This post is part of our Battle of the Brands feature. Let us know which brand you prefer, and watch out for more Battle of the Brands posts.
When you have to send a package and it needs to be there yesterday, who do you call? It usually depends on a few key items: speed, price, and peace of mind.
The two delivery services that dominate the United States are United Parcel Service Inc. (NYSE: UPS) and FedEx Corp. (NYSE: FDX). But which do you think of first?
Let's take a look at each company's marketing practices:
UPS: "What can brown do for you?" The UPS shield is one of the most recognizable icons in shipping, as is the trademarked brown uniform that office secretaries go ga-ga over. Brown is the official sponsor of NASCAR, the NHRA, NTRA, and the Olympics. When looking at the gold shield, a person could think of security and strength. UPS prides itself on those ideas and has become the largest package delivery company in the world.
FedEx: "Relax, it's FedEx" was the well-recognized slogan of the second-largest package delivery company in the U.S. The company's logo has a right-pointing arrow located in the negative space between the E and X. While the arrow becomes quite obvious when pointed out, most people do not notice it. The arrow has been occasionally pointed to as a mild form of subliminal advertising, the arrow suggesting forward movement and thinking (check it out). FedEx is the official sponsor of the NFL, the NBA, the FedEx Cup, FDX Racing, the FedEx Orange Bowl, FedEx Field -- the home field of the Washington Redskins -- and the FedEx Forum in Memphis. With the subliminal arrow and company's name targeted all over the sports world, a person could think of FedEx as a fast company that gets around.
While you may first think of one company before the other, which one can move your goods the fastest? Let's take a look at the size of each company's fleet:
UPS: Brown's union-led 427,700 employees work six days a week with 7.9 million customers in over 200 countries and territories. With over 6,800 UPS stores, 40,000 UPS drop boxes, and 17,000 authorized outlets, it would be impossible not to find a store near you -- and if they're not close, 94,542 package cars, vans, tractors, and motorcycles could pick up your package for you. If it's going long distance, UPS is the eighth-largest airline in the world, boasting a fleet of 282 planes that make over 1,900 flights daily.
UPS handles packages that weigh up to 150 pounds, provides international air delivery and offers standard delivery for Next Day Air shipments. UPS Freight provides less-than-truckload services, enabling customers to send heavier shipments as well.
FedEx: Relax, FedEx's four business segments sports over 275,000 employees and "independent contractors" worldwide who can get packages to you the next day, including Saturday, anywhere in the United States for the right price. In total, FedEx has 42,000 drop boxes, over 9,000 centers, and 70,000 vehicles for express, ground, freight, and expedited delivery service that deliver over 6.5 million packages to more than 220 countries daily. FedEx also owns 672 aircraft and travels to over 375 airports worldwide.
Like UPS, FedEx handles packages of all sizes, but they tack on a surcharge for boxes that weigh more than 70 pounds. FedEx provides international delivery and owns printing centers just like UPS (FedEx Kinko's and The UPS Store). Both companies also own less-than-truckload companies for heavier deliveries.
Looking at both companies, I could make the argument that while UPS owns the road with over 25,000 more vehicles, FedEx controls the skies with three times the fleet of UPS.
Still haven't decided? Take a look at the technology each company uses to help you get your package from A to B.
Both companies have websites and help desks for clients so you could schedule pick-ups, order supplies, track packages and pay bills with a mouse click. But what technology separates the two delivery giants?
This past week, UPS announced the launch of UPS Delivery Intercept, an automated service that provides customers the flexibility and control by enabling shippers to intercept and reroute packages before they're delivered. If you have a habit of sending the home office the wrong files, this product is for you. You can intercept the package, return it to your office and send out the right package before the boss even knows you sent the wrong data.
Earlier this year, FedEx Kinko's added Direct Mail Services and Print Online, providing a convenient resource for office, printing and shipping services. On deadline? Send your presentation to FedEx Kinko's website and they will print it and ship it, saving you the trouble of collating and stapling 500 copies of the latest product design for your boss.
Let's cut to the chase: You have a package and you want it there now. What's the bottom line?
Here's a quick look at what it's going to cost you. I priced a 20 lb. package to my friend in Huntington Beach, California 92605 from Bayside, New York 11361. Here's how the prices came up:

As you can see, both companies have similar prices for next day air but when time isn't the priority, FedEx clearly becomes the better bargain. This might not be the case for every shipment, but I think I just found who to call.
Choosing a delivery service depends on how fast the local service can deliver your product for the right price. I know some women have a thing for men in uniforms, especially the ones in brown during the summer. When UPS started to use the slogan, "What Can Brown Do for You," it always made my secretary smile. Could the same be said for FedEx?
What company do you prefer, and why?
Be sure to vote in our poll for FedEx or UPS as your preferred brand, and let us know why you love it in the comments. Results of all Battle of the Brands match-ups coming soon.










Reader Comments (Page 1 of 20)
4-25-2007 @ 6:02AM
Val said...
Then why work at Fedex Denny? Find another job that is always in the top 100 companies to work for.
4-09-2007 @ 5:50PM
Sarah said...
I felt bias in ths article leading positively to FEDX and negatively to UPS but after all is said and done, most people voted for UPS. GO BIG BROWN.
1-05-2008 @ 1:39AM
Michael said...
Yeah, well I work at Fedex and they provide far better service than UPS!!!!! I worked at UPS for a little bit and they kick packages and don't check them. And if they screw up in time they send it to us at FedEx. So Fedex is WAY BETTER than UPS. And way younger, we still are growing, but UPS is getting old. LOL see ya brown.
4-09-2007 @ 7:08PM
ROSENTHAL said...
I LIVE IN A RURAL AREA AND IM LUCKY IF FEDX DELIVERS ONE DAY A WEEK . UPS DELIVERS EVERYDAY . RON.H. R
4-10-2007 @ 4:50AM
Dale De Vine said...
You get for what you pay for. UPS hands down. Fed Ex is stop and drop, period.
4-10-2007 @ 6:46AM
Art Hansen said...
I understand that UPS has an additional 200+ leased airplanes making the 3X comment incorrect.
4-10-2007 @ 6:46AM
Mary said...
I have found that FedEx has different drivers every day on our route..and they can never find our house..UPS has the same driver for the past seven years..I told FedEx to give my packages to the UPS diver because they always find us..we are NOT hard to find...
4-10-2007 @ 6:46AM
John_Debba said...
I found the comparison article concise and straightforward. Preference for one company over the other is more likely, matter of personal experience rather than either company having realized advantage. Just the same, I voted for UPS because that is my livelihood;)
regards, john debba
4-10-2007 @ 6:46AM
ROSENTHAL said...
IM LUCKY IF FEDX DELIVERS ONE DAY A WEEK UPS DELIVERS EVERY DAY . RON R.
4-10-2007 @ 6:46AM
John_Debba said...
Art, I believe the article considered planes owned by the respective companies, and not leased and contracted planes. I dare say with FedEx having more than twice the volume of UPS air shipments, they probably have over 900 planes to handle the load.
regards, john debba
4-10-2007 @ 6:46AM
John Larrea said...
UPS BY FAR IS THE MORE SUPERIOR DELIVERY COMPANY, BOTH DOMESTIC AND INTERNATIONAL. WE HAVE BEEN USING UPS FOR OVER 18 YEARS AND THROW THE FEDEX SALES PERSON OUT EVERY TIME THEY COME IN WITH A PRICE OFFER. FEDEX WILL NEVER COMPARE TO UPS....FEDEX IS WAY TO EXPENSIVE WITH TO MANY SHIPPING RESTRICTIONS....THANKS UPS, KEEP UP THE GREAT WORK...
4-10-2007 @ 6:46AM
Keith said...
All said, I would suggest the author ask those at UPS about the packages they contract with the United States Postal Service to deliver on their behalf! Thats right, that premium you pay for UPS is to pay the USPS to deliver that package you should have taken to or been picked up by the USPS and you just paid more for the same service, imagine that!
4-10-2007 @ 6:46AM
Wally said...
The big difference between the two carriers is thatFed Ex employs "independent contractors" to deliver their packages. These "contractors" avoid any extra effort that will cost them time and/or money. Fed Ex cannot hold them accountable so the service suffers. Fed Ex pay less to these drivers thereby lowering their cost to serve.
4-10-2007 @ 6:47AM
John Debba said...
Hi Keith,
You made a hard-hitting point, but author was not intending an exhaustive or critical analysis. It is true USPS is used to handle UPS ground packages, I am unsure if this includes air packages: But you may be correct. Of course, as you may expect, there does exist a UPS corporate rationality for justification. However as taxpayers and/or employees of UPS competitor, we should be concerned with UPS and USPS arrangement which amounts to corporate welfarism
regards, john debba
4-10-2007 @ 6:47AM
c phillippi said...
There are way to many factors to compare and certainly the article highlights some of the majors. However one factor that is rarely revealed is that UPS runs at 98 percent on time as compared to Fedex in the mid to upper 60's. In other words if UPS says it will be there overnight, 2 days,3 whatever, it will be. And they gaurantee it.
4-10-2007 @ 6:47AM
Lisa said...
UPS gets my vote every time. I haven't ever heard of a UPS center that's chaotic and out of control. My impression of the local FedEx depot, when I was trying to get a package that had vanished into some sort of depot limbo, was that the inmates were running the asylum. I have never seen so many clueless individuals shuffling about aimlessly. I'm not the only one--my colleague at work has similar problems with FedEx delivery, and neither of us live in remote or difficult-to-find areas.
When my package was finally located and I went to collect it, all of the security measures at the place were overridden. I was able to just walk in after hours, had to shout to get someone to come and acknowledge that I was collecting my package (sitting on a chair in the middle of an office area with the delivery log on top), and could very easily have just roamed the depot collecting parcels at will, typing at random on the computers and generally been up to no good at all. This is not good management practice.
4-10-2007 @ 6:47AM
Greg said...
The article misrepresents FedEx commitment times. Priority Overnight is due by 10:30am and standard overnight is due by 3:00pm. There is also confusion as to which branch of FedEx is being referred to. FedEx Express does not employ independant contractors. Those people work for the actual corp. located in Memphis. FedEx Ground and Home Delivery employs independent contractors. The comparision is mostly denoting FedEx Express services, so you can't say the pricing is lower due to this. FedEx is also moving mail for the USPS in their airplanes. Have you ever noticed there is a FedEx dropbox near most post offices, but never DHL or UPS? It is part of an agreement the USPS has with FedEx Express to move their priority freight for them. FedEx Express does not have a 60% ontime rate as c phillippi suggests. It is absurd to think that FedEx would still be in business with that type of ontime rate. The actual rate of the FedEx station in Las Vegas, Nevada (LASA) is 99.86%. Not a bad number for moving 12,000 boxes per day around Christmas. That would be about 16.8 packages arriving late per day. I agree that some FedEx facilities can be chaotic, but I believe it depends on the time of day you arrive. If you come during the day its not bad at all. When you arrive 30 minutes before the deadline cutoff and have to fight your way through the other 100 people who have arrived at the same time as you and want their package delivered tomorrow morning to meet the deadline or there boss will be mad, well I guess that would be chaotic now wouldn't it? If you were allowed to roam the facilities after hours, however that WOULD be an issue. I've noticed a security guard at the Las Vegas station several times when I have gone. I would hope that you brought up the fact that you were roaming around the station to a manager!
4-10-2007 @ 6:47AM
TGFARR said...
UPS IS A PROVEN SUCCESS FOR 100 YEARS. FEDX USING INDEPENDENT CONTRACTORS THAT ARE ALREADY IN LITIGATION WITH FEDX IN 37 STATES. POINT IS THAT THESE DRIVERS SHOULD BE EMPLOYEES . THE COURTS HAVE ALREADY AGREED. THE TEAMSTERS ARE ALSO INVOLVED IN TRYING TO GET FEDX INDEPENDENT CONTRACTORS TO BECOME EMPLOYEES SO THAT THEY CAN GET THEM ON THE BOARD AS UNION PEOPLE.
FEDX IS NOT PAYING ANYWHERE NEAR THE DIVIDENDS.NOR THE WAGES THAT U.P.S. HAS PAID.
BOTH COMPANIES DO A GOOD JOB. THEY SHOULD TAKE OVER THE POST OFFICE !
4-10-2007 @ 6:47AM
John_Debba said...
Hi Greg,
Certainly agree with you on the questionable on-time figure for FedEx and the industry leader in air packages does not maintain that position by being untimely: But this does not mean I agree your figures accurately represent actual on-time; e.g. in the FedEx system late exceptions may be considered on-time as far as SOP is concerned. Nonetheless, going back to an earlier post about UPS rationality to use USPS, one has to look no further than your post. The fact a quasi-government agency is FedEx largest customer with no-bid agreement worth one billion dollars a year, also should not sit well with taxpayers, postal service users and competitors.
regards, john debba
4-10-2007 @ 6:47AM
John_Debba said...
TGFARR and John, please lose the caps, posting in caps is considered rude. Readers equate them with shouting and disquieting as fingernails across the chalkboard
regards, john debba