Caselet Code : CLCB001
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 5 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB001) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
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Abstract

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.

Issues:

» The role of branding in conveying the capabilities of an organization
» Research methods used by an organization to assess its brand attributes
» How organizations try to match the strength of their product and service offerings with the brand perception

 
Key words:

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.

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?