1. Marketing Partnership
October 2015
Indonesia PhilippinesMalaysia ThailandSingapore Vietnam

2. Agenda
 Introduce SouthEast Asia’s Largest eCommerce company
 Present Lazada Marketing Capabilities & Case Studies
 What can be done for Alobuy
2
1
2
Striclty confidential
3

3. Lazada was launched early 2012 to target >500m
consumers…
3
Source: CIA World Factbook, July 2014 estimates
Founder: Rocket Internet ( Germany)
Backed by leading sector specialists and investors:
Lazada Thailand
Bangkok
Pop: 68m
March 28, 2012
Lazada Philippines
Manila
Pop: 108m
March 31, 2012
Lazada Indonesia
Jakarta
Pop: 254m
March 26, 2012
Lazada Malaysia
Kuala Lumpur
Pop: 30m
March 27, 2012
Lazada Vietnam
HCMC
Pop: 93m
March 28, 2012
Lazada Singapore
Singapore
Pop: 6m
June 25, 2014
HK/Shenzhen
Sourcing hub
Jan 1, 2013
Striclty confidential

4. In 2014, Lazada became the leader in the e-commerce
in Vietnam
4
http://www.thesaigontimes.vn/126956/Doanh-thu-mua-sam-truc-tuyen-chu-yeu-nam-trong-tay-nuoc-ngoai.html
http://dantri.com.vn/kinh-doanh/mua-qua-mang-tang-gap-doi-mon-hoi-thuoc-ve-doanh-nghiep-ngoai-1036754.htm
15/02/2016 Striclty confidential

5. 5
Our customers concentrate in HCMC and HN, and
mostly young consumers at age 18-34
15/02/2016
42%
37%
6%
6%
6%
3%
18-24
25-34
55-64
35-44
45-54
65+
40%
27%
5%
28%
Ho Chi Minh
Hanoi
Da Nang
Other
Striclty confidential

6. N#1
ecommerce
website in
VN
>15M
visitors per
month
>50M
page views
per month
>1.7M
Facebook
fans
>200K
products
offered
>5000
brands on
16
categories
Lazada.vn is the leading e-commerce in Vietnam
Striclty confidential

7. Agenda
 Introduce SouthEast Asia’s Largest eCommerce company
 Present Lazada Marketing Capabilities & Case Studies
 What can be done for Alobuy
7
1
2
Striclty confidential
3

8. We have unique capabilities & relationship with
global players to ensure a cost-efficient marketing
8
Economy of scale: we spend big,
therefore getting big discount from
partners
1
Expertise: we have a team in each
channel to do optimization every day
2
Relationship: we have a dedicated
team in Google and Facebook
headquarter to serve us
3
Striclty confidential

9. Lazada can provide a full range of marketing
services in-house
9
Marketing channels overviewObjective
• We can pursue three objectives with a marketing
campaign
• Awareness: Create awareness for a brand or a
product and increase its recognition among customers
• Positioning: Create an impression of a product or
brand in customer’s mind, increase the extent to
which is it associated with its characteristics and
occupy a market nice
• Sales: Drive sales of a brand or of determined
products
Benefits of Channel in overall campaign
▪ 23,000,000+ monthly visitors
▪ Increase brand awareness
▪ Push new products and initiatives
▪ Drive traffic directly to Motorola’s shop-in-shop
Onsite Placements
1
▪ Millions of views every hour
▪ Strong sales catalyst
▪ Capture potential customers at moment of high
interest – “pull effect”
SEM & GDN
2
▪ 5,000,000+ subscribers
▪ Potential to be highly targeted
▪ Increase brand awareness
Email
4
▪ 1,000,000+ bloggers and affiliate partners
▪ Massive exposure everyday
Affiliates and
bloggers
5
▪ 12,000,000+ fans
▪ Create big buzz to launch new products
▪ Drive traffic to shop-in-shop
▪ Target huge fan base & access to friends of fans
Facebook
6
▪ 2,000,000+ users
▪ Android App and IOS App
Mobile & Chat
Apps
7
▪ 100,000,000+ customers targeted
▪ Increases reach
▪ Strong sales catalyst
▪ Increase brand and product awareness
Offline
Partnerships
8
▪ National media with on-line & off-line ads.
▪ Key Opinion Leader, Bloggers, Video ReviewPR
9
▪ Low cost (low CPC) for efficient spending
▪ 250,000,000 views a day
Local Ads
Networks
3
Striclty confidential

10. 1. Lazada Onsite Banners
Home Page & Category Page
10
Category PageHome Page – Mouse over, Brand Central & Docking banner
Striclty confidential

11. ▪ Sponsored search results showing
when users search the web
▪ Up to 4 “sitelinks” promotions can be
added to direct users to new products
▪ Strong sales catalyst
▪ Capture potential customers at
moment of high interest (search) &
ability to capture users who did not
intend to buy your brand
▪ Flexibility to be generic (category) or
highly targeted (specific product)
▪ Augment offline campaigns
▪ The more you invest, the more we
subsidize your investment in local
SEM channel
2a. Lazada SEM
Search Engine Marketing can reach up to 200,000 clicks per day
11Striclty confidential

12. ▪ Create all types of ads - text, image,
interactive and video ads, to create
high impact ads.
▪ Place through Google those ads on
websites that are relevant to what
you’re selling, and target to the
people that are likely to be most
interested.
▪ Reach potentially 95% of online
population in Vietnam
▪ Manage and track your budget,
campaigns and results maximizing the
number of clicks.
2b. Google Display Network
GDN is accessible to ~95% of online population in Vietnam
12Striclty confidential

13. ▪ Reach over 1,000 local websites:
Vietnamnet, Vnexpress, Dantri, 24h,
Kenh14, etc.
▪ 250,000,000 daily views
▪ Filtered target audience: by behavior,
demographic, geographic
▪ Top channels: Admarket, Netlink,
Eclicks, etc.
▪ The more you invest, the more we
subsidize your investment in local
ads channel
3. Local Ads Networks
We have reach to the biggest publishers in Vietnam & the ability
to target per geography & demography 90% of all internet
citizens in Vietnam
13Striclty confidential

14. ▪ Leverage Lazada’s huge subscribers
base to provide targeted emails
▪ Criteria such as gender, interest,
purchase history, age, geography,
etc. give potential for highly
targeted emails
▪ Further expand initiatives’ reach
using SMS and Lazada mobile app
notification to communicate flash sales
and special offers
▪ Increase brand awareness
▪ Promote complete product range
▪ Push new products or initiatives
4. Lazada Newsletter
E-mail Direct Marketing can reach up to 5,000,000
subscribers who regularly read Lazada Newsletter
14Striclty confidential

15. ▪ Blog post, Reviews, Display banners
displayed on websites, blogs, portals,
etc.
▪ Placements happen through website
part of the Lazada Affiliate Program
▪ Communicate via “influencers”
▪ Push new products and initiatives
▪ Flexibility to be generic (category) or
highly targeted (specific product)
▪ Enhance offline campaigns
▪ Increase brand awareness
5. Affiliates
We now have an network of +1,500 affiliates and among the 500 active
affiliates are the most famous websites, bloggers and facebookers of VN
15Striclty confidential

16. ▪ Lazada is a global Facebook
preferred partner
• 1 out of 5 only companies
with access to Facebook Ads
API with direct contact to FB HQ
engineers in Menlo Park
▪ Built a community of more than 12
million fans, keeping very high
engagement ratios
▪ Driving sales through very advanced
targeting options and optimization
based on conversion pixels
▪ The more you invest, the more we
subsidize your investment in
Facebook channel
6. Facebook Wall and Facebook Display
Largest page in Vietnam with more than 12,000,000 loyal fans and
with FB ads we can reach 30,000,000 people who surf Facebook
everyday in VN
16
Facebook Wall
Facebook
Promoted Post
Facebook CPC
(Cost per Click)
Striclty confidential

17. 17
7a. Mobile Application
New version of mobile app launched in Sept 15’
Source: Company Data; Note: All numbers exclude Lamido
▪ Android app with >14.5m downloads
launched in June 2013
▪ iOS app with >4.6m downloads
launched in January 2014
*Lazada App is in Top 2 shopping
applications in both Google Play & App
Store across all markets (Aug 2015)
* Featured as “Best New App” by Apple
▪ Good metrics compared with desktop:
CR is double, higher ABS & higher re-
purchase rate.
▪ %App Rev share in VN reached over
40% in August (only at 12% in March)
Striclty confidential

18. ▪ Official eCommerce partner with
key mobile players
* LINE, with 290,000 followers
* Zalo, with 400,000 followers
* Viber, with 10,000 followers
▪ Lazada deals pushed through LINE
Shopping accounts. LINE
Shocking Deals has more than 1
mil followers
7b. Chat Apps
Strong Partnerships with Vietnam’s most popular OTTs
18Striclty confidential

19. ▪ Partner with 20 interested banks
to provide discount to consumers
▪ Premium base up to 2 million
▪ Gain access to Bank’s CRM and
EDM lists
▪ We will offer a further discount to
bank base
▪ Discount will be funded by
requested marketing fee
8a. Bank Partnerships
19Striclty confidential

20. ▪ Partner with various kinds of
partners to consumers
▪ Gain access to partner’s
marketing channels: banners at
cinema, school campus, partner’s
website, newsletter
▪ We will offer a further discount to
partner’s customers
▪ Discount will be funded by
partners
8b. Cinema, Telecom, University and Other
Partnerships
20Striclty confidential
Cinema Partners Telecom Partners
University Partners
Other Partners

21. ▪ TVC coverage on nation-wide
▪ Run advertorial on tier 1
publication
▪ Work with famous KOLs to post
Facebook, do social activities, and
product review
▪ Invest offline branding and PR
extensively (press conference,
showhouse, flyer and brochure
distribution
9. PR & Branding
Powerful way to communicate using Key Opinions Leader and
off-line activities.
Striclty confidential 21
21

22. ▪ Dedicated custom URL
▪ Custom corporate header
▪ Large product slider on the landing
page featuring five different products
▪ Continuous graphics, copywriting
and IT support on demand
▪ Tailored category tree
▪ 2-4 banners
10. Shop-in-Shop
A dedicated URL for your shop with tailored banners and category tree.
Striclty confidential 22
http://www.lazada.co.id/gemaaudio/
22

23. Lazada is the ideal platform fore new launches
Lenovo A7000 in VN – Exclusive on LZD
 Mechanism:
– Customer registration during Teasing phase
– 1h flash sales; stock clearance in 3 flash sales.
 Medium:
– Intensive push across marketing channels
– KOL video review
– SMS & email reminder to increase CR
 Performance
– # registrations: 12,000+; CR on registered users: 18%
– Traffic: 404,000 sessions during teasing phase
– Cleared 65 pieces per minute during Flash Sales
23

24. Lazada is the ideal platform fore new launches
Alcatel Flash Plus in VN – Exclusive on LZD
 Mechanism:
– Customer registration during Teasing phase
– Open sales on June 17th, out of stock in 48 minutes
– LZD gift: SIM card + 4.4MVND Mobifone Package
 Medium:
– Intensive push across marketing channels
– KOL video review + Off line trial during Elle event
– SMS & email reminder to increase CR
 Performance
– # registrations: 8,000+; CR on registered users: 15%
– Traffic: 350,000 sessions during teasing phase
– Cleared 108 pieces per minute during Flash Sales
– 150 users still on the landing page 24h after the
launch, waiting for stock.
24

25. Lazada is the ideal platform to promote brands
Comet full partnership (Onsite, Facebook, emailing, local add & GDN
Revenue growth of 185% for a traffic increase of 215%
25
DisplaybanneronHomepageVisitsonbrandwebsite
CometonFacebookfanpagePageviewsonbrandwebsite
Page views increased by 189% compared to previous period
Revenues increases by 185% compared to previous period
Visits on products landing page grew by 215%
Striclty confidential

26. Two main ways LAZADA enables your brand to grow:
Incremental sales & building brand awareness
26
Generating incremental sales
Source: Kantar Research
Driving incremental sales by closing
purchase cycle and distribution gap
 Increase Distribution coverage
 Drive brand Trial and Repurchase
Strictly Confidential
1 Building awareness & equity2
Massive traffic and big communities to
drive awareness: #12 website in Vn
 15M VN visitors per month
 1.7M FB fans, 0.5M EDM subscribers
 Strong online marketing capability
Your ‘online billboard’; massive
reach
&
Your own store in shopping
department; high traffic

27. Agenda
 Introduce SouthEast Asia’s Largest eCommerce company
 Present Lazada Marketing Capabilities & Case Studies
 What can be done for Philips
– Shop in Shop
– Product launch
27
1
2
Striclty confidential
3

28. Shop-in-Shop
• Tailored landing page matching Philips
branding
• Linked to “Buy now” button
• Content control
• Landing page for marketing push and
on-line campaign
• Data and analysis on the traffic
according to your needs (localization,
age, gender, …)
28
What can be done for Philips
Product Launch
• Specific campaign to promote a
new SKU or a product range
• Leverage all the marketing
channels to increase the sales and
the brand awareness
• “Exclusive on Lazada” stamp

29. What can be done for Philips
Philips Official Shop-in-Shop
Striclty confidential 29
The Shop-in shop is the
destination of the
marketing push
Every channels can be
leveraged to bring traffic
to this tailored landing
page.
Marketing channels Activities to Promote Philips SiS
Onsite Placements
• Brand of the day
• Top banner on HA Home page
• Banner on Lazada Home page
SEO
• Backlink from Philips website to Philips SiS on
Lazada
SEM
• Extra effort on relevant key word linked to
Philips SiS
LDN & GDN • Targeted banners to increase CTR and traffic
Email • Banner on Lazada Newsletters
Affiliates and
Bloggers
• Extra effort on effective HA affiliates
Facebook • Specific post to promote Philips SiS
Mobile & chat Apps • Post on Zalo and Line
PR
• Advertorial about Philips & Lazada
cooperation

30. ▪ Dedicated to land large amount of
traffic
▪ Dedicated custom URL
▪ Custom corporate header
▪ Large product slider on the landing
page featuring five different products
▪ Continuous graphics, copywriting
and IT support on demand
▪ Tailored category tree
▪ 2-4 banners
▪ Content control
What can be done for Philips
Philips Official Shop-in-Shop
Striclty confidential 30
30
Philips

31. What can be done for Philips
Philips Official Shop-in-Shop
Striclty confidential31
31
Philips
• Philips Shop-in-Shop can also be
used to promote a product range
specifically
• Using branded material, video
review, infography…
• Specific SKUs with attractive
bundling can be placed on top

32. 32

33. 33

34. 34

35. Timeline
Overall Timing Proposal
35
W44 W45
30 1 2 3 4 5 6 7 8 9 10 11 12 13
Planning and proposal
Finalize and kick-start
Content Development
Shop in Shop alive
Mkt push
December
• Material has to be provided by Philips marketing team to match the official branding
• Before launching the SiS, Lazada team send a mock-up version for approval

36. Marketing Plan for Philips
Budget Allocation Proposal – Shop in Shop
36
Metric Unit Amount
Shop in Shop development Page 1 $800
On-site exposure with banners linked to Philips SIS day 10 $1,500
Online Marketing
SEM Click 5,000 $500
LDN Click 5,000 $600
GDN Click 5,000 $600
Facebook Posts and boost to 1.7M Lazada's fans Post 2 $500
Tailored newsletter to Lazada customers (400.000) Banners 2 $500
TOTAL BUDGET $5,000
NB: This budget is for both Shop-in-Shop creation and traffic generation

37. Agenda
 Introduce SouthEast Asia’s Largest eCommerce company
 Present Lazada Marketing Capabilities & Case Studies
 What can be done for Philips
– Shop in Shop
– Product launch
37
1
2
Striclty confidential
3

38. Product Overview
38
Price: 1.070.000vnd
Discount price: 870.000vnd
Target customers: Male 25-35
years old
Secondary target: male 30-50
years old & female 30 – 40 years
old buy shaver as gift for husband

39. Product Page
 Present full
product information
 Image and
introduction video
for better
illustration
39

40. Onsite exposure
40
•Product represent at
Lazada homepage
•Directly drive
customers to product
page
•Increase traffic and
attention

41. Stand-alone reminder Email
41
•Information Email send to
target customers
•Directly link to product page
•Fully represent product
functions

42. Newsletter
 Sent daily to Lazada
customers
 Directly link to product page
 Increase traffic and attention
42

43. Facebook Post & Facebook KOL
43
•Directly link to product
page
•Drive KOL’fans to product
page
•Story angle: Phan Anh
receive shaver as gift from
his wife. Use and satisfy
with it

44. App Push
 Notification message to Lazada
App users
 Get attention and direct to
product page
 Suggested message: buy Philips
shaver today to receive discount
price only
44

45. Timeline
Overall Timing Proposal – Open sales end of Oct
45
W40 W41
26 27 28 29 30 31 1 2 3 4 5 6 7 8
Planning and proposal
Finalize and kick-start
Content Development
Product page alive
Teasing Mkt push
Open Sales on Lazada
Delivery product
October November

46. Marketing Plan for Philips ÂT600
Budget Allocation Proposal – Product Launch
46
Metric Unit Amount
Heavily Featured onsite Lazada.vn Homepage banner, Docking
Banner, Category banner day 07 $1,000
Lazada
Support
Tailored design teasing page with countdown and email
reminder page 1 $800
Tailored newsletter to Lazada customers Banners 2 $500
PR activities
External
Ressources
Media buying - advertorials Advertorial 0 $0
KOL Video Review + Facebook post FB post 1+1 $300
Online Marketing
SEM Click 3,000 $300
LDN Click 3,000 $300
GDN Click 3,000 $300
Facebook Posts and boost to 1.7M Lazada's fans Post 2 $200
Post and boost on Line and Zalo mobile app post 2 $200
Push notification on Lazada app Notification 1 $200
TOTAL BUDGET $2,000

47. THANK YOU

48. With our exclusive push in each and every channel,
below is the performance of:
48
• Total traffic in 2 hours is 4,445 pageviews
• We cleared 200 units 2 hours sharply and created a big
buzz of traffic the moment of launching
• Local Ads Network channel leads in traffic, bringing 62%
users into the page of Philips light bulb combo
Sessions
Affiliate Branded CPC Media Display
Display Local Email Organic Search Paid Search
Referral Social
Appendix
Review of Philips Combo LED Light Bulbs Campaign

49. 49
What we did: we featured your Combo onsite of Lazada
with 70% focused products

50. What we did: Local Display Networks covered
Vnexpress, Dantri, Kenh14,… to expose your Combo
50

51. 51
What we did: we featured your Combo on Highlight Homepace of
Category Home & Living as biggest square banner

52. 52
What we did: we featured your Combo on Floor of Home
& Living category

53. 53
What we did: we featured you as “Featured Shop in Shop”,
highly recommended by Lazada to customers

54. 54
What we did: Facebook posts on 1.7m fan fanpage
of Lazada
LaunchingTeasing

55. 55
Product Page: there are two status for the Combo:
(1) “Ready for Sales” on Sunday
(2) “Open” on 9AM Monday