FINAL EXAM SUBJECT MARKETING SERVICES COURSE CODE MARKETING SERVICE OF BAEMIN

UNIVERSITY OF FINANCE AND MARKETINGFINAL EXAM SUBJECT: MARKETING SERVICES COURSE CODE: MARKETING SERVICE OF BAEMIN Ho Chi Minh City, July, 2021 TIEU LUAN MOI download : skknchat123@gmail

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UNIVERSITY OF FINANCE AND MARKETING

FINAL EXAM SUBJECT: MARKETING SERVICES

COURSE CODE:

MARKETING SERVICE OF

BAEMIN

Ho Chi Minh City, July, 2021

TIEU LUAN MOI download : skknchat123@gmail.com

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UNIVERSITY OF FINANCE AND MARKETING

Hà Thị Ánh TuyếtTrần Đức Huy

Ho Chi Minh City, July, 2021

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Section 1 Introduction 1

Section 2 Market and Competitors Analysis 1

2.1 Market Analysis and Competitor Analysis 1

2.1.1 Market Analysis 1

2.1.1.1 Market Situation 1

2.1.1.2 Composition 2

2.1.1.3 Location 3

2.1.1.4 Trends 4

2.1.2 Competitor Analysis 4

Section 3 Target Customer analysis and Positioning strategy 6

3.1 Target Customer analysis 6

3.1.1 Demographic 6

3.1.2 Geographic 6

3.1.3 Behavioral 6

3.1.4 Psychological 7

3.2 Positioning strategy 7

3.2.1 Image difference 7

3.2.2 Service difference 8

3.2.3 Message difference 8

3.3 Positioning map 9

Section 4 Analyze the Marketing Mix strategy 11

4.1 Product 11

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4.1.1 BAEMIN’s facilitating supplement including information, order taking, billing

and payment 12

4.1.1.1 Information 12

4.1.1.2 Order taking 12

4.1.1.3 Billing 13

4.1.1.4 Payment 13

4.1.2 BAEMIN’s enhancing supplement including consultation, hospitality, safekeeping and exceptions 13

4.1.2.1 Consultation 13

4.1.2.2 Hospitality 13

4.1.2.3 Safekeeping 14

4.1.2.4 Exceptions 14

4.1.3 How did BAEMIN innovate their service? 14

4.2 Distribution 15

4.2.1 Distribution options for serving customers 15

4.2.2 Channel preference: For BAEMIN’s target audience, convenience is a key driver of channel choice 15

4.3 Price 15

4.3.1 BAEMIN uses competition – based pricing strategy 16

4.3.2 Related Moneytary cost 16

4.3.3 Activity – based cost 16

4.3.4 Key categories of rate fences 17

4.4 Promotion: 18

4.4.1 Target Audience: 18

4.4.2 Specifying Communication Objectives: 18

4.4.3 The marketing communication mix: 18

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4.4.3.1 Service delivery channels: 18

4.4.3.2 Traditional marketing channels: 20

4.4.3.3 Internet: 26

4.4.3.4 Outside the Organization 29

4.5 Process 32

4.5.1 Flowcharting customer service processes 32

4.5.2 Developing a Blueprint: 32

4.5.2.1 Step 1: User enters BAEMIN app 32

4.5.2.2 Step 2: Selects the favorite milktea flavour 33

4.5.2.3 Step 3: Add items to cart 33

4.5.2.4 Step 4: Pay and order online 33

4.5.2.5 Step 5: Food preparation and delivery 33

4.6 Physical Evidence 33

4.6.1 Ambient Conditions: 33

34 4.6.2 Space/Function: 34

4.6.3 Signs, Symbols, Artifacts: 36

4.6.4 Evaluation and recommend 37

4.7 People management 37

4.7.1 Hire the Right people: 37

4.7.2 Enable BAEMIN’s people: 38

4.7.2.1 Building high performance service delivery teams: 38

4.7.2.2 Empower the Front Line 38

4.7.2.3 Extensive Training on: 38

4.7.3 Motivate and Energize BAEMIN’s people 39

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Section 5 Evaluation and Recommendation 40

5.1 Product 40

5.2 Price 40

5.3 Distribution 41

5.4 Promotion 41

5.5 Process 41

5.6 Physical evidence 41

5.7 People 41

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LIST OF FIGU

Figure 2 1 Food delivery user trend (Source: Q&Me) 2

Figure 2 2 Food application penetration Vietnam (Source: Q&Me) 2

Figure 2 3 Location based food delivery service (Source: Q&Me) 3

Figure 2 4 Changing in app delivery usage (Source: Q&Me) 4

Y Figure 3 1 Positioning Map 9

Figure 3 2 Positioning Map 10

Figure 4 1 Depicting the Service offering for BAEMIN food delivery 11

Figure 4 2 BAEMIN customized their menu information 12

Figure 4 3 BAEMIN special gift for women's order 13

Figure 4 4 BAEMIN's hospitality service 14

Figure 4 5 BAEMIN's friendly envvironment plastic food box 15

Figure 4 6 BAEMIN's service outlets 19

Figure 4 7 BAEMIN's rider are trained to speak English 19

Figure 4 8 BAEMIN's outdoor billboards 22

Figure 4 9 BAEMIN’s exteriors of bicycles 23

Figure 4 10 BAEMIN's poster on Facebook about Vlive event 23

Figure 4 11 BAEMIN Gourmet's exclusive items 24

Figure 4 12 BAEMIN’s booth at VLive event 24

Figure 4 13 BAEMIN sales promotion for customers 25

Figure 4 14 BAEMIN's sales promotion for employees 26

Figure 4 15 BAEMIN's website interface 27

Figure 4 16 BAEMIN application interface on Smartphone 27

Figure 4 17 BAEMIN application interface for the "Ngọt" collection 28

Figure 4 18 BAEMIN’s iphone case publication 30

Figure 4 19 BAEMIN’s lunch box and eye mask publication 31

Figure 4 20 BAEMIN's sticker publication 31

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Figure 4 21 Brand image of a funny cat and delivery man 34

Figure 4 22 BAEMIN's discount code 35

Figure 4 23 BAEMIN’s call to action sentences 36

Figure 4 24 BAEMIN’s first-aid instructions 39

Figure 5 1 BAEMIN should extend to medium cities 40

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LIST OF TABLE

Table 2 1 BAEMIN’s Competitor analysis 5

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Section 1 Introduction

Following the successful acquisition of the Vietnammm.com online food orderingapplication earlier this year, BAEMIN officially entered the Vietnamese market and coveredservices in Ho Chi Minh City in June 2019, after more than a month of testing this application

on several central areas in the same area

According to its mission, BAEMIN arrives to Vietnam with the goal of "helping people eathealthily anytime and everywhere" with only a few easy actions done on the BAEMIN app:Choose food, locate the nearest shop, and place your order Your favorite meals will bedelivered swiftly and at a very cheap price

This report will analyze the Food Delivery market in Vietnam and then compareBAEMIN with other competitors like Now, Grabfood, Gofood In the next section, we analyzeBAEMIN target customer and focus on their purchase stage behaviours and positioningstrategy of BAEMIN

The objective of this report is to analyze deeply into the 7P strategy of BAEMIN fooddelivery service, thereby proposing suitable recommendations and solutions for BAEMIN todevelop strongly and sustainable in Vietnam

Section 2 Market and Competitors Analysis2.1 Market Analysis and Competitor Analysis

2.1.1 Market Analysis

2.1.1.1 Market Situation

The food delivery app has improved the ease of the lifestyle while also encouragingVietnamese to stay at home to protect themselves from COVID - 19 These applications havebeen the most popular way for most urban Vietnamese to make their life simpler Size:According to Q&Me Food Delivery Demand increased after COVID - 19 Report, 75 percenthad ultilized food delivery services, with 24 percent being new users who began using fooddelivery services for the first time as a result of COVID – 19

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Figure 2 1 Food delivery user trend (Source: Q&Me)

2.1.1.2 Composition

According to Q&Me Food Delivery Popularity in Vietnam 2020, the proportion of users whohave ordered food/drink accounted for 51% Popular apps in the market include Grab food,Now, BAEMIN & Gojek Grad Food or Now are the two most popular apps

Figure 2 2 Food application penetration Vietnam (Source: Q&Me)

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expected to continue until 2021, with a forecasted value of more than $38 million and an average growth rate of 11% over the following five years.

2.1.2 Competitor Analysis

TABLE 2.1 BAEMIN’s Competitor analysis

Customer service (Fast

delivery, friendly staff,

cheap and medium price

range, easy to use) BAEMIN kitchen: food

for the Vietnamese

market)

It has an excess ofhuman resources

as a result of theonline ride hailingapp Grab

More Moca walletshave beenincorporated intothe app for simplepayment

Operating hours: 24 hours a day, seven days a week You gain points for using the service, which you can then exchange for gifts or vouchers.

Each member is eligible for a number of promotions at different levels.

When a customerhas an issue, treat

it with compassionand resolve it

Before making apurchase, customers can read comments, reviews, and photographs.

There is a lot ofrestaurant dataoutthere, and it’semerged in a lotofprovinces andcities

There arenumerouspayment optionsavailable,includingthe AirPay e-walletand credit cardpayments

Special offersfor each storeare frequentlyavailable

Bookings forgroupsare encouraged

Team ofprofessional shippers

Food searchengine suitablefor individuals

of all ages

There are many restaurants to choose from, so it should be easy to find something

you enjoy.

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Restaurant selection is Offers differ

device and the restaurants that do The app does not

e-updated It's difficult to find is added to the wallets

location accurately, restaurant to select order

enter it

Table 2 1 BAEMIN’s Competitor analysis

Section 3 Target Customer analysis and Positioning strategy

3.1 Target Customer analysis

3.1.1 Demographic

- Genders: Both male and female

- Aged: Between 18 and 22, 23 and 29 years old

- Occupation: University students, part – time workers, full – time office worker

- Income: Low (1.000.000 – 2.500.000), Middle income (4.500.000 – 7.500.000)

- Family size: Single, in relationship, young married couple

3.1.2 Geographic

Living in urban areas, key cities such as Ho Chi Minh and Ha Noi

3.1.3 Behavioral

- Reason to buy: Time constraints, discount, desire to save money on trip

+ Need arousal: they feel hungry after work and they want to eat something for lunch

quickly and time constraints, so they can be on time for the next shift (a need is

recognised)

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+ Evoked set: They begin browsing for eateries using food delivery apps and compare between the potential apps and decide to choose BAEMIN

+ Search attribute: BAEMIN created the app with a main color and an easy – to – uselayout for the customers Furthermore, BAEMIN separates the "healthy" and "sweet" menus so thatcustomers can simply select the cuisine they desire The customers also read some review from others

to mke their final decision These tangible attributes help customers understand and evaluate what theywill get in exchange for their money and reduces the sense of uncertainty or risk associated with thepurchase

- Service encounter stage: For the BAEMIN application, the brand has recently linked withtwo large e-wallets, ZaloPay and Momo, along with applying many promotions to encourage payment.This is considered as a plus point for BAEMIN in maximizing the customer experience on the phone.Furthermore, due to the cute packaging, customer can took photos of the food and post it into theirsocial media account This is a chance for customer to interact directly with BAEMIN

- Post – encounter stage: BAEMIN customers are reasonably satisfied when BAEMIN’sperformance approach or exceed desired levels Customers therefore will be very pleased, thesecustomers are more likely to make repeat purchases, remain loyal to that supplier, and spread positiveword of mouth about the good quality of BAEMIN

- Benefits sought: Convenient, low cost

- Usage rate: 1 – 2 times/week

- Occasion of using the product: Lunch, dinner

3.1.4 Psychological

- Lifestyle: Healthy, Fast – paced living, enjoyable, pleasant

- Personality: Energetic, Active, Creative

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and increased coverage across 18 central districts, BAEMIN continued to expand to Hanoiand, most recently, Da Nang in 2021.

3.2.1 Image difference

Despite only entering the Vietnamese market in 2019, BAEMIN has quickly becomeone of the three most trusted applications among young people, alongside Grab Food andNow The image of a funny Fat Cat wearing a conical hat with a riding helmet in a uniformwith a pleasant mint green application interface also draws attention to BAEMIN Moreover,

BAEMIN's exclusive slogan "BAEMIN nóng giòn đây!" is comparable to the well-known shout

on the food streets of Vietnam ``Bánh mì nóng giòn đây!" which helps customers feel close and

trusting Furthermore, BAEMIN is also a pioneer in the field of niche marketing Unlike GrabFood, Now, or GoJek, BAEMIN launches attractive promotions in each district and quicklycaptures market share in that district, rather than launching promotions to attract eateries,delivery people, and diners across Ho Chi Minh City

3.2.2 Service difference

BAEMIN understands that customers order food within a 2-3km radius of where theylive and work, therefore the brand concentrates on developing in the central region, attractingsellers and buyers in limited geographical niches, critical areas, and gradually expanding theadvantages to other areas BAEMIN drew attention to itself in the Vietnamese market from the

start, not only because of its cute mint green outfit, but also because of its slogan “BAEMIN

nóng giòn đây!” because they want to ensure the highest quality of food, which means that

when the meal is given to clients, it is still hot and retains its flavor Furthermore, BAEMIN's

delivery crew always calls back to confirm the order, ensuring that the order is confirmed andmaking consumers feel more secure

BAEMIN also offers numerous promotions, with discounts ranging from 50 to 80percent off a single order Unlike some other brands, the deal only applies to a minimum order

of a specified amount and has a maximum discount Furthermore, because BAEMIN's targetcustomers are young people between the ages of 23 - 29 so BAEMIN has very trendy call toaction or discount announcements to catch them up with the trends, such as: “Đưa tay đây nào,order chung bạn nhớ” or “Tâm trạng thế nào, giảm giá thế ấy'' brings a sense of enthusiasmand love for life

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3.2.3 Message difference

Unlike Grab Food, Now or GoJek, BAEMIN delivers messages that emerge for thefirst time in the online food delivery industry on a regular basis in order to attract each targetclient group Among these are the campaigns listed below:

Firstly, “Quán ngon quận mình” BAEMIN launched a collection of "Quán ngon quận

mình" with recommendations for restaurants and eateries near the range of customers' living,

allowing users to easily choose food based on their geographical location, ensuring that thefood delivered is still in the best condition, preserving the taste of the dish, and saving theconsumer from having to spend time choosing

Secondly, “Thử chút Healthy” BAEMIN recognizes its consumers' current healthy eating needs, therefore it has created a second collection called “Thử chút Healthy", which

includes healthy recipes and menus recommended by notable KOLs such as: Châu Bùi, HellyTống, Hana Giang Anh, To improve campaign coverage, healthy drinks such as BAEMINinvested in modernizing the application interface in conjunction with Music Marketing via the

"Em bé" MV by Amee and Karik

Thirdly, “Bánh ngọt” With the message to cherish the priceless sweetness of life

itself, BAEMIN encourages female customers to treat themselves with a little sweetness in themidst of this busy and chaotic life The collection suggests popular bakery cakes and treats

among young people "Bánh ngọt" like the preceding collection, has updated the program

interface with two primary colors pink pastel and mint green colors combined with MusicMarketing "Ngọt" MV by Justatee and Rhymastic to attract many young customers

3.3 Positioning map

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More Eateries Linking

PromotionsPromotions

Less Eateries Linking

Figure 3 1 Positioning Map

Quick delivery

Medium PriceLow Price

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Moderate delivery

Section 4 Analyze the Marketing Mix strategy

4.1 Product

BAEMIN's aim in Vietnam is to "assist people in eating excellent meals whenever and

wherever they choose '' with just a few easy actions on the app, such as: Choose food, next the

nearest shop and place your order, and finally the meal Food will be supplied swiftly and at an

incredibly low cost Whether it's a daily meal or a high-end culinary requirement, a cup of

milk tea in the afternoon or a cup of coffee in the morning; in the most "crunchy" way possible

through a series of restaurants and eateries ranging from popular to high-class

BAEMIN shares a range of similar supplementary service elements There are two kinds:

facilitating supplementary services that are required for either service delivery or aid in the use of the

core product, and enhancing supplementary services, which add extra value for customers.

Schedule shipping time

Order food

Order food online online

Payment Discount

Core

Through Code

MOMO

online

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Spicialized menu

4.1.1 BAEMIN’s facilitating supplement including information, order taking, billing and payment.

4.1.1.1 Information

To obtain full value from food delivery service, BAEMIN’s customer need relevantinformation When customers use the BAEMIN delivery app to order meals, they will begiven menu information from various stores and restaurants based on their eating preferences.Furthermore, customers may check up store information, items, and prior customer reviews.Not only that, but buyers may learn about the shipper

4.1.1.2 Order taking

Figure 4 2 BAEMIN customized their menu information

BAEMIN uses Application element to approach their target audience BAEMIN introduce giftcard for women’s day, the perfect gift for female colleagues

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Figure 4 3 BAEMIN special gift for women's order

4.1.1.3 Billing

Most of BAEMIN’s target aucdience is university students and office workers who have busylifestyles so they hate to keep waiting for a bill to be prepared at a offline outlets and wastingtime later seeking corrections and refunds By using BAEMIN, the menu of each outlets orrestaurant can be clear and informative so that customer can check the price of the food beforegoing to purchase The bills are also shown on the digital platform via the app, eliminating theneed to print them and saving time for customers

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4.1.2.2 Hospitality

Customers who using BAEMIN food delivery app are given a special gift on their birthday.Sepcifically, customers must submit their date of birth while registering to utilize BAEMIN'sservices BAEMIN has offered birthday presents to clients who buy food through BAEMIN inorder to express gratitude and appreciation to consumers who have always trusted and usedBAEMIN The presents are tasty biscuits beautifully packaged in a box, together with reallyappealing discount vouchers

4.1.2.3 Safekeeping Figure 4 4 BAEMIN's hospitality service

BAEMIN distributes ecologically friendly plastic and paper packaging, guarantees foodcleanliness, and keeps food warm when collaborating with outletss When placing an order,consumers may select a plastic box to contain food 20 eco-friendly containers, as well as a20% discount purchase voucher for company owners

4.1.2.4 Exceptions

When customers express dissactisfaction about low delivery time or the poor quality of foodand drink, BAEMIN make an appropriate to response quickly to solve the problem such asgive a discount code for the next order

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4.1.3 How did BAEMIN innovate their service?

They uses Supplementary service innovations by adding new facilitating or enhancingservice elements to an existing core service or of significantly improving an existingsupplementary service Only BAEMIN supports placing multiple orders at the same time,

Figure 4 5 BAEMIN's friendly envvironment plastic food box

currently the rest of the applications do not support this feature yet

4.2 Distribution

4.2.1 Distribution options for serving customers

Determining type of contact: BAEMIN riders visit the customer site outletss or restaurantscollab with BAEMIN provides food services to a wide array of customers because the need islocation specific

4.2.2 Channel preference: For BAEMIN’s target audience, convenience is a key driver of channel choice

Service Delivery Innovations Faciliated by Technology: BAEMIN has its own websitewhere provides fully information about the company, service and career opportunities fordrivers Furthermore, customers can choose the denomination for each card, depending on thecard value that has different uses

100K denomination card: 100K discount on order, card can only be used once; 300K carddenomination: discount 100K on order, card can be used 3 times; 500K denomination card:100K discount on order, the card can be used 5 times

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