BAEMIN with the desire to "Help people eat deliciously anytime, anywhere" has delivered millions of favorite dishes to customers with just a few simple steps: Choose food - Choose the ne
GENERAL INTRODUCTION OF BEAMIN
History of formation
- BAEMIN - the Number One Food Delivery Service From Korea
- Launched by Woowa Brothers in June 2010, short for Baedal Minjeok BAEMIN with the desire to "Help people eat deliciously anytime, anywhere" has delivered millions of favorite dishes to customers with just a few simple steps: Choose food
- Choose the nearest store - Place an order
- Entered the Vietnamese market (14/5/2019), The leading food ordering app in Korea officially entered the Vietnamese market
- This is Top 3: most popular food delivery app in Vietnam
- BAEMIN believes that, with many years of experience in the Korean market, the company will create an effective link between restaurant partners, customers and the team of food delivery specialists
- 5/2019: appeared for the first time in HCMC
- 4/2020: created the “BAEMIN go-to-market” function
- 6/2020: appeared for the first time in Hanoi
- 1/2021: the “BAEMIN go-to-market” function appeared in Hanoi
- 3/2021: appeared for the first time in Da Nang
- 8/2021: Presented in total 8 cities: Ho Chi Minh City, Hanoi, Da Nang, Quang Nam (Hoi An), Hue, Quang Ninh (Ha Long), Hai Phong, Can Tho in which there are 5 central cities
- NOW: Become top 3 most popular food delivery app.
Brand positioning
Why did Baemin choose this character image? Because like a "Chu meo đi hia" (The image of a cat in a French fairy tale) is going through many difficulties,
“Meo Map” will step by step conquer and make every fastidious customer satisfied with the service
But just building the character's image is not enough, Baemin also "brings life", breathing life into this "Meo Map" character by creating movements, making publications on social networks and media more more lively part to connect with customers' feelings for "Meo Map" more
+ Easy to use Baemin app
ANALYSIS OF MARKET OPPORTUNITIES
Microenvironment
• The list of restaurants isn’t diverse
• Shipping service has many limitations
• Great demand for online food ordering
• Most of Vietnamese use smartphones
SO: S3+O1 ➔ Build many campaigns to incease awareness
ST: S2+T1 ➔➔➔➔ Create ➔ reasonable promotion policies to compete with competitors
• Customers is not accepting ordered food
WO: W1+O3 ➔➔➔➔➔ Create preferential policies for partners
WT: W2+T3 ➔➔➔➔➔ Invest in thermal boxes to keep food hot b) Customers:
❖ Often focus on busy people, do not have much time to cook for themselves, often buy food from outside, explore and try new and fresh things and more specifically
- Target customers: THE YOUNG (especially Young singles and Young married without children)
- Location: major cities (TP.HCM, Ha Noi, Đa Nang, Hai Phong)
- Income: under 8 million VND/months
- Interests: good food, low price & many promotions c) Suppliers:
- Motorcycles + delivery service: Shipper that have registered a partner account ➔ on the Beamin app
- Word font: Rice Creative agency
- Marketing campaigns: Inhouse marketing team
- Baemin’s uniform: APD Garment Company
- Recognition/popularity • KOLs/Influencers/TVCs d) Competitors:
❖ Direct competitor: There are 4 main competitors in the market today, which are
Competitors Strengths Weaknesses Proposed strategy for Beamin
Drivers aren’t equipped with thermal boxes
Investing in thermal boxes for the drivers in order to keep warm the food
Recruiting shippers with good working attitude
Creating many promotional policies for both partners anhd customers
Has many promotions for customers
Coverage is limited Expanding nationwide coverage
- If the appearance of new recruits entering the market in niche segments, or expanding the ecosystem as new winds makes the market more vivid and attractive, the participation of some big players rich in financial potential, modern technology is a potential threat to e-commerce platforms like Lazada, Tiki, Sendo, Shopee,
- Typically, Grab, from 3/2020, deployed GrabMart in Ho Chi Minh City, Hanoi and recently Da Nang GrabMart has become a familiar service, well received by a large number of users, driver-partners and business partners with a stable weekly growth rate at 2 digits The average number of daily orders and the number of business partners on the platform increased 10 times, calculated at the end of July 2020 compared to the end of April 2020 Currently, GrabMart is actively expanding its partner network and bringing services to many provinces and cities, in order to meet the online shopping needs of customers
- "We identify the trend of shopping for necessities online and the trend of switching from offline to online will thrive in the near future Users will become more and more concerned about service quality, hygiene and food safety We will continue to expand the service to many provinces and cities in Vietnam, better serving the needs of users to go to supermarkets," said a representative of Grab
- Grab is investing 500 million USD in Vietnam to launch new services and expand its network of connected mobility, food delivery and e-payment services, while developing new solutions in mobility, financial technology and logistics E- commerce giants also assess that Grab will be their biggest rival in the near future
- In addition to Grab, another super app, Momo, also launched an "Online shopping" service, combining with suppliers such as Co.op Smile, Cheers to sell goods Recently, Momo has just announced to reach 20 million users, aiming for
50 million users and will launch a super app Certainly, in its open super application, Momo will dedicate a large space to the e-commerce segment
- Most recently, on the Appstore app store, CH Play appeared VinShop application and website VinShop.vn Most likely, Vingroup will return to the e-commerce industry with the VinShop application connecting retail grocery owners and goods suppliers e) Marketing Intermediaries:
- Financial organization: Banks, investors, solution consulting companies ➔ will help Beamin to attract investors or get bank loans for the purpose of maintaining business activities as well as developing stronger businesses in Vietnam
- Sales & marketing support organization: Social media platforms, Google SEO, agency, solution consulting companies, shippers, users,… ➔ will help Baemin attract and reach customers more easily as well as promote the company's products as quickly as possible f) Public:
+ Online newspapers: Thanh Nien Newspaper, Vietnambiz, VnExpress International, New Newspaper, Youth Newspaper, Zing News
+ Magazines: Tech Bike, Charity - Beauty and Life
+ Social networks such as: Facebook, Instagram,
+ Blogs such as: Careerly, Blog Rider, Blog Merchant
+ Investors such as Goldman Sachs, Singapore's GIC fund, Hillhouse Capital and Sequoia Capital
+ Banks such as Vietcombank, Techcombank and wallets such as: Momo Wallet and ZaloPay
- Internal public: Shippers, staffs, managers, investors,…
- State agencies: The Ministry of Finance, Ministry of Transport, Food Safety Authority,…
Marco environment
- This is a factor that affects all business lines, affecting the viability and development of any industry When doing business on an administrative unit, businesses will be required to follow the institutional elements of the law in that region
- Politics in Vietnam are stable Safe market to invest ➔
- And at the same time the State promulgates e-commerce law, enterprise law, investment law b) Economics:
- Influence includes factors, such as: bank interest rates, the period of the economic cycle, balance of payments, financial and monetary policy,
- End of the first quarter of 2022, Gross Regional Domestic Product (GRDP) in HCM city went up 1.88% over the same period
Image 2.1: GPD PER CAPITA (GROSS DOMESTIC PRODUCT)
➔ With this first chart, GPD per capita in Ho Chi Minh City is among the highest in major provinces and cities, showing the large amount of chemical production and exchange services, showing the growth rate of the economy as well as the level of development of the country
Image 2.2: CPI (CONSUMER PRICE INDEX)
TP.HCM Bình Dương Đồng Nai Hà Nội Bắc Ninh Hải Phòng
➔ Through the chart above, we can see that the consumption price index of traffic is the strongest than other services such as dining, transportation, thereby seeing the purchasing power of the currency in the transport industry change sharply
➔ The inflation rate from 2018 to 2020 showed signs of a sharp increase and a deep decline from 2020 to 2022 to show signs of a slight increase again, the purchasing power of the currency was also affected up and down
- Support loan interest rate 2% per year
- It is clearer that during the severely affected economic covid-19 epidemic, money is supported with loans to revive the economy, accompanied by extremely good customer support incentives c) Social:
- Include norms and values that are accepted and respected by a particular society or culture Strong influence on business activities, such as: concepts of ethics, aesthetics, lifestyle,
- Vietnam has rich culinary background and customers want to explore and experience new foods
- Busy life + Traffic jam -> Consumers trend to order food through app
Image 2.6: FOOD DELIVERY USED TREND
- The covid 19 epidemic is a premise for this service to develop more strongly (As you can see, customers during the epidemic season increased rapidly, helping to create a premise for the business to develop in the future.) d) Technology:
- The introduction of new technologies gives rise to and enhances the competitive advantage of substitutes, threatening the traditional products of the existing industry The explosion of new technology makes existing technology obsolete and creates pressure on businesses to innovate technology to enhance competitiveness
+ Technology development 4.0 e) Ecosystem (natural environment):
- As online food delivery platforms grow, one of the most pressing concerns is the volume of plastic waste generated throughout its operations and how it is tackled The effectiveness in which different countries are dealing with the plastic waste produced by online food delivery will be dependent on how well developed their recycling infrastructure is and the speed of online food delivery has grown
- The pandemic has prompted the use of disposable food packaging as consumers believe single-use packaging was safer and more hygienic In spite of being the youngest player in the food tech industry, BAEMIN Vietnam has made it clear from the beginning that sustainability lies at the heart of everything it does
+ BAEMIN has also worked very closely with its international counterparts and the professional environmental agency to launch the Carbon Footprint program in
+ In this way, BAEMIN can measure the carbon footprint left behind by the full cycle of operations (both delivery and corporate activities) and seek to offset them with environmental protection initiatives.
TARGET MARKET SELECTION
Measure and forecast demand
➢ In order for the action plan to ensure that effective operations are achieved, the business karma needs to formulate hypothetical problems for the purpose of measurement Thereby it is possible identify signs of failure of the action plan From there came the direction to solve problems, fix problems in a timely manner
- Ability to reach target customers from TVCs:
+ BAEMIN's messages from TVCs always bring vivid images with funny and lovely looks combined with accessible effects to customers through promotional information, favorite tunes and trending trends,
+ However, content from TVCs must be carefully considered to be suitable for the characteristics and culture of young customers in the Vietnamese market In the past, many businesses have neglected to control content from advertisements that have violated the cultural and social standards of Vietnamese people, furthermore than content related to copyright issues
+ The selection of KOLs to promote products and services also needs a thorough process In the process of creating their own influence, the honor and prestige of KOLs have a huge role
+ If they (KOLs) have problems, misunderstandings and sensitive issues around their own lives ➔ they will immediately have a negative impact on the very brands where they are a part that
+ When such unexpected problems occur, consumers will immediately turn around back to the KOLs and exert a lot of influence on the brand associated with them, worse and the turning away of consumers from those brands
+ When problems occur related to the application ➔ leading to zero experiences Being complete with the client can lead to unintended consequences
+ The consequences may affect the level of user reviews and comments about the application on the CH Play platform (Android operating system), App Store (IOS operating system) The fact that there are Reviews and comments that are not ➔ good with the application also create great barriers
+ The frequency of downloading and using apps will decrease ➔ consumers may choose comparable services from competitors
It is possible to see the assurance of the construction team Building and developing applications thoroughly is a must in transmission practical values from BAEMIN.
Market Segmentation
Image 3.1: HOW DOES BAEMIN PLEASE USERS?
- BAEMIN has a target audience of young people, the most potential customers in the field of food delivery apps
- This is also a very unpredictable, ever-changing customer group and requires brands to always be creative, always innovative and close to be able to "conquer".
Select the target market
- Baemin's target customers are men and women young aged 18-35 years old, group A income or higher, busy, do not have much time to cook for themselves, often buy food outside, try fresh and new things
- The company builds an app bearing the image of being a culinary expert, understanding the psychology and eating tastes of young people, especially Gen Z customers - the generation that determines the consumption trends of the future
- They are people who regularly use smartphones as well as online ordering services with the desire to use services that bring the most convenience, speed and quality
- Especially, the majority of customers in this group always want to try services and products that are "labeled" abroad
Market positioning
+ Food consumers in Vietnam are still mostly eating at restaurants, and Vietnamese users also prioritize the quality and variety of food over convenience a factor – that can be considered the most competitive value in the field of "food tech" a – term first mentioned by BAEMIN founder Kim Bongjin
+ For those who choose fast delivery services, fast delivery is the top priority Because fast delivery food will ensure quality and taste, while saving valuable time of busy people who order food delivered to their place –
+ The application has constantly changed and learned to meet the needs of Vietnamese consumers Understanding the position of the "latecomer", BAEMIN is not in a hurry to capture on a large scale, but prioritizes focusing on a small scale, to ensure an average delivery time of 20 minutes
+ Therefore, BAEMIN's advertising does not directly focus on the mere needs of customers such as choosing what to eat today? Free shipping or promotional, vouchers Instead of the way competitors have done (and have succeeded), BAEMIN focuses on connecting with customers emotionally, so that customers not only "eat well" but also "have fun", be satisfied both physically and mentally + BAEMIN itself understands that it must not step on the opponent, do not repeat the ways that the previous opponent did, because with the status of a "latecomer", the brand needs a truly breakthrough strategy
- Capture each cluster: geography, visitors:
Image 3 4: DELICIOUS RESTAURANT IN MY DISTRICT
+ Selected urban districts in Ho Chi Minh City to launch this campaign first Dense population and a large number of busy office workers, young people who love new experiences are the target customers of this application optimize services ➔ and significantly reduce delivery time
+ The focus on deployment in urban districts also helps BAEMIN optimize services and significantly reduce delivery time It should also be noted that there is a big difference between the online food delivery market and delivery for e-commerce platforms
+ When shopping online, customers may not need the item right away, so they are ready to wait Moreover, customers will be more interested in the quality and design of the product, but rarely care about the store location They can wait 1-2 days or even 7-10 days to receive a parcel
+ Meanwhile, when ordering food online, shoppers prioritize nearby restaurants, fast processing, and short wait times Because they are "real," sometimes they need immediate food or don't want long shipping times to affect the taste and quality of the food
+ BAEMIN is also very skilled in designing and making videos introducing the unique dishes of each district, carrying out mass promotion activities on both social and OOH
+ The campaign "Eat at Home Is Delicious" launched by BAEMIN when Vietnam is in the period of social distancing (April 2020) ➔ "Eating at Home Is Delicious" has received a great reception from the community
+ Dozens of influential food-bloggers such as Nofoodphobia, Round Porcupine Page, Saigon Collapse, Sidewalk Lord, Tebefood, Eatwithmynoreo, Iamfoodtester and hundreds of restaurants, big F&B brands such as Runam Bistro, Phuc Long, Mr.Steak, Maison Marou, Al Fresco's All have combined with BAEMIN to bring this message to millions of customers
+ In the campaign "Try a little Healthy", BAEMIN selected KOLs such as Chau Bui, Helly Tong, Emmi Hoang and Hana Giang Anh ➔ also received a lot of positive feedback
➔ Because these are all famous people with green lifestyles, caring about health, environment, sustainability and the right keywords "clean living, eatclean, gym" that BAEMIN wants to aim for.)
- Content catches the trend, genZ collaboration:
Image 3 6: CONTENT CATCHES THE TREND, GENZ COLLABORATION + BAEMIN has a target audience of young people, the most potential customers in the field of food delivery apps
+ This is also a very unpredictable, ever-changing customer group and requires brands to always be creative, always innovative and close to be able to
+ Marketing has always been a "fertile ground" for each brand and artists to create and spread their image to the community In recent years, this form is gradually a trend for advertising in Vietnam, regardless of the industry, regardless of the target audience
+ The sweet message is skillfully integrated, hitting the sisters' insight, the melody catches the ears, both the listening and the look are carefully cared for ➔ The strengths in BAEMIN's music video series
+ When using this campaign, BAEMIN shows that they possess a very good capacity to empathize with trends in the market
+ Besides, the creation of content in each video also proves that this brand has the ability to analyze the market and research customers through each campaign extremely thoroughly
+ It’s also does not deploy OOH advertising in a rampant way, covering every corner The brand only tested this method in some districts with heavy traffic in
Ho Chi Minh City, then gradually deployed in other areas
+ BAEMIN's marketing strategy has created a natural effect when making customers in other provinces and cities excited curiosity: "I don't know what BAEMIN will use for my area"
Image 3 9: STAY IN THE SPOTLIGHT + BAEMIN's campaigns always cause lively exchanges and discussions on forums and social networks The never-ending comments about "Should women love safe or interesting?", the term "Baby" seems a bit forced, or BAEMIN's very "nasty" district-by-district approach always makes this brand at the top of the search, the top of the discussion
+ Even BAEMIN's outdoor billboards have become the focus of attention The image of Tran Thanh using the BAEMIN app, under the words: "What do you eat
I ordered BAEMIN to deliver?", the building next door is Gojek's ad: "Eat anything, Gojek delivers is okay", using the outstanding image of Hari Won –Tran Thanh's wife.
MARKETING STRATEGY PLANNING
Marketing strategy goals
- Vision: We are the leading food technology company in Vietnam, jointly creating and developing the culinary ecosystem with excellent, confident and proactive colleagues
- Mission: “Helping people to eat well anytime and anywhere” b) Goals:
- Baemin not only aims to deliver and receive goods, but they also want their customers to have the most complete experience Not only is the food delicious and hot, but they also want to build the Baemin kitchen ecosystem, Baemin Fider, to grow stronger and stronger.
Marketing-mix format: 7P
- Order and deliver food via mobile app:
+ BAEMIN operates in the market with the main service of ordering and delivering food through its application BAEMIN application links with many restaurants and eateries with a variety of dishes such as vermicelli, broken rice, milk tea, along with discount codes to help customers choose favorite restaurant Like to order, choose a time and BAEMIN driver will deliver to your door
+ The main color of the application is mint green and white letters, highlighting the brand name and making an immediate impression on customers
+ Cute close images, eye-catching and vivid design BAEMIN application attracts the majority of users The main color of the application is mint green and white letters, highlighting the brand name and making an immediate impression on customers
+ Besides, the lovely messages conveyed when using the application such as
"Baemin nóng giòn đây", "Này bạn ơi chưa ăn thì đặt Baemin", also help customers enjoy Not only aiming at "ăn ngon", but Baemin also wants to bring Vietnam's culinary culture along with his wit to more customers through the character of the lovely yellow-haired "Fat Cat", wearing a helmet, insurance and ride motorbikes exclusively in Vietnam market
+ It’s is a new utility of the BAEMIN application, customers choose to buy goods from the supermarket on the BAEMIN application and ask the driver to go to the market for them, thus both ensuring safety and saving time for busy people
❖ Determining the price of Baemin:
- With a smart market approach, Baemin has had a spectacular breakthrough and quickly reached the top of the most favorite food delivery app within a short time since its launch
- Actively associated with e-wallets and online payment methods to bring many incentives to customers
Image 4 3: E-WALLETS AND ONLINE PAYMENT
- Not only impressing with his witty and close communication, Baemin also entertains users with a series of attractive discount codes and freeships with attractive values up to 50%
- Understanding customer psychology, BAEMIN has offered many suitable prices and many deep discount programs, especially the program is also applied to some orders with a value of less than 50,000 VND
- Also, if enough quantity is successfully ordered according to the program Baemin also thanked customers with vouchers and special offers At the same time, actively associated with e-wallets and online payment methods to bring many incentives to customers
❖ Consumption value that customers receive:
- For existing products, customers can rely on their own experiences with similar products from other brands to determine product prices But for products and services, customers will not have an experience before deciding to buy
- Therefore, they evaluate products and services through the perceived value they receive in the process of using the service c) Place:
- The food delivery market requires products to be delivered to customers hot and safe for health BEAMIN chooses direct distribution channel ➔
- The brand's signature slogan is "BAEMIN, hot and crispy!" ➔ the fast food delivery speed while ensuring the safety of the delivery staff
❖ Channel design orientation: In June 2019, Baemin officially entered the Vietnamese food delivery market after GrabFood (2018), GoFood (2018) and Now (2016) Therefore, in order to gain market share for himself, Baemin chose to design the distribution channel in two directions: target orientation and strategic orientation
+ Instead of finishing second and third in all districts, Baemin decided to focus on attacking each district one by one Baemin will focus all his resources in one district to achieve his goal in one district and then move on to another
+ Baemin only focuses on activities within the localities of Hanoi and Ho Chi Minh City This has helped Baemin's brand awareness increase significantly ➔
+ When choosing online food ordering applications, customers are often interested in speed and convenience Customers will often choose close locations to ensure that the food is always fresh and hot Therefore, Baemin's operating range is usually no more than 3 km
+ This orientation has helped increase the competitive advantage for Baemin because big competitors like Grab and Now are unlikely to have similar moves to compete
❖ Channel design orientation in multi-dimensional marketing:
- “Moi con đuong đeu đen La Ma : Since entering the market, Baemin has focused ” on providing food delivery services to similar customers who are office workers This contributes to Baemin's uniqueness but does not reduce the size of the business
- “Moi cay moi hoa moi nha moi canh : The food delivery market in major cities ” such as Hanoi and Ho Chi Minh City is very active However, in some coastal cities, this market remains untapped Therefore, in July 2021, Baemin had an impressive debut in Port - Hai Phong With Baemin's appearance, the people of the Port will have more options when ordering food and drinks d) Promotion:
❖ TV advertisement: Baemin uses short videos of 10-20 seconds that mainly highlight the brand name with mint green color Accompanied by the brand's mascot, sounds and words close to Vietnamese people
- Baemin recognized the resources of this segment, so he invested and exploited it very well, thanks to which this business segment has achieved admirable results Baemin's fanpage has more than 245,686 likes and followers, Instagram has 13.7 thousand followers
- Especially on today's hottest social network - Tiktok, Baemin has more than 65.2k followers, 533k hearts and dozens of videos with more than 5 million views, even with videos reaching 17.5 million views see Youtube channel attracts more than 17.33 thousand channel subscribers
- The post attracts tens of thousands, even hundreds of thousands of interactions Currently, Facebook is Baemin Vietnam's main communication channel
Baemin's most successful campaign is the Quan Ngon District Campaign with the video “Should women love safe or interesting?
- BAEMIN's outdoor billboard, clearly displayed on the road in other districts day and night, attracts a large number of passersby
- From the pioneering campaign "Quan Ngon Quan Minh", this application has used billboards with a "listening" style that is both fun, concise, and local For example: "It's my house in Tan Binh, I'll deliver when I order", "Anh o quan 3, em vua buoc ra la anh giao toi" or "Hoan Kiem anh biet ro, o trong ngo anh van giao" in the alley
Competitive marketing strategies of enterprises
- BAEMIN has shown a strong focus on serving inner-city districts ➔ optimize service and reduce delivery times Immediately, promotions with low shipping costs and fast food delivery are BAEMIN's strong points
- Make full use of the properties instead of finding ways to solve difficult problems to dominate the market
- BAEMIN focuses on capturing each area, launching promotions to attract customers both buyer and seller sellers to quickly capture market share in each region b) Market expansion:
- The application started to be deployed in Ho Chi Minh City from the beginning of
2019 and quickly covered 18 central districts in the area By June 2020, the application continues to "green" Hanoi capital
- From the beginning of March 2021, BAEMIN captivated the culinary world when arriving in Da Nang
+ During this landing, the brand has launched a series of discount programs to please young people in the coastal city such as CHAODANANG, TRASUA5K
+ Especially, although it has just operated here, the application Beamin has quickly covered 5 central districts center is Hai Chau, Son Tra, Thanh Khe, Cam Le, Ngu Hanh Son with service time until 24h at night c) Product Development:
- In addition to prioritizing improving technology features to complete the application, Baemin also focuses on expanding new products and services ➔ meet the diverse needs of customers, providing good experiences the best
- Recently, Baemin has initially implemented two new projects in Ho Chi Minh City, namely Seoul Market - Korean supermarket with fast delivery according to a new business model helping to provide a full range of foods and necessities ➔ from Korean brands quickly and conveniently
IMPLEMENTATION OF MARKETING MIX
Product
- BAEMIN's goal is to be first in a district instead of second or third in a city ➔ chooses a multi-area system model with a limited number of networks Being at the top in an area includes both conquering customers and sellers in that region
- Uses the "Quán Ngon Qu n Mình" strategy, the BAEMIN application ậ recommends restaurants and eateries by district As a result, people can easily find the hottest food around them, thereby cutting down on shipping costs and delivery times
- BEAMIN chooses a “concentration and interception strategy” – leaving the mass market to hit every geographic niche an immortal strategy applied to a new field – that will create an interesting game in the industry Online food delivery in Vietnam Centralized deployment in urban areas also helps BAEMIN optimize service and significantly reduce delivery time
- “Quán Ngon Qu n Mình : Top delicious restaurants are summarized by district ậ ”
Image 5.1: "Quan Ngon Quan Minh"
➔ The campaign helps young people who love Saigon cuisine perfect their "food map" The collection of “Quán Ngon Quận Mình” arranges and groups the stores in a logical order: Binh Thanh Deli, District 1 Delicacies, Hoan Kiem District Delicacies, etc Users can easily choose the nearest store with its geographical location
- “Thử chút Healthy : Top selected healthy restaurant ”
+ Under the influence of the "healthy living trend", a series of keywords such as
"clean living, eatclean, gym" received positive responses from young people As of the third quarter of 2019, the healthy living trend has attracted more than 1 million discussions and this number is still growing
+ Besides, female customers still make up the majority (67.8%), which is completely different from male customers who account for only (24%) Therefore, BEAMIN decided to release the "Try a little healthy" collection
➔ Sweet is a taste that is loved by most people, especially young people - BEAMIN's target customer group Therefore, the brand with the message of cherishing the precious sweetness from the small everyday things has launched the Sweet collection to encourage girls to enjoy their own sweetness whenever emotions tell them.
Price
- Baemin's operating range is limited to a radius of 3 km Because customers often tend to prioritize choosing restaurants near the area to ensure the taste and quality of the food By limiting the scope of activities ➔ this has helped Baemin optimize the cost and time of food delivery
- Cooperates with e-wallets such as Momo, ZaloPay, … and domestic banks ➔ help customers have a variety of payment methods without having to pay in cash
- At the same time, with each payment method, customers will enjoy different promotions not only from BEAMIN but also can use e-wallet programs to be able to buy goods at the cheapest price
- Currently, the service fee on the BAEMIN application is calculated as follows:
+ From the 3rd km onwards: Add each km +5000 VND
+ In some cases, during peak hours in some cities, BAEMIN slightly increases the service fee to 6.000 7.000 VND from the 3rd kilometer –
Place (Location)
- Service distribution channel: restaurant shipper customer – –
- It consists of three forms of distribution as follows:
+ Customers arrive at the point of sale
+ Customer interaction to remote service provider (BEAMIN) b) Shortcoming:
- Firstly, customers cannot place orders because the driver does not receive orders far away The delivery person doesn’t accept orders from far away
- Secondly, for the problem of the app being virtual distance ➔ making it inconvenient for both customers and drivers
- Third, the app automatically cancels their orders for unknown reasons c) Solution:
- Firstly, for drivers who have already received orders but canceled due to distant customers, beamin will take measures to penalize drivers who cannot receive new orders within 30 minutes At the same time, for drivers who receive long distance orders, beamin will reward drivers according to the increasing level of distance, Order value and order number / day:
+ 1 application is calculated as 2 applications/ day if considered according to the daily bonus
+ Travel distance from 3-5km: beamin bonus 5,000 VND/single and travel distance from 5km or more reward 10,000 VND/single
- Secondly, we will adjust the distance calculation function on the app to ensure the interests of customers as well as drivers
- Third, beamin must adjust the product status update feature hourly, optimizing the application so as not to miss customer orders.
Promotions
- OOH outdoor advertising: From the first campaign “Mon Ngon Quan Minh", this application has used billboards with the style of "drop the districts", which are both funny, short, and local
Image 5.5: BILLBOARDS + For example: " Tan Binh nha anh , t la co anh giao "; "Anh quan 3, em vua đo đa ở buoc ra la anh giao toi”; Go Vap anh thuoc long, em bang lo“ ng anh giao” or
“Hoan Kiem anh biet ro, o trong ngo van giao”.
+ BAEMIN also does not deploy OOH advertising in a rampant way, covering every corner The brand only tested this method in some districts with heavy traffic in Ho Chi Minh City HCM then gradually deployed in other areas
+ In less than three years, BAEMIN has owned 2 advertising MVs and 1 storytelling video, including:
➢ Quan ngon quan minh -Tran Thanh x Baemin (20/5/2020)
➢ Em be - Amee x Karik x Baemin (9/20/2020) Eye-catching images, catchy lyrics along with a reasonable message helped "Em bé" reach the top 3 YouTube Trending after only 72 hours of launch
➢ Ngot - JustaTee x Rhymastic x Baemin (4/16/2021) The campaign was successful when the MV reached nearly 3 million views and ranked top 8 YouTube Trending after 72 hours of launch
Image 5 6: MVS AND 1 STORYTELLING VIDEO
+ The sweet message is skillfully integrated, hitting the women' insight, the melody catches the ears, both the listening and the look are carefully cared for, these are the strengths in BAEMIN's music video series
- Leveraging influencer marketing is an effective marketing strategy of BAEMIN to attract public opinion Through influencers, BAEMIN will send advertising messages to customers and convince customers by leveraging the prestige and influence of influencers
- The results of the campaign were very successful and BAEMIN's brand recognition
- improved The campaign received 11,410 discussions, and was 7 out of 10 social media highlights in May 2020 (as reported by Buzzmetrics)
- The campaign " An O Nha Cung Ngon " is also a hashtag #AnOnhaCungNgon launched by BAEMIN in the context of Vietnam entering the first social distancing period in April 2020
- " An O Nha Cung Ngon " has received a great reception from the community Dozens of influential food-bloggers such as An Sap Sai Gon, Trang Nhim Tron,
➔ All have combined with BAEMIN to bring this message to millions of customers
- Campaign "Th chút Healthy", BAEMIN selected KOLs such as Chau Bui, Helly ử Tong, Emmi Hoang and Hana Giang Anh and also received a lot of positive feedback Because these are all famous people with green lifestyles, caring about health, environment, sustainability and the right keywords "clean living, eatclean, gym" that BAEMIN wants to aim for
Image 5 8: Campaign "Thu chut Healthy",
- Cooperates with e-wallets such as Zalo Pay, MoMo, banks in the credit card industry to help customers have flexibility in payment methods Comes with a series of extremely attractive promotions dedicated to each payment method
- Quality promotions are usually very deeply reduced by 50-60% and are reduced up to 50-80k If other apps offer promotions but only apply to certain minimum orders and impose a limit on the maximum discount (e.g single 150k unlimited 30% off then 45k discount then the Beamin discount will be 40-50% reduction of 60-70k.)
+ ANTOI: 50% off, 30k minimum, applicable to orders from 35k, used for restaurants under the program
+ NGONHN: 20k off for orders from 34k
+ HANQUOC: 35k discount for orders from 40k, applicable to Korean dishes and restaurants under the program
➢ Application for new friends: 50,000 VND discount for the first application
➢ Give birthday gifts to members who register cards in the birthday month: 1 discount code 50,000 VND from 0 VND application, 50% discount code 40,000 VND, text happy birthday on the customer's birthday
- Create a typical social networking profile such as Instagram to post images of famous dishes with good quality and beautiful images of restaurants and eateries that the company cooperates with on each topic; accompanied by introducing the address of the restaurant, order link, make it more convenient and easy for customers to choose dishes every day
- Create viral content, especially videos to develop on Tiktok, Youtube, Facebook platforms, so that the service that Beamin provides is increasingly known with more popularity, encouraging the need to place orders on the app.
People
❖ Build a highly efficient service provider team: Baemin has always been interested in developing the structure and skills of the team Every aspect of Baemin is clearly motivated to reach his full potential
- Baemin provides essential interviews for newbies in addition to training sessions This is an opportunity for them to see the market immediately, as well as interact with trading partners Every week, each department receives input from consumers and drivers
- Baemin also has the youtube channel "Baemin Academy" to train driving skills Baemin provided drivers with intensive training in basic English as well as first aid instruction
- These programs are available on the Youtube platform so that drivers can access andlearn at any time and from any location, making them extremely accessible and have all the necessary information
+ Year-end bonuses, birthday bonuses and many other holidays of the year; + Full-paid sick leave;
+ Annual salary evaluation and adjustment
- Let's work, leave it to BAEMIN to take care of it!
+ Employees will be provided with all the necessary equipment to be ready for work
+ Employees are supported with expenses for moving and traveling for work and business purposes
- Do a day, learn a skill: Training and development have always been one of Baemin's top concerns Thus the Baeminists would:
+ Always receive guidance and support from superiors and colleagues;
+ Be facilitated to attend internal training sessions and have the opportunity to participate in training in other countries; - Always be encouraged to learn new knowledge and skills and share them together
- Working environment for "salty" people: Employees will be able to go from surprise to surprise, receive gifts with a super dynamic creative team, full of ideas and embrace the desire to be equipped to the teeth of all employees Are you curious about: Three-cast iron bag, Literacy, Goldfish Brain Handbook, Hidden Beauty Shirt, KIWAN voucher (respected CEO) KHAO no?
- My brothers are a family: In addition to the main benefits, the company regularly organizes construction and bonding events such as:
+ Birthday party & welcome new employees every month;
+ Resort tourism & Team building Company annually;
+ Clubs create and other activities create opportunities for employees to meet, chat & share interests: Tennis Club, Movie Club, Food Lovers Association, Happy Lunch, etc
+ Team building program for each team/ department in the Company by month.
Process
+ Step 1: Customers feel starving and want to eat something: Whenever users need to give a gift to someone, instead of going out and searching, they simply go to the Baemin app and go to the Baemin Gift category
+ Step 2: Choose their favourite/well - known outlets or restaurant of their choice: All available products along with their prices will be published online on the Baemin Gift ordering system So consumers can easily browse online and choose their favorite gift they want to give
+ Step 3: Choose suitable items: After selecting products, the next step is to add those specific products to the car This cart page clearly shows the overall price of the items selected by the user, as well as the price of each item Users can simply add/remove goods or increase the number of goods as needed This mostly assists customers in placing orders correctly in certain goals
+ Step 4: Choose for pick-up or delivery: The next step is for the user to provide a delivery and payment address for the gift they intend to order When the user makes a payment, the transaction will be verified and the Baemin Gift partner will be immediately notified of the new order along with the user
+ Step 5: Payment will be administered by paying through MOMO or directly paid to the shipper: As soon as the order is placed, Baemin Gift partners will be notified of the new order, delivery time This makes it easy for them to prepare items on a priority basis Finally, the gift can be safely delivered to the person the customer wants to give the gift to using the online delivery system
+ Step 1: Call customer to confirm order
+ Step 2: Slide the "start bar” and go to the restaurant
+ Step 3: Order and take picture of bill
+ Step 4: Get the order and slide the success bar
+ Step 5: Slide the "start" bar and navigate to the store address
+ Step 6: Take picture of food
+ Step 7: Call to notify customers to receive food
+ Step 8: Delivery and slide the "success bar”.
Physical evidence
- Baemin's application with the logo with mint blue as the main color combined with white, both retains the Korean cultural identity and creates a sense of charm and youthfulness suitable for the target audience in the Vietnamese market Unlike GrabFood, ShopeeFood or Loship, the theme image for each product posted on the app is developed in the form of a self-drawn animated diary to attract customers
- Baemin's promotions in the app are separated by content related to each product that Baemin recommends, for example:
+ In the "Top brands" section will only recommend brands such as Highlands, Popeyes, Tocotoco,
+ In the section "What's good around here" will introduce restaurants to customers depending on how close and far they are
+ In the "Final Boss" section will introduce discounted dishes by the hour
- Besides, Baemin regularly changes the application interface to meet events, thereby creating newness for customers and attracting more loyal customers
❖ Attitude of the delivery person:
- Baemin always has policies and requirements for riders, especially the delivery team calls back to customers after they place an order, creating a sense of certainty and professionalism, making customers feel more secure when using Baemin's services
Image 5 13: ATTITUDE OF THE DELIVERY PERSON
- Still a mint blue background with striking white font and a smiling delivery person image creating a welcoming, striking atmosphere
- It is these funny trend-catching verses that remind customers of Baemin Gift when compared to other competitors in the online food delivery market
❖ Payment features: External customers can change the default payment method of cash to other forms of payment such as ATM card, visa/ master credit card, Momo wallet, ZaloPay wallet to make payment more convenient for customers
- The image of the funny Meo Map wearing a mint-colored helmet sitting on the delivery man's food container is carefully drawn, all in the brand's main mint blue The attractive slogan "Baemin nong gion day!" regularly appears on riders' boxes to create a sense of familiarity and closeness to Vietnamese people, similar to the phrase "Bánh mì nóng giòn đây!" will attract the attention and trust of customers
- Baemin's uniforms, helmets, and food containers feature striking mint blue, just like the app's primary color This brings the uniform's uniformity and mint blue that feels light and cute but equally attractive to the target audience
Conclusion
- In summary, BAEMIN's marketing strategies are new, attractive and creative, showing a youthful spirit, daring to face difficulties and challenges ➔ It’s these things that have helped this brand initially have the right direction
- BAEMIN entered the market late, but with effective marketing strategies such as: tactics to "capture each cluster", using Influencer Marketing, focusing on the look with an attractive brand identity, applying correctly and winning Music Marketing or unique OOH outdoor advertising,
ORGANIZED IMPLEMENTATION OF MARKETING STRATEGY AND
Develop specific action programs
- This is where the app is most used and most popular to inform customers
- BEAMIN will regularly publish articles about discount offers of a certain brand, or beamin's own offers
- There are also "memes" to entertain and attract customers
- Provides information about images, prices of dishes through the app
- The app also provides shipper information for customers when choosing items such as (phone number, vehicle type, license plate number, rated level of this shipper, )
- Provides information about the service, the "huge" promotion taking place and provides links to download the application at the (Appstore, CH Play) so that customers can order quickly and enjoy the offer b) Consultation:
- The platform offers CH Play application, Apple Store, ; app interface at first load; website (Help Center section) instructs users how to use the app in a specific way Restaurants and eateries are rated and ranked, including exclusive restaurants of BAEMIN to help customers feel secure about the quality of order taking food:
+ Step 1: First download the BAEMIN fast food ordering application to your device through CH Play or Appstore
+ Step 2: Next select "Login", you can log in through your phone number or you can connect to Facebook
+ Step 3: Order food and drinks: Click on the food classification categories to choose themed dishes such as salads, milk tea, Korean dishes, rice, noodles, snacks or to quickly be able
- Click Search to find the food or drink you want After choosing your favorite food, add it to the "Shopping Cart"
+ Step 4: Information about the order will be displayed and users can edit the address to receive food if it is wrong or if they want to order friends and relatives The order fee will also appear including the temporary charge (food fee) and shipping fee (shipping fee), the "Total" section is the final amount the user will pay
+ Step 5: Enter the promo code to get a discount The list of promo codes can be viewed in the "Enter code" section and then click "Apply" to use it
+ Step 6: After entering the promo code, click "Order" to conduct a shipper search The delivery process will be displayed right on the application screen you can track and know what status your order is in There are 4 order statuses as follows:
➢ Checking: BAEMIN is checking the order (At this time, the order can be canceled)
➢ Preparing: The order is sent to the restaurant for preparation
➢ Delivering: BAEMIN looks for a nearby driver to pick up the order and deliver it
➢ Arrived: Shipper arrives at the food delivery location
+ Step 7: After guests receive the food, they can leave a review about the shipper and the restaurant
- Shipper must have a polite attitude, respect customers, deliver goods on time
- While waiting for the delivery of BAEMIN app, it sends notifications with cute messages: "Your food is coming, wait a minute", "The driver is coming, prepare to eat" make customers feel more comfortable and reduce negative emotions ➔ when waiting for a long time d) Safekeeping:
- Ensure food is in a safe state during delivery, customers capture the journey information of the delivery staff
- Shipper well implement measures to keep customers safe during the Covid epidemic (wearing masks, disinfecting spray, standing 2m away, ) e) Payment:
- Pay in cash when the food has been delivered to the customer In addition, customers can also prepay by e-wallet, credit card, bank transfer
- BAEMIN cooperates with banks, online e-wallets such as Momo, Zalopay and domestic and international ATM cards so that customers can pay conveniently and with many attractive incentives
- Paper invoices will be issued according to the order, and there will be electronic invoices on the application f) Safekeeping:
- Ensure food is in a safe state during delivery, customers capture the journey information of the delivery staff (from the first step is receiving the order to the last step the order has been successfully delivered)
- Delivery staff well implement measures to keep customers safe during the covid epidemic (wearing masks, disinfecting spray, standing 2m away, ) g) Exceptions:
- The situation of resolving exceptions occurs frequently and BAEMIN supports customers enthusiastically: customers pay via faulty e-wallets, customers choose the wrong item and contact the shipper directly at the shop,
- The unexpected out-of-order status of the order will also be notified to the customer by the delivery staff to have a different solution (such as changing, adding or removing food options ) and without additional settlement fees (only additional fees if incurred because the food chosen has a higher price, or the location of further travel,
Organize the appropriate marketing department and Marketing budget:58 a) Outline of the action plan
a) Outline of the action plan:
- Deployed in 2 cities Ho Chi Minh City and Hanoi
- Estimated budget: VND 8 billion b) Anticipated operations; expenses and Marketing budget:
- Discount codes for partner restaurants/brands
+ BAEMIN will launch a collection of year-end/Tet discount codes with a combination of famous brands/restaurants to form a unique party food combo
+ For example, the discount code from the grilled chicken restaurant Ò Ó O, combined with the peach tea discount code of The Coffee House and the pastry of Tour les jour, to have a delicious party
- Discount code for the restaurant chain of BEAMIN Kitchen
+ Restaurants of BAEMIN Kitchen chain will also launch such combos to give customers more choices with BAEMIN exclusive dishes, and especially for this chain, the packaging / containers will be designed according to the Tet theme
- Discount codes for e-wallet payments
+ Accompanying the collection of food discounts are discount offers from e-wallet partners for customers to conveniently pay
Table 6 1: DISCOUNT CODE FORECAST SPREADSHEET
Tet-themed plastic and paper packaging printing
Theme: Year-End and New Year's Day reunion meal With the following specific content:
+ 1 Music Video (< 5 minutes): Featuring singer Bich Phuong and placing songs composed by musician Huynh Hien Nang
➢ Singer Bich Phuong: playful, funny and dynamic image that matches the personality of BAEMIN brand
➢ Musician Huynh Hien Nang: This is the musician behind the success of the song "Old Story Ignored" in Mirinda's Tet promotion campaign in 2018 Huynh Hien Nang's Tet-themed songs bring excitement, excitement, have their own unique features and are well received by the audience
+ Series 7 TVC (< 15s/video) about food/products of restaurants/brands that cooperate with BAEMIN in this promotion
+ Series 5 TVC (< 15s/video) the dishes of BAEMIN House
Table 6 2: TVC PRODUCTION FORECAST SPREADSHEET
Pre-production: ideas, script, storyboard, location, casting, costumes, makeup,
Execution of shooting: filming machinery,
Post-production: TVC editing, editing, sound, animation,
- Outdoor advertising OOH: Led billboards: The displayed content changes from time to time of day to send the message of discount codes, suitable dishes to customers
Located in 3 busiest locations, the most trafficked in Ho Chi Minh City and 2 locations in Hanoi.
Table 6 3: OUTDOOR ADVERTISING FORECAST SPREADSHEET
OOH Ads Sea rental fee (HCM) BEAMIN 600,000,000
Sea rental fee (Hanoi) BEAMIN 420,000,000
- Advertise on online platforms: Sponsored advertising content will be deployed on 2 main platforms that are most accessible to customers, Youtube and Facebook BAEMIN currently has more than 1 million love experiences from both the 2 largest application platforms, AppStore and CH Play Therefore, BAEMIN will aim to reach these 1 million users for both platforms in a retargeting way, e.g users visit the page, their data will be saved on cookies and thereby adjust the targeting of ads to users on other sites they visit.
Table 6 4: ADVERTISING ON ONLINE PLATFORMS FORECAST
Content Kind Amount Wave Unit
- Facebook: Instead of doing marketing through personal pages, fanpages of the most famous food-bloggers today such as Ninh Tito, Eat Down Saigon, The Sidewalk Lord, BAEMIN chooses food review associations and groups on the social network Facebook because this is a gathering place for food enthusiasts, many visits, surfing to search for promotions and offers of applications The posts in the groups also bring a more authentic, natural feeling, which is a communication channel that cannot be ignored Articles announcing BAEMIN's offers will be posted by the Group's Administrator, expected 1 article/7 days for each group during the Tet 2022 campaign
Content Suppliers Follower Amount Unit Price Unit Into Money
Hôm nay tui ăn gi?
Hoi che do an co tam!!!
- Instagram: BAEMIN's target customers are young people, using smartphones regularly, Instagram is a great choice, vivid image, fresh, suitable for the personality of the brand The selected KOLs are prominent faces in the food enthusiast community, photos of extremely attractive dishes and have an engagement of over 1000 likes for 1 post KOL's posts will have images of "Mèo Mập" and " Shipper" BAEMIN to impress viewers about BAEMIN as well as incentives and discounts from BAEMIN Partner Restaurants and Kitchens Table 6 6: INSTAGRAM FORECAST SPREADSHEET
Content Suppliers Followers Amount Unit Price Unit Into money
Instagram Ninh Tito 211,000 1 23,000,000 Posts+ stories
- Tiktok: The TikTok-ers selected by BAEMIN to promote the campaign all have high likes and followers on the platform In addition to TikTok-ers in the culinary field, there are also those who specialize in funny content, trends so as not to create boredom compared to reading and watching a post on social networks The selected TikTok-ers all have a high amount of interaction, youthful images, attracting viewers
Content Suppliers Followers Amount Unit Price Unit Into money
Total 147,000,000 c) Summary of budgets and estimated expenditures:
Table 6 8: SUMMARY OF BUDGETS Activities Distribution Budget Estimated cost
Check marketing activities: 65 REFERENCES
- Baemin's growth rate since entering Vietnam in June 2019 in Ho Chi Minh City has maintained a rapid pace Covers 18 districts in the city with an average delivery time of 20 minutes and offers earning opportunities for tens of thousands of local drivers and sellers in its partner network
- When it first launched, Baemin had only a few hundred active driver-partners But as of June 2020, Baemin already has tens of thousands of driver-partners performing delivery tasks every day Baemin saw success as a long journey and did not emphasize short-term milestones Specifically as:
+ The leading food ordering application in Korea Beamin has a fairly wide coverage compared to the position of a newbie in the online food delivery service market, which has helped Baemin's brand recognition be completely appreciated Baemin owns media channels such as Facebook, Instagram and Website
+ On all media channels such as Facebook, Instagram, TikTok and official website, Baemin always provides super quality content, "trending" anytime, anywhere These content are also designed to match Baemin's brand personality: young and dynamic are highly appreciated Because this is also a social networking site used regularly by Baemin's target group
- By collaborating with celebrities to launch a branded content advertising campaign, BAEMIN has improved its brand metrics and marketing effectiveness During the week from 21/05/2020 to 28/05/2020, they achieved:
+ 4.2 points for ad recall improvement
+ 3.5 points for improving unsupported brand awareness
- According to the Vietnam E-commerce White Paper 2022 of the Department of E- Commerce and Digital Economy (Ministry of Industry and Trade), Baemin ranked 4th in the ranking of 10 leading enterprises providing e-commerce services, right after the 'giants' Shopee Lazada, and Grab
- According to the report, in 2022 the total value of orders on food delivery platforms in Vietnam has reached 1.1 billion USD In particular, Baemin's revenue in Vietnam is estimated at 100 million USD, equivalent to 12% of the market value
1 Company, M J (2015, 04 11) "What is App Baemin?" Retrieved from https://cukcuk.vn/: https://bom.so/Yx2YN9
2 Company, V J (2018, 8 14) "What is Baemin? Pros and cons of Korea's No
1 food delivery app." Retrieved from marketingai.vn: https://marketingai.vn/baemin-la-gi-uu-va-nhuoc-diem-cua-ung-dung-giao-do- an-so-1-han-quoc/
3 CORPORATION, M B (2015, 05 08) "Selling food on GrabFood, Go-Food, Now, Baemin: 3 advantages and 2 disadvantages." Retrieved from https://dantrisoft.com/: https://www.dantrisoft.com/2020/01/ban-do-an-tren- grabfood-go-food-now-baemin.html
4 Green Content Media Co., L (2020, 08 26) "USE BAEMIN TO BE SWEET EVERY DAY LIKE JUSTATEE, RHYMASTIC." Retrieved from 419.vn: https://419.vn/baemin-ngot-justatee-rhymastic/
5 Limited, P V (2022, 06 29) "Baemin's Marketing Strategy Success from – your own path." Retrieved from julian.ns.cloudflare.com: https://nhahangso.com/chien-luoc-marketing-cua-baemin.html
6 Minh, T N (2006, 08 14) "Baemin deploys environmentally friendly packaging solutions." Retrieved from http://thanhnien.vn/: https://thanhnien.vn/baemin.html?gidzl=xrGaNfkS_1RhJ25UbOBv4-
DF8LoBqgb7-XWc38I3hqhrJ2O3qOFw6FOSSr-3XwOHf4rxMc56_kn- cvpw6G
7 Newspaper, L (2006, 08 15) "BAEMIN improves first aid knowledge for drivers." Retrieved from https://laodong.vn/: https://laodong.vn/thong-tin- doanh-nghiep/baemin-nang-cao-kien-thuc-so-cap-cuu-cho-cac-tai-xe-
8 Tam, M T (2012, 02 01) "2 simple strategies to bring Baemin to the Top 3 in the food delivery industry." Retrieved from windpro.vn: https://www.windpro.vn/2-chien-luoc-don-gian-dua-baemin-len-top-3-nganh- giao-nhan-thuc-an/
9 WoowaBrothers (2018, 12 20) "BAEMIN - The Number One Food Delivery Service From Korea." Retrieved from baemin.vn: https://uniform- rider.baemin.vn/pages/about-us
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PHIẾU CHẤM ĐIỂM TI U LU N Ể Ậ CUỐI K 2A Ỳ
MÔN HỌC: QUẢN TR MARKETING Ị MÃ MÔN HỌC: MKT1102E
TÊN TIỂU LUẬN: MARKETING MANAGEMENT PROCESS OF BEAMIN
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STT Họ và tên Sinh viên MSSV Điểm nhóm Tỷ l ệ đóng góp 1 Điể m cu i k ố ỳ 2 Ghi chú
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