Case Study 1

(for Question 1 & Question 2)

Shopee Marketing Strategy in Malaysia Shopee was launched in 2012, and quickly went from being a new entrant to taking the crown as the most-visited e-commerce platform in Singapore by the second quarter of 2020. In the third quarter of 2020, Shopee continued to record strong momentum, as it ranked first in the Shopping category by downloads, average monthly active users, and total time spent in-app on Android in SEA and Taiwan. Advertisement of Shopees 9.9 shopping event in 2019, featuring relatable icons Cristiano Ronaldo and Baby Shark, saw three times more orders than the year before. The soccer star was seen dancing to a remix of the viral childrens song while swiping on Shopees mobile app in the companys advertising campaign. It may be cringe-worthy for some, but it turned out to be a viral hit with thousands of people sharing the video all across the region. Last year, Shopees campaign featured Phua Chu Kang, with his familiar Singlish accent as he banters with viewers and urges them not to miss the good deals on the campaigns online and offline channels. Its clear that Shopees campaign strategy is to use relatable brand ambassadors in order to stand out from other e-commerce players, thereby drawing more traffic and sales to them. An interactive game show, Shopee Quiz is hosted by familiar faces of local influencers. To gain more traffic, they gave away Shopee Coins and multiple products from participating brands as well as allowed users to invite participants. Subsequently, they also introduced Shopee Feed, which replicated the Instagram experience on Shopee, allowing brands to hold giveaways, and enabling users to comment and like posts. The user interface is well-designed and userfriendly, featuring specially curated posts by brands and gave more credibility to the site. In order to build brand loyalty and create memorable experiences for users, Shopees business model focuses a lot on hyper-localised activities to cater to the demands of each market.

Question 1

a) Based on the case study, explain any THREE (3) strategies that Shopee had used in its advertisements to increase the consumers message involvement. Provide relevant examples to support your answer. (9 marks)

b) Consumers sometimes use heuristics in their purchasing decision. Describe FOUR (4) heuristic approaches that consumers normally use when purchasing products in Shopee. Provide relevant examples to support your answer. (16 marks)

Question 2

Imagine you are the Advertising Manager for Shopee, and planning to organize Shopees 12.12 campaign. Explain any FIVE (5) approaches of persuasion that you can use in your advertisement to influence the consumers attitude. Provide relevant examples to support your answer. (25 marks)