ABDT 3233 MARKETING STRATEGIES

FOR E-COMMERCE

Universal Traveller Malaysia

(www.universaltraveller.com/my)

Tutorial Group : DEM 4

CHIA CH’NG WIN 15WBD07121
FONG JIA HAO 15WBD04350
LAWRENCE TEOH SHIH HEAN 15WBD07346
PH’NG JIUN YAN 15WDB06950
SAW WING ONN 15WBD00930
Introduction
In 1970, Universal Traveller started his first shop with his
luggage retail business along South Bridge Road by the well-
known Singapore River. In 1980, Universal Traveller opened
many shops along the prime districts of Orchard Road and
Marina Square. In 1990, Universal Traveller expanded its
business to a more outstanding market in Malaysia, Kuala
Lumpur. The company opened its first outlet in Lot 10, the first
premier fashion shopping mall.
Introduction
Universal Traveller become the industry forerunner in travel
products, luggage and winter wear because of the effective
leadership of management. The company cooperates with
global brands through distribution in order to prioritize its
presence in the luggage business. In 2009, Universal Traveller
started a luggage concept store. Named, “Luggage Empire”,
the premium retail concept is set upon an exclusive retail
setting which only offers the best brands of luggage including
in-house brands Royal McQueen, Jean-Francois and Airways,
and other renowned global brands such as Calvin Klein.
Introduction
Vision
To become the region’s preferred brand for winter fashion in
Southeast Asia.

Mission
To provide high-quality and stylish winter delivered with
uncompromising customer experience at affordable prices.
 Connected Consumer Online
It bring marketing opportunity in Universal Traveller Malaysia
website and the behaviour of the consumer.

There are 6 basic things in exchange outcomes:

• Connect
• Create
• Enjoy
• Learn
• Trade
• Give
Connected Consumer Online
• Connect
 The website use social media such as Facebook and Instagram to
connect with consumers.
 Information and photo can be share through social media.
 Interaction with consumers eg. Personal message

• Create
 Consumers can create account in the website.
 Consumers create content about Universal Traveller Malaysia
through social media.
 Example: use of hashtag #universaltravellermalaysia
Connected Consumer Online
• Enjoy
 The website focus on animation pictures to attract consumers.
 This will effect the consumers buying behavior.

• Learn
 It provide information about weather chart and layering tips for
consumers to learn.
 Weather information of country that have winter season.
 It teach consumers what they should wear during winter season.
Connected Consumer Online
• Trade
 In website, the form of business is Business-to-Consumers (B2C)
only.
 Consumers can buy the products through online with the support
of shopping cart feature.

• Give
 Consumers can share the products they like in Facebook, Twitter
and Pinterest.
 The information shared in social media can reach many people
and bring good reputation.
 Consumers also can make a comment as a feedback.
 Segmentation, Targeting, Differentiation &
Positioning Strategies

• Segmentation
 is the process of grouping consumers based on the similarities in
use, consumption, or benefits of product and services
 Demographic segmentation such as age, gender, occupation to
segment the target consumers.
owebsite has segmentation according to the gender, that is ladies
collection and men collection
osegmentation based on age such as kids collection
 Segmentation, Targeting, Differentiation &
Positioning Strategies

• Psychographic segmentation such as personality

 There is down jackets, padded jackets, and fleece jackets for
the customers to choose which type they prefer
• Geographic segmentation to segment the target market
 There is Singapore and Malaysia website for their customers
 Targeted by Universal Traveller to conduct online business
 Segmentation, Targeting, Differentiation &
Positioning Strategies

• Targeting
 is the selection of potential consumers to come to consume products or
services
 Segmenting the market and offer product or services to the target market.

• Universal Traveller Malaysia use niche marketing and micromarketing

 Concentrating the marketing efforts on a small group of potential
consumers.
 Select traveler as their target customer especially those who are going to
cold country such as US, China, and Australia.
 Segmentation, Targeting, Differentiation &
Positioning Strategies

• Differentiation
 is the result of efforts that a company makes a product or services
stand out which is able to convince the target market to consume
• Product innovation
 They has a brand new touchscreen gloves which are specially
designed for the capability to use smart phones while keeping the
consumer’s hands nicely snug and warm.
 Segmentation, Targeting, Differentiation &
Positioning Strategies

• Travel info such as weather chart and layering tips

 Weather chart is a weather forecast of a winter country which will
help the consumers to plan their winter travel packing list.
 The layering tips is the information about the winter wear such as 3-
tier protection and wind-resistant jacket.
• Social travel
 Give customers information about travel such as romantic places you
must visit, things to do, and outlet shopping destinations.
• Map locator
 To find out where is their physical shop located.
 Segmentation, Targeting, Differentiation &
Positioning Strategies
• Positioning
 is the creation of an impressive image in the consumers’ mind
• Universal Traveller Malaysia only produces products for traveler
such as luggage, travel accessories, and winter wear.
 Givesthe consumers a deep impression that Universal Traveller
Malaysia is target for traveler.
• Website has travel info and social travel which provide
information to their customers.
 Attractthe customers come back to the website and is a way to
keep the consumer’s loyalty.
 Segmentation, Targeting, Differentiation &
Positioning Strategies

• Updating the latest technology of their products in order to

let their consumers know that they are keeping product
innovation.
 The Online Offer
Attributes
• UT Malaysia website – promote and selling winter wear,
luggage
• Categories > subcategories
• Customization – choose based on options provided, size
and colour in drop down menu
• Personalization– addressed those who register and log in
with the registered email address
The Online Offer
Branding
• Universal Traveller – indicates that they are providing winter wear
for traveler
• Brand relationship and social media – Facebook & Instagram
• Aiming on provide information and demonstrates their winter wear

Support Service
• Before purchase – product showed in catalogue form
• After purchased – check on recent order, checking for the status of
ordered product
The Online Offer
Labeling
• Online labels – provide information, such as features and
description
• Instruction towards a product – care instruction

Packaging
• Cardboard boxes, bubble wrap and polystyrene
• Reduce or avoid damages on product during delivery
The Online Value
Dynamic pricing
Segmented pricing
1. Geographic segment pricing
• E.g.: 4 In 1 Classic Jacket ( Singapore and Malaysia)
• Might cause by currency rate and income level
2. Time segment pricing
• Price discount during certain period
• Autumn sale – discount up to 70%
• Enable to enhance short term sales
The Internet for Distribution
• The website is an infomediary which provide the price in other
currency than the website host country.
• Thewebsite has content sponsorship, the content in the social
travel page will suggested places to visit with images.
• The website handle the shopping cart abandonment by
providing a wish list.
• Moreover the item that are selected will remain in the cart of
the website till it is remove.
• The website is also mobile friendly.
• The website solve the last mile problem by charging a standard
price for each purchase.
E-Marketing Communication
Company Website
• A company website which is a virtual location.
• WWW at beginning of the company domain name.
• Web pages and information that are stored in the web server
• Accessible by web browser.
• Universal Traveller contain two parked domain.
 Singapore
 Malaysia
E-Marketing Communication
• Purpose:
 Provide information
* Company Background
* Past History activities
* Weather forecast
* Product Feature
 Generate more income
 Convenience consumer to accessing the information. (Anytime,
Anywhere)
• Advantage:
 Increase Sales
 Build more customer database
E-Marketing Communication
• Example, Contact Us webpage in Universal Traveller Malaysia
website.
 Improve the customer relationship
 Retain the loyalty customers
E-Marketing Communication
Blog
• Blog is getting famous since in the past
• It was started in 1990s
 Used for online diary
 Post daily basis activities
 To express self to the world
• After some years it has evolved with some features
 Comment
 Likes
 Share
• It affect society and the business on world
 Blogger are able to attract the customer with interesting information
E-Marketing Communication
• Universal Traveller Company owned Blog on company website
 Purpose:
* To attracting people to the website
 Targeting:
* People who plan to travel
• Platform of Universal Traveller Malaysia blog
 Search famous place on another website
 Write a blog with combining the famous place and activities
around the world
E-Marketing Communication
• Universal Traveller Blog included:
 The famous place to travel
* Example, “Top 10 Things To Do In Las Vegas Other Than Casinos”
 The tips of travel
* Example, “Survival Tips In Winter”
E-Marketing Communication
Social Network
• It is an network to expanding the number of business social
contacts.
• Social network are getting famous in every field including business.
• Universal Traveller allowed their customer to share the product to
the social network
• Example, share to Facebook.
It allow to getting feedback, comment, opinion from the people
in the social network.
E-Marketing Communication
• Universal Traveller has owned the
business page on Facebook and Instagram
• Purpose:
To publishing the advertisement, news
and current events
• Advantage:
Ability to target large amount of people
Easily to monitor
Cost saving, without hiring special
technical person
Recommendation
Connect Consumers Online
• Focus – create video about products
• Fastest way to transfer message
• Allow to make review and rating – increase impression

Segmentation, Targeting, Differentiation and Positioning

Strategies
• Usage segmentation – give customer more information
• Let customer believe the quality of product – as the
description showed, thus increases the confidence of buyer
on the product
Recommendation
The Online Offer
• Branding – More active on social media, sharing more
information and having interaction
• Labeling – fill up information for those products with no
information previously
• Support services – after purchase, include rating and
review for customers sharing opinion

The Online Value

• Volume segment pricing – purchase in large volume, price
discount can be given
Recommendation
The Internet for Distribution
• Build an app – more convenient to check history purchases
• Also making purchase easier and faster
• Detect website using QR scan
• Notified of current event

E-Marketing Communication
• Forum – user giving opinion, platform to communicate
• Enable to improve on CRM
• Makes sales promotion with more details – duration,
product name in home page
Conclusion
• Through6 exchange outcomes, the website bring marketing
opportunity to its company.
• It
use segment, target, differentiate and position in the
website for their market and gain competitive advantage.
• Itbring engagement through creating customers offer and
value online.
• The website works as infomediary indirectly contribute in
distribution and bring communication successfully.
Thank You !