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Mobile Marketing Strategy In Creating Customer Value Proposition: The Case By Zalora Malaysia

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Fasya Shahrir

on 18 December 2013

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Transcript of Mobile Marketing Strategy In Creating Customer Value Proposition: The Case By Zalora Malaysia

For next 30 minutes
1) Introduction
Background of the study

Research Problem

Research Question & Research Objective


2) Literature Review
i) Online Shopping

ii) Mobile Marketing

iii) Factors influence online shopping

iv) Value of Mobile Marketing

v) Types of Mobile Marketing

3) Methodology
4) Finding & Analysis
i) Demographic Analysis

ii) Descriptive Analysis

iii) TOWS Analysis

iv) Value Chain Analysis

v) Competitive Position Analysis- Porter's Five Forces & Porter's Generic Strategy
Content
1) Introduction

2)Literature Review

3) Methodology

4) Finding & Analysis

5) Conclusion & Recommendation
Presented by:

Nuraya Fasya Shahrir
Nor Asmah Md Sagap
Zalora Malaysia
Zalora Malaysia
5) Conclusion & Recommendation
Introduction
Background of the study

To find out why people interested to engage with mobile shopping & the benefit of mobile marketing in creating customer value proposition.

Research Problem
MajorProblem
: How to appeal new/potential customer to shop with Zalora
4 Research Questions are:
4 Research Objectives are:
Research Study
Minor Problem:

1) How to cope with a huge demand due to good response from mobile marketing strategy-retention of existing customer + creating customer value proposition

2) Improve service quality-Based on WOT Reputation Scorecard
Research Questions
2)
What are the possible key drivers that motivate potential customer to use Zalora as a platform of doing online shopping?
3)
What are the perceptions of Zalora customers towards its advertisement through mobile marketing strategy?
4)
How mobile marketing strategy creates customer value proposition?

ZALORA MALAYSIA
How does Zalora current situation determine its competitive position being as online shopping platform?
1)
Research Objectives
1)
To gain insight of the current situation of Zalora competitive position being as online shopping platform.

2)
To determine the key drivers that motivates potential customers to use Zalora as online shopping platform.

3)
To unravel the customer’s perception towards Zalora advertisement through its mobile marketing strategy

4)
To access how Zalora utilized mobile marketing strategy to create customer value proposition.

Zalora Malaysia
1) Malaysia Online Biggest Store - "e-Retailer"

2) Rocket Internet - Samwer Brother's (Germany)

3) Business operation commenced in year 2011

4) 600 Brands & 30,000 products
Literature Review
Research Methodology
Explore criterion of customer value proposition through mobile marketing strategy implemented by Zalora Malaysia

Sampling Method
1) Non-probability sampling

2) Convenience sampling

Data Collection
1) Primary Data

a) Personal Interview
b) Questionnaire


Data Analysis
1) Descriptive – Distribution, central tendency, dispersion

2) Qualitative – Tools :
i) TOWS
ii) Porter’s Value Chain
iii)Porter’s Five forces
iv)Porter’s Generic Strategies

2) Secondary Data

a) Internal sources
b) External sources

Finding & Analysis
Potential Customer:
1) Malay Female

2) Age: 25-35 years old

3) Middle Income Household
Objectives & Method Analysis
Objective 1
To gain insight of the current situation of Zalora competitive position being as online shopping platform
Method 1
Tools:

1) SWOT Analysis

2) Porter 5 Forces & Generic Strategies

3) Value Chain Analysis
Objective & Method Analysis
Objective 2
To determine the key drivers that motivates potential customers to use Zalora as online shopping platform
Method 2
1) Questionnaire
Objective & Method Analysis
Objective 3
To unravel the customer’s perception towards Zalora advertisement through its mobile marketing strategy
Method 3
1) Questionnaire
Objectives & Method Analysis
Objective 4
To access how Zalora utilized mobile marketing strategy to create customer value proposition
Method 4
1) Questionnaire

2) Value Chain Analysis
Conclusion
i) Sampling Method

ii) Data Collection

iii) Data Analysis
Zalora.com.my traffic graph (6 months period)
Zalora.com.my traffic graph (12 months period)
1) Online Shopping

i) e-commerce
Process of buying, selling or exchanging products, services and information via communication network such as the internet, intranet and extranet (Turban and King, 2003; Turban and Volonino, 2012)

ii) m-commerce
Assessing of business process at “anytime and anywhere” by the use of mobile devices via wireless network (Rajnish et. al., 2007)


2) Mobile Marketing

The use of the mobile medium as a means of marketing which allows communication to be conducted without the restriction of being at a fixed location at a certain point of time (Leppäniemi et. al., 2006).


3) Factors influence online shopping

Sufficient time to think & make order - Delafrooz et. al. (2009), Morganosky & Cude (2002), Kim & Kim (2004), McKinney (2004), Harn et. al. (2006)

Save time, can be performed from any place - SabbirRahman (2013)






4) Why people reluctant to purchase online?

Information security & privacy concern - Ahuja et. al., 2003; Busu & Muylle, 2003; Bingi et. al., 2000

Information may be disclosed to others without user’s knowledge - M. Ahmet et. al., 2007


5) What marketers should do?

Ensure customer’s confidence and adopt e-commerce - Berendt et. al., 2005; Sulaiman, 2000

Always ensure on the security of their website & data privacy to enhancement - Berendt et. al., 2005; Sulaiman, 2000

Zero fraud in e-commerce through zero customer complaints - M. Ahmet et. al. (2007)


6) Value of Mobile Marketing

Ubiquity
Personalization
Two-way communication
Localization
Offers multiple channels

(Phumisak, Donyaprueth and Vatcharaporn, 2012)

Literature Review
Literature Review
Types of Mobile Marketing
Kareembyte (2013) and Diane Rayfield (2010) – source : ibytedigital.com & harpsocial.com


SMS Marketing
MMS Marketing
Mobile Web Marketing
Bluetooth Proximity Marketing
Mobile Apps Marketing
Voice Marketing
Pay-per-Call Marketing
Location-based Marketing
Quick Response Codes

SWOT ANALYSIS
Mobile Marketing Strategy in Creating Customer Value Proposition: The Case by Zalora Malaysia
Competitive Price- "Value for money"
Easy payment process -

i) iP88, COD, credit card, debit card

ii) Not require customer to inform them on the payment that have been made

Recommendation
Recommendation
Full transcript