EXECUTIVE SUMMARY
Overview
INTRODUCTION
In Vietnam's rapidly evolving digital landscape, food delivery apps have become an integral part of daily life, particularly among Gen Y and Gen Z Recognizing the country's potential, South Korea's leading food delivery operator, Woowa Brothers, introduced its app BAEMIN in Ho Chi Minh City on June 10 BAEMIN, inspired by Woowa's successful platform Baedal Minjok, aims to capture the growing demand for convenient food options in the smartphone era.
1033 ] Woowa Brothers claims to have ten million monthly active users in its home country andhandles approximately one million orders a day Woowa Brothers raised USD
In 2018, BAEMIN allocated $320 million for international expansion, targeting Vietnam as its inaugural overseas market The company aims to introduce "Korean culture, flavor, and know-how" to the Vietnamese people, aligning with its mission to enhance local dining experiences.
BAEMIN makes it easy to enjoy delicious meals anytime and anywhere by simply selecting your favorite dishes, choosing the nearest store, and placing an order through the app With quick delivery at affordable prices, BAEMIN leverages the nine years of experience from Woowa Brothers in South Korea to efficiently handle a high volume of orders while connecting users, restaurants, and riders The acquisition of local food delivery service Vietnammm in February 2019, a pioneer in Vietnam's food delivery industry since 2011, marks a significant step forward for BAEMIN in the market.
TIEU LUAN MOI is set to enter the Vietnamese food delivery market, aiming to expand its operations from Ho Chi Minh City to other Southeast Asian cities, including Hanoi While specific expansion plans are still under wraps, the startup unicorn is poised for significant growth in the region.
Company history
06/2010: Create Baedal Minjok in Soul, South Korea with a mission to utilize the power of information technology for the food delivery industry
05/2019: Operations in Vietnam starting from Ho Chi Minh City
09/2020: Launched in Thanh Hoa, Vinh, Nha Trang
Mission
To help people "Enjoy good food anywhere, anytime"
Vision
To utilize the power of information technology for the food delivery industry
Executive Summary
We are excited to enhance client experiences by launching the "BAECHAMP" campaign in conjunction with the FIFA World Cup Qatar 2022 This initiative features engaging games such as “Sút là ăn” and “Dự đoán hay rinh ngay voucher,” which provide valuable insights into the diverse cuisine and culture of the participating nations Additionally, BAEMIN will offer entertaining activities and attractive prizes to delight football fans, ensuring a memorable celebration of this global sporting event.
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SITUATION ANALYSIS
Macro environment – PESTEL
Since early 2021, Vietnam's political landscape has remained stable, with the General Department of Politics and various political entities under the Ministry of National Defense effectively adapting their strategies to current conditions This proactive approach has enabled the successful execution of both regular and irregular tasks, with many being completed exceptionally well, thereby significantly contributing to the nation's military and defense objectives for 2021.
In 2021, marked by significant fluctuations due to the Covid-19 pandemic, the PIT policy underwent numerous changes, with the State implementing various measures to support and reduce taxes for businesses, including a reduction in value-added tax.
Despite the challenges posed by the pandemic, the current political climate and stable tax policies present a favorable environment for businesses to gain momentum This is particularly true for e-commerce sites, which have a significant opportunity to expand and capture a larger market share.
In the early months of 2021, our country's macro-economy remained stable and showed signs of prosperity following the achievements of 2020 However, the emergence of a new and rapidly spreading Covid-19 variant at the end of April posed significant challenges, affecting various localities As a result, the gross domestic product (GDP) for the first nine months of 2021 was estimated to have increased by only 1.42% compared to the same period last year, highlighting the severe impact of the pandemic on all economic sectors.
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Despite economic growth in 2021 not reaching pre-pandemic levels, it remains positive as activities that were temporarily halted have quickly resumed The implementation of universal vaccination policies has facilitated the recovery of business operations, providing opportunities for companies to thrive once again Notably, online businesses such as BAEMIN have experienced minimal disruption from the pandemic, allowing e-commerce platforms to continue growing and generating employment for those affected by job losses.
The Covid-19 pandemic has significantly impacted the labor market, leading to a sharp decline in employment during the third quarter of 2021 Compared to the previous quarter and the same period last year, the number of workers in the economy decreased notably Additionally, the unemployment and underemployment rates among the working-age population reached their highest levels since the first quarter of 2020, with the national unemployment rate estimated at 2.91% over the first nine months of the year.
The current social restrictions on movement have paved the way for the growth of online businesses, particularly in the dining sector, as customers increasingly turn to online options due to the inability to dine in restaurants For BAEMIN, an e-commerce platform that connects various online businesses, the market remains expansive and presents significant long-term development opportunities.
The rise of technology 4.0 has significantly transformed daily life, particularly for BAEMIN's target audience, who predominantly possess compatible electronic devices with user-friendly applications Young consumers quickly adapt to these online shopping platforms, which are not only visually appealing but also easy to navigate While minor issues may arise within these applications, they generally do not detract from the overall user experience.
TIEU LUAN MOI download : skknchat@gmail.com habits, businesses can develop applications and functions to increase benefits for users and create a competitive position in the industry.
The climate in Vietnam and the world in general is getting hotter and hotter due to the increase of greenhouse gases and environmental pollution[ CITATION Man21 \l
As awareness of environmental pollution grows, individuals are increasingly opting for public transport over private vehicles, while the demand for delivery services has surged due to pandemic-related restrictions However, this rise in home delivery has contributed to a significant increase in single-use plastic consumption To address this issue, BAEMIN can promote the use of reusable and eco-friendly packaging among restaurants, thereby reducing environmental impact while meeting consumer needs.
The legal system in Vietnam remains stable and effectively addresses violations, while continuously evolving to align with social changes Significant improvements have been made over the years, particularly in protecting employee rights and strengthening intellectual property laws As of 2021, the legal framework is being refined and implemented, prompting businesses to adapt to the latest regulations.
Industry environment and competitors
The online food delivery service in Vietnam is experiencing significant growth, driven by technological advancements that enhance customer insights and product recommendations As urbanization and busy lifestyles reshape consumer habits, the demand for convenient food options continues to rise, creating abundant opportunities in the country's food delivery market.
The Vietnam online food delivery market is projected to experience significant growth, with an expected compound annual growth rate (CAGR) of approximately 34% from 2021 to 2026 This surge is largely driven by a strong population of millennial consumers, making online food delivery increasingly popular Consequently, both domestic and international businesses are keen to invest in this thriving market.
In Vietnam, the food delivery sector is considered an oligopoly, with four major players: GrabFood, Shopeefood, BAEMIN, and Gojek.
The food delivery market is expected to continue to generate "money-burning" competition fierce competition between different firms[ CITATION Ezy21 \l 1033 ].
Young people and busy office workers in Vietnam frequently rely on food delivery services to save time and enhance convenience in their fast-paced lives While many Vietnamese traditionally enjoy cooking at home or dining out at street food stalls and popular hot pot or barbecue buffet restaurants, the concept of food delivery is still relatively new to some Consequently, this unfamiliarity can make it challenging for those with longstanding habits to fully embrace the food delivery service.
Vietnam boasts a vibrant food and beverage industry with approximately 550,000 establishments, including 430,000 traditional businesses, 82,000 fast-food restaurants, over 22,000 coffee shops and bars, and more than 16,000 other food service outlets, according to the Vietnam Culinary and Cultural Association (VCCA) This diverse supplier landscape offers businesses a wide range of options To ensure optimal service and customer satisfaction, enterprises should select suppliers that meet quality standards and foster long-term partnerships.
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Instead of using the food ordering service, customers can directly use the restaurant's services.
The food delivery market in Vietnam is experiencing significant growth, attracting numerous major companies eager to capitalize on its potential As a result, customers are presented with a wider array of choices concerning brands, cuisine, and pricing However, this increase in options also poses a substantial challenge for businesses in the industry.
- GrabFood, Shopee Food, Gojek are direct competitors of BAEMIN
- In Vỉetnamese market, GrabFood appeared in 2018, Gojek in 2020 and the lastest Now has a new name is Shopee Food launched in August 18,2021
As of December, the food delivery market is primarily led by two key competitors: Grab Food and Shopee Food, formerly known as Now, which are currently sharing the top position.
In 2020, 73% of respondents reported using food delivery applications, with Grab Food being the most popular choice among 37% of survey participants However, its usage has slightly declined to 34% over the past seven months.
According to a May 2020 poll, the competition in the food delivery market has intensified, with BAEMIN being utilized by 46 percent of respondents, making it the most popular choice among users, followed by GoFood.
(46 percent users, 11 percent of the most users), and Loship (46 percent users, 11 percent of the most users) (14 percent users; 2 percent most users).
2.3 Marketing mix analysis of Shopee Food
Shopee Food is available both as a feature within the Shopee app and as a standalone application, utilizing Shopee Pay for seamless transactions To facilitate delivery, users can enable their location, allowing Shopee Food to share it with the driver Additionally, consumers receive real-time updates on their order status, ensuring a transparent and efficient delivery experience.
The cost of an order on Shopee Food will be shown on the payment when customer place an order, including:
- The value of the dish: according to the price of the restaurant.
- Delivery fee: Inner city of Ho Chi Minh City/ Inner city of Hanoi and within the province/City
The rates mentioned are the standard charges for forwarding services, which may vary based on factors such as weather conditions and epidemics Delivery times and pricing adjustments are subject to agreements with service users For more information on service details, regulations, and reimbursement rates, please refer to the provided link.
When ordering from Non-Partner Shops on ShopeeFood, a fee will be applied However, orders placed at Partner Restaurants, marked with a yellow tick sign, do not incur this fee.
- Small order fee: 3,000 VND / order, applied to orders that have not reached the minimum value of 50,000 VND.
- Night surcharge: applies to orders with estimated delivery time between 22:30 - 06:00 in 2 cities Ho Chi Minh & Hanoi.
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The door-to-door delivery fee is applied when you select the "DOOR DELIVERY" option on the ShopeeFood App This fee supports ShopeeFood drivers in maintaining high-quality service, ensuring that delicious meals are delivered directly to your apartment or high-rise office.
When a driver delivers a car to your address, particularly in the case of apartments or high-rise offices, a parking fee may be charged This fee covers the cost of parking while the driver ensures your vehicle is safely delivered to your doorstep.
Some shops charge a parking fee, which allows drivers to park their vehicles while they visit the restaurant to pick up food This fee is applicable to select establishments, ensuring that parking is available for customers.
ShopeeFood applies a service fee to all orders in Hanoi and Ho Chi Minh City, which is essential for enhancing service quality This fee supports improvements in delivery services, upgrades to the app experience, and the expansion of restaurant options available to customers.
- Holiday surcharge: This fee is to help ShopeeFood maintain service quality during the holiday.
- Bad weather fee: applied based on the actual weather situation and the number of drivers operating at the time of booking.
Sale Promotion: Free delivery, discount voucher and cashbacks
Threat and opportunities
- There are many attractive promotions and codes
- Messages and media images are highly invested
- 9 years of experience in Korea.
- Customer service (Fast delivery, friendly staff, cheap and medium price range, easy to use)
- BAEMIN kitchen: food directly prepared by only BAEMIN
- Trend advertisement: Brand ambassadors are well-known to the young such as: Trấn Thành, Karik, Amee,Châu Bùi
- Easily identifiable (distinctive dress codein comparision to other brands and exclusive design, font and character “The Fat Cat”for the Vietnamese market)
- Need to expand the delivery area
- App still has many bugs
- Service is slow and not good
- Few stores, limiting the choices
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- Foodstore pictures have not yet been fully updated
- There is no chat bot to solve consumer issues immediately
- Cannot pin your location accurately, you'll have to manually enter it
- Strong competitors, with great financial potential
- Customers like to use the food at the restaurant to ensure the quality of the dish
- Customers have diversified many choices
- Market demand is getting bigger and bigger
- Large population, a thriving economic sector and extremely potential market
- Demand for utility services increased
Objective and Issues
Football remains a passionate sport for all ages in Vietnam, with the U23 phenomenon igniting widespread enthusiasm and support across genders As major tournaments approach, the excitement surrounding both domestic and international football intensifies, capturing the attention of the youth Recognizing this fervent interest among young people, a key demographic for BAEMIN, presents a valuable opportunity for engagement.
The "BAECHAMP – Champion with BAEMIN" campaign was launched in celebration of the global soccer World Cup, offering BAEMIN customers an enhanced ordering experience through the app Users can engage in activities such as score predictions and real-time match updates, all within the BAEMIN platform.
This campaign infuses a sports-oriented spirit into BAEMIN's branding, creating a dynamic and contemporary visual experience for customers As a result, BAEMIN enhances its brand recognition and market position, delivering added value to customers while simultaneously boosting revenue and market share for the company.
TIEU LUAN MOI download : skknchat@gmail.com
According to recent surveys, BAEMIN has shown remarkable growth during the epidemic, positioning itself as a strong contender in the food delivery market, now ranking in the Top 3 alongside Grab Food and Now, despite not having the largest market share The survey indicates that 37% of respondents prefer Grab Food, while 34% opt for Now, and 16% choose BAEMIN With its latest campaign, BAEMIN aims to increase its market share by 4%, targeting football enthusiasts across all age groups to reach a total of 20%.
The rise of food delivery apps is evident, with Grab Food and Now leading at a remarkable 73% user adoption, while BAEMIN and GoFood (Gojek) hold a more modest 46% BAEMIN has rapidly closed the gap with Gojek, achieving a 46% user ratio and surpassing it in user engagement, with 16% of users favoring BAEMIN over Gojek's 11% This trend positions BAEMIN as a frontrunner in the online food delivery market, outpacing both Grab Food and Now With the launch of the "BAECHAMP – vô địch cùng BAEMIN" campaign, BAEMIN aims to boost its app's popularity by an ambitious 50%.
In Ho Chi Minh City, BAEMIN is favored by younger individuals, while Grab Food, Go Food, and Loship attract a demographic aged 36-45 GrabFood leads the online food delivery market with a 33.38% share of social media discussions, followed by Now at 23.16% and BAEMIN at 21.95%.
\l 1033 ] Through this campaign to attack the psychology of responding to football, BAEMIN hopes to increase the share of discussion on social networks by 5%.
The "BAECHAMP – Champion with BAEMIN" campaign, launched in conjunction with the World Cup, features a striking brand identity and engaging content marketing strategies Aimed at capturing the attention of football enthusiasts, this initiative fosters exciting games and discussions among fans Additionally, the campaign offers various discount vouchers and gifts for customers, enhancing the overall marketing experience.
TIEU LUAN MOI download : skknchat@gmail.com objective is increasing the promotions, which stimulates the percentage of users from 46% to 52%.
BAEMIN aims to enhance both material and spiritual values for its customers while promoting a dynamic, healthy, and flexible brand image through its "BAECHAMP – vô địch cùng BAEMIN" campaign This initiative targets two primary customer segments: loyal regular users who frequently engage with the BAEMIN app, and potential customers who do not prioritize BAEMIN in their choices For loyal customers, the campaign is designed to enhance their ordering experience, encouraging repeat visits To attract the second group, BAEMIN leverages advertising on social media platforms like Facebook, Instagram, and TikTok, as well as collaborations with influential celebrities, to broaden its reach and appeal.
The "BAECHAMP – Champion with BAEMIN" campaign leverages marketing tools to enhance brand awareness and solidify BAEMIN's presence in customers' minds It aims to provide enjoyable experiences and incentives for customers while engaging with the growing football movement in Vietnam and globally.
BAEMIN, a relatively new delivery service in Vietnam, faces challenges typical for emerging brands, particularly during peak hours when delivery delays occur due to insufficient shippers to meet customer demand Additionally, discrepancies between the food illustrations and the actual meals lead to customer disappointment upon delivery.
BAEMIN's strategy for targeting individuals over 30 is lacking, despite this demographic having a stable income and a willingness to invest in food delivery services The "BAECHAMP – Vô Địch Cùng BAEMIN" campaign aims to engage this audience effectively.
TIEU LUAN MOI download : skknchat@gmail.com
Finally, BAEMIN's customer service is not really dedicated Complaints sent to BAEMIN are often handled over the phone and don't really address the customer's concerns.
TIEU LUAN MOI download : skknchat@gmail.com
MARKETING STRATEGY
Target market analysis
Depending on different age groups, the campaign will have different market segmentation
* Age group [ CITATION Tổn21 \l 1033 ] - Group 1: Age from 18-24
A group of young individuals, still in the early stages of their economic journey, share a deep passion for football Characterized by their open-mindedness and love for fun, they frequently come together in small groups of 3 to 5 to enjoy meals, watch matches, and engage in lively discussions about the game.
In addition, this age group will also be especially interested in discount vouchers because they are not financially rich.
Many working adults with stable incomes face time constraints due to their full-time jobs, leading them to frequently rely on takeout and delivery options for meals instead of cooking at home.
In addition, this age group is especially attracted by games of chance For example, predicting the outcome of matches.
This demographic consists of individuals who have achieved family stability and economic independence, prioritizing quality time with family over social gatherings with friends However, they often seek to "change the atmosphere" on weekends by dining out at restaurants to enjoy unique dishes that are not typically prepared at home, making them a valuable target market for businesses.
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Many male customers often choose to order food due to their inability to cook for themselves They are particularly drawn to sports and major events, such as the World Cup, where the excitement of predicting game outcomes enhances their social experiences with friends.
Female customers are typically eager to explore unique and delicious dishes, often seeking to impress their husbands or boyfriends during weekend meals However, they generally show less interest in sports compared to their male counterparts.
Interest groups can be categorized into avid sports fans and individuals with minimal interest in football A significant number of sports enthusiasts make it a point to attend major events such as the World Cup, viewing these occasions as essential "spiritual nourishment" during their leisure time, particularly on evenings and weekends.
Geographic groups are also divided into the same two categories as interest groups.
Urban residents benefit significantly from BAEMIN's services due to the extensive coverage available in cities, in contrast to the limited access experienced by those living in rural areas.
In households, organizations, groups: Order food outside when sitting together to watch football or because they can't cook because they are busy, so they will order in large quantities.
Individuals: They often order food from outside because they do not prepare meals in time.
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Diverse menu for each meal
Experience new, strange, and unique dishes
- The habit of ordering food outside of Vietnamese people: According to a survey conducted by Go Viet conducted in 2020 on the trends of food consumption behavior in Vietnam [CITATION GoV20 \l 1033 ]
In Vietnam, communal dining is a significant aspect of the culture, with a survey indicating that 75% of meals in Hanoi and 69% in Ho Chi Minh City are enjoyed with others This trend is reflected in similar cultures, as Bangkok reports 65% of meals shared, while Singapore shows a higher rate of solo dining at 50%.
Vietnamese consumers place a higher value on food quality and variety than convenience, with approximately one-third of respondents in Ho Chi Minh City (35%) and Hanoi (28%) acknowledging their lack of personal time Over 75% of those surveyed expressed a willingness to wait and invest more money for high-quality food, while around 70% indicated they easily become bored with repetitive meals This demand for diverse culinary options underscores the importance of variety for online ordering platforms For instance, GoFood offers users access to around 80,000 restaurants and over 1 million food choices, catering to these preferences.
A recent survey reveals that over 60% of individuals in major Vietnamese cities frequently dine out, with 63% of respondents in Ho Chi Minh City and 60% in Hanoi reporting they had eaten at a restaurant in the past week Additionally, 43% of participants in Ho Chi Minh City and 34% in Hanoi indicated they ordered food online during the same timeframe However, when asked if they had cooked at home in the last 24 hours, the responses varied significantly.
TIEU LUAN MOI download : skknchat@gmail.com hours?", 75% of people living in Hanoi answered "Yes", while in Ho Chi Minh Ho Chi Minh is 67%.
A recent survey reveals that the average expenditure on online food orders is double that of dining in restaurants, a trend observed in both Ho Chi Minh City and Hanoi.
In Ho Chi Minh City, the average expenditure on online food ordering is the highest, while takeout spending is the lowest Conversely, in Hanoi, the highest average spending is observed in phone purchases, with takeout being the least Overall, average spending in Hanoi for dining out, takeout, or phone orders is 5-10% greater than that in Ho Chi Minh City, although online ordering costs in Ho Chi Minh City are approximately 10% higher than in Hanoi.
- The main market target is 18 to 35 years old, male gender, hobby group with passion for sports and living in the city.
Young adults aged 18 to 35 frequently gather with friends during evenings and weekends to discuss current events, making major events like the World Cup a popular topic of conversation Conversations often revolve around the teams competing for medals, generating significant interest in related minigames among fans.
A significant majority of football fans are male, with 83% identifying as enthusiasts, of which approximately one-third are considered ardent supporters who actively follow news about their favorite players and tournaments In contrast, 64% of fans are classified as medium-level enthusiasts, engaging with major updates less frequently than the die-hard fans The remaining 6% of the audience shows minimal interest in football, viewing sports news as a casual activity rather than a primary focus.
A survey conducted prior to the 2018 World Cup revealed that 67% of respondents consider the World Cup to be the most anticipated event in the near future.
TIEU LUAN MOI download : skknchat@gmail.com sports fans in Vietnam are mainly interested in strong contenders for the championship.
So, using minigames to predict the top 3 highest ranked teams at the World Cup can completely hit the customer's mind.
Marketing tool
In anticipation of the FIFA World Cup Qatar 2022, we aim to launch a campaign that offers a series of engaging events and games, ensuring our customers enjoy positive and memorable experiences Given the immense popularity of football, particularly in football-loving nations like Vietnam, we are excited to connect with the vast number of fans eager to celebrate this global sporting event.
This campaign called: BAECHAMP will include:
In the game "Sút là ăn," players take on the role of soccer players dribbling a ball while navigating a spinning globe When the ball lands on a specific region, players receive a letter featuring the national flag of that area, along with intriguing facts about the country's traditional dishes and meal recommendations.
"Participate in the 'Predict and Win Voucher' event, which consists of two phases: 'Seize Your Destiny' and 'Unlock the Secrets.' Players have the chance to win vouchers by accurately predicting the winning team in World Cup matches."
- Friendly reminder about the message: “Cùng BAEMIN mang không khí sân vận động về ngôi nhà của bạn”
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Beginning with the notion of producing a campaign to coincide with the world's largest football event, the FIFA World Cup Qatar 2022, [ CITATION Woo10 \l 1033 ],
We aim to create a series of engaging events and games designed to offer our customers enjoyable and comfortable experiences These events will showcase culinary and cultural insights from countries around the globe, with a special focus on those participating in the World Cup in Qatar Additionally, BAEMIN will feature exciting games and attractive prizes for football enthusiasts.
The FIFA World Cup 2022 event will feature a color scheme inspired by the logo's primary colors: white and maroon BAEMIN's beloved character, the humorous cat "Mèo Mặp," along with other characters wearing national football jerseys and traditional Qatari attire, will enhance the festive spirit BAEMIN emphasizes that "Mèo Mặp" was designed to merge Vietnamese culture with humor, encouraging customers to enjoy the delightful experience of “ăn vui.” With "Mèo Mặp" showcasing various outfits, BAEMIN remains committed to ensuring that customers can savor delicious food while immersed in the thrilling football atmosphere.
In this “BAECHAMP” campaign, we offer the following games and main features:
In the interactive game "Sút là ăn," players assume the role of a soccer player, maneuvering a ball and a spinning globe To play, they swipe their finger from the ball to the globe to take a shot, earning letters featuring national team flags when the ball lands in specific areas Each letter reveals fascinating facts about traditional dishes from those countries and suggests similar dishes and restaurants Players can also win food discount vouchers, combo meals, or free shipping for the recommended options throughout the campaign The game allows each player one free turn daily, with opportunities to earn additional turns through in-game quests.
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“Dự đoán hay rinh ngay voucher”:
Phase 1: “Nắm bắt vận mệnh”: This game will be open for the first 2 weeks of the campaign and will end right before the competition starts Players will participate in predicting the 3 teams with the highest positions in the tournament, respectively the champion, runner-up and 3rd place After the end of the tournament, all players who correctly guessed 1 of the 3 positions will receive a discount voucher of 20 thousand VND, 2 out of 3 positions will receive a discount voucher of 50 thousand VND If the player correctly predicts all 3 positions, he will receive a discount voucher of 100 thousand VND, along with a lucky number to participate in the lottery event in the last week of the campaign for a chance to receive the official FIFA World Cup 2022 ball and many other valuable gifts.
Phase 2: “Khai phá thiên cơ”: This game will take place throughout the duration of the competition from the opening match to the final Firstly, the player will predict the two teams that will reach the quarterfinals of each group, the prediction will end after the first round ends Players will receive random vouchers in the correct pair of each group. Coming to the knockout round, players will predict the winners of each match, the prediction time will open one day before the match and close 2 hours before the match starts The gift continues to be random vouchers if the player guesses correctly after each match In addition to the above predictions, players will also receive other gifts according to milestones for individuals and the entire server For individual milestones, the rewards will increase in number and value if the player correctly predicts one, two, three to eight matches in the knockout round For the entire server milestone, all participants will receive gifts if the server reaches the milestones of the number of correct prediction like 100,000; 200,000; 500,000; etc respectively.
BAEMIN serves as a third-party platform connecting restaurants and users, with the service fee being the cost users pay for utilizing BAEMIN's services Additionally, BAEMIN employs various pricing strategies for shipping fees, including product bundle pricing and discounts, to enhance customer value.
To effectively establish a pricing strategy, BAEMIN considers geographical and promotional pricing while also accounting for opportunity costs Opportunity costs encompass nonmonetary expenses, which include the time and effort—both physical and mental—that customers invest in searching for and accessing services.
Time spent on a specific activity represents an opportunity cost, as it could be utilized more profitably in other areas In this campaign, BAEMIN will maintain its standard pricing for customers who do not apply the shipping discount voucher The following table illustrates the shipping costs for a single order, determined by the distance from the restaurant to the customer.
Table: the shipping cost based on distance
During the tournament, restaurants will operate at full capacity to accommodate late evening matches, enhancing their service beyond regular hours They will implement discount programs and vouchers to efficiently serve customers Additionally, restaurants will receive branded bags featuring BAECHAMP's logo to promote the campaign and create a vibrant atmosphere for patrons, capitalizing on the event's large audience.
TIEU LUAN MOI download : skknchat@gmail.com restaurants will also benefit from this campaign if they provide quality foods and drinks to customers.
BAEMIN aims to bring the vibrant atmosphere of Qatar's stadiums into the homes of football enthusiasts and event lovers Amid ongoing pandemic concerns, using BAEMIN's services provides customers with a sense of safety and positivity Embracing the spirit of the BAECHAMP message, BAEMIN encourages everyone to become champions in the comfort of their own homes.
BAEMIN riders visit customer locations to deliver food from partnered outlets and restaurants, catering to location-specific needs The distribution channel plays a crucial role in effectively reaching customers Additionally, BAECHAMP will be directly integrated into the BAEMIN app, allowing customers to enjoy new features and enhanced services.
The game “Sút là ăn” and “Dự đoán hay rinh ngay voucher” will be put directly into the app for the most convenient user experience
Young adults aged 18-30 are increasingly turning to online food ordering apps, especially during major sporting events like the World Cup This demographic, particularly football enthusiasts, is drawn to the numerous food vouchers available, enhancing their viewing experience with delicious meals while enjoying the game.
ACTION PLAN
Main phase of the campaign
- Phase 1 (From April to July 2022): Developing a marketing plan
- Phase 2 (From July to December 2022): Launching and implementation
- Phase 3 (In the first week of January 2023): Summary
Details of the action plan
1 1/7/2022 – 15/9/2022 Design new feature and application interface
2 16/9/2022 – 25/10/2022 Test and complete new features
3 26/10/2022 – 1/11/2022 Launch new feature on application
In this campaign, BAEMIN will maintain the standard pricing for customers who do not apply the shipping discount voucher, ensuring consistency with the previous price list.
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Starting December 18th, 2022, the BEAMIN app will directly integrate BAECHAMP, allowing customers to enjoy exciting new features Users can look forward to playing "Sút là ăn" and "Đoán hay rinh ngay voucher" games within the app.
1 1/7/2022 – 1/8/2022 Build promotion plan with list of promotion tools
3 16/8/2022 – 19/10/2022 Build and complete promotional product
4 20/10/2022 – 6/12/2022 Review promotional products before implementation
No Channel Objective Description Main activity Time
The BAECHAMP campaign, launched by Bus Raise, features prominent advertising banners at various 7/11 locations, aimed at increasing brand awareness Starting from December 19, 2022, the campaign will showcase 20 buses circulating around the city, promoting the slogan, "Join BAEMIN for 7 weeks to bring energy and excitement to your home."
On August 16, 2022, Indoor Raise partnered with Vanh Leg to produce a captivating music video aimed at enhancing brand awareness The campaign, featuring the catchy melody of "BAECHAMP – vô địch cùng BAEMIN," was launched on October 19, 2022, with the popular athlete Quang Hai promoting the brand's image.
The campaign features three billboards strategically placed on the streets and at 7-Eleven locations, enhancing brand visibility day and night Running from December 25, 2022, for two weeks, the initiative aims to boost awareness in the Vanh Leg area, while also promoting Quang Hai before and during the four-week campaign.
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The 15-30 second LCD Raise brand advertisements will enhance advertising awareness by being displayed on LCD screens in various locations, including buildings, schools, and residential areas The content will feature engaging moments from a music video starring Vanh Leg and player Quang Hai, effectively capturing the audience's attention.
Boost your brand awareness on Facebook with engaging posts that highlight unique facts about the participating countries in the World Cup and their cuisines Share exciting updates about upcoming matches and introduce new mini-games and features to keep your audience engaged Don’t forget to remind fans to select their favorite team in the “Dự đoán hay – rinh ngay voucher” campaign for a chance to win exciting prizes.
Baemin is launching a campaign to enhance brand awareness by collaborating with reputable news outlets such as Zing News, VN Express, Dan Tri, and 24h This initiative will promote exciting content related to the World Cup and will run for one week following the event Additionally, the campaign includes the distribution of 200 LCD screens at 7-Eleven locations, starting two weeks prior to December 19, 2022.
BAECHAMP events and 220 LCD ads during the event
- 2 weeks before 7/11/2022 – campaign: Post 4 7/1/2023 post/week and run ads
1 post at week 1, run ads 2 post at week 2
- 4 weeks during campaign: Post 5 post/week and run ads 1 post per week
- 1 weeks after campaign: Post 2 summary post and run ads 1 post Online newspapers 7/11/2022 – will be published in 7 7/1/2023 weeks with at least 7 post
TIEU LUAN MOI download : skknchat@gmail.com and brand guest, interesting game, music video and BAEMIN campaign (sucesss, MV,…)
7 Youtube Raise brand Use youtube ads with 2 awareness, types of videos: include a increase short video with Quang campaign Hai/Vanh Leg's image awareness advertising the
BAECHAMP and include the catchy chorus from the
MV and the promotional slogan at the end of the MV
2 types of videos: The 19/12/2022 8s unskippable video and The 30s - 1 minute video skipable
8 TikTok Raise brand Use ads Quang Hai/Vanh Run Tiktok ads with 21/11 – awarenes Leg's image advertising the 8s unskippable video 19/12/2022
Boost your sales with two exciting minigames: "Sút The Voucher" on November 21 and "Dự Đoán Hay" on December 18, 2022 Participants will have the chance to win vouchers by engaging in these fun activities Don't miss out on this opportunity to increase customer engagement and drive sales!
On November 21, 2022, we will invite 10 KOLs and KOCs to raise brand awareness by experiencing our new campaign and its features before the official launch on December 18, 2022 Participants will be encouraged to share their experiences through photos and videos on their personal pages, helping to attract more users Additionally, we aim to create a trend by featuring a mini-game choreography in the music video, with contributions from popular figures like Quang Hai and Vanh Leg, who will also share their participation on their social media platforms.
TIEU LUAN MOI download : skknchat@gmail.com or any social network with the hashtag #Sutlaan
The BAECHAMP app will directly enhance marketing efforts by sending health wishes and promotional vouchers to users, while also providing reminders to engage in the campaign's minigames This initiative aims to surprise users with interesting facts from various countries, fostering a more interactive and rewarding experience.
Send notifications to 21/11 – users at 8 a.m., 11 18/12/2022 a.m., 5 p.m., 9 p.m., and 30 minutes before certain matches