Executive summaryGrab is preparing to launch a service product to serve pet customers, which is Grab Pet.. Pet care aims togive customers the most optimal experience, convenient in wanti
INTRODUCTION
Company Introduction
Grab is a Singapore-based technology company founded by Anthony Tan Tan Hooi Ling, providing leading services in Southeast Asia on a ride-hailing platform via an app.
Grab currently has an application interface in 8 countries: Singapore, Malaysia, Philippines, Indonesia, Thailand, Cambodia, Myanmar and Vietnam with more than 12 million users and more than 200,000 drivers Type of service Grab provides: Grabbike; GrabCar; GrabTaxi;
History
June 2012 Grab was founded in Malaysia with the original name MyTeksi.
In early 2016, the company changed its name to Grab and has grown to this day.
Vision
Towards the future of seamless mobility, Food delivery, logistics, cashless payments and financial services through one app.
Mission
To be the super app for everyday life, all needs are integrated.
Core Values
Grab is preparing to launch a service product to serve pet customers, which is Grab Pet This is the perfect combination of pet and customer transport, we are targeting specific segments in the consumer and corporate pet market capitalizing on the interest in love Pet care aims to give customers the most optimal experience, convenient in wanting to take their pets wherever they want.
Campaign activities : GrabPet launched the campaign "Go with GrabPet" with Linh Ngoc
Dam as the representative face, increasing customer attraction.
Meaning: Give away 1 small bag of food worth 30.000 VNĐ for every trip over 30km.
Collect 4 trips and get a pet shirt and mini bag This also helps people in the community to be aware of the work of protecting and taking care of health and providing the best experiences.
Increase traffic at least 45%, increase brand interaction on the internet and at the point of sale by at least 50%
When it comes to Grab, customers will immediately think of a reputable technology vehicle, ensuring their trust is the first choice.
Increase brand awareness of target customers by 35%.
Reduce advertising and media costs each quarter while retaining advertisement.
Covering an additional 50 reception points General agent office and driver partner support inVietnam.
Increase market share in insurance market: Up 10%
Empower driver partners and to succeed in the digital economy through digital skills development.
Communication and training for hundreds of thousands of driver partners in more than 40 provinces.
MARKET AND COMPETITORS ANALYSIS
Market Analysis
Grab is a refreshing change for travelers in Southeast Asian countries It is growing rapidly in8 Southeast Asian countries and 195 cities 90 million devices are expected to already use this technology of automated booking smartphone apps Grab controls 95% of the motorbike taxi business and dominates when more than 60% of users book a car using the service 1
Macro environment
According to 2020 research, Grab's driver team completed 146 million rides in Vietnam in the first 6 months of 2019 This puts it ahead of other companies The closest competitors are Be,with 31 million and GoJek with 21 million With the projected growth of Vietnam's overall1 VN Express, “CEO Grab Việt Nam dùng công nghệ kế nối cộng đồng”, Available at: https://vnexpress.net/ceo- grab-viet-nam-dung-cong-nghe-de-ket-noi-cong-dong-3970925.html Accessed on: 30/08/2019].
Internet economy expected to reach 4 billion USD by 2025, this market size has great potential to attract many new entrants.
Grab is an online platform providing delivery and pickup services Internet connection and support of Google Maps service With technology level 4.0, service providers can provide travel time information to calculate costs more transparently, helping drivers as well as customers know how much money is being received or paid.
Grab is a monopoly in Asia The Singapore government launched an investigation into Grab's monopoly operations and implemented new regulations: drivers must obtain a license, passengers must also have a real-name certificate This helps to increase the authenticity and improve the reliability for customers while still ensuring high security.
Life is ever-evolving, everyone wants to be fast, everything must be accessed by mobile phone and so Grab also always adapts to the changes and developments that happen and Grab was born to answer those needs problems in the community.
Competitor analysis
Table 2.1: Direct and indirect competitors
Competitors Services Features Advantages Disadvantages
Connection between drivers and customers for car booking, delivery, food and beverage
Online convenience, fast, easy to use
Book multiple flights at once, no rush hour price increase.
Small discount, difficult to use application interface.
Be Connecting between drivers and customers riding motorbikes and cars
Online is convenient, fast and easy to use.
Promotion, no price increase at peak hours.
Low discount, can't pay by domestic ATM card, high fee.
No price increase during rush hour Ensuring customers' interests
Drivers take a long time to drive
Vehicles Traditional business taxi company
Large vehicle system, no price increase during peak hours High
TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY
Target
The customers that Grab targets are mainly individual customers
- Current customers : Students, housewives, office workers, aged 18 to 50, using
Smartphones, don't want to drive themselves, live in big cities This is a popular object that accounts for a high proportion and brings the main revenue for Grab.
- Potential customers : These are customers who have used the service once and are likely to use it again in the future.
Grab is interested in urban and large-city consumers In urban areas, big cities technology develops strongly, and most consumers here are busy and have high travel demand, which is convenient for commuting without having to use personal vehicles.
Service Positioning
On the market today, there are many different transportation services such as Be, Gojek,Vinasun, From different sources of reference in terms of quality and cost of use, Grab's positioning is given as follows:
Grab offers an application with a fast transportation service that helps to increase the scale of customers using it, and at a reasonable price to meet the needs of customers best compared to other transportation services.
ANALYZING THE MARKETING MIX (7PS)
Services Product strategy
The core product of GrabPet is the ability to transport pets and passengers safely,quickly and conveniently at an affordable service cost through the GrabPet app.
GrabPet has found a unique USP score that no other brand has It's differentiation strategy, first unique product to market, speed/convenience (on-demand pet transport), high quality driver ( have trained).
GrabPet has 2 types of vehicles:
Regular GrabPet - 4-seater pet car: size S and M with height less than 41cm and maximum 2 pets (with maximum 2 passengers).
GrabPet XL - 7-seat SUV, Van or Grabcar will be allowed, for pets of size L with a height of more than 41cm GrabPet XL can accommodate up to 6 users (passengers + pets):
Table 4.2: Seat swap GrabPet XL
Pet size Small average Big Pets Small / medium + large pets
Seat 6 passengers + 1 pet 4 passengers + 1 pet 3 passengers + 2 pets
4 passengers + 2 pet 3 passengers + 2 pet 4 passengers + 1 pets 2 passengers + 1 pets
Price Strategy
With the development of today's market, Grab has more and more competitors, so Grab offers a strategy to minimize all costs for customers to have the most reasonable price Moreover, Grab helps customers know the exact price to pay It can be said that it is the price strategy that hits the customer's psychology that is the right strategy that makes Grab gain popularity in the Vietnamese market compared to all other car services.
Table 4.3: Price list for GrabPet service:
GrabCar fare displayed on the app includes
Regular GrabPet (4 seats for pet size S - M)
GrabPet XL (7 seats for pet size L)
Price per next kilometer 5.000đ/km 13.000đ/km
Price per minute (after first 2km) 350đ/minutes 550đ/minutes
In addition, GrabPet always offers attractive promotions, issues discount codes to promote customers' usage behavior whenever they want to bring their pets with them Customers are always interested in how to move quickly, efficiently and especially at an affordable price.
Therefore, Grab's pricing strategy for pet transportation always has reasonable prices that make customers feel satisfied This is a powerful weapon that promotes the brand to be easier to reach and closer to customers.
Distribution Strategy
Service ensures safe and quality pet transportation With the rapidly increasing demand for pet transportation not only internationally but also domestically in Vietnam GrabPet offers domestic pet transportation service with its reliable and reputable guarantee Pets will be transported as quickly as possible to the recipient.
Receive goods from anywhere in Vietnam and send to inland provinces Receive pets directly at home in Ho Chi Minh City and Hanoi throughout the districts.
Receive transportation of pets and live animals in Saigon (Tan Son Nhat Airport SGN):
District 1, District 2, District 3, District 4, Binh Chanh District, Hoc Mon District, Cu ChiDistrict, Can Gio District and other locations other districts in Ho Chi Minh City.
Promotion Strategy
GrabPet uses direct marketing to sell services through its mobile app platform to consumers.
In addition, GrabPet also contacts directly via phone number and email to establish a relationship with consumers.
GrabPet social media marketing through social media platforms such as Facebook, Youtube to set up relationship with customers Build Facebook-fan page “GrabPet”: GrabPet's Facebook fan page with a large reach, is the main information channel about GrabPet's promotional and advertising activities.
Figure 4.6: GrabPet's Facebook fan page
GrabPet will regularly run advertisement on the Youtube platform with the following contents:
Figure 4.7: GrabPet on the Youtube
GrabPet also uses outdoor advertising: posters, standees, outdoor banners to help GrabPet increase brand awareness in the hearts of customers.
Figure 4.8: GrabPet’s outdoor advertising launched a campaign “ Going with GrabPet” with Linh Ngoc Dam as the representative face, increasing the attractiveness to target customers.
“GO WITH GRAB PET” CAMPAIGN
Introducing the experiment al GrabPet service Launching
The “Go with GrabPet” campaign GrabPet
KOLs Review Experience using GrabPet service
Booking KOLs filmed a clip with the theme
"Going with Grab Pet", with hashtag
Sponsorin g Animal Protection Funds Sponsorin g
Give one mini food bag worth 30k for each trip over 30km
Accumulate 4 trips for pet-specific t-shirts and mini-bags
Figure 4.10: Linh Ngoc Dam is the representative face of Grabpet
- Offline: GrabPet also features digital billboards, links to pet stores/pet cafes/veters, magazines / newspapers.
- Advertising displayed on Google or Google's search partners when a customer conducts a search using the terms: pet transport, Grab for pets
- Display banner advertisement, text on display partners and Google products (Websites, Forums, Blogs, Gmail, )
- TrueView in-stream advertising video advertisement.
- Format: The promotional video appears before other videos on youtube.
- Activity: Video ad plays before, during or after another video, After 5 seconds, viewer can choose to skip the ad.
- Charge: Only charge, when the viewer runs out of 40 seconds of video.
- Display Youtube advertisement: Text, Link - Title: pet carrier
- Text: GrabPet - New car booking option offers comfortable and convenient trips for passengers with pets.
Facebook advertisement - Page Like: run advertisement to increase the number of fans on the fanpage.
Facebook advertisement- Page Post Engagement: Run advertisement to increase interaction / stimulate consumers with the content posted on the fanpage.
Facebook advertisement - Click to website: Run advertisement on the ad-allowed area (Newsfeed, left column) of facebook.
- Organized a special 30% discount program for new GrabPet users to redeem when ordering pet food from these three brands through the GrabMart shopping portal
- Run a coupon program for GrabPet loyal customers GrabPet Prime card holders are entitled to 10% discount for 10x limited shipping service when scanning coupon code on GrabPet app.
- Use a gift that is not too expensive: like a small pet cage, implicitly a message is to put the pet in the cage before getting in the car or going on a picnic.
Service Processes management3
Act 1: Opening scene and Introduction: Sign up for a GrabPet account with your mobile phone
Step 1: Download and install the GrabPet app:
Search on the App Store or Google Play Store (CH Play) with the keyword "GrabPet" and install the free app
Enter the phone number you want to register for
Note: you need to enter the correct phone number
You will receive an SMS from GrabPet containing a 6-digit verification code, enter this code into the app to verify the phone number
Create a password to protect your account Password consists of 6 digits When re-entering the password in the second box, you must enter the same password
With successful password generation, you have completed the GrabPet registration process
Grab provides consumers with diverse services, suitable for different payment levels and consumer needs The prices of these services are publicly displayed on the application, so consumers will not be afraid of the driver arbitrarily increasing the price.
Grab owns modern positioning technology on the map, helping users easily determine their location and where they want to go Besides, they also allow users to see the shortest distance between two locations.
Get pet information from customers: weight, height, breed, gender, health status, to prepare necessary transport items
After confirming the information, the staff will choose the right cage size for the pet If the customer already has a cage, GrabPet will deduct that cost upon shipping The staff will take the car to the pre-booked pick-up point
Step 3: Hand over the pet and sign the pet confirmation
The system will check the location, ensuring the driver arrives at the right location requested by the guest.
Re-confirm the information with the customer about the pet (owner, alive, uninjured, ) Make a record of receipt of the pet in 2 copies: the customer and the employee keep one copy.
The status of orders for transporting pets, dogs and cats is updated continuously via SMS and Email and other tools during the transportation process.
Act 3: End of Trip Payment
Users can pay directly in cash or with a linked bank card If paying by bank card, the account will be automatically deducted after the end of the trip.
At the end of the trip, users will be able to write feedback about their service experience on the app Then, GrabPet Support staff will send a message via SMS or email to the user to thank, or assist in handling the complaint.
Physical evidences management
GrabPet owns a brand motto with a distinctive logo and green color, widely used for websites, mobile applications, billboards, staff uniforms, … to create synchronization, identity and prestige.
In particular, regarding uniforms, to ensure uniformity, GrabPet has its own standards to evaluate and penalize non-compliant driver partners.
Is a ride booking service managed through an app, so the quality of the website and app will greatly affect the experience, upgraded to allow traffic larger access with more stable speed.
The hotline system and online support are improved, ensuring the fastest response to users' questions Maps are accurately updated, making it easier to determine prices and directions.
The addition of an auto-pickup feature optimizes order for customers to order faster and easier.
At the end of a ride with GrabPet, the system will display a screen to rate the driver These reviews will be saved on the system and visible to the next user If the next user readvertisement a good review, they will trust the service more
For complaints, GrabPet has sent staff an email to assist in resolving with the driver to improve the quality for the next time.
People
GrabPet staff are friendly with pets, cats and dogs With a staff that has experience in raising pets and loves them; GrabPet is confident that its staff will take good care of your pet even if you are not here Used to transport pets to places in Ho Chi Minh City and Vietnam; We
From strategic planning to day-to-day decision making, with the way the Company and its employees:
Building a customer-oriented company culture
The remuneration and welfare policies are all built towards the goal of motivating and motivating employees to work hard to assert themselves and develop their careers Employees will be able to participate in many Team Building activities: At least 2 times / year.
With a team of experienced, professional staff, easy to use and convenient to use, GrabPet has created trust and peace of mind to use GrabPet aims to build an ideal working environment with a happy, engaged, professional and inspirational human resource And from there, it is possible to spread the connection with potential customers.
Training mode: Organize advanced training on professional qualifications, product knowledge, training courses on psychology of pet training.
Policy regimes for consultants, team leaders: Implementing those welfare policies is also the company's own concern for employees to ensure all benefits, emphasizing community and humanitarian nature With efforts to make a difference, the company has attracted a lot of customers to participate in insurance and GrabPet believes that it will increasingly create the best value for customers and pets.
Customers mainly interact with the application, if there is a transaction need, they will be consulted and cared for by the staff In addition, there is a department to record customer feedback into the system, receive and process calls.
The staff with historical costumes, professional service attitude, listening and sharing helps customers feel comfortable and comfortable when dealing with them.
Introducin g GrabPet products and services
Booking KOLs/Infl uencers filming Tiktok /Youtube clips Linh Ngoc Dam or Hau Hoang
Coupon for loyal customers, GrabPet Prime card enjoy 10% discount
Donate to Animal Protection Funds
Funding for animal welfare programs
Evaluation method
Check the year plan Senior and middle management
Assess the level of achievement of the expected plan
- Consumption analysis- Market share analysis- Revenue to cost ratio- Financial analysis
Check profitability Marketing tester Assess profit/loss situation
Profitability of the service, location, customer group, distribution channel and service size
Performance test Grassroots level leadership Marketing tester
Evaluate and improve the efficiency and effectiveness of marketing fees
Check the level of exploitation of opportunities in markets, services, distribution channels,
- Analysis of excellent marketing results
Controls
KPI is monitored month by month, year by year to devise control activities
Budget is supported by the financial department.
Through customer satisfaction surveys and feedback (from customers, KOLs and influencers) to better understand customer psychology and demands Then, there are activities to improve and build relationships with customers This raises the returning ability of customers This leads to increased KPI
The Marketing Plan for Grabpet is intended as a guide for the company The following areas will be monitored to assess performance:
- Revenue: monthly and yearly- Cost: monthly and yearly- Customer satisfaction; New product development
[1] Christopher Lovelock and Jochen Wirtz, “Service Marketing”, Prentice Hall, 2016.
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[2] Nhat tin, “Có thể sử dụng dịch vụ ship hàng để vận chuyển thú cưng không?”, Available at: https://ntlogistics.vn/tin-tuc/tin-chuyen-nganh/co-su-dung-dich-vu-ship-hang-de-van-chuyen-thu- cung-khong.html?fbclid=IwAR3IoyDxsdgISRNjE0mUhUtEovwATj3HF3VC_bQaJYQalrBSU- I4eej654w [Accessed on: 04/02/2018].
[3].Coconuts Bangkok,“GrabPet: Joyride through Bangkok with your furriest friends”, Available at: https://coconuts.co/bangkok/news/thailand-upgrades-rolling-stock-with-chinese-made-ultraman- locomotives/?disbig=true [Accessed on: 29/04/2022].
[4].Sean Watson, “GrabPet: Easy and Affordable Transport for Furry Companions”, Available at: https://www.globe.co.th/lifestyle/in-the-know/grabpet-easy-and-affordable-transport-for-furry- companions/ [Accessed on: 27/10/2021].
[5] Misa Amis, “Phân tích chiến lược Marketing của Grab tại Việt Nam chi tiết nhất”, Available at: https://amis.misa.vn/28747/chien-luoc-marketing-cua-grab/? utm_source=google&utm_medium=organic [Accessed on: 01/11/2021].
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