Print Email Facebook Twitter Strengthening the Position of PostNL Parcels Title Strengthening the Position of PostNL Parcels Author Li, R. Contributor Buijs, J.A. (mentor) Bakker-Wu, S. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Date 2013-07-04 Abstract PostNL Parcels (PNP) is the market leader in the Dutch domestic parcels market. This booming market is growing with almost 11% per year in revenue. PNP can keep up with this trend due to shipment volumes provided by its larger business senders belonging to the Key Account Managers. However, with the middle and smaller business senders PNP is losing revenue and market share. This will lead to an unstable situation in which larger senders can become too demanding. PNP’s position with the middle and smaller senders must be strengthened in order to stabilize the power distribution of its senders and regain market share. Internal and external analysis results PNP positions itself as a high quality player and therefore has premium pricing. However, the senders do not perceive PNP´s quality high which makes the acceptance of PNP´s premium pricing more challenging. This is particularly the case for the middle and smaller senders since they pay higher prices than the larger senders due to less shipment volume discount. Analysis showed that PNP’s inside-out developed shipment services are not customer directed. It is unknown whether PNP is offering what senders want. Furthermore, the target group of senders currently is one large group. There is no segmentation present and communicating propositions is challenging. Not knowing the concrete shipment service needs of senders and being unable to justify one´s premium pricing is the root cause of the decline in the middle and smaller senders. Customer Research The average middle and smaller sender of PNP sends more than 88% of its parcels using a single shipment service. An unique approach using Adaptive Choice Based Conjoint (ACBC) analysis was adopted to determine the optimal configuration of this shipment service. Based on these configurations, a cluster analysis was conducted. Four distinctive segments are discovered: the basic shipments, the business shipments, the important shipments and the modern shipments segment. Compared to the current amount of approximately 40 shipment services configurations this is a very large reduction. Market simulation tested a higher buying propensity for the new configurations. Interactive Tool A means of applying the new shipment services and communicating them needs to be developed. An interactive communication tool is proposed to do this. In order to gain more senders, the influx of business senders must be larger than its outflow. To accomplish this, the tool increases influx by interesting senders for PNP’s shipment services, increasing requests for quotations and helping senders to choose for PNP during negotiations. Next to that the tool decreases outflow by re-ensuring senders that PNP has the best propositions at the end of a contract. The purpose of this tool is to fill the communication gap of the shipment services, gain competitive advantage in key moments of a sender’s journey and strengthen PNP’s brand image. Conclusion The new configuration of shipment services and the concept of the tool are the results of a first step explorative study in customer directed shipment service development for PNP. It is recommended that PNP does not deny this approach to sender segmentation and shipment service development. Altogether it leads to a strategy to grow further with the middle and smaller senders, reclaim the lost market share and strengthen PNP’s position in the market. Subject PostNLparcelspakkettenACBCconjointportfoliostrategy To reference this document use: http://resolver.tudelft.nl/uuid:23b64cab-0283-4f82-8b71-a54296aff32b Embargo date 2014-07-04 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2013 Li, R.