(Tiểu luận) general introduction of beamin

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

BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH T - TÀI CHÍNH Ế

THÀNH PH H CHÍ MINHỒ Ồ -

FINAL REPORT MARKETING MANAGEMENT

Name: Group 7 A05E –

Nguyen Khac Minh Tuan Dang Thi Ly

Tran Thuy Nhi Dinh Quang Huy Do Thanh Tung

Instructors: NGUYEN THIEN HUNG Ho Chi Minh City, Monday, April 10th, 2023

e) Ecosystem (natural environment): 11

III) TARGET MARKET SELECTION: 12

1 Measure and forecast demand: 12

2 Market Segmentation: 14

3 Select the target market: 14

4 Market positioning: 15

IV) MARKETING STRATEGY PLANNING: 22

1 Marketing strategy goals: 22

a) Vision and mission: 22

VI) ORGANIZED IMPLEMENTATION OF MARKETING STRATEGY AND CHECKING MARKETING ACTIVITIES: 55

1 Develop specific action programs: 55

a) Convenient food delivery service: 55

2 Organize the appropriate marketing department and Marketing budget:58 a) Outline of the action plan: 58

b) Anticipated operations; expenses and Marketing budget: 58

c) Summary of budgets and estimated expenditures: 65

3 Check marketing activities: 65 REFERENCES

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LIST OF TABLES

Table 2.1: SWOT MODEL 3

Table 2 2: COMPETITION CHANGE ANALYSIS 4

Table 6 1: DISCOUNT CODE FORECAST SPREADSHEET 59

Table 6 2: TVC PRODUCTION FORECAST SPREADSHEET 60

Table 6 3: OUTDOOR ADVERTISING FORECAST SPREADSHEET 61

Table 6.4: ADVERTISING ON ONLINE PLATFORMS FORECAST SPREADSHEET 61

Table 6 5: COMMUNICATION FORECAST SPREADSHEET 62

Table 6 6: INSTAGRAM FORECAST SPREADSHEET 63

Table 6 7: TIKTOK FORECAST SPREADSHEET 64

Table 6 8: SUMMARY OF BUDGETS 65

LIST OF IMAGES

Image 2 1: GPD PER CAPITA (GROSS DOMESTIC PRODUCT) 8

Image 2 2: CPI (CONSUMER PRICE INDEX) 8

Image 2 3: INFLATION RATE 9

Image 2 4: AFFECTED BY COVID 19 9

Image 2 5: SOCIAL PICTURES 10

Image 2 6: FOOD DELIVERY USED TREND 10

Image 2 7: NATURAL ENVIRONMENT PICTURES 11

Image 3.1: HOW DOES BAEMIN PLEASE USERS? 14

Image 3.2: DEMOGRAPHIC 15

Image 3.3: MARKET POSITIONING PICTURES 16

Image 3.4: DELICIOUS RESTAURANT IN MY DISTRICT 17

Image 3.5: COMBINE KOLS 18

Image 3.6: CONTENT CATCHES THE TREND, GENZ COLLABORATION 19

Image 3.7: MUSIC MARKETING 19

Image 3.8: OOH OUTDOOR ADVERTISING 20

Image 3.9: STAY IN THE SPOTLIGHT 21

Image 4.1: APP BEAMIN 22

Image 4.2: BAEMIN MART 23

Image 4.3: E-WALLETS AND ONLINE PAYMENT 24

Image 4.4: HOT BAEMIN HERE 25

Image 4.5: TV ADVERTISEMENT 26

Image 4.6: SOCIAL MEDIA ADVERTISING 27

Image 4.7: OUTDOOR ADVERTISING 28

Image 4.8: Promotion PICTURES 29

Image 4.9: V HEARTBEAT LIVE 30

Image 4.10: RESTAURANT PARTNER 31

Image 4.11: PAYMENT METHOD VIA ZALOPAY, MOMO 32

Image 4.12: Signboard 33

Image 4.13: WORKING ENVIRONMENT 34

Image 4.14: DESIGN INSIDE THE COMPANY 34

Image 4.15: APPLICATION INTERFACE 35

Image 4.16: DELIVERY SPEED 35

Image 4.17: RESTAURANT QUALITY 36

Image 4.18: ATTITUDE OF THE DELIVERY PERSON 36

Image 4.19:Slogan 37

Image 4.20: SEOUL MARKET 38

Image 5.1: "Quán Ngon Qu n Mình"ậ 39

Image 5.2: “Thử chút Healthy” 40

Image 5.3: "Ngọt" 40

Image 5.4: COOPERATES WITH E-WALLETS 41

Image 5.5: BILLBOARDS 43

Image 5.6: MVS AND 1 STORYTELLING VIDEO 44

Image 5.7: INFLUENCERS/ KOLS 45

Image 5.8: Campaign "Th chút Healthy",ử 45

Image 5.9: STIMULATE CONSUMPTION 46

Image 5.10: PROMO CODE 46

Image 5.11: PERSONNEL TRAINING PROGRAM 48

Image 5.12: APPLICATION 51

Image 5.13: ATTITUDE OF THE DELIVERY PERSON 52

Image 5.14: Brand image 52

Image 5.15: PAYMENT FEATURES 53

Image 5.16: MOTION GRAPHIC 53

Image 5.17: EMPLOYEE UNIFORMS 54

Image 6.1: Consultation 57

1 CONTENTS:

I) GENERAL INTRODUCTION OF BEAMIN: 1 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

❖ Main activities In Vietnam:

- 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

+ Color: Blue Mint + Mascot “Meo Map”

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

- Emotion connections: + Trendy content + Creative message + Suitable to the young

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

- Focus on service: + Friendly shipper + Easy to use Baemin app + Medium price

Beamin focuses on connecting with customers with emotions, so that customers not only "eat well" but also "have fun", be satisfied both physically and mentally II) ANALYSIS OF MARKET OPPORTUNITIES:

Environmental analysis

WO: W1+O3 ➔➔ Create preferential policies for partners

WT: W2+T3 ➔➔ Invest in thermal boxes to keep food hot

4 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)

- Age: 15-35

- Job: student, office staff

- 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:

- Food: Restaurants

- 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 Table 2 2: COMPETITION CHANGE ANALYSIS

Competitors Strengths Weaknesses Proposed strategy for Beamin

Investing in thermal boxes for the drivers in order to keep

warm the food

Creating many promotional policies for both partners anhd

- 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

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- 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: - Mass median:

+ 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

7 - Financial public :

+ 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

- General public: App users

- Internal public: Shippers, staffs, managers, investors,…

- State agencies: The Ministry of Finance, Ministry of Transport, Food Safety Authority,…

2 Marco environment: a) Political & Legal:

- 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

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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)

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➔ 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

Image 2.3: INFLATION RATE

➔ 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

Image 2.4: AFFECTED BY COVID-19 - 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

10 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 2.5: SOCIAL PICTURES

Image 2.6: FOOD DELIVERY USED TREND

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- 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 e) Ecosystem (natural environment):

Image 2.7: NATURAL ENVIRONMENT PICTURES

- 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

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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 - Solutions:

+ BAEMIN has also worked very closely with its international counterparts and the professional environmental agency to launch the Carbon Footprint program in 2021

+ 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

III) TARGET MARKET SELECTION: 1 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

13 - The influence of KOLs:

+ 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

- Application development:

+ 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

14 2 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" 3 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

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Image 3 3: MARKET POSITIONING PICTURES

+ 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

17 - 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

- Combine KOLs:

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+ 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.)

Image 3 5: COMBINE KOLS - Content catches the trend, genZ collaboration:

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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 "conquer"

- Music marketing:

Image 3 7: MUSIC MARKETING

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+ 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

- OOH outdoor advertising:

Image 3 8: OOH OUTDOOR ADVERTISING

+ 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

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+ 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"

- Stay in the spotlight:

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

22 IV) MARKETING STRATEGY PLANNING:

1 Marketing strategy goals: a) Vision and mission:

- 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

2 Marketing-mix format: 7P a) Product:

- 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

Image 4 1: APP BEAMIN

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+ 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

- BAEMIN mart:

+ 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

Image 4 2: BAEMIN MART b) Price:

❖ Determining the price of Baemin:

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- 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:

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- 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:

❖ Distribution channel:

- 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

Image 4 4: HOT BAEMIN HERE

❖ 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

- Target 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

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+ Baemin only focuses on activities within the localities of Hanoi and Ho Chi Minh City This has helped Baemin's brand awareness increase significantly ➔ - Strategic orientation:

+ 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:

Image 4.5: TV ADVERTISEMENT

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❖ 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

❖ Social media advertising:

Image 4.6: SOCIAL MEDIA ADVERTISING

- 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

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Baemin's most successful campaign is the Quan Ngon District Campaign with the video “Should women love safe or interesting?

❖ Outdoor advertising:

- BAEMIN's outdoor billboard, clearly displayed on the road in other districts day and night, attracts a large number of passersby

Image 4 7: OUTDOOR ADVERTISING

- 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

❖ Promotion:

- For consumers: Baemin convinces new consumers with attractive special offers on prices and delivery charges Baemin is constantly upgrading and providing attractive new offers on prices, shipping and Baemin items to impress and retain customers Seasonal, monthly/quarterly promotion, buy one get one free promotion, special offer coupon code

- For driver partners: BAEMIN's driver partners will be better supported mentally and physically during the delivery and receipt of orders BAEMIN has continuously brought its driver partner BAEMIN attractive packages and extra

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bonuses to encourage long-term partners to stick with BAEMIN and a series of other attractive incentives applied by Baemin to BAEMIN your driver partner

Image 4 8: Promotion PICTURES ❖ Public Relations:

- BAEMIN attracted attention when it sponsored the top music event for young people “VHEARTBEAT LIVE” twice with a huge guest lineup like Kim Jaejoong, Hyomin, Hoang Thuy Linh, OnlyC, Emily, Big Daddy, BAEMIN has launched a monumental “ticketing campaign” to help create a first impression with Vietnamese customers This campaign created a storm among fans of Korean and Vietnamese singers This brings Baemin's name closer to young people

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Image 4 9: V HEARTBEAT LIVE

- BAEMIN launched the campaign “BAEMIN Zone” to help restaurant partners greenen their shops and make a difference, making it easier for them to attract new customers The campaign is currently being deployed in heavy traffic areas in the center of major cities such as Ho Chi Minh City, Hanoi and Da Nang e) People:

❖ Driver partner:

- The driver's attitude and manners are very important to the customer experience Baemin is loved for his enthusiastic and friendly team of driver partners - The driver-partner force is considered to be more friendly, dynamic and

professional than other platforms

- With the motto: “Whatever we do, we do it with passion”

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- Trained and equipped with first aid skills, they will be effective hands in saving people as well as giving first aid on the spot for themselves when unfortunately in an accident

❖ Restaurant partner:

Image 4 10: RESTAURANT PARTNER

- Baemin's shocking discounts (sometimes up to 60%) take place every day, every time frame, many different content and especially, all these promotional costs are paid by Baemin Promotions up to 60% make any customer pay attention