VIETNAM NATIONAL UNIVERSITY- HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND LAW E-COMMERCE PROJECT e Instructor: Mr. Nguyén Thé Dai Nghia e § Group: 03 Number Name Class Student code 1 Trịnh Tuyết Quân K224IICA K224111501 2 Chu Thi Thuy Dung K22411CA K224111482 3 Nguyễn Quốc Trịnh K22411CA K224111506 4 Dinh Thién Ly K22411CA K224111489 5 Tran Hoang K22411CA K224111486 TABLE OF CONTENTS CHAPTER 01: THE E-BUSINESS PLAN 4 1.5 Market Analysis-Targeted customer 16 1.1 Form of Transaction 21 1.3 Payment and Delivery 23 1.2 Unique Selling Proposition (USP) 24 1.4 Promotion Strategies and Tactics 24 1.5 Performance Metrics and Marketing 27 1.3 One-time Investment 34 1.4 Business scenario in the first year 35 1.11 Risk Management 36 CHAPTER 02: E-COMMERCE WEBSITE DESCRIPTION 38 2.1 Introduction the website 38 2.2 Illustrate the basic structure of the Website 38 2.3 Detailed description of 39 the main components of the Website 2.10 Contact tool 52 CHAPTER 03: CONCLUSION 53 REFERENCES 53 LIST OF FIGURES AND TABLES 54 Chapter 01: The E-Business Plan 1.1 Purpose The purpose of this instructional material is to furnish a comprehensive set of instructions for devising and implementing an electronic business strategy for Lagom, a scented candle brand. The objective of this plan is to help Lagom enhance its virtual reach, connect with a larger audience, and elevate customer satisfaction by integrating electronic technologies and e-commerce approaches.2 Content ® Introduction Executive Summary Business Description Market Analysis Competitors Analysis Marketing Plan Financial Statements e Risk Management 1.2 Executive Summary Brand: Lagom Industry: Candles Platform: Mobile application & Website Location: Vietnam, Thu Duc City Overview Lagom is a brand that specializes in selling candles. The brand is known for its commitment to offering high-quality candles that are eco-friendly and sustainable.
Lagom believes in the concept of "Just enough" or "not too little, not too much," which is reflected in their product line. Our candles are designed to provide the perfect amount of scent and ambiance to create a relaxing and comfortable atmosphere. Lagom's candles are made from natural, non-toxic materials, including soy wax and essential oils. Lagom’s commitment to sustainability extends to our packaging, which is made from recycled materials and can be reused or recycled again.
One of the unique aspects of Lagom's candles is our subtle and sophisticated scents. Instead of overwhelming fragrances, Lagom’s candles provide a subtle and refined scent that creates a relaxing and cozy atmosphere. Our candles come in a range of scents, including lavender, vanilla, and sandalwood, among others. In addition to our commitment to sustainability and our subtle scents, Lagom is also dedicated to providing excellent customer service.
We offer fast and reliable shipping and have a helpful and knowledgeable customer service team available to answer any questions or concerns. Market Positioning Overall, Lagom's values of sustainability, subtle scents, and excellent customer service bring a fresh perspective to the candle market and provide consumers with a high-quality, eco-friendly, and calming product. Growth Strategy Firstly, Lagom will invest in digital marketing efforts to increase brand awareness and drive traffic to its website. This will include search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing.
By reaching consumers where they spend their time online, Lagom can establish itself as a top-of-mind option for those in the market for high-quality, eco-friendly candles. Secondly, Lagom will focus on optimizing its website and user experience to encourage conversions and repeat purchases. This will involve implementing a user-friendly design, fast load times, and clear calls to action throughout the site. Additionally, the brand will prioritize customer service and communication to ensure that shoppers have a positive experience and are more likely to return for future purchases.
Thirdly, Lagom will explore opportunities to expand its reach beyond its online store. This could include partnerships with other e-commerce retailers or participation in online marketplaces to reach new customers. Finally, Lagom will prioritize data and analytics to inform its growth strategy. By tracking key metrics such as website traffic, conversion rates, and customer feedback, the brand can continuously optimize its marketing and product offerings to better meet the needs of its target audience.
Conclusion Through strategic expansion and a continued emphasis on its core values, Lagom is well-positioned for long-term growth and success. The brand's commitment to natural and non-toxic ingredients resonates with a growing demographic of socially responsible consumers, while its affordable price point makes it accessible to a broad market of candle enthusiasts. By staying true to its mission of promoting balance and mindfulness through fragrance, Lagom can continue to differentiate itself from competitors and build a loyal customer base. Through innovative product development, strategic marketing, and a commitment to sustainability, Lagom is poised to become a leader in the online candle market.1 Issues Many traditional candles are made with paraffin wax, which is a byproduct of petroleum and can release harmful chemicals like benzene and toluene when bummed.
Additionally, the production and disposal of traditional candles can contribute to air and water pollution and can have negative effects on wildlife and ecosystems. Therefore, there is a considerably growing demand for eco-friendly alternatives. The Lagom was founded to solve this issue in the fragrant candle field with its totally eco-friendly and high-quality products.2 Mission Statement The Lagom brand offers a relaxing and sophisticated experience that enhances comfort and brings a sense of creative inspiration into people's daily lives.3 Vision Statement By 2025, to become one of the familiar brands of scented candles in the Vietnamese market.4 Business Goals e Expanding our product line to include a wider range of scents, styles, and sizes that meet the diverse needs of our customers. e Increasing our online presence through targeted marketing campaigns, social media engagement, and collaborations with influencers and bloggers e Strengthening our commitment to sustainability by sourcing materials from eco-friendly suppliers, minimizing waste, and offsetting our carbon footprint e Building a loyal customer base through exceptional customer service, high-quality products, and a focus on community engagement e Achieving steady revenue growth year-over-year, while maintaining a competitive price point that makes our products accessible to a broad market.5 Business Model Lagom's business model includes both B2C and B2B sales channels.
In the B2C segment, we sell directly to individual consumers through our online store and other e-commerce platforms. Our customers can browse and purchase our products at their convenience, with easy payment and shipping options. In the B2B segment, we work with retailers, wholesalers, and other businesses to supply our products for resale or as promotional items. We offer competitive pricing, flexible packaging options, and customized scents and branding to meet the specific needs of our B2B clients.6 Value proposition Lagom chooses a B2C and B2B business model, which is a website that plays the role of providing products that create a sense of relaxation and comfort for users.
For buyers, with just a few clicks, you can see the types of floral scents as well as describe the scents in detail, so even if you don't experience it directly, you can still feel what the scent will be. As it suits us, we work to redefine a time-saving outsourcing solution for both buyers and sellers. The Lagom scented candle brand has not been launched on the Vietnamese market yet, however, there are a number of factors that help create its brand value on e-commerce platforms. First, Lagom’s scented candles are appreciated for their quality and unique design.
Lagom products offer sophisticated and diverse scents, crafted from natural and eco-friendly ingredients. This helps Lagom products attract the interest of those who love the fragrance and seek products to help themselves relax. Second, the Lagom brand focuses on customer experience and professional service. Lagom creates a convenient and user-friendly online shopping experience and provides product advice and guidance to customers.
On the Lagom scented candle website, you'll easily find blogs that help "beginners" or how to use scented candles to bring the most comfortable feeling. This helps Lagom make a difference and earn the trust of customers. Finally, the Lagom brand also pays special attention to environmental protection. Lagom's scented candles are made from environmentally friendly materials and production technologies such as soybeans, and Lagom also applies campaigns to help protect the environment by recalling after use.
The above makes this brand trustworthy and responsible to the community. Although not yet launched, the Lagom scented candle brand believes that it will create a valuable brand thanks to product quality, customer experience, and respect for the environment. With those advantages, Lagom has the potential to develop and attract many customers on e-commerce platforms in the future. E-value: Online has many choices and easy access.1 Sociocultural: A study of people's searches in Vietnam and Southeast Asia during the Covid-19 pandemic by iPrice - the region's leading online shopping companion, has just been published, clearly showing the need to search for information.
Information about mental health care products and services tends to increase strongly. The search data of each Southeast country is performed from January to May every year (2019-2021). Singapore Melaysia Thailand Coney stad Indonesia Figure 1 Accordingly, in Vietnam, searches related to mental health services also showed an increase of 61% compared to 2019 - the time before the appearance of the Covid-19 epidemic (Figure 1). Despite having the lowest number of searches in the country, this clearly reflects the fact that Vietnamese people have paid more attention to mental health issues during the pandemic.
According to the report, during the pandemic, Vietnamese people mainly take care of their mental health by using fragrance and light. The scented candle product is the most interested, with searches increasing 481% in the first 5 months of this year compared to the same period in 2019, and up 142% compared to 2020. Vietnamese people make conscious lifestyle choices: Reusable straws and cups at cafes, oversized bags at supermarkets, and eco-friendly fashion brands have now become the norm. popular images in many cities across the country According to a Vietnamese consumer survey, 91% of respondents said they are aware of and engaged in a conscious lifestyle.
For comparison, the figure is 86% in Indonesia, 73% in Thailand, and 75% in Malaysia. Notably, 84% of Vietnamese respondents to the survey said that they are willing to pay higher prices for products that represent a conscious lifestyle. This hints at the potential for premiumization in the market. Taking advantage of this, businesses can use environmentally friendly materials and/or packaging to meet the market potential.
Demographic environment Over the next decade, Vietnam's consumer class could be expanded by 36 million, defined as consumers who spend at least $11/day at purchasing power parity (PPP)1. This is a big change. In 2000, less than 10% of Vietnam's population was in the consumer class, but by 2021 this number has increased to 40%. By 2030, this number could reach close to 75% (Figure 2).
New consumption is emerging strongly not only from first-time consumers but also because the income of the general consumer class tends to skyrocket in the income pyramid. The top two tiers of the consumer class (including those who spend at least $30 a day) are growing at the fastest rate and could account for 20% of Vietnam's population by 2030. Vietnam could add 37 million people to the consumer class in the next decade Population by daily expenditure (millions) 104 98 2 87 4 18 7] 36 High consumer class (>70$/day) Pa m Stable consumer class ($30-70/day) m@ New consumer 72 class ($11-30/day) @ Below the consumer 58 class (<$11/day) yas 2000 2010 2020 2030 Source: Marketpro by WorldDataLabs, Analysis by McKinsey Global Institute Figure 2 Urbanization is an important factor contributing to income growth. Vietnam's urban population is expected to skyrocket by 10 million people over the next decade as the share of urban population increases from 37% in 2020 to 44% in 20302.
In 2021 alone, out of the country’s total population, the urban population was 36.57 million people, accounting for 37.1%; the rural population was 61.94 million people, accounting for 62.
