Slideshow presentation for Marketing Management in AGSB MBAH program. The presentation discusses the company's unique selling proposition, primary target market, and competitors.
1. Narito and Shopee
Para Sa’Yo!
Outpacing Competitors in the E-Commerce Race
https://www.linkedin.com/in/kaypioquinto-jimenez/
https://www.linkedin.com/in/teresachen666/
https://www.linkedin.com/in/mark-angelo-hosaka-b62040165/
https://www.linkedin.com/in/ronsapaulasantosmd69/
AGSB MBAH Group 2 v84 MarkMan #MaRKayTING Management
2. Mark Angelo Hosaka
Aspiring Entrep
Kay Pioquinto
Jimenez
Cerebral MD
Ronald Santos
Broken Heart
Fixer
Teresa Chen
#MaRKayTING
Our Storytellers...
3. Topic Outline
Setting Philippine E-Commerce Industry
Birth and Growth of Shopee
Origin
Company’s Unique Selling Proposition
Journey Primary Target Market
Audience
Villain Competitor’s USP and PTM
Plot Twist Changes in the Market
Sequel Future Trends and Possibilities
4. Filipinos # 1 in the Global Internet
Usage Index
The average Filipino spends 9 hr 45
min online → 3 hr 53 minutes
browsing social media sites.
9 out of 10 consumers increased
their online shopping.
2020
5. E-Commerce Market Size
2% pre-pandemic→ 76% of
Filipino netizens purchased goods
online
$500m in 2015 → $3 billion in
2019 → $12 billion in 2025!!!
48% of Filipinos will engage in
online shopping after the pandemic
is over.
6. Company Profile
Founded by Forrest Li
Customer to Customer platform
(C2C) and expanded to a Hybrid
Business to Customer model
(B2C).
7. No. 1 Most Visited E-commerce
Website in Southeast Asia
Total average visits obtained by each platform in
2020
Company Highlights
8. Learning from their Predecessors
“The Frankenstein of all the best parts of the
platforms we know and love.” - Chris Feng, Shopee CEO
9. Mobile First Approach
● Carefully designed User Interface (UI)
● Focus on Mobile Apps → 90% of
Transactions
● App users spend more money per order.
● App users are more loyal to brands.
11. Primary Target Market (PTM)
Tech-savvy, working class, Filipinos, 25-35 y.o
Class C, “Bargain hunters”
“Side business” to supplement their income
Spend most of their time on their PHONES
Salary workers, considering or just starting
a family
12. Needs,Wants, and Demands
Shop at ANYTIME and ANYWHERE
FLEXIBLE ways to pay
HASSLE FEE, FAST delivery at the doorstep
LITTLE to NO SURCHARGE for delivery
DAILY NECESSITIES
13. 2020’s Unique Selling Proposition
“Sino ka man, nasaan ka man, nandito
ang Shopee para sa iyo”
Willie Revillame as Brand Ambassador
Partnership with the popular TV show Wowowin
16. Adapts Viral Trends
● 2018 9.9 Super Sale
● Anne Curtis
● #BabyShark
● #SuperShoppingDay #ShopeePH99
● 2020 11.11 Big Christmas Sale
● Christmas in our hearts meme
● #ShopeePH1111,
#ShopeeBigChristmasSale,
#ShopeexJoseMariChan
17. User Interface Experience
Highlights DEALS and DISCOUNTS that
would give the biggest SAVINGS for the
consumer
Wide range of products for daily use with little
to NO differentiating factor but are
PRACTICAL and AFFORDABLE
Chinatown or Tiangge feel
“Budget Over Porma”
18. “Sino ka man, nasaan ka man,
nandito ang Shopee para sa iyo...”
More heartfelt message
HOPE and COMFORT
Provide and deliver regardless of
LOCATION or SOCIAL
STATUS
21. 15 to 25 age group “The
Allowance Economy”
Need to carve out their IDENTITY
Social media darlings and influencers
“Go where your heart beats” slogan
Primary Target Market
22. Only brand to release an marketing campaign
celebrating Pride Month
More SOCIALLY RELEVANT
“Pride for Good”
24. Use of VIBRANT COLORS
Promos are present but are more
SUBDUED.
CRISP, COOLER theme to it.
Cheaper ELECTRONICS
User Interface Experience
25. Acquired 49% stake
Company Profile
Viable channel to Southeast Asia
for brands across the world
Products are 100% Authentic
Technology, Agility and Efficiency
26. Primary Target Market
35-45 years old, primarily Female, class A and
B
“Brand-Conscious” and meticulous with QUALITY
Corporate workers or appearance is integral to their work
Credit card users
Eco-Enthusiasts
27. Unique Selling Proposition
Heart Evangelista as brand
ambassador, exemplifies the traits the
company wants to convey..
Emphasizes SUPERIOR QUALITY of
its products.
EXCLUSIVITY
LUXURY and POWER
29. User Interface Experience
“Kanketsu” or Simplicity
High-End Boutique Experience
Easy Navigation, each product is allowed to shine
Intuitive Operation
31. Market Changes
Increase demand for essential goods and protective gear
Logistics issues at the height of pandemic
Consumers become online sellers to make ends meet
Limited operations of brick and mortar stores
Ushering of e-commerce and cashless payments
32. Future Trends and Direction
Augmented Reality
AI and Data Analytics
Importance of Sustainability
Voice Search
33. Conclusion
The E-commerce industry flourished during the pandemic
These companies helped the FIlipino people to survive the pandemic
Shopee, Lazada, and Zalora utilizes their unique selling proposition
to reach out to their primary target market.
The design of each brand elements are there to resonate better
with the customers
34. Narito and Shopee Para Sa’Yo!
Outpacing Competitors in the E-Commerce Race
AGSB MBAH Group 2 v84 MarkMan #MaRKayTING Management
Mark Angelo Hosaka
Kay Pioquinto
Jimenez
Ronald Santos
Teresa Chen
Editor's Notes
Shopee was founded by Forrest Li in 2015 under the Sea Group which is based in Singapore. It offers a one-stop online shopping experience for a wide selection of products, with a platform where customers can actively interact and engage, and a seamless fulfillment of services for the sellers and the buyers. As of 2020, it claims to be the leading e-commerce platform in Southeast asia despite entering the market way behind lazada which was established in 2011 and Zalora in 2012.
Put animation, include of 7x7
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Several competitors are already in place in Philippine e-commerce, but occupying the top 3 slots with Shopee being number 2 are Lazada which is #1 and Zalora which is #3.
Competitor # 1 is Lazada. It originated in Singapore in 2011 and has a strong geographic presence in SEA. It has the support of Alibaba, enhancing its supply chain in SEA. To date, it is still the market leader in Value and Volume Sales, leading the eCommerce platform in South East Asia consisting of 155,000 sellers and more than 3,000 Brands.
For Lazada’s PTM, DEMOGRAPHIC SEGMENTATION is the 15-25 age group, within Gen Z, with the focus of life stage- the “Allowance Economy”, no income and relying on parents for support. Their PSYCHOGRAPHIC SEGMENTATION, which is MOTIVATED BY SELF-EXPRESSION, explains why they are keen on carving out their identity. Their “Go Where Your Heart Beats” Slogan shows their personality traits- they value individual expression and autonomy. In their buying decision, Social Media Darlings and Influencers play a crucial role.
Recently, Lazada decided to support the LGBT community and become more socially relevant. It is the only brand to release an ad celebrating Pride Month, with the “Pride for Good” Campaign, and a viral commercial delivering the message Be Proud, Be You, another manifestation of individual self-expression which the Primary Target Market is known for.
Lazada’s Brand Promise puts emphasis on Availability and Variety. This is showcased in their video commercial carrying the message #NasaLazadaYan, where they list diverse needs and wants of any individual, All You Want and All You Need #NasaLazadaYan. For this commercial, they engaged Filipino vlogger Mimiyuuh, a Youtube Content Creator who is also the owner of an unconventional and ragged clothing brand that aims to empower the customer with self-expression. Let’s watch the video.
Competitor # 1 is Lazada. It originated in Singapore in 2011 and has a strong geographic presence in SEA. It has the support of Alibaba, enhancing its supply chain in SEA. To date, it is still the market leader in Value and Volume Sales, leading the eCommerce platform in South East Asia consisting of 155,000 sellers and more than 3,000 Brands.
The Lazada Store page design has a crisp and cooler theme to it. It catches the customer’s eye with the use of vibrant colors. Promos and deals are present but are more subdued compared to Shopee. Electronic and Fashion products are the most popular and best-selling items.
SUCCESS STORY: ZALORA VIDEO 0:10-1:12
Competitor #2 is Zalora, one-stop online fashion destination of popular international and local brands with cheaper pricing online versus offline. Founded in early 2012, it is present in Singapore, Indonesia, Malaysia & Brunei, the Philippines, Hong Kong and Taiwan.The Ayala group has completed its acquisition of a 49-percent stake in Zalora Philippines from Global Fashion Group (GFG).
Zalora is a viable channel to Southeast Asia for brands across the world. Its CEO boasts of Tecnology, Agility and Efficiency. Its stores deliver the promise of 100% authenticity for popular international and local brands.
SUCCESS STORY: ZALORA VIDEO 0:10-1:12
The primary target market of Zalora is 18-45 years old, working class, with higher-income Class A, B composed of professionals, higher managers and administrative office workers.
They are the fashionable shoppers, who value style, and take extra time to choose and nitpick on their clothes. The Brand Ambassador Heart Evangelista, who is a popular icon in the world of fashion, is an elite fashionista and represents the power of fashion and style, which the PTM can relate to.
Promising 100% authentic products, Zalora targets the “Brand Conscious”, with branding concepts of DISCOVER PREMIUM, and GIRL ON TOP.
The Psychographic segmentation is motivated by ACHIEVEMENT, since buying the products demonstrates success to their peers. Their personality traits include intellectualism, leadership and vanity.
And since customers of Zalora find Authentic and Sustainable brands that are used and not discarded immediately , they are the eco-enthusiasts.
SUCCESS STORY: ZALORA VIDEO 0:10-1:12
Zalora is the online fashion destination for thousands of styles, hundreds of brands. Its USP- HOME OF THE BEST BRANDS, is perfect for fashionable high-income individuals, and is a satisfying collection of local and international popular brands.
SUCCESS STORY: ZALORA VIDEO 0:10-1:12
Zalora recently launched its inaugural Sustainability Report with the tagline #makeadifference highlighting its progress in achieving sustainability targets involving all stakeholders in the fashion ecosystem- across four key Sustainability Pillars- Ethical Sourcing, Environmental Footprint, Sustainable Consumption, and Responsible Workplace and Community Engagement.
SUCCESS STORY: ZALORA VIDEO 0:10-1:12
The Zalora website and app has a great design for e-commerce shopping owing to its intuitive operation, minimalist layout and easy navigation.
Several competitors are already in place in Philippine e-commerce, but occupying the top 3 slots with Shopee being number 2 are Lazada which is #1 and Zalora which is #3.
The story we are about to tell you will take you on a journey by first taking you to the stage of the story which is the e-Commerce industry in the Philippines, followed by the birth and growth of Shopee, the evolution of its unique selling proposition, the audience it wants to capture, its main adversaries, the plot twists, and possible sequels.
Good morning! We are group 2 from the Ateneo Graduate School of Business MBA in Health under the Marketing Management class of vcoach Bong De Ungria and we are here to tell a story on how Shopee Philippines was able to catch up and outpace its competitors in the e-commerce business through its unique selling proposition. .
