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F I N A L R E P O R T

SOCIAL
E-COMMERCE
LECTURE: NGUYEN THUY TIEN
Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

MEMBERS STT HỌ VÀ TÊN MÃ SINH VIÊN

GROUP 6 1 Nguyen Thi Yen My 205120404

2 Vo Thanh Long 205120978

3 Nguyen Tan Hai 205120476

4 Nguyen Hoang Khanh Duyen 215120878

5 Dang Quoc Bao 215121909

6 Nguyen Mai Phuong 225083436

Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

TABLE OF I. Executive summary

CONTENTS II. Social Media Goals & KPI

III. Competitor analysis

IV. Audience insights

V. Social media Marketing of

Lazada
VI. Conclusion
Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Executive summary
The report provides an Success factors driving
analysis of Lazada's Lazada's strategy, platform-
social media specific approach, social
marketing strategy. media targeting, competitor
targeting, and insights into
consumer behavior.
Lazada's emphasis on
engaging content
influencer partnerships and
personalized experiences
has contributed to its
growth in the e-commerce
market.
 Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Social Media Goals & KPI

Lazada Vietnam

Established in 2012

Lazada Vietnam is part of Lazada

Group that currently has branches
in 6 Southeast Asian countries

Lazada Vietnam is currently owned

by Alibaba Group.
 Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Social Media Goals & KPI

2.1 Social Media Goals & KPIs
Retail e-commerce revenue nationwide
A quick overview of social media strategy
20%
2022 2021
Aims to increase its social
media presence, with the KPI
of increasing engagement on Revenue growth target
key platforms
at least
2024
Goals 300 customers by 20%
MILLION 2023
Specific KPIs
Social media
minimum of New over
70%
50% users loyalty rate

Customer care Social Enhance brand Vietnamese market data

channel commerce awareness
Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

SOCIAL MEDIA GOALS & KPI

2.2 Lazada Vietnam's SMART social media goals
"Good Birthday Sale" campaign
(24/03/2024 - 29/03/2024)
Specific
Increase traffic and number of products sold on the Lazada
through advertising on social networking platforms.

Measurable
Increase page traffic by 6x compared to normal days and
double the number of products sold year-over-year.

Achievable
Take advantage of promotions such as vouchers up to 800K
and 100% free shipping to stimulate consumers to shop.

Realistic
Time-Bound Optimizing advertising campaigns to match consumers'
shopping behavior and preferences.
Set a goal to complete all targets by March 29, 2024.
 Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Sale campaign "12.12 - Sale 90% Jubilee"

from 12/12 – 14/12/2023

Specific
Increase awareness and shopping actions on Lazada
through social media advertising campaigns and digital
marketing activities.
Measurable
Increased website and app visits by 5X compared to normal
and doubled the number of products sold compared to
normal.
Achievable
Use promotions such as up to 90% off, 800K cumulative
vouchers, and free nationwide shipping to attract consumers. Time-Bound
Complete all targets between December 12 and December
Realistic 14, 2023.

Optimizing advertising campaigns to match the shopping trends

of consumers, especially those looking for Christmas gifts.
Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Communication campaign "Open Lazada -

Open a new Tet" during the Tet holiday in 2022
Specific
Increase brand awareness and encourage shopping through
the message "Just normal, Tet is new enough", welcoming a
bright start after the COVID-19 epidemic.

Measurable
Increased engagement on social media platforms by 50%
compared to the previous year's Tet campaign, and doubled
the number of online orders compared to normal.

Achievable
Use targeted advertising campaigns and Tet-related content
marketing activities to attract consumers.

Realistic
Optimizing content and communication strategies to reflect
Time-Bound the sentiment of the community, while highlighting valuable
offers from Lazada.
Complete all targets before January 14, 202
 Outline Executive summary
Competitor analysis
Marketing
Campaigns
Lazada Birthday Sale,
Lazada 12.12, Lazada Chợ
Tết Online
Shopee Birthday Sale,
Shopee 11.11, Shopee Chợ
Tết Online
Tiki -Where knowledge
is shared, Tiki - Mom &
Baby, Tiki -Green Living
Social Media Goals & KPI Competitor analysis Audience insights
Target Audience Strengths Weaknesses
Age: 18-65 (primary: 18-34)
Income: Middle (7-20 million
VND) Trusted platform, many Higher prices than
Needs: Diverse products, sellers, many products, fast Shopee, fewer
competitive prices delivery promotions
Interests: Price, promotions,
convenience
Age: 18-45
Income: Low (<5million VND) Competitive prices, many Product quality is not
Needs: Smart shopping, cheap promotions, simple good yet, customer
prices interface, wide distribution service is not good
Interests: Price, influencer, app channel yet
interface
Age: 20-40 (primary)
Income: High (>20 million VND)
Genuine products, diverse, Higher prices than
Needs: High-quality products,
good customer service, Shopee, fewer
good service
fast delivery promotions
Interests: Product quality,
customer service, return policy
Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Competitor analysis
Tỷ lệ Lòng Revenue
Profit (VND Conversion
Đối thủ trung 2023 (VND
Billiom) rate
thành Billon)

Lazada 75% 20.5 4.5 2%

Shopee 82% 30 6 3%

Tiki 85% 10 2.6 4%

TikTokShop 78% 4 1 2.50%

Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Audience insights
Demographic
Hobbies and Habits
Age
Enjoys online shopping
44.11% 55.89% 18-65+ for its convenience
Customer
from 24 -35
Occupations 31% Active on social media
platforms

Life Location Hunt for sales during

Ho Chi Minh major promotion days.
stage
90.4%
Ha Noi
Income Average to high 85.9% Enjoys hunting for "value-
Da Nang
>7 million VND/month Binh Duong
for-money" items
Audience insights
Pain point
Customer behavior
Reluctance to Concerns about
02
Price 22.9 % 01
travel to stores. product quality and
origin
Interset Brand 19.8 %
Promotion Financial Complex online
programs 9.2 % 03
worries
04
purchasing process

Difficulty in Safety concerns

05 06
Research resolving with e-wallet
Product KOLS
origin review
product issues. payments

Evaluation
Economic Emotional

Factors User Consumer Payment

influencing attitudes budget After
method
purchasing purchase
decisions
Product price Unexpected choice
and benefits external factors
Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Audience insights
Favorite brands
Specific Example
Demography
Huynh Thi Xuan Duyen
Gender: Female
Age: 26
Occupation: Marketing Employee
Location: Ho Chi Minh City
Income: 8-10 million VND/ month

Habits and Hobbies

Outline Executive summary Social Media Goals & KPI Competitor analysis Audience insights

Audience insights
Specific Example Goals
Consumer behavior 01 Meeting 02
Improving
personal needs quality of life
Online shopping habits
01 Expressing Saving time
03 04
individuality and effort

05 Saving money

Trouble
Importance of reviews Cybersecurity
02
concerns

Inability to inspect
products directly

Emphasis on quality and value Difficulty in finding

03 reputable shops

Product returns
and exchanges
Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.1 Analyze Lazada's social media accounts
Lazada uses social media platforms to interact with customers and
promote products, promotions, to special events

Đường Lazada Website

liên kết
Facebook

Tiktok

Instagram

Google Play

App Store

Lazada Vietnam Affiliate

Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.1 Analyze Lazada's social media accounts

Facebook
Facebook Lazada Vietnam has 31 million likes, and
32 million followers. This Facebook page is used to
promote discounts and new product information
Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.1 Analyze Lazada's social media accounts

Tiktok
Lazada Vietnam's TikTok has 85.9 million likes, and
4.6 million followers, The platform is used to
strongly interact with consumers through short
videos
Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.1 Analyze Lazada's social media accounts

Instagram
Lazada Vietnam has more than 517K followers on
Instagram with 5,584 posts, a combination of
image posts and short videos. This Instagram page
is mainly used to promote discounts, as well as
share product updates and new product launches.
Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.1 Analyze Lazada's social media accounts

Twitter
Lazada does not develop Twitter in Vietnam.
However, Lazada developed Twitter in Malaysia,
Thailand, the Philippines, Singapore, and Indonesia
 Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.1 Analyze Lazada's social media accounts

YouTube
Lazada Vietnam's YouTube channel has 400,000
subscribers. This channel is mainly used to post
product introduction videos, tutorials on using
products sold on Lazada, discounts, and new
product launches.
a
Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.2 Social Media Success Factors/Social Media Strategy

Engaging Personalization Affiliate

and diverse Marketing
content

High Advertising
Partner with
engagement campaign
influencers

These factors contribute significantly to building a successful social media strategy for
Lazada, helping them achieve their goals of growth and brand awareness.
Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.3 An overview of Lazada's Social Media approach on a different platform
Lazada implements a flexible social media strategy on each platform, to optimize engagement and
improve promotion effectiveness

Facebook
(31 million likes, 32 million followers)

To build community and promote discounts

and new product information.

TikTok
(85.9 million likes, 4.6 million followers)

To interact with consumers through short

videos, regular updates on promotions,
new products through dances, new songs,
and trending content
Executive summary Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of
your chosen brand/company

Social media Marketing of Lazada

5.3 An overview of Lazada's Social Media approach on a different platform
Lazada implements a flexible social media strategy on each platform, to optimize engagement and
improve promotion effectiveness

Instagram (517K followers)

A mix of image posts and short videos (reels)
to promote discounts and new products,
organize mini-games

YouTube (400,000 subscribers)

Used to introduce products, and manuals,
and promote big events
Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of Conclusion
your chosen brand/company

Conclusion 01
Enhance interaction with
customers:

Organization of minigames
6.1 Recommendations Customer surveys
Online FAQs
From analyzing Lazada's social
media strategy, our team offers
practical suggestions for this 02 Effective crisis
brand's upcoming campaign: management

Build a crisis management

process
Employee training
Monitoring and monitoring
public opinion
Social Media Goals & KPI Competitor analysis Audience insights Social media Marketing of Conclusion
your chosen brand/company

Conclusion
Lazada has provided an overview of Vietnam's e-
commerce market on social networks, helping
businesses better understand customers,
competition, and development opportunities.

Lazada has developed effective marketing

strategies, from optimizing consumers' shopping
experience to creating targeted advertising
campaigns.
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