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  Performing Biz Identity - Gati case study  
     
 
   
Gati, from transportation
to supply chain and
logistics management

Transformation of business culture through corporate identity program
 
Result after Shining’s intervention: With the new “Ahead in reach”
business strategy, Gati doubled its business in 4 years to Rs. 905.74 crore in 2011. In 18 years of existence upto 2007, Gati’s revenue
reached Rs. 457.37 crore.
 
Execution of design aligned with business strategy
 
Background: In 2006 Gati had enormous reach but were confined to mere transportation service. Gati was Number 1 in transportation service in terms of having deep penetration distribution reach within India. Global competitors came to India by either bringing in their operations or through acquisition.  
Gati before transformation, 2006
Gati before
transformation, 2006
 
To make the company globally competitive, Gati appointed Shining for their next business focus strategy, an operating value system and for repositioning their corporate branding.
 
Our insight finding from the market: The clear insight that came through was that Gati has outstanding delivery capability due to its superb reach across 594 out 602 districts. India’s potential market for logistics and supply chain was about Rs 44,800 crores but hardly Rs 3,000 crores was branded at that time. So Gati can easily transform to become an India centric global logistics and supply chain service provider specialist.
 
New strategy: We changed the company’s value system. We introduced the learning system of mastering cross industry business areas for Gati to strategically help shape its customer’s supply chain. Instead of charging the customer based on the weight of the products being transported, Gati should sell the product’s value and criticality of movement to provide efficient supply chain and logistics service.
 
So from being transactional transportation specialists, Gati should become the existing customer’s strategic partner. By doing so, Gati will uplift its position with elevated discipline to drive the customer’s supply chain and logistics business.
 
Implementation of an operating value system to drive change management: We crafted a value system for Gati comprising 4 pillars, the employees’ attitude, behavior, action and delivery.
     
Pillar A: The attitude of employees is Elegant customization in every customer touch point.

Pillar B: The behavior of employees Sensitive streamlining as supply chain and logistics require outstanding streamlining.

Pillar C: The every moment action of employees is Domino discipline. Multiple interfaces and obstacles have to be overcome from one end
  Gati comprising 4 pillars
to another as in a domino game, so seamless synchronization is required to cater to cross industry customers.

Pillar D: We articulated “Ahead in reach” as Gati’s proactive delivery promise. It shapes the business of Gati’s customers with agility, respecting the value of time in go-to-market.
 
New positioning: “Ahead in reach” serves the twin functions of being Gati’s positioning as well as single minded delivery focus for cross industry customers. It reinforces Gati’s inherent strength of outstanding distribution reach.  
GATI
 
Execution of design aligned with business strategy:
We have harmoniously connected the total corporate identity program through the promise of “Ahead in reach.” The colorful crossroads branding symbol is understood by all customers as Gati’s ability to drive its customer business through supply chain and logistics management in every corner of the country it operates in. Gati’s solid and dynamic typography establishes its robustness and agility. The overall aquatic blue ambience communicates freshness and customer friendly, hospitality-industry-centric supply chain and logistics management business. A black strip at an upward angle at the bottom evokes all time movement, just like the intrinsic meaning of the Indian name Gati.
 
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