Campaign Analysis : Selalu Ada, Selalu Bisa, 3.3 Fashion Sale and Karena Kamu №1
The phenomenon of the Indonesian E-commerce campaigns are diverse, creative, innovative and fast moving. The campaign has been advertised through the marketing channel such as social media, electronic media or even printed media. Although, the campaign implied by e-commerce may vary, however the highlight point is that the campaign can be involved as successful when the campaign has achieved the goals of the company.
The campaign can be designed with different aims, for instance building a brand image, introducing new products, enhancing existing products in the market, increasing brand awareness, or even reducing the impact of negative news spread. The Indonesian E-commerce campaigns are depicted with various brand ambassadors, ear catchy jingle, top of mind tagline and offers cashback or free postage cost that has a direct effect on the buyer.
According to katadata.co.id (2020), Korean artists are effective in escalating Indonesian E-commerce sales. This is inseparable from the hallyu phenomenon in Indonesia. Moreover, the K-pop market is dominating with a large community, where fans are generous towards their idols and if their idols do something related to Indonesia, it will become a popular topic, that turn as a trending topic on Twitter which will increase public awareness of e-commerce. Institute for Development of Economics and Finance (INDEF) researcher, Nailul Huda said the current e-commerce marketing strategy focuses on increasing the number of users. Almost all e-commerce companies are holding events and attracting celebrities as brand ambassadors.
The tagline that is carried in an e-commerce campaign shows a crystal-clear value or brand image that they ultimately want to portray in their company. In addition, the tagline is a message that e-commerce wants to convey to their customers, both for sellers and buyers. Tagline helps the company in regards to building their awareness. With an inspiring tagline, this can make e-commerce have a positive and reliable image in providing solutions to meet the needs of its customers.
Ear catchy jingle is one of the right ways to build awareness of the company image. Jingles can be interesting when it comes to marketing a brand because they repeat the brand name in a creative and enjoyable way that helps the listener remember the brand name whether they want to or not. It is undeniable that jingles or short songs from advertisements of a brand or product play an important role and have an effectiveness in spreading awareness of a brand or product in the community. The essential primary objective of a jingle, which is typically the background for the visual content of a brand or product advertisement, is to generate publicity in the minds of customers. It will stick if it is rendered interestingly, and customers will be capable to recognize the brand or product advertising without having to see the entire visual.
In e-commerce campaigns, besides brand ambassadors, taglines and jingles, offering ‘’cashback, free shipping and the ability to COD payment’’ is one of the elements in which e-commerce is competing to provide the best and benefit to its customers. This is very popular with customers because it has a direct impact on providing benefits in their consideration to choose their preference e-commerce. However, currently almost all e-commerce has offered the same benefits to their customers.
The objects of this campaign analysis research involved Tokopedia, Shopee and Blibli. The preference of research objects based on their unique campaigns existing that will be interesting to dig profoundly about their strategy. Tokopedia with their evolved tagline “selalu ada, selalu bisa” and “WIB : Waktu Indonesia Belanja”, Shopee with their current campaign with “3.3 Fashion Sale” and “Shopee Murah lebay” and Blibli with their main value tagline that depicts their brand image in prioritizing their customers with “Karena kamu nomor 1” and Kita suka yang cepat tanpa banyak drama”. Their tight rivalry of determining brand ambassadors, generating catchy jingle, a creative tagline and offering the most beneficial advantage for the customers leads to the competition to win the hearts of customers. In conclusion, their campaign has their own strength in purpose to drive sales, engage customers or even enhance their awareness it depends on their goals. Therefore, one of the research objectives is to find out whether the campaigns they have implemented have achieved their goals or not.
This research implements a quantitative and qualitative approach in terms of collecting the data. Quantitative approach was conducted through spreading the interactive questionnaire (in google form) with 23 questions that depicted Tokopedia, Shopee and Blibli goals and answered by 100 respondents. Besides, the qualitative methods will help the author in regards to collecting data information from reliable sources for instance online news media, e-commerce website and statistical platform (databoks).
According to the result of 100 respondents, 75% state that advertisement may affect their preference of ecommerce, meanwhile 25% state that advertisement doesn’t affect their preference of e-commerce. The respondents consisted of 47% of male and 53% of female with age 17–35 years where Javanese regions are dominated.
A. The Current Campaign of Tokopedia, Shopee and Blibli Analysis
The current campaign of Tokopedia, Shopee and Blibli will be summarized with several factors that consist of taglines, goals, offerings, brand ambassador, time conducting and marketing channel that they use.
TAGLINE AND GOALS
Tokopedia is an e-commerce company in Indonesia that values itself on the strength of its tagline campaigns. Tokopedia’s campaign has evolved many times since its inception in 2015. The overview of Tokopedia campaign’s strategy and objective portrays the framework below since they were crystal clear on their goals and generates knowledge to the public through their informative website.
The current Shopee’s tagline is 3.3 Shopee Fashion Sale, which is Shopee’s action in realizing its commitment to supporting the sustainability and growth of MSME businesses in Indonesia through various innovations and initiatives, particularly in the fashion sector because the demand for fashion products continues to receive high and stable enthusiasm from online users. In addition, entrepreneurs are becoming more innovative and unique in presenting the new items to meet the needs of emerging fashion trends in the community. For instance, this pandemic brings several phenomena and trends in fashion accessories which are masks that in accord with the clothing, mask straps and face shield.
In regards to supporting the fashion needs of its users, Shopee presents a new initiative by launching a home button for the Fashion category called inFashion by Shopee. Carrying the tagline #StylishSetiapSaat, inFashion is here and is intended for users to find sources of style inspiration and the latest, trendy & fashionable fashion products. Users can directly access various variations of their dream fashion products with just one click. Additionally, Shopee has provided various promotions to get noticed by their users.
Blibli tagline relates to depicting their value in prioritizing their customers’ satisfaction with “Karena kamu nomor 1” with the sub tagline “Kita suka yang cepat tanpa banyak drama”. The aim of Blibli is to be the number one e-commerce with the largest number of loyal customers in Indonesia. In other words, Blibli is seeking for loyalty where they need to convince their customers to return referrals and generate trust by using their product and services.
According to the result of the research, it shows that the tagline of Tokopedia has the highest recognition with the percentage of 60%. Following the tagline Karena Kamu №1 by Blibli comes to second place (50,5%) and lastly, the lowest percentage of current tagline awareness is Shopee with 6,25%. It happens because Shopee doesn’t have a specific tagline to portray their values. Besides, Shopee tends to have different tagline in accord with the current themes or events that they’ll carry.
However, the successful campaign where the company met the objective or not. Tokopedia wants to evolve as a top-of-mind platform regarding one-stop solutions for the customer’s needs whenever and wherever they need it. According to the figure below, Tokopedia’s existence lost to Shopee in regards to grocery, fashion and electronic devices. As compared to Blibli’s existence, it informs that Blibli still needs to enhance their brand (exposure and awareness), leads (potential customer), sales (completed purchase) and loyalty. In addition, only 16% of the respondents have tried Blibli platform where the 84% respondents haven’t tried the platform yet.
From the table 2.1, as we know that Shopee’s objective of the campaign “3.3 Fashion Sale” is providing the latest quality fashion trends at affordable prices in accord with their survey about Indonesia consumer behavior on fashion. According to the research that have been conducted, Shopee has not achieved their set goals, only 17,2% of the respondents took part in 3.3 Fashion Sale Event, 26,3% respondents didn’t have any interest in fashion sale and mainly of the respondents with the percentage of 56,6%, they didn’t know about the event. In accord with the low participation, therefore it also impacted the lowly recognition of “inFashion” home button where only 21% knows about it and the 79% of respondents don’t get any attention of the new home button
According to the ranking of marketing channels, the consumer mostly notices the e-commerce’s advertisement from Youtube that possess 71% of respondents. Meanwhile Instagram Ads and Commercial TV comes to second and third rank. Currently, Blibli tried to embrace millennial by providing inspiration web series which asks the young generation always be positive and prioritize personal happiness in the midst of the challenges faced, in line with Blibli, which puts customer satisfaction first in shopping.
After conducting the research, here are the SWOT analysis comparison between Tokopedia, Shopee and Blibli.
B. Campaign Recommendation for BLIBLI
As compared to Tokopedia and Shopee in regards to conducting campaign, Blibli has the lowest performance in drive attention to the 100 respondents. Therefore, the author would like to give a recommendation for Blibli in obtaining more customer and drives sales. As we know, that in April, Ramadhan is coming where its an opportunity to Blibli in chasing more customers. The campaign is called “Karena Kamu Yang Dinanti”. Following, Blibli tagline “Karena Kamu №1”, in Ramadhan Blibli may change their tagline into “Karena Kamu yang Dinanti” shows that its time to sharing the fortune, happiness and blessing through hampers or parcel for the special ones and also people who needs the help.
According to the phenomenon that happened last year, where hampers and parcel were booming which shows their affection for their friends, relations, family and etc. It may be rose again, since the pandemic hasn’t over yet. Therefore, the customer must spare their budgets for buying hampers or parcels. However, it needs time to select kind of hampers or parcel that suitable for their budget. Blibli as lifestyle online mall platform will help the customers to organize and sort online stores that exist in Blibli platform. Blibli may innovate of sorting out the preference customer store where the customer gives the information of the budget and number of receivers then Blibli will calculate them and provide the enable store in accord with the customer budget. It will turn into competitive advantage since the competitors hasn’t conducted yet.
Even tough Tokopedia has established Tokopedia Salam, but it has different segmentation and function which it may be an advantage for Blibli. The figure below depicts campaign canvas of “Karena Kamu yang Dinanti”. Besides help the customer to organized the budgets of distributing their hampers or parcels, Blibli may transform as a bridge over the customer who wants to do “sedekah and infaq” through having a collaboration with orphanage or organization who helps the poor which it will enhance the value of the company. The figure below will depict the interface of Mari Berbagi term.
Conclusion
According to the Research conducted, all of the object’s e-commerce (Tokopedia, Shopee and Blibli) haven’t achieved their goals yet. In addition, the most successful and recognize campaign possessed by Tokopedia. However, Tokopedia hasn’t achieved their goals as one-stop-solution and top-of-mind platform where regarding to the research result, it showed that Shopee has the highest popularity for asking certain products.
— — — — — — — — — — — — — — — — — — — — — — — — — — — — — — —
About the Author
I’m Savitri Ayu Saraswati. In the quarter of century stage, who tries so hard to define goals and passion which leads me pursuing the things that makes me happy.
I have just finished my MBA in early 2021 and planning to start a professional career. While along my study journey I have found that start-up may become the first stage to drive myself to surpass my limitations and be the best version me in regards to give an positive impact directly to society.
email: savitriayusw96@gmail.com
linkedin : in/savitriayusarawati
