UPS vs. FedEx: Battle of the Brands


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 5 of 20)

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