Project : Business Strategy of Blue Dart

Multi-dimensional Business
Strategy of Blue Dart

Pragati Singh Exe-MBA (2008-10),SIBM Pune

 Project : Business Strategy of Blue Dart

Table of Contents

 Executive Summary

 Blue Dart Today

o Vision
o Facts
o Board of Directors
o Shareholding Pattern
o Services

 Blue Dart’s Achievements

 The glorious journey

 Growth

 Multi-dimensional Business Strategy

o Leadership
o Pioneer
o Product Differentiation
o Strategic alliances
o Returns to Society
o Competitive Advantage

Pragati Singh Exe-MBA (2008-10),SIBM Pune

 Project : Business Strategy of Blue Dart

 Looking Ahead

Executive Summary

Blue Dart is South Asia's premier courier, and integrated express

package Distribution Company with remarkable market leadership over
past 25 years. Blue Dart’s continued unabated market leadership is
attributed to its multi-dimensional business strategy, vast
infrastructure and quality operations.

Blue Dart has been pioneer since its inception till date. It introduced
many of the business operations practices in India that the nation
needed and was deprived of.

With a vision to establish continuing excellence in delivery capabilities

focused on the individual customer, Blue Dart has been offering unique
services to meet the specific requirements of different market
segments. High market sensitivity and quick cognitive response
attitude helps Blue Dart to maintain its position atop.

Blue Dart exhibits more of collaborative approach, reflected through its

unique features & services and its strategic alliances with domestic &
international regional players approach to increase its reach in
different geographies.

Apart from business, Blue Dart has also contributed to the society
through variety of channels. It has been pioneer in reaching out with
relief assistance to places hit by natural calamities in India and it has
responsibly shouldered the call by the national Government. It is also
actively engaged in youth empowerment.

Multi-faceted personality of this organisation has resulted in gaining

competitive edge over the market and has made it a preferred service
provider in the continent.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Blue Dart Today

Blue Dart is South Asia's premier courier, and integrated express
package Distribution Company. It has the most extensive domestic
network covering over 25,416 locations, and service more than 220
countries and territories worldwide through our Sales alliance with
DHL, the premier global brand name in express distribution services.

Vision
To establish continuing excellence in delivery capabilities focused on
the individual customer.

Facts
Began operations in November 1983
Headquartered at Mumbai, India

People Force Over 6,947

Domestic locations serviced Over 25,416 locations
International destinations serviced More than 220 countries and
territories worldwide through sales
alliance with DHL.
Air support 3 Boeing 737 and 4 Boeing 757 freighters
Ground support 5,408 vehicles
No. of computers Over 4,370

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Technology CosmatIITM, SMARTTM, ShopTrackTM,

PackTrackTM, MobileDartTM, TrackDartTM,
MailDartTM, InternetDart TM ShipDartTM,
ImageDartTM and Schedule a Pick-up.,
SENTOR, CARESS and SHIELD.
Revenue (Jan-Dec2009) Rs.9052 million

Board of Directors
 Sharad Upasani (Chairman)
 Anil Khanna (Managing Director, Blue Dart Express)
 Clyde Cooper (Director, Blue Dart Express)
 Suresh Sheth (Director, Blue Dart Express)
 Christopher Ong (Director, Vice President – Business Development,
Asia Pacific, Eastern Europe, Middle East & Africa, DHL)
 Malcolm Monteiro (Director, Sr. Vice President & Area Director,
South Asia, DHL)

Shareholding Pattern

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Shareholding percentage

Public, 18.9652

Promoter &
promoter group,
81.0348

Promoter & promoter group Public

6.4311
1.8323

5.2043

5.4975

81.0348

DHL Express (Singapore) Pte. LTD. Derive Trading Pvt. Ltd. along w ith PAC
SBI Mutual Fund under various schemes IDFC Premier Equity Fund
Others

Services

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

DOMESTIC
Domestic Priority 1030
 A guaranteed door-to-door time definite delivery of shipments by air
the next possible business day by 10:30 hours, targeted at time-
critical business-to-business needs.
 An Express time definite service with Money Back Guarantee*
(MBG) to the select pincodes in Chennai, Delhi, Ahmedabad,
Mumbai, Hyderabad, and Bangalore by 10:30 hrs on the next
possible business day.
 Pickup service is available from Chennai, Delhi, Ahmedabad,
Mumbai, Hyderabad, Bangalore, Kolkata, Navi Mumbai, Gurgaon,
Noida, Ghaziabad, Vadodara, Anand, Indore and Dewas.
 Domestic Priority 1030 is not available from all local origins, or to all
destinations.
 Real-time tracking

Domestic Priority
 It is the fastest, most reliable, door-to-door day-definite delivery
service within India and to Bangladesh, Nepal and Bhutan for
documents and small shipments under 32 kgs per package.
 Domestic Priority provides a 'Next Day' delivery service to most
locations in India.
 Delivery to over 14,965 locations in India
 Free pick-up from customer’s location
 Real-time Tracking through the internet
 Regulatory Clearances for all States in India taken care of by Blue
Dart DHL team of specialists, to resolve customer’s regulatory
requirements.
 Free Computerized Proof of Delivery: On demand, confirming the
date and time of delivery as well as the name of the person
receiving the consignment.

Dart Apex 1200

 A guaranteed door-to-door time-definite delivery of commercial
shipments by Air that require regulatory clearances and specialized

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

handling on the next possible business day by 12:00hrs, targeted at

time-critical business-to-business needs.
 It is an Express time definite service with Money Back Guarantee*
(MBG) to the select pincodes in Chennai, Delhi, Ahmedabad,
Mumbai, Hyderabad, and Bangalore by 12:00 hrs on the next
possible business day.
 Pickup service is available from Chennai, Delhi, Ahmedabad,
Mumbai, Hyderabad, Bangalore, Kolkata, Navi Mumbai, Gurgaon,
Noida, Ghaziabad, Vadodara, Anand, Indore and Dewas.
 Dart Apex 1200 is not available from all local origins, or to all
destinations.
 Real-time tracking through internet
Dart Apex
 Dart Apex is a door-to-door delivery service within India for
shipments weighing 10kgs. and above.
 Dart Apex offers an economical option of an Airport-to-Door service
from the major airports of Chennai, Bangalore, Mumbai, Delhi,
Kolkata, Hyderabad and Ahmedabad to all the Dart Apex locations
serviced.
 Dart Apex also offers you a further economical option of a Door-to-
Airport service.
 Wide Market Reach
 DOD (Demand Draft on Delivery): The invoice value of the shipment
booked by shipper will be collected from the consignee in the form
of a demand draft at the time of the delivery. The demand draft
collected from the consignee will be returned back to you to
complete the transaction.
 FOD (Freight on Delivery): The freight of the shipment will be
collected from the consignee at the time of delivery.
 FOV (Freight on Value) - Insurance Arrangement: Blue Dart Express
(BDE) can facilitate arrangements to insure your goods through an
insurance company. In an eventuality of the shipment being
damaged or lost while in BDE custody, BDE would assist you in the
claim process and ensure the claim is settled in the minimum

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

possible time after shipper/consignee handover required documents

to the insurance company.
 Single-window Clearance: Shipments are picked-up from your
location, transported to their destination, processed through the
regulatory channels and delivered to the consignee.
 Real-time Information: The status of the shipment at all stages of
transportation, can be tracked through advanced online tracking
system.
 Time-Definite Delivery
 Free Proof of Delivery on Demand
 Speed: Backed by our air network night operations focused on
carriage on freight, shipments are uplifted the same night for early
morning deliveries at major metros.
 Flexibility: Dart Apex offers options of Airport-to-Door and Door-to-
Airport delivery services, apart from a Door-to-Door service.
 Economical: Dart Apex offers a cost-effective logistics solution with
time-bound deliveries that provide cost-savings in warehousing and
inventory

Dart Surfaceline
 Dart Surfaceline is an economical, door-to-door, ground distribution
service to over 25,416 locations in India for shipments weighing 10
kgs and above.
 Time-bound Delivery: A fleet of vehicles run to pre-determined
schedules to provide committed delivery.
 DOD (Demand Draft on Delivery): The invoice value of the shipment
booked by shipper will be collected from the consignee in the form
of a demand draft at the time of the delivery. The demand draft
collected from the consignee will be returned back to you to
complete the transaction.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

 FOD (Freight on Delivery): The freight of the shipment will be

collected from the consignee at the time of delivery.
 FOV (Freight on Value) - Insurance Arrangement: Blue Dart Express
(BDE) can facilitate arrangements to insure your goods through an
insurance company. In an eventuality of the shipment being
damaged or lost while in BDE custody, BDE would assist you in the
claim process and ensure the claim is settled in the minimum
possible time after shipper/consignee handover required documents
to the insurance company.
 Real-time Information: The status of the shipment at all stages of
transportation, can be tracked through advanced online tracking
system.
 Regulatory Clearances: BDE team of specialists provides customer
with the clearance support required to ensure a smooth delivery.
 Customer can contact BDE to schedule a pick-up, and the shipment
will be picked-up, transported, cleared through regulatory channels
and delivered to the consignee, while customer are able to receive
updated information and proof of delivery on demand.
 Secure Shipments: All the destinations serviced by Dart Surfaceline
are supported by our own warehouses, manned by trained
professionals to ensure the safety and security of your shipments.
 Economical Tariff: All these benefits are available at charges that
support value-pricing.

Smart Box
 Smart Box - Air Express and Smart Box - Ground Express are
convenient, economic, packaging units priced to include a door-to-
door delivery service within India. The units come in 2 sizes, 10kgs
and 25 kgs, and are designed to accommodate a variety of
products.
 A wide market reach
 Speedy Delivery: Carriage of the Smart Box is supported by an
integrated air and surface network to provide the fastest, most
reliable delivery service for packages.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

 Customer can contact BDE to schedule a pick-up and supply of

Smart Box.
 Real-time Information: The status of the shipment can be tracked
through internet.
 Regulatory Clearances : For all States in India BDE team of
specialists takes care of regulatory requirements.
 Proof of Delivery
 Trouble Free Service: Smart Box provides you packaging, a door-to-
door, trouble-free delivery service and real-time information on the
status of your shipment.

Regional Services
 Blue Dart offers the fastest, most reliable, door-to-door express
deliveries for your documents and packages to countries in the
SAARC region through Regional Priority.
 Regional Priority: Documents (RPDX): The most dependable and
secure delivery for non-dutiable, critical and important shipments
such as legal documents and tenders. The Blue Dart Envelope
provides secure and attractive packaging for your documents,
brochures and reports upto 500gms.
 Regional Priority: Non-Documents (RPDT): Fast reliable and safe
door deliveries for samples and non-commerical shipments.
Currently available between India and Nepal only.

Airpot-to-airport
 The airport-to-airport service is an air freight service available on
the flights operated by Blue Dart Aviation between the airports of
Kolkata, Delhi, Mumbai, Bangalore, Chennai, Hyderabad and
Ahmedabad.
 No Cooling-Period: All the Blue Dart Aviation warehouses are
equipped with X-ray machines, which eliminate the necessity of the
mandatory 24 hour cooling-period required for security reasons for
all air freight transported within India.
 Late Night Cut-off & Early Morning Deliveries: With Blue Dart
Aviation's night operations, shipments manufactured during the day

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

can connect the night flights and be delivered at destination the

next morning.
 Capacity: Blue Dart Aviation is the only cargo operator
with scheduled B757-200 and B737-200 freighter services within
India and can offer a larger capacity than other domestic airline.

INTERNATIONAL
Express Document (DOX)
DHL Express document is the fastest, trustworthy and most secure way
to deliver non-dutiable shipments such as banking and legal
documents, reports, proposals, tenders, etc. Its features are
o Priority financial industry services.
o State of the art information systems.
o Specialised fast handling facilities.
o 90% of international banks' first choice.
o Door to door one company control.
o World class packaging.

Worldwide Package Express (WPX)

DHL Express Package is the fastest most secure way to deliver a
dutiable international shipment. For commercial shipments like
electrical goods and components, garments, manufactured items &
non-commerial shipments. Its features are
o Door to door service.
o Simple documentation.
o Packaging range.
o Fastest for international expresss packages.
o State of the art information systems.
o Global customs clearance leader.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

o Global market leader for international express

packages.

The Jumbo Box & Jumbo Junior Box

DHL Jumbo Box and Jumbo Junior are the original market innovations
for value priced, flat fee international express. All the benefits of the
Worldwide Package Express plus. They offer low flat fees for shipments
up to 10kg and 25kg and convenient uniquely designed packaging to
all destinations worldwide. Its features are
o Unique easy to assemble boxes.
o Step by step customs declarations.
o Full DHL express door to door service.
o Low flat fee for each kilo over flat fee limit.
o Strong packaging and simple documentation.

The Import Express

Available from more than 214 countries, Import Express offers you
total control of your collections worldwide through a single partner with
proven customs expertise. Its features are
o Choose the time of delivery and rely on the largest
international express network
o A single account number gives you global reach and
simplifies budgeting and cost control.
o More in-house customs expertise than anyone else in
the industry means one contact for all your export and import
needs.
o Up-front pricing for door-to-door delivery means no
hidden costs or surprises.
o One invoice in your home currency helps avoid
currency fluctuation and makes it easier to allocate costs to a
customer or department.
o Rely on total visibility of your shipments - no matter
where they originate or arrive.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

o Total shipment visibility with access to tracking and

delivery details from virtually anywhere - via the Internet, WAP,
SMS or phone.

The Road Express - Trade Lane to Bangladesh

Road Express is our highly reliable road delivery service. With vast on-
ground expertise and infrastructure in the SAARC nations, we assure
safe, on-time delivery of your shipments.
o From full track and trace capabilities to one door-to-
door price, our Road Express gives and your customers a
distinct competitive edge. Full track and trace capabilities so
you can keep an eye on your shipments at all times.
o Coverage under DHL & Blue Dart standard terms and
conditions means we take responsibility for your shipments by
providing liability from pick-up to delivery.
o High quality, air-ride suspension trucks and other
safety features help protect your cargo against damage and
have them delivered safely.
o Access to our Customer Service Help lines.

Express Pallet
The DHL Express Pallet is a convenient, flexible yet economical way to
send goods internationally. It's a special wood-free palletized
packaging, which can be 'built' to accommodate shipment as small as
50kg or as large as 100kg plus.
o Strong and durable packaging for total safety .
o Weather-resistant material to prevent water
damage .
o Packaging range.
o Fastest for international expresss packages.
o Shrink-wrapped for better protection.
o Pallet supports the weight of the shipment and
provides easier handling.
o Stay in control of your shipment anytime, anywhere
with our tracking facility.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Economy Select International

It is more reliable service for all your shipments - from one company.
With day-definite precision for door-to-door shipments (over 10 kg), it's
more convenient than standard freight forwarding services and takes
only 2-3 days longer than our express services.
o Reliability and convenience from pickup to delivery.
o Better cost management and no hidden transport
costs with door-to-door pricing.
o Simplify administration and paperwork.
o If your shipment requires customs clearance, you can
relax knowing that DHL Express has more in-house customs
experience than any other company - we'll take care of every
detail. .
o Full end-to-end checkpoint visibility.
o Covered by DHL Express standard liability.

University Express
University Express is an exclusive air express service designed to
deliver student applications to universities abroad in the most reliable,
fast and secure way.

With University Express, applicants gain of DHL's premium express

services at a discount of more than 50% with special service features.
Applicants also enjoy unique student-specific benefits and value of
rewards. So, the more you ship, the more you gain.
o Free home Pick-up .
o Multiple shipment tracking options.
o DHL - International Student Identity Card (ISIC).
o Customer Service Helpline
o Rewards for sending applications abroad.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Blue Dart’s Achievements

Awards
 Jamnalal Bajaj Fair Business Practices Award – 2010 )in the category
of Service Enterprises -Medium)
 IMM Eminent Organization Award for Excellence 2010 - at the 37th
World Marketing Congress
 Organization with Innovative HR Practices' at the World HRD
Congress Meet. 'Organization with Innovative Retention Strategy
2009-10' at the World HRD Congress Meet.'
 Managing Director Anil Khanna wins CEO with HR Orientation Award
at the World HRD Congress Meet.
 Customer & Brand Loyalty Award in the Logistics Sector
 'Consumer Superbrand' 2009 (status 5th year in a row)
 ‘The CMO Council Best CMO of the Year Award' 2009 in the Supply
Chain & Logistics Category to Ketan Kulkarni
 "Outstanding Entrepreneur Award" 2009 to Anil Khanna
 Brand Leadership Award' 2009 in the 'Organization' category
 'Best Express Provider of the year' 2009 status in the domestic
category
 Gold in Reader's Digest Trusted Brand 2009 Awards in
'Airfreight/Courier Service' category
 "Leader in Prestige and Quality 2008"
 amongst the top 200 "Best Under Billion" companies by Forbes Asia
2008
 Effective Retail Through Effective Supply Chain Logistics
Award 2008
 "Cargo operator of the year (Cargo Airline)" 2007
 ICAI awards for Excellence in Financial Reporting amongst entries
received under the 'Service Sector' Category 2007
 'Brand Excellence & Leadership' award 2003

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

 'Consumer Superbrand' 2003

 Mumbai Ladies Win Blue Dart Best Administrative Practice Award
2003
 Award for Best Airline Ramp Operations 2002 from HAL

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

The Glorious Journey

Mile stones
1983: Khushroo Dubash, Clyde Cooper, and Tushar Jani establish
Blue Dart Courier Services with a capital base of Rs: 30,000. They
forge ties with Gelco Express International U.K., and introduce India's
first international air package express service.

1984: Blue Dart Courier Services becomes a Global Service

Participant of FedEx with the acquisition of Gelco Express
International by FedEx. Blue Dart Courier Services is the first carrier
in India to provide domestic and international on-board couriers, a
hub-and-spoke system and a 10.30 a.m. delivery service.

1988: Blue Dart Courier Services establishes real-time, on-line

tracking for all international shipments through COSMOS, the FedEx
track and trace system.

1991: Blue Dart Express is registered as a private limited company,

and introduces its economical logistics service option, Dart
Surfaceline. It indigenously develops its domestic tracking system,
COSMAT-ITM.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

1992: Blue Dart Express Pvt. Ltd. connects its in-house domestic E-
mail network, and sets up its employee satisfaction programme -
Survey Feedback Action (SFA).

1994: Blue Dart Express Ltd. goes public with an equity offer of 2.55
million shares, at a premium of 14 times, worth Rs: 382.5 million.
Blue Dart Express Ltd. launches Dart Apex (Domestic Air Package
Express), a multi-modal, premium package delivery service, and
COSMAT-IITM, an advanced system which includes track and trace.
Blue Dart Aviation is registered as a public limited company and
becomes the first private company to receive government permission
for operation of cargo aircraft in India.

1995: Blue Dart Aviation acquires 2 Boeing 737-200 freighters and

receives ATO permission. Blue Dart Express Ltd. develops its SMART
(Space Management Allocation Reservations and Tracking) system
for its aircraft, the first cargo management system in the country.
Blue Dart Express Ltd. is awarded the "Global Service Participant
Sales Award" by FedEx for outstanding sales performance.

Blue Dart, Calcutta is proud to have the office inaugurated by Mother

Theresa of the Missionaries of Charity, and Nobel Peace Prize
Laureate.
1996: Blue Dart Aviation launches India's first jet express airline.
Blue Dart Express Ltd's turnover crosses the Rs: 1 billion mark, as it
expands its domestic network by entering into strategic alliances in
North, South and West India. Blue Dart Express Ltd. is the first
express company in India to receive an ISO 9001 certification, and
post its website on the internet. Blue Dart Express Ltd., FedEx and
the Heart-to-Heart Foundation, U.S.A., co-operate in bringing the
world's largest airlift of charity to Kolkata.

1997: Blue Dart Express Ltd. signs agreements with leading

international airlines for distribution of bonded cargo within its

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

network. Blue Dart Aviation launches its domestic charter operations.

1998: Blue Dart Aviation develops India's first Load and Trim
software for its B737F flights. Blue Dart Express Ltd. launches
SMARTBOX, its economical, packaged door-to-door product, and
extends its delivery to over 1000 locations.

1999: Blue Dart Express Ltd. moves to its state-of-the-art

Administrative, Technology and Operations Superhub, the Blue Dart
Centre, at Mumbai. At close proximity to both the international and
domestic airports, encircled by four five-star hotels, and equipped
with the latest technology, the Superhub has improved efficiency and
increased load-handling capacity multifold. Blue Dart Express Ltd.
Launches Power Dart 2000+, a software that provides customers free
connectivity to its database, enabling customers to track and retrieve
all information related to their shipments.

2000: Blue Dart Aviation acquires its 3rd aircraft on lease. The
aircraft is scheduled for operations on the Bangalore-Delhi-Bangalore
sector. Blue Dart Express Ltd. also revamps its website replacing it
with an interactive website to support e-trade and commerce and
facilitate customer interface on the net.

2001: Blue Dart launches its 3rd aircraft operations on the

Bangalore-Delhi-Bangalore sector. The Civil Aviation Ministry
requisitions Blue Dart aircrafts for relief operations into earthquake-
battered Bhuj in Gujarat. Technology tools and customer software -
MobileDart, On-Line Pick Up and ShipDart - are developed in-house
and launched. Blue Dart declares 1:1 bonus shares. Blue Dart,
Kolkata moves into heritage building, Kanak, its new premises
inaugurated by Sr. Nirmala of the Missionaries of Charity.

2002: Blue Dart is re-certified as one of a handful of Indian

companies to the new global ISO 9001 - 2000 standards for "Design,
management and operations of countrywide express transportation

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

and distribution service within the Indian Subcontinent and to

international destinations serviced through multinational express
companies". Blue Dart ends its contract with Federal Express and
signs a path-breaking Sales Alliance with the World's No. 1
international air express company, DHL Worldwide Express. Blue Dart
crosses 100,000 shipments per day.

2003: 2003 - Blue Dart acquires its fourth Boeing 737 freighter. With
a thrust on strengthening infrastructure, Blue Dart establishes twelve
of its own offices in the South, delivering to an additional 198
locations, expands its hub at Bhiwandi and sets up a bonded
warehouse in Mumbai. The company is selected a Superbrand from
over 700 brands across 98 categories by a jury of eminent marketing
and advertising professionals. The company celebrates its 20 years of
service to the nation on 19th November 2003

2004: Blue Dart inducts its 4th aircraft into operation on 17th May
2004, connecting Hyderabad as its 6th Aviation Hub. Blue Dart also
extends its brand into Sri Lanka through a Regional Service Alliance
with Foster Agencies Pvt. Ltd., Member of the Hayleys Group, one of
Sri Lanka's largest diversified multinationals. The Alliance will enable
customers to use Blue Dart services between 400 locations in Sri
Lanka and over 13,700 locations in India. Blue Dart acquires its fifth
Boeing 737 freighter.

2005: DHL Express (Singapore) Pte. Ltd. completes the acquisition of

81.03% of the equity capital of Blue Dart Express Limited. Blue Dart
continues to operate as an independent brand and provides a
complete spectrum of domestic and international express services
through synergies with DHL.

2006: Blue Dart launches its unique SMS based Mobile Tracking
Service. A decade after its launch of India's first domestic express
airline, Blue Dart introduces the first Boeing 757 freighters in the
Indian skies on the 1st June 2006 with 2 of these aircraft connecting

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

the 5 major metros of Delhi, Mumbai, Chennai, Bangalore and

Kolkata. A second flight is launched from Hyderabad and Ahmedabad
is the 7th airport connected to Blue Dart's network.

2007: Blue Dart launches it’s fortified Ground Express Service – Dart
Surfaceline with time bound deliveries and features like DOD
(Demand Draft on Delivery), FOD (Freight on Delivery)
and FOV (Freight on Value) - Insurance Arrangement. Blue Dart
inducts 3rd Boeing B757 freighters.

2008: 25th year of operations in India

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Growth
Growth
Total Income-Operating profit (1996-2009)

1000

900

800

700
Rs. in Crores

600

500

400

300

200

100

0
2009 2007 2005 2003- 2001- 1999- 1997-
04 02 2000 98

Year

Total Income Operating Profit

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Total Income-Gross Profit (1996-2009)

1000

900

800

700
Rs. in Crores

600

500

400

300

200

100

0
2009 2007 2005 2003- 2001- 1999- 1997-
04 02 2000 98

Year

Total Income Gross Profit

Operating Profit-Gross Profit (1996-2009)

160

140

120

100
Rs in Crores

80

60

40

20

0
2009 2008 2007 2006 2005 2004- 2003- 2002- 2001- 2000- 1999- 1998- 1997- 1996-
05 04 03 02 01 2000 99 98 97

Year

Operating Profit Gross Profit

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Book Value (1996-2009)

200

180

160

140

120
in Rs.

100

80

60

40

20

0
2009 2008 2007 2006 2005 2004- 2003- 2002- 2001- 2000- 1999- 1998- 1997- 1996-
05 04 03 02 01 2000 99 98 97

Year

Book Value (Rs.)

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Multi-dimensional Business
Strategy
Leadership:
o Blue Dart Aviation operates the only domestic express
airline in India to offer the most superior quality of service in
the country
o Operations are supported by an in-house ground-handling
and maintenance capability, bonded warehouses at all the on-
line stations, and company-owned cargo handling assets.
o Geographic reach : Operates through 25,416 locations in
India & in 220 countries
o Operations supported by 3 Boeing 737 and 4 Boeing 757
freighters supported by 5,408 vehicles, several warehouses,
4370 computers

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Pioneer:
o Blue Dart was the introducer of international air package
express services in India (1983).
o It introduced the Hub-and-spoke system and a 10.30 a.m.
delivery service in India for domestic (1984).
o Blue Dart Aviation was the first private company to receive
government permission for operation of cargo aircraft in India
(1994).
o Developer of the first cargo management system in the
country, SMART. Blue Dart Aviation acquires 2 Boeing 737-200
freighters and receives ATO permission (1995).
o It was the first express company in India to receive an ISO
9001 certification, and post its website on the internet (1996).
o Pioneered concept of Franchisee Collection Centers (FCC's)
as well as the Regional Service Participants (RSP's). Blue Dart
Aviation develops India's first Load and Trim software for its
B737F flights (1998).
o Blue Dart ends its contract with Federal Express and signs
a path-breaking Sales Alliance with the World's No. 1
international air express company, DHL Worldwide Express
(2002).
o Blue Dart introduces the first Boeing 757 freighters in the
India (2006)

Product differentiation:
o Committed door-to-door time-definite delivery of
shipments with Money Back Guarantee for selected locations in
India (Domestic 1030 & Dart Apex 1200).
o Demand Draft & Freight on Delivery, Freight on Value,
o Assistance for regulatory clearances,

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

o Convenient pick-up from customer’s location at customer

decided schedule
o Real-time tracking of shipments & proof of delivery
o Speedy & secured delivery
o Customizable packaging units for heavy international
freights
o Discount of more than 50% for student applications to
universities abroad and the Prepaid Coupons facility valid /
redeemable across the largest network of combined Blue Dart -
DHL Retail outlets across the country.
o Value added service - Duties and Taxes Paid (DTP) for
exporters to manage their shipping requirements in a seamless
manner. Through this service, the DHL entity overseas clears
the shipment at customs, by paying the requisite / applicable
customs duty as per the customs laws in force in the
destination country and deliver the said shipments to the
Consignee as stated in the airway-bill. DTP amount is recovered
from the Consignor/Shipper later.

 Strategic alliances:
o Establishment with one of the world leaders, Gelco Express
International U.K. (1983)
o Global Service Participant of FedEx (1984)
o Strategic alliance with regional players in India.
o Interline agreement with South African Airways (20th
interline alliance for Blue Dart) for shipments to and from Indian
locations through Blue Dart's infrastructure of bonded
warehouses and freighters (2002).
o With World's No. 1 international air express company, DHL
Worldwide Express (2002).
o SriLankan Airlines ink Interline Agreement to send
shipments to Sri Lanka and tranship the Sri Lankan hub to
Europe and Asian destinations conveniently, from any of the
five major Indian metros (2003).

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

 Returns to Society:
o Blue Dart Contributes to Cyclone Affected People in Orissa
(1999): Two containerised vehicles carrying relief material
(Weighing 8-tonnes) contributed by over 3,400 Blue Dart
employees from all India for the cyclone affected people in
Orissa.

Blue Dart also carried relief material on behalf of International

Aid Organisations from Delhi to Kolkata by its own freighter
aircraft and Kolkata to Bhubaneshwar in its own containerised
vehicles.

o Blue Dart Charter Flights To Flood-Hit Gauhati (2000): Blue

Dart operated special charter flights to Gauhati to deliver
consumer goods to the flood-hit region, undertaken on behalf of
ITC and HLL.

o Blue Dart Flies Into Earthquake-Battered Bhuj (2001): Blue

Dart Aviation was contacted by the Government of India
through the offices of Mr A H Jung, Secretary, Ministry of Civil
Aviation, and Mr H S Khola, Director General of Civil Aviation, to
support relief operations into Bhuj. Blue Dart Aviation
contributed its aircraft, personnel, equipment, communications
and other handling services, lending its mite to the aid of the
survivors of last Friday's disastrous earthquake. At the request
of the Indian Air Force, one aircraft had been positioned at
Delhi as stand by to carry out any additional relief operations
required by the Government of India during the day.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

o Blue Edge - Empowering Lives, is an initiative by Blue Dart

and the NGO Oasis India meant to support, educate and train
underprivileged youth.

Competitive Advantages
 People force: Committed, diverse and over 6,947 strong are our
most valued asset. Blue Dart accredits all its achievements to its
team that believes in themselves and their company, a team with a
winning attitude. We are a learning organization. Blue Dart values
self-development, and most of its managers are homegrown.

 Vast and unparalleled Domestic Network: Linked by some of the

most advanced communications systems and positioned to offer a
consistent, premium, standardized quality of service.

 Air Network: The only one of its kind in the country today that is
focused on carriage of packages as its prime business, rather than
as a by-product of a passenger airline. A dedicated aviation system
to support Blue Dart's services is self-sustaining, with its own
bonded warehouses, ground handling and maintenance capability.

 A spectrum of services to provide customized solutions: Blue Dart is

the only express carrier in the country today which offers an entire
range of services that extend from a document to a charter-load of

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

shipments. Its services are relentlessly monitored to deliver a net

service level of 99.96%.

 Customs and Regulatory expertise: Blue Dart has a dedicated team

of specialists who provide the expertise for customs as well as
regulatory clearances at all States within the country, to support
seamless service to the customer.

 Technology: Designed to enhance the reliability of our operations

and process efficiency, and add value to the customer through time
and cost savings.

 Financial credibility: Fitch Ratings India Pvt. Ltd. has assigned the
highest "F1+(ind)" [F one plus (ind)] rating for its short term debt
programme of Rs. 30 crores.

Further, ICRA Ltd. has also assigned the highest "A1+" (pronounced
A one plus) Rating for Blue Dart’s Commercial Paper Programme of
Rs. 25 crores.

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Looking Ahead
Future Plans

Vision : "To be the best and set the pace in the express air and
integrated transportation and distribution industry, with a business
and human conscience.

Blue Dart is committed to develop, reward and recognise its people

who, through high quality and professional service, and use of
sophisticated technology, will meet and exceed customer and
stakeholder expectations profitably."

Pragati Singh Exe-MBA (2008-10),SIBM Pune

Project : Business Strategy of Blue Dart

Focus on its core domestic products to expand its market share and
consolidate its unique and premium position in the Indian
market. Blue Dart would also leverage its vast customer base for
global distribution through its alliance with DHL. Blue Dart plans to
leverage its established infrastructure to continue adding value and
customised solutions to the changing and evolving demands of the
customer. It would also provide global logistics customers with access
to its quality domestic and regional distribution. Blue Dart’s domestic
network will continue to differentiate itself in all areas of its core
competencies - supply chain management, logistics and Ecommerce.

Position Blue Dart as the preferred, seamless link to a country

projected to be an economic superpower of the 21st Century.
Through its technology development, premium services, quality
network and strategic alliances, Blue Dart plans to carve a leadership
position for itself in the industry as India's and the region's link to the
world.

Continue to deliver value to our stakeholders through its People

Philosophy and Corporate Governance based on distinctive Customer
Service, Business Ethics and Accountability, and Profitability.

Reference :
www.bluedart.com

Pragati Singh Exe-MBA (2008-10),SIBM Pune