Effectiveness of the Lazada Marketing Strategy: A Case Study of FISH4DOGS under the Pet Lovers Centre Thailand
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Abstract
The objectives of this study were to examine a marketing strategy and marketing tool of the Pet Lovers Centre Thailand through a variety of promotional tools provided in Lazada University and to study and investigate the Lazada promotional tools. The aftermaths of applying these Lazada promotional tools were to encourage customers for their greater levels of awareness, visitors, and purchases, leading to a greater extent of profits and revenues in Lazada. This study employed a premium dry dog food product, FISH4DOGS given by the Pet Lovers Centre Thailand as a case study. The experimental-based research method was also used and conducted between 24 March and 7 April 2022, i.e. 15 days in total.
The results of the study revealed that such Lazada promotional tools could effectively enhance a higher degree of awareness and purchase among the customers. This could bring an actual profit. According to the experimental-based research, it was found that the grand total benefit for the FISH4DOGS provided by the Pets Lovers Centre was Baht 13,020. Comparing to the Return on Advertising Spend, shortly ROAS, the brand had received a revenue as equal as 3.27 which was worth investing. Baht 3,987 was an amount of money spent for advertising. The effectiveness of the Lazada promotional tools could be observed in 34,988 impressions and 403 clicks on the product page. Apart from this, the better performance could be found from manual setting rather than the auto counterpart, promoting through search placements rather than that via featured, recommended product placements, and retargeting strategy rather than the lookalike-audience counterpart.
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