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ALIBABA BRAND

AUDIT

History

Alibaba Group

Alibaba Group Holding Limitedis aChinesee-commercecompany that


providesconsumer-to-consumer,business-to-consumer andbusiness-tobusinesssales services viaweb portals.

Alibaba Groups mission is to make it easy to do business anywhere.

History

Alibaba Group was established in 1999 by 18 people led by Jack Ma, a


former English teacher from Hangzhou, China.

It helps small Chinese exporters, manufacturers and entrepreneurs to sell


internationally.

Alibabas other services include electronic payments, cloud computing


services and network services and mobile solutions and search engines for
shopping

People of The Company

Jack Ma (Chairman)

Founder :

Key People:
Jack Ma(Chairman)
Daniel Zhang (CEO)
Joseph Tsai(Executive Vice Chairman)

Company Timeline

In December 1998, Jack Ma and 17 other founders released their first online
marketplace, named "Alibaba Online".

From 1999 to 2000, Alibaba Group raised a total of US$25million from SoftBank,
Goldman Sachs, Fidelity and some other institutions.

In December 2001, Alibaba.com achieved profitability.

In May 2003, Taobao was founded as a consumer e-commerce platform.

In December 2004, Alipay, which started as a service on the Taobao platform,


became a separate business.

In October 2005, Alibaba Group took over the operation of China Yahoo! as part of its
strategic partnership with Yahoo! Inc.

In November 2007, Alibaba.com successfully listed on theHong Kong Stock


Exchange.

In April 2008, Taobao established Taobao Mall (Tmall.com), a retail website, to


complement its C2C marketplace.

In September 2008, Alibaba Group R&D Institute was established.

In September 2009, Alibaba Group established Alibaba Cloud.

In October 2010, Taobao beta-launched eTao as a shopping search engine.

In July 2011, Alibaba Cloud Computing launched its first self-developed mobile operating
system,Aliyun OS

On 6 May 2014, Alibaba Group filed registration documents to go public in the U.S.

In June 2014, Alibaba acquired the Chinese mobile internet firmUCWeb.

On 19 September 2014, Alibaba's shares (BABA) began trading on the NYSE.

Purpose of Brand Audit

To gain a fundamental understanding of where your brand stands in


its current state

Attributes
1.

Huge marketplace

2.

Seller-based revenue models- While small sellers can list products for free
on Taobao, Tmall is exclusive to big brands and sellers pay for subscription and
transaction, Alibaba.com itself works as a middleman and connects buyers and
sellers (mostly importers and exporters), charging them for each transaction.

3.

Networking - has the biggest network of sellers and buyers.

4.

Large Scale operation

Brand portfolio

Ant financial service group

Financial service provider focused on small and micro enterprises


and consumers. Business operated by Ant financial services group
include Alipay, Alipay wallet, Ant Micro loan etc.

BRAND EXPLORATORY

CUSTOMER KNOWLEDGE

ALIBABA is worlds number one E-commerce leader who deals


with all kinds of products. It is the worlds largest online businessto-business trading platform for small businesses.
Brand association
Timely service
Convenience
Low cost

Alibaba handles more than 80% of China's e-commerce business


- it's larger than eBay. It employs 22,000 workers in more than
100 offices and main operations are located in the Xixi District of
Hangzhou, China.

Alibaba isn't just a single site; they own a multitude of sites,


each with different functions.(Alipay, Aliyun, Aliyun App Store,
Taobao, Tmall )

ALIBABA MENTAL MAP

Global
leader

Prompt
service

Delivery
in time

ALIBAB
A
reliable

Customer
satisfaction
Competition
rate

Sources of Brand Equity

Millions of Chinese consumer purchases on daily basis.

Its easily pronounced (English) brand name has also contributed to high brand
awareness, which promoted the familiarity to U.S. and other global consumers.

Highly involved in sustainable corporate responsibility projects as a way to contribute to


social development.

The Group's websites accounted for over 60% of the parcels delivered in China by
March 2013, and 80% of the nation's online sales by September 2014.

The IPO not only provides a huge boost to consumer recognition of Alibaba
internationally, but the involvement of international investors will hugely increase the
breadth of stakeholders intent on building the brand.

POP versus POD


Points of parity

Points of difference

Online selling platform

Seller based revenue model

Quality service

Distribution

Maximum service Coverage

Biggest network of sellers and buyers

Resonance

Strong brand loyalty

Feelings

Judgments
Value for money
Seller based revenue
model

Imagery

Performance

Quality service
Biggest network of sellers
and buyers

Salience

ALIBABA CBBE

Tradition
Social acceptance

High brand recognition


Convenient and accessible

Orange theme
Traditional

Recommendations

Publicity: More advertisement should be given through online


or partnership so that more people will come to know about the
company.

Expanding business: Business should be spread more in India


as in India Flipkart has proven the scope of online market.
Because people of India is not much aware of the service.

Thank you