Question

Online, Mobile, and Social Media Marketing: Lazada Local marketing is an effective tool used by marketers to reach intended market segments. Lazada has capitalized on this concept by tailoring brands and marketing to the needs and wants of local customer segments—cities, neighbourhoods, and even specific stores. According to its website, Lazada “offers a vast mobile and online marketplace where your heart beats with Lazada! Shop the widest range of products from Health & Beauty, Fashion, Mobile & Tablets, Home Appliances and much more. Being the leading online shopping mall, Lazada is pioneering e-commerce across some of the fastest growing countries in the world by offering a fast, secure and convenient online shopping experience with a broad product offering in categories ranging from fashion, consumer electronics to household goods, toys and sports equipment. Lazada is always striving to offer its customers the best possible offering – including multiple payment options, free returns and extensive customer service and warranty commitments. Lazada want to emphasize that we're more than just one of the Malaysia's largest online ecommerce stores. It is our highest priority here at Lazada.com.my to create the best online shopping experience for every customer in Malaysia. To help consumers make those connections, Lazada offers a mobile app, online marketplace, and social media touchpoints where customers can readily access information on its daily deals.

(a) How does Lazada use target marketing? Provide examples. Discuss the ways in which small businesses can utilize local social media marketing in your community.

(b) Do you use Lazada? Is it effective in helping local businesses to meet the challenges of local marketing? Why or why not?

Answer 1

a) A target market refers to a group of customers to whom a company wants to sell its products and services, and to whom it directs its marketing efforts. Consumers who make up a target market share similar characteristics including geography, buying power, demographics, and incomes.Example A toy retailer will aim at selling toys to kids.Lazada offers the customer to avail online shopping experience with wide range of products like health and fashion, beauty, mobile products, toys ,consumer appliances etc. The target market includes kids for toys. Beauty, fashion for both men and women, consumer appliances will again target almost all men and women.Lazada is always striving to offer its customers the best possible offering – including multiple payment options, free returns and extensive customer service and warranty commitments.Facebook helps a lot in promoting local business. This can be done by creating a facebook page with the particular brand name. In this way brand presence can be created. Facebook group can be created promoting the brand among these groups.Organizing small contests through this page and groups will result in customer engagement and promotion of business and brand.

b) Although I don't use Lazada but I feel Lazada will be of immense importance in promoting business on local level.Lazada has capitalized on the concept of local marketing by tailoring brands and marketing to the needs and wants of local customer segments—cities, neighbourhoods, and even specific stores. It includes wide range of products like toys, consumer appliances, health and beauty, consumer appliances. Example A person looking for buying a particular shampoo can use Lazada to know the availability of the product and also the nearby store that can provide it. It meets the challenges of local marketing like offering variety of products, identifying target market, providing information about nearby stores and shops providing the products and also providing after sales services like warranty and also mutliple payment options thus promoting customer loyalty and building large customer base.It offers a mobile app providing various services and is onevof the largest ecommerce store of Malaysia, thus highlighting that it has a strong brand presence.