ALIBABA BRAND AUDIT

History

Alibaba Group

Alibaba Group Holding Limited is a Chinese e-commerce company that provides consumer-to-consumer, business-to-consumer and business-to-business sales services via web portals.

Alibaba Group’s 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.

Alibaba’s other services include electronic payments, cloud computing services and network services and mobile solutions and search engines for shopping

People of The Company

Founder : Jack Ma (Chairman)

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$25 million 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 the Hong 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 firm UCWeb.

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 world’s number one E-commerce leader who deals with all kinds of products. It is the world’s largest online business-to-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

ALIBABA

Global leader

reliable Customer satisfaction

Delivery in time

Prompt service

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 differenceOnline selling platform Seller based revenue model

Quality service Distribution

Maximum service Coverage Biggest network of sellers and buyers

Resonance• Strong brand loyalty

Judgments• Value for money• Seller based revenue

model

Feelings• Tradition• Social acceptance

Imagery• Orange theme• Traditional

Performance• Quality service• Biggest network of sellers

and buyers

Salience• High brand recognition• Convenient and accessibleALIBABA CBBE

PYRAMID

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…