Business comunication marketing strategy for b2c e commerce platform competing with tiki

Our ecommerce P-Mart was established, which offers customers a variety of products with preferential prices and services that come with the most convenience.. Secondly, this report will

THE UNIVERSITY OF DA NANG

DA NANG UNIVERSITY OF ECONOMICS

BUSINESS COMUNICATION

MARKETING STRATEGY FOR B2C E-COMMERCE PLATFORM

COMPETING WITH TIKI

Members:

Van Nhu Quynh Anh Truong Thi Hong Uyen

Le Thi Anh Minh Nguyen Phuong Linh Tran Thi Phuong Nhi

Da Nang, 202

TABLE OF CONTENTS

T EXCECUTIVE SUMMARY ccsssssssssssssssssssssssssnssssssssnensssesesssessssnaesensenaesseseneseaes 1

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1 Overall about e-commerce market in Vietnam - ¿+ 2+2 S22 Essxskkrese2 4

2 Strengths and weakness oÊ TIKI - L1 1212121111211 1 2111118111811 1111811111111 xa 5

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5 Opportunities and challenges ofnew platform P-Mart 2c cscst sex 6

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1 Detailed description of products and service offered by P-Mart 7

2 How P-Mart meets customer need - c1 12112211511 151 11111111111 111 151111112115 7

3 Unique features and conpetitive andvanfag€§ - c1 c2 nh re 8 V_ EFEASIBILITY ANALYSIS SH HH“ HH HH TH HH KH TH In HH KH ky 9

1 Online marketmg sfraf€gy - - Q0 2211212 T2 TH 1x5 kg Hệ 10 1.1 Email marketing c 2S 222122111121 1121 1111111511211 1151111 1k r 10 1.2 Soclal Media Marketing SŠtrategØy - c2 22212 n ng HH ke 10

2 Offline marketing strafCỹV - 2 2000 21112 HH T15 11x gen II 2.1 Propose đetailed Immformation about marketing sfrategy -ccc c2 II 2.2 Understanding target CUSÍOTm€T Đ 2201122111211 121 1112 225 1e nàn ớy II 2.3 Utilizing cutting-edge marketing sfraf€g1es - ccccn c2 re II 2.4 Integrate online marketing advertisements with traditional ones 0 II

LIST OF FIGURES FIigure l: Revenue of overall ditaÌ economy - ác cc L2 v12 H12 HH SH 11H Hàn Figure 2: Revenue and market share of 4 e-conomy platform 1n 2023 -+:

FIigure 4: Purpose oÊuse OÊ If€Tn€f US€T§ G22 2221 25315311531 11 1921111111 1821 188111 8 xkE

I EXCECUTIVE SUMMARY

In this day and age, the development of technology and the increase in the number

of internet users created huge opportunities for current and emerging e-commerce platforms such as P-Mart Specifically, the e-commerce industry has witnessed continuous revenue increases in recent years That also creates more threats when they have to confront competitors in this competitive market Our ecommerce P-Mart was established, which offers customers a variety of products with preferential prices and services that come with the most convenience In this report, there are three main points that will present to help the readers know more about P-Mart Firstly, the report evaluates P-mart's ability to compete in the market with other competitors Currently, Tiki is identified as P-Mart's main competitor It has its own strengths such as recognition and good reputation, which help attract a large number of users However, it still has some weaknesses in price The challenge of P-mart is overcoming weaknesses and developing strengths of its competitors to have a competitive advantage compared to Tiki as well as others in the industry Therefore, P-mart offers customers outstanding advantages over competitors such as high product quality, fast delivery time and customers will receive dedicated advice so they can make purchasing decisions correctly and appropriately to their needs Secondly, this report will also investigate the feasibility that P-Mart can penetrate into the e-commerce market, and challenges, risks that P-Mart has to deal with when publishing new products into the market Since customers are accustomed to the commercial platforms that are already in place, P-Mart has to face up with numerous difficulties and challenges in the current market If P-Mart doesn't continue to develop and implement customer-attracting practices, we will ultimately lose and vanish from the e-commerce platform But besides that, it also creates favorable conditions for our commerce platform to penetrate the market when we have clearly identified our customer segments and goals, and built our own strategies to reach customers, overcoming the weaknesses of opponents to assert our position in today's era of advanced technology Finally, marketing strategy plays an important and indispensable role in the success of P-

Mart So we developed a marketing plan for a new e-commerce platform specialized in pets products and services in the Vietnam market Marketing strategies include online and traditional marketing strategies Regarding online marketing strategy, P-Mart cooperates with famous dogs and cats online as well as sending marketing emails promoting products to potential customers Besides, regarding traditional marketing strategies, P-Mart promotes propaganda with posters, billboards nm crowded places and organizes workshops and outdoor activities for customers to have interesting, enjoyable and memorable experiences with their pets In addition, when building an SEO strategy, P-Mart focuses on understanding target customers, thereby researching intent keywords that customers often search for on Google Besides, quality content and lots of useful information in the articles are the top factors to attract attention and stimulate visits to customers’ pages and websites

II INTRODUCTION

In the 4.0 era, with the strong development of new technologies, e-commerce industries in particular have received many development opportunities In addition, the growing number of pet lovers has created a stepping stone for the development of a new e-commerce platform specializing m providing pet products and services called P-Mart However, this promising market in Viet Nam brings a lot of strict competition from large competitors with capital potential, extensive experience and deep market understanding such as Shopee, Lazada, and Tiki Besides, the remarkable rise of the TikTok shop platform is also worthy of attention in recent years These e-commerce platforms continuously compete on price, product quality, and services provided to customers as well as launching promotional programs Furthermore, these giants have existed for a long time and dominate a huge market share in the e-commerce pie Therefore, competing with these rivals is not easy

Marketing strategy is one of the prerequisites for the success of an e-commerce platform in this powerful digital age Specifically, an effective marketing strategy will:

- Helps identify target customers to target, this will help understand customers’ secret needs, desires, and wishes From there, capture customer insights and quickly reach the right potential customers

- Help shape the brand and raise customer awareness of P-Mart, from there the marketing strategy contributes to promoting the image, building the brand and reputation of P-Mart in the hearts of customers

- Helps increase P-Mart's revenue because a successful marketing strategy will create a highlight and introduce P-Mart to reach more customers

This report will focus on proposing a comprehensive marketing strategy to compete with Tiki - a familiar e-commerce platform in Vietnam through main points:

- Overview study of Vietnam's e-commerce market including current market trends and strengths and limitations of major competitors and assessment of potential opportunities and challenges

- Describe the proposed product or service to be offered on P-Mart and its unique features that may attract customers

- Analyze the ability and opportunities for the existence of e-commerce in the current context and the feasibility to penetrate into the e-commerce market of P- Mart

- Propose online and traditional marketing strategies to attract and build long-term relationships with customers

Ill MARKET ANALYSIS AND COMPETITION

1 Overall about e-commerce market in Vietnam

In comparison to other nations in the area, Vietnam can be considered a

"latecomer” to the e-Commerce scene but it also attracts various investors The revenue is predicted to increase by 25% by 2025 and reach $14 billion USD in 2023

=u

The digital economy hits $23B in 2022 and is on course for ~$50B by 2025;

the region's fastest growing market due to a booming e-commerce sector

GMV ($8)

al = ert i ` đa

Figure 1: Revenue of overall difital economy Source (Google, Temasek and Bain & company, 2022)

In Viet Nam, there are 4 e-commerce platforms with the largest revenue market shares: Shopee, Lazada, Tiktok shop and Tiki Shopee accounted for about 70% of the

total sales Besides, TikTok has become popular and attractive to a large number of users with total revenue reaching 19,908 billion VND

Figure 2: Revenue and market share of 4 e-conomy platform in 2023

Source: (E-commerce data platform, n.d.)

Good brand recognition: When mentioning Tiki, people will immediately think of the trading floor specializing in providing the top books in Vietnam In addition, Tiki's logo colors and images also bring good recognition to the brand user

TIKI

Tốt & Nhanh

Figure 3: Logo of Tiki High brand reputation and reliability: According to a YouGov survey conducted in

2020, Tiki ranked 6th in the Best Brand category in Vietnam in 2020 (Tiki is in the top

10 best brands in Vietnam, n.d.)

Diverse products: By 2023 Tiki offers more than 10 million products in 16 different categories This diversity ensures Tiki always meets the needs of customers

(TIKI, n.d.)

4 Weaknesses

High competitive rate: Today, competitors are growing stronger and have financial resources and extensive experience, which has led to reduced profits in recent years (Shopee, Lazada, Tiktok )

High operating costs: Compared to current competitors, Tiki's operating costs are quite high Part of the reason may include logistics costs, marketing costs

The commercial market is growing: Nearly 60% of people use the internet for online shopping purposes This contributes to mcreasing the market of the e-commerce industry

Mục đích sử dụng internet

Figure 4: Purpose of use of internet users

Source: (e-commerce, 2022) Numerous pet owners: According to TGM Global Pet Care study in Vietnam, 74% of Vietnamese people own dogs, while 51% own cats (Learn with IMC the pet industry, n.d.)

5.2 Threats

Competitive competitors: Large e-commerce platforms with extensive experience

in this field increasingly have a high position in Vietnam This can be a big challenge for P.Mart when entering the e-commerce market in Vietnam

High demand for high-quality products: Consumer worries regarding pet product quality are increasing such as top-quality pet food or accessories

IV PRODUCTION PROPOSITION

1 Detailed description of products and service offered by P-Mart

Our application called P-Mart,this is a platform that provides pet products such as clothes, food,book care services,supplements,

Food: We have many types of food from many different brands to suit the type of pet that customers have such as Royal Canin, Smartheart, Whiskas, Me-o.Pate, Nekko, O'fresh, Ganador, In addition, shop owners will advise customers on types of food suitable for the age and condition of their pets

Clothes: Regarding pet fashion, we will provide famous brands, quality, diverse designs to suit customers’ tastes, and provide return and refund services when not satisfied,some brands like Zara, Gucci, Celine,In addition, our marketplace also provides

a number of beauty accessories for pets

Supplements: When a customer's pet is sick or needs nutritional supplements, P mart will help customers find a quick and appropriate way.We provide functional foods from reputable and guaranteed brands such as Azisol, Bio, Dr.Kyan, E.lac, Esbilac Book care survices: We will help customers schedule care services for their pets such as medical examination, bathing, massage, to help customers save time and money

Pets are considered family members and are becoming an increasingly important part of life With the growing love and affection for pets, the market for pet products is

growing rapidly This is a great opportunity for P-Mart P-Mart offers a variety of products, including food, beverages, accessories, and health care so customers can find what they need easily and quickly In addition, P-Mart also provides useful information about products, such as uses, and instructions for use so customers can easily choose products that suit their needs yourself and your pets And more than that, P-Mart provides services such as home delivery and online payment This helps customers save time and effort when shopping for pet products And one important thing when customers shop, especially students, and people with low to middle-income levels, they are quite concerned about price, and P-Mart meets that E-commerce platforms often offer better prices than traditional stores because they can optimize operating costs, such as premises costs and employee salaries, so customers can get an affordable price

With the above, customers can feel secure and comfortable when choosing P-Mart With the increasing popularity of e-commerce platforms for pet products, P-Mart will meet the increasing demands of pet owners and pets

Product diversity: Products meet all customer needs such as health care, food, CC€SSOTI€S

High-quality products: “SAY NO TO FAKE AND POOR-QUALITY GOODS” - The product has a clear source and origin, is strictly controlled, and is safe for both owners and pets

Reasonable prices: Customers are provided with discount vouchers, especially on holidays such as New Year, and Christmas

Fast delivery time: As soon as you place an order, the order will be confirmed and delivered to the shipping unit You will receive the goods within 2-3 days and you can see updates about the entire shipping process

Useful consultation: Give customers specific mstructions on how to use the product, and advise customers on choosing the right product for their pets