(DRAFT) - Asia Pacific Post Cooperative 2020 - APP Country Guide
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APP ePacket Marketing Strategy
(DRAFT)
Asia Pacific Post Cooperative
2020
Our Vision
To bring APP ePacket to be the first choice of e- commerce market in Asia Pacific.
Doc 5 – APP ePacket Marketing Strategy DraftTable of Contents
1. Brief Summary
o Introduction
o Background
o Situation Analysis
o Service Description
o Service Network
2. Segmenting, Targeting, Positioning
o Segmenting
o Targeting
o Positioning
o Tagline
o Branding
3. Product Features
o Weight & Size Limit
o End to End Transit Time
o Tracking status
o Delivery option
o Insured service
4. Competitive Strategy
5. Marketing Mix Strategy
o Product
o Price
o Promotion
o People
o Process
o Physical Evidence
6. Long Term Milestone
Doc 5 – APP ePacket Marketing Strategy Draft1. Brief Summary Introduction APP ePacket, is a service platform run by Asia Pacific postal operators. As a common platform, the success of APP ePacket will depend upon all operators who join the network. Thus, the same understanding on what values to be created, what strategy to take to win the competition, and how to create and deliver the values through this service is a to priority to all postal operators in the network. The gap or the difference understanding on those areas will lead to counter productive efforts and be difficult to produce synergistic output. The formulation of APP ePacket Marketin Strategy aims at providing a reference to all operators and everyone who take a role in creating, communication and delivering values of APP ePacket. Background Asia Pacific Posts community is aware that e-commerce transaction is growing fast from time to time. It goes along with the growth of the internet and mobile phone users in this digital era. At the same time shopping behavior is also changed to most population in this world. In 2019, it is predicted that nearly 50% of the population in Asia Pacific are using internet. Meanwhile, the number of digital buyers in 2019 is predicted 1.9 billion all over the world. The share of e-retail sales in 2019 will be 13.7% of all retail transaction in the world. The e-commerce transaction trend basically does not replace the current cross border document and goods traffic from individual and business markets. Document and goods traffic from individual and business markets are still there. However, the promising future of cross border e-commerce traffic needs to be responded by postal operator in Asia Pacific. With the view to respond the needs of e-commerce market, APP ePacket was created in 2015 to keep postal operators in Asia Pacific relevant to market. Situation Analysis With the view to respond the needs of e-commerce market, APP ePacket was created in 2015 to keep postal operators in Asia Pacific relevant to market. Some figures below will show the urgency of postal operators in Asia Pacific to respond the needs of e-commerce market. Doc 5 – APP ePacket Marketing Strategy Draft
E-commerce share of total global retail sales E-commerce share of total retail in the Asia
from 2015 to 2023 Pacific region in 2018/19
Number of internet users in selected countries in the Asia-Pacific region as of January 2019, by
country
Source: Statista Research
A survey by Rakuten Marketing in 2019 to 4,500 consumers across nine key markets within APAC,
on the purchasing behaviour of customers from some APAC Countries (Australia, China, Hong Kong,
Singapore, South Korea, Malaysia New Zealand, Japan and India) showed the following data:
Doc 5 – APP ePacket Marketing Strategy DraftIN-STORE ON-LINE SHOPPING
COUNTRY
(OFF-LINE) DESKTOP/LAPTOP MOBILE TABLET
AUSTRALIA 64% 18% 13% 5%
CHINA 39% 21% 32% 8%
HONGKONG 57% 14% 21% 8%
SINGAPORE 54% 21% 19% 5%
SOUTH KOREA 47% 23% 25% 4%
MALAYSIA 51% 16% 24% 8%
NEW ZEALAND 67% 18% 13% 3%
JAPAN 62% 20% 14% 4%
INDIA 40% 22% 29% 9%
ALL COUNTRIES 53% 19% 21% 6%
Some market data from APP members show the following figures and information :
1 Postal Operator China Post Group Korea Post Philippine Post Thailand Post
2 Market Size of Cross- USD : 12.339 billion USD : 7.2billion USD : 4,313
border e-commerce Online shopping sales Million
(estimated-2019) in 2019 was 7.2billion
USD, which had gone No data available
up 65.4% compared
to the same period in
previous year.
3 Market Share in Cross- USD : 4.167 billion USD : Unable to get
USD : ……%
border e-commerce % : 33.77% the exact data, but
No data available
(estimated - 2019) we take up just a Not available
small portion for sure
4 2 Main Competitors in A. 4PX A Global carriers like A 2Go A. DHL
cross border e-commerce B. Yanwen Express DHL, FEDEX, UPS B LBC eCommerce
B Platform Thailand
companies like B. Local
Coupang, G market consolidators
5 Market Share : Competitor A= 8.68% Not available
No data available No data available
Competitor B = 4.63% No data available No data available Not available
6 Competitive Advantage of Competitor A (4PX) Competitor A Competitor A
Competitor A :
Competitors: • Independent • Reasonable Price (2Go)
commercial clearance and service quality • Country-wide • Flexible price
capacity • Various shipping
• More tracking events customized options
including customs like DDP
event and flight event
Competitor B No data available
Competitor B Competitor B :
• Competitive market
(LBC)
price Not available
• Powerful network to • Country-wide
integrate information shipping
from various parties • Unique cross-
including seller, carrier, border package
airline, customs and forwarding
partners for final services
delivery
Doc 5 – APP ePacket Marketing Strategy Draft7 Main Challenges to • Fierce price • Inflexibility in rates • Dominance of
• Price
acquire cross border e- competition from the • DDP cash-based
commerce market competition
competitors transactions
(export) • Unstable operation • Logistics • Sales team
performance concerns as • Service quality
• Increasing costs for Philippines is an
all ends archipelago
• Internet
connectivity
while with high
mobile phone
and social
media usage
Service Description
APP ePacket is a postal delivery service platform agreed among APP Cooperative members to
exchange e-commerce goods among APP members with specific features developed in accordance
with the needs of e-commerce market.
Service Network
The main network of APP ePacket is Asia Pacific Postal (APP) Operators. However, Non APP
Operators will be the secondary network of APP ePacket.
Currently there are 23 members of APP ePacket supporting the network.
ASIA PACIFIC NON-APP
1. Brunei Post (in process) 20. Australia Post
2. Bhutan Post 21. New Zealand Post
3. Cambodia Post 22. Solomon Island Post (New)
4. China Post (New) 23. Vanuatu Post
5. Hongkong Post
6. India Post
7. Pos Indonesia
8. Japan Post
9. Korea Post
10. Laos Post
11. Macao Post
12. Pos Malaysia
13. Maldives Post
14. Mongolia Post
15. Philippine Post
16. Singapore Post
17. Sri Lanka Post
18. Thailand Post
19. Vietnam Post
Doc 5 – APP ePacket Marketing Strategy Draft2. Segmenting, Targeting, Positioning
Segmenting
We segment the market into to categories : e-commerce market and non e-commerce market.
E-commerce market comprises:
E-commerce sellers
Market Places
E-commerce buyers
Non e-commerce market comprises:
Individuals / Consumers
Corporates / Business
Targeting
APP ePacket is supposed to be focus on targeting three e-commerce market segments:
1. E-commerce sellers
2. Market Places
3. E-commerce buyers
Positioning
Value proposition offered by APP ePacket service are : Trackable, Affordable, reliable (safety &
speed).
Positioning Statement:
APP ePacket is a service for e-commerce market looking to tracked, safe and competitive delivery
service destined to Asia Pacific countries. No courier service provider can offer the similar service with
the same price.
Doc 5 – APP ePacket Marketing Strategy DraftTagline
APP ePacket:
“ Price first, quality is priority”
Branding
The recommended Brand name is “ePacket”. However, members can create their own Brand
Having one Brand “ePacket “ will enable members to arrange some joint marketing activities.
3. Product Features
Weight and Size Limit
Weight Limit:
Weight limit standard is up to 2 kg. However, members may arrange bilateral agreement to agree on
the weight limit up to 5 kg
Size Limit:
APP ePacket items may not exceed 900 mm for the sum of the length and width and depth, and the
greatest dimension may not exceed 600 mm. However, members may arrange bilateral agreement
to agree on expanded size limit.
End to End Transit Time
End to End Transit Time is divided into 2 categories: In City destination and Out City Destination.
In City Destination : 3 - 5 days, depends on the destination country and delivery zone
Out City Destination : 6 - 10 days, depends on the destination country and delivery zone
Doc 5 – APP ePacket Marketing Strategy DraftTracking Status
APP ePacket shall provide the following tracking status:
Item posted
Item despatched from origin OE
Item arrive at inbound OE
Item held by customs for inspection
Item ready for delivery
Item delivered
Delivery Option
APP ePacket shall arrange home delivery as a default. Whenever appropriate, other delivery options
of location and time could be provided.
Insured Service
It is strongly recommended that the sending countries provide compensation to customers in the
event of item lost or damaged, in cooperation with insurance company or in one or another way.
Others
Other features that could be provided in accordance with e-commerce market needs:
• Packing service
• Valuable goods handling
• Fragile goods handling
Doc 5 – APP ePacket Marketing Strategy Draft4. Competitive Strategy
The competitive strategy of APP ePacket is “Cost Leadership for e-commerce market segment”. With
this strategy, APP ePacket shall be the cheapest e-commerce delivery service among the providers.
5. Marketing Mix Strategy
Price
The pricing strategy in accordance with other products among postal operator is described in the
following matrix:
High
EMS
SPEED
PARCEL PRIME
E-PACK
REGISTERED
UNTRACKED
/ TD
Low
High
Low
PRICE
Promotion
The recommended promotion is:
• Focus to particular market segment as targeted.
• Promotion Highlight : price, tracking, quality (safety & speed)
• Sales promotion (discount, voucher), listed/advertisement in marketplace web, and social
media.
Doc 5 – APP ePacket Marketing Strategy DraftPeople All employees who get involved in end to end business process of APP ePacket shall understand that the main values to be created in APP ePacket service are : trackability, affordability , and reliability (safety and speed). The employees shall have the awareness of loosing customers/money when their works do not meet the requirement. Customer focus culture shall be developed to all employees, so that they will work in the manner that customers expect. Process All end to end process of APP ePacket shall guarantee the excellent quality of tracking, the safety of goods, and the achievement of transit time standard. In this regards, a zero defect of operation shall be a target to achieve by all operation staffs. To support the creation of the most competitive price of APP ePacket product, efficient operation shall be implemented to all end to end process of APP ePacket, and no re-works are allowed to the APP ePacket Operation. In this regards, continues improvement shall be done to all level of operation to get the most effective and efficient way of work. Reward and punishment system need to be implemented to lead the employees work in the expected manner. Physical Evidence The environment in which APP ePacket service is delivered and where the company and customer interact, and any tangible components that facilitate performance or communication of the service shall reflect the value that APP ePacket offer to customers. Efficient manner, commitment to SOP, safety and timeliness shall be clearly seen by customers in the service environment, employees, building interior/exterior, lay out, customer communication media and all operation processes. Doc 5 – APP ePacket Marketing Strategy Draft
6. Roadmap & Milestone
Strengthen the basic: Go Global:
• Operation Excellent • Network expansion (All
• Service Excellent APP members)
• Brand Awareness • Network expansion (US
& European countries)
• Marketing campaign
2020 2021 2022 2023
Sustainable Growth: Market Leader in Asia
Pacific:
• Maximizing sales
• Market Acquisition
• Maximizing profitability
• Focus on Customer • 30% market share of e-
satisfaction & loyalty commerce market
• Focus on competitive
advantage
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