Like Bond, DHL delivers even if the mission is complex: Sandeep Juneja

Sandeep Juneja, VP-Sales & Marketing, DHL Express India, looks at the logistics delivery brand locking experience and performance, as well as the international ‘License to Deliver’ brand campaign released with the new James Bond film , “No Time to Die”

ON THE LOCKOUT AND EMOTIONALIZATION OF DHL

Lack of air capacity and a surge in cross-border online shopping have been two direct impacts of the pandemic. As an international express service provider present in more than 220 countries and territories, DHL Express had to live up to and respond to increasing volumes of cross-border shipments, while following strict COVID-19 security protocols in its facilities and also by following different regulations in different countries of the world. Government and logistics industry players have joined forces to deploy tools for a continuous supply of medical products around the world. Since the start of the global vaccine distribution campaign in December 2020, DHL has safely delivered over one billion doses of vaccine to more than 160 countries.

The pandemic has accelerated our digitization initiatives in all functions, including sales and marketing, where we have moved from a tactile approach to a technological one. Digital payments have also grown exponentially, and we’re also looking at AI, ML, and robotics processes to make customer outreach methods increasingly effective. Today, we connect virtually with customers, existing and potential, as businesses take a more personalized approach. We also focused on making the DHL brand more emotional. We have launched a cutting edge technology tool called DIET – with a simple interface for importers in India, making doing business easier. For the first time, DHL has partnered with Mumbai Indians for IPL as a logistics partner, and the “Keep Up with the Clicks” global brand campaign has helped us strengthen our position in cross-border e-commerce.

TO BE “FRANKLY CUSTOMER-CENTERED”

DHL Express has ensured constant brand visibility through various associations and partnerships over the past year, whether in major sports leagues such as ISL and IPL or in partnership with a film franchise of foreground like James Bond. We have organized hyperlocal activations on social media and in the field to further promote our ongoing campaigns. Our 360-degree media strategy has reassured our clients that we are there for them, even in these unprecedented times.

At DHL, we believe in the concept of “Sell Like Never Before”. Theory helps in understanding the customer’s world and selling from a buyer’s perspective, as well as using information and storytelling techniques to connect with the customer.

The “Incredibly customer-centric culture” at DHL helps us stand out with our customer-centric services. We offer many customized solutions, which increase global reach and shorten the duration of the supply chain, saving costs and adding real value to the process. This is consistent with our brand promise – ‘Excellence. Simply delivered ‘.

ON THE RECENTLY ANNOUNCED PRICE INCREASE FOR 2022

DHL Express recently announced a price increase that will take effect on January 1, 2022. The average increase it will see in India will be 6.9% compared to 2021. Prices have been adjusted on an annual basis taking into account inflation and currency dynamics. as well as administrative costs related to regulatory and safety measures. Depending on local conditions, price adjustments will vary from country to country and will apply to all customers when contracts allow. The adjustment also allows us to invest more in our infrastructure network and to strengthen our resilience in the face of the pandemic.

WHAT TO FOLLOW FOR DHL EXPRESS IN INDIA

To be the world’s leading logistics company, that means we need to be incredibly connected to our customers, listen to them and follow the path of continuous improvement. Using various tools such as NPA, Six Sigma, and our unique ICCC approach, we are constantly solving real world issues for our clients. In order to support our retail customers and add cheerfulness to the environment, we continue to launch numerous festive campaigns. At present, we have several festive offers for Diwali, Durga Puja and Navratri, where customers can enjoy up to 40% discount on international shipments to their loved ones all over the world.

NOTHING BASED ON BASICS

Beth Comstock rightly said, “Whether in B2B or B2C, I passionately believe that the right essentials of marketing are the same. We are all emotional beings looking for relevance, context and connection. Much like Peter Parker (Spider-Man), I established myself with my superpowers after starting my sales and marketing journey at DHL Express 17 years ago. I have seen the market evolve from traditional channels like print and television to digital media. Since many B2B decision makers are millennials, most of their business habits have been reshaped by their B2C experiences.

The key learning for me is that “There is nothing fundamental about the basics. “ An eternal basis is that “the customer is king”. For a marketer, the magic is in triangulating external and internal data points and designing solutions to effectively solve real problems – it sounds simple, but as Steve Jobs said, “Simple can be a lot. more difficult than complex ”- isn’t it? It is essential to tailor your strategy to the needs, preferences and behaviors of your customers. Consumer awareness should be a marathon effort, not a sprint.

FACTOR 007: DELIVERY LICENSE

Timed with the release of the last Bond film ‘No time to die’ on September 30, DHL Express launched an international ‘License to Deliver’ advertising campaign that pays homage to the iconic film franchise and presents the essence of excellent delivery services, highlighting the fifth time DHL has provided transport and logistics solutions to James Bond. Located in Shanghai, the ad follows a DHL courier as he sets out to deliver a vital package to James Bond. As he arrives at the assigned location to meet Bond, the transfer is interrupted and a high-speed car chase ensues. As 007 is chased through the streets, the courier avoids chaos to deliver the package to an updated delivery address, safely and efficiently.

To create the same levels of intrigue and excitement as a Bond car chase, the ad features an Aston Martin DB5 driven by Bond stuntman Ben Collins. He also has Linus Sandgren from the film as director of photography. “The message we want to get across through this association is that just like Bond, when it comes to logistics, DHL is the supplier of choice you can count on even if the mission is unusual or complex, ”explains Sandeep Juneja.

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Posted on: Monday October 25, 2021 12:01 am IST

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