Extensive Marketing Strategy of Blue Dart Express – With Detailed Explanation

Updated on: Jun 20, 2022
Marketing Strategy of Blue Dart Express - Featured Image

  Hey there!

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In the previous blog, we learned about the detailed SWOT analysis of Blue Dart Express. In this blog, we will elaborate on the marketing strategy of blue dart express – India’s leading courier delivery services provider.

The objective is to help you gain insights into the blue dart express marketing strategy and how they have transformed into South Asia’s premier express air and integrated transportation & distribution company.

As you see, Online Marketing is part of every company’s backbone. As users across the world go digital, If you are interested in learning new-age digital marketing, then you should check out IIDE  Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will learn the whole marketing strategy of Blue dart Express by the end of this blog. Before plunging into it, let’s begin with the company’s story, target audience and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About – Blue Dart Express 

Blue Dart Express was established by Akhlaque, Khushroo Dubash and Clyde Cooper in November 1983. It has its headquarters in Mumbai and It has Warehouses at 85 locations across the country as well as bonded warehouses at the 7 major metros of Ahmedabad, Bangalore, Chennai, Delhi, and Mumbai, Kolkata and Hyderabad. 

Blue Dart accesses the biggest and most comprehensive express and logistics network worldwide, covering over 220 countries and territories and offers an entire spectrum of distribution services including air express, shipment forwarding, supply chain solutions and customs clearance.

In the starting period, Blue Dart had a business agreement with Gelco Express International UK, for the operations of international air package express services from India.

Blue Dart had a business alliance with DHL Express in 2002  and  DHL Express invested €120 million in it on 8 November 2004, and since then has been a major shareholder in the company.

In 2010, it started with the ′cash on delivery (COD)′ option to its customers for its courier services. 

They are recognised as the ‘India’s Best Companies to Work For’ by The Great Place to Work Institute. They are awarded as the Top 25 Best Employers in India 2016 by AON Hewitt, voted as a Superbrand, listed as one of Fortune 500’s India’s Largest Corporations and awarded for Forbes India’s Super 50 Companies and voted Reader’s Digest Most Trusted Brand to name a few.

The company’s revenue from operations during October-December 2021 grew 21 per cent to Rs 1,254 crore, compared with Rs 1,037.10 crore in the year-ago period, according to the statement.

Quick Stats on Blue Dart Express
CEO Balfour Manuel
CMO Ketan Kulkarni
Area Served India, South Asia
Industry Distribution, Transportation, Logistics and Storage Company
Market Share/ Revenue 38% of the domestic market share
Vision Their vision is to establish continuing excellence in delivery capabilities focused on the individual customer.
Tagline “It’s Blue Dart Country”


Marketing Strategy of Blue Dart Express 

Let’s learn about the marketing strategy of blue dart express! And how blue dart express carries the marketing campaign etc.

Segmentation, Targeting, and Positioning

Blue dart divides its market based on different locations. It has different marketing strategies for different regions within the same country. They have taken up 48% of the market share of air express. 

Different targeting strategy is used by blue dart express for targeting different segments. One of the strategies used by blue dart express is the BCG matrix where Its business segments such as transportation along with logistics are stars in the BCG matrix while the E-business solutions business is a question mark in the BCG matrix.

Blue dart has placed itself as South Asia’s premier courier and integrated air express package Distribution Company. They use value-based and user benefit-based positioning strategies.

Marketing Campaigns

Marketing Strategy of Blue Dart Express - TVC Campaign 1

Source – Youtube

Marketing Strategy of Blue Dart Express - TVC Campaign 2

Source – Youtube

Marketing Strategy of Blue Dart Express - TVC Campaignn3

Blue dart express launched a campaign #WEMOVESOYOURWORLDCANMOVE which came out in 2020 with a multimedia approach across traditional and digital mediums. The campaign consists of three TVCs. The films show situations where proceedings are on pause until Blue Dart arrives. The three films are based in a hospital, office and home respectively.  

Their objective was to provide a clear and straightforward message “if it’s important, Bluedart it” to bring forward their communication and offer strongly. The ad was single-minded with focused and clear messaging which helped achieve the goal.

For them, reliability and consistency were the two main pillars. They wanted to communicate these two as their value propositions and also convert Blue Dart into a ‘verb’ over some time with the caption #BlueDartIt. They have successfully been able to do both through this campaign. Their customers and followers have applauded them for a well-executed campaign which makes a straightforward point.

The campaign went live in October 2020 and in just 2.5 months, they have had over 5.7 million views for the films on YouTube.

Marketing Strategy of Blue dart express - poster of an offer by blue dart 

Another ad camping was about the two exciting offers announced head of the end-of-the-year festivities – ‘Merry Express’ and ‘Assured Gift’ offer which was launched in 2022 Highlighting the warmth of the Christmas festivals along with the joy of the New Year, The Merry Express Offer, can be availed from December 20th, 2021 until January 15th, 2022. The offer includes an exceptional discount of 40% on all gift shipments including, but not limited to, festive sweets, gifts and apparel weighing between 10kgs to 20kgs.

This offer will be applicable on Non-Doc Shipments for Domestic Priority and International shipments. They aimed to enhance customer experience and to spread the joy and warmth that is associated with the festivities. They were successfully able to accomplish their goal and target through this discount offer. 

Marketing Strategy of Blue dart express - poster of a Diwali offer by blue dart 

Another ad campaign done by Blue Dart Express was about the Diwali offer where customers can avail of the service at a discount rate and send gift hampers, sweet apparel and many more things to their close ones at over 35,000 locations within India and 220 countries across the world.

This ‘Diwali Express’ was launched in 2021 and is valid from October 11th 2021 to November 06th 2021. This offer consists of a  discounted rate of 40% that can be availed on all Diwali Gift shipments, both domestic and international; providing customers with a one-stop solution for all their logistics needs. While the Domestic Offer will be applicable on Domestic DP shipments weighing between 2kgs to 10kgs, the International Offer will apply on International Non-Doc and TDI 12 Non-Doc shipments weight between 2kgs to 10kgs, 15kgs & 20kgs.   

Their goal was to keep the customer happy and to bring the customer closer to their loved ones whether it takes them the extra mile to bring this. They were successfully able to accomplish their goal and target through this discount offer. 

Social Media Marketing 

Blue dart is fully active on Twitter and LinkedIn. On Twitter, they have 18.2k followers and they have 1000 posts approx. 

On LinkedIn, they have 139207 followers. Blue dart has 57,089 followers on Facebook and they do constantly reply back on the comments that show that they are good at managing their social media accounts and customers. 

Blue Dart is not very active on Instagram, it just has 933 followers and 178 posts which are related to offers, webinars, programmes, employee messages and many more such things.

SEO Strategies

Marketing Strategy of Blue dart express - SEO

According to SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. Now as you see Blue Dart Express has 90,105 pretty amazing keywords. 

This means that blue dart has gained the market share and the organic traffic driven by blue dart is more than 600,000 which is outstanding. Blue dart has more than 500,000 blacklines which completely shows that blue dart has gained a very good hand on the SEO strategies. 

Influencer Marketing

As blue dart is a logistics company it doesn’t need any influencer marketing. Influencer marketing is very costly so for blue dart, there is no need to waste money on it as It is already one of the leading courier companies that don’t need any face now. 

Ecommerce Strategies

Talking about Blue dart’s e-commerce strategies it has a website from where you can keep track of your courier.

It helps provide a basic tracking solution that will enable Blue Dart’s customers to track their shipments online through single or multiple waybills. It helps customers check the status of their shipments using a waybill number or a reference number. A mail-based solution will allow the customers to query the status of their shipments using e-mail.

Mobile Apps

Marketing Strategy of Blue dart express - Mobile APp

My Blue Dart App offers a one-stop solution for all your logistics requirements. Their new My Blue Dart App let you track your shipments through TrackDart and manage your deliveries all in one place. You can use the app to locate the nearest Blue Dart store and check serviceability through the Location Finder. 

You can get shipment cost estimates and details of products offered through Transit Time Finder – right on your smartphone. You can use the Advanced GPS location services and the camera barcode scanning for easy tracking.

Content Marketing Strategies

Blue dart express has a youtube channel where they post about the ad campaigns, employee reviews, awareness videos, special occasion-related content, vision, and more things. They are not much active on social media like Instagram and Facebook but they have a press release after every event they talk about ad campaigns they have made.  

This ends our elaborative marketing strategy of Blue Dart Express. Let us conclude our learning below from the marketing strategy of Blue Dart Express.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in Blue Dart Express Marketing? 

In the marketing strategy of blue dart express, we saw that blue is ruling the world of courier services. It is one of the leading distribution and transportation companies. Blue Dart has core competencies in logistics supply chain management and e-commerce business.

They have built themself as a strong customer-centric by investing in innovation and technology so that they can offer better services. They are a little lagging in managing their social media account. 

As you know that social media has taken up the whole market as everyone on this planet uses one of the social media platforms so to grab more and more customers every business and company should know how to run social media marketing.

The scope of digital marketing in today’s world is immense, and every other business nowadays requires a digital marketing team. The growing opportunities in the sector have attracted many young people to join the industry and build fruitful careers for themselves. To upskill your digital marketing game, we recommend you join IIDE’s Digital Marketing Course, which is of only four months at an affordable fee structure.

We hope this blog on the marketing strategy of Blue Dart Express has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Blue Dart Express, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Blue Dart Express, and do share your thoughts on this case study of the marketing strategy of Blue Dart Express in the comments section below.

Share post via

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts