DHL Express last year launched Go Green and Go Trade initiatives in line with the evolving needs and preferences of the customers. Further, the company has been leveraging sports marketing to strengthen its brand connect.
Medianews4u.com caught up with Sandeep Juneja, Vice President – Sales and Marketing, DHL Express India
Q. Could you shed light on DHL Express’ marketing playbook?
We’ve had an exceptional year at DHL Express and the reason for this is strategy. From 2020 up until the end of 2024, we chalked out the trends, growth areas and bottom lines that we would focus on for the proceeding five years.
With Strategy 2025: Delivering Excellence in a Digital World that helped us to navigate several challenges, this year, we embarked on a new journey with new trends, growth areas and bottom lines as part of our Strategy 2030: Accelerating Sustainable Growth. Marketing plays a crucial role in supporting our organisation in achieving the objectives outlined in these strategies, making it essential for our marketing strategy to align accordingly.
In 2024, our playbook focussed on the theme of remaining insanely customer centric. At DHL, we pride ourselves on being a provider of choice to our customers keeping their needs at the forefront of our business. To this effect, our marketing playbook focuses on three pillars.
The first and most important pillar is our customer relationship management (CRM), the second is brand amplification and in the last pillar we focus on revenue generation. Under each of these pillars, various work streams come together to form our playbook; this includes branding, communication, sponsorships and our associations as well.
Our customer-centric approach prioritises personalized experiences, tailored solutions, and seamless interactions to foster lasting relationships with our customers. The brand amplification efforts showcase our unique value proposition through compelling storytelling, impactful communications, and strategic associations that resonate with our audience. Meanwhile, our revenue generation pillar drives business growth through innovative partnerships, targeted campaigns, and data-driven decision-making.
Our focus on depth ensures continuous improvement, adding value to our customers’ experiences and solidifying our position as a trusted logistics leader. By aligning our marketing efforts with customer needs and industry trends, we reinforce our commitment to delivering exceptional service and driving business success.
Q. Is marketing for the company a year-round activity or are certain periods like festive more important?
Marketing is the lifeblood of any successful business, serving as the key to driving awareness, customer engagement, and overall growth. For a global leader like DHL Express, marketing is not just an occasional effort but a year-round activity. In today’s highly competitive logistics industry, creating consistent brand visibility is essential to maintain relevance and remain top-of-mind for both existing and potential customers.
This ongoing marketing strategy is rooted in the ACPL funnel, which underscores the importance of awareness, consideration, preference, and loyalty. Simply put, if customers do not know who you are, they are unlikely to choose your services. Therefore, DHL Express invests continuously in campaigns that build familiarity and trust, ensuring that it stays front and center in the minds of its audience.
However, while marketing is an ongoing process, there are certain periods, such as the festive season, when it becomes even more critical. The festive period often leads to a surge in e-commerce activity, resulting in higher shipping volumes and increased customer demand. This is where our marketing efforts become more targetted, going beyond the usual standard operating procedures.
During these high-demand times, we ramp up our visibility and customer engagement efforts to ensure that both existing and potential customers recognize it as the go-to logistics provider. The festive season presents unique opportunities for us to amplify these efforts and drive even higher revenue.
Q. How important is sports marketing for DHL Express when it comes to strengthen brand connect? Is sports used to target males 15-45?
I am sure you remember Shah Rukh Khan’s monologue in Chak de India! In his speech, he detailed how 70 minutes is enough to change a hockey player’s life; how those 70 minutes – whether they win or lose will remain with them for the rest of their lives. It gives me goosebumps every time I think about it.
That is what following a sport does to you! The sheer adrenaline of emotion, drama, unscripted fun and team spirit keeps you on the edge of your seat, wanting more. It brings people together – acquaintances, even strangers become friends when they support the same team. That is why, at DHL, our sports sponsorships are a major part of our marketing strategy. Apart from heightening brand visibility and helping us reach a wider target audience, it also speaks about our ability of “Connecting People, Improving Lives”.
While across the globe, our sponsorships vary across motorsport, rugby, football and even eSports, investing in cricket in India, was a no-brainer. Cricket in India isn’t a sport, it is a religion; a religion where there are no target audiences and the entire nation roots for a win. If cricket is a religion, then IPL is the festival that brings not only the nation, but countries across the globe together. Our sponsorship with the Mumbai Indians reflects a partnership based on shared values – speed, passion, a can-do attitude and most importantly, teamwork. Teamwork is key, whether in sports or in business. Just as cricket players support each other to make a winning team, DHL supports its customers in shipping parcels worldwide. That is why we are the ‘team behind the team’.
At DHL, we strongly believe that sport is not limited to a particular gender or age group, therefore our target audience is diverse. Aligning with our DEIB (Diversity, Equity, Inclusion and Belonging) goals we are also thrilled to be sponsoring Mumbai Indian’s Women’s Team. For us it is more about reaching people from all walks of life, ensuring that our brand resonates with a wide and varied audience, not only a specific group. This makes our partnerships even more impactful.
Q. What are the various aspects of the partnership and do grassroots activities also play a role?
Having our logo as a stand-alone on the back of the Mumbai Indians (MI) jersey is most definitely an important aspect of our partnership with them. However, there is so much more that we benefit from when looking at various aspects of the partnership and the role of grassroot level activities.
When we think of our partnership with MI, one of the most special aspects of the relationship is providing fans, customers, and employees with unique “money-can’t-buy” experiences that we curate, especially for them. This year for example, we provided many fans and customers, especially from the tier two markets, the chance to meet and greet their favourite MI players. It was an unforgettable experience for them. We have made it possible for people, who may never have dreamt of it, to meet their heroes up, close and personal.
Employees, customers, and fans were given an exclusive behind-the-scenes tour of the MI team’s practice sessions at Wankhede Stadium. Fans got to see the rigorous training routines and the strategies that go into making a champion team, adding a new layer of appreciation for the sport.
Some of our customers and employees’ children even got the chance to receive expert coaching from MI’s finest in 2024 — Bowling Coach Lasith Malinga, Head Coach Mark Boucher, and Batting Coach Kieron Pollard. The kids were all smiles as they learned tips and tricks from their cricket heroes, making it an unforgettable experience for the young, aspiring cricketers.
These are privileges that only a few get to experience, and through our grassroots initiatives, we make these dreams come true for fans, kids of customers, employees and aspiring young cricketers.
Q. What are the other sports properties that DHL Express is associated with and is cricket important in the mix? Or is there too much brand clutter in cricket?
Globally, we are proud to be associated with a wide array of sports properties, from Formula 1 and Formula E to the HSBC World Rugby Sevens, MotoGP, Manchester United, and even eSports like ESL. These partnerships give us global exposure while demonstrating our logistics expertise. For instance, through Formula E, we showcased our commitment to sustainability by transporting 415 tons of freight per race representing a true testament to our capabilities in green logistics.
When it comes to cricket in India, it is much more than just a sport, it is a religion. That is why our partnership with the Mumbai Indians was a no-brainer. The IPL is a festival that brings together not just fans in India but from across the world, and our association with the Mumbai Indians is built on shared values: speed, passion, teamwork, and a can-do attitude. Just as a cricket team relies on the support of its entire squad to succeed, DHL stands behind our customers, ensuring their supply chains run as smoothly as a well-coordinated team.
As far as brand clutter is concerned, no matter the sport there would be brand clutter. Brands across the world race to have their logo on the jersey because the return on investment through sport sponsorships is so significant. For us, our stand-alone logo at the back of the MI jersey makes us feel very proud and definitely does cut through the clutter.
Q. DHL Express adopts a ‘people first’ approach. How does that translate into marketing strategies and thinking?
At DHL Express, our ‘People First’ approach is not just something we talk about, but it is deeply woven into how we operate and engage, both internally and externally. For us, our employees are the backbone of the company. Their passion, energy, and dedication shape every customer interaction, making each one unique and authentic.
I have always believed that when people feel valued, respected, and empowered, it reflects in their work, and this holds especially true in the way we build relationships with our customers.
We view our employees as independent thinkers and marketers, each bringing fresh perspectives to the table. Their ideas and creativity shape the very strategies that drive our campaigns. Whether they are on the frontlines or working behind the scenes, they are a critical part of our marketing success.
At DHL, we follow a celebrated development model, the 10-20-17 approach. This model is the backbone of how we nurture and grow our talent. Our employees spend 10% of their time on formal training, but the real magic happens with the other 90%. We dedicate 20% of their time to coaching and giving feedback on the incredible work they do. It builds confidence and gives them development inputs that sharpen their skills.
The rest of the 70% goes into giving them challenging assignments that push them to stretch their limits, grow, and continuously improve. This development is not just about helping our employees, it is about making sure our marketing strategies are as innovative and customer centric as possible.
Q. Does DHL Express normally do integrated marketing activities covering both traditional and digital mediums? Where does the thrust normally lie?
Yes, at DHL Express, we engage in integrated marketing activities that span both traditional and digital mediums. We believe that a balanced approach allows us to reach our target audience through multiple touchpoints, ensuring maximum visibility and engagement.
While we do leverage traditional mediums, especially for high-impact campaigns or in regions where traditional media is still a strong source of information, the thrust of our efforts now lies in the digital space. The rise in smart phone usage, the dependence on online platforms over mainstream television, these trends signal a rise in viewership on digital platforms and therefore it is crucial to leverage this medium to its full potential. With digital marketing, we are also able to increase brand visibility in ways that traditional channels may not offer.
Digital marketing also provides us with the flexibility, precision, and real-time interaction needed in today’s fast-paced world. By using data-driven insights, we create personalized, meaningful messaging that resonates with our audience, further enhancing the effectiveness of our campaigns. In this evolving landscape, digital channels have become essential in helping us connect with our customers and strengthen our brand presence.
Q. How important are word of mouth and influencer marketing for brand building?
They are both absolutely essential for brand building. With word of mouth, it is the most powerful form of marketing as it is where marketing truly begins, even before we consider traditional or digital channels.
I personally believe that there is no stronger endorsement than when people naturally recommend a brand based on their own positive experiences. For us, at DHL Express, we understand that word of mouth is only as effective as the trust and value we deliver to our customers. It keeps us hungry and constantly pushes us to do our jobs right, ensuring we deliver the exceptional service we are known for. After all, people will only talk about us if we consistently meet or exceed their expectations.
As social media influences our lives, influencer marketing has become incredibly important, especially when it comes to sponsorships and partnerships. People spend hours scrolling through social media, consuming a wide range of content and therefore engage with influencer marketing consciously but a lot of the time very obliviously.
For example, the DHL eCommerce Online Shopper Survey 2024 shows that 90% of Indians browse online at least once a week, with 72% making an online purchase at least once a week. Having said that, for a brand like DHL, it is very important to speak to the right kind of influencer, it is about choosing the right voice at the right time. In our industry, “influencer” may mean thought leaders and industry experts who share our values and can speak authentically to our audience. These individuals bring the kind of credibility that truly resonates with the business community, helping strengthen our brand’s positioning and making our message more impactful.
For a niche brand like ours, the concept of an influencer extends beyond traditional paid marketing. We prioritize organic advocacy, where every touchpoint reinforces our brand presence. Our standalone logo on the back of the Mumbai Indians (MI) jersey is a powerful testament to this partnership, making every player and MI supporter donning the jersey an ambassador of our brand.
Similarly, a sibling sending a Rakhi to their sibling abroad or a mother sending Diwali sweets to her child in college through DHL both promote our brand by speaking about their experience and referring people to leverage our state-of-the-art service; small business owners using our services and sharing their experiences on social media also act as influencers by authentically endorsing our brand.
