Postal marketing Strategy Marketing is the only way

Postal marketing Strategy (Marketing is the only way to survive!) 용인수지우체국 우편영업과 고영선

1 Introduction 2 Definition, SWOT analysis 3 STP Strategy, 4 P Mix 4 1 5 Successful Strategies Conclusion

• MC. Donald Bug meat

Please think about it. . . What is the process of customer’s mind? Does MC. Donald stand for hamburger? Why do people stop using postal service? What is the image of Post Office? Think about the way of Promotion.

▣ 시장동향 5800 Mail Volume (Unit : 100 million won) 5600 5400 5200 5000 4800 4600 4400 4200 2002 2003 2004 2005 2008 Total amount of Mail(Million items) Why does mail volume decrease? • Increase of Email • Need to advance to the online market

▣ 매출현황 The amount of Parcel (Unit: 100 million) 49 49 § The amount of Parcel is increasing 8, 5 § Attract new customer from a 48 company and loyal customer 7, 5 47 47 Attract new customer by making a 6, 5 46 positive promotion and marketing 46 5, 5 45 2006 2007 2008

Do you know this postal service ? ? ?

Postal service ( ) % of people answering “Yes” Do you know what ( ) is? Recognition Experience Ordinary mail 71. 7 99. 9 Parcel 78. 1 93. 1 Registered mail 28. 2 46. 6 EMS 31. 1 43. 6 E-post shopping 70. 3 17. 6 Civil appeal mail 7. 1 15. 9 Electronic mail 5. 1 3. 2

Why? Lack of Promotion

“If you know your enemy and yourself, Ⅱ You can win every battle!”

우편사업의 매트릭스 The BCGBCG Matrix Market share ratio High Low Parcel High Market Growth Ratio Delievery outsourcing Shopping mall Hybrid mail DM EMS Letter Low 12

“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives” - American Marketing Association -

Analysis SWOT Strength Opportunity Weakness Threat -A tool for auditing an organization and its environment -the first stage of planning and helps marketers to focus on key

Analysis SWOT Threat Opportunity SWOT Weakness Strength Government corporate Reliability, Credibility Many branch network Cheap price Anywhere all over the world

SWOT Analysis Strength Threat SWOT Opportunity Weakness Less flexibility compared to private company Weak international network compared to foreign corporate

Analysis SWOT Strength Weakness SWOT Threat Opportunity Growth of Northern-east economy Chance to develop many products Growth of online shopping mall and home shopping Diverse customer needs

Analysis SWOT Weakness Opportunity SWOT Strength Threat Development of postal substitute Much competitiveness in the market Reduction of postal Monopolization Pressure to open market from WTO Spread of Internet

STP Market Segmentation Targeting Positioning A sub-group of a larger market chosen as the focal point for a marketing and designing and representing a brand in a way that is distinct in the consumer’s mind

STP Segmentation Definition Variable Analyze the market Choose the best market to take advantage of the resources Demographic Geographic Behavioristic Lifestyle Gender

STP Market segmentation Market#1 Market#2 Market#3 Demographic 0~20 Baby, Teenager 30~40 Parents, Family 40~60 Couple Geographic Big city Medium countryside Price Low Medium High Safe Practical Fast Segmentation Behavioristic 체험위주의 교육적인 효과, 휴식적인 공간이용

STP Targeting Definition Analyze the market Choose the market to take advantage of the resources Market evaluation Standards Market structure Company goal

STP Targeting �� Customer Targeting All the people to sell goods and send mail and package 교육,

STP positioning Creating an image or identity in the minds of their target market for its product, brand or organization.

Marketing 4 P Mix Place Promotion Product Price

Analysis 4 P-mix What is 4 P mix? - the strategic position of a product in the marketplace Product Price Place Promotion

Analysis 4 P-mix Product Price Customer Tangible needs product The appointed day mail Registered parcel EMS Reach 215 country Online shopping Place Promotion Intangible Customer product satisfacti on

Good Propose! 1 Parcel EMS Arriving at an appointed time Safe, Fast and cheap E-post Display many kinds of products Display Sell stationery and pretty gifts E-letter Send a letter on the Internet

Analysis 4 P-mix Product Value Price Place Benefit >Price Purchase Promotion Much Discount compared to private company Good propose Benefit <Price Purcha se X Segmentation on the price and the size

Analysis 4 P-mix Product Price Distribution Place Location - All over the country Place = Distribution Place Customer Promotion

Good Propose! 1 2 3 Contract many online shopping mall Efficient arrangement of whole post office Increase telephone and Internet order

Analysis 4 P-mix Product Information &Idea Price Place Delivery To Customer purchase Promotion Opening of Korea stamp world CS Education Scholarship for orphans Santa Post office Promotion

Good Propose! n) • CRM • Advertising Focus on loyal customer and corporate customer Ø Ø Ø Pareto principles • POINT and EVENT Give point and event to the homepage visitor Ø TV Advertising on the prime time and show the main products(EMS) • Social service Steady social service and good image Ø Nature preservation campaign Ø

The kinds of Promotion Personal selling Advertising Sponsorship SP PR Campaign DM POP Etc

Summary Exact market and customer analysis Differentiation of postal service Digital Mind Marketing From the scene Successful Marketing Strategy!

Please do it after Presentation Make 5 groups. Read handout material. Answer the Verbal question. Case Study

CS mind Promotion Digital mind Continuous Training