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Media Planning
1.1
Historical context
First established in the 17th century, the Royal mail continues to be the driving force in the UK postal market serving 28 million people a week through 14,300 offices. The royal mail has experienced steady growth over the course of nearly 400 years. Below is a timeline highlighting key events in the brand's life-cycle.
1635 Charles I allows the public to use his Royal Mail.
1840 Uniform postage introduced with the Penny Black.
1883 Postmen are introduced.
1927 London Underground mail rail opens.
1968 The first 2nd class letter is sent.
1974 Postcodes are designated for all UK addresses.
1981 The GPO splits into the Post Office and BT.
1993 Self-adhesive stamps are introduced.
2004 Smart-Stamp is launched.
2006 The UK postal market is fully liberalised – only the second in Europe. Changes in pricing are made to take into account size as well as weight. 2007- The Royal Mail has recently left Carat agency and is now being handled by O&M.
1.1. (2)
Current market/Performance
The mail market was valued at around 6.6 billion pounds at the end of the last financial year. Mail volumes amounted to 21.9 billion items. A decrease of 2% from the previous year, this is the third consecutive year that a decrease has occurred. As of September 2007 there will be 18 licensed operators in the Uk. Two of which have been granted long-term licences. ...