Finland Post will switch to using two brands from January 2007 under its strategy oftransforming itself into a postal, logistics and IT group.
The state postal operator said that it will retain its Finnish name “Posti” as its marketingname for consumer postal services in Finland. Its basic task remains to provide postal services inFinland through a nationwide delivery and post office network.
The major change, however, will be the extension of “Itella”, the name of its IT business, asthe marketing brand for all its services for corporate customers in international markets,including Finland. This will cover its international parcel, logistics and IT services in ninecountries in Northern and Eastern Europe. Corporate customers generate 95% of the group’srevenues.
“Finland Post Group’s vision is to be the number one intelligent logistics company by 2010. Thenew brand policy supports this goal. It will provide us with the opportunity to enhance those ofour services meeting the needs of consumers in particular. On the other hand, by pooling allcorporate services throughout our market area under one brand, Itella, we will be able to offercompanies a more concise range of solutions. Comprehensive intelligent logistics solutions based onadvanced IT cover information and material flow management and delivery. One example of this ise-commerce,” said Jukka Alho, President and CEO.
Finland Post said internationalisation of its businesses and expansion beyond traditional postaloperations had led it to revise its marketing name guidelines. The brand reform was a naturalconsequence of the January 2005 launch of the Itella brand for information logistics services inNorthern Europe.
Since consumer and corporate customers’ expectations for Finland Post’s operations differmarkedly, providing services under different marketing names for these customer groups will helpclarify customer communications and facilitate doing business with Finland Post Group. In thefuture, the Group can develop products and services on an even more customer-focused basis,accommodating the different needs of consumers and corporate customers.
Parallel to services for consumers, the Group provides services for corporate customers in theform of a diverse range of postal services, alongside information and material logistics services.All Group companies will begin to use the name Itella to market these services in nine NorthEuropean countries, where the Group operates.
