FedEx Express is the global leader in express distribution, working actively in more than 220 countries. Having started operations in India in 1984, today, more than 8,000 FedEx employees provide service to more than 400 cities throughout the country. Over the years, FedEx has established operational presence in almost every tier-1 city in India helping businesses in India to import products from around the World and ship their own to international customers.
FedEx planned to further expand its presence into the tier 2 & 3 cities of India and have consistent branding across all consumer touch points. When a brand intends to expand the challenges that arise are of quality consistency & keeping a track of operations activity taking place at all locations. This is because of the limited capabilities of vendors in tier 2 & 3 cities and some facilities being located in remote locations. The role of Rolling Banners was to ensure the quality standards of the retail outlet and carrying out branding operations while ensuring regional compliances.
A primary list of outlets is shared by Fedex. We run a basic qualitative and quantitative check at the location, called as recce. The executive visits the location, makes an assessment for branding options, and takes measurements accordingly. Other parameters considered are – area available, locality of store, customer footfall.
A filtered list of outlets is finalized. Now, the next step is getting standard FedEx branding installed at every finalized touch-point.
Since most states in India have their own regional language, ensuring consistency in branding and maintaining sanity in translations has to be taken seriously. We ensured this by monitoring all the artwork to be used and approvals through our head office in Mumbai. Also to ensure no error in the quality of material being used, the material procurement was done centrally and then shipped to the regional production centers depending on the distribution of ship sites. The standard branding guideline from FedEx is to use plotter cutting for vinyl rather than direct printing. By doing this we ensured no color oxidation occurs on exposure to sunlight and also removes cases of variation.
To ensure ease of reporting and tracking, we developed an intuitive dashboard.
The below image shows mapping of all assets. The map view enables the marketing and branding teams to view all the retail touch-points in parallel and track any execution being done with step by step images of the process. Since the onboarding & branding work is done in multiple states along numerous locations, tracking the work becomes a cumbersome task. The dashboard provides access hierarchy which effectively helps in defining roles and assigning responsibilities depending on projects and location.
The dashboards screenshot shows recce images of vehicle and post installation images. This step-to-step report is available for every asset that is taken up for branding. The regional authorities can share their feedback on the current state of installation and later share their approval one the work is completed. The comments and feedback are visible to the execution team as well as the marketing team.
We achieved a lead time of 5 days for Metros, 7 days for tier 1 & 2 cities and 10 days for upcountry locations. The ship sites were based across 19 states. The branding execution was done in parallel in all the states using multiple production centers in every state. This, along with the use of dashboard, centralized procurement, de-centralized production and installation helped us be up to speed with the targets.
Brand asset management in terms of consistency in branding, touch-point tracking requires a lot of bandwidth, this can take away from the main focus of the central marketing team of a company. Thus, the need of a brand management company arises, which ensures consistency in branding at all assets, mapping of all assets with geography. The use of technology – intuitive dashboard, and presence of production centers in all major states helped Rolling Banners overcome the challenges of delivery speed, quality consistency and live reporting.
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