I.

Introduction
About Tiki.vn
Tiki is a young commercial company, which was established in March 2010 by Mr. Tran Ngoc
Thai Son. The first office of Tiki.vn is Son’s garage with the capital about $5000 from Son’s
money. (Newman, 2011).

Over the period of 6 years, Tiki.vn has become one of the most famous e-commerce companies in
Vietnam. Beginning with selling books, Tiki expands to 9 sectors as books, fashions, consumer
goods, stationary, electronic goods and accessories, mother and baby products and technical
equipment. (Tiki.vn, n.d.)

Tiki.vn has served more than 800,000 customer with the number of product up to 120,000.
In 2013, Tiki was invested by Sumitomo Corporation from Japan after invested by another Japan
party, CyberAgent Ventures Fund, in 2012. According to a report in 2013, Sumitomo Corporation
holds 30% share of Tiki.vn and CyberAgent Ventures Fund holds 15%. (Lê, 2013). Tiki.vn is
called “Vietnam Amazon”; Tiki.vn also mainly focus on the B2C customers as Amazon does.

II. Contents of a Marketing Plan

2.1 Executive summary
Tiki believe that everything Tiki does aims to bring the greatest value to customers,
markets and society. In addition to sharing the values of the Tiki brand through
music videos, the project also shows Tiki's support for the artistic talents of Vietnam,
thereby bringing more and more music products quality for young people and music
lovers all over the country
Tiki always takes care of its customers with the best services, the most attractive
prices but for us it is still not enough because there is a lack of an important element
that is spirit, but music is the way to "take care". The spirit that Tiki chooses.
Besides, we realize that Tiki and Vietnam's young music scene have many
similarities such as growing strongly, still have great potential and especially the
desire to reach the world market so that the two Vietnamese words can be used.
World friends in the same field of respect. So Tiki chose Vietnamese music platform
to accompany.

2.2 Current marketing situation

2.2.1 Marketing situation

Scale : Tiki.vn has become an online retailer with 9 multidisciplinary basic

consumer goods sector, which is still a product of "identifiable" brand enterprises.
Website Tiki.vn have over 300,000 products in 12 fields of electronics, lifestyle
and books.
Accompanying 100 art projects - Tiki is behind to support Vietnamese artists.
 Defining market segmentation by demographic, Tiki.vn’s target customers are
people from 18-45 years old in both genders, they use the Internet regularly by
using smart devices and do have online shopping behavior. They are students,
white collar staffs, wife houses,..across Vietnam.
Tiki.vn’s target customers live mostly in vast cities as Ho Chi Minh, Ha Noi, Da
Nang, Hue,… For more specific in book area, Tiki.vn’s target customers are
people who keen on reading books for studying or relaxing. They have a
comfortable lifestyle and spend a lot of time on the internet so their access to
music is much greater .

2.2.2 A product review

Tiki.vn’s suppliers are famous companies in variety of products as FPT, Asus
Vietnam, etc. Tiki.vn offers products from famous brands as Apple, Samsung,
Asus, Toshiba, LG, Kim Dong Publisher, Nhanvan Publisher, Bitis, and so forth.
Customers can find easily on Tiki.vn any product from smartphone, milk,
cosmetic, book,…
Customers can buy product in any time, any occasion in a year.
Tiki commodity price cheaper than the market it is because their business model.
Tiki will not charge fees payment including applicable on the total order value for
each transaction in cash or card payments within 2 years from the date 5-4-2019 to
5-4-2021.
Profit: attract more customers and investors distribution
2.2.3 Competitive situation
Because of the large range of products, Tiki.vn has a lot of competitors in e-
commerce field; the competitors provide nearly the same types of product as
Tiki.vn does. Lazada.vn, sieumua.vn, 123mua.vn,
chotot.com, … are the typical example.
For instance, books are the most famous product of Tiki.vn from the beginning.
In this field, vinabook.com, fahasa.com, nhanvan.vn, etc. are the big competitors
of Tiki.vn
Still every year, Lazada Vietnam, enterprises invested from Alibaba, the unit
activate the holiday shopping season. With the goal of revenue increased 5 times
 compared to weekdays, Vietnam Lazada bringing 150,000 promotional items
from 9 to 11-11

Shopee, a major rival of tiki also launched a campaign called Super Sale to the
edge competition program of tiki shopping revolution. According to the report
that the Sea, the parent company of Shopee, given, in the first three months of
this year, an average day, 30,000 orders Shopee in Vietnam .

2.2.4 Distribution situation

Youtube , facebook are the twomain tiki website used to advertise music videos
and products for “tiki accompanies the vietnamese singer”

2.3 SWOT
2.3.1 Strengths
- Has a long history of formation
Tiki is a business in e-commerce industry established in 2010, with a long history of
business operations, Tiki has created trust for customers and is one of the first
choices among commercial exchanges. electronic.

- Good brand identity

With the initial starting point of mainly dealing in online books, after 9 years of
operation, Tiki.vn has now become a multi-industry online retailer with 9 basic
consumer goods categories, of which books are still a good product "identity" for
the brand of the business.

- High market share in e-commerce market

In October 2018, Tiki unexpectedly climbed to second place nationwide in terms of
average website visits.

- Having large and strong financial sources, constantly pouring capital

In 2018, Vietnamese e-commerce companies continuously poured huge amounts of
money from international investment funds.
At the beginning of 2018, Tiki received additional money from JD Group, adding to
the investment of 44 million USD received in 2017. By September 2018, the
company continued to receive an additional 122 billion VND from VNG.

- Convenient product, close to the customer

In terms of belief, 85% of customers are satisfied with the quality and service of
Tiki. With 400,000 monthly shoppers at Tiki, the return / exchange rate is only
0.95%.

- Return policy as prescribed, creating favorable conditions for buyers.

- Large, fast distribution network
Tiki has built and implemented its unique selling point (USP) with fast delivery
service with an average delivery time of only 1.6 days nationwide, allowing
customers to receive goods in 2 hours in Ha Inner and TP. HCM, and ensure the
quality of goods when it reaches the user.

From May to October, the company has invested a lot of resources in opening 6 more
warehouses, bringing the total number of warehouses nationwide to 8 warehouses,
including Ho Chi Minh City. HCM with 3 warehouses; Hanoi, Hai Phong, Da Nang,
Nha Trang and Can Tho with 1 warehouse in each city. After much effort and serious
investment, on October 20, 2018, all 8 Tiki warehouses were put into operation at
the same time.

- Catch up with trends and customer needs, constantly changing themselves to

interact well with customers
Tiki is constantly launching special promotions and communications to promote
awareness of diversity, especially in household products and technology.

2.3.2 Weakness

- Heavy losses, losses for the increasing trend over the years
According to the financial report of Tiki Joint Stock Company, this enterprise
recorded an accumulated loss of nearly 308 billion dong at the end of 2016. If
calculating the loss of 282 billion dong in VNG's 2017 annual report, the
accumulated loss of This e-commerce site has reached nearly VND 600 billion after
7 years of operation.

- Launching virtual book price

Sometimes, Tiki often offers policies "Sale at 20%, 40% ...", but the sale is high, but
compared to the actual price, it is not much lower. So for some customers, sometimes
the sale policy does not stimulate demand, but it may backfire.

- The policy of combining plastic books with combos brings mixed opinions
Tiki has a plastic wrap policy, using 99k packs of 40 books or 199k packs of 100
books. This has encouraged customers' demand for book protection. However, not
everyone needs to buy so much, so it creates discomfort and needs to adjust this
policy by unit.

- Shipping and order are limited

Although Tiki has many warehouses and many delivery policies. However, the
amount of goods in the warehouse is uneven, so the misaligned order will make
buyers wait for 3-5 days. Some Tiki products only deliver in HCM.

- Delivery time depends too much on the geographical location between regions.

- Products are limited, not really diverse (compared to Lazada, Sendo ...)
- Processing time, post long
Posting time up to 48 hours, takes a lot of time when reviewing and editing image
content.
2.3.3 Opportunities
- Marketplace brings great potential to Tiki
Businesses, when brought here, can actively coordinate with Tiki to make
marketing and boost sales, but the quality must still be controlled by Tiki's
supply chain system. In this way, Tiki can control the quality of input, and
possibly through businesses to resonate for their e-commerce platform.

- Internet use time of Vietnamese people is high

On average, Vietnamese people use the Internet for up to 4 hours a day. This
is a great opportunity to grow your online business.

- The trend of online shopping is on the rise

With the rapid development of online business, consumers are increasingly
buying online, this is a great opportunity for the development of Tiki in
particular and e-commerce in general.

Gain credibility, great resonance from Google, Facebook

 Tiki works with Google as a Tet City, and a few years ago with Facebook.
Facebook has a Facebook store. Every year, Tiki will send my employees
through Facebook headquarters, I learn how to build a customer database,
this is a big project of Tiki, to understand customers better, help them have
the right choice.

- Working with large companies has brought more experience and empowered
Tiki brand.

- Among the top industries encouraged by the government and prioritized for
development

2.3.4 Threats

- Strong competitors
For the booming development of e-commerce market, Tiki has many
competitors worth worrying like Lazada, Shopee, Sendo ...

- Marketplace policy
The Marketplace offers a great opportunity for Tiki's new development, but
this is also a big challenge for the quality of product inputs, traceability and
building trust with customers when implementing the marketplace model.

- Online business form

Although the online purchase is growing strongly, but before that many fake
and fraudulent purchases have created a cautious trend when not being
checked.

- High selling cost

E-commerce is a relatively new form of sales in Vietnam, so the cost to
maintain pages, warehouses and customer support is very high. While the
 risk of customers ordering but not receiving goods is still very large,
businesses must bear all the costs due to the return of goods, the quality of
goods through many stages of transportation is difficult to ensure quality
such as original.

We have the summary table:

S W
+ Tiki has a long history of formation. + Heavy losses, losses for the
+ Brand identity. increasing trend over the years
+ High market share in e-commerce + Launching virtual book price
market. + The policy of combining plastic
+ Having large and strong financial books with combos brings mixed
sources, constantly pouring capital. opinions
+ Large, fast distribution network.

O T
+ Marketplace brings great potential +Strong competitors
to Tiki +Marketplace policy
+Internet use time of Vietnamese +High selling cost
people is high
+The trend of online shopping is on
the rise
+Among the top industries
encouraged by the government and
prioritized for development

2.4 Marketing strategy

2.4.1 Product
Tiki.vn is a prestigious company in the provision of genuine products. Products from
Tiki.vn is always ensured about quality. Customers of Tiki.vn feel secure when they
choose product from Tiki.vn website or app because the pictures are similar to real
products, Tiki.vn does not apply many photo effects on pictures published on
website or app
Tiki.vn’s suppliers are famous companies in variety of products as FPT, Asus
Vietnam, etc. Tiki.vn offers products from famous brands as Apple, Samsung, Asus,
Toshiba, LG, Kim Dong Publisher, Nhanvan Publisher, Bitis, and so forth.
Customers can find easily on Tiki.vn any product from smartphone, milk, cosmetic,
book,… Customers can buy product in any time, any occasion in a year.
Moreover, Tiki.vn also has a service called Tiki Care which helps customers in any
available cases by hotline 19006035. (Tiki.vn, n.d.) After finishing ordering
product from website, Tiki.vn’s operator will make a phone call to customer to
confirm the order. Then, Tiki.vn has After Sale Service to make sure that customers
are satisfied by products from Tiki.vn. Furthermore, Warranty terms are showed in
any product, Tiki.vn makes it clear and simple to customers.

Customers can find available on stock condition of any product. If a product is not
available at this time, Tiki.vn will offer a button which notify customer when
this product is available. The customer demand of buying product just appear in
some moments, it can be forgotten easily if this demand is not satisfied. Tiki.vn will
remind customer by sending notification when the product is on stock, this notification
will raise the customer demand again. It might help Tiki.vn sell this product.

2.4.2 Price
Tiki.vn is an e-commerce shop with variety of product so that they have a wide range
of price as well. Customers can choose range of price that they want easily in any
kinds of product customers looking for. The most important aspect that influence
customer buying is that Tiki.vn always has reduction in any products they have. This
sale promotion has positive effect on customer who want to purchase product in the
cheapest price.
Customers have change to buy product in high price without purchase a large amount
of money at once. Tiki.vn corporate with HSBC, ANZ, Sacombank, Shinhanbank,
Citibank, VPBank, Eximbank, SeABank (Tiki.vn, 2015) bring out program “0% interest
in installment purchase” for customer using credit card of these banks. Otherwise,
Tiki.vn has COD (Cash On Delivery) buying method, it very convenient for
customer when buying product from Tiki.vn. Customer just pay money when
they receive product. In addition, Tiki.vn always give a customer a small gift
when they buy books in Tiki.vn, it usually a bookmark, a small and useful
gift for book reader.

2.4.3 Place
As mentioned above, Tiki.vn has variety of products which suit for most of
customers’ demands so Tiki.vn does not have segmented channel. Tiki 24h Delivery
Service and COD service which mentioned are the good features of Tiki.vn
which is mainly focus on B2C business.
Another justification should be added into account is that Tiki support team will
help customer to install products as TV, refrigerator … when they deliver them to
customer.

2.4.4 Promotion
Tiki.vn is so famous for book, they join in annual book fair in Ho Chi Minh City to
reach their customers, particularly the young. Tiki.vn also invites famous authors
as Anh Khang, Hamlet Trương, Iris Cao, Tuệ Nghi,.. ,who are influencers to their
target customers, to autograph copies to customers. In Tiki.vn’s area in book fair,
they hold many mini games to attract customers.
 Exchanges and autograph show in Ho Chi Minh City Book Fair 2016.
(Tiki.vn, 2016)

In order to encourage customer to buy products, Tiki.vn offer a promotion that

with any product bought, customer will be received a number of points called
Tiki Xu which will be accumulated to exchange to money. Customers are capable
of using Tiki Xu to discount their receipts.

Because of a B2C business, Tiki.vn do not put direct marketing as their main
marketing programs. Customer can see Tiki.vn in most famous electronic
newspapers as a sponsor in many kinds of event. Brand Tiki.vn is the “hot” key
words in Vietnam whenever a young want to buy a book online.
2.5 Action Program
Since May of1919, Tiki with the marketing strategy "Tiki with Vietnamese
stars" has become the first e-commerce startup in Vietnam to announce a long-
term cooperation with Vietnamese artists. Tiki has sponsored the release of art
products in many fields, notably music and has brought a very different effect.

Tiki's representative, Mr. Bui Ngoc Hien, Director of Tiki Brand and
Communications, said: “Up to now, Tiki's brand awareness index nationwide
has reached 94%, of which in the two major cities are Ho Chi Minh City and
Hanoi respectively 94% and 95%, other cities also reached 90%. In May of1919,
the project "Tiki with Vietnamese stars" also entered the top 10 prominent social
networks from Buzzmetrics.
The project started with a music video on YouTube called “lửng lơ” by two
famous underground vocalists, Masew and BRay. Then there are a series of
products: August Light procession (Ho Hoai Anh - Luu Huong Giang; The
Voice Kids; R.Tee), Bac Destiny (K-ICM and Jack), Don't Fall In Love, I'm
Tired (Min ), Can You Stay (Chi Pu), Love It (Duc Phuc), Bright Eyes (Truc
Nhan), Waves (K-ICM and Jack) ...
MV has long been one of the fastest channels to reach audiences. But to
participate in this race, the singer must spend a lot of money, even billions.
Therefore, with the sponsorship of Tiki, many singers and artists have saved a
considerable amount of money, and at the same time, took advantage of more
promotional channels during the Tiki brand campaign.
The common point of these music videos is that the delivery staff plays the Tiki
logo, the end of the song is brand information. Thereby, Tiki focuses on
promoting the brand into the music videos of artists with a large number of
young fans who have just started to own finance and are interested in spending
and shopping.
Tiki representative confirmed the project sponsors for 100 music products in the
near future. In fact, the sponsorship of the music video is not new in Vietnam in
recent years, especially after the success of Biti's with sports shoes in the song
in the context of Lac Troi ancient history of Son Tung M-TP. .

Answering about why not pour money to do promotion in e-commerce as other

competitors, but invest in music, Mr. Tran Ngoc Thai Son, Founder and
Chairman of Tiki said the company is still constantly promoting but "it is not
enough because there is a lack of an important element that is spirit, but music
is the way to" take care of the spirit ".
Statistics from YouTube indicate that Vietnam is one of the five largest markets
in the world. The average Vietnamese spends more than 100 minutes a day on
YouTube watching entertainment content, of which music videos are the most
popular entertainment content. Success for Tiki has hit the needs of YouTube
users in Vietnam with a total of 29 videos on the YouTube trending in this
project is 29 videos and 9 of them are in the top 1. helped Tiki brand appear
nearly 600 million times in less than 1 year.
In fact, in music videos invested by Tiki, artists like Chi Pu, Duc Phuc and Min
possess a young audience, most of which range from high school to college,
which is the age at which they start mastering. finance and interest in spending,
shopping. This is a potential new customer to grow in the context of e-commerce
firms in recent years accepting continuous losses to pull customers.
Evaluating this result, Mr. Bui Ngoc Hien, Director of Tiki Brand and
Communications, said: “Particularly cost-effective, the program" Tiki goes with
Vietnamese stars "brings about 20 times more efficiency than other forms of
regular advertising on the YouTube platform ”.

According to a FGD (Focus Group Discussion) in Hanoi conducted by Cimigo,

the majority of participants said they knew and were familiar with Tiki through
the music videos of the project "Tiki came along." Vietnamese stars. " “Now I
watch Tiki music videos on YouTube and Tiki is present. This makes me feel
Tiki's image becomes younger and closer to me, ”said Minh Tuan, 22 years old.
 Unlike other quantitative surveys, FGD helps to better understand participants'
attitudes and feelings about the topic. The above results show that the project
not only helps Tiki increase brand awareness but also brand engagement (brand
love and engagement).

Also according to data from iPrice, in the second quarter of 2019, Tiki became
the e-commerce startup with the most impressive growth in Vietnam. Average
access to the website tiki.vn reached over 33 million, ranking the second in the
whole country. Traffic to Tiki is higher than Lazada and only about 5 million
visits from Shopee. Even in the first quarter of 2019, Tiki has achieved an
average growth of 23% in traffic each quarter since the second quarter of 2018.
2.6 Budget
-The cost of investing in a MV for Vietnamese singers for content marketing:
225 billion
-Backup budget: 25 billion
-Count: 250 billion
 -Profits received from this marketing

 Increase buyer percentage: growth

from 5-10%
 Revenue: growth 64%/Mnth
 Customer Data: growth 70%
 Average value of an order: growth
67%

2.7 Controls

Continue to invest in Vietnamese artists' music videos to accomplish the 100 MV goal
in 2019. “However, not every MV has achieved the success that artists and Tiki want
but I have to accept what there. Just like you develop a project, there is success, there
are failures but not because of that without investment, must have faith that it succeeds
”, Mr. Tran Ngoc Thai Son, Founder and President Son's Board of Directors shared
Before wondering about the effectiveness of investing in music and whether it is
expensive, Mr. Son said, according to the data and results given, it is very effective
and the management has great faith in the strategy. This will succeed. "I don't think it
is costly and ineffective," Son said.
With a narrower financial resource than the two foreign e-commerce sites, Tiki's loss
is also much "modest" with 760 billion dong. However, this loss is 2.5 times higher
than in 2017.
Tiki has many domestic and foreign shareholders such as VNG, JD.com, Sumitomo
...
With no abundant financial resources, Tiki always has to make new calls to
supplement capital. In 2018, Tiki raised another 920 billion dong but also spent almost
due to the large loss in the year. To continue racing in 2019, the company must call
for additional capital is a mandatory requirement. In the future, it is possible to
continue investing in 200 to 300 mv, rather than stopping at 100mv
Ranking of leading e-commerce businesses in Vietnam