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
Introduce
Overview of BAEMIN and BAEMIN Mart
Woowa Brothers Vietnam Co., Ltd operates as the Vietnamese arm of Korea’s Woowa Brothers Company, a Seoul-based leader in the food-service sector In Korea, BAEMIN is regarded as a "Korean unicorn" for attracting multi‑million‑dollar investments even though it started as a relatively young company In 2019, after acquiring Vietnammm.com, BAEMIN officially entered the Vietnamese market, impressing users with its appealing visuals, friendly interface, and strong customer understanding To date, BAEMIN has expanded beyond food delivery to offer additional services, including BAEMIN Đi Chợ (BAEMIN Mart), a newly launched service that is still gaining traction among Vietnamese consumers.
BAEMIN Mart was launched in July 2021 to help BAEMIN users overcome shopping challenges caused by social distancing and the Covid-19 pandemic Since its debut, it has attracted significant user interest, with advancing technology and a rising trend toward healthier eating driving its ongoing development, positioning BAEMIN Mart as a high-potential utility for future growth.
The campaign idea: “Chợ" thủ BAEMIN!!!
This article presents a revolution in grocery shopping—a new technique that leverages technology to make tasks easier and help you feel more in control By embracing innovative tech tools, you can streamline shopping, save time, and enjoy a more efficient experience The result is a more enjoyable, optimized life where everyday errands feel smoother and more under your control.
BAEMIN Mart is a flexible solution that gives customers more control and efficiency in their grocery shopping duty.
BAEMIN Mart makes grocery shopping effortless by removing the hassles of traditional shopping, even in unexpected situations, so you can be more efficient, manage your schedule more effectively, and feel in control of your shopping experience.
Situation, Market & Competitors Analysis
Situation Analysis
Since the July 2021 Third Plenum, pandemic-related headwinds have weighed on growth, and the third quarter posted a year-on-year decline of 6.17%.
To revive the post-epidemic economy, the government has introduced incentives that encourage consumer spending and participation in economic activities This approach demonstrates that stimulating consumer demand can accelerate socio-economic development Since the first outbreak, demand for convenience has surged, opening up significant opportunities in grocery shopping services and other convenient retail solutions.
The ongoing Covid-19 epidemic has weighed on the economy, with negative growth in several service industries and a slower expansion of the service sector and overall economic activity In Q4 2021, total retail sales of consumer goods and services were estimated at 1,312.6 trillion VND, rising 28.1% quarter-on-quarter but falling 2.8% year-on-year For 2021 as a whole, total retail sales stood at 4,789.5 trillion VND, down 3.8% from 2020; in real terms, excluding price effects, the decline would be 6.2% (versus a 3% drop in 2020).
During the Covid-19 outbreak, the service sector was severely limited, with non-essential shopping and routine services restricted This shift accelerated the online shopping boom, as households turned to digital platforms to meet their needs Among consumers, housewives especially trusted famous supermarket chains that offered reasonable prices, clear product origins, and fast delivery, making these chains the preferred choice for safe and convenient shopping in challenging times.
Rapid growth in the commercial and service sectors is accelerating the adoption of technology in business management for retailers and stores Online shopping and online payments are delivering greater convenience, speed, and efficiency for customers, according to many retailers With strong momentum, phone-based ordering has emerged as a new shopping trend, well suited to the post-Covid-19 era.
Driven by Covid-19 travel restrictions, consumers turned to take-out and delivery, and as new strains spread, difficulties in obtaining goods created an opportunity for the household shopping service—a model that enables shoppers to purchase from reputable supermarkets remotely This shift strengthens online retail channels and is likely to change consumer habits even after the pandemic ends In Vietnam, up to 62% of people prefer eating at home after the Covid-19 outbreak, while a study by marketing and sales company CPG Acosta reports that up to 65% of Vietnamese consumers favor cooking at home rather than eating prepared meals outside.
The Vietnamese State builds a socialist-oriented market economy, so policies and laws create the best possible conditions for domestic and foreign businesses on the motto
BAEMIN Mart prioritizes autonomy, independence, and transparency as it expands in the Vietnam market To establish a long-term, sustainable presence in Vietnam, BAEMIN Mart must thoroughly understand the host country's regulations and laws and align its operations with them This regulatory literacy enables compliant operations, effective risk management, and trust with partners, customers, and authorities, laying a solid foundation for responsible growth in Vietnam.
BAEMIN's campaign product selection complies with Clause 1, Article 11 of Decree 15/2018/ND-CP, which requires food production and trading establishments to hold a certificate proving they meet food safety conditions in order to operate, with exceptions provided in Clause 1, Article 12 of the Decree.
STRENGTHS WEAKNESSES ã BAEMIN Mart has the support of
BAEMIN has successfully built a strong brand and a solid foothold in the food-delivery market, positioning BAEMIN Chợ as a marketplace with robust financial potential, high-quality resources, and a trusted reputation Building on this strength, BAEMIN Mart inherits the same advantages, extending the brand’s reach and capabilities to deliver greater value to merchants and customers alike.
BAEMIN's communication strategy is consistently highly creative and trendsetting, leveraging customer insights to build strong connections The food BAEMIN delivers comes from famous supermarket chains and renowned stores, guaranteeing safety, cleanliness, and freshness The platform offers combos with easy, fast video tutorials designed to help customers save time With a robust team of shippers, BAEMIN ensures reliable and timely delivery.
BAEMIN Mart enables direct product distribution to customers Currently, BAEMIN’s reach is limited to a few major cities, resulting in modest network coverage There are restrictions with supermarket chains and stores, and traditional markets are not yet supported, which will cap future expansion.
Amid the pandemic and changing consumer awareness, demand for delivery services is rising day by day Vietnam has a young population structure, which aligns with BAEMIN Mart’s target customers The “Chợ thủ BAEMIN” campaign, launched after the Covid-19 situation stabilized, aims to transform traditional shopping habits across the Vietnamese market, a shift that takes time and effort If BAEMIN wants to grow and develop, it should capitalize on the ongoing rise of delivery demand and the evolving shopping behaviors, expanding its reach and offerings in Vietnam.
BAEMIN’'s Mart have a large market. ã 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. ã Have to constantly renew yourself to prove the difference.
Overview of the grocery shopping service market in Vietnam
During the COVID-19 pandemic in Vietnam, as social distancing measures took hold, demand for grocery shopping services surged Foody Joint Stock Company’s NowFresh, launched in 2018, has grown into a large-scale network with 537 partner locations in Hanoi Today, NowFresh stands as one of the grocery shopping services that attracts the most users, thanks to its wide range of services and extensive coverage.
GrabMart capitalizes on the clear advantages of online grocery shopping—easy ordering, a wide variety of stalls and products, and frequent promotions—to position itself as a leading grocery delivery service With extensive app development experience in markets such as Thailand and Indonesia, Grab quickly dominated the domestic market and formed strategic partnerships with major retailers like BigC and Co.opmart while collaborating with small neighborhood shops This approach has allowed GrabMart to build a network that covers key residential areas, making ordering and delivery highly convenient for customers Alongside GrabMart, the Be platform introduced the 'Be đi chợ' feature, reflecting creativity and rapid deployment to broaden grocery shopping capabilities.
Be doesn't need to be associated with stores or retail businesses With the Be đi chợ service, customers enter all details about the products they want to buy, including the item, quantity, and delivery address, and a BeBike driver then picks up the order and purchases all requested items on the customer's behalf, handling the entire shopping process from selection to delivery.
In a discussion development on Social Media, 6665 discussions on the topic of
Household market applications were launched, and 51.2% of users’ comments were sentimental when sharing information about the GrabMart app About 25.2% express interest in the “Be đi chợ” service, while around 21.4% reflect early business comments in this service category, NowFresh.
Figure 3 Number of discussions about "grocery shopping service" apps on Social Media
Figure 4 Percentage of discussions about “grocery buying service” apps on Social Media
Competitors Analysis
Table 1 Competitors Analysis of BAEMIN Mart
BE ĐI CHỢ GRAB MART NOWFRESH
- Just choose where you want to buy things, list the products your driver 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.
- The app is simple to use and easy to purchase.
- There are enough items at supermarkets such as: Fresh food, personal items, cosmetics
- There are always quality vouchers and deals for the weekend at 2 time frames of 10h and 16h.
- Frequent free ship discount codes.
- 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 large number of guests, fewer drivers around the area will lead to longer delivery orders. discount.
- Focus only on foods and drinks, not products used in the house and personal items.
Target Customers Analysis & Positioning Strategy
Target Customers Analysis
BAEMIN Mart's Chợ Thủ BAEMIN campaign targets urban office workers and households—singles, people living with parents, newlyweds, and families with children—who are busy with work and childcare but still want to cook meals at home This middle-to-high income, modern-lifestyle demographic aligns with BAEMIN Mart's offerings, making them an ideal fit for the campaign The campaign concentrates in Hanoi and Ho Chi Minh City.
Consumer Insight: “I want a greater sense of control toward my life”
As a modern office professional, I’m frustrated by unexpected disruptions that derail my daily schedule and by repetitive hassles that drain my time I’m seeking a flexible scheduling and task-management solution to streamline my calendar, boost productivity, and help me complete tasks more efficiently.
Positioning strategy
BAEMIN Mart is a third-party on-demand grocery delivery app built for 20- to 30-year-old workers, delivering an enjoyable brand image and an intuitive, easy-to-use product experience By continually investing in engaging features and user-centric optimization, BAEMIN Mart provides a seamless, reliable on-demand grocery delivery service.
COVID-19 has accelerated a rapid shift in how Vietnamese people buy ingredients and cook, as modern, busy lifestyles increasingly drive demand for convenience in meal preparation To meet this trend, BAEMIN Mart has segmented its customer base into four groups and is addressing the distinct needs of each segment with tailored products, services, and shopping experiences that simplify cooking from ingredient selection to dining.
Living with parents Independent single New family Family nurturer
Price sensitive, love deals & promotion activities.
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 at home.
Grocery shop once every 2 weeks.
Table 3 Strengths and Challenges of BAEMIN Mart
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. service.
- Good variety of payment methods.
- Beautiful, smooth interface (App Annie 2021).
- Moderate service from support center.
- No search function for Mart.
- Merchants promote BAEMIN on their social attracting their fans to BAEMIN.
- 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 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.
- 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.
Objectives
- Sales objectives: Generate 4,000 orders/day by 2022 and earn 11 billion VND as sales revenue by 2022.
- Communication objective: o Increase awareness. o Convert 280,000 new BAEMIN Mart uses (8% conversion rate from reach).
- Targeting strategy o Focus: Acquire new customer 70% from existing users from Food, 30% new app users. o Additional: Increase frequency of current BAEMIN Mart users in HCM city.
Analyse the Marketing Mix Strategies (7Ps)
Product
BAEMIN introduces a new version of its grocery shopping service that simplifies daily meals by proposing dish ideas and ingredient lists with complete recipes Rather than guessing what to cook, users receive curated meal suggestions and ready-to-buy ingredient packages available on BAEMIN Customers simply order these ingredient packages and prepare the meal by following the recipe, or adjust it to their personal preferences This all-in-one approach streamlines meal planning, shopping, and cooking, making BAEMIN a convenient hub for home cooks.
Table 4 Product combo of BAEMIN Mart
Combo For 1 person For 2 people For 3-4 people.
Living with parents Independent Single New family.
(those who do meal preparations).
Pre-prepared meals with easy-to-follow instruction.
Either pre-prepared meals or cook-it-yourself type but the meals need to be extraordinary.
Cook-it-yourself type with already prepared ingredients.
With little cooking experience, they prioritize easy-to-cook and time saving benefits.
The joy of food exploration is their main benefit sought of grocery shopping.
They can have more flexibility in what to cook for themselves and/or for their kid.
BAEMIN is always active in informing customers BAEMIN's advertising campaigns are always informed through articles on Facebook, website and billboards And of course, “Chợ” thủ BAEMIN campaign will also be known to the audience this way.
Customers will be consulted for detailed processing instructions, as well as secret recipes of BAEMIN to be able to cook the most delicious dishes.
In addition, we suggest that BAEMIN should focus on SEO to help customers make easier decisions as illustrated below:
Figure 7 Using SEO to offer different results for different demand
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.
The 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.
The ingredients after being picked will be stored in the driver's cooler box to avoid damage as well as ensure "freshness" during transportation to customers.
BAEMIN has a policy to ensure personal information for customers to avoid customers being bothered by information leakage In addition, customers will often worry about the fact that BAEMIN's driver partners will not be friendly and do not have a customer- satisfying attitude To solve this problem, all BAEMIN partner drivers are thoroughly trained in the code of conduct for users of the BAEMIN service Drivers must pass two tests before becoming official drivers Thereby, the delivery of services to customers is always guaranteed.
Customers who need ingredients beyond what’s listed on the package—such as extra spices—can select the extra option to add those items to their cart, with examples including salt, sugar, pepper, and chili.
In addition, when using the service, there is a need to complain, customers can contact the call center at any time to fix the problem within just 5 minutes.
Long-term business growth depends on building customer loyalty and increasing purchase frequency A Facebook Messenger chatbot that provides real-time replies can boost customer satisfaction Position the chatbot as a friendly virtual assistant with a young, engaging voice to handle common topics effectively Focus areas include promotion updates, product availability and store updates, and user feedback or complaints.
BAEMIN Mart offers transparent pricing with no hidden fees: every product on the BAEMIN interface is clearly priced, and all charges—shipping and service fees—are calculated and itemized on the invoice once the customer places an order The e-invoice also includes driver details and the estimated delivery time, giving customers full visibility and confidence throughout the delivery process.
BAEMIN offers both online and direct payment options For online payments, BAEMIN partners with a wide network of banks and popular e-wallets, including ZaloPay and Momo, to provide flexible and seamless checkout This setup helps ensure that most BAEMIN customers can pay for their orders without difficulty.
Price
After evaluating the shift from the food delivery market into groceries, along with brand value and revenue considerations, BAEMIN Mart adopts competition-based pricing as its pricing method BAEMIN will price its groceries at parity with key competitors to safeguard brand value while pursuing its target market share in the grocery shopping services sector.
Pricing is built on a time-cost strategy that treats a person’s time as a non-monetary cost This reflects opportunity cost—the time spent in the market to earn money could be used for other productive work By setting a sensible fee, the model helps customers save time and optimize how they allocate their working hours.
Figure 8 Rates & Service charge of BAEMIN Mart and other competitors
The pricing strategies used are:
Order the 2nd BAEMIN Mart in a day, the user will be given a 500ml soft drink bottle of BAEMIN's choice.
Order the 3rd BAEMIN mart in one day, the user gets 10% off the value of the product in the 3rd order.
On major holidays (Tet, Mid-Autumn Festival, BAEMIN's birthday ), each BAEMIN mart bill with a value of over 300,000 VND will be given a 1.5l bottle of soft drink.
When 10 BAEMIN Mart bills are reached, users can discover a treasure chest once with many vouchers and gifts worth up to 1,000,000 VND.
Place
BAEMIN Mart adopts a district-by-district targeting strategy in Ho Chi Minh City, placing shopping-service advertisement boards in each district to reach the crowded pool of suitable target customers Once the target in a district is engaged, BAEMIN moves to the next district and then expands the approach to other cities, scaling its reach step by step.
BAEMIN operates through a combined direct and indirect distribution model, enabling users to access its service with a smartphone connected to the internet The app is available for free download on the App Store and Google Play, making installation quick and easy With a large network of drivers spread across city districts, BAEMIN can deliver fast, reliable service to customers wherever they are.
BAEMIN establishes a direct distribution channel that connects partner supermarkets and green department stores with app users, enabling seamless communication and feedback To support collaboration, BAEMIN maintains dedicated fan pages and separate partner websites for each partner type—supermarkets and drivers—clearly outlining the cooperation process and requirements Through this distribution channel, BAEMIN gains direct insight into customer needs and identifies complaint points, strengthening service and responsiveness.
Driver app update fixes errors in the service distribution channel, addressing slow notification sounds and incorrect location data The update adds three features designed to improve dispatch reliability: faster notification delivery, enhanced location accuracy, and overall stability improvements By correcting notification latency and location discrepancies, this update helps drivers receive timely alerts and precise dispatch information, delivering a smoother, more reliable experience.
Auto-accepting applications helps drivers avoid missed requests and errors when alerts aren’t present, while an integrated driver alert system reduces slippage and improves the order acceptance rate This feature also minimizes the need for drivers to constantly monitor their phones, decreasing phone distractions while driving and enhancing overall driver safety.
In the activity history section, add two metrics: the number of tasks received and the application rate Tracking the number of tasks received helps partners understand the daily volume of orders delivered to the application, while the application rate provides insight into throughput and performance.
Heatmap: Displays areas with applications instead of showing the entire single area as before, so drivers can refer to moving closer to the receiving area to increase income.
Promotion
The 'Chợ' BAEMIN advertising campaign is divided into three phases over a six-month timeline, and before detailing the action plan, the promotion tools to be used will be explained.
Facebook and Instagram are the most-used social networks among Vietnamese users, serving as hubs for chatting and sharing daily moments; for businesses in general and BAEMIN in particular, these platforms are leveraged to promote products to a larger audience with high efficiency and low cost In the BAEMIN Mart campaign, posts introducing the convenience and savings of the new way to shop at the market will be published continuously on Facebook and Instagram, with one post per week during the first three months The posting frequency will gradually decrease in months four to six Each post is designed to yield a different marketing impact, helping consumers better understand how to use recipes, while delicious meals and promotions are shared regularly.
Posts are paired with trending sayings to boost their virality, a tactic BAEMIN has mastered to drive engagement and shareability for its content When it comes to BAEMIN, the brand can't be ignored for its array of appealing slogans, like "Hot and crispy here!" and "Delicious in my district," which help create memorable, appetizing messages that resonate with users and fuel social amplification in the competitive food-delivery market.
BAEMIN's food review groups serve as a key channel for campaign promotion, where users share cooking tips and dining experiences with a broad audience This user-generated content helps spread information about BAEMIN's new products and can dramatically expand reach across the platform At the same time, maintaining high service quality matters, because unfavorable experiences and negative reviews about a new product can undermine the campaign and damage brand perception By encouraging reliable reviews and offering prompt support, BAEMIN can leverage these communities to maximize engagement while protecting its reputation.
To maximize reach, the campaign will use articles to promote BAEMIN products to its largely young, modern-lifestyle audience, ensuring the chosen newspaper brand aligns with brand requirements Yan News and Zing News are ideal options because they are widely used information channels among young people, making them BAEMIN's primary newspapers for the campaign.
Dino Vu has been selected as BAEMIN's brand ambassador for this campaign, renowned for his cooking secrets videos and his modern, unique lifestyle that resonates with audiences BAEMIN will collaborate with Dino Vu to produce a review video showcasing BAEMIN's shopping experience Featuring ingredients from BAEMIN Mart alongside Dino Vu's cooking skills, this partnership is a perfect combination designed to maximize product reach and elevate brand awareness.
To align with the rising popularity of short-form videos among young audiences, BAEMIN will deploy 10-second TVCs and share them across platforms like TikTok and Instagram Reels.
In the third phase of the campaign, BAEMIN opens partnerships with lesser-known KOLs, inviting them to collaborate to extend the brand's reach Their role is to use BAEMIN's Filter collection and produce funny clips that convey the BAEMIN brand image in a way that is both engaging and unique This approach leverages entertaining, creative content to showcase BAEMIN's identity while highlighting the charm of up-and-coming creators, driving authentic connections with audiences and boosting brand visibility.
Promotion plays a key role in advertising campaigns by driving attraction and sustaining momentum After about three months, a product’s appeal tends to decline, making ongoing promotional activity essential to sustain or even boost sales Vouchers are refreshed regularly and promoted through social media and the BAEMIN app, ensuring customers stay informed and never miss a discount or program.
Process
- Setting Standards and Targets for Customer
Reduced number of service failures
Physical Evidence
- Color of the application: BAEMIN's application uses mint green as the main color in combination with white.
- Attitude of delivery staff: The delivery team always calls customers after they click the order button to create certainty and professionalism.
- Image: Mint green background with striking white font
- Payment features: Cash on delivery, Visa, Napas, MoMo,
- Delivery speed: Customers can completely trust the delivery speed of BAEMIN because BAEMIN always looks for the Mart closest to the customer's location.
- Application interface: BAEMIN's interface with mint green and white colors synchronizes with the brand image.
- Uniforms: Uniforms are also synchronized with specific colors.
- Icon: The image of a fat cat wearing a green helmet or a conical hat must have been no stranger to BAEMIN users.
- Slogan: “Chợ” thủ BAEMIN - Sát cánh cùng bạn qua mọi bữa ăn.
People
BAEMIN's definition of a person is "leading, confident and outstanding", which is also the criteria that BAEMIN uses to invite new members.
BAEMIN has 3 important partners: drivers, restaurant partners and users
BAEMIN continually invites restaurant partners, including convenience store chains, to register and explore opportunities that match the brand image The partner registration process is a two-step journey: first, approval to register as a BAEMIN partner, and second, formal registration as a BAEMIN partner on the platform, both designed to meet BAEMIN’s criteria For long-term growth on the app, partners must comply with BAEMIN regulations, because any error may require explanations or compensation to both the customer and the app that fulfilled the order Consequently, clear standards are established for supermarkets and convenience stores to ensure reliable service, protect customer trust, and support sustainable partnership with BAEMIN.
Ensuring food hygiene and safety for dishes that do not affect the health of customers and the reputation of BAEMIN brand
Update prices regularly, so that the price of dishes on BAEMIN is correct, not different from the price sold at supermarkets.
Quantitative dishes are enough, exactly as on the app proposed.
Do not regularly cancel customer orders.
Staff prepare goods quickly in the allotted time.
BAEMIN provides driver partners with a streamlined onboarding process featuring six quick registration steps and preliminary checks, accessible online or in person Since the driver role directly affects service quality, BAEMIN enforces a rigorous and highly selective screening process to ensure only qualified applicants become part of the platform.
At BAEMIN, every candidate must complete a mandatory training program before joining the company, followed by two assessments designed to evaluate their skills and professional conduct.
BAEMIN requires drivers to sign the BAEMIN Driver's Code of Conduct, and during service any non-standard behavior triggers internal penalties The lightest penalty is a warning for the loss of items to be delivered, while the most severe consequence is permanent termination of cooperation with BAEMIN for actions that seriously affect the brand.
As a B2B2C business, BAEMIN needs to develop relationships inside and outside the business Specifically, BAEMIN has two important partners: drivers and supplier partners to build relationships
BAEMIN builds close, long-term partnerships with its supplier partners through proactive outreach and enthusiastic collaboration, maintaining regular communication and focused partner meetings to foster trust and mutual value This relationship-centric approach may include thoughtful gifts to show appreciation, reinforcing a cooperative spirit that supports transparent negotiations on pricing and policies Through these ongoing interactions, BAEMIN and its suppliers align on strategic terms that drive sustainable growth and create a mutually beneficial, win‑win partnership.
For driver partners, BAEMIN always creates programs for its partners to earn extra income.
BAEMIN provides comprehensive training and guidance on appropriate customer-facing conduct and attitudes, while equipping staff with essential self-defense and first-aid skills for emergencies The program also continuously motivates and supports employees, helping them overcome challenges and deliver confident, reliable service.
Building a service delivery team with high efficiency.
Keeping up with the trend.
Extensive training: BAEMIN has a Youtube channel for driving skills and also has intensive courses in basic English as well as first aid instruction.
Action plan
Table 5 “Chợ" thủ BAEMIN campaign phases
Trigger paint point of on demand situations to drive awareness for BAEMIN Mart as on- demand solution.
Engage with customers while delivering BAEMIN Mart's functional benefits of hassle-free grocery shopping.
Get new customers to use BAEMIN Mart service & spread their words.
There are many disruptors in life, grocery shopping is one of them & on-demand BAEMIN is here to solve that.
BAEMIN Mart is superior grocery shopping technique for a modern, tech-savvy
BAEMIN Mart is aflexible grocery shopping solution for effortless cooking & social sharing.
Signature Mart Collection IG/FB Story Filter & Sticker
Key Channels Social, KOL, PR,
In-App, KOL / Influencers, Social.
TARGETED AD KOLS PR ARTICLES COMMUNITY
Targeted Ad for each sub-segment.
Famous for how- to-cook videos.
PR articles on Yan News, Zing News,
Unbranded content on Community Group: create social trend.
389k subscribers on YT and 88k followers on FB
Distribute digital voucher with AR experience
Prom customers to download the BAEMIN app to use the in-app camera to scan AR vouchers.
In the AR experience, the BAEMIN 3D mascot will pop-up from a voucher (i.e. computer screen), conveying alternating messages about functional benefits of eliminating hassles in grocery shopping:
Disrupting consumer regular shopping & cooking habits and drive them to use BAEMIN Mart.
Disrupt usual shopping & cooking habit by introducing “Effortless
Cooking’’ - “Nấu ăn khoẻ re" meal kits collection.
Provoke appetite & curiosity in coordination with food bloggers.
Motivate trials by collaborating with merchants for discounts on meal kits.
A flexible solution in grocery shopping with:
Drivers meal kits for different group of users.
Recommended meal kits based on purchase history.
Product sorting based on price and length of cooking.
Expend
The project cost is shown below:
Conclusion
The market for food delivery services and grocery shopping is expanding rapidly as rising living standards and modern lifestyles drive demand, making it essential for brands to research and continually improve their offerings to meet consumer needs A defining feature is delivering convenience while maintaining health-conscious choices, even during peak periods, which service providers must design for With this mindset, our group proposes upgrading BAEMIN's grocery shopping service and launching the 'Chợ thủ BAEMIN' campaign to attract attention to BAEMIN Mart In doing so, we apply the marketing mix 7P and core service marketing theories to craft an objective, data-driven business strategy While BAEMIN's service process is fairly complete, there are areas for improvement, and ongoing enhancements can help BAEMIN thrive in both Vietnamese and international markets.
BAEMIN Rider Blog vừa công bố cập nhật tính năng mới nhằm giúp các đối tác tài xế hoạt động hiệu quả hơn, mang đến tin tức nóng hổi và các cải tiến thiết kế để tối ưu lộ trình, rút ngắn thời gian di chuyển và nâng cao trải nghiệm giao nhận Những cập nhật này thể hiện nỗ lực liên tục của BAEMIN trong việc cải thiện công cụ dành cho người lái, nhằm đáp ứng nhu cầu thực tế của tài xế và hệ thống, được công bố vào năm 2022 trên BAEMIN Rider Blog (ngày 4 tháng 5).
BAEMIN launched the BAEMIN Đi Chợ service in Hanoi on January 11, 2021, expanding its grocery-delivery options in the city The announcement appeared on the BAEMIN Rider Blog, a source of timely news for BAEMIN driver partners, highlighting the potential for drivers to earn additional income with the new service The 2021 post was retrieved on December 15, 2021 and is available at https://rider.baemin.vn/ra-mat-dich-vu-baemin-di-cho-them-thu-nhap-cho-doi-tac-tai-xe/.
3 VTV, B (2021) Baemin đi chợ hộ giúp người dân trong giai đoạn 'bình thường mới'
Retrieved 15 December 2021, from https://vtv.vn/doi-song/baemin-di-cho-ho-giup-nguoi- dan-trong-giai-doan-binh-thuong-moi-20210922165933342.htm
4 Ltd., W (2022) BAEMIN Retrieved 4 May 2022, from https://baemin.vn/
5 Huyen, N (2022) Báo cáo tình hình kinh tế - xã hội quý IV và năm 2021 Retrieved 4 May
2022, from https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinh- kinh-te-xa-hoi-quy-iv-va-nam-2021/
6 vấn, Đ (2022) Điều kiện kinh doanh dịch vụ ăn uống do Luật sư tư vấn Retrieved 4 May
2022, from https://i-law.vn/tuvanphapluat/detailusefulinformation?name=dieu-kien-kinh- doanh-dich-vu-an-uong&article_idf730
- Evaluation & recommendation(Service processes management, Physical evidences management )
- Evaluation & recommendation (Services Product strategy)
Nguyễn Thụy Tuyết Vân - Promotion strategy
- Evaluation & recommendation (Promotion strategy, People management)