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Dossier De Prensa Dossier de prensa DPDgroup: Estrategia de desarrollo y nueva identidad de marca 18 de marzo de 2015 Dossier de prensa Contenido Introducción .............................................................................................. 2 I. GeoPost, número dos en el mercado europeo de transporte urgente .... 3 A. GeoPost anuncia ventas de 4.900 millones de euros en 2014 B. Un desarrollo dinámico durante 10 años II. Nueva estrategia de marca para acelerar la expansión internacional ... 4 A. DPDgroup, una nueva identidad para la red de entrega de paquetes de GeoPost B. Una nueva identidad de marca desplegada en toda Europa III. Dos prioridades estratégicas - B2C e Internacional ............................. 6 A. Un modelo de desarrollo híbrido B2B-B2C, una red europea con muchas conexiones B. Crecimiento acelerado del mercado B2C C. Crecimiento de las operaciones intraeuropeas e intercontinentales IV. Los desafíos de la entrega a domicilio ................................................. 9 A. Predict: Innovación continua para tener más control sobre la entrega B. Pickup: Desarrollo continuo para una entrega sencilla a la vuelta de la esquina V. Nueva identidad de marca de DPDgroup ............................................. 11 A. Una nueva y sencilla identidad visual B. Nueva arquitectura de la marca C. Alcance de la nueva identidad de marca VI. Etapas clave en el desarrollo internacional de GeoPost ...................... 16 1 Dossier de prensa Introducción El valor total del mercado europeo de transporte urgente alcanzó los 42.30 millones de euros en 2013, lo que representa un volumen total de 6.600 millones de envíos1. En 2013, el valor de mercado aumentó en un 3,5% mientras que el número de paquetes aumentó en un 4,8%. Este segmento sigue siendo muy competitivo, una situación caracterizada por una fuerte presión sobre los precios. Los principales mercados según su valor son Alemania (26%), Reino Unido (14%), Francia (14%), España (8%), Italia (7%) y los Países Bajos (5%). El segmento B2C es el principal motor de desarrollo del mercado, con un crecimiento de más del 7% en valor y volumen durante 2013. Los mercados nacionales representan aproximadamente el 80% del segmento B2C, pero tanto los flujos intraeuropeos (+11%) como los intercontinentales (+16%) tienen tasas de crecimiento más altas. En 2013, el crecimiento del mercado en Europa fue impulsado por el fuerte desarrollo de los mercados nacionales en Europa del Este, así como las exportaciones a los países de Europa Occidental. En 2013, GeoPost mantuvo y desarrolló su posición en el creciente mercado europeo casi dos veces más que el mercado general: . En el segmento B2B, +5,6% frente al crecimiento del mercado del 3% . En el segmento B2C, +14,2% frente al crecimiento del mercado del 7% Unida a partir de ahora bajo el estandarte "DPDgroup", la red de entrega de paquetes de GeoPost se encuentra en el número dos del mercado europeo de paquetería urgente. 1 Fuente: Departamento de Márketing de GeoPost – datos de 2013 2 Dossier de prensa I. GeoPost, número dos en el mercado europeo de transporte urgente A. GeoPost anuncia unas ventas de 4.900 millones de euros en 2014 y se coloca en segunda posición en el mercado europeo En 2014, GeoPost, holding del grupo francés La Poste, anunció una facturación de 4.900 millones de euros, una subida del 13,3%, mientras el volumen se incrementó en un 10,7%. En 2014, GeoPost obtuvo casi el 77% de sus ingresos fuera de Francia, situándolo en el número dos del mercado europeo de transporte urgente y convirtiéndolo en el primer operador de envíos urgentes con transporte intraeuropeo por carretera con una participación del 20% en el mercado. B. Un desarrollo dinámico durante 10 años Durante los últimos 10 años, el volumen de GeoPost ha crecido hasta alcanzar los 864 millones de envíos en 2014, y las ventas han pasado de 2,4 a 4,9 mil millones de euros. Durante este periodo, GeoPost ha desarrollado la más amplia red terrestre de Europa, con 815 centros logísticos y 28 hubs conectados a través de 500 redes de carreteras internacionales entre 35 países. Hoy en día, la red de GeoPost cuenta con 26.000 empleados en 26 países, 20.000 partners de entrega y 16.000 puntos de venta en 11 países. Gracias a la fuerza de esta red internacional, GeoPost transportó más de 3 millones de paquetes al día en 2014 en más de 230 países, a través de sus cuatro marcas comerciales: DPD, Chronopost, SEUR e Interlink Express. La red de GeoPost hoy en día se caracteriza por: . Redes internacionales en la Unión Europea, Suiza, Rusia y Sudáfrica . Redes de socios: BRT (Italia), Post Nord (países nórdicos) la red postal KPG, Yurtici Kargo (Turquía), DTDC (India) y Aramex (Oriente Medio) 3 Dossier de prensa II. Una nueva estrategia de marca para acelerar la expansión internacional A. DPDgroup, una nueva marca para la red de entrega de paquetes de GeoPost Para apoyar su estrategia de crecimiento internacional y reafirmar su presencia en el mercado europeo de acorde a su posición como segundo operador, GeoPost lanza una nueva identidad de marca para su red de paquetería internacional: DPDgroup. Sus actividades de holding y transporte de mercancías seguirán operando bajo la marca GeoPost. Todas las actividades de GeoPost en el mercado de mensajería y paquetería serán identificadas con la marca DPDgroup, con el fin de sacar provecho a la poderosa posición y reputación de la red DPD a escala europea. Por lo tanto, DPDgroup se convierte en la marca distintiva y el nombre de la red de entrega de paquetes de GeoPost, holding del grupo La Poste. Con la red operativa y comercial más densa de Europa, DPDgroup se afianza en la fuerte posición de GeoPost en los mercados nacionales de todo el continente y refuerza su dimensión internacional como experto en la entrega de paquetes. DPDgroup es la expresión de un modelo de negocio altamente descentralizado donde la iniciativa empresarial, la agilidad y la experiencia de los equipos locales han asegurado el éxito de todas las filiales de GeoPost en los diferentes mercados nacionales durante los últimos diez años. 4 Dossier de prensa B. Una nueva identidad de marca desplegada en toda Europa Todas las filiales GeoPost adoptarán una identidad visual común y se unirán bajo el estandarte de DPDgroup. En Francia, Exapaq, adoptará definitivamente la marca DPD a partir del 3 de abril de 2015. Chronopost en Francia, SEUR en España e Interlink Express en el Reino Unido mantienen sus marcas actuales, ya que se encuentran fuertemente establecidas en sus mercados locales y cuentan con una gran reputación. A partir de marzo de 2015, las marcas DPD y Chronopost adoptarán la nueva identidad visual. A partir del 18 de marzo de 2015, la nueva identidad de marca se aplicará progresivamente a todos los puntos de contacto con clientes de toda Europa: vehículos, uniformes para los conductores, establecimientos de paquetería, sitios web y aplicaciones, embalaje, edificios, material de oficina, documentos... DPDgroup tiene como objetivos: . Fortalecer su posicionamiento como experto en servicios de paquetería y diferenciarse en el mercado . Continuar su desarrollo internacional y convertirse en el líder de la industria en Europa . Continuar innovando y mejorando su oferta para clientes B2B y B2C 5 Dossier de prensa III. Dos prioridades estratégicas - B2C e Internacional Con su estructura descentralizada, GeoPost ha desarrollado fuertes marcas nacionales en toda Europa basadas en la proximidad local con sus clientes. DPDgroup siempre ha sido una red B2B y sigue manteniendo una fuerte presencia en este segmento, el cual representa alrededor de dos tercios de su volumen de negocios. El potencial de crecimiento de DPDgroup se basa en su capacidad para aumentar su participación en los mercados de mensajería y paquetería tanto B2B como B2C. "Tenemos la capacidad de actuar como líderes en los sectores B2B y B2C en los mercados locales y a nivel paneuropeo gracias a nuestra decisión natural de convertirnos en socios de nuestros clientes y sus usuarios." Paul-Marie Chavanne, presidente de GeoPost. A. Un modelo de desarrollo híbrido B2B-B2C, una red europea de máxima capilaridad La opción estratégica establecida por GeoPost en 2008 para crecer en el segmento B2C es ya un éxito y una realidad: DPDgroup entrega más de 1 millón de paquetes B2C al día en todo el mundo. El desarrollo en el ámbito internacional de este modelo de red híbrido B2B-B2C es la piedra angular del crecimiento y los beneficios de GeoPost. Presente en todos los principales mercados, DPDgroup ahora cuenta con la red de entrega de paquetes más densa de Europa: . Presencia en 26 países . Nº 1 en Francia, España y Polonia . Nº 2 en Alemania y Portugal . 3 millones de entregas diarias . 16.000 establecimientos en 11 países Esta estructura coherente y unificada nos permite ofrecer a los transportistas y destinatarios europeos un servicio consistente a nivel continental y mundial. En sus respectivos mercados nacionales, las marcas DPD, Chronopost, SEUR e Interlink Express ofrecen ya una gama completa de entregas B2B y B2C con servicios diferidos y urgentes. 6 Dossier de prensa Con el objetivo de desarrollar y fomentar la relación comercial con los principales transportistas paneuropeos (e-retailers, redes de distribución B2B, etc.), DPDgroup ha establecido un equipo central de expertos para satisfacer las necesidades especiales del continente: el DPDgroup Global Account Team Europe. B. Crecimiento acelerado del mercado B2C Con un crecimiento anual de 16% en el sector del comercio electrónico europeo (ventas online B2C) 2, las entregas B2C representan una gran oportunidad comercial para DPDgroup. Hoy en día, el segmento B2C representa el 32% del valor total del mercado de paquetería urgente en Europa. Este mercado está creciendo rápidamente y pronto representará el 50% del total. El objetivo de GeoPost es seguir aumentando la cuota de mercado. En 2014, DPDgroup registró un aumento del 21% en sus volúmenes de B2C.
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