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Shopee's Unique Selling Proposition
- 1. Narito and Shopee ParaSa’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 AspiringEntrep Kay Pioquinto Jimenez Cerebral MD Ronald Santos Broken Heart Fixer Teresa Chen #MaRKayTING Our Storytellers...
- 3. Topic Outline Setting PhilippineE-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 # 1in 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 byForrest Li Customer to Customer platform (C2C) and expanded to a Hybrid Business to Customer model (B2C).
- 7. No. 1 MostVisited E-commerce Website in Southeast Asia Total average visits obtained by each platform in 2020 Company Highlights
- 8. Learning from theirPredecessors “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.
- 10.
- 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 Shopat 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 SellingProposition “Sino ka man, nasaan ka man, nandito ang Shopee para sa iyo” Willie Revillame as Brand Ambassador Partnership with the popular TV show Wowowin
- 14. Shopee Milestones 2015 2016 2017 2018 2019 Internationalcelebrities that are popular in the whole SEA as Regional Brand Ambassadors
- 15. Hyperlocal Marketing Local celebritiesthat are popular in the country as their Local Brand Ambassadors 2018 2019 2021 2020
- 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 HighlightsDEALS 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
- 19.
- 20. Supported by Alibaba, enhancingits supply chain in SEA. Market leader in VALUE and VOLUME SALES Company Profile
- 21. 15 to 25age 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 torelease an marketing campaign celebrating Pride Month More SOCIALLY RELEVANT “Pride for Good”
- 23. #NasaLazadaYan Emphasis on AVAILABILITYand VARIETY All You Want and All You Need Unique Selling Proposition Mimiyuuh as brand ambassador
- 24. Use of VIBRANTCOLORS Promos are present but are more SUBDUED. CRISP, COOLER theme to it. Cheaper ELECTRONICS User Interface Experience
- 25. Acquired 49% stake CompanyProfile Viable channel to Southeast Asia for brands across the world Products are 100% Authentic Technology, Agility and Efficiency
- 26. Primary Target Market 35-45years 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 HeartEvangelista as brand ambassador, exemplifies the traits the company wants to convey.. Emphasizes SUPERIOR QUALITY of its products. EXCLUSIVITY LUXURY and POWER
- 28.
- 29. User Interface Experience “Kanketsu”or Simplicity High-End Boutique Experience Easy Navigation, each product is allowed to shine Intuitive Operation
- 30. Price to Quality Matrix LowAverage Good Excellent Very High High Average Low Brand Positioning
- 31. Market Changes Increase demandfor 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 andDirection Augmented Reality AI and Data Analytics Importance of Sustainability Voice Search
- 33. Conclusion The E-commerce industryflourished 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 ShopeePara 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
- #7 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.
- #16 Put animation, include of 7x7
- #17 An
- #20 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.
- #21 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.
- #22 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.
- #23 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.
- #24 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.
- #25 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.
- #26 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.
- #27 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.
- #28 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.
- #29 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.
- #30 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.
- #31 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.
- #33 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.
- #35 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. .