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FedEx Ground Moving Via Express?
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<blockquote data-quote="Ricochet1a" data-source="post: 563604" data-attributes="member: 22880"><p><span style="font-family: 'Calibri'"><span style="font-size: 12px">FedEx isn’t worried about customers getting Express and Ground mixed up…. too much. FedEx is marketing Ground based on absolute lowest price to move volume from place to place. This is part of the schizophrenic approach FedEx is taking with customers. On the one hand FedEx markets Express as a high service level operation, with individualized attention. On the other, FedEx markets Ground as an absolute low price alternative to move volume, with no real service provided. Even the USPS provides better service than Ground. This is what confuses customers. They see “FedEx” and think “service”. They get that with Express, they don’t with Ground and Express Couriers won’t give them the service for Ground pieces. </span></span></p><p> </p><p><span style="font-family: 'Calibri'"><span style="font-size: 12px">I think you’re right that this approach in the long run will hurt the FedEx brand. FedEx developed some good amount of esteem with the FedEx (Express) brand up to about 5 years ago. With the decision to apply that brand to everything Fred S wants to do, the brand is losing its luster and customers are getting ticked off – FedEx isn’t necessarily FedEx anymore. </span></span></p><p> </p><p><span style="font-family: 'Calibri'">FedEx (Corporation) would’ve been better off keeping the RPS “brand”, and merely adding on to that something along the line of “A subsidiary of FedEx Corporation” in small print. People would’ve known that RPS was owned by “FedEx”, but it WASN’T really “FedEx”. I know that once I educate my customers, they tend to choose UPS for their non-time critical shipments. They want to save on shipping on non critical shipment, but they also want some level of service. As long as the IC model is in place for Ground (I don’t EVER see that changing), potential business will be lost to UPS. </span></p></blockquote><p></p>
[QUOTE="Ricochet1a, post: 563604, member: 22880"] [FONT=Calibri][SIZE=3]FedEx isn’t worried about customers getting Express and Ground mixed up…. too much. FedEx is marketing Ground based on absolute lowest price to move volume from place to place. This is part of the schizophrenic approach FedEx is taking with customers. On the one hand FedEx markets Express as a high service level operation, with individualized attention. On the other, FedEx markets Ground as an absolute low price alternative to move volume, with no real service provided. Even the USPS provides better service than Ground. This is what confuses customers. They see “FedEx” and think “service”. They get that with Express, they don’t with Ground and Express Couriers won’t give them the service for Ground pieces. [/SIZE][/FONT] [FONT=Calibri][SIZE=3] [/SIZE][/FONT] [FONT=Calibri][SIZE=3]I think you’re right that this approach in the long run will hurt the FedEx brand. FedEx developed some good amount of esteem with the FedEx (Express) brand up to about 5 years ago. With the decision to apply that brand to everything Fred S wants to do, the brand is losing its luster and customers are getting ticked off – FedEx isn’t necessarily FedEx anymore. [/SIZE][/FONT] [FONT=Calibri][SIZE=3] [/SIZE][/FONT] [FONT=Calibri]FedEx (Corporation) would’ve been better off keeping the RPS “brand”, and merely adding on to that something along the line of “A subsidiary of FedEx Corporation” in small print. People would’ve known that RPS was owned by “FedEx”, but it WASN’T really “FedEx”. I know that once I educate my customers, they tend to choose UPS for their non-time critical shipments. They want to save on shipping on non critical shipment, but they also want some level of service. As long as the IC model is in place for Ground (I don’t EVER see that changing), potential business will be lost to UPS. [/FONT] [/QUOTE]
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