Created a detailed brand positioning strategy for an online startup in logistic.

1. BRAND
POSITIONING

2. Leading
through
uncertainty
• The basis for competitive advantage in the logistics
industry is changing fundamentally.
• An established network may become a hindrance
rather than an advantage.
• New technologies will change the industry’s cost
model and call existing business models into question.
• And there may well be new approaches to dynamic
pricing that take capacity utilization more fully into
account.

3. Segment Business Model Customer
B2B
logistics service
providers (LSP)
Freight forwarders,
3rd and 4th party
logistics service
providers
Manufacturers,
wholesalers, and
retailers
Carriers Trucking, rail
freight, sea freight
and air freight
companies
LSPs
courier / express /
parcel (CEP)
Courier / Express /
Parcel companies
Retailers,
manufacturers, and
other companies
B2C courier / express /
parcel (CEP)
Courier / Express /
Parcel companies
Private Companies
Defining ‘Logistics’
Higher levels of
efficiency can be
achieved by more
consistent
standards, defined
through the
Physical Internet
and increased
collaboration,
whether in the form
of alliances, joint
ventures or M&A.

4. Innovations
happening
around
• One of the logistics companies has leased 20 aircrafts
to handle more of its own shipments
• Another one is piloting ‘Prime Air’ 30-minute delivery
offering using drones
• Amazon has plans to launch its own logistics offerings,
a project, allegedly referred to as ‘Dragon Boat’

5. The other
side that
was never
thought of
• Uber drivers deliver only stuff in their cars – Food,
household requirements, medicines etc
• Nano has been used by large manufacturing units, for
employees to travel within office premises
• Watsapp as business tool to communicate and
blackberry as personal chat box

6. Our
prospective
users -
Senders
• Individuals
– Housewives
– College students
• Office goers
– Between the offices
– For any sort of requirement from city
• Businesses
– Event companies
– Logistic companies
– Food takeaways
– Medicine delivery
– E-commerce businesses

7. Challenges
in
perception
• Product Security
• Reliability on new way of delivery
• Check on the nature of the product to be delivered
• Complex engagement of Sender with Receiver

8. Our
strength
Knowing our strength will let
us design our communication
in right direction
• Manpower – United and tapped
• Reach through various channels – Railway, Postal
• Connecting 100% rural areas
• Assisting businesses, solving courier issues
• Developing Interconnectivity
• Qualitative & Geographical Differentiation
– Qualitative by connecting sender & receiver directly
– Geographical by covering every nook & corner of the
country
• Empowering immobilized people sitting at home
– By providing them a way to send or receive
– By providing a meaningful and independent way of living

9. Brand
Image
These words will be used in all
sort of communication that we
produce to promote the idea
• Literally, Express Delivery.
• Delivering anything from anywhere to everywhere
• Strengthening Physical Internet - Connecting all
possible mediums of transportation
• E-booking, E-Tracking – No agent business
• Door-to-doorGPS tracking

10. Brand
Positioning
• Borderless logistics (limited to geography but defining
our logistic network)
• Partnering people to deliver (the solution would
connect people to solve day-to-day delivery problem)
• Smart delivery solutions (we are providing customised
solutions through one idea)

11. Decision to
be on
• 1 brand positioning statement working as tagline
• Points from brand image – will be used in our UI design
• Our prospective user (sender) –
https://www.youtube.com/watch?v=X_Dpr1uJnb4
This link will tell you how visuals change the perspective
of the viewer and delivers a complete message.

12. THANK YOU