Final report topic analysis of lazada brangding strategies on theinternet

  MINISTRY OF EDUCATION   HOA SEN UNIVERSITY   FACULTY OF ECONOMICS AND BUSINESS   FINAL REPORT TOPIC: ANALYSIS OF LAZADA BRANGDING STRATEGIES ON THE INTERNET Course Title : Electronic Commerce Course ID : EC201DE01 Class ID : 0200 Instructor : Ngo Minh Tra (Ms.) Group : Group Ho Chi Minh City, July 2023 MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FACULTY OF LOGISTICS-INTERNATIONAL TRADE FINAL REPORT TOPIC: ANALYSIS OF LAZADA BRANGDING STRATEGIES ON THE INTERNET Course Title : Electronic Commerce Course ID : EC201DE01 Class ID : 0200 Instructor : Ngo Minh Tra (Ms.) Group : Group Ho Chi Minh City, July 2023 Hoa Sen University  i Hoa Sen University TASK ALLOCATION No Student ID Full name Assigned Task Performance 22010105  Nguyen Thi Bich Lien Edit content + Word 100% + Present 22001588  Nguyen Thi Tuyet Nhi I Internet branding strategy + Powerpoint 100% + Present 22012278  Nguyen Thi Hai Linh II Brand overview + 100% Present 22006432 Pham Thi Truc Lan I Overview of ecommerce + Present 100% 22013747 Hua Thi Hong Lan II. Analysis of  Lazada's internet  branding strategy + 100% Present 22011623 Tran Thi Yen Linh II Analysis of   Lazada's internet  branding strategy + 100% Present 22004602 Le Nguyen Huong Lan II Analysis of  Lazada's internet  branding strategy + 100% Present  ii Hoa Sen University HONOR PLEDGE “I have read and understood the behaviours of academic integrity violation I affirm that I have not given or received any unauthorised help on this assignment, and that this work is my own” Date: 07/07/2023 (Name and signature)  iii Hoa Sen University TEACHER'S COMMENTS  iv Hoa Sen University OPEN LETTER First of all, our group would like to express our sincere thanks to lecturer Ngo Minh Tra During the 15-week course of the e-commerce course, she has always accompanied them to help them enjoy the love In addition to teaching the subject, she also shares a lot of useful lessons that can be applied in practice for the future Then through research and research in the process of completing the report, we realized that the topic of the report is quite good and provides a lot of useful knowledge In the process of completing the report, there will certainly be errors, please forgive them We look forward to receiving your comments so that we can complete in a better  way  v Hoa Sen University ABRIDGMENT In today's increasingly developed society, the use of the Internet is increasingly  popular and learning e-commerce has helped our group gain more useful knowledge Ecommerce is the process of buying and selling goods and services through the Internet or other electronic systems It is an important part of the digital economy and has grown strongly in recent years E-commerce offers many benefits to both consumers and businesses For consumers, ecommerce provides convenience and flexibility when shopping They can access and  purchase from anywhere and anytime with just a few clicks Consumers can also compare prices and product reviews easily, and enjoy fast and convenient delivery Along with the development of e-commerce, forms of online business have diversified Therefore, through the knowledge learned from e-commerce, our team chose the topic for the final report to analyze Lazada's branding strategies on the intern  vi Hoa Sen University TABLE OF CONTENTS TASK ALLOCATION ii HONOR PLEDGE .iii TEACHER'S COMMENTS iv OPEN LETTER .v ABRIDGMENT vi TABLE OF CONTENTS vii LIST OF FIGURES viii INTRODUCTIONS .ix MAIN CONTENTS I INTRODUCTION .1 E-commerce overview .1 Internet branding strategies .2 II DESCRIPTION OF THE BRAND Brand at a glance .4 Analyze Lazada's internet branding strategy .9 Reviews & recommendations 23 III CONCLUSION 25 REFERENCES 26  vii Hoa Sen University characteristics, clear product list It is clear and has a chat box for customers to easily contact when having problems with the website With an eye-catching and easy-to-use web design, Lazada has attracted customers from the first time they visit the website Dividing products into separate categories and categories on the main menu bar and displaying products with promotions to help customers find products and buy products with better prices in a better way easy and convenient The website interface has bright colors, clear and effective advertising images In addition, the website also helps customers with sales needs to easily find the sale item through the search bar on the homepage, in addition, the website also focuses on receiving customer feedback and comments about the product on the website  Figure 10: Lazada website (Lazada.com.vn, 2022) Filtering products by brand and price, special offers, vouchers and discounts, searching  products by keyword are convenient features and help attract customers of Lazada The product pages of the website will be designed including product descriptions, images, customer review details, specifications, complete product information  13 Hoa Sen University  Figure 11: Lazada website (Lazada.com.vn, 2022) When shopping on Lazada's website or shopping app, customers will be supported with many different payment methods, customers can choose the appropriate method such as bank transfer, payment via credit card or pay on delivery Customers can make quick, simple and secure payments when shopping on Lazada website The overview shows that Lazada's website is designed to be very convenient, effective and very professional, bringing the best product experience along with entertainment for customers Simple and sophisticated interface creates a pleasant and comfortable feeling for customers With the increasing shopping needs of customers, Lazada is always oriented to improve the website, always updating the website to improve service quality and ensure the website is always operated in the most smooth way with the customers that's high security 2.4 Content creation for the website How did the brand choose to make content? Use social media channels for communication such as Twitter, Facebook, Instagram, Google Ads bidding to surpass your competitors in the keyword search bar thereby  14 Hoa Sen University increasing website recognition, approach and build trust for customers, make the most of the content on the website Lazada also invests heavily in KOLs who are famous artists with great influence in the region such as Tran Thanh, Ninh Duong Lan Ngoc, Mono, Miss Grand 2021 Nguyen Thuc Thuy Tien, to promote the brand on most social networking platforms, banner  ads on Lazada website Lazada launched Lazlive chain which is Lazada's livestream platform to increase experience, create entertainment and new emotions for customers while shopping, in addition, customers also receive many shocking deals, rain vouchers in the frame livestream time Implement a "Cheap Every Day" program to connect customers with products with good prices and continuously bring discounts and free shipping to customers, create many vouchers, promotions, shocking deals for customers on special occasions, days of the month such as January 1, December 12, It can be seen that during the epidemic, Lazada has implemented the campaign "Shopping at home with peace of mind, optimism and victory" to promote the optimism of businesses, as well as the spirit of consumer optimism, and share with the community positive messages Through the content deployed on the website, it shows the investment in the image, the  brand's coverage, the constant creativity and always cares about the benefits and experiences of customers Besides, there are also activities to care, cheer up the spirit and share with the community during the difficult time of the epidemic   15 Hoa Sen University  Figure 12: Influencers of the Winning Beliefs campaign (yan.vn, 2020) Lazada quickly increased market share in new categories: ad impressions increased by 50% and traffic increased by more than 30%  Figure 13; Influencers of the Winning Beliefs campaign (yan.vn, 2020) 2.5 Use online marketing to develop your brand Online marketing is the use of online channels to promote products, services and brand identity to potential customers through digital strategies and media  16 Hoa Sen University The use of online marketing helps businesses and brands reach more customers through channels where customers spend time searching, shopping and interacting online including websites, SEO (optimization of search engines) search), email, social media (Facebook, Instagram, Youtube ) or advertising platforms like Google's Display Network, Adroll  2.5.1 Build a branded website As an E-Commerce platform, Lazada's marketplace is online Therefore, Lazada has launched a website with the domain name lazada.vn, providing consumers with a variety of products and all necessary information about the products on sale at a price that is not too high The website has bright colors and clear product layouts Although Lazada has a lot of   products on sale, with the website system being continuously optimized, the website loading time is not too slow In addition, on the homepage of lazada.vn, there is always the latest information about the campaigns of the brands being carried out, the incentives when buying products, so customers can easily update information without having to click multiple times In addition, the launch of the app has helped the brand reach millions of smartphone users With lazada application, customers can buy and order anywhere and anytime 2.5.2 Public relations Lazada uses various forms to promote campaigns and programs at major online newspapers with many visitors such as Dan Tri, Channel 14, VNExpress,  17 Hoa Sen University  Figure 14: Public relations (beco.vn, 2023) 2.5.3 Promotion In order to promote buying demand, Lazada has organized many big promotions such as: - Sale at the beginning of the month, Sale in the middle of the month, Sale at the end of the month - Brand Day - March birthday sale - Mid-year sale June - Super shopping mall 9.9 - Black Friday - Super sale at the end of the year 12.12 Only in June 2023, Lazada will hold many promotions with many attractive vouchers for customers  18 Hoa Sen University  Figure 15: Promption (magiamgialazada.vn, 2023) In addition, during the two days of super sale taking place from 06 - 08.06, Lazada cooperated with many big brands to launch good vouchers and deals, even freeship and organize minigames for customers (tuoitre.vn, 2022) (hanoimoi.com.vn, 2020)  19 Hoa Sen University  Figure 16: Promotions (Lazada.com.vn, 2022) 2.5.4 Online advertising activities Lazada did not hesitate to pay for online marketing campaigns It is not too difficult to come across Lazada's ads on Facebook, Instagram, Tik tok or Youtube and search on Google For Google, Lazada not only targets advertising on search engines, but also uses display advertising, covering display advertising networks in Vietnam such as Google Display network, VietAd, Admarket convenient for Lazada to invest in to  promote its activities as well as campaigns because this is where a lot of potential customers gather In addition, Lazada's advertising activities also take place on many other websites Customers only need to click to view a Lazada product for the first time, there will be a cookie file that remembers the customer's address and when the customer visits another website, Lazada's ads about that item and the Similar products may appear  20 Hoa Sen University  Figure 17: Online advertising activities (brademar.com, 2022) 2.5.5 Lazlive+ Lazlive+ is a program with the participation of KOLs, KOCs, influencers chatting to attract more visitors  21 Hoa Sen University  Figure 18: Live on app Lazada (techsignin.com, 2023) (beco.vn, 2023)  Figure 19: Livestream on app Lazada (techsignin.com, 2023) Livestream series called Lazlive+ "Open Box" with the participation of Tran Thanh, Thuy Tien, Lan Ngoc and leading experts in different fields In each episode, the show will invite KOLs and experts to take on the challenges set out by the show  22 Hoa Sen University 2.5.6 Performance marketing With traditional marketing methods, the brand has carried out a lot of advertising activities such as banner printing, outdoor advertising, sponsoring events and  programs so Lazada has applied performance marketing method, so they can control the number of people who see or click on your ad, count how many customers your ad attracts and how much revenue it brings 2.5.7 Affiliate marketing This is a very common form for e-commerce sites in Vietnam As one of the successful businesses with this method, Lazada has attracted partners from website owners, forums, e-newspapers, hot bloggers, KOLs… with attractive commissions up to 13% of the value of the products Especially on birthday events or super sales every year because the commission can be 3-5 times higher than on weekdays (maneki.marketin, 2022) (oriagency.vn, 2022) Reviews & recommendations With the above strategies, Lazada has done a great job in building a brand on the Internet The good thing about this strategy is that Lazada has: - Product variety and quality Because it operates mainly under the C2C model, Lazada mostly focuses on genuine stores (Lazada Mall) rather than other  retailers, you can find famous brands like Lancome or Estee Lauder on Lazada  but can’t find it on Shopee, making consumers confident about product quality - There are many promotions and discounts on products Have a strong online advertising system, and learn to use media to interact with customers and communicate with them intelligently - Customer service: Lazada offers customers 24/7 support, product guidance and a very flexible return policy  23 Hoa Sen University However, there are still some bad points of this strategy are: - Regarding the application interface, Lazada often receives negative feedback  from users because the interface is quite complicated and difficult to use when compared to the familiar shopping application Shopee - The ecosystem is less diverse Because Lazada's direction is Marketplace, the number of sellers on Lazada is reduced, and the number of products available on the floor is also more limited - Slow delivery speed: There is some feedback from customers that sometimes Lazada's delivery speed is slower than its competitors In short, Lazada has built successful branding and promotion strategies on the Internet when it is always in the top e-commerce platforms favored by Vietnamese people However, it is necessary to continue to improve the weak points to maintain a high  position in the online retail market  24 Hoa Sen University III CONCLUSION With its branding strategies, Lazada has achieved great success and has become one of  the major online retail brands in Vietnam and Southeast Asia Lazada has applied diverse customer outreach strategies using social media sites and other communication channels, providing good services such as customer service, delivery management and flexible return/exchange policy It helps to build trust and satisfaction from customers However, as mentioned, Lazada needs to improve its weaknesses to increase its credibility, reputation and create customer satisfaction In addition, Lazada needs to continue to invest and develop new technologies and customer access channels to maintain its share in the competitive e-commerce market  25 Hoa Sen University REFERENCES atpsoftware.vn.(2020) Retrieved from https://atpsoftware.vn/cach-kiem-tien-onlinevoi-chuong-trinh-tiep-thi-lien-ket-cua-lazada-2020.html  beco.vn (2023) Retrieved from https://beco.vn/logo-sendo/  brademar.com (2022) Retrieved from https://brademar.com/tiki-logo-png/ hanoimoi.com.vn.(2020) Retrieved from https://hanoimoi.com.vn/ban-in/dich-vu/976511/lazada-ket-hop-voi-cac-nghe-si-vietra-mat-mv-co-dong-phong-chong-dich-sang-mat-chua-co-vy  jobsgo.vn (2022) Retrieved from https://jobsgo.vn/blog/lazada-la-gi/ Lazada.com.vn.(2022) Retrieved from https://pages.lazada.vn/wow/gcp/route/lazada/vn/upr_1000345_lazada/channel/vn/uprrouter/vn? wx_navbar_transparent=true&hybrid=1&data_prefetch=true&prefetch_replace=1&at_  iframe=1&wh_pid=/lazada/megascenario/vn/sale-gap-boi-07-2023/trangchinh&exlaz=d_1:mm_  magenest.com (2021) Retrieved from https://magenest.com/vi/chien-luoc-thuonghieu/ magenest.com (2021) Retrieved from https://magenest.com/vi/chien-luoc-thuonghieu/ magiamgialazada.vn (2023) Retrieved from https://magiamgialazada.vn/lich-salelazada/ maneki.marketin (2022) Retrieved from https://maneki.marketing/lazada-marketingstrategy/ oriagency.vn (2022) Retrieved from https://oriagency.vn/chien-luoc-marketingonline-cua-lazada  pos365.vn (2022) Retrieved from https://www.pos365.vn/mo-hinh-kinh-doanhthuong-mai-dien-tu-6447.html rubee.com.vn (2021) Retrieved from https://rubee.com.vn/shopee-logo.html  26 Hoa Sen University sell.amazon.vn (2023) Retrieved from https://sell.amazon.vn/blog/danh-cho-nguoimoi/thuong-mai-dien-tu-la-gi sellercenter.lazada.com (2019) Retrieved from https://sellercenter.lazada.com.my/seller/helpcenter/what-is-lazada-marketplace business.html techsignin.com (2023) Retrieved from https://www.techsignin.com/chuoi-livestreamlazlive-lazada/ tuoitre.vn (2022) Retrieved from https://tuoitre.vn/lazlive-hop-oi-mo-ra-binh-curuou-moi-trong-livestream-thuong-mai-dien-tu-2022091318015632.htm thanhnien.vn (2019) Retrieved from https://thanhnien.vn/lazada-va-phep-giai-cho bai-toan-ve-niem-tin-trai-nghiem-nguoi-dung-tai-viet-nam-185882932.htm thuvienmuasam.com (2020) Retrieved from https://thuvienmuasam.com/t/lazada-1111-sale-to-nhat-nam/1744 vietnix.vn (2022) Retrieved from products on Lazada e-commerce platform vietnix.vn (2022) Retrieved from https://vietnix.vn/lazada-la-gi/ yan.vn (2020) Retrieved from https://www.yan.vn/tiep-noi-ghen-co-vy-sang-matchua-co-vy-tro-thanh-bai-hat-chong-dich-quoc-dan-239499.html  27