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HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGESAND INFORMATION TECHNOLOGY_____________DEPARTMENT OF FOREIGN LANGUAGESTOPIC: UPCOMING SHOPEE E-DELIVERY SERVICE INHO CHI MINH CITYInstructor: Huỳnh Nguyễn Tuyết PhươngGroup 1 Nguyễn Trần Thu Phương – 19DH Hồ Kim Ngân – 19DH Tạ Trần Nhã Thi – 19DH Đỗ Th...

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HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES AND INFORMATION TECHNOLOGY _____________ DEPARTMENT OF FOREIGN LANGUAGES

TOPIC: UPCOMING SHOPEE E-DELIVERY SERVICE IN HO CHI MINH CITY Instructor: Huỳnh Nguyễn Tuyết Phương Group 1 1. Nguyễn Trần Thu Phương – 19DH710625 2. Hồ Kim Ngân – 19DH710250 3. Tạ Trần Nhã Thi – 19DH713400 4. Đỗ Thị Phượng – 19DH713007 5. Phạm Nguyễn Minh Quân – 19DH710933 6. Nguyễn Đào Mai Liên – 17DH711005 7. Trần Lý Linh – 19DH710112 8. Võ Hoàng Tố Anh – 18DH712733 9. Nguyễn Thị Huỳnh Như – 19DH712742 10. Lê Văn Hậu – 19DH710064

Thành phố Hồ Chí Minh, 19/12/2021

Corporate Communication’s Plan for Shopee

I.

Researching:

1. Corporate Identity: What is corporate communication? “ Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependent. ’’ – Joep Cornelissen (2013) A Guide to Theory and Practice 2. Corporate Reputation: Shopee is the leading e-commerce platform in Southeast Asia and Taiwan. It is a platform tailored for the region, providing customers with an easy, secure and fast online shopping experience through strong payment and logistical support. Shopee aims to continually enhance its platform and become the region’s e commerce destination of choice. Shopee has a wide selection of product categories ranging from consumer electronics to home and living, health and beauty, baby and toys, fashion and fitness equipment. Shopee, a Sea company, was first launched in Singapore in 2015, and has since expanded its reach to Malaysia, Thailand, Taiwan, Indonesia, Vietnam and the Philippines. Sea is a leader in digital entertainment, e-commerce and digital financial services across Greater Southeast Asia. Shopee’s mission is to better the lives of consumers and small businesses with technology, and is listed on the NYSE under the symbol SE. 3. Gap between Corporate Identity & Corporate Reputation  Company Summary 1. Brand name: Shopee 2

Corporate Communication’s Plan for Shopee

2. Year of Establishment: 2015 3. Founder: CEO Chris Feng 4. Type of business: Online Servive Business 5. Product: electronics to home and living, health and beauty, baby and toys, fashion and fitness equipment… 6. Country of Head Quarter: Singapore 7. Contact: 19001221 8. Website: shopee.vn 9. Facebook: www.facebook.com/Shopeevn  Company Structure

 Identity Strategic Intent Today’s online shopping business is very increasing. This type of business has been a very popular market for very past many years. Our current business plan is Shopee 4H. This includes an express delivery service in just 4 hours for orders placed and delivered in some inner districts of Ho Chi Minh City. It is 3

Corporate Communication’s Plan for Shopee

basically a very new idea which will operate in Ho Chi Minh City soon and it’s also a very demandable business as everything nowadays has become computerized in Covid-19 pandemic. II.

Objectives setting: Our mission is to provide fast and convenient shopping experience, which named “Shopee 4H” for all customers. In order to fulfill our mission statement, we need to do this project for all of customers in Ho Chi Minh city and we are very keen to do that. Our marketing plan is completely different from other online shopping platforms, because we are introducing “Shopee 4H” in Ho Chi Minh city, so our marketing strategy will be virtualized. We will try to fulfill the need of customers in a least time. As it is a very new idea, it will take a little time to become very popular business project in a short time, but we will try our best to satisfy our customers. With an emphasis on customer service, we will differentiate ourselves from others by establishing such a friendly virtual website www.shopee.vn for customers to reach update information about our project. III. 1.

Planning:

Identify and Prioritize Target Stake Holder Group

In 2020, many articles provided how Shopee's digital marketing is dominating the marketplace as it topped all six countries in the region during the shopping day, as the platform saw 200 million items sold in one day. The drive of promotions per market is becoming increasingly creative as well in setting up deals and attracting buyers.

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Corporate Communication’s Plan for Shopee



Definition of Stakeholder Group

Stakeholders are individuals, groups or companies that are interested in Target Co. These people can affect or be affected by Target’s activities and actions, policies and objectives. There are different stakeholders that affect Target such as owners, employees, customers, suppliers, investors and the government. The aggressive expansion of Shopee in Vietnam is part of a new era in Southeast Asia’s $100 billion digital economies. E-commerce will be the cornerstone of a new spectrum of alliances in the post-COVID age, and competitors are rushing to create entire ecosystems to satisfy as many customers’ needs as possible. The company had tremendous growth in the third quarter of 2020, which ended on September 30, 2020, as a result of regional stay-at-home policies. Ecommerce revenue climbed 173.3 percent to US$618.7 million, while gross merchandise value (GMV) increased 102.7 percent to US$9.3 billion, according to the parent company’s figures. 2. Identify Themed Message: Slogan: “PHỤC VỤ TẬN TÂM, NÂNG TẦM CHẤT LƯỢNG” Industry: Fast online shopping e-commerce platform Location: Ho Chi Minh City Messaging: Shopee's goal is to please all of its consumers at all times. We want our staff to treat our customers as if they were family and friends, therefore we training them to have a very kind demeanor. Qualifications are simple to learn and get in a passive manner. Cultural background and personality, on the other hand, are harder to perceive and must be actively absorbed and developed. A decent person may be compelled to do so by the times, but they are not compelled to do so by themselves. To have a good attitude is always positive, friendly, gentle and progressive. Shopee must always reflect on themselves, 5

Corporate Communication’s Plan for Shopee

make mistakes, pay the price, make efforts to draw their own experiences to become better day by day.

3. Develop Message Styles:  Inform target customers Because Shoppe's goal is to satisfy every customer and treat them like family, during the recent Covid 19 pandemic, Shoppe 4H project has been targeting people who are isolated or live in epidemic areas. Especially, District 8 and District 1 have been recording a lot of isolated cases. In these difficult days, Shoppe 4H project prioritizes transporting things like masks, food, drinks as well as many other necessities to customers in these 2 districts.

 Influencing the purchasing decision of customer As announced by Nielsen, in fact, having an emotional impact on customers can help brands grow turnover. Through many tests, Shoppe 4h realized that the biggest factor affecting customers' emotions is the available images they know, especially ads or images on the shop. Therefore, we have specific plans to ensure the product will be delivered quickly and will have the same quality as shown in the picture. We will also plan to make a small advertisement for masks in which there will be images of modern bacteria for the Covid-19 virus, to arouse customers' fear feelings as well as improve sales revenue and raise people's consciousness. 

Make a strong impression on customers 6

Corporate Communication’s Plan for Shopee

Emotions and memory are related, people will always remember things, events that make them feel emotionally strong. Many brands have harnessed the influence and spirit of soccer players, collaborate with them and create successful campaigns. Understanding that, Shoppe 4h has a plan for the next few years. We plan to open 1 free shipping period every year for 1 month. During this period, every time a customer orders a product with a value of 100k or more, they will be able to open a lucky gift box. This lucky gift box contains things like: medical masks, hand sanitizer, fashion glasses, phone cases, headphones, touch phones... along with a gratitude card of shopee 4h.  Create pervasive value Create pervasive value thanks to meaningful content and messages that brands send in advertising campaigns. Besides, creating Hashtags and combining with KOLS will also attract more attention of young people thanks to the influence of celebrities. We plan to cooperate with KOLS has a high level of awareness with young people, so our projet Shopee 4k spread quickly and widely amongs customer. Hastag: #Shopee4h #Shopeefreeship #Onhavanvui Develop a Media Strategy  Raising awareness: Week 1 – Week 4  Consideration: Week 1 – Week 4  Conversion: Week 1 – Week 4  Advocate: Week 1 – Week 4  Key message: Shopee 4H is an express delivery service in just 4 hours for orders placed and delivered in some inner districts of Ho Chi Minh City.

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Corporate Communication’s Plan for Shopee

 Media: Through Influencer Marketing project, our businesses will send advertising messages to customers and convince customers to use their services by taking advantage of the influence and prestige of Influencers. Through our project, Influencers will also be paid an agreed-upon commission. Influencer marketing leverages influencers on major social networking sites such as Facebook, Youtube, Instagram to influence consumers' purchasing decisions as well as to advertise business services. Influencer Marketing will focus on identifying influential individuals for a group of potential customers and directing marketing activities around those influencers. PHASE 1: SOFT LAUNCH  Social & Digital: Facebook: Perform activities such as running program information advertisements, posting on social networking platforms about Shopee's programs and promotions. Advertise on Facebook's feed to get more people to 8

Corporate Communication’s Plan for Shopee

know. Regularly contact KOLs to check-in and post, and build trust with real feedback.

Program information: Shopee 4H shipping service will be started from January 8, 2022. When customers order in the first 3 days (from January 8, 2022 to January 11, 2022), they will receive discount shipping or freeship vouchers depending on the delivery address. Youtube: Run Trueview Ads on both Google Display Network and Youtube. Ads are played before, during, or after videos with keywords related to #Shopee #Purchase #Shipping #4H #Utilities. Invest in advertising clips to attract attention and impress viewers in the first few seconds. Control the frequency of appearance of the clip, not too much to avoid causing trouble and aversion to viewers.

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Corporate Communication’s Plan for Shopee

PR & KOLs: Cooperate with KOLs/Reviewer/Influencer (who have over 100K followers) to conduct activities to experience Shopee 4H service and promote on social networking platforms. There by giving customers the first impression of the new shipping service.

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Corporate Communication’s Plan for Shopee

Livestream: Livestream on hot social media platforms such as ( Instagram, Facebook, TikTok...)  Time: 4 days a week/ 2 hours a day  Content: Prologue: Briefly introduce the upcoming program to create curiosity among guests. 11

Corporate Communication’s Plan for Shopee

Calling consumers to order with Shopee 4H service. Offers for orders using 4H in the first 3 days (given 100K cashback voucher when paying via Shopee Pay wallet...) End of the program: Minigame review to receive gifts.

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Corporate Communication’s Plan for Shopee

 CSR: Create an activity with content tied to Shoppe's shipping service. The new transportation service is 4H - running a marathon within 4 hours. The number of kilometers runs is exchanged for money to give to a charity fund. Organize press conferences and publish news on media channels. News content strongly hits Shopee's donation event. PHASE 2: LAUNCH OFFICAL LAUNCHING PHASE 1: 1. Affiliate  Use KOLs to educate “Shope 4H” to the public Using Hot Sellers to increase interaction, promote app installation, fanpage, increase the number of people experiencing Shopee 4H service with Big Contest Using online PR to spread images and results of Big Contest

Step 1: KOLs attend the gameshow "Challenge with Shopee 4H" through Shopee's buying and selling and shipping features, to highlight Shopee's Unique Selling Points. 13

Corporate Communication’s Plan for Shopee

Step 2: Hot sellers participate in the "Top 10 Shoppee 4H Seller" contest, this contest will use Hot Seller to create a buying trend with Shopee 4H service, attracting their own customers and other sellers on Shopee to experience the same. Shopee 4H

Step 3: PR all images, documents, Big Contest results recorded during the period taking place on the media  Target channels: Facebook Ads, Viral Clip, Hot Fanpage & Kols, Youtube, Forum Seeding, PR Articles, GDN, ADX,... 2. ECOM: Linking e-commerce platforms to launch products Pre-order:  Open order 1 month before the official sale time.  Contact KOLS, reviewers to review upcoming products.  Regularly post articles and stories on social media platforms. Official sale:  Selling at a special price in the first 3 days to attract customers  Cooperate with brands and kols, celeb; take product photos to check in… OFFICAL LAUNCHING PHASE 2: Launching day of 4H delivery service 14

Corporate Communication’s Plan for Shopee

 CRM: Sending sms, email about time, event information (code , gift birthday, voucher ...) to interact with customers in the best way.  Display: The stall displays best-selling products and new products to easily attract people's eyes, other stalls will follow a variety of items (cosmetic, household items...). Products are always selected, according to the tastes and needs of customers.  Event: 1. Organize KOLs & celebrities exchange 2. Lucky wheel PHASE 3: POST  Review: After the shipping service proceeds 1 month. Deals for reviews of new services on the app (double coin savings). Promotional video (review of customers after using the service)…  Advocacy Advertising: Run paid TV commercials raising money through donations, claiming the donation will be used to fund charities.  Promotion: Coupons and discount codes Probably the most well-known method of converting people that are going through the last stage of the buyer’s journey. Just a few advice for better conversion: if you send out coupons to all of your leads on the decision stage, make sure to use a randomized code that looks like AF984WTB – this way it feels personal, as it’s been created for a specific client only.

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Corporate Communication’s Plan for Shopee

 Employees: Over the years, employees have also been even more of a focus to brand and marketing strategies. Just like the stat mentioned in the intro; people trust friends, colleagues, and family over anything other forms of marketing. If employees are sharing content about the project they are working on, it can reach more potential customers. Your employees help the brand and messaging grow exponentially. As a result, this is a win-win situation for employees and the company.

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Corporate Communication’s Plan for Shopee

IV.

Execution: ( tóm tắt lại những thông tin nêu trên )

 Our Purpose: We believe in the transformative power of technology and want to change the world for the better by providing a platform to connect buyers and sellers within one community.  Our Positioning To Internet users across the region, Shopee offers a one-stop online shopping experience that provides a wide selection of products, a social community for exploration, and seamless fulfilment services.  Our Personality To define who we are - how we talk, behave or react to any given situation - in essence, we are Simple, Happy and Together. These key attributes are visible at every step of the Shopee journey.

Simple We believe in simplicity and integrity, ensuring a life that’s honest, down to earth and true to self 17

Corporate Communication’s Plan for Shopee

Happy We are friendly, fun-loving and bursting with heaps of energy, spreading the joy with everyone we meet.

Together We enjoy spending quality time together while shopping online with friends and family - doing the things we love as one big unit.

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Corporate Communication’s Plan for Shopee

V.

Tools of Measurement & Evaluation:

To measure the success of our plan, we selected Google Form to conduct a survey. The survey raises questions and choices for customers about their satisfaction when using and purchasing on the Shopee application. In addition, customers can also voice their opinions and needs for Shopee in three ways: Shipping service, product images and customer care.  In terms of shipping service: Half of the participants appears normal to Shopee’s delivery, only 5,7% people are not satisfied, while 43,4% said they feel pleasant with the service. It can be implied that the shipping service in Shopee works quite smoothly and please the customer. There are some points, however, need to be improved, especially the attitude of some shippers. Moreover, some people complains that it takes ages to receive their packages and suggest that if the product is overdue, please let them know and do not let them wait too long. Conspicuously, some products are not in shape, even badly deformed on the way of delivery, which upset the customers.

Customer's satisfaction about Shopee's shipping service

5.70%, 5.70%

50.90%, 50.90%

Unsatisfied Satisfied Temporarily satisfied

43.40%, 43.40%

 In terms of Product Images: We collect the level of customer satisfaction according to the following chart. 19

Corporate Communication’s Plan for Shopee

Customer's satisfaction with product images quality

11.3; 11.30% Unsatisfied Satisfied Temporarily satisfied

56.6; 56.60%

32.1; 32.10%

In addition to giving feedback on the satisfaction level with product images, customers also give their opinions. After synthesizing, we found that more than 80% of customers think that the product image is not clear and has been edited too much, in addition, it is common for shops to steal other shops' images to making them their own, resulting in the product the customer receives is not the same as the photo posted. From the above issues, customers have made contributions to Shopee to improve the product image aspect. It is essential that Shopee should carry out product image moderation before stores post it on their sales page, including the following:     

Take pictures of the item Take a close-up video of the product's material Do not over-edit the color of the product Give specific description about the size and color of the product Filter virtual customer reviews

It is essential that Shopee should set penalties for stores that do not comply with the above requirements. 20

Corporate Communication’s Plan for Shopee

 In terms of Customer care: According to the survey of 54 participants, 53 people have purchased goods at the Shopee's system and of which 15 people have not responded to orders. It also means that they have never been in contact with a consultant in the customer care department. With the question, how do you see the customer service department staff?

Customer's satisfaction with cus...