PROPOSAL

LAZADA
MARKET OVERVIEW
 MARKET OVERVIEW

In one year, young talents will have a wide choice of competitions to reach out to
employers, which means Lazada is in a fierce battle to get the attention of potential
candidates. Our competitors can be divided into two categories: Recruitment Programs
from other companies and National Competitions.

Recruitment Program National Competitions

Competitions that seek for suitable Competitions that help candidates to

candidates for company’s available enhance their skills in particular
positions. The award for winners is an fields, with businesses acting as
internship opportunity. sponsors. The award for winners is
varied but hardly internship
opportunities.
RECRUITMENT NESTERNSHIP – NESTLÉ
PROGRAM Company Truth
Nestle is one of the most well-known FMCG Employers that
provides Young Talents with structured trainings.
They approach potential candidates through social media
(Facebook, Instagram, Linked, …) and students’ events.

About Nesternship
- Requirement: 21 positions are recruited in one time
- About Market: There are many recruitment programs
happening in summer time.

Their Strategy
Nestle focuses on positions’ uniqueness and program’s benefit.
- Panel discussion from many interns from other MNCs to
show the uniqueness of Nesternship
- The interesting differences from Nesternship life (shared by
career orientation KOLs)
RECRUITMENT SCHNEIDER INERNSHIP
PROGRAM Company Truth
Schneider Electric’s purpose is to empower all to make the most
of our energy and resources.
They approach Young Talents mainly through large events.

About Nesternship
- Requirement: Focus mainly IT/ Manufacturing positions with
high English requirement => Recommend young talents paying
high attention to those jobs to build their brighter futures.
- About Market: There are many recruitment programs

Their Strategy
Schneider shares real stories from staff & show that it is a great
launch for freshers
- Make a boring environment become an exciting one
- Empathize the importance of English in the carrer future
- Walk young talents through Schneider working life through
staff authentic stories
HOW TO DIFFERNENTIATE OUR RECRUITMENT PROGRAM

Recruitment Programs take place all year around

that focus to recruit for the same positions. To
differentiate your company’s recruitment program
requires:

- Insights about targeted Young Talents.

- Case Study about other company’s recruitment Unique strategy to
programs. attract Young Talents.

Recruitment programs
need to attract as many
Young Talents as they
can, using diverse
distribution channels
with Young Talents
NATIONAL UNG VIEN TAI NANG - HRC
COMPETITION Format
- A non commercial, social platform to inspire, search for and
build the future purposeful marketing leaders in Vietnam
- Prize: Winner can go to Cannes Lion Festival, runner-up to
Spikes Asia, top 10-12 are awarded Elite Development Program

Why young talents join Ung Vien Tai Nang

- Network opportunities with many seniors.
- Skill enhancing in particular fields
- Experience going through interview rounds.

Its strengths to approach young talents

- Ung Vien Tai Nang is a well-known competition in student’s
community that have close network with Big-Corps in Vietnam.
- They share compelling, authentic stories from Ung Vien Tai
Nang’s participants.
NATIONAL YOUNG MARKETERS
COMPETITION Format
- 6 rounds: Application Form -> Aptitude Test -> Initial Interview ->
Mentoring Program -> Assessment Camp -> Final Camp.
- Prize:
+ Shortcut to a certain interview round of partnership companies.
+ Cash.

Why young talents join Ung Vien Tai Nang

- Students want to develop their career in Marketing.
- Great opportunities to enhance Marketing skills and mindset.
- Network with seniors and CMO.

Its strengths to approach young talents

- Young Marketers is famous competition among student’s
community.
- They post sharing from people who learns Young Marketers
Elite Development Program to show its uniqueness and impact
to Marketer’s career.
 HOW TO DIFFERNENTIATE OUR RECRUITMENT PROGRAM

Recruitment Program Recruitment

How to compete
Strength Program Weakness

1) We offer direct 1) National Competition has 1) We need more

Internship Working more distribution platforms distribution platforms to
Opportunities for to approach Young Talents. approach the wide pool
candidates. They also build network with of Young Talents.
universities and clubs.

2) We also provide 2) They offer opportunities for 2) Based on Young

opportunities for them to Young Talents to network Talents’ insight, we need
enhance their skills in and learn from multiple to build an unique and
particular field and in profiles and companies, detail mar-com
interview rounds. strategies
 WHAT WE DO HAVE?

VOC Branding has a diverse We provide A-Z services that covers all
distribution channels systems phases you need to attract Young Talents
that ensure your program reach (Research -> Planning -> Deliver ->
as many Young Talents as we can. Measurement -> Report)

1 2 3

We build bold communication to engage more young talents & make them feel real
- Content angels & tones are built based on insight of young talents
- Contents are built based on the images and brand archetype that suits Lazada
- Contents 2-way interaction between young talents and Lazada
TARGET AUDIENCE
TARGET AUDIENCE

BACKGROUND
- Age: 18-24
- Major in Business, Economics, Finance & Banking,
Marketing, ...

PORTRAIT
- Competitive, winning spirit,
- Active
- Be engaged learners, always want to gain
experience, explore new field
TARGET AUDIENCE

Under-achiever Fairly-achiever Over-achiever

- Lack of confidence - Experience in - Have archivements
- No career path competition in competitions
- Finding opportunity - Clear overview

“Learn & gain experience, “Professional,valuable “self-assertion, career

push your limit" price, carrer oppprtunities” opportunities”
TARGET AUDIENCE

What do they perceive about Ecommerce?

New. Unfamliar, hard to acess categories Challenging but exciting and rewarding

Must have specialized knowledge Ecommerce will be hot category in the

future, fast progression route
Not sure aboout growth opportunities
TARGET AUDIENCE

What do they perceive about Ecommerce?

Always “thirst” for competitions to expand Highlight USPs that only LAZADA
knowledge, skills, CV and prove themselves Competition has

Be impressed on big competitions which 2 in 1: carrer opportunities after the

are famous on students community competition at LAZADA – The leading
Ecommerce company
MARCOM STRATEGY
 Competition winners
Winner sharing webinars communication
Activation: business
Training/ Tips sharing for young Exclusive networking with
challenge kickoff
talents Lazada employers
Social media bold content
Student KOLs review about the Large seeding in 300+ hubs
competition
Trending review about
Students KOLs review about the
company/ industry
Email MKT/ seeding with close competition
data
 DETAILED EXCUTION PLAN

Resister
- Before resister time

Group Lazada Business Case Competition Community

Creations

Social Media Debate

“What do you receive after joining competitions?”
Conversation

Video series- tesing about the competition, improvement

Tiktok/ Seeding
opportunity in Ecommerce – potential category
 DETAILED EXCUTION PLAN

Resister
- During resister time

Social Media Students/KOLs Top students will be the ambassador of the competition, they
Influencers will shares the contest’s information to potential students

Facebook
Emphatize value&opportunity after joining the competition
Fanpages/Groups

Partners 300+ Clubs all over the country

Social Media
Email Marketing Qualified database from events of VOCF, FMT, HRC, VOCO,…

Have Partnership with Top students Community, they all care

Seeding Package
about Business Case

Sharing Events Winners share about the way how to win, the vluae of the
Social Media contest and the reason to join Lazada Case Competition

Special Events Networking with Lazada’s Seniors

 DISTRIBUTION CHANNELS

1. VOCF OWNED CHANNELS WITH TRENDY AND BOLD CONTENT

Diverse content to boost brand/

competition recognition
- Insightful post
- Controversial post

+24.000 reach/ post

+ 700 engagement/ post

 DISTRIBUTION CHANNELS

1. GENZ’S FAVORITE FANPAGES AND GROUPS

- With GenZ’s voice

- Raise interest and engagement

+200.000 reach/ post

+1.000 engagement/ post

 DISTRIBUTION CHANNELS

3. VOCF’s PARTNERS

+100 Clubs & Student Organization

Top Universities’ Clubs

+150 Groups Seeding Group Email Marketing + 10.000 Close data

Young Talents
Communities

Future Management Traine

Vietnam Management Trainee 40 Communities
Business & Marketing Case - Tomorrow Marketers, ….
 KEY HOOK ACTIVITIES

Networking night - Webinar sharing – "What is sustainable

applied for Battle of applied for Schneider growth?" Series - applied
Minds from British Internship Program for Battle of Minds from
American Tobacco British American Tobacco

Marketing KOLs Winner sharing Internship comparison

livestreame - applied series – Exclusive for & Interview crack
for Brandstorm from Lazada mar-com sharing - applied for
Loreal Vietnam Nesternship from
Nestle

Suggestion: Overall Ecommerce week: show student a big picture of Ecommerce (Each
attractive post can reach 1000 likes)
 RREPORTING

1 2
Detailed workplace of the project (VCO Report slide for Lazada to pitch internally
confidential information hidden)

3 4
Images report folder Testimonial shot by VCO with Lazada
staff joining
 PRICE LIST
SERVICE PRICE (with VAT included)
DETAILED PLANNING FOR THE PROGRAM
15.000.000 VNĐ
(RESEARCH, STRATEGY, ACTION PLAN)

FULL MAR-COM CONTENT DELIVERY 20.000.000 VNĐ

(CONTENT ANGLES, PRODUCTION)

FULL MAR-COM VISUALS DELIVERY

20.000.000 VNĐ
(GUIDELINE, PRODUCTION, IMAGES)

FULL MAR-COM SEEDING DELIVERY

25.000.000 VNĐ
(KOLs, MEDIA BOOKING, SEEDING)

FULL MAR-COM EXCLUSIVE ACTIVITIES

15.000.000 VNĐ
DELIVERY (PLAN, ORGANIZE, OPERATE)

Total price: 95.000.000 VNĐ

THANK YOU SO MUCH