thương mại điện tử
lOMoARcPSD|10628252 Báo cáo cuối kì: Thương mại điện tử cho nhãn hàng truong (Trường Đại học Kinh tế - Tài Thành phố Hồ Chí Minh) StuDocu is not sponsored or endorsed by any college or university Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 E- COMMERCE Report: STAR KOMBUCHA Lecturer: Phạm Thị Mộng Lành GROUP CONTENTS Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 Website building plan .3 Website Market expansion strategy 17 Reasons why we use YouTube as a mean of marketing tool for E-commerce 17 Practical applications to promote our product on the YouTube platform 19 S.W.O.T Analysis 29 Challenges the management must consider and may face when running those Ecommerce approaches 29 SUMMARY 31 Website building plan Website Websites play an important role in developing a business Every business needs to establish a website so that the potential customers can grasp all the information about that business and easily find an official place to buy products [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 For that reason, our brand – Star Kombucha would also build a website We base the format on the website https://vindishoemaker.vn/, and we aim to develop a friendly and easy-to-use website so the layout here is simple and minimal The main features of Star Kombucha are: About Us, Products, Promotion, News, Search bar, Cart, Online supported, etc Here are some pictures of Star Kombucha website’s outline : [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 1.1 Features: 1.1.1 About Us: The introduction (About us) provides information about the business, product or service that we are providing Besides, it helps consumers better understand the mission, vision and development orientation of our business What is Star Kombucha? Star Kombucha was founded in 2019 Our product is Kombucha tea - a fermented tea by the SCOBY breed that supports people in weight loss and digestive processes This is a convenient way to have a healthy drink for women in modern life Star Kombucha provides probiotics, vitamin B to improve the immune system, and enzymes to support ameliorate and protect the digest process Star Kombucha has 12 kinds of flavors so everyone can easy to find a favorite one for themselves Mission: Star Kombucha determined that our mission is become “ A friend who is always by your side”, our products will ensure quality and nutrition Vision: In the next years: “ Expand the market, develop the customer services To bring a good experience” In the next 10 years, become top products for a healthy life 1.1.2 Products: The products section is about all of Star Kombucha’s products and descriptions for each product, about the ingredients, nutritional value, user manual, and price It helps customers get more detailed information about our products' features and benefits From this, consumers can easy to choose which one suits their needs For example: Star Kombucha – Peach paradise [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 Star Kombucha Peach paradise can purify the body, generate energy and promote positivity when used It is made by a fermented method according to the USA standard Ingredients: Kombucha (237ml), peach (6ml), orange (1ml), black tea, green tea, lactobacillus Benefits: Organic acids, Polyphenols, EGCG, Vitamin B and Probiotics contained in Kombucha are factors that have a strong impact on the body's ability to purify, improve skin beauty, produce energy, strengthen the immune system and improve skin health AIDS digestion User manual Tastes better when chilled Shake well before drinking Preservation: Store in a cool, dry place, away from sunlight Packaging: 250ml bottle Brand Origin: Vietnam Produced by: Chau Giang Food Processing and Trading Co., Ltd Lot C1-1/X1, Road D4, Tan Phu Trung Industrial Park, Cu Chi District, Ho Chi Minh City, Vietnam 1.1.3 Promotions: [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 Promotion section that will display the products are being sale so consumer easily to find on sale products and purchase instantly This section helps us create automatic promotions for each product or combo When a product group is set up in a promotion, the price of the respective item automatically changes accordingly, for the duration of the promotion This helps stimulate customers to buy when viewing products and seeing attractive promotional prices on the website 1.1.4 News (Blogs) This sector uploads all official announcements and our business activities Through this, the customers will get to know more about our annual events, upcoming promotions, new products release, etc For example: When we are going to launch a “Buy pack get bottle free” project, we upload a piece of news to announce to our customers about the time that the project starts and ends, requirements, and places where the project happens Promotions: Buy pack get bottle free On the occasion of the “Back to school” season, Star Kombucha wants to energize the back to school season with promotion: Buy pack get bottle free Time application: 28.8.2021 - 28.9.2021 Object: Only for Students *Apply for online and offline stores [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 1.1.5 Search bar Website for sales is like a virtual store, where business introduce their products to customers Some stores have so many goods that they can make customers feel confused Therefore, to optimize purchasing experience, our website needs to add a searching bar The primary mission of the searching bar is to help the customers easily find the product that they want and save their time 1.1.6 Cart The shopping cart function is an indispensable part of an online store It helps customers manage their products and control quantity and price while shopping online Moreover, a cart’s function also allows customers to put products they like; they can buy now or wait for sale season by creating a personal account A cart is used for businesses to research purchase behaviors or consumer trends [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 1.1.7 Customer support Many customers come to a website to be consulted about the products; therefore the best solution for this problem is an online customer support function Online consultant systems connect the counselor with customers to solve customer’s problems Thus, customers will feel that they are taken care of by our business [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 1.1.8 Statistical access Statistical access helps businesses have a clear picture about the number of people accessing the website, or most liked and searched product From this, we can compare and manage the number of goods to produce an appropriate volume to avoid overstocking Features of purchasing on the website: Helping buyers: get accurate information, know specific prices, think time, order directly on the web, can apply promo codes, choose payment methods, manage order journeys Helping suppliers: reach target customers more easily, increase sales, reduce rental costs, traditional selling costs, manage inventory well, strictly manage single journeys products, take care of customers more attentively Features: Inventory Management [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 ● The opportunity to own a communication channel for ourselves As mentioned above, YouTube is an interesting destination for almost everyone regardless of age, gender, country or ethnicity that no other platform can compare Advertising on YouTube will open the door to a new direction, a new opportunity for our own media channel If we traditional advertising services, we will only be able to run ad campaigns one after another and have to depend on many other factors such as broadcasters But when we advertising with YouTube, we can completely own our own media channels with unique and interesting videos to attract audiences to watch for a very long time without even losing a lot of money What is the cost to maintain them? ● Ability to create viral ads Unlike traditional advertising, YouTube ads will help advertisers proactively reach customers If our videos are engaging and interesting enough, our audience will want to share them in as many places as possible so that all their friends can see them too And so, our visible video becomes a Viral Video ● Save on advertising cost One of the outstanding benefits that advertisers can easily see when using this media platform is the ability to save advertising costs compared to traditional forms of 18 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 advertising We can upload our promotional video on YouTube, store it for a long time without paying any maintenance fees at all Besides, the use of other communication platforms such as Facebook, Twitter, Instagram to share YouTube video ads or advertising messages is also a way to increase brand awareness and attract a number of large audiences at a very low cost ● Target the right customers when they search for what we have to offer YouTube is the second largest search site in the world after Google, so it is also a site used a lot in the process of collecting information about products or services of customers On this platform, we can completely host thousands of videos of different topics and fields, so we can meet the maximum needs of customers when we are searching for what we want provided with just a few taps What's more, customers can watch our YouTube promotional videos on any device with an Internet connection This provides a pretty good user experience, so this is one of the reasons why it attracts audiences to YouTube more strongly Practical applications to promote our product on the YouTube platform Current strategies ● Introduce the product to consumers If the features of the product answer the "what" question, then the benefit describes what the product or service can bring to the consumer, answering the question "why" 19 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 Businesses can market a product by emphasizing what it is or explaining why it is important to the consumer, but in the end, the consumer is still more interested in benefits than features Application: In Vietnam, the name "Star Kombucha" tea is still unfamiliar to most people, so we decided to upload the video introducing the product, and show the great benefits that Kombucha tea brings to consumers Picture 1: Video “6 lý nên uống Kombucha ngày” on our Youtube channel 20 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 ● Contact with KOL, influencers to advertise the product The goal of advertising is always to sell a lot of goods to increase revenue and brand awareness KOL marketing is no exception, compared to traditional advertising methods such as printing leaflets or marketing by running ads on Facebook or Google or Instagram, advertising based on KOL helps to quickly PR business brands KOL can convince customers to make them change their minds and convert buying behavior, so the company’s revenue will increase Just one video of an actor/actress, singer for a product also makes users who are interested, curious want to use it because that is the trust of fans with these famous characters Application: Hana Giang Anh is a hot fitness coach and YouTuber who has 1.3 million subscribers on her own YouTube channel She is considered one of the pioneers in inspiring women to love exercise, actively improve their physique and live happily That is why we choose Hana Giang Anh to advertise our products- to spread the product to a wider audience, especially to those who are in the stage of establishing a healthy lifestyle 21 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 Picture 2: Video “Trải nghiệm 15 ngày uống Kombucha Hana Giang Anh” on our YouTube channel ● Ask for honest reviews from consumers Customer reviews are insights into what is working well about the product or service and what should be done to make the experience better The organization may have the best expertise in the industry, but the expertise will never be more valuable to business performance than customer insights Customer opinions help businesses ensure that the 22 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 final product will truly meet their expectations, solve their problems, and fulfill their needs Application: To increase the trust of our customers, we post videos of honest reviews of a consumer who is using the product This helps people have a more objective view of this Kombucha tea product Picture 3: Video “Review Nước Uống Star Kombucha Chân Thật Nhất” on our Youtube channel 23 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 ● Use promotions A promotion program is a program created to encourage customers to buy more products/services of a business The activities carried out in the promotion program are aimed at motivating consumers to buy goods and products, and also to increase brand recognition for products and businesses Application: Starting the new school year after a long summer break, surely many students are practicing for a healthier lifestyle after the days of eating a lot of fast food and greasy food So, understanding that, Star Kombucha posted a video to introduce a super promotion for them “ Promotion of Kombucha on “back to school” day and National Day” 24 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 Other upcoming strategies for optimizing advertising on YouTube 2.1 Running YouTube TrueView In-Stream 2.1.1 What is YouTube TrueView In-Stream? TrueView is the name for YouTube’s advertising platform, and it’s called TrueView because the advertisers only pay when someone chooses to view the video It displays an advertising video clip that is played before (or in the middle) of the video the user is watching, the video can be skipped or not skipped Sometimes, the audience may see an in-stream ad 2-3 times during the duration of the video, and seconds after playing the 25 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 ad, the user has the right to click Skip and continue watching the main video In addition to the promotional video and the Call-to-action (CTA) on the video, the advertisers can have a banner on the right to display the additional CTA, title, and web page link 2.1.2 Advantages of using YouTube Trueview In-Stream The TrueView ad system is set up to be a triple win It is a win for advertisers because we could laser target viewers and only be charged for the ones that watch or interact with the video It is a win for the viewer because they see more relevant ads that not completely interrupt their viewing session, and it is a win for YouTube because of money Moreover, this strategy also has a reasonable advertising fee, it costs about 80- 150 VND per view The key point here is that the advertisers only pay for views from the audience that care, it will not cost us anything else if the audience clicks skip Finally, since Trueview advertising is an active selection, there is no time limit for the videos More specifically, our company could post videos for as long as we like, get creative with formats, try out longer product demos, and more With TrueView, we have plenty of time to tell our brand story 2.1.3 Conditions for advertising TrueView - Requirements for promotional videos + The promotional video must be uploaded to YouTube + Video must allow embedding + Videos can be posted as public or unlisted + Ideally, the video should be a minimum of 12 seconds and a maximum of minutes 26 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 - Landing pages can be: + Our website + Videos that we want to increase views or our Youtube channel 2.2 Incorporating subtitles to every video posted on Youtube 2.2.1 Why should we add subtitles? Google and Youtube rely on textual data to deeply understand our video content By default, Youtube cannot watch and enjoy our video content, so it will rely on what we have "declared" to the system to understand the video This means that our information is required for the system to understand our video 2.2.2 Advantages of adding subtitles For the system, subtitles are considered to be a complete and accurate representation of video information It allows search engines to rely on and better understand the content of the video If our video has subtitles, it will get indexed When making subtitles for videos, we can also choose some keyword phrases from the subtitles, including those keyword phrases in the video tag along with the video description Moreover, videos with subtitles will reach more audiences and possibly our international potential customers For example, people with hearing disabilities, or people from countries apart from Vietnam Other alternatives for market expansion 3.1 Setting up sales booths in the supermarkets 27 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 Currently, Kombucha in the Vietnam market is still not popular, so it is necessary to increase the brand's brand awareness to consumers For a brand that wants to increase sales at the point-of-sale, it is essential to make its point of sale special, thereby attracting customers' eyes, standing out in crowded areas like supermarkets, and stimulating their demand to buy goods and products Sales booths were established to solve the problem of the display, introduction, marketing, increase brand awareness and bring them closer to consumers As a result, the interaction between customers and businesses also increases, which are stepping stones to help the brand become stronger in the future, and can expand production of many new and unique items to best serve consumers, increase revenue 3.2 Launching vending machines The convenience that vending machines bring to people is immense The busy pace of life makes people want to get products quickly, avoiding queuing like the traditional way Moreover, the price at these vending machines is fixed and now the trend of buying goods is by e-wallet, integrating payment by QR code, Code, therefore, it improves the convenience of shopping Star Kombucha's target audience is busy modern women who want to maintain a healthy body Therefore, the company could place these vending machines in front of the gyms, apartment complexes, and offices where consumers can easily buy them 3.3 Community engagement project It is advisable to build Kombucha as a brand that leaves many impressions with programs for the community, accompanying Vietnamese people, bringing positive and long-term 28 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 contributions to those in need Programs are built based on providing the support that is needed, contributing to solving real problems, especially during the current Covid-19 epidemic, it is suggested to plan projects that include topics, useful and practical information to help prevent epidemics and improve people's health For example, the video clip series "When the house has F '' provides effective knowledge on epidemic prevention and control, and effective home health care Through the campaign, Kombucha may contribute to spreading and encouraging the spirit of healthy and positive living so that there are more "green areas" of hope and determination to fight the epidemic S.W.O.T Analysis Challenges the management must consider and may face when running those Ecommerce approaches Strengths - Unique design, attractive and available in different flavors - Cheap price at only 30,000 VND / can compared to competitor Ladybuddha Kombucha which is 54,000 ~ 62,500 VND / bottle - Using aluminum cans has a high recycling rate, up to 78% globally, which is much higher than 28% of glass bottles - Adhere to strict production standards All products of Star Kombucha must meet the standards of consistent quality of ingredients Weaknesses - The electronic payment system is not diversified - Due to the new integration of e-commerce, the human resources are still lacking and inexperienced - The product may not be popularized widely and effectively to most Vietnamese Opportunities 29 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 - Due to the impact of COVID-19, the online shopping community has increased, leading to stable and good growth of online businesses - The trend of Vietnamese consumers' interest in healthy products is increasing rapidly, more and more people are turning to healthy products, including Star Kombucha - Currently, the fact that governments are starting to impose taxes on sugary drinks to tackle obesity is one of the factors that promote the development opportunities of low-sugar beverage products like Kombucha - The increasingly strong development of the Internet as well as the technology infrastructure helps to increase the number of people accessing the internet, which is an endless source of customers - Marketing can be used to promote products more easily and quickly - Easily keep in touch with customers: Through the e-commerce system, businesses can capture contact information in the form of emails, so sending both automatic emails and promoting products and promotions will be very convenient easily - Sales time on the website 24/7/365 will help businesses increase the number of orders - Saving advertising costs, premises and equipment Threats - Security issues in e-commerce when we not have a specific policy in ensuring information security - Logistics costs for e-commerce Although e-commerce reduces some store management costs, it increases management costs for shipping and order processing units, etc If there is no optimization, this cost will be higher much more than the traditional sales management costs - E-commerce is growing very fast, if businesses not innovate in time, it is easy to be left behind - The business market is expanded, it will be difficult to compete on price with rival companies SWOT Matrix SO Strategy - Promotion strategy during the epidemic season Offer incentives to encourage customers to buy many products such as buy get free - Design product packaging to impress customers ST Strategy - Strategies to optimize logistics costs - Market penetration strategy Use a well-branded delivery application to raise the brand's level, with many WO Strategy - Strategies to promote e-payment to help customers have convenient product payment options via banks or e-wallets WT Strategy - Provide a privacy policy for customer information - Improve the training of quality human resources 30 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 incentives and activities on the fanpage to attract customers SUMMARY We hope that Star Kombucha can reach 20% of the population of Vietnam in the near future To that end, we still have a long way to go in 'educate' the market about our products and change existing incorrect assumptions Thanks to the development of the internet, consumers can search and refer to different sources of information to find scientific studies about our products and other customers' experiences around the world Besides, with the application of e-commerce, we hope to have the opportunity to reach out to new customers globally and open up the possibility of connecting with potential customers 31 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn) lOMoARcPSD|10628252 REFERENCE: Trung Đức (2020), Youtube Marketing gì? Retrieved from: https://trungduc.net/youtube-marketing-la-gi/ Võ Tuấn Hải (2021), Quảng cáo Youtube gì? Tính phí quảng cáo nào? Retrieved from: https://quangcaosieutoc.com/youtube-trueview/ Hassan Mansoor (2018), Simple Hacks to Effectively Engage Your YouTube Audience Retrieved from: https://customerthink.com/7-simple-hacks-to-effectively-engage-youryoutube-audience/ PHƯƠNG NAM VINA, Các chức cần thiết website bán hàng Retrieved from: https://websitechuyennghiep.vn/4-chuc-nang-can-thiet-cua-website-banhang.html Chili (05/07/2020), Website Bán Hàng Là Gì? Các Tính Năng Của Website Bán Hàng Hiệu Quả Retrieved from: https://www.chili.vn/blogs/kinh-nghiem-vang/website-ban-hang-la-gi-cactinh-nang-cua-website-ban-hang-hieu-qua.html 32 [Date] Downloaded by V??ng Nguy?n Th? (vuongnt20@uef.edu.vn)