GS 1 Transport Logistics Marketing Plan Template The

GS 1 Transport & Logistics Marketing Plan Template

The T&L marketing plan framework 1. Market analysis § Market size & growth § Market drivers § MO activities & plans 1. Understanding the market 2. 2. Marketing Strategy § Business objectives § Strategy § Value proposition © 2012 GS 1 Developing the value proposition 3. Delivering value 3. Marketing Plan § Marketing activities § Budget 2

Situation analysis – Understanding the market

T&L scope: road transport market in country xyz Total number of companies © 2012 GS 1 2008 2009 2010 2011 2012 --------- ------

Target market (example in France) A fragmented sector 18000 companies Core target 100 companies 1900 companies % Nb companies % TO © 2012 GS 1 Source : MEEDDAT/SESP 5

Target Market (example in France) Nb moyen OT / 400 mois 20/j Traitement informatique des OT avec informatisation Catégorie 2 de la facturation sans maîtrise EDI 2 600 130/j Utilisation d'un logiciel de gestion exploitation transport Catégorie 3 avec 40% d'échanges EDI 20 000 1000/j Catégorie 1 Pas de système informatique / traitement des OT manuel Utilisation d'un logiciel de gestion exploitation transport Catégorie 4 avec 80% d'échanges EDI et 20% de facture dématérialisée Core target © 2012 GS 1 100 000 5000/j

Decision makers (example in France) SHIPPERS: (retailers, Manufacturers, wholesalers): In logistics activities shippers are very active in the use of standards and in promoting them to their trading partners. Not so much in transport activities. TRANSPORTERS: Transporters are usually not the ones pushing for the use of standards. They adapt to the needs of their trading partners (shippers). SMALL TRANSPORT COMPANIES: It is easier to get in touch and involve small transport companies through hubs and solutions providers rather than directly. © 2012 GS 1 7

GS 1 Standards adoption (example in France) Labeling: • For logistical processes GS 1 -128 labeling is widespread • For transport processes (both full and partial deliveries), bar coding is limited • For express/parcel deliveries, labeling is done specifically according to each individual carrier requirements EDI : • Most of the companies have expressed their need for more simple and more direct EDI messages, easier to implement • Every time a new EDI message is implemented it is felt like again another specific development © 2012 GS 1 8

Marketing strategy – Developing the value proposition

T&L Objectives (example in France) Increase adoption of T&L standards Increase T&L membership © 2012 GS 1 • Transport Management (Transport instruction, Logistic label, Transport status…) • via our core members retailers and manufacturers (those that pay the bill) 10

Increasing adoption of GS 1 standards (example in France) © 2012 GS 1 Transport Label EDI Transport Instruction EDI Transport Status EDI Transport Invoice

Strategy to increase membership (example in France) Transporter Retailer/ Manufacturer Transporter Transporter Target Transporters via Retailers and Manufacturers © 2012 GS 1 12

Value Proposition (example in France) Organisational benefits Productivity Reduction in time spent keying in information Reduction in additional labeling Reduction in paper consumption Indirect savings Claim reduction Better management of transport operations Optimisation of traceability Better quality of data exchanged Commercial benefits Reduction in customer-specific developements Improved customer service Same service offer for various sectors Access to national, European and international markets Competitive advantage © 2012 GS 1

Savings when using GS 1 standards (example in France) Transport Instruction © 2012 GS 1 Transport Label Transport Status Transport Invoice Shippers: up to 0, 25€ Shippers: up to 0, 17€ Shippers: up to 1, 18€ Shippers: up to 3, 54€ Transport operators: up to 1, 60€ Transport operators: up to 0, 70€ Transport operators: up to 0, 14€ Transport operators: up to 2, 03€

Delivering value Go-to-market plan – Delivering value

Communication plan country xyz Oct-Dec 12 Jan-Mar 13 Apr-Jun 13 Jul-Sep 13 Internet . . . …. . ……………. Events …………………. . Collateral …………………. . Newsletter …………………. . Electronic media …………………. . PR …………………. . Internal communication …………………. . © 2012 GS 1 16

How about you? • Fill in the template and build a marketing plan of your own! • Get the best of GS 1 Standards in Transport and Logistics • If you need more info/ help contact us at: Nora. kaci@GS 1. org © 2012 GS 1 17

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