UNIVERSITI TEKNOLOGI MARA

DIGITAL STORYTELLING (PRO500)

INDIVIDUAL ASSIGNMENT
BY:

MC242/NMCP2A

LECTURER:

DATE OF SUBMISSION:
20th MAY 2020

TABLE OF CONTENT
1.0 ZALORA Group
1.1 Background of the organizations
1.2 ZALORA Group social media communication
 1.3 ZALORA Group strategies, comment and the discussion
1.4 ZALORA Group brand voice on social media
1.5 ZALORA Group SWOT analysis on social media strategy
1.6 Research on SWOT analysis
1.7 Appendices
1.8 References

2.0 PETRONAS DAGANGAN BERHAD

2.1 Background of the organizations
2.2 ZALORA Group social media communication
2.3 ZALORA Group strategies, comment and the discussion
2.4 ZALORA Group brand voice on social media
2.5 ZALORA Group SWOT analysis on social media strategy
2.6 Research on SWOT analysis
2.7 Appendices
2.8 References

1.0 ZALORA Group

1.1 Background of ZALORA Group

ZALORA Group is a multinational group of online fashion, and it’s an e-

commerce start up in South East Asia such as Malaysia, Indonesia, Singapore, Hong
Kong, Brunei, Vietnam and the Philippines. It's an online fashion store which offer local
and international brands of clothing, footwear, accessories and beauty products. With a

1|Page
 good mix to choose from among over 500 international and local labels, ZALORA Group
has grown rapidly in number of loyal customer base and offered brands..

1.2 ZALORA Group Social Media Communication

ZALORA has focused on reaching out to more shoppers via Facebook and
search engines. However it turns out that more of its revenues come from mobile
devices via the app and the website. ZALORA decided to explore on mobile by focusing
on iOS and Android apps. In order to interact with current and prospective customer,
ZALORA utilize social media to communicate with their customer through the use of
Facebook, Twitter, and Instagram. In this research, let’s focus on ZALORA Instagram.

1.3 ZALORA Group Strategies

ZALORA target customers are mainly young, energetic and educated, largely
normal people range from 18 to 45 years old group. ZALORA Instagram photo ad is
simply neat, vibrant and fun. With hundreds of thousands of followers wandering through
their daily feed, their level engagement is kind of better due to their post is actually a
curated content. They approached Instagram influencers, fashion bloggers in order to
gain more potential customers. ZALORA strategically put their ad that leads potential
customers to their main website by clicking on the "Buy Now" button.

ZALORA has monitored their Instagram activities including their customers

buying behavior. ZALORA recognizes its own market place and prepares the next batch
of collections ahead. It helps ZALORA to regulate whether to make any adjustment in
their Instagram feed to correct customer experience or product. Moreover, ZALORA
also acquired the ability to respond rapidly to input on pricing decisions. ZALORA
always aware of the current season to promote their latest products. For example, in the
upcoming Hari Raya holiday, ZALORA has launched #RamadanTakeOver which sells
the latest Hari Raya clothing.

Researching and knowing the demand and engaging customers is important for
ZALORA. Hence, ZALORA should utilising the power of data by determining what
products to stock up or determine who their competitor. Social media space is a fictitious

2|Page
 thing and can only provide an estimate and not an actual representation of what it sells
and what it doesn't at a certain time. To continue its strategy marketing in social media,
ZALORA should get the mobile strategy straight by monitoring social media for transform
the observation at the right time. Due to low engagement among their customers on
Instagram, ZALORA should do more collaboration with influencers or public figures to
increase social media account awareness. ZALORA should start an ongoing
competition for an example customers post their picture wearing ZALORA apparel, then
ZALORA choose the best picture with a funky hashtag.

1.4 ZALORA Group Brand Voice On Social Media

ZALORA consistent brand voice is approachable, friendly and fun. ZALORA tend
to use short and sweet words on their Instagram. They prefer not to use fancy language,
considering their customers come from a variety of backgrounds. ZALORA aims to
persuade their customers by using seductive phrase for example ‘click here’, ‘swipe up’
or ‘read more’.

1.5 ZALORA SWOT Analysis

3|Page
 1.6 Research On SWOT Analysis

STRENGTHS : ZALORA has become a fashion label, not a clothing store anymore.
ZALORA curated marketplace offers vendors to build their own brand in ZALORA social
media.

WEAKNESS : ZALORA struggling in getting viewer comments and likes. It shown than
the Instagram engagement within their customers is low.

OPPORTUNITIES : e-commerce business model can help ZALORA to connect

internationally with local suppliers and logistics providers.

THREATS : Instagram is a low risk and low cost investment. Hence, there will always be
a new competitors in clothing line using social media, be it local or international
competitors.

1.7 Appendices

4|Page
 1.8 References

ZALORA Malaysia (@zaloramy) • Instagram photos and videos. (n.d.). Retrieved

from https://www.instagram.com/zaloramy/

2020. [online] Available at: <https://www.boomsocial.co/> [Accessed 17 May

2020].

Heald, E. (2018, April 20). 5 Easy Steps to Define and Use Your Brand Voice.
Retrieved from https://contentmarketinginstitute.com/2015/10/define-brand-voice/

Retrieved from https://buffer.com/library/social-media-marketing-strategy

5|Page
6|Page