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Báo cáo cuối kì: Thương mại điện tử cho một nhãn hàng
truong (Trường Đại học Kinh tế - Tài chính Thành phố Hồ Chí Minh)

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E- COMMERCE
Report: STAR KOMBUCHA

Lecturer: Phạm Thị Mộng Lành

GROUP 2

CONTENTS

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Website building plan.......................................................................................................3
Website............................................................................................................................... 3
Market expansion strategy............................................................................................17
Reasons why we use YouTube as a mean of marketing tool for E-commerce..................17
Practical applications to promote our product on the YouTube platform..........................19
S.W.O.T Analysis............................................................................................................29

Challenges the management must consider and may face when running those Ecommerce approaches......................................................................................................29
SUMMARY..................................................................................................................... 31

Website building plan

1. Website
Websites play an important role in developing a business. Every business needs to
establish a website so that the potential customers can grasp all the information about
that business and easily find an official place to buy products.

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For that reason, our brand – Star Kombucha would also build a website. We base the
format on the website and we aim to develop a friendly
and easy-to-use website so the layout here is simple and minimal. The main features
of Star Kombucha are: About Us, Products, Promotion, News, Search bar, Cart,
Online supported, etc.
Here are some pictures of Star Kombucha website’s outline :

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1.1. Features:
1.1.1. About Us:
The introduction (About us) provides information about the business, product or service
that we are providing. Besides, it helps consumers better understand the mission, vision
and development orientation of our business.
What is Star Kombucha?
Star Kombucha was founded in 2019. Our product is Kombucha tea - a fermented tea by
the SCOBY breed that supports people in weight loss and digestive processes. This is a
convenient way to have a healthy drink for women in modern life. Star Kombucha
provides probiotics, vitamin B to improve the immune system, and enzymes to support
ameliorate and protect the digest process. Star Kombucha has 12 kinds of flavors so
everyone can easy to find a favorite one for themselves.
Mission:
Star Kombucha determined that our mission is become “ A friend who is always by your
side”, our products will ensure quality and nutrition.
Vision:
In the next 5 years: “ Expand the market, develop the customer services. To bring a good
experience”
In the next 10 years, become top 5 products for a healthy life.
1.1.2. Products:
The products section is about all of Star Kombucha’s products and descriptions for each
product, about the ingredients, nutritional value, user manual, and price. It helps
customers get more detailed information about our products' features and benefits. From
this, consumers can easy to choose which one suits their needs.
For example: Star Kombucha – Peach paradise

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Star Kombucha Peach paradise can purify the body, generate energy and promote
positivity when used. It is made by a fermented method according to the USA standard.
Ingredients:
Kombucha (237ml), peach (6ml), orange (1ml), black tea, green tea, lactobacillus.
Benefits:
Organic acids, Polyphenols, EGCG, Vitamin B and Probiotics contained in Kombucha
are factors that have a strong impact on the body's ability to purify, improve skin beauty,
produce energy, strengthen the immune system and improve skin health. AIDS digestion.
User manual
Tastes better when chilled. Shake well before drinking.
Preservation:
Store in a cool, dry place, away from sunlight.
Packaging: 250ml bottle
Brand Origin: Vietnam
Produced by: Chau Giang Food Processing and Trading Co., Ltd
Lot C1-1/X1, Road D4, Tan Phu Trung Industrial Park, Cu Chi District, Ho Chi Minh
City, Vietnam
1.1.3. Promotions:

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Promotion section that will display the products are being sale so consumer easily to find
on sale products and purchase instantly. This section helps us create automatic
promotions for each product or combo.
When a product group is set up in a promotion, the price of the respective item
automatically changes accordingly, for the duration of the promotion. This helps
stimulate customers to buy when viewing products and seeing attractive promotional
prices on the website.

1.1.4. News (Blogs)
This sector uploads all official announcements and our business activities. Through this,
the customers will get to know more about our annual events, upcoming promotions, new
products release, etc
For example: When we are going to launch a “Buy 1 pack get 1 bottle free” project, we
upload a piece of news to announce to our customers about the time that the project starts
and ends, requirements, and places where the project happens.
Promotions: Buy 1 pack get 1 bottle free
On the occasion of the “Back to school” season, Star Kombucha wants to energize the
back to school season with promotion: Buy 1 pack get 1 bottle free
Time application: 28.8.2021 - 28.9.2021
Object: Only for Students
*Apply for online and offline stores

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1.1.5. Search bar
Website for sales is like a virtual store, where business introduce their products to
customers. Some stores have so many goods that they can make customers feel confused.

Therefore, to optimize purchasing experience, our website needs to add a searching bar.
The primary mission of the searching bar is to help the customers easily find the product
that they want and save their time.
1.1.6. Cart
The shopping cart function is an indispensable part of an online store. It helps customers
manage their products and control quantity and price while shopping online. Moreover, a
cart’s function also allows customers to put products they like; they can buy now or wait
for sale season by creating a personal account. A cart is used for businesses to research
purchase behaviors or consumer trends.

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1.1.7. Customer support
Many customers come to a website to be consulted about the products; therefore the best
solution for this problem is an online customer support function. Online consultant
systems connect the counselor with customers to solve customer’s problems. Thus,
customers will feel that they are taken care of by our business.

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1.1.8. Statistical access
Statistical access helps businesses have a clear picture about the number of people
accessing the website, or most liked and searched product. From this, we can compare
and manage the number of goods to produce an appropriate volume to avoid
overstocking.

Features of purchasing on the website:
Helping buyers: get accurate information, know specific prices, think time, order directly
on the web, can apply promo codes, choose payment methods, manage order journeys.
Helping suppliers: reach target customers more easily, increase sales, reduce rental costs,
traditional selling costs, manage inventory well, strictly manage single journeys products,
take care of customers more attentively.

Features: Inventory Management

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To be able to add a direct purchase feature on the website, the supplier's website must
first have an inventory management feature. This feature helps to report to the supplier
for each product, each different variant, how much of the product can be supplied to the
customer. Statistics of best-selling products, products that are almost out of stock,
products that are still in stock, returned products.
Features: Choose a form of payment
Customers will find it easier to pay for your products when they have more choices in the
form of payment. For example: Pay cash on delivery, pay via bank account, pay via
Visa/Master Card, pay via e-wallets like Momo, Zalo Pay,... be guided by the brand to
customers in the most clear and understandable way. In particular, all customer
information about bank account numbers will be absolutely confidential by the brand to
avoid cyber criminals.
Feature: Shipping
Help suppliers bring to customers the optimal and fastest shipping services. Transparency
in shipping fees. Customers can manually look up the order's journey through the bill of
lading code. On the supplier's side, they can control the goods as well as their cash flow
in the most accurate way. Popular transportation units such as GHTK, GHN,
GrabExpress, ...
Buying process on the website:

Customers will choose any product according to their needs on the website, the brand
will provide all the information that customers are interested in, including product
images. Full information is information that can answer all questions of customers
including ingredients, nutritional indicators, origin, shelf life, usage, and preservation
methods.

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Customers will trust the product more when there is an intervention by the image of a
celebrity.

Star Kombucha is trusted by runner-up Nguyen Bang Chau
Customers get closer to the purchase decision when they receive the most honest real
reviews through videos. Especially with the appearance of experts, celebrities, ...

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Video “Trải nghiệm 15 ngày uống Kombucha cùng Hana Giang Anh”

The purchase process is extremely simple:
 Step 1: Customers choose a box of 6 cans or 12 cans with each corresponding price.
Then choose the number of boxes to buy. Next is to click on the “Add to Cart” button
on the displayed screen.

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The virtual shopping cart on the web is modeled after the real-life shopping cart, you can
go back to continue viewing and add more products to the cart then go directly to the
checkout or choose to pay now.

 Step 2: When you are sure that you will not buy any more products, you will go to the
“Payment” section. Here, you need to provide the necessary information for delivery
such as Name, Phone Number, Shipping Address, Email to track the order. And
promise that all the above information is completely correct. You can add discount
codes here and the calculator will automatically calculate the final amount you have
to pay along with the shipping fee. For brands, this information will help you take
care of customers as well as implement marketing campaigns to nurture customers.

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 Step 3: Choose the payment method that you feel is most suitable and convenient.
Popular forms of payment such as Cash on Delivery (COD), advance payment via
bank account transfer, payment by e-wallets such as Momo, Zalo Pay, ... Payment
methods Prepaid payment will have specific instructions from the brand. Finally,
select “Complete Application” on the screen.

 Step 4: Confirm the order has been placed successfully. At this time, an Email will be
sent to you with a sincere thank you from the founder and your order tracking code.

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The order code will provide: Information of the brand, your information, most
importantly, the information of the products you have ordered to be able to compare with
the products you will receive, if there is an error on the label The customer will be
responsible for processing for you based on the order information you have placed.

The interface from the website can only be seen by the brand. Here, the brand will
process delivery information including package size, delivery unit, customer collection,
and warehouse that the carrier can take. Manage history of operations, check again if
there are errors in the process of performing operations. Finally, push this information to
the system to wait for the carrier to pick up the goods and deliver to the customer.
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Market expansion strategy

Reasons why we use YouTube as a mean of marketing tool for E-commerce
1. What is YouTube Marketing?
Generally speaking, YouTube Marketing is a channel that brings a lot of effectiveness to
the promotion and marketing of information about products, services, brands and

individuals. For example, when someone is about to put their “hot” videos on YouTube,
he or she needs to post unique content to attract viewers and generate interaction.
2. The unique differences between YouTube and other social platforms
Marketing on YouTube brings back a lot of benefits to users, business people and product
marketers.
● Massive online viewership
According to a 2018 YouTube statistic, there are more than 1 billion people active every
month, which means that if we have a video promoting a product and posting it on
YouTube, we will potentially reach over 1 billion people worldwide in a month. In this
regard, YouTube has always maintained a fairly stable and maintained the following
number of followers at a very high level, currently second only to Google. Therefore,
YouTube is considered one of the best options for advertisers to connect more closely
with their customers. From there, advertisers are more likely to generate better revenue.

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●

The opportunity to own a communication channel for ourselves

As mentioned above, YouTube is an interesting destination for almost everyone
regardless of age, gender, country or ethnicity that no other platform can compare.
Advertising on YouTube will open the door to a new direction, a new opportunity for our

own media channel.
If we do traditional advertising services, we will only be able to run ad campaigns one
after another and have to depend on many other factors such as broadcasters. But when
we do advertising with YouTube, we can completely own our own media channels with
unique and interesting videos to attract audiences to watch for a very long time without
even losing a lot of money. What is the cost to maintain them?
● Ability to create viral ads
Unlike traditional advertising, YouTube ads will help advertisers proactively reach
customers. If our videos are engaging and interesting enough, our audience will want to
share them in as many places as possible so that all their friends can see them too. And
so, our visible video becomes a Viral Video.
● Save on advertising cost
One of the outstanding benefits that advertisers can easily see when using this media
platform is the ability to save advertising costs compared to traditional forms of

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advertising. We can upload our promotional video on YouTube, store it for a long time
without paying any maintenance fees at all.
Besides, the use of other communication platforms such as Facebook, Twitter,
Instagram ... to share YouTube video ads or advertising messages is also a way to
increase brand awareness and attract a number of large audiences at a very low cost.
● Target the right customers when they search for what we have to offer

YouTube is the second largest search site in the world after Google, so it is also a site
used a lot in the process of collecting information about products or services of
customers. On this platform, we can completely host thousands of videos of different
topics and fields, so we can meet the maximum needs of customers when we are
searching for what we want provided with just a few taps.
What's more, customers can watch our YouTube promotional videos on any device with
an Internet connection. This provides a pretty good user experience, so this is one of the
reasons why it attracts audiences to YouTube more strongly.

Practical applications to promote our product on the YouTube platform.
1. Current strategies
● Introduce the product to consumers
If the features of the product answer the "what" question, then the benefit describes what
the product or service can bring to the consumer, answering the question "why".
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Businesses can market a product by emphasizing what it is or explaining why it is
important to the consumer, but in the end, the consumer is still more interested in benefits
than features.
Application: In Vietnam, the name "Star Kombucha" tea is still unfamiliar to most
people, so we decided to upload the video introducing the product, and show the great
benefits that Kombucha tea brings to consumers.

Picture 1: Video “6 lý do nên uống Kombucha mỗi ngày” on our Youtube channel

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●

Contact with KOL, influencers to advertise the product

The goal of advertising is always to sell a lot of goods to increase revenue and brand
awareness. KOL marketing is no exception, compared to traditional advertising methods
such as printing leaflets or marketing by running ads on Facebook or Google or
Instagram, advertising based on KOL helps to quickly PR business brands. KOL can
convince customers to make them change their minds and convert buying behavior, so the
company’s revenue will increase. Just one video of an actor/actress, singer for a product
also makes users who are interested, curious want to use it because that is the trust of fans
with these famous characters.
Application: Hana Giang Anh is a hot fitness coach and YouTuber who has 1.3 million
subscribers on her own YouTube channel. She is considered one of the pioneers in
inspiring women to love exercise, actively improve their physique and live happily. That
is why we choose Hana Giang Anh to advertise our products- to spread the product to a
wider audience, especially to those who are in the stage of establishing a healthy lifestyle.

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Picture 2: Video “Trải nghiệm 15 ngày uống Kombucha cùng Hana Giang Anh” on our
YouTube channel
● Ask for honest reviews from consumers
Customer reviews are insights into what is working well about the product or service and
what should be done to make the experience better. The organization may have the best
expertise in the industry, but the expertise will never be more valuable to business
performance than customer insights. Customer opinions help businesses ensure that the

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final product will truly meet their expectations, solve their problems, and fulfill their
needs.
Application: To increase the trust of our customers, we post 2 videos of honest reviews of
a consumer who is using the product. This helps people have a more objective view of
this Kombucha tea product.

Picture 3: Video “Review Nước Uống Star Kombucha Chân Thật Nhất” on our Youtube
channel

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● Use promotions
A promotion program is a program created to encourage customers to buy more
products/services of a business. The activities carried out in the promotion program are
aimed at motivating consumers to buy goods and products, and also to increase brand
recognition for products and businesses.
Application: Starting the new school year after a long summer break, surely many
students are practicing for a healthier lifestyle after the days of eating a lot of fast food
and greasy food. So, understanding that, Star Kombucha posted a video to introduce a
super promotion for them.
“ Promotion of Kombucha on “back to school” day and National Day”

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