As Rakhi would bind brothers and sisters across the world, express and logistics companies are coming up with special packages this season to rope in customers. If DHL, with an estimated marketshare of over 62 per cent, has planned Rakhi Express, Blue Dart is also not lagging behind.
“We see two emerging trends in the consumer segment in terms of the need for express transportation. Firstly, there is a large NRI population abroad which want to be in constant touch with India, particularly during the festive seasons. Secondly, many things Indian are getting popular abroad, like cuisines, movies and fashion. So, we evolved a strategy that would help people connect,” said Ramesh Natarajan, Head of Marketing, DHL.
The DHL brainchild Rakhi Express facilitates sisters to send across Rakhi to their brothers, along with a box of kumkum, rice and a gift – all at a special discount of about 50 per cent. DHL Rakhi Express is available from August 9 to 29.
Meanwhile, Blue Dart has launched their special package for Rakhi by the same name. The Blue Dart Rakhi Express would be available to customers at a promotional discounted rate. “Specially designed packaging is available for customers with the discount. The promotional offer is available at the Blue Dart counters in Mumbai, Delhi, Bangalore, Kolkata and Pune,” informed Sr VP Marketing and Projects, Tulsi Nowlakha Mirchandaney.
So, what’s the special freebie that Blue Dart will offer, Mirchandaney said: “Free packaging is what we are providing along with discounted pricing.”
On giving a boost to the advertising spends the season, Natarajan said: “We see ourselves highly active this season, although we cannot share our spends.” Mirchandaney said that Rakhi Express was a promotion being carried out from the service counters.
Asked if Yana Gupta was a probable brand ambassador for DHL, Natarajan said, “Our initiatives with Yana Gupta and Katrina Kaif are part of the tactical promotion to connect with our retail customers. We have no plans to have a celebrity endorsement for our brand.” Quizzed on the same, Mirchandaney said, “Our people are our customer touchpoints and are our most powerful brand ambassadors.”