The other day I went to the Canada Post office to parcel some documents to Singapore I had a better understanding
of the segmentation, targeting and positioning strategies of Canada Post.
Canada Post has 4 line of posting service for its different segments of customers: Standard Mail, Next AM, Priority
& Xpress Mail.
Product: Standard Mail
Target Market: Households and Seniors
Positioning : Cheap
Product : Next AM
Target Market :Canadian Corporates
Positioning: Fast & Reliable to cater the needs of the domestic corporates
Product: Xpress Mail
Target Market : International Mailers
Positioning : Fast Delivery and yet affordable price
Product: Priority Mail
Target Market : International Corporates
Positioning : Fastest International Mail Service in the Market
So I was not surprised when the customer service rep directly introduced the well suited corporate guy in the queue
to the Priority Mail directly while she talked about Canada Post’s Next AM & Express Service with me. I eventually
resorted to their Priority Mail as it was a urgent mail.
Interestingly, I had to put down my email number and my phone number while filling out the formality forms even though
it had no relationship with the mailing service. Canada Post employs value-driven marketing strategies and and as a part of that it keeps information of its customers for future promotions and long-term relationships with its customer base.