The FedEx marketing tales are one of the popular American success
stories today. Fortune Magazine recognized FedEx at the eighth most admired
American company in its February 2002 issue. The company has invested into
its brand recognition on a global scale and today FedEx is one of the five
most recognized brands in the world. The company has always been known for
its award-winning advertising and promotions. Yet what really has
established a good repute for FedEx is the consistence in providing good
quality services to its consumers. The range of marketing activities backed
by quality services is what makes the integrated marketing at FedEx.
In the 1970's, consistent delays due to airline schedules raised
problems for in time delivery of packages. The company recognized the
problem and invested in a unique marketing mix strategy in the industry.
FedEx purchased its own fleet of planes to meet the scheduled delivery
times. The marketing mix strategy affected the retention rate prevailing
within the industry. This move shifted the retention rate from an average
of 43 percent to a greater-than-90 percent. This is an evidence that the
public relations were greatly and positively affected the move.
In the 1990's, the company added on a facility on the official website
for consumers to be able to track their packages from the Internet.
Tracking packages online was a move towards better public relations (with
the customers). This move was aimed at providing relief to customers
regarding the delivery of the package. Looking at the status of delivery of
the package is often what consumers need to calm down. The advertising
campaign launched to reflect on the new feature provided by FedEx also
identified the expanded international capability of the company, appealing
to a global audience to try FedEx services.
Another move specifically aimed at integrated customer marke...