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Lazada: Thriving on the Internet Marketing Game

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Lazada is an e-commerce platform providing company in Southeast Asia that has been setting milestones ever since its foundation in a very competitive market. 

This case study on Lazada aims to look into the marketing strategy used by the Lazada group and how the brand introduces different campaigns to defend its marketplace as well as an in-depth analysis regarding the digital presence of the brand on social media.  

So let us start by understanding about Lazada.

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About Lazada

 

Marketing Strategy of Lazada - A Case Study - About Lazada

 

Established in 2012, Lazada Group is the main eCommerce stage in Southeast Asia. It was founded by Maximilian Bittner. 

The company provides customers with an effortless shopping experience via mobile and web access, also its service allows multiple payment methods, which include cash on delivery, as well as customer care and free returns.

Today, the company is speeding up progress in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam through business and innovation. With the biggest coordination and installed networks around there, Lazada is a piece of the customers’ everyday lives around there and they mean to serve 300 million customers by 2030. 

Since 2016, Lazada has been the Southeast Asia lead foundation of Alibaba Group fueled by its elite innovation framework.

Mission: To bring the world to Southeast Asia and provide a gateway for Southeast Asian brands to reach international consumers.

Now that we have the basic knowledge of the company, let us talk about Lazada’s business strategy in the coming section.

 

Marketing Strategy of Lazada

Lazada has incorporated many different marketing strategies to reach its goal of getting customers to purchase its products. So let us go through the marketing strategies implemented by the company in the coming section.

Lazada focuses on acquiring a large new customer base and generating higher revenue who access the internet via different media like desktop, mobile phone. To achieve the above, the Lazada group adopted the flexible bid strategy of ‘Google AdWords’. These bid techniques present choices that permit organizations to computerize their expense per-click offers to accomplish objectives like ROI augmentation, change amplification, cost per procurement, and permeability. 

Lazada utilized a procedure called target outclassing share, which empowered the online retailer to outclass its rivals on essential catchphrases. The objective outclassing share bid procedure permits organizations to raise or lower their offers up to a predefined most extreme expense per snap to help their advertisements “outclass” those of others. The group utilized this strategy to situate Lazada’s catchphrases in new classifications.

 The procedure additionally advantageously offered the group the chance to offer against vital contenders, getting permeability and traffic among another arrangement of clients by focusing on their rivals’ catchphrases. This system empowered Lazada to determine the most extreme expense per click it was able to pay, accordingly controlling the expense important to outclass contenders’ areas.

 

Marketing Strategy of Lazada - A Case Study - Marketing Strategy

 

Enhancing Customer Experience

In association with Amorepacific, Lazada dispatched its first actual store in Singapore in December 2019. It gives an experiential purchaser shopping excursion to test items at the actual store and the accommodation of buying through the Lazada application. 

 

Marketing Strategy of Lazada - A Case Study - Lazada x Amore Store

 

From January to March 2020, the Amore Store on Lazada saw a 5X expansion in deals. More than 80% of clients were new Amorepacific purchasers, and 20% of purchasers were new Lazada clients.

 

Lazlive Initiative:

Through LazLive, Lazada is additionally assisting the neighborhood local area with creating important abilities in a quickly developing computerized economy and finding new vocations inside its biological system. 

It built up a Grassroot Livestreamers Incubation Program, giving youthful abilities preparing to sharpen abilities as expert live decorations to work with Lazada’s traders who are progressively utilizing LazLive to arrive at clients. The program onboarded more than 3,000 live decorations. It was originally dispatched in Vietnam in November 2019, and along these lines extended to Thailand.

 

Dynamic Product Ads

To accomplish its third birthday celebration crusade objectives, Lazada utilized Facebook’s Dynamic Product Ads. A Dynamic Product Ad utilizes pixels to report when somebody sees a thing from your inventory or adds it to their social media shopping basket. If that individual doesn’t finish the buy around then, promoters can retarget the client with an advertisement that shows the item that they had been pursuing. By transferring its item inventory, Lazada had the option to show an assortment of items in a solitary promotion. 

 

Marketing Strategy of Lazada - A Case Study - Dynamic Ads

 

These advertisements consequently changed for every client. Lazada utilized Custom Audiences to arrive at past clients and urge them to purchase something new. It at that point utilized Lookalike Audiences to grow its scope, by discovering new clients who took after existing clients. 

Lazada being the most successful eCommerce site in Southern-east Asia, the company also engages in social media and believes in forming a strong digital marketing presence. The digital marketing presence of the company is mainly on Instagram and Facebook, to understand a little more let’s look into Lazada’s digital marketing presence.

 

Digital Presence of Lazada

Nothing is stronger than a brand that uses marketing to increase brand awareness and brand preference. In a short period, it helps a company increase its market visibility and gain benefits from participating in various activities and events.

 

11.11 Deal – A Lazada Marketing Campaign

The most alluring purpose of selling your items on Lazada is the capacity to partake in its large number of campaigns, missions, gotten to by a great many clients. 

Such missions aren’t restricted in size and degree: they range from gigantic occasions like its vigorously advertised Online Festival, which incorporates 11.11 and 12.12, to more modest week by week missions like the current ‘Become hopelessly enamoured’ occasion for Valentine’s Day. 

Not exclusively does Southeast Asia’s biggest online business stage advance missions through huge standard adverts on its fundamental presentation page, however, it additionally drives paid traffic to obtain channels and email showcasing. For brands, such permeability is basic; Southeast Asian buyers progressively utilize online commercial centres to start their item venture, bypassing even web search tools. 

 

Marketing Strategy of Lazada - A Case Study - 11.11 Campaign

 

Lazada guarantees huge web traffic during its greatest missions – the 11.11 deals occasion pulled in 10 million webpage visits in the initial 24 hours and accumulated multiple times the business volume when contrasted with non-crusade days. 

Now that we have seen the marketing campaign by the brand, let us understand the SWOT analysis of Lazada in the coming section.

 

SWOT Analysis of Lazada

A SWOT analysis is a technique that helps to define the Strengths, Weaknesses, Opportunities and Threats.  So let’s discuss the SWOT analysis of Lazada:

 

Strength of Lazada

  • Lazada offers a wide range of products
  • The transactions between buyers and sellers are done quickly and easily
  • The company offers the best and latest products
  • There is free goods return service available for the customers if they are not satisfied with the products
  • They have their own delivery service

 

Weakness of Lazada

  • Sometimes the products do not match with what the customers want, they are different from what was displayed
  • The period for the ordered product payment is too short

 

Opportunities of Lazada

  • An increase in revenue and internet users will increase Lazada’s market potential
  • To become one of the largest online shops in Southeast Asia
  • Conducting site promos on various other sites

 

Threats of Lazada

  • Competition is increasing due to which more and more online shops are emerging
  • There is fear of the creation of a fake website
  • Due to competition, the price and quality may get affected

With this, the case study comes to an end. Let us summarize in the coming section.

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Conclusion

Even though Lazada is broadly reprimanded by certain business visionaries due to uncreative methodologies — executing a reasonable plan of action in unreclaimed districts, it is obvious that the achievements it made are truly astounding.

Additionally, the way that Lazada is named as an infamous organization, various financial speculators keep contributing rounds of subsidizing for territorial extension, setting up an ever-increasing number of auxiliaries in Southeast Asia. With the aggregate sum of financing it raised, US$ 647 million Lazada is one of the famous unicorns in the Southeast Asian startup scene.

Looking at the above information one can see that Lazada and its various marketing strategies have helped the company a lot and back its place as a strong market participant. 

Liked our work? Interested in learning further? Do check our website for more. Also, if you’re interested in Digital Marketing, you can check out our Free Digital Marketing Masterclass by Karan Shah.

Let us know your thoughts on this case study in the comment section down below. Thank you for reading, and if you liked our then do share this in your circle. 

Until then, see you next time!

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

Aditya Shastri

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