Individual Assessment: Reflection on Aeon's E-Groceries (IMC430)

This reflection paper, prepared by a student from the Faculty of Information Management, examines Aeon Company's e-groceries service in the context of the COVID-19 pandemic. The paper begins with an introduction to the impact of the pandemic on daily life and the rise of online services, particularly e-groceries. It then delves into a description of Aeon's promotional activities, focusing on online and digital marketing strategies, including the use of the Happy Fresh application and the company's website. The report analyzes the benefits of online marketing and e-commerce for both the company and its customers, highlighting the convenience and efficiency of online shopping. The paper also discusses the importance of product, price, place, and promotion in the marketing mix for e-groceries and concludes with an overview of Aeon's approach to customer satisfaction. The report includes an infographic and references to support the analysis.

FACULTY OF INFORMATION MANAGEMENT
BACHELOR OF INFORMATION SCIENCE (HONS) INFORMATION CONTENT
MANAGEMENT (IM249)
PUNCAK PERDANA CAMPUS
INTRODUCTION TO:
IMC430: INFORMATION ENTREPRENEUR
TITLE: INDIVIDUAL ASSESSMENTS
REFLECTION PAPER ON E-GROCERIES BY AEON COMPANY
PREPARED FOR:
DR. SHAMILA BINTI MOHAMED SHUHIDAN
PREPARED BY:
NUR FATIHAH AKMAL BINTI JAMALUDIN (2020453066)
GROUP:
IM249 3A
DATE OF SUBMISSION:
15TH DECEMBER 2020
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TABLE OF CONTENT
TOPIC PAGES
1.0 Introduction 1 – 2
2.0 Description of the promotional activities 3 – 6
3.0 Infographic E-Groceries 7 - 8
4.0 Conclusion
4.1 Attachment
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10 - 11
5.0 References 12
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1.0 INTRODUCTION
Corona already has a huge impact on different aspects of human life around the world and
various possibilities about future life have been put forward. Coronavirus is an epidemic that
has also changed other essential areas of life In addition to influence human health and social
interactions. Nowadays, several months after the world's coronavirus spread, people with an
incredible history of the virus are under the control of the world's pervasive virus. Through the
research, an attempt was made to highlight the effect on human social life by COVID-19. In
order to avoid the spread of coronavirus, the closure of schools, universities and other
institutions has forced people to spend a lot of time at home, which can lead individuals to learn
a skill and hobbies such as reading, painting, music, sewing, cooking, entertainment, and so on
and to discover a lot of secret talents. There is no question that quarantine and isolation from
society can have several terrible consequences, and the ability of students to learn is limited by
not attending school or universities for long periods. Of course, the closure of businesses,
factories, and department stores have significant economic implications, specifically for
employers and workers who do not have job stability and a fixed income and it is hard for them
all to stay at home economically.
There is a company that caught my attention regarding to this Covid-19 issues. The new
normal services due to Covid-19 and there are also those who still do not know about this new
services that organized by Aeon Company. The slogan “Order your groceries, we deliver” that
has been used through online or digital marketing as well as flyers, brochures, banners. This
new normal services that provide e-groceries for customers to place orders online either in the
Happy Fresh application or directly to the Aeon website. Users must use the terms and
conditions set by Aeon to ensure no problems are encountered. This way, it makes it easier for
consumers because they do not have to go out to the store to buy necessities. Apart from that,
users can also choose whether they want to use the home delivery service or the drive-thru
service. The service offered is very convenient for consumers because they do not have to
queue to buy the stuffs and it save the time.
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Besides that, “Bring Out Best of The Best” is the starting point of Aeon Company’s
philosophy is the customer. Their eternal mission is to benefit customers and their operations
are thus customer focused to the highest degree. Meanwhile, Aeon Company’s aim was to
grow with the people of Malaysia through the transfer of expertise from Japan to Malaysia and
human resource development, two factors which would contribute greatly to the progress of
Malaysia. The activities of Aeon are assisted by its unchanging 'Customer First' philosophy
throughout all times, in every market. By combining excellent products with innovative personal
services that meet the needs of customers to attract more customers smile every time they
purchase, its aim is to keep improving. They are always aware of the three keywords that build
up the retail industry's existence and identity and must be considered in every development
which is peace, people and community. Their life is strongly interconnected with the people of
the regions and communities in which they are participate with what has written on the Aeon
website.
Aeon Company is one of the biggest shopping mall in Asia that provides a lot of products.
There are 62 Aeon generally operating in Malaysia, formerly known as Jusco retail stores and
shopping centers. We all know that Aeon also have various types of stores such as electronics,
supermarket, grocery and fashion retailing. Since Malaysia are dealing with the Covid-19 crisis,
Aeon Company also one of the stores that provides online shopping for those who are staying
at home or quarantine during movement control order (MCO) and work from home. Online
groceries that become easier and helps people to avoid crowds in stores as much as possible.
Therefore, shopping would become smoother experience for those who needs to buy a
groceries.
In order to improve convenience during the Covid-19 pandemic, Aeon Retail Malaysia has
introduced a new online shopping service that provides same-day delivery for items like fresh
produce. Launched on 15 July, the new service will allow customers to order and deliver fresh
fruits, vegetables and other groceries to their doorsteps. For orders below 20kg and within
10km of any of the Aeon stores in Malaysia, doorstep delivery will be available on the same
day. Aeon Retail has recently introduced some other value-added services, such as personal
shoppers, according to Institute of Grocery Distribution (IGD), that allow consumers to wait
outside the store while the order is fulfilled by a shopper. As the retailer seeks to assist
customers in minimizing interaction with other individuals during the Covid-19 pandemic, a click
and collect service and a Whatsapp home delivery service have also been introduced.
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2.0 DESCRIPTION OF PROMOTIONAL ACTIVITIES
Regarding to the current Covid-19 situation, it is clearly mentioned that all organizations
must be closed during the Movement Control Order (MCO) to ensure people are staying at
homes and not going anywhere whenever they want because it may help to break the chain of
Covid-19. I would like to express my thoughts here and share my opinions on developing the
promotional activities that will help information industry in promoting information products and
services during Movement Control Order (MCO) to the customers of the e-groceries by Aeon
Company that I selected.
The promotional activities that I had choose is online or digital marketing. As we all know,
online marketing is a platform of using web-based platforms to spread awareness to the future
consumers about a company's brand, goods or services. The reason why I choose this online or
digital marketing because it is related to the current situation and it is easier and more useful for
people nowadays due to Covid-19. Email, social media, display ads, search engine optimization
and more are the tools and strategies used for online marketing. The aim of marketing is to
attract potential customers through the networks where they spend their time reading,
searching, shopping, and online socializing. In my opinions, online platforms as an
advertisement and marketing interaction, including those listed above have been created mostly
of the internet for business and personal use. Nowadays, by designing a website and
developing customer engagement strategies at far less expense and risk, everyone with an
online business as well as most offline businesses can make use of online marketing. By having
this online marketing in this era, there are several promotional activities that can be managed
by Aeon Company to ensure the food supply at home is not interrupted as we cannot go out
anywhere while the MCO is conducted.
Besides that, online marketing brings a lot of positive impacts to the company and customer
during this Covid-19. This is because due to various rapid technological growth, business
companies have moved from the conventional method of selling products to the electronic
method of selling products. In order to perform financial activity, business organizations use the
internet as a primary medium. Online stores do not have space limitations and it is possible to
view a wide range of items on websites. After a successful search, this encourages rational
buyers to buy a product. Customers may buy the goods from the comfort of their own homes or
place of work. Shopping is made through the internet simpler and comfortable for the customer.
The transactions are also easy to cancel and it shows that the convenience of buying through
online. In addition, customers should not have to wait in cash counter queues to pay for the
items they have bought. From their home or office, they can shop and do not have to waste
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time travelling. Through entering the key words or using search engines, customers may also
search the items that they need.
Aeon Company also provides an e-commerce websites and applications through online
platform for customers to make an order what items or products that they need then add to cart
and finally check out to make a payment. In my observation, customer also can browsing using
another platform which is Happy Fresh websites or application to buy e-groceries. This Happy
Fresh launches in 2015 with a websites, mobile site and application and being partnered with
AEON Company from large grocery chains to specialty stores that are selling Pet food, goods
for health and beauty, as well as organic produce. It has also partnered e-wallet solution
providers such as Boosts, whose customers not only get cashback rewards with their e-wallet
payments but also various payment options. While several kinds of grocery stores provides the
same services and even have their own website such as Tesco, Mydin and Village Grocer that
compact with information that customers may need about their products such as recipe, Halal
concerns and health tips, there are some features that this company may add to its website to
promote its products more widely. Due to Covid-19 quarantine, in my opinion, this company
might consider developing a platform where its customers can purchase their products by
browsing their official website through online and product delivery. By doing this, the business
will not only gain more website visitors, but will also generate sales as it is easier for the
customers to shop their products directly through their official and trustworthy website.
Other than that, the first marketing mix is product. This is one of the important things that
defines all the elements necessary to sell these goods in the marketplace to satisfy a
customer’s needs or wants. In my observation by doing some research on Aeon grocery
websites, they are many products that they sell such as fresh and frozen, baby care, personal
care, house hold, beverage, grocery etc. Meanwhile, on Aeon and Happy Fresh websites, it
also provides a services that will attract more customers such as providing a delivery services
or drive-thru services. Those services are more freshly handpicked by doorstep delivery or
drive-thru to the main entrance of the Aeon mall will be available on the same day. In my
opinion, the choices online are amazing. Almost any brand or product that customers search for
can be found. Without wasting money, customer can get in on the latest product trends. A much
greater range of colors, sizes and choices that they can found locally. Plus, the stock is much
more abundant, so the size and color will still be able to be found. Consumer goods can be
classified as convenience goods for which customers are willing to make very limited
purchasing efforts. Thus, it is essential to have these products and services readily available
and have the brand name well known. In contrast, shopping goods, are goods in which the
consumer willing to invest a great deal of time and effort.
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Besides that, price is important in every businesses because it shows that how much a
charges for the good or services that the customer will pay. By using a different pricing
strategies and comparing prices with the others competitors also can be used to maintain the
customer’s satisfaction and it helps the customer to find best offers or having related products
at lower prices on the same products. In my view, the price must suit the customer. If customers
are satisfied, they will most likely to re-purchase the products or services. Vice versa, if
customers are not satisfied with the products and services that provide by Aeon e-groceries, they
will be reluctant to return to them and they may also share the negative feedback with other
people. On the Aeon e-grocery website and Happy Fresh applications are stated the price before
and after discount. By doing this, customers will easily choose and compare the price from the
others online groceries platform such as Tesco and Village Grocer. Customer will always doing
the comparing and researching products and the prices is so much easier online. For examples,
if they're shopping for appliances, they can find customer reviews and product comparisons for
all the options on the market, with links to the best prices. They also can research firsthand
experience, ratings, and reviews for most products and retailers.
Next, promotion is one of the four main elements of the marketing mix. If the customer is
used to buying goods online, they will know that buying online saves more money because the
amount they spend to buy the goods will get cashback as a rewards. Moreover, this e-groceries
can easily maximize the savings through promotions, discounts, vouchers and flash sales. Not
only that, they will also find several items at special prices. If the customer spend RM220
minimum spend to enjoy RM23 off plus 15% cashback. In my view, an efficient promotional
effort involves a simple message that is aimed at a certain audience and is carried out across
suitable service providers. The target customers are individuals who will use the product, as
well as influence or determine the purchase. The promotional strategy can be done through
radio, televisions, printed materials, online platform and word of mouth. In addition, Aeon
Company also provides a membership card benefits for their regular customer to maintain and
build customer loyalty. For example, regular customers can earn exclusive discounts or benefits
in the form of points of loyalty that they may trade for other goods or services. These added-
value offerings distinguish companies from their competitors as well as provide an incentive to
buy the extras from the company that provides them more rewards. Once a month, e-groceries
will have a sale promotions that includes discount, contests, free services and freebies. By
doing promotion, it tends to boost customer’s attention as well. The more Aeon Company
advertise their services and brand, the more customers will know the company, and the more
interested they will buy their products.
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Last but not least, the method of bringing product from the manufacturer to the targeted
customer is called place in the marketing mix. Place is the aspect of the marketing mix that
ensures the product is delivered and made available to the customer efficiently at the right place
and at the right time. It is important that when the customer comes to the store to buy a product,
the product is readily accessible without any problems. The product also must be accessible
often via different places such as websites, shops, and applications. Whenever customers face
challenges regarding a product's supply, it is almost sure to happen that they will take their
business somewhere else. This is why the product is so critical that it gets to the right place at
the right time. The place that the delivery services are quite strategic for those who are in
quarantine. For this e-groceries by Aeon Company, the strategic location of the mall for
customer to have a drive-thru experience of shopping because the place is not too far from the
customer that live in the vicinity. In my opinion, this is how customer purchase the stuff and
where they buy it. This movement could be through a combination of service providers such as
manufacturers, wholesalers and retailers. This is the way business make the product and
services available and where it is sold.
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3.0 INFOGRAPHIC OF E-GROCERIES
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An information product is essential for any kind of organization and same goes to Aeon
Company, e-groceries. The product and knowledge in this infographic helps the customer to
know by this information about the new normal services that has been provided by Aeon. In my
opinion, I created this because it is one of the strategies to attract the customers in buying
grocery products through online. This is to ensure that customers are aware of the information
that they can actually buy the products through internet even they are at home or work place
during MCO. All the products are designed to match customer need and includes product size,
quality, branding and packaging. All the product are available in the websites or customers may
search the products that they need using the search engine and those websites also are user-
friendly and easy to use.
Next, the price is the value of money that paid by the customer for the product or service. In
my opinion, the customers will not be affected by the wrongly priced product but it comes from
the company that stated the wrong price and not updating their website. When there’s a
significant amount of time between a customer finding out about the product and service to
discover its price, they are more likely to overcome the usual objections to its price than if they
had immediately found out its price. There would be easier and faster for the customers to
compare prices and make a choice whether to buy when there is a discounted price are stated.
Besides that, the promotion that made by the company to promote their products and
services, the company must give a discount deals for the membership packages that joined by
customers. They can provide customers who spend over a certain amount with standardized
discounts or additional rewards. This are quite useful because it can helps to maintain the
loyalty of the regular customers by giving a rewards. In my opinion, by doing this, it also help to
build a stronger communication with the customer. If the customer are already being a
membership, they will notify them through text messages and telling them that they can get a
voucher when they spend above a certain level. Due to the Covid-19 crisis, the promotion
activities idea helps to make people aware, attract and include to buy the product in preference,
over others.
Lastly, the place location-based services may provide the company with data about how
many individuals are checking in for a certain area or company, who are checked in most often,
and how many individuals have used a deal. In determining the effectiveness of the place new
product, this sort of knowledge can be very useful. While many places offers are designed to
attract new customers, it is also a way to find out more about the existing customers. This is
also affects the place to be delivered from house to house. Due to Covid-19, it is important to
the company to have this kind of services because it give more exposure to new customers.
This is because it helps to attract customers from nearby areas outside of the regulars,
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residents, and other customer, which is particularly important when they do not have to go out
to stores because of the MCO.
4.0 CONCLUSIONS
In conclusion, it is clear that the coronavirus (Covid-19) affects e-commerce, technology,
business travel and the economy in a global way. It has already taken the lives of many too. In
addition, as a way of preventing steps, every country follows lockdown procedures and
Malaysia has also adopted the same. Because of this virus, both the private and the public
sector appear to be messed up. The fact that the effect of the coronavirus will have a major
impact on the country, the economy and society is inevitable. It has also cut off the company's
supply chain. They can change this phenomenon into an effective situation for them to produce
profits and boost product sales with complete commitment and effective marketing strategies. In
order to generate more potential customers, there are plenty of specific promotional practices
that the company and organization can undertake. At the same time, in coming up with unique
ideas and useful concepts of online marketing promotional activities that can be introduced
during MCO.
Besides that, online or digital marketing is the future of marketing and will only keep
progressing with time. From website designing, through search, online advertising, email
marketing and so on. Other than that, all the elements of the marketing mix which is product,
price, promotion and place are influence with each other. The make up the business plan for the
company and handed right, can give it great success. But if they handed wrong and the
business could take years to recover. The marketing mix involves a great deal of awareness,
market analysis and consultation with a variety of individuals, from consumers to manufacturing
to export and many others. In addition, the company will then determine how to communicate to
the customers and public about the new product or services that they provide.
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4.1 ATTACHMENTS
Figure 1: This is the Aeon Company website for the grocery shopping.
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