CV-Lazada & Philips - Marketing Partnership Proposal V4

Marketing PartnershipOctober 2015

Strictly Confidential

Indonesia Philippines Malaysia Thailand Singapore Vietnam

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Agenda

Introduce SouthEast Asia’s Largest eCommerce company

Present Lazada Marketing Capabilities & Case Studies

What can be done for Alobuy

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Striclty confidential

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Lazada was launched early 2012 to target >500m consumers…

Source: CIA World Factbook, July 2014 estimates

Founder: Rocket Internet ( Germany)

Backed by leading sector specialists and investors:

Lazada ThailandBangkok

Pop: 68mMarch 28, 2012

Lazada PhilippinesManilaPop: 108mMarch 31, 2012

Lazada IndonesiaJakartaPop: 254mMarch 26, 2012

Lazada MalaysiaKuala LumpurPop: 30mMarch 27, 2012

Lazada VietnamHCMCPop: 93mMarch 28, 2012

Lazada SingaporeSingapore

Pop: 6mJune 25, 2014

HK/ShenzhenSourcing hubJan 1, 2013


In 2014, Lazada became the leader in the e-commerce in Vietnam

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http://www.thesaigontimes.vn/126956/Doanh-thu-mua-sam-truc-tuyen-chu-yeu-nam-trong-tay-nuoc-ngoai.html

http://dantri.com.vn/kinh-doanh/mua-qua-mang-tang-gap-doi-mon-hoi-thuoc-ve-doanh-nghiep-ngoai-1036754.htm

01/05/2023 Striclty confidential

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Our customers concentrate in HCMC and HN, and mostly young consumers at age 18-34

01/05/2023

42%

37%

6%

6%

6%3%

18-24

25-34

55-64

35-44

45-54

65+

40%

27%

5%

27%Ho Chi Minh

Hanoi

Da Nang

Other


N#1 ecommerce website in

VN

>15M visitors per

month

>50M page views per month

>1.7M Facebook

fans

>200K products offered

>5000 brands on

16 categories

Lazada.vn is the leading e-commerce in Vietnam


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Agenda



What can be done for Alobuy

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We have unique capabilities & relationship with global players to ensure a cost-efficient marketing

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Economy of scale: we spend big, therefore getting big discount from

partners 1

Expertise: we have a team in each channel to do optimization every day

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Relationship: we have a dedicated team in Google and Facebook

headquarter to serve us3


Lazada can provide a full range of marketing services in-house

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Marketing channels overviewObjective

• We can pursue three objectives with a marketing campaign

• Awareness: Create awareness for a brand or a product and increase its recognition among customers

• Positioning: Create an impression of a product or brand in customer’s mind, increase the extent to which is it associated with its characteristics and occupy a market nice

• Sales: Drive sales of a brand or of determined products

Benefits of Channel in overall campaign

▪ 23,000,000+ monthly visitors ▪ Increase brand awareness▪ Push new products and initiatives▪ Drive traffic directly to Motorola’s shop-in-

shop

Onsite Placements

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▪ Millions of views every hour▪ Strong sales catalyst▪ Capture potential customers at moment of

high interest – “pull effect”SEM & GDN

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▪ 5,000,000+ subscribers ▪ Potential to be highly targeted▪ Increase brand awareness

Email4

▪ 1,000,000+ bloggers and affiliate partners

▪ Massive exposure everyday

Affiliates and bloggers

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▪ 12,000,000+ fans▪ Create big buzz to launch new products▪ Drive traffic to shop-in-shop▪ Target huge fan base & access to friends of

fans

Facebook6

▪ 2,000,000+ users ▪ Android App and IOS App

Mobile & Chat Apps

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▪ 100,000,000+ customers targeted▪ Increases reach▪ Strong sales catalyst▪ Increase brand and product awareness

Offline Partnerships

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▪ National media with on-line & off-line ads.▪ Key Opinion Leader, Bloggers, Video

Review PR9

▪ Low cost (low CPC) for efficient spending▪ 250,000,000 views a day

Local Ads Networks

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1. Lazada Onsite BannersHome Page & Category Page

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Category PageHome Page – Mouse over, Brand Central & Docking banner


▪ Sponsored search results showing when users search the web

▪ Up to 4 “sitelinks” promotions can be added to direct users to new products

▪ Strong sales catalyst

▪ Capture potential customers at moment of high interest (search) & ability to capture users who did not intend to buy your brand

▪ Flexibility to be generic (category) or highly targeted (specific product)

▪ Augment offline campaigns

▪ The more you invest, the more we subsidize your investment in local SEM channel

2a. Lazada SEMSearch Engine Marketing can reach up to 200,000 clicks per day

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▪ Create all types of ads - text, image, interactive and video ads, to create high impact ads.

▪ Place through Google those ads on websites that are relevant to what you’re selling, and target to the people that are likely to be most interested.

▪ Reach potentially 95% of online population in Vietnam

▪ Manage and track your budget, campaigns and results maximizing the number of clicks.

2b. Google Display NetworkGDN is accessible to ~95% of online population in Vietnam


▪ Reach over 1,000 local websites: Vietnamnet, Vnexpress, Dantri, 24h, Kenh14, etc.

▪ 250,000,000 daily views

▪ Filtered target audience: by behavior, demographic, geographic

▪ Top channels: Admarket, Netlink, Eclicks, etc.

▪ The more you invest, the more we subsidize your investment in local ads channel

3. Local Ads NetworksWe have reach to the biggest publishers in Vietnam & the ability to target per geography & demography 90% of all internet citizens in Vietnam


▪ Leverage Lazada’s huge subscribers base to provide targeted emails

▪ Criteria such as gender, interest, purchase history, age, geography, etc. give potential for highly targeted emails

▪ Further expand initiatives’ reach using SMS and Lazada mobile app notification to communicate flash sales and special offers

▪ Increase brand awareness

▪ Promote complete product range

▪ Push new products or initiatives

4. Lazada NewsletterE-mail Direct Marketing can reach up to 5,000,000 subscribers who regularly read Lazada Newsletter


▪ Blog post, Reviews, Display banners displayed on websites, blogs, portals, etc.

▪ Placements happen through website part of the Lazada Affiliate Program

▪ Communicate via “influencers”

▪ Push new products and initiatives

▪ Flexibility to be generic (category) or highly targeted (specific product)

▪ Enhance offline campaigns

▪ Increase brand awareness

5. AffiliatesWe now have an network of +1,500 affiliates and among the 500 active affiliates are the most famous websites, bloggers and facebookers of VN


▪ Lazada is a global Facebook preferred partner

• 1 out of 5 only companies with access to Facebook Ads API with direct contact to FB HQ engineers in Menlo Park

▪ Built a community of more than 12 million fans, keeping very high engagement ratios

▪ Driving sales through very advanced targeting options and optimization based on conversion pixels

▪ The more you invest, the more we subsidize your investment in Facebook channel

6. Facebook Wall and Facebook DisplayLargest page in Vietnam with more than 12,000,000 loyal fans and with FB ads we can reach 30,000,000 people who surf Facebook everyday in VN

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Facebook Wall

Facebook Promoted Post

Facebook CPC (Cost per Click)


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7a. Mobile ApplicationNew version of mobile app launched in Sept 15’

Source: Company Data; Note: All numbers exclude Lamido

▪ Android app with >14.5m downloads launched in June 2013

▪ iOS app with >4.6m downloads launched in January 2014*Lazada App is in Top 2 shopping applications in both Google Play & App Store across all markets (Aug 2015)* Featured as “Best New App” by Apple

▪ Good metrics compared with desktop: CR is double, higher ABS & higher re-purchase rate.

▪ %App Rev share in VN reached over 40% in August (only at 12% in March)


▪ Official eCommerce partner with key mobile players * LINE, with 290,000 followers* Zalo, with 400,000 followers

* Viber, with 10,000 followers

▪ Lazada deals pushed through LINE Shopping accounts. LINE Shocking Deals has more than 1 mil followers

7b. Chat AppsStrong Partnerships with Vietnam’s most popular OTTs


▪ Partner with 20 interested banks to provide discount to consumers

▪ Premium base up to 2 million

▪ Gain access to Bank’s CRM and EDM lists

▪ We will offer a further discount to bank base

▪ Discount will be funded by requested marketing fee

8a. Bank Partnerships


▪ Partner with various kinds of partners to consumers

▪ Gain access to partner’s marketing channels: banners at cinema, school campus, partner’s website, newsletter

▪ We will offer a further discount to partner’s customers

▪ Discount will be funded by partners

8b. Cinema, Telecom, University and Other Partnerships


Cinema Partners Telecom Partners

University Partners

Other Partners

▪ TVC coverage on nation-wide

▪ Run advertorial on tier 1 publication

▪ Work with famous KOLs to post Facebook, do social activities, and product review

▪ Invest offline branding and PR extensively (press conference, showhouse, flyer and brochure distribution

9. PR & BrandingPowerful way to communicate using Key Opinions Leader and off-line activities.

Striclty confidential 21

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▪ Dedicated custom URL

▪ Custom corporate header

▪ Large product slider on the landing page featuring five different products

▪ Continuous graphics, copywriting and IT support on demand

▪ Tailored category tree

▪ 2-4 banners

10. Shop-in-ShopA dedicated URL for your shop with tailored banners and category tree.


http://www.lazada.co.id/gemaaudio/

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Lazada is the ideal platform fore new launchesLenovo A7000 in VN – Exclusive on LZD

Mechanism: – Customer registration during Teasing phase– 1h flash sales; stock clearance in 3 flash sales.

Medium:– Intensive push across marketing channels– KOL video review– SMS & email reminder to increase CR

Performance– # registrations: 12,000+; CR on registered users: 18%– Traffic: 404,000 sessions during teasing phase– Cleared 65 pieces per minute during Flash Sales

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Lazada is the ideal platform fore new launchesAlcatel Flash Plus in VN – Exclusive on LZD

Mechanism: – Customer registration during Teasing phase– Open sales on June 17th, out of stock in 48 minutes– LZD gift: SIM card + 4.4MVND Mobifone Package

Medium:– Intensive push across marketing channels– KOL video review + Off line trial during Elle event– SMS & email reminder to increase CR

Performance– # registrations: 8,000+; CR on registered users: 15%– Traffic: 350,000 sessions during teasing phase– Cleared 108 pieces per minute during Flash Sales– 150 users still on the landing page 24h after the

launch, waiting for stock.

Lazada is the ideal platform to promote brandsComet full partnership (Onsite, Facebook, emailing, local add & GDNRevenue growth of 185% for a traffic increase of 215%

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Page views increased by 189% compared to previous periodRevenues increases by 185% compared to previous periodVisits on products landing page grew by 215%


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Two main ways LAZADA enables your brand to grow:Incremental sales & building brand awareness

Generating incremental sales

Source: Kantar Research

Driving incremental sales by closing purchase cycle and distribution gap Increase Distribution coverage Drive brand Trial and Repurchase

Strictly Confidential

1 Building awareness & equity2

Massive traffic and big communities to drive awareness: #12 website in Vn 15M VN visitors per month 1.7M FB fans, 0.5M EDM subscribers Strong online marketing capability

Your ‘online billboard’; massive reach

&

Your own store in shopping department; high traffic

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Agenda



What can be done for Philips

– Shop in Shop

– Product launch

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Shop-in-Shop

• Tailored landing page matching Philips branding

• Linked to “Buy now” button

• Content control

• Landing page for marketing push and on-line campaign

• Data and analysis on the traffic according to your needs (localization, age, gender, …)


Product Launch

• Specific campaign to promote a new SKU or a product range

• Leverage all the marketing channels to increase the sales and the brand awareness

• “Exclusive on Lazada” stamp

What can be done for PhilipsPhilips Official Shop-in-Shop


The Shop-in shop is the destination of the marketing push

Every channels can be leveraged to bring traffic to this tailored landing page.

Marketing channels Activities to Promote Philips SiS

Onsite Placements• Brand of the day• Top banner on HA Home page• Banner on Lazada Home page

SEO • Backlink from Philips website to Philips SiS on Lazada

SEM • Extra effort on relevant key word linked to Philips SiS

LDN & GDN • Targeted banners to increase CTR and traffic

Email • Banner on Lazada Newsletters

Affiliates and Bloggers • Extra effort on effective HA affiliates

Facebook • Specific post to promote Philips SiS

Mobile & chat Apps • Post on Zalo and Line

PR • Advertorial about Philips & Lazada cooperation

▪ Dedicated to land large amount of traffic

▪ Dedicated custom URL

▪ Custom corporate header

▪ Large product slider on the landing page featuring five different products

▪ Continuous graphics, copywriting and IT support on demand

▪ Tailored category tree

▪ 2-4 banners

▪ Content control



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Philips


Striclty confidential31

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Philips

• Philips Shop-in-Shop can also be used to promote a product range specifically

• Using branded material, video review, infography…

• Specific SKUs with attractive bundling can be placed on top

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TimelineOverall Timing Proposal

W44 W45

30 1 2 3 4 5 6 7 8 9 10 11 12 13

Planning and proposal

Finalize and kick-start

Content Development

Shop in Shop alive

Mkt push

December

• Material has to be provided by Philips marketing team to match the official branding

• Before launching the SiS, Lazada team send a mock-up version for approval

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Marketing Plan for PhilipsBudget Allocation Proposal – Shop in Shop

Metric Unit Amount

Shop in Shop development Page 1 $800

On-site exposure with banners linked to Philips SIS day 10 $1,500

Online Marketing

SEM Click 5,000 $500

LDN Click 5,000 $600

GDN Click 5,000 $600

Facebook Posts and boost to 1.7M Lazada's fans Post 2 $500

Tailored newsletter to Lazada customers (400.000) Banners 2 $500

TOTAL BUDGET $5,000

NB: This budget is for both Shop-in-Shop creation and traffic generation

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Agenda




– Shop in Shop

– Product launch

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Product Overview

Price: 1.070.000vndDiscount price: 870.000vnd

Target customers: Male 25-35 years oldSecondary target: male 30-50 years old & female 30 – 40 years old buy shaver as gift for husband

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Product Page

Present full product information

Image and introduction video for better illustration

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Onsite exposure

•Product represent at Lazada homepage•Directly drive customers to product page•Increase traffic and attention

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Stand-alone reminder Email

•Information Email send to target customers•Directly link to product page•Fully represent product functions

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Newsletter

Sent daily to Lazada customers

Directly link to product page Increase traffic and attention

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Facebook Post & Facebook KOL

•Directly link to product page•Drive KOL’fans to product page•Story angle: Phan Anh receive shaver as gift from his wife. Use and satisfy with it

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App Push

Notification message to Lazada App users

Get attention and direct to product page

Suggested message: buy Philips shaver today to receive discount price only

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TimelineOverall Timing Proposal – Open sales end of Oct

W40 W41

26 27 28 29 30 31 1 2 3 4 5 6 7 8

Planning and proposal

Finalize and kick-start

Content Development

Product page alive

Teasing Mkt push

Open Sales on Lazada

Delivery product

October November

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Marketing Plan for Philips ÂT600Budget Allocation Proposal – Product Launch

Metric Unit Amount Heavily Featured onsite Lazada.vn Homepage banner, Docking Banner, Category banner day 07 $1,000

Lazada SupportTailored design teasing page with countdown and email reminder page 1 $800

Tailored newsletter to Lazada customers Banners 2 $500

PR activities

External Ressources

Media buying - advertorials Advertorial 0 $0

KOL Video Review + Facebook post FB post 1+1 $300

Online Marketing

SEM Click 3,000 $300

LDN Click 3,000 $300

GDN Click 3,000 $300

Facebook Posts and boost to 1.7M Lazada's fans Post 2 $200

Post and boost on Line and Zalo mobile app post 2 $200

Push notification on Lazada app Notification 1 $200

TOTAL BUDGET $2,000

THANK YOU

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With our exclusive push in each and every channel, below is the performance of:

• Total traffic in 2 hours is 4,445 pageviews • We cleared 200 units 2 hours sharply and created a big

buzz of traffic the moment of launching• Local Ads Network channel leads in traffic, bringing 62%

users into the page of Philips light bulb combo

Sessions

Affiliate Branded CPC Media Display Display LocalEmail Organic Search Paid Search Referral Social

AppendixReview of Philips Combo LED Light Bulbs Campaign

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What we did: we featured your Combo onsite of Lazada with 70% focused products

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What we did: Local Display Networks covered Vnexpress, Dantri, Kenh14,… to expose your Combo

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What we did: we featured your Combo on Highlight Homepace of Category Home & Living as biggest square banner

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What we did: we featured your Combo on Floor of Home & Living category

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What we did: we featured you as “Featured Shop in Shop”, highly recommended by Lazada to customers

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What we did: Facebook posts on 1.7m fan fanpage of Lazada

LaunchingTeasing

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Product Page: there are two status for the Combo:(1) “Ready for Sales” on Sunday (2) “Open” on 9AM Monday

CV-Lazada & Philips - Marketing Partnership Proposal V4

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Transcript of CV-Lazada & Philips - Marketing Partnership Proposal V4