CLC 19DMA03 Marketing Services Baemin-1 PDF

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UNIVERSITY OF FINANCE AND MARKETINGFINAL EXAMSUBJECT: MARKETING SERVICESCOURSE CODE:MARKETING SERVICE OFBAEMINHo Chi Minh City, July, 2021UNIVERSITY OF FINANCE AND MARKETINGFINAL EXAMMARKETING SERVICE OFBAEMINGroup Member:Phạm Như Thảo NgọcTrần Bảo NgânPhạm Thiên HàHà Thị Ánh TuyếtTrần Đức HuyHo Chi...

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UNIVERSITY OF FINANCE AND MARKETING

FINAL EXAM SUBJECT: MARKETING SERVICES COURSE CODE:

MARKETING SERVICE OF BAEMIN

Ho Chi Minh City, July, 2021

UNIVERSITY OF FINANCE AND MARKETING

FINAL EXAM

MARKETING SERVICE OF BAEMIN Group Member: Phạm Như Thảo Ngọc Trần Bảo Ngân Phạm Thiên Hà Hà Thị Ánh Tuyết Trần Đức Huy

Ho Chi Minh City, July, 2021

INDEX Section 1. Introduction..................................................................................................................1 Section 2. Market and Competitors Analysis..............................................................................1 2.1. Market Analysis and Competitor Analysis.......................................................................1 2.1.1. Market Analysis...........................................................................................................1 2.1.1.1. Market Situation..................................................................................................1 2.1.1.2.

Composition......................................................................................................2

2.1.1.3. Location................................................................................................................3 2.1.1.4. Trends....................................................................................................................4 2.1.2. Competitor Analysis....................................................................................................4 Section 3. Target Customer analysis and Positioning strategy..................................................6 3.1. Target Customer analysis...................................................................................................6 3.1.1. Demographic................................................................................................................6 3.1.2. Geographic...................................................................................................................6 3.1.3. Behavioral....................................................................................................................6 3.1.4. Psychological................................................................................................................7 3.2. Positioning strategy............................................................................................................7 3.2.1. Image difference..........................................................................................................7 3.2.2. Service difference........................................................................................................8 3.2.3. Message difference......................................................................................................8 3.3. Positioning map..................................................................................................................9 Section 4. Analyze the Marketing Mix strategy........................................................................11 4.1. Product..............................................................................................................................11 ...............................................................................................................................................11

4.1.1. BAEMIN’s facilitating supplement including information, order taking, billing and payment........................................................................................................................12 4.1.1.1. Information........................................................................................................12 4.1.1.2. Order taking.......................................................................................................12 4.1.1.3.

Billing...............................................................................................................13

4.1.1.4. Payment..............................................................................................................13 4.1.2. BAEMIN’s

enhancing supplement including consultation, hospitality,

safekeeping and exceptions................................................................................................13 4.1.2.1. Consultation.......................................................................................................13 4.1.2.2. Hospitality..........................................................................................................13 4.1.2.3. Safekeeping.........................................................................................................14 4.1.2.4. Exceptions...........................................................................................................14 4.1.3. How did BAEMIN innovate their service?.............................................................14 4.2. Distribution.......................................................................................................................15 4.2.1. Distribution options for serving customers.............................................................15 4.2.2. Channel preference: For BAEMIN’s target audience, convenience is a key driver of channel choice......................................................................................................15 4.3. Price...................................................................................................................................15 4.3.1. BAEMIN uses competition – based pricing strategy.............................................16 4.3.2. Related Moneytary cost............................................................................................16 4.3.3. Activity – based cost..................................................................................................16 4.3.4. Key categories of rate fences....................................................................................17 4.4. Promotion:.........................................................................................................................18 4.4.1. Target Audience:.......................................................................................................18 4.4.2. Specifying Communication Objectives:..................................................................18 4.4.3. The marketing communication mix:.......................................................................18

4.4.3.1. Service delivery channels:.................................................................................18 4.4.3.2. Traditional marketing channels:......................................................................20 4.4.3.3. Internet:..............................................................................................................26 4.4.3.4. Outside the Organization..................................................................................29 4.5. Process...............................................................................................................................32 4.5.1. Flowcharting customer service processes...............................................................32 4.5.2. Developing a Blueprint:............................................................................................32 4.5.2.1. Step 1: User enters BAEMIN app....................................................................32 4.5.2.2. Step 2: Selects the favorite milktea flavour.....................................................33 4.5.2.3. Step 3: Add items to cart...................................................................................33 4.5.2.4. Step 4: Pay and order online.............................................................................33 4.5.2.5. Step 5: Food preparation and delivery............................................................33 4.6. Physical Evidence.............................................................................................................33 4.6.1. Ambient Conditions:.................................................................................................33 ...............................................................................................................................................34 4.6.2. Space/Function:.........................................................................................................34 4.6.3. Signs, Symbols, Artifacts:.........................................................................................36 4.6.4. Evaluation and recommend.....................................................................................37 4.7. People management..........................................................................................................37 4.7.1. Hire the Right people:...............................................................................................37 4.7.2. Enable BAEMIN’s people:.......................................................................................38 4.7.2.1. Building high performance service delivery teams:.......................................38 4.7.2.2. Empower the Front Line...................................................................................38 4.7.2.3. Extensive Training on:.......................................................................................38 4.7.3. Motivate and Energize BAEMIN’s people.............................................................39

Section 5. Evaluation and Recommendation.............................................................................40 5.1. Product..............................................................................................................................40 5.2. Price...................................................................................................................................40 5.3. Distribution.......................................................................................................................41 5.4. Promotion..........................................................................................................................41 5.5. Process...............................................................................................................................41 5.6. Physical evidence..............................................................................................................41 5.7. People.................................................................................................................................41

LIST OF FIGU Figure 2. 1 Food delivery user trend (Source: Q&Me)...................................................................2 Figure 2. 2 Food application penetration Vietnam (Source: Q&Me)..............................................2 Figure 2. 3 Location based food delivery service (Source: Q&Me)................................................3 Figure 2. 4 Changing in app delivery usage (Source: Q&Me)........................................................4 Y Figure 3. 1 Positioning Map............................................................................................................9 Figure 3. 2 Positioning Map..........................................................................................................10

Figure 4. 1 Depicting the Service offering for BAEMIN food delivery........................................11 Figure 4. 2 BAEMIN customized their menu information............................................................12 Figure 4. 3 BAEMIN special gift for women's order....................................................................13 Figure 4. 4 BAEMIN's hospitality service.....................................................................................14 Figure 4. 5 BAEMIN's friendly envvironment plastic food box..................................................15 Figure 4. 6 BAEMIN's service outlets...........................................................................................19 Figure 4. 7 BAEMIN's rider are trained to speak English.............................................................19 Figure 4. 8 BAEMIN's outdoor billboards....................................................................................22 Figure 4. 9 BAEMIN’s exteriors of bicycles.................................................................................23 Figure 4. 10 BAEMIN's poster on Facebook about Vlive event...................................................23 Figure 4. 11 BAEMIN Gourmet's exclusive items........................................................................24 Figure 4. 12 BAEMIN’s booth at VLive event..............................................................................24 Figure 4. 13 BAEMIN sales promotion for customers..................................................................25 Figure 4. 14 BAEMIN's sales promotion for employees...............................................................26 Figure 4. 15 BAEMIN's website interface.....................................................................................27 Figure 4. 16 BAEMIN application interface on Smartphone........................................................27 Figure 4. 17 BAEMIN application interface for the "Ngọt" collection.........................................28 Figure 4. 18 BAEMIN’s iphone case publication..........................................................................30 Figure 4. 19 BAEMIN’s lunch box and eye mask publication.....................................................31 Figure 4. 20 BAEMIN's sticker publication..................................................................................31

Figure 4. 21 Brand image of a funny cat and delivery man.........................................................34 Figure 4. 22 BAEMIN's discount code..........................................................................................35 Figure 4. 23 BAEMIN’s call to action sentences..........................................................................36 Figure 4. 24 BAEMIN’s first-aid instructions...............................................................................39

Figure 5. 1 BAEMIN should extend to medium cities..................................................................40

LIST OF TABLE Table 2. 1 BAEMIN’s Competitor analysis.....................................................................................5

Section 1. Introduction Following the successful acquisition of the Vietnammm.com online food ordering application earlier this year, BAEMIN officially entered the Vietnamese market and covered services in Ho Chi Minh City in June 2019, after more than a month of testing this application on several central areas in the same area. According to its mission, BAEMIN arrives to Vietnam with the goal of "helping people eat healthily anytime and everywhere" with only a few easy actions done on the BAEMIN app: Choose food, locate the nearest shop, and place your order. Your favorite meals will be delivered swiftly and at a very cheap price. This report will analyze the Food Delivery market in Vietnam and then compare BAEMIN with other competitors like Now, Grabfood, Gofood. In the next section, we analyze BAEMIN target customer and focus on their purchase stage behaviours and positioning strategy of BAEMIN. The objective of this report is to analyze deeply into the 7P strategy of BAEMIN food delivery service, thereby proposing suitable recommendations and solutions for BAEMIN to develop strongly and sustainable in Vietnam.

Section 2. Market and Competitors Analysis 2.1. Market Analysis and Competitor Analysis 2.1.1. Market Analysis 2.1.1.1.

Market Situation

The food delivery app has improved the ease of the lifestyle while also encouraging Vietnamese to stay at home to protect themselves from COVID - 19. These applications have been the most popular way for most urban Vietnamese to make their life simpler. Size: According to Q&Me Food Delivery Demand increased after COVID - 19 Report, 75 percent had ultilized food delivery services, with 24 percent being new users who began using food delivery services for the first time as a result of COVID – 19.

1

Figure 2. 1 Food delivery user trend (Source: Q&Me)

2.1.1.2.

Composition

According to Q&Me Food Delivery Popularity in Vietnam 2020, the proportion of users who have ordered food/drink accounted for 51%. Popular apps in the market include Grab food, Now, BAEMIN & Gojek. Grad Food or Now are the two most popular apps.

Figure 2. 2 Food application penetration Vietnam (Source: Q&Me)

2

2.1.1.3.

Location

As the oherding method, delivery apps are the most popular. While HCM use app more, Hanoi has the higher ratio of social media or telephone orders.

Figure 2. 3 Location based food delivery service (Source: Q&Me)

2.1.1.4.

Trends

As more individuals become accustomed to ordering through mobile apps, the online Food delivery sector is becoming more vibrant. One of the causes for this rising trend appears to be “Stay at home, limit contact to prevent COVID -19.” Due to this, Vietnam saw a significant increase in online Food delivery in 2020 with 1,140,397 discussions. This upward trend is

expected to continue until 2021, with a forecasted value of more than $38 million and an average growth rate of 11% over the following five years.

2.1.2. Competitor Analysis

TABLE 2.1. BAEMIN’s Competitor analysis

BAEMIN

Customer service (Fast delivery, friendly staff, cheap and medium price range, easy to use) BAEMIN kitchen: food directly prepared by only BAEMIN S Trend advertisement: T Brand ambassadors are R well-known to the E young such as: Trấn N Thành, Karik, Amee, Châu Bùi G

T H S

Easily identifiable (distinctive dress code in comparision to other brands and exclusive design, font and character “The Fat Cat” for the Vietnamese market)

Grabfood It has an excess of human resources as a result of the online ride hailing app Grab. More Moca wallets have been incorporated into the app for simple payment. Operating hours: 24 hours a day, seven days a week You gain points for using the service, which you can then exchange for gifts or vouchers. Each member is eligible for a number of promotions at different levels. When a customer has an issue, treat it with compassion and resolve it.

4

Now Before making a purchase, customers can read comments, reviews, and photographs. There is a lot of restaurant data out there, and it’s emerged in a lot of provinces and cities. There are numerous payment options available, including the AirPay ewallet and credit card payments. Special offers for each store are frequently available. Bookings for groups are encouraged. Team of professional shippers

Gofood

Food search engine suitable for individuals of all ages. There are many restaurants to choose from, so it should be easy to find something you enjoy.

Restaurant selection is limited. Foodstore pictures have W not yet been fully E updated. A K There is no chatbot to N solve consumer issues E immediately S S Cannot pin your location accurately, you'll have to manually enter it

Offers differ depending on the device and the individual. It's difficult to find a customer's favorite grocery store.

For certain mall restaurants that do not have a contract, a charge is added to the application.

Customers have a large choice of restaurant to select from.

The order is still being verified, and the shipper is still choosing an order.

The app does not accept card payments or ewallets. Food photography is unreal. Promotions aren't varied.

Table 2. 1 BAEMIN’s Competitor analysis

Section 3. Target Customer analysis and...