IMC plan cho thương hiệu Baemin

I TỔNG LIÊN ĐOÀN LAO ĐỘNG VIỆT NAM TRƯỜNG ĐẠI HỌC TÔN ĐỨC THẮNG KHOA QUẢN TRỊ KINH DOANH BAEMIN MARKETING STRATEGY Subject: Marketing Strategy Intructor: Mr NGUYỄN HẢI MINH Major: Marketing Management Members: TRẦN BẢO UYÊN BÀNH KHẢ TÚ VÕ THỊ ÁNH DƯƠNG NGUYỄN HOÀNG BẢO TRÂN NGUYỄN VIỆT THẮNG HCMC, September 20th 2019 71600148 71600137 71600020 71604332 71600133 HCMC, September 20th 2019 I OVERVIEW ABOUT BAEMIN: Introduction: As in Viet Nam market and with the thriving of digital and technology nowadays, food delivery on app is not a strange things It’s become a behavior as known as all food is fast food in the smartphone era especially for the Gen Y and Gen Z in Viet Nam See Vietnam as a potential market to access into, South Korea’s leading food delivery app operator Woowa Brothers first launched in Vietnam on June 10 with the Vietnamese version called Baemin (named after Woowa’s own food delivery platform, Baedal Minjok, a leader in the sector in South Korea) in Ho Chi Minh City Woowa Brothers claims to have ten million monthly active users in its home country and handles approximately one million orders a day Woowa Brothers raised USD 320 million in 2018 for foreign expansions, with Vietnam as its first overseas market With the launch in the Southeast Asian nation, they aims to bring “Korean culture, flavor and know-how” to Vietnam According to its mission, Baemin comes to Vietnam “Helping people to eat well anytime and anywhere” with just a few simple steps performed on the Baemin app: Choose the food, choose the nearest store and order Favourite dishes will be delivery quickly with an extremely reasonable price Woowa Brothers’ nine years of experience in South Korea will allow the Vietnamese unit to process a massive volume of orders simultaneously and connect users, restaurants and riders Woowa Brothers had reportedly acquired and take over local food delivery firm Vietnammm in February 2019, Vietnammm is one of the first pioneers in the Vietnam country’s food delivery business that founded in 2011 It’s a good start for Baemin to access in Vietnam food delivery market The startup unicorn seeks to gradually expand from Ho Chi Minh City to other Southeast Asian cities including Hanoi, though details have yet will be revealed in the future Baemin’s product and services: Baemin’s main service is order food online on mobile app, Baemin offers ordinary meals from mom-and-pop kitchens, international cuisine from foreign restaurants Western, Asian and more as well as premium brand coffee, tea and desserts from franchise brands, such as Phuc Long, Gong Cha and Koi Baemin have their own shipper to delivery the food and say no to the third place company to delivery Payment menthod: Cash: customers pay when they receive their order/ ATM Card/ Credit Card Customer’s benefit: Baemin put fast and convenience, quality on the top priority their the customers, they aslo pay attention in pushing a lot of promotion, discount on the app in difference time, location Beside, customer will have more benefit with group order Delivery fee: Currently, the delivery fee of Baemin base on the distance is: From km: 15.00 dong From more than 3km: 15.000 dong and 5.000 dong extra per km The driver’s policy: Baemin offer that they will earn 10% of delivery fee of the driver per order, same as Now app However, Baemin is running free policy for driver so that the driver will earn 100% of the shipping fee Analyze competition factor: a Competitors Despite being a newcomer in this competitive and booming market, Baemin is ambitious to rise to the top of the market with a distinctive approach in its journey to bring authentic experience for customer The presence of Baemin Vietnam further make the competition more crowded and intes in Vietnam’s food delivery industry According to a survey by market research firm GComm, GrabFood is the fastest growing food delivery operator in the country and the ‘’giant’’ in the food delivery market Besides GrabFood, Baemin Vietnam will have to compete with other players, like Now by Foodie and Go-Food by Go-Viet, which is expanding its service in Hanoi after entered the Vietnamese market in September 2018 Go-Food was first launched in Ho Chi Minh City and has recorded about six million orders Grab Food stand in the first place in food delivery market, with the revenue of $96 million USD (65% market share) in 2018 with the average growth 197%/year in 2016 -2018 According to Kantar TNS, Grab Food is the most popular delivery app in big cities Ha Noi and Ho Chi Minh City On the second place there is Now with the revenue $11 million USD (7% market share) in 2018 with the average growth 182%/year in 2016 -2018 With the growth and competitive of the food delivery market, Baemin will have to try hard to compete with those big “giants” that have the big market share in the section b Positioning: As analyzed from the competitors above, we can see that Baemin is being positioned to be Low price and Slow delivery Below is a table comparing service prices of Grabfood, Now and Baemin: We can see that Go-Viet's Go-Food is the lowest-priced food delivery service at the present time, the next one is Baemin, and the last are GrabFood and Now, but Now's charges fluctuate unusually depending on the region and the time so it is difficult to compare with others For Baemin, it has been debuted less than months, so the number of restaurants which is called “partners” is less than of rivals and the company has limited delivery staff Moreover, in terms of the ordering process, it is still quite slow in order processing because Baemin still does’nt have software or applications for partners such as GrabFood has the “GrabFood Merchart” software or Now has the “NowPos” software too Therefore, the order taking process from restaurant is quite passive what will lead to the delivery of food to customers is time consuming As a result, Grab is leading in speed about delivery food and Baemin is ranked the last brand with the slowest delivery speed II Opportunity market: A decade or two ago, food delivery was thought of as ordering meal takeout from a local restaurant where orders were taken over the phone by speaking with an employee Delivery charges were costly, food selection was limited and you were left with no information of the status of your order and delivery These circumstances made food delivery an infrequent non-cost effective experience As time and technology has evolved, so has the way we order food to be delivered to our home or office According to Fortune, 6.6% of all restaurant orders are made on an app In comparison, restaurant orders made on the phone occupied less of the restaurant business at 5% According to McKinsey and Company, food delivery is a $102 billion worldwide industry and occupies 1% of the global food market and 4% of the food sold worldwide Consumers now enjoy the benefits of this new form of restaurant delivery, such as having the ability to compare prices, delivery times, menus, and reviews from other customers in popular food delivery apps In the last decade, the food delivery business has expanded with the monumental success of companies like Grab, Foody/Now, GoViet, etc In the past five years, this overall interest in food delivery has consistently accompanied the emergence of these helpful food delivery apps These companies thrive in today’s fast paced cities of highly engaged career professionals on the go who don’t have the time for grocery shopping, preparing meals or eating at a restaurant Having hundreds of food and cuisine options available to be delivered to your home, office or any location you chose in as little as 30 minutes while being able to order swiftly and efficiently from your smartphone strongly appeals to busy people nationwide, especially millennials There are also many lifestyle factors that have contributed to change in the space of food delivery Young professionals today live fast paced, work centered lives that require constant focus and presence leaving smaller life decisions such as food with minimal focus and time expense Ho Chi Minh City suffers from overpopulation and its citizens who are being students and officers with limited cooking or dining time and space As food delivery becomes a more proficient and individualized, consumers will be increasingly utilizing these apps and services Food delivery is expected to experience massive growth in coming years With the sizable expansion of this industry it is becoming increasingly important to evaluate its environmental effects and green efforts Making sure cutlery and serving ware are eco-conscious, not requiring new materials to be harvested or fossil fuel to be expended is crucial from a sustainability perspective III Baemin’s Marketing mix 4P Strategy a Product Baemin is on track to develop its products in parallel with the needs of its customers, thereby adapting and changing in a more positive way Baemin's products and services are still quite limited and are improving over time Baemin's advantages can be mentioned as easy to install, simple, fast application, promotion forms or welcome new customers are always focused b Price Baemin has had many discount strategies for customers with a lot of different discount codes It can be said that the price strategy based on customer psychology is a right strategy that makes Baemin more and more attention in the Vietnamese market After going into the actual survey, Baemin showed that people are only interested in how to move quickly, efficiently and especially at affordable prices Therefore, Baemin's pricing strategy is a "good weapon" that promotes the brand to be more accessible and closer to customers c Place Distribution channel is an important factor that bringing the products to customers Baemin system has a form of distribution including both direct and indirect Customers can find Baemin's products / services through downloading applications on the App store or Google play easily With the continuous development of digital technology and mobile devices, where in the modern world no one can lack a smartphone, the distribution of products via mobile applications is an option extremely right d Promotion Baemin is trying to be active on social networks like Facebook, Youtube, Instagram where they can reach the target customers quickly and effectively Now, Baemin is still in the optimal stage of brand recognition with customers This technique has been used by their opponents - "Grab", which is Visual Marketing Applying the role of visual marketing helps brands improve brand identities, remember images and messages in the minds of customers Especially the newly emerging brands are aiming to be like Baemin, the color of blue mint brings a new, youthful style to attract young people today Although not able to compete with other competitors, Baemin's coverage is not inferior to anyone 2 SWOT analysis model a Strength - There are many attractive promotions and codes - 70% discount for first time service users - V Heartbeat tickets - Messages and media images are highly invested years of experience in Korea b Weakness - Driver restriction Need to expand the delivery area App still has many bugs Service is slow and not good - Few stores, limiting the choices Delivery is still low c Threat - Strong competitors, with great financial potential - Customers prefer familiar brands - Customers like to use the food at the restaurant to ensure the quality of the dish d Opportunity - Customers have diversified many choices - Market demand is getting bigger and bigger - Large population, a thriving economic sector and extremely potential market - Demand for utility services increased III Target market: Age Gender Income Occupation Geographic Primary Target market 25 -34 years old Secondary Target market 18 -24 years old Male and Female Middle – Moderately High income Officers, working adults All areas of HCM city Male and Female Low – Middle Income Students, working adults All areas of HCM city Demographic From the time of debut to the present time, the age group from 25-34 (adult group or office workers) accounts for the majority with 57.5% of people interested in Baemin, second is the young age from 18- 24 with 38.1% The female customer group is still the majority with 67.8%, completely different from the male customer group accounting for only 24% V OUR MARKETING STRATEGY: Customers’ behavior: According to a research, Gen Z (1995 – 2000) has become trendsetters in everything from entertainment, fashion, food and drink to FMCG, even has been influencing Millennial (1980-1995) Along with the big idea “Gen Z – set the trend”, we will make a plan to make our marketing strategy as well as reach out to young consumers as much as possible Young customers, in general, have these characteristics: hours and 53 minutes to browse the Web using PC and Tablet; hours 33 minutes if using a mobile phone - hours 39 minutes for social network Check email, visit social networks, use search engines (Google, Coccoc,…), find product information and listen to music, video Use social networks like Facebook, Youtube, FB Messenger, Google+, Zalo, Instagram, Twitter, Viber, Kakao, etc - Tend to follow the crowd and want to express themselves, share their daily life So that our marketing strategy focus on secondary target market of Baemin (18-24 years old) to educate this segmentation having brand awareness and becoming loyal customers Insight: “I like to be part of a positive movement, even in every purchase” Campaign objective: Firstly, build interest of target audience to order food on Baemin whenever they’re hungry/thirsty pop-up in their minds, then attract more young people and prospects with our eco-friendly strategy, last but not least, brand lover for Baemin Campaign message: “Baemin go mint, turn into green ” Phase Trigger Engage Amplify Objectives Increase the level of awareness of “ecoconscious Baemin” Mint go green HCM City Do action with Baemin and spread positive messages to the people around Highlight key Viral Clip, Magazines, Microsite Website OOH Offline event, Mobile App, KOLs Channels Social network ( Facebook, Youtube), KOLs, Viral Clip Billboard, Online banner, Print Ads, Social network Social network, Ecom site, Mobile app, WOM, POS, Banner, Offline event, KOLs Duration weeks weeks months weeks Step 1: Let young curious about the campaign in order to share the viral clip ( Tran Quang Dai, Tang Thanh Ha, Helly Tong, Giang Oi, Co Em Trendy, etc ) on social network - Cooperate with Zing.vn ( according to the ComScore's e-newspaper and website statistics, Zing.vn has become the largest e-newspaper in Vietnam with 14.632 million visitors, accounting for 33% of the total number of regular e-readers.) to make a platform aka microsite website for customers in order to spread the key message - Trend of accessing to information: online channel (social media), traditional channel (lifestyle and beauty magazine) Step 2: - Many drivers and moscots of Baemin are on the way througout the HCM city with environmental message on the back of transportation such as: “make every day earth day”, “with Baemin, join the green mint revolution” Step 3: - Actively embody the idea of eco-friendly strategy, through driver’s asking customer whether to pick paper straws, plastic bags or not - Volunteer day, challenge to wipe up the “ugly” plastic things - Book online and paper magazine such as Kenh14.vn, SAOstar, Thanhnien, VNexpress… to write articles about this action (key words/angles: eco-friendly,go green, blue mint,…) App overlook: a UX/UI design On overall, app Baemin have a signature color blue mint, beautiful, smart, bright display, clean and clear seperate part for every section like promotion, order filter, recommendation, It display with cute, friendly visual and eye catching, big and pop up, quality content Beside that Baemin’s icons just as the visual are more preferable the cartoon Baemin’s app is very easy to use, simple, with just some step and won’t take much time to log in and sign in for the infomation you can quickly place an order on app As we have always said, Baemin bring a new wind from South Korea to Vietnam The good plus that Baemin always update on their app with a lot of suppliers and partners in each location Baemin just have lately update a new payment term on their app with ways: Cash, Credit Card and ATM Card which is a good way for customer to have more choices for the payment b App development strategy Baemin is a new comer in the Vietnam market so that it will have some point that need to improve and develop against the leader in the section such as Grab, Now, Go Viet As Baemin’s app still have not yet pay focus on the filter on the app, such as they can filter which place is nearest to you, top order, discount, so we want to develop more in collect the data and arrange its on category and put it on filter bar, so that the customers will be more convenience to find what they like App Baemin have beautiful picture of the supplier but have not yet have detail picture of each product so that the customers may find hard to imagine what will the food look like, we suggest that Baemin should also update more desmontrate pictures through partners provide and through a data collect market team Beside we want to develop a community network on app, with the reviews (with or without pictures), rating and rewards for customer All the reward will count as BMCoin it can base on the amount money of order (each 10.000VND will count as BMCoin), reviews with picture will be BMCoin, no picture will be BMCoin, per rating will be BMCoin The reward BMCoin as the monetary unit of Baemin, it will use to change into a promotion discount, payment term, Using rating and reviews help we create a big data by the customers provide, we can know their experience, feedback and its a place for others to find more information before they place their oder Rewards app is a trend in building app lately, its also help Baemin to maintain and keep the loyalty customer So far we want to develop for Baemin on website too, because the segmentation of office employees that also a lot and they always use their computer or laptop, so develop a website is more convenience for the customers to place their order Eco-friendly strategy: a Market overview: With the thriving of the food delivery market nowadays, beside finding a way to growth and attack the giant that have big market share Baemin have to take advantage to attack into the segment that others have not yet reach it, especially the environment protection is getting hotter in the race in the world A lot of company, brand chain in the global and also local that put the eco-friendly, less waste and safe the environment first on the top of their product and service process such as package, no plastic waste, reuse product,… The environment protection that brand follow can achieve a lot of customers that care about this issue, so that it’s a potential strategy that Baemin can take advantage of, to gain more customers among those leader in the section that haven’t focus on it yet, especially that delivery food can waste so much plastic bag, plastic box, plastic cup, plastic straws,… to contain the food that just use once at a time Understand this situation, we create a Eco-friendly strategy for Baemin b Problem: The big problem of the eco- friendly strategy is that brand have to change, re-produce their product into a friendly environment product, such as inox/bamboo straws, paper cup, paper bag, which can easily to recycle and harm to the environment Hence, the cost for eco-friendly product changing is high, take time to implement, massive change, take time and cost to training their employees, especially for the brand chain and the brand that has a large working area Most of brands can recognize the issue but hardly can change themselves because of those problem The problem for the food delivery also challenges a big math question to solve , because the drivers are a lot, hard to manage, they work as a delivery parties, not the supplier, not the customer, so to training and manage them to it was a first problem, the second is all the supplier use their own packaging, Baemin can’t supply enough ecofriendy product for each different brand, different package So to answer this question, we have to answer how to change into eco-friendly but also reduce cost for the company c Solution: Our group have create strategy for Baemin to answer for this eco-friendly question For the customer when they order food or drink on Baemin app, after finish all choosing stage and the final payment stage we will give the customer payment price option: + Basis price: The customer will pay exactly the price that they have ordered, plus the delivery fee (with or without discount, promotion) + Eco-friendly price: In this eco-friendly price, beside the basis price, customer can choose to pay only extra 2.000 VND* per 100.000 VND of the order to change into ecofriendly package *This price just include Baemin’s paper bag rather than using the supplier’s plastic bag Its mean that we just cut down the plastic waste in this step The bag will be given to the driver and keep in the food delivery holder bag When the driver receive the order they will come and give the package for the supplier With every order that use the eco-friendly price, the driver can get 1.000 dong from each extra ecofriendly price 2.000 dong Short term strategy: In short term when Baemin first launch this campaign, we will only use Baemin signature color paper bag, un-brand, which is no logo, no brand name, because we know that if we use Baemin’s logo on the bag, the supplier won’t agree or feel happy without seeing their brand name on it With the large amount of supplier, we can’t customize the bag for each different brand name, so choosing the un-brand package is the best solution that win-win for both parties Baemin’s package design: Long term strategy: When we eventually educate and create the behavior for the customer to use the ecofriendly package, we will also educate our suppliers, partners to use their own logo stamp, logo brand sticker on Baemin’s paper bag, Baemin will slowly sneak their logo on the package, too So that the package will include both brand names on it still win – win for both At the same time of the first launching, we will educate brands to adapt the change into no-plastic waste package by the promotion boost, ‘phủ xanh mint” campaign on app/social media for the brand that use eco-friendly products, packages From that we can transform from the beginning with the meaning of cutting down the plastic waste into the no plastic waste, totally eco-friendly package Baemin’s package design: ... According to its mission, Baemin comes to Vietnam “Helping people to eat well anytime and anywhere” with just a few simple steps performed on the Baemin app: Choose the food, choose the nearest store... though details have yet will be revealed in the future Baemin? ??s product and services: Baemin? ??s main service is order food online on mobile app, Baemin offers ordinary meals from mom-and-pop kitchens,... III Baemin? ??s Marketing mix 4P Strategy a Product Baemin is on track to develop its products in parallel with the needs of its customers, thereby adapting and changing in a more positive way Baemin' s