sharing

1. E-retails set new record ( May – July)
-8% -15% -3% -22%
236%
415%
479%
-100%
0%
100%
200%
300%
400%
500%
600%
(100,000.00)
-
100,000.00
200,000.00
300,000.00
400,000.00
500,000.00
600,000.00
700,000.00
800,000.00
900,000.00
1,000,000.00
Jan Feb Mar Apr May Jun Jul
Y 2015
Y 2016
%yoy growth
Linear (Y 2016)
Sell-
Sell-out
23.6%
Integrative
Communication
For best VISIBILITY
Product portfolio’s refinement,
Focusing on STAR product in each
e-shopper segment
(10% of total port)
Promotion to activate
favorability of STAR SKUs and
overall category
Reengineer
the fundamental for e-retail;
Drove qualified traffic and
improved conversion rate
SHIFTUP PRODUCT BUY
X4 Times with fixed prime
position + LAZADA Super
brand
EXCLUSIVE
GIFT
EXCLUSIVE PRODUCTS
+ NEW LISTING
CONSUMER PROMOTIONMADE FOR E-RETAIL
SOLUTION
Key Drivers
CO- COMMUNICATION

2. STRATEGIC PRIORITIES
strategic plan FY’16
Integrative
Communication
For best VISIBILITY
onsite and off-site
Improve assortment ,
Focusing on hero product in
each e-shopper segment
Promotion to activate
favorability of STAR SKUs
and overall category
Reengineer
the fundamental for e-
retail
GROWTH DRIVERS
 Identify STAR SKUs to
capture high value and mass
segment with extra MKT effort
(focus only 10% of total port)
 Adopt STAR’s related
product for best buying
experience and to drive
growth at category level
 Value adding game –
Price and Premium
promotion to position
STAR SKUs
 Penetration price of
“fighting product” to
penetrate MASS &
recruit new users.
 Accelerated impact of
lead generation - push
constant qualified traffic to
e-rail site
 Implement full-digital
content to improve
conversion rate
 100% Participation in
LAZADA central campaign
 Tefal-led campaign – to
own territory of
cookware & SDA in
LAZADA with high
quality’s perception
 Extra paid advertising
for focused STAR SKUs
Primary target : Online shopper who interested in Home
appliances, home & living
Secondary target: Online shoppers
Think of “shopping Home appliances & Cookware online”
Think of “Tefal ” at LAZADA
POSITIONING IN CONSUMER MINDTARGET CUSTOMER

3. WHY STARS ?
Long-lasting exposure
in e-retail
Drive category growth
LAZADA holds over million Product !
Cut through set of product choices
High visibility / better position in
search
Auto replenishment!

4. Data Feed
Solution: “Commerce connector” solution
Permanently integrate E-commerce partner channels with own
website
.Sharing practices
Amazon (France , since 2015)
270K leads sent to all retailers
Visitor in product sheet : 60% of total site
Lead sent to retailer: 60%
Conversion rate in retailer site: 7% (higher that ave. 50%)
Integrative
communication
Improve assortment plan
Promotion to activate
favorability of STAR SKUs and
overall category
Reengineer
the fundamental for growth
Accelerated
impact of “lead
generation”
Improve
conversion by
implement
detailed content
in product sheet

5. CONTENT IS KEY TO BOOST SALES ON PURE PLAYERS WEBSITES
the right marketing content, the right product packshots, the right videos, the right layout.
Integrative
communication
Improve assortment plan
Promotion to activate
favorability of STAR SKUs and
overall category
Reengineer
the fundamental for growth
Accelerated
impact of “lead
generation”
Improve
conversion by
implement
detailed content
in product sheet
*This structure is already tested by 10 respondents
* Priority STARs range
1 Time A/B test for the best structure
 Full-digital pack
-Picture x 5
-Pictos x 4
-VDO demonstration/tutorial x 2
Require Partner to share analytic

6. GAME CHANGERS
 Shopper perceived lower cost while it is actually not
 Higher margin for brand
 Avoid brand dilution
 Other retail perceive less conflict. At least, it doesn’t
show in price comparision website
Consumer
Perceived
cost
1,150
Actual
Consumer cost
VALUE ADDING GAME Store widePENETRATION PRICE
Retail
RetailMP
MP
MP
Low
price
Higher
price
 People either go for low-price or
higher price ( Not taking competitor into
consideration)
Integrative
communication
Improve assortment plan
Promotion to activate
favorability of STAR SKUs and
overall category
Reengineer
the fundamental for growth

7. Integrative
communication
Improve assortment plan
Promotion to activate
favorability of STAR SKUs and
overall category
Reengineer
the fundamental for growth
OBJECTIVE
• Establish brand territory in e-retail
• Integrate effort from LAZADA and GSTH to deliver bigger impact
to e-shopper
• Grow STAR product and category
PROMISE
Irresistible offers every week
Co-campaign

9. -
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Sun Mon Tue Wed Thurs Fri Sat Average
Sun
Mon
Tue
Wed
Thurs
Fri
Sat
Average
Uplift x2.1
(Weds VS Ave.)
Summary
 Collaborate campaign with LAZADA , Tefal Fine Day , special deal every Wednesday outstand with uplift x2.1 , comparing to
average sale of another days
 Cookware & others seller benefit from campaign’s side effect,
Result

10. 9
THANK YOU
https://th.linkedin.com/in/sattrajuhm
v.sattra@hotmail.com
+66 81 7762092