IIBC'22 Case, Final Round

1. CASE
THE PRICE OF
Exponential
GROWTH
CLIENT
BRAND
Introducing RedX
ShopUp launched in 2016 with a vision to connect sourcing, logistics, and finance to build the Iron Triangle of Commerce in
Bangladesh; RedX has been operating in the logistics sector since 2020, while Mokam and Baki cater to sourcing and
financing needs, respectively. In its barest form, RedX provides logistics support to both SMEs and large enterprises.
RedX Service Portfolio
RedX Services
B2B
B2C
Cargo Corporate
3PL Logistics
Cargo Parcel
RedX originally started with its 3PL Logistic Services, where the company offers country-wide last-mile delivery service to
small and medium businesses, especially F-commerce brands.
RedX also has a B2B counterpart: RedX Cargo. The cargo business can further be divided into Cargo Corporate and Cargo
Parcel. Cargo Corporate provides enterprise businesses with all-in-one shipment support, including small to large delivery
vehicles, FTL/LTL solutions, loading/unloading facilities, shipment tracking, and monthly invoicing. On the other hand, Cargo
Parcel uses the existing infrastructure of Cargo Corporate to offer a one-time parcel delivery service for consumers.

2. CASE
THE PRICE OF
Exponential
GROWTH
CLIENT
BRAND
The Price of Growth
RedX Cargo Corporate has a large fleet of trucks and covered vans across the country, capable of transporting big
shipments for local conglomerates, such as Apex Footwear or Square Pharmaceuticals.
However, because it was the only company providing 3PL service during the pandemic, RedX became wildly popular with
online merchants and experienced phenomenal growth during 2020-21; the growth came with a hefty price. Its widespread
brand reputation as a 3PL logistics provider has solidified its image as a small-scale delivery service provider, ironically
inhibiting its entry and expansion into the large and medium enterprise market. Therefore, RedX has failed to utilize its full
capacity in the cargo and logistics industry.
The Task
As marketing consultants for RedX, your job is to prepare a step-by-step 2-year campaign to reposition the brand as an
enterprise logistics service provider without diluting its original brand image as a 3PL Logistics Provider for SMBs. While
doing so, please specify whether you want to design an entirely new brand for the enterprise counterpart or enhance the
existing one.
Additionally, you should highlight the scope of the potential market and devise an integrated communication plan for
medium and large enterprises to capture 30% of the Bangladeshi logistics market.
Please note that an efficient marketing channel to reach this industry's B2B target segment has not been discovered yet.
It’s your chance to define the decision-makers, identify their pain points, unearth their desired combination of service, and
recommend the best way to approach them.

3. JUDGEMENT CRITERIA
UNDERSTANDING OF ISSUE
SITUATION ANALYSIS & BACKGROUND ANALYSIS 10%
PROBLEM IDENTIFICATION AND JUSTIFICATION 10%
RECOMMENDATIONS
TARGET GROUP IDENTIFICATION 10%
BIG IDEA 10%
CREATIVITY AND INNOVATION 10%
PLAN OF ACTION AND IMPLEMENTATION 10%
MONITORING AND EVALUATION 10%
FINANCIAL PLAN 5%
PRESENTATION
SAMPLE GRAPHICS & VISUALIZATIONS 5%
DELIVERY 5%
TIME MANAGEMENT 5%
Q&A SESSION 10%