Course: Marketing Management

Instructor: Miss Sameen Wasif

Project: YAYVO

Group members:

Ammar Malik (20793)

Areeba Fatima (20448)

Fahad Ahmed (20416)

Fariha Fawad (20406)

Tanzeel Naqvi (21389)

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Contents
Executive Summary....................................................................................................................................... 3
YAYVO by TCS: ............................................................................................................................................... 4
Mission Statement: ....................................................................................................................................... 5
Product Portfolio:.......................................................................................................................................... 5
Swot Analysis: ............................................................................................................................................... 6
 Strengths ........................................................................................................................................... 6
 Weakness .......................................................................................................................................... 6
 Opportunities .................................................................................................................................... 6
 Threats .............................................................................................................................................. 6
Targeting: ...................................................................................................................................................... 7
Positioning: ................................................................................................................................................... 7
Segmentation ................................................................................................................................................ 7
PROMOTION: ................................................................................................................................................ 8
MARKETING MIX: .......................................................................................................................................... 9
 Product .............................................................................................................................................. 9
 Price .................................................................................................................................................. 9
 Promotion ......................................................................................................................................... 9
 Place .................................................................................................................................................. 9
COMPETITIVE ANALYSIS: ............................................................................................................................. 10
CURRENT MARKETING STRATEGY:.............................................................................................................. 12
Recommendations ...................................................................................................................................... 13
Promotion ............................................................................................................................................... 13
Collaboration........................................................................................................................................... 13
Technical Issues: ..................................................................................................................................... 13

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Executive Summary
The report presents the research work done on our own newly launched online store named
Yayvo by TCS. The main aim of our research is to cover all the possible topics we are taught in
the marketing management course and to apply those concepts and strategies in our newly
launched online company. The purpose of our report is to portray our marketing strategies and
how we are going to establish our brand in the hearts of the target customers. We’ve kept
Yayvo.com as our bench mark brand and conducted certain interviews, visited their website .This
has helped us to go extra mile in determining our marketing strategies and the competitive
analysis. We have make sure that our product is the best possible solution of our customer’s
need so that people could not have a second thought while deciding whether to buy goods from
us or not. The group members have efficiently contributed to the launching of our brand and
making it well-known brand in the hearts of the target customers.

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TCS:
TCS Holdings (Private) Limited, Pakistan, owns the country’s largest logistics services
infrastructure, through seven companies in the fields
of Courier, Warehousing & Distribution, Trucking, Air and Sea freight as well as Ecommerce.

While the above are mostly business-to-business services, an array of consumer services is also
provided by TCS companies dedicated to Travel and Visa Services, Gifts-Delivery, & Concierge
Services. A patented “Supply Chain Advisory” service offers customized solutions to corporate
customers, which extend to project management for customers looking to outsource non-core
activities.

The newest TCS Company is TCS E-Com (Private) Limited was founded in 2014. The
website Yayvo.com is nationally focused.

YAYVO by TCS:
Yayvo.com is a part of TCS E-COM (Pvt.) Ltd. offering an exciting online shopping experience,
backed by TCS with a promise of reliability and speed.

E-COM is an independent company of TCS (Private) Limited, with businesses such

as Yayvo.com and Sentiments Express offering excellent customer experiences for online
shoppers, as well as walk-in customers at the TCS Express Centers. E-COM brings together a
team of dedicated professionals in the fields of digital and online media, content management,
marketing, B2C and B2B business.

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Mission Statement:

We aim to provide shoppers the ease to choose from an infinite range making Yayvo.com an
online shopping destination of choice.

Product Portfolio:

The product portfolio of Yayvo includes:

 Beauty & Grooming products

 Mobiles & Tablets
 School & Education
 Appliances
 Entertainment
 Home & Living
 Kids & Baby
 Health & Sports

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Swot Analysis:

 Strengths:

• High security.
• Feasible modes of payment.
• Offers ubiquity to customers.
• Diverse branded products in clothing category.
• Link with TCS and its highly popular Hazir service.
• Strong brand equity.

 Weakness:

They did not launch their website with aggressive promotion which is why they feel
that people are less aware of their website.

 Opportunities:

 Growing Ecommerce sales.

 Rapid growth in internet users means more customers.

 Threats:

• If someday the image of TCS is affected due to any mishap, the image of Yayvo.com
would itself be affected and could be a threat.
• Increase in online retailers.
• Security and trust issues.
• Increase in competition.

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Targeting:
Yayvo.com is an online shopping platform which targets everyone. Targeting of this product is
mass and includes people of all ages and of all genders. Since it has a wide range of products that
include garments for men, women and children, accessories for all, toys for babies and kids,
home appliances, health products, electronic devices such as mobiles and tablets etc, it is
targeting people from all around the world. Of course, only those people who know how to use
internet and computer/phones can use this opportunity. But also it gives out a contact number
where you can call and place your order.

Positioning:
Market Positioning: Yayvo have positioned itself as an e-commerce platform. It has positioned
itself as an online market like Daraz.pk and Kaymu,com. It is an experience for the customers to
have a look at the market by just pressing some buttons on their laptops or computers. Since its
parent company is TCS, people might rely more on it as it already have a good market name.
Their positioning is quite strong as it is associated with TCS which has a rather high brand equity
and loyal customers all around the globe. Due to TCS quick and reliable services, Yayvo.com is
also in a good position and the customer perception towards it is rather positive.

Segmentation:
As the target market for Yayvo.com is holistic, segmentation is more
or less the same. It is not segmented to a particular group of people but is a mass marke
done online.

 Geographic Segmentation: As far as the interview was considered, yayvo.com is

serving in 225 countries worldwide. Yayvo is providing their services
internationally and thus proves their emerging status. So no matter how far you
are they can always get your order delivered and the delivery charges for shipping
the order would be PKR 200/-

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  Demographic Segmentation: Yayvo.com is providing products from several brands
including Kapray, Al-Karam, Gul Ahmed, Maria B, Massarat Misbah Makeup and
many more for Women. Other than that, Redtree, Oxford, Shahzeb Saeed, Sitara
and many more for me. Stinnos, Planet X, BTL toys Tippities and many more for
kids and babies. In short, as far as demographic segmentation is concerned,
Yayvo.com has segmented for all ages and genders like babies, teenagers, adults,
men and women.

 Psychographic Segmentation: Yayvo.com is targeting all segments of the market.

From women who are makeup conscious to men who are conscious about their
clothes and watch, to those people who have a craze for electronic items like
Mobile phones and tablets.

PROMOTION:
TCS has promoted its new brand Yayvo.com on many platforms.

 Social media was a huge platform for them to promote Yayvo.com including Facebook,
Twitter etc.
 Yayvo.com has promoted itself quite nicely in the recent PSL being a sponsor.
 TVCs are one of the most common ways to promote a new brand or product and TCS has
used that to promote yayvo.com
 Yayvo.com has also promoted itself by giving discount offers on special occasions for
instance, Black Friday or Independence day, or Mother’s day etc.

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MARKETING MIX:
 Product:
Yayvo.com is an online shopping site which consist of many products from various
brands. Yayvo.com promises their customers original products and not any imitation or
replicas. These product include Garments for all men, women and children. It also
consists of toys and accessories for kids and babies, Electronic devices (mobiles and
tablets), Beauty and Grooming products for women, Home appliances, Home and living
products, Products for Health and sports, School and educational products including
books to read.
If any product is short and not present in their inventory, it will automatically disappear
from their website or would be mentioned as ‘OUT OF STOCK’.

 Price:
The prices of all the products available on Yayvo.com depends on the product that is
being purchased and also its price that is put forward by the brand itself. Whereas, the
shipping and delivery charges would vary from place to place. The price is dependent
pricing.

 Promotion:
TCS has promoted its new brand Yayvo.com on many platforms.

 Social media was a huge platform for them to promote Yayvo.com including Facebook,
Twitter etc.
 Yayvo.com has promoted itself quite nicely in the recent PSL being a sponsor. PSL tickets
were also available at Yayvo.com
 TVCs are one of the most common ways to promote a new brand or product and TCS has
used that to promote yayvo.com
 Yayvo.com has also promoted itself by giving discount offers on special occasions for
instance, Black Friday or Independence day, or Mother’s day etc.

 Place:
Yayvo.com is an online shopping store and thus is operated online. Their distribution is
worldwide in 225 countries but their only way to access is online website. They have no retail
shops or outlets.

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COMPETITIVE ANALYSIS:
The competitors of Yayvo.com are several brands like Daraz.pk, eBay, Kaymu.com, Telemart etc
which serve as an online shopping store for their customers.

As Yayvo.com is new to the market, its competitors are presently stronger and efficient than
Yayvo.com. Although the brand equity of TCS is so strong that it won’t take long for Yayvo.com
to take over the electronic market.

According to Yayvo.com, their competitors are stronger than them due to only one reason which
is the fact that they did not focus on aggressive launching of the newly opened product. Its
competitors like Daraz.pk and Kaymu.com are far stronger than Yayvo.com at the moment
because of less promotions. Another comparison that can be done is the advantage for
Yayvo.com to his competitors is the benefit of the brand equity of TCS. Keeping in mind the fact
that TCS has a very strong brand equity and is famous for its reliability and quick delivery,
Yayvo.com has the privilege and a plus point that the loyal customers of TCS would prefer
Yayvo.com over other competitors.

Its competitors include:

 Daraz.pk
Daraz is Asia’s fastest growing online marketplace, offering an unparalleled shopping
experience in Pakistan, Bangladesh, Myanmar, Sri Lanka and Nepal. Daraz hosts a wide
assortment of consumer electronics, fashion and beauty products, alongside a rapidly
growing miscellany of general merchandise.

Daraz is owned by CDC Group – the UK Government’s Development Finance Institution

(DFI) focused on supporting and developing businesses in Africa and South Asia – as well
as the Asia Pacific Internet Group (APACIG).

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 Telemart
TELEMART is a brand of Trade link enterprises, a company having 23 years of excellence
in dealing with cellular phones and consumer electronics from all the leading brands,
with competitive pricing, vast range of products and providing efficient after sales service
and support to customers with convenience through its online shopping platform and
brick-and-mortar outlets spreading nationwide with a wide range of mobile phones from
all leading mobile brands, IT and networking products, home appliances, home
entertainment products and all other consumer electronics under one roof.

 Goto.com.pk
Goto is your one-stop online shopping marketplace in Pakistan bringing a reliable, hassle-
free and convenient shopping experience to your fingertips. Founded on the precipice of
trust and peace of mind, Goto aims to provide an unfailing and absolutely trouble-free
shopping experience to the people of Pakistan. Online shopping in Pakistan has seen a
significant boom in the mainstream over the last few years.

 Kaymu.pk
Kaymu.pk is currently one of the best online shopping websites in Pakistan and has taken
the e-commerce era by storm. It provides a great platform for various sellers to take their
business online and they also provide the added benefit of marketing their products to
the masses by using multiple promotional channels.

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CURRENT MARKETING STRATEGY:
All of our marketing strategies are central to the idea of generating relevant crowds of customers
who finds our products interesting on the website and convert this traffic to healthy revenues.

 Digital Strategy:
Yayvo.com is using digital strategy at the moment to connect to its customer. We would
be trying to generate some relevant traffic on our website. We would try to target our
ads and campaigns to the segment of customers that is most likely to interact and engage
with our products. Moreover, place our products on different 3rd party websites and
various super markets to give our brand some exposure and light in the eyes of our
potential customers.
Our strategy would be in harmony with our objective. We would generate this traffic by
playing various types of campaigns on various social media sites like Facebook and
Instagram. We would be dividing our market into different segments initially and serve
various ads to various segments discussed earlier. Then we would analyze the results
from the campaigns and serve the most appropriate ads to the segments that best react
to our adverts.

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 Recommendations
Yayvo has become one of the leading e-commerce markets in a very short period of time. The
reason why it rose very fast is that it was launched by TCS. TCS already has a huge delivery
network which helped establish Yayvo because logistics is an integral part of an e-commerce
business. Even after all this Yayvo has a few shortcomings on some avenues.

Promotion
Yayvo needs to market itself more. The brand is already being marketed but not enough. People
aren’t aware of the brand. In order to survive in the market, Yayvo has to spend more in
promotions.

Collaboration
DARAZ is Yayvo’s main competitor and they are being taken over by ALIBABA. When the takeover
is complete, Yayvo won’t be able to compete with Daraz. Yayvo must collaborate with other e-
commerce leaders such as e-bay or Amazon so that it can go head to head with DARAZ in the
future.

Technical Issues:
Yayvo had a little set back a when it started selling tickets of PSL online. Its server crashed before
the tickets went online. This affected their brand imagine as the people started calling Yayvo very
much unreliable. Yayvo needs to improve their technical capabilities in order to cater to the
market.

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