Marketing Management Strategic Issues Blue Dart Express

Marketing Management Strategic Issues Blue Dart Express On a beautiful sunny afternoon in April 2012, Ketan Kulkarni, Vice President and Head of Blue Darts Marketing, Corporate Communication Sustainability division, was waiting in the plush conference room of Blue Darts head office in Mumbai. As he waited for Tulsi Mirchandaney, Managing Director and Accountable Manager for Blue Dart Aviation, he once again looked at the notes on proposed future plans of marketing strategy and wondered whether the companys plans to address the intense competition will be enough to meet 2012s target. Looking outside through the clear windowpanes, Ketan thought about remarkable journey of Blue Dart. Blue Dart was the leading express company in India, engaged in door to door pick up and distribution of packages, documents, and shipments in India and overseas. From its inception in 1984, in its first decade Blue Dart became the dominant player in the courier industry and in the next decade it surpassed all the competition and became South Asias premier number one express company in air and integrated transportation, distribution and logistics. In India, Blue Dart was the only company providing an array of services in air express (both domestic and international through DHL), air freight, ground and charters. It was a one stop solution for any logistical requirement. Blue Dart enjoyed a 45.9% market share and gained a significant increase in both, volumes and value. In the ground segment, the company garnered a market share of 12.4%. Blue Dart not only offered secure and reliable delivery of consignments, but also managed to deliver impressively on the financial front with the help of its widespread infrastructure network and aggressive growth strategies. Rs.10 billion in annual revenues is a remarkable landmark for any logistics company. Blue Dart managed better, leaping over the 11-digit barrier to record Rs. 14.89 billion in top line during FY2011. The company was established with a vision to be the best and set the pace in the express air and integrated transportation and distribution industry, with a business and human conscience. A people-first company, Blue Dart continued to deliver value to its stakeholders through its people philosophy and corporate governance, based on distinctive customer service, business ethics, accountability and profitability. Blue Darts core competence lies in the business of superior express delivery services, maintaining reliability levels of 99.96%. With a dedicated air and ground network optimized by cutting-edge technology, Care Customer Addition, Retention Empathy summed up the marketing strategy of Blue Dart. Company History In November 1983, three young entrepreneurs, Clyde Cooper, Tushar Jani and Kushroo Dubash identified tremendous opportunities in Indias expanding exports market and came up with an idea of delivering small packages and samples. On that date, Blue Dart was established in a space of 200 square feet under a staircase, with a capital of Rs. 30,000. Grit, determination and hard work would propel the fledgling from sorting and delivering a few dozen packages outside Mumbai airport on that first night, to handling nearly 200,000 shipments each day through rain, hail, earthquake and snow. In a study conducted by Dhristi Strategic Research Services in 2007, Blue Dart emerged as one of the strongest brands in India with amongst the highest top of mind recall. In its early days, Blue Dart forged ties with Gelco Express International, UK to introduce an international air package express service from India and thus enhance the value offered to its customers. In 1993, foreseeing the potential in I ndia, Blue Dart decided to shift focus from international to domestic service. It went on to become the first Indian courier company to conceptualise domestic on-board couriers with a guaranteed 10:30 am delivery to major metros. In 1994, the company went public with an IPO of 2.55 million shares. In the same year Blue Dart launched its multi-modal, premium package delivery service DartApexà ¢Ã¢â‚¬Å¾Ã‚ ¢ (Air Package Express) and COSMATIIà ¢Ã¢â‚¬Å¾Ã‚ ¢, an advanced tracking and ERP system that redefined the industry. In that year, too, Blue Dart Aviation, a 100% subsidiary of Blue Dart Express, was incorporated and became the first private company to receive government approval for the operation of cargo aircraft in the country. In 1995, Blue Dart Aviation acquired two B737 aircraft and developed SMART (Space Management Allocation Reservations and Tracking), the first cargo reservations systems in India. The following year, Blue Dart launched the first jet express airline and also became the first express company to receive an ISO: 9001 Certification. 1995 was also momentous because in that year Blue Dart crossed Rs. 100 crore (US$ 25 million) in turnover for the first time. 1997 witnessed the launch of domestic charter operations and the signing of interline agreements with international airlines for distribution of bonded cargo within Blue Darts network. Today, these have extended to 26 operators and include bonded warehousing and transhipment facilities. In 1998, the company developed Indias first Load and Trim software for its aircraft, reducing handling time by 80%. In 1999, Blue Dart moved to its state-of-the art administrative, technology and operations Super hub and Headquarters, the Blue Dart Centre, in Mumbai. In 2001, a third Boeing 737 was added to the Blue Dart fleet. A year later, Blue Dart entered into a sales alliance with global leader DHL Express Worldwide. Today, DHL owns 81.03% stake in the company. In 2002, Blue Dart was re-certified as one of a handful of Indian companies to the new global ISO 9001 2000 standards for Design, management and operations of countrywide express transportation and distribution service within the Indian Subcontinent and to international destinations serviced through multinational express companies. Blue Dart signed a path-breaking Sales Alliance with the Worlds No. 1 international air express company, DHL Worldwide Express. Blue Dart also crossed 1,00,000 shipments per day. The fourth aircraft joined the fleet in 2004 and Blue Dart became the first private operator in India to receive approval from the Director General of Civil Aviation (DGCA) for undertaking heavy maintenance D-checks on its aircraft. Two B757 freighters the first in the Indian skies joined the Blue Dart fleet in 2006. In an effort to fortify its unique capability of offering the entire gamut of end-to end distribution solutions, Blue Dart launched its ground express service Dart Surface Line in September 2007 and inducted the third B757 freighter. By 2011, Blue Darts infrastructure comprised a fleet of three Boeing 737 and four Boeing 757 freighters operating each night to the 7 main metros in India and offering a revenue payload of over 370 tonnes per night. It owns a flotilla of over 6,272 vehicles, 365 facilities including 7 aviation hubs and bonded warehouses, 56 domestic warehouses and 12 express hubs delivering excellence. Current Operations Blue Dart is the largest player in the domestic segment of documents and non-documents with 26 per cent market share in terms of tonnage. In terms of overall (domestic plus overseas) market share, it is the largest express company in India with a share of about 45.9 per cent. The company had a turnover of Rs 14.89 billion in 2011 and has had an annual growth rate of about 50 per cent while the industry growth rate has been hovering around 35 per cent. Table 1 presents the breakup of revenues and costs for the year 2010-11 (see Exhibit 1). Administratively, the company is organized into regional centres at six major cities namely, Ahmedabad, Mumbai, Delhi, Chennai, Bangalore, and Calcutta. Each regional centre is responsible for a number of branch locations under which there are area locations. The company currently employees around 7,800 people. Each major branch has a team of operations personnel who manage the entire network, transportation and tracking of shipments. They also liaison with airline and transportation agencies and take care of scheduling out-bound couriers. Other responsibilities of the operations department include routing, sorting, security checking, fleet management, and customer billing. Commercial functions like finance and marketing are centralized at the head office in Mumbai. Its international out-bound gateways function at Dubai, Singapore, London, and Mumbai. The in-bound international gateway is at Mumbai which receives packages from London, Frankfurt, Singapore, and Dubai. The Company offers secure and reliable delivery of consignments to over 35,902 locations in India and to over 220 countries and territories worldwide through its integrated air support and ground network group company DHL Express. In 2011, Blue Dart operates through 1,342,677 sq. ft. of facilities and carried over 988.5 lacs domestic shipments and over 8 lacs international shipments weighing over 423,000 tonnes. The core function of Blue Dart is the physical transportation of a shipment from its origin to the destination which is performed by the operations department. The distribution system follows the hub-and-spoke concept, i.e., shipments picked up at a particular origin location are transported to the nearest hub, which in turn routes these shipments to the hub to which the destination location is attached. The destination hub routes the shipment to the specific destination location where the staff deliver the shipment to the consignee. (see Exhibit 2) The Express Industry Addressing a changing market The express industry is a key enabler in facilitating trade and commerce because of the time-sensitive nature of most goods and the increasing demand for reliability, efficiency and speed. The opportunities are aplenty for the express industry in India as the current logistics spend in India is 13% of the GDP compared to a notably lesser percentage of the same in more developed economies. The need for the highest levels of efficiencies still exists. The demand for express services is surging with each passing year and customer expectations have also risen tremendously. Today, the Indian express industry provides integrated, value-added, time-bound, door-to-door delivery of documents, parcels and merchandise. It supports industries such as electronics, telecommunication, IT, banking, retail, auto-components, textiles and apparels, gems and jewellery and pharmaceuticals. Moreover, with India recognized as an outsourcing destination, manufacturing sectors such as textiles, automobiles and pharmaceuticals are likely to witness increased activities in the medium to long term. In order to maintain competitiveness, companies operating in these industries are expected to outsource their logistics requirements to third-party logistics service providers and concentrate on their core-competency of manufacturing and marketing. Besides, the opening up of banking, insurance, telecom and retail sectors would boost the demand for value-added express services in India, as these are major user industries. Anil Khanna, managing director, Blue Dart, conveyed the same sentiment. In his opinion, the growth in the Indian economy and the overall economic scenario, fuelled primarily by domestic consumption, is promising. The Indian economy is poised to record robust growth between 8 and 9 per cent in the financial year 2011-12, the Indian express industry is expected to register double-digit growth over the next few years. This in itself is a strong indicator of the potential of the express industry. The organised domestic air express market is pegged at around ` 1,500 crore, which grew at a CAG R of 7-8 per cent in the last five years, while the domestic organised ground express market is pegged at around 1,700 crore, which grew at a CAGR of 14-15 per cent in the last 5 years, Khanna pointed out. Blue Dart is in the process of rolling out several sector-specific, innovative products and services in a phased manner, in line with specific needs and requirements of different industries. These products provide the much-required flexibility to the shipper and consignee. Some recent additions to the companys product portfolio include Express Pallet, Smart Box: Ground Express, Time Definite Delivery, etc. In its journey of last 20 years, Blue Dart had evolved from a being a document centric service to a critically supply chain support service in. The annual turnover of express industry in India was estimated to be Rs 8000 million in 1994-95. The industry players can be categorized into (i) organized sector, accounting for 50 per cent market share, (ii) EMS Speed Post, accounting for 6.5 per cent, and (iii) the unorganized sector, making up the remaining 43 per cent. The courier industry in India has expanded its horizon to provide a wider range of services. Whereas it started initially as a service provider for the document and samples demand of industry, it is now viewed as an important part of the supply chain for industries, which demand speed, reliability, security and just-in-time distribution, Though this market is still in its infancy in India, it is growing Tulsi Mirchandaney, Senior Vice President, Marketing and Projects Competitive edge: Building IT for Business Agility Companys information technology infrastructure remains one of its key differentiators and enabler to values. Blue Dart was always in the forefront of technology and its technology innovations have played a key role in the companys premium positioning and in bringing global standards to the Indian customers doorstep. Blue Dart has become an important part of the supply chain of many companies by providing integrated services. Blue Darts in-house IT team has constantly developed technology solutions over the past seventeen years. Such has been the ramifications of these offerings that more than 79% of Blue Darts regular customers use it actively. These Home grown innovations include COSMAT IIà ¢Ã¢â‚¬Å¾Ã‚ ¢ (the tracking and ERP system), TrackDartà ¢Ã¢â‚¬Å¾Ã‚ ¢ (monitoring shipment status), MailDartà ¢Ã¢â‚¬Å¾Ã‚ ¢ (tracking shipments over e-mail), InternetDartà ¢Ã¢â‚¬Å¾Ã‚ ¢ (memory bank for shipments), PackTrackà ¢Ã¢â‚¬Å¾Ã‚ ¢ (tracking software for medium and large customers), ShopTrackà ¢Ã¢â‚¬Å¾Ã‚ ¢ (tracking and CRM tool for e-business portals), ImageDartà ¢Ã¢â‚¬Å¾Ã‚ ¢ (online download of proof of delivery challans/documents, to speed up the customers bill process, waybill issuance capability, customer directory, data upload and download of tracking information). The company also provides e conomical packaging that facilitates customers sending documents at a price that includes door-to-door delivery service within India. These innovation solutions have enabled the weaving of thoughtful information management to the logistics business. With this advanced technology support Blue Dart delivers door-to-door to over 13,000 locations in the country with an in-house team of experts to handle inter-state regulatory requirements. Quality levels are at 99.95% and are monitored daily. No one else in the country offers this kind of integrated delivery capability. Marketing Strategies A combination of new product launches and tactical shift in focus across sectors helped Blue Dart register growth in spite of an overall slowdown in the economy. For instance, in order to lessen the impact of the slowdown in client verticals such as automobile and realty, it consciously improved its focus on sectors such as health sciences and the spare parts segment of the auto sector. It also built on its exposure to high-growth segments such as e-commerce and SMEs and high-growth potential Tier-II and III cities this year. These put together helped the company grow its revenues and profits by about 34 per cent and 42 per cent in the nine-months ended September 2011. On various other fronts the company has provided following marketing strategies. Offerings Blue Dart has a range of products and services that can be customised to address individual requirements. Blue Darts core business is domestic door-to-door and integrated (air and ground) express distribution. Each product has been developed with a customer centric approach. A combination of the right product mix and price has helped Blue Dart build a strong brand loyalty over the years. The products are ably supported by cutting-edge technologies. Blue Dart offers express, air freight, ocean freight, supply chain solutions, customs clearance, project handling, freight forwarding, and charters through its synergies with the three DHL Business Units DHL Express, DHL Global Forwarding and DHL Exel Supply Chain. The express services offer domestic priority for non-commercial domestic documents and small packages under 32 kilos. Dart Apexà ¢Ã¢â‚¬Å¾Ã‚ ¢ is a door-to-door, time-definite, supply chain and logistics distribution service for commercial shipments that require regulatory clearance. Smart Box is the convenient door-to-door service for cargo in two sizes 10 kilos and 25 kilos. Freight services include domestic, early morning airport-to-airport deliveries to the seven metros Mumbai, New Delhi, Kolkata, Chennai, Bangalore, Ahmedabad and Hyderabad serviced by Blue Dart aircraft. Charters offer palletised capacity for carriage of urgent and large volumes to eighteen airports in India and four international airports in the region. Blue Dart, in line with its focus on innovation, has also introduced several customised products -Rakhi Express and Student Express, for instance designed to meet specific needs. A recent addition to Blue Darts product portfolio is Import Express. It is the only service of its kind in India and offers door-to-door facility for importing shipments from over 200 countries. Services Blue Dart offers a range of services: Domestic Priority a fast reliable service for non-commercial documents and non-documents. Dart Apex to support reliable commercial distribution and supply chain requirements. Dart Surfaceline a reliable and secure surface option, and an airport to airport option which includes charter of our aircraft for large volumes and urgent shipments. Some of the best services offered by this company are: à ¢Ã¢â€š ¬Ã‚ ¢ Free computerized proof of delivery à ¢Ã¢â€š ¬Ã‚ ¢ Real Time tracking à ¢Ã¢â€š ¬Ã‚ ¢ Regulatory clearance à ¢Ã¢â€š ¬Ã‚ ¢ Free pick up from the location of the customer How does your service differ from competition? What added advantages do you provide your clients and what kind of message do you aim to send across? Blue Dart offer Solutions for Peace of Mind, and it has built extensively to deliver on that promise. Blue Dart are the only express cargo airline in the country today focused on handling packages. Connecting with Customers In an overcrowded, cluttered world, brand Blue Dart has exploited every opportunity to stand out. The core focus has been on strengthening customer relationship and on making more effective use of the 4800 plus vehicles as mobile touch points. Blue Dart constantly rolls out promotions for its customers to keep them updated on our various offerings. Apart from this, the company keeps on introducing several sector-specific, innovative products and services in a phased manner, in line with specific needs and requirements of different industries like BFSI, Pharmaceuticals, IT, Consumer Durables, FMCG, Automotive, Retail, Textiles, Telecommunications etc. The new initiatives will upgrade the product range and improve service quality, thereby offering customers state-of-the-art air and ground express solutions across the country. These products provide the much-required flexibility to the shipper and consignee. The most used features are real time tracking and Money Back Guarantee (MBG) offered on specific shipments. Company had a dedicated team of specialists who provide the expertise for customs as well as regulatory clearances at all States within the country, to support seamless service to the customer. India is known for its huge section of middle-class buyers. Blue Darts offerings though known to be reliable, are available at a higher price bracket. Isnt this an awkward pricing strategy for the Indian market Considering the fast paced, dynamic lifestyles our customers lead, Blue Dart deliver shipments as well as peace of mind. For our customers, aspects like service quality, consistency, responsiveness and reliability are of paramount importance because these dimensions directly impact their business outcomes. These values make excellent attributes to building a trusted brand. When our customers experience optimal service with Blue Dart, they do not mind paying a premium for our products. Customers Growth Strategy Our growth drivers are multi-dimensional but well defined. Blue Dart will be focusing on existing customers to scale our existing relationship with select high potential clients by offering them a lot more than what Blue Dart have been traditionally offering them. This will not only lead to revenue enlargement, but also give us an army of loyal customers. Positioning Designed to enhance the reliability of our operations and process efficiency, and add value to the customer through time and cost savings. The only one of its kind in the country today, that is focused on carriage of packages as its prime business, rather than as a by-product of a passenger airline. A dedicated aviation system to support Blue Darts services is self-sustaining, with its own bonded warehouses, ground handling and maintenance capability. Blue Dart envisioned itself as a warehouse in the sky creating a niche segment in supply chains that demand critical deliveries, low inventories and reliable and timely distribution. A strategic product mix, optimum utilization of aircraft space and committed people delivering at high reliability levels, Blue Dart is now strategically positioned as the market leader in the air express segment. Blue Darts competitive advantage lies in its vast and unparalleled Domestic Network Linked by some of the most advanced communications systems and positioned to offer a consistent, premium, standardized quality of service. Blue Dart is the only express carrier in the country today which offers an entire range of services that extend from a document to a charter-load of shipments Blue Dart has the only dedicated logistics infrastructure in the country today to provide a variety of logistics solutions for its customers. Blue Dart have an aviation system with an in-house ground handling and maintenance capability to provide confirmed uplift. Blue Dart have invested extensively in technology, currently the most advanced in the he domestic courier industry, for integration, data flow and customer software for greater customer convenience and efficiency. Blue Dart have stringent security and quality norms, our integrated network has the widest reach and our people are skilled and committed professionals. When others in the domain were still trying to find their bearings Blue Dart had already envisioned itself as a warehouse in the sky. It created a palpable differential for itself by arrogating a niche and a hard-to-emulate segment in supply chain management that demanded critical deliveries, low inventories and reliable and timely distribution. Your Company has been able to differentiate itself and has achieved scalability due to its focus on technology right from the early stages of its business. It is reflected in the way the Company moves its products, in a manner which is more cost-effective, more fuel-efficient and more environment friendly. Building strong brand Logistics or Couriers is a service industry where the service is the brand. The attributes of the product are not physically apparent. Demystifying each product to the customer and demonstrating, in simple terms, real benefits meaningful to him, therefore, assumes greater importance. This means translating each customer contact point into an experience representative of the brand. People who serve take on the mantle of the brand as opposed to an FMCG where you would buy your preferred cake of soap regardless of where or how it is served. Promotion Blue Dart is not known to be aggressive advertiser, but as aggressive marketer. Blue Dart has tried to focus on the total customer experience the brand tangibles such as the retail outlets (service counters), vehicles, signages, etc, as well as the intangibles at the customer contact point. Blue Dart has emphasized that the personal touch is essential and thus has also strengthened the areas of customer care centres. Even its TV commercials and print ads try to connect emotionally with customers. Blue Darts promotion method is to create a strong emotional connect with customers, in order to achieve brand strength, saliency and equity. Blue Darts prime communication vehicle is PR land direct mailers, with support from a large sales force across the country to directly engage the customer. Brand Values Blue Dart has always made a conscious effort to create a bond with its customers. Perhaps, because of this, the brand has, today, become synonymous with value, quality, speed, efficiency, responsiveness and service excellence. Financial credibility Fitch Ratings India Pvt. Ltd. has assigned the highest F1+ (Ind)[F one plus (Ind)] rating for their short term debt programme of Rs. 30crores. Further, ICRA Ltd. has also assigned the highest A1+ (pronouncedA one plus) Rating for their Commercial Paper Programme of Rs. 25 crores. New Areas Detecting opportunities vertical wise has helped us device sector specific solutions and this has helped the overall growth strategy of the Company, to a great extent. Demand for streamlined supply chains from the auto, pharma, hitech and retail sectors is expected to drive growth for us. Blue Dart perceive SMEs as an emerging opportunity and efforts have been underway to tap this segment across industry verticals, aggressively. In terms of new customers, tapping new geographies and segments continues to be our key focus area. New Products A combination of the right product mix and price has helped Blue Dart build strong brand loyalty over the years. Launching new products has been our response to any opportunity sensed in a new geography and new industry verticals. This approach has borne fruit. It pleases me to inform you that Blue Dart have successfully launched 25 new services since 2008. Some of our success stories in the Air Express segment include Time Definite Solutions (Domestic Priority 1030, Domestic Priority 1200, Dart Apex 1200) and Day Definite Solutions (Domestic Priority, Dart Apex, Dart Surfaceline). Packaging Solutions include Express Pallet: Air and Ground, Smart Box Air and Ground. The Company also offers Cargo Solutions like Airport to Airport, Interline and Charters besides offering Festive Solutions and discounted Student Solutions. Solutions like Temperature Controlled Logistics (TCL), Dart Surfaceline Plus, Point to Point (P2P) and a host of value added services like Demand Draft on Delivery (DOD), Freight on Demand (FOD), Freight on Value (FOV), Cash on Delivery (COD) etc. represent our tailor made services for specific industry requirements. Blue Dart will continue to focus on reach expansion, transit time improvements, small town (Tier-II and III) activation and strengthening channels. The strategy is in place to strengthen market share and deliver the Blue Dart promise. Achievements Attaining such stunning success wasnt easy. Along the way, Blue Dart endured formidable challenges and took bold steps to protect its hard-fought territorial gains. The list of awards and accolades is endless for Blue Dart. It has achieved many awards in all sectors such as Brand / Customer Service / Retail / Loyalty, Human Resources, Sustainability and Individual Blue Darts services have been recognized and rewarded time and again. Blue Dart was selected as a Business Superbrand from over 1,699 brands and received the Readers Digests Most Trusted Brand Award, for three years in a row and has been listed twice in the Dun Bradstreet top 500 companies in India. Blue Dart has been awarded the NDTV Business Leadership Award 2008 and the Asia Brand Congress Brand Leadership Award 2008. An Indian company benchmarked to international standards, Blue Dart has been recognised as one of the best and has been listed among the top 500 companies in India by Dun Bradstreet. Blue Darts aviation arm received the Centre for Asia Pacific Aviation (CAPA) Cargo Airline of the Year Merit Award in 2006. In the following year, Blue Dart was declared the Best Cargo Airline at the Express, Logistics and Supply Chain conclave. Over the years Blue Dart ha achieved SUPERBRAND Status, 6 times in a row, Pursuing Business growth and Expansion Blue Dart already has an aggressive market share plans which aim to increase its market share both in air and ground express divisions. For this, Blue Dart will have to grow faster than the industry. Blue dart has already identified some growth levers. One of these is adding lot of new products. The company has been regularly introducing new products such as the latest Go Green carbon neutral service and it intends to continue. The other growth lever is the sectoral focus there are certain sectors that do not get impacted by a slowdown sectors like health sciences and the spare parts segment of the auto sector. Third, Blue Dart is focussing on verticals which are high-growth verticals like e-commerce, where in it is targeting a large market share. Moreover, the company has also identified small and medium enterprises (SMEs) as another growth lever. For a company, which has probably focussed more on our large customers, SMEs thus offer an opportunity. Finally, the company is looking at geographic expansion. It intends to reach out to those towns and cities where it currently does not have any presence. Also, prior to this, in smaller cities, the company was more focussed on the in-bound side. It then realised that a lot of these tier-II and tier-III cities have a lot of out-bound potential. These provide additional opportunity for business expansion. Looking ahead Blue Dart Express net profit declines 19.47% in the March 2012 quarter Blue Dart faces the challenges of increase in fuel cost, inadequate infrastructure, and increasing competition. But of these the biggest challenges is Infrastructure of both air and surface. Space at airports, airside and city-side infrastructure are often inadequate. In addition, parking bays, air-side/city-side access and traffic congestion adversely impact costs as well as service quality. Air express companies are constrained by the sizes of the facilities at the airports, as they have remained the same while the loads have increased many folds. It is estimated that though 70% of the freight transportation in India is through roads, National Highways constitute merely 2% of the total road network in India. Fuel prices are also a concern. In an industry, where space is a highly perishable commodity, any disruption in services, due to either natural disasters or manufactured reasons, affects us adversely, as the days capacity inventory is lost forever. Exhibit Financial Summary of the last five years Particulars 2007 2008 2009 2010 2011 Income from Operati