Brand Exploratory

Brand Recall

This pie chart shows that 42 % people think about TCS when they want to transfer courier and
20 % people think about DHL.

This pie chart shows that 36 % people out of 50 think about TCS when they consider about
package delivery whereas 30 % think about DHL when considering package delivery.




20%
42%
10%
14%
4%
8%
2%
Transfer Courier
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post
30%
36%
10%
10%
8%
4%
2%
Package Delivery
DHL
TCS
FedEx
OCS
SpeedEx
Leopards


This pie chart shows that 30 % people out of 50 think about TCS when they consider about safer
package delivery whereas 40 % think about DHL when considering safer package delivery.


This pie chart shows that 26 % people out of 50 think about TCS when they consider about speed
of delivery whereas 44 % think about DHL when considering speed of delivery.

40%
30%
8%
10%
6%
6%
0%
Safer Package Delivery
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
44%
26%
8%
4%
14%
4%
0%
Speed of delivery
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post


This pie chart shows that 26 % people out of 50 think about TCS when they consider about
overnight package delivery whereas 30% think about DHL when considering overnight package
delivery.



This pie chart shows that 36 % people out of 50 think about TCS when they consider about
courier services whereas 32% think about DHL when considering courier services.
30%
26%
20%
8%
16%
0% 0%
overnight package
delivery
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post
32%
36%
14%
4%
6%
4%
4%
courier services
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post


This pie chart shows that 50 % people out of 50 think about TCS when they consider about local
courier services whereas 10% think about DHL when considering local courier services.



This pie chart shows that 14 % people out of 50 think about TCS when they consider about
global courier services whereas 70% think about DHL when considering globalcourier services.

10%
50% 10%
14%
10%
4% 2%
local courier services
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post
70%
14%
16%
global courier services
DHL
TCS
FedEx
OCS
SpeedEx
Leopards


This pie chart shows that 18 % people out of 50 think about TCS when they consider about
extensive global network whereas 68% think about DHL when considering extensive global
network.


This pie chart shows that 36 % people out of 50 think about TCS when they consider about
premium courier delivery whereas 40% think about DHL when considering premium courier
delivery.

68%
18%
12%
2%
extensive global
network
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post
40%
36%
14%
6%
4%
premium courier delivery
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post


This pie chart shows that 18 % people out of 50 think about TCS when they consider about
global express whereas 72% think about DHL when considering global express.




This pie chart shows that 32 % people out of 50 think about TCS when they consider about high
quality brand whereas 46% think about DHL when considering quality brand.


72%
18%
10%
global express
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post
46%
32%
14%
6%
2%
high quality brand
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post

This pie chart shows that 32 % people out of 50 think about TCS when they consider about high
tracking services 42% think about DHL when considering tracking services.





This pie chart shows that 34% people out of 50 think about TCS when they consider about high
logistics 4250think about DHL when considering logistics.

Brand Recognition
42%
32%
14%
6%
4% 2%
tracking services
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post
50%
34%
10%
4%
2%
logistics
DHL
TCS
FedEx
OCS
SpeedEx
Leopards
Pakistan Post
Out of 50 respondents about 90 % respondents were able to complete the missing alphabets of
the brands TCS and DHL while few were able to recognize other brands. Among them 60 %
identified OCS, FedEx while recognition for SpeedEx, Leopard and Pakistan post was low.
Respondents are asked whether they have heard about DHL brand and the result was that 100%
know about this brand. This shows strong recognition.
When they were asked DHL is a brand for? The responses were somewhat different but more
than 50 % said that its a premium brand having international experience and it is a preferred
mostly to transfer courier abroad. Few said it is known for its safety delivery and high speed of
delivery.
When respondents were asked about DHL brand the first thing that comes to their mind is
courier services (70 % said this). Few respondents said global package transfer (15%). Few said
they are reliable courier transferring brand. Few said best option to transfer courier out of the
country in less time and safer delivery.
When respondents were asked about the slogan We deliver promises 80 % said they have
heard about this. Few said looks like we have heard and few have not heard about this slogan.
We respondents think about the slogan We deliver promises, they associate this slogan with
reliability, service efficiency, safety, service effectiveness and empathy.
Almost 95 % respondents have seen the logo of DHL. When they see this logo they associate it
DHL, with formula 1, better logistics, Global Courier Brand, premium Brand, Trustworthy
brand, strong brand, extensive global network and responsive brand.
Majority 75 % of the respondents said that the combination of red and yellow color is very
appealing and attractive. These are the primary colors and attention getting colors.
There were almost 40 % respondents who have delivered package via DHL out of which 80 %
have transferred package to some family and friends to abroad.
35 % people said that they have used DHL services at the end of last year , 30 % said they have
not used it since 6 months, 20 % said they used the services two months back while 10 and 5 %
respectively said they use it last month and last week.
The above responses suggests that brand recall for DHL is very strong in the minds of customers
and brand depth is high in this case.
All possible Associations (Performance Based)
When respondents were asked about the speed of delivery of DHL, 80 % said that they deliver
faster or on time. Remaining 20 % said that the speed of delivery of their packages is comparable
to other courier companies like TCS, FeDex etc
Out of 50 respondents 89 % said that the packaging of DHL is reliable and safer. Mostly the
package is delivered safely and no damage is caused to the gifts or important items inside. 11 %
said that they deliver package and their safety level is comparable to competitors.
When asked about 40 % packaging respondents said that the packaging is safe. 30 % said that
packaging is safe and attractive. 30 % Respondents said that the packaging is good and it is good
to avoid any damages. It also secures the gift or something inside.
The overnight package delivery service is a good option to use from DHL services because they
Deliver package in lesser time as compared to others. They said that FedEx, TCS, SpeedEx also
delivers overnight. 40 % said that overnight package delivery is good in DHL, 35 % have no idea
about this and 25 % said that it is good but not superior to other courier companies.
When asked about global package transfer 100% said that the best option is DHL. It means this
is the strongest association with DHL.
When asked about courier tracking services, 60 % respondents said that the parcel is easily
tracked at different locations or points. 40 % said that they are not concerned to track the
package but have heard that the services are efficient.
Out of 50 respondents 40 % said that they use DHL because of superior quality and services,
faster delivery and responsiveness .less risk of damage of the package. 30 % said that they use
DHL because there is less risk associated with damaging of package. 15% said they use it
because of global package transfer and their extensive network across the world. 15 % gave
mixed responses that they sue DHL services because of safer delivery, quick delivery, global
network, premium services etc.
From all the responses above, we can say that the performance based associations for DHL are
strong in the minds of customers.
All possible Associations (Image based)
Out of 50 respondents 70 % said that the people which use DHL services are those which want
premium services or have some relative or friends in abroad. While others said those people use
it which have busy schedules and routines and want to transfer package quickly.
50 % said that they think their friends use DHL while other 40 % are not sure about it.
Remaining 10 % said that their friends dont use it.
Almost 30% said that they would like if their friends & family would use DHL services. 40 %
said we are not so concerned about this. While 30 % said we would not be affected by this.
50 % customers said that people use DHL when they have special events like Eid, Christmas,
birthday events etc ,others said that they use DHL when they have to send a package abroad in
less time and more safely. 20 % said they use DHL when they have urgent need to transfer
documents or packages or gifts abroad.
It DHL was a person People said it would be some action hero, fast bowler, Matrix hero,
superman. They associate them with heroes and animated characters which are fast.
Psychological Responses (Judgements)
Majority of respondents said that the quality of DHL is high and premium and the trusts claimed
by DHL are right. They find the brand reliable due to their performance and effectiveness. They
rate the quality high. It is inferior to other brands due to extensive global network and premium
services. It is not inferior to others.
Psychological Responses (Feelings)
People like most the global and extensive network of DHL so that they can easily transfer
anything abroad in lesser time and more safety as compared to other brands. Few price sensitive
people cant afford premium prices so they dislike DHL. Those who use DHL services feel
superior to others. The unique thing about DHL is their superior services and global network and
image as international brand.
Behavioral Response (Resonance)
Respondents often use these services more when they have special events to send gifts or they
have to urgently send documents somewhere else. They dont intend to use it but they sure when
need arises but they prefer this to others. They also intend to use its services in the near future.
General
They said that as compared to other brand their prices are high. People suing this brand are
mostly middle to high class users. DHL is similar in that if offers similar services to few other
brand locally but globally it has strong network as compared to others.
Conclusion
We can conclude that the brand awareness of DHL is high because brand recall and recognition
is high. Performance based and image based associations are both strong for this brand. It means
this brand has strong equity in the minds of customers.










Mental Map of DHL
Brand
Associations
Premium
Brand
Greater
Speed of
Delivery
Reliable
Strong Brand
Name
Responsive
International
Brand
Safety of
Packages
Strong Global
Network
High Price &
Quality
Efficient
Logistics
Over Night
Delivery
SMS Tracking
Services