DHL 1998 Annual Report Download - page 34

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Growth through innovative products and services
Making letter-writing more attractive for our private customers
Our new product ideas not only give private customers new impetus for
writing letters, they make it easier too. The fun and convenience products
that we have positioned in the German market showcase the letter as an
attractive means of personal communication. Our Plusbrief for example –
an envelope with an integrated stamp – makes it easier than ever to mail a
letter. Set up for children and young people between the ages of nine and
19, our LetterNet club matches up pen pals both in Germany and other
countries. It already counts more than 200,000 members.
Our promotional postcards with their creative designs and messages have
been expanded to include StudyCards which we launched at 33 universities
last year. StudyCards encourage the spontaneous use of postcards to send
greetings to friends and challenge the sender to be creative.
Innovation and solutions for our business customers
Deutsche Post offers its business customers products and services that
have been optimized to meet target group needs and feature customized
solutions.
For the advertising market, we’ve created a new range of partially ad-
dressed advertising products in the medium price range. Following a
successful market test, our new “Postwurf Spezial” partially addressed
mail product was launched on nationwide basis in 1998 with an extended
range of allowable sizes and expanded weight classes. Sales reached nearly
170 million units during its first year on the market.
In addition to cost advantages,our new Postwurf rate schedule which went
into effect in April 1998 offers customers considerably more options in the
lowest weight class. As a result, sales rose by nearly 30 per cent over the
previous year.
30
Full service for
customized
direct marketing
solutions
divisionLETTER SERVICES