Ma40 Shopee Philippines Places and Promotions

1. Shopee’s Place and Promotions Strategies
Riding the Wave of
Philippine’s Viral Trends
Group 2: v84 Marketing Management
Ateneo Graduate School of Business
MBA in Health

2. Mark Angelo Hosaka
Aspiring Entrep
Kay Pioquinto Jimenez
Cerebral MD
Ronald Santos
Broken Heart Fixer
Teresa Chen
#MaRKayTING
Group 2 Members
https://www.linkedin.com/in/mark-
angelo-hosaka-b62040165/
https://www.linkedin.com/in/ronsapaulasa
ntosmd69/
https://www.linkedin.com/in/kaypioqui
nto-jimenez/
Better Healthcare Solutions
Provider
https://www.linkedin.com/in/teresachen66
6/

3. OBJECTIVES
Z
Y
X
Shopee has become the leading E-Commerce Platform
outpacing its competitors.
Shopee has Unique Selling Proposition for its
Primary Target Market.
Shopee has utilized various marketing communication,
place and promotional strategies.

4. Topic Outline
The E- Commerce Battleground Industry Market Size
‘s Big Guns Shopee’s Marketing Mix
Coping with the Crisis Response and Recommendations in Pandemic
Conclusion
I.
& on the Defense Competitor’s Promotion & Place
Strategies
IV.
V.
II.
III.

5. Global Internet Usage Index:
Philippines Rank#1
The average Filipino spends 9 hr 45
min online → 3 hr 53 minutes
browsing social media sites.
9 out of 10 consumers increased
their online shopping.
2020

6. E-Commerce Market Size
2% pre-pandemic→ 76% of
Filipino netizens purchased goods
online
$500m in 2015 → $3 billion in
2019 → $12 billion in 2025!!!
48% of Filipinos will engage in
online shopping after the pandemic
is over.
Philippines Shares 5B Shopping App Sessions!

7. Shopee’s Omnipresence in the Market
Marketing Communication Mix
Sales
Promotion
Advertising
Events and
Experiences
Public
Relations
Mobile
Marketing
Direct and
Database
Marketing
Online and
Social Media
Marketing

8. Shopee Speaks to “Masang”
Filipino Communication Design
Use of local brand ambassadors with “Mass Appeal”
Provide and deliver regardless of LOCATION or
SOCIAL STATUS
Message centers around DIVERSITY and
AFFORDABILITY
What to Say?

9. Shopee Speaks to “Masang” Filipino
Communication Design
ORANGE to express WARMTH, FRIENDLINESS and
ENERGY
Divisoria Experience of user interface
Incorporating VIRAL MEMES to their advertisements
How to Say It?
Short, consistent, repeated advertisements in Social
Media
Bold fonts to emphasize Promotional Events and
Discounts

10. Shopee Speaks to “Masang”
Filipino Communication Design
Popular celebrities in the country as Local
Brand Ambassadors
2019
2021
2020
2018 Hyperlocal Marketing
Who Should Say
It?

11. Shopee Speaks to “Masang” Filipino
Communication Design
Shopee Seller Spotlight
Shopee Live sessions with industry experts
Tiktokers for #ShopeeBudol
Who Should Say
It?
High Buyer and Seller Community Engagement

12. Promotions Strategy
Service Differentiation
✔ Ordering Ease Simple interface and wide
variety payment options
✔ Delivery
✔ Customer Training targeting
3rd party sellers
BIG GUNS of Shopee!!

13. Place Strategy
The Leader in Cost Saving Purchasing Online
✔ Lowest Price on general goods and
branded merchandise.
✔ Allowing sellers to do QUANTITY DISCOUNT
✔ LOWEST PRICE
GUARANTEED
PROGRAM
BIG GUNS of Shopee!!

14. Conquering the Philippine Digital
Space Place Strategy
Website design and interface is
similar to Lazada’s and
Alibaba

15. Conquering the Philippine Digital
Space Place Strategy

16. Winning Paths and Threads!
Market Logistics
SME’s
Business
Consumer
NO INVENTORY!

17. Putting the K-Pop in E-KOmmerce
Marketing Communication Mix
Advertising
Direct
Marketing
Events and
Promotion
Online and
Social Media
Marketing
Sales
Promotion
Mobile
Marketing

18. Promotional Tools
Comparison
Samples 0 0 0
Coupons (Vouchers) ★★★ ★★ ★
Cash Refund (Rebates) ★ ★★★ ★
Price Packs (Bundles) ★ ★ ★
Premiums (Gifts) 0 0 ★
Frequency Programs
(Loyalty Points)
★★ ★★ ★
Prizes ★★★ 0 0
Cross Promotions ★ ★★ ★

19. Place Strategy Comparison
Business
Model
Consumer to Consumer
Business to Consumer
Business to Consumer
Customer to Customer
Business to Consumer
Physical Retail Store
Platforms ❏ Website
❏ Mobile Apps
❏ Website
❏ Mobile Apps
❏ Website
❏ Mobile Apps
❏ Retail Store
❏ Magazine
Channels ❏ Shopee Mall
❏ Shopee University
❏ Shopee Pay
❏ Laz Mall
❏ Lazada Influencer Program
❏ Lazada Wallet
❏ Z-Live
❏ Virtual Dressing Room
❏ Consumer Community
Logistics
Payment

20. COPING WITH THE CRISIS
Key Adjustments on Promotions and Place Strategies
due to Covid-19

21. Covid-19 Pandemic is reshaping brand engagement with
consumers
Build brand resiliency during crises
Innovate to continue enjoy market share
Key Adjustments on Promotions and Place Strategies due to COVID-19
Keeping the Momentum Going

22. What Consumers Want from Brands
During Pandemic
RECONNECTION with the MINDS towards WELLNESS
Support the CONNECTION of MIND and SPIRIT
Key Adjustments on Promotions and Place Strategies due to COVID-19
Socialize in NEW WAYS
Time for a BREAK and ESCAPE

23. Promotional Products that Shopee
should Consider during Pandemic
Care Package
Key Adjustments on Promotions and Place Strategies due to COVID-19
Environmental-Friendly Items
Promote Mental Well-Being

24. ● Social Media Advertising
● Search Engine Advertising
● E-mail Marketing
● Search Engine Optimization (SEO)
Key Adjustments on Promotions and Place Strategies due to COVID-19
Recommendations
1 Meet your Audience where they are

25. Key Adjustments in Promotions and Place Strategies due to COVID-19
Recommendations
2 REFINE your SEO
● UPDATE Customers on CHANGES in Operations
● Improve Online Directions
● Don’t Cut Back on Marketing
● Keep the Conversation Open

26. Key Adjustment in Promotions and Place Strategies due to COVID-19
Recommendations
3 Focus on Current Customers
● Ask for reviews & testimonials
● Have a Loyalty Program
● Share Company Updates on Socials
● Create Virtual Consults or Offers

27. Key Adjustments in Promotions and Place Strategies due to COVID-19
Recommendations
4 Be SENSITIVE & AVOID Missteps
● EMPATHY is the moral of the day
● Focus on the Customers and NOT Financial
Worries

28. Key Adjustments on Promotions and Place Strategies due to COVID-19
Recommendations
5 Be ADAPTIVE
● CHECK your Analytics regularly
● Do some A/B Testing to refine your campaign

29. Key Adjustments on Promotions and Place Strategies due to COVID-19
Strategies of
● Providing more Seamless Omni-Channel
experiences
● Delivering Customer-1st Service Solutions
● Creating Online-to-Offline experiences
● Increasing Cyber Security
● Ramping up of “Flash-Sales”

30. Key Adjustments on Promotions and Place Strategies due to COVID-19
Strategies of
● Launched
LAZADAMed during
the Pandemic

31. Key Adjustment on Promotions and Place Strategies due to COVID-19
Strategies of
● Launched ESSENTIAL products
● EXTENDED Customer Service Chat hours
● Branding Pivot to include the EVERYDAY BRANDS
● ADOPTED Omnichannel Approach to target consumers

32. Conclusion
The Philippines ranks #1 in the Global Internet Usage Index, with
a 5 Billion usage of Shopping Online App in 2020.
Shopee has become #1 in the e-commerce business due to its diverse
promotions and place strategies.
Our group has recommended strategies to Shopee on how to
cope with Covid-19 Pandemic.
Lazada and Zalora have their unique promotions and place
strategies to cope up in the e-commerce race.

33. Shopee’s Place and Promotions Strategies
Riding the Wave of
Philippine’s Viral Trends
Group 2: v84 Marketing Management
Ateneo Graduate School of Business
MBA in Health

34. Appendix
https://www.linkedin.com/in/kaypioquinto-jimenez/
https://www.linkedin.com/in/teresachen666/
https://www.linkedin.com/in/mark-angelo-hosaka-b62040165/
https://www.linkedin.com/in/ronsapaulasantosmd69/
1. https://www.businessinsider.com/shopees-digital-inclusion-
strategy-e-commerce-growth-in-southeast-asia-2020-11
2. https://www.edb.gov.sg/en/business-insights/insights/earlier-
rather-than-later-lazada-s-strategy-to-lead-sea-s-e-commerce-
space.html
3. https://www.campaignasia.com/article/how-zalora-axa-and-
carousell-maneuvered-covid-19-with-grace/461413
4. https://www.womeninretail.com/building-better-brand-
communication-during-and-after-covid/
5. Marketing Management 15thEd Kotler,P.;Keller,K.;2016
6. https://foundersguide.com/marketing-with-promotional-products-
during-covid-19.
7. https://www.business2community.com/strategy/ways-to-
promote-your-business-during-the-covid-19-crises