Grab, a leading ride-hailing service provider in Southeast Asia, is launching a new service called GrabGreen, which offers electric ride-hailing services in collaboration with VinFast in
+ THE MINISTRY OF FINANCE THE UNVERSITY OF FINANCE AND MARKETING - - MARKETING PLAN MARKETING PLAN FOR GRAB’S NEW PRODUCT - GRABGREEN MAJOR: MARKETING MANAGEMENT CLASS CODE: 2311702006002 GROUP’S MEMBERS Lê Ngọc Quỳnh Anh - MSSV: 2121003637 Ngô Phi Anh - MSSV: 2121003600 Hoàng Ngọc Mỹ Hằng - MSSV: 2121009886 Phạm Gia Phương Linh - MSSV: 2121003664 HO CHI MINH CITY – 2023 ASSIGNMENT TABLE Number Name Contribution Responsibilities Lê Ngọc Quỳnh Anh rate Situation Analysis: 100% Market Summary, Market Needs, Market Size, Market Trends, Product Offering, Keys to Success, Critical Issues Marketing Strategy: Place, Process, People, Physical Evidence Financials Controls Implementation, Marketing organization Situation Analysis: Competiton, Product Offering, Keys to Success, Critical Issues Marketing Strategy: Ngô Phi Anh 100% Place, Process, People, Physical Evidence Financials Conclusion Word Executive Summary Situation Analysis: Hoàng Ngọc Mỹ Hằng 100% SWOT Analysis, Product Offering, Keys to Success, Critical Issues Marketing Strategy: Mission, Product, Price, Promotion, Marketing Research Marketing Tactics Situation Analysis: Market Summary, Market Needs, Market Size, Market Trends Product Offering, Keys to Success, Critical Issues Phạm Gia Phương Linh 100% Marketing Strategy: Product, Price, Promotion Marketing Research Marketing Tactics Controls: Contingency planning TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF FIGURES LIST OF TABLES I EXECUTIVE SUMMARY II SITUATION ANALYSIS Market Summary 1.1 Market Demographic 1.2 Market Needs 1.3 Market Size 1.4 Market Trend SWOT Analysis Competition Product offering Keys to success Critical Issues III MARKETING STRATEGY 10 Mission 10 Objectives 10 Target Markets 10 Positioning 11 Marketing Mix 11 5.1 Product 11 5.2 Price 12 5.3 Place 12 5.4 Promotion 12 5.5 People 13 5.6 Process 13 5.7 Physical Evidence 13 Marketing Research 13 IV MARKETING TACTICS 14 V FINANCIALS 17 Expense forecast 17 Sales forecast 18 VI CONTROLS 20 Implementation 20 1.1 Implementation 20 1.2 Marketing Organization 20 Contingency Planning 21 CONCLUSION 22 APPENDIX 23 Appendix 1: Total Cost of Ownership Analysis of the Impact of Vehicle Usage on the Economic Viability of Electric Vehicles in India 23 Appendix 2: Total cost of ownership of electric vehicles compared to conventional vehicles: A probabilistic analysis and projection across market segments 24 Appendix 3: A comparative life cycle assessment of electric, compressed natural gas, and diesel buses in Thailand 25 Appendix 4: Spread The Green - Tree Planting Game in September 26 REFERENCES 27 TABLE OF FIGURES Image 1-1 Grab vs Uber Image comparison Image 1-2 Southeast Asia's ride- hailing and food delivery market value Image 1-3 Market share of ride- hailing companies in Vietnam Image 1-4 Traditional taxi vs ride- hailing in Ha Noi, Ho Chi Minh City and others Image 1-5 Comparison of advantage for ride- hailing and traditional taxi LIST OF TABLES Table 1-1 Marketing expense of GrabGreen 17 Table 1-1 Marketing department of GrabGreen 21 Document continues below Discover more fQroumản: trị marketing Trường Đại học Tài… 965 documents Go to course Vinamilk Kênh-phân- phối Word-8-điểm… 85 95% (109) Chiến lược marketing-mix của… 15 95% (39) Samsung Marketing Strategy 100% (1) Quản trị marketing BT chương có giải - quản trị marketing… Quản trị 100% (1) marketing Marketing Plan S23 - marplan 100% (1) 15 Quản trị marketing Correctional Administration Criminology 96% (114) I EXECUTIVE SUMMARY In 2012, Grab was launched as MyTeksi in Malaysia Now, after over a decade of operation, it has experienced strong growth in eight countries and 195 cities in Southeast Asia Grab entered Vietnam in 2014 under the name GrabTaxi and has continuously expanded its services to include GrabCar, GrabExpress, GrabFood and others, with the desire to become a super app ecosystem The brand aims to provide convenient movement for customers and has expanded its services over time, prioritizing convenience and speed Grab, a leading ride-hailing service provider in Southeast Asia, is launching a new service called GrabGreen, which offers electric ride-hailing services in collaboration with VinFast in Vietnam The aim is to provide a convenient, affordable, and eco-friendly transportation option to people in Ho Chi Minh City and Hanoi while increasing brand awareness and loyalty for Grab and VinFast The marketing objectives are to target customers between 18-35 years old, increase awareness about the environment, and achieve 200 billion in revenue and a 40.5 million usage rate in months GrabGreen aims to tap into the growing middle class in Vietnam, which is increasingly demanding eco-friendly transportation options The Vietnamese government's targets to reduce air pollution and encourage the use of eco-friendly transportation options make for a favorable regulatory environment Additionally, the success of this new service could lead to the development of additional eco-friendly services and revenue streams, while helping Grab establish itself as a leader in sustainable transportation However, there are some challenges that Grab may face while implementing this plan, such as a shortage of drivers, the ongoing COVID-19 pandemic, and potential communication crises Therefore, we will suggest some solutions for those problems in this marketing plan Overall, GrabGreen has the potential to revolutionize the transportation industry in Vietnam, offering an affordable and eco-friendly alternative to traditional ride-hailing services The success of this service could pave the way for more eco-friendly initiatives by Grab and VinFast II SITUATION ANALYSIS Market Summary 1.1 Market Demographic Demographic Gender: There is almost an equal ratio between male and female users Age: Grab's target audience is mainly Youth (18- 24 years old) and Mature (25- 35 years old) Income: Grab's target audience is concentrated in Group A (VND 15– 150 million) and Group B (VND 7.5– 15 million) Family Life Cycle: Grab's target audience is concentrated in the group of Single youth Occupation: office worker, university students Geographic Grab is expanding its services to all provinces in Vietnam Up to now, there are more than 30 provinces and cities that have deployed at least one Grab service, but Grab still focuses on big cities: Hanoi, Ho Chi Minh City and Da Nang Grab currently offers GrabCar in major cities (Hanoi, Ho Chi Minh City, Da Nang, Khanh Hoa, Quang Ninh) and GrabTaxi in over 34 provinces They've recently added Thanh Hoa, Vinh, and Pleiku, making the total number of cities where GrabFood operates in Vietnam to 19 So, it's easy to use Grab for transportation or food delivery in these cities Behavior Customers want discount vouchers when using Grab services According to a survey by Q&Me, users who book a car often pay attention to prices and promotions and Grab is doing a good job of this Grab has built a brand image through its pricing and promotion strategies Image 1-1 Grab vs Uber Image comparison Customers choose Grab to save time, and avoid using their own motorbike From the perspective of consumers, they choose to go Grab because of the convenience brought by the service easy and fast connection The drivers ensure to pick up customers within 10 minutes, users can book a car to work, go to school or go out without having to worry about having to run on crowded streets Entering the 4.0 technology era, everything becomes easier when there is technology to help us be flexible in many things Applying technology to life feels convenient and saves time in many things Grab leads the trend as a pioneer in the field of motorbike taxi technology that helps users connect with drivers in a short time, helping users have the expected experience 1.2 Market Needs Diversity in payment methods After the COVID-19 pandemic, payment services for purchases, transportation, and forwarding are becoming more diverse to meet consumer needs Motorbike and taxi apps now offer various payment methods that not only meet customer expectations but also promote the use of non-cash payments Professional drivers To ensure a positive customer experience, it is essential to train drivers to meet Grab's standards as they are direct representatives of the business providing services Quicks "Fast" is also a point that customers are extremely interested in when booking a car The average waiting time when customers order a car is to 10 minutes, this is considered as an acceptable time for customers with urgent work Customer services The service industry must prioritize and continually develop customer service to receive feedback and recommendations from consumers This allows the business to promptly implement policies and resolve issues Utilizing after-sales services can establish a loyal customer base and demonstrate the professionalism of the business 1.3 Market Size In 2020, the Asia-Pacific region dominated the ride-hailing market, holding a significant share of 43.83% globally This growth is mainly attributed to the high levels of traffic congestion and lower fares for taxi services compared to other forms of transportation The surge in demand for motorcycle and bike ride-hailing services in this region has been particularly noteworthy According to Statista, the value of Southeast Asia's ride-hailing and food delivery market is expected to skyrocket to $42 billion by 2025, up from $13 billion in 2020