DHL 2005 Annual Report Download - page 30

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Delivering strategic success
We achieved further milestones in scal year 2005: you can read about the most impor-
tant acquisitions, products and services, partnerships and joint ventures as well as Group
initiatives on pages 28 and 29.
We have further harmonized our sales structures: since 2004, DHL has been serving more
than 100 major multinational customers with its Global Customer Solutions (GCS) sales
organization. is approach again proved to be extraordinarily successful in the year un-
der review: GCS was able to attract a substantial volume of new business and extend exist-
ing agreements. is also enabled the Group to achieve cross-selling potential running
into hundreds of millions of euros.
Our strength is our networks. ey allow us to provide air freight capacity throughout
the Group and to systematically utilize our own aircra. In 2005, we merged the EURO-
RAPID and EUROPLUS networks, thus enabling us to increase the eciency of our ser-
vices and at the same time cut costs. e new hub for our European express network will
commence operations at Leipzig/Halle Airport in 2008. We signed the master agreement
for this in the year under review.
Standardized branding
In 2005, we reinforced the positioning of DHL as a leading international provider of ex-
press and logistics services. In places where the brand is already known, we focused on
communicating product messages that were tailored to that particular market. In Ger-
many, for example, we targeted private customers with DHL’s rst nationwide “free-parcel
Friday”. On February 25, 2006, all customers had the opportunity to send a parcel any-
where within Germany free of charge. e nal tally showed that seven times more parcels
were sent on this day than on one of the days leading up to Christmas, the busiest time of
the year. In the United States, DHL sharpened its image with an advertising campaign on
the theme of customer service.
We are launching a new global brand campaign in the spring of 2006. e campaign will
be centered around DHL employees and will use actual examples to showcase our capa-
bilities and the specic benets we can oer our customers.
In 2005, we promoted the Deutsche Post brand with a campaign that bore the slogan
“Reaching people”. Our goal was to position ourselves as an expert partner for business
customers in the eld of dialog marketing.
STAR increases enterprise value
Our program for value creation and integration ended on December 31, 2005. We have
already fully completed around three-quarters of all projects, and believe that STAR has
been a major success: for more than three years, over 500 employees from various back-
grounds, business divisions and business cultures worked together to achieve a common
goal. As a result, the Group has become an international company. We have learned to
combine our wide range of skills and knowledge to benet our customers and sharehold-
ers. And we have kept the promise we made to the capital markets.
Annual Report 2005
26