UNIVERSITY OF FINANCE AND MARKETING FINAL EXAM SUBJECT MARKETING SERVICES MARKETING SERVICE OF BAEMIN MART CHỢ THỦ BAEMIN CAMPAIGN Ho Chi Minh City, May, 2022 UNIVERSITY OF FINANCE AND MARKETING FINAL EXAM MARKETING SERVICE OF BAEMINMART CHỢ THỦ BAEMIN CAMPAIGN Group member Nguyễn Thanh Danh 2021008417 Võ Minh Thành 2021008547 Lê Nguyễn Hoàng Khang 2021008454 Tả Lê Ngọc Linh 2021008468 Nguyễn Thụy Tuyết Vân 2021008588 Ho Chi Minh City, May, 2022 i INDEX LIST OF FIGURES iii LIST OF TABL.
UNIVERSITY OF FINANCE AND MARKETING FINAL EXAM SUBJECT: MARKETING SERVICES MARKETING SERVICE OF BAEMIN MART "CHỢ" THỦ BAEMIN!!! CAMPAIGN Ho Chi Minh City, May, 2022 UNIVERSITY OF FINANCE AND MARKETING FINAL EXAM MARKETING SERVICE OF BAEMINMART "CHỢ" THỦ BAEMIN!!! CAMPAIGN Group member: Nguyễn Thanh Danh - 2021008417 Võ Minh Thành - 2021008547 Lê Nguyễn Hoàng Khang - 2021008454 Tả Lê Ngọc Linh - 2021008468 Nguyễn Thụy Tuyết Vân - 2021008588 Ho Chi Minh City, May, 2022 INDEX LIST OF FIGURES LIST OF TABLE Section 1: Introduce 1.1 Overview of BAEMIN and BAEMIN Mart Woowa Brothers Vietnam Co., Ltd was built and developed by Korea Woowa Brothers Company - Korea's leading food service provider based in Seoul In Korea, “Baedal-e-min-jok” (BAEMIN’s full name) is called a “Korean unicorn” because it can attract investments of up to millions of US dollars even though they are just a new company was established In 2019, after acquiring food ordering application Vietnammm.com, this application has officially appeared in the Vietnamese market and made every user have a great impression with its beautiful image, friendliness and understanding customers Up to now, BAEMIN has not only stopped at food delivery, but also launched a few other services, including BAEMIN Đi Chợ as known as BAEMIN Mart - a service that has just appeared and is still new with the majority of people in Vietnam BAEMIN Mart is a feature launched in July 2021 to help BAEMIN users solve difficulties in shopping due to the impact of social distancing and the Covid-19 pandemic When BAEMIN was first launched, it attracted the attention of many users, with increasingly developing technology and the trend of healthier eating of consumers, BAEMIN Mart is a utility with great potential for development in the future Figure BAEMIN Mart AD Source: BAEMIN.vn 1.2 The campaign idea: “Chợ" thủ BAEMIN!!! Figure BAEMIN Mart AD Source: BAEMIN.vn What is it? It is a revolution of a new grocery shopping technique which is an inspiration to leverage tech to complete grocery shopping tasks easier and feel more in control It is an experience of a more enjoyable and optimal life What is our role? BAEMIN Mart is a flexible solution that gives customers more control and efficiency in their grocery shopping duty What does it say? BAEMIN Mart helps you grocery shop effortlessly without the hassle of conventional shopping habits, even in the most unexpected situations So that you can be more efficient, manage your schedule better and feel more control Section 2: Situation, Market & Competitors Analysis 2.1 Situation Analysis 2.1.1 PESTEL 2.1.1.1 Political Since the 3rd Plenum from July 2021, up to now, due to the negative impact of the pandemic, the growth in the third quarter has decreased deeply, negative 6.17% over the same period last year In the above context, the Government has given incentives to stimulate efforts to help the economy develop again This shows that stimulating consumers to use and participate in post-epidemic economic activities contributes to the development of the socio-economic situation again In addition, consumer demand for convenience has increased sharply since the first outbreak, opening up many opportunities for grocery shopping services 2.1.1.2 Economic The ongoing Covid-19 epidemic has greatly affected the economy, the negative growth of some service industries accounting for a large proportion has reduced the overall growth of the service sector and the entire economy Total retail sales of consumer goods and services in the fourth quarter of 2021 was estimated at VND1,312.6 trillion, up 28.1% over the previous quarter and down 2.8% over the same period last year In 2021, the total retail sales of consumer goods and services is estimated at 4,789.5 trillion VND, down 3.8% compared to the previous year, if excluding the price factor, it will decrease by 6.2% (it will decrease 3% in 2020) 2.1.1.3 Social The service sector was quite limited when the Covid-19 epidemic took place, most non-essential services for shopping, daily shopping, etc were restricted But it is an advantage for the online shopping service to explode strongly, but it is easy to see that the trust of housewives places a lot in famous supermarket chains, with reasonable prices, with clear origins and fast delivery… 2.1.1.4 Technology The rapidly developing commercial and service sector has witnessed a race to apply technology in business management of businesses and stores Also according to many retail businesses, online shopping, online payment is bringing people convenience, speed and efficiency With strong growth momentum, the form of ordering by phone is a new shopping trend, suitable for the post-Covid-19 epidemic period 2.1.1.5 Environment Affected by travel restrictions from the Covid-19 epidemic, consumers are forced to use take-out and delivery services At a time when the new strain is spreading, difficult purchases and transactions are an opportunity for the emergence of the household shopping service, a form of service that helps consumers buy reputable remote goods from super chains famous town That is a great advantage promoting the development of retail businesses on the online buying and selling channel And will change the consumption habits of customers even after the epidemic season Up to 62% of Vietnamese people tend to want to eat at home after the Covid-19 epidemic In addition, according to a study by marketing and sales company CPG Acosta Up to 65% of Vietnamese people have a habit of cooking at home rather than eating prepared food outside 2.1.1.6 Legal The Vietnamese State builds a socialist-oriented market economy, so policies and laws create the best possible conditions for domestic and foreign businesses on the motto "Autonomy, independent and transparent” Operating in the Vietnamese market, BAEMIN's Mart needs to understand the regulations and laws in the host country to be able to develop long-term and sustainably The selection of goods and products in the BAEMIN’s campaign, which BAEMIN commits to comply with, Clause 1, Article 11 of Decree 15/2018/ND-CP: “Food production and trading establishments must have a Certificate establishments that satisfy food safety conditions when operating, except for the case specified in Clause 1, Article 12 of this Decree” 2.1.2 SWOT STRENGTHS · WEAKNESSES BAEMIN Mart has the support of BAEMIN - who has successfully built an image and a foothold in the food delivery market, so “Chợ” thủ BAEMIN has strong financial potential, quality resources and · reputation BAEMIN Mart inherited the strength of BAEMIN's communication strategy that is · distributed in a few big cities, so the always extremely creative, leading the trend, hitting customer insights and creating · Currently, BAEMIN is only connections The source of food BAEMIN provides to · network coverage is not high Restrictions on supermarket chains, stores, not supporting traditional markets, will be limited customers comes from famous supermarket chains and stores, ensuring safety, · cleanliness, and freshness Combos with easy and fast video tutorials · help customers save time With a strong team of shippers available, BAEMIN Mart can distribute products to customers OPPORTUNITIES · · THREATS In the context of the pandemic and the · “Chợ” thủ BAEMIN is a campaign change in people's awareness, the demand that took place after the stable Covid- for delivery services is increasing day by 19 epidemic, so changing the day Vietnam has a young population structure, traditional shopping habits of the majority of Vietnamese people takes a the age is suitable for the target customers of BAEMIN's Mart to help BAEMIN’'s · Mart have a large market lot of time and effort If it wants to grow and develop, “Chợ” thủ BAEMIN must confront 10 place within six months But before coming to the Action plan, the Promotion tools will be explained below 4.4.1 Social Media Facebook and Instagram are the most used social networking sites by Vietnamese people, a place for people to chat and share things in life However, for businesses in general and BAEMIN in particular, the above social networks are used to promote their products to more consumers, with high efficiency and low cost Specifically, in the campaign to encourage BAEMIN's Mart, articles introducing the convenience and savings of the new way of going to the market will be posted continuously by BAEMIN throughout the campaign, with one post/week for the first three months First and the frequency will gradually decrease in the last three months Each post will bring BAEMIN a different effect, promoting and bringing consumers to understand better how to use recipes Delicious food or promotions will also be posted regularly The posts will also be attached with trending sayings to increase the viral effect of the post This is one way that BAEMIN has been doing very well; when it comes to BAEMIN, we cannot ignore the countless attractive slogans of the above business, such as "Nóng giịn đây!", "Món ngon quận mình", … Food review groups are also a place that BAEMIN uses to promote the campaign, which is a place where people share their cooking knowledge and share about the food experiences with many people The spread of BAEMIN's new product will also be huge However, BAEMIN needs to ensure the quality of its service because if the quality is not good and there is a bad review about BAEMIN's new product, it will significantly damage the campaign 4.4.2 PR The campaign will also use articles to promote products to as many people as possible because most of BAEMIN's customers are young people and have a modern lifestyle, so choosing a newspaper brand must also satisfy brand requirements Yan News and Zing News will be two great choices for BAEMIN because these are two information channels used by many young people, so these will be the two newspapers that BAEMIN uses mainly 25 4.4.3 KOLS Dino Vu is a perfect choice to be the brand ambassador for BAEMIN in this campaign, and he has been known to many people through his videos sharing cooking secrets and thanks to his modern and unique lifestyle Full of personality BAEMIN will cooperate with Dino Vu to produce a review video of BAEMIN's shopping experience this time Ingredients from BAEMIN Mart, along with Dino Vu's cooking skills, will be a perfect combination, boosting the spread of the product to the highest level In addition, to catch up with the current trend of young people watching short videos, 10-second TVCs will also be used by BAEMIN and shared on sites like Tik Tok, Instagram Reels, etc In the third phase of the campaign, lesser-known KOLs will also have the opportunity to cooperate with BAEMIN, and their job is to use BAEMIN's Filter collection and shoot funny clips to share the BAEMIN brand image in a way that is both great and unique 4.4.4 Sales To increase attraction, Promotion is an essential thing in advertising campaigns After three months of starting the campaign, the product's attractiveness will be reduced, and Promotion will be an effective tool to maintain or even increase sales Vouchers will be updated regularly on social media and in the BAEMIN app, so customers will not have to worry about missing those programs 4.5 Process - Flowcharting 26 - - BAEMIN Mart’s Blueprint developing Setting Standards and Targets for Customer • Get suggestions from staff • Review the partner portfolio • Check out guest reviews • Train your driver • Ask for feedback • Reflect your service standards Redesigning service processes • Reduced number of service failures • Reduced time delivery • Enhanced productivity 27 • Increased customer satisfaction • Ensured quality of ingredients 4.6 Physical Evidence - Color of the application: BAEMIN's application uses mint green as the main color in combination with white - Attitude of delivery staff: The delivery team always calls customers after they click the order button to create certainty and professionalism - Image: Mint green background with striking white font - Payment features: Cash on delivery, Visa, Napas, MoMo, - Delivery speed: Customers can completely trust the delivery speed of BAEMIN because BAEMIN always looks for the Mart closest to the customer's location - Application interface: BAEMIN's interface with mint green and white colors synchronizes with the brand image - Uniforms: Uniforms are also synchronized with specific colors - Icon: The image of a fat cat wearing a green helmet or a conical hat must have been no stranger to BAEMIN users - Slogan: “Chợ” thủ BAEMIN - Sát cánh bạn qua bữa ăn 28 Figure Illustration Source: Image from app Figure 10 Illustration Source: vietnam.net 29 Figure 11 Illustration Source: Image from app 4.7 People 4.7.1 Hire the right people BAEMIN's definition of a person is "leading, confident and outstanding", which is also the criteria that BAEMIN uses to invite new members BAEMIN has important partners: drivers, restaurant partners and users − BAEMIN always encourages restaurant partners to register and try it out to find the elements that match the brand image The restaurant partner registration process is only encapsulated in steps, but it still ensures the criteria set forth by BAEMIN To be a partner of BAEMIN, convenience store chains need to go through the registration process: approval to register as a partner and register as a partner of BAEMIN Besides, for long-term development on the application, it is necessary to comply with Beamin's regulations Because once an error occurs, it will have to explain or compensate both the customer and the app that ordered this dish Therefore, there should be required standards for supermarkets and convenience stores: 30 • Ensuring food hygiene and safety for dishes that not affect the health of customers and the reputation of BAEMIN brand • Update prices regularly, so that the price of dishes on BAEMIN is correct, not different from the price sold at supermarkets • Quantitative dishes are enough, exactly as on the app proposed • Do not regularly cancel customer orders • Staff prepare goods quickly in the allotted time For driver partners, BAEMIN offers quick registration steps and preliminary checks, − either online or in person Since this is an important position that determines the service quality of the business, the selection process is controlled by BAEMIN extremely strictly • Before joining the company, BAEMIN always requires candidates to go through a training program and then they have to pass two tests to test each candidate's skills and ability to behave • BAEMIN also requires candidates to sign the BAEMIN Driver's Code of Conduct, if in the process of working and they have non-standard behaviors, they will be penalized internally The lightest penalty will be a warning for the actions of losing the items to be delivered, and the heaviest penalty will be to permanently stop cooperating with BAEMIN when committing acts that seriously affect the brand 4.7.2 Building relationships As a B2B2C business, BAEMIN needs to develop relationships inside and outside the business Specifically, BAEMIN has two important partners: drivers and supplier partners to build relationships For supplier partners, BAEMIN always calls and enthusiastically cooperates and creates close relationships with its supplier partners BAEMIN should create a close, long-term relationship with its partners For example, giving gifts to your partners or organizing close meetings From there, the two sides can come up with agreements on prices or policies to develop a long-term, mutually beneficial relationship For driver partners, BAEMIN always creates programs for its partners to earn extra income In addition, BAEMIN also trains and guides them in appropriate behavior and attitude 31 towards customers, as well as self-defense and first aid skills in case of an emergency BAEMIN always motivates and encourages them to overcome 4.7.3 Employees standards − Building a service delivery team with high efficiency − Keeping up with the trend − Extensive training: BAEMIN has a Youtube channel for driving skills and also has intensive courses in basic English as well as first aid instruction − Motivation and energy transmission 4.8 Action plan Table “Chợ" thủ BAEMIN campaign phases CAMPAIGN PHASE TRIGGER Trigger paint point of on demand situations to Objective drive awareness for BAEMIN Mart as ondemand solution There are many disruptors in life, Key Message grocery shopping is one of them & on-demand BAEMIN is here to solve that Key Hook ENGAGE ACT Engage with customers while delivering Get new customers to BAEMIN Mart's use BAEMIN Mart functional benefits of service & spread hassle-free grocery their words shopping BAEMIN Mart is BAEMIN Mart is superior grocery aflexible grocery shopping technique for shopping solution for a modern, tech-savvy effortless cooking & & efficient lifestyle social sharing Life Disruptors Targeted Hassle-free AR 32 Signature Mart Key Channels Collection IG/FB Ads Voucher Social, KOL, PR, Digital, Social, In- In-App, KOL / Community Group App Influencers, Social Story Filter & Sticker 4.8.1 Trigger Table Phase 1: Trigger TARGETED AD Targeted Ad for each sub-segment • Format: Short video (10s) • Platform: Social, Youtube 4.8.2 Engage • Distribute digital voucher with AR experience 33 • Prom customers to download the BAEMIN app to use the in-app camera to scan AR vouchers • In the AR experience, the BAEMIN 3D mascot will pop-up from a voucher (i.e computer screen), conveying alternating messages about functional benefits of eliminating hassles in grocery shopping: • No worry no carry • No travel no trouble • No haggle no hassle • No need to speed 4.8.3 Act Disrupting consumer regular shopping & cooking habits and drive them to use BAEMIN Mart Table Phase 3: Act NEW MART Disrupt usual shopping & cooking habit by introducing “Effortless Cooking’’ - “Nấu ăn khoẻ re" meal kits c A flexible solution in grocery shopping with: • Drivers meal kits for different group of users • Recommended meal kits based on purchase history • Product sorting based on price and length of cooking 34 4.9 Expend The project cost is shown below: 35 Section 5: Conclusion The market for food delivery services in general and grocery shopping services in particular is expanding day by day with the participation of many different brands The increasing standard of living, the more modern life makes the need to use the grocery shopping service more and more It is important for brands to research and improve their services to meet consumer needs An important feature of this service is to make customers feel convenient but still be healthy when dining in the busiest cases Grasping that mentality, our group’s essay focuses on upgrading BAEMIN's grocery shopping service and proposes the “Chợ” thủ BAEMIN campaign to attract customers' attention to BAEMIN Mart In it, we learn and delve into the important process of marketing - mix 7P When working, we always rely on the core theories of service marketing to have the most objective business strategy here BAEMIN has a fairly complete service process, although there are some bad points, but with our efforts to always improve, we believe that BAEMIN will thrive in the Vietnamese and international markets 36 REFERENCE LIST Cập nhật tính để hoạt động hiệu hơn! - BAEMIN Rider Blog - Tin nóng giịn dành cho đối tác tài xế BAEMIN (2022) Retrieved May 2022, from https://rider.baemin.vn/cam-nang/cap-nhat-tinh-nang-moi-hoat-dong-hieu-qua-hon/ BAEMIN mắt Dịch vụ BAEMIN Đi Chợ Hà Nội (từ 11/01/2021) - BAEMIN Rider Blog - Tin nóng giịn dành cho đối tác tài xế BAEMIN (2021) Retrieved 15 December 2021, from https://rider.baemin.vn/ra-mat-dich-vu-baemin-di-cho-them-thu-nhap-cho-doi-tac-tai-xe/ VTV, B (2021) Baemin chợ hộ giúp người dân giai đoạn 'bình thường mới' Retrieved 15 December 2021, from https://vtv.vn/doi-song/baemin-di-cho-ho-giup-nguoi-dantrong-giai-doan-binh-thuong-moi-20210922165933342.htm Ltd., W (2022) BAEMIN Retrieved May 2022, from https://baemin.vn/ Huyen, N (2022) Báo cáo tình hình kinh tế - xã hội quý IV năm 2021 Retrieved May 2022, from https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinhkinh-te-xa-hoi-quy-iv-va-nam-2021/ vấn, Đ (2022) Điều kiện kinh doanh dịch vụ ăn uống Luật sư tư vấn Retrieved May 2022, from https://i-law.vn/tuvanphapluat/detailusefulinformation?name=dieu-kien-kinhdoanh-dich-vu-an-uong&article_id=66730 37 APPENDIX Name Work Percent completion of work - Target customers analysis & Positioning Strategy Nguyễn Thanh Danh - Distribution strategy - Evaluation & recommendation (Distribution strategy) 100% - Conclusion - Introduction Võ Minh Thành - Pricing strategy - Evaluation & recommendation (Pricing strategy) 100% - Service processes management - Physical evidences management Lê Nguyễn Hoàng Khang - Evaluation & recommendation(Service processes management, Physical evidences management ) 100% - Edit Format - Market & Competitors Analysis Tả Lê Ngọc Linh - Services Product strategy - Evaluation & recommendation (Services Product strategy) 100% - Promotion strategy - People management Nguyễn Thụy Tuyết Vân - Evaluation & recommendation (Promotion strategy, People management) 38 100% 39 ...FINAL EXAM MARKETING SERVICE OF BAEMINMART "CHỢ" THỦ BAEMIN!!! CAMPAIGN Group member: Nguyễn Thanh Danh - 2021008417 Võ Minh Thành - 2021008547 Lê Nguyễn Hoàng Khang - 2021008454 Tả Lê Ngọc... Name Work Percent completion of work - Target customers analysis & Positioning Strategy Nguyễn Thanh Danh - Distribution strategy - Evaluation & recommendation (Distribution strategy) 100% -