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    Alibaba Brand Audit

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    Tiviz Rooban
    Alibaba Group is a Chinese e-commerce company founded in 1999 by 18 people led by Jack Ma. It operates consumer-to-consumer, business-to-consumer, and business-to-business sales services via online marketplaces. Alibaba handles over 80% of China's e-commerce business and has the largest network of sellers and buyers globally. It owns multiple sites including Alipay, Aliyun, Taobao, and Tmall. Alibaba has strong brand recognition in China due to its massive customer base and handles millions of purchases daily. It has become the world's largest online business-to-business trading platform for small businesses.

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    Alibaba Brand Audit

    Uploaded by

    Tiviz Rooban
    487 views19 pages
    Alibaba Group is a Chinese e-commerce company founded in 1999 by 18 people led by Jack Ma. It operates consumer-to-consumer, business-to-consumer, and business-to-business sales services via online marketplaces. Alibaba handles over 80% of China's e-commerce business and has the largest network of sellers and buyers globally. It owns multiple sites including Alipay, Aliyun, Taobao, and Tmall. Alibaba has strong brand recognition in China due to its massive customer base and handles millions of purchases daily. It has become the world's largest online business-to-business trading platform for small businesses.

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    Alibaba Brand Audit

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    Alibaba Group is a Chinese e-commerce company founded in 1999 by 18 people led by Jack Ma. It operates consumer-to-consumer, business-to-consumer, and business-to-business sales services via online marketplaces. Alibaba handles over 80% of China's e-commerce business and has the largest network of sellers and buyers globally. It owns multiple sites including Alipay, Aliyun, Taobao, and Tmall. Alibaba has strong brand recognition in China due to its massive customer base and handles millions of purchases daily. It has become the world's largest online business-to-business trading platform for small businesses.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    487 views19 pages

    Alibaba Brand Audit

    Uploaded by

    Tiviz Rooban
    Alibaba Group is a Chinese e-commerce company founded in 1999 by 18 people led by Jack Ma. It operates consumer-to-consumer, business-to-consumer, and business-to-business sales services via online marketplaces. Alibaba handles over 80% of China's e-commerce business and has the largest network of sellers and buyers globally. It owns multiple sites including Alipay, Aliyun, Taobao, and Tmall. Alibaba has strong brand recognition in China due to its massive customer base and handles millions of purchases daily. It has become the world's largest online business-to-business trading platform for small businesses.

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    ALIBABA BRAND

    AUDIT

    History

    Alibaba Group

    Alibaba Group Holding Limitedis aChinesee-commercecompany that


    providesconsumer-to-consumer,business-to-consumer andbusiness-tobusinesssales services viaweb portals.

    Alibaba Groups mission is to make it easy to do business anywhere.

    History

    Alibaba Group was established in 1999 by 18 people led by Jack Ma, a


    former English teacher from Hangzhou, China.

    It helps small Chinese exporters, manufacturers and entrepreneurs to sell


    internationally.

    Alibabas other services include electronic payments, cloud computing


    services and network services and mobile solutions and search engines for
    shopping

    People of The Company

    Jack Ma (Chairman)

    Founder :

    Key People:
    Jack Ma(Chairman)
    Daniel Zhang (CEO)
    Joseph Tsai(Executive Vice Chairman)

    Company Timeline

    In December 1998, Jack Ma and 17 other founders released their first online
    marketplace, named "Alibaba Online".

    From 1999 to 2000, Alibaba Group raised a total of US$25million from SoftBank,
    Goldman Sachs, Fidelity and some other institutions.

    In December 2001, Alibaba.com achieved profitability.

    In May 2003, Taobao was founded as a consumer e-commerce platform.

    In December 2004, Alipay, which started as a service on the Taobao platform,


    became a separate business.

    In October 2005, Alibaba Group took over the operation of China Yahoo! as part of its
    strategic partnership with Yahoo! Inc.

    In November 2007, Alibaba.com successfully listed on theHong Kong Stock


    Exchange.

    In April 2008, Taobao established Taobao Mall (Tmall.com), a retail website, to


    complement its C2C marketplace.

    In September 2008, Alibaba Group R&D Institute was established.

    In September 2009, Alibaba Group established Alibaba Cloud.

    In October 2010, Taobao beta-launched eTao as a shopping search engine.

    In July 2011, Alibaba Cloud Computing launched its first self-developed mobile operating
    system,Aliyun OS

    On 6 May 2014, Alibaba Group filed registration documents to go public in the U.S.

    In June 2014, Alibaba acquired the Chinese mobile internet firmUCWeb.

    On 19 September 2014, Alibaba's shares (BABA) began trading on the NYSE.

    Purpose of Brand Audit

    To gain a fundamental understanding of where your brand stands in


    its current state

    Attributes
    1.

    Huge marketplace

    2.

    Seller-based revenue models- While small sellers can list products for free
    on Taobao, Tmall is exclusive to big brands and sellers pay for subscription and
    transaction, Alibaba.com itself works as a middleman and connects buyers and
    sellers (mostly importers and exporters), charging them for each transaction.

    3.

    Networking - has the biggest network of sellers and buyers.

    4.

    Large Scale operation

    Brand portfolio

    Ant financial service group

    Financial service provider focused on small and micro enterprises


    and consumers. Business operated by Ant financial services group
    include Alipay, Alipay wallet, Ant Micro loan etc.

    BRAND EXPLORATORY

    CUSTOMER KNOWLEDGE

    ALIBABA is worlds number one E-commerce leader who deals


    with all kinds of products. It is the worlds largest online businessto-business trading platform for small businesses.
    Brand association
    Timely service
    Convenience
    Low cost

    Alibaba handles more than 80% of China's e-commerce business


    - it's larger than eBay. It employs 22,000 workers in more than
    100 offices and main operations are located in the Xixi District of
    Hangzhou, China.

    Alibaba isn't just a single site; they own a multitude of sites,


    each with different functions.(Alipay, Aliyun, Aliyun App Store,
    Taobao, Tmall )

    ALIBABA MENTAL MAP

    Global
    leader

    Prompt
    service

    Delivery
    in time

    ALIBAB
    A
    reliable

    Customer
    satisfaction
    Competition
    rate

    Sources of Brand Equity

    Millions of Chinese consumer purchases on daily basis.

    Its easily pronounced (English) brand name has also contributed to high brand
    awareness, which promoted the familiarity to U.S. and other global consumers.

    Highly involved in sustainable corporate responsibility projects as a way to contribute to


    social development.

    The Group's websites accounted for over 60% of the parcels delivered in China by
    March 2013, and 80% of the nation's online sales by September 2014.

    The IPO not only provides a huge boost to consumer recognition of Alibaba
    internationally, but the involvement of international investors will hugely increase the
    breadth of stakeholders intent on building the brand.

    POP versus POD


    Points of parity

    Points of difference

    Online selling platform

    Seller based revenue model

    Quality service

    Distribution

    Maximum service Coverage

    Biggest network of sellers and buyers

    Resonance

    Strong brand loyalty

    Feelings

    Judgments
    Value for money
    Seller based revenue
    model

    Imagery

    Performance

    Quality service
    Biggest network of sellers
    and buyers

    Salience

    ALIBABA CBBE

    Tradition
    Social acceptance

    High brand recognition


    Convenient and accessible

    Orange theme
    Traditional

    Recommendations

    Publicity: More advertisement should be given through online


    or partnership so that more people will come to know about the
    company.

    Expanding business: Business should be spread more in India


    as in India Flipkart has proven the scope of online market.
    Because people of India is not much aware of the service.

    Thank you

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