11 Number of people using on-demand food delivery services in Vietnam and around the world .... The number of people using apps food delivery service on their phones increased by 77%, in
VIETNAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY BUSINESS ADMINISTRATION MIDTERM REPORT FOR SERVICE MARKETING GRABFOOD - DELIVERY SERVICE Lecturer: Mr Nguyen Le Thai Hoa Group: CyberWorld Group of Class: 02 Ho Chi Minh City, September 2022 LECTURER’S COMMENTS ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… …………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… …………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… …………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… MEMBER LIST OF CYBERWORLD NUMBER FULL NAME STUDENT ID CONTRIBUTION Lê Thanh Mỹ Ngọc 720H0126 100% Nguyễn Phạm Minh Hạnh 720H0053 100% Đào Lê Khang Huy 720H0074 100% Ngũ Hoàng Kim Ngân 720H0932 100% Lưu Nguyễn Mỹ Linh 720H0914 100% Nguyễn Như Ngọc 720H1394 100% TABLE OF CONTENT List of Tables List of Figures 1.1 Company Introduction 1.1.1 Company Profile 1.1.2 Leadership & Directors 10 1.1.3 GrabFood’s Culture 11 1.1.4 GrabFood’s Appearance in Viet Nam 11 1.2 Market Overview .13 1.3 Competitor Analysis 16 1.3.1 Overview 16 1.3.2 Competitors 20 1.3.3 Analysis and Evaluation 30 PART 2: CUSTOMER INSIGHT 34 2.1 Target Customer 34 2.2 Insight 34 PART 3: GRABFOOD’S SERVICE .35 3.1 Basic Focus Strategy 35 3.2 Product Strategy 35 3.2.1 Lovelock’s Classification 35 3.2.2 Flowchart of Service 36 3.2.3 Flower of Service .37 3.3 Price Strategy .44 3.4 Distributing Strategy 47 3.5 Communication Strategy: Media Campaign Analysis – “Don’t miss meal” .47 3.5.1 Business Challenge 47 3.5.2 Campaign Overview 47 3.5.3 IMC Model .48 3.5.4 Campaign Achievements 59 3.5.5 Social Media .62 3.5.6 SEO 67 3.6 People 67 3.7 Process 67 3.8 Physical Evidence 69 3.9 Productivity and Quality 74 PART 4: RECOMMENDATIONS 77 PART 5: CONCLUSION 78 REFERENCES 79 List of Tables Table 1 Delivery charges in different cities 25 Table Comparison of food delivery apps in Vietnam 33 Document continues below Discover more from: Service Marketing 704032 Đại học Tôn Đức… 160 documents Go to course 53 146 33 37 Chiến lược marketing Baemin Service Marketing 100% (11) BÔNG HOA DỊCH VỤ CỦA PHÚC LONG Service Marketing 100% (8) Trắc nghiệm địa 12 full Service Marketing 100% (7) Cuộc chiến ông trùm thương m… Service Marketing 100% (4) Bài tập quan sát Shopee Lazada Service Marketing 100% (4) Lựa Chọn Thị Trường Mục Tiêu Của Cafe… Service Marketing 83% (6) List of Figures Figure 1 GrabFood Logo Figure Image of Mr Jerry Lim .10 Figure Image of Mr Trong Ma 10 Figure Image of Mr Tuan Tran 11 Figure Grab and competitors in other countries 12 Figure Percentage of people ordering food directly .13 Figure Food delivery user ratio change 14 Figure Food application penetration in VietNam 15 Figure The image of food ordering applications in the user's mind 15 10 Figure 10 On-demand food delivery market size .16 11 Figure 11 Number of people using on-demand food delivery services in Vietnam and around the world .17 12 Figure 12 Market Entry Rate of Industry .18 13 Figure 13 The interface of the largest food delivery applications today 18 14 Figure 14 Trends of discussion about food delivery on social media .19 15 Figure 15 Chart showing customer interest in each food delivery brand 20 16 Figure 16 GrabFood Logo .21 17 Figure 17 Q&Me food delivery market survey from December 4, 2020 23 18 Figure 18 Graph showing customer experience with GrabFood 23 19 Figure 19 ShopeeFood Logo 24 20 Figure 20 Baemin Logo 26 21 Figure 21 Customer feedback on BAEMIN 27 22 Figure 22 Delivery Cost of GoFood 28 23 Figure 23 Delivery Cost of GoFood in Hanoi 29 24 Figure The flower of service 37 25 Figure GrabFood’s website interface 38 26 Figure 3 GrabFood Order Process 39 27 Figure Image of GrabFood e-invoice 40 28 Figure Image of payment methods .41 29 Figure GrabFood Voucher 42 30 Figure GrabFood help centre .43 31 Figure Privacy Notice of GrabFood .44 32 Figure Service fee for an order 46 33 (Figure 10 Scenes from the first TVC of the "Don't skip meals" campaign) 48 34 Figure 11 "If it rains, don't skip meals" .49 35 Figure 12 “Co thuc moi vuc duoc “Co Vy” 49 36 Figure 13 Entertainment posters for campaign promotion 50 37 Figure 14 Posters for the promotion run in parallel with the campaign "Don't skip meals" 50 38 Figure 15 GrabFood news on VnExpress .51 39 Figure 16 GrabFood news on Tuoi tre Online .52 40 Figure 17 GrabFood Event 53 41 Figure 18 GrabFood Event on Facebook .53 42 Figure 19 Reaction of GrabFood’s Customers .54 43 Figure 20 GrabFood news about CSR 56 44 Figure 21 GrabFood gave 117,000 meals to children at Thach Bao Lam highland commune school 57 45 Figure 22 GrabFood promotions code 58 46 Figure 23 GrabFood promotion codes on Facebook .58 47 Figure 24.”Don’t skip meals” reactions 59 48 Figure 25.” If it rains, don't skip meals” reactions 60 49 Figure 26.”Co thuc moi vuc duoc 'Co Vy'” views 60 50 Figure 27: Facebook Fanpage of Grab Food 62 51 Figure 28 Posts after three days and the amount of interaction received 63 52 Figure 29 Contrast in engagement for TVC videos 64 53 Figure 30 Facebook Post has ordering link 64 54 Figure 31: Instagram account of GrabFood 65 55 Figure 32 Short videos promoting the promotion 66 56 Figure 33 The restaurant review content also attracted a large number of viewers .66 57 Figure 34 Ordering Foood Procedure 68 58 Figure 35 Select the restaurant, choose your meal and add it to the basket 69 59 Figure 36 Select discount codes Figure 37 Choose payment method 70 60 Figure 38 Tips for shipper if you want Figure 39 Send messages for driver 71 61 Figure 40 Complete your order Figure 41 The driver receives the goods after the restaurant is done and calls to inform 72 62 Figure 42 The drivers arrives at 73 63 Figure 43 The driver completes the order .73 PART 1: GENERAL INTRODUCTION 1.1 Company Introduction 1.1.1 Company Profile Grab is a multinational technology company based in Singapore, providing diverse transportation services from motorbikes, 4-seater cars, 7-seater cars, food delivery, delivery via mobile applications motion Grab has grown to become a famous brand in countries such as: Singapore, Malaysia, Cambodia, Indonesia, Myanmar, Philippines, Thailand and Vietnam Figure 1 GrabFood Logo GrabFood is a service provided by Grab, to connect local businesses/restaurants with people GrabFood meets the needs of eating and ordering food for customers everywhere connected with GrabFood and at any time GrabFood was first launched in 2018 in Ho Chi Minh City, GrabFood has now served 19 provinces and attracted more than 13 million users in HCMC, and Hanoi (Kantar TNS) offers high-quality food delivery and helps make the life of Vietnamese people more convenient and developed Figure 34 Ordering Foood Procedure 68 3.8 Physical Evidence 69 Figure 35 Select the restaurant, choose your meal and add it to the basket Figure 36 Select discount codes Figure 37 Choose payment method 70 Figure 38 Tips for shipper if you want Figure 39 Send messages for driver 71 Figure 40 Complete your order Figure 41 The driver receives the goods after the restaurant is done and calls to inform 72 Figure 42 The drivers arrives at the intersection Figure 43 The driver completes the order 73 3.9 Productivity and Quality After many years of operating in the Vietnamese market with many great achievements that GrabFood has achieved, what are the factors that lead to the success of this giant? ❖ Communication campaign The success of GrabFood's marketing campaigns lies in conveying the right image and correct daily living habits of customers GrabFood appeared, gently, at the right time to provide solutions to customers' concerns The message is not forced but easy to remember Most of GrabFood's communication campaigns have achieved remarkable achievements, helping GrabFood improve brand coverage and build a close image to customers ❖ Various affiliate payment methods Diverse payment methods, pay directly via Grab's Moca e-wallet with affiliate discount codes Diverse banking system with more than 27 affiliated banks supporting domestic bank cards and Visa/Mastercard such as ACB, Techcombank, Vietcombank, ❖ Application interface With an attractive user interface, with clear and easy-to-see announcements and functions with an extremely vivid interface that describes the reality to optimize its content, GrabFood allows the respective country groups to customize customize the information items on the app's home page to highlight what's right for their customers based on consumption patterns rooted in ordering habits ❖ Delivery time According to some statistics GrabFood is the application with the fastest delivery speed Speed – Military tactics in the 4.0 era The food delivery market operates on the "backbone" of the shipper force Therefore, in the food delivery market, the "larger" side will win, especially in the area of delivery speed Accordingly, Grab's delivery segment has quickly proven its strength in terms of time with an average of only 20 minutes per order This helps GrabFood easily win user satisfaction with fast food delivery times, and quickly become a "phenomenon" in the online food delivery market In contrast, Now's delivery problem has faced many difficulties in maintaining a transport team just to deliver food and the shipping method is still quite manual Because more than half of the stores not use FoodyPOS (sales management software for food service stores developed by Foody), when an order is placed, the operator will call down to the store to order in advance help the shipper and the problem that often occurs when the item is out of stock Therefore, Now's goal of "ordering food and delivering from 25 minutes" has gradually been usurped by latecomers like Grab and GoViet 74 ❖ Flexible trend Recently, Grab also launched the GrabKitchen model after a month of testing in Thu Duc district (Ho Chi Minh City), gathering 12 favorite restaurant and restaurant brands on the GrabFood platform Through this model, Grab wants its restaurant partners to be able to access a new amount of user data using an online platform, especially in "prime" areas with high demand for each specific dish body This service will deliver faster, more diversified, the average delivery time of GrabFood orders will be reduced by up to 20%; Delivery partners on Grab's platform today earn 40% more from GrabFood orders, safer food… ❖ Understand customer insight GrabFood has researched and understood the "price sensitive" mentality of Vietnamese consumers This company uses attractive promotional tricks "right person, right time" Customers receive free delivery vouchers, discount vouchers There are even zero hour slots for a variety of well-known brands Customers will be suggested places to eat around their location GrabFood understands that waiting while hungry is the source of all negative emotions That is also the reason why, instead of designing applications like other competitors They always show users firsthand the offer, and the estimated delivery times GrabFood provides personalized recommendations to users The app's rating logic is based on factors like order history (including culinary categories, budget, food preferences) and even general factors like driver availability and expected arrival time Solve customers' concerns "what to eat today" based on recommendations from customers' order history ❖ Friendly content GrabFood is quite youthful and approachable in the way of conveying content to users through announcements of promotions, announcements of new GrabFood promotions, order confirmations and support customers if they have any problems while using GrabFood service ❖ Driver's attitude (grab culture) Because GrabFood is a service application, the service attitude of delivery drivers is one of the important factors affecting the psychology and experience of customers One of Grab's cultures is friendliness and politeness, thoughtful bringing the best service quality to customers ❖ Customer reviews GrabFood provides customers with a driver rating feature to record feedback through a 5-star scale When receiving feedback from customers, GrabFood will start contacting customers for verification Also, check the feedback history of many customers that GrabFood has served before Proceed in accordance with the Code of Conduct Moreover, Grab has classified the services available on the system to easily 75 receive information from customers, just click on the Help Center and select Call Grab to directly contact the hotline and give feedback 76 PART 4: RECOMMENDATIONS New service and development Schedule Menu The periodic ordering feature will make it convenient for customers to place orders, especially office workers or customers who have a custom menu Supporting the periodic ordering feature will help customers save time and manipulate many times on the application, and help customers have meals on time because GrabFood already has a pre-order and will have a carefully prepared for customers, not affected by factors such as not finding the driver to receive the order, traffic jams, New payment method Compared to competitors, GrabFood currently does not have a variety of payment methods such as Gofood, Baemin, ShopeeFood, because nowadays momo and vnpay e-wallets are one of the popular forms that are loved by users and use Therefore, when implementing the link of the above two payment wallets, it will attract more users Delivery time Currently, GrabFood only has an estimated delivery time, the implementation of the delivery timer feature will save customers' waiting time for delivery and increase the accuracy of delivery time Multiple Order Customers can choose to order from many shops in one order, will not have to manipulate many times and contact many drivers instead of having to order each order in turn as today 77 PART 5: CONCLUSION GrabFood has been making sufficient progress in the Vietnamese market, known as one of the leading technological food delivery applications GrabFood will constantly improve and improve service quality to become the customer's top-of-mind decision And based development of the culture, the behavior of the Vietnamese is one of the insights that could help GrabFood stay stable and make a long-term relationship with customers 78 REFERENCES https://thanhnien.vn/dat-do-an-thuc-uong-online-tang-caopost1430785.html#:~:text=T%E1%BB%B7%20l%E1%BB%87%20nh%E1% BB%AFng%20ng%C6%B0%E1%BB%9Di%20s%E1%BB%AD,h%C3%A0 ng%20%C4%91%E1%BA%B7t%20online%20nhi%E1%BB%81u%20h%C6 %A1n https://vneconomy.vn/khoc-liet-cuoc-dua-ung-dung-giao-do-an-truc-tuyen645867.htm https://tinhte.vn/thread/cuoc-chien-giao-nhan-thuc-an-uu-nhuoc-diem-cuatung-doi-thu-ban-chon-gi.3026495/ https://www.studocu.com/vn/document/truong-dai-hoc-tai-chinhmarketing/marketing/phan-tich-co-hoi-kinh-doanh-va-swot-cua-BAEMIN-tudo-dua-ra-chien-luoc-kinh-doanh-cho-dn/25653740 https://www.studocu.com/vn/document/truong-dai-hoc-cong-nghiep-thanhpho-ho-chi-minh/quan-tri-dich-vu-lu-hanh/phan-tich-ma-tran-swot-cuashopeefood/24950463 https://www.brandsvietnam.com/congdong/topic/30687-Reputa-Bao-cao-thitruong-dich-vu-giao-thuc-an-truc-tuyen-tai-Viet-Nam-nam-2020 https://www.linkedin.com/pulse/to%C3%A0n-c%E1%BA%A3nhv%E1%BB%81-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dngth%E1%BB%A9c-%C4%83n-tr%E1%BB%B1c-tuy%E1%BA%BFnt%E1%BA%A1i-vi%E1%BB%87t-nam-son-bui-an/ https://www.linkedin.com/pulse/to%C3%A0n-c%E1%BA%A3nhv%E1%BB%81-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dngth%E1%BB%A9c-%C4%83n-tr%E1%BB%B1c-tuy%E1%BA%BFnt%E1%BA%A1i-vi%E1%BB%87t-nam-son-bui-an/ https://www.vietdata.vn/cuoc-dua-canh-tranh-gianh-thi-phan-tren-cac-ungdung-giao-hang-truc-tuyen-va-nguoi-dau-tien-ve-dich-62982172 10 https://www.grab.com/vn/merchant/food/ 11 https://www.grab.com/vn/press/business/grabfood-tang-truong-gap-250-lansau-mot-nam-ra-mat-tro-thanh-dich-vu-giao-nhan-thuc-an-tang-truong-nhanhnhat-viet-nam/ 12 https://thinkmarkus.com/post/%22gai-djung-cho-ngua%22-cua-khach-hangqua-04-buoc-nghien-cuu-pain-point-case-study:-grab-food 13 Cùng điểm lại chiến dịch Marketing GrabFood - Phần mềm quản lý nhà hàng, quán cafe, quán ăn CUKCUK.VN 79 14 https://margroup.edu.vn/cau-chuyen-cham-den-thanh-cong-cua-grabfood-vachien-dich-tvc-trieu-view-dung-bo-bua/ 15 https://www.facebook.com/1731049563845434/posts/2831892613761118/ 16 https://www.facebook.com/groups/marketerszone/posts/562364801570388/ 17 https://diendandoanhnghiep.vn/giai-ma-dung-bo-bua-chien-dich-trieu-viewcua-grabfood-176695.html 18 https://www.brandsvietnam.com/congdong/topic/27800-Chu-P-dau-tienProduct-San-pham-va-vai-tro-tao-su-khac-biet-cho-thuong-hieu-Dich-vu 19 https://www.studocu.com/vn/document/dai-hoc-ton-duc-thang/servicemarketing/bong-hoa-dich-vu-cua-phuc-long/26211544 80 More from: Service Marketing 704032 Đại học Tôn Đức Thắng 160 documents Go to course Chiến lược marketing Baemin 53 Service Marketing 100% (11) BÔNG HOA DỊCH VỤ CỦA PHÚC LONG Service Marketing 100% (8) Trắc nghiệm địa 12 full 146 33 Service Marketing 100% (7) Cuộc chiến ông trùm thương mại điện tử Shopee &… Service Marketing 100% (4) More from: Nguyễn Nho Thái 796 Đại học Tôn Đức Thắng Discover more Phân tích SWOT chiến dịch Marketing truyền thơng Mì ăn… Kế toán quản trị 100% (2) Reading Material - Developing New 22 Products and Services principles of marketing None 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