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E- COMMERCEReport : STAR KOMBUCHALecturer: Phạm Thị Mộng LànhGROUP 2CONTENTSWebsite building plan....................................................................................................... Website...............................................................................................

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E- COMMERCE Report: STAR KOMBUCHA

Lecturer: Phạm Thị Mộng Lành

GROUP 2

CONTENTS

Website building plan.......................................................................................................3 Website...............................................................................................................................3 Market expansion strategy............................................................................................17 Reasons why we use YouTube as a mean of marketing tool for E-commerce..................17 Practical applications to promote our product on the YouTube platform..........................19 S.W.O.T Analysis............................................................................................................29 Challenges the management must consider and may face when running those Ecommerce approaches......................................................................................................29 SUMMARY.....................................................................................................................31

Website building plan

1. Website Websites play an important role in developing a business. Every business needs to establish a website so that the potential customers can grasp all the information about that business and easily find an official place to buy products.

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For that reason, our brand – Star Kombucha would also build a website. We base the format on the website https://vindishoemaker.vn/, and we aim to develop a friendly and easy-to-use website so the layout here is simple and minimal. The main features of Star Kombucha are: About Us, Products, Promotion, News, Search bar, Cart, Online supported, etc. Here are some pictures of Star Kombucha website’s outline :

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1.1. Features: 1.1.1. About Us: The introduction (About us) provides information about the business, product or service that we are providing. Besides, it helps consumers better understand the mission, vision and development orientation of our business. What is Star Kombucha? Star Kombucha was founded in 2019. Our product is Kombucha tea - a fermented tea by the SCOBY breed that supports people in weight loss and digestive processes. This is a convenient way to have a healthy drink for women in modern life. Star Kombucha provides probiotics, vitamin B to improve the immune system, and enzymes to support ameliorate and protect the digest process. Star Kombucha has 12 kinds of flavors so everyone can easy to find a favorite one for themselves. Mission: Star Kombucha determined that our mission is become “ A friend who is always by your side”, our products will ensure quality and nutrition. Vision: In the next 5 years: “ Expand the market, develop the customer services. To bring a good experience” In the next 10 years, become top 5 products for a healthy life. 1.1.2. Products: The products section is about all of Star Kombucha’s products and descriptions for each product, about the ingredients, nutritional value, user manual, and price. It helps customers get more detailed information about our products' features and benefits. From this, consumers can easy to choose which one suits their needs. For example: Star Kombucha – Peach paradise

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Star Kombucha Peach paradise can purify the body, generate energy and promote positivity when used. It is made by a fermented method according to the USA standard. Ingredients: Kombucha (237ml), peach (6ml), orange (1ml), black tea, green tea, lactobacillus. Benefits: Organic acids, Polyphenols, EGCG, Vitamin B and Probiotics contained in Kombucha are factors that have a strong impact on the body's ability to purify, improve skin beauty, produce energy, strengthen the immune system and improve skin health. AIDS digestion. User manual Tastes better when chilled. Shake well before drinking. Preservation: Store in a cool, dry place, away from sunlight. Packaging: 250ml bottle Brand Origin: Vietnam Produced by: Chau Giang Food Processing and Trading Co., Ltd Lot C1-1/X1, Road D4, Tan Phu Trung Industrial Park, Cu Chi District, Ho Chi Minh City, Vietnam 1.1.3. Promotions:

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Promotion section that will display the products are being sale so consumer easily to find on sale products and purchase instantly. This section helps us create automatic promotions for each product or combo. When a product group is set up in a promotion, the price of the respective item automatically changes accordingly, for the duration of the promotion. This helps stimulate customers to buy when viewing products and seeing attractive promotional prices on the website.

1.1.4. News (Blogs) This sector uploads all official announcements and our business activities. Through this, the customers will get to know more about our annual events, upcoming promotions, new products release, etc For example: When we are going to launch a “Buy 1 pack get 1 bottle free” project, we upload a piece of news to announce to our customers about the time that the project starts and ends, requirements, and places where the project happens. Promotions: Buy 1 pack get 1 bottle free On the occasion of the “Back to school” season, Star Kombucha wants to energize the back to school season with promotion: Buy 1 pack get 1 bottle free Time application: 28.8.2021 - 28.9.2021 Object: Only for Students *Apply for online and offline stores

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1.1.5. Search bar Website for sales is like a virtual store, where business introduce their products to customers. Some stores have so many goods that they can make customers feel confused.

Therefore, to optimize purchasing experience, our website needs to add a searching bar. The primary mission of the searching bar is to help the customers easily find the product that they want and save their time. 1.1.6. Cart The shopping cart function is an indispensable part of an online store. It helps customers manage their products and control quantity and price while shopping online. Moreover, a cart’s function also allows customers to put products they like; they can buy now or wait for sale season by creating a personal account. A cart is used for businesses to research purchase behaviors or consumer trends.

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1.1.7. Customer support Many customers come to a website to be consulted about the products; therefore the best solution for this problem is an online customer support function. Online consultant systems connect the counselor with customers to solve customer’s problems. Thus, customers will feel that they are taken care of by our business.

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1.1.8. Statistical access Statistical access helps businesses have a clear picture about the number of people accessing the website, or most liked and searched product. From this, we can compare and manage the number of goods to produce an appropriate volume to avoid overstocking.

Features of purchasing on the website: Helping buyers: get accurate information, know specific prices, think time, order directly on the web, can apply promo codes, choose payment methods, manage order journeys. Helping suppliers: reach target customers more easily, increase sales, reduce rental costs, traditional selling costs, manage inventory well, strictly manage single journeys products, take care of customers more attentively.

Features: Inventory Management

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To be able to add a direct purchase feature on the website, the supplier's website must first have an inventory management feature. This feature helps to report to the supplier for each product, each different variant, how much of the product can be supplied to the customer. Statistics of best-selling products, products that are almost out of stock, products that are still in stock, returned products. Features: Choose a form of payment Customers will find it easier to pay for your products when they have more choices in the form of payment. For example: Pay cash on delivery, pay via bank account, pay via Visa/Master Card, pay via e-wallets like Momo, Zalo Pay,... be guided by the brand to customers in the most clear and understandable way. In particular, all customer information about bank account numbers will be absolutely confidential by the brand to avoid cyber criminals. Feature: Shipping Help suppliers bring to customers the optimal and fastest shipping services. Transparency in shipping fees. Customers can manually look up the order's journey through the bill of lading code. On the supplier's side, they can control the goods as well as their cash flow in the most accurate way. Popular transportation units such as GHTK, GHN, GrabExpress, ... Buying process on the website: Customers will choose any product according to their needs on the website, the brand will provide all the information that customers are interested in, including product images. Full information is information that can answer all questions of customers including ingredients, nutritional indicators, origin, shelf life, usage, and preservation methods.

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Customers will trust the product more when there is an intervention by the image of a celebrity.

Star Kombucha is trusted by runner-up Nguyen Bang Chau Customers get closer to the purchase decision when they receive the most honest real reviews through videos. Especially with the appearance of experts, celebrities, ...

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Video “Trải nghiệm 15 ngày uống Kombucha cùng Hana Giang Anh”

The purchase process is extremely simple:  Step 1: Customers choose a box of 6 cans or 12 cans with each corresponding price. Then choose the number of boxes to buy. Next is to click on the “Add to Cart” button on the displayed screen.

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The virtual shopping cart on the web is modeled after the real-life shopping cart, you can go back to continue viewing and add more products to the cart then go directly to the checkout or choose to pay now.

 Step 2: When you are sure that you will not buy any more products, you will go to the “Payment” section. Here, you need to provide the necessary information for delivery such as Name, Phone Number, Shipping Address, Email to track the order. And promise that all the above information is completely correct. You can add discount codes here and the calculator will automatically calculate the final amount you have to pay along with the shipping fee. For brands, this information will help you take care of customers as well as implement marketing campaigns to nurture customers.

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 Step 3: Choose the payment method that you feel is most suitable and convenient. Popular forms of payment such as Cash on Delivery (COD), advance payment via bank account transfer, payment by e-wallets such as Momo, Zalo Pay, ... Payment methods Prepaid payment will have specific instructions from the brand. Finally, select “Complete Application” on the screen.

 Step 4: Confirm the order has been placed successfully. At this time, an Email will be sent to you with a sincere thank you from the founder and your order tracking code.

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The order code will provide: Information of the brand, your information, most importantly, the information of the products you have ordered to be able to compare with the products you will receive, if there is an error on the label The customer will be responsible for processing for you based on the order information you have placed.

The interface from the website can only be seen by the brand. Here, the brand will process delivery information including package size, delivery unit, customer collection, and warehouse that the carrier can take. Manage history of operations, check again if there are errors in the process of performing operations. Finally, push this information to the system to wait for the carrier to pick up the goods and deliver to the customer. 15

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Market expansion strategy

Reasons why we use YouTube as a mean of marketing tool for E-commerce 1. What is YouTube Marketing? Generally speaking, YouTube Marketing is a channel that brings a lot of effectiveness to the promotion and marketing of information about products, services, brands and individuals. For example, when someone is about to put their “hot” videos on YouTube, he or she needs to post unique content to attract viewers and generate interaction. 2. The unique differences between YouTube and other social platforms Marketing on YouTube brings back a lot of benefits to users, business people and product marketers. ● Massive online viewership According to a 2018 YouTube statistic, there are more than 1 billion people active every month, which means that if we have a video promoting a product and posting it on YouTube, we will potentially reach over 1 billion people worldwide in a month. In this regard, YouTube has always maintained a fairly stable and maintained the following number of followers at a very high level, currently second only to Google. Therefore, YouTube is considered one of the best options for advertisers to connect more closely with their customers. From there, advertisers are more likely to generate better revenue.

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The opportunity to own a communication channel for ourselves

As mentioned above, YouTube is an interesting destination for almost everyone regardless of age, gender, country or ethnicity that no other platform can compare. Advertising on YouTube will open the door to a new direction, a new opportunity for our own media channel. If we do traditional advertising services, we will only be able to run ad campaigns one after another and have to depend on many other factors such as broadcasters. But when we do advertising with YouTube, we can completely own our own media channels with unique and interesting videos to attract audiences to watch for a very long time without even losing a lot of money. What is the cost to maintain them? ● Ability to create viral ads Unlike traditional advertising, YouTube ads will help advertisers proactively reach customers. If our videos are engaging and interesting enough, our audience will want to share them in as many places as possible so that all their friends can see them too. And so, our visible video becomes a Viral Video. ● Save on advertising cost One of the outstanding benefits that advertisers can easily see when using this media platform is the ability to save advertising costs compared to traditional forms of

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advertising. We can upload our promotional video on YouTube, store it for a long time without paying any maintenance fees at all. Besides, the use of other communication platforms such as Facebook, Twitter, Instagram ... to share YouTube video ads or advertising messages is also a way to increase brand awareness and attract a number of large audiences at a very low cost. ● Target the right customers when they search for what we have to offer YouTube is the second largest search site in the world after Google, so it is also a site used a lot in the process of collecting information about products or services of customers. On this platform, we can completely host thousands of videos of different topics and fields, so we can meet the maximum needs of customers when we are searching for what we want provided with just a few taps. What's more, customers can watch our YouTube promotional videos on any device with an Internet connection. This provides a pretty good user experience, so this is one of the reasons why it attracts audiences to YouTube more strongly.

Practical applications to promote our product on the YouTube platform. 1. Current strategies ● Introduce the product to consumers If the features of the product answer the "what" question, then the benefit describes what the product or service can bring to the consumer, answering the question "why". 19

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Businesses can market a product by emphasizing what it is or explaining why it is important to the consumer, but in the end, the consumer is still more interested in benefits than features. Application: In Vietnam, the name "Star Kombucha" tea is still unfamiliar to most people, so we decided to upload the video introducing the product, and show the great benefits that Kombucha tea brings to consumers.

Picture 1: Video “6 lý do nên uống Kombucha mỗi ngày” on our Youtube channel

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Contact with KOL, influencers to advertise the product

The goal of advertising is always to sell a lot of goods to increase revenue and brand awareness. KOL marketing is no exception, compared to traditional advertising methods such as printing leaflets or marketing by running ads on Facebook or Google or Instagram, advertising based on KOL helps to quickly PR business brands. KOL can convince customers to make them change their minds and convert buying behavior, so the company’s revenue will increase. Just one video of an actor/actress, singer for a product also makes users who are interested, curious want to use it because that is the trust of fans with these famous characters. Application: Hana Giang Anh is a hot fitness coach and YouTuber who has 1.3 million subscribers on her own YouTube channel. She is considered one of the pioneers in inspiring women to love exercise, actively improve their physique and live happily. That is why we choose Hana Giang Anh to advertise our products- to spread the product to a wider audience, especially to those who are in the stage of establishing a healthy lifestyle.

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Picture 2: Video “Trải nghiệm 15 ngày uống Kombucha cùng Hana Giang Anh” on our YouTube channel ● Ask for honest reviews from consumers Customer reviews are insights into what is working well about the product or service and what should be done to make the experience better. The organization may have the best expertise in the industry, but the expertise will never be more valuable to business performance than customer insights. Customer opinions help businesses ensure that the

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final product will truly meet their expectations, solve their problems, and fulfill their needs. Application: To increase the trust of our customers, we post 2 videos of honest reviews of a consumer who is using the product. This helps people have a more objective view of this Kombucha tea product.

Picture 3: Video “Review Nước Uống Star Kombucha Chân Thật Nhất” on our Youtube channel

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● Use promotions A promotion program is a program created to encourage customers to buy more products/services of a business. The activities carried out in the promotion program are aimed at motivating consumers to buy goods and products, and also to increase brand recognition for products and businesses. Application: Starting the new school year after a long summer break, surely many students are practicing for a healthier lifestyle after the days of eating a lot of fast food and greasy food. So, understanding that, Star Kombucha posted a video to introduce a super promotion for them. “ Promotion of Kombucha on “back to school” day and National Day”

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2. Other upcoming strategies for optimizing advertising on YouTube 2.1. Running YouTube TrueView In-Stream 2.1.1. What is YouTube TrueView In-Stream? TrueView is the name for YouTube’s advertising platform, and it’s called TrueView because the advertisers only pay when someone chooses to view the video. It displays an advertising video clip that is played before (or in the middle) of the video the user is ...