BRAND BACKGROUND

The leading online 550 million consumers

Providing easy
shopping can browse through
shopping access
destination across 6 categories ranging
with multiple
countries: from consumer
payment methods,
Indonesia, Malaysia, electronics to
extensive customer
Philippines, household goods and
care and free
Singapore, Thailand fashion
returns.
and Vietnam. (Think with Google
2017)
I. BRAND IDENTITY
CONSISTENCY
 WEBSITE CONTENTS

Lazada 6th Birthday Party Campaign Countdown with

Promotions for diferent periods of time (Flash
 WEBSITE CONTENTS

Samsung’s
Varied Products Clothing Sales
Party
Sales Promotion Promotion
Promotion
(Flash sale)
 Lamino
Electronic
Accessories
Promotion in
cooperation
with
Mastercard
helps highlight
Lazada’s
integration of
modern
payment
methods
 WEBSITE
CONTENTS

Overall, Lazada Website focuses on

the variety in product categories
(smart phones, electronics accessories,
clothing, etc.) along with numerous
flash deals, which allows the
consumers to have a attractive one-
stop shop experience.
 FACEBOOK CONTENTS
.

Lazada 6th Birthday Party Campaign Cover page

 FACEBOOK CONTENTS

Samsung’s Party Lamino Electronic Women Fashion Gym Encouragement

Promotion (Flash sale) Accessories Promotion Trend 2018 Post

Apart from product / brand promotions, they also include the latest social
trends / positive lifestyle encouragement, which is more consumer
engaging, thus boosting interactions and potentially conversion rate to the
 INSTAGRAM
CONTENTS

Lazada’s Instagram posts

synergize with other
platforms to promote
Lazada 6th birthday.
 INSTAGRAM
CONTENTS

Super Sales Campaign post

Post for Cat Lovers

Lazada instagram main use is to
promote social trends and interests
and partly brand / product
promotions.
TRADITIONAL MARKETING CONTENTS

Key Campaign Ads Video

Source: https://www.youtube.com/watch?
v=kgU5B5SsZ0g

Vichy Offline Promotion

 TRADITIONAL MARKETING CONTENTS

Lazada’s Advertisement on Taxi

Lazada’s Mascot
VinaSun
 Website
The imagery consistency Facebook
alignment is
clearly visible in Lazada 6th Birthday
Countdown Campaign across diferent
digital platforms, regarding the expression Instagram
of Image, Logo, Choice of Colors and Texts
 Left:
Website

Right:
Facebook

The synergy is also visible in daily marketing posts. However,

without Logo, we cannot recognize if this content is from Lazada
since they are often promotions for other brands.
Here, Lazada acts an intermediary platform for other brands to
Lazada Vietnam Instagram Lazada Singapore Instagram
 Lazada Vietnam Website Lazada Singapore Website
Brand uniformity presence is visible for both social
media and websites across countries regarding the
usage of Logo, Colors and Mascot, indicating Lazada is
a well-organized global ecosystem.
 TONE OF VOICE
On their main website, Lazada
uses formal tone for
instructional purposes.

Also, informal tone is used to

catch customer attention for
sales.
On Social Media, friendly / humourous language
and emojis is mostly used for both trendy and
promotional posts.
 BRAND CONSISTENCY OVERVIEW
CONTENT MESSAGE IMAGE & TONE OF
- Brand/Product - Good execution in VOICE
promotions have good showcasing variety of - Imagery consistency is
synergy across product categories with maintained well not just in
platforms. competitive price local, but also on a global
scale.
- Diferences lie in - Clear integration of
inclusion of short posts secure and easy payment
and photos about the methods - Lazada’s Tone has a slight
latest social - Good promotion in diference across channels,
trends/positive healthy and trendy as website contains a
lifestyle on Social Media. mixture of formal and
lifestyle towards Social
informal / friendly
- Reasons being Media users to gain positive
language, while the tone on
“snackable” contents engagement
social media is mostly
are more engaging to
friendly, easy-going and
users, as visuals are the laid-back.
II. BRAND MASTER THEME
 Broad

Practical Magnetic

Entertaining
Useful

Smart Immersive

Personalized
 SMART THEME
(Mobile Display Ads)

Lazada mobile Display Ads pop up

in other apps with content
adjusted according to the search
of users. When click on these ads,
it will link to their website, which
shows the advantage of the app
over website.
SMART THEME (Mobile Display Ads)

Lazada is current having the most

effective Display Ads compared to other
E-commerce companies.

Adapted from SimilarWeb (2018)

 LAZADA - SMART
THEME
(Personalized
Recommendations)

Different consumers will have

different product
recommendations based on
their search histories.
 MAGNETIC THEME

These posts have made use of the latest trends and humorous / friendly language that is
close to the young audience, which allows them to be among the top 10 most engaged posts
on Lazada Facebook Fanpage (RivalIQ 2018).
III. BRAND CONTENT
FRAMEWORK
RATIONAL APPEAL

Lazada’s
Detailed Guide
for the most
asked
questions
 RATIONAL
APPEAL

The EFFORTLESS
SHOPPING Video
is used to instruct
customers how to
browse through
the app, its
functions and also
its advantages.
EMOTIONAL APPEAL
EMOTIONAL APPEAL

These posts make use of cute

and funny pictures, which in
turn give out a friendly and
youthful vibe for Lazada, thus
helping promote its campaign
and/or intrigue positive
 BRAND CONTENT FRAMEWORK OVERVIEW
The brand make use of its rational and emotional appeal on diferent
platforms with diferent purposes in mind.

For Website, it provides formal and in-depth guides to the customers

to assure their shopping experience go smoothly, from the app
instruction to the most concerned problems from users. This helps clear
most of the inconveniences that may occur.

For Social Media, Lazada leans towards the use of the language and
events that are close and familiar to the young audience. This helps the
brand be perceived as a trendy, friendly and youthful shopping
platform, thus inducing positive interactions from this segment.
IV. CORE BRAND POSITIONING
 5. VALUES & PERSONALITY 6. REASONS TO BELIEVE
- Friendly #1 E-Retailer in Vietnam (Ecommerce
- Up-to-date trend IQ 2018)
- Youthful
- Convenient ESSENCE
- An online platform for numerous
- Helpful brands
=> Shopping Excitement Effortless
Shopping - Acceptance of COD and Well-known
4. BENEFITS
Credit Cards
- Variety in options offered on
Websites and Social Media 7. DISCRIMATOR
- Attractive prices with numerous - Higher credibility
flash deals for a period of time
- Easy Payment with Credit Cards 3. INSIGHTS - Wider range of delivery services
and COD support - Seek convenience and accessible
- Personalized Shopping shopping with a variety of options
at attractive prices
(Criteo 2016)

1. COMPETITIVE ENVIRONMENT 2. TARGET

- E-commerce Company Young generation (18 - 29) and Middle age (30 - 49)
- Competing directly with other E-Retailers such as who enjoy online presence and relatively price-
Tiki, Shopee sensitive (Criteo 2016)
 REFERENCES
Criteo 2016, ‘Lazada: Customer Persona’, Criteo, viewed 15 April 2018, <
https://www.criteo.com/insights/LazadaVietnam>.

Facebook 2018, ‘Lazada Singapore, Facebook, viewed 13 April 2018, <https://www.facebook.com/LazadaSingapore/

>.

Facebook 2018, ‘Lazada Vietnam’, Facebook, viewed 13 April 2018, <https://www.facebook.com/LazadaVietnam/>.

Instagram 2018, ‘Lazada Vietnam, Instagram, viewed 13 April 2018, <https://www.instagram.com/lazada_vn/>.

RivalIQ 2018, ‘My Social Summary’, RivalIQ, viewed 20 March 2018, <https://app.rivaliq.com/dashboards/115820>.

SimilarWeb 2018, ‘Lazada Website Overview’, SimilarWeb, viewed 20 March 2018, <
https://www.similarweb.com/website/lazada.vn>.

SimilarWeb 2018, Website Analysis Overview Report, SimilarWeb.

SnapApp 2017, ‘Snackable Content: How To Drive Big Leads With Bite-Sized Content’, SnapApp, 25 January, viewed
16 April 2018, <https://www.snapapp.com/blog/snackable-content-how-drive-big-leads-bite-sized-content>.

Think With Google 2017, ‘Lazada: acquiring higher-value users at lower cost’, February, Think With Google, viewed
19 March 2018, <