MARKETING SERVICE OF BAEMIN MART CHỢ THỦ BAEMIN CAMPAIGN

2.2.Overview of the grocery shopping service market in Vietnam 2.3.Competitors Analysis.... Number of discussions about "grocery shopping service" apps on Social Media...8 Figure 6.. Up

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UNIVERSITY OF FINANCE AND MARKETING

FINAL EXAM SUBJECT: MARKETING SERVICES

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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

TIEU LUAN MOI download : skknchat123@gmail.com moi nhat

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LIST OF FIGURES

LIST OF TABLE

Section 1: Introduce

1.1.Overview of BAEMIN and BAEMIN Mart

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

Section 2: Situation, Market & Competitors Analysis 2.1.Situation Analysis

2.1.1 PESTEL

2.1.2 SWOT

2.2.Overview of the grocery shopping service market in Vietnam 2.3.Competitors Analysis

Section 3: Target Customers Analysis & Positioning Strategy 3.1.Target Customers Analysis

3.2.Positioning strategy

3.2.1 Customer needs

3.2.2 Strengths and Challenges 3.2.3 Positioning Map

3.3.Objectives

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

4.4.1 Social Media

4.4.2 PR

4.4.3 KOLS

4.4.4 Sales

4.5 Process 4.6 Physical 4.7 People 4.7.1 Hire the right people

4.7.2 Building relationships

4.7.3 Employees standards

4.8 Action plan

4.8.1 Trigger

4.8.2 Engage

4.8.3 Act

4.9 Expend

Section 5: Conclusion REFERENCE LIST

APPENDIX

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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

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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

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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 attract

investments of up to millions of US dollars even though they are just a new company was

established In 2019, after acquiring food ordering application Vietnammm.com, this

application has officially appeared in the Vietnamese market and made every user have a

great impression with its beautiful image, friendliness and understanding customers Up to

now, 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 appeared

and 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 increasingly

developing technology and the trend of healthier eating of consumers, BAEMIN Mart is a

utility with great potential for development in the future

Figure 1 BAEMIN Mart AD 1

1

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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

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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.

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Section 2: Situation, Market & Competitors Analysis

period last year

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 in

post-epidemic economic activities contributes to the development of the socio-economic

situation again In addition, consumer demand for convenience has increased sharply since

the 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 and

services 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)

2.1.1.3 Social

The service sector was quite limited when the Covid-19 epidemic took place, most non-essential services for shopping, daily shopping, etc were restricted But it is an

advantage for the online shopping service to explode strongly, but it is easy to see that the

trust of housewives places a lot in famous supermarket chains, with reasonable prices,

with clear origins and fast delivery…

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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

2.1.1.6 Legal

The Vietnamese State builds a socialist-oriented market economy, so policies andlaws create the best possible conditions for domestic and foreign businesses on the motto

"Autonomy, independent and transparent” Operating in the Vietnamese market, BAEMIN's

Mart needs to understand the regulations and laws in the host country to be able to develop

long-term and sustainably

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 production

and trading establishments must have a Certificate establishments that satisfy food safety

conditions when operating, except for the case specified in Clause 1, Article 12 of this

Decree”

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2.1.2 SWOT STRENGTHS

· BAEMIN Mart has the support of BAEMIN - who has successfully built animage and a foothold in the food deliverymarket, 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 thetrend, hitting customer insights andcreating connections

· The source of food BAEMIN provides tocustomers comes from famous

supermarket chains and stores, ensuringsafety, cleanliness, and freshness

· Combos with easy and fast video tutorials help customers save time

· With a strong team of shippersavailable, BAEMIN Mart can distributeproducts to customers

OPPORTUNITIES

· In the context of the pandemic and thechange in people's awareness, the demandfor delivery services is increasing day byday

· Vietnam has a young populationstructure, the age is suitable for the targetcustomers of BAEMIN's Mart to help

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BAEMIN’'s Mart have a large market.

· BAEMIN Mart itself has been successfulwith the "Đi Chợ Hộ " strategy

2.2 Overview of the grocery shopping service market in

Vietnam

When the Covid-19 pandemic broke out strongly in Vietnam and especially whensocial distancing requirements came into effect, the type of “grocery shopping service” was

of more interest to the people Other applications also take the opportunity to expand the

market share NowFresh of Foody Joint Stock Company was implemented early (2018) and

has a large size and number of partners (537 locations in Hanoi) NowFresh is currently one

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 and

developed the GrabMart app With extensive experience in application development in other

foreign markets such as Thailand, Indonesia… Grab quickly took the lead in the domestic

market Besides, with wise steps is to shake hands with big businesses such as BigC, Co.op

Mart next to small shops This has led Grab Mart to build a network covering all important

residential areas, making it convenient to order and deliver Along with the launch of

GrabMart, 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 the

product to the quantity to the purchase address After that, the BeBike driver will pick up the

order and buy all the products that the customer requested on the order

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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 were

sentimental when sharing information related to the GrabMart app Next, 25.2% are

interested in the "Be đi chợ" service And close to that is 21.4% of the earliest business

comments 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

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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 with

children Because this is a group of customers who are busy with work, caring for children

but 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 this

campaign 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

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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

Price sensitive, love

deals & promotion

activities

Don't usually cook,

eat with parents or

use food delivery

Grocery shop once a

month

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MARKETING

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- No campaign for BAEMIN Mart yet.

Figure 6 Positioning map

Rsource: Author TEAM

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

4.1 Product

Core product: This is a new version of BAEMIN's available grocery shopping service

Instead of having to think about dishes and ingredients for today's meal, BAEMIN will

suggest dishes and ingredients lists with recipes The user's job just needs to order the

ingredients packages already available on BAEMIN and process them according to the recipe

or personal preference

Table 4 Product combo of BAEMIN Mart

Type of

Pre-prepared mealswith easy-to-follow

Meal Kits

instruction

With little cookingexperience, they

and time savingbenefits

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Supplementary Services:

Information

BAEMIN is always active in informing customers BAEMIN's advertisingcampaigns are always informed through articles on Facebook, website andbillboards And of course, “Chợ” thủ BAEMIN campaign will also be known

to the audience this way

BAEMIN customers can use BAEMIN's grocery shopping service online, but should avoid choosing at peak hours because it can make orders slower than expected delivery time

HospitalityThe origin and quality of the food is always guaranteed because it comes from big branded supermarket chains Avoid the risks compared to buying in traditional markets

Tiêu đề	Marketing Service of Baemin Mart - 'Chợ' Thủ Baemin!!! Campaign
Tác giả	Nguyễn Thanh Danh, Võ Minh Thành, Lê Nguyễn Hoàng Khang, Tả Lê Ngọc Linh, Nguyễn Thụy Tuyết Vân
Trường học	University of Finance and Marketing
Chuyên ngành	Marketing services
Thể loại	Final exam
Năm xuất bản	2022
Thành phố	Ho Chi Minh City

Định dạng
Số trang	50
Dung lượng	2,54 MB