Masterlink is changing into DPD
Polish express firm Masterlink Express is re-branding to DPD, the main brand of its 100% owner, GeoPost. The aim is to benefit from the European recognition of the DPD name in order to expand its international business.
Founded in 1991, the parcels transport company was fully acquired by GeoPost, the express division of France’s La Poste group, in 2004. It claims to have a leading position in the Polish value-added services sector and a strong domestic presence. Sales have grown 40% annually over the last five years. In 2004, the company, with 1,655 employees, 50 depots and 970 vehicles, had turnover of 120 million zlotys (€30.9 million) and transported 6.2 million parcels.
Masterlink said its previous brand is associated with a flexible customer approach, innovative solutions and high quality services. However, the company is known as a domestic logistics operator which makes it difficult to be perceived as a competitive international player.
“We want not only to be a leading domestic player on the Polish market but also to take advantage of DPD’s strong brand position in Europe and create an international image of our company. The brand change from Masterlink to DPD will allow us to effectively compete with other logistics firms and increase the company’s share in the international services sector,” explained Rafal Nawloka, general director of Masterlink Express.
“Our vision for the near future is to attain a strong European position, being a company with local dynamism and flexibility, European strength and international potential,” added Marek Rozycki, CEO GeoPost Region CEE.
The re-branding will be done gradually in two main stages. Vehicles and courier uniforms are being changed this month, while corporate and operational materials as well as depots will take on the new name by January 2007.
Masterlink is also planning further investment in Poland. The plans include the purchase of building plots in order to build new depots in the biggest Polish cities, the modernisation of existing depots, introduction of new international services, and investment in IT systems and staff training.
Source: Masterlink Express (CEP Research)
Masterlink Press Release – 20/4/06
Masterlink is changing into DPD.
20/4/2006
Masterlink Express has been existing on the Polish market for 15 years now. In 1999 the company underwent a profound restructuring process, thanks to which it acquired the leading position in the value added services sector as well as a strong presence on the domestic market.
In 2004 GeoPost holding of the French Post La Poste became Masterlinks sole owner.
Masterlink has great growth potential. Already during the last 5 years the company registered impressive sales increases of 40 annually. Masterlinks brand is associated with a flexible customer approach, innovative solutions and high quality services. However, the company is known as a domestic logistic operator, which makes creation of the competitive advantage in the international sector difficult.
In compliance with the motto: what helped you to achieve successes in the past, will no longer be useful in the future, we want to, not only be a leading domestic player on the Polish market, but also take advantage of DPDs strong brand position in Europe and create an international image of our company. The brand change from Masterlink to DPD will allow us to effectively compete with other logistic firms and increase the companys share in the international services sector, says Rafa³ Naw³oka, General Director Masterlink Express.
Our vision of the near future is to attain the strong European position, being a company with local dynamism and flexibility, European strength and international potential, adds Marek Ró¿ycki, CEO GeoPost Region CEE.
Masterlink seriously thinks about the development and investments in Poland. The plans include the purchase of building plots in order to build own depots in the biggest Polish cities, the modernization of existing depots, introduction of new international services, investments in IT systems and staff trainings.
The branding change will gradually encompass the following: vehicles and courier uniforms: since April 2006, corporate and operational materials as well as depots: earliest since January 2007.
I am sure that we will fully benefit from the gradual branding change. We will strengthen our position on the Polish and European market. we will build a competitive advantage and ensure further dynamic growth, adds Rafa³ Naw³oka, General Director Masterlink Express.
