Marketing Management in India Post

Postal environment until recently - Relatively calm - Customer expectations limited to traditional services - highly monopolistic postal administrations were the dominant service providers

Changes in the Postal environment  rapid improvement in communications infrastructure  commercialisation of postal administrations  Governments no longer willing to subsidise postal services  More demanding and informed customers

What does the future hold  Information Technology changes interaction between business and customers  Decrease in household mail  increase in business to business, business to household mail  Deregulation will increase need for marketing  The need for more commercial attitudes  Enhance efficiency in Postal Operations  More focus on the customer  The role of the Internet

The new customer  He will have a high level of income, read more, actively search for information, have access to and use of Information Technology: In the future there are six consumer related industries  Trade  Publishers  Marketing agencies  Finance  Government  Telecom

India Post-  Subsidies are being reduced  We are being held accountable for losses  We are still expected to provide universal postal services  traditional mail cannot be done away with

Commercial strategies  Identify our strengths –The network. –The available database –Our position as a Government authority –Our capability to process huge quanta of mail

Quality of service:. –Postal Point of view Customer Point of view Speed Information Reliability Advice Security Simplicity Convenience Flexibility Options

Before sales service  Information Procedures  Products Collection  Prices Postings/Franking  Alternatives Payment terms  Consultancies Others

After sales service Track and Trace Delivery Proofs Acceptance of responsibility for guarantees undertaken Customer Support Building up customer loyalty and brand affinity

Customer Integration  Find out what your customer needs: –Sales offer –Build customer loyalty –Create relationships –Customer care

Customer Integration - a case study  Staff Selection Commission had given out mailings of admit cards to Private mailers –This involved the following procedures Matching of admit card with the address on the envelope inserting pasting franking dispatch

Customer Integration - a case study  S S C found unsatisfactory service in that the admit cards were being wrongly inserted, they were not reaching the candidates or reaching too late.  They approached Business Development Directorate for solutions.  BDD offered to take over their complete pre- mailing operations, nationwide inclusive of matching admit card with envelope, pasting address on envelopes, pasting envelopes, franking, sorting, dispatching.

Logistics Solutions India Post has been taking up turnkey projects for movement of goods. In the first project taken up for providing logistics solutions to pharmaceutical companies between Calcutta and Guwahati we expect to move 10 tons a month (that is 10,000 kgs) India Post is also considering entering into agreements with Central Warehousing Corporation (a public sector unit) for providing storage support along with its logistics solutions.

Rise of Internet shopping  The postal administrations have to take note of the rising phenomenon of the Internet  , e-commerce and other on-line services will, in the foreseeable future, be a very severe competitor to hard copy mail

 India Post has been deliberating on providing online services using indiapost.org as the portal-the services proposed to be offered are bill presentment and payment, e-commerce logistics of delivery and payment, and e-post services, on-line sale of stamps and stationery etc  We are proposing to enter into a partnership with a private party for technical and funding support on a revenue sharing basis for providing online services

What is Happening  Warehousing  Greeting Cards  Delivery in bulk  On Line Bill Payments  Data Post

UPU strategy  Global Postal Delivery and Payment Guarantee- GlobalePost  Anywhere ‘Cash and Delivery’  The proposed solution for GlobalePost is to build a bridge between existing domestic systems of the Posts, in the form of a Central Database to facilitate International Track and Trace and International Payments

The UPU strategy has been to bring together postal representatives and create an Incubator to translate the Global Postal Delivery and Payment Guarantee concept into a business proposal associated with a global brand

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