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Executive Summary Competitive Analysis Number of clips and percentage by company

Latin America and the Caribbean Media Analysis November 2006 Rossana Corniel, Manager of PR & Sponsorships DHL Express International Americas Phone: (954) 626-4344. Table of Content. Executive Summary Competitive Analysis Number of clips and percentage by company

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Executive Summary Competitive Analysis Number of clips and percentage by company

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  1. Latin America and the CaribbeanMedia AnalysisNovember 2006Rossana Corniel, Manager of PR & SponsorshipsDHL Express International Americas Phone: (954) 626-4344

  2. Table of Content • Executive Summary • Competitive Analysis • Number of clips and percentage by company • Number of clips by company and region • Circulation and percentage by company • Circulation by company and region • Circulation by media type • DHL Media Analysis • Number of clips and percentage by region • Number of clips by tone • Circulation by tone • Number of clips by media type • Circulation by media type • Highlights of the month • Summary of clips by country

  3. Executive Summary • DHL had 179 clips in November (up 22 from prior month), situated below Fedex, which had 320 (up 155 from previous month). UPS had 78 clips and TNT had only 19 in the past month. • Fedex’s higher rate of coverage in November is primarily due to news about the cancellation of the purchase of 10 Airbus airplanes and the acquisition of 15 Boeing airplanes instead. • Although Fedex had more clips, DHL led significantly with 53% of share of voice through targeted outreach. DHL clips appeared in key industry media with high circulation numbers, such as NBC online network news, Yahoo! Telemundo, Latin Business Chronicle, Estrategia y Negocios, Revista Expansion, etc. • Circulation rankings positioned DHL in first place with 22,182,712 (53%) - followed by Fedex with 14,416,088 (35%). The pan-regional area (17,420,077) had the highest circulation for DHL. • Fedex had the highest media reach in SOCO with 5,175,517 • The region with less media reach for DHL and its competitors was the Caribbean. • The largest quantity of DHL clips was found in the SOCO region at 57 clips, where Fedex had 84 clips. • DHL had an online media reach of 17,176,953 followed by Fedex with 2,361,753. Newspapers came in second, in which Fedex took the lead with 11,163,285. DHL obtained 4,578,059 of circulation in newspapers.

  4. Executive Summary DHL Media Analysis • A further analysis of DHL’s 179 clips; the largest number of clips were published in SOCO (57) followed by CENAM (34). • 57% (67) of the 179 DHL clips had a positive tone, 4% (5) were negative and 39% (45) were neutral • The 5 of negative clips represent less than 1% of the total circulation; whereas positive clips represent 94% of total circulation. • Most clips were found in newspapers (85). Online media had the second largest number of clips for DHL (77). • Similar to last month, online media led the circulation for DHL with 78% followed by newspapers’ reach, which accounted for 21% of the total circulation.

  5. Competitive Analysis Number of clips and percentage by company

  6. Competitive Analysis Number of clips by company

  7. Competitive Analysis Percentage of clips by company

  8. Competitive Analysis Number of clips by company and region

  9. Competitive Analysis Number of clips by company and region

  10. Competitive Analysis Circulation and percentage by company 19% higher than Fedex

  11. Competitive Analysis Circulation by company

  12. Competitive Analysis Circulation by company and region

  13. Competitive Analysis Circulation by company and region

  14. Competitive Analysis Circulation by media type

  15. Competitive Analysis Circulation by media type

  16. DHL Media Analysis Number of clips and percentage by region

  17. DHL Media Analysis Number of clips and percentage by region

  18. DHL Media Analysis Number of clips by tone *62 out of the 179 clips that contained only DHL mentions were not included in the tone analysis.

  19. DHL Media Analysis Circulation by tone *Circulation for 62 out of the 179 clips that contained only DHL mentions were not included in the tone analysis.

  20. DHL Media Analysis Number of clips by media type

  21. DHL Media Analysis Circulation by media type

  22. Highlights of the month • Regional • DHL Express International Americas: Faster, Stronger, and More Competitive. DHL Express IA will sponsor the 4th annual edition of Premios Fox Sports Awards. • DHL Projects Strong Growth in Latin America: DHL expects to continue its business expansion in Latin America next year due to the region’s favorable economic outlook, said the firm’s regional head Roger Crook. • Argentina • DeRemate.com and DHL Express signed an agreement whereby users of the online trading site will be able to use DHL as their shipping company. The firm will provide users with door-to-door services, national coverage within 72 hours, and a guide number to track their online purchase on DHL site. • Chile • The new DHL – Western Union Express Center in Parque Arauco was opened with a ceremony attended by Ricardo Norambuena, Business Manager for DHL Express Chile. • Costa Rica • DHL Express opened a new store in Escazú as part of its Network Expansion program.

  23. Highlights of the month • Brazil • Launched in April 2006, DHL Exporta, a web portal focused on exporting small and mid-sized companies, is also reaping profit. “Today we have quite a diversified customer base, especially small businessmen in the wood, machine, leather and shoe sector, who export to the USA, Canada and Latin American countries in a simplified way and at a lower cost,” explains DHL Express Marketing Director Juliana Soares Vasconcelos. • Transportation company DHL bought 25 percent voting stake in Polar Air Cargo from Atlas Air Holding for US$ 150 million. • Colombia • DHL Express, a subsidiary of the German giant Deutsche Post World Net, officially announced its entrance to this market segment, where it will compete against national companies such as Servientrega, TCC and Coordinadora. • DHL’s greatest strength in Colombia is document and package delivery foreign business. Foreign trade dynamics have allowed the company to increase 23 percent between January and October 2006, as compared to 2005, with sales expected to go over 33 million euro by the end of the year.

  24. Highlights of the month • Panama • DHL seeks to make the most of the 65 percent share in the courier service business in Panama so it will open a global hub in said country in 2007. Sandra Miró, the firm’s new local CEO, said that following a US$ 5 million investment in infrastructure and technology, package classification will increase to 5,000 packages an hour, which will improve airplane departure times by 10 percent. • Peru • DHL Express has recently organized the "Supply Chain Management" conference exclusively for its High Tech customers, about supply chain efficient management. Held at Miraflores Park Hotel, said event was attended by Tanguy Delassagne, an international expert in the matter.

  25. Summary of clips by country Pan-Regional Total clips: 30 - Circulation: 17,420,077 - Ad. Equivalence $ 76,110 For the total of 62 clips where DHL only had minor mentions were allocated ½ the ad value and ½ the audience reach.

  26. Summary of clips by country Brazil Total clips: 19 - Circulation: 585,000

  27. Summary of clips by country Caribean Top 6: Total clips: 1 – Circ.: 90,000 CENAM: Total clips: 34 – Circ.: 674,512 Colombia: Total clips: 7 – Circ.: 369,000

  28. Summary of clips by country Mexico Total clips: 20 - Circulation: 887,640

  29. Summary of clips by country SOCO Total clips: 57 - Circulation: 1,122,123

  30. Summary of clips by country Venezuela Total clips: 11 – Circulation: 1,034,360

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