DHL Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of DHL analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the DHL marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by DHL.

Let us start the DHL Marketing Mix & Strategy:

DHL Product Strategy:

The product strategy and mix in DHL marketing strategy can be explained as follows:

DHL provides large variety of services through its five divisions. One of its divisions DHL Express is one of the largest air carrier in the world. DHL is a courier service basically for urgent and reliable transportation of documents. Services for rail, road, ocean and air are provided through DHL Global forwarding. Transport management, warehousing and value added services are provided through DHL Supply chain. Most of the E-Commerce business is heavily dependent upon DHL which provides its logistic services including delivery of light as well as heavy parcels. DHL also provides premium service of temperature controlled storage as well as cold storage for special products through its matured distribution network. This gives an insight on DHL marketing mix product strategy and service offerings.

Image: pixabay

DHL Price/Pricing Strategy:

Below is the pricing strategy in DHL marketing strategy:

DHL implements competitive pricing policy in its marketing mix strategy and sets very comparable prices with that of its competitors. Usually, the price of the DHL service demanded by the customers, varies in proportion with the distant of the destination. The customized DHL services are decided by means of premium pricing, i.e. these services are slightly expensive than other standard services provided by the company. DHL also engages itself in agreement with its corporate clients and small businesses in the market to provides its loyal customers with special discounted prices.

DHL Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read DHL SWOT Analysis, STP & Competitors

DHL Place & Distribution Strategy:

Following is the distribution strategy of DHL:

DHL has its its global presence in more than in more than 150 countries. With more than 850 terminals, offices and wear houses DHL express carries out its operations with a fleet of over 250 aircrafts. Supply chain division of the company also operates across 60 countries and has 1590 warehouses and offices. DHL has something called as Multi-User warehouse which caters to large number of companies and manufacturers. These multi-user warehouses are located strategically such that they are conveniently accessible especially in the industrial estates. DHL also provides facility of Multi-Story warehouse which has large number of floors connected by elevators.

This is established in the area wherein limited amount of floor area is available.

DHL Promotion & Advertising Strategy:

The promotional and advertising strategy in the DHL marketing strategy is as follows:

DHL promotes its services through television advertising along with newspapers, magazines as well as makes smart use of social media platforms such as facebook and twitter. To improve its visibility, DHL also sponsors for national and international events such as Formula 1, and world famous football clubs such as Manchester United. DHL also promotes itself through campaigns such as Go Green projecting its services which cause minimum harm to the environment reducing the carbon emissions. To gain popularity DHL also engages itself with various government organizations. It is also part of Make in India campaign by Govt of India.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of DHL.


DHL has links with more than 220 countries and engages more than 300,000 employees to provide reliable and fast service to its consumers. DHL also engages its employees in various training programs developing their communication skills and other skillsets. DHL is a people centric company focusing on its employees as well as its customers.

Physical Evidence:

DHL establishes its identity through its popular logo yellow in colour with DHL written over it red colour font. DHL also paints its logo over its delivery trucks, buildings and packaging materials. It also pays great deal of attention to brochures, website, business card etc.


DHL uses soft trans program to measure the time required for cargo handling. The information gathered is used to inform the customer about their freight. Questionnaires are used by the company to measure the customer satisfaction. Customer visits and sales reports are recorded through I-sell program. DHL also has special services for different industries depending on the industry. High cost is incurred to maintain the customer loyalty even in case of mistake committed by the customer. This summarizes the entire DHL marketing mix.

About DHL:

Found in 1969, DHL provides international express mail service. It is a division of Deutsche Post DHL which is a German logistics company and is the world’s largest logistics company with its operation on rail, road, water as well as in air. It also provides warehousing solutions from storage, packaging, repair mail deliveries and also customized logistics services. With over 45 years of experience in logistics, and business in more than 220 countries, it provides logistics solutions to almost every logistics need. DHL Express shares its brand with other business units such as DHL Supply chain and DHL Global forwarding. As a part of providing green solutions, DHL employs more than 18,000 mail carriers with bicycles every day. DHL also strives to provide smart and optimized green logistics solutions minimizing the emission of greenhouses gases in the environment. Their Go Green service has delivered hundreds of millions of items reducing more than 8,000 tonnes of carbon dioxide emission.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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