BÁO CÁO CUỐI KÌ MÔN THƯƠNG MẠI ĐIỆN TỬ GRABFOOD VÀ BAEMIN

SO SÁNH CÁC ỨNG DỤNG GIAO ĐỒ ĂN TẠI VIỆT NAM GRABFOOD VÀ BAEMIN. GIỚI THIỆU VỀ CÁC ỨNG DỤNG GIAO ĐỒ ĂN, PHẠM VI HOẠT ĐỘNG, CHIẾN LƯỢC MARKETING, PHÍ DỊCH VỤ, PHƯƠNG THỨC THANH TOÁN, QUY TRÌNH HOẠT ĐỘNG CỦA CÁC APP

UNIVERSITY OF ECONOMICS & FINANCE

FALCUTY OF ECONOMICS

E-COMMERCESEMINAR REPORT

GRABFOOD AND BAEMIN

I INTRODUCTION TO GRABFOOD AND BAEMIN

1 GrabFood

GrabFood is a food delivery service through the Grab application, which was first

launched in Vietnam in June 2018 It is also considered as the fastest Food Deliveryservice in Vietnam

GrabFood is a service that connects local food businesses to people When you place

an order with GrabFood, they receive it, send it off to the restaurant and assign aGrabFood delivery partner to pick up the order to bring it to you

GrabFood with the following criteria:

 Quickest - GrabFood provides the fastest food delivery in the market.

 Easiest - Now grabbing your food is just a few clicks or taps away Order

online or download our Grab super app for a faster and more rewardingexperience

 Food for all cravings - From local fare to restaurant favourites, our wide

selection of food will definitely satisfy all your cravings

 Pay with ease - It’s easy to get your meals delivered to you It’s even easier to

pay for it with GrabPay

 More Rewarding - earn GrabRewards points for every order you make and use

them to redeem more goodies

2 BAEMIN

BAEMIN is a food delivery service owned by Woowa Brothers Corp., headquartered

in Seoul After successfully acquiring online food ordering applicationVietnammm.com in June, 2019, BAEMIN officially entered the Vietnamese marketand covered services in Ho Chi Minh City

The leading food ordering app in Korea BAEMIN is an abbreviation of the phrase

"Baedal Minjeok" BAEMIN 's main customers are also young customers who oftenuse smartphones as well as online ordering and online payment services

Despite being a "newbie" in the Vietnamese market, BAEMIN has a 10-year history

of development in Korea - one of the countries with the strongest food delivery serviceindustry in Asia Because of such strong support, BAEMIN entered Vietnam andmade a pretty good first impression on Vietnamese users

Benefits of using Food Delivery Service for customers and businesses:

- Multiple payment methods

- Expand customer base

- Increase sales and revenue

- Manage the entire business at the application platform

- Keep track of the orders and deliveries

1 POPULARITY

Reputa's report shows that the Covid-19 epidemic has helped the food delivery service

to thrive In which, GrabFood is the leading brand in the market with 33.38% of thediscussion market share, followed by Now with 23.16% of the discussion on social

In particular, in May 2020, BAEMIN achieved the same amount of discussion asGrabFood at the same time when the brand started promoting communicationactivities Although new to the Vietnamese market since 2019, BAEMIN shows that it

is a formidable competitor to any application, when constantly swapping places withNow (launched in 2016) to become the top 2 most discussed apps

In particular, the Fanpage channel is still the place that brings the most discussions forbrands (55.48%), followed by Facebook groups specializing in food and restaurantreviews (22.90%)

In terms of discussion participation rate, BAEMIN is currently the most popularapplication with young people in Ho Chi Minh City; while GrabFood is even morepopular with older people from 36-45 years old

The most popular delivery apps among users are Grab Food and Now Right behind isBAEMIN in 3rd place Specifically, among 1,046 people surveyed, the popularity ofGrab Food ordering applications is up to 73% BAEMIN is more modest, about 46%.Although entering the Vietnamese market in mid-2019, it was not until early 2020 thatthe Korean brand began to spend money heavily on communication and promotionstrategies to attract users

Immediately, BAEMIN quickly caught up with Gojek in terms of user rate (46%),even outperforming it with 16% of users using this app the most - compared to Gojek's11% Changes in delivery usage of Grab Food and Now apps are still dominating themarket, but BAEMIN has the best growth

2 OPERATION MARKET

GrabFood was developed from an online ride-hailing

platform (Grab) since 2018 Today, they have grown rapidly

and quickly dominated the market thanks to a large number

of GrabBike drivers and have become a highly rated food

ordering application in Vietnam Although deployed after

very strong competitors like Delivery Now At the same

time, with the large number of users as well as the available

coverage of GrabBike, Grabfood service is currently

available in 18 provinces and cities (Ho Chi Minh city,

Hanoi, Da Nang, Hue, Hoi An, Dong Nai, Binh Duong,…)

BAEMIN - rookie from Korea entered the market with many

attractive incentives The image of shopkeepers in blue and

white shirts is increasingly spreading in the central areas of

Saigon BAEMIN acquired Vietnammm.com to grow faster

in its coverage Up to now, BAEMIN 's coverage is quite

wide compared to the position of a newcomer in the online

food delivery service market Maybe the number of users on BAEMIN is not as many

as traditional competitors like Foody or Grabfood But the brand awareness level of

BAEMIN is completely appreciated BAEMIN 's current operating area is in 8 major cities across the country, including 5 cities directly under the Central Government

(Ho Chi Minh city, Hanoi, Da Nang, Hai Phong, Ha Long, Can Tho, Vung Tau, BienHoa)

3 MARKETING

a GRABFOOD

Grab is brand that effectively makes use of digital MKT tools in communicating hisgoods Grab was active on social media like Fb, Youtube, Instagram… Grab has alsobeen successful in optimizing brand identity with customers One of Grab's keytechniques is Visual marketing, which exploits design, graphics, and photos to achieve

a high degree of effectiveness in engaging "every look"

GrabFood launched the "Familiar Single"- GrabFood campaign in May 2019.

In addition to the goal of improving the ever-faster force-compact - convenient fooddelivery service, GrabFood satisshes the customers' taste by creating unique cuisinecreations with the familiar "Poison" food program

The snack industry has been given exclusively to top

brands: A list of new brands including GongCha,

MeetFresh, and KOI, The Alley, Cheese Coffee,

McDonald's and Lotteria, among others, The exotic,

contemporary delicacies GrabFood and co-creators can

only be found on GrabFood, which is always on The

most-ordered list

GrabFood carefully selected many influencers in different

areas ranging from celebrities to micro influencers, from

food bloggers to Streamers, VJ For example, Jade Fox

With the combined effort of GrabFood and CastingAsia, the campaign achieved huge numbers:

 Over a million video views from Food Blogger and online community

 282,478 interactions across three main channels: Page community,Influencers, and Food Bloggers

 676,279 interactive, food Blogger's review of food, discussed more than

13 thousand times, of which 80% were positive reviews

 "Don't Miss dinner"

Launched in early 2019, this campaign of GrabFood garnered positive reviews fromboth customers and the media

"Don't miss meals" is a digitally based amphibious media campaign in the form ofTVC It has three TVCS:

 TVC says his chauffeur GrabFood At the end of

TVC is the tagline's tagline: "Do what you want,

don't miss a meal." The wide spectrum of TVC (18

million views on YouTube; 32.9 thousand React,

1.7 thousand Comment and 3.1 million Shares on

Facebook) and positive feedback from the

mainstream press

 TVC: "It rains, don't skip meals." Like TVC before,

the ads again repeat the Grab driver's delivery

story The interaction stopped at about two-thirds

of the original TVC, dropping but still large enough

to see this as an impressive TVC

 TVC third is "brand new chicks" telling the season

story using "special" orders Similar color, TVC

received positive comments on YouTube this time

with 6 million views

 N-SAO “ Phien ban duoc chieu” Suboi x GrabFood

MSL Group Vietnam proposed the ideathat Suboi would self-write his own n-star hit version for The Grab AllianceDeal

The n-star tune remained the same,while Suboi's lyrics were based on theinclusion of Grab tied up Deal Suboi ledhis users through the difficulties ofliving in a normal period and offeredservices in Grab Deals such as: "GrabMart", "GrabFood", "Cost-saving" Mocaelectronics, "GrabTransport"

In addition, the dominant color of the MV is green which gives the brand a closetouch In conjunction with 3D models and Neon effects, Grab images appear youthful,active.

As a result, the n-Star MUSIC Video gained 4 million views and multiple comments,which was a positive response from the community It has been suggested that this isindeed a musical product with humanistic and realistic brand message This helpedensure that Grab Continuity Deal was effective

For example, the third district photo, "You've been to the third district, I've juststepped out and delivered you well."

Baemin's Marketing strategy using "externalized billboards"

BAEMIN focused on occupying each region, launching a promotion that attractedboth buyers and sellers to quickly take market share in each region After taking overthe city center Ho Chi Minh city, according to the "Oil slick" effect, graduallycovered the remaining districts, then moved on to market in Hanoi, Da Nang -according to the district strategy

For example, the promotional sign at a mound reads: "Go Vap, Anh thuoc long, Embang long, Anh giao” The advertisement placed in Tan Binh says, "Tan Binh, Nhaanh do, Dat la co, Anh giao." Short, rhymed sentences that convey a clear message

From May 2020, BAEMIN collaborated with Thanh Shing artist to produce a videowhich is the main introduction:

 Local delicacies: Top of savory houses aggregated by county

To solve the problem of overeating, BAEMIN is not so good at eating; rather, heintroduces a "Quan Ngon Quan Minh" collection This allows users to choose theirfood easily based on their geographic location

 “Em Be” Amee x Karik x Baemin

They subtly inserted three elements into thevideo: art entertainment, brand image and theuser story The baby music video focuses onsisters who want "pretty faces" To be loved,sisters must first learn to love themselves.Healthy lifestyle, health care, and exercise.This is also a great incentive for the brothers towant and maintain the Healthy lifestyle in theright direction of communication Baemin is focused

 Healthy: Healthy Top Rankings

The courses such as "Healthy" and "Eat Clean" have

increased interest among youth, and public fanpages

and groups of health and nutrition make up 80% of

healthy life inspiring content on social media

BAEMIN released his second Food Collection - BST

"Try A Little Healthy"

In addition to employing music marketing through

the music video for Babies, BST has four prominent

faces in the field of eating and healthy life: Chow

Bui, Helly Song, Hana Giang Anh and Emmi Hoang

to spread her media story Baemin encouraged women

to pursue the better Healthy lifestyle

 "Melted" with a MV "Sweet"

With a message "So that every day is sweet", BAEMIN wants to talk about women'shearts, saying that sweet is never enough So sweet words should have in everydaylife.

Yellow plays a dominant role throughout the video, creating the nuance of fun,happiness and positive Baemin continued operations

 Pastry: Top pastry shop recruiting

4 SERVICE

a Quality of service

 Smart Applications (APP)

We can download Grab and Baemin: Apple Store or Google Play.

The interface of GRABFOOD

GrabFood has the most optimal application

interface with minimalist style and streamline

indices that make it easy for users to choose The

logo uses two harmonized white and blue tones

Green is natural in color, a refreshing color that

provides emotional security In addition, the green

Grab logo represents the development and hope

The interface of BAEMIN

Palette: Selected for the standout Mint blue,

different from the basic colors such as blue,

yellow, and red in other brands Baemin has sort of

been pleasurable, sort of new

BAEMIN own Font: The BAEMIN Font is

friendly, identical to its mascot color and image

Private mascot: This is considered the BAEMIN

creation point of his own brand identity

App placement features are also easy and

straightforward, can be noted for restaurant dishes,

or for driver address notes

 Delivery

The average delivery time is 20 minutes for an order GrabFood delivery speed ismade possible by a strong driver Grab blue shirts to cover the city So, GrabFoodgives users a great experience The next goal of the unit is to strengthen the in-apprestaurant system, shortening delivery time

BAEMIN

Baemin's delivery fabric bag has a "Three-span Bag" in Vietnamese printed on it This

is how Baemin first attracted the eyes of consumers on the street "Three-span Bag" isthe phrase from a traditional Vietnamese fairy tale In the tale, the bag bringstreasures, which makes the delivered food from Baemin treasures This marketingstrategy that integrates local taste differentiates Baemin from other competitors Wecan see that BAEMIN delivery speed is not much inferior to that of other brands

 Promotions

Referring to delivery apps cannot help but think of promotions and "burning money"

to increase the number of customers and market share Currently, BAEMIN is asupercrisis promotion app with some price reductions of up to 50% In addition, theapplication has been linked to the larger digital wallet platforms ZaloPay and Momo toapply incentives for payment

This was followed by GrabFood with promotional codes that were constantly updated,frequently However, most vouchers on Grab only offer free of charge and favorpayment through Moca rather than cash

GRABFOOD

The privileges and conditions of the code: Grab

rules which depend on specific programs, time of

application, or groups of services

Examples of coupons that, if you repeatedly use a

Grabfood application, would find:

 The code reduces to a maximum of 70,000vnd for the Grabfood order from200,000 at the diner

 The code reduces by a 30% maximum of 50,000vnd for Grabfood orders at