tiểu luận shopee marketing strategies to achieve theri goal in viet nam

VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL
***
AN ANALYSIS OF THE EFFECTIVENESS OF MARKETING MIX IN
DEVELOPING NEW PRODUCT:

SHOPEE’S MARKETING STRATEGIES TO ACHIEVE THEIR GOAL IN
VIETNAM
by
INS 2003 6

Group: 10
Student’s full name: Phạm Trung Dũng,
Vũ Minh Tuấn, Nguyễn Đức Dũng,
Nguyễn Hải Yến, Nguyễn Minh Tùng

Hanoi, May 07th, 2021.

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ABSTRACT
This article provides an assortment of issues about Shopee's marketing strategy.
Online shopping is rapidly gaining popularity in Vietnam, which is evidenced by the
preferences and behavior of consumers.
The latest statistics from some online shopping websites, online shopping has
shown remarkable developments in recent years. Realizing that, Shopee has applied a 4Ps
marketing campaign to confirmed their position on Vietnam’s Ecommerce. We point out
that all of the studied cases exhibit additional properties and complexities when compared
to similar cases, previously published in literature. Additionally, the companies’ current
solutions and future demands for marketing are discussed.

KEYWORDS
Marketing Strategy, Marketing mix (4Ps), Ecommerce, Market segmentation, Targeted
customer.

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TABLE OF CONTENTS
ABSTRACT ..................................................................................................................... 1
KEYWORDS ................................................................................................................... 1
TABLE OF CONTENTS ................................................................................................ 2
1. INTRODUCTION ....................................................................................................... 3
1.1. General information about Shopee ......................................................................... 3
1.2. Type of product......................................................................................................... 3
1.3. Marketing goals ........................................................................................................6
2.2. METHODOLOGY,ANALYSIS, FINDING & RECOMMENDATIONS ..........7
2.1. Theories of learning ..................................................................................................7
2.1.1. Market segmentation ...........................................................................................7
2.1.2. Market segment ...................................................................................................7
2.1.3. Marketing strategy ............................................................................................... 7
2.1.4. Marketing mix (4Ps) .......................................... Error! Bookmark not defined.
2.2. Methodology ..............................................................................................................8
2.2.1. Purpose ................................................................................................................8
2.2.2. Scope. .................................................................................................................. 8
2.2.3. Resource. .............................................................................................................8

2.3. Analysis Shopee’s 4Ps Marketing Strategy ............................................................ 8
2.3.1. Product .............................................................................................................8
2.3.2. Price ................................................................................................................. 9
2.3.3. Place ................................................................................................................9
2.3.4. Promotion ......................................................................................................10
2.4. Finding .....................................................................................................................11
2.4.1. Evaluation ......................................................................................................12
2.3.2. Analysis ......................................................................................................... 12
2.5. Recommendations ................................................................................................... 13
2.5.1. Customer stimulus programs ............................. Error! Bookmark not defined.
2.5.2. Increase the trust in the eyes or unfamiliar buyers ............................................ 14
2.5. Appendix .................................................................................................................13
REFERENCES ............................................................................................................177

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1. INTRODUCTION
1.1. General information about Shopee
Shopee, a Sea company, was first launched in Singapore in 2015, and has since
expanded its reach to Malaysia, Thailand, Taiwan, Indonesia, Vietnam and the
Philippines. Sea is a leader in digital entertainment, e-commerce and digital financial
services across Greater Southeast Asia. Sea's mission is to better the lives of consumers
and small businesses with technology, and is listed on the NYSE under the symbol SE.
Shopee is creating convenience for Greater Southeast Asians and is the leading ecommerce platform in Southeast Asia and Taiwan. It is a platform tailored for the region,

providing customers with an easy, secure and fast online shopping experience through
strong payment and logistical support. Shopee aims to continually enhance its platform
and become the region’s e-commerce destination of choice.
1.2. Types of product
In respond to the diversity of Viet Nam’s customer demand, Shopee has provided
a wide selection of product categories ranging from consumer electronics to home &
living, health & beauty, baby & toys, fashion and fitness equipment. All the information
about shopee product was listed below are research from website

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Living

Entertainment

Shopee

Health

Beauty

Figure 1. Shopee’s product categories.
Source: Adapted from Shopee Vietnam.
Type 1. Living

Including: House, Houseware, electronice device,… which account for 40% of
product sales on Shopee, Topping the search list on shopee today is phone
accessories. This can completely be explained because this is a commodity that
meets the needs of the majority. Phone accessories such as cases, headsets, cable
chargers on Shopee are supplied by many different units. You can easily search
with search on the home page, compare prices in many shops and easily buy for
your mobile phone pretty accessories at a bargain price. In addition, promotions
on phone accessories also regularly appear on Shopee
Type 2: Health
Shopee has a full range of products from famous brands such as Merries, Goon,
comotoco, Glico, Tuticare ... Some of the best-selling products on Shopee are
diapers, milk powder, toys and accessories for babies. The reason this industry
attracts customers is because of the large number of products and many 10%, or

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20% discount for diaper products from time to time. Those are some of the
attractions when you visit mother and baby shops on shopee
Although they are not as outstanding as the above categories, these items have
remained among the top selling products such as smart phone or clothes on Shopee
in recent years.

Type 3: Beauty
Half of the world is women and 99% of women love beauty - that's why cosmetic

stalls are everywhere.
Cosmetics on Shopee are no exception, distributed by shops across the country
and prominent brands. Easily to find skin care products such as cleanser, shampoo,
sunscreen, shower gel, moisturizer, mask, toner ... seasonal and HOT on Shopee. Some
brands are loved today such as: Vichy, Innisfree, Loreal, Acnes, Cetaphil, Senka. In
addition, beauty accessories like face washers, massages, saunas ... are also the keywords
that are searched a lot on Shopee today.
Unlike many other e-commerce sites, sellers on Shopee actively promote items
without cost or cumbersome procedures. One of the most popular items on Shopee today
is women's fashion. Selling online is no longer an unfamiliar concept and the most
thriving item today is fashion. Women's fashion on Shopee is updated quickly with the
hottest models on the market. Shopee shop owners compete with each other quite fiercely.
This is reflected in the same product but being sold at different prices or with different
promotions. Therefore, customers will be the beneficiaries of choosing the best product
at a reasonable price in the process of tracking and comparing goods between shops.
Type 4: Entertainment
In this modern and busy life, the demand for fast - compact - light - quality service
is getting higher and higher. Services that can be booked online such as food vouchers,
online recharge services, online courses, and spa beauty are more interested.
With food service, there are many discount vouchers on the shopee from fast food
brands, restaurants that support fast delivery, cheap prices. Discount vouchers for beauty,
spa, online courses at good prices are also excellent, it help improvethe quality of life.
Especially, the service of recharging high-discount phone cards of many different carriers

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such as vina, viettel, mobifone is also used online on shopee. These service vouchers meet
the needs of customers, ensuring the quality and customer’s loyalty.
1.3. Marketing goals
The marketing goal is becoming an online sales website with the biggest number
of customers in Vietnam

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2. METHODOLOGY,ANALYSIS, FINDING & RECOMMENDATIONS
2.1. Theories of learning
2.1.1. Market segmentation is the division of a market into distinct groups of
buyers who have different needs, characteristics, or behaviors and who might require
separate products or marketing mixes.
2.1.2. Market segment is a group of consumers who respond in a similar way to
a given set of marketing efforts.


Segmenting consumer markets



Segmenting business markets



Segmenting international markets



Requirements for effective segmentation
2.1.3. Marketing strategy is the marketing logic by which the company hopes to

create customer value and achieve profitable customer relationships.
2.1.4. Marketing mix (4Ps) is the set of controllable, tactical marketing tools—
product, price, place, and promotion—that the firm blends to produce the response it
wants in the target market.
4Ps:


product:
1. functionality
2. brand
3. packaging
4. services



price
1. list price
2. discounts
3. bundling
4. credite term



promotion

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1. advertising
2. sales force
3. publicity
4. sales promotion


place
1. channel
2. inventory
3. logistics

4. distribution

2.2. Methodology
2.2.1. Purpose
The purpose of this report is to collect information & analysis issues about
Shopee's marketing strategy and Shopee’s targeted customer.

2.2.2. Scope
The report examines only about Shopee's marketing strategy and Shopee’s
targeted customers in VietNam. It does not examine Shopee's marketing strategy and
Shopee’s targeted customers in others country.
2.2.3. Sources
The information for this report was gathered from the following sources:
• Questionnaires
• Online Resources

2.3. Analysis Shopee’s 4Ps Marketing Strategy
2.3.1. Product
Shopee engages its customers by focusing on country-specific app development.
This is also part of a strategy of high localization for each market. With this localization
strategy, Shopee has achieved a desirable success in each of its selected markets (increase
up to 20%). Shopee creates an optimized website in different languages so that their
customers can easily trade on it, no more worry of different regions now users can buy

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all. Shopee also pays attention to providing an easy and convenient customer experience
through website design based on customers' usage habits, for example, when users buy a
specific product they will get similar product chain.

2.3.2. Price

The company applies a competitive price strategy. With the fierce competition in
the e-commerce market, Shopee understands that: When many companies provide the
same type of service, the customer will weigh it on the price, for example, tiki a
competitor in this market also has the same service so customers will choose which side
has the best offer. Shopee also stimulates business owners. The company offers
preferential prices when shops register to become Shopee members. In addition, Shopee
also maximizes their support with shipping fees, and gives Freeship codes to stimulate
customers to buy when using their application.

2.3.3. Place
The e-commerce and digital economy in Southeast Asia is rapidly growing and
has great growth potential. Shopee has identified these opportunities brands utilize to
differentiate themselves from other e-commerce platforms and improve their approach to
user engagement.

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The Shopee mobile app provides a clean interface, user-friendly design, easy-touse, quick links to each Shopee feature, with user-centric design combined with an
intuitive interface that matches the experience of both buyers and sellers right from the
start of their journey, users can have a good time finding their needs.
In addition, Shopee also actively associates with shipping partners with the best network
in each country so that customers can receive their goods quickly at cheap shipping rates.
For example, in Vietnam are Saving Delivery, J&T Express, ...
Furthermore, Shopee also cooperates with major banks in Vietnam as well as e-wallets

for buyers and sellers to easily transact with each other, in addition to the traditional form
of payment through the delivery person as in the old days.

2.3.4. Promotion

Shopee invests heavily in media channels such as Facebook and Google up to
more than 15% of their company shares. This will help Shopee's marketing partners earn
more commissions, and at the same time help Shopee save on marketing costs, enhance
value and become a potential market for all partners. Shopee understand their customers
so they try to make ads almost exactly to what users want which might stimulate them to
buy that product which adds a tons of profit to their budget.
Shopee's ads appear on public transport, on social networking sites and on TV every day.
With extremely high frequency of appearance and surprisingly accurate, Shopee has
become a brand that people will remember for a long time when there is a need to shop.
Shopee also organizes sale campaigns on many occasions of the year: big holidays, major
events of the year (Shopee's Birthday, Soccer Events, Miss Vietnam ...) and uses the
celebrity strategy to collect attract the attention of young Vietnamese - who buy a lot
through e-commerce platforms.

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This customer approach is extremely expensive never under the number of 100 millions,
but it will dramatically increase the number of customers.
2.4. Finding

2.4.1. Evaluation
Below are the data reported by Shopee in the first quarter of 2020 compared to
2019 have been aggregated. The first quarter of 2020 is the time when the epidemic first
broke out in our country and the whole country was quarantined for the whole society.
2.4.2. Analysis
Looking at the report, we can see that the market picture is more exciting than
ever with the numbers reaching all-time records. In just 3 months of the first quarter, the
total trading value on the floor increased by 74.3% to reach $ 6.3 billion with 429.8
million orders. The floor profit earned reached 314 million dollars and increased by more
than 110% compared to 2019. The profit earned doubled compared to the average
compared to last year.
Looking at the order data you can also see that the number has increased
dramatically over the past year. In the first quarter of 2019, on average, each day the
number of Shopee orders received ranged from about 2 million orders. But by 2020, the
number has reached 5 million orders. This must be a clear change in the buying habits of
Vietnamese consumers in the first 3 months of the year.

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Consumer age
10%
28%
18-24
25-34

>34
49%

Vietnamese women (about 60%) shop more than men (about 40%). Not
surprisingly, the young generation of Vietnam increasingly loves online shopping. Nearly
half of online shoppers (49%) are 25-34 years old. Followed by people aged 18-24 (28%).
Groups of people over 35 years old are less than 10%.

Popular devices
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Series1

Smartphone
App

Smartphone
Browser

Home PC

Others

Smartphones always stand in a priority position in the selection of online shopping
devices (63%). In which 47% of users use the applications available on smartphones to
shop and only 16% of users use the web browser on their phones to search and order. This
big difference demonstrates consumer preference for convenience and ease of use from
mobile phone applications. The application is easier to use, has many integrated and
diverse features, and is transparent about the goods, the more stimulating the consumer
shopping cart.

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Vietnamese people have a hobby of hunting for discounted goods during office
hours, perhaps to reduce stress at work. More than 35% of transactions are made in the
time frame from 12pm - 6pm. The form of cash payment (80%) after receiving the goods
is still very popular in online shopping in Vietnam.
The weekly frequency of online shopping for women (18%) and men (16%) is
nearly the same. However, when comparing the frequency of buying once, or several
times per month, the buying rate of men (31%) is much higher than that of women (28%)
and twice as high as the frequency of buying. shop every week.
The reason men increasingly love shopping online is because of the attractive
offers as well as the variety of items. According to a survey by Shopee, Home & Life,
Phones & Accessories and Men's Fashion are the most popular categories for men,

because they often need to buy electronic products or bags, sports on online shopping
sites. 67% of 80% of online shoppers are satisfied with their shopping experience
The three points that online shoppers are satisfied with are the abundance of
products, attractive prices and promotions. There are three points of dissatisfaction:
quality of goods compared to advertising designs, transportation costs and customer care
services.
Men's and Women's Fashion, Health & Beauty, Home & Life, Technology are the
four best-selling categories of the online shopping market. An interesting point is that
men always account for a higher percentage than women when talking about "User
gender" on Shopee
2.5. Recommendations
Though seemingly perfect, Shopee’s marketing strategy has been more of the
same and in need of a shakeup
2.5.1. Customer stimulus programs
Shopee has been known for their massive sales date like 5/5 as their most recent
example. These massive sale dates do help attract more 10000 viewer per day onto the
platform but because the offerings have always been similar and the products are mostly
filler which lead to the hype and excitement of users dying down somewhat throughout
the years.
To change up this increasingly stale concept, they need to implement a new
categorized sales program. For example “Electronic Monday” the spotlight are on
electronics with 20% discount on smartphone or laptop and 30% for others, this approach
will draw in buyers who are interested in electronics, or “Fashion Friday” where
customers can get free ship for all clothing products when they order immediately on this
day in order to attract the fashion continuous buyers. By categorizing the consumers, they
can focus on each demographic and eventually increase sales in the bigger picture in
VietNam.

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2.5.2. Increase the trust in the eyes or unfamiliar buyers
One of the biggest deterrent from online shopping for those who are unfamiliar
with it is the legitimacy of the products being listed. Shopee needs to advertise their
excellent buyer protection program in front of the masses, so Shopee can provide
warranty 1 days for all products which help buyers can exchange or refund if they feel
unsatisfied with the product. In addition, Shopee can cooperate with highly regarded
brands like Apple to open their official store on Shopee to make their platform more
appealing to hesitant buyers afraid of buying counterfeit goods online.

2.6. Appendix
Questionnaires
1.

What types of products do customers focus on ?
A. Fashion
B. Comestics
C. Food
D. IT

2.

Shopee's sales and profits in all items for the whole year .

3.

What is the percentage of the regular customers’ age?
A. 18-24
B. 25-34
C. >34

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4.

What is the rating of both sex: Male and Female?
A. Female
B. Male

5.

How often do customers order in Shopee ?
A. Weekly one more
B. Once – a few times month
C. Once several months
D. Never

6.

What is the electronic devices that are sought and favored ?
A. Smartphone
B. Home PC
C. Others

7.

The destination where goods are frequently transported.
A. Home
B. Office
C. Others

8.

The amount that customers spend every month.
A. <300.000
B. 300.000-700.000
C. 700.000-1.000.000
D. >1.000.000

9.

Payment method that customers often use.
A. Payment on delivery
B. Others

10.

The level of satisfaction of the needs of customers.
A. Very satisfied

B. Satisfied
C. Unsatisfied

11.

What are the benefits of online shopping?
A. Order anytime
B. Product variety
C. Mobile phone friendliness

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12.

The shortcomings of online shopping.
A. Quality concerns
B. Rent shop preference
C. Security concerns

13.

3 cause of the customer is not satisfied.
A. Product quatity
B. Delivery cost

C. Customer support

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