Shopee Public Relations Report

HO CHI MINH CITY OPEN UNIVERSITY
BUSINESS ADMINISTRATION FACULTY

---

PUBLIC RELATION
_____________

PUBLIC RELATIONS STRATEGY FOR
SHOPEE CO., LTD COMPANY REPORT

Instructor: Nguyễn Ngọc Đan Thanh
Group: Skylines
Nguyễn Hà Linh
Võ Lê Hà My
Đặng Thị Diễm
Đỗ Trung Kiên
Nguyễn Trường Dũng
Class: QT19DB04


TABLE OF CONTENTS
I.

INTRODUCTION..................................................................................................................3
1. Overview of Vietnam E-Commerce Industry.........................................................................3
2. Introduction, overview of Shopee............................................................................................3

II. SHOPEE'S MARKETING ENVIRONMENT:...................................................................6
1.

Macro environment...............................................................................................................6

2.

Micro environment...............................................................................................................9

3.

Shopee customer segmentation in Vietnam:.......................................................................12

4.

Shopee's Swot Analysis.......................................................................................................12

III. PUBLIC RELATIONS EVENT ORGANIZATION..........................................................17
1.

Introduce strategic model of the exhibition event..............................................................17

2.

Goals of the event:..............................................................................................................17

3.

Event key publics................................................................................................................17

4.

Execute the event model.....................................................................................................18

5.

Communication and promotion..........................................................................................19

6.

Budget.................................................................................................................................21

7.

Objectives and results of the event.....................................................................................22

APPENDICES : DIVISION AND REFERENCES..................................................................23

I.

INTRODUCTION

1. Overview of Vietnam E-Commerce Industry
1.1. Concept of e-commerce
E-commerce is the buying and selling of goods and services, or the transmission of money or
data over electronic networks, primarily the Internet. These business transactions take place in
the form of business to business (B2B), business to consumer (B2C), consumer to consumer or
consumer to business.
It can be seen that the scope of e-commerce is very wide, covering most fields of economic
activities, buying and selling of goods and services is just one of thousands of application fields


of e-commerce. E-commerce in the narrow sense includes only business activities conducted

over an open computer network such as the Internet. In fact, it was business activities conducted
over the Internet that gave rise to the term e-commerce.
1.2. E-commerce model
E-commerce is becoming a revolution that changes the way people shop. Through that, we can
see the following e-commerce model:
 Business to Business (B2B)
Business-to-business e-commerce refers to the exchange of products, services, or information
between businesses. This is an e-commerce model associated with the relationship between
companies.
 Business to Consumer (B2C)
Business-to-consumer e-commerce model is the retail division of e-commerce on the Internet.
Businesses will sell directly to consumers about products and services.
 Consumer to Consumer (C2C)
This is an e-commerce model for consumers to exchange products and services online. These
services are usually performed through a third party that provides an online platform for
transactions to take place.
 Consumer to Business (C2B)
C2B is a type of e-commerce model in which consumers make their products and services
available online for companies to bid on and buy. This is in contrast to the traditional B2C
commerce model.
2. Introduction, overview of Shopee
2.1. History of formation and development
Shopee is the leading e-commerce platform in Southeast Asia, headquartered in Singapore and
under the Sea company formerly Garena (owner of brands such as: Garena, Foody, Now,
Airpay). Established in 2015 and at the present time has been present in a total of 7 countries in
Asia including: Singapore; Malaysia; Thailand; Taiwan; Indonesia; Vietnam, and the Philippines.
Shopee's founder is billionaire Forrest Li - who is known for his confrontation with Alibaba. Few
people know that the parent company Shopee is owned by the SEA group, or in Vietnam it is best
known under the company name GARENA.
2.2. Business model

The original model of Shopee Vietnam is C2C (Consumer to Consumer) Marketplace - An
intermediary in the buying and selling process between individuals. However, now Shopee
Vietnam has become a hybrid model when it comes to both B2C (business to consumer).
Not only that, Shopee also builds sub-platforms such as:
 Shopee Mall


Shopee Mall is a special stall with products sold here that are all genuine from reputable brands
and retailers in the market such as Maybelline, Unilever, etc.
When buying products at Shopee Mall, customers will have many special promotions and
policies such as:
- 7-day Return/Refund Policy, normal products only have 24 hours to send a return/refund
request
- Genuine product guarantee policy: All products on Shopee Mall are genuine, if found to be fake
Shopee will refund 100% of the product value.
- Free shipping policy: All orders on Shopee Mall will receive free shipping up to 40,000 VND
for orders from 150,000 VND nationwide.
 Shopee 4H
Shopee 4H is an express delivery service in just 4 hours for orders placed and delivered in some
inner districts of Hanoi and Ho Chi Minh City.
2.3. Network
Shopee operates in the form of an online marketplace connecting buyers and sellers. Although it
just entered the Vietnamese market in 2016, the number of app downloads has now reached more
than 5 million. To date, Shopee operates in 7 Asian countries with more than 40 million
downloads. Not only that, Shopee also associates with cross-border shipping partners with the
best network for customers to have the best and fastest possible experience.
2.4. Profits
Creating an e-commerce platform for online buying and selling between sellers and buyers,
where does Shopee get the profit to maintain and develop such a system? From April 1, 2019,
Shopee officially introduced a new policy that sellers will pay a fee of 1-2% on each successful

delivery invoice. The payment fee will be calculated on the total payment value of the purchaser
of the order, including the total amount of the goods and the shipping fee after applying the
promotional code, if any.
Depending on the different payment methods, Shopee will have different fee policies.
Specifically, the buyer pays on receipt (COD) or with a domestic ATM card, the seller will bear a
1% fee. But for credit/debit card payment or credit card installment, the fee is 2%.
2.5. Benefits of e-commerce with Shopee
E-commerce provides sellers with a global reach, so Shopee will remove the barriers between
businesses and consumers, buyers and sellers can easily exchange through Shopee.
Shopee will easily control customer information, order status as well as customer complaints will
be resolved by Shopee quickly, saving time for consumers and sellers.
Not only that, because it operates 24/7 on the e-commerce platform, Shopee will bring customers
convenient experiences because it works anytime, anywhere.


Sellers can reach many customers in a short period of time on Shopee and increase sales for the
shop thanks to the massive Shopee traffic of approximately 77.8 million visits per month.

II.

SHOPEE'S MARKETING ENVIRONMENT:

1. Macro environment
 Cultural and social factors:
- Disease :
The Covid-19 pandemic has made a huge impact on the e-commerce industry. Tens of thousands
of businesses switched to online sales for the first time. Millions of transactions that normally
take place in stores have now turned into online transactions. The e-commerce industry has gone
from being “of interest” to be “a top priority” for most retail businesses. Therefore, Shopee also
received a lot of support from consumers. Some retail categories have gone from 10-20% online

to 100% online.

All countries' retail industries are still operating efficiently thanks to the "power" of
customers' online purchases.

Some areas of e-commerce have encountered many difficulties-especially in areas such as
fashion, tourism, or event organization.
For many retailers, e-commerce channels have helped them grow faster. From craft stores or
business households to tycoons like Tesco – the company achieved an increase of more than 90%
in e-commerce revenue in May 2020 compared to the same period last year.
However, with the bad influence of the pandemic, Shopee's delivery of goods has also been
seriously affected. Specifically, due to the impact of the Covid-19 epidemic, the pickup/delivery
of some carriers in isolated/isolated areas may be slower than expected, or worse, orders may be
canceled. because of state distancing rules. Currently, Shopee does not have a plan to support
delivery time delays or order reservations. If the order is canceled due to the impact of the
Covid-19 epidemic, the customer is forced to re-order a new order at a more suitable time. As for
Shopee, they always try to get your order delivered to you as soon as possible at this time. In
addition, Shopee is choosing the most suitable plan for upcoming promotions and updates
customers as soon as specific information is available on the Shopee app. In addition, daily
promotions, accumulation of Shopee Coins, viewing Shopee Live, posting on Shopee Feed... still
take place normally.
- Information security :
Among internet users, the biggest concern comes with the element of privacy. Privacy is
described as a moral right each individual, enjoys from intrusion into their personal affairs.
Internet users have an online identity through which they conduct personal and financial
transactions. Consumers are very concerned about this online identity protection. Effective ecommerce requires an organization to protect communications, consumer records, consumer


behavior information, etc. Organizations should not share or use personal information without
the prior consent of the consumer.

That is why Shopee has also implemented a lot of information security policies for customers.
Shopee implements various security measures and makes every effort to ensure the safety of
customers' data on Shopee's systems. Users' data is stored behind secure networks and can only
be accessed by certain employees with special access to Shopee's systems.
 Population Factor
With the strength of a young population as well as a large proportion of smartphone users, a large
number of people transact e-commerce on smartphones, the e-commerce market in Vietnam is
currently growing quite quickly with 35.4 million users and creating generated more than $2.7
billion in revenue in 2019. The 2019 Southeast Asian e-commerce report by Google, Temasek,
and Brain&Company predict the average growth rate for the whole period 2015-2025 of
Vietnam's e-commerce is 29%. It is forecasted that by 2025, Vietnam's e-commerce scale will
reach 43 billion USD and rank third in ASEAN. This is a very good opportunity for e-commerce
businesses like Shopee to continue promoting marketing strategies to attract more customers
such as promotional campaigns, free shipping, flash sales, and coupons. for both buyers and
sellers.
 Technology Elements
The popularity of the Internet, smartphones, and a generation of tech-savvy consumers, with
online shopping habits rather than going to physical stores, are both a driving force and a
challenge for Vietnamese e-commerce. Therefore, if in the past, e-commerce floors focused on
"burning money" to gain market share through promotions, brand advertising, etc., in the coming
years, technology will become the leading factor in this race.
In Vietnam, large e-commerce enterprises also offer many solutions to exploit big data sources
and apply modern technology initiatives to the process, helping brand partners and sellers to
business success and efficiency, even in the context of complicated epidemic developments.
In addition, the development of technology has also led to the appearance of some modern forms
of payment. Online payments through payment gateways and bank cards are very familiar and
increasingly popular. This trend in 2021 has not cooled down but also developed with the form of
payment via e-wallets. Currently, in Vietnam, prominent e-wallets can be mentioned as Momo,
ShopeePay, ZaloPay…
The growth of e-commerce has spurred the development of digital payment methods. The total

number of orders on Shopee paid via AirPay e-wallet across the region has quadrupled.


Which, the strongest growth group in most markets is users over 50 years old. A Shopee
representative said that this is a testament to the accessibility of the Airplay wallet for an age that
is often considered difficult to adapt to digital payments. Besides, right from the first months of
the year, Shopee has launched the event "4.4 Super Shopping Association" with many plans and
technologies, optimizing user experience, and providing maximum support for brands. and
sellers. With '4.4 Super Shopping Club', Shopee wishes to bring a series of more economical
incentives to users in addition to new ways, so that brands and sellers can interact effectively
with customers. It is also similar to Shopee's vision to develop e-commerce for everyone.
 Economical factors
E-commerce is considered an economic sector that not only maintains its growth momentum but
also makes a strong breakthrough, contributing to the "miracle" of the positive growth of the
Vietnamese economy; making a significant contribution to promoting the flow of goods and
services, supporting businesses, especially small and medium-sized enterprises, to find effective
production and business opportunities in the context of deep integration and spread of the
economy. of the Industrial Revolution 4.0.
Vietnam is considered one of the fastest-growing e-commerce markets in Southeast Asia, just
behind Indonesia. Vietnam is also one of two countries (along with Indonesia) with strong
growth in e-commerce website traffic in the region. With a high and continuous growth rate from
2015 onward, it is forecasted that by 2020, the scale of Vietnam's e-commerce market may reach
13 billion USD. This is completely reasonable when there are 68 million internet users out of a
total of 97 million people in Vietnam, which is the driving force behind the strong development
of the E-commerce segment. Along with the trend of technology development in the world, Ecommerce in Vietnam is also gradually forming and growing strongly.
The Southeast Asia Digital Economy Report 2020 of Google, Temasek, and Bain & Company
shows that Vietnam's e-commerce market ranks third in Southeast Asia with a size of 7 billion
USD; behind Indonesia ($32 billion) and Thailand ($9 billion). However, it is predicted that by
2025, domestic e-commerce can achieve the highest growth rate in the region with 34%,
reaching 23 billion USD.

For the whole of last year, e-commerce grew by 15%, reaching a scale of about 13 billion USD.
More importantly, with the digital transformation of businesses and the change in online
shopping needs of consumers, experts believe that this pace will be maintained and sustainable in
the next 5 years.
During the Covid-19 pandemic, e-commerce and digital transformation activities were strongly
deployed by large enterprises like Shopee, bringing efficiency to production and business
activities, making a great contribution to GDP. Businesses not only take advantage of changes in


consumption habits of people and the market to increase revenue-profit, soon dominate the ecommerce market share, many businesses also link together - practical supporting the promotion
of global consumption of Vietnamese goods, creating the foundation for the formation of
Vietnam's e-commerce ecosystem.
To become the leader in the Vietnamese e-commerce market, Shopee has implemented a lot of
marketing measures. Specifically, financial reports in the first years of operation in Vietnam
show that Shopee spends up to 90% of its marketing budget on promotional campaigns, free
shipping, flash sales, and coupons for both buyers and sellers. nude sellers attract a significant
amount of customers coming from different backgrounds.
The C2C model at that time helped Shopee build a huge network, connecting buyers and sellers
without any inventory concerns. On the contrary, Shopee also creates a "word of mouth" effect
when owning a "market" of diverse products with professional customer care and logistics
services, promoting a dizzying increase in the online shopping wave. From the foundation, In
this case, Shopee brought industry-leading suppliers to the e-commerce platform when
combining a B2C model, competing directly with Lazada - the "giant" of e-commerce at that
time. On the other hand, to have the current brand positioning, the "localization" strategy cannot
be ignored when Shopee chooses to hire local employees, who are knowledgeable about local
culture and customs, to cooperate. with banks, and logistics partners in each country to ensure an
efficient shopping and delivery experience.
 Political - Legal factors
According to the statistics of the Electronic Financial Journal, Vietnam ranks among 78% of
countries in the world with electronic transactions and 38% of countries with consumer

protection policies; 45% of countries have a personal data protection policy and 75% have a
Cybersecurity Law. The e-commerce market is also not immune to frauds, such as providing fake
goods, poor quality goods, infringing on image copyrights, and intellectual property rights. An
image of a product can be copied to post on many different websites with quite a price
difference.
In addition, Vietnam's tax policy and management system are increasingly being improved to
meet the requirements of production and business development and improvement. According to
Decree 52/2013/ND-CP on e-commerce. The law on e-commerce has a combination of
traditional regulations with modern ones. The law on e-commerce has interference with legal
regulations in many branches of law. The law on e-commerce has a certain lag but quickly
becomes obsolete. The law on e-commerce has regulated subjects including physical and
intangible objects. Lawson e-commerce are mainly enforced in the network environment


2. Micro environment
 The Competitor Factor
iPrice's e-commerce map for the fourth quarter of 2021 shows that in Vietnam, Shoppe is
currently the e-commerce platform with the largest web traffic with about 88.9 million visits per
month. Followed by Thegioididong (59.5 million visits/month), Dien May Xanh (24.4 million
visits/month), and Lazada (20.6 million visits/month). Although it is leading the market and even
increasing the gap during the epidemic period (first quarter of 2021), it is clear that it cannot be
said that Shopee is alone in a fierce market, especially when The following competitors are
making drastic moves to compete

Most specifically, the merger efforts of Tiki and Sendo in the summer of 2020. Although the
merger was unsuccessful, it also shows that domestic exchanges are not giving up in the race to
gain market share with other players. foreign exchanges (Shopee and Lazada). iPrice said Lazada
and partly Tiki are quite active on social media. Lazada's official Facebook page regularly posts
about minigames. The articles currently receive quite a lot of interaction from users. This is also
one of the reasons for Lazada to break through and excel in terms of communication on the

world's largest social networ
 Commodity supply factor
Selling on the Shopee e-commerce site is a popular business trend chosen by not only retail
shops but also companies and businesses in Vietnam to increase the number of orders and sales


of the company. me. Shopee is currently a large and reputable e-commerce channel, with the role
of intermediary connecting buyers and sellers, making online shopping safer, simpler, and more
convenient. So, the source of goods supplied to sell on Shopee comes from:
- From the big wholesale markets in the country
- From domestic factories
- From foreign markets
- From foreign websites
 Customer Element
Shopee's customers are divided into the following groups:
- Loyal customers:
These customers often make up more than 20% of a business's total current customers, but they
contribute to more than 50% of revenue. Listening to and following the input of loyal guests is
the most effective way of appreciating and thanking them. At the same time, the more satisfied
they are, the more likely they are to recommend Shopee to other potential customers. In other
words, loyal customers are the most effective word-of-mouth advertising agents for Shopee. And
Shopee needs to build more programs to thank loyal customers.
- Customers who only buy when there is a discount:
This group of customers buys quite often, but they only buy based on the level of the discount.
They are the customers that help Shopee to clear inventory the fastest. However, it is this same
group of customers that can cause losses to Shopee because they may stop buying when there are
no more discounts or promotions that are not attractive enough for them.
-Customers who only buy when they need it
This group of customers often has a clear intention to buy a particular product. Making this
customer group feel satisfied is not an easy thing. But if they do, Shopee can turn them into loyal

customers. Keep in mind that customers who buy based on a specific need are more likely to
switch to a competitor when they see that the item they are looking for has received more offers
from the competitor, so this is a group Customers have a rather high sensitivity to the product.
- Customers "walking":
This group of customers does not have a specific need or want in mind when entering the
application. This is the customer group that makes up the largest number of customers, although
they contribute the least to revenue because they only make a purchase when the product is
attractive enough for them, generating instant revenue for the business, this group of customers
has a real voice in their community. Therefore, Shopee cannot help but care about customers who
are "walking"
- Customers who buy at random:
These customers do not have a specific need. They point to and choose a product they think is
satisfactory and good for them or simply buy when they accidentally see the product's


advertisement on other application platforms such as Facebook, Youtube... making them form an
idea. intend to buy.
Helping this group of customers define or formulate their needs and respond positively to
Shopee's recommendations is a must.
3. Shopee customer segmentation in Vietnam:
Shopee is a company operating in the field of B2C e-commerce. Specifically, selling and
delivering nationwide through the website and Shopee electronic app with
many items for diverse consumption.
From there, it is possible to generalize the goal of using Shopee to buy goods with the following
characteristics:
- Geographical location:
Shopee is concentrated in densely populated areas with great purchasing power and big cities
such as Hanoi, Ho Chi Minh City, etc. However, Shopee still covers all provinces and cities
across the country thanks to buying photo C2C business
- Demographic:

Up to 80% of customers shopping through Shopee are between the ages of 16 and 40. Internet
access is available.
People who are interested in items such as household appliances, furniture, cosmetics..…
Most are people who have free time such as office workers, students, housewives......
- Psychology and behavior:
Shopee is aimed at customers who love to shop online on occasion to save money on purchases,
quality products, and free shipping.
Besides, Shopee also targets the segment of customers who prefer to pay online because ewallets are the future payment trend, saving costs and time for both.
4. Shopee's Swot Analysis
4.1. Strength:
Entering the market in the second half of 2016, it has been operating for nearly 2 years so far.
However, Shopee is currently one of the e-commerce platforms with a large market share in the
Vietnamese market. As of March 2018, Shopee has more than 800,000 sellers, an impressive
number.
 Display
Clear, attractive interface. Buyers and sellers can be anyone, it's very easy to sell on Shopee with
just a few simple steps.



 Trend catcher
Born later than Tiki, Lazada, and Sendo, but when appearing with aggressive advertising
campaigns, extremely hot deals, discount codes to free shipping, it has attracted many
Vietnamese consumers.
 Cheap
Outstanding advantages help Shopee compete with other E-commerce platforms in the market.
The cheap price of Shopee products is because the shops that sell on Shopee are often
competitive in price. The lower the price, the more attractive it is. Shops take the sale of large
quantities, low profit to lower the selling price.
Products that are convenient, diverse, and close to customers

“Buy anything at Shopee”
On the Shopee website and Shopee App, there are more than 4 million manufacturers and more
than 180 million different products. Many products are suitable for personal use such as clothes,
shoes, electronic devices, computers, phones, household appliances, watches, motorbikes,
mothers and babies, ... In general any item is available on Shopee App.
Products are sold at very favorable prices, there are often attractive promotions such as giving
new customers a product of 0 VND. Many genuine products are available at Shopee Mall from
brands: Samsung, L'Oreal, Philips, Lock&Lock, Pampers, etc. Shop quickly and easily with cost
savings. Hunt many Hot Deals every day with Flash Sale


 Fast delivery
Shopee is a large e-commerce platform, so they are associated with many different shipping units
such as Economical Delivery, Fast Delivery, etc. Each party has different delivery speeds.


Information about delivery time is notified as soon as you choose to buy. For example, from 1-2
days; 2-3 days;…
Currently, Shopee has also deployed Shopee 4H delivery service in some areas (such as inner
cities of major cities such as Hanoi, and Ho Chi Minh City) to help speed up delivery to the
maximum. The products
This product is usually shipped by shops at Shopee's warehouse, so they can send a shipping unit
for immediate delivery.
 Buy safely
Return policy according to regulations, creating favorable conditions and increasing trust for
buyers
The policy to protect shoppers as well as selling on Shopee is very good.
Although Shopee does not have strict regulations on proving the origin of goods. But this
application still ensures the most legitimate interests for shoppers. Customers can check the
reputation of the Shop according to the reviews and comments from other buyers.

 Support shipping costs
Customers who buy and deliver goods with the Shop in Hanoi, Ho Chi Minh City with an
invoice from 150k Shopee Mall will receive free Ship. Invoices from 250k to foreign provinces
will be free of charge by default on the system.
On the Shopee app, there is also a program to receive goods in 4 hours with Shopee 4H. This is a
form of fast shipping to users quickly without spending too much time waiting.
4.2. Weakness
Difficult to sell because of the higher level of competition than other E-commerce platforms.
The issue of market dumping has not been controlled, confusing for sellers.
Long-term product censorship causes delays and interruptions in business.
The status of poor-quality goods is still rampant, lowering the reputation of genuine shops.
The policy of subsidizing prices from 200,000 VND/unit makes it difficult for shops to sell lowvalue items.
The Shopee switchboard has not been fully effective. Mostly still buyers and sellers contact
themselves.
Many shops deliver the wrong color, the right size. When the delivery arrives, the consumer is
not allowed to inspect the product. If not satisfied, the customer has to send an email, wait for a
response from Shopee, and then the seller, it takes 3-4 days to expect to be able to return the
product.
4.3. Threats
 Fiercely competitive market


For the rapid development of the e-commerce market today, Shopee has many competitors worth
worrying about such as Lazada, Red Lotus, Tiki...
 How to buy online
Although online shopping is growing strongly, in parallel with many fake and fraudulent
purchases, there has been a tendency to be cautious when not checking goods.
 Covid epidemic
Facing the current dangerous situation of the covid epidemic, some places have to blockade and
distance, making the transportation of goods challenging. Not only that, the status of unsold

orders, lost orders, and refunds, businesses must bear all costs.
4.4. Opportunities
 To meet the diverse and rich needs of customers.
Almost Shopee has a full range of goods to satisfy customers. This is a great opportunity for
customers to choose Shopee.
 Technology development trend
Current trends of customers often buy online. Smartphone technology increases the efficiency
and convenience of online shopping. People are increasingly changing their traditional buying
habits online.
 Easy to promote products
Cooperate with KOLs to widely promote the site to customers
Cooperate with artists, hot TikTok,... to promote brands and products to increase sales.
Artists, hot TikTok also have the opportunity to cooperate with shopee without going through a
3rd party.
 Covid epidemic
The pandemic took place strongly in Ho Chi Minh City, causing all activities of people to switch
to the online form. Shopee has turned a challenge into an opportunity by supporting both buyers
and sellers at all levels different industries.
 Abundant human resources in our country
Shopee uses the number of domestic workers, creating more job opportunities for people in each
country where Shopee operates.


Opportunity to make money online with low investment cost.


III. PUBLIC RELATIONS EVENT ORGANIZATION
Exhibition events:
ASIA E-COMMERCE TECHNOLOGY EXPO 2022
1. Introduce strategic model of the exhibition event

E-commerce technology fair bringing together domestic companies, enterprises, retail and
distribution partners of technology products/equipment, digital solutions... In addition, prominent
and high-quality foreign (Asian) businesses have a booth on the Shopee - Shopee Mall trade.
Nearly 200 companies supply, manufacture, and distribute Asia's premier technology products
and equipment. Shopee Malls' shops can introduce and show the most recent products,
manufacturing processes, corporate models, awards, prestige, and so on to event guests.
Attendees will be able to try out the newest technological products/equipment, look for
investment possibilities, and provide business advise.
Shopee organizes this exhibiton event, and Shopee is the exclusive intermediary distribution
brand.
2. Goals of the event:
 Organize and promote brands, products, services... Help customers understand more about
the products and services of the business, thereby tightening the relationship with customers.
 Creating opportunities to strengthen credibility with customers and close partners.
 Improve brand recognition, upchances for Shopee to become a brand in customers'
subconscious
3. Event key publics
 Guests :
- Equity investors, interested in investing in small and medium-sized manufacturing
enterprises.
- Entrepreneurs, Online Sellers, Retailers and Distributors, Small Business Owners and
Startups.
- Potential students of MBA, MSC,…

-

Registration people:
Consumers are interested in Technological Products/Devices, digital solutions
Consumers love shopping online, on e-commerce platforms
Consumers do not often shop online but love Technological Products/Devices

Loyal customers, members (Silver, Gold, Diamond) of Shopee

4. Execute the event model
4.1. Event Simulation:
/>

4.2. Timeline
Day

02/05/2022

03/05/2022

Time
9h – 12h
12h – 13h
13h – 17h
17h – 19h
8h - 9h
9h -10h
10h – 11h
11h – 13h
13h – 17h
17h – 20h
20h – 21h
21h -22h
9h – 11h

04/05/2022

05/05/2022

11h – 13h
13h – 17h
17h – 17h30
17h30 – 20h

20h – 21h
21h -22h
9h – 11h
11h –13h
13h – 15h
15h – 17h
17h – 18h30
18h30 – 21h
21h – 22h

Event
Welcoming guests and stabilizing guests
Lunch break
Product display stalls
Final check of the stage, sound, light .... exhibition venue
The opening ceremony of the technology exhibition
Leaders/representatives of some brands came on stage to
speak
Brands perfect to display their products for exhibitions
Lunch break
Visiting and testing electronic technology products
Workshop on BUSINESS DEVELOPMENT STRATEGY IN
MODERN DIGITAL TECHNOLOGY INDUSTRY

Mini game receive gifts
Clean up at the end of the event
Brands introduce new products or new technologies are
enhanced in their own products
Lunch break
Visiting and testing electronic technology products
Opening MC introduces guests to the Talk show
Talk show about CUSTOMERS' CONSUMER BEHAVIOR
IN THE FUTURE CHANGING PRODUCTS /
EQUIPMENT TECHNOLOGY INDUSTRY
Question and answer section
Clean up at the end of the event
Visiting the exhibition
Lunch break
Visiting the exhibition
Organize gift-giving mini games
LIGHT SHOW OF ELECTRONIC EQUIPMENT AI
The music performance came from famous singers such as:
Hoang Thuy Linh, Binz, Soobin Hoang Son,…
End of the show

5. Communication and promotion
The event's major goal is to raise customer knowledge of the event, with the goal of encouraging
people to have a more positive attitude toward online buying, particularly high-priced devices
and technology.


You need to bring potential attendees who have never attended before into the awareness stage of
your marketing funnel. For those who are already aware of the event, all you have to do now is
persuade them to come.

The following is a breakdown of the timeline:
Marketing will be an essential component of the organizational process, and it should be
implemented from the start.
5.1. Create an event-specific landing page:
/>This is said to be the best way because it can overcome the majority of the constraints of many
other media outlets. Customers will have many difficulties finding information in a network of
dense web pages, different categories, etc... As with social networks, content and images are
often limited and can only be displayed in fixed frames; or as with websites, customers will have
many difficulties finding information in a network of dense web pages, different categories; etc...
Making full use of its capabilities has the following implications:


Data on the target customer group should be collected



Branding



Increase your audience and traffic.



Drive sales by yourself.

5.2. Make a social media announcement
By sharing the link, social media can help advertise the event, establish a community, and
propagate the "purpose" you wrote about on the blog.
Facebook is significant, but it is not the only social media platform. Don't underestimate the size

of the social media universe. Consider using Twitter, LinkedIn, Instagram, Snapchat, Pinterest,
YouTube, Tumblr, Medium, Reddit, Quora... and others, depending on the nature of the event
and your target audience.
5.3. Look for a media partner.


Communication is the means by which you can get your brand closer to your target audience.
Images and messages are used to disseminate information about the company to a large audience.
Technology 4.0 is fast gaining traction on social networking platforms in the modern era.
The process of promoting and delivering information to customers leads to the establishment of
trust and the brand of the company in the minds of customers through communication.
Before your event goes live, find and contact media sponsors or sponsors. This manner, they can
organize ahead of time to assist you in communicating with a larger audience.
5.4. Issue a press release:
/>usp=sharing&ouid=115525425822385039974&rtpof=true&sd=true
When it comes to public relations, a press release is an important tool for brands. This is thought
to be a successful technique for marketers to convey their own story and direct customers to
them in their own unique style. Especially in the 4.0 era, when your press release's receivers
include not just journalists from news organizations and the media, but also consumers and
customers. When making purchasing decisions, look for credible sources of information.
Come up with a strong finish to your story. Find a story angle that is unique to you. Why is your
event new, thrilling, first time, or novel, for example? Do you have a compelling story to tell? Is
there anyone famous in the audience?
5.5. Paid advertising:
Maybe it is a method that costs a lot of money for businesses, but the effect is not small. You do
not have to "splash money" during the communication process, the important thing is that you
know how to seize the opportunity correctly. Focus on certain times, during event launch or
event countdown… Paid advertising will help reinforce and amplify other marketing activities,
helping you gain influence maximum.
6. Budget

SPECIFIC COSTS

PRICE

1. Cost of renting the venue:

Saigon Exhibition and Convention Center (SECC)

800,000,000 VND/4 days

Cost of accompanying services (car parking, security)

30,000,000 VND


Facilities (electricity, water, building materials, partitions,…)

100,000,000 VND

2. Service cost
Expenses for food and drink

10,000,000 VND

3. Travel expenses:
Including expenses for transportation, picking up guests and
other related issues

50,000,000 VND

4. Design cost:
Stage and background decoration fee

100,000,000 VND

5. Cost of sound system:
Screen, listening equipment, sound and light

100,000,000 VND

6. Printing costs:
Design publications, letters, invitations, banners, billboards

10,000,000 VND

7. Advertising expenses:
Photo, cameras

60,000,000 VND

Media, press, video recording

80,000,000 VND

8. Event personnel expenses:

100,000,000 VND

9. Cost of gifts, gameshow:

100,000,000 VND

10. Expenses for programme activities:
Singers

500,000,000 VND

Guest talk show, workshop

100,000,000 VND

11. Cost of security and protection services for the event:

80,000,000 VND

13. Contingency fee, incurred:

100,000,000 VND
Total



Support budget from expenses of renting Partner Booth

Zone A: 50 businesses, 10,000,000 VND
Zone B: 50 businesses, 8,000,000
Zone C: 70 businesses, 5,000,000

2,320,000 VND

 Estimate: 1,250,000,000 VND (3days)


Final budget for the event:
1,070,000,000 VND

7. Objectives and results of the event
 Objectives
Organize and promote brands, products, services... Assist clients in learning more about the
partner company's products and services, ultimately strengthening the customer connection. At
the same time, possibilities to improve credibility with customers and close partners are being
created.
Affirming to the public that Shopee's position is not simply a leading e-commerce intermediary,
Shopee also cares about its partners and customers: creating opportunities for partner brands get
investment; creating opportunities for customers to experience first-hand products, services,
processing processes,...; organize business presentations for the economic benefit of Vietnam.
After the event, consumers can have a more optimistic and secure view when shopping for highpriced products on the Shopee e-commerce platform. Promote sales of Technological
Products/Devices and brand awareness.
 Eluvation
With this exhibition event, the cost spent by Shopee to implement is not too high compared to
other media events, but the effectiveness of this event is considered significant.
After the event, the goals and objectives set out can be successful with a high rate. Any plan has
a certain percentage of risk, Shopee will continuously improve and fill the gap of exhibition
event.
Running a PR event program usually does not bring immediate results like other advertising
marketing methods, but will help effectively promote the business' brand and raise the
Shopee’s brand to a higher new level.

APPENDICES : DIVISION AND REFERENCES

WORK ASSIGNMENT
Student Name
Võ Lê Hà My

Studen ID
1954012192

Work
I.Introduction


Nguyễn Trường Dũng
Nguyễn Hà Linh

1954012055
1954012142

II.Shopee's Marketing Environment

Đặng Thị Diễm

1954012039

Đỗ Trung Kiên

1954012128

III.Public Relations Event Organization
4. Execute the event model
4.1. Event Simulation

6. Budget
III.Public Relations Event Organization
5. Communication and promotion
7. Objectives and results of the event

III.Public Relations Event Organization
1. Introduce strategic model of the exhibition
event
2. Goals of the event
3. Event key publics
4. Execute the event model
4.1. Event Simulation

REFERENCES
/> /> /> />
-

The end -