SOME SPECIFIC EXAMPLES OF BRAND MARKETING STRATEGY

1. Shopee brand.
➢ Analyze the success of Shopee's marketing strategy.
*Analysis of Shopee's marketing strategy: Shopee has become one of the most
popular ecommerce platforms in Vietnam and Southeast Asia. In addition, to achieve
this success, Shopee has put in place effective and useful marketing strategies.
* 3 marketing strategies of Shopee for us to learn include:
- Using influencer marketing: Influencer marketing is one of the forms of marketing
through social networks. Shopee's marketing strategy gradually aims to further boost
brand coverage and increase visibility on sales like 11.11. Unlike other brands that
use influencers for a long time, Shopee launches an offline channel with short-term
celebrities within 2-3 months. When Vietnam has new influencers that people admire,
Shopee will hire them to become its brand image.
- Shipping costs have been reduced: This is considered Shopee's marketing strategy to
be effective. Shopee discovered that freight charges are a rather substantial barrier for
both customers and sellers when migrating from traditional buying to online
purchasing through a few surveys. Understanding that, Shopee has embarked on
building a professional and reliable delivery system. At the same time, this brand also
emphasizes the element of free or reduced shipping in its product advertising
campaigns.
- Localization strategy: Shopee actively localizes and customizes the app to meet the
needs of each market. Shopee has separate apps for each market it attends, rather than
a single app for all users. Furthermore, in order for the app to be able to cater to all
different countries, Shopee engages local workers that are informed about the
country's culture and customs. Shopee also works with local banks and logistics
partners in each country to ensure a smooth and efficient shopping and delivery
experience.
* Analysis of Shopee's marketing mix strategy: Shopee deploys the marketing
mix according to the 4P model.
- Shopee's marketing strategy for products: As for Shopee's product marketing
strategy, this e-commerce platform concentrates on research and development
operations to improve product quality. Shopee focuses on developing country-specific
apps to attract customers. Shopee has designed a website optimized for various
languages so that its consumers can easily conduct business. Focus on creating a
simple and convenient customer experience through website design tailored to
customer preferences. Shopee also caters to customers interested in personal care
products such as cosmetics and apparel, providing them with a variety of options in
the image market and addressing their unique beauty needs. Shopee is a well-known
e-commerce site for women who enjoy shopping for cosmetics. Shopee also offers
features that only users can access, such as Shopee Live, Shopee Chat, and Shoppee
Feed.
- Shopee's Marketing Strategy on Price: The pricing strategy of Shopee is based on a
competitive pricing strategy. Competitive product pricing is a pricing method that
utilizes competitors' prices for a similar product as a basis for pricing. This pricing
strategy is based on market knowledge rather than the cost of manufacturing (cost-
based pricing) and the product's value (value-based pricing). Shopee realizes the
importance of free shipping. When coming to Vietnam in 2015, Shopee always
applied a freeship policy to build its brand image. The company promotes maximum
shipping and free shipping coupons by enticing business owners to join Shopee
members with excellent discounts.
- Shopee's marketing strategy relies on distribution places: Shopee is an online
ecommerce marketplace that links shoppers and sellers through one app. When
analyzing Shopee's marketing strategy on the shipping system, Shopee found that
shipping fees are still a big barrier for both shoppers and sellers when switching from
traditional to online purchases. The shipping strategy of Shopee is to "shake hands"
with both domestic and foreign shipping companies. Specifically, up to now (the end
of 2019), Shopee has cooperated with 7 shipping partners, including Vietnam Post,
Viettel Post, Fast Delivery, Economical Delivery, Standard Delivery, Express, and
Grab Express. This agreement has allowed Shopee to save time and money by
creating its own shipping unit while also utilizing the available system of a partner
who specializes in shipping to a wide number of warehouses located across the
country, from the south to the north, and from urban to rural.
- Shopee's marketing strategy relies on cooperation and promotion: Shopee's
marketing approach is based on collaboration and promotion; the company launches a
number of discount campaigns to entice customers to purchase in bulk. These
techniques are very simple, but they help Shopee succeed in each field that he
pursues. The Flash Sale program, for instance, is held at appropriate times such as
October 10, November 11, ... or the 15th of each month - these are the best times to
encourage purchases for people who tend to spend after receiving salaries.
+ Shopee's advertising strategy: viral advertising. Shopee creates viral TV ads like
TVC to promote the business to a big audience as part of its marketing mix strategy.
+ Shopee's Digital Marketing Campaign: using Social Media Platforms. Social
advertising stimulates consumers to want to get a new product or see new deals. It
drives the customer to add to the cart. + Offline Marketing: In addition to digital
screens, you may have seen Shopee ads in print media or as a large, rich ad
experience. Shopee also uses celebrity endorsements on banners, posters, and
billboards on buses, taxis, and trains.
+ Apply Lazada's tactics and grow successfully: Shopee launched a similar feature
with Lazada's Shoppertainment, called Shopee Live, to cover similar markets.
However, the shopping does not end there. Furthermore, in order to increase traffic,
they offered out Shopee Coins and a variety of brand merchandise, as well as
allowing users to invite others to participate. Later, The Shopee Feed was developed,
which reimagines the "Instagram experience" on Shopee by allowing marketers to
organize prizes and users to comment on and like postings.

➢ Lessons learned from Shopee.

Although Shopee is a brand and an application platform that was born late, Shopee
has created the most success and developed its brand strongly. Shopee's success
brings many valuable lessons. First, Shopee has many advertising and brand
promotion policies in a very smart way. Shopee hits heavily on social media
campaigns by inviting famous and influential singers and actors to play TVC
commercials. At the same time, these celebrities are also reputable brand faces with
good slogans to create a strong impression and attract the attention of many
audiences. Shopee connects buyers and sellers everywhere through one app to make
buying and selling online faster than ever. Second, Shopee learns and captures the
market psychology of consumers very properly. According to research, the buying
psychology of consumers is to buy cheap but still ensure quality. Shopee has set up
attractive promotions by launching vouchers, discount codes, special promotions on
weekdays and major holidays. Thanks to that, stimulating the number of purchases to
increase and sales to skyrocket these days. Shopee also offers Shopee Coins, which
organize prizes to encourage shoppers to leave reviews and experiences when making
purchases on the Shopee e-commerce platform. Third, Shopee realizes that shipping
method is also an important and decisive factor in business development. Shopee
associates with many shipping partners to save more money and time; It doesn't take a
lot 17 of money and time to set up a new transportation system and have a large
network. Besides, Shopee also has very attractive shipping services for customers
such as fast delivery within 2 hours and launching many free shipping codes on the
system to reduce the barrier of shipping costs when buying. In short, Shopee has
achieved a lot of success in business thanks to the right market-oriented strategies and
effective marketing communication policies.