Blue Dart Marketing Strategy – Marketing Strategy of Blue Dart: Reader’s Digest voted Company Blue Dart as the Most Trusted Brand for the 11th consecutive year. It is India’s largest logistics company. Blue Dart Express is part of the German Logistic Company Deutsche Post DHL, which is the largest logistics company in the world.
Blue Dart Aviation Ltd, a subsidiary of the company, was incorporated in 1994. It supports Blue Dart Express’s business and logistics.
Blue Dart At A Glance – Marketing Strategy of Blue Dart
Company : Blue Dart
CEO: Balfour Manuel
Founder: Khushroo Dubash | Clyde Cooper | Tushar Jani
Year founded: November 1983
Headquarters: Mumbai, India
Products & Services: Delivery, Express mail, Freight forwarding, Third-party logistics
Blue Dart Competitors
Competitors: Delhivery | Xpressbees | Gati and Marken | FedEx
Blue Dart Fun Facts: Poison dart frogs are also known as poison arrow frogs. Their toxins come from the ants or other insects they eat in the wild. Captive-bred poison dart frogs are not toxic due to their different diet.
Marketing Strategy of Blue Dart
Blue Dart’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Blue Dart? Let us discuss.
Segmentation, Targeting, Positioning – Blue Dart Marketing Strategy
Segmentation allows for understanding different customer groups and the diverse characteristics of each. Blue dart uses geographical segmentation strategy.
Blue Dart uses differentiating strategy to target different segments.
It is South Asia’s leading courier company and integrated air express package distribution company. The company employs a value-based and user-benefit-based positioning strategy.
Blue Dart Mission Statement
Blue Dart Vision Statement
“To establish continuing excellence in delivery capabilities focused on the individual customer”
Blue Dart Tagline
“It’s Blue Dart Country”
Competitive Advantage – Blue Dart Marketing Strategy
Indian Air Express Company has made investments in technology infrastructure to deliver differentiated services to customers and provide custom-made solutions. TrackDart and MailDart are just a few of the many technology-based offerings that the company offers.
The Company and Group Company DHL Limited have a strong domestic presence in over 35,000 places. They also provide services in more than 220 countries and territories around the world.
It is the only express carrier that offers a complete range of services, from the shipment of documents to the charter-loading of shipments. To maintain a service level of 99.96% or higher, the service level must be continuously monitored.
BCG Matrix – Blue Dart Marketing Strategy
Blue Dart is involved in business segments like transportation, logistics, and e-business solutions.
The most technologically advanced express packaging distribution company is leading in all strategic business units ( SB’s) that it does business into.
Its business segments, such as logistics and transportation, are stars of the BCG matrix, while the E-business solutions business is a question mark in the BCG matrix.
Distribution Strategy – Blue Dart Marketing Strategy
The company serves more than 220 countries worldwide through its alliance with DHL. Its majority of business is located in India, with 85 warehouses.
With the support of over 11,000 employees and 9000+ computer terminals, the company offers customized solutions for B2C and B2B customers.
Blue Dart Aviation is the company’s subsidiary. This allows for time-definite morning deliveries and night freighter flights. The countrywide surface network supports the air services.
Brand equity – Blue Dart Marketing Strategy
Blue Dart has won many awards and accolades over the years, including the Leadership Award from the Business Standard in 2013, the Customer loyalty award for the logistics sector, and many others.
The brand is customer-centric and focuses on infrastructure design and investment in technology and innovation to provide better services.
Competitive Analysis – Blue Dart Marketing Strategy
The Company competes with other companies in the market based on factors such as technology, network service, expertise in customs, and national and international regulations.
This company competes against companies like Fed Ex, Fed Ex, TNT and DTDC, First Flight couriers, Aggarwal Movers & Packers, etc.
Blue Dart’s core competencies are in logistics, Supply Chain Management, and E-commerce Businesses.
Market Analysis – Blue Dart Marketing Strategy
The logistics industry uses supply chain integration that is based on the type/product categories. This industry is a tier system, in which second-party logistics and third-party logistics systems are the main drivers.
Import & Export restrictions/ regulations, migration, rising alternative channels for communications, etc. are some of the factors that can affect the company’s ability to operate in the market.
Customer Analysis – Blue Dart Marketing Strategy
Blue Dart customers are both B2C (Retail) and B2B customers, such as companies, government agencies, logistics companies, etc.
Blue Dart has 6 Boeings, 757 freighters, and 9670 vehicles to support these customer groups.
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