group assignment plan a digital marketing analysis and measurement for shopee vietnam

Our research will plan a Digital marketing analysis and measurement for Shopee in Vietnam.. In addition, Shopee also provides maximum support for shipping fees and Freeship codes to stim

Digital Marketing- MKT318

GROUP ASSIGNMENTPlan a Digital marketing analysis and

measurement for Shopee Vietnam

Class: MKT1505

Lecturer: Bùi Thị Hạnh ThảoCourse: MKT201 – Customer BehaviorDate: Summer 2021

Team member:

 Đỗ Duy Niên HS150155 Trần Thị Kim Oanh HE153055 Bì Thị Thùy

 Đặng Thị Hạnh Duyên  Cao Thành Long

Our research will plan a Digital marketing analysis and measurement for Shopee in Vietnam The research is going to show you shopee's position, the campaigns that shopee implements And how does that campaign contribute to the business objectives and marketing objectives? What data represents that

contribution? What tools to collect and evaluate these data?

II Introduction

Shopee, a Sea company, was first launched in Singapore in 2015, and has since expanded its reach to Malaysia, Thailand, Taiwan, Indonesia, Vietnam and the Philippines (Sea.com, 2021) Sea is a leader in digital entertainment, e-commerce and digital financial services across Southeast Asia Sea's mission is to improve the lives of consumers and small businesses with technology, and is listed on the NYSE under the symbol SE (Sea.com, 2021)

Shopee is creating convenience for the people of Southeast Asia and is the leading e-commerce platform in Southeast Asia and Taiwan It is a platform tailored for the region, providing customers with an easy, secure and fast online shopping experience through strong logistics and payment support

(techsignin.com, 2021) Shopee aims to constantly improve its platform and become the e-commerce destination of choice for many people in the region, besides Shopee truly believes in the power of technology and wishes to contribute to making the world becomes a better place by connecting the community of buyers and sellers through providing one platform e-commerce (shopee.vn, 2021).Shopee has a wide selection of product categories, from consumer electronics to home & lifestyle, health & beauty, toys & kids, fashion & fitness equipment (Sea.com, 2021)

a Explain the concept of digital mkt

Marketing mix is a set of marketing tools used by businesses to achieve marketing focus in the target market Marketing mix capital is classified according to the 4P model including: Product, Price, Place, Promotion are used in the marketing of goods (nef.vn)

Sounce: iprice.vnThere are top 10 most visited E- commerce Websites in Southeast Asia according to the report iPrice insights on March 3, 2020, Shopee Vietnam continues to lead in the whole year of 2019 in terms of website traffic, reaching an average of 38 million turns/month (Andrews, 2021)

b 4ps

Shopee is one of the largest e-commerce platforms in Vietnam today, officially set foot in the Vietnamese market from August 2016 at this time, the market has been dominated by e-commerce platforms Other giants such as: Lazada, Tiki, Sendo As a latecomer, how can Shopee overcome strong competitors, and then rise to become the e-commerce site with its current standing (Hải Yến, 2020) One of the important links contributing to that success is the success of shopee's marketing strategy Below are shopee's 4P strategic analysis including: Product, Price, Place, Promotion.

Price: Price competition is one of shopee's marketing strategies that is applied very effectively The company understands that with today's extremely fierce competition, in addition to providing customers with a smart, easy-to-use platform that is suitable for their habits, a competitive price strategy is essential (Zila ,2021)

Accordingly, Shopee proceeds to stimulate business owners The company offers preferential prices when shops register to become Shopee members In addition, Shopee also provides maximum support for shipping fees and Freeship codes to stimulate customers to purchase when using its application (HBR Business, 2020) In addition, Shopee also provides maximum support for shipping fees, Freeship codes, shipping support codes of 10,000 VND per invoice and bill payment in many different forms such as payment on receipt, payment by Airpay to get up to 100,000 VND compared to the total bill, this will stimulate customers to make purchases when using your application (HBR Business , 2020)

Product: Shopee is an e-commerce store, so shopee's main production is to provide services for buyers, sellers can easily find to make purchase and sale transactions (Zila, 2021)

Shopee attracts its customers by focusing on developing country-specific apps This is also a section in the battle of the high methodation for each school With this localization strategy, Shopee has achieved desirable results in each of its selected schools Shopee created a website optimized for many different languages so that their customers can easily make transactions on it Features to attracts customers and promote products include: Shopee Mall ( belong to the genuine product line ) , Shopee Live (a live streaming feature); Shopee Games (an in-app gaming function); Shopee Feed (an in-app social feed allows users to share contenton what they are listing, buying, and selling with the larger Shopee community); and Shopee Live Chat (a chat function that allows buyers to speak with sellers directly and find out more information before and after making a purchase) (Michael O'Neill , 2020 ) Shopee also pays attention to providing an easy and convenient customer experience through a website designed based on customers' usage habits (HBR Business, 2020) Shopee focuses on the segment of customers who prefer personal device activities such as cosmetics and fashion With a choice in the direction of image business, for personal beauty needs, buying at Shopee will bring many benefits, making it easier for buyers Shopee is an e-commerce website that is quite suitable for those who love beauty (HBR Business, 2020)

Promotion: Shopee focuses on communication on major and popular platforms in Vietnam such as Facebook, Google Along with that is appearing a lot on public transport, on TV Affiliate marketing is also promoted by Shopee to increase the number of large customers for the company, this form not only helps

marketing partners earn more commissions from successful referrals, but also helpsShopee save money Significant savings in marketing costs Shopee also supports up to the shipping fee and Freeship code to stimulate customers to buy when using its application (HBR Business, 2020) In addition, there are promotions such as January 1, February 2 shoppe birthday, December 12, and many other incentives to attract customers (shopee.vn, 2021)

Place: Shopee, a major online shopping platform in Vietnam, an online marketplace connecting buyers and sellers, the company has focused on releasing dedicated apps for smartphones and tablets, besides is a web page that runs on a computer browser All commerce channels that shopee publishes bring convenience and a very good experience to customers, helping them to access purchases anytime, anywhere (Zila, 2020)

Source: vietnamnet.vn

New to Vietnam since August 2016, up to now, the number of Shopee app downloads has increased 5 times, reaching 10 million in the appstore The seller community also increased 5 times in 1 year By 2020, Shopee has operations in 7 Asian countries, with a total of 40 million downloads In addition, the airline also links with the shipping partners with the best network in each country so that customers have the fastest possible experience (vietnamnet, 2019).

III Digital marketing measurement Plan

1.Business objectives

In 2020, Sea's e-commerce revenue increased 160% to 2.16 billion USD, butthe operating loss of this segment also increased 27% to 1.44 billion USD compared to 2019 (Thai Son, 2021) According from iPrice Group, since 2020 till now, Shopee is still leading the e-commerce market in terms of web traffic, far ahead of other competitors.

Figure 3: Shopee's business results in the first quarter of 2021 (Sea.com, 2021) Figure 4: Website traffic of 4 largest e-commerce platforms in Vietnam (Thai Son, 2021)

As the expected of Sea’s CEO, in 2021, the company's revenue will continueto rise at a rate of 200 percent Continuing to be the Vietnamese market leader, raising Gross Merchandise Value by 1.5 times and doubling gross order

Furthermore, Shopee has begun to boost commission collecting and eliminate free shipping coupons, with the goal of being profitable by 2021 (Thai Son, 2021).

2 Marketing objectives

Growing revenue, increasing sales volume, or driving profitability are results These aren't task that marketing can do on its own In our research, we aim to concentrate on the marketing objectives There are six distinct goals that we’re looking for: stimulate demand, build awareness, influence consideration, improve sales experience, drive action, grow loyalty

Figure 5: Traffic Sources of shopee.vn until June 2021 (similarweb.com, 2021)

Figure 6: Traffic of shopee.vn from social until June 2021 (similarweb.com, 2021)

a Stimulate demand

Shopping habits have completely changed during the Covid-19 epidemic, consumers are increasingly taking advantage of online shopping channels (nld.com, 2021) Shopee has launched a series of coupons and promotions to stimulate people to shop online during the pandemic Question will be asked to measure how Shopee has contributed to the change of ratio above

Key question we should to ask of the data

 Amount of people change in online shopping participants? Change in gross order?

 Number of app downloads in the period?Data Source and tools be use to

collect data Plan to collecting dataNumber of

people participating in the purchase in period of time.Gross order.GMV.App downloads.

E-commerce website: Google Analytics (site optimization)

Shopee’s app

Collect information on user count, total orders, GMV and app downloads in 2020 and 2021 Compare 2 years metrics together, if it doesn't reach set target then campaign unsuccessful in enhancing stimulate demand.

b Build awareness

Two main stages in build customer awareness are: Recognize and Recall In first stage, Shopee never stop strengthen communication channels Shopee focuses communication on major and popular platforms in Vietnam such as Facebook, Google Along with that is appearing a lot on public transport, on TV Using the influence of celebrities to represent the brand is a marketing strategy applied by many big brands Shopee is no exception, they invite a lot of celebrities with a

huge fan base in the entertainment world such as: Son Tung MTP, Bao Anh or evenBLACKPINK, a famous Korean group to be the face themselves in campaigns to promote products and brands In second stage, to make consumer recall their brand, Shopee is constantly developing Shopee Game (such as “Shopee Số Gì Đây”), Shopee Live, Shopee Feed, expanding the variety available goods Using Affiliate Marketing (on Facebook, Tiktok) and holding big discount events on special days all year round such as 6.6, 7.7, 11.11, … to increase the number of large customers for the company (zila, 2021).

Key question we should to ask of the data

 Do consumers recognize and recall my brand?

Because the consumer's ability to recognize or recall a brand is central to purchasing decision-making Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category (Rossiter, J.R 1987).

 How often your brand is mentioned on the internet compared to other brands? (Share of Voice)

 The percentage of times your ads were shown out of the total impressions they could have received? (Share of Impressions)

These data provide useful information on not just the quantity but also the quality of your coverage They be used to assess brand position relative to the competition and evaluate the effectiveness of advertising Or we can use it to compare with competitions (Anna Bredava, 2020)

 Change in referral traffic?

The data shows you that your website is linked somewhere else Based on that we can determine what sort of material works best for spreading your brand name and links and utilize this information to increase your brand recognition.

 How many people does the campaign reach?

The size of your specific prospective audience is measured by reach Reach is critical for campaigns since it allows you to determine the potential impact of your posts It is critical for determining the extent of your message's universe and determining the effectiveness of a campaign.

Data Source and tools be use to Plan to collecting data

collect dataHashtag (#) (up

to 20%) Social media (Facebook, Tiktok, Youtube) (Media optimization)

Collect information at the beginning and end of the period, evaluate which campaign brings the most interest and which social media channels are the mosteffective

Compare with competitors to determine brand position.Views by

Display ads Audience and TRPS (increase 20%)

Pages with Shopee's advertisingregistration (Youtube, Y8, vuighe.net, FPTplay, etc) (similarweb, 2021): SEMrush

From SEMrush we can see the percentage of our target customers that see ads, cross-device use, Their ads were seen in the right context or not Based on the above information, compare it with another campaign and adjust the cost and ads position accordingly Referral traffic E- commerce website: Google

Analytic

Monitor changes in referral traffic to assess if my display ads are effective and where should company focus on?

Site visits/clicks Views (up to 20%)

Social media (Facebook, Youtube, Tiktok): Facebook, Youtube tools to tracking these data.

Monitor the change in views for each campaign determine the effectiveness of a campaign.

Figure 7: Referral traffic of Shopee.vn (Jun 2021) (similarweb.com, 2021)

c Influence consideration

Shopee has an eye-catching interface, a variety of items and easy ordering Alsooffers a lot of discount codes and organizes many minigames all year round (Zila, 2021)

Image: Shopee.vn (Shopee.vn, 2021)

Key question we should to ask of the data

 Do my products satisfy consumers' needs or not?

 How consumers are engaging with brand content? (page views, time spent on product pages, engagement with page content, signups (email, newsletter), cart additions, bounce rates, and video views)

Because these metrics may also be used to guide choices about the most successful ways to move a customer from contemplation to purchase – and they can provide answers to queries that inform optimizations and identify the behaviorsof converters vs non-converters

Data Source and tools be use to collect data Plan to collecting dataPage views

(up to 10 pages)Time spent on product pages (up to 10 minutes)Bounce rates(decrease to 25%)

E-commerce website: Google Analytics

Because: Google Analytics can afford to collect the necessary data at a cheap price

Keep track of data changes over time What pages do customers stop on, which items spend more time on, and what makes customers feel uncomfortable?And then compare it withthe previous period, evaluate the campaign and come up with a solution.