FINAL EXAM SUBJECT MARKETING SERVICES COURSE CODE MARKETING SERVICE OF BAEMIN

UNIVERSITY OF FINANCE AND MARKETING FINAL EXAM SUBJECT: MARKETING SERVICES COURSE CODE: MARKETING SERVICE OF BAEMIN Ho Chi Minh City, July, 2021 TIEU LUAN MOI download : skknchat123@gmail.com UNIVERSITY OF FINANCE AND MARKETING FINAL EXAM MARKETING SERVICE OF BAEMIN Group Member: Phạm Như Thảo Ngọc Trần Bảo Ngân Phạm Thiên Hà Hà Thị Ánh Tuyết Trần Đức Huy Ho Chi Minh City, July, 2021 TIEU LUAN MOI download : skknchat123@gmail.com INDEX Section Introduction Section Market and Competitors Analysis 2.1 Market Analysis and Competitor Analysis 2.1.1 Market Analysis 2.1.1.1 Market Situation 2.1.1.2 Composition 2.1.1.3 Location 2.1.1.4 Trends 2.1.2 Competitor Analysis Section Target Customer analysis and Positioning strategy 3.1 Target Customer analysis 3.1.1 Demographic 3.1.2 Geographic 3.1.3 Behavioral 3.1.4 Psychological 3.2 Positioning strategy 3.2.1 Image difference 3.2.2 Service difference 3.2.3 Message difference 3.3 Positioning map Section Analyze the Marketing Mix strategy 11 4.1 Product 11 11 TIEU LUAN MOI download : skknchat123@gmail.com 4.1.1 BAEMIN’s facilitating supplement including information, order taking, billing and payment 12 4.1.1.1 Information 12 4.1.1.2 Order taking 12 4.1.1.3 Billing 13 4.1.1.4 Payment 13 4.1.2 BAEMIN’s enhancing supplement including consultation, hospitality, safekeeping and exceptions 13 4.1.2.1 Consultation 13 4.1.2.2 Hospitality 13 4.1.2.3 Safekeeping 14 4.1.2.4 Exceptions 14 4.1.3 How did BAEMIN innovate their service? 14 4.2 Distribution 15 4.2.1 Distribution options for serving customers 15 4.2.2 Channel preference: For BAEMIN’s target audience, convenience is a key driver of channel choice 15 4.3 Price 15 4.3.1 BAEMIN uses competition – based pricing strategy 16 4.3.2 Related Moneytary cost 16 4.3.3 Activity – based cost 16 4.3.4 Key categories of rate fences 17 4.4 Promotion: 18 4.4.1 Target Audience: 18 4.4.2 Specifying Communication Objectives: 18 4.4.3 The marketing communication mix: 18 TIEU LUAN MOI download : skknchat123@gmail.com 4.4.3.1 Service delivery channels: 18 4.4.3.2 Traditional marketing channels: 20 4.4.3.3 Internet: 26 4.4.3.4 Outside the Organization 29 4.5 Process 32 4.5.1 Flowcharting customer service processes 32 4.5.2 Developing a Blueprint: 32 4.5.2.1 Step 1: User enters BAEMIN app 32 4.5.2.2 Step 2: Selects the favorite milktea flavour 33 4.5.2.3 Step 3: Add items to cart 33 4.5.2.4 Step 4: Pay and order online 33 4.5.2.5 Step 5: Food preparation and delivery 33 4.6 Physical Evidence 33 4.6.1 Ambient Conditions: 33 34 4.6.2 Space/Function: 34 4.6.3 Signs, Symbols, Artifacts: 36 4.6.4 Evaluation and recommend 37 4.7 People management 37 4.7.1 Hire the Right people: 37 4.7.2 Enable BAEMIN’s people: 38 4.7.2.1 Building high performance service delivery teams: 38 4.7.2.2 Empower the Front Line 38 4.7.2.3 Extensive Training on: 38 4.7.3 Motivate and Energize BAEMIN’s people 39 TIEU LUAN MOI download : skknchat123@gmail.com Section Evaluation and Recommendation 40 5.1 Product 40 5.2 Price 40 5.3 Distribution 41 5.4 Promotion 41 5.5 Process 41 5.6 Physical evidence 41 5.7 People 41 TIEU LUAN MOI download : skknchat123@gmail.com LIST OF FIGU Figure Food delivery user trend (Source: Q&Me) Figure 2 Food application penetration Vietnam (Source: Q&Me) Figure Location based food delivery service (Source: Q&Me) Figure Changing in app delivery usage (Source: Q&Me) Y Figure Positioning Map Figure Positioning Map 10 Figure Depicting the Service offering for BAEMIN food delivery 11 Figure BAEMIN customized their menu information 12 Figure BAEMIN special gift for women's order 13 Figure 4 BAEMIN's hospitality service 14 Figure BAEMIN's friendly envvironment plastic food box 15 Figure BAEMIN's service outlets 19 Figure BAEMIN's rider are trained to speak English 19 Figure BAEMIN's outdoor billboards 22 Figure BAEMIN’s exteriors of bicycles 23 Figure 10 BAEMIN's poster on Facebook about Vlive event 23 Figure 11 BAEMIN Gourmet's exclusive items 24 Figure 12 BAEMIN’s booth at VLive event 24 Figure 13 BAEMIN sales promotion for customers 25 Figure 14 BAEMIN's sales promotion for employees 26 Figure 15 BAEMIN's website interface 27 Figure 16 BAEMIN application interface on Smartphone 27 Figure 17 BAEMIN application interface for the "Ngọt" collection 28 Figure 18 BAEMIN’s iphone case publication 30 Figure 19 BAEMIN’s lunch box and eye mask publication 31 Figure 20 BAEMIN's sticker publication 31 TIEU LUAN MOI download : skknchat123@gmail.com Figure 21 Brand image of a fun Figure 22 BAEMIN's discount Figure 23 BAEMIN’s call to ac Figure 24 BAEMIN’s first-aid Figure BAEMIN should extend to medium cities TIEU LUAN MOI download : skknchat123@gmail.com LIST OF TABLE Table BAEMIN’s Competitor analysis TIEU LUAN MOI download : skknchat123@gmail.com Section Introduction Following the successful acquisition of the Vietnammm.com online food ordering application earlier this year, BAEMIN officially entered the Vietnamese market and covered services in Ho Chi Minh City in June 2019, after more than a month of testing this application on several central areas in the same area According to its mission, BAEMIN arrives to Vietnam with the goal of "helping people eat healthily anytime and everywhere" with only a few easy actions done on the BAEMIN app: Choose food, locate the nearest shop, and place your order Your favorite meals will be delivered swiftly and at a very cheap price This report will analyze the Food Delivery market in Vietnam and then compare BAEMIN with other competitors like Now, Grabfood, Gofood In the next section, we analyze BAEMIN target customer and focus on their purchase stage behaviours and positioning strategy of BAEMIN The objective of this report is to analyze deeply into the 7P strategy of BAEMIN food delivery service, thereby proposing suitable recommendations and solutions for BAEMIN to develop strongly and sustainable in Vietnam Section Market and Competitors Analysis 2.1 Market Analysis and Competitor Analysis 2.1.1 Market Analysis 2.1.1.1 Market Situation The food delivery app has improved the ease of the lifestyle while also encouraging Vietnamese to stay at home to protect themselves from COVID - 19 These applications have been the most popular way for most urban Vietnamese to make their life simpler Size: According to Q&Me Food Delivery Demand increased after COVID - 19 Report, 75 percent had ultilized food delivery services, with 24 percent being new users who began using food delivery services for the first time as a result of COVID – 19 TIEU LUAN MOI download : skknchat123@gmail.com About the application on mobile phone: Unlike the website, the app's sections will detail food, drinks, or promotional vouchers, different discount time frames help, and the content frequently changes depending on the event or campaign In general, everything is wellorganized, and users can easily understand and order food Easy to use: Unlike Grab Food, Now, or GoJek, the theme picture for each food item, such as drinks, snacks, fast food, etc., is developed in the form of a self-drawn cartoon logo that is appealing to the customer, makes it easier for users to find their favorite food and also makes an adorable vibe Quick to download: BAEMIN applications are available for both Android and iOS operating systems and are completely free to download and use smoothly Update frequently: BAEMIN smartphone application updates the interface on a regular basis to match campaigns such as "Ngọt" campaign, BAEMIN has changed the application interface to take pastel pink as the main color or change the cat's outfit wear player jerseys to match the world event that is the European football championship Euro Cup The popular interface update provides users with a new experience, allowing BAEMIN to extend its life cycle Figure 17 BAEMIN application interface for the "Ngọt" collection 27 TIEU LUAN MOI download : skknchat123@gmail.com d) Online advertising: Banner advertising: BAEMIN's advertising banners are typically skyscrapers that appear every time the app launches or rectangular banners that appear on a random YouTube video The brand's signature mint green color is still present, as is an image of a fat cat and a shipper with the slogan "BAEMIN nóng giịn đây!" Customers who regularly use the YouTube application were drawn to BAEMIN's advertising banners at random When customers click on the banner, their phone or computer is directed to BAEMIN's promotion page, which has the same title as the banner This not only saves customers time when selecting vouchers, but it also improves the application's efficiency Search Engine Advertising: Since collaborating with female singer Amee and male rapper Karik to release the MV "Em bé" the song's hotness has brought BAEMIN closer to the target customer group, and "Em bé" has become BAEMIN's Search Engine Simply searching the keywords “Em bé", "BAEMIN" on Google yields 234,000,000 results in 0.63 seconds 4.4.3.4 Outside the Organization Word of mouth: Today, food review groups on Facebook, in particular BAEMIN, and other products in general, quickly spread by word of mouth The majority of review group members are young people or KOLs who specialize in food reviews They will offer their thoughts on BAEMIN's delivery service, food quality, how to spend vouchers, and shipper attitude On the other hand, they discuss their negative experiences with the service As a result, the useful way to spread the news about BAEMIN is through review groups on Social Media Furthermore, BAEMIN gives discounts on 2-4 person combos, encouraging customers to invite additional friends or family to eat with them As a result, more clients will become aware of BAEMIN's brand Media coverage: Only BAEMIN has an exclusive set of products in the online food delivery market Unlike Grab Food, Now, or GoJek, which only offer food delivery, BAEMIN also has a BAEMIN studio area where customers can shop for one-of-a-kind BAEMIN publications “BAEMIN Grocery” is a new feature added to the app which was released on 1st, June, 2020 This shop specializes in offering one-of-a-kind and exclusive goods available only 28 TIEU LUAN MOI download : skknchat123@gmail.com through BAEMIN's app This method is the greatest distinguishing feature that allows customers to recognize BAEMIN when compared to huge industrialists like Grab, Now, Gojek, etc => Taking advantage of people's desire to own limited-edition products, such as gifts that were previously only available by chance Stationery items: file covers, pens, cups, etc Figure 18 BAEMIN’s iphone case publication 29 TIEU LUAN MOI download : skknchat123@gmail.com Fashion items: raincoats, socks, tote bags, etc Accessories items: lunch box, eye mask, pin, etc Figure 19 BAEMIN’s lunch box and eye mask publication Figure 20 BAEMIN's sticker publication 30 TIEU LUAN MOI download : skknchat123@gmail.com However, the limitation of BAEMIN for Grab Food is that it lacks its own digital bank While Grab Food has a Moca wallet to assist customers, BAEMIN has not exclusively collaborated with any digital banks in addition to cash or card payments 4.5 Process 4.5.1 Flowcharting customer service processes BAEMIN uses information processing When a customer feels starving and wants to eat something, they choose their favourite/well - known outlets or restaurant of their choice, scanning the menu items, choosing a suitable item, and finally choosing for pick-up or delivery Payment is then administered by paying through MOMO or directly paid to the shipper 4.5.2 Developing a Blueprint: Using a service blueprinting methodology, we will explain essential tasks from both the customer and the provider's perspectives, and we will discuss how mobile technology affects BAEMIN's service experience We will also outline three potential areas of failure or "bottlenecks'' that could severely impact the consumer experience Finally, we will offer some ideas for how BAEMIN may solve these issues We'd like to summarize what we determined to be the three most important client activities in guaranteeing the success of the BAEMIN service: Prior to cell phones and the digital revolution, people would call their favorite restaurants or stores and place their orders over the phone The food establishment arranges for a delivery person to bring the meal order to the customer's door The whole procedure was manual, and there were several faults in the system, increasing the likelihood of mistakes and mismanagement while making orders For instance, a milk tea store can choose to assemble milk tea in a direct interaction with a customer through a shipper and then the store would prepare the milk tea, so that the store increases its customization (and probably customer satisfaction, which is an important indicator for a successful business) 4.5.2.1 Step 1: User enters BAEMIN app Whenever user feels hungry, instead of going out and searching for food, simply he or she can enter BAEMIN app 31 TIEU LUAN MOI download : skknchat123@gmail.com 4.5.2.2 Step 2: Selects the favorite milktea flavour All available milktea products, along with their pricing, will be published online in the BAEMIN food ordering system There is nothing like having someone come and explain the menu to the customers So, without feeling rushed, the consumer may easily browse online menu and select his or her favorite food BAEMIN also has a delivery time option, allowing customers to pick an exact delivery time based on their availability 4.5.2.3 Step 3: Add items to cart Following the selection of the dishes, the following step is to add those specific food items to the cart This cart page clearly displays the overall price of the food items that the user has chosen, as well as the individual item pricing The user may simply add/remove goods or increase the item number as needed This mostly assists the customer in ordering precisely within the given budget 4.5.2.4 Step 4: Pay and order online The following step is for the user to give a delivery address and pay for the meal that they intend to order When the user makes a payment, the transaction is verified, and BAEMIN’s partner is immediately alerted of the new order, along with the user 4.5.2.5 Step 5: Food preparation and delivery As soon as the order is placed, BAEMIN’s partner will be alerted about the new order, delivery time This makes it simple for them to prepare food on a priority basis Finally, once the meal has been prepared, it may be safely delivered to the consumer using an online food delivery system This meal delivery system also allows users to conveniently track their food orders at any time 4.6 Physical Evidence 4.6.1 Ambient Conditions: Application Color: BAEMIN's application with the logo of mint green as the main color combination with white, which both preserves aspects of Korean cultural identity while generating a charming and youthful sensation appropriate for the target demographic of clients: Personnel in the office Make it simple for people to recall the brand image 32 TIEU LUAN MOI download : skknchat123@gmail.com Furthermore, BAEMIN's promotions in the app are segregated by content relating to each menu that BAEMIN proposes, for example, the section “Top thương hiệu” will only suggest brands like Highlands, Popeyes, Tocotoco, and so on The section “Quanh có ngon” will recommend restaurants to clients depending on their proximity, whilst the section “Trùm cuối khao” would recommend dishes with hourly discounts Moreover, changing the application interface on a regular basis in response to events creates newness for customers and attracts more youthful customers Shipper attitude: The shipper team's call back to customers after they place an order creates a sense of certainty and professionalism, making customers feel secure and they can have a chance to change the order or cancel it Image: It's still a big light mint green background with an outstanding white font and a delivery man with a smiling image creating a welcoming, outstanding atmosphere Large BAEMIN's outdoor billboards are positioned at intersections and roundabouts, with short but incredibly memorable rhymes dedicated to each district, such as "Tân Bình nhà anh đó, đặt có anh giao" or "Anh quận 3, em vừa bước anh giao tới." After a day at work, the verses on BAEMIN's outdoor billboards may be what customers remember about the brand when compared to other competitors in the online food delivery market Figure 21 Brand image of a funny cat and delivery man 33 TIEU LUAN MOI download : skknchat123@gmail.com 4.6.2 Space/Function: Payment feature: Outside customers can change the default payment method, which is the default money, to other forms of payment such as: ATM card, visa / master credit card, Momo wallet, Zalo pay wallet make customer payments more convenient Promotions: BAEMIN frequently runs sales promotions during the hours of 11 a.m to 12 p.m or p.m to p.m to encourage customers to use the application BAEMIN also offers discount programs for customers who enter discount codes such as: “Weekend code: 50 percent off up to 30,000 VND for orders starting at 35,000 VND” or code “HANQUOC: 35K discount for orders starting at 40K applied to Korean dishes and restaurants in the program” These discount code draw a large number of students because they enjoy the discount activities and are encouraged to invite friends Figure 22 BAEMIN's discount code All of these promotional activities give consumers the impression that they receive more benefits when using BAEMIN instead of other applications and eating directly at the restaurant Furthermore, having a variety of discounts available on each individual item will encourage customers to order food even if they are not hungry 34 TIEU LUAN MOI download : skknchat123@gmail.com Delivery speed: The "Quán ngon quận mình" collection recommends restaurants near where customers live with the goal of bringing dishes that are not only appealing but also retain the original heat and quality As a result, customers can have complete confidence in BAEMIN's delivery speed, giving preference to choosing BAEMIN during peak hours Figure 23 BAEMIN’s call to action sentences Eateries Quality: BAEMIN's partners are almost all popular with young people and typical of their respective neighborhoods so customers can completely trust the food suggestions from BAEMIN Application Interface: The application interface remains in two primary colors: mint green and white Furthermore, unlike Grab Food, Now, or GoJek, the theme picture for each food item, such as drinks, snacks, fast food, etc., is developed in the form of a self-drawn cartoon logo that is appealing to the customer, makes it easier for users to find their favorite food and also makes an adorable vibe 4.6.3 Signs, Symbols, Artifacts: Staff’s Uniform: BAEMIN shippers' uniforms, helmets, and food containers are all lovely mint green, just like the App's main hue This provides synchronization, and the mint green hue of the uniform creates a light and cute sensation, perfect for the target group of consumers between the ages of 20 and 30 who work in offices, or a favored group of young customers that adore Korean culture with pastel colors 35 TIEU LUAN MOI download : skknchat123@gmail.com Symbol: The image of a funny fat cat wearing a mint green helmet sitting on the shipper's food container is carefully drawn, all with the brand's main mint green appearance From there, the target customers can feel youthful, humorous, as well as the fact that BAEMIN is an application for its own generation, giving them the impression that they are focused Call to action: The brand intimately expresses even simple trendy call-to-action sentences: “BAEMIN nóng giịn đây!”, “Đưa tay nào, order chung bạn nhớ” or “Đặt không cần cớ, cần code cơ”, etc These catchy call to action sentences both thrill the target demographic of clients since they believe BAEMIN is always on trend, and serve as an incentive for customers to use the delivery service even when they are not hungry Slogan: The catchy slogan “BAEMIN nóng giòn đây!”, which appears on the delivery boxes of shippers on a regular basis, makes passersby pay attention while driving Furthermore, the slogan captures customer’s attention and trust because it creates a sense of familiarity and cozy with Vietnamese people, similar to the slogan “Bánh mì nóng giịn đây!” 4.6.4 Evaluation and recommend After analyzing and presenting BAEMIN's physical evidence elements, it is clear that BAEMIN has done well in impressing its target customer group with cute mint green theme images, appealing promotional activities at various times of the day to catchy, memorable, and trendy calls to action sentences Moreover, BAEMIN's brand recognition among potential middle-aged buyers has improved dramatically As a result, BAEMIN should have a lot of discount activities as well as family dining vouchers to target potential customers who are in their forties and fifties since they utilize applications that their children use 4.7 People management Human resources management - How does BAEMIN get right in? In this section, we will discuss BAEMIN’s HR strategies that can help BAEMIN’s service to move toward its goal 4.7.1 Hire the Right people: BAEMIN’s definition of an ideal hire is someone who is “self-leading, confident and outstanding.” - Based on such characteristics, BAEMIN will hire a large number of workers in 36 TIEU LUAN MOI download : skknchat123@gmail.com functional disciplines Employees in other departments will be selected according to criteria that are appropriate for the company Especially employees that provide the service directly, BAEMIN has two important hire partners: drivers and restaurant partners BAEMIN always encourages partners to register and try for free in order to find partners that match the brand's image, but the methods of selecting partners are carefully regulated by BAEMIN through several steps to ensure they are successful output quality For partners who are drivers, BAEMIN provides a quick, 7-step registration process that is classified by a preliminary test, which can be completed both online and offline The registration process for restaurant partners is encapsulated in steps and takes only two minutes, yet it nevertheless ensures that BAEMIN's criteria and goals are achieved => These HR processes illustrate that the registration processes for becoming a partner are quite extensive, and that the recruitment staff works actively to find candidates that match the brand's image 4.7.2 Enable BAEMIN’s people: 4.7.2.1 Building high performance service delivery teams: BAEMIN always cares about developing team structures and skills Every aspect of BAEMIN is clearly motivated to grow to its full potential Because BAEMIN is a fast-growing company, team members will have many opportunities to accelerate While each person is hired for a specific task, their abilities and interests will play a big role in their learning, development, and transfer to other departments 4.7.2.2 Empower the Front Line In response to the continuously changing FoodTech landscape, BAEMIN motivates their employees to keep up with consumers and the market so that they are aware of how it may impact their work They must also learn from each other and the industry in order to improve their skills and better serve users 4.7.2.3 Extensive Training on: We provide necessary interviews for newbies in addition to training sessions This is an opportunity for them to view the market immediately, as well as interact with riders and 37 TIEU LUAN MOI download : skknchat123@gmail.com merchant partners Every week, each department receives input from consumers, restaurants, and drivers (voice of customers, voice of merchants, and voice of riders) BAEMIN also has a youtube channel “Học viện BAEMIN” for training drivers skills BAEMIN provided drivers with intensive training in basic English as well as first-aid instruction These programs are available on the Youtube platform for drivers to access and learn at any time and from any location, making them extremely accessible and full of essential information and knowledge Figure 24 BAEMIN’s first-aid instructions 4.7.3 Motivate and Energize BAEMIN’s people BAEMIN has always had clear payment and performance bonuses, as legally permitted in labor contracts, as well as appealing gifts for its staff, drivers, and restaurant partners In comparison to its competitors, BAEMIN dedicated websites to partners when it comes to driver salaries, restaurants, and eateries BAEMIN publicly and transparently publishes salary, bonus, and other financial details on those websites Always up to date with incredibly focused, clear, and detailed policies for rapid service 38 TIEU LUAN MOI download : skknchat123@gmail.com Section Evaluation and Recommendation 5.1 Product BAEMIN have a very clear product strategy I think they have to focus more on Product line extensions like BAEMIN like shipping goods within a city These new service maybe targeted at existing customers to serve a broader array of needs or designed to attract new customers with different needs 5.2 Price Consumers' buying patterns have changed as a result of the COVID-19 epidemic, and they have limited their budgets, thus BAEMIN should lower delivery prices to fulfill customer needs Discounts are also available for driver partners to ensure their quality of life, as well as discounts for restaurant partners to encourage cooperation For "BAEMIN Đi chợ" BAEMIN should extend to cities other than Hanoi, Ho Chi Minh City, and Da Nang, such as Can Tho, Hai Phong, and others, in order to encourage customers to shop online and enhance revenue for driver partners Figure BAEMIN should extend to medium cities 39 TIEU LUAN MOI download : skknchat123@gmail.com 5.3 Distribution Currently, BAEMIN is only present in big cities in Vietnam, I think BAEMIN should expand its service to other potential markets such as Hue, Hai Phong, Nha Trang 5.4 Promotion In our viewpoint, BAEMIN has done an excellent job with the brand communication efforts, efficiently and creatively conveying the message to the target customers The advertisements from BAEMIN not specifically address eating and drinking needs such as meal selections, delivery speed, or promotion policy Instead, the company focuses on emotionally interacting with users so that they can not only "eat well," but also "have fun," and be physically and mentally satisfied 5.5 Process BAEMIN builds a very strong and clear food delivery process for their customer BAEMIN should continue to provide Clear information BAEMIN should introduce default messages for riders on the way, sure, no problem etc Application should be regularly updated 5.6 Physical evidence After analyzing and presenting BAEMIN's physical evidence elements, it is clear that BAEMIN has done well in impressing its target customer group with cute mint green theme images, appealing promotional activities at various times of the day to catchy, memorable, and trendy calls to action sentences Moreover, BAEMIN's brand recognition among potential middle-aged buyers has improved dramatically As a result, BAEMIN should have a lot of discount activities as well as family dining vouchers to target potential customers who are in their forties and fifties since they utilize applications that their children use 5.7 People BAEMIN, in my perspective, has put a lot of effort into managing his human resources In my view, BAEMIN should have more policies on maintaining the health and morale of drivers in order to strengthen the brand's HR department BAEMIN, for instance, can make a fixed amount of rest stops in the central area So that the drivers can rest and have lunch after single 40 TIEU LUAN MOI download : skknchat123@gmail.com journeys To lift their spirits while also looking after their health From there, the drivers will have a long-term relationship with the brand, and this policy will also attract new drivers 41 TIEU LUAN MOI download : skknchat123@gmail.com ...UNIVERSITY OF FINANCE AND MARKETING FINAL EXAM MARKETING SERVICE OF BAEMIN Group Member: Phạm Như Thảo Ngọc Trần Bảo Ngân Phạm Thiên Hà... Realism 3.2 Positioning strategy Basic Focus Strategies for Services of BAEMIN is Service Focused BAEMIN mostly provides meal delivery services Following a successful one-year launch in Ho Chi... using BAEMIN food delivery app are given a special gift on their birthday Sepcifically, customers must submit their date of birth while registering to utilize BAEMIN' s services BAEMIN has offered