topic select a company in vietnam analyse the application of a variety of digital tools introducing in the course in the companys marketing activities marketing mix

Since then, it has become one of the leading online marketplaces in Southeast Asia and Taiwan, offering a wide range of products and services to customers.2015: Shopee was launched in Si

GROUP PROJECT [MKT318m]

introducing in the course in the company’s marketing activities (marketing mix) Evaluatethe effectiveness of each tool, based on the evidence from real examples and facts Presentthe results in visuals and present it to lecturer and classmates.

Table of Contents

I Background of the company: 3

1 The company history milestones: 3

2 Revenue in recent years: 3

3 Market share: 3

II Website: 3

1 Product: 3

1.1 Approaching localization by market: 3

1.2 Shopee focuses on important features: 4

I Background of the company:1 The company history milestones:

Shopee is an e-commerce platform launched in 2015 by Sea Limited, a company based inSingapore Since then, it has become one of the leading online marketplaces in Southeast Asia and Taiwan, offering a wide range of products and services to customers.

2015: Shopee was launched in Singapore in December, with the aim of providing a friendly and convenient mobile shopping experience.

user-2016: Shopee expands operations to Malaysia and Thailand.

2017: Shopee continues to expand into Indonesia and Vietnam, two key markets in Southeast Asia.

2018: Shopee expands to Taiwan and begins to focus on improving logistics capacity to improve delivery efficiency.

2019: Shopee held its first Big Sale 11.11 event, a shopping festival popularized by Alibaba's Singles Day.

2020: Shopee launches Shopee Mall, a dedicated space for brands and authorized distributors to sell products directly to consumers.

2021: Shopee expands its presence to Brazil, marking its entry into the Latin American market.

2 Revenue in recent years:

Shopee's revenue has experienced significant growth in recent years, thanks to the expansion of its user base and increased sales Shopee ranks first in the market with 63.1% market share of the total revenue of 5 e-commerce platforms In which, sales on this platform exceeded 24,700 billion VND with 289.7 million products successfully delivered from 211,609 sellers.

3 Market share:

Shopee has emerged as one of the dominant players in the e-commerce industry in Southeast Asia Its focus on user-friendly and mobile-first features has helped it attract a large number of customers In terms of market share, Shopee is competing with other major e-commerce platforms in the region such as Lazada.

However, it is important to note that market share can vary from country to country and can change over time due to fierce competition and growing consumer preferences Up-to-date market share metrics will require more recent data and analysis.

II Website:1 Product:

1.1 Approaching localization by market:

Shopee's marketing strategy focuses on developing country-specific apps to attractcustomers

Specifically:

Shopee has designed a website optimized for various languages so that theirconsumers can easily conduct business

Focus on creating a simple and convenient customer experience through websitedesign tailored to customer preferences.

Shopee also caters to customers who are interested in personal care products suchas cosmetics and clothing, providing a choice in the direction of the imagebusiness, serving personal beauty needs Shopee is a famous e-commerce site forwomen who love to shop for cosmetics.

1.2 Shopee focuses on important features:

Since its launch, Shopee has had some very simple and easy-to-use features for users.Now, they are starting to add more features to help sellers easily analyze data and startadvertising on Shopee

If compared with Lazada - the leading competitor in Vietnam, Shopee's interface isdefinitely an absolute winner

2 Price:

Prices on the Shopee website are quite effective In today's increasingly competitivemarket, the company quickly found that, in addition to providing customers with a smart,easy-to-use platform tailored to their preferences, a competitive pricing approach Shopee recognizes the importance of free shipping.

When coming to Vietnam in 2015, Shopee always applied a freeship policy to build itsbrand image The company supports maximum shipping and freeship coupons byinspiring business.

3 Place:

Shopee is an online e-commerce marketplace that links shoppers and sellers through anapp Since its presence in Vietnam in August 2016, the number of Shopee app downloadshas more than tripled, reaching 5 million In a year, the seller community has tripled.Shopee is currently active in seven Asian countries and has received 40 milliondownloads.

Focus on mobile devices

From the very beginning, Shopee has recognized that mobile is an emerging trend and theway forward for e-commerce It focuses on optimizing user experience and engagementthrough mobile devices, ensuring it fits the needs of young users

Buyers can discover, browse products, order, pay and track delivery status At the sametime, through the app, sellers can take photos, create product listings, track store activity,receive payments and track deliveries through tools

In addition, Shopee cooperates with shipping partners with the best network in eachcountry, ensuring consumers receive the best service possible.

4 Promotion:

The company runs several discount campaigns to encourage customers to buy in bulk.These techniques are very simple, but they help Shopee succeed in each field that Shopeepursues.

In particular, the Flash Sale program is held at suitable time points such as 10/10,11/11, or the 15th of every month - these are the best times to encourage purchases,because consumers tend to shop after receiving wages.

Ads lead consumers to a landing page, such as a super shopping day landing page,allowing them to add to cart now and set a notification reminder for them to completetheir purchase on 10.10 or 11.11 .

Using Influencer Marketing on website

Shopee has many marketing campaigns and is really quick to catch up with trends.Shopee's marketing strategy gradually aims to further boost brand coverage and increasevisibility on sales like 11.11

Unlike other brands that use influencers for a long time, Shopee launches an offlinechannel with short-term celebrities within 2-3 months When Vietnam has newinfluencers admired by everyone, Shopee will hire them to become its brand image For example, when U23 Vietnam became a seagame champion, Shopee hired somefamous soccer players in the U23 team for a marketing campaign Miss Vietnam alsobecame the brand image of Shopee.

5 Overview of Shopee:- Global rank in Vietnam

+ Compare to Tiki

+ Compare to Sendo

Shopee is in a fairly high position in the top 5 compared to two competitors, Tiki andSendo This proves that Shopee is a potential e-commerce platform, capable of evenstronger development in the future.

- Traffic and engagement

+ Compare to Tiki

+ Compare to Sendo

- General

The data shows that shopee is much higher than Tiki, Sendo in terms of traffic andengagement Shopee is more and more access to targeted customers with 233.4M totalvisits.

- Compare to Tiki

- Compare to Sendo

In Vietnam, Shopee accounts for 79.5%, Sendo 2.7%, Tiki 17.8% It means that there aremany people in Vietnam who use Shopee to serve their life This is a good number andShopee needs to develop more.

7 Marketing channel:

- Compare to Tiki

- Compare to Sendo

General:

Direct is used most often At direct, Sendo, Tiki, Shopee have very close indexesEmail, display ads and emails are used less We can also see that Tiki use paid researchmost often.

Affiliate Marketing is also promoted by shopee to increase the number of large customersfor the company, this form not only helps marketing partners earn more commissionsfrom successful referrals, but also helps shopee save money Significant marketing costsavings.

In addition, there are usually many mini games to attract customers with a lot of gifts.

For example, every month, there is a day like 1.1, 7.7, Shopee fanpage will open a minigame with many small manipulations: like and follow fanpage, share the post withhashtag #ShopeeSaleCuoiThang #LuongVeSaleTo, tag one or two friend,

1.2 Price:

The price strategy in the overall Marketing strategy of Shopee fanpage includes thecompany stimulating business owners with preferential prices when becoming a member.In addition, the company also provides maximum support for shipping prices andFreeship codes to increase the purchasing power of customers when using its application.Moreover, this price support also makes Shopee's price more attractive compared to rivalbrands, making the company also receive attention from its customers during the initiallaunch.

2 Report the fanpage effectiveness metrics:

IV Youtube:1 Marketing mix:Promotion:

- Online advertising: Shopee runs online ads on YouTube to reach millions of users on the platform These ads can appear before, between, or after a user watches a video on YouTube Shopee takes advantage of the advertising space to introduce products, promoteor create attention for its brand.

- Partnering with YouTubers and influencers: Shopee often partners with YouTubers

and influencers with a large YouTube following to promote its products and services These YouTubers can create Shopee related content, like product review videos, Shopee shopping guides, or participate in joint promotional activities This helps Shopee reach itstarget audience through the influence and influence of YouTube celebrities.

cooperate with YouTubers to conduct promotional livestreams During the livestream,Shopee can introduce products, special discounts, promotions and interact directly withviewers This helps create engagement and enhances customer interactions.

- Creative advertising content: Shopee creates creative and impressive advertising

content on YouTube to capture the attention of viewers Ads can use humor, uniquestories or interactive elements to excite viewers and drive them to Shopee to shop.- Through promotional activities and collaborations with YouTube celebrities, Shopeeleverages the popularity of the platform to increase brand awareness, attract customers,and drive sales on its platform me

2 Report the channel effectiveness metrics, compare with the competitors, present with visuals:

Shopee has a significantly larger subscriber base than Tiki, showing that Shopee has beensuccessful in building a loyal audience on YouTube.

2.3 Videos:

Shopee: Shopee has uploaded 1.5 million videos on its YouTube channel.Tiki: Tiki has uploaded 452 videos on its YouTube channel.

Shopee has more videos on its channel than Tiki, which shows a richer content library.

Based on these metrics, it can be inferred that Shopee has a stronger presence andhigher engagement on YouTube than Tiki Shopee's channel has significantly higherviews, a larger number of subscribers, and a larger number of videos These figuresshow that Shopee has been more successful in leveraging YouTube as an advertisingplatform.

3 vidIQ 2022 vidiQ's Extension for YouTube Chrome & Firefox [online] Available at: <https://vidiq.com/extension/> [Accessed 7 July 2022].

4 Youtube.com 2022 Before you continue to YouTube [online] Available at:

<https://www.youtube.com/channel/UCKcxoGpxOJx3nt83MCG-nuQ> [Accessed 7 July 2022].

5 Youtube.com 2022 Before you continue to YouTube [online] Available at: <https://www.youtube.com/c/SendoVnOfficial> [Accessed 7 July 2022].

6 Facebook.com 2022 [online] Available at: <https://www.facebook.com/ShopeeVN> [Accessed 7 July 2022].