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ASSIGNMENT COVER SHEET

STUDENT DETAILS
Student ID
Student name: Bui Thi Thu Hong number: 22200012

UNIT AND TUTORIAL DETAILS

Unit name: Individual Report Unit number:

Tutorial/Lecture: Class day and time:
Lecturer or Tutor name: Mr. Hai

ASSIGNMENT DETAILS

Title: Tiki: Shoppertainment case

Length: 1805 Due date: 11-May-2021 Date submitted: 11-May-2021

DECLARATION
xx
I hold a copy of this assignment if the original is lost or damaged.
xx I hereby certify that no part of this assignment or product has been copied from any other
student’s work or from any other source except where due acknowledgement is made in the
assignment.
x I hereby certify that no part of this assignment or product has been submitted by me in
another (previous or current) assessment, except where appropriately referenced, and with
prior permission from the Lecturer / Tutor / Unit Coordinator for this unit.
x No part of the assignment/product has been written/ produced for me by any other person
except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator
concerned.
xx I am aware that this work may be reproduced and submitted to plagiarism detection software
programs for the purpose of detecting possible plagiarism (which may retain a copy on its
database for future plagiarism checking).

Student’s signature: Bui Thi Thu Hong

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above
declaration has not been signed.

Table of Content

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I. Tiki CORPORATE OVERVIEW..............................................................................................3

1. Tiki Corporate Introduction........................................................................................................3

2. E-commerce in Vietnam.............................................................................................................3

3. Target Customers and competitors..............................................................................................4

II. SWOT OF Tiki.............................................................................................................................5

IV. MARKETING STRATEGIES.................................................................................................6

1. Tiki: shoppertainment case analysis............................................................................................6

1.1 Case summary..........................................................................................................................6

2. Case Study analysis.....................................................................................................................6

3. Recommendation.........................................................................................................................7

V. CONCLUSION.............................................................................................................................7

References …………………………………………………………………………………………….8

Table of figure

Figure 1: E-commercial Platform Provider (source: Offline Open EC.com)........................................4

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Tiki: Shoppertainment case

I. Tiki CORPORATE OVERVIEW

1. Tiki Corporate Introduction

Tiki was founded by a Vietnamese man_ Tran Ngoc Thai Son with an initial capital of only
$5,000 in March 2010. Starting as an online website for selling books and stationery, after the total
funding of $192.5 million from Asian investors and 11-year operation, Tiki becomes one of the top
e-commerce businesses in Vietnam closely the leader Singaporean Shopee and above Alibaba-
backed Lazada and the Softbank Ventures Asia-backed and FPT’s subsidiary Sendo in terms of web
visits (Vietchallange, 2020). Tiki is an e-commerce portal intended to offer customers multi-category
products and offer the most reliable business-to-customer (B2C) e-commerce platform, enabling
users to shop confidently and conveniently (linkedin, n.d.).
Tiki derived from the abbreviation of the words “search” and “save”. In other words, the more
customers search, the more they can save when they shop. Tiki is leading on offering 2-hour delivery
which helps increase shopping and save customers time (linkedin, n.d.).
Tiki mission is to make lives simpler and commerce easier by making technologies and infrastructure
to connect online-offline.
Tiki values are (1) dedicated to customers, (2) passionate with Team, (3) dare to try, dare to do, (4)
dare to be different, (5) highly committed, (6) Non-stop learning and (7) straightforward.
Therefore, with all the values and mission Tiki is responsible for providing the best products and
services to users with reasonable prices in the most time saving way. (Tiki careers, n.d)
2. E-commerce in Vietnam
E-commerce was first entered in Vietnam between 2001 and 2005 according to Kim (2012).
Vietnam has a rapid increase in internet uses as well as ecommerce demand as there was more than
30% increase of active social media users from 2016 to 2017 (Vietnam ecommerce Status, 2018). In
general, ecommerce is expected to reach a total value of 14 billion USD in 2020, with a growth at
16% and looking at 2025, the overall e-conomy will likely reach 52 billion USD in value (Boxme,
n.d.). Moreover, Vietnam’s Ministry of Industry and Trade stated that due to Vietnam’s global
economic integration, it had become much more dynamic and had developed a favorable
environment for e-commerce. Additionally, legal texts under the Law on Electronic Transactions and
Law on Information Technology were released to support the operations of E-Commerce in Vietnam.
(Narumon, Mathews & Hiep, 2013).

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3. Target Customers and competitors

Target customers: Tiki is a Business-to-customer ecommerce platform and with a fast

growth in internet uses, Tiki is serving millions of customers. The target customers of Tiki are people

from 17 to 35 years old in both genders and they can be students, teachers, doctors and house wife,

etc. More specifically in books, Tiki targets those who are keen on reading for studying and relaxing.

In addition, in order to become the best trusted ecommerce business, Tiki.vn always chooses

charismatic suppliers to ensure that every product is in good quantification when customers receive

them although they have a huge number of suppliers with a wide range of products.

Competitors: due to wide product ranges, Tiki is facing a lot of competitors. The competitors

provide nearly the same types of products as Tiki does, Lazada.vn and Adayroi.com are the typical

examples. Some indirect competitors of Tiki are Shopee.vn and Sendo.vn are also playing a top

position in terms of sales and web browser traffic.

Figure 1: E-commercial Platform Provider (source: Offline Open EC.com)

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II. SWOT OF Tiki

Strengths
Long run business: Tiki was established in 2010 so they have experience in ecommerce business as
well as they have built a strong suppliers and users network. In fact, Tiki is placing in the top well
known all in one ecommerce platform. Tiki has built trust from its customers through the quality for
products and good services.
Brand identity: After 11 years of operations, there are many changes but Tiki still keeps it identity of
booking sales. Second highest website of we visit: Tiki was placing the second highest web visits.
Wealth investors: new owners of Tiki has invested heavily on Tiki.vn
Good quality and service: Customer satisfaction of Tiki was very high in 2018 at 85%. There was
only 0.95% of return per month while Tiki sells to more than 400,000 customers a month.
Update customers trend with a lot of attractive advertising and promotions
Weaknesses
Profit is in the downtrend as there were many losses. Limited on products, not as many as other
businesses. A bit longer time to accept the order and there are some limits of delivering and ordering.
Opportunities
There is a very potential industry in Vietnam as ecommerce businesses are still young in Vietnam.
The usage of the internet has grown dramatically in Vietnam recently. On average, Vietnamese
people use more than 4 hours per day. As the internet is so popular in Vietnam, people tend to shop
more.
Threats
There are many threats to Tiki as they have extremely strong both direct and indirect competitors
such as Shoppe and Lazada. It is also very risky for Tiki to ensure quality of product to match with
their business goal. As they make sure to provide the best product for customers, they need to
cooperate with high standard suppliers so the cost of materials is high.
III.

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IV. MARKETING STRATEGIES

1. Tiki: shoppertainment case analysis
1.1 Case summary
With the new launched brand campaign from Tiki named "Tiki accompanies Vietnamese
stars", Maybelline New York which is a reputed global cosmetics brand was decided to collaborate
with. After a 12-year entrance in the cosmetics market in Vietnam, Maybelline New York is ranking
in the top makeup brand that is voted by young Vietnamese women. From the purpose of the
campaign to support Vietnamese artist and encourage collaborations between artist and brands, Tiki
decided to run the campaign in Maybelline new products with Hien Ho singer who is a young
Vietnam singer on “12/12” (December 12), an important online shopping date in Southeast Asia, and
partnered with Facebook Creative Shop to convert the branded music video into mobile-optimized
video ads.
The results of the campaign were significant with many positive deliverables such as (1) 3.3x lift in
sales for Maybelline, (2) 7.2x lift in return on ad spend for website purchases, (3) 5.5x lift in return
on ad spend for app purchase and (4) 17% lift in incremental app installs.
2. Case Study analysis

There are several factors that helps the campaign went very well:
Firstly, Tiki used collaborative ads in a dynamic display to catch user attention and makes it very
convenient for users who are interested in Maybelline lipsticks. Secondly, Tiki successfully applied
music videos marketing to advertise a new product for one of its famous brands. In particular, Hien
Ho is also a very well-known singer in Vietnam. Tiki did make a great decision on having Hiep Ho
with her gentle and sweet voice to promote cosmetics product of Maybelline and her inspiration from
her reputation for her fans who are young and generic and that fits well with the target market from

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18 to 30 years old. As traditional discount and promotion only impact existing customers but decent
music video marketing can attract more new customers. Thirdly, Hien Ho also used her own social
media Facebook to increase people's trust as well as bring the music video to more people. Last but
not least, Tiki thought that music video is not enough, they also worked with Facebook Creative
Shop to convert the branded music video into another platform mobile-optimized
video ads in order to keep users having more new experience.
After nearly a year since launched, the brand campaign has accomplished more than 44 million
views. Thus, it is a successful strategy. Tiki not only creates a place for customers to go shopping but
also creates spiritual values for Vietnamese customers with the best quality.
3. Recommendation

As music videos are a very important tool for companies to bring its brand to the customers
as well as gain more in sales, Tiki should take advantage of its music video. Tiki also needs to be
careful with that. They can follow some steps that (1) the appearance of Tiki brand should be
involved in the songs naturally, (2) should have unique music for the brand in order to build up
brand's music identity for top popular and famous brands, (3) engaging the brand name with a
meaningful message through the music.

V. CONCLUSION

Tiki.vn is one of the most famous e-commerce companies in Vietnam and Tiki.vn is the
second most popular ecommerce platform in terms of web traffic. With the new strategy in
marketing called music video marketing, Tiki shows that they have great potential to gain more
customers and earn more profits in the future. Tiki has a very valuable experience in running the first
collaboration with a well-known singer for its high rank brand. The campaign brought back very
significant positive outputs. Therefore, Tiki should apply more music video campaigns for its top
brands.

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References

Boxme. (n.d.). The Landscape Of ECommerce In Vietnam In 2020. Retrieved from

https://blog.boxme.asia/landscape-of-ecommerce-in-vietnam-2020/

Linkedin. (n.d.) TIKI Corporation. Retrieved from https://www.linkedin.cn/company/tiki-

vn#:~:text=Tiki%20(short%20for%20%E2%80%9CT%C3%ACm%20ki%E1%BA%BFm,e
%2Dcommerce%20platforms%20in%20Vietnam.

Narumon, S., Mathews, N. & Hiep, (2013). Tiki.VN: E-commerce & Entrepreneurship in Vietnam.
Journal of information technology education. Academic. Retrieved from
https://www.academia.edu/3734416/Tiki_VN_E_commerce_and_Entrepreneurship_in_Vietn
am
Tiki careers (n.d.) About Us. Retrieved from https://tuyendung.tiki.vn/

Vietchallange (2020, October 14). The history of Tiki.vn, an Amazon of Vietnam. Retrieved from
https://www.vietchallenge.org/post/the-history-of-tiki-vn-an-amazon-of-vietnam

Vietnam ecommerce status. (2018). Retrieved from

https://www.unescap.org/sites/default/files/4.%20Vietnam%20E-Commerce%20Status_Ninh
%20Hoang%20%28Viet%20Nam%29.pdf