Introduction of the Woowa Brothers Viet Nam Company Picture 1.1: Woowa Brothers Viet Nam Company Logo Source: Woowa Brothers websiteWoowa Brothers Vietnam, a subsidiary of the renowned W
INTRODUCTION OF THE WOOWA BROTHERS VIỆT NAM COMPANY
Introduction of the Woowa Brothers Viet Nam Company
1.2 Introduction of the Baemin Việt Nam Brand 1.2.1 Development history of Baemin in Vietnam 2.5 Budget determination
2.7 Media planning2.8 Integrate and execution2.9 Monitoring, Evaluation, and Control
1 Picture 1.1: Woowa Brothers Viet Nam Company Logo 13
4 Picture 2.1: Baemin Viet Nam position 34
5 Picture 2.2: The "Eating at home is also delicious" Campaign 37
6 Picture 2.3: Campaign "Delicious restaurant in our district" 38
7 Piture 2.4: “Try a Healthy Bite” Campaign 39
8 Piture 2.5: “Try a Healthy Bite” Collection in Baemin app 39
10 Picture 2.7: Online food delivery market trend 48
11 Picture 2.8: BAEMIN's thank-you message on the YouTube 54
12 Picture 2.9: Baemin's multi-tier promotion 56
14 Picture 2.11: Baemin's delivery man uniforms 57
16 Picture 2.13: Baemin Thank you in different ways 67
17 Picture 2.14: Baemin Thank you in Bill board 74
18 Picture 2.15: Baemin appears on partner social media pages 75
19 Picture 2.16: MOMO combine with Baemin 76
20 Picture 2.17: Typical restaurant partners will receive surprising gifts 77
21 Picture 2.18: BAEMIN General Manager pleasantly presents gifts to restaurant partners
22 Piture 2.19: Baemin’ gift for customer 77
23 Picture 2.20: Vouchers for customer in Baemin 3 rd Birthday 79
24 Picture 2.21: “Baemin Thank you” messages in different channel 81
25 Picture 2.22: “Baemin Thank you” messages in bill board 82
26 Picture 2.23: “Baemin thank you” message in MOMO Fanpage 83
27 Picture 2.24: “Baemin Thank you” messages from Baemin employees 84
28 Picture 2.25: “Baemin Thank you” message for Delivery man 85
29 Picture 2.26: The handbook for Baemin’s customer 87
30 Picture 2.27: Bag for Baemin’s customer 87
31 Picture 2.28: "Baemin thank you for the past 3 years" campaign phases 89
32 Picture 2.29: Baemin Viet Nam change Fanpage avata 09/05/2022 90
33 Picture 2.30: The first “Baemin Thank you for the past 3 years post
34 Picture 2.31: Baemin’s Thank you messages collection 91
35 Picture 2.32: Baemin’s Customer Gifts Collection 91
36 Picture 2.33: Baemin changed the cover photo 92
37 Picture 2.34: Baemin Sale promotion on 3rd birthday 92
38 Picture 2.35: Baemin’ event and gift for delivery man 93
39 Picture 2.36: Baemin add more gift for Customer 93
40 Picture 2.37: Positive feedbacks for Baemin campaign 94
1 Table 1.1: Baemin Vietnam Contact Information 15
2 Table 1.2: Baemin Viet Nam SWOT Matrix 26
3 Table 2.1: Food delivery fare of Grab Food, Shopee
Food, Go Food, and Baemin 35
4 Table 2.2: “Baemin Thank You for the past 3 yaers” campaign media plan 87
4 DOOH Digital out-of-home
The "Baemin Thank You for the Last 3 Years" Integrated Marketing Communication plan is crafted to unify multiple communication channels with a consistent message of gratitude By utilizing a diverse mix of online and offline platforms, the plan seeks to establish a strong presence and foster an emotional bond with the target audience Through the integration of social media interaction, influencer partnerships, and in-person events, this IMC strategy aims to enhance engagement and appreciation among consumers.
The "Thank You" campaign effectively resonates with a wide range of users, aiming to express genuine gratitude while simultaneously enhancing brand loyalty This strategic initiative is designed to strengthen BAEMIN's position within the Vietnamese market, showcasing the brand's commitment to its customers.
In a competitive landscape led by major players such as Grab Food, Now Delivery (now Shopee Food), and Gojek, BAEMIN emerged as a new contender in the fast food delivery sector Despite the intense rivalry, BAEMIN quickly made its mark in the Vietnamese market with innovative and unique marketing strategies that resonated with consumers, earning their attention and admiration.
Since its inception, BAEMIN has set itself apart by focusing on customer experience and emotional connections rather than traditional promotional strategies By prioritizing user satisfaction in product development, BAEMIN distinguishes itself in a market typically driven by discounts Additionally, its commitment to sustainable growth is reflected in its extensive partner network and ongoing initiatives to show appreciation for drivers and restaurant partners, which significantly enhances the user experience and reinforces the quality of its services.
In contrast to the typical industry trend of extravagant celebrations for brand milestones, BAEMIN chose a unique communication campaign focused on thanking its loyal customers for their unwavering support throughout its three years in Vietnam This approach highlights the brand's genuine appreciation for the users who have played a crucial role in its success, acknowledging their essential contribution to its achievements.
The integrated communication plan aims to express heartfelt gratitude to users in honor of BAEMIN's 3rd anniversary in Vietnam, highlighting the brand's dedication to building strong customer loyalty Furthermore, the campaign is designed to enhance consumer connection and admiration for the BAEMIN brand.
To comprehensively analyze the impact and efficacy of the campaign, this study will primarily focus on the one-month duration of the campaign, taking place in May
2022, coinciding with Baemin Vietnam's 3rd anniversary month.
This study utilizes a thorough research methodology, drawing on reputable secondary sources, to deliver comprehensive insights into the strategic aspects and results of BAEMIN's "Thank You" integrated communication plan.
CHAPTER 1 INTRODUCTION OF THE WOOWA BROTHERS VIET NAM COMPANY AND BAEMIN VIET NAM BRAND
1.1 Introduction of the Woowa Brothers Viet Nam Company
Picture 1.1: Woowa Brothers Viet Nam Company Logo
Woowa Brothers Vietnam, a subsidiary of the esteemed Woowa Brothers Corporation, has rapidly established itself in the Vietnamese market following its acquisition of the online food ordering platform Vietnammm.com This strategic decision led to the launch of the food delivery app BAEMIN, which initially targets Ho Chi Minh City.
Since its inception, Woowa Brothers has secured significant investments, including 40 billion won from Goldman Sachs in 2014 and 57 billion won from Hillhouse Capital in 2016, culminating in a recent US$320 million investment from Hillhouse Capital, Sequoia Capital, and Singapore's GIC, which propelled the company to unicorn status with a valuation exceeding US$1 billion Recognized as one of Korea's top "Unicorns" and celebrated for its outstanding work environment, Woowa Brothers is now focused on advancing the "food tech" sector through innovative technologies such as artificial intelligence (AI) and self-driving robots.
Woowa Brothers Vietnam launched the BAEMIN food delivery app in Ho Chi Minh City after acquiring Vietnammm.com earlier this year Despite being a newcomer in Vietnam's competitive food delivery market, BAEMIN aims to redefine industry standards and establish itself as a leader by offering a unique and authentic customer experience.
Introduction of the Baemin Viet Nam Brand
Baemin Vietnam, a key component of the renowned Woowa Brothers Corporation, plays a vital role in Vietnam's growing food delivery market By leveraging advanced technology, Baemin Vietnam meets the changing needs of modern dining while establishing new benchmarks for convenience and innovation in the industry.
Baemin Vietnam has introduced an intuitive mobile app designed to enhance the food ordering and delivery experience, allowing users to effortlessly explore a wide variety of delicious cuisines and place orders for swift delivery from numerous local restaurants This focus on user convenience aims to simplify the dining experience, enabling customers to enjoy their favorite meals with exceptional ease.
Baemin Vietnam plays a crucial role in Woowa Brothers' overarching strategy, aiming to enhance its influence and reputation in the Vietnamese market By focusing on operational excellence, advanced technology, and consistent customer satisfaction, Baemin Vietnam seeks to strengthen its market presence and transform the standards of food delivery services in Vietnam.
Baemin Vietnam is set to enhance its influence and strengthen partnerships within the local food industry, aiming to transform the food delivery sector through exceptional customer service and operational excellence This unwavering dedication reflects Baemin Vietnam's mission to exceed customer expectations, enriching the dining experiences of individuals and communities throughout Vietnam.
Table 1.1: Baemin Vietnam Contact Information
Head Office 11A-15-17 Nguyen Co Thach Street, An Loi Dong
Ward, Thu Duc City, Ho Chi Minh City, Vietnam
Operation center 3-5 Street 7, An Loi Dong Ward, Thu Duc City, Ho
Source: Baemin Viet Nam Website
1.2.1 Development history of Baemin in Vietnam
In 2019, Baemin, a leading South Korean food delivery service, strategically entered the Vietnamese market to capitalize on the growing global trend of online food delivery This expansion marked a significant move for Baemin, aiming to broaden its operations beyond Korea and tap into the flourishing Vietnamese food delivery industry.
Baemin strategically targeted Ho Chi Minh City, Vietnam's dynamic economic center, to engage its tech-savvy and youthful population, acknowledging their growing dependence on food delivery services.
In May 2019, Baemin launched its food delivery service in Vietnam with the mission to "Help people eat well anytime, anywhere." Within just two years, the app, already a leader in Korea, gained popularity among Vietnamese users thanks to innovative strategies, effective promotions, and a strong focus on service quality Baemin made its debut in Ho Chi Minh City in June 2019, marking its entry into the Vietnamese market.
During the period spanning 2019 to 2020, Baemin implemented a series of strategic and marketing initiatives to fortify its position in the Vietnamese market and enhance the customer experience.
In 2019, Baemin began collaborating with local restaurants to provide a wide range of dining options for its customers The company also implemented aggressive marketing strategies across digital and traditional platforms to enhance brand visibility and strengthen its position in the competitive Vietnamese food delivery market.
In 2020, Baemin focused on enhancing user experience through significant investments in application development, tailoring features to meet the preferences of the Vietnamese market This commitment to user-friendly design and efficient order processing led to strategic initiatives aimed at ensuring prompt and reliable delivery services, complemented by responsive customer support As a result, Baemin was recognized as a leader in customer satisfaction according to Q&Me's December 2020 research By May 2021, the Baemin app achieved acclaim as the top dining app on CH Play and the App Store, solidifying its position as a frontrunner in Vietnam's food delivery sector, particularly in response to the challenges posed by the pandemic.
From 2020 to 2021, Baemin successfully adapted to the challenges posed by the COVID-19 pandemic by enhancing safety protocols and responding to changing consumer behaviors and government regulations The pandemic led to a significant increase in demand for food delivery services, prompting Baemin to expand its offerings and prioritize improved safety measures for deliveries.
In 2021, the COVID-19 pandemic created significant challenges, leading Baemin to rapidly expand its operations from three cities to 21 provinces This strategic growth allowed the company to meet the soaring demand, processing hundreds of thousands of daily orders Baemin's expansion was driven by a strong commitment to improving the customer experience, highlighting its dedication to customer satisfaction.
During the recent lockdowns, Mr Kim Bongjin, founder of Baemin, demonstrated the company's commitment to corporate social responsibility by donating VND 20 billion to Vietnam's Covid-19 Vaccine Fund Additionally, Baemin partnered with local organizations to support pandemic relief efforts.
Ho Chi Minh City Union to distribute over 6,000 complimentary meals and 1,000 safety bags to marginalized individuals, reaffirming its steadfast commitment to bolstering the community during challenging circumstances.
Baemin's significant expansion reached a milestone with its official launch in Can Tho on May 17, 2021, establishing its presence in six major Vietnamese cities: Ho Chi Minh City, Hanoi, Da Nang, Bien Hoa, Vung Tau, and Can Tho To enhance user experience, Baemin also introduced seven convenient payment methods on its app, providing customers with a variety of options.
From 2021 to 2022, Baemin faced intense competition in Vietnam's food delivery market, contending with established rivals like Grab, Now, and Gojek Despite its efforts to gain market share, Baemin struggled to overcome the significant challenges posed by these dominant players, which hindered its pursuit of market leadership.
The struggle to procure a noteworthy market share persisted as competitors reinforced customer loyalty and fortified their local networks, intensifying Baemin's efforts to solidify its position amidst the competitive milieu.
Baemin Vietnam remains dedicated to enhancing customer satisfaction and driving strategic growth while prioritizing innovation and community support This commitment continues to transform the food delivery sector in Vietnam, embodying the vision of "Helping people eat well anytime, anywhere." However, the company announced its exit from the Vietnam market in 2023.
DEVELOPING BAEMIN INTEGRATED MARKETING COMMUNICATION
Baemin Viet Nam Situation analysis
2 Đỗ Thanh Mai - 89964 1.2.3 Baemin SWOT Analysis
1.1 Introduction of the Woowa Brothers Việt Nam Company
1.2 Introduction of the Baemin Việt Nam Brand 1.2.1 Development history of Baemin in Vietnam 2.5 Budget determination
2.7 Media planning2.8 Integrate and execution2.9 Monitoring, Evaluation, and Control
1 Picture 1.1: Woowa Brothers Viet Nam Company Logo 13
4 Picture 2.1: Baemin Viet Nam position 34
5 Picture 2.2: The "Eating at home is also delicious" Campaign 37
6 Picture 2.3: Campaign "Delicious restaurant in our district" 38
7 Piture 2.4: “Try a Healthy Bite” Campaign 39
8 Piture 2.5: “Try a Healthy Bite” Collection in Baemin app 39
10 Picture 2.7: Online food delivery market trend 48
11 Picture 2.8: BAEMIN's thank-you message on the YouTube 54
12 Picture 2.9: Baemin's multi-tier promotion 56
14 Picture 2.11: Baemin's delivery man uniforms 57
16 Picture 2.13: Baemin Thank you in different ways 67
17 Picture 2.14: Baemin Thank you in Bill board 74
18 Picture 2.15: Baemin appears on partner social media pages 75
19 Picture 2.16: MOMO combine with Baemin 76
20 Picture 2.17: Typical restaurant partners will receive surprising gifts 77
21 Picture 2.18: BAEMIN General Manager pleasantly presents gifts to restaurant partners
22 Piture 2.19: Baemin’ gift for customer 77
23 Picture 2.20: Vouchers for customer in Baemin 3 rd Birthday 79
24 Picture 2.21: “Baemin Thank you” messages in different channel 81
25 Picture 2.22: “Baemin Thank you” messages in bill board 82
26 Picture 2.23: “Baemin thank you” message in MOMO Fanpage 83
27 Picture 2.24: “Baemin Thank you” messages from Baemin employees 84
28 Picture 2.25: “Baemin Thank you” message for Delivery man 85
29 Picture 2.26: The handbook for Baemin’s customer 87
30 Picture 2.27: Bag for Baemin’s customer 87
31 Picture 2.28: "Baemin thank you for the past 3 years" campaign phases 89
32 Picture 2.29: Baemin Viet Nam change Fanpage avata 09/05/2022 90
33 Picture 2.30: The first “Baemin Thank you for the past 3 years post
34 Picture 2.31: Baemin’s Thank you messages collection 91
35 Picture 2.32: Baemin’s Customer Gifts Collection 91
36 Picture 2.33: Baemin changed the cover photo 92
37 Picture 2.34: Baemin Sale promotion on 3rd birthday 92
38 Picture 2.35: Baemin’ event and gift for delivery man 93
39 Picture 2.36: Baemin add more gift for Customer 93
40 Picture 2.37: Positive feedbacks for Baemin campaign 94
1 Table 1.1: Baemin Vietnam Contact Information 15
2 Table 1.2: Baemin Viet Nam SWOT Matrix 26
3 Table 2.1: Food delivery fare of Grab Food, Shopee
Food, Go Food, and Baemin 35
4 Table 2.2: “Baemin Thank You for the past 3 yaers” campaign media plan 87
4 DOOH Digital out-of-home
The "Baemin Thank You for the Last 3 Years" Integrated Marketing Communication plan is carefully crafted to unify diverse communication channels and deliver a consistent message of appreciation By utilizing a mix of online and offline media platforms, the plan seeks to establish a strong presence and foster emotional connections with the target audience Through the integration of social media engagement, influencer marketing, and offline events, this IMC strategy aims to enhance brand loyalty and deepen audience engagement.
The "Thank You" campaign effectively resonates with a wide range of users, aiming to convey genuine appreciation while simultaneously enhancing brand loyalty and strengthening BAEMIN's position in the Vietnamese market.
In a competitive landscape led by major players such as Grab Food, Now Delivery (now Shopee Food), and Gojek, BAEMIN emerged as a new contender in the fast food delivery sector Despite facing strong rivals, BAEMIN quickly made its mark in the Vietnamese market by employing innovative and unique marketing strategies that resonated with consumers, earning their attention and loyalty.
Since its inception, BAEMIN has set itself apart by focusing on customer experience and emotional connection rather than traditional promotional strategies Its dedication to user satisfaction at the heart of product development distinguishes BAEMIN in a market typically dominated by discounts Additionally, BAEMIN demonstrates its commitment to sustainable growth through a wide partner network and continuous engagement activities that show appreciation for drivers and restaurant partners This holistic approach not only improves the overall user experience but also strengthens the quality of BAEMIN's services.
Instead of indulging in extravagant celebrations for brand milestones, BAEMIN launched a communication campaign focused on thanking its loyal customers for their unwavering support throughout its three-year journey in Vietnam This unique strategy aims to express sincere appreciation for the users who have played a crucial role in the brand's success, acknowledging their essential contribution to its achievements.
The main goal of this integrated communication plan is to express heartfelt gratitude to users in honor of BAEMIN's 3rd anniversary in Vietnam, highlighting the brand's dedication to building strong customer loyalty Furthermore, the campaign aims to enhance consumer appreciation and connection with the BAEMIN brand.
To comprehensively analyze the impact and efficacy of the campaign, this study will primarily focus on the one-month duration of the campaign, taking place in May
2022, coinciding with Baemin Vietnam's 3rd anniversary month.
This study employs a thorough research methodology, utilizing a range of credible secondary sources to deliver comprehensive insights into the strategic aspects and results of BAEMIN's "Thank You" integrated communication plan.
CHAPTER 1 INTRODUCTION OF THE WOOWA BROTHERS VIET NAM COMPANY AND BAEMIN VIET NAM BRAND
1.1 Introduction of the Woowa Brothers Viet Nam Company
Picture 1.1: Woowa Brothers Viet Nam Company Logo
Woowa Brothers Vietnam, a subsidiary of Woowa Brothers Corporation, has established a strong presence in the Vietnamese market following its acquisition of the online food ordering platform Vietnammm.com This strategic acquisition led to the launch of BAEMIN, a food delivery application that initially targets Ho Chi Minh City.
In 2010, Woowa Brothers secured significant investments, including 40 billion won from Goldman Sachs in 2014, 57 billion won from Hillhouse Capital in 2016, and 35 billion won from Naver Their latest investment of US$320 million from Hillhouse Capital, Sequoia Capital, and Singapore's GIC has propelled the company to unicorn status, signifying a valuation exceeding US$1 billion Recognized as a "Unicorn" in Korea and celebrated for providing one of the "best working environments" for young talent, Woowa Brothers is now focused on advancing the "food tech" sector by leveraging cutting-edge technologies like artificial intelligence (AI) and self-driving robots.
Woowa Brothers Vietnam launched BAEMIN, a food delivery application, in Ho Chi Minh City after acquiring Vietnammm.com earlier this year As a newcomer in Vietnam's competitive food delivery market, BAEMIN aims to establish new standards and gradually assert its leadership by offering a unique and authentic customer experience.
1.2 Introduction of the Baemin Viet Nam Brand
Baemin Vietnam, a key player in the growing food delivery market, is part of the renowned Woowa Brothers Corporation By leveraging advanced technology, Baemin Vietnam meets the changing needs of modern dining, establishing a new benchmark for convenience and innovation in the industry.
Baemin Vietnam has introduced an intuitive mobile app designed to enhance the food ordering and delivery experience, allowing users to easily explore a wide range of delicious cuisines, place orders effortlessly, and receive prompt delivery from a vast network of local restaurants This commitment to user convenience simplifies the dining experience, enabling customers to enjoy their favorite meals with unmatched ease.
Baemin Vietnam, a key element of Woowa Brothers' overarching strategy, aims to enhance its impact and reputation in the Vietnamese market By focusing on operational excellence, advanced technology, and exceptional customer satisfaction, Baemin Vietnam seeks to strengthen its market presence and set new benchmarks for food delivery services in Vietnam.
Baemin Vietnam is set to enhance its influence and strengthen collaborations within the local culinary scene, aiming to transform the food delivery industry with a strong focus on customer-centric service and operational excellence This unwavering dedication highlights Baemin Vietnam's mission to exceed customer expectations, ultimately enriching the dining experiences of individuals and communities throughout Vietnam.
Table 1.1: Baemin Vietnam Contact Information
Head Office 11A-15-17 Nguyen Co Thach Street, An Loi Dong
Ward, Thu Duc City, Ho Chi Minh City, Vietnam
Operation center 3-5 Street 7, An Loi Dong Ward, Thu Duc City, Ho
Source: Baemin Viet Nam Website
1.2.1 Development history of Baemin in Vietnam
In 2019, Baemin, a leading South Korean food delivery service, strategically entered the Vietnamese market to tap into the growing global trend of online food delivery This expansion marked a significant move for Baemin, allowing the company to broaden its operations beyond Korea and take advantage of the flourishing Vietnamese online food delivery industry.
Setting Communication Objectives
1.1 Introduction of the Woowa Brothers Việt Nam Company
1.2 Introduction of the Baemin Việt Nam Brand 1.2.1 Development history of Baemin in Vietnam 2.5 Budget determination
2.7 Media planning2.8 Integrate and execution2.9 Monitoring, Evaluation, and Control
1 Picture 1.1: Woowa Brothers Viet Nam Company Logo 13
4 Picture 2.1: Baemin Viet Nam position 34
5 Picture 2.2: The "Eating at home is also delicious" Campaign 37
6 Picture 2.3: Campaign "Delicious restaurant in our district" 38
7 Piture 2.4: “Try a Healthy Bite” Campaign 39
8 Piture 2.5: “Try a Healthy Bite” Collection in Baemin app 39
10 Picture 2.7: Online food delivery market trend 48
11 Picture 2.8: BAEMIN's thank-you message on the YouTube 54
12 Picture 2.9: Baemin's multi-tier promotion 56
14 Picture 2.11: Baemin's delivery man uniforms 57
16 Picture 2.13: Baemin Thank you in different ways 67
17 Picture 2.14: Baemin Thank you in Bill board 74
18 Picture 2.15: Baemin appears on partner social media pages 75
19 Picture 2.16: MOMO combine with Baemin 76
20 Picture 2.17: Typical restaurant partners will receive surprising gifts 77
21 Picture 2.18: BAEMIN General Manager pleasantly presents gifts to restaurant partners
22 Piture 2.19: Baemin’ gift for customer 77
23 Picture 2.20: Vouchers for customer in Baemin 3 rd Birthday 79
24 Picture 2.21: “Baemin Thank you” messages in different channel 81
25 Picture 2.22: “Baemin Thank you” messages in bill board 82
26 Picture 2.23: “Baemin thank you” message in MOMO Fanpage 83
27 Picture 2.24: “Baemin Thank you” messages from Baemin employees 84
28 Picture 2.25: “Baemin Thank you” message for Delivery man 85
29 Picture 2.26: The handbook for Baemin’s customer 87
30 Picture 2.27: Bag for Baemin’s customer 87
31 Picture 2.28: "Baemin thank you for the past 3 years" campaign phases 89
32 Picture 2.29: Baemin Viet Nam change Fanpage avata 09/05/2022 90
33 Picture 2.30: The first “Baemin Thank you for the past 3 years post
34 Picture 2.31: Baemin’s Thank you messages collection 91
35 Picture 2.32: Baemin’s Customer Gifts Collection 91
36 Picture 2.33: Baemin changed the cover photo 92
37 Picture 2.34: Baemin Sale promotion on 3rd birthday 92
38 Picture 2.35: Baemin’ event and gift for delivery man 93
39 Picture 2.36: Baemin add more gift for Customer 93
40 Picture 2.37: Positive feedbacks for Baemin campaign 94
1 Table 1.1: Baemin Vietnam Contact Information 15
2 Table 1.2: Baemin Viet Nam SWOT Matrix 26
3 Table 2.1: Food delivery fare of Grab Food, Shopee
Food, Go Food, and Baemin 35
4 Table 2.2: “Baemin Thank You for the past 3 yaers” campaign media plan 87
4 DOOH Digital out-of-home
The "Baemin Thank You for the Last 3 Years" Integrated Marketing Communication plan is strategically crafted to unify diverse communication channels with a consistent message of appreciation By utilizing both online and offline media platforms, the plan seeks to establish a strong presence and foster emotional connections with the target audience Through the integration of social media engagement, influencer marketing, and offline events, this IMC initiative aims to enhance brand visibility and deepen audience relationships.
The "Thank You" campaign effectively reaches a wide range of users, aiming to express genuine gratitude while enhancing brand loyalty By implementing these strategic initiatives, BAEMIN strengthens its position in the Vietnamese market.
In a competitive landscape led by major players such as Grab Food, Now Delivery (now Shopee Food), and Gojek, BAEMIN emerged as a new contender in the fast food delivery sector Despite facing significant competition, BAEMIN quickly made its mark in the Vietnamese market by employing innovative and unique marketing strategies that resonated with consumers, earning their attention and admiration.
Since its inception, BAEMIN has focused on enhancing customer experience and emotional connections rather than relying on traditional promotional strategies By prioritizing user satisfaction in product development, BAEMIN stands out in a market typically dominated by discounts Additionally, the company's commitment to sustainable growth is reflected in its vast partner network and continuous engagement with drivers and restaurant partners, which significantly improves the overall user experience and strengthens the quality of its services.
In contrast to the typical lavish celebrations for brand milestones, BAEMIN launched a communication campaign focused on thanking its loyal customers for their unwavering support during its three-year journey in Vietnam This unique approach aims to express genuine appreciation for the users who have played a crucial role in the brand's success, highlighting their importance in its achievements.
The integrated communication plan aims to express heartfelt gratitude to users in honor of BAEMIN's 3rd anniversary in Vietnam, highlighting the brand's dedication to building strong customer loyalty Furthermore, the campaign strives to enhance consumer connection and admiration for the BAEMIN brand.
To comprehensively analyze the impact and efficacy of the campaign, this study will primarily focus on the one-month duration of the campaign, taking place in May
2022, coinciding with Baemin Vietnam's 3rd anniversary month.
This study utilizes a thorough research methodology, analyzing multiple credible secondary sources to deliver comprehensive insights into the strategic aspects and results of BAEMIN's "Thank You" integrated communication plan.
CHAPTER 1 INTRODUCTION OF THE WOOWA BROTHERS VIET NAM COMPANY AND BAEMIN VIET NAM BRAND
1.1 Introduction of the Woowa Brothers Viet Nam Company
Picture 1.1: Woowa Brothers Viet Nam Company Logo
Woowa Brothers Vietnam, a subsidiary of Woowa Brothers Corporation, has rapidly established itself in the Vietnamese market following its acquisition of the online food ordering platform Vietnammm.com This strategic decision led to the launch of the BAEMIN food delivery application, which is initially targeting the Ho Chi Minh City area.
In 2010, Woowa Brothers secured significant investments, including 40 billion won from Goldman Sachs in 2014 and 57 billion won from Hillhouse Capital in 2016, along with 35 billion won from Naver Their latest investment of US$320 million from Hillhouse Capital, Sequoia Capital, and Singapore's GIC has propelled the company to unicorn status, valued at over US$1 billion Recognized as a leading "Unicorn" in Korea and celebrated for having one of the "best working environments" for young talent, Woowa Brothers is now focused on advancing the "food tech" sector by leveraging cutting-edge technologies like artificial intelligence (AI) and self-driving robots.
Woowa Brothers Vietnam launched the BAEMIN food delivery application in Ho Chi Minh City after acquiring the online food ordering platform Vietnammm.com earlier this year Despite being a newcomer in Vietnam's competitive food delivery market, BAEMIN aims to redefine industry standards and establish itself as a leader by offering a unique and authentic customer experience.
1.2 Introduction of the Baemin Viet Nam Brand
Baemin Vietnam, a key component of the renowned Woowa Brothers Corporation, is a significant force in the rapidly growing Vietnamese food delivery market By leveraging advanced technology, Baemin Vietnam meets the changing needs of modern dining while establishing a new benchmark for convenience and innovation in the industry.
Baemin Vietnam has introduced an intuitive mobile app designed to enhance the food ordering and delivery experience, allowing users to effortlessly explore a wide variety of delicious cuisines and place orders with ease This customer-focused initiative aims to simplify the dining process, ensuring that patrons can enjoy their favorite meals quickly and conveniently from a vast network of local restaurants.
Baemin Vietnam plays a crucial role in Woowa Brothers' overarching strategy, aiming to enhance its influence and reputation in the Vietnamese market By focusing on operational excellence, advanced technology, and exceptional customer satisfaction, Baemin Vietnam seeks to strengthen its presence and reshape the standards of food delivery services in Vietnam.
Baemin Vietnam is set to enhance its influence and strengthen partnerships within the local culinary scene, aiming to transform the food delivery industry through exceptional customer service and operational excellence This dedication reflects Baemin Vietnam's mission to exceed customer expectations and enrich the dining experiences of individuals and communities throughout Vietnam.
Table 1.1: Baemin Vietnam Contact Information
Head Office 11A-15-17 Nguyen Co Thach Street, An Loi Dong
Ward, Thu Duc City, Ho Chi Minh City, Vietnam
Operation center 3-5 Street 7, An Loi Dong Ward, Thu Duc City, Ho
Source: Baemin Viet Nam Website
1.2.1 Development history of Baemin in Vietnam
In 2019, Baemin, a leading South Korean food delivery service, strategically entered the Vietnamese market to tap into the growing global trend of online food delivery This expansion marked a crucial move for Baemin, aiming to broaden its operations beyond Korea and take advantage of the flourishing Vietnamese food delivery industry.
Integrate and executing Baemin’s IMC Plan
1 Picture 1.1: Woowa Brothers Viet Nam Company Logo 13
4 Picture 2.1: Baemin Viet Nam position 34
5 Picture 2.2: The "Eating at home is also delicious" Campaign 37
6 Picture 2.3: Campaign "Delicious restaurant in our district" 38
7 Piture 2.4: “Try a Healthy Bite” Campaign 39
8 Piture 2.5: “Try a Healthy Bite” Collection in Baemin app 39
10 Picture 2.7: Online food delivery market trend 48
11 Picture 2.8: BAEMIN's thank-you message on the YouTube 54
12 Picture 2.9: Baemin's multi-tier promotion 56
14 Picture 2.11: Baemin's delivery man uniforms 57
16 Picture 2.13: Baemin Thank you in different ways 67
17 Picture 2.14: Baemin Thank you in Bill board 74
18 Picture 2.15: Baemin appears on partner social media pages 75
19 Picture 2.16: MOMO combine with Baemin 76
20 Picture 2.17: Typical restaurant partners will receive surprising gifts 77
21 Picture 2.18: BAEMIN General Manager pleasantly presents gifts to restaurant partners
22 Piture 2.19: Baemin’ gift for customer 77
23 Picture 2.20: Vouchers for customer in Baemin 3 rd Birthday 79
24 Picture 2.21: “Baemin Thank you” messages in different channel 81
25 Picture 2.22: “Baemin Thank you” messages in bill board 82
26 Picture 2.23: “Baemin thank you” message in MOMO Fanpage 83
27 Picture 2.24: “Baemin Thank you” messages from Baemin employees 84
28 Picture 2.25: “Baemin Thank you” message for Delivery man 85
29 Picture 2.26: The handbook for Baemin’s customer 87
30 Picture 2.27: Bag for Baemin’s customer 87
31 Picture 2.28: "Baemin thank you for the past 3 years" campaign phases 89
32 Picture 2.29: Baemin Viet Nam change Fanpage avata 09/05/2022 90
33 Picture 2.30: The first “Baemin Thank you for the past 3 years post
34 Picture 2.31: Baemin’s Thank you messages collection 91
35 Picture 2.32: Baemin’s Customer Gifts Collection 91
36 Picture 2.33: Baemin changed the cover photo 92
37 Picture 2.34: Baemin Sale promotion on 3rd birthday 92
38 Picture 2.35: Baemin’ event and gift for delivery man 93
39 Picture 2.36: Baemin add more gift for Customer 93
40 Picture 2.37: Positive feedbacks for Baemin campaign 94
1 Table 1.1: Baemin Vietnam Contact Information 15
2 Table 1.2: Baemin Viet Nam SWOT Matrix 26
3 Table 2.1: Food delivery fare of Grab Food, Shopee
Food, Go Food, and Baemin 35
4 Table 2.2: “Baemin Thank You for the past 3 yaers” campaign media plan 87
4 DOOH Digital out-of-home
The "Baemin Thank You for the Last 3 Years" Integrated Marketing Communication plan is strategically crafted to unify diverse communication channels, delivering a consistent message of gratitude By utilizing both online and offline media platforms, the plan seeks to establish a strong presence and foster emotional connections with the target audience Through a combination of social media engagement, influencer marketing, and offline events, the IMC plan aims to enhance brand visibility and deepen audience relationships.
The "Thank You" campaign effectively engages a wide range of users by expressing genuine gratitude while simultaneously enhancing brand loyalty This initiative aims to strengthen BAEMIN's presence in the Vietnamese market through coordinated efforts that resonate with its audience.
In a competitive landscape led by major players such as Grab Food, Now Delivery (now Shopee Food), and Gojek, BAEMIN emerged as a new contender in the fast food delivery sector Despite facing significant challenges, BAEMIN quickly gained traction in the Vietnamese market by implementing innovative and unique marketing strategies that resonated with consumers, earning their attention and loyalty.
BAEMIN stands out in the competitive market by focusing on customer experience and emotional connections rather than traditional promotional strategies Its dedication to user satisfaction drives product development, setting it apart from competitors who rely heavily on discounts Additionally, BAEMIN demonstrates a commitment to sustainable growth through a robust partner network and continuous engagement initiatives that show appreciation for drivers and restaurant partners This holistic approach not only improves the user experience but also strengthens the quality of BAEMIN's services.
Instead of following the conventional trend of extravagant celebrations for brand milestones, BAEMIN launched a unique communication campaign focused on thanking its loyal customers who have supported the brand throughout its three-year journey in Vietnam This innovative strategy aims to sincerely express gratitude to the users who have played a crucial role in the brand's success, acknowledging their vital contribution to its achievements.
The integrated communication plan aims to express heartfelt gratitude to users in honor of BAEMIN's 3rd anniversary in Vietnam, highlighting the brand's dedication to building strong customer loyalty Furthermore, the campaign is designed to enhance consumer affection and respect for the BAEMIN brand.
To comprehensively analyze the impact and efficacy of the campaign, this study will primarily focus on the one-month duration of the campaign, taking place in May
2022, coinciding with Baemin Vietnam's 3rd anniversary month.
This study employs a thorough research methodology, utilizing reputable secondary sources to deliver comprehensive insights into the strategic aspects and results of BAEMIN's "Thank You" integrated communication plan.
CHAPTER 1 INTRODUCTION OF THE WOOWA BROTHERS VIET NAM COMPANY AND BAEMIN VIET NAM BRAND
1.1 Introduction of the Woowa Brothers Viet Nam Company
Picture 1.1: Woowa Brothers Viet Nam Company Logo
Woowa Brothers Vietnam, a subsidiary of the esteemed Woowa Brothers Corporation, has rapidly established itself in the Vietnamese market following its acquisition of the online food ordering platform Vietnammm.com This strategic acquisition led to the launch of Woowa Brothers Vietnam and the introduction of the BAEMIN food delivery app, which initially targets Ho Chi Minh City.
In 2010, Woowa Brothers secured significant investments, including 40 billion won from Goldman Sachs in 2014, 57 billion won from Hillhouse Capital in 2016, and 35 billion won from Naver The recent investment of US$320 million from Hillhouse Capital, Sequoia Capital, and Singapore's GIC has propelled the company to unicorn status, indicating a valuation exceeding US$1 billion Recognized as a leading "Unicorn" in Korea and celebrated for providing one of the "best working environments" for young professionals, Woowa Brothers is now focused on advancing the "food tech" sector through the integration of cutting-edge technologies like artificial intelligence (AI) and self-driving robots.
In 2023, Woowa Brothers Vietnam launched the BAEMIN food delivery application in Ho Chi Minh City after acquiring Vietnammm.com, marking its entry into Vietnam's competitive food delivery market Despite being a newcomer, BAEMIN aims to redefine industry standards and establish itself as a leader by offering a unique customer experience.
1.2 Introduction of the Baemin Viet Nam Brand
Baemin Vietnam, a key component of the renowned Woowa Brothers Corporation, plays a significant role in the growing food delivery market in Vietnam By leveraging advanced technology, Baemin Vietnam meets the changing needs of today's dining experience while establishing a new benchmark for convenience and innovation in the industry.
Baemin Vietnam has introduced an intuitive mobile app designed to enhance the food ordering and delivery experience, allowing users to effortlessly explore a wide range of delicious cuisines and place orders quickly This user-focused initiative aims to simplify dining, ensuring customers can easily enjoy their favorite meals with exceptional convenience.
Baemin Vietnam, a key element of Woowa Brothers' strategic vision, aims to enhance its influence and reputation in the Vietnamese market By focusing on operational excellence, advanced technology, and exceptional customer satisfaction, Baemin Vietnam seeks to strengthen its market presence and set new standards for food delivery services in Vietnam.
Baemin Vietnam is set to enhance its influence by strengthening partnerships within the local culinary ecosystem and redefining the food delivery landscape With a strong focus on customer-centric service and operational excellence, Baemin is dedicated to exceeding customer expectations and enriching dining experiences for individuals and communities throughout Vietnam.
Table 1.1: Baemin Vietnam Contact Information
Head Office 11A-15-17 Nguyen Co Thach Street, An Loi Dong
Ward, Thu Duc City, Ho Chi Minh City, Vietnam
Operation center 3-5 Street 7, An Loi Dong Ward, Thu Duc City, Ho
Source: Baemin Viet Nam Website
1.2.1 Development history of Baemin in Vietnam
In 2019, Baemin, a leading South Korean food delivery service, strategically entered the Vietnamese market to tap into the growing global trend of online food delivery This expansion marked a significant move for Baemin to broaden its operations beyond Korea and take advantage of the flourishing Vietnamese food delivery industry.
Monitoring, Evaluating, and Controling Baemin’s IMC Plan
Source: Advertising VN BAEMIN fanpage During May 2022, Baemin achieved: 9.5% increase in app installs; 4.2 points in ad recall improvement; 3.5 points in brand awareness improvement without support
2.9.2 Measure, control, and adjust the Baemin’s IMC Plan
Measuring, controlling, and refining Baemin's marketing strategy is crucial for assessing its effectiveness This well-planned campaign has generated significant engagement and shares on various social media platforms, online communities, and respected press outlets, earning accolades from industry experts Through impactful billboard advertising, engaging social media content, and thoughtfully designed app notifications, Baemin has successfully attracted the attention of its target audience.
The innovative campaign has captured attention on platforms like Facebook and YouTube, sparking meaningful discussions that highlight its unique presence in the Vietnamese market With exceptional creativity, it reflects Baemin's core brand identity of sincerity The concise messages effectively communicate essential information about the brand's third anniversary and express heartfelt gratitude to its valued customers This distinctive strategy not only showcases creativity but also demonstrates the brand's dedication to building authentic connections and deeply resonating with its audience.
2.9.3 The results achieved by the IMC program are used in subsequent IMC planning and strategy development
Baemin's "Thank You" campaign exemplifies how effective marketing is rooted in genuine sincerity and a strong customer focus, rather than extravagant spending The campaign's integrated marketing communications (IMC) strategy, though modest in appearance, has successfully created lasting impact and resonance This achievement is the result of a thorough process that involves strategic market penetration and accurate targeting of the ideal customer demographic.
Baemin's advertising campaign has successfully connected with consumers, fostering genuine empathy and resonating with both loyal customers and new prospects This impactful initiative has garnered significant attention, evoking strong feelings of affection and loyalty towards the brand The campaign's effectiveness is reflected in the organic engagement and admiration it has inspired, showcasing Baemin's authentic connection with its audience and its skillful ability to evoke emotional responses.