analyze the application of a variety of digital tools in tikis marketing activities

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<b>FPT UNIVERSITY- CAMPUS CAN THO</b>

<b>GROUP ASSIGNMENT [MKT318m]TOPIC: ANALYZE THE APPLICATION OF A VARIETY OF DIGITAL</b>

<b>TOOLS IN TIKI’S MARKETING ACTIVITIES</b>

<b>Student Name: </b>

Nguyễn Minh HiếuHuỳnh Thị Thùy VânTrần Mai KhanhNguyễn Lê Bảo KhanhNguyễn Thị Bích Như

<b>Supervisor: NGUYỄN THỊ HỒNG KEL</b>

<b>FPTU Can Tho, 03/2023</b>

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<b>TABLE OF CONTENTS</b>

<b>I. INTRODUCTION1. Tiki</b>

<b>2. Sendo3. LazadaII. Background</b>

<b>1. Tiki </b>

<b>1.1. The company's history milestones1.2. Revenues, market share in recent years2. Sendo </b>

<b>2.1. The company's history milestones2.2. Revenues, market share in recent years3. Lazada</b>

<b>3.1. The company's history milestones3.2. Revenues, market share in recent yearsIII. WEBSITE: </b>

<b>1. Tiki use websites to enhance marketing mix (4Ps).1.1. Promotion.</b>

<b>1.2. Product1.3. Place2. Analysis</b>

<b>2.1. Number of visit2.2. Bounce rates</b>

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<b>2.3. Average pageview per session2.4. Session duration</b>

<b>2.5. Traffic SourcesIV. FACEBOOK FANPAGES:</b>

<b>1. Tiki use FF to enhance marketing mix (4Ps).1.1. Promotion</b>

<b>2. Analysis2.1 Tiki2.2 Sendo2.3 LazadaV. YouTube</b>

<b>1. Tiki use Youtube channel to enhance marketing mix (4Ps).1.1 Price</b>

<b>1.2 Place1.3 Product1.4 Promotion2. Analysis3. Competitors</b>

<b>4. Performance for 12 monthsV. CONCLUSION</b>

<b>VI. REFERENCES</b>

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<b>*CONTENT*I/ Introduction</b>

Tiki has been a customer companion for more than ten years and currently ranks as thebest e-commerce site for customer satisfaction.

<b>2. LAZADA (Competitor)</b>

Lazada Vietnam is an online marketplace that is a partof the Lazada Group, a global online retailer withoffices in Malaysia, Singapore, Thailand, Indonesia,and the Philippines.

Currently, Alibaba Group is the owner of LazadaGroup.

German founder and CEO Maximilian Bittner overseesLazada. After that, the Chinese business magnate JackMa's Alibaba Group acquired it, and the transaction wasfinished in early 2016.

<b>3. Sendo (Competitor)</b>

The second-largest local store and e-commerce platform in Vietnamis called Sendo, and it is a division of the FPT Corporation, aVietnamese software company. One of Vietnam's leadingtelecommunications firms, FPT, also controls the largest onlinenews portal, VnExpress.net. With more than 300,000 sellers, Sendoserves 10 million customers throughout Vietnam with e-commerceservices in more than 29 categories.

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<b>II. BACKGROUND.</b>

<b>1. Tiki </b>

<b>1.1. The company's history milestones </b>

-Tiki started out as a simple online bookstore. CyberAgent Ventures Inc. made the decision to invest in Tiki in March 2012. Tiki subsequently developed into an e-commerce platform thanks to this investment.

-From 2011 to 2012, Tiki surpassed all other book sellers in Vietnam.

-Tiki made it into the top 5 most well-known e-commerce websites in Vietnam in 2015, cementing its reputation and demonstrating its effect on both the e-commerce market and Vietnamese consumers.

-Tiki expanded to 63 provinces and cities in 2016 to become the second-largest e-commerce company in Vietnam.

-In a funding round headed by Singapore-based private equity firm NorthStar Group in June 2020, Tiki raised about $130 million. It was initially projected to raise only $75 million, but with the help of Korean e-commerce start-up investors, the investment round was increased.

<b>1.2. Revenues, market share in recent years </b>

- Revenue: In Vietnam, Tiki is viewed as the two largest regional e-commerce players,Shopee and Lazada, main competitors. Yet, for its most recent fiscal year, the corporationrecorded a drop in annual revenue (ending March 2022).

As a result, Tiki's overall income decreased by 7% from 2021 and 2022. Comparatively tothe same time last year, total expenses rose by 4%. As a result, in the fiscal year 2022, thecompany's operational loss climbed by 39%.

Tiki splits its entire revenue into the sale of things and the provision of services using theB2C and C2C business models. In FY 2022, merchandise sales accounted for 88% of totalrevenue.

The largest segment in the services sector was logistics, which outpaced the overall revenueindex by expanding by 7% annually.

-Market share: Despite the enormous revenue, there is a substantial disparity in the market share of e-commerce platforms. Notably, two Vietnamese e-commerce platforms, Tiki and Sendo, account for only 5% and 1% of the market share, respectively, with revenues of VND

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5,700 billion and around 1,000 billion dong, while Shopee and Lazada's revenue accounts for 94% of the market share.

<b>2. Lazada </b>

<b>2.1 The company's history milestones…</b>

-Lazada, which is based in Southeast Asia, was established in 2012 by Maximilian Bittner with funding from Rocket Internet. It was active in six nations in this region up to 2015: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

-Lazada Vietnam was founded in March 2012 as an online marketplace offering products across a wide range of businesses.

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-Based on average monthly site views as of August 2018, Lazada is the leading e-commerce operator in Southeast Asia.

With more than 50 million active customers annually, Lazada group claimed to be the top commerce platform in Southeast Asia in September 2019.

<b>e-2.2 Revenues, market share in recent years. </b>

-Revenue and market share: Lazada is currently the second most popular e-commerce platform in Vietnam, only after Shopee, when accounting for 20% of total sales. floor, equivalent to about 26.5 trillion, says the Metric research on the e-commerce business in 2022.3. Sendo

<b>3.1. The company's history milestones…</b>

E-commerce website Sendo.vn was launched in September 2012 after beginning as a project under FPT Corporation.

-On July 7, 2014, Sendo paid VND10 billion ($US 469,500) to VNG Corporation, a consumer technology company, to buy 123 Buy, a competitor and a pioneer in Vietnamese e-commerce.

-A prospective merger between Sendo and another competitor, the Vietnamese B2C commerce firm Tiki.vn, was reported in February 2020. Both businesses declined to comment on the subject.

<b>e-3.2. Revenues, market share in recent years.</b>

-Revenue: Although having a smaller market share than Shopee and Lazada, Vietnam's "homegrown" e-commerce platforms only generate a modest amount of money. Tiki's annualincome increased from $3.3 million in 2019 to $27.7 million and $35 million the following two years, respectively, however Sendo saw a fall, going from 22.4 million USD in 2019 to 16.8 million USD and 7.7 million USD the following two years.

-Market share: Compared to the two industry giants Shopee and Lazada, Sendo and Tiki in Vietnam have market shares of just 1% and 5%, respectively.

<b>III. WEBSITE: </b>

<b>1. Tiki use websites to enhance marketing mix (4Ps).</b>

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Tiki, which began operations on April 1, 2019, has left a lasting effect on customers all throughout the country as a result of starring in numerous music videos for renowned Vietnamese artists like Chi Pu, Duc Phuc, and Min. 37 of the top trending YouTube MVs and16 of the top 1 trending Youtube MVs received over 2 billion views and reached 300–400 million consumers.

-The "Dzut Co Ho Tiki" advertising campaign is the most well-known. More than 100,000people took part.

The "Online Book Fair" is yet another significant annual Tiki promotion. Here is a uniqueopportunity to assist individuals in purchasing their preferred books at the most affordablecosts and spread the love of reading to everyone.

-A lot of sales and discounts during holidays like Valentine's Day, Black Friday, and Women's Day...

Tiki.vn is a reliable business that sells authentic goods. The quality of all Tiki.vn products is always assured. Because the photographs are accurate representations of the products, and because Tiki.vn doesn't utilize numerous photo effects on images uploaded on websites or applications, customers of Tiki.vn may shop with total confidence.

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Any product can be found in stock for customers to purchase. Tiki.vn will offer a button to alert clients when the product is in stock if it is not currently available. If a customer's immediate desire to purchase a product is not met, they are likely to forget about it. When products are in stock, Tiki.vn will notify customers by sending alerts, which will increase client demand once more. That might assist Tiki.vn in selling this item.

Tiki offers its services online, and the Internet isregarded as a key component of the Tiki channel ofdistribution.

Tiki's warehouse serves as the remainder of thedistribution channel. Tiki now has 2 warehouses in HoChi Minh City, with the newest warehouse being 6 timeshigher than the older one. In order to serve the needs ofthe Hanoi market, Tiki just constructed a warehousethere.

Tiki offers customers the values of savings and

convenience. Also, when presenting a dynamic, independent image and actively seeking information, online purchasing demonstrates psycho-social functions.

<b>2. Analysis:..</b>

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<b>2.1. Number of visit:</b>

According to Similarweb.com, it’s clear that Lazada.vn is leading with 107.9 millionnumber of visits, the second is tiki.vn with 43.58 million and the last one is sendo.vn with6.529 million number of visits.

<b>2.2. Bounce rate:</b>

Bounce rate is an index that presents the percent of people that access the website and leaveright away without any interacting action on the web. Therefore, the more the bounce rategets high, the more it states the negative performance of a web. Looking at the bounce ratemetric, we can see the best web performance belongs to Tiki.vn with only 52.37%. Thatmeans the Tiki.vn works so well in web designing in order to keep the customer beingconscious and keep finding more in their web.

The second position is Lazada.vn with 52.8%. Meanwhile, Sendo.vn seems to be the onlythat doesn’t work well with their web as the bounce rate is up to 63.82%.

<b>2.3. Average Pageviews per Session </b>

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Pages per Visit or Page Views Per Session refers to the average number of pages viewedduring a session. It is counted as a page view when a user visits a page on a website,including numerous views from the same user. And the period of time a user engages with awebsite is known as a session.

Pages per Session is a useful metric for gauging how well your website engages visitors andentices them to click on to pages other than the one they initially arrived on. According toSimilarweb.com, Tiki.vn make the best performance in this field with 4.74 point. And thesecond is Lazada.vn with 3.69 point. Meanwhile, Sendo.vn once again be on the lastposition with 3.58 point. This scenery somehow indicates the poor attraction of their websiteto the customer.

<b>2.4. Session Duration:.</b>

Average time on site for the selected time period is also being called “session duration”. Asthe metrics that Similarweb.com presents, Sendo.vn once again being the last one in theconcept of keeping the customer stay on the web for a period of time with only 2 minutesand 26 seconds. While Lazada.vn keep the second position with 3 minutes 32 seconds. Andone more time, Tiki.vn keep the first position with 3 minutes 42 seconds, making a longdistance from the other two competitors.

<b>2.5. Top Traffic Source.</b>

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In accordance with Similarweb.com, the top traffic source of Lazada.vn is dominated inalmost all the channels, include Direct (30.5M) , Social (16.9M) , Organic Search (47.3M) ,Paid Search (9.9M) , .. which made Lazada.vn is far superior than it’s competitors, Tiki.vnand Sendo.vn. While Tiki.vn have the top traffic source on Organic search with 19.2M. AndSendo.vn also have the top traffic source on Organic Search, which is 3.9M.

<b>IV. FACEBOOK FANPAGE:</b>

<b>1. Tiki use facebook fanpage to enhance marketing mix (4Ps).</b>

<b>1.1 Promotion….</b>

In March 2010, Tiki's Facebook page was establishedconcurrently with the creation of the TIKi.vn website.Currently, as of September 2023, Tiki's Facebook Page hasover 2.9 million likes and 3.1 million followers, and it hasbeen verified by Facebook. Tiki regularly updates its pageand posts short, concise messages that include links tolanding pages to make it easy for users to access moreinformation. Moreover, Tiki interacts with customersfrequently by responding to comments, using informallanguage such as "Ban" and "Tiki." Additionally, Tikioptimizes user experience by placing apps and links toother Tiki pages.

Regarding the program "Dzut co hon online" TIKi announced the event on its Facebook page on August 20, the day before the event was scheduled to occur at 12 noon on August 21. The announcement was brief and included a link to TIKi's website for user convenience. Despite receiving only 620 likes and 30 shares, the announcement fulfilled its purpose.’

<b>1.2 Product….</b>

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<b>2. Analysis: (fanpagekarma.com)...Sendo:</b>

There are more than 2.7 million likes.Category page: Retail & ShoppingSendo's fan page also emphasizesproduct promotion, sales, andadvertising. They also disseminatearticles about hiring practices andcustomer service initiatives. These arethe Facebook highlighted campaigns thatSendo has run:

Day of the Sendo Super Brand: Amonthly promotion that introduced andpromoted well-known businesses.

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Every month on the 15th, there is a special sale called "Sendo Shopping Day" that has many discounted products and other offers.

Sendo's quick delivery service, "SendoNow," is promoted on the fan page to draw clients.

The following promotions are highlighted on Lazada's Facebook fan page:

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• The "Lazada Birthday Sale," an annual major event honoring the launch of this online retailsite.

• "Lazada Mid-Year Festival": Major campaign with lots of alluring discounts and incentivesin the middle of the year.

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• "Lazada Brand Spotlight": Lazada's product advertising campaign for well-known brands.

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"TikiNow" is Tiki's advertising campaign for same-day deliveries.

"Tiki deal hunting": Periodic promotions featuring a wide range of products at alluring savings on Tiki.

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=> We can infer from the content above that Tiki's fanpage places a greater emphasis on producing original, high-quality content, particularly tutorial pieces and product reviews. As a result, Tiki's consumer involvement and fan base are growing. Tiki has more fans on its fanpage than Lazada and Sendo combined, but its sales still lag behind those of its rivals.To draw in more consumers and boost sales, Tiki must concentrate on bolstering advertising and promotion activities while keeping the fanpage's content's uniqueness and quality.

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<b>1.3. Place</b>

Tiki uses this aspect heavily on its websites and Tiki apps for mobile devices, which it uses to deliver things to customers and conduct sales. In order for users to access and utilize the

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service, this information is introduced and concentrated on YouTube videos.

<b>1.4. Promotion:</b>

Tiki uses internet advertising platforms, such as its YouTube account, to promote its goods through the upload of promotional movies as well as instructional videos and product reviews. To help them spread the word about the company to potential buyers who may be browsing YouTube and run into Tiki's films.

Tiki adopts a strategy of teaming up with powerful influencers, such as musicians or celebrities, who have upcoming products on this platform and photos, in addition to buildingpopularity and strong brand awareness. The package will include pictures of tikis. You may reach a wider target audience, raise brand awareness, and boost sales when you collaborate with influencers.

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