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About us 6
Executive summary 7
Current situation 8
Market analysis
Market need 10
Tables of Content Market trend
Brand positioning
11
13
SWOT 14
Market competitor 16
Market segmentation and target 18
customer
Marketing strategy
Marketing mix 20
Marketing communication strategy 21
Action plan 26
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About us Executive
Summary
Baemin - a Korean company spe-
cializing in Food delivery service is
looking for opportunities to expand the
market shares in Vietnam. The main
category of Baemin are already dom-

BAEMIN
With the mission, BAEMIN
comes to Vietnam “Helping inated by current players in the Viet-
people eat delicious, nam market.
anytime, anywhere” with
Is a food delivery app. just a few simple steps per- As Tet is coming, Baemin will collab-
Baemin supports users to formed on BAEMIN appli- orate with Binz and Chau Bui to public
order food and drinks such cation: Choose food, choose a Music Video, which we believe that
as office rice, bread, snacks, the nearest store and order, it will be on Top Trending and launch
milk tea, etc. dishes Favorites are delivered a new edition Tet menu with attractive
quickly at an extremely rea- promotion. Therefore, Baemin can in-
sonable price, it has attracted creased the market shares through this
Baemin is currently the
many customers to download campaign.
leading food delivery appli-
cation in the Korean market, applications and experience

launched in 2010 by startup new services and many de-

Woowa Brothers, starting in sirable offers.

Ho Chi Minh City, Vietnam

in May 2019.
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Current
marketing situation
BAEMIN enter into Vietnam since 18 districts in the city, and provides
June 2019 with their Ho Chi Minh earning opportunities to thousands
City service has maintained an elec- of local riders and merchants in its
tric pace. partner networks. Recently, the app

Now, after one year, Baeminis the has extended its service to Hanoi.

third most popular app. It now covers

Delivery app popularity

80% 73% 73%
70%
60%
50% 46% 46%
37%
40% 34%
30%
20% 16% 14%
11%
10% 2%
0%
Grab Food Now Baemin Go Food/Go Jek Loship

Use Use most

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Market
Customers in the age of 18 - 22, who
mostly is university students. Therefore,
Market Trend
their needs are ordering food with cheap-
The food order and delivery service in The young generation enjoys the fast

Need
er price with width variety products. In
Vietnam is increasing rapidly, the trend is pace of life and is willing to pay more
the results, they often compare the cost of
even more increased since these services for these online services. The busy of-
food, restaurants, and food delivery app.
go technique. This creates the new market ficers are also willing to use online app
for ordering and delivering food through instead of going to the restaurant. The
apps on smartphones. Vietnam has a high reasons for this are smartphone is getting
Customer in the age 23-29, who are
proportion of people who use the Internet more and more popular, and the young
adults, have job and stable income.
and the culture of eating outside has ap- prefer paying through the digital wallet
Because of their busy lifestyles, they
peared for a long time. According to the to cash. Therefore, according to Kantar
want to save time from cooking, they
market research company: Kantar World- Worldpanel, the market shares of the on-
prefer prepared meals immediate-
panel, the number of people who use line ordering and delivering food is get-
ly. In the result, they often go out to
apps for ordering food is getting more, ting expand in the near future. According
eat or order food to workplace/home
from 1-2 times/month to 1-2 times/week. to the report by GCOMM, the frequency
of using app for ordering food in Viet-
nam is high, which is a potential market
for BAEMIN in Vietnam. Although this
More than once a day 5%
takes account for a small rate, it starts
Everday 10%
to form a habit of using app for ordering
5-6 times a week 13%
and delivering food in young generation.
3-4 times a week 25%

Once or twice a week 26%

2-3 times a month 13%

Once a month 4%

Less than once a month 4%

Food ordering frequency
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Market Trend Brand Positioning

Baemin choose Trendy Content as their
strength because:
82%
77% Popular Ordering Method - Recently Baemin cooperated with Amee
Delivery app is the most
Used Most Used
and Karik (“Em Bé” MV), Trấn Thành as a
popular. While HCM use
brand representative
app more, Hanoi has the
30% - Target customers of Baemin are from 23
higher ratio of social media.
28%
23%

- 29 years old. They are young generations

5%
10% 8% The 20 aged generation have
and catch up with the trends
Delivery app Dedicated app of the store SNS Telephone
the most versatile usage of
the tools. The food ordering
87% Used by region frequency is in a high rate,
75%
HCM Ha Noi which is about once or twice Brand Positioning
Grabfood

34% 33%
25% 25% 23% 23% Now

BAEMIN

Gojek/Gofood
Delivery app Dedicated app of the SNS Telephone
store

Similarity (Food Delivery App)

Loship

81% 81% 82%

Usage by age
18-22 23-29 30+

35% 32% 30%

31%
26% 28%
22% 22%
13%

Delivery app Dedicated app of the SNS Telephone

store

Strengths (Trendy Content)

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- Customer service (Quick delivery, Good staff

attitude, - Cheap price, Easy to use)
- BAEMIN kitchen: food directly made by only - Limited range of restaurants

BAEMIN - Foodstore images are not fully updated yet

- Trendy advertisement: Brand ambassadors are - No chatbot to handle customer’s problems

familiar with the young such as: Amee, Karik, immediately

Trấn Thành, Châu Bùi - Cannot pin your location correctly, so have to

S W
- Easily identified (unique dress code compared manually input your location

with other brands and exclusive design, font,

character “ The Fat Cat” for Vietnamese market)

- Strategic partners with Momo, Zalopay

- The number of people who have smartphone is
O T - Customers with low loyalty
- Many strong competitors: grab food, now,
getting higher gofood…
- Needs for food delivering is getting higher - Low market share
- Price competition
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Competitors
Direct competitors Indirect competitors

Now GrabFood
Online food ordering app in 16 GrabFood is a fast food delivery ser-
Provinces and Cities nationwide & vice that has just launched an experi-
Delivery even just 1 dish ence version by Grab. Customers can
choose the delivery location or choose
their favorite food

Customer’s nearby location Restaurant delivery service

location close to living and work- delivery service of restaurants
GO-FOOD Loship ing, convenient to buy
GO-FOOD is a part of GO-VIET multi-ser- Loship is simply a service to find eateries
vice application that provides fast and con-
venient food delivery services to customers or milk tea to buy and ship goods. Loship
of GO-VIET. belongs to Lozi, so it soon attracted a lot
of companies in the culinary industry.
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Market segment
Market segment
Geography: urban
areas in Ho Chi Minh
city, Ha Noi city

Market segment
Behavioral: Target Audience: 23-29 office
Reason to buy: busy, discount, travel workers who are busy with heavy
workload, young customer, no time
time saving
to cook but still want flavoured
Benefits sought: convenient, cheap
food, consider about price, catch
Usage rate: 1-2 times/week up with the trend and care about
Loyalty: low their appearance.
Demography:
Occasion of using the product: lunch,
Genders: male and female
Brand Personality: Friendly,
dinner
Aged:18-22, 23-29 Youthful, Humor
Psychological:
Education: graduated
Lifestyle: healthy, fast-paced living,
Occupation: university student,
enjoyable
part-time worker, full time office
Personality: energetic, active
worker
Attitude: realism
Income: low ( 1,000,000-
2,499,999) middle income:
(4,500,000 - 7,499,999 VNĐ)
Family size: single, in a relation-
ship, young marriage
Generation: Gen Y, Z
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Marketing 1. Product:
Service: food delivery
Create new product: “ Tet đỡ
4. Promotion:
- Advertising:

Mix
OOH (surround office buildings, roundabout, bus banner, bill-
mean” edition Menu in Baemin
board)
Kitchen
Digital (online banner, Facebook, Instagram post, Youtube ads)

7Ps - Public relation:

Hire newspaper to write good content
- Sales promotion:
Discount code, voucher ( 2 kind: high-value, low-value ), code :

2. Price: TETDOMEAN, KOLODOI

15.000 VND for the first 3km, Direct marketing: alert new vouchers

from 3km above Baemin will

add 5.000 VND/km
5. People:
Be a great place to work where
people are inspired to be the
best they can be
7. Process:
Confirm the delivery order and
allow consumers to track the
3. Place:
6. Physical evidence: journey of their ordering
App store + Google play
Physical evidence: Unique design
( font, color) on uniform and
food container
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Marketing Communication Strategy

To communicate and deliver the idea “ Don’t just focus on
Tet đỡ “mean” với Baemin
Tet đỡ “mean” với Baemin
working for the year-end KPI, eating is also important
too. ”, this campaign will have a music video collaborated
with celebrities Chau Bui, Binz and many short teasers. The
music video and teaser will be posted on Facebook, YouTube
and displayed on the pop-up banner of Google, Zalo. The
focus display time is before Tet at lunch-break (11h-1h) or
before bedtime (18h-20h).
The communication objective is to raise awareness and in-
crease using frequency of target audiences.

Emotional appeal is Baemin will take care of consumers on Tet when

they’re running KPIs.
KOL such as Giang Ơi, Hana Giang Anh and influencers such as Chau
Bui, Binz, Minh Tu will be delivering the mesage through media like
Facebook, Instagram, Youtube, Google and Zalo
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What is the current trend ?

Rap music is the leading trend of young people nowadays .From “rap
Baemin can collab with Binz, Chau
viet’’ programs, Karik is a name that many young people love and inspires
Bui to create a new trend for bae-
young people to rap music.
min because the two are a couple
who are receiving a lot of attention
after rapping and rumors of dating
are always a hot topic for the online
community.

Baemin combined with Karik in the “em be’’ MV to show the youthfulness
of the service as well as bringing Baemin’s image to a new trend that is more
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Trendy of office people

At the end of the year, officer workers have to run KPI. They easily get
mad and be pressured with their workload. At lunch or dinner time, they
do not have enough time to cook or even go to any restaurants outside to

So lately, office workers are tending to order food to take place through
food delivery apps on smartphones.
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Why we choose them: this cam-

Action Plan paign is to emphasize the feeling of

suffering the heavy workload at the end

Awareness
of the year and remind office workers to
Phase 1: Pre-launch take care about themselves. So, we want
to collaborate with influencers and KOLs
15/12/2020 - 3/1/2021 who have a busy lifestyle but are still
Objective: to become the “Top of mind” when people talk about the food de- common in the public with their healthy
livery app lifestyle

Giang oi:
Baemin created 2 short clips posted on Facebook Fanpage, Youtube, Google, Pop-
a famous vlogger who
up ads:
is well-known about her healthy lifestyle
A 5s clip which emphasize the feeling heavy workloads of office workers and at
the end of the clip raise the question “Đói quá đến khi nào mới được đi ăn - So hungry but how
and busy with her job. We choose Giang Hana Giang Anh: a famous in-
oi to emphasize that no matter how busy fluencer about such aspects: nutrition,
about deadlines”
you are, you’re still healthy and take care fitness. We choose Hana Giang Anh to
A 5s clip which is about an office worker runs deadlines aggressively. Time has
to your health. emphasize the image of healthy lifestyle.
been passing, but he has still not done and spent time taking care of himself. At the end
of the clip, he shouts: “Tết này mean quá” Minh Tú: an international model
Content: Create PR articles about the topic “So hungry but how about deadlines” by coop- and influencer, who is the image of
erating with influencers ( Giang oi, Minh Tú, Hana Giang Anh) , online newspaper beauty and fitness.
(kenh14, zing) With the ambition of becoming the
Use the hastag: #TETMEAN, #DOIQUA, #CHUADUOCAN
“Top of mind” brand when people discuss
food delivery app, Baemin believes that
Minh Tú can spread the message which
Baemin want to deliver to our customers
and successfully raise discussion about
the topic: “ Tết mean quá” and “Đói quá
đến khi nào mới được đi ăn - So hungry
but how about deadlines” and make the
campaign message more reliable.
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Objective: Change the buying decision of consumers

Phase 2 Music Video:

Collaborated with Chau Bui and BinZ, called “Tết ĐM”
Plot: Chau Bui (a boss) and BinZ (an office worker). As Tet is coming, officers

Launch & Operate: have to run deadlines to reach their KPIs even though they have to work extra
hours, BinZ as an office worker has no exception. He has to work overtime and

Engagement has no time to enjoy a meal. Even though he works so hard, boss Chau Bui still
gives him more tasks. The plot twist is at the moment BinZ cannot suffer the heavy
workload with a growling stomach, he shouts: “TẾT ĐM” with the surprising of
people arounds, and the music begins. Through the MV, the image of Baemin will
appear and at the end of the clip, Chau Bui asked: “ So what is Tết ĐM ?” and
BinZ comes with a message: “Tết Đỡ Mean với Baemin”

Channel: Facebook, Youtube

Voucher: Up to 60% with the code TETDOMEAN, TETĐM, KOLODOI

Menu: “ Tết đỡ mean” edition Menu which specializes in Vietnamese healthy food in-
cludes: Lunch, Snack and Dinner

Time: At specific time (11h-13h), (14h - 15h) (18h-20h) of the day, customer will
open gift from Baemin ( gift: voucher code)

OOH: Surround office buildings (LandMark 81, SaiGon centre)

Special billboard: At Hang Xanh, Dien Bien Phu roundabout which can change content in special
time: 11h - 13h, 14h -15h, 18h - 20h

Bus banner: 8, 18, 30, 52, 150

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TẾT ĐỠ “MEAN” (#TDM) |CHAU BÙI x BINZ x BAEMIN
(OFFICIAL MUSIC VIDEO)
Jan

Phase 2 Sự kết hợp của Châu Bùi, Binz trong MV lần này hi vọng sẽ mang lại một hương vị mới lạ cho
cuộc sống của bạn trong những ngày cuối năm tất bật.

Youtube Hãy để Baemin được chăm sóc bạn với MV: “Tết đỡ mean” và menu đồ ăn healthy lần đầu tiên
được ra mắt mang tên “Tết đỡ mean”.
Thoải mái bận rộn cho một mùa tết đỡ “mean” vì đã có Baemin.

description Chúc các bạn có những ngày làm việc hiệu quả..

Tết đỡ mean với team HCM: Link menu

Tết đỡ mean với team HN: Link menu

#BAEMIN #Chaubui #Binz #TDM #tetdomean

We hope the collaboration between Chau Bui and BinZ will bring the new taste to your busy
daily life at the end of the year.
Baemin will take care of you with MV: “Tết đỡ mean” and healthy food menu is first intro-
duced named “Tết đỡ mean”.
Thanks to Baemin, you just feel free to continue your work for the “less mean” Tet holiday.
Hope you have great and productive days..

Tết đỡ mean with team HCM: Link menu

Tết đỡ mean with team HN: Link menu

#BAEMIN #Chaubui #Binz #TDM #tetdomean

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Tết đỡ “Mean” | Official Teaser

Tết của bạn có “mean” không? Làm thế nào để tết đỡ “mean”?

Phase 2
Binz và Châu Bùi làm gì trong MV này?
Đón xem câu trả lời trong mv chính thức được phát hành vào: ../... nhé.

#BAEMIN #Chaubui #Binz #TDM #tetdomean #teaser

Facebook
content:
Teaser

TẾT ĐỠ “MEAN” (#TDM) | CHAU BÙI x BINZ x

BAEMIN (OFFICIAL TEASER)
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Tết đỡ “Mean” | Official Music Video

Sự kết hợp của Châu Bùi, Binz trong MV lần này hi vọng sẽ mang lại một
hương vị mới lạ cho cuộc sống của bạn trong những ngày cuối năm tất bật.
Hãy để Baemin được chăm sóc bạn với MV: “Tết đỡ mean” và menu đồ ăn
healthy lần đầu tiên được ra mắt mang tên “Tết đỡ mean”.
Thoải mái bận rộn cho một mùa tết đỡ “mean” vì đã có Baemin.
Chúc các bạn có những ngày làm việc hiệu quả.
Phase 2
Tết đỡ mean với team HCM: Link menu
Tết đỡ mean với team HN: Link menu Facebook
#BAEMIN #Chaubui #Binz #TDM #tetdomean #mvofficial content:
MV

TẾT ĐỠ “MEAN” (#TDM) | CHAU BÙI x BINZ x

BAEMIN (OFFICIAL MUSIC VIDEO)
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