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  • Brand Management Shopee

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    cindy martha audina
    454 views21 pages
    This document discusses Shopee's brand management strategies. It begins with an overview of Shopee including its founding, funding, and traffic. It then outlines 4 key areas of focus: 1) Developing brand plans targeting 25-35 year olds. 2) Designing and implementing strategies around promotions, platforms, and associations. 3) Comparing Shopee to competitors on metrics like gender, location of users. 4) Developing an all-around strategy to follow trends, improve quality, properly segment markets, and use integrated marketing communications. The document provides details on Shopee's business model, promotions, and marketing functions to strengthen its brand.

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    Strategic Brand Management Process

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    This document discusses Shopee's brand management strategies. It begins with an overview of Shopee including its founding, funding, and traffic. It then outlines 4 key areas of focus: 1) Developing brand plans targeting 25-35 year olds. 2) Designing and implementing strategies around promotions, platforms, and associations. 3) Comparing Shopee to competitors on metrics like gender, location of users. 4) Developing an all-around strategy to follow trends, improve quality, properly segment markets, and use integrated marketing communications. The document provides details on Shopee's business model, promotions, and marketing functions to strengthen its brand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    454 views21 pages

    Brand Management Shopee

    Uploaded by

    cindy martha audina
    This document discusses Shopee's brand management strategies. It begins with an overview of Shopee including its founding, funding, and traffic. It then outlines 4 key areas of focus: 1) Developing brand plans targeting 25-35 year olds. 2) Designing and implementing strategies around promotions, platforms, and associations. 3) Comparing Shopee to competitors on metrics like gender, location of users. 4) Developing an all-around strategy to follow trends, improve quality, properly segment markets, and use integrated marketing communications. The document provides details on Shopee's business model, promotions, and marketing functions to strengthen its brand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 21

    Shopee

    Brand Management

    Wita Astari 01512172018

    Indri Oktavianti 01512172001

    Felasky Grafiano 01512172016

    Evan Petra 01512172004

    Galih Wisnutomo 01512172002


    Company Profile
    ・Founded 2015, Singapore, under Garena, now SEA Group
    ・Shopee Indonesia funded by Farallon Capital
    Management, Hillhouse Capital, GDP Venture, JG Summit
    Holdings Inc
    ・Total 83,5M Web Traffic across SEA & Taiwan
    #1 Developing Brand Plans
    25-35 Years old

    Jingle
    FREE
    PoD

    Delivery
    Platform
    E-Commerce
    PoP

    Brand Association
    GARENASEA Group
    #1 Design&Implementations
    #1 Design&Implementations
    No LISTING FEES

    #1 Design&Implementations
    #1
    - Downloads
    Measurements

    - Purchase (mobile & web)


    - Users without purchase
    - Complaints & solved cases
    - Web traffics & troubles
    - Brand Value
    #2 Challenges
    Savvy Customer
    Economic Downturns
    Media Transformation
    Excellence Services
    Competitors
    Revenues
    #2 Opportunities
    - Media Transformation
    - Platform Performances
    - Reward for Users
    - Segmenting
    - Advertising
    Comparison #3

    vs
    Facts
    #3 Comparison

    65%
    Women
    35%
    Men

    20% Jakarta 80%


    Outside Jakarta

    25-35
    Years old
    Points of
    #3 Comparison Differences
    Strong
    #3 Comparison Points

    6 Countries
    Seller 15 Days
    Return

    24 hours
    Delivery
    #3 Comparison
    Business No Charge With Listing Fees
    Model No Listing Fees

    Direct ・Free Delivery ・Free Delivery


    Promotions ・Discount ・Discount
    User ・Golden Tickets ・Personalisation
    ・ Hujan Goyang Emas ・Video Description
    Engagement
    ・Training Seller
    #4 Strategy

    ALL-AROUND
    Various & Potential Markets
    #4 Strategy
    OVER-COMMUNICATION
    STRENGTHS&WEAKNESSES
    INTERNAL&COMPETITORS
    #4 Strategy
    Follow the Trends
    Tech & Quality
    Proper Segmentations
    Evolving
    #4 Strategy
    Men KNOWS
    35 %
    Men what they want
    to purchase
    Integrated Marketing
    #4 Strategy Communications

    ・Customer Focus
    ・Speaking with a single Voice
    ・Affecting customer behaviour
    ・Good Customer relationships
    ・Relevant tools and media
    Marketing
    #4 Strategy Functions

    ・Advertising
    ・Sales Promotion
    ・Public Relation
    ・Personal Selling
    THANKYOU

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