Internet Marketing strategy of Sendo.vn

Bài Internet Marketing assignment để tham khảo

JUNE 2013

DAO THIEN NGO Social Media SEO

e-Shop Performance

&

CRM System Review

Introduction: 1

Background information: 1

Communication Activities: 3

Micro Environment 4

Macro Environment 9

e-Shop Performance Review 14

Evaluate the marketing mix 14

Buying process: 18

Internet marketing tools of Sendo: 20

e-CRM System Review 23

Evaluate the e-CRM system of Sendo.vn’s competitors 24

Online survey 25

Suggestions to improve the service capability of the website: 29

Conclusion 29

Reference 30

The appearance of computers and internet have made people's lives completely changed, and open up new areas to create opportunities of bringing benefits for more people One of the areas to take full advantage the ability of the internet is online shopping has become more familiar

to many people

In Vietnam, melding with online sales trend are growing strongly, online shopping website

Sendo.vn has been launched to seek opportunities in this potential market.

Background information:

Establishment : On September of 2012, FPT online service joint stock company presented

e-commerce website called Sendo.vn The appearance of Sendo.vn brings one more choice to both

buyers and sellers Sellers have another e-commerce site to showcase and introduce their

products, while buyers can add one more sales page for purchase online

Aim : Create a prestigious shopping center No 1 in

Vietnam of transaction

Orientation: Sendo.vn was built follow

the B2C2C (

Business-to-Customer-to-Customer) model Through the online

stores on sendo, businesses or

individuals wishing to sell goods can

provide their customers with best

products and service Sendo has policies

and programs to support the online

stores, including advertising through PR

articles, products photography,

consulting sale method

AimOrientation

Mission

Mission : Sendo's mission is to build an online sales community professional, friendly, and utility

user protection

Sendo.vn has maintained motto of retrieve user-centered and make the best of

company bridging role: "Helping sellers understand what buyers need - Helping buyers know the seller is exactly who"

Communication Activities:

Trading activities:

For businesses or individuals wishing to open online store to sell products

For customers wishing to find information of products and buy them

Both sellers and buyers must follow the regulations of page

The processes of offering and ordering follow the instructions of page to ensure benefits forboth the buyers and sellers

Payment activities:

Sendo provides many payment methods for customers to choose:

- Senpay payment system (payment by credit card, ATM card, or bank transfer)

- COD Payment (cash delivered directly when receiving goods)

Delivery activities :

Sendo.vn proactively provides Sengo transportation services Through

partnerships with the leading courier companies in Vietnam, Sengo gradually

established delivery network spread across 63 cities, convenient for users

Promotion activities :

Link to other websites to introduce the shop

Promotion Policies for businesses or individuals opening stores on Sendo

Promotion programs to attract customers

Send news to customers’ e-mail

Micro Environment

Suppliers :

Internet services : FPT Online service joint-stock company, it is also the holding

company of Sendo.vn This company is an affiliated company of FPT-leading group of information technology in Vietnam FPT Group has confirmed its brand in providing network

services and solutions So about the area of information technology, Sendo.vn is always

provided the best products

Product : Companies whose products are

posted on the page Businesses or individuals must

comply with the regulations as promised when signing to open the booths on page such as:

Can only sales Sendo after conducting open registration and authentication information shop in the prescribed processes of Sendo.

To fulfill these responsibilities, and commitment regime with products for sale: terms of sale, purchase, delivery, payment, guarantee, return / exchange,

Do not cancel or refuse sales when delivery orders.

The seller must be truthful in the product for sale (price, product information),

in the purchase and sale transactions, managing the sales seriously, completion of the transaction stage and freight commitments

The seller is responsible before the law for all Sendo and information posted on our shop.

Besides, Sendo also ensures the benefits to the sellers who complies with the requirements, as :

Being free sales on Sendo through free registration to open shop.

To participate in the largest marketing program in Sendo.

Products advertised on the shopping channel information.

Protected rights seller using payment services ensure SenPay

To use the support services of the seller Sendo: Sengo transportation services, household cash income (COD), payment guarantee, the advertising and marketing

services other

Delivery : Sengo-service developed by sendo Sengo is gradually

building a network of systems throughout 63 provinces Thereby ensuring the efficient movement of goods to consumers in the shortest possible time, and cost savings

Payment : Senpay, COD - the service is also being developed by

Sendo Customers can use Senpay payment by register a Senpay account, then pay through this account And COD (cash on delivery) is a form of direct payment when the

product is delivered to the customer, this payment method in accordance with

Vietnamese's habits: prefer receiving and will pay

Sendo has actively developed support services brings many benefits: easy to control, cost savings, create of brand identity It is also an unique idea that Sendo has had

to against competitors

Vatgia January of 2007 “Shopping paradise”

Muachung March of 2011 “Explore the potential

values”

Zalora September of 2010 “Vietnam’s top online

shop of luxury fashion”

Competing mainly on price and quality of goods, easy transaction, quality of support

services such as delivery, feedback,

Online purchasing sites above are major sites in Vietnam, partly made reputation in the market Each site has its own characteristics, but there are still some similarities: aims to

dominate the online trading market with relatively strong potential, capable of developing website

to a new level by recruiting well staffs, investment calls Most pages sales have partly gained trust

of customers by improving service quality better Besides, they also pay attention in building sustainable relationships, timely support to suppliers and intermediaries In addition, they also focus on website design that is both high aesthetic, and convenient for customers

Compared with competitors, Sendo.vn is somewhat weak, partly because of the newly

established (September 2012), partly due to the quality of service has not been as expected (will discuss in more detail in the next section)

Customers:

In this age of technology, the internet became a powerful

tool in helping people to do anything Purchase and sale of goods

is daily work to do with anyone, so taking advantages of the

internet in this area can be seen as an inevitable trend to help

people save a lot of time and efforts Moreover, the internet

access has now become very easy to the majority of Vietnamese

With just a computer or a phone capable of internet connection,

we can do anything from finding information, watching a movie to

working, studying, or even making money

Customers directly impact the profitability of the company Catching clearly who his

customers to be able to serve the best thing that any company must concerned , even Sendo

Customers of Sendo are people demand for online purchases, and businesses or

individuals wishing to sell goods on the site For each customer object, Sendo has its own serving strategy to maximize benefits to the customers For buyers on the website, Sendo aims to give customers reliability, the convenience of transaction While for businesses or individuals to open shop on the page, Sendo provides support services, making it easy to trade

Macro Environment

Technology

The world is witnessing great revolution in information

technology A series of breakthrough inventions such as PC,

laptop, smart phone, or internet make people's lives easier in

many ways Especially the internet and its applications

In Vietnam, the internet is growing at breakneck speed and

more and more popular According to the Center for International Internet data, Vietnam ranked18th of 20 countries with the largest number of Internet users in the world of first quarter of 2012

Macro environment

Along with the development of electronic commerce, advertising and other forms of marketing are increasingly being turned by the internet search engine According to a recent study of Cimigo, about 90% of internet users use search engines (like Google) to find information online So dothe marketing for e-commerce sites hard to ignore search marketing tools like SEO and SEM, in order to increase traffic

to your site and increase your chances of a sale

Political and legal

On the environment for business in general and online

business in particular: For many years, Vietnam has always had

stable politics and is considered a safe investment environment This

can be seen as an advantage when doing business in Vietnam, a

stable political environment reduces anxiety for businesses, because

politics impact directly to the economic situation, people's activities,

thereby affecting the procurement of customers

Regarding the legal issues: In November 2005, Congress passed the Electronic

transaction Law June 2006 the Government issued Decree No 57/2006/ND-CP on electronic commerce The laws and decrees enacted to create a legal basis for e-commerce activities, especially online purchases

There are no specific tax rate levied on transactions on e-commerce floors, so it's a great opportunity for both buyers and sellers: buyers can find their favorite products cheaply, and sellershave an opportunity to sell more products because the prices cheaper than on the market

Besides, the government also issued specific rules regarding online payments, help

businesses (including Sendo) have the basis for the implementation of its activities in order to avoid the problem of false finance

But most importantly, the state enacted laws to protect consumers with specific provisions

to ensure maximum benefits for consumers This creates a positive effect for electronic trading market because when a psychologist as "fear of deception" has been removed, the customer will

be more confident in the trading exchange

Economic

The economic situation of the country is a very important issue for any enterprise If the economic situation of the country is good , the income of people will be stable and they have the right to spend more Therefore, understanding the economic situation is essential to help

businesses make the policy or strategy in best suited

Vietnam's economy growing at fast rate in

the past few years despite the general economic

situation of the world was difficult

The unemployment rate is always less

than 8%, while GDP per capita has increased

rapidly and reached more than $ 1,500 in 2012

Total retail sales in 2012 reached more than

VND 2.3 million billion and the total value of

transactions on the floors of the e-commerce

reached VND 4,130 billion as at this time to

prove why Vietnam is attractive retail market to the world

Total retail sales (2012) > 2.3 million billion VND

Total value of transactions on e-commerce floors (2012)

> 4,130 billionVND

However, the economy remains many dark sides that can badly affect business activities

In particular, the inflation index is still high 6.81% (2012), the economy vulnerable to the crisis because of the lack of policies to promote effective, large wealth gap This sets challenges for business in volatile environments today The core issue is to adapt to survive

For an electronic commerce trading floor as Sendo.vn, apart from attention to the financial situation of the general economy, also must pay attention to the internal economic problems and

in business, especially costs Currently, the cost of setting up a website for online sales arise from: cost domain name registration, hosting service costs, the cost of design and programming, and maintenance costs For domain name registration costs, the price for the first year ranged from 240,000 to 1,000,000 VND For the cost of hosting services, depending on the package of each supplier that prices can range from 1 million to 3 million per year Overall, this is not a high price for a business, Sendo more support from the FPT group of both financial and information technology to reduce costs significantly

Social and cultural

Social factors and culture plays an important role in any marketing strategy, especially during market research and purchasing behavior of customers Several aspects may include are the population, people, education, lifestyle, …cultural factors and social of each country is

different, even the difference is shown between each region of the country Cultural and social factor impact on the purchasing decisions of customers, thus directly impact the business

activities of the businesses Therefore, understanding the social and cultural factors to develop appropriate marketing strategies is what the company has to focus on (including Sendo)

Vietnam's population is over 91 million in 2012, ranking 13th in the world The structure of the

population of working age (15-59) accounted for 66%

of the population This is the age group wishing to use the internet for the highest individual needs as

education, work, recreation, purchasing goods

66.00%

34.00%

Population structure of Vietnam(2012)

15-59 Other group age

Education is the focus issue in Vietnam, especially in the teaching of science - technology Computer Science has been put into school and primary school teaching In addition, information and communication infrastructure is increasingly modern make the image of users of the network-connected devices such as PCs, laptops, cell phones can be caught anywhere It can be said that the explosion information technology has taken place in Vietnam It is also part of the reason for more than 30% of Vietnam's population uses the internet, in the top of the world With a

potential customer source such abundant open up a huge opportunity for e-commerce industry in general and in particular online purchase

Vietnam People like chasing the trend,when seeing a movement that people are interested,they also want to participate in although may not understand much about this movement This is what a wise business notices and seeks to grasp, because if the company can create movement

of using the product or service of this company, it is clear that company will be dominant in the market In this regard, perhaps FPT (the managing company of Sendo) went a step behind the competitors, while in the current trend of online purchases, Sendo market share is insignificant

compared with the other large online shopping sites.Ways to overcome this shortcoming are to take a short cut and create outstanding value than competitors

e-Shop Performance Review

Evaluate the marketing mix

Product: