Source: Lamber,2012
FedEx is a logistics company. It is a large company and has global presence. FedEx serves different market segments such as large organizations, businesses, small firms, and individual customers. The above ad shows how FedEx provides logistics services to individual customers. It has made world very accessible through FedEx. Transferring goods and documents through FedEx to different countries is like transferring it through different windows. It has made transferring document, gifts and other goods among different countries very easy. Not only this, it has made transferring these goods, gifts and documents among different continents very easy as well.
The ad above clearly shows the value and mission statement of FedEx. It is showing two different people from different continents exchanging goods as easy as they only apartments apart or just few homes away. (Kotler and Keller, 2012)
The ad is very one dimensional it shows only the one market segment that the company is serving. It is not showing the other market segments being served by the company such as business consumers and b2b users of the company.
The value is being promoted in the ad that transferring goods and services and logistics has become very easy through using FedEx, but it is only highlight in one of the many markets of the business. Only consumer market is being targeted through this ad.
This is only a picture ad, the organization could do better with adding some text on the ad. It should highlight that it also provides service to business consumers. This will help the company target two segments with one ad and will save cost and unnecessary advertising expenditure for the company, if two different ads are given.
Works Cited:
Kotler, P. and Keller, K. (2012). Marketing management. Upper Saddle River, N.J.: Prentice Hall.
Lambier, N. (2012). Epic Print Ads: November 2012. [online] Epicprintads.blogspot.com. Available at: http://epicprintads.blogspot.com/2012_11_01_archive.html [Accessed 25 Oct. 2014].
