Daraz, an e-commerce company in South Asia, has seen significant growth during the COVID-19 pandemic as customers shift to online shopping. To capitalize on this, Daraz plans to launch a new "Daraz Eid Campaign" to attract customers for the upcoming Eid holiday and partner with struggling restaurants, hotels, and airlines to merge target markets. Teams will create a Facebook campaign to promote the initiative, develop creative content, and explain their strategies and reach in a presentation to be judged.

1. SPONSORED BY
SEMI-FINAL
CASE & INSTRUCTIONS

2. CONTEXT
Assuming that COVID-19 global pandemic is going to leave a long-lasting impact on
economies for a decade might be too soon. Even though folks around the world have
been facing many problems since the beginning of this pandemic, they are not getting
adjusted into the new normal. Keeping distance is the prior choice of people for now, so
when it comes to shopping digital platforms are getting benefitted. Due to the current
situation, product categories are also changing as people’s buying choices have started
to switch.
COVID-19 pandemic has damaged the economy massively worldwide but the cloud ven-
dors are sticking up since many client companies are working from home. DARAZ is no
different than this since people working from home are preferring digital shopping than
brick-and-mortal. Over the last six months, revenue curve of DARAZ is getting steeper.
Not only that DARAZ is benefitting as an online selling platform in this situation of crisis,
but also it can help other retailers by increasing their sales while the physical stores are
still not very active.
DARAZ can utilize consumers’ shifted attitude towards buying daily necessities online
where they had never done it before but are now being satisfied by the surprisingly good
services. Digital platforms are getting prioritized like never before and more orders are
being done online.
Daraz is the leading online marketplace in South Asia, empowering tens of thousands of
sellers to connect with millions of customers. Daraz provides immediate and easy access
to tons of products in more than 100+ categories and delivers more than 2 million pack-
ages every month to all corners of its countries. Daraz is a mall, a marketplace and a com-
munity for its customers. It is also a university for entrepreneurs, and every month it edu-
cates more than 5,000 new sellers on e-commerce operations. To overcome the logistics
challenge in its markets, Daraz has built its own logistics company specifically designed
for e-commerce operations - Daraz Express (known as DEX) - to raise the standards for
the industry. Daraz is also helping existing and new logistics providers digitize. In 2018,
Daraz was acquired by Alibaba Group, and is proud to carry its part of the mission to
'make it easy to do business anywhere in the era of the digital economy'. As part of the
Alibaba ecosystem, Daraz is leveraging Alibaba’s global leadership and experience in
technology, online commerce, mobile payments and logistics to drive growth in its mar-
kets.
COMPANY OVERVIEW

3. Mr. Eftee, the Head of Marketing of Daraz has noticed the market and sales of DARAZ
increase in an astounding way in this pandemic situation since digital shopping is being
consumers’ first choice in order to keep social distancing. People who have never consid-
ered buying things online are now getting used to shopping online.
As many brick-and-mortal shops are getting closed and cities going under lockdowns,
limiting shopping for all but necessary essentials is becoming a new normal. Restaurants,
hotels, airlines are shutting down as well. Survival for many businesses at this moment
requires flexible adaptability in terms of branding and selling.
Keeping the upcoming Eid-al-Adha in mind, DARAZ now wants to do a new ‘EID Cam-
paign’ in order to attract the mass target and to encourage them buying more from
DARAZ. For DARAZ, EID vacation in this pandemic is the peak time to increase engage-
ment through digital platforms.
Social distancing has made many Restaurants, Hotels and Airlines lose their businesses
but things are yet not too bad. As a cloud vendor, DARAZ is going through a booming
phase in terms of business. Now DARAZ wants to partner up with these businesses in this
‘DARAZ EID Campaign’ which can both be beneficial to these fading businesses and
DARAZ as it’ll merge the target markets and end up having a huge number of customers.
THE STORY
Due to the Covid-19 pandemic, the demand for online purchase & use of E-commerce plat-
forms is rising rapidly. Keeping this in mind, your task at hand is-
1. Prepare a “DARAZ Eid-al-Adha Campaign” and give it a name.
2. Your main focus would be to increase the organic reach of the campaign promotion
and visibility of the campaign.
3. In this campaign Daraz can partner with different Airlines, Hotels, and Restaurants.
4. Create a Facebook Page mentioning your team & the campaign name in the following
manner: ‘Your Team Name’ Presents ‘Your Campaign Name’. Example: “TEAM XYZ123
Presents DARAZ EID DHAMAKA”
5. Your team has to create creative contents for the Eid campaign (e.g. graphical cotents,
videos) and publish them regularly on the page to promote the campaign.
6. Run the campaign on Facebook for 4 days straight.
TASK

4. 1. Teams will be judged based on their campaign Idea, promotional strategies, content
creativity and reach.
2. Participants are requested to use Hastags #Briefcase #EWUBC in every captions they
use for their contents.
3. Submit a summary of their campaign in PPT/PPTX & PDF format. Both files will contain
the same content. In this summary they have to explain their strategies and show their
reach during this campaign.
4. There is no silde limit. Both PPT/PPTX &PDF should be named in the following manner:
Team Name_Semi Final_Briefcase 2.0
5. The files have to submitted in a zip format
6. Mentioning any member’s name in the slides is prohibited.
7. The deadline for submission is 11:59 pm, JULY 4, 2020.
8. Late submission will be penalized.
9. EWUBC reserves the right to change any provisions and regulations of the competition
without prior notification.
INSTRUCTIONS

5. SL No. Area Marks
1 Strategy/ Big Idea 30
2 Promotion 20
3 Contents 30
4 Online Reach 20
JUDGEMENT CRITERIA