TOPIC ANDROID SHOPPING APP application BAEMIN

2022-A02E// FINAL REPORT MOBILE COMMERCE LECTURER: MR NGHIEM TAN PHONG TOPIC: ANDROID SHOPPING APP PREPARED BY: VŨ NGUYỄN QUỲNH HƯƠNG - 195120130 NGUYỄN NGỌC THANH VY - 195120513 NGUYỄN HOÀNG NHI - 195070396 ĐẶNG THỊ KIM NGÂN - 195011899 Tieu luan TABLE OF CONTENTS LIST OF FIGURES INTRODUCTION COMPANY OVERVIEW HISTORY DEVELOPMENT MOBILE APP INTRODUTION SWOT ANALYSIS OF APPLICATION STRENGTHS WEAKNESSES OPPORTUNITIES THREATS TRUST EXPERIENCE 10 SECURITY 13 THE TERM OF SECURITY 13 ACCOUNT SECURITY 14 DEVELOPMENT 16 PAYMENT 19 HOW TO PAYMENT WORK IN BAEMIN 19 ADVERTISING 23 ADVERTISING ON THE APP 23 ADVERTISING OUTDOORS 23 DIGITAL ADVERTISING 25 OTHER ADVERTISING 29 CONCLUSION & SUGGEST 30 REFERENCES 31 Tieu luan LIST OF FIGURES Figure 1: Logo of Woowa Brothers Corp Figure 2: Woowa Brothers corporate office Figure 3: Interface of baemin app Figure 4: BAEMIN app logo Figure 5: Font of baemin app Figure 6: Storage to install the app Figure 7: The chart shows customers liking the look of Baemin 10 Figure 8: The chart shows customers who feel that there is a problem with using Baemin 10 Figure 9: The chart shows customers who feel that there is a problem with using Baemin 11 Figure 10: The graph displays the client's request for Baemin to address the app feature issue 12 Figure 11: The term of security 13 Figure 12: Account privacy policy 14 Figure 13: The app has been removed from the device 14 Figure 14: Image of Baemin's account password when customer forgot to authenticate 15 Figure 15: Account Privacy Policy 15 Figure 16: An illustration of Baemin releasing their improved driver location 16 Figure 17: Customers on Google Play are complaining about Bug in Baemin 17 Figure 18: An illustration of Baemin releasing their restaurant reviews 17 Figure 19: An illustration of Baemin releasing their customer reviews and so on 18 Figure 20: Images of people placing drink orders on Baemin 19 Figure 21: Image of payment for drinks on Baemin 20 Figure 22: Image of payment partners on Baemin 20 Figure 23: Image of discount coupons paid on Baemin 21 Figure 24: Image of successfully ordering food and waiting for the shipper to receive the order 22 Figure 25: Advertisement image in baemin app 23 Figure 26: Image for Baemin's outdoor advertisement 24 Figure 27: Image for Baemin's elevator advertisement 25 Figure 28: Image for advertising on Baemin's digital applications 25 Figure 29: Tran Thanh is one of the popular kols that bring success to Baemin 26 Figure 30: The Kol collaborates with Baemin on health for customers 27 Figure 31: MV “Em Be” - Amee x Karik X Baemin (20/9/2020) 28 Figure 32: MV “Ngot” - Justatee x Rhymastic x Baemin (16/4/2021) 28 Figure 33: An image of interesting content that Baemin aims at young people 29 Tieu luan INTRODUCTION COMPANY OVERVIEW Baedal Minjok is owned by Woowa Brothers Corp Baedal Minjok is a South Korean unicorn startup that provides food delivery In 2020, the company's revenue is expected to be 1.09 trillion won ($960 million) Woowa Brothers Corp and the Baedal Minjok brand were purchased by Delivery Hero in March 2021 The company's current goal is to support and develop the field of "food technology" by utilizing advanced technologies such as artificial intelligence (AI) and "selfdriving robot" technology Figure 1: Logo of Woowa Brothers Corp HISTORY DEVELOPMENT Baedal Minjok was created in 2010 by founder Kim Bong-jin Kim created the Baedal Minjok platform in order to make commissions on orders placed through the app In June 2019, Baedal Minjok began operations in Vietnam starting from Ho Chi Minh City Woowa Brothers said that it will launch its food delivery service app early next month in Vietnam after completing beta service test Service will be offered first in Ho Chi Minh, the largest city in Vietnam by population, before it expands to other cities including the capital Hanoi The app launch comes after Woowa Brothers acquired Vietnam’s online food ordering platform Vietnammm – founded in 2011 – in February The leading Korean food ordering application "BAEMIN" has officially set foot in Hanoi after nearly a year of operation in Ho Chi Minh City The following are significant milestones in Baemin's operation and development in the Vietnamese market: • In May 2019, Baemin made its first appearance in the Vietnamese market, with a stop in Ho Chi Minh City Ho Chi Minh City Tieu luan • • • • • In addition to the food delivery service, Baemin launched the utility "Baemin goes to the market" in April 2020 In June 2020, Baemin will officially "Go North" to Hanoi In January 2021, "Baemin Goes to Market" will be available in Hanoi In March 2021, this brand landed in Da Nang By August 2021, Baemin will be present in major cities across the country, of which are centrally run Figure 2: Woowa Brothers corporate office MOBILE APP INTRODUTION The Baemin application is designed with a distinct blue logo and distinctively written company name, creating an initial impression and making it easily identifiable When you open the app, you will see colorful images and lively drawings that stand out from a white background The main feature of BAEMIN as a food delivery application is the ability to order food online through the mobile phone app BAEMIN will collaborate with restaurant partners, eateries, and other resellers to upload products, food, and drinks to the application, from which customers can select dishes and have food delivered to them on the location BAEMIN has its own food delivery team and does not use intermediary delivery services Tieu luan The Baemin company's image includes a yellow-haired cat riding a motorcycle while wearing a helmet, as well as other simple and sociable images We have seen the fast food delivery speed while still ensuring the drivers' safety as well as bringing good food and making customers satisfied when they place orders with the brand's signature slogan "BAEMIN, Nóng giịn đây!" Figure 3: Interface of baemin app Tieu luan SWOT ANALYSIS OF APPLICATION STRENGTHS • • • • • • BAEMIN has a solid parent company in Korea with extensive experience, and it is currently Korea's No food delivery app The application is clear, eye-catching, easy to search for dishes by separate categories and has interaction between dimensions, bringing innovation in the dish interface The staff is productive and innovative knowledgeable about customer psychology, particularly the address and office culture of Vietnamese people Fast delivery while maintaining the same food quality and temperature There are many promotions throughout the year, as well as free promotional vouchers (helping customers not need to buy but still get free shipping, especially safe and convenient during this service season) Diversified marketing strategy, attracting customers through a professional team and consistent investment capital Recently updated with a multi tiers discount feature, which allows you to include more vouchers in your order WEAKNESSES • • • • • • Being on the market after apps like Now and Grab, there aren't many people who know about it, there aren't many sellers, and the product isn't diverse Order cancellation and modification are fraught with difficulties Because there are few drivers, the shipping fee rises when ordering food or in "busy driver" mode In comparison to other competitors, BAEMIN's shipping fee is relatively high The BAEMIN interface is not optimized, making it difficult to find restaurants Concentrating solely on large cities rather than expanding to many different regions Until now, Baemin has only provided food delivery and has not provided delivery or motobike taxi, taxi as competitors such as Grab and Gojek have OPPORTUNITIES • • • • Vietnam is one of the top 15 countries in the world for smartphone usage, and the phone has become an inseparable part of people's lives This is also the best time for the food delivery industry, such as Baemin, to grow, thanks to simple and convenient phone payments like Internet Banking, credit/debit cards, and e-wallet like MOMO, ZALOPAY, and VN -PAY Strategic partnerships with major e-wallets such as Momo, Zalopay, Because Vietnam already has e-commerce laws in place, Baemin can freely develop and operate in the Vietnamese legal environment Another opportunity for Baemin is to focus on serving districts and inner cities in order to optimize service and reduce delivery time Tieu luan THREATS • • • • Compete with other food delivery companies such as Grab, Now with policies, especially price policies through promotions BAEMIN also faces another challenge in market orientation, the market share is still lower than previous apps The number of loyal customers is low The cost of promotion/advertising investment and the number of employees to cover the entire delivery point in the whole city consumes a large amount of money for the business TRUST Despite entering the market after Grab and Nowfood, Baemin has gained customer trust through the following factors: - Brands: Baemin's parent company is the largest in the Korean food delivery market As a result, Baemin will have no trouble entering the Vietnamese market - Product Quality: There are currently many food delivery apps on the Vietnamese market, each with its own interface and features Baemin specifically targets customers aged 18-34, so creating an app with an appealing interface can easily attract app users with: Logo: BAEMIN's logo is designed prominently, impressively and easily recognizable with the prominent white BAEMIN brand text on the typical Mint blue background With this logo, customers can instantly recognize this as BAEMIN In addition to the BAEMIN Logo, he also built a funny, cute, simple, and close-to customer image of the "Fat Cat" mascot BAEMIN Fat Figure 4: BAEMIN app logo Tieu luan Cat is inspired by the image of the cat walking in the French fairy tale Just like the cat going hia uses his talent to overcome difficulties and challenges to help his owner, BAEMIN Fat Cat will also step by step overcome his difficulties to conquer difficult customers The font is also an extremely important element in this brand identity BAEMIN uses the font BM Daniel This is a product of Rice Creative designed specifically for BAEMIN Vietnam The feature of BM Daniel is to "squeeze" the accents and caps of the text to a limited height, making the text more vivid Looking at the text written by this font will feel like listening to a real statement, not a line of text standing still on paper Figure 5: Font of baemin app Furthermore, the size of an app is one of the factors that customers consider when deciding whether or not to use it, because an app with many features and a beautiful interface often has a large capacity extremely high and not easily accessible to all phones Below is a comparison of the download capacities of the three most popular Vietnamese apps: Tieu luan Figure 6: Storage to install the app - Service: To guarantee customers about their orders, Baemin has made the delivery policy available to drivers and users Following that, drivers who join Baemin must pass two competency tests to show that trained drivers always have a positive and professional demeanor Finally, Baemin always resolves complaints quickly so that customers are not inconvenienced Tieu luan Figure 17: Customers on Google Play are complaining about Bug in Baemin Baemin has recognized and is constantly listening to customers in order to update more features so that users can use the app better and easier The following are the most recent feature launch announcements since the app's initial release: Figure 18: An illustration of Baemin releasing their restaurant reviews 17 Tieu luan Baemin not only constantly updates new features for shoppers, but also for restaurant and driver partners Figure 19: An illustration of Baemin releasing their customer reviews and so on 18 Tieu luan PAYMENT HOW TO PAYMENT WORK IN BAEMIN Step 1: To rapidly select themed dishes for a meal, click on the food classification categories To find the food and drink you want, click search Add your preferred food to the "Cart" after making your selection Figure 20: Images of people placing drink orders on Baemin Step 2: The user can review the order information and accept the meal if the address was entered incorrectly or if they want to place an order for friends or family members The whole cost of the order, including the temporary fee (food fee) and delivery fee (shipping fee), will be displayed in the "Total" column 19 Tieu luan Figure 21: Image of payment for drinks on Baemin Step 3: After reviewing the total and ensuring that the items you ordered are correct A payment method must be selected by the customer Figure 22: Image of payment partners on Baemin 20 Tieu luan Baemin also supports customers with a variety of payment methods that are convenient and easy to use Currently, BAEMIN supports Partners to buy products using the following payment methods: • Payment in cash • Online payment via Zalo application: The partner scans the QR code of the Zalo Pay application to pay for the order • Online payment via Momo app: Partners use App Momo or Camera app that supports QR code to scan the code • Online payment by domestic ATM card/Internet Banking through Ngan Luong portal • Online payment via a number of international cards (Visa / Mastercard / JCB) • Online payment via Vnpay application: Partners use VNpay Gateway/App or VNPAY Wallet or apps that support QR code to scan codes • Pay online via Viettelpay application: Partners use Viettel Pay App or QR code-enabled apps to scan the code Step 4: To receive the discount, enter the promo code To use, simply click "Enter code" and then "Apply" to view the list of available promotional codes Figure 23: Image of discount coupons paid on Baemin 21 Tieu luan Step 5: Enter the discount code and then select "Place Order" to look for a shipper Right on the application screen, the delivery process will be shown so that you can check and see what stage your order is at Figure 24: Image of successfully ordering food and waiting for the shipper to receive the order 22 Tieu luan ADVERTISING ADVERTISING ON THE APP Baemin's advertising content is always displayed from the first page when entering the application Or show before starting to use the application Ads are always changing colors and stand out with various interesting content Figure 25: Advertisement image in baemin app In addition, not only running the event on the app, but at the same time, Baemin also runs on famous social networking sites such as Facebook, instagram, PR blog section on Baemin website Occupy each cluster along with using influencers, interesting content suitable for today's young customer base The marketing strategy applied by BAEMIN is to capture each cluster individually, not only based on geographical areas but also based on customer preferences ADVERTISING OUTDOORS BAEMIN sets a goal to be first in a district rather than second or third in a city That first place includes conquering buyers and sellers in that area 23 Tieu luan And this marketing strategy is called by BAEMIN as "Quan Ngon My District", with the message: gathering delicious restaurants in the district, focusing on fast delivery in that area A creative idea, relevant insight, engaging and meaningful content are the evaluations of the online community for this campaign Launched for two weeks with nearly million views on the Youtube platform, “Quan Ngon District My” has reached the top 10 most prominent social media campaigns in May 2020 of Buzzmetrics BAEMIN is also highly skilled at creating videos showcasing the typical foods of each district and each region and engaging in aggressive OOH and social media promotion (outdoor advertising) BAEMIN's outdoor advertisements entice onlookers with funny, succinct, emotional invites "Tan Binh is your house, order it by delivery," "I live in district 3, you just walked out and I delivered it," "Go Vap, I know it by heart, I agree with you to deliver," or "Hoan Kiem I know well, it's still delivered in the alley" are just a few examples of the separate messages that appear alongside the shipper's image with the familiar mint green tone Catch the fad with the catchphrase, near the placards With its outdoor advertising, BAEMIN successfully appeals to its target audience of young people by understanding their tastes Figure 26: Image for Baemin's outdoor advertisement 24 Tieu luan In addition, Baemin also hit strong advertising campaigns in elevators and youtube where customers are especially young people and office workers Figure 27: Image for Baemin's elevator advertisement DIGITAL ADVERTISING BAEMIN's marketing plan also includes combining Music Marketing with influencers/kol Figure 28: Image for advertising on Baemin's digital applications 25 Tieu luan With the video "Should women love safe or love interesting?" BAEMIN chose artist Tran Thanh, not anybody else, to represent the image of a man walking around in a black suit and constantly discussing the subject of Safe Love or Interesting Love Viewers are incredibly enthused by Tran Thanh's endearing leadership and intriguing concepts that are combined with love and food in this combo When comparing picking a partner to choose a restaurant, Tran Thanh x BAEMIN took an original tack: intriguing love is like the thrill of exploring new places, while safe love is when you stick to the restaurant close to your house A remote tasty food As the "love mentor," Tran Thanh convinced the "sister association" to pick BAEMIN to eat delectable and intimate cuisine as well as to select a person who is both safe and interesting Figure 29: Tran Thanh is one of the popular kols that bring success to Baemin Again using KOLs like Chau Bui, Helly Tong, Emmi Hoang, and Hana Giang Anh for the "Try a little healthy" campaign, BAEMIN also garnered a lot of great feedback Because they are all wellknown figures who live green lives and care about sustainability, health, the environment, and the keywords "clean living, eatclean, and work out," which BAEMIN wishes to emphasize 26 Tieu luan Figure 30: The Kol collaborates with Baemin on health for customers Social media about Music Marketing BAEMIN has reduced uncertainty and perceived risk by providing useful information and advice Customers Psychology and trends have always been well understood by the brand, which has been represented through music and storytelling Campaign 1: MV “Em bé” - Amee, Karik After only two weeks, the video had 11 million views and was the top trending YouTubevideo after only three days With the "Baby" campaign, understanding the trend of healthy eating and caring for women's health, BAEMIN realized that, no matter how strong and independent women are, they still want to be "babies" "In the eyes of the person you love 27 Tieu luan Figure 31: MV “Em Be” - Amee x Karik X Baemin (20/9/2020) Second campaign: "Ngọt" by JustaTee, Rhymastic, and BAEMIN The video received million views in just two days and peaked at #10 on YouTube's trending list Let Every Day Be a Sweet Day is the title of the music video, and it perfectly captures the sentiment that BAEMIN wants to get through to ladies everywhere: that no amount of sweetness is ever enough In order to demonstrate that loving words and deeds not have to wait for special occasions, JustaTee and Rhymastic, two judges from the Vietnamese Rap community, partnered with us The highlight of the music video is also found in the sweet and yellow color palette that is prominently featured throughout the clip, generating cheery and joyful undertones and close-up shots that arouse and make viewers submerge Put oneself in a joyful environment to ensure that "every day is a lovely day." Figure 32: MV “Ngot” - Justatee x Rhymastic x Baemin (16/4/2021) 28 Tieu luan OTHER ADVERTISING BAEMIN has a customer focus on young people, the most potential customers in the field of food delivery apps This is also a very unpredictable, ever-changing customer group and requires brands to be always creative, innovative and close to be able to "conquer" Therefore, using KOLs, promotions, and attractive identifiers is sometimes not enough, BAEMIN can more than that when there is always trending and trending content Additionally, Baemin advertises the business in a variety of methods, such as by building up games in the app to entice users to download coupons Figure 33: An image of interesting content that Baemin aims at young people 29 Tieu luan CONCLUSION & SUGGEST Baemin is a food delivery app that offers convenient and quick delivery Despite many challenges in entering the Vietnamese market, Baemin has successfully attracted millions of users, particularly young people, through marketing strategies and constantly updating trends and user experience from interface to function application capabilities Furthermore, Baemin has an excellent customer service system for everyone from restaurant partners to driver partners To help retain long-term users, Baemin always listens, improves utilities, and solves immediate and root problems Along with his strengths, Baemin has some flaws that should be addressed: - User security is straightforward, but it is still lacking (there are also some vulnerabilities such as: not logged out when logging in on another device, no OTP notifying about the account when logging in on another device, ) In the new version, Baemin should upgrade and add more information about user information security - Payment security is dependent on third parties; there is currently no independent wallet To increase customer confidence in the application, it is recommended that an independent wallet be created using modern technology (SSL/TLS Technology, PCI DSS Certificate) - More features, such as delivery or motorbike taxi, should be updated - Update more features: chatbot, membership,… Furthermore, Baemin needs to adjust some vouchers on the app; when they can no longer be used, they should be removed from the app Additionally, Baemin needs to adjust some vouchers on the app; when they can no longer be used, they should be deleted from the app Furthermore, Baemin must adjust the app when the inability to apply the discount code causes lag and loss of connection with the application 30 Tieu luan REFERENCES Chính sách bảo mật (n.d.) BAEMIN Retrieved October 25, 2022, from https://uniformrider.baemin.vn/pages/chi-nh-sa-ch-ba-o-ma-t Google Forms survey : Customer experience when using Baemin app (n.d.) Retrieved October 20, 2022, https://docs.google.com/forms/d/1- from gUUYdnIkwLuUGaz39T7Ad83w9suqMT35NuElrCBZ2A/prefill Trang T (2022, May 9) Chiến lược marketing BAEMIN – Sự trỗi dậy “gã nhà giàu” thị trường Việt MarketingAI https://marketingai.vn/chien-luoc-marketing-cuabaemin/ Le L (2021, June 16) Baemin app gì? Những điều bạn cần biết công ty Baemin ChanhTuoi https://chanhtuoi.com/cong-ty-baemin-p4472.html 31 Tieu luan ... Figure 3: Interface of baemin app Figure 4: BAEMIN app logo Figure 5: Font of baemin app Figure 6: Storage to install the app Figure 7: The... Online payment via Zalo application: The partner scans the QR code of the Zalo Pay application to pay for the order • Online payment via Momo app: Partners use App Momo or Camera app that supports... payment via Vnpay application: Partners use VNpay Gateway /App or VNPAY Wallet or apps that support QR code to scan codes • Pay online via Viettelpay application: Partners use Viettel Pay App or QR code-enabled