Finland Post Group to revise brand policies
17.05.2006
Posti for consumers, Itella for corporate customers
Finland Post Group is revising its brand policies: the Itella brand will expand to cover all of Finland Post Group’s corporate services in nine countries, while Posti will continue to be the marketing name for consumer services in Finland. The new brand policy is due to be launched on 1 January 2007. This brand reform is a natural consequence of last year’s launch of the Itella brand for information logistics services.
Internationalisation of Group businesses and expansion beyond traditional postal operations has led Finland Post Group to revise its marketing name guidelines. The first step was taken in January 2005 with the launch of the name Itella for marketing of the Group’s information logistics services throughout the market area in Northern Europe.
Since consumer and corporate customers’ expectations for Finland Post’s operations differ markedly, providing services under different marketing names for these customer groups will help clarify customer communications and facilitate doing business with Finland Post Group. In the future, the Group can develop products and services on an even more customer-focused basis, accommodating the different needs of consumers and corporate customers.
Finland Post’s basic task is to provide postal services to everyone in Finland through a nationwide delivery and post office network. Finnish consumers will still see the familiar and reliable “Posti” in the form of its logo and yellow colour at post offices, in postal delivery services or, for instance, on the Internet.
Parallel to services for consumers, the Group provides services for corporate customers in the form 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 North European countries, where the Group operates. Companies and other organisations account for 95 per cent of Group’s turnover.
“Finland Post Group’s vision is to be the number one intelligent logistics company by 2010. The new brand policy supports this goal. It will provide us with the opportunity to enhance those of our services meeting the needs of consumers in particular. On the other hand, by pooling all corporate services throughout our market area under one brand, Itella, we will be able to offer companies a more concise range of solutions. Comprehensive intelligent logistics solutions based on advanced IT cover information and material flow management and delivery. One example of this is e-commerce solution,” says Jukka Alho, President and CEO.
For further information, please contact
Jukka Alho, President and CEO, + 358 20 451 5600, jukka.alho@posti.fi
Corporate Communications: Päivi Alakuijala, Communications Manager, tel. +358 (0)40 8400 251, paivi.alakuijala@posti.fi
