Using the marketing mix to drive change
A Parcelforce Worldwide case study

Page 1: Introduction

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Parcelforce Worldwide is part of the Royal Mail Group and is a leading provider of express parcel deliveries. It provides a range of services including a guaranteed delivery on certain times or days. Parcelforce Worldwide uses a network of international partners to extend its reach beyond the UK to 99.6% of the world population. The company”s European delivery partners include General...
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Page 2: Product

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The product was the key starting point for Parcelforce Worldwide. As a service organisation, it looked at the service range it offered the market. A range may be broadened or a product strengthened for tactical reasons, such as matching a competitor”s offer. Alternatively, a product may be re-positioned to make it more acceptable for a new group of customers. Differentiation An example...
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Page 3: Price

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Price is determined by a number of factors. These include market share, competition, material costs or how the customer sees the value of the product. Businesses can use different pricing strategies for various purposes. Each gives different impacts.Pricing strategies may be cost based or market-orientated: Differential pricing this gives different prices for different groups or types of...
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Page 4: Place

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Place refers to the channels that are used to reach the marketplace, for example, methods of transporting and storing goods. Good distribution is defined as getting the right product to the right place at the right time. The choice of distribution method depends on both product and market. Some businesses will sell to wholesalers, who then sell to retailers. Others will sell directly to...
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Page 5: Promotion

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Promotion represents the ways a business informs customers of products and persuades them to buy. Promotional activity needs clear aims and objectives. For example, the business needs to understand who it is promoting to, what the messages are, what return on investment it expects to get and when the returns will be seen. Using market research establishes the best market segments at which to aim a...
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Page 6: Conclusion

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Parcelforce Worldwide”s vision is: 'To be the UK's most trusted worldwide express carrier'. Its simplified range of products and its focus on customer needs have helped towards achieving this goal. Parcelforce Worldwide”s new international product portfolio will allow it to sell services which more closely meet customer needs. Through this, it will win more business and market share as...
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