TEAM PROPOSAL

For assignment 3
I. I. Team members list:
Team member names and IDs and contact details

II. II. Timeline & Task allocation:

Timeline Task Task Allocation

24/04/2018 Read the guidance and make sure all members

understand the assignment

24/04/2018 List out the key business, marketing objectives

and the key brand/product messages for the
IMC

24/04/2018 The brand target audiences

24/04/2018 The target consumers profile (behavior and

interest)must be drawn out

28/04/2018 Come up with a Campaign Idea

30/04/2018 Come up with a Campaign Content Framework

02/05/2018 List out 2 Execution examples and 3 different

marketing channels

05/05/2018 Develop the KPIs and metrics

08/05/2018 Sum up the ideas into slides before submitting

on 11 May

III. III. Lazada’s background information:

Lazada is a private e-commerce company found by Rocket Internet in 2011 (2013).

After successfully operating in its hometown Singapore, Lazada decided to make the
brand become global by expanding sites to its neighbor countries like Indonesia,

1
Malaysia, Philippines, Singapore, Thailand, and Vietnam. In 2012, Lazada launched
a system which aimed to sell inventories to the customers from its own warehouses.
However, in the next year the managers have allowed the third-party retailers to sell
their products on Lazada platform, which is believed to partly contribute to 65% of its
sales by the end of 2014. Lazada has raised approximately US$647 million “over
several investment rounds from its investors such as Tesco, Temasek
Holdings, Summit Partners, JPMorgan Chase, Investment AB Kinnevikand Rocket
Internet”. In April 2016, Alibaba bought 8.6% of Tesco company’s holdings of Lazada
with $129 million to support this giant retailer’s expansion plan in South-East Asia.

Through its online platform, Lazada wants to enable seamless interactions between
the sellers and buyers and differentiates itself by “unparalleled online assortment,
best-in-class logistics and superior customer experience” (Daniel, 2018). It can be
considered as a technology disruptive model because it encourages Vietnamese
consumers to change their buying habit, from buying at physical stores to purchasing
it online just with a click. Lazada also attracts customers’ attention by running
different communication campaigns like “La Zat Da” or “Mua Sale Bang”, which have
increased the amount of mobile orders up to 70% and reached 16 million website
visits. Recently, Lazada launched a LiveUp (Lazada’s Loyalty program) in Ho Chi
Minh City to push the growth of affiliate marketing more effectively.

IV.Reference list:
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