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HO CHI MINH CITY OPEN UNIVERSITY BUSINESS ADMINISTRATION FACULTY PUBLIC RELATION PUBLIC RELATIONS STRATEGY FOR SHOPEE CO , LTD COMPANY REPORT Kế hoạch sự kiện quan hệ công chúng cho Shopee, bao gồm phân tích những kế hoạch quan hệ công chúng trước đây của shopee, ngân sách thực hiện, chiến lược kinh doanh
HO CHI MINH CITY OPEN UNIVERSITY BUSINESS ADMINISTRATION FACULTY - PUBLIC RELATION _ PUBLIC RELATIONS STRATEGY FOR SHOPEE CO., LTD COMPANY REPORT Instructor: Nguyễn Ngọc Đan Thanh Group: Skylines Nguyễn Hà Linh Võ Lê Hà My Đặng Thị Diễm Đỗ Trung Kiên Nguyễn Trường Dũng Class: QT19DB04 TABLE OF CONTENTS I INTRODUCTION Overview of Vietnam E-Commerce Industry .3 Introduction, overview of Shopee II SHOPEE'S MARKETING ENVIRONMENT: Macro environment .6 Micro environment .9 Shopee customer segmentation in Vietnam: .12 Shopee's Swot Analysis .12 III PUBLIC RELATIONS EVENT ORGANIZATION 17 Introduce strategic model of the exhibition event 17 Goals of the event: 17 Event key publics 17 Execute the event model 18 Communication and promotion 19 Budget .21 Objectives and results of the event 22 APPENDICES : DIVISION AND REFERENCES 23 I INTRODUCTION Overview of Vietnam E-Commerce Industry 1.1 Concept of e-commerce E-commerce is the buying and selling of goods and services, or the transmission of money or data over electronic networks, primarily the Internet These business transactions take place in the form of business to business (B2B), business to consumer (B2C), consumer to consumer or consumer to business It can be seen that the scope of e-commerce is very wide, covering most fields of economic activities, buying and selling of goods and services is just one of thousands of application fields of e-commerce E-commerce in the narrow sense includes only business activities conducted over an open computer network such as the Internet In fact, it was business activities conducted over the Internet that gave rise to the term e-commerce 1.2 E-commerce model E-commerce is becoming a revolution that changes the way people shop Through that, we can see the following e-commerce model: Business to Business (B2B) Business-to-business e-commerce refers to the exchange of products, services, or information between businesses This is an e-commerce model associated with the relationship between companies Business to Consumer (B2C) Business-to-consumer e-commerce model is the retail division of e-commerce on the Internet Businesses will sell directly to consumers about products and services Consumer to Consumer (C2C) This is an e-commerce model for consumers to exchange products and services online These services are usually performed through a third party that provides an online platform for transactions to take place Consumer to Business (C2B) C2B is a type of e-commerce model in which consumers make their products and services available online for companies to bid on and buy This is in contrast to the traditional B2C commerce model Introduction, overview of Shopee 2.1 History of formation and development Shopee is the leading e-commerce platform in Southeast Asia, headquartered in Singapore and under the Sea company formerly Garena (owner of brands such as: Garena, Foody, Now, Airpay) Established in 2015 and at the present time has been present in a total of countries in Asia including: Singapore; Malaysia; Thailand; Taiwan; Indonesia; Vietnam, and the Philippines Shopee's founder is billionaire Forrest Li - who is known for his confrontation with Alibaba Few people know that the parent company Shopee is owned by the SEA group, or in Vietnam it is best known under the company name GARENA 2.2 Business model The original model of Shopee Vietnam is C2C (Consumer to Consumer) Marketplace - An intermediary in the buying and selling process between individuals However, now Shopee Vietnam has become a hybrid model when it comes to both B2C (business to consumer) Not only that, Shopee also builds sub-platforms such as: Shopee Mall Shopee Mall is a special stall with products sold here that are all genuine from reputable brands and retailers in the market such as Maybelline, Unilever, etc When buying products at Shopee Mall, customers will have many special promotions and policies such as: - 7-day Return/Refund Policy, normal products only have 24 hours to send a return/refund request - Genuine product guarantee policy: All products on Shopee Mall are genuine, if found to be fake Shopee will refund 100% of the product value - Free shipping policy: All orders on Shopee Mall will receive free shipping up to 40,000 VND for orders from 150,000 VND nationwide Shopee 4H Shopee 4H is an express delivery service in just hours for orders placed and delivered in some inner districts of Hanoi and Ho Chi Minh City 2.3 Network Shopee operates in the form of an online marketplace connecting buyers and sellers Although it just entered the Vietnamese market in 2016, the number of app downloads has now reached more than million To date, Shopee operates in Asian countries with more than 40 million downloads Not only that, Shopee also associates with cross-border shipping partners with the best network for customers to have the best and fastest possible experience 2.4 Profits Creating an e-commerce platform for online buying and selling between sellers and buyers, where does Shopee get the profit to maintain and develop such a system? From April 1, 2019, Shopee officially introduced a new policy that sellers will pay a fee of 1-2% on each successful delivery invoice The payment fee will be calculated on the total payment value of the purchaser of the order, including the total amount of the goods and the shipping fee after applying the promotional code, if any Depending on the different payment methods, Shopee will have different fee policies Specifically, the buyer pays on receipt (COD) or with a domestic ATM card, the seller will bear a 1% fee But for credit/debit card payment or credit card installment, the fee is 2% 2.5 Benefits of e-commerce with Shopee E-commerce provides sellers with a global reach, so Shopee will remove the barriers between businesses and consumers, buyers and sellers can easily exchange through Shopee Shopee will easily control customer information, order status as well as customer complaints will be resolved by Shopee quickly, saving time for consumers and sellers Not only that, because it operates 24/7 on the e-commerce platform, Shopee will bring customers convenient experiences because it works anytime, anywhere Sellers can reach many customers in a short period of time on Shopee and increase sales for the shop thanks to the massive Shopee traffic of approximately 77.8 million visits per month II SHOPEE'S MARKETING ENVIRONMENT: Macro environment Cultural and social factors: - Disease : The Covid-19 pandemic has made a huge impact on the e-commerce industry Tens of thousands of businesses switched to online sales for the first time Millions of transactions that normally take place in stores have now turned into online transactions The e-commerce industry has gone from being “of interest” to be “a top priority” for most retail businesses Therefore, Shopee also received a lot of support from consumers Some retail categories have gone from 10-20% online to 100% online All countries' retail industries are still operating efficiently thanks to the "power" of customers' online purchases Some areas of e-commerce have encountered many difficulties-especially in areas such as fashion, tourism, or event organization For many retailers, e-commerce channels have helped them grow faster From craft stores or business households to tycoons like Tesco – the company achieved an increase of more than 90% in e-commerce revenue in May 2020 compared to the same period last year However, with the bad influence of the pandemic, Shopee's delivery of goods has also been seriously affected Specifically, due to the impact of the Covid-19 epidemic, the pickup/delivery of some carriers in isolated/isolated areas may be slower than expected, or worse, orders may be canceled because of state distancing rules Currently, Shopee does not have a plan to support delivery time delays or order reservations If the order is canceled due to the impact of the Covid-19 epidemic, the customer is forced to re-order a new order at a more suitable time As for Shopee, they always try to get your order delivered to you as soon as possible at this time In addition, Shopee is choosing the most suitable plan for upcoming promotions and updates customers as soon as specific information is available on the Shopee app In addition, daily promotions, accumulation of Shopee Coins, viewing Shopee Live, posting on Shopee Feed still take place normally - Information security : Among internet users, the biggest concern comes with the element of privacy Privacy is described as a moral right each individual, enjoys from intrusion into their personal affairs Internet users have an online identity through which they conduct personal and financial transactions Consumers are very concerned about this online identity protection Effective ecommerce requires an organization to protect communications, consumer records, consumer behavior information, etc Organizations should not share or use personal information without the prior consent of the consumer That is why Shopee has also implemented a lot of information security policies for customers Shopee implements various security measures and makes every effort to ensure the safety of customers' data on Shopee's systems Users' data is stored behind secure networks and can only be accessed by certain employees with special access to Shopee's systems Population Factor With the strength of a young population as well as a large proportion of smartphone users, a large number of people transact e-commerce on smartphones, the e-commerce market in Vietnam is currently growing quite quickly with 35.4 million users and creating generated more than $2.7 billion in revenue in 2019 The 2019 Southeast Asian e-commerce report by Google, Temasek, and Brain&Company predict the average growth rate for the whole period 2015-2025 of Vietnam's e-commerce is 29% It is forecasted that by 2025, Vietnam's e-commerce scale will reach 43 billion USD and rank third in ASEAN This is a very good opportunity for e-commerce businesses like Shopee to continue promoting marketing strategies to attract more customers such as promotional campaigns, free shipping, flash sales, and coupons for both buyers and sellers Technology Elements The popularity of the Internet, smartphones, and a generation of tech-savvy consumers, with online shopping habits rather than going to physical stores, are both a driving force and a challenge for Vietnamese e-commerce Therefore, if in the past, e-commerce floors focused on "burning money" to gain market share through promotions, brand advertising, etc., in the coming years, technology will become the leading factor in this race In Vietnam, large e-commerce enterprises also offer many solutions to exploit big data sources and apply modern technology initiatives to the process, helping brand partners and sellers to business success and efficiency, even in the context of complicated epidemic developments In addition, the development of technology has also led to the appearance of some modern forms of payment Online payments through payment gateways and bank cards are very familiar and increasingly popular This trend in 2021 has not cooled down but also developed with the form of payment via e-wallets Currently, in Vietnam, prominent e-wallets can be mentioned as Momo, ShopeePay, ZaloPay… The growth of e-commerce has spurred the development of digital payment methods The total number of orders on Shopee paid via AirPay e-wallet across the region has quadrupled Which, the strongest growth group in most markets is users over 50 years old A Shopee representative said that this is a testament to the accessibility of the Airplay wallet for an age that is often considered difficult to adapt to digital payments Besides, right from the first months of the year, Shopee has launched the event "4.4 Super Shopping Association" with many plans and technologies, optimizing user experience, and providing maximum support for brands and sellers With '4.4 Super Shopping Club', Shopee wishes to bring a series of more economical incentives to users in addition to new ways, so that brands and sellers can interact effectively with customers It is also similar to Shopee's vision to develop e-commerce for everyone Economical factors E-commerce is considered an economic sector that not only maintains its growth momentum but also makes a strong breakthrough, contributing to the "miracle" of the positive growth of the Vietnamese economy; making a significant contribution to promoting the flow of goods and services, supporting businesses, especially small and medium-sized enterprises, to find effective production and business opportunities in the context of deep integration and spread of the economy of the Industrial Revolution 4.0 Vietnam is considered one of the fastest-growing e-commerce markets in Southeast Asia, just behind Indonesia Vietnam is also one of two countries (along with Indonesia) with strong growth in e-commerce website traffic in the region With a high and continuous growth rate from 2015 onward, it is forecasted that by 2020, the scale of Vietnam's e-commerce market may reach 13 billion USD This is completely reasonable when there are 68 million internet users out of a total of 97 million people in Vietnam, which is the driving force behind the strong development of the E-commerce segment Along with the trend of technology development in the world, Ecommerce in Vietnam is also gradually forming and growing strongly The Southeast Asia Digital Economy Report 2020 of Google, Temasek, and Bain & Company shows that Vietnam's e-commerce market ranks third in Southeast Asia with a size of billion USD; behind Indonesia ($32 billion) and Thailand ($9 billion) However, it is predicted that by 2025, domestic e-commerce can achieve the highest growth rate in the region with 34%, reaching 23 billion USD For the whole of last year, e-commerce grew by 15%, reaching a scale of about 13 billion USD More importantly, with the digital transformation of businesses and the change in online shopping needs of consumers, experts believe that this pace will be maintained and sustainable in the next years During the Covid-19 pandemic, e-commerce and digital transformation activities were strongly deployed by large enterprises like Shopee, bringing efficiency to production and business activities, making a great contribution to GDP Businesses not only take advantage of changes in consumption habits of people and the market to increase revenue-profit, soon dominate the ecommerce market share, many businesses also link together - practical supporting the promotion of global consumption of Vietnamese goods, creating the foundation for the formation of Vietnam's e-commerce ecosystem To become the leader in the Vietnamese e-commerce market, Shopee has implemented a lot of marketing measures Specifically, financial reports in the first years of operation in Vietnam show that Shopee spends up to 90% of its marketing budget on promotional campaigns, free shipping, flash sales, and coupons for both buyers and sellers nude sellers attract a significant amount of customers coming from different backgrounds The C2C model at that time helped Shopee build a huge network, connecting buyers and sellers without any inventory concerns On the contrary, Shopee also creates a "word of mouth" effect when owning a "market" of diverse products with professional customer care and logistics services, promoting a dizzying increase in the online shopping wave From the foundation, In this case, Shopee brought industry-leading suppliers to the e-commerce platform when combining a B2C model, competing directly with Lazada - the "giant" of e-commerce at that time On the other hand, to have the current brand positioning, the "localization" strategy cannot be ignored when Shopee chooses to hire local employees, who are knowledgeable about local culture and customs, to cooperate with banks, and logistics partners in each country to ensure an efficient shopping and delivery experience Political - Legal factors According to the statistics of the Electronic Financial Journal, Vietnam ranks among 78% of countries in the world with electronic transactions and 38% of countries with consumer protection policies; 45% of countries have a personal data protection policy and 75% have a Cybersecurity Law The e-commerce market is also not immune to frauds, such as providing fake goods, poor quality goods, infringing on image copyrights, and intellectual property rights An image of a product can be copied to post on many different websites with quite a price difference In addition, Vietnam's tax policy and management system are increasingly being improved to meet the requirements of production and business development and improvement According to Decree 52/2013/ND-CP on e-commerce The law on e-commerce has a combination of traditional regulations with modern ones The law on e-commerce has interference with legal regulations in many branches of law The law on e-commerce has a certain lag but quickly becomes obsolete The law on e-commerce has regulated subjects including physical and intangible objects Lawson e-commerce are mainly enforced in the network environment Micro environment The Competitor Factor iPrice's e-commerce map for the fourth quarter of 2021 shows that in Vietnam, Shoppe is currently the e-commerce platform with the largest web traffic with about 88.9 million visits per month Followed by Thegioididong (59.5 million visits/month), Dien May Xanh (24.4 million visits/month), and Lazada (20.6 million visits/month) Although it is leading the market and even increasing the gap during the epidemic period (first quarter of 2021), it is clear that it cannot be said that Shopee is alone in a fierce market, especially when The following competitors are making drastic moves to compete Most specifically, the merger efforts of Tiki and Sendo in the summer of 2020 Although the merger was unsuccessful, it also shows that domestic exchanges are not giving up in the race to gain market share with other players foreign exchanges (Shopee and Lazada) iPrice said Lazada and partly Tiki are quite active on social media Lazada's official Facebook page regularly posts about minigames The articles currently receive quite a lot of interaction from users This is also one of the reasons for Lazada to break through and excel in terms of communication on the world's largest social networ Commodity supply factor Selling on the Shopee e-commerce site is a popular business trend chosen by not only retail shops but also companies and businesses in Vietnam to increase the number of orders and sales of the company me Shopee is currently a large and reputable e-commerce channel, with the role of intermediary connecting buyers and sellers, making online shopping safer, simpler, and more convenient So, the source of goods supplied to sell on Shopee comes from: - From the big wholesale markets in the country - From domestic factories - From foreign markets - From foreign websites Customer Element Shopee's customers are divided into the following groups: - Loyal customers: These customers often make up more than 20% of a business's total current customers, but they contribute to more than 50% of revenue Listening to and following the input of loyal guests is the most effective way of appreciating and thanking them At the same time, the more satisfied they are, the more likely they are to recommend Shopee to other potential customers In other words, loyal customers are the most effective word-of-mouth advertising agents for Shopee And Shopee needs to build more programs to thank loyal customers - Customers who only buy when there is a discount: This group of customers buys quite often, but they only buy based on the level of the discount They are the customers that help Shopee to clear inventory the fastest However, it is this same group of customers that can cause losses to Shopee because they may stop buying when there are no more discounts or promotions that are not attractive enough for them -Customers who only buy when they need it This group of customers often has a clear intention to buy a particular product Making this customer group feel satisfied is not an easy thing But if they do, Shopee can turn them into loyal customers Keep in mind that customers who buy based on a specific need are more likely to switch to a competitor when they see that the item they are looking for has received more offers from the competitor, so this is a group Customers have a rather high sensitivity to the product - Customers "walking": This group of customers does not have a specific need or want in mind when entering the application This is the customer group that makes up the largest number of customers, although they contribute the least to revenue because they only make a purchase when the product is attractive enough for them, generating instant revenue for the business, this group of customers has a real voice in their community Therefore, Shopee cannot help but care about customers who are "walking" - Customers who buy at random: These customers not have a specific need They point to and choose a product they think is satisfactory and good for them or simply buy when they accidentally see the product's advertisement on other application platforms such as Facebook, Youtube making them form an idea intend to buy Helping this group of customers define or formulate their needs and respond positively to Shopee's recommendations is a must Shopee customer segmentation in Vietnam: Shopee is a company operating in the field of B2C e-commerce Specifically, selling and delivering nationwide through the website http://www.shopee.vn and Shopee electronic app with many items for diverse consumption From there, it is possible to generalize the goal of using Shopee to buy goods with the following characteristics: - Geographical location: Shopee is concentrated in densely populated areas with great purchasing power and big cities such as Hanoi, Ho Chi Minh City, etc However, Shopee still covers all provinces and cities across the country thanks to buying photo C2C business - Demographic: Up to 80% of customers shopping through Shopee are between the ages of 16 and 40 Internet access is available People who are interested in items such as household appliances, furniture, cosmetics … Most are people who have free time such as office workers, students, housewives - Psychology and behavior: Shopee is aimed at customers who love to shop online on occasion to save money on purchases, quality products, and free shipping Besides, Shopee also targets the segment of customers who prefer to pay online because ewallets are the future payment trend, saving costs and time for both Shopee's Swot Analysis 4.1 Strength: Entering the market in the second half of 2016, it has been operating for nearly years so far However, Shopee is currently one of the e-commerce platforms with a large market share in the Vietnamese market As of March 2018, Shopee has more than 800,000 sellers, an impressive number Display Clear, attractive interface Buyers and sellers can be anyone, it's very easy to sell on Shopee with just a few simple steps Trend catcher Born later than Tiki, Lazada, and Sendo, but when appearing with aggressive advertising campaigns, extremely hot deals, discount codes to free shipping, it has attracted many Vietnamese consumers Cheap Outstanding advantages help Shopee compete with other E-commerce platforms in the market The cheap price of Shopee products is because the shops that sell on Shopee are often competitive in price The lower the price, the more attractive it is Shops take the sale of large quantities, low profit to lower the selling price Products that are convenient, diverse, and close to customers “Buy anything at Shopee” On the Shopee website and Shopee App, there are more than million manufacturers and more than 180 million different products Many products are suitable for personal use such as clothes, shoes, electronic devices, computers, phones, household appliances, watches, motorbikes, mothers and babies, In general any item is available on Shopee App Products are sold at very favorable prices, there are often attractive promotions such as giving new customers a product of VND Many genuine products are available at Shopee Mall from brands: Samsung, L'Oreal, Philips, Lock&Lock, Pampers, etc Shop quickly and easily with cost savings Hunt many Hot Deals every day with Flash Sale Fast delivery Shopee is a large e-commerce platform, so they are associated with many different shipping units such as Economical Delivery, Fast Delivery, etc Each party has different delivery speeds Information about delivery time is notified as soon as you choose to buy For example, from 1-2 days; 2-3 days;… Currently, Shopee has also deployed Shopee 4H delivery service in some areas (such as inner cities of major cities such as Hanoi, and Ho Chi Minh City) to help speed up delivery to the maximum The products This product is usually shipped by shops at Shopee's warehouse, so they can send a shipping unit for immediate delivery Buy safely Return policy according to regulations, creating favorable conditions and increasing trust for buyers The policy to protect shoppers as well as selling on Shopee is very good Although Shopee does not have strict regulations on proving the origin of goods But this application still ensures the most legitimate interests for shoppers Customers can check the reputation of the Shop according to the reviews and comments from other buyers Support shipping costs Customers who buy and deliver goods with the Shop in Hanoi, Ho Chi Minh City with an invoice from 150k Shopee Mall will receive free Ship Invoices from 250k to foreign provinces will be free of charge by default on the system On the Shopee app, there is also a program to receive goods in hours with Shopee 4H This is a form of fast shipping to users quickly without spending too much time waiting 4.2 Weakness Difficult to sell because of the higher level of competition than other E-commerce platforms The issue of market dumping has not been controlled, confusing for sellers Long-term product censorship causes delays and interruptions in business The status of poor-quality goods is still rampant, lowering the reputation of genuine shops The policy of subsidizing prices from 200,000 VND/unit makes it difficult for shops to sell lowvalue items The Shopee switchboard has not been fully effective Mostly still buyers and sellers contact themselves Many shops deliver the wrong color, the right size When the delivery arrives, the consumer is not allowed to inspect the product If not satisfied, the customer has to send an email, wait for a response from Shopee, and then the seller, it takes 3-4 days to expect to be able to return the product 4.3 Threats Fiercely competitive market For the rapid development of the e-commerce market today, Shopee has many competitors worth worrying about such as Lazada, Red Lotus, Tiki How to buy online Although online shopping is growing strongly, in parallel with many fake and fraudulent purchases, there has been a tendency to be cautious when not checking goods Covid epidemic Facing the current dangerous situation of the covid epidemic, some places have to blockade and distance, making the transportation of goods challenging Not only that, the status of unsold orders, lost orders, and refunds, businesses must bear all costs 4.4 Opportunities To meet the diverse and rich needs of customers Almost Shopee has a full range of goods to satisfy customers This is a great opportunity for customers to choose Shopee Technology development trend Current trends of customers often buy online Smartphone technology increases the efficiency and convenience of online shopping People are increasingly changing their traditional buying habits online Easy to promote products Cooperate with KOLs to widely promote the site to customers Cooperate with artists, hot TikTok, to promote brands and products to increase sales Artists, hot TikTok also have the opportunity to cooperate with shopee without going through a 3rd party Covid epidemic The pandemic took place strongly in Ho Chi Minh City, causing all activities of people to switch to the online form Shopee has turned a challenge into an opportunity by supporting both buyers and sellers at all levels different industries Abundant human resources in our country Shopee uses the number of domestic workers, creating more job opportunities for people in each country where Shopee operates Opportunity to make money online with low investment cost III PUBLIC RELATIONS EVENT ORGANIZATION Exhibition events: ASIA E-COMMERCE TECHNOLOGY EXPO 2022 Introduce strategic model of the exhibition event E-commerce technology fair bringing together domestic companies, enterprises, retail and distribution partners of technology products/equipment, digital solutions In addition, prominent and high-quality foreign (Asian) businesses have a booth on the Shopee - Shopee Mall trade Nearly 200 companies supply, manufacture, and distribute Asia's premier technology products and equipment Shopee Malls' shops can introduce and show the most recent products, manufacturing processes, corporate models, awards, prestige, and so on to event guests Attendees will be able to try out the newest technological products/equipment, look for investment possibilities, and provide business advise Shopee organizes this exhibiton event, and Shopee is the exclusive intermediary distribution brand Goals of the event: Organize and promote brands, products, services Help customers understand more about the products and services of the business, thereby tightening the relationship with customers Creating opportunities to strengthen credibility with customers and close partners Improve brand recognition, upchances for Shopee to become a brand in customers' subconscious Event key publics Guests : - Equity investors, interested in investing in small and medium-sized manufacturing enterprises - Entrepreneurs, Online Sellers, Retailers and Distributors, Small Business Owners and Startups - Potential students of MBA, MSC,… - Registration people: Consumers are interested in Technological Products/Devices, digital solutions Consumers love shopping online, on e-commerce platforms Consumers not often shop online but love Technological Products/Devices Loyal customers, members (Silver, Gold, Diamond) of Shopee Execute the event model 4.1 Event Simulation: https://drive.google.com/file/d/1mbQu6yg2aU5yKgWHv9jxjSoVH78OIA1R/view?usp=sharing 4.2 Timeline Day 02/05/2022 03/05/2022 Time 9h – 12h 12h – 13h 13h – 17h 17h – 19h 8h - 9h 9h -10h 10h – 11h 11h – 13h 13h – 17h 17h – 20h 20h – 21h 21h -22h 9h – 11h 04/05/2022 05/05/2022 11h – 13h 13h – 17h 17h – 17h30 17h30 – 20h 20h – 21h 21h -22h 9h – 11h 11h –13h 13h – 15h 15h – 17h 17h – 18h30 18h30 – 21h 21h – 22h Event Welcoming guests and stabilizing guests Lunch break Product display stalls Final check of the stage, sound, light exhibition venue The opening ceremony of the technology exhibition Leaders/representatives of some brands came on stage to speak Brands perfect to display their products for exhibitions Lunch break Visiting and testing electronic technology products Workshop on BUSINESS DEVELOPMENT STRATEGY IN MODERN DIGITAL TECHNOLOGY INDUSTRY Mini game receive gifts Clean up at the end of the event Brands introduce new products or new technologies are enhanced in their own products Lunch break Visiting and testing electronic technology products Opening MC introduces guests to the Talk show Talk show about CUSTOMERS' CONSUMER BEHAVIOR IN THE FUTURE CHANGING PRODUCTS / EQUIPMENT TECHNOLOGY INDUSTRY Question and answer section Clean up at the end of the event Visiting the exhibition Lunch break Visiting the exhibition Organize gift-giving mini games LIGHT SHOW OF ELECTRONIC EQUIPMENT AI The music performance came from famous singers such as: Hoang Thuy Linh, Binz, Soobin Hoang Son,… End of the show Communication and promotion The event's major goal is to raise customer knowledge of the event, with the goal of encouraging people to have a more positive attitude toward online buying, particularly high-priced devices and technology You need to bring potential attendees who have never attended before into the awareness stage of your marketing funnel For those who are already aware of the event, all you have to now is persuade them to come The following is a breakdown of the timeline: Marketing will be an essential component of the organizational process, and it should be implemented from the start 5.1 Create an event-specific landing page: http://ldp.to/35b3R This is said to be the best way because it can overcome the majority of the constraints of many other media outlets Customers will have many difficulties finding information in a network of dense web pages, different categories, etc As with social networks, content and images are often limited and can only be displayed in fixed frames; or as with websites, customers will have many difficulties finding information in a network of dense web pages, different categories; etc Making full use of its capabilities has the following implications: Data on the target customer group should be collected Branding Increase your audience and traffic Drive sales by yourself 5.2 Make a social media announcement By sharing the link, social media can help advertise the event, establish a community, and propagate the "purpose" you wrote about on the blog Facebook is significant, but it is not the only social media platform Don't underestimate the size of the social media universe Consider using Twitter, LinkedIn, Instagram, Snapchat, Pinterest, YouTube, Tumblr, Medium, Reddit, Quora and others, depending on the nature of the event and your target audience 5.3 Look for a media partner Communication is the means by which you can get your brand closer to your target audience Images and messages are used to disseminate information about the company to a large audience Technology 4.0 is fast gaining traction on social networking platforms in the modern era The process of promoting and delivering information to customers leads to the establishment of trust and the brand of the company in the minds of customers through communication Before your event goes live, find and contact media sponsors or sponsors This manner, they can organize ahead of time to assist you in communicating with a larger audience 5.4 Issue a press release: https://docs.google.com/document/d/1hgisy7vci793xZO4nbWYbl3x5Rag_9BD/edit? usp=sharing&ouid=115525425822385039974&rtpof=true&sd=true When it comes to public relations, a press release is an important tool for brands This is thought to be a successful technique for marketers to convey their own story and direct customers to them in their own unique style Especially in the 4.0 era, when your press release's receivers include not just journalists from news organizations and the media, but also consumers and customers When making purchasing decisions, look for credible sources of information Come up with a strong finish to your story Find a story angle that is unique to you Why is your event new, thrilling, first time, or novel, for example? Do you have a compelling story to tell? Is there anyone famous in the audience? 5.5 Paid advertising: Maybe it is a method that costs a lot of money for businesses, but the effect is not small You not have to "splash money" during the communication process, the important thing is that you know how to seize the opportunity correctly Focus on certain times, during event launch or event countdown… Paid advertising will help reinforce and amplify other marketing activities, helping you gain influence maximum Budget SPECIFIC COSTS PRICE Cost of renting the venue: Saigon Exhibition and Convention Center (SECC) 800,000,000 VND/4 days Cost of accompanying services (car parking, security) 30,000,000 VND Facilities (electricity, water, building materials, partitions,…) 100,000,000 VND Service cost Expenses for food and drink 10,000,000 VND Travel expenses: Including expenses for transportation, picking up guests and other related issues 50,000,000 VND Design cost: Stage and background decoration fee 100,000,000 VND Cost of sound system: Screen, listening equipment, sound and light 100,000,000 VND Printing costs: Design publications, letters, invitations, banners, billboards 10,000,000 VND Advertising expenses: Photo, cameras 60,000,000 VND Media, press, video recording 80,000,000 VND Event personnel expenses: 100,000,000 VND Cost of gifts, gameshow: 100,000,000 VND 10 Expenses for programme activities: Singers 500,000,000 VND Guest talk show, workshop 100,000,000 VND 11 Cost of security and protection services for the event: 80,000,000 VND 13 Contingency fee, incurred: 100,000,000 VND Total Support budget from expenses of renting Partner Booth Zone A: 50 businesses, 10,000,000 VND Zone B: 50 businesses, 8,000,000 Zone C: 70 businesses, 5,000,000 2,320,000 VND Estimate: 1,250,000,000 VND (3days) Final budget for the event: 1,070,000,000 VND Objectives and results of the event Objectives Organize and promote brands, products, services Assist clients in learning more about the partner company's products and services, ultimately strengthening the customer connection At the same time, possibilities to improve credibility with customers and close partners are being created Affirming to the public that Shopee's position is not simply a leading e-commerce intermediary, Shopee also cares about its partners and customers: creating opportunities for partner brands get investment; creating opportunities for customers to experience first-hand products, services, processing processes, ; organize business presentations for the economic benefit of Vietnam After the event, consumers can have a more optimistic and secure view when shopping for highpriced products on the Shopee e-commerce platform Promote sales of Technological Products/Devices and brand awareness Eluvation With this exhibition event, the cost spent by Shopee to implement is not too high compared to other media events, but the effectiveness of this event is considered significant After the event, the goals and objectives set out can be successful with a high rate Any plan has a certain percentage of risk, Shopee will continuously improve and fill the gap of exhibition event Running a PR event program usually does not bring immediate results like other advertising marketing methods, but will help effectively promote the business' brand and raise the Shopee’s brand to a higher new level APPENDICES : DIVISION AND REFERENCES WORK ASSIGNMENT Student Name Võ Lê Hà My Studen ID 1954012192 Work I.Introduction Nguyễn Trường Dũng Nguyễn Hà Linh 1954012055 1954012142 II.Shopee's Marketing Environment Đặng Thị Diễm 1954012039 Đỗ Trung Kiên 1954012128 III.Public Relations Event Organization Execute the event model 4.1 Event Simulation Budget III.Public Relations Event Organization Communication and promotion Objectives and results of the event III.Public Relations Event Organization Introduce strategic model of the exhibition event Goals of the event Event key publics Execute the event model 4.1 Event Simulation REFERENCES https://shopee.vn/ https://shopee.vn/mall https://vi.wikipedia.org/wiki/Shopee https://tapchitaichinh.vn/tai-chinh-kinh-doanh/phat-trien-thuong-mai-dien-tu-trong-boi-canhhien-nay-344623.html - The end - ... II .Shopee' s Marketing Environment Đặng Thị Diễm 1954012039 Đỗ Trung Kiên 1954012128 III .Public Relations Event Organization Execute the event model 4.1 Event Simulation Budget III .Public Relations. .. e-commerce with Shopee E-commerce provides sellers with a global reach, so Shopee will remove the barriers between businesses and consumers, buyers and sellers can easily exchange through Shopee Shopee... as specific information is available on the Shopee app In addition, daily promotions, accumulation of Shopee Coins, viewing Shopee Live, posting on Shopee Feed still take place normally - Information