Table of Contents

Introduction:..........................................................................................................................................3
Mainbody:.............................................................................................................................................3
1. Definition of marketing:.............................................................................................................3
2. The important roles and responsibilities of Lazada Marketing department:.............................4
3. Marketing department influences and interrelates with other departments in the company:. 6
Conclusion:............................................................................................................................................7
References:............................................................................................................................................7
Introduction:
Lazada is a subsidiary of Rocket Internet Group (Germany), developing in the
model of online retailing products to consumers. Lazada Vietnam was
established in March 2012, is an e-commerce site in Vietnam and a member of
Lazada Group - Southeast Asia's No.1 online shopping mall. In 2016, Lazada
became the regional leader of the Alibaba Group and backed by the best Alibaba
technology infrastructure. (Lazada, 2020) Now Lazada.vn is an online sales
website in the top 5 e-commerce sites in Vietnam. (Similarweb, 2020)

Mainbody:

1. Definition of marketing:
Dr. Philip Kotler defines marketing as “the science and art of exploring, creating,
and delivering value to satisfy the needs of a target market at a profit. Marketing
identifies unfulfilled needs and desires. It defines, measures and quantifies the
size of the identified market and the profit potential. It pinpoints which segments
the company is capable of serving best and it designs and promotes the
appropriate products and services.” (heidicohen.com)

Exploring: to delve into a customer need or problem, assess how large the
business opportunity might be to meet the customers’ needs through a product or
service. (brainmates.com)
Creating: is the process of collaborating with suppliers and customers to create
offerings that have value.(Pressbooks)
Delivering: is getting those offerings to the consumer in a way that optimizes
value.(Pressbooks)

Lazada attaches great importance to their content and audience. Not only
choosing the information channels customers are often interested in, Lazada also
lets the products customers are looking for are always displayed right in their
sight with attractive images and messages. On the website of the company or the
software, there is a list of handy categories for customers' search needs. They
firmly grasp the needs of each customer, Lazada has up to 50,000 items ranging
from electronic appliances, household appliances, cosmetics, functional foods,
fashion to groceries. Therefore, they easily meet the needs of customers with the
variety that the company can bring. Because of that, their Flashsale campaigns,
in just a short time, have attracted consumers and achieved high efficiency. Not
only that, so that customers can shorten the order steps, every time Lazada will
update and optimize their software. Thus, customers will quickly find the
product that they are looking for. (Minh Thu, 2019)
2. The important roles and responsibilities of Lazada Marketing department:
Research and listen to customers' needs:
By studying the habits and listening to the needs of customers, it helps the
company to identify the target market and the opportunity that the company is
targeting. (thehartford.com) During the Covid 19 service outbreak, customers'
demand for shopping increased more than before because people had a need to
store essential items such as masks, hand sanitizer, and clean food. However,
during this time, the government has a few policies to limit the people going to
the street as well as reaching many people around. Therefore, Lazada has
increased the frequency of promotions and offers from cooperating brands,
typically the super brand fairs program, which is also the driving force to
promote the shopping needs of customers. In addition, Lazada captures the factor
that makes consumers more optimistic about shopping, which is that there is no
delivery fee when buying, so they have added more free shipping codes. Lazada
also will give its customers 6 vouchers of free shipping for up to 10 different
delivery units and convenience for customers' different payment methods each
month. The number of orders supported by Lazada for free shipping increased 7
times in July compared to February 2020. In addition, grasping the habits of
customers, Lazada has had attractive incentive programs from major brands that
have attracted the attention of consumers. In particular, in mid-August, Adidas
Super Brand Festival sold more than 14,000 pairs of shoes a day and the number
of shoppers increased by more than 200 times compared to normal days. Along
with the popularity of Livestream programs by Lazada's target group of positive
lifestyles such as Lazlearn, LazCook and LazMusic, consumers have been
positively welcomed by consumers. (tapchitaichinh.vn)
Enhance brand value:
Conceptually, a brand represents the emotions a company wants to express its
products and services. The marketing department will be responsible for
promoting the best images, messages and ideas to their customers while creating
value for the brand. (ÁLVARO VERDOY) Recently, Lazada has changed the
logo with a heart-shaped symbol in a three-dimensional box and also a symbol of
the letter "L" in Lazada. The change of appearance after 5 years of debut, the
company wants to bring a youthful, dynamic feeling towards the new generation
of the digital age with the slogan "Go where your heart beats". (adsangtao.com)
Not only that, the label has used the strategy of "shoppertainment" - using catchy
melodies, short and cheerful lyrics to promote the brand. The song "All week is
good" is a children's song that went viral before, now Lazada has cleverly
integrated into the campaign "Hunting for free sale". This campaign repeated
throughout the article with the slogan "Free shipping", as if it hit the psychology
of the shopping fanatics willing to pay a large amount of money to buy things
without being flustered by freeship. At that time, on social networking sites,
there were TVC clips covered by famous people with the remix song "All week
is fun", attracting customers for the company as well as improving brand
awareness. (marketingai.admicro.vn)
Supervision and coordination with partners:
Most companies will collaborate with various partners whose marketing is
responsible for selecting and managing agents and suppliers. Along with that,
they need to coordinate and control their partners to match the goals that the
company has set out. (thehartford.com). Lazada has cooperated with many
diversified brands in different industries. To coordinate with brands, Marketing
has devised a strategy to offer promotional vouchers or free shipping for orders
when buying their company's products, when customers use Lazada's app and
click Tracking online booths of major brands. At the same time, this will help
Lazada easily track the interactions of major brands with customers. According
to Ms. Nguyen Thanh Thuy, Brand Manager of Business Solutions Lazada
Vietnam, has shared some successful brands on Lazada including Loreal Group,
Biti's, Frisland Campina, Samsung, Rohto, Laneige, Unilever, and many more
brands. other. The key point connecting Lazada with major brands is the
criterion and regulations that the two sides must comply with, which is "all for
customers", to fully comply with the commitments announced to customers. In
the process of working, there will be some disputes, but both Lazada and
partners must put the interests of customers first, the handling plans will have to
 give priority to customers, satisfy customers. so that customers will increasingly
stick with the brand and Lazada. (vietnambiz.vn)

3. Marketing department influences and interrelates with other departments in the

company:
Marketing department with Human Resoures Department:
The marketing department relies heavily on the Human Resoures Department for
the supply of component marketing and sales people. It is also the duty of the
Human Resoures Department to provide the communications staff inside the
organization with training.(Niroj Khanal, 2012) People often think that in a
company there will be many departments, each department will do separate tasks
unrelated to each other. However, it is not necessarily so between departments
that there will be mutual support and assistance in a company. Lazada is a large
company so they will need a lot of employees to work for them, so their HR
department always chooses talented employees for each department. In order for
the company's marketing segment to always operate stably, it depends on
selecting, recruiting, training, arranging and creating a suitable motivation for
personnel in the field of HRD. Because only when selecting talented and suitable
employees can contribute a lot to the development of the company. In particular,
at Lazada, their employees are always focused by the company, so 2 years in a
row, the company received the award "Best Workplace in Asia 2020" by HR
Asia. (tuoitrethudo.com.vn)
Marketing department with Finance Department:
The primary focus of the finance department is on spending, budget and sales
requirements. The finance department needs control spending, tighter control
credit and shorter payment cycles. On the other side, the marketing department is
more lavish in expenditure; want flexible budgets, and a flexible payment cycle.
(Niroj Khanal, 2012) For each company, the manager is always thinking and
looking for ways to increase profits, reduce costs for the company. For each
project, the new plan of the Marketing department, they always need the help of
the Finance department to calculate the costs to pay for the project and the profit
that the company will receive when implementing it. In addition, the Finance
Department will also find more investors to help complete the project launched
by the Marketing Department. Recently, we can see Lazada signing up with
famous male MC Tran Thanh and female singer and actress Chi Pu to become
the face of the company. The combination of celebrities and Lazada is the
campaign launched by the Marketing department to increase brand awareness.
To invite celebrities to promote the brand, the company had to spend a large
amount of budget. Therefore, the Finance department helped the marketing
department calculate the costs the company will have to pay when inviting
celebrities and measure the profit the company will receive when this project is
done. The success of this project has brought significant profits to Lazada. In
 particular, Lazada has up to 27 million visits/month of website traffic per month
and ranks 2nd in terms of traffic on mobile apps. (andrews.edu.vn) (iprice.vn)

Marketing department with IT Department:

In order to succeed in today’s marketing landscape, a marketing team needs to
know everything there is to know about their customers and the way they
interact with the products and services you’re selling. For marketing, IT will be
extremely helpful in the following efforts are website development and e-
commerce, database development and CRM, marketing automation and triggers,
product enhancements and data analysis. (Zach Heller,2016) Lazada is an e-
commerce company so technology is very important to the company. In order for
the Marketing Department to implement projects to attract customers as well as
promote the popular and popular products that they offer, the IT department has
also contributed a lot. When there is a campaign approved by the company's
leaders, the technology department will create test products for that campaign on
its website and software. Especially, campaigns are being carried out by Lazada
such as LazLearn, LazCook and LazMusic to achieve nearly 2 million views of
Lazada's home entertainment livestream programs. In particular, the
average Lazmusic program attracts nearly 100,000 views per episode. Or with
the idea of creating livestreams of the sellers, the brands of the Marketing
Department are successfully implemented, attracting more than 3 million views
and achieving nearly 10,000 orders after that livestream. Technology
Department had to use its advantage, it took time to research and apply the latest
technology in website and software to connect customers with Lazada's events.
(tapchitaichinh.vn)

Conclusion:
Through this report, we can see that in order to achieve today's success, Lazada
has meticulously developed strategies to promote the company from the efforts
of the Marketing department. At the same time, we can see how the Marketing
department works and their relationship with other departments has greatly
contributed to building a successful e-commerce site in Vietnam.

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