Introduction
After acquiring the Vietnammm.com online food ordering app, BAEMIN officially launched its services in Ho Chi Minh City in June 2019, following a successful testing phase in key central areas.
BAEMIN aims to enhance healthy eating in Vietnam by offering a convenient solution through its app Users can effortlessly select their desired meals, find nearby shops, and place orders, ensuring quick delivery of their favorite dishes at affordable prices.
This report provides an analysis of the Food Delivery market in Vietnam, focusing on a comparison between BAEMIN and its competitors, including Now, Grabfood, and Gofood Additionally, it examines BAEMIN's target customers, their purchasing behaviors, and the company's positioning strategy within the market.
This report aims to conduct an in-depth analysis of the 7P strategy employed by BAEMIN's food delivery service, with the goal of offering targeted recommendations and solutions to ensure BAEMIN's robust and sustainable growth in Vietnam.
Market and Competitors Analysis
Market Analysis and Competitor Analysis
The rise of food delivery apps has significantly enhanced convenience in daily life for urban Vietnamese, particularly during the COVID-19 pandemic, encouraging many to stay home for safety According to a report by Q&Me, food delivery demand surged after the pandemic, with 75 percent of respondents utilizing these services, including 24 percent of new users who turned to food delivery for the first time due to COVID-19.
The final exam for the Marketing Services course, identified by the course code for Baemin, focuses on evaluating students' understanding of key marketing concepts and strategies This assessment aims to measure the effectiveness of marketing services in the context of the Baemin platform, emphasizing practical applications and theoretical knowledge Students are expected to demonstrate their ability to analyze marketing strategies and their impact on service delivery within the competitive landscape.
In 2020, a survey by Q&Me revealed that 51% of users in Vietnam had ordered food or drinks online The leading food delivery apps in the market include Grab Food, Now, BAEMIN, and Gojek, with Grab Food and Now emerging as the most popular choices among consumers.
Figure 2 1 Food delivery user trend (Source: Q&Me)
Figure 2 2 Food application penetration Vietnam (Source: Q&Me)
The final exam for the Marketing Services course, identified by the course code related to Baemin, focuses on evaluating students' understanding of marketing strategies and service management This assessment will cover key concepts and practical applications relevant to the marketing of services within the context of Baemin's operations Students are expected to demonstrate their knowledge and skills in marketing services effectively.
As the oherding method, delivery apps are the most popular While HCM use app more, Hanoi has the higher ratio of social media or telephone orders.
Figure 2 3 Location based food delivery service (Source: Q&Me)
The online food delivery sector is thriving as an increasing number of individuals embrace ordering through mobile apps This growing trend can be attributed to various factors, including convenience and accessibility.
“Stay at home, limit contact to prevent COVID -19.” Due to this, Vietnam saw a significant increase in online Food delivery in 2020 with 1,140,397 discussions This upward trend is
The marketing services sector for BAEMIN is projected to thrive, with expectations of continued growth until 2021 The market is forecasted to exceed $38 million, demonstrating an impressive average growth rate of 11% over the next five years.
TABLE 2.1 BAEMIN’s Competitor analysis BAEMIN Grabfood Now Gofood
Customer service (Fast delivery, friendly staff, cheap and medium price range, easy to use)
BAEMIN kitchen: food directly prepared by only BAEMIN Trend advertisement:
Brand ambassadors are well-known to the young such as: Trấn Thành, Karik, Amee, Châu Bùi
Easily identifiable (distinctive dress code in comparision to other brands and exclusive design, font and character “The Fat Cat” for the Vietnamese market)
It has an excess of human resources as a result of the online ride hailing app Grab.
More Moca wallets have been incorporated into the app for simple payment.
24 hours a day, seven days a week
You gain points for using the service, which you can then exchange for gifts or vouchers.
Each member is eligible for a number of promotions at different levels.
When a customer has an issue, treat it with compassion and resolve it.
Before making a purchase, customers can read comments, reviews, and photographs.
There is a lot of restaurant data out there, and it’s emerged in a lot of provinces and cities.
There are numerous payment options available, including the AirPay e- wallet and credit card payments.
Special offers for each store are frequently available.
Bookings for groups are encouraged.
Food search engine suitable for individuals of all ages.
There are many restaurants to choose from, so it should be easy to find something you enjoy
The final exam for the Marketing Services course, identified by the course code related to Baemin, emphasizes the critical understanding of marketing strategies and service delivery Students are expected to demonstrate their knowledge and application of marketing principles within the context of the food delivery industry, particularly focusing on Baemin's service offerings This assessment aims to evaluate their ability to analyze market trends and consumer behavior in the realm of marketing services.
Foodstore pictures have not yet been fully updated.
There is no chatbot to solve consumer issues immediately
Cannot pin your location accurately, you'll have to manually enter it
Offers differ depending on the device and the individual.
It's difficult to find a customer's favorite grocery store.
Customers have a large choice of restaurant to select from.
For certain mall restaurants that do not have a contract, a charge is added to the application.
The order is still being verified, and the shipper is still choosing an order.
The app does not accept card payments or e- wallets.
Target Customer analysis and Positioning strategy
Target Customer analysis
- Genders: Both male and female
- Aged: Between 18 and 22, 23 and 29 years old
- Occupation: University students, part – time workers, full – time office worker
- Family size: Single, in relationship, young married couple
Living in urban areas, key cities such as Ho Chi Minh and Ha Noi
- Reason to buy: Time constraints, discount, desire to save money on trip
After a long workday, many individuals experience a strong need for a quick and satisfying lunch to curb their hunger and meet tight time constraints before their next shift This urgent desire for nourishment highlights the importance of accessible and efficient meal options that cater to their busy lifestyles.
The final exam for the Marketing Services course focuses on the marketing strategies employed by Baemin Students will be assessed on their understanding of key marketing concepts and their application in the context of Baemin's service offerings The course code for this examination is specifically designated for the Marketing Services curriculum, ensuring that all relevant topics are covered comprehensively.
+ Evoked set: They begin browsing for eateries using food delivery apps and compare between the potential apps and decide to choose BAEMIN
BAEMIN designed its app with a user-friendly layout and a distinctive main color, enhancing the customer experience The separation of "healthy" and "sweet" menus allows users to easily choose their preferred cuisine Additionally, customer reviews provide valuable insights, aiding in their decision-making process These features not only clarify what customers can expect for their money but also minimize the perceived risk associated with their purchases.
The BAEMIN application has enhanced its customer experience by partnering with major e-wallets, ZaloPay and Momo, and implementing attractive promotions for seamless payments This strategic move not only streamlines the payment process but also adds value for users Additionally, the brand's appealing food packaging encourages customers to capture and share their dining experiences on social media, fostering direct interaction with BAEMIN and promoting brand visibility.
In the post-encounter stage, BAEMIN customers experience a high level of satisfaction when the service meets or surpasses their expectations This positive experience increases the likelihood of repeat purchases, fosters customer loyalty, and encourages customers to share favorable reviews about BAEMIN's quality.
- Benefits sought: Convenient, low cost
- Occasion of using the product: Lunch, dinner
- Lifestyle: Healthy, Fast – paced living, enjoyable, pleasant
Positioning strategy
BAEMIN has successfully expanded its marketing services, increasing coverage across 18 central districts The company has continued to grow its presence in Hanoi and recently entered the Da Nang market in 2021.
Since its entry into the Vietnamese market in 2019, BAEMIN has rapidly established itself as one of the top three trusted food delivery apps among young consumers, alongside Grab Food and Now The brand's distinctive mascot, a humorous Fat Cat in a conical hat and riding helmet, combined with its appealing mint green interface, enhances its visibility BAEMIN's catchy slogan "BAEMIN nóng giòn đây!" resonates with the popular street food call "Bánh mì nóng giòn đây!", fostering a sense of familiarity and trust among customers Additionally, BAEMIN stands out for its innovative niche marketing strategy, focusing on localized promotions that effectively capture market share in specific districts, unlike its competitors, which tend to target a broader audience across Ho Chi Minh City.
BAEMIN strategically focuses on serving customers within a 2-3km radius of their homes and workplaces, concentrating on the central region to attract both sellers and buyers in key areas before gradually expanding its reach The brand made a notable entrance into the Vietnamese market, distinguished not only by its charming mint green branding but also by its catchy slogan “BAEMIN nóng giòn đây!” which emphasizes their commitment to delivering hot, flavorful meals Additionally, BAEMIN enhances customer confidence by having its delivery team confirm orders through follow-up calls, ensuring a reliable and secure ordering experience.
BAEMIN provides exciting promotions with discounts ranging from 50% to 80% on single orders, designed to appeal to its target audience of young adults aged 23 to 29 Unlike some competitors, these deals require a minimum order amount and have a cap on the maximum discount BAEMIN's trendy and engaging call-to-action phrases, such as “Đưa tay đây nào, order chung bạn nhớ” and “Tâm trạng thế nào, giảm giá thế ấy,” resonate with the youthful spirit, infusing a sense of enthusiasm and zest for life into their marketing efforts.
The final exam for the Marketing Services course, identified by the course code related to Baemin, focuses on evaluating students' understanding of marketing strategies and service delivery This assessment aims to measure the effectiveness of marketing services in real-world applications, particularly within the context of Baemin's operations Students will be tested on their ability to analyze and implement marketing techniques that enhance customer engagement and satisfaction.
BAEMIN distinguishes itself in the online food delivery industry by regularly launching unique campaigns aimed at attracting specific target client groups, setting it apart from competitors like Grab Food, Now, and GoJek.
BAEMIN has introduced the "Quán ngon quận mình" collection, featuring recommended restaurants and eateries tailored to customers' local areas This initiative enables users to conveniently select food options based on their geographical location, ensuring that deliveries maintain optimal freshness and flavor, while also saving consumers time in their food selection process.
BAEMIN understands the growing demand for healthy eating and has launched a new collection called "Thử chút Healthy." This initiative features nutritious recipes and menus curated by popular influencers like Châu Bùi, Helly Tống, and Hana Giang Anh To enhance the campaign's reach, BAEMIN is also modernizing its app interface and integrating Music Marketing strategies.
"Em bé" MV by Amee and Karik.
BAEMIN's "Bánh ngọt" collection celebrates the precious sweetness of life, encouraging women to indulge in delightful treats amidst their hectic routines Featuring popular bakery cakes and desserts favored by the youth, this collection has been enhanced with a refreshed program interface in pastel pink and mint green Additionally, it incorporates the catchy "Ngọt" MV by Justatee and Rhymastic, making it particularly appealing to younger customers.
Positioning map
The final exam for the Marketing Services course, identified by the course code for Baemin, focuses on evaluating key concepts and strategies in marketing services This assessment aims to measure students' understanding of marketing principles and their application in real-world scenarios Students are expected to demonstrate their knowledge of service marketing frameworks and techniques relevant to the Baemin platform.
The final exam for the Marketing Services course, identified by the course code related to Baemin, focuses on evaluating students' understanding of marketing strategies and service management The exam will assess key concepts and practical applications relevant to the marketing services sector, particularly in the context of Baemin's operations Students are expected to demonstrate their knowledge and analytical skills in addressing marketing challenges and service delivery in this dynamic industry.
Analyze the Marketing Mix strategy
Product
BAEMIN's mission in Vietnam is to provide customers with the convenience of enjoying delicious meals anytime and anywhere through a user-friendly app Users can easily select their desired food, find the nearest restaurant, and place their order, ensuring quick delivery at affordable prices Whether it's a daily meal, a premium dining experience, or a simple afternoon milk tea or morning coffee, BAEMIN caters to all culinary needs with a diverse range of restaurants, from popular spots to upscale eateries.
BAEMIN offers a variety of supplementary services that enhance the customer experience These services are categorized into two types: facilitating supplementary services, which are essential for service delivery or assist in utilizing the core product, and enhancing supplementary services, which provide additional value to customers.
The final exam for the Marketing Services course, identified by the course code associated with Baemin, focuses on evaluating students' understanding of marketing strategies and service delivery This assessment is crucial for gauging the effectiveness of marketing services in real-world applications Students are expected to demonstrate their knowledge of key concepts and practices within the marketing sector, particularly as they relate to service-oriented businesses like Baemin.
4.1.1 BAEMIN’s facilitating supplement including information, order taking, billing and payment
To maximize the benefits of BAEMIN's food delivery service, customers require essential information When using the BAEMIN app, users can access a diverse menu from various restaurants tailored to their preferences Additionally, the app provides detailed store information, item descriptions, and customer reviews, allowing buyers to make informed decisions Customers can also learn about the delivery personnel, enhancing their overall experience.
BAEMIN uses Application element to approach their target audience BAEMIN introduce gift card for women’s day, the perfect gift for female colleagues
Figure 4 2 BAEMIN customized their menu information
The final exam for the Marketing Services course, identified by the course code associated with Baemin, focuses on evaluating students' understanding of marketing strategies and service delivery This assessment aims to measure the application of theoretical concepts in real-world scenarios, particularly within the context of Baemin's marketing practices Students are expected to demonstrate their knowledge of service marketing principles and their relevance to the food delivery industry.
BAEMIN primarily targets university students and office workers with busy lifestyles who dislike waiting for bills at offline outlets and dealing with corrections and refunds The app provides clear and informative menus from various restaurants, allowing customers to check food prices before making a purchase Additionally, digital bills are displayed within the app, eliminating the need for printed receipts and saving customers valuable time.
When order food and drinks in BAEMIN app, customers can choose 1 of 2 options: pay directly in cash to the shipper or pay via MOMO e-wallet.
4.1.2 BAEMIN’s enhancing supplement including consultation, hospitality, safekeeping and exceptions
BAEMIN's website offers clear instructions for using its online food ordering application, ensuring that new customers can easily navigate the app upon their first download.
Figure 4 3 BAEMIN special gift for women's order
The final exam for the Marketing Services course, identified by the course code for Baemin, emphasizes the importance of understanding marketing strategies and service delivery Students are expected to demonstrate their knowledge and application of marketing principles within the context of Baemin's services This assessment aims to evaluate their ability to analyze and implement effective marketing solutions tailored to the service industry.
BAEMIN food delivery app celebrates customers' birthdays by offering special gifts To receive these birthday presents, users must provide their date of birth during registration This initiative is BAEMIN's way of expressing gratitude to loyal customers who consistently choose their services The delightful gifts include delicious biscuits elegantly packaged in a box, along with attractive discount vouchers.
BAEMIN is committed to sustainability by providing eco-friendly plastic and paper packaging that ensures food cleanliness and warmth during delivery Customers can choose from 20 eco-friendly containers when placing an order, and business owners can benefit from a 20% discount voucher on their purchases.
When customers voice their dissatisfaction regarding slow delivery times or subpar food and drink quality, BAEMIN promptly addresses these concerns by offering solutions, such as providing discount codes for future orders.
The final exam for the Marketing Services course, identified by the course code Marketing Service of Baemin, emphasizes the critical aspects of marketing strategies and service delivery This assessment aims to evaluate students' understanding of service marketing principles and their application in real-world scenarios By focusing on Baemin's marketing strategies, students will analyze effective service marketing techniques and their impact on customer satisfaction.
4.1.3 How did BAEMIN innovate their service?
BAEMIN stands out by offering supplementary service innovations that allow users to place multiple orders simultaneously, a feature not yet available in other applications This enhancement significantly improves the user experience by adding new facilitating elements to the existing core service.
Distribution
BAEMIN riders engage directly with customers at various locations, partnering with restaurants and outlets to offer food services tailored to specific local demands.
4.2.2 Channel preference: For BAEMIN’s target audience, convenience is a key driver of channel choice
BAEMIN leverages technology to enhance service delivery by offering a comprehensive website that provides detailed information about the company, its services, and career opportunities for drivers Additionally, customers can select the denomination for each card, allowing them to choose from various values tailored for different uses.
Introducing our exclusive discount cards: the 100K denomination card offers a one-time discount of 100K on your order, while the 300K card provides a 100K discount and can be used up to three times For even greater savings, the 500K denomination card allows you to enjoy a 100K discount on your order five times Take advantage of these fantastic offers today!
Figure 4 5 BAEMIN's friendly envvironment plastic food box
The final exam for the Marketing Services course, identified by the course code related to Baemin's marketing services, focuses on evaluating students' understanding of key marketing principles and strategies This exam is crucial for assessing the knowledge gained throughout the course and its application in real-world scenarios Students are expected to demonstrate their expertise in marketing services, particularly in the context of Baemin, a prominent player in the industry.
Price
The pricing objectives of BAEMIN determine where actual prices should be set given the feasible range provided by the pricing tripod analysis.
Price Strategy Objective: Patronage and User-Based Related Objective: In the express delivery industry, BAEMIN is competitively priced, with varied rates for clients and driver partners.
4.3.1 BAEMIN uses competition – based pricing strategy
Customers are charged the following shipping fees by BAEMIN:
- Travel distance under 3km: same price 15.000 VND per order
- For distances of 3kn or greater, add 15.000 VND + 5.000 VND for each addition kilometer
BAEMIN's nonmonetary cost strategy emphasizes the importance of time as a valuable resource for today's time-constrained customers Consumers frequently equate time management with financial concepts, using terms like budgeting, spending, and investing to describe their time usage Each moment spent on a particular activity carries an opportunity cost, as it could potentially be allocated to more profitable pursuits.
Meanwhile, Now and Grabfood’s customer are charged with the following shipping fees:
- Grabfood: For the first 3 kilometers, the minimum fee is VND 12,000 or VND 15,000, depending on the restaurant, and VND 5,000 for each additional kilometer.
- Now: Orders delivered from 0km to 3km are 15,000; orders delivered from 3.1km to 4km are 18,000; orders delivered from 4.1km to 5km are 20,000
BAEMIN will deduct 10% VAT from the total shipping income for each successfully delivered order BAEMIN receives a 20% discount on the remaining shipping revenue, while Partners receive an 80% discount.
The final exam for the Marketing Services course, identified by the course code associated with Baemin, focuses on evaluating students' understanding of key marketing concepts and strategies This assessment aims to gauge their ability to apply marketing principles effectively within service-oriented contexts Students are encouraged to demonstrate their knowledge of the marketing services framework and its relevance to the Baemin platform.
BAEMIN has shifted from traditional cost accounting to an activity-based cost management (ABC) system, acknowledging that all activities within the company contribute to the production, marketing, and delivery of goods and services It is crucial to differentiate between mandatory and discretionary activities in service operations, as traditional cost control methods can inadvertently diminish customer value by cutting essential activities To incentivize performance, BAEMIN utilizes three distinct types of bonuses.
- Bonus for high-value units: In Ho Chi Minh City and Hanoi, the driving partner will receive an additional 5000/order for each successful order with a total value of food >=
- Daily Bonus: Based on the number of orders completed during the day, the driver partner receives the relevant Bonus.
"BAEMIN Đi chợ" offers partners an additional bonus for successfully completing the application, featuring various rewards tailored for Hanoi, Ho Chi Minh City, and Da Nang, although this promotion is currently not available in Can Tho.
4.3.4 Key categories of rate fences
- Time of booking or reservation: Night surcharge: The delivery fee for each order placed after 10 p.m will be automatically increased by 5,000 per order (The customer is responsible for payment.)
- Flexible delivery fee: When the weather is bad and the order volume is high, BAEMIN automatically charges clients in the area a flexible delivery fee (ranging from 3000 to
- Parking surcharge: BAEMIN charges an extra 5000 parking cost to customers who reserve at the Trade Center Restaurant.
- Delivery fee: When placing an order in Ho Chi Minh City, BAEMIN allows consumers to select "Request delivery" and charges a delivery fee of 15000/order This charge includes
The final exam for the Marketing Services course, specifically focusing on BAEMIN, includes a structure where a $5,000 deposit is fully allocated to the partner, alongside a $10,000 service fee, with the partner receiving 80% and BAEMIN collecting a 20% discount However, BAEMIN has not yet introduced door-to-door delivery services in Hanoi, Da Nang, and Can Tho.
- Service fee: Customers must pay a fee of 2000 per order when ordering through the BAEMIN app The "Total amount to be paid" part of the client app includes service costs.
- Customers who place low-value orders are charged a small order fee.
Promotion
Prospects: Customers in their forties and fifties can become potential customers because they are easily influenced by their children who use an online food ordering application.
Users: Because of the discount programs that BAEMIN offers, young people such as students and office workers between the ages of 20 and 30 make up the majority of BAEMIN's users.
Employees: Shippers and teams from each BAEMIN department are also among the target audiences that BAEMIN must focus on and target.
BAEMIN effectively targets female office workers aged 20 to 30 by addressing their diverse emotional needs related to dietary preferences Consequently, the brand's communication campaigns consistently emphasize key tasks to meet these requirements.
- Emotions can be used to extract customers' ideas and impressions about food choices, pushing them to act on campaign objectives.
- Create memorable images of companies and BAEMIN brands.
- Build awareness and interest in an unfamiliar service or brand.
- Build preference by communicating the strengths and benefits of a specific brand.
- Reduce uncertainty and perceived risk by providing useful information and advice.
- Teach customers how to use a service to their best advantage.
The final exam for the Marketing Services course, coded as Marketing Service of Baemin, focuses on evaluating students' understanding of marketing strategies and practices This assessment aims to measure knowledge and application of key concepts within the marketing services domain Students will need to demonstrate their grasp of effective marketing techniques and their relevance to service-oriented businesses, particularly in the context of Baemin.
BAEMIN's online service model means customers do not interact directly with the interior architect, yet they can provide feedback on the brand's corporate design The brand is characterized by a pastel mint color palette, a cat mascot, and a modern, youthful aesthetic, which is prominently featured in typography on uniforms, delivery bags, and hats BAEMIN aims to reinforce its meticulous service approach through engaging social media posts, helping customers easily recognize and connect with the brand.
Frontline employees: For this channel, BAEMIN had a detailed and well-defined orientation and action plan When creating the "BAEMIN Trainee" Youtube channel - a channel
The final exam for the Marketing Services course at BAEMIN focuses on essential marketing strategies and service delivery It is designed for partners of BAEMIN, providing them with comprehensive guidance through instructional videos that cover the application process and critical driving skills necessary for success in the service industry.
BAEMIN promotes self-service delivery through its social media platforms and website, where customers can easily access customer service via the app To become a sales partner, individuals can register online or contact the hotline at 19003090 for direct assistance from call center staff, although there are certain restrictions regarding hotline usage BAEMIN has established a unique protocol for official partner registration, ensuring a streamlined process for potential sales partners.
Customer training: BAEMIN has trained customers how to use this service on the
The BAEMIN app enhances customer experience by offering comprehensive information about its service delivery process across various social platforms, including the BAEMIN fanpage, YouTube channel, website, and e-commerce forums This approach not only familiarizes customers with the service but also educates them on how to utilize it effectively for maximum benefit.
BAEMIN has successfully leveraged music marketing in its in-house advertising campaigns, recognizing it as a powerful strategy for brand communication By tapping into this "potential area," BAEMIN effectively conveys its message to the public, enhancing engagement and brand visibility.
Figure 4 7 BAEMIN's rider are trained to speak English
Baemin has effectively embraced the growing trend in marketing services by producing two advertising music videos (ADS MVs) and one storytelling video within just three years of its operations in Vietnam This strategic approach highlights Baemin's commitment to innovative marketing techniques and its ability to engage with the local audience.
=> The common thread running through these three ads is INSIGHT and CONSUMER BEHAVIOR.
BAEMIN's primary target market consists of women, particularly office workers and modern females Since its inception, the age group of 25-34, primarily adult office employees, has shown the highest interest at 57.5% Young adults aged 18-24 follow as the second largest demographic at 38.1% Notably, female customers represent a significant 67.8% of the total customer base, while male customers account for only 24%.
People who desire to eat regularly but are still afraid to get out of their comfort zone Because good restaurants are frequently located a long distance from home.
Those who desire to eat well but are frightened to COMMENT on the quality of the food to the owner.
=> This is the KEYWORD DEEP BAEMIN is going for, based on these two common points.
BAEMIN achieved remarkable success through three impactful campaigns, effectively minimizing uncertainty and perceived risk by offering valuable information and guidance The brand has consistently demonstrated a deep understanding of customer psychology and trends, skillfully conveyed through music and storytelling As a result, BAEMIN has established itself as a formidable competitor in the food delivery service industry, supported by compelling statistics.
During the week of May 21 to May 28, 2020, BAEMIN experienced a significant 9.5% increase in app installs, alongside a notable 4.2-point rise in ad recall Additionally, brand awareness improved by 3.5 points, showcasing the effectiveness of their storytelling campaign.
Campaign 2: “Thử chút healthy” - MV “Em bé” - Amee, Karik
After only two weeks, the video had 11 million views and was the top trending YouTube video after only three days.
Total Number of Comments (Buzz Volume): 41,472
The final exam for the Marketing Services course, identified by the course code Marketing Service of Baemin, focuses on key concepts and strategies in the marketing of services This assessment evaluates students' understanding of essential marketing principles and their application in real-world scenarios It is crucial for students to demonstrate their knowledge and skills in service marketing to succeed in this course.
Audience Scale Number of participants in the discussion: 29,839 - Sentiment Score: 0.81 Relevancy Score: 0.28
Campaign 3: Ngọt - JustaTee x Rhymastic x BAEMIN
After only two days, the video had achieved 1 million views and was ranked #10 on YouTube's trending list.
BAEMIN has partnered with ChieuDuong Media to enhance brand visibility through outdoor advertising The prominent billboard located on Phu Dong Thien Vuong street, along with others in various districts, attracts significant attention from passersby both day and night.
The outdoor campaign "Delicious restaurant in my district" by BAEMIN features artist Tran Thanh, showcasing the brand's unique approach in Saigon By emphasizing their focus on high-quality, delicious meals and direct customer interaction, BAEMIN differentiates itself from larger competitors This strategy not only ensures quick and easy ordering through their app but also guarantees a delightful dining experience.
The final exam for the Marketing Services course, identified by the course code Marketing Service of Baemin, focuses on assessing students' understanding and application of marketing principles within service industries This evaluation aims to gauge students' ability to analyze marketing strategies and implement effective service marketing techniques.
Process
BAEMIN streamlines the food ordering process by utilizing advanced information processing When customers are hungry, they can easily select their preferred restaurants, browse menu options, and choose their desired dish They then decide whether to pick up their order or have it delivered Payment is conveniently handled through MOMO or directly to the delivery person.
This article employs a service blueprinting methodology to analyze key tasks from the viewpoints of both customers and providers, highlighting the impact of mobile technology on BAEMIN's service experience Additionally, it identifies three potential areas of failure that could affect service delivery.
"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:
Before the advent of cell phones and the digital revolution, customers would place orders at their favorite restaurants or stores via phone calls These establishments would then coordinate a delivery person to bring the meals directly to the customer's home This manual process was prone to errors and inefficiencies, often leading to mistakes and mismanagement in order fulfillment.
A milk tea store can enhance customer satisfaction and boost customization by directly interacting with customers through a shipper, allowing them to assemble their milk tea order before preparation.
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.
The final exam for the Marketing Services course, identified by the course code related to Baemin, focuses on evaluating students' understanding of marketing strategies and services This assessment will cover key concepts and practical applications relevant to the marketing industry, particularly in the context of service-oriented businesses like Baemin Students are expected to demonstrate their knowledge and analytical skills in marketing services during this exam.
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.
Having a knowledgeable staff member explain the menu enhances the customer experience, allowing diners to explore their options at a comfortable pace With BAEMIN, customers can conveniently browse the online menu to choose their favorite dishes and even select a precise delivery time that fits their schedule.
4.5.2.3 Step 3: Add items to cart
After selecting their desired dishes, users can easily add specific food items to their cart, which clearly shows the total cost and individual prices of each item This user-friendly cart allows customers to effortlessly add or remove items and adjust quantities, ensuring they can order within their budget.
4.5.2.4 Step 4: Pay and order online
To complete their order, the user must provide a delivery address and make the payment for the meal Once the payment is processed, the transaction is verified, and both the user and BAEMIN's partner are promptly notified of the new order.
4.5.2.5 Step 5: Food preparation and delivery
Upon placing an order, BAEMIN promptly notifies its partners about the new request and delivery time, enabling them to prioritize food preparation Once the meal is ready, it is securely delivered to the customer through an efficient online food delivery system Additionally, this system offers users the convenience of tracking their food orders in real-time.
Physical Evidence
BAEMIN's application features a mint green logo paired with white, effectively blending elements of Korean cultural identity with a fresh, youthful appeal This design not only resonates with the target demographic of office personnel but also enhances brand recall, making it memorable for users.
The final exam for the Marketing Services course focuses on the marketing strategies employed by Baemin Students will be evaluated on their understanding of service marketing principles and their application within the context of Baemin's operations The exam aims to assess knowledge of effective marketing techniques and the ability to analyze service-oriented businesses.
BAEMIN's app features tailored promotions based on menu categories, such as the “Top thương hiệu” section highlighting popular brands like Highlands and Popeyes The “Quanh đây có gì ngon” section recommends nearby restaurants, while “Trùm cuối khao” offers hourly discounts on selected dishes Regular updates to the app's interface in response to events keep the experience fresh and appealing, particularly attracting younger customers.
The shipper team's follow-up calls to customers after an order is placed instill a sense of professionalism and reliability, reassuring customers and allowing them the opportunity to modify or cancel their orders if needed.
BAEMIN's vibrant light mint green billboards, featuring a friendly delivery man and catchy white text, create an inviting atmosphere at key intersections and roundabouts Each district is celebrated with memorable rhymes like "Tân Bình nhà anh đó, đặt là có anh giao" and "Anh ở quận 3, em vừa bước ra là anh giao tới," making them stand out in the competitive online food delivery market After a busy day, these engaging verses are likely to be the memorable touchpoint that customers associate with the BAEMIN brand.
Figure 4 21 Brand image of a funny cat and delivery man
The final exam for the Marketing Services course, identified by the course code related to Baemin, focuses on evaluating students' understanding of marketing strategies and service management This assessment is crucial for measuring knowledge and application of marketing principles in a service-oriented context Students are expected to demonstrate their comprehension of key concepts and practices in the marketing services sector.
Customers now have the flexibility to change their default payment method from cash to various options, including ATM cards, Visa/Master credit cards, Momo wallets, and Zalo Pay wallets, enhancing the convenience of their payment experience.
Promotions: BAEMIN frequently runs sales promotions during the hours of 11 a.m to
BAEMIN encourages customer engagement by offering promotions during peak hours, specifically from 12 p.m to 3 p.m and 6 p.m Additionally, customers can benefit from discount codes such as “Weekend code,” which provides 50% off up to 30,000 VND on orders starting at 35,000 VND, and “HANQUOC,” offering a 35K discount on orders starting at 40K for Korean dishes These attractive discounts are particularly appealing to students, who are motivated to participate in the promotions and invite friends to join in the savings.
Promotional activities create the perception that consumers gain greater advantages from using BAEMIN compared to other apps or dining in restaurants Additionally, the diverse discounts on individual items motivate customers to order food, even when they are not particularly hungry.
The final exam for the Marketing Services course, identified by the course code, focuses on the marketing strategies employed by Baemin This exam assesses students' understanding of effective marketing techniques and their application within the context of service-oriented businesses like Baemin It emphasizes the importance of marketing services in driving customer engagement and business growth.
The "Quán ngon quận mình" collection offers a curated selection of nearby restaurants, ensuring that customers enjoy delicious dishes delivered hot and fresh This commitment to quality and speed allows customers to trust BAEMIN's delivery service, making it their preferred choice even during busy times.
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.
The application interface features a sleek design in mint green and white, setting it apart from competitors like Grab Food, Now, and GoJek Each food item, including drinks, snacks, and fast food, is represented by a charming self-drawn cartoon logo, enhancing user experience by making it easier to locate favorite dishes while creating an inviting atmosphere.
BAEMIN shippers sport charming mint green uniforms, helmets, and food containers that align with the app's primary color This cohesive color scheme not only enhances brand recognition but also evokes a light and playful vibe, appealing to the target demographic of office workers aged 20 to 30 and young consumers who appreciate pastel colors and Korean culture.
Figure 4 23 BAEMIN’s call to action sentences
The final exam for the Marketing Services course, identified by the course code related to Baemin, emphasizes the key concepts and applications of marketing in service industries This assessment aims to evaluate students' understanding of marketing strategies specific to service-oriented businesses, particularly within the context of Baemin's operational framework Students are expected to demonstrate their knowledge of effective marketing practices that drive customer engagement and satisfaction in the services sector.
The illustration features a whimsical fat cat in a mint green helmet perched on a food container, embodying the brand's vibrant mint green theme This design resonates with the target audience, evoking a sense of youthfulness and humor while positioning BAEMIN as a contemporary app tailored for its generation, ultimately creating a focused and engaging impression.
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
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
The final exam for the Marketing Services course, identified by the course code related to Baemin, assesses students' understanding of key marketing concepts and strategies This evaluation emphasizes the importance of integrating functional disciplines within marketing Additionally, the selection of employees from other departments will be based on criteria tailored to align with the company's objectives and needs.
BAEMIN prioritizes quality service by partnering with drivers and restaurants, encouraging potential partners to register for free to align with the brand's image The selection process for partners is meticulously regulated, ensuring high output quality For drivers, BAEMIN offers a streamlined 7-step registration process, including a preliminary test available online and offline Restaurant partners can complete their registration in just two steps within two minutes, while still meeting BAEMIN's stringent criteria and objectives.
=> 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.
4.7.2.1 Building high performance service delivery teams:
BAEMIN is dedicated to enhancing team structures and skills, ensuring that every aspect of the company is driven by growth As a rapidly expanding organization, BAEMIN offers numerous opportunities for team members to advance their careers Although each employee is initially hired for a specific role, their individual abilities and interests significantly influence their learning, development, and potential transitions to different departments.
In the dynamic FoodTech industry, BAEMIN encourages its employees to stay attuned to consumer trends and market shifts, recognizing their influence on daily operations By fostering a culture of mutual learning and industry awareness, BAEMIN aims to enhance employee skills and ultimately provide superior service to its users.
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
The final exam for the Marketing Services course at BAEMIN focuses on the integration of feedback from key stakeholders, including consumers, restaurants, and drivers Each department receives weekly insights, representing the voice of customers, merchants, and riders, which are essential for enhancing service quality and operational efficiency.
BAEMIN offers a YouTube channel called "Học viện BAEMIN," dedicated to enhancing driver skills through comprehensive training The channel provides drivers with essential instruction in basic English and first-aid techniques With these programs readily available on YouTube, drivers can conveniently access valuable information and learn at their own pace, anytime and anywhere.
4.7.3 Motivate and Energize BAEMIN’s people
BAEMIN prioritizes transparent payment structures and performance bonuses in compliance with labor contracts, offering attractive incentives for employees, drivers, and restaurant partners Unlike its competitors, BAEMIN provides dedicated websites that detail driver salaries and restaurant earnings, ensuring public access to salary, bonus, and financial information The company maintains up-to-date, clear, and focused policies to support efficient service delivery.
Figure 4 24 BAEMIN’s first-aid instructions
The final exam for the Marketing Services course, identified by the course code related to Baemin, emphasizes the essential concepts and strategies in marketing services It assesses students' understanding of key marketing principles applicable to the service industry, particularly in the context of Baemin's operations This evaluation aims to ensure that students can effectively apply marketing theories to real-world scenarios within the service sector.
Evaluation and Recommendation
Product
BAEMIN has a well-defined product strategy that emphasizes the importance of product line extensions, such as offering local shipping services By introducing these new services, BAEMIN aims to meet a wider range of needs for existing customers while also attracting new customers with diverse requirements.
Price
The COVID-19 pandemic has significantly altered consumer buying patterns, leading to tighter budgets To meet these changing needs, BAEMIN should consider reducing delivery fees Additionally, offering discounts to driver partners will help maintain their quality of life, while incentives for restaurant partners can foster stronger collaboration.
BAEMIN should expand its "BAEMIN Đi chợ" service beyond Hanoi, Ho Chi Minh City, and Da Nang to include cities like Can Tho and Hai Phong This expansion will not only encourage more customers to shop online but also boost revenue for driver partners.
Figure 5 1 BAEMIN should extend to medium cities
The final exam for the Marketing Services course, identified by the course code Marketing Service of Baemin, emphasizes key concepts and strategies in the marketing of services Students are expected to demonstrate their understanding of marketing principles, service delivery, and customer engagement within the context of Baemin's operational framework This exam will assess their ability to apply theoretical knowledge to practical scenarios in the marketing services industry.
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.
Promotion
BAEMIN has excelled in brand communication by creatively engaging with its target audience Rather than solely focusing on meal options, delivery speed, or promotions, BAEMIN prioritizes emotional connections with users, promoting not just quality dining experiences but also joy and overall satisfaction.
Physical evidence
BAEMIN effectively captivates its target audience through its charming mint green theme, engaging promotional activities throughout the day, and catchy, trendy calls to action that leave a lasting impression.
BAEMIN has significantly enhanced its brand recognition among middle-aged consumers, particularly those in their forties and fifties To effectively engage this demographic, BAEMIN should implement various discount promotions and offer family dining vouchers, capitalizing on their tendency to use applications favored by their children.
People
BAEMIN, in my perspective, has put a lot of effort into managing his human resources.
BAEMIN should implement enhanced policies to prioritize the health and morale of its drivers, thereby strengthening its HR department Establishing designated rest stops in central areas would provide drivers with essential breaks and opportunities to have lunch, ensuring they remain refreshed and motivated during their shifts.
The final exam for the Marketing Services course, identified by the course code related to Baemin, focuses on evaluating students' understanding of marketing strategies and service delivery This assessment aims to measure the application of theoretical concepts in practical scenarios within the marketing domain Students are expected to demonstrate their knowledge of effective marketing techniques and their relevance to service-oriented businesses like Baemin.