Ramadhan Campaign 2017 MY & ID only. May 2017

Transcription

1 Ramadhan Campaign 2017 MY & ID only May 2017

2 Ramadhan Campaign - Introduction Ramadhan Campaign How to Prepare

3 Timeline and Concept Malaysia Lazada will feature different categories during the campaign Pre- Ramadhan Ramadhan - Malaysia Post - Raya Campaign Date Pre-Ramadhan May Ramadhan One 26 May - 1 June Ramadhan Two 2-8 June Pre-Raya 9-15 June Raya June Post - Raya June Registration Date Pre-Ramadhan 28 April - 9 May Ramadhan One 5-15 May Ramadhan Two May Pre-Raya May Raya 23 May - 5 June Post - Raya 2-14 June Food Storage & Savers Muslim Wear Cooking Books Wallets & Accessories Muslim Wear Filing & Storage Muslim Wear Muslim Wear Travel Books

4 Timeline and Concept Indonesia Lazada will feature different categories during the campaign Pre-Ramadhan Ramadhan - Indonesia Post - Raya Campaign Date Pre-Ramadhan May Ramadhan One 27 May - 2 June Ramadhan Two 3-9 June Pre-Raya June Raya June Post - Raya June Registration Date Pre-Ramadhan 5-12 May Ramadhan One 8-22 May Ramadhan Two May Pre-Raya 29 May - 5 June Raya 5-12 June Post - Raya June Prayer Equipment, Sports & Outdoors, Fashion, Travel & Luggage, Watches Sunglasses & Jewelry, Health & Beauty Working & Other Activities - Electronics Toys, Baby & Toddler, Home & TV Kitchen Appliances, Kitchen & Dining Bath & Body, Bedding, Furniture, Electronics Accessories, Home

5 Timeline and Concept Indonesia Lazada will feature different categories during the campaign Pre- Ramadhan Ramadhan - Indonesia Post - Raya Campaign Date Pre-Ramadhan May Ramadhan One 27 May - 2 June Ramadhan Two 3-9 June Pre-Raya June Raya June Post - Raya June Registration Date Pre-Ramadhan 5-12 May Ramadhan One 8-22 May Ramadhan Two May Pre-Raya 29 May - 5 June Raya 5-12 June Post - Raya June Kitchen Storages Furniture, Home décor, Storage, DIY Audio Small Kitchen Appliances Muslim Fashion Religious Book Health & Beauty Kitchen & Dining Home Appliances Baby & Toddler 3C EL Accessories Television, Gaming Toys & Games Fashion Watches Sunglasses & Jewelry Health & Beauty Muslim Fashion Laundry & Cleaning Large Appliances Television, Audio Sports Travel & Luggage Automotive Fashion Home & Living Baby & Toddler

6 Ramadhan Campaign - Introduction Ramadhan Campaign How to Prepare

7 How to Prepare for Ramadhan Campaign? Campaign Process Flow Target & Objective Setting Develop Execution Strategy Resources Reorganization Product Positioning Content Enhancement Pre-event Preparation Campaign Period Execution

8 Objective & Target Setting What is it you want to achieve for this campaign? Awareness for new product launch? Clear off old inventory? Create brand awareness? New shop positioning? & many others Set targets that guides you to your objectives Target

9 Develop Execution Strategy Phase 1 Phase 2 Phase 3 Target 1 Action 1 Action 2 Target Develop a strategy to hit all targets Target 2 Action 1 Target 3 Action 1 Action 2

10 Resource Reorganization Boss Gathering resources and manpower for execution Sales Operations Supporting Functions Assortment Shop Management Promotion Planning Order Management Logistics IT Admin Manpower Warehouse Space Computers Logistics Capacity Packing bags Accounts

11 Product Positioning Understand your products Know your target market Replenishment Schedule Product Portfolio Assortment selection Identifying key products Product s Competitive Pricing

12 Product Positioning Understand Target market demands Identify and deep dive on target market Know your target market Country Gender Age Group Income Level Spending Capacity Identify target market Others Purchasing Behavior Market Distribution Expectations Replenishment Schedule Assortment selection Product Portfolio Identifying needs of target market Target market Quality Brand sensitivity Price sensitivity Delivery lead-time Warranty Exchange/Returns Identifying key products Product s Competitive Pricing High Brand cautious Very sensitive Urgent Must have High rate Mid Brand incautious Sensitive Not urgent Optional Mid rate Not sensitive Insensitive Low rate

13 Product Positioning Product s Portfolio Product Inventory Inventory % Tops/Bottoms % Know your target market T-shirt % Shirt % 20.9% Replenishment Schedule Assortment selection Product Portfolio Tank % Skirts % Pants % Shorts % 79.1% Identifying key products Product s Competitive Pricing Jeans % Total 1832 Mapping the product s inventory allows you to analyze if the inventory proportion complements your objectives and targets Inventory proportion might differ by sales channels, categories, business strategies and other factors.

14 Product Positioning Competitive Pricing Replenishment Schedule Identifying key products Know your target market Assortment selection Product Portfolio Product s Competitive Pricing Product Price Range # Item Sold % Item Sold % Sales Amount A < % 14.0% % 14.1% % 25.0% % 42.4% > % 4.5% Product A - Subtotal % 100.0% B < % 5.5% % 42.5% % 44.1% % 4.4% % 2.9% > % 0.6% Product B - Subtotal % 100.0% Sales history analysis understand the performance for all your products Competitors pricing review your pricing against other competitors Identification Identify products which you have price competitiveness on

15 Product Positioning Key Product Identification Replenishment Schedule Know your target market Assortment selection Product Portfolio Product Type Price Profitability Positioning Basic Low & Medium- For mass market with biggest Medium Low customer base Key Medium & Competitive product, good brand High Medium-High awareness Branding High High New products, enhance brand image Identifying key products Product s Competitive Pricing # of variations Low number of key products, high number of variation Low number of key products, low number of variation Product Selection High number of key products, high number of variation High number of key products, low number of variation By understanding your product portfolio, as well as your competitors product positioning, you can accurately plot your strategy positioning. # of key products

16 Product Positioning Replenishment Plan Know your target market Out-Of- Stock risk Dead Stock risk Replenishment Schedule Product Portfolio Identifying key products Assortment selection Product s Competitive Pricing Sales Forecast Sales forecast based on product portfolio and price analysis. Replenishment Lead-time Adequate stocks Understand the lead-time from Replenish and order to delivery ensure that there of stock are adequate stocks in your warehouse before campaign.

17 Content Enhancement Sales = Page View Conversion Rate Breakdown of components that influence your sales First Image Product Name Price Product Description Click here to visit Lazada University for content enhancement training

18 Pre-Campaign Preparation Venue Preparation Pre-packing Hardware and Software Clearly demarcate areas for smooth operations Pre-pack products, if possible, to minimize workload on campaign day Ensure system server and other hardware are functioning well to prevent downtimes. Training Ensure that all staff, including temp staff, are clear on their roles and responsibilities Fulfilment Pre-empt your logistics provider on your volume forecast and plan for logistics provisioning

19 Campaign Execution Ops Supervisor To resolve unforeseen issues and ensure ops efficiency Pre-packing Based on sales momentum, pre-pack fast moving products Performance Tracker Constantly track sales performance and anticipate re-stock to prevent out-of-stock Fulfilment Increase fulfilment momentum to minimize bottlenecks and delays

20 Apply via Promotion Tool Submit Deals to Enter Promotion Page Why? Tips! Promotion page draws more traffic and increase selling opportunities More SKUs approved, more exposure for the whole shop Improve brand / shop awareness Submit deals as early as possible so that you have ample time for editing, if required Make sure you understand the criteria clearly and your deals meet the all criteria (example: big discount price) Revise rejected deals and submit again before the submission deadline

21 Apply for Promotion on Seller Center Apply for Promotion Option 1 Time left till promotion entry closes Join Promotion Option 1 Click Join to view the promotion criteria & join

22 Apply for Promotion on Seller Center Apply for Promotion Option 2 Sort the Campaigns - Open : new promotions that you can join - Review : promotions that you have submitted your deals - Active : on-going promotions that yours deals are included - Expired : past promotions Join Promotion Option 2 Click Apply from all the promotions under the [open] tab, view the details and join.

23 Understanding the Promotion Criteria Promotion Dates The number of products and sellers that have already been approved for the promotion. Criteria Click here for FAQ Submission Deadline Click to add products for promotion

24 Submitting deals through Add New Products tab In the Add New Products tab, find all the live products under the relevant category (or categories). After adding the products, Lazada will examine the deals to ensure appropriate products are selected System will calculate promotion price based on the campaign criteria. You can lower it further to provide an attractive deal. Click here to add all your products displaying in this page to the promotion. (Use cautiously) Add single product to the promotion.

25 Updating deals through Update Products tab View status of the products Update or remove the products : product approved X : product rejected : pending Allow seller to update or remove product after submission.

26 Monitor deals through My Promotion tab Check your submitted deals under Pending, Approved and Rejected. Monitor your promotions - Open : new promotions that you can join - Review : promotions that you have submitted your deals - Active : on-going promotions that your deals are included - Expired : past promotions

27 Thank You & Happy Selling