MARKETING SERVICE OF BAEMIN MART CHỢ THỦ BAEMIN CAMPAIGN

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 i TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat INDEX LIST OF FIGURES LIST OF TABLE Section 1: Introduce 1.1.Overview of BAEMIN and BAEMIN Mart 1.2.The campaign idea: “Chợ" thủ BAEMIN!!! Section 2: Situation, Market & Compe 2.1.Situation Analysis 2.1.1 PESTEL 2.1.2 SWOT 2.2.Overview of the grocery shopping service market in Vietna 2.3.Competitors Analysis Section 3: Target Customers Analysis & Positioning Strategy 3.1.Target Customers Analysis 3.2.Positioning strategy 3.2.1 Customer n 3.2.2 Strength 3.2.3 Positioning 3.3.Objectives i TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Section 4: Analyse the Marketing Mix Strategies (7Ps) 4.1 Product 4.2 Price 4.3 Place 4.4 Promotion 4.4.1 Social M 4.4.2 PR 4.4.3 KOLS 4.4.4 Sales 4.5 Process 4.6 Physical 4.7 People 4.7.1 Hire the right people 4.7.2 Building 4.7.3 Employ 4.8 Action plan 4.8.1 Trigger 4.8.2 Engage 4.8.3 Act 4.9 Expend Section 5: Conclusion REFERENCE LIST APPENDIX TIEU LUAN MOI download : skknchat123@gmail.com moi nhat LIST OF FIGURES Figure BAEMIN Mart AD Figure BAEMIN Mart AD Figure Number of discussions about "grocery shopping service" apps on Social Media Figure Percentage of discussions about “grocery buying service” apps on Social Media Figure Customer profile .11 Figure Positioning map 14 Figure Using SEO to offer different results for different demand .16 Figure 10 Rates & Service charge of BAEMIN Mart and other competitors .18 Figure 11 Illustration 24 Figure 12 Illustration 24 Figure 13 Illustration 25 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat LIST OF TABLE Table Competitors Analysis of BAEMIN Mart Table Customer’s needs analysis 12 Table Strengths and Challenges of BAEMIN Mart 12 Table Product combo of BAEMIN Mart 15 Table “Chợ" thủ BAEMIN campaign phases 27 Table Phase 1: Trigger 27 Table Phase 3: Act 29 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 1 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat Figure Illustration Source: Image from app Figure 10 Illustration Source: vietnam.net TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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: 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 Objective Key Message Key Hook Key Channels TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 4.8.3 Act Disrupting consumer regular shopping & cooking habits and drive them to use BAEMIN Mart Table Phase 3: Act NEW MART COLLECTION Disrupt usual shopping & cooking habit by introducing “Effortless Cooking’’ - “Nấu ăn khoẻ re" meal kits collection 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 4.9 Expend The project cost is shown below: TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat 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-nguoidan-trong-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-tinhhinh-kinh-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-kienkinh-doanh-dich-vu-an-uong&article_id=66730 TIEU LUAN MOI download : skknchat123@gmail.com moi nhat APPENDIX Name Nguyễn Thanh Danh Võ Minh Thành Lê Nguyễn Hoàng Khang Tả Lê Ngọc Linh Nguyễn Thụy Tuyết Vân TIEU LUAN MOI download : skknchat123@gmail.com moi nhat - Evaluation & recommendation (Promotion strategy, People management) TIEU LUAN MOI download : skknchat123@gmail.com moi nhat TIEU LUAN MOI download : skknchat123@gmail.com moi nhat ...UNIVERSITY OF FINANCE AND MARKETING FINAL EXAM MARKETING SERVICE OF BAEMINMART - "CHỢ" THỦ BAEMIN! !! CAMPAIGN Group member: Nguyễn Thanh Danh - 2021008417... nhat INDEX LIST OF FIGURES LIST OF TABLE Section 1: Introduce 1.1.Overview of BAEMIN and BAEMIN Mart 1.2.The campaign idea: ? ?Chợ" thủ BAEMIN! !! ... 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