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 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 INDEX Section Introduction Section Market and Competitors Analysis 2.1 Market Analysis and Competitor Analysis .1 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 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 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FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 giịn 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 giòn 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 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FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN 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 FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN FINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMINFINAL.EXAM.SUBJECT.MARKETING.SERVICES.COURSE.CODE.MARKETING.SERVICE.OF.BAEMIN