SERVICE MARKETING

DHL EXPRESS PAKISTAN

PREPARED BY:

NAZISH SOHAIL BBA HONS

SHAHBAZ CHOUDHRY BBA HONS
RANA SAJID MBA
ANJUM ALTAF MBA

PRESENTED TO:

SIR KAMRAN SAEED

HAJVERY UNIVERSITY LAHORE

ACKNOWLEDGMENTS

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MY FIRST AND FOREMOST HUMBLE AND GRATITUDE TO “ALLAH” THE
ALMIGHTY FOR GIVING ME THE VALOR TO REMAIN DEDICATED TO MAKE
THIS AUDIT REPORT.

Apart from it I take the opportunity to acknowledge the real

efforts of:

First, we would like to thank SIR KAMRAN SAEED, for his

valuable support and encouragement which he has offered.
His words of wisdom will always be remembered, and we are
convinced that the knowledge of marketing that he has
imparted would go a long way and helping us all through our
professional career.

Secondly we would like to thank the CUSTOMER SUPPORT

SERVICES, of DHL Pakistan, Lahore and Karachi.

TABLE OF CONTENTS

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Sr# List Page
1 Executive Summary 3
2 Introduction to Logistics 4
3 Courier Industry in Pakistan 5
4 DHL company Portrait 8
5 SWOT Analysis 9
6 First P- Product 11
7 Second P- Price 28
8 Third P- Place 30
9 Fourth P- Promotion 32
10 Fifth P- People 38
11 Sixth P- Process 45
12 Seventh P- Physical Evidence 50

13 Conclusion 57

14 References 58

EXECUTIVE SUMMARY

Praise to be Allah Almighty, the one testing us all at all times and
making decisions about what we don’t know and can’t know.

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Today it is impossible for a common man to run a business especially in
this period of competition. This situation demands energetic, duly
qualified experienced business administrators who could meet the
challenges of this age of modernization. HAJVERY UNIVERSITY produces
management specialists fully aware of the ins and outs of the business
management, and capable of meeting the challenges of modern
business environment.

The scope of the project is to discuss the Seven P’s of Services

Marketing. For this purpose we have selected DHL Express Pakistan.
From the last month or so our group is in a process of continuous
research on services marketing functions and strategies adopted by
DHL Pakistan. Moreover the project also discusses the analysis of
competition, market growth & trends.

We will like to add that the project will provide the readers and the
listeners’ very high profile information about the Seven P’s related to
DHL as a whole and also about the organization. In the end we hope
that the project will result very profitable both for the readers and DHL
Express. Your feedback in the end either critical or substantial will be
highly appreciated.

Introduction to Logistics

Logistics is concerned with getting the products and services

where they are needed when they are desired. It is difficult

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to accomplish any marketing or manufacturing without
logistical support. It involves the integration of information,
transportation, inventory, warehousing, material handling,
and packaging.

The operating responsibility of logistics is the geographical

repositioning of raw materials, work in process, and finished
inventories where required at the lowest cost possible

The formal definition of the word ‘logistics’ is: - it is the

process of planning, implementing and controlling the
efficient, effective flow and storage of goods, services
and related information from the point of origin to the
point of consumption for the purpose of conforming
to customer requirements.

In order to understand the concepts of logistics in terms of

practical usage and to glimpse into the how a real company
or organization uses logistics as a formidable tool to gain
customer satisfaction, reduce overall cost and increase
efficiency we selected “DHL” the worlds leading courier
Service Company. But DHL is multi faceted and offers
myriad types of services.

Courier Industry in Pakistan

TCS is the current market leader in the courier industry, with

the domestic courier service market in Pakistan a little over

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Rs. 2 billion, and the international market operating out of
Pakistan estimated to be about Rs. 2 billion, which makes
the total industry sales Rs. 4 billion, of which TCS has nearly
45% of the share. Therefore TCS manages annual sales of
Rs. 2.2 billion, which signifies its robust position in the
industry. TCS has managed to attain considerable
profitability in an industry that is reasonably attractive to be
in.

The major players in the courier industry operating in

Pakistan are TCS, DHL, FedEx, OCS, and the relatively recent
introduction of SpeedEx, leopards, and PIA’s own courier
division.

FedEx
Federal Express is the pioneer of the overnight package
delivery courier business, and has since entrenched itself
into far reaching corners of the world. By establishing itself
as the world leading courier service provider, FedEx has
taken advantage of effective positioning. Customers all over
the world associate FedEx with timely and high quality
service, and regard it as the number one courier company in
the industry.

This is exactly the power that a pioneer of a new category is

able to leverage. IBM had it with personal computing, Dell
had it with customizable and on-demand computers, Heinz
had it with ketchup, and Kleenex had it with pocket tissues.
Thus by establishing a new category, the pioneer is at a
significant advantage, and even with little strategic
enforcement, with stagnant marketing communications, the
leader can still retain its edge in the minds of consumers.

DHL
Being a huge international player, DHL’s main area of focus
is the European markets. DHL is the leading courier company
in Europe, and also has a large worldwide network. It is a
more diversified company than TCS in that its services
number more than 25 to 30. DHL’s market share in Pakistan
is 39%

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OCS
OCS’ main markets are in East Asia, yet as with most of
these aspiring courier companies, OCS also has managed to
infiltrate international markets effectively, and is now
positioned so as to further expand its international
operations.

SpeedEx
One major advantage to SpeedEx is its ability to leverage its
parent company PIA’s extensive airline fleet for its own use.
This strategic cost saving approach has allowed them to
charge lower rates on overnight deliveries than their
competitors. Furthermore, since PIA offices operate on a 24-
hour basis, the SpeedEx service is available on a 24-hour
basis as well, making it the only guaranteed 24-hour outlet
for customers with rush nightly orders. Although several
outlets of other competitors and even TCS’ are operational
on a 24-hour basis, the large majority of them are not. This is
the key difference between PIA’s smaller, more focused
SpeedEx, and the other players in this industry.

Pakistan Post
Although, by its own admission TCS does not consider the
domestic post office as a direct competitor, it still represents
a major threat in the external environment of the courier
industry. The post office serves as a viable and oft-times
preferred option to overnight delivery services.

Postal Parcel service

share
TCS 20% parcels
Pakistan 30% docs

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 DHL 24% 45%
PAKISTAN
Pakistan 60% 15%
post

FedEx 16% 25%

Pakistan

DHL COMPANY PORTRAIT

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From humble beginnings to global market leader

Founded in San Francisco almost 40 years ago by 3 budding

entrepreneurs - Adrian Dalsey, Larry Hillblom and Robert
Lynn - DHL has continued to expand at a phenomenal rate.
Today, it stands tall as the global market leader of the
international express and logistics industry.

Back In 1969, DHL took its first small steps in building for the
future by personally shipping papers by airplane from San
Francisco to Honolulu. The years passed and the DHL
network grew ever larger, gradually reaching out to new
customers in every corner of the world. At the same time,
the marketplace developed and became more complex, so
DHL adapted to meet the changing needs of its customers -
both at global and local level.

Today, DHL's international network links more than 220

countries and territories worldwide and employs some
300,000 employees. DHL also offers unparalleled expertise
in express, air and ocean freight, overland transport,
contract logistics solutions as well as international mail
services.

From 3 employees in 1969 to 300,000 employees in 2008,

the approach and dedication has remained the same. Our
success has always been based around delivering excellent
service for our customers. Never complacent, DHL has
become a brand acknowledged for personal commitment,
proactive solutions and local strength. At the heart of its
success are its employees who focus on the customer's
needs and provide individually customized solutions.

DHL is a Deutsche Post World Net brand. The group

generated revenues of more than 63 bn euros in 2007.

DHL Pakistan

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DHL Pakistan (Pvt.) Ltd. has been operating in Pakistan since
1982 and is headed by Sarfraz Siddiqui, Country Manager /
Managing Director. Today, DHL is the largest Air Express
Company in Pakistan with a 65% market share. With over 43
locations, supported by over 200 vehicles and over 500
employees, we not only deliver documents and heavy weight
parcels, but also provide value-added and innovative
services to our customers.

Vision

Customers trust DHL as the preferred global express and

logistics partner, leading the industry in terms of quality,
profitability, and market share.

Mission

DHL enhances the business of our customers by offering

highest quality express and logistics solutions based on
strong local expertise combined with the most extensive
global network presence

SWOT ANALYSIS

STRENGTHS
• Customer First Choice
• Friendly Environment
• Market Value
• Customer Services
• Strong Brand Image
• Globalism
• eServices and technology
• Corporate symbiosis

WEAKNESSES
• High Prices

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 • Market-Share Estimate
• Weak Visibility
• Not as well known as UPS and Fedex

OPPORTUNITIES
• Expansion Globally
• Joint-Ventures
• Expansion of Ecommerce
• Increase in The Number Of Services

THREATS
• Relations with Foreign Countries
• Economic and Political Conditions
• Restrictions
• Economic Slow-down
• Fuel prices can go up

compa expres logisti telec aviat shippi Stude Imports/ex carg Event
ny s cs om ion ng nt ports o s
servic servic
es e

DHL
☻ ☻ ☻ ☻ ☻ ☻ ☻

TCS ☺ ☺ ☺ ☺ ☺ ☺ ☺

OCS ☺ ☺ ☺ ☺ ☺ ☺
FedE ☺ ☺ ☺
x
Leopa ☺ ☺ ☺ ☺ ☺ ☺
rds

FIRST P – PRODUCT

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DHL is the leader in courier, express and parcel delivery
services - both local and global. Whether it's documents or
parcels, DHL has the service you are looking for.

1. DHL Express Internationally.

DHL makes international shipping convenient with a
variety of services and options to suit your needs.

2. Logistics Services
We offer a complete range of logistics and outsourcing
solutions to meet your warehousing and distribution
challenges.

3. Shipping Tools - the quick and easy way to

handle shipping.

DHL Same Day Service.

When you're racing against time, choose DHL Same Day,

the fastest delivery service available in today's air express
industry

Time Definite

• DHL Express 9:00

• DHL Express 12:00
• Document Express
• DHL EXPRESS WORLDWIDE
• Import Services
• DHL Airport to Door Express

Fast door-to-door delivery by a certain time - overnight or

next possible business day.

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Dhl Express 9:00

For those time-critical deliveries to major business locations.

DHL EXPRESS 09:00 is supported by proactive delivery
notification and a money back guarantee, and is available to
international and domestic destinations.

Dhl Express Worldwide

For those time-sensitive deliveries to a global business

locations. DHL EXPRESS WORLDWIDE offers international
express door-to-door delivery overnight or by 18:00 on the
next possible business day.

DHL EXPRESS WORLDWIDE is ideal for all of your document

or non-document shipments when getting it there by the end
of tomorrow is what matters. Whether you are sending
samples, spare parts or finished products, you can rely on
our extensive global express network to get your shipments
there fast.

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DHL EXPRESS12.00

Choose DHL EXPRESS 12:00 for an express door-to-door

delivery by 12:00hrs the next possible business day.

DHL Airport To Door Express

Import from Asia Pacific on your FOB/FCA incoterm.

Enjoy the convenience and user-friendliness that DHL is
known for, with features such as an all-inclusive pricing with
no hidden charges, 24-hour tracking and a single invoice. No
weight limits.

DHL's Airport to Door Express service is currently available in

14 major Asia Pacific countries or territories*.

Worldwide Document Express

When delivery speaks louder than words

Worldwide Document Express offers international express
door-to-door delivery overnight or by the end of the next
possible business day for documents and parcels not subject
to customs clearance.

Express Document

If you use DHL to send urgent lightweight documents on an

ad hoc basis, DHL's Express Document service is the ideal
solution. As long as the documents weigh no more than
250g, this service offers an attractive alternative with a
favorable fixed-rate tariff.

DHL IMPORT EXPRESS

The ultimate in flexibility and control
Available from more than 210 countries, DHL IMPORT
EXPRESS offers you total control of your inbound shipments
worldwide door-to-door, through a single partner with proven
customs expertise.

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Specialized Services

• ESI
• Jumbo Box and Jumbo Junior
• Transport Collect
• Express Pallet
• University Express
• IMP Campaign

ESI (Economy Select International)

Today, customers are looking for greater control over their

shipping costs. Customers who are price-sensitive and have
more time to ship their heavier deliveries can take
advantage of our new ESI service. With ESI, customers can
enjoy the benefits of day definite door-to-door delivery
service at economical rates. With greater flexibility in transit

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times, an additional 1-4 business days within AP, we now
offer customers deliveries at more affordable price points.

JUMBO BOX AND JUMBO JUNIOR

International express door-to-door delivery using specially

designed heavy-duty packaging for goods up to 25kg for
Jumbo Box and up to 10kg for Jumbo Junior, all for a low flat
fee.

The DHL Jumbo Box and Jumbo Junior have been designed to
make sending your goods with DHL even easier. Whatever
you send and wherever you send it, DHL Jumbo Box and
Jumbo Junior are the most effective and convenient ways to
get your shipments to their destinations on time.

Both Jumbo Box and Jumbo Junior are made of sturdy, double
corrugated cardboard and are supplied free of charge. You
can fill the Jumbo Box with almost anything up to 25kg, and
Jumbo Junior up to 10kg, and send them anywhere in the
world, door to door, for a low flat fee.

Transport Collect

Transport Collect (TC) shipment is a payment option where

payment for DHL’s service is collected from the consignee
upon delivery by DHL.

Express Pallet

A new packaging and transport solution specifically designed

to match real time distribution systems, as well as your
desired packaging configuration, at reasonable costs! Take
advantage of the convenience and ease of moving,
warehousing, and storing your goods in pallet loads, both
ways – from pick up to final destination.
Send a DHL Express Pallet to over 220 destinations
worldwide at comparable rates you would normally pay your
existing freight forwarder.

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University Express

Whether it’s your university application or final year thesis,

you’ll want it to arrive at its destination promptly and safely.
Not only is DHL University Express a cheaper way to send
your documents with savings of up to 30% on document
shipment rates, we also provide a range of services from
free pick-up to shipment tracking for a truly hassle-free
delivery.

IMP Campaign

IMPORTING THE WORLD TO YOUR DOORSTEP

For all your door-to-door imports from over 210 countries,

you get one invoice for one pre-agreed price in your local
currency from one company. That means, no middleman, no
hidden cost and less paperwork. Use our new E-tool, Import
Express Online and enjoy greater security, convenience and
control. With streamlined Customs clearance, Global track
and trace, superior customer service and leading transit
times, DHL Express goes all the way to keep importing
simple.

OPTIONAL SERVICES

Shipping convenience with a range of optional services to

support your express transportation.

The service options listed below are intended as an overview

or distillation of what DHL offers from country to country.
• Special Pick-up and Delivery Services
• Information Services

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 • Customs Clearance Services
• Dangerous Goods
• Payment/Billing Services
• Insurance
• Packaging

LOGISTICS

• Air Freight
• Ocean Freight
• Supply Chain Solutions
• Industry Sectors
• Our Expertise

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DHL is the global leader in logistics - with more highly
experienced professionals at more locations in more
countries than any other provider. Our goal is to build
strong, long-term partnerships with customers by providing
world class services, across all our operations.

We are the first choice for companies looking to outsource

freight forwarding, warehousing, distribution, transport and
supply chain management. After joining forces with Exel in
2005, we are now also the sector's leading innovator -
providing the extraordinary range of cutting-edge solutions
you will be able to explore on these pages.

Our logistics customers include over 75% of the world's

largest quoted non-financial enterprises. These organisations
trust us with their brands and reputations not simply
because we're the worldwide market leader, but because we

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strive to deliver globally consistent services of the highest
quality, wherever they work with us.

Air Freight

• Air First
• Air Premium
• Air Value
• Charter
• SeAir
• Airfreight Plus Service
• Specialised Services
• Value-added Services
• Special Handling

Global Air Freight for all of your transportation needs

DHL Global Forwarding provides a worldwide network for all

your air freight needs. With a wide range of time-defined and
specialist services, supported by our preferred carriers, we
can offer you the flexibility between standardised
connections with fixed schedules or air charter.

As the market leader, we offer competitive pricing for all

time and cost requirements. All end-to-end logistics
processes are supported by leading-edge information
management systems, providing the customer with
complete shipment transparency.

A core element of our freight management service offering is

the ability to move single or complex shipments by air, at
any time and to any destination.

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Air first

Whether door-to-door or airport-to-airport, Air First

guarantees priority uplift. Your freight is placed on the first
flight out and forwarded to assure the fastest transit times
from airport-to-airport. Operating all day and everyday,
when you next need priority uplift, DHL Global Forwarding is
ready to handle your freight.

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Air freight plus
When your shipping needs change, DHL Global Forwarding
adapts. Airfreight Plus simplifies the shipping of heavyweight
goods where a day definite transit is required. One inclusive
priced is quoted and invoiced for door-to-door shipment
delivery.

Air Premium
Air Premium is a reliable and scheduled service, combining
price and time considerations for both door-to-door and
airport-to-airport. Your shipment arrives within three days at
airports in every major marketplace worldwide.

Air Value
By using creative routing via major gateways, our Air Value
service provides deep cost savings. For less time sensitive
cargo where a slight increase in transit time is acceptable,
Air Value provides an economical alternative to Air Premium.

Charater
At DHL Global Forwarding, chartering additional air freight
capacity where there is limited commercial carrier uplift is
part of our everyday business. Part and full charter is the
preferred solution for businesses that are launching new
products during peak season or have oversized cargo.

SeAir
The alternative to the speed of air freight and the lower cost
of ocean freight is a combination of both. Customers benefit
from our outstanding strength in air and ocean freight. We
provide real-time visibility at every step throughout the
transportation chain from origin to destination.

Industrial Projects
DHL Global Forwarding's Industrial Projects transportation
services provide tailor-made solutions for customers working
in industries such as:

• oil and gas exploration and production

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 • petrochemicals
• engineering and construction
• power and energy
• mining
• industrial plants
• infrastructure projects.

Specialised teams in DHL Global Forwarding's global network

deliver best-in-class solutions. Our quality-driven approach,
experience in risk management and sophisticated IT
solutions combine to ensure reliable performance and
process and cost optimisation across your supply chain.

Special Handling

1. Service options

• Dangerous Goods

We employ highly-trained and certified specialists (minimum

two staff per operative location). This qualifies us to handle
all kinds of Dangerous Goods, according to the newest
version of the IATA Dangerous Goods Regulations and in
accordance with regulations issued by country and local
governing agencies.

The Shipper's Declaration for Dangerous Goods will be

completed and signed by the shipper. Depending on the
goods, also a certificate for the pre-carriage and delivery by
truck may be necessary.

Dangerous Goods must be packed, marked and labelled

according to the latest edition of the IATA Dangerous Goods
Regulations.

We will carefully check the declaration and the package (s)

for full conformity with the regulations before tendering to
the airline.

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 • Temperature-Controlled

We are fully qualified to handle all goods that need to be

transported under a temperature controlled environment.
Integrated control systems give full visibility of temperature,
humidity and other important measurements.

OCEAN FREIGHT

• Less Than Container Load

• Full Container Load
• Non-Containerised Load
• Value-added Services
• Customer Program Management

The global network of DHL offices provides a full range of

international ocean freight services, covering all your
delivery requirements, supported by a tariff structure that is
both straightforward and competitive.

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SUPPLY CHAIN SOLUTIONS

DHL goes further and aims to bring value and consistent,

high quality support to customers of every type and size,
wherever they operate.

Making the most of our scale and experience we aim to

become our customers' first choice worldwide. Our logistics
operations embody DHL's three core brand values of local
strength/global coverage, proactive solutions and personal
commitment.

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Our goal is nothing less than to transform the logistics
industry and to deliver beyond our customers' expectations
wherever and whenever they need us - by offering the most
comprehensive suite of services and becoming the only
genuine one-stop source for logistics solutions, globally.

INDUSTRY SECTORS

DHL's focus on selected industry sectors means customers

benefit from working with specialists - not just in logistics,
but also in their particular marketplace. Our aim is to build
long-term partnerships and work closely with our customers

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- often shoulder to shoulder with their management teams.
The know-how of our people combined with our industry-
leading solutions provides them with real competitive
advantage.

Every day, throughout the world, our people work with a

huge variety of customers to solve practical problems - from
achieving shorter lead times to delivering temperature-
controlled freight - in the following industry sectors:

Shipping Tools - the quick and easy way to handle

shipping.

Not only does DHL offer a one-stop solution to your shipping

needs, we make shipping simple and efficient. Whether
you're looking for simple on-line shipping, shipping

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management or integration solutions, the solution is only a
click away.

PACKAGING

The packaging makes the brand look expert and modern.

This packaging makes the brand look more contemporary
and hi-tech.

DHL is available in a variety of packaging formats to suit all

consumer needs and consumption occations. Packaging is
innovative to meet the individual needs consumers all over
the country.

Packaging ranges:
 Junior jumbo box – upto 10kg
 Jumbo box – upto 25kg
 Mega box- upto 35kg

Target Market

The target market for DHL express is all domestic and

corporate customers who can afford their services and who
want excellent services matching their needs and wants.

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Customer’s of DHL Express includes these sectors:

• Automative
• Engineering/Manufacturing
• Healthcare
• sports
• textile
• students
• financial institutions
• MNCs
• Chemical
• Technology
• Retail
• Consumer Goods

SECOND P – PRICE

DHL implemented the concept of the price adaptations for

every country based on its economic conditions.

Pricing Strategy – Price Leadership

• Past and current – DHL charge premium price for

delivering superior service.
• Maintain image in the eyes of customers DHL delivers
superior value.
• Decline in price might be seen as decline in quality of
service – may switch to other provider.

Pricing structure
• Difference in price charged for documents and parcels.
• Should be differentiated because of additional costs
incurred for parcel shipping.
• Difference in price across different industries.
• Shipping fee should be the same for customers across
different industries

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 • Offer special price for Multinational Corporation seeking
to cut deals if they allow DHL to handle all of their
express shipping accounts.
• Should be exercised and must help retain and gain
large accounts for DHL’s marketing team.

Geographical pricing (Cash, Countertrade, Barter)

In geographical pricing the company decides how to price its

product to different customers in different customers in
different locations and countries.

DHL’s pricing is based on different zones divided by the

company. As DHL expanded service into new countries, it
developed many different pricing strategies and structure.
(DHL at first uses penetration pricing strategy) DHL country
managers had almost total control of pricing, they typically
set prices based on four factors: what the market could bear,
price charged by competition (which was often initially the
national post office), DHL initial entry pricing in other
countries, and DHL’s then current pricing around the world.
From these strategies, we know that the pricing policy is
different in each country, which appropriate with the
condition and situation of the country.

Discounts and allowances

DHL gives price discounts to those customers who manage

their accounts with the company. There are also discounts
like:

• price discounts for students package upto 15%

• discounts on inbound and domestic services by 10%
• they encourage anyone who ships frequently to
open a DHL account. This offers you negotiated
price savings and the opportunity to pay by
monthly invoice. Occasional shippers can pay by
cheque or cash

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POSITIONING STRATEGY

Positioning Against Competitor

DHL is positioned as a premium brand which focuses on

excellence of services. The corporate clients are the focal
point for DHL expresses facilitating them by providing timely
and best customer services nationally and internationally.

Positioning In Relation To Product/ Service Attribute:

The primary positioning vis a vis service attribute is that DHL

has the high market value in terms of best customer services
and friendly environment.

Positioning by price and quality

As DHL is a premium brand, it is priced at a premium to its

competitors (TCS and FedEx). Being premium means there
will be no compromise in quality as the link between price
and quality exists and customer is always willing to pay
more for perceived quality which in the case of SHL, he/she
does!

THIRD P- PLACE

CHANNEL OF DISTRIBUTION

Franchising

The company provides franchising facilities in nearly all the

developed zones of Pakistan. We suggest they should
increase the number of franchises to avail the max profit and
market share.

Co-marketing

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DHL express is in a partnership with the Leopards courier
services to sell or distribute service products of one another.

INTENSITY OF DISTRIBUTION

DHL has a selective distribution strategy of its service

products. Through its franchises it covers different
geographical areas. Currently operating almost 43
locations in Pakistan I believe they should adopt
intensive distribution networking to avail max
channel coverage. List of the regions currently
covered by DHL Pakistan are listed below:

• Abbotabad
• Faisalabad
• Gujranwalla
• Gujrat
• Hafizabad
• Hyderabad
• Islamabad
• Jehlum
• Kamoke
• Karachi
• Lahore
• Mirpur
• Multan
• Muridki
• Peshawar
• Quetta
• Rahim Yar Khan
• Rawalpindi
• Sahiwal
• Shekhupura
• Sialkot
• Sukkur
• Wazirabad

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DHL uses all the modes of transportations that is

• airways
• roadways
• waterways
• rail freight

DHL has its own fleet of airplanes and motor vans.

Depending upon the final destination where the goods have
to finally reach and the type of package the customer has
paid for, DHL uses the individual modes of transport or a
combination of either of these or all. Once again the
geographical location and how fast the goods have to be
delivered are the factors for the final selection of modes of
transportation.

The concept of economies of scale and economies of

distance are both taken into consideration in case of larger
consignments where DHL provides an appropriate logistical
solution which helps in reducing the overall cost for the
customers.

FOURTH P- PROMOTION

Print media

Print media advertising is still the medium used by DHL

express in Pakistan, and outdoor also forms a crucial part of
the communications strategy. But increasingly campaigns
are integrated across all these communication channels.

Advertising

DHL has a persuasive advertising methodology for its

services. Its advertisements appear in almost all the
business class magazines and leading newspapers of the
country.

Mobile ads

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Recently DHL has incorporated the mobile marketing
mechanism for the advertisement and promotions of the
company.

Print ads – on different Occasions

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Summer “Mango” ad

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International Ads

Tagline: Always first

Tagline: next time you will use DHL

Tagline: transport anything with DHL maxitransport

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 Tagline: nothing stops us

Tagline: if there is an address, we’ll find it

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DHL Turning Page

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FIFTH P- PEOPLE

DHL's international network links more than 220 countries

and territories worldwide. Some 300,000 employees are
dedicated to providing fast and reliable services that exceed
customers' expectations.

DHL is the global market leader of the international express

and logistics industry, specialising in providing innovative
and customised solutions from a single source.

Customer service centres

DHL Express operates two customer service and sales

centres in Karachiand Lahore with a population of around
300 employees. DHL wishes to offer the following vocational
opportunities:

• Customer service level 2 and 3

• Business administration level 2 and 3
• Contact centre operations level 2

DHL Express also wishes to offer skills for life programme for
those employees who would benefit from development in
basic English and Mathematics.

Training - Learning and Skills

DHL people are passionate about what they do and

passionate about the service they provide to their
customers. Each individual contributes to DHL overall
success and encourage personal responsibility, commitment
and cooperation - for the benefit of company and
customers.

DHL employees have the opportunity to continually expand

their skills to the support provided by a large worldwide
company. DHL people develop, change and take on new
challenges on a national or an international basis.

39
DHL corporate culture creates added value and leads DHL on
the way to become stronger than DHL competitors.

An active, open corporate culture makes DHL an attractive

employer for highly talented people and strengthens our
position as a responsible global corporate citizen in this
world.

Training Programme

. Today's innovative ideas are the solutions for tomorrow's

challenges. That's why the fostering of creative, hard-
working talented people represents an investment in the
future at DHL and Deutsche Post DHL.

Through an extensive package of programs, DHL offer

students and college graduates around the world the chance
to show just what they can do: They gain valuable
experience in the Group, work independently on projects and
stay in touch with the company afterward

GRADUATE PROGRAMME

The DHL Logistics Graduate Programme exposes graduates

to the Supply Chain industry through various operational
placements at many of locations throughout the UK. You'll
need to have a minimum 2:2 honors degree in a business
related subject, be able to move anywhere within the UK and
have the drive and determination to make a difference to
DHL business.

MBA PROGRAMME

Deutsche Post DHL cultivates the international elite of the

future. In this program, MBA students from Europe, the
United States and Asia spend three to six months at the
company working on projects. Under the supervision of a
department head, they play an active part in both the
operative business and demanding strategic projects..

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Empowerment

One special thing about DHL is the level of empowerment

and independence given to its employees.

For employees to act appropriately there is employee

motivation which is natural growth from and employee
empowerment. The employees hired at DHL are empowered
enough that they can make decisions of the given projects or
responsibility. If an employee is regularly able to contribute
thoughts, ideas and suggestions to problems at hand or
regular work activities, that is a feeling of accomplishment
which goes a long way. It makes an employee feel as though
he or she is important (high commitment to work) and hence
their motivation is elevated.

Motivation

Employee motivation is boosted through various recreational

activities and different reward programs including picnic
programs, cricket matches, tours etc.

DHL Cricket team

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Picnic at seaside:

42
43
14th August 2009- Independence day @ DHL

44
SIXTH P – PROCESS

45
 DHL Process goes according to a six-step process:

 Initiation: The formal start of the project

 Design: The formal agreement on how to approach the
project and its deliverables
 Planning: Following agreement, a detailed plan is
created
 Execution: After detailed planning and preparation, the
project goes 'live'
 Closing: Gradually phase out and prepare for handover
of the deliverables
 Handover: The formal end of the project

Inventory Flow

Suppliers Physical Manufacturing Procurement

distribution support

Customers
Information Flow

The easy way to improve customer satisfaction,

worldwide.

With coverage in over 210 countries, GLOBALMAIL PARCEL

transports parcels up to 31.5 kg and also offers collection,
sorting and franking for small parcels up to 2 kg at no extra
charge. They manage customs clearance and provide
delivery details for parcels over 2 kg in many countries via
our on-line Track & Trace service. There is also a wide
selection of useful add-on services to choose from.

46
 The easy way to tap into new markets. Direct,
personal, global.

Use “GLOBAL COMMUNICATION” to communicate with direct

marketing target groups abroad. With professional start-up
advice always included in price, they help you plan and
implement international direct marketing campaigns of any
size. Also offer a flexible range of basic and special services
for you to choose from.

The easy way to improve your circulation. Worldwide.

Use GLOBALMAIL PUBLICATION to communicate with readers

worldwide. Sort, bundle and frank your press products and
take care of dispatch and customs clearance. GLOBALMAIL
PUBLICATION offers a choice of delivery speeds, full
feedback on addresses of undeliverable items, and detailed
invoices with separate zone charges

The easy way to stay in touch with business partners

worldwide.

Regular communication with customers around the world is

critical to your business - from product information to
promotional mail shots, invoices to annual reports. The result
can be mountains of mail that block your mailroom and drain
resources and budgets.

Service recovery and failure by DHL express-

Collection Staff
DHL employees are a highly trained and cognizant staff.
Management team has over 100 years combined experience
in the collection industry. Employ the most highly skilled
and well trained collection team available. DHL provides
ongoing training sessions with employees bi-weekly. Thier
customer service representatives are contacting your
customers 8:00am to 8:00pm Monday through Thursday,

47
Friday until 6:00pm, and Saturday 8:00am until
12:00pm. Their success rate is higher because we are calling
people during hours when most other collection agencies are
closed. All of our collection staff has attained or is working
toward their Professional Collection Specialist designation
through the American Collectors Association.

Acknowledgements
Every customer that you assign to DHL will be acknowledged
in writing. The acknowledgment provides you the name, your
account number, our account number, and the dollar amount
assigned. Acknowledgements insure proper account
reconciliation between your office and DHL.

Collection Methods
All correspondence and collection procedures are consistent
with the guidelines of the Fair Debt Collection Practices Act
and their governing body the Federal Trade Commission.
Their objective is to collect your money and at the same
time treat your customer with respect and end the
conversation with the customers' dignity intact.

Legal Staff
In the event your account needs the attention of an attorney,
DHL retains reputable legal counsel with over 22 years of
collection law experience. He and his highly qualified legal
staff handle all legal affairs. All normally incurred legal
costs are advanced by DHL.

Process

48
49
50
 SEVENTH P – PHYSICAL EVIDENCE

Uniform
The DHL uniform is an important part of corporate identity
and gives a positive professional image. If you’re required to
wear a uniform we’d ask you to wear it all the time you are
at work.

Adjustments to skirts and trouser lengths are permitted,

however they may only be altered to a length that’s suitable
for working in a business environment and acceptable to
your manager. You’re responsible for keeping your uniform
clean and in good repair. Uniforms are generally not
replaced earlier than 18 months after issue. Footwear must
be appropriate for your job and must be approved by your
manager ~ generally black or grey in colour. If in doubt ask
your manager for guidelines. Uniform of DHL express gives
physical evidence to Service provider to better know
customer in his mind whenever they are required to service.

• Packaging
• Receipt
• Sound and Tone of voice
• Computer
• Appearance of the Employee
• Documents
• Forms

51
 Customers
F
R
Calls
O
N
--------------- Line of Interactio
T Contact Person
S (Visible action)
T
A
G
Greet the
E customer

Line of Visibility
Contact Person
(Invisible action)

Packing
B the parcel
A
C
K

S
Customers
T
A
Call centre
52
G
E --------------- Line of Internal
Receiving parcel
from the regional
hub

Dispatching the
parcel to the point
of destination 53
 Receiving of parcel
by the selected mode
of transport to regional
hub at the point of
destination

Physical Eviden
Physical Evidence

54
 Separate cubicles for employees

Conference room

Express Centre Karachi

Empowerment

55
Infrastructure

56
 Head Office Karachi -

Head Office Karachi

Express Centre Karachi

CONCLUSION

57
DHL has developed a reputation for consistently developing
innovative solutions that streamline operations and improve
control. Their in-house teams have contributed to the
solutions design of some of the world's leading brands and
enabled to win key contacts. DHL is service based company
and services are critical for competitive advantage in
companies from all sectors. Superior customer service is one
of the key drivers of competitive advantage. Regular
communication with customers around the world is critical to
your business - from product information to promotional mail
shots, invoices to annual reports. The result can be
mountains of mail that block your mailroom and drain
resources and budgets.

DHL’s profits would be maximized if each country managers

simply charged each customer. DHL have good strategies for
the pricing policies. Although have a highest price, DHL can
hold out the market share by improve the quality of their
service, so DHL should continue this strategy. But, DHL still
have an attention with the competitor do and to the
customer needs. DHL Express understands that addressing
its corporate responsibility, environmental and community
impacts is simply part of how it does business. In particular,
the risks of not addressing the growing priority of the carbon
agenda, was identified by DHL as a fundamental risk to its
ongoing success. The company recognized that the growing
customer awareness and initiatives undertaken by
competitors had the potential to leave DHL behind,
particularly given the nature and scale of its business.

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REFERENCES

• DHL.com.pk

• Customer support centre

• Mr Asif, customer support representative

• Google.com

• Worldads.com

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