subject customer relationship management topic suggest crm stragtegy for grab

In short, although the Grab car booking service not only meets the needs of convenient transportation but also brings a safe, diverse and affordable experience to users, these limitation

SUBJECT, CUSTOMER RELATIONSHIP MANAGEMENT

TOPIC SUGGEST CRM STRAGTEGY FOR GRAB

Group name: AN LAC Instructors; HOANG KIM CHUONG

Ho Chi Minh, December 15, 2023

LECTURER’S COMMENT

AN LAC GROUP MEMBERS SUBJECT: CUSTOMER RELATIONSHIP MANAGEMENT

- PPT for task |

- Final Report: Portfolio of customer segments analysis, Salesforce automation and presentation participation

- PPT task 7: Networking Opportunities

719V0158 - Presentation task 1: Overall about Grab and

why apply CRM for Grab? And task 3:

Lifetime Customer

- PPT for task 8: Sales Force Automation and Final Report

- Present task 6: GE Mckinsey Matrix

- Final Report: Application of CRM in SFA,

MA, SA and participate in presentations

- Synthesize and edit format for Report

100%

Networking Opportunities Analysis

- Final Report: SWOT analysis and presentation

100%

Vii Thi Thuy An 719V0146 - Present task 5: Customer Portfolio, task 6:

GE Mckinsey Matrix, task 7: Networking Opportunities Analysis

- Final report: Customer Journey Analysis and presentation participation

100%

Nguyễn Minh

Thư

- Present task 7: Networking Opportunities Analysis

- Final report: Networking Opportunities Analysis and presentation participation

- Present task 9: Marketing Automation

- Final Report: Analysis of the current market situation and participate in presentations

- PPT for task 9: SalesForce Automation, task 7: Networking Opportunities Analysis

- Final Report: Conclusion and presentation

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REFERENCES 10ẺẺẼẺ8 ằốea 57

EXECUTIVE SUMMARY

Grab is one of the world’s leading technology companies headquartered in Singapore Founded in June 2012 The company specializes in providing digital transport, delivery and payment services in Singapore and other Southeast Asian countries such as Malaysia, Indonesia, Vietnam, Philippines, Thailand, Myanmar and Cambodia

On February 27, 2014, the application was present in the Vietnamese market with the original name GrabTaxi And after nearly 2 years of operation with a range of services such as GrabTaxi, GrabBike, GrabCar, GrabExpress was bom to cater to all the travel needs of the Vietnamese people Currently, Grab continues to grow with many newer types of services such as: Grab Food, Moca, Grab Mart

Reasons to Choose Grab:

In the past 10 years, the Grab brand with identification characteristics through clothing and green logo has become a characteristic in the life of Vietnamese people When choosing this brand to be an academic topic, our team not only learns and studies about the specialized knowledge of the Customer Relationship Management has and will be applied to the brand, but also observes and clarifies the elements surrounding the business model, customers and market paintings, etc In addition, with choosing such a large brand, our team will learn a lot of useful knowledge and experience coming from the company’s operating apparatus From there, it 1s possible to apply them in the subject and professional practice later

Specifically, the Grab service that the team will choose to study is Grab Bike/Grab Car This is because this is the type of service considered the most typical and successful Grab

in the market Speaking of Grab bike/Grab car people think of the maxim: “Giup ban di lại an toàn và thuận tiện với giá cước biết trước mọi lúc mọi nơi” make the brand’s

reputation Moreover, this is also the service that Vietnamese customers always think of

Grab offers convenience and ease of use through its user-friendly interface Booking a car only requires a few simple steps on the application, from entering the departure and arrival addresses, choosing the appropriate vehicle type, to making payment, all procedures are done quickly and conveniently Grab's fares are another strong point, often lower than traditional taxi services, especially during peak moments This makes Grab a popular choice for users who want to travel in a cost-effective way At the same time, Grab provides diverse services with many different types of vehicles, including 4-seat cars, 7-seat cars, limousines, and trucks, meeting all customers' transportation needs This helps expand Grab's scope of use, from commuters to large groups or special trips Safety and security aspects are also emphasized when using Grab services The GPS navigation system not only helps customers track their journey but also facilitates contacting the driver in case of emergency Furthermore, Grab applies insurance policies for both customers and drivers, increasing trust from users Besides the advantages, the Grab car booking service also faces some limitations that users have encountered One of the common problems is customer complaints about Grab focusing too much on attracting new customers and ignoring the majority of old customers There are cases where long-time customers

do not receive the same treatment as new customers, and this causes dissatisfaction

in the user community In addition, Grab regularly launches many promotions to

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stimulate and retain new customers In addition, Grab regularly launches many promotions to stimulate and retain new customers However, there is information that old customers, even VIP groups such as gold or platinum, may not be able to fully enjoy the incentives This makes some users feel unfair and uneven in using the service Another problem is the lack of control over the time and area of operation of drivers, leading to a shortage of drivers in some areas Pressure from high gasoline prices also reduces drivers’ income, making some of them choose to change jobs This has led to increased waiting times for customers, and there have been cancellations due to drivers not wanting to travel too far Additionally, some users have encountered problems with bad attitudes from some Grab drivers Although there are driver images on the app for users to identify, many cases still have non-compliance with regulations and violations that have not been handled Complaints from drivers about reduced income can also come from poor service attitudes, which reduces users' trust in Grab services

In short, although the Grab car booking service not only meets the needs of convenient transportation but also brings a safe, diverse and affordable experience

to users, these limitations also need to be addressed resolved to improve user experience

1.2 SWOT analysis:

1.2.1, Strengths:

S1: Big brand that customers trust

S2: Has abundant capital from parent company Grab Holdings Inc, easy to deploy

in communication campaigns

S3: Currently the Market Leader with the largest number of customers and drivers

in the market

S4: Invest heavily in technology and smartphone apps development

S5: Extensive brand identity

S6: Strong presence in many fields (Grab Car, Taxi, Bike, Delivery, Food, Mart, ) creates competitive advantages as well as effective market power

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S7: Safety level is rated higher than competitors

S8: Support online payments for customers

S9: There is a "car booking” service through the Grab hotline

W3: Relatively heavy app (700mb on IOS and 100MB on Android)

W4: The app is not designed optimally, causing lag and confusion

WS: Unable to control the time and operating area of drivers, leading to a shortage

of drivers in some areas

1.2.3 Opportunities:

Ol: Great market development potential

02: The trend of electronics and technology is increasingly popular

O03: Expand market to anew market (outside Southeast Asia)

O04: Expand to other service models such as finance, tourism, other forms of transportation

O5: Electric vehicles are gradually gaining popularity in customer demand 1.2.4, Threats:

T1: Subject to fierce competition from competitors in the industry such as: Go Jek,

Be, Mai Linh

T2: Regulations and policies constantly change across countries

T3: Market demand and changes occur continuously, which will affect Grab's business plan

T4: Still facing financial disputes: increasing discounts, increasing fees, paying taxes, with drivers

We will expand this SWOT model analysis by combining the following elements:

Strengths — Opportunities (SO): Use strengths to optimize opportunities Take advantage of popularity and widespread brand recognition to optimize development potential in target markets

Take advantage of technology development and electronic payment support

to create competitive advantages and improve customer experience

Use abundant capital from parent company Grab Holdings Inc to expand to

a new market, develop other service models such as tourism, finance, and other forms of transportation In addition, use investment capital to carry out communication and advertising campaigns to increase customer awareness of the brand

Improve service quality better and better to increase customer satisfaction

Strengths — Threats(ST): Use strengths to limit threats

Due to good financial resources, we can increase research and develop new technology to improve customer experience and meet new needs From there, create a difference to compete with competitors

Promote the strong development of diverse business fields and services to create competitive advantages as well as effective market power

Connect and cooperate with regulators and governments to ensure compliance with new legal regulations

Strengthen relationships with other business partners to boost competitive advantage and reduce pressure from new competitors For example, Grab cooperates with Moca to deploy cashless payment with e-wallets for customers when using the service

Weaknesses — Opportunities(WO): Improve weaknesses to exploit opportunities Set up promotions and discount vouchers on special days

Improve issues related to smart applications to bring better customer experiences in the era of increasingly popular electronics and technology trends

Develop and invest in improving the distribution system to increase operational efficiency to minimize uneven distribution of resources

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Weaknesses — Threats(WT): Actions to eliminate and overcome weaknesses to avoid threats

Establish closer relationship management with partners and drivers to bring the best service attitude and quality to customers

Enhance and invest in technology research and development to keep up with the needs and rapid changes of the market

Re-establish service prices to be reasonable with the market to reduce competitive pressure from competitors

Build positive relationships with drivers based on financial benefits to ensure they can deliver good quality to customers

2 Customer journey analysis

2.1, Stage 1; Awareness

Action: In the process of perceiving transportation needs, customers increasingly seek alternative solutions to traditional motorbike and taxi services, encountering various difficulties In this situation, some customers have begun to pay attention to Grab - a leading mobility platform

Emotion: Customer emotions when encountering Grab are diverse They feel curious about the brand and services that Grab offers, but at the same time, they are individuals without accurate information about this platform Excitement and anticipation are high as they start opening the window to explore more about this new transportation experience

Touchpoint: To proactively create positive impressions from customers, Grab has deployed innovative marketing strategies Through online advertising on social media platforms and the internet, Grab has easily promoted the brand image to a wide range of potential customers Grab's presence on these platforms not only enhances brand awareness but also creates a space for quick interaction with customers

Word of Mouth: An important factor in building reputation for Grab comes from word of mouth from family and friends Customers not only learn from

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advertising but also trust real experiences shared by those around them This creates a positive message spreading effect about Grab and its ability to meet the transportation needs of consumers

2.2 Stage 2: Consideration

Action: New customers go through a series of simple steps to use Grab's services They start by downloading and installing the app on their mobile phones After logging in

or registering, they choose the type of service, such as GrabCar or GrabBike, enter pick-

up and drop-off information, confirm the trip, and wait for the driver to accept the call Users with experience using Grab's service actively continue using the app, not only for daily journeys but also for specific situations Choosing the type of vehicle and destination on the app 1s not only simple but also flexible, adapting to their specific needs The ability to track the driver on the map gives them an accurate view of the current location and estimated time of arrival, enhancing not only comfort but also ensuring accuracy and reliability in every journey

Emotion: During this process, customers often experience excitement and anticipation Using a new transportation service brings a sense of novelty and expectation Grab's convenient and quick trip booking feature often makes them eager to experience something new and interesting

The emotions accumulated from previous experiences make users feel confident when using Grab's service Comfort in the familiar process and trust in the professionalism of the driver and the service's security create a positive and reassuring experience

Touchpoint: Grab App: This is where customers primarily mteract to download and install the app, book trips, and track drivers The user-friendly interface makes it easy for them to complete necessary steps

Grab Driver: Direct interaction with the driver is a crucial part of the experience The professionalism and friendliness of the driver can leave a strong impression, especially during the first trip A positive experience contributes to shaping the customer's perception of Grab's service

Transaction Payment: The convenient payment process is a crucial point Customers can pay directly through the Grab app or in cash through the driver, providing flexibility and convenience

Interaction with the Grab app mainly involves booking a ride, checking driver information, and making payments, all done conveniently and quickly Notifications from the app not only inform them when the driver arrives but also when the payment transaction is complete

In case of needing support or resolving issues, contacting customer support through the phone allows users to efficiently address any problems The payment interface on the app not only simplifies the process but also creates a convenient and easy payment experience

2.3 Stage 3: Decision Stage 4: Service

Action: Frequent and active Grab users accumulate points in their daily lives, making Grab their primary means of transportation whenever they need to move They participate in pomt accumulation and regularly convert points into valuable vouchers, enjoying attractive benefits for their next journeys Familiar with the booking and payment process, they often provide feedback on each trip, contributing to shaping the service's quality

Emotion: Positivity and satisfaction are key descriptors of the emotions of Grab's loyal users They actively engage in point programs and gifts, simultaneously being satisfied with the experience of using the Grab app and every journey Their loyalty to Grab is evident as they limit using other services, prioritizing Grab as a reliable transportation partner

Touchpoint: Grab App: Customers interact extensively with Grab through the app, the main platform for booking rides, tracking driver information, and checking information on prices and wait times Regular updates on news and programs on the app help customers easily grasp information and maintain a strong connection with the service

Grab Rewards - Loyalty Program: The Grab Rewards points program is a significant highlight in their experience Customers can accumulate points from each trip to redeem various attractive offers and gifts This program further enhances loyalty and stability in the relationship between Grab and its users 2.4 Stage 5: Loyalty

Action: Customers who advocate for Grab are not only regular users but also positive representatives of the service They actively share their positive experiences with friends and family, recommending Grab as a convenient solution for transportation and delivery This positive attitude is not just regular usage but also a proactive action to support the growth and popularity of Grab

Emotion: Trust is a crucial factor in the relationship between Grab and advocating customers These individuals feel trust and satisfaction with Grab due to positive experiences with the app They are not just users but enthusiastic representatives when sharing the advantages of Grab and how it helps them solve daily issues

Touchpoint: Social Media: Social media is a crucial platform for advocating customers to share their experiences with Grab They post photos, reviews, and articles about using the app, contributing to building a positive image of Grab on social media

Events and Promotions: Grab organizes events or promotions specifically for advocating customers to create additional communication opportunities and strengthen relationships These events are not only opportunities to provide feedback but also to create an exciting atmosphere and connection between Grab and the loyal community

3 CLV analysis and projection:

3.1 Data analysis

According to the financial report of Grab Company Limited, in the period from 2020 to 2022, Grab Vietnam recorded total revenue exceeding 11,000 billion

VND However, despite a significant increase in revenue, Grab still faces negative profits

Grab Vietnam's revenue in 2020 is 3,762 billion VND, decreasing to 3,345 billion VND in 2021, and doubling to 6,384 billion VND in 2022 Because it does not have to pay interest on loans, nor does it have to pay corporate income tax, Grab earned 329 billion VND in profit Losses in previous years were mainly due

to the impact of the Covid-19 pandemic and controversial policies By the end of

2022, Grab Vietnam will accumulate losses of more than 4,000 billion VND, while its contributed capital is only 20 billion VND

Source: Financial statements of Grab Company Limited

3.2 Forecast customers for lifetime:

Based on a survey of users for ride-hailing applications by InfoQ Vietnam, the latest forecast data for September 2023 shows that the age group from 26-35 accounts for 42.18% of real customers Currently surveying and using technology

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ride-hailing services in 2023 This is a segment with stable income, high spending ability and a need to use ride-hailing and delivery services regularly

In particular, the 26 - 35 years old segment is the main labor force in society, tends to live independently and has a high need for mobility, especially in big cities They often need and use nde-hailing applications to go to work, school, outings, shopping,

According to Vnetwork's Internet-influenced age statistics, it also shows that the similar age group 25-34 accounts for the highest index at 16% Shows that the trend of increasing urbanization, along with the development of e-commerce and technology platforms, leads to the expected demand for ride-hailing and delivery services of the 26-35 year old segment will continue to increase in the near future

Based on these trends, the 26-35 year old segment is forecast to become Grab's potential lifetime customers

Source: Survey conducted in September 2023 by InfoQ Vietnam

3.3 Evaluate Data:

According to data analysis, revenue data for 2022 shows that Grab Vietnam reached 6384 billion VND, while Grab Holdings had a larger revenue of 1433 billion USD Converting to the same currency, it can be estimated that the Vietnamese market accounts for about 18% of the overall Market Share in the Southeast Asia region

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— 22,77 0ío 18-25 tuổi

42,18 %o 26-35 tuổi

29.31 %o 36-45 tuổi

46-55 tuổi

According to Macrotrends, Grab Holdings’ expected revenue for 2023 is 2,200 billion USD If Vietnam's market share percentage for Grab Holdings is applied, it can be forecast that in 2023 the expected revenue will be 8,712 billion VND ( increased 36.36% compared to 2022)

According to the report, the total number of customers using Grab services

in 2023 is 33.6 million people and it is estimated that each year the number of customers using Grab services will increase by 4 million people

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Expected Average Customer Value in 2023 = Total revenue for the year / Total number of customers for the year

= 8712 billion VND / 37.6 million people

= 232,000 VND/person

Predict interest rates for investors

Formula: V = Vo*(1 +i)"

2018 - 2019: Voo19 = Vaois*(1 + 1) 3382 = 2194*(1 +1) > 1=0,54

2019 - 2020: V2020 = Vaoi9*(1 +1) > 3762 = 3382*(1 +1) ~1=0,11

2021 - 2022: V2022 = Va021*(1 + i) 6384 = 3345*(1 +1) > 1=0,9

Imedium = (0,54 + 0,11 + 0,9)/3 = 0,52

2018 - 2022: V2022 = Voois*(1 + i)" > 6384 = 2194*(1 +i)! >i=0,3

Because the bank interest rate is 5.5% < i (satisfactory)

2022 - 2023: Vo03 = V2002*(1 +1) > 6384*(1 + 0.3) = 8229.2 (billion VND)

2022 - 2024: Vo004 = Vo022*(1 +1)” > 6384*(1 + 0,3)’ = 10788.94 (billion VND)

With an interest rate of 30% per year, it is predicted that Grab will achieve revenue of 10788.94Billion VND in 2024

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3.4 Development Potential for Grab Vietnam:

2025: Expected revenue 1s 16 thousand billion VND

2026: Revenue is forecast to increase to 22 thousand billion VND

2027: Revenue is expected to reach 30 thousand billion VND

2028: Revenue is expected to reach the highest level, more than 40 thousand billion VND

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4 Portfolio of customer segments analysis

4.1 McKinsey/GE customer portfolio matrix:

4,2, Customer segment analysis:

short distances

suggested | students to working | occasional trips when | convenience and distributed

customers | students to working | for all transportation | convenience and | large urban areas

average income

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customer students to working

people and people

with families,

average income

convenience and reasonable value

convenience and service quality

distributed across urban and suburban areas

but with high income, | for long-term trips or | convenience and | work in upscale

families, medium

to high income

value but | with high income, | for long-term trips or | premium service | work in upscale

experience

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4.3 Design customer portfolio management for Grab

Medium High

Frequent High-Value Customers

According to Insider Intelligence data in 2023, growth in secondary services such

as delivery and mobility demand has been high in recent years, showing that the trend of combining multiple services in one application will be more convenient and increase the percentage of people using the application Vietnam has more than 63 million smartphone

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users in Vietnam, an increase of 1.6%Compared with last year The trend of combining multiple services in one application will be more convenient and increase the percentage

of people using the application

4.3.2.GE-McKinsey Matrix model is suitable for the current Grab market: Based on market trends, we combine with GE-McKinsey Matrix to redesign potential customers for Grab, specifically as follows:

Basic customer group:

Changing location citing increased frequency of use and growth potential from the increased number of smartphone users Grab can focus on developing cost-saving services and promotions to attract them This could include developing fast food delivery services and short-term transportation services to serve their basic needs

Regular customer group:

Change orientation to reflect the high growth potential due to the increase in smartphone users and the combination of multiple services in one application With the increase in smartphone users and the trend of using apps that combine multiple services in one, Grab can take advantage of providing diverse services in their apps This could include integrating additional services such as mobile payments, online shopping, or healthcare services

Low Value But Frequent Customer Group:

Change orientation to reflect the high growth potential from the number of smartphone users and the trend of using applications that combine many services

in one rab can focus on providing premium and exceptional services to these guests This includes providing premium transportation and healthcare services, along with amenities and loyalty programs to keep them going

4.3.3 Potential customers for Grab:

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We delve into the segmentation of Grab's customer base, aiming to provide a comprehensive understanding of three distinct customer groups These groups include one-time users, infrequent users, and low-income customers

Customers who use the service once:

This group comprises customers who engage with Grab's services only once, expressing dissatisfaction with either service quality, pricing, or overall experience To address this segment, Grab should invest in improving service quality, ensuring competitive pricing, and enhancing the overall customer experience Collecting feedback from one-time users can provide valuable insights into specific pain points and areas for improvement

Customers who use services infrequently:

Infrequent users utilize Grab's services only on a sporadic basis, often due to personal transportation options, alternative services, or occasional needs Understanding the factors influencing their sporadic usage is crucial Grab can tailor promotions, loyalty programs, or exclusive offerings to encourage more frequent usage Additionally, partnerships with other transportation providers may help Grab become a preferred choice even in cases where personal transportation is available

Low-Income Customers:

This segment consists of individuals with limited financial resources who typically opt for low-cost transportation services While they might not be frequent Grab users, there is potential for conversion if Grab can strike a balance between high-quality service and competitive pricing Offering targeted discounts, flexible payment options, and collaborating with local community initiatives can help Grab tap into this market segment effectively

In 2022, Grab experienced substantial growth in revenue, net profit, and the overall number of trips, showcasing the significance of various customer segments

in contributing to its success The analysis focuses on three high-profile customer groups and their notable contributions to Grab's financial performance

Customers Who Use the Service Regularly:

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This group, constituting approximately 70% of Grab's total customer base, plays a pivotal role in the company's revenue stream

According to Grab's 2022 financial report, customers using the service regularly contributed a substantial 80% to Grab's total revenue, indicating their strong impact on the company's financial success

The consistent usage pattern of this segment is reflected in the 43% increase in Grab's overall revenue, reaching an impressive $22.2 billion USD in 2022

High-Income Customers:

Comprising around 30% of Grab's total customers, this segment represents users with higher spending capacity and a preference for premium transportation services

Grab's 2022 financial report indicates that high-income customers contributed 20% to the company's total revenue, underscoring their importance to Grab's overall financial health The profitability of this segment is evident in Grab's net profit of $1.5 billion USD, marking a remarkable 130% increase from the previous year

Customers Who Use the Service a Lot:

Accounting for approximately 20% of Grab's total customer base, this group of highly active users significantly impacts Grab's service usage metrics

Despite constituting a smaller percentage of total customers, those who use the service a lot contributed 15% to Grab's total revenue, highlighting their disproportionate influence on financial performance

The impressive 25% increase in the total number of trips, with a notable 15% rise in trips by this segment, showcases their role m driving increased engagement with Grab's services

In conclusion, the success of Grab in 2022 can be attributed to the strategic focus on key customer segments Regular service users, high-income customers, and those who use the service frequently have collectively propelled Grab's revenue, net profit, and overall service engagement Understanding and catering to the unique needs of these high-profile customer groups will likely remain a crucial

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element of Grab's growth strategy in the evolving landscape of the ride-hailing industry

5 Networking Opportunities Analysis

5.1 Analyze Grab's current network

3.1.1 Driver Partner:

Grab's extensive network boasts approximately 200,000 driver partners, a mix of two-wheel and four-wheel vehicles, each playing a pivotal role in shaping Grab's success These drivers contribute significantly to the brand's reliability through their professional conduct and courtesy, establishing Grab as a trustworthy service provider

Moreover, they serve as Grab's primary revenue source by paying a commission for each ride, forming a crucial financial backbone Actively engaged

in the improvement process, Grab drivers provide valuable feedback and suggestions, contributing to the continuous enhancement of Grab's services Beyond the transactional aspect, Grab drivers are community pillars, participating in local activities and social programs, fostering positive relationships

in areas where Grab operates Their role extends further to facilitating Grab's growth and expansion, creating a vast, reliable network capable of serving customers across diverse markets

Chubb Insurance as a Partner:

Recognized as one of the top 5 trustworthy insurance companies in the Vietnamese market, Chubb Insurance received prestigious accolades in 2019, earning a spot among the Top 10 reputable life insurance companies

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Chubb Life Viet Nam

duoc vinh danh

Bảo hiểm NHân tiỘ lẽ sao

UY TIN MAM 2019 TOP YO MOST REPUTABLE INSURANCE COMPANIES 2019

uy tín năm 2019”

(CÔNG TY TH RÀO MIỄM NHÂN 7IBỢ CHUNG VIET NAM, Pe PE es RMON COME IHD

In tandem with Grab's driver network, Chubb Insurance stands as a strategic partner, providing invaluable contributions to Grab's business dynamics Chubb's provision of comprehensive insurance coverage for both drivers and customers ensures a secure and trustworthy environment, elevating customer satisfaction and instilling confidence in Grab's services This commitment extends to reducing financial risks for drivers and customers in unforeseen incidents, maintaming financial stability

Chubb's role in promoting Grab's growth is evident, attracting more drivers and safety-conscious customers Furthermore, the partnership ensures Grab's compliance with legal regulations, safeguarding the rights of drivers and

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customers Ultimately, Chubb Insurance adds tangible value to Grab's service, enhancing its appeal to both drivers and customers alike

3.1.2 GrabPay Partners:

In the financial landscape of Vietnam, GrabPay has strategically aligned itself with over 30 esteemed banks, fostering a comprehensive and accessible payment ecosystem These collaborations include prominent institutions such as Vietcombank, BIDV, Techcombank, VietinBank, VPBank, Sacombank, MBBank, ACB, Eximbank, TPBank, Shinhan Bank, Citibank, HSBC, Standard Chartered, and others Notably, customers can seamlessly utilize ther ATM cards or credit/debit cards from these banks to facilitate payments for Grab services Diversifying its payment options, GrabPay extends its reach by partnering with electronic payment companies, including Moca, ZaloPay, Payoo, and ShopeePay This strategic alliance allows customers to employ the respective e- wallets from these companies, enriching the spectrum of payment methods available for Grab services

Moreover, GrabPay collaborates with commercial entities such as GrabFood, GrabMart, and GrabExpress, presenting customers with a unified payment solution across these partner services This integration enhances user convenience and provides a streamlined payment experience within the Grab

ecosystem

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TOP 15 NGÂN HÀNG CÓ GIÁ TRỊ THƯƠNG HIỆU MẠNH NHẤT 2025

Brand Finance Brand Finance Viet Nam 100 2025

Image: Reputation level of partners

A testament to the caliber of GrabPay's partners 1s evident in the recognition accorded to these banking institutions According to Brand Finance's August 2023 report, the top 15 banks in Vietnam, including Vietcombank, Agribank, BIDV, Techcombank, Vietinbank, VPBank, MB Bank, ACB, TPBank, Sacombank, HDBank, LPBank, VIB, MSB, and SeAbank, collectively contribute 30% to the industry's total value

Table: Financial Contributions of Major Banks

Significant bank partners like Vietcombank, BIDV, and HDBank stand out in the financial landscape:

Vietcombank: Positioned as the strongest brand, climbing from AAA to AAAG+, with a remarkable 43% increase in brand value to reach USD 1.9 billion

BIDV (Bank for Investment and Development of Vietnam): Demonstrated robust brand growth, with a remarkable 69% increase in brand value to USD 1.4 billion, elevating it to the 7th position

HDBank (Ho Chi Minh City Development Joint Stock Commercial Bank): Valued

at USD 304 million, a 22.2% increase from 2022, securing a place among the TOP 5 most reputable listed banks in the industry

The strategic collaborations forged by GrabPay with over 30 esteemed banks, electronic payment companies, and commercial partners in Vietnam serve

as a comerstone for its leadership in the digital payment landscape This comprehensive approach not only extends GrabPay's reach to a diverse audience but also provides users with a versatile array of payment options, mcorporating major banks and e-wallet platforms

The seamless integration with commercial partners, including GrabFood, GrabMart, and GrabExpress, contributes to a unified payment ecosystem, enhancing the overall quality, speed, and security of transactions This strategic alliance not only positions GrabPay as a leading digital payment solution in the Vietnamese market but also reflects a commitment to elevating user accessibility and choice within the Grab ecosystem

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5.2 Types of partners that can bring advantages to Grab

3.2.1 Partner name: VieOn

VieOn, developed by Dzones Network under Dat Viet VAC company, serves as a premier entertainment platform tailored for the Vietnamese audience In collaboration with K+, VieOn offers an extensive and copyrighted entertainment store, providing a diverse range of content that includes top football matches, renowned movies, and high-quality TV game shows suitable for individuals of all age groups

Complementing its diverse content offerings, VieOn extends specially crafted packages to Grab users The Regular package caters to basic entertainment needs, ideal for users navigating within the city and seeking cost-effective options

On the other hand, the VIP package targets users embarking on longer journeys, providing access to premium content for an enhanced and immersive entertainment experience This thoughtful segmentation ensures that Grab users can tailor their entertainment preferences, creating a personalized and enjoyable experience within the VieOn ecosystem

In the realm of collaboration, Grab and VieOn explore synergies to enhance user experience and value Grab users stand to benefit from exclusive promotions, receiving discount codes for VieOn packages during car bookings or incentives for free access to exclusive programs when using Grab services Furthermore, entertainment content from VieOn is seamlessly integrated into the Grab app, enabling users to enjoy their favorite movies and TV shows while on the move or during car waits

The collaboration between Grab and VieOn brings a multitude of advantages, including enhanced service value, market expansion, strengthened customer engagement, and increased brand recognition However, challenges such

as technological requirements, legal considerations, costs, and content management necessitate strategic solutions Both parties must share cooperation costs, establish

a unified data management system ensuring user data protection, and implement

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clear processes to manage data access This approach minimizes financial burdens, addresses legal risks, and ensures the seamless integration of VieOn into the Grab application Strict content management systems are also essential to maintain quality and suitability for Grab's diverse user base

3.2.2 Partner name: Vietravel Car Rental

Vietravel Car Rental, specializing in car rental services in Vietnam, offers a diverse fleet ranging from sedans and SUVs to luxury brand cars Their services encompass city travel and car rentals for both self-driving and chauffeur-driven experiences, operating within the car rental and transportation sector

Collaborating with Vietravel Car Rental holds immense potential for Grab, expanding its car rental services and establishing connections with tourist customers Leveraging Vietravel's presence in Vietnam's key tourist destinations, Grab can seamlessly provide car rental services to tourists through its application The collaboration between Grab and Vietravel Car Rental yields notable advantages and strategic solutions Utilizing Grab's extensive user base, Vietravel Car Rental gains a significant presence in car booking and rental services, particularly in key tourist destinations The seamless integration into the Grab platform enhances user convenience, streamlining the car booking experience and optimizing overall user interactions by leveraging technological capabilities and infrastructure from both parties

However, ongoing efforts are crucial to address industry competition within the transportation and car rental sector Key technological enhancements to Vietravel Car Rental's mobile application are necessary for a smooth integration into the Grab platform, ensuring stability and user convenience Standardizing quality inspection and driver traming processes becomes imperative to meet Grab's stringent safety and quality standards, taking into account potential variations among partner car companies Continuous collection and actionable responses to customer feedback remain vital for sustained customer satisfaction and an ever- improving user experience

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