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Eddy Wouters, VP Logistics Europe, APL Logistics gets many laughs and lots of good feedback as he speaks on '3PL Branding & Marketing' at the 7th European 3PL Summit in Brussels, November 25th 2009. To download all of the slides from the conference for free visit www.3PLsummit.com/eu_2009ppts
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25th November 2009
3PL Branding & Marketing
Company Introduction
NOL
Founded: Singapore 1968
1997: Acquisition of APL (Oakland 1848)
2008
Turnover: $ 9.3 bn
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Turnover: $ 9.3 bn
10,000 staff in 115 countries
Business Units
APL (Container Shipping, $ 7.4 bn)
APL Terminals (Container Ports, $ 0.6 bn)
APL Logistics (3PL, $ 1.3 bn)
APL Logistics (3PL)
USA
Canada
Mexico
USA
Canada
Mexico
Turkey
Germany
Italy
UnitedKingdom
PortugalSpain
France
Egypt
Bahrain
UAE
Pakistan
India
Bangladesh
JapanSouthKoreaLebanon
Israel JordanMoroccoTunisia
Benelux
ChinaTurkey
Germany
Italy
UnitedKingdom
PortugalSpain
France
Egypt
Bahrain
UAE
Pakistan
India
Bangladesh
JapanSouthKoreaLebanon
Israel JordanMoroccoTunisia
Benelux
China
USA
Canada
Mexico
USA
Canada
Mexico
Turkey
Germany
Italy
UnitedKingdom
PortugalSpain
France
Egypt
Bahrain
UAE
Pakistan
India
Bangladesh
JapanSouthKoreaLebanon
Israel JordanMoroccoTunisia
Benelux
ChinaTurkey
Germany
Italy
UnitedKingdom
PortugalSpain
France
Egypt
Bahrain
UAE
Pakistan
India
Bangladesh
JapanSouthKoreaLebanon
Israel JordanMoroccoTunisia
Benelux
China
International Logistics Services
Supply Chain Solutions & Forwarding
(850,000 TEUS)
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APL Logistics Worldwide Presence
Offices / local partners
Colombia
BrazilPeru
Chile
Argentina
Uruguay
Guatemala
El Salvador
Costa Rica
Honduras
Nicaragua
Panama
Dominican Republic
APL Logistics Worldwide Presence
Offices / local partners
Colombia
BrazilPeru
Chile
Argentina
Uruguay
Guatemala
El Salvador
Costa Rica
Honduras
Nicaragua
Panama
Dominican Republic
Fiji
Kenya
UAE
Oman
Madagascar
Mauritius
South Africa
India
Indonesia
Philippines
Singapore
Australia
Vietnam
Myanmar
Thailand
Sri Lanka
Malaysia
Brunei
Fiji
Kenya
UAE
Oman
Madagascar
Mauritius
South Africa
India
Indonesia
Philippines
Singapore
Australia
Vietnam
Myanmar
Thailand
Sri Lanka
Malaysia
Brunei
APL Logistics Worldwide Presence
Offices / local partners
Colombia
BrazilPeru
Chile
Argentina
Uruguay
Guatemala
El Salvador
Costa Rica
Honduras
Nicaragua
Panama
Dominican Republic
APL Logistics Worldwide Presence
Offices / local partners
Colombia
BrazilPeru
Chile
Argentina
Uruguay
Guatemala
El Salvador
Costa Rica
Honduras
Nicaragua
Panama
Dominican Republic
Fiji
Kenya
UAE
Oman
Madagascar
Mauritius
South Africa
India
Indonesia
Philippines
Singapore
Australia
Vietnam
Myanmar
Thailand
Sri Lanka
Malaysia
Brunei
Fiji
Kenya
UAE
Oman
Madagascar
Mauritius
South Africa
India
Indonesia
Philippines
Singapore
Australia
Vietnam
Myanmar
Thailand
Sri Lanka
Malaysia
BruneiContract Logistics Services
Warehousing & Distribution
(1.7 million sqm)
3PL
Branding
&
3
&
Marketing
Marketing: It's all about competing…
…for the ultimate goal:
getting to the RFP
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&
retaining / winning the business!
10 minutes to go… you can do it!
5
3PL Market – Recent Developments• Crowded and fragmented market
• Fast growing demand for 3PL services
• Customers of all sizes and industries with fast changing needs
• Many providers have expanded rapidly, geographically and in services scope
• Growth through acquisitions and mergers
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• Brands disappear, new brands emerge
• Greater pressure to gain and retain business
• Buyer confusion leading to commoditisation and price compression
BRANDING IS REQUIRED TO DIFFERENTIATE
Brand
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Brand
• A name, term, sign, symbol or design that identifies the services of a seller and differentiates them from those of competition (Kotler & Armstrong)
• A brand reminds the marketplace what a company stands for and what it does
• A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well
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reputation by trying to do hard things well
• A brand name is more than a word. It is the beginning of a conversation
• Brand value is very much like an onion. It has layers and a core. The core is the customer who will stick with you until the very end
UNIVERSAL AGREEMENT ON BRAND VALUE
Differentiation
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Differentiation
• Define and select unique areas of differentiation
• Internal process
Global
Footprint
Superior
Yet… customers expect
local flexibility
Yet… we need to differentiate
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Superior
IT
Excellent
Execution
High Quality
Customer Service
Yet… we need to differentiate
from pure IT providers
Yet… need to remain
asset light
Yet… customers expect to get prices
in line with "no frills" 3PL's
I was losing you… Stay focused
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Communication
Integrated
Customers
InvestorsMedia
MESSAGES
Compelling
Consistent
CHANNELS
Mass Media
Specialty Press
Direct (E-) Mailing
Website
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IntegratedCommunication
Plan
Employees
Government / Regulators
Suppliers / Partners
Consistent
Memorable
Succinct
Conferences
Contests/Awards
Surveys
Executive Interaction
Customer Facing
Marketing Challenges In The B2B 3PL Industry
• Poor market share data
• Lack of research on marketing effectiveness
• Message or medium?
• Limited articulated differentation between providers
• Focus on short term / tactical actions
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• Focus on short term / tactical actions
• Easy target for cost reduction programmes
• Still an operations & sales driven market
• Marketing functions low on the organisational food chain
Influencing The Purchase Decision
Awareness
Acceptance
MARKETING
BRANDING
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Preference
Choice
SALES
Don't let me down – hang on in there
15
Some Good Practices (In A Depressed Market)
• Strategy before tactics
• Invest in an effective CRM application – enhancing control and measurement of marketing efforts and results
• Apply search engine optimisation (SEO) on your website
• Maximise your marketing efforts in industry vertical specific messaging
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• Invest in identification of the decision makers and influencers
• Never move away from your basic messages – unless your strategy changes
• Stimulate intense interaction with external stakeholders about your company's reputation and perceived differentiation
CREATE STAKEHOLDER INTIMACY
BUT most effective of all…
Let your customers do your marketing through word of mouth!
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CONGRATULATIONS, YOU'VE MADE IT! ☺☺☺☺
18
Thank You
(Bon Appétit ☺☺☺☺)