Product and Content Management facilitates the way a business’s product or service is delivered to the consumer. It is the overall experience the consumer faces, from browsing for a product, to its eventual delivery to their doorstep, and encompasses the whole process from product sourcing to last mile delivery. Having the right product is one thing, but ensuring that it is supplemented with the right content so your consumer can make an informed and educated decision is also important.

2. 1. Self Introduction & ClickAsia BusinessOverview
2. Getting the Marketing MixRIGHT!
4. Content Management 101
5. Q&As
3. Product Management 101
Agenda

3. Hi,I am Sunny – Co-Founder of ClickAsia
• Co-Founder & Managing Director(Present)
ClickAsia Malaysia &Singapore
• GM& Director for Consumer Channels Group
Microsoft Malaysia
• Country Manager - Consumer & SME Business
Lenovo Technology Malaysia
• Area Sales Manager, APAC Business Manager & Market
Development Manager Intel Malaysia & Asia Pacific
• Country Sales Manager
NEC ComputersMalaysia
SunnyOoi@ClickAsia.my
www.linkedin.com/in/sunnyooi68
Executive Profile:
• Strategic ICT Leader in world leading MNCs with a track record of >22 years
• Co-founded an eCommerce Start-up that achieved Millions in Sales within 1st year
• Strong Aspiration to grow ClickAsia to become SEA Premium e-Tailer
EducationBackground:
• MBA from University of SouthAustralia
• Post Graduate in IT in Businessfrom Lincoln University, UK
EmploymentBackground:

4. Corporate Profile
Brief Introduction ofClickAsia

5. About ClickAsia
Experienced E-Commerce BrandAgency
& E-Tailer in MajorMarketplaces
A Premium E-Tailer &E-Commerce Brand Management Agency1
Strategic Brand Partnerships
E-Commerce Brand ManagementAgency/E-Distributor2 3
Disclaimer :All Brands, Logos & Marketplaces mentioned remains trademarks and registered propertyof respectiveowners.
Technolog
y
H&B
• Founded in 2015by ICT Industry Leaders inMalaysia
• Backed by Strong JVPartnership Locally & Regionally
• A Nimble Start-up with “Micro-MNC”Culture
• Operates >28Online Stores across Malaysia &Singapore
• Aspires to become leadingE-CommerceBrandAgency in SEA
A-10-08, Level10, Office Tower,Tropicana Avenue,PersiaranTropicana PJU3,
Tropicana Golf& CountryResort, 47410 PetalingJaya,Selangor.
TEL:+603-7890 1118 /+6012 213 1001
ClickAsia Malaysia CorporateOffice
NDA Info betweenClickAsia &JnJ
FMC
G
BrandA
(Q2 2018)
Brand B
(Q2 2018)

6. Growing E-Commerce Recognitions & DomainExpertise
MyCyberSale Award Winners – 2016 & 2017
Top10 Lcoal GMV & Top 3 Electronics
Fastest growing Power Seller and LazadaPartner
TV3 News Interview during11.11
‘Sellers that Make itBig’
Sharing Session at LazadaConference
Business Coach in SITEC
2017 & 2018 eCommerce Classes
SITEC Malaysia Top10E-Commerce
Merchant 2017
Seasoned Speaker/Moderator for
E-Commerce Seminars

7. 1. Self Introduction & ClickAsia BusinessOverview
2. Getting the Marketing MixRIGHT!
4. Content Management 101
5. Q&As
3. Product Management 101
Agenda

8. 2. Getting the Marketing MixRIGHT!

9. Product
Pricing
Place
Promotion
People
Positioning
Process
Packaging
Understanding the Principle of Marketing forOnline

10. Consumer Purchase Journey hasevolved over the years…

11. Online will complement Offline today  Omni-ChannelModel
Online engine is capable today to cover End-to-End journey…
Social Media /Blogs Reviews /VendorSites Marketplaces /E-Tailer /In-Store Customer Big Data /ServicesApps

12. Operating Own E-Store vs. Joining Marketplaces inMalaysia?
Own E-Store – B2B or B2C Marketplaces - B2B / B2C/ C2C
Product Nature
Key Considerations….
Pricing Strategy
Supplier Support
Competitive Landscape
Market Segmentation
Margin Structure
Marketing Expertise
People Readiness
Shareholders’ “Buy-in”
Disclaimer :All Brands, Logos & Marketplaces mentioned remains trademarks and registered propertyof respectiveowners.

13. 1. Self Introduction & ClickAsia BusinessOverview
2. Getting the Marketing MixRIGHT!
4. Content Management 101
5. Q&As
3. Product Management 101
Agenda

15. TheDefinitions…
Product management is an organizational lifecycle function within a company dealing with the planning,
forecasting, and production, or marketing of a product or products at all stages of the product lifecycle.
Category management is a retailing and purchasing concept in
which the range of products purchased by a business
organization or sold by a retailer is broken down into discrete
groups of similar or related products; these groups are known as
product categories (examples of grocery categories might be:
tinned fish, washing detergent, toothpastes). It is a systematic,
disciplined approach to managing a product category as a
strategic business unit.
In marketing, brand management is the analysis and planning on how that brand is perceived in the market.
Developing a good relationship with the target market is essential for brand management.Tangible elements
of brand managementinclude the product itself;look, price,the packaging, etc.
Source:Wikipedia

16. Ask yourself these QuestionsAhead…
1.Who develop theProduct(s)?
2.What’s the PLCTimeframe?
4.How many suppliers in themarket?
5.TodayCompetitive Landscape?
6.What’s the TAM size-Local/SEA/Global?
3.Which’s the best stage ofPLC?
7.Is the Supplier “OnlineFriendly”?
8.Is the Product “OnlineFriendly”?

17. Do you know your Product Category Online Buying Behavior Today?
Soauarcned:eICno2mMmaerrckeeMtiilo2&016oSurvetyi

18. 1. Self Introduction & ClickAsia BusinessOverview
2. Getting the Marketing MixRIGHT!
4. Content Management 101
5. Q&As
3. Product Management 101
Agenda

20. HOW TOCREATEAGREATECOMMERCE CONTENTSTRATEGY– Randy Cronk, Oct 2011
Why GREAT Content Management matter?

21. “The sites consumers visitmost and stayon longest are ones consumers find
most enjoyable and valuable. The sites where consumers buy the most are
those with new content that predisposes them to buy and keeps them
coming back until they arereadyto buy.These sites understand key
principles of contentstrategy. For example, they get itthat product value is
not always self evident and that web visitorswant useful information, not
justa sales pitch.They understand that some shoppers shop because theylike
shopping, not justbuying, ifthey find a shopping environment that engages
them. These sites also know how to createand leverage a unique brand
personality with content that differentiates and excites.”
HOW TOCREATEAGREATECOMMERCE CONTENTSTRATEGY– Randy Cronk, Oct 2011
Key Learnings - A GOOD ContentManagement

22. Four Main Process of Content ManagementSystems (CMS)
1.Content Creation
• Easy-to-use Editor – Product Name, Page Title, Meta Tag
• “K.I.S.S.”- Text,Image,Audio, Graphic for productUSPs
• Use Video (i.e.:Youtube) – from original source
2.ContentManagement
• ACentral Repository that manage the flow & its content
• Maintain Strict Quality of ContentStandard
• Ensure Consistency with Audit Trailcapability
3.ContentPublishing
• Look & Feel of theWebsite
• Web Pages are displayed consistently acrossDevices
• Allows scheduledAdaption – specific date or time slot
4.ContentPresentation
• Customers want to beeducated
• Customers want a shopping experience, not a product
• You Must StandOut!
• SEO is ContentBased

23. Four Content Presentation Principles
1.Consumers want to beEducated
• Feature &Value benefits in relative to higher/lower price
• How to use theproduct
• Other Customers/Professional Reviews
• Other Issues - environmental impact &etc.
3.YouMust StandOut
• Ensure content is Unique &Memorable
• Stay “Differentiated” to rank high on SEO traffic
• Communicates your BrandPersonality
2.Consumers want a Shopping Experience, Not aProduct
• Good content provide informative productUSPs
• It’s also create “EmotionalNeed”
• Replicate Physical in-store experience into VirtualOnline
environment
4.SEO is ContentBased
• More metatag keywords to support your brands & niches
• Balancing Popular & Niche Keywords to optimize SEO

24. Content Management Best Practices at Selected ClickAsia’sStores
https://www.lazada.com.my/shop/clickasia
https://www.lazada.com.my/shop/
ralph-lauren-fragrances-official-store
https://www.lazada.com.my/shop/logitech-store
http://www.11street.my/store/biothermstore https://shopee.com.my/sandisk_my

25. eCommerce Content Management Systems (CMS)Solutions…
Available Shopping Carts Providers (Local/ Global Players)

26. Key Features of Content Management Systems(CMS)
• SEO-friendly URLs
• Simplified user and groupmanagement
• Group-based permission system
• Unlimited looks without changing a line of content
• Integrated audit log
• Integrated file manager with uploadcapabilities
• Admin panel with multiple languagesupport
• Minimal serverrequirements

27. Main Benefits of Content ManagementSystems (CMS)
• Reduced costs spent onsite maintenance
• Greater capacity forgrowth
• Increased siteflexibility
• Improved sitenavigation
• Faster turnaround time for new pages and changes
• Streamlined authoring process