Beamins communication strategy nói về kênh online và offiline, chỉ ra điểm mạnh yếu, phân tích yếu tố thành công của các kênh, khách hàng mục tiêu, độ tuổi, Customer Journey,Offline channels, Online channel, Evaluation, Conclusion
Beamin's Commmunication strategy Nhóm 1: 05 Ngơ Thùy Dương 09 Lê Thị Thu Hạnh 27 Nguyễn Thị Huyền Trang 07 Hà Thị Thu Hà 11 Vũ Thị Hoan INTRODUCE TO THE COMPANY MAIN BUSINESS BAEMIN (short for Baedal Minjeok) is a food delivery application belonging to unicorn startup Woowa Brothers - a leading food delivery company in Korea, headquartered in Seoul MAIN BUSINESS GOALS Ensure effective connection between users, partner restaurants and delivery partners even when shipping multiple orders at the same time to bring the best experience to partners and customers Become the leading food delivery app in Vietnam MARKETING GOALS Baemin aims to gain the largest market share in the food delivery industry in Vietnam Target customer DEMOGRAPHIC Age: 18 - 30 years old Geography: big cities like Ho Chi Minh City, Hanoi, Da Nang, Can Tho, Occupation: Student and Office worker INTEREST Experience food at many different restaurants Convenience in shopping and payment Share daily life experiences on social networks HABIT Use social media with high frequency Easily influenced by friends, colleagues and social trends DESIRE Fast food delivery Delicious food, ensuring food hygiene and safety Save with food discount vouchers and free shipping Easy-to-use app interface Offline Channels Advertising PR Sales promotion Outdoor billboards Events and Sponsors Vouchers The message "by district" in Ho Chi Minh City and Hanoi These signs are designed quite simply, in sync with the brand colors, the image of the delivery person in the BAEMIN uniform, but the content is different, associated with the specific name of each area the program "Trung Thu cua be Min 2021" with the theme "Trung thu gan ket Thuong het moi dieu" for driver partners, wishing to build a civilized, happy driver community with long-term attachment to BM In addition, show the message "Gia dinh la so 1" Baemin provides users with many vouchers, discounts can be applied immediately when placing an order Reason Reason Facebook users in Vietnam are mainly quite young from 18 to 34 years old (accounting for more than 23 million people) this is also the golden age and the target customer of Beamin more than 90% of people watching content on networked TVs are watching with family and friends.This means YouTube video content can react to more than one viewer on the same smart TV screen Facebook MAIN ONLINE CHANNELS Youtube They are the most effective advertising channels with a large number of users Target Audience Young people have a lot of social media time, interested in trendy things, like to post photos and share their personal lives Target Audience People who have a lot of free time, prefer to watch shared videos like vlogs, always update the latest trends Organic Search Traffic: 66.6k Average duration: 00:16:49 Number of pages per visit: 1,54 Bounce rate: 72% while the indexes of competitors shopee food are: Average duration: 00:13:51 Number of pages per visit: 2,63 Bounce rate: 54% Baemin has a longer stay on the page than shopee food, the number of pages per visit is lower and the bounce rate is 72% higher than that of shopee food and is number quite high shows that baemin's website is operating really not effectively compared to competitors And the main reason is: - bad link from another website (only about 10% are led from good links) - low quality: about 55.6% of customers search for information and 21.3% of customers order items, so the content needs to be directed towards providing information to customers App Beamin 4.4 #2 Comment on App strore Positive: Beautiful interface app simplicity in using Nagative: Simplicy in using Product image is not clear Limited number of restaurent Wrong location Social network Brand identity on social media "Phụ nữ nên yêu an toàn hay thú vị - Trấn Thành Be active on social networks like Facebook, Youtube, linkedin, Instagram with the traffic to these social networking sites is 7.14% 9.5 percent rise in app installs during the week of May 21, 2020 to May 28, 2020.An increase of 4.2 points in ad recall Without support, brand awareness increased by 3.5 points Thử chút healthy - MV “Em bé” - Amee, Karik Baemin's official fanpage on Facebook Main media attracted more than 239,313 mentions over time Facebook is still the main communication channel with traffic volume.Access is 90.79% of Baemin Vietnam along with the support of a number of other channels such as Youtube, newspapers and forums in brand recognition After only two weeks, the video had 11 million views and was the top trending YouTube video after only three days Ngọt - JustaTee x Rhymastic x BAEMIN After only two days, the video had achieved million views and was ranked #10 on YouTube's trending Display ad Display backlinks advertising BAEMIN's advertising banners are rectangular banners that appear on a random YouTubevideo, kenh14.vn, with traffic reaching 4,4% The brand's signature mint green color is still present, as is an image of a fat cat anda shipper with the slogan "BAEMIN nóng giịn đây!" the main backlinks from kenh14.vn account for a fairly high percentage (32.38%) Evaluation WEAKNESSES STRENGTH The app is convenient when combined with e-wallet Nice interface Extensive food collection Unique content on social media OPPORTUNITIES Increasingly familiar with the use of technology The habit of buying fast food Combining an online ordering app and an electronic payment tool S O W T So not widely popular The list of food and restaurants is not extensive No chatbot for quick handling No media campaigns focusing on separate customer groups THREATS Fierce competition The audience's rigor with media campaigns Technological improvement Thanks for listenning See ya ... on Facebook Main media attracted more than 239,313 mentions over time Facebook is still the main communication channel with traffic volume.Access is 90.79% of Baemin Vietnam along with the support