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DHL was formed in 1969 at Bonn, Germany. It was founded by Ken Allen (CEO,

Chairman), Adrian dalsey (co-founder), Larry hillblon (co-founder) and Robert Lyn (co-

founder). DHL offers integrated services and tailored, customer-focused solutions for

managing and transporting letters, goods and information. DHL comprises four divisions.

These segments operate under the control of their own divisional headquarters. The

Group management functions are performed by the Corporate Center.

They have centralized the internal services which support the entire Group including

Finance Operations, IT and Procurement. This consolidation enables them to increase the

flexibility of their business, improve service quality and leverage economies of scale and

cost benefits.

They have a very good extended marketing mix for services.

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7P’s Of Extended Service Marketing Mix

Product:

1. DHL express internationally-DHL means international shipping convenient with a

Variety of services and options to suit customer needs.

2. Logistics services-They offer a complete range of logistics and outsourcing

situations to meet your warehousing and distribution challenges.

3. Shipping tools-The quick and easy way to handle shipping.

They have some specialized services:

ESI

Jumbo box and jumbo junior

Transport collect

Express pallet

University express

Important campaign

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They have air transport, water transport and land transport. There logistics customers

include over 75% of the world’s largest quoted non-financial enterprise. They also

deliver dangerous goods and they have a system in their transportation process in which

they can control the temperature to keep the goods in a right shape.

Place:

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DHL has a selective distribution strategy of its service products. Through it franchises

cover the good location in DHAKA and CHITTAGONG .They have a very good

placement to provide services. List of the nearest DHL service points are given below:-

DHL SERVICE POINT

Shop 2 (ground floor), 36

Kamal Ataturk Avenue

Banani, Dhaka - 1213

Telephone No: 8824738 or 9891581

DHL SERVICE POINT

Bikalpa Tower, House No.74, Road

No.5/A,

Satmasjid Road, Dhanmondi, Dhaka-1203

Telephone No: +88 (02) 8610895

DHL SERVICE POINT

93 Motijheel C/A, Dhaka-1000

Telephone No: +88 (02) 9553511

DHL SERVICE POINT

Shop no - A-1A (new), 8/A (old),

Chourongi Market

95 Begum Rokeya Sarani, Senpara Parbata

Mirpur-10, Dhaka-1216

Telephone No: +88 (02) 8022411

DHL SERVICE POINT

67 DIT Road

Khilgaon Chowdhury Para (East Hazi para)

Dhaka-1219

Telephone No: +88 (02) 8317846

DHL SERVICE POINT

49 Kazi Nazrul Islam Avenue, Kawran

Bazar, Dhaka-1215

Telephone No:  +88 (02) 9135930

DHL SERVICE POINT

House No: 13 (Ground Floor), Road No:

DHL SERVICE POINT

House-413, Road-30, New DOHS,

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14/B, Sector: 4,

Uttara Model Town, Dhaka-1230

Telephone: +88 (02) 893 13 29

Mohakhali, Dhaka-1206

Telephone No:  +88 (02) 8813129

DHL SERVICE POINT

CS Plot -391, 393,394 & 396,

Tejgaon Industrial Estate, Dhaka

Telephone No: 9895685, 9895634

DHL SERVICE POINT

76, Gulshan Avenue,

MCC Tower (4th floor),

Gulshan-1, Dhaka – 1212

Telephone No: 9895810

DHL SERVICE POINT

Shop no.# 2, 6, 7(Ground Floor),

Golden Plaza Shopping Complex,

Sheba House, Plot # 34, Road # 46,

Gulshan-2, Dhaka-1212

Telephone: +88 (02) 989 59 25

DHL SERVICE POINT

DHL Worldwide Express (BD.) Pvt.Ltd

Zone Service Building BEPZA,

Ganakbari, Savar, Dhaka

Telephone No: +88 (02) 7701432-3

DHL SERVICE POINT

27/1/A (Ground Floor), Shamoli,

Mirpur Road, Dhaka-1207

Telephone: +88 (02) 910 42 42

DHL SERVICE POINT

207/4, B.B Road, Narayanganj-1400

Telephone No: +88 (02) 7630884/ 7630873

DHL SERVICE POINT

Shafi Bhaban, C.D.A, Plot No.6,

SK Mujib Road, Agrabad C/A, Chittagong

1400

Telephone No: +88 (031) 2522571-4

DHL SERVICE POINT

805 JB Complex (ground floor), CDA

avenue, East Nasirabad, Chittagong

Telephone No: +88 (031) 635545

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DHL SERVICE POINT

Room - 27 & 28, Old office complex (tin

shed) Chittagong Export Processing Zone,

Chittagong

Telephone No: +88 (031) 740413 / 800170

DHL SERVICE POINT

Chamber Mansion, Khan-e-Sabur Road, 5,

KDA Commercial Area, Khulna-9100

Telephone No: +88 (041) 724711, 720264

DHL SERVICE POINT

Purbani Complex, Zindabazar, Sylhet-3100

Telephone No: +88 (0821) 711618

DHL SERVICE POINT

Comilla EPZ, Comilla Airport, Comilla-

3500

Telephone No: (88) 01711-431024

DHL SERVICE POINT

1, R.K. Mission Road,

Ground Floor (Old Ittefaq Bhaban) Dhaka:

1203

Telephone: +88 (02) 951 12 56

DHL SERVICE POINT

G.P Ka 75, (Ground Floor) Kuril Bishwa

Road Circle,

Badda, Dhaka-1229

Telephone: +88 (02) 841 81 81

Promotion:

There are different strategies for promoting DHL. They have different categories for

promotion.

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*Print media- Print media Advertising is still the medium used by DHL, Bangladesh and

outdoors also forms a crucial part of the communications strategy. Increasingly

campaigns are integrated across these communication channels.

*Advertising-DHL has a persuasive advertising strategy for its services. The

advertisement appear in almost all the business class magazine, daily newspapers and TV

channels .They have a very good taglines, like, ”nothing can stop us” ,”if there is an

address we will find it”.

They are now focusing on mobile ads too.

Price:

DHL implemented the concept of the price adaptations for every country based on its

economic conditions.

Pricing strategy- past and current-DHL change premium for delivery superior

service

Maintaining image in the eyes of customers DHL delivers superior value.

Decline in price might be seen as decline in quality of services.

Pricing structure-

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*Difference in price charged for documents and parcels should be differentiated

because of additional cost, incurred for parcel shipping.

* Difference in price across different industries

* Shipping fee should be the same for customer across different industries.

In geographical regions the company decides how to fix its product price to different

customers in different locations and countries.

Discounts and allowances

*Price discounts for students package up to 15%.

* Discount on inbound and domestic services by 10%.

* Occasional shippers can pay by cheque or cash.

People:

It is very crucial in service delivery. The people who are working for DHL are very

helpful. They have a very good Human resource Department on how to handle

customer and how to deal with their problems and find out the solution. They have a

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very good customer care service, which works for 24/7 365 days. If there is any

complaint regarding the services, they take the action immediately.

DHL’s international network links more than 220 countries and territories worldwide.

Some 300,000 employees are dedicated to provide a fast and reliable service that

exceeds customer’s expectation. They have learning and acquiring skill programs,

Training programs, graduate programs and MBA program’s which they perform

outside Bangladesh.

Empowerment-one special thing about DHL is the level of empowerment and

independence given to its employees>If an employee is regularly able to contribute

thoughts, ideas and suggestions to problems at hand or regular activities, that is a

feeling of accomplishment which goes a long way. It makes an employee fell as

though he or she is important to DHL.

Motivation-Employee motivation is boosted through various recreational activities

and different reward programs like picnic, cricket matches etc. These things are very

crucial for a service that’s why DHL has so many customers worldwide.

Physical Evidence:

The DHL uniform is an important part of corporate identity and gives a positive

professional image. They have to wear the uniform all the time at work. They have to

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wear the proper dress which is suitable for working in a business environment and

acceptable to the manager. They are responsible for keeping their uniform clean and in

good repair. Uniforms are generally not replaced earlier than 18months after issue.

Footwear has to be appropriate and approved by the manager, generally black and grey in

color. Uniform of DHL gives physical evidence to service provider to better know

customer n his mind whenever they are required to service.

Process:

DHL has a six step process system. They are:-

1. Intiation-The formal start of the project

2. Design-The formal agreement on how to approve the project and its deliverables.

3. Planning-Following agreement, a detailed plan is created.

4. Execution-After detailed planning and preparation the project goes live.

5. Closing-Gradually phase out and prepare for handover of the deliverables.

6. Handovers-The formal end of project.

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With the coverage of in over 210 countries, Global mail parcel of transports parcels up to

31.5kg and also offers collection, sorting and franking for small parcels up to 2 kg at no

extra charge. They manage customs clearance and provide delivery details for parcels

over 2kg in many countries via their on the track and trace service. There is also a wide

selection of useful add on services to choose from.

5P’s of Service Quality Dimension

Reliability:

DHL provides the most reliable and safety service in express mail companies. They have

a strong manpower and dedicated with well trained employees, those who always work

for the customer’s satisfaction as well as delighted service. An approximate 300,000

employee is always ready to deliver the services accurately and safely. About 2.5 million

customers are always depended on this kind of service of DHL because of their

reliability, quality and trust.

Responsiveness:

This Company has 34,000 service points where people can easily co-operate with them

and can gather information quickly with a good environmental and behavioral condition.

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The customer’s executive and the service providers are up to date with latest information,

those who give the actual information to the customers in details and also suggest them to

take the right appropriate services. Not only that their technological innovation Centre

which is very close to the Cologne Bonn airport, is a showroom, laboratory, hands on lab

and a conference area, which can give an overview to the customers about their new

service, information, features and also the full delivering process, where people can find

their purchased service performances. In Bangladesh they are growing their business

rapidly, where they provide same class of service as similar to the outside.

Assurance:

The high quality of service and the well trained employee’s availability are separated

their services different from others. The company’s overall activities and the social

welfare work give the assurance to the people that they are here to provide you the

delightment with reliance. The availability of service, a large amount of transportation a

number of 250 aircrafts all these are automatically back up the customers with full of

confidence and motivation to rely with and to involve with their services confidently.

Empathy:

One to one service providing is very important for creating long term customer

relationship in service business. People those who buy services always seek good

behavior and also want that particular service providers take care of him individually.

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DHL Express gives their customers high value with proper realization so that they can

understand their customers want their demand and need. In each and every point they

appoint some people those who always maintain customer relationship with the employee

and also monitor the overall activities of them. Not only that their advanced use of

technology always update information so that people can easily access with their services

and get information.

Tangibles:

The tangible goods in which people can come into the visible factors of DHL are in a

very well position. Thousands of vehicles, Hundreds of aircraft, DHL packaging

machine, all visible things at office, service point and Headquarters are carry the mind of

peoples trust, reliability and confidence to take and purchase their service and to know

their activities in front and out front the company. Not only that those who are the new

customers can easily gain the idea by seeing these kinds of extreme services. Moreover

these types of things also grow up brand image, company’s reputation and work as a key

factor to success.

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