Case Code : CLCB001
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 05 Pages
Price : Rs. 100
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UPS, Package Delivery Company, Forbes 25 Most Valuable Corporate Brands, FutureBrand, Focus groups, In-depth interviews, What can brown do for you?, NFO WorldGroup, Re-branding exercise and Synchronized commerce
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UPS undertook a detailed study of what its brand attributes were before going in for a unified brand strategy across its various businesses. Though UPS had a number of service offerings in the area of supply chain solutions and consulting, customers were not aware of the services offered by UPS. The caselet deals with how UPS tried to communicate its offerings to the potential customer. It describes the ways in which UPS fine-tuned its promotional campaigns to meet the needs of its various target segments.
In 2004, the company had revenues of US$ 36.6 billion and a net income of US$ 3.3 billion. In February 2004, a Fortune magazine survey rated UPS as the
'World's Most Admired' company in its industry...
Questions for Discussion:
1. "As the capabilities of UPS outpaced the perception of the company carried in the market, there was a need for the company to align the two. UPS thus engaged in a brand overhaul." How did the company evolve its research problems and objectives?
2. "In-depth interviews were conducted as part of research." How did these interviews help UPS in its re-branding exercise?