1. GS1 Transport & Logistics Marketing Plan Template

2. The T&L marketing plan framework
Delivering value
Developing the value proposition
Understanding the market
1. Market analysis
Market size & growth
Market drivers
MO activities & plans 1. 2.
2. Marketing Strategy
Business objectives
Strategy
Value proposition 3.
3. Marketing Plan
Marketing activities
Budget

3. Situation analysis – Understanding the market

4. T&L scope: road transport market in country xyz
2008
2009
2010
2011
2012
Total number of companies
------

5. Target market (example in France)
A fragmented sector Core target
companies
18000 companies
companies
% Nb
companies
% Nb
companies
% TO
% Nb
companies
% TO
% TO
Source : MEEDDAT/SESP

6. Target Market (example in France)
Nb moyen OT / mois
Catégorie 1
Pas de système informatique / traitement des OT manuel
400
20/j
Traitement informatique des OT avec informatisation de la facturation sans maîtrise EDI
Catégorie 2
2 600
130/j
Utilisation d'un logiciel de gestion exploitation transport avec 40% d'échanges EDI
Catégorie 3
20 000
1000/j
Utilisation d'un logiciel de gestion exploitation transport avec 80% d'échanges EDI et 20% de facture dématérialisée
Catégorie 4
5000/j
Core target

7. Decision makers (example in France)
SHIPPERS: (retailers, Manufacturers, wholesalers): In logistics activities shippers are very active in the use of standards and in promoting them to their trading partners. Not so much in transport activities.
TRANSPORTERS: Transporters are usually not the ones pushing for the use of standards. They adapt to the needs of their trading partners (shippers).
SMALL TRANSPORT COMPANIES: It is easier to get in touch and involve small transport companies through hubs and solutions providers rather than directly.

8. GS1 Standards adoption (example in France)
Labeling:
For logistical processes GS1-128 labeling is widespread
For transport processes (both full and partial deliveries), bar coding is limited
For express/parcel deliveries, labeling is done specifically according to each individual carrier requirements
EDI :
Most of the companies have expressed their need for more simple and more direct EDI messages, easier to implement
Every time a new EDI message is implemented it is felt like again another specific development

9. Marketing strategy – Developing the value proposition

10. T&L Objectives (example in France)
Transport Management (Transport instruction, Logistic label, Transport status…)
Increase adoption of T&L standards
via our core members retailers and manufacturers (those that pay the bill)
Increase T&L membership

11. Increasing adoption of GS1 standards (example in France)
Transport
Label
EDI Transport Instruction
EDI Transport Status
EDI Transport Invoice

12. Strategy to increase membership (example in France)
Retailer/ Manufacturer
Transporter
Target Transporters via Retailers and Manufacturers

13. Value Proposition (example in France)
Organisational benefits
Productivity
Reduction in time spent keying in information
Reduction in additional labeling
Reduction in paper consumption
Indirect savings
Claim reduction
Better management of transport operations
Optimisation of traceability
Better quality of data exchanged
Reduction in customer-specific developements
Commercial benefits
Improved customer service
Same service offer for various sectors
Access to national, European and international markets
Competitive advantage

14. Savings when using GS1 standards (example in France)
Transport Instruction
Shippers:
up to 0,25€
Transport operators:
up to 1,60€
Transport Label
up to 0,17€
up to 0,70€
Transport Status
up to 1,18€
up to 0,14€
Transport Invoice
up to 3,54€
up to 2,03€

15. Go-to-market plan – Delivering value

16. Communication plan country xyz
Oct-Dec 12
Jan-Mar 13
Apr-Jun 13
Jul-Sep 13
Internet
…..
……………………
……….
…………….
Events
…………………..
Collateral
Newsletter
Electronic media PR
Internal communication

17. How about you?
Fill in the template and build a marketing plan of your own!
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