Introduce
Overview of BAEMIN and BAEMIN Mart
Woowa Brothers Vietnam Co., Ltd., established by Korea's leading food service provider, Woowa Brothers Company, has made a significant impact in the Vietnamese market since its entry in 2019 Known as "Bae-dal-e-min-jok" or BAEMIN, this company is recognized as a "Korean unicorn" for attracting substantial investments despite being relatively new Following its acquisition of the food ordering app Vietnammm.com, BAEMIN quickly impressed users with its appealing design and customer-centric approach Today, BAEMIN has expanded beyond food delivery, introducing new services like BAEMIN Đi Chợ, also known as BAEMIN Mart, which is still gaining popularity among Vietnamese consumers.
BAEMIN Mart is a feature launched in July 2021 to help BAEMIN users solve difficulties in shopping due to the impact of social distancing and the Covid-19 pandemic.
Since its launch, BAEMIN has captured the interest of numerous users With the rise of advanced technology and a growing consumer focus on healthier eating, BAEMIN Mart presents significant potential for future growth.
Baemin Mart offers a comprehensive marketing service tailored to enhance customer engagement and drive sales through effective campaigns By leveraging innovative strategies, Baemin Mart aims to create impactful promotional activities that resonate with target audiences Their campaigns focus on delivering value and fostering brand loyalty, ensuring a memorable shopping experience for consumers With a commitment to excellence, Baemin Mart continuously adapts its marketing approach to meet the evolving needs of the market.
The campaign idea: “Chợ" thủ BAEMIN!!!
Experience a revolutionary grocery shopping technique that harnesses technology to simplify tasks and enhance your sense of control This innovative approach transforms grocery shopping into a more enjoyable and efficient experience, leading to a more optimal lifestyle.
BAEMIN Mart is a flexible solution that gives customers more control and efficiency in their grocery shopping duty.
Baemin Mart offers comprehensive marketing services designed to enhance brand visibility and drive customer engagement Through targeted campaigns, Baemin effectively promotes its products and services, ensuring that customers are aware of the latest offerings The strategic marketing initiatives focus on creating a seamless shopping experience, leveraging digital platforms to reach a broader audience By prioritizing customer satisfaction and innovative marketing tactics, Baemin Mart continues to strengthen its position in the competitive market landscape.
BAEMIN Mart simplifies your grocery shopping experience, eliminating the challenges of traditional shopping methods, even in unforeseen circumstances This innovative service enhances your efficiency, allowing for better schedule management and a greater sense of control over your daily routine.
Baemin Mart offers comprehensive marketing services that enhance the visibility and reach of local businesses Through targeted campaigns, Baemin effectively connects consumers with a diverse range of products, ensuring a seamless shopping experience Their innovative marketing strategies are designed to boost sales and foster customer loyalty By leveraging data-driven insights, Baemin Mart tailors its services to meet the unique needs of each client, driving growth in a competitive market Trust Baemin Mart for effective marketing solutions that elevate your brand and engage your audience.
Situation, Market & Competitors Analysis
Situation Analysis
Since the 3rd Plenary Session in July 2021, the ongoing effects of the pandemic have significantly impacted economic growth, resulting in a sharp decline of 6.17% in the third quarter compared to the same period last year.
To revitalize the economy, the Government has introduced incentives aimed at encouraging consumer participation in post-pandemic economic activities This initiative highlights the importance of boosting consumer engagement to enhance the socio-economic landscape Furthermore, the surge in consumer demand for convenience since the initial outbreak has created numerous opportunities for grocery shopping services.
The Covid-19 pandemic has significantly impacted the economy, leading to negative growth in several service industries, which has hindered the overall growth of the service sector In the fourth quarter of 2021, total retail sales of consumer goods and services reached an estimated VND 1,312.6 trillion, reflecting a 28.1% increase from the previous quarter but a 2.8% decline compared to the same period in the previous year Overall, retail sales for 2021 were estimated at VND 4,789.5 trillion, marking a 3.8% decrease from 2020; when adjusted for price changes, the decline was 6.2%, following a 3% decrease in 2020.
During the Covid-19 pandemic, the service sector faced significant limitations, particularly with non-essential shopping services being restricted This situation led to a surge in online shopping, highlighting a growing preference among housewives for well-known supermarket chains that offer reasonable prices, transparent product origins, and efficient delivery services.
Baemin Mart offers comprehensive marketing services that enhance brand visibility and engagement Through targeted campaigns, Baemin effectively reaches its audience, driving customer interest and loyalty The strategic approach of Baemin Mart's marketing services ensures that businesses can maximize their impact in the competitive marketplace By leveraging innovative techniques, Baemin Mart supports clients in achieving their marketing goals, ultimately leading to increased sales and brand recognition.
The fast-evolving commercial and service sector is increasingly adopting technology for effective business management Retail businesses report that online shopping and payment systems offer enhanced convenience, speed, and efficiency for consumers With significant growth in this area, phone ordering has emerged as a new shopping trend, particularly suited for the post-Covid-19 era.
The Covid-19 pandemic has significantly influenced consumer behavior, leading to a surge in demand for take-out and delivery services As new variants emerge, the challenges of shopping have paved the way for household shopping services, enabling consumers to purchase trusted goods from well-known supermarkets This shift has greatly benefited online retail businesses and is expected to alter consumer habits long after the pandemic subsides Notably, 62% of Vietnamese consumers express a preference for dining at home post-Covid-19, and a study by CPG Acosta reveals that 65% of Vietnamese individuals prefer cooking at home over consuming prepared meals from restaurants.
The Vietnamese State builds a socialist-oriented market economy, so policies and laws create the best possible conditions for domestic and foreign businesses on the motto
"Autonomy, independent and transparent” Operating in the Vietnamese market, BAEMIN's
Mart needs to understand the regulations and laws in the host country to be able to develop long-term and sustainably.
BAEMIN's campaign emphasizes the careful selection of goods and products, ensuring compliance with Clause 1, Article 11 of Decree 15/2018/ND-CP, which mandates that food production and trading establishments must possess a Certificate confirming their adherence to food safety conditions during operations, with specific exceptions outlined in Clause 1, Article 12.
Baemin Mart offers comprehensive marketing services designed to enhance brand visibility and engagement through innovative campaigns Their strategic approach focuses on maximizing reach and driving customer interaction, making them a leader in the competitive market With a commitment to delivering effective marketing solutions, Baemin Mart continues to evolve its services to meet the dynamic needs of consumers, ensuring impactful results for businesses.
BAEMIN Mart benefits from the strong backing of BAEMIN, a well-established name in the food delivery market, providing it with significant financial resources, quality assets, and a solid reputation Leveraging BAEMIN's innovative communication strategies, which effectively tap into customer insights and foster connections, BAEMIN Mart ensures that its food offerings come from reputable supermarket chains, guaranteeing safety, cleanliness, and freshness Additionally, the availability of convenient combos paired with quick video tutorials enhances customer experience by saving time However, BAEMIN Mart's distribution is currently limited to a few major cities, resulting in low network coverage, and restrictions on supermarket partnerships may hinder support for traditional markets.
The demand for delivery services is rapidly increasing in Vietnam, particularly in the wake of the pandemic, which has shifted consumer awareness With a young population that aligns well with BAEMIN's Mart target customers, there are significant opportunities for growth However, the "Chợ" thủ BAEMIN campaign, launched after the stabilization of the Covid-19 epidemic, faces challenges in altering the traditional shopping habits of many Vietnamese, requiring substantial time and effort for successful adaptation.
Baemin Mart offers comprehensive marketing services designed to enhance brand visibility and engagement Their campaigns focus on innovative strategies that resonate with target audiences, driving customer loyalty and sales growth By leveraging data-driven insights, Baemin Mart tailors its marketing efforts to meet the unique needs of each client, ensuring effective communication and impactful results The commitment to excellence in service sets Baemin Mart apart in the competitive landscape of online retail marketing.
BAEMIN’'s Mart have a large market. ã BAEMIN Mart itself has been successful with the "Đi Chợ Hộ " strategy.
“Chợ” thủ BAEMIN must confront longtime rivals, traditional markets and the living habits of housewives. ã Have to constantly renew yourself to prove the difference.
Overview of the grocery shopping service market in Vietnam
During the Covid-19 pandemic in Vietnam, particularly with the implementation of social distancing measures, the demand for grocery shopping services surged This shift allowed various applications to expand their market presence, with NowFresh, launched by Foody Joint Stock Company in 2018, standing out due to its extensive network of 537 partner locations in Hanoi NowFresh has quickly become a leading grocery shopping service, capturing significant user interest through its diverse offerings.
"flashy" advantages such as: Easy to order, variety of stalls and products, many promotions…
Recognizing the growth potential of grocery shopping services, Grab has introduced the GrabMart app, leveraging its extensive experience from foreign markets like Thailand and Indonesia to swiftly dominate the domestic market Additionally, strategic partnerships with major retailers such as BigC and Co.op have further strengthened its position.
Grab Mart has established a comprehensive network across key residential areas, enhancing convenience for ordering and delivery This strategic positioning next to small shops allows for seamless access to essential goods, ensuring that customers can easily meet their shopping needs.
GrabMart, Be also developed the feature "Be đi chợ" With creativity and rapid deployment,
The "Be đi chợ" service allows customers to conveniently shop without needing to visit stores or retail businesses Users simply provide details about the products they wish to purchase, including the items, quantities, and delivery address A BeBike driver will then collect the order and buy all requested products on behalf of the customer.
Baemin Mart offers a comprehensive marketing service tailored to enhance brand visibility and engagement The campaign strategies employed by Baemin focus on innovative approaches that resonate with consumers, driving sales and customer loyalty By leveraging targeted promotions and effective communication, Baemin Mart ensures that its marketing efforts yield significant results in a competitive marketplace.
In a discussion development on Social Media, 6665 discussions on the topic of
Recent applications in the "household market" have garnered significant user engagement, with 51.2% of comments about the GrabMart app expressing sentimental sentiments Additionally, 25.2% of users showed interest in the "Be đi chợ" service, while 21.4% reflected on the pioneering business comments related to the NowFresh service.
Figure 3 Number of discussions about "grocery shopping service" apps on Social Media
Figure 4 Percentage of discussions about “grocery buying service” apps on Social Media
Baemin Mart offers a comprehensive marketing service designed to enhance brand visibility and customer engagement Their campaigns focus on innovative strategies tailored to meet the unique needs of local markets By leveraging data-driven insights, Baemin Mart effectively connects with consumers, driving sales and fostering loyalty The emphasis on creative content and targeted promotions ensures that Baemin Mart remains a competitive player in the e-commerce landscape.
Competitors Analysis
Table 1 Competitors Analysis of BAEMIN Mart
BE ĐI CHỢ GRAB MART NOWFRESH
- Just choose where you want to buy things, list the products your driver will buy for you.
- Simple interface, easy to use.
- Not associated with stores, no need to go to the menu but can still order products.
- The app is simple to use and easy to purchase.
- There are enough items at supermarkets such as: Fresh food, personal items, cosmetics
- There are always quality vouchers and deals for the weekend at 2 time frames of 10h and 16h.
- Frequent free ship discount codes.
- The shipping fee is clearly stated for the customer to know.
- Rich and varied menu with hundreds of prestigious shops.
- The product has a clear origin.
- Shipping fee is calculated according to the number of km delivered to the house.
DISADVANTAGES - Must list the items to buy, take a lot of time.
- Currently being tested in some major cities for
- Code isn’t too much of a
Baemin Mart offers a comprehensive marketing service designed to enhance brand visibility and customer engagement Their campaign strategies focus on delivering tailored solutions that meet the unique needs of businesses By leveraging innovative marketing techniques, Baemin Mart helps clients effectively reach their target audience and drive sales The service emphasizes collaboration and creativity, ensuring that each campaign is not only impactful but also aligns with the brand's identity With a commitment to excellence, Baemin Mart continues to set new standards in the marketing landscape.
- Buying the wrong goods is hard to return.
- The price of using the service is high and less promotional. certain customers.
- The number of shops and supermarkets linked to Grab is few.
- In case of a large number of guests, fewer drivers around the area will lead to longer delivery orders. discount.
- Focus only on foods and drinks, not products used in the house and personal items.
Baemin Mart offers innovative marketing services designed to enhance customer engagement and drive sales Their campaigns are strategically crafted to cater to local markets, ensuring relevance and effectiveness By leveraging digital platforms and targeted advertising, Baemin Mart successfully reaches a diverse audience, promoting their products and services The focus on customer satisfaction and community involvement sets Baemin Mart apart in the competitive landscape, making their marketing efforts a key component of their overall business strategy.
Target Customers Analysis & Positioning Strategy
Target Customers Analysis
The BAEMIN Mart "Chợ" thủ BAEMIN campaign targets modern office residents, including singles, those living with parents, newlyweds, and families with children This audience is characterized by their busy lifestyles, balancing work and childcare, yet they desire to prepare meals at home With an average to high income and a contemporary lifestyle, this demographic is ideally suited for the campaign, which focuses on the major cities of Hanoi and Ho Chi Minh City.
Consumer Insight: “I want a greater sense of control toward my life”
As a contemporary office worker, I find unexpected disruptions to my daily routine quite frustrating, and I have little patience for repetitive hassles Therefore, I seek a flexible solution that enables me to manage my schedule effectively and enhance my task completion efficiency.
Positioning strategy
We are BAEMIN Mart, a 3rd-party app for on-demand grocery delivery application that serves 20-30 years old workers with the most enjoyable image and intuitive (easy to
Baemin Mart is enhancing its marketing services through innovative campaigns designed to engage customers effectively The focus is on delivering tailored promotions that resonate with the target audience, driving both awareness and sales By leveraging data-driven strategies, Baemin Mart aims to optimize its outreach and strengthen brand loyalty These marketing initiatives not only highlight the quality of products available but also emphasize the convenience of shopping with Baemin Mart, making it a preferred choice for consumers.
IN.CAMPAIGN control) product experience by consistently investing in attractive engagement and user- centric optimization.
The Covid-19 pandemic has significantly transformed the purchasing and cooking habits of Vietnamese consumers, who now prioritize convenience due to their modern, fast-paced lifestyles In response to this shift, BAEMIN Mart has identified four distinct customer groups, allowing them to better understand and cater to the specific needs of each segment.
Living with parents Independent single New family Family nurturer
Price sensitive, love deals & promotion activities.
Love new experiences, new recipes.
Skeptical, more picky for quality.
Don't usually cook, eat with parents or use food delivery.
Do cook but will eat out & order online deliver most often
Start to cook & eat at home more often.
Mostly cook & eat at home.
Grocery shop once every 2 weeks.
Table 3 Strengths and Challenges of BAEMIN Mart
2020) fast delivery and good rider
- Low customer rating in app store.
- App still got some bugs, lagging issues.
- No written/ photo in customer reviews.
- High cancellation rate, slow refund.
Baemin Mart offers innovative marketing services designed to enhance customer engagement and drive sales Their campaign strategies focus on leveraging digital platforms to reach a broader audience effectively By utilizing data-driven insights, Baemin Mart tailors its marketing efforts to meet the specific needs of its customers This approach not only boosts brand visibility but also fosters customer loyalty, making Baemin Mart a leader in the competitive market landscape.
- Good variety of payment methods.
- Beautiful, smooth interface (App Annie 2021).
- Moderate service from support center.
- No search function for Mart.
- Merchants promote BAEMIN on their social attracting their fans to BAEMIN.
- Nowfresh has 9 categories, 18 albums with wet market.
- Grabmart has 20 categories with wet market.
Since Diverse item is the 3rd factor( 68%) to consider when purchasing groceries online (B&Company 2020), BAEMIN Mart may not be the TOM choice for on- demand delivery.
MARKETING - Strong social media growth.
- High engagement rate by follower.
- Low app penetration with only 1M+ users (Grab has 100M+ users from transportation, Now inside Shopee with 10M+ users) (AppAnnie 2021).
- Low social media followers on FB, IG.
- Only 20 cross-channel posts in the past 30 days compared to 99 from Grab & 349 from Now ( Rivaliq2021).
Baemin Mart offers a comprehensive marketing service designed to enhance the visibility and reach of its campaigns By leveraging innovative strategies, Baemin Mart effectively engages customers and promotes its products The campaign focuses on delivering targeted messaging that resonates with the audience, ensuring maximum impact and customer retention With a commitment to excellence, Baemin Mart continuously refines its marketing approach to adapt to market trends and consumer preferences, driving growth and brand loyalty.
- No campaign for BAEMIN Mart yet.
Objectives
- Sales objectives: Generate 4,000 orders/day by 2022 and earn 11 billion VND as sales revenue by 2022.
- Communication objective: o Increase awareness. o Convert 280,000 new BAEMIN Mart uses (8% conversion rate from reach).
- Targeting strategy o Focus: Acquire new customer 70% from existing users from Food, 30% new app users. o Additional: Increase frequency of current BAEMIN Mart users in HCM city.
Baemin Mart offers comprehensive marketing services tailored for its campaigns, focusing on enhancing brand visibility and customer engagement The strategic approach of Baemin Mart's marketing initiatives aims to effectively reach target audiences and drive sales growth With a commitment to innovation, Baemin Mart continuously adapts its marketing strategies to meet the evolving needs of consumers, ensuring a competitive edge in the marketplace.
Analyse the Marketing Mix Strategies (7Ps)
Product
Core product: This is a new version of BAEMIN's available grocery shopping service.
BAEMIN simplifies meal preparation by offering curated dish suggestions and ingredient lists complete with recipes Users can easily order pre-packaged ingredients from BAEMIN and prepare meals according to the provided recipes or their own preferences.
Table 4 Product combo of BAEMIN Mart
Combo For 1 person For 2 people For 3-4 people.
Living with parents Independent Single New family.
(those who do meal preparations).
Pre-prepared meals with easy-to-follow instruction.
Either pre-prepared meals or cook-it-yourself type but the meals need to be extraordinary.
Cook-it-yourself type with already prepared ingredients.
With little cooking experience, they prioritize easy-to-cook and time saving benefits.
The joy of food exploration is their main benefit sought of grocery shopping.
They can have more flexibility in what to cook for themselves and/or for their kid.
Baemin Mart offers an innovative marketing service designed to enhance customer engagement and drive sales through targeted campaigns By leveraging data-driven strategies, Baemin effectively connects with consumers, ensuring that promotional efforts resonate with their needs and preferences The campaign focuses on maximizing visibility and fostering brand loyalty, ultimately contributing to the growth of Baemin Mart in a competitive market.
BAEMIN consistently engages with customers through informative advertising campaigns, utilizing platforms such as Facebook, their website, and billboards The "Chợ" thủ BAEMIN campaign will also be promoted through these channels, ensuring it reaches a wide audience.
Customers will be consulted for detailed processing instructions, as well as secret recipes of BAEMIN to be able to cook the most delicious dishes.
In addition, we suggest that BAEMIN should focus on SEO to help customers make easier decisions as illustrated below:
Figure 7 Using SEO to offer different results for different demand
BAEMIN customers can use BAEMIN's grocery shopping service online, but should avoid choosing at peak hours because it can make orders slower than expected delivery time.
HospitalityThe origin and quality of the food is always guaranteed because it comes from big branded supermarket chains Avoid the risks compared to buying in traditional markets.
Baemin Mart offers innovative marketing services designed to enhance customer engagement and drive sales Their campaigns focus on leveraging digital platforms to reach a wider audience, ensuring that promotions are tailored to meet the needs of local consumers By utilizing data-driven strategies, Baemin Mart effectively boosts brand visibility and fosters loyalty among its customer base The emphasis on seamless integration of marketing efforts allows for a cohesive shopping experience, ultimately leading to increased satisfaction and repeat business.
The ingredients after being picked will be stored in the driver's cooler box to avoid damage as well as ensure "freshness" during transportation to customers.
BAEMIN prioritizes customer privacy by implementing strict policies to prevent information leakage To address concerns about driver friendliness and customer satisfaction, all BAEMIN partner drivers undergo comprehensive training in service conduct Additionally, drivers must successfully complete two assessments before they can officially join the platform, ensuring a consistently high standard of service delivery for customers.
Customers can easily enhance their orders by selecting additional ingredients like spices that may not be listed on the package Options such as salt, sugar, pepper, and chili can be added to the cart for a more personalized shopping experience.
In addition, when using the service, there is a need to complain, customers can contact the call center at any time to fix the problem within just 5 minutes.
To foster long-term business growth, it's essential to enhance customer loyalty and boost purchase frequency Implementing a Facebook Messenger chatbot can provide immediate responses to customer inquiries, significantly improving satisfaction levels We recommend designing the chatbot as a virtual assistant that addresses common topics in a youthful and engaging tone Key areas of focus should include promotion updates, product availability, store information, and handling user experience complaints.
When using the BAEMIN Mart service, customers can enjoy transparent pricing without worrying about hidden fees Each product is clearly priced, and all associated costs, including shipping and service fees, are detailed in the invoice upon order confirmation Additionally, the e-invoice includes information about the driver and the estimated delivery time for added convenience.
Baemin Mart offers comprehensive marketing services that enhance visibility and engagement through targeted campaigns Their strategic approach focuses on leveraging digital platforms to connect with customers effectively By utilizing data-driven insights, Baemin Mart tailors its marketing efforts to meet the specific needs of its audience This commitment to innovation and customer-centric strategies positions Baemin Mart as a leader in the competitive market landscape.
BAEMIN has both online and direct payment methods For online payment, BAEMIN actively cooperates with many different banks and popular e-wallets on the market
(ZaloPay, Momo ) Most of BAEMIN's customers have no difficulty in paying for their orders.
Price
After considering the issues from the food delivery service market to entering the grocery market, brand value and revenue, the pricing method suitable for BAEMIN Mart is
BAEMIN adopts a competition-based pricing strategy, aligning its prices with those of competitors to preserve brand value while aiming to capture a significant market share in grocery shopping services.
The pricing outlined reflects a time cost strategy, which is a form of opportunity cost This approach considers the value of time spent in the market as an investment in potential earnings.
Instead, they use a suitable fee, save and optimize other working time.
Figure 8 Rates & Service charge of BAEMIN Mart and other competitors
The pricing strategies used are:
Order the 2nd BAEMIN Mart in a day, the user will be given a 500ml soft drink bottle of BAEMIN's choice.
Order the 3rd BAEMIN mart in one day, the user gets 10% off the value of the product in the 3rd order.
Baemin Mart is revolutionizing the marketing landscape with its innovative campaign services By leveraging targeted strategies, Baemin Mart effectively engages customers and enhances brand visibility Their comprehensive marketing solutions are designed to meet the unique needs of businesses, driving sales and fostering customer loyalty With a focus on digital channels and data-driven insights, Baemin Mart ensures that every campaign maximizes reach and impact, making it a leader in the competitive market.
On major holidays (Tet, Mid-Autumn Festival, BAEMIN's birthday ), each BAEMIN mart bill with a value of over 300,000 VND will be given a 1.5l bottle of soft drink.
When 10 BAEMIN Mart bills are reached, users can discover a treasure chest once with many vouchers and gifts worth up to 1,000,000 VND.
Place
BAEMIN Mart strategically targets each district in Ho Chi Minh City, a densely populated area with a significant customer base To promote its shopping services, BAEMIN utilizes advertisement boards in each district Once the target audience in a district is achieved, BAEMIN expands its reach to other districts and even ventures into neighboring cities.
BAEMIN operates through both direct and indirect distribution methods, allowing users to easily access the service via a free app available on the App Store or Google Play With a vast network of drivers stationed throughout the city, customers can enjoy prompt and efficient delivery services.
BAEMIN establishes effective communication channels between partner supermarkets and green department stores and their customers through a dedicated fan page and individual websites for each partner type This approach ensures that partners, including supermarkets and drivers, have a clear understanding of the collaboration process with BAEMIN By facilitating direct distribution, BAEMIN gains valuable insights into customer needs and feedback, allowing for improved service and responsiveness to complaints.
The recent application update addresses key issues in the service distribution channel for drivers, including slow notification sounds and incorrect location tracking This update introduces three essential features designed to enhance performance and user experience.
The automatic application acceptance feature significantly reduces errors by ensuring drivers receive alerts for new applications, thereby improving order acceptance rates This innovation minimizes the need for drivers to constantly check their phones, enhancing safety by reducing distractions while driving.
Baemin Mart offers a comprehensive marketing service designed to enhance brand visibility and engagement through strategic campaigns Their focus is on delivering tailored solutions that meet the unique needs of each client, ensuring effective outreach to target audiences By leveraging innovative marketing techniques, Baemin Mart aims to drive sales and foster customer loyalty, making it a valuable partner for businesses seeking to thrive in a competitive market.
To enhance the activity history feature, we are introducing two new metrics: the number of tasks received and the application rate The number of tasks received provides partners with insights into the total orders delivered to the application each day, enabling better tracking and management of daily operations.
Heatmap: Displays areas with applications instead of showing the entire single area as before, so drivers can refer to moving closer to the receiving area to increase income.
Promotion
The BAEMIN advertising campaign, titled "Chợ," will unfold over six months in three distinct phases Prior to detailing the action plan, we will outline the promotional tools that will be utilized throughout the campaign.
Facebook and Instagram are the leading social networking platforms among Vietnamese users, serving as vital tools for businesses like BAEMIN to effectively promote their products at low costs In its campaign to promote BAEMIN's Mart, the company will consistently share articles highlighting the convenience and savings of this new shopping method, with one post per week for the first three months, followed by a gradual reduction in frequency over the next three months Each post aims to enhance consumer understanding of recipes, delicious food options, and ongoing promotions, maximizing engagement and awareness throughout the campaign.
To enhance the viral impact of their posts, BAEMIN effectively incorporates trending sayings and catchy slogans, such as "Nóng giòn đây!" and "Món ngon quận mình." This strategy has significantly contributed to the brand's popularity and engagement in the market.
BAEMIN leverages food review groups to effectively promote its campaigns, creating a vibrant community where individuals share cooking insights and food experiences This strategy significantly amplifies the reach of BAEMIN's new products, ensuring a broad audience engagement.
To maintain the success of its campaign, BAEMIN must prioritize service quality, as negative reviews regarding its new product can severely impact its reputation.
Baemin Mart offers a comprehensive marketing service designed to enhance brand visibility and drive customer engagement Through targeted campaigns, Baemin effectively promotes its products and services, ensuring that customers are aware of the latest offerings The focus on strategic marketing initiatives allows Baemin Mart to connect with its audience, fostering loyalty and encouraging repeat business By leveraging innovative marketing techniques, Baemin Mart continues to establish itself as a leader in the competitive market, meeting the evolving needs of consumers.
BAEMIN's campaign will leverage articles to effectively promote products to its primary audience of young, modern consumers To align with brand requirements, BAEMIN has chosen Yan News and Zing News as key platforms, as both are popular information channels among the youth demographic.
Dino Vu is an ideal brand ambassador for BAEMIN, recognized for his engaging cooking videos and distinctive lifestyle In this campaign, BAEMIN will collaborate with Dino Vu to create a review video showcasing the BAEMIN shopping experience.
Ingredients from BAEMIN Mart, along with Dino Vu's cooking skills, will be a perfect combination, boosting the spread of the product to the highest level.
To align with the trend of young audiences favoring short video content, BAEMIN will utilize 10-second TV commercials, which will be shared on popular platforms such as TikTok and Instagram.
In the campaign's third phase, lesser-known Key Opinion Leaders (KOLs) will collaborate with BAEMIN by utilizing the Filter collection to create and share entertaining clips that uniquely promote the BAEMIN brand image.
To increase attraction, Promotion is an essential thing in advertising campaigns After three months of starting the campaign, the product's attractiveness will be reduced, and
Promotions are a powerful strategy for boosting sales, and regular updates of vouchers on social media and the BAEMIN app ensure that customers stay informed and never miss out on these valuable offers.
Process
Baemin Mart offers innovative marketing services that enhance brand visibility and customer engagement Through targeted campaigns, Baemin effectively connects with its audience, driving sales and fostering loyalty By leveraging data-driven strategies, Baemin Mart optimizes its marketing efforts to meet the evolving needs of consumers With a focus on creativity and effectiveness, Baemin's marketing services are designed to deliver measurable results for businesses.
- Setting Standards and Targets for Customer
Baemin Mart offers comprehensive marketing services tailored for the Cho Thu Baemin campaign These services are designed to enhance brand visibility and engagement, ensuring effective outreach to target audiences By leveraging innovative strategies, Baemin Mart aims to drive customer acquisition and retention, ultimately boosting sales and market presence The campaign focuses on delivering value to consumers while promoting the unique offerings of Baemin Mart.
Reduced number of service failures
Physical Evidence
- Color of the application: BAEMIN's application uses mint green as the main color in combination with white.
- Attitude of delivery staff: The delivery team always calls customers after they click the order button to create certainty and professionalism.
- Image: Mint green background with striking white font
- Payment features: Cash on delivery, Visa, Napas, MoMo,
- Delivery speed: Customers can completely trust the delivery speed of BAEMIN because BAEMIN always looks for the Mart closest to the customer's location.
- Application interface: BAEMIN's interface with mint green and white colors synchronizes with the brand image.
- Uniforms: Uniforms are also synchronized with specific colors.
- Icon: The image of a fat cat wearing a green helmet or a conical hat must have been no stranger to BAEMIN users.
- Slogan: “Chợ” thủ BAEMIN - Sát cánh cùng bạn qua mọi bữa ăn.
Baemin Mart's marketing service focuses on innovative campaigns designed to enhance customer engagement and drive sales By leveraging targeted strategies, Baemin effectively promotes its products and services, ensuring maximum visibility in a competitive market The campaign's success is attributed to its ability to resonate with the audience, utilizing data-driven insights to tailor marketing efforts With a commitment to excellence, Baemin Mart continues to evolve its marketing approach, fostering brand loyalty and increasing market share.
Baemin Mart offers comprehensive marketing services that enhance brand visibility and engagement through targeted campaigns Their innovative strategies are designed to attract and retain customers, ensuring a competitive edge in the market By leveraging data-driven insights, Baemin Mart optimizes marketing efforts to align with consumer preferences and trends This approach not only boosts sales but also fosters brand loyalty, making Baemin Mart a leader in effective marketing solutions.
People
BAEMIN's definition of a person is "leading, confident and outstanding", which is also the criteria that BAEMIN uses to invite new members.
BAEMIN has 3 important partners: drivers, restaurant partners and users
BAEMIN encourages restaurant partners to register and explore elements that align with their brand image The registration process is streamlined into two steps while maintaining BAEMIN's criteria for partnership Convenience store chains must complete the approval process to become BAEMIN partners and adhere to the platform's regulations for long-term success Compliance is crucial, as any errors may require explanations or compensation to customers and the app Thus, establishing required standards for supermarkets and convenience stores is essential.
Ensuring food hygiene and safety for dishes that do not affect the health of customers and the reputation of BAEMIN brand
Update prices regularly, so that the price of dishes on BAEMIN is correct, not different from the price sold at supermarkets.
Baemin Mart offers innovative marketing services designed to enhance visibility and engagement for businesses Their campaigns focus on leveraging digital platforms to reach a broader audience, driving sales and customer loyalty By implementing targeted strategies, Baemin Mart helps brands effectively communicate their value proposition and connect with consumers With a commitment to excellence, their marketing services are tailored to meet the unique needs of each client, ensuring optimal results in a competitive marketplace.
Quantitative dishes are enough, exactly as on the app proposed.
Do not regularly cancel customer orders.
Staff prepare goods quickly in the allotted time.
BAEMIN ensures a seamless onboarding experience for driver partners through a streamlined six-step registration process, available both online and in person Recognizing the critical role that drivers play in maintaining service quality, BAEMIN implements a stringent selection process to uphold high standards.
Before joining BAEMIN, candidates must complete a comprehensive training program, followed by two assessments designed to evaluate their skills and behavioral competencies.
BAEMIN mandates that all candidates sign the Driver's Code of Conduct, which outlines acceptable behaviors during their work Non-compliance with these standards can lead to internal penalties, ranging from a warning for minor infractions like losing delivery items to permanent termination of cooperation for serious violations that negatively impact the brand.
As a B2B2C business, BAEMIN needs to develop relationships inside and outside the business Specifically, BAEMIN has two important partners: drivers and supplier partners to build relationships
BAEMIN prioritizes strong collaboration and relationship-building with its supplier partners, emphasizing the importance of fostering long-term connections To enhance these partnerships, BAEMIN engages in thoughtful gestures, such as gifting and hosting intimate meetings, which facilitate discussions on pricing and policies This approach aims to establish a mutually beneficial relationship that supports sustainable growth for both parties.
For driver partners, BAEMIN always creates programs for its partners to earn extra income.
In addition, BAEMIN also trains and guides them in appropriate behavior and attitude towards customers, as well as self-defense and first aid skills in case of an emergency.
BAEMIN always motivates and encourages them to overcome.
Building a service delivery team with high efficiency.
Baemin Mart offers innovative marketing services designed to enhance customer engagement and drive sales The Baemin campaign focuses on promoting a diverse range of products while leveraging digital marketing strategies By utilizing targeted advertising and social media outreach, Baemin Mart aims to connect with consumers effectively This comprehensive approach not only boosts brand visibility but also fosters customer loyalty Through continuous analysis and adaptation of marketing tactics, Baemin Mart ensures a competitive edge in the ever-evolving marketplace.
Keeping up with the trend.
Extensive training: BAEMIN has a Youtube channel for driving skills and also has intensive courses in basic English as well as first aid instruction.
Action plan
Table 5 “Chợ" thủ BAEMIN campaign phases
Trigger paint point of on demand situations to drive awareness for BAEMIN Mart as on- demand solution.
Engage with customers while delivering BAEMIN Mart's functional benefits of hassle-free grocery shopping.
Get new customers to use BAEMIN Mart service & spread their words.
There are many disruptors in life, grocery shopping is one of them & on-demand BAEMIN is here to solve that.
BAEMIN Mart is superior grocery shopping technique for a modern, tech-savvy
BAEMIN Mart is aflexible grocery shopping solution for effortless cooking & social sharing.
Signature Mart Collection IG/FB Story Filter & Sticker
Key Channels Social, KOL, PR,
In-App, KOL / Influencers, Social.
Baemin Mart offers a comprehensive marketing service designed to enhance your campaign's effectiveness With a focus on strategic promotion and customer engagement, Baemin Mart's marketing solutions are tailored to meet the unique needs of your business By leveraging innovative techniques and data-driven insights, Baemin Mart helps you reach your target audience more efficiently Elevate your marketing strategy with Baemin Mart's expertise and watch your campaign thrive.
TARGETED AD KOLS PR ARTICLES COMMUNITY
Targeted Ad for each sub-segment.
Famous for how- to-cook videos.
PR articles on Yan News, Zing News,
Unbranded content on Community Group: create social trend.
389k subscribers on YT and 88k followers on FB
Distribute digital voucher with AR experience
Prom customers to download the BAEMIN app to use the in-app camera to scan AR vouchers.
In the AR experience, the BAEMIN 3D mascot will pop-up from a voucher (i.e. computer screen), conveying alternating messages about functional benefits of eliminating hassles in grocery shopping:
Baemin Mart offers a comprehensive marketing service designed to enhance brand visibility and customer engagement The Baemin campaign focuses on innovative strategies that leverage digital platforms to reach a wider audience By utilizing targeted promotions and interactive content, Baemin Mart aims to drive sales and foster customer loyalty This approach not only increases market presence but also ensures that customers receive a tailored shopping experience Through continuous analysis and optimization, Baemin Mart remains committed to delivering effective marketing solutions that meet the evolving needs of its clientele.
Disrupting consumer regular shopping & cooking habits and drive them to use BAEMIN Mart.
Disrupt usual shopping & cooking habit by introducing “Effortless Cooking’’ - “Nấu ăn khoẻ re" meal kits collection.
Provoke appetite & curiosity in coordination with food bloggers.
Motivate trials by collaborating with merchants for discounts on meal kits.
A flexible solution in grocery shopping with:
Drivers meal kits for different group of users.
Recommended meal kits based on purchase history.
Product sorting based on price and length of cooking.
Baemin Mart offers comprehensive marketing services designed to enhance brand visibility and engagement through targeted campaigns With a focus on innovative strategies, Baemin's marketing services cater to diverse business needs, ensuring effective communication with customers The Baemin campaign emphasizes the importance of digital marketing in reaching wider audiences and driving sales, making it an essential tool for businesses looking to thrive in a competitive market By leveraging data-driven insights, Baemin Mart helps clients optimize their marketing efforts for maximum impact and success.
Expend
The project cost is shown below:
Baemin Mart's marketing services focus on innovative campaigns designed to enhance brand visibility and customer engagement By leveraging targeted strategies, Baemin aims to connect with local consumers effectively Their campaigns are crafted to resonate with the community, promoting not only their products but also fostering a sense of belonging among customers Through continuous analysis and adaptation, Baemin ensures that their marketing efforts align with market trends and consumer preferences, ultimately driving sales and loyalty.
Conclusion
The food delivery and grocery shopping service market is rapidly growing, driven by rising living standards and modern lifestyles that increase the demand for convenience To remain competitive, brands must enhance their services to align with consumer needs, prioritizing convenience and health Our article focuses on improving BAEMIN's grocery shopping service through the “Chợ” thủ BAEMIN campaign, aimed at drawing customer attention to BAEMIN Mart We explore the essential marketing process of the 7P mix, applying core service marketing theories to develop an effective business strategy While BAEMIN's service process is largely robust, there is room for improvement, and with ongoing efforts, we believe BAEMIN can succeed in both Vietnamese and international markets.
Baemin Mart offers innovative marketing services designed to enhance customer engagement and drive sales through targeted campaigns Their strategic approach focuses on understanding market trends and consumer preferences, ensuring effective communication and promotion of products By leveraging data analytics and creative marketing techniques, Baemin Mart aims to optimize its outreach and foster brand loyalty among its customers.
BAEMIN vừa cập nhật tính năng mới nhằm nâng cao hiệu quả hoạt động cho đối tác tài xế Những cải tiến này sẽ giúp các tài xế BAEMIN làm việc hiệu quả hơn và đáp ứng tốt hơn nhu cầu của khách hàng Để tìm hiểu chi tiết về các tính năng mới này, hãy truy cập blog BAEMIN Rider.
BAEMIN launched its BAEMIN Đi Chợ service in Hanoi on January 11, 2021, providing a new opportunity for drivers to increase their income This initiative aims to enhance the shopping experience for customers while offering additional earnings for BAEMIN partners For more information, visit the BAEMIN Rider Blog.
3 VTV, B (2021) Baemin đi chợ hộ giúp người dân trong giai đoạn 'bình thường mới'
Retrieved 15 December 2021, from https://vtv.vn/doi-song/baemin-di-cho-ho-giup-nguoi- dan-trong-giai-doan-binh-thuong-moi-20210922165933342.htm
4 Ltd., W (2022) BAEMIN Retrieved 4 May 2022, from https://baemin.vn/
5 Huyen, N (2022) Báo cáo tình hình kinh tế - xã hội quý IV và năm 2021 Retrieved 4 May
2022, from https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinh- kinh-te-xa-hoi-quy-iv-va-nam-2021/
6 vấn, Đ (2022) Điều kiện kinh doanh dịch vụ ăn uống do Luật sư tư vấn Retrieved 4 May
2022, from https://i-law.vn/tuvanphapluat/detailusefulinformation?name=dieu-kien-kinh- doanh-dich-vu-an-uong&article_idf730
Baemin Mart offers innovative marketing services designed to enhance customer engagement and drive sales The Baemin campaign focuses on leveraging digital platforms to promote products effectively, ensuring that the brand remains competitive in the market By utilizing targeted advertising and strategic promotions, Baemin Mart aims to reach a wider audience and foster loyalty among its customers The campaign's success is measured through analytics, allowing for continuous improvement and adaptation to consumer needs Overall, Baemin Mart's marketing services are integral to its growth and brand recognition in the industry.
- Evaluation & recommendation(Service processes management, Physical evidences management )
- Evaluation & recommendation (Services Product strategy)
Nguyễn Thụy Tuyết Vân - Promotion strategy
Baemin Mart offers comprehensive marketing services designed to enhance brand visibility and drive customer engagement The Baemin campaign focuses on innovative strategies that cater to the unique needs of local markets By leveraging digital platforms and targeted promotions, Baemin Mart aims to connect with consumers effectively The campaign emphasizes the importance of understanding customer preferences and adapting marketing tactics accordingly With a commitment to excellence, Baemin Mart strives to elevate the shopping experience for its customers while fostering brand loyalty.
- Evaluation & recommendation (Promotion strategy, People management)
Baemin Mart is revolutionizing the online shopping experience through its innovative marketing campaigns With a focus on customer engagement, Baemin Mart's strategies aim to enhance brand visibility and drive sales Their targeted promotions and interactive content effectively attract new customers while retaining existing ones By leveraging digital platforms, Baemin Mart ensures that its marketing efforts resonate with a diverse audience, ultimately fostering loyalty and increasing market share.