeland India, with a network that
covers 622 out of a total of 626 districts. GATI began in 1989 as a
cargo management company, and has now grown into an organization
with 6400 professionals and a turn over of 4610 million Rupees (8.5
billion Yuan approx.). GATI is supported by seamless multi-modal
connectivity covering air, road, ocean and rail, and also supported by
Mechantronic warehousing providing 1 million square feet of storage
space across India.“

Brad Jeffreys, vice president of GATI company

 GATI – Ahead In Reach

Product offering: Overview:

0 Warehousing, Express Cargo 0 Among the top 5 players in the country
etc.
0 Logistics Solutions of the 0 Massive investments on IT and warehousing
company
0 Warehousing 0 Gati covers over 3.2 lakh kilometers every
day
0 Supply chain Management
0 Distribution Solutions
0 Connects to 622 out of 626 districts in India
0 Gati Surface Express
0 Gati coast to coast 0 International operations
0 Gati Air Express etc
0 Best domestic logistics company award
 Extended Marketing Mix:
• People:
All people that are directly or indirectly involved in the consumption of service
 Employees
 Customer

•Process:
Procedures, mechanisms and flow of activities by which services are consumed. It
assists organizations in delivering service
 Technology
 Supply Chain Management
 Operational flow of activities

•Physical Evidence:
Physical Evidence is the material part of a service
 Packaging
 Web pages
 Promises
 Brochures
 Tracking of Shipment
 Key Factors Leading to Knowledge Gap
Customer needs & Expectations

 Improper field level Information.

KNOWLEDGE
 Business Intelligence not available for decision
GAP making at all levels.

 Least attention paid to small customers.

Management definition of these needs

GATI’S SOLUTION:

 Customer’s information is collected through feedback forms

 Appointment of executives to cater all types of customers

 Key Factors Leading to Standard Gap
Management definition of these needs

 No proper service design for customers.

STANDARD  Fluctuation in fuel prices.

GAP
 No Insurance for goods.

 Improper allocation of funds.

Translation into Design

GATI’S SOLUTION:

 Sharing the burden of increasing fuel prices

 Insurance for goods

 Key Factors Leading to Delivery Gap
Translation into Design

 Poor employee-technology job fit.

DELIVERY
 Delay in delivering the service.
GAP

 Over pricing to match demand.

Execution of Design

GATI’S SOLUTION:

 Employees are properly trained

 Promptness in delivery
 Key Factors Leading to Service Gap
Customer perceptions Customer Interpretation
Of product execution of communications

 Value added services.

SERVICE
 Ware housing facility.
GAP

 Reverse logistics.

Customer experience
Relative to expectations
GATI’S SOLUTION:

 Started giving value added services in some areas

Online tracking, e-pod