FedEx: Integrated Marketing Communication
The FedEx marketing tales are one of the popular American successstories today. Fortune Magazine recognized FedEx at the eighth most admiredAmerican company in its February 2002 issue. The company has invested intoits brand recognition on a global scale and today FedEx is one of the fivemost recognized brands in the world. The company has always been known forits award-winning advertising and promotions. Yet what really hasestablished a good repute for FedEx is the consistence in providing goodquality services to its consumers. The range of marketing activities backedby quality services is what makes the integrated marketing at FedEx. In the 1970's, consistent delays due to airline schedules raised
The advertisingcampaign launched to reflect on the new feature provided by FedEx alsoidentified the expanded international capability of the company, appealingto a global audience to try FedEx services. FedEx purchased its own fleet of planes to meet the scheduled deliverytimes. This is an evidence that thepublic relations were greatly and positively affected the move. Tracking packages online was a move towards better public relations (withthe customers). In the 1990's, the company added on a facility on the official websitefor consumers to be able to track their packages from the Internet. Towards the global recognition of the brand the company has expeditedin the use of the many media available. This included marketing in major sports eventssuch as NFL, PGA Tour, NBA et cetera. The marketing mix strategy affected the retention rate prevailingwithin the industry. In 2001, the company sponsored themovie "Castaway" featuring the OSCAR winning actor Tom Hanks. Further, integratedmarketing in sports events was used in order to reach audiences withdiverse interests (with common interest as sports). This allowed customers toprocess orders and use FedEx as the default shipper. One of the more recent integrated marketing strategy includedmarketing in sport events. Another facility aimed at integrated marketing was setting upwebsites of companies on the FedEx server. This was justone of the moves that won the company brand great recognition as the filmindustry promises a large audience viewing.
Common topics in this essay:
Fortune Magazine,
Internet Tracking,
FedEx Ship,
Tom Hanks,
Tour NBA,
,
integrated marketing,
marketing mix strategy,
sports events,
retention rate,
global audience,
included marketing,
quality services,
brand recognition,
recognition brand,
aimed integrated,
marketing mix,
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