Internet Marketing strategy of Sendo.vn

JUNE
2013
DAO THIEN NGO
Social Media
SEO
e-Shop Performance
&
CRM System Review
Contents
Introduction:
The appearance of computers and internet have made people's lives completely changed,
and open up new areas to create opportunities of bringing benefits for more people. One of the
areas to take full advantage the ability of the internet is online shopping has become more familiar
to many people.
In Vietnam, melding with online sales trend are growing strongly, online shopping website
Sendo.vn has been launched to seek opportunities in this potential market.
Background information:
Establishment : On September of 2012, FPT online service joint stock company presented e-
commerce website called Sendo.vn. The appearance of Sendo.vn brings one more choice to both
buyers and sellers. Sellers have another e-commerce site to showcase and introduce their
products, while buyers can add one more sales page for purchase online.
Aim : Create a prestigious shopping center No. 1 in
Vietnam of transaction.
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e-Shop Performance and CRM System Review
Aim
Orientation
Orientation: Sendo.vn was built
follow the B2C2C ( Business-to-Customer-to-Customer) model. Through the online stores on
sendo, businesses or individuals wishing to sell goods can provide their customers with best
products and service. Sendo has policies and programs to support the online stores, including

advertising through PR articles, products photography, consulting sale method
Mission : Sendo's mission is to build an online sales community professional, friendly, and utility
user protection.
Sendo.vn has maintained motto of retrieve user-centered and make the best of
company bridging role: "Helping sellers understand what buyers need - Helping buyers know the
seller is exactly who".
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e-Shop Performance and CRM System Review
Communication Activities:
Trading activities:
For businesses or individuals wishing to open online store to sell products.
For customers wishing to find information of products and buy them.
Both sellers and buyers must follow the regulations of page.
The processes of offering and ordering follow the instructions of page to ensure benefits for
both the buyers and sellers.
Payment activities:
Sendo provides many payment methods for customers to choose:
- Senpay payment system (payment by credit card, ATM card, or bank transfer).
- COD Payment (cash delivered directly when receiving goods).
Delivery activities :
Sendo.vn proactively provides Sengo transportation services. Through
partnerships with the leading courier companies in Vietnam, Sengo gradually
established delivery network spread across 63 cities, convenient for users.
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e-Shop Performance and CRM System Review
Suppliers
Customers
Competitors

Promotion activities :

Link to other websites to introduce the shop.
Promotion Policies for businesses or individuals opening stores on Sendo.
Promotion programs to attract customers.
Send news to customers’ e-mail .
Micro Environment
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e-Shop Performance and CRM System Review
Suppliers :
Internet services : FPT Online service joint-stock company, it is also the holding
company of Sendo.vn . This company is an affiliated company of FPT-leading group of
information technology in Vietnam. FPT Group has confirmed its brand in providing network
services and solutions. So about the area of information technology, Sendo.vn is always
provided the best products.

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e-Shop Performance and CRM System Review
Product : Companies whose products are posted on the page. Businesses or
individuals must comply with the regulations as promised when signing to open the booths
on page such as:
Can only sales Sendo after conducting open registration and authentication
information shop in the prescribed processes of Sendo.
To fulfill these responsibilities, and commitment regime with products for sale:
terms of sale, purchase, delivery, payment, guarantee, return / exchange,
Do not cancel or refuse sales when delivery orders.
The seller must be truthful in the product for sale (price, product
information), in the purchase and sale transactions, managing the sales seriously,
completion of the transaction stage and freight commitments
The seller is responsible before the law for all Sendo and information posted
on our shop.

Besides, Sendo also ensures the benefits to the sellers who complies with the
requirements, as :
Being free sales on Sendo through free registration to open shop.
To participate in the largest marketing program in Sendo.
Products advertised on the shopping channel information.
Protected rights seller using payment services ensure SenPay
To use the support services of the seller Sendo: Sengo transportation services,
household cash income (COD), payment guarantee, the advertising and marketing
services other
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e-Shop Performance and CRM System Review
Delivery : Sengo-service developed by sendo. Sengo is gradually
building a network of systems throughout 63 provinces. Thereby ensuring the efficient
movement of goods to consumers in the shortest possible time, and cost savings.
Payment : Senpay, COD - the service is also being developed by
Sendo. Customers can use Senpay payment by register a Senpay account, then pay
through this account. And COD (cash on delivery) is a form of direct payment when the
product is delivered to the customer, this payment method in accordance with Vietnamese's
habits: prefer receiving and will pay.
Sendo has actively developed support services brings many benefits: easy to
control, cost savings, create of brand identity. It is also an unique idea that Sendo has had
to against competitors.
Competitors:
Online sales market of Vietnam has developed at breakneck speed with the appearance of
many websites. Competitors are major factors affecting sales and attracting customers.
Sendo’s opponents are other online shopping web such as Vatgia.com, Lazada.vn,
Zalora.vn, muachung.vn,
Logo Brand Year of established ( In
Vietnam)
Slogan

Lazada February of 2012 “Place of reliable
shopping”
Vatgia January of 2007 “Shopping paradise”
Muachung March of 2011 “Explore the potential
values”
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e-Shop Performance and CRM System Review
Zalora
September of 2010
“Vietnam’s
top online shop of
luxury fashion”
Competing mainly on price and quality of goods, easy transaction, quality of support
services such as delivery, feedback,
Online purchasing sites above are major sites in Vietnam, partly made reputation in the
market. Each site has its own characteristics, but there are still some similarities: aims to
dominate the online trading market with relatively strong potential, capable of developing website
to a new level by recruiting well staffs, investment calls. Most pages sales have partly gained trust
of customers by improving service quality better. Besides, they also pay attention in building
sustainable relationships, timely support to suppliers and intermediaries. In addition, they also
focus on website design that is both high aesthetic, and convenient for customers.
Compared with competitors, Sendo.vn is somewhat weak, partly because of the newly
established (September 2012), partly due to the quality of service has not been as expected (will
discuss in more detail in the next section).
Customers:
In this age of technology, the internet became a powerful
tool in helping people to do anything. Purchase and sale of goods
is daily work to do with anyone, so taking advantages of the
internet in this area can be seen as an inevitable trend to help
people save a lot of time and efforts. Moreover, the internet

access has now become very easy to the majority of Vietnamese.
With just a computer or a phone capable of internet connection,
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e-Shop Performance and CRM System Review
we can do anything from finding information, watching a movie to working, studying, or even
making money.
Customers directly impact the profitability of the company. Catching clearly who his
customers to be able to serve the best thing that any company must concerned , even Sendo.
Customers of Sendo are people demand for online purchases, and businesses or
individuals wishing to sell goods on the site. For each customer object, Sendo has its own serving
strategy to maximize benefits to the customers. For buyers on the website, Sendo aims to give
customers reliability, the convenience of transaction. While for businesses or individuals to open
shop on the page, Sendo provides support services, making it easy to trade.
Macro Environment
Technology
The world is witnessing great revolution in information technology. A series of breakthrough
inventions such as PC, laptop, smart phone, or internet make people's lives easier in many ways.
Especially the internet and its applications.
In Vietnam, the internet is growing at breakneck speed and more and more popular.
According to the Center for International Internet data, Vietnam ranked 18th of 20 countries with
the largest number of Internet users in the world of first quarter of 2012. In particular, as of the
date of 31/3/2012, Vietnam has 30,858,742 Internet users, accounting for 34.1% of the
population.
One of the effective application of the internet that brings
about many economy benefits is the e-commerce transactions in
general and in particular online purchase. In the past, customers
have to go to the store to buy the product, waste lots of time and
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e-Shop Performance and CRM System Review
Macro environment

Technology
Economic
Social &
Cultural
Political &
Legal
effort , but not sure can buy favorite products,
there is now just one device connected to the internet, anyone can access to an online shopping
site to choose and buy your favorite items. According Cimigo, the number of internet users in
Vietnam to visit online shopping sites has increased from 40% in 2009 to 48% in 2010.
Along with the development of electronic commerce, advertising and other forms of
marketing are increasingly being turned by the internet search engine. According to a recent study
of Cimigo, about 90% of internet users use search engines (like Google) to find information online.
So do the marketing for e-commerce sites hard to ignore
search marketing tools like SEO and SEM, in order to
increase traffic to your site and increase your chances of a
sale.

Political and legal
On the environment for
business in general and online business in particular: For many
years, Vietnam has always had stable politics and is considered a
safe investment environment. This can be seen as an advantage
when doing business in Vietnam, a stable political environment
reduces anxiety for businesses, because politics impact directly to the
economic situation, people's activities, thereby affecting the
procurement of customers.
Regarding the legal issues : In November 2005, Congress passed the Electronic
transaction Law. June 2006 the Government issued Decree No. 57/2006/ND-CP on electronic
commerce. The laws and decrees enacted to create a legal basis for e-commerce activities,

especially online purchases.
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e-Shop Performance and CRM System Review
There are no specific tax rate levied on transactions on e-commerce floors, so it's a great
opportunity for both buyers and sellers: buyers can find their favorite products cheaply, and sellers
have an opportunity to sell more products because the prices cheaper than on the market.
Besides, the government also issued specific rules regarding online payments, help
businesses (including Sendo) have the basis for the implementation of its activities in order to
avoid the problem of false finance.
But most importantly, the state enacted laws to protect consumers with specific provisions
to ensure maximum benefits for consumers. This creates a positive effect for electronic trading
market because when a psychologist as "fear of deception" has been removed, the customer will
be more confident in the trading exchange.
Economic
The economic situation of the country is a very important issue for any enterprise. If the
economic situation of the country is good , the income of people will be stable and they have the
right to spend more. Therefore, understanding the economic situation is essential to help
businesses make the policy or strategy in best suited.
Vietnam's economy growing at fast rate in
the past few years despite the general economic
situation of the world was difficult.
The unemployment rate is always less
than 8%, while GDP per capita has increased
rapidly and reached more than $ 1,500 in 2012.
Total retail sales in 2012 reached more than VND
2.3 million billion and the total value of
transactions on the floors of the e-commerce
reached VND 4,130 billion as at this time to prove why Vietnam is attractive retail market to the
world.
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e-Shop Performance and CRM System Review
Unemployment rate
Under 8%
GDP per capita (2012) > $1,500
Total retail sales (2012) > 2.3 million billion VND
Total value of transactions on e-commerce floors (2012) > 4,130 billion VND
However, the economy remains many dark sides that can badly affect business activities.
In particular, the inflation index is still high 6.81% (2012), the economy vulnerable to the crisis
because of the lack of policies to promote effective, large wealth gap This sets challenges for
business in volatile environments today. The core issue is to adapt to survive.
For an electronic commerce trading floor as Sendo.vn, apart from attention to the financial
situation of the general economy, also must pay attention to the internal economic problems and
in business, especially costs. Currently, the cost of setting up a website for online sales arise from:
cost domain name registration, hosting service costs, the cost of design and programming, and
maintenance costs. For domain name registration costs, the price for the first year ranged from
240,000 to 1,000,000 VND. For the cost of hosting services, depending on the package of each
supplier that prices can range from 1 million to 3 million per year. Overall, this is not a high price
for a business, Sendo more support from the FPT group of both financial and information
technology to reduce costs significantly.
Social and cultural
Social factors and culture plays an important role in any marketing strategy, especially
during market research and purchasing behavior of customers. Several aspects may include are
the population, people, education, lifestyle, …cultural factors and social of each country is
different, even the difference is shown between each region of the country. Cultural and social
factor impact on the purchasing decisions of customers, thus directly impact the business
activities of the businesses. Therefore, understanding the social and cultural factors to develop
appropriate marketing strategies is what the company has to focus on (including Sendo).
Vietnam's population is over 91 million in 2012, ranking 13th in the world. The structure of
the population of working age (15-59) accounted for 66% of the population. This is the age group
wishing to use the internet for the highest individual needs as education, work, recreation,

purchasing goods.
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e-Shop Performance and CRM System Review
Education is the focus issue in Vietnam, especially in the teaching of science - technology.
Computer Science has been put into school and primary school teaching. In addition, information
and communication infrastructure is increasingly modern make the image of users of the network-
connected devices such as PCs, laptops, cell phones can be caught anywhere . It can be said
that the explosion information technology has taken place in Vietnam. It is also part of the reason
for more than 30% of Vietnam's population uses the internet, in the top of the world. With a
potential customer source such abundant open up a huge opportunity for e-commerce industry in
general and in particular online purchase.
Vietnam People like chasing the trend,when seeing a movement that people are interested,
they also want to participate in although may not understand much about this movement. This is
what a wise business notices and seeks to grasp, because if the company can create movement
of using the product or service of this company, it is clear that company will be dominant in the
market. In this regard, perhaps FPT (the managing company of Sendo) went a step behind the
competitors, while in the current trend of online purchases, Sendo market share is insignificant
compared with the other large online shopping sites.
Ways to overcome this shortcoming are to take a
short cut and create outstanding value than
competitors.
e-Shop Performance Review
Evaluate the marketing mix
Product:
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e-Shop Performance and CRM System Review
Currently there are 5 kinds of goods are sold on Sendo: men fashion, women fashion, baby
and mom cares, cosmetics and books of the domestic brands, and foreign products imported and
distributed. Compared to other online sites, the product lines sold in Sendo significantly less, so a
lack of attraction for customers, even items most people interested in as electronics can not be

found on Sendo.
As before posting the product on the website, the sellers were committed to ensuring the
quality of goods and take responsibilities for any complaint, the products sold on Sendo have
good quality and customers are assured about this. Besides the good quality products, it’s
inevitable to avoid counterfeit products or poor quality that badly affect the company reputation.
Part of the reason stems from the weak of Sendo about testing the goods of the sellers.
Most products on the site are clear illustrations, detailed, right product descriptions.
However some products have dishonest image, not the image of the product, leading to the
incorrect product such as the customer's chosen earlier. So it’s necessary to require shops post
pictures of real products. Sendo had the support of design consultants, photograph, so this rule
will not be difficult to implement.
The shops on Sendo have the care and support services for customers such as free
delivery (from 100,000 VND bill), buyers can contact directly with the shop owners, refund if not
satisfied about product, grading of goods qualities.
Price:
Currently, open the shop on Sendo is completely free,
the individuals or businesses want to trading just need to
register information of shops, choose payment method and
delivering, and confirm when be required. This is one of
support to attract sellers open shops on the web and reduce
costs for the sellers.
In general, the price of the product on Sendo lower than
the market price, and competitive with other online sites.
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e-Shop Performance and CRM System Review
Promotion policies are also encouraged to apply, promotional products are top priorities or
visible location to attract buyers. However, the promotions occur asynchronously that makes
promotions density is thin, making buyers feel there are too few promotions, less attractive to
customers in time of tightening spending at present. Therefore, to make the promotions are
regular and specific time to the shop can be integrated organization, create shopping trends

during the period which can last for increase the revenue, and rise of access to the web; in
addition to the major programs, shops can work for the promotion of their own. In addition to
discounts, we should advise the shops more forms of promotions sales such as giving more
products, gift card purchases, in order to increase the new and interest of customers than just
discounts (sometimes negligible).
Forms of payment also affect psychologies of online shoppers. Payment method is too
complex or expensive can make customers unwilling to buy whether they liked the item. Sendo
now offers a variety of payment options for customers: pay on delivery (COD), and pay through
Senpay account. Specially, customers don’t have any extra cost.
Place:
Sendo is online shopping website so it’s main function is as a place for buyers and sellers
meet and trade. In this regard, Sendo is doing his job very well while more and more the
transactions made on Sendo, and the number of shops openning on the web and the number of
visits are increasing.
Sendo has also established multiple shopping channels for different customers. For
customers wishing to find online shopping sites is Sendo's homepage; for who reading the news,
the newspapers is mini store on the web server (with link to home page Sendo); for the users of
Facebook is the Facebook page of Sendo.
Promotion:
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e-Shop Performance and CRM System Review
Sendo is promoting the brand with PR articles on reputable websites and ads on
commercial sites. This creates a positive effect when the name of Sendo has gradually got
customers’ attentions.
Sendo has created many customer support policies to facilitate transactions for customers
and take customers trusts.
It’s can be seen that there is a lack of promotional activities from Sendo, especially
customer focus activities. This weakness if not remedied will cause losses for Sendo.
People:
First “people” is Sendo’s customers. Customers shopping on the website is the main factor

to lead to the exist or collapse of site. So, how to attract customers to use our products as a
matter of survival for the shop to open on Sendo and Sendo. To achieve this, companies need to
understand the buying behavior of customers.
Online shopping habits just appeared a few years ago in Vietnam. However, very pervasive
and its popularity is growing at a lightning speed. One of the reasons is because of science and
technology, especially the Internet is growing strongly in Vietnam, which makes accessing the
website and spread information becomes easier. Another reason is that Vietnam is very popular
because of the new trend, especially if this trend brings a lot of utilities for life. Shopping online
saves a lot of time and effort and even money for customers so it’s not difficult to understand the
trend of online shopping is booming and has no signs of cooling off. On the other hand, the
psychology of shopping of Vietnamese very much influenced by the many, many people are
happy to see the product or service, they also think that it is a good product and service, good to
use. From what has been analyzed, we can see Sendo's core mission is to satisfy our customers
about quality products and support services.
Besides, Sendo also have to pay attention to their staffs because they are directly serving
customers, representing image and reputation of the company. Our staffs have professional skills,
a positive attitude will ensure the machine company running smoothly the most.
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e-Shop Performance and CRM System Review
Process:
Overall, the Sendo website design meets the basic needs of customers such as search
items, pictures, prices, product information, promotions search. There are instructions on how to
purchase items, payments, delivery forms and purchase process for customers to understand.
However, comparing to other competitors, interface of Sendo is so simple and there is nothing
groundbreaking. Some opponents of Sendo have created some functional applications such as
comparing the price of the commodity, product image display full 360 ⁰ help customers more
comprehensive look and feel more excited.
The site also has the care and support system for customers as mail inquiries from
customers, customer support operator, plus services such as secured transactions, payment of
electricity, internet, phone through Senpay account.

Physical evidence:
When the orders are sent from customers, the system of Sendo.vn will send mails to email
of customers to confirm the order information and report about delivering processes. This is an
effective way of contacting and bring conveniences to customers because they can be sure the
order was placed as desired and can track the goods are transporting. Besides, there Sendo.vn
operator customer care. Any questions or comments of customers can be directly contacted
through it to be answered.
Goods delivered to customers are stored in a white plastic bag with logo of Sendo. Overall,
there is no any outstanding of the packaging of Sendo.vn, so it can not create impressions to
customers. Furthermore, although the use of plastic bags is convenient for carrying and
transporting goods; however, it badly affect the environment.
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e-Shop Performance and CRM System Review
Buying process:
To purchase, customers must register Sendo account.
Then selecting favorite items. Once selected, click the
"Mua ngay” button to pay the bill.
Next you will check orders, including confirm the delivery address, select payment method
(via Senpay or COD), notes specific requirements (if any), and click the button "Dat hang" to
order.
Then Sendo will send to the email address you have registered while declaring the account
information about your order (order confirmation, order code, order time).
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e-Shop Performance and CRM System Review
Then the goods are transferred to the buyer according to the following diagram:
Customers can cancel orders
if you do not want to buy any more by
pressing "Huy don hang" in the "Tai khoan
Sendo”.
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e-Shop Performance and CRM System Review
Internet marketing tools of Sendo:
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e-Shop Performance and CRM System Review
Customers wishing to shop online or search site Sendo can be found on the search
engines like Google, Yahoo, Bing.
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e-Shop Performance and CRM System Review
Sendo is linked to
website Vnexpress.net-
large online newspaper- in
order to lead more people
to access the link to the
home page of Sendo, and
on Ngoisao.net - a large
entertainment information
website which youth are like
so much .
In addition, Sendo mini store is also posted on many websites, and create Facebook
page to attract users of this popular social network.
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e-Shop Performance and CRM System Review
For all the e-tools are used by Sendo, SEO is the most effective tool, because when
seeking any information, including purchase online, customers usually through search engines to
find the more information and classify popularity or reputation of the website. But should not
ignore other e-tools such as links to other sites, advertise on the social network because the huge
number of people access those sites everyday, do not rule out the possibility of potential
customers of Sendo are those who access it.
Overall, the e-tools of Sendo work quite effectively as more and more customers making
purchase on and known about Sendo. However, the speed of this spread is too slow compared to

the competition as Lazada, Zalora, enbac,
e-CRM System Review
CRM is a method to help businesses reach and communicate with customers in a
systematic and efficient management of customer information, such as information about
accounts, demand, communication to better serve our customers.
For modern marketing in general and digital marketing in particular, CRM plays an
increasingly important role and become an indispensable strategy for any company. A good CRM
system helps companies retain their customers and save a lot of costs because costs for new
customers 6 times more than maintaining old customers, while 20% of old customers bring 80%
profit for the company.
Evaluate the e-CRM system of Sendo.vn’s competitors
Currently, there are many online shopping sites in Vietnam, below are 2 typical websites
and heavyweight opponents of Sendo.vn .
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