MARKETING SERVICE OF BAEMIN MART CHỢ THỦ BAEMIN CAMPAIGN

Overview of the grocery shopping service market in Vietnam...7 2.3.. Up tonow, BAEMIN has not only stopped at food delivery, but also launched a few other services,including BAEMIN Đi Ch

UNIVERSITY OF FINANCE AND MARKETING

FINAL EXAM SUBJECT: MARKETING SERVICES

UNIVERSITY OF FINANCE AND MARKETING

Nguyễn Thanh Danh - 2021008417

Võ Minh Thành - 2021008547

Lê Nguyễn Hoàng Khang - 2021008454

Tả Lê Ngọc Linh - 2021008468 Nguyễn Thụy Tuyết Vân - 2021008588

Ho Chi Minh City, May, 2022

LIST OF FIGURES iii

LIST OF TABLE iv

Section 1: Introduce 1

1.1 Overview of BAEMIN and BAEMIN Mart 1

1.2 The campaign idea: “Chợ" thủ BAEMIN!!! 2

Section 2: Situation, Market & Competitors Analysis 4

2.1 Situation Analysis 4

2.1.1 PESTEL 4

2.1.1.1 Political 4

2.1.1.2 Economic 4

2.1.1.3 Social 4

2.1.1.4 Technology 5

2.1.1.5 Environment 5

2.1.1.6 Legal 5

2.1.2 SWOT 5

2.2 Overview of the grocery shopping service market in Vietnam 7

2.3 Competitors Analysis 8

Section 3: Target Customers Analysis & Positioning Strategy 11

3.1 Target Customers Analysis 11

3.2 Positioning strategy 11

3.2.1 Customer needs 12

3.2.2 Strengths and Challenges 12

3.2.3 Positioning Map 14

3.3 Objectives 14

i

Section 4: Analyse the Marketing Mix Strategies (7Ps) 15

4.1 Product 15

4.2 Price 18

4.3 Place 19

4.4 Promotion 20

4.4.1 Social Media 20

4.4.2 PR 20

4.4.3 KOLS 21

4.4.4 Sales 21

4.5 Process 21

4.6 Physical Evidence 23

4.7 People 25

4.7.1 Hire the right people 25

4.7.2 Building relationships 26

4.7.3 Employees standards 26

4.8 Action plan 27

4.8.1 Trigger 27

4.8.2 Engage 28

4.8.3 Act 29

4.9 Expend 30

Section 5: Conclusion 31

REFERENCE LIST 32

APPENDIX 33

LIST OF FIGURES

Figure 1 BAEMIN Mart AD 1 1

Figure 2 BAEMIN Mart AD 2 2

Figure 5 Number of discussions about "grocery shopping service" apps on Social Media 8

Figure 6 Percentage of discussions about “grocery buying service” apps on Social Media 8

Figure 7 Customer profile 11

Figure 8 Positioning map 14

Figure 9 Using SEO to offer different results for different demand 16

Figure 10 Rates & Service charge of BAEMIN Mart and other competitors 18

Figure 11 Illustration 1 24

Figure 12 Illustration 2 24

Figure 13 Illustration 3 25

LIST OF TABLE

Table 1 Competitors Analysis of BAEMIN Mart 9

Table 2 Customer’s needs analysis 12

Table 3 Strengths and Challenges of BAEMIN Mart 12

Table 4 Product combo of BAEMIN Mart 15

Table 5 “Chợ" thủ BAEMIN campaign phases 27

Table 6 Phase 1: Trigger 27

Table 7 Phase 3: Act 29

Section 1: Introduce

1.1 Overview of BAEMIN and BAEMIN Mart

Woowa Brothers Vietnam Co., Ltd was built and developed by Korea WoowaBrothers Company - Korea's leading food service provider based in Seoul In Korea, “Bae-dal-e-min-jok” (BAEMIN’s full name) is called a “Korean unicorn” because it can attractinvestments of up to millions of US dollars even though they are just a new company wasestablished In 2019, after acquiring food ordering application Vietnammm.com, thisapplication has officially appeared in the Vietnamese market and made every user have agreat impression with its beautiful image, friendliness and understanding customers Up tonow, BAEMIN has not only stopped at food delivery, but also launched a few other services,including BAEMIN Đi Chợ as known as BAEMIN Mart - a service that has just appearedand is still new with the majority of people in Vietnam

BAEMIN Mart is a feature launched in July 2021 to help BAEMIN users solvedifficulties in shopping due to the impact of social distancing and the Covid-19 pandemic.When BAEMIN was first launched, it attracted the attention of many users, with increasinglydeveloping technology and the trend of healthier eating of consumers, BAEMIN Mart is autility with great potential for development in the future

Figure 1 BAEMIN Mart AD 1

1

Source: BAEMIN.vn

1.2 The campaign idea: “Chợ" thủ BAEMIN!!!

Figure 2 BAEMIN Mart AD 2

Source: BAEMIN.vn

What is it?

It is a revolution of a new grocery shopping technique which is an inspiration to leverage tech to complete grocery shopping tasks easier and feel more in control It is an experience

of a more enjoyable and optimal life

What is our role?

BAEMIN Mart is a flexible solution that gives customers more control and efficiency in

their grocery shopping duty

What does it say?

BAEMIN Mart helps you grocery shop effortlessly without the hassle of conventional shopping habits, even in the most unexpected situations So that you can be more efficient,

manage your schedule better and feel more control.

Section 2: Situation, Market & Competitors Analysis

In the above context, the Government has given incentives to stimulate efforts to helpthe economy develop again This shows that stimulating consumers to use and participate inpost-epidemic economic activities contributes to the development of the socio-economicsituation again In addition, consumer demand for convenience has increased sharply sincethe first outbreak, opening up many opportunities for grocery shopping services

2.1.1.2 Economic

The ongoing Covid-19 epidemic has greatly affected the economy, the negative growth of some service industries accounting for a large proportion has reduced the overall growth of the service sector and the entire economy Total retail sales of consumer goods andservices in the fourth quarter of 2021 was estimated at VND1,312.6 trillion, up 28.1% over the previous quarter and down 2.8% over the same period last year In 2021, the total retail sales of consumer goods and services is estimated at 4,789.5 trillion VND, down 3.8% compared to the previous year, if excluding the price factor, it will decrease by 6.2% (it will decrease 3% in 2020)

2.1.1.4 Technology

The rapidly developing commercial and service sector has witnessed a race to apply technology in business management of businesses and stores Also according to many retail businesses, online shopping, online payment is bringing people convenience, speed and efficiency With strong growth momentum, the form of ordering by phone is a new shopping trend, suitable for the post-Covid-19 epidemic period

2.1.1.5 Environment

Affected by travel restrictions from the Covid-19 epidemic, consumers are forced to use take-out and delivery services At a time when the new strain is spreading, difficult purchases and transactions are an opportunity for the emergence of the household shopping service, a form of service that helps consumers buy reputable remote goods from super chains famous town That is a great advantage promoting the development of retail

businesses on the online buying and selling channel And will change the consumption habits

of customers even after the epidemic season Up to 62% of Vietnamese people tend to want

to eat at home after the Covid-19 epidemic In addition, according to a study by marketing and sales company CPG Acosta Up to 65% of Vietnamese people have a habit of cooking at home rather than eating prepared food outside

The selection of goods and products in the BAEMIN’s campaign, which BAEMINcommits to comply with, Clause 1, Article 11 of Decree 15/2018/ND-CP: “Food productionand trading establishments must have a Certificate establishments that satisfy food safetyconditions when operating, except for the case specified in Clause 1, Article 12 of thisDecree”

2.1.2 SWOT

· BAEMIN Mart has the support of

BAEMIN - who has successfully built an

image and a foothold in the food delivery

market, so “Chợ” thủ BAEMIN has

strong financial potential, quality

resources and reputation

· BAEMIN Mart inherited the strength of

BAEMIN's communication strategy that

is always extremely creative, leading the

trend, hitting customer insights and

creating connections

· The source of food BAEMIN provides to

customers comes from famous

supermarket chains and stores, ensuring

safety, cleanliness, and freshness

· Combos with easy and fast video tutorials

help customers save time

· With a strong team of shippers available,

BAEMIN Mart can distribute products to

customers

· Currently, BAEMIN is only distributed in a few big cities, so thenetwork coverage is not high

· Restrictions on supermarket chains, stores, not supporting traditional markets, will be limited

· In the context of the pandemic and the

change in people's awareness, the demand

for delivery services is increasing day by

day

· Vietnam has a young population

structure, the age is suitable for the target

customers of BAEMIN's Mart to help

· “Chợ” thủ BAEMIN is a campaign that took place after the stable Covid-19 epidemic, so changing the traditional shopping habits of the majority of Vietnamese people takes

a lot of time and effort

· If it wants to grow and develop,

BAEMIN’'s Mart have a large market.

· BAEMIN Mart itself has been successful

with the "Đi Chợ Hộ " strategy

“Chợ” thủ BAEMIN must confront longtime rivals, traditional markets and the living habits of housewives

· Have to constantly renew yourself

to prove the difference

2.2 Overview of the grocery shopping service market in

of the “grocery shopping service” that attracts the most users' attention thanks to a range of

"flashy" advantages such as: Easy to order, variety of stalls and products, many promotions…Seeing the development potential of the “grocery shopping service”, Grab has launched anddeveloped the GrabMart app With extensive experience in application development in otherforeign markets such as Thailand, Indonesia… Grab quickly took the lead in the domesticmarket Besides, with wise steps is to shake hands with big businesses such as BigC, Co.opMart next to small shops This has led Grab Mart to build a network covering all importantresidential areas, making it convenient to order and deliver Along with the launch ofGrabMart, Be also developed the feature "Be đi chợ" With creativity and rapid deployment,

Be does not need to be associated with stores or retail businesses Customers who use the "Be

đi chợ" service will enter all information related to the goods they want to buy from theproduct to the quantity to the purchase address After that, the BeBike driver will pick up theorder and buy all the products that the customer requested on the order

In a discussion development on Social Media, 6665 discussions on the topic of

"household market" applications were launched As many as 51.2% of users' comments weresentimental when sharing information related to the GrabMart app Next, 25.2% areinterested in the "Be đi chợ" service And close to that is 21.4% of the earliest businesscomments in this type of service, NowFresh

Figure 3 Number of discussions about "grocery shopping service" apps on Social Media

Source: younetmedia.com

Figure 4 Percentage of discussions about “grocery buying service” apps on Social Media

Source: younetmedia.com

2.3 Competitors Analysis

Table 1 Competitors Analysis of BAEMIN Mart

BE ĐI CHỢ GRAB MART NOWFRESH

ADVANTAGES

- Just choose where you want

to buy things, listthe products yourdriver will buy for you

- Simple interface,easy to use

- Not associated with stores, no need to go to the menu but can still order products

- Operates in multiple provinces

- The app is simple to use andeasy to purchase

- There are enoughitems at

supermarkets such as: Fresh food, personal items,

cosmetics

- There are alwaysquality vouchers and deals for the weekend at 2 time frames of 10h and 16h

- Frequent free ship discount codes

- Fast shipping

- The shipping fee

is clearly stated for the customer

to know

- Rich and varied menu with hundreds of prestigious shops

- The product has

a clear origin

- Shipping fee is calculated according to the number of km delivered to the house

DISADVANTAGES - Must list the

items to buy, take a lot of time

- Currently being tested in some major cities for

- Code isn’t too much of a

- Buying the

wrong goods is

hard to return

- The price of

using the service

is high and less

promotional

certain customers

- The number of shops and supermarkets linked to Grab is few

- In case of a largenumber of guests, fewer drivers around the area will lead

to longer delivery orders

discount

- Focus only on foods and drinks, not products used inthe house and personal items

Section 3: Target Customers Analysis & Positioning Strategy

3.1 Target Customers Analysis

The target audience of BAEMIN Mart in the “Chợ” thủ BAEMIN campaign is mainlythe modern office residents - single, living with parents, newlyweds and families withchildren Because this is a group of customers who are busy with work, caring for childrenbut still want to prepare meals by themselves With an average and high income level as well

as having a modern lifestyle, this is the group of customers who are a perfect fit for thiscampaign The campaign is concentrated in two major cities, Hanoi and Ho Chi Minh City

Customer profile

Figure 5 Customer profile

Source: internet

Consumer Insight: “I want a greater sense of control toward my life”

“As a modern office citizen, I am bothered by unexpected situations that interfere with my daily schedule I also dislike hassles that are repetitive Thus, I want a flexible

solution to help me well-manage my schedule and complete tasks more efficiently.”

3.2 Positioning strategy

We are BAEMIN Mart, a 3rd-party app for on-demand grocery delivery application

that serves 20-30 years old workers with the most enjoyable image and intuitive (easy to

control) product experience by consistently investing in attractive engagement and centric optimization.

The impact of Covid19 has contributed to promoting a rapid change in the wayVietnamese people buy ingredients and cook Modern, busy lifestyles have made consumersincreasingly seek convenience in cooking Recognizing that problem, BAEMIN Mart hasdivided customers into 4 groups and has grasped the needs of each customer group

Table 2 Customer’s needs analysis

Living with parents Independent single New family Family nurturer

Price sensitive, love

deals & promotion

activities

Price sensitive, love deals

Love new experiences, new recipes

Skeptical, more picky for quality

Don't usually cook,

eat with parents or

use food delivery

Do cook but will eat out & order online deliver most often

Start to cook & eat

at home more often

Mostly cook & eat athome

Grocery shop once a

Table 3 Strengths and Challenges of BAEMIN Mart

STRENGTHS CHALLENGES

SERVICES - 93% customers’

satisfaction (Q&M 2020) fast delivery and good rider

- Low customer rating in app store

- App still got some bugs, lagging issues

- No written/ photo in customer reviews

- High cancellation rate, slow refund

- Good variety of payment methods

- Beautiful, smooth interface (App Annie 2021)

- Moderate service from support center

- No search function for Mart

- Good public image

- BAEMIN has 19 brands

- Nowfresh has 9 categories, 18 albums with wet market

- Grabmart has 20 categories with wet market

 Since Diverse item is the 3rd factor( 68%) to consider when purchasing groceries online (B&Company 2020), BAEMIN Mart may not be the TOM choice for on-demand delivery

MARKETING - Strong social media

growth

- High engagement rate

by follower

Low brand awareness:

- Low app penetration with only 1M+ users (Grab has 100M+ users from transportation, Now inside Shopee with 10M+ users) (AppAnnie 2021)

- Low social media followers on FB, IG

Low social activities:

- Only 20 cross-channel posts in the past 30 days compared to 99 from Grab & 349 from Now ( Rivaliq2021)

- No campaign for BAEMIN Mart yet.

Figure 6 Positioning map

Rsource: Author TEAM