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) Evaluate the effectiveness of each tool, based on the evidence from real examples and facts Present the results in visuals and present it to lecturer and classmates.

Group: 6

Can Tho, 07/2023

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

2 Price: 4

3 Place: 4

4 Promotion: 5

5 Overview of Shopee: 6

6 Audience of Shopee: 9

6.1 Geography and country targeting: 9

6.2 Audience demographic: 9

7 Marketing channel: 11

III Fanpage: 12

1 Marketing mix to enhance fanpage: 12

1.1 Promotion: 12

1.2 Price: 13

2 Report the fanpage effectiveness metrics: 14

IV Youtube: 14

1 Marketing mix: 14

2 Report the channel effectiveness metrics, compare with the competitors, present with visuals: 15

2.1 Views: 15

2.2 Subscribers: 15

2.3 Videos: 16

V Reference: 16

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 in Singapore 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 user-friendly and convenient mobile shopping experience

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 attract customers

Specifically:

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

Focus on creating a simple and convenient customer experience through website design tailored to customer preferences

Shopee also caters to customers who are interested in personal care products such

as cosmetics and clothing, providing a choice in the direction of the image business, serving personal beauty needs Shopee is a famous e-commerce site for women 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 start advertising on Shopee

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

2 Price:

Prices on the Shopee website are quite effective In today's increasingly competitive market, 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 its brand image The company supports maximum shipping and freeship coupons by inspiring business

3 Place:

Shopee is an online e-commerce marketplace that links shoppers and sellers through an app Since its presence in Vietnam in August 2016, the number of Shopee app downloads has 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 million downloads

Focus on mobile devices

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

Buyers can discover, browse products, order, pay and track delivery status At the same time, 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 each country, 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 Shopee pursues

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 complete their 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 increase visibility on sales like 11.11

Unlike other brands that use influencers for a long time, Shopee launches an offline channel with short-term celebrities within 2-3 months When Vietnam has new influencers admired by everyone, Shopee will hire them to become its brand image For example, when U23 Vietnam became a seagame champion, Shopee hired some famous soccer players in the U23 team for a marketing campaign Miss Vietnam also became 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 and Sendo This proves that Shopee is a potential e-commerce platform, capable of even stronger 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 and engagement Shopee is more and more access to targeted customers with 233.4M total visits

6 Audience of Shopee:

6.1 Geography and country targeting:

6.2 Audience demographic:

Audience composition can reveal a site's current market share across various audiences shopee.vn's audience is 58.94% male and 41.06% female The largest age group of visitors are 18 - 24 year olds

- Compare to Tiki

- Compare to Sendo

General:

In Vietnam, Shopee accounts for 79.5%, Sendo 2.7%, Tiki 17.8% It means that there are many people in Vietnam who use Shopee to serve their life This is a good number and Shopee 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 indexes Email, display ads and emails are used less We can also see that Tiki use paid research most often

III Fanpage:

1 Marketing mix to enhance fanpage:

1.1 Promotion:

One of the factors that helps create the success of shopee's marketing strategy is to promote communication channels 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 helps shopee save money Significant marketing cost savings

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 mini game with many small manipulations: like and follow fanpage, share the post with hashtag #ShopeeSaleCuoiThang #LuongVeSaleTo, tag one or two friend,

1.2 Price:

The price strategy in the overall Marketing strategy of Shopee fanpage includes the company stimulating business owners with preferential prices when becoming a member

In addition, the company also provides maximum support for shipping prices and Freeship 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 rival brands, making the company also receive attention from its customers during the initial launch

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, promote

or 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 its target 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 with viewers 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, unique stories or interactive elements to excite viewers and drive them to Shopee to shop

- Through promotional activities and collaborations with YouTube celebrities, Shopee leverages 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:

2.1 Views:

Shopee: Shopee has a number of views of 1,532,558,459 since participating in YouTube promotion on January 21, 2015

Tiki: Tiki has 286,347,065 views since joining the YouTube promotion on August 9, 2012

Shopee's views are significantly higher than Tiki's, indicating that Shopee's YouTube channel attracts a larger number of views

2.2 Subscribers:

Shopee: Shopee has 1.1 million subscribers

Tiki: Tiki has 390 subscribers

Shopee has a significantly larger subscriber base than Tiki, showing that Shopee has been successful 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 and higher engagement on YouTube than Tiki Shopee's channel has significantly higher views, a larger number of subscribers, and a larger number of videos These figures show that Shopee has been more successful in leveraging YouTube as an advertising platform.

V Reference:

1 Similarweb 2022 [online] Available at: <https://www.similarweb.com/> [Accessed 7 July 2022]

2 GmbH, u., 2022 Analyze and improve fan pages - Fanpage Karma [online] Fanpagekarma.com Available at: <https://www.fanpagekarma.com/> [Accessed 7 July 2022]

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]