MARKETING MANAGEMENT develop a brief marketing plan for BAEMIN

NATIONAL ECONOMICS UNIVERSITY
FACULTY OF BUSINESS MANAGEMENT
---------------֎֎֎---------------

MARKETING MANAGEMENT

Develop a brief marketing plan for BAEMIN

Name
Nguyễn Phương Anh
Trương Hồng Anh
Đặng Trí Dũng
Vũ Dũng Lân
Đặng Phương Minh
Dương Đức Tùng
Nguyễn Hồi Ngọc
Lương Đình Tùng

Lecture: Nguyen Huu Dang Khoa

Ha Noi, November 2021

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TABLE OF CONTENTS
A. EXECUTIVE SUMMARY.................................................................................................................. 2
I. Overview................................................................................................................................................ 2
II. INTRODUCTION............................................................................................................................... 2
III. Company history................................................................................................................................ 3
IV. Mission................................................................................................................................................. 3

V. Vision.................................................................................................................................................... 3
VI. Executive Summary:.......................................................................................................................... 3
B. SITUATION ANALYSIS..................................................................................................................... 4
1. Macro environment – PESTEL........................................................................................................... 4
2. Industry environment and competitors................................................................................................ 6
2.3 Marketing Resources:...................................................................................................................... 10
4. Threat and opportunities.................................................................................................................... 13
5. Objective and Issues.......................................................................................................................... 14
C. MARKETING STRATEGY............................................................................................................. 17
I. Target market analysis....................................................................................................................... 17
1. Market segmentation.......................................................................................................................... 17
2. Market Targeting................................................................................................................................ 20
II. Marketing tool.................................................................................................................................... 23
1. Product............................................................................................................................................... 23
2. Price.................................................................................................................................................... 25
3. Place................................................................................................................................................... 26
4. Promotion........................................................................................................................................... 27
5. People................................................................................................................................................. 33
6. Process................................................................................................................................................ 34
7. Physical evidence............................................................................................................................... 35
E. ACTION PLAN.................................................................................................................................. 36
I. Main phase of the campaign.............................................................................................................. 36
II. Details of the action plan................................................................................................................... 36
F. BUDGET............................................................................................................................................. 40
G. CONTROLS....................................................................................................................................... 41
H. CONCLUSION.................................................................................................................................. 43
REFERENCES....................................................................................................................................... 44

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A. EXECUTIVE SUMMARY
I. Overview
Name: Baedal Minjok
Industry: Food delivery
Establish: 2010
Headquarter: Soul, South Korea
II. INTRODUCTION
As in Viet Nam market and with the thriving of digital and technology nowadays,
food delivery on app is not a strange thing. It’s become a behavior as known as all food is
fast food in the smartphone era especially for the Gen Y and Gen Z in Viet Nam. See
Vietnam as a potential market to access into, South Korea’s leading food delivery app
operator Woowa Brothers first launched in Vietnam on June 10 with the Vietnamese
version called BAEMIN (named after Woowa’s own food delivery platform, Baedal
Minjok, a leader in the sector in South Korea) in Ho Chi Minh City [ CITATION Che19 \l
1033 ]. Woowa Brothers claims to have ten million monthly active users in its home
country andhandles approximately one million orders a day. Woowa Brothers raised USD
320 million in 2018 for foreign expansions, with Vietnam as its first overseas market. With
the launch in the Southeast Asian nation, they aim to bring “Korean culture, flavor and
know-how” to Vietnam. According to its mission, BAEMIN comes to Vietnam “Helping
people to eat well anytime and anywhere” with just a few simple steps performed on the
BAEMIN app: Choose the food, choose the nearest store and order. Favourite dishes will
be delivery quickly with an extremely reasonable priceWoowa Brothers’ nine years of
experience in South Korea will allow the Vietnamese unitto process a massive volume of
orders simultaneously and connect users, restaurants and riders. Woowa Brothers had
reportedly acquired and take over local food delivery firm Vietnammm in February 2019,
Vietnammm is one of the first pioneers in the Vietnam country’s food delivery business
that founded in 2011. It’s a good start for BAEMIN to

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access in Vietnam food delivery market. The startup unicorn seeks to gradually expand
from Ho Chi Minh City to other Southeast Asian cities including Hanoi, though details
have yet will be revealed in the future[ CITATION Khi21 \l 1033 ]
III. Company history
06/2010: Create Baedal Minjok in Soul, South Korea with a mission to utilize the
power of information technology for the food delivery industry
05/2019: Operations in Vietnam starting from Ho Chi Minh City
04/2020: Launched BAEMIN Mart
06/2020: Launched in Hanoi
09/2020: Launched in Thanh Hoa, Vinh, Nha Trang
11/2020: Launched in Thai Nguyen
IV. Mission
To help people "Enjoy good food anywhere, anytime"
V. Vision
To utilize the power of information technology for the food delivery industry
VI. Executive Summary:
Building a series of events and activities to deliver happiness and comfortable
experiences to our clients, starting with the notion of producing a campaign to accompany
the world's largest football event, FIFA World Cup Qatar 2022. The following games are
available in this "BAECHAMP" campaign: “Sút là ăn”, “Dự đoán hay rinh ngay voucher”.
These games will give clients about recommendations and information about the cuisine
and culture of countries all around the world, particularly those competing in the World
Cup in Qatar. In addition, BAEMIN will give entertaining games and tempting gifts for
football fans.

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B. SITUATION ANALYSIS
1. Macro environment – PESTEL
1.1 Political
From the beginning of 2021 to the present time, the political situation in Vietnam
has been stable. The General Department of Politics, Party committees, commanders,
political commissars, politicians, and political agencies of units under the Ministry of
National Defense promptly advised and directed the adjustment of the plan to suit the
situation in the current conditions, comprehensively deploying and completing tasks, both
regular and irregular, in which many tasks are completed well and completed excellently,
contributing to the successful completion of military and national defense tasks in 2021. ([
CITATION MOI212 \l 1033 ]
In 2021 - a year of many fluctuations due to the Covid-19 pandemic - PIT policy
also has many changes. The State has approved many policies to support and reduce taxes
for many businesses, including value-added tax reduction [ CITATION MOI21 \l 1033 ].
Thanks to the political situation and stable tax policy, the current time, despite the
impact of the pandemic, is still a good time for businesses to create momentum
[ CITATION MOI21 \l 1033 ]. Especially for e-commerce sites, this is a great opportunity
to grow and capture a share of the market.
1.2 Economic
Domestically, following the results achieved in 2020, in the first months of 2021,
our country's macro-economy continues to be stable and starts to prosper. However, the
wave of Covid-19 epidemic broke out at the end of April with a new strain that spread
rapidly, dangerously and complicatedly in many localities. Gross domestic product (GDP)
in the first nine months of 2021 was estimated to increase by 1.42% over the same period
last year due to the Covid-19 epidemic seriously affecting all sectors of the economy.
[ CITATION GSO21 \l 1033 ]

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Although economic growth in 2021 is not as high as when the epidemic has not yet
raged, this number is still remaining at a positive level. Economic activities were affected
and paused for a while but were quickly restored. At the present time, business activities
have been resumed due to the policy of universal vaccination. This helps the economy
gradually return to work, creating opportunities for businesses to recover and continue to
operate and develop. Especially with an online business like BAEMIN, the impact of the
epidemic is not great. The business of e-commerce platforms like BAEMIN can still grow
and create jobs for the unemployed.
1.3 Social
The complicated development of the Covid-19 epidemic has negatively affected the
labor situation, employment in the third quarter of 2021, the number of workers working
in the economy decreased sharply compared to the previous quarter and compared with
the same period last year. Unemployment and underemployment rates among working age
increased the highest since the first quarter of 2020. The unemployment rate in the
working age of the whole country in 9 months is estimated at 2.91%. [ CITATION GSO21
\l 1033 ]
But the social situation that restricts movement and can be separated creates
opportunities for online businesses to develop. The demand for online dining of customers
has also increased, due to the epidemic not being able to eat directly at restaurants. For
BAEMIN as an e-commerce platform, where online businesses are connected, the market
is still new, wide and has long-term development opportunities.
1.4 Technological
The development and popularization of technology 4.0 has greatly affected people's
lives. The majority of BAEMIN's target customers have suitable electronic devices
installed with applications. Most young people easily learn how to use electronic devices
and quick online shopping applications [ CITATION BNe211 \l 1033 ] In addition, online
sales applications including BAEMIN are beautifully designed, attractive and easy to use.
Although these applications may have problems, they are not many and do not have a great
impact on user quality. From the user's phone and application usage

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habits, businesses can develop applications and functions to increase benefits for users
and create a competitive position in the industry.
1.5 Environmental
The climate in Vietnam and the world in general is getting hotter and hotter due to
the increase of greenhouse gases and environmental pollution[ CITATION Man21 \l
1033 ]. People today have begun to pay attention to environmental pollution and are
conscious in their actions. This leads to a decrease in private vehicles, and an increase in
the use of public transport. In addition, due to the impact of the epidemic, people also
limited going out, the demand for delivery services increased. But also because of people's
awareness of the environment today, home delivery leads to another problem. That is the
increase in consumption of single-use plastic for food delivery. BAEMIN can improve this
problem by encouraging restaurants to use reusable and eco-friendly packaging products.
1.6 Legal
The current legal system is still stable and applied thoroughly to cases of violations.
But the legal system is constantly improving to match the social situation [ CITATION
VGP21 \l 1033 ]. In particular, for the rights of employees, the law has improved many
policies over the years. In recent times, intellectual property rights have also been
tightened. In 2021, Vietnam's legal system is gradually being completed and applied, so
businesses need to make adjustments to match the latest current law.
2. Industry environment and competitors
2.1 Overview
- Industry development:
The food delivery service in Vietnam is rising rapidly and creating numerous
possibilities for the online food delivery market in the country. In addition, in the last
decade, many technical advancements have been taking place in Vietnam's food delivery
market to help identify repeat customers and recommend new food products based on
previous orders. The lifestyles of consumers have rapidly changed due to rising

urbanisation and busy work schedules, which have compelled them to choose convenient
food options. These are among the factors that are increasing the Vietnam online food

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delivery market growth. In addition, the existence of a robust population of millennial
consumers in the country [ CITATION EMR20 \l 1033 ]. The Vietnam online food
delivery market is expected to grow at a CAGR of around 34% during 20212026[ CITATION Mar211 \l 1033 ]. As a result, it is possible. In Vietnam, online food
delivery is a great hit, drawing both domestic and foreign businesses to invest.
- Competitive structure:
In Vietnam, the food delivery sector is considered an oligopoly, with four major
players: GrabFood, Shopeefood, BAEMIN, and Gojek.
- Competitive nature of industry:
The food delivery market is expected to continue to generate "money-burning"
competition. fierce competition between different firms[ CITATION Ezy21 \l 1033 ].
- Competition level: Fierce
2.2 Competitive forces:
2.2.1 Customers
Customers are mostly young people or office workers who are busy with their work
often use the food delivery service a lot to save time, making life faster and more
convenient. Vietnamese people often have a habit of cooking at home or they can go out
and find street food and restaurants, especially hot pot and barbecue buffet restaurants.
The food delivery service is still quite new compared to many people with old habits, so it
is difficult for many people to use the food delivery service.
2.2.2 Supplier:
Regarding the number of restaurant/coffee business establishments in Vietnam,
according to the Vietnam Culinary and Cultural Association (VCCA), the country has
550,000 establishments, of which about 430,000 are traditional business establishments,
82,000 fast food service restaurants, more than 22,000 coffee shops and bars, and more

than 16,000 other food service establishments[ CITATION Tra21 \l 1033 ]. So the supplier
is variety, diversity and abundant. Enterprises should choose suppliers who meet quality
requirements and can cooperate for a long time to ensure the best service and provide the
best service to customers.

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2.2.3 Substitute service:
Instead of using the food ordering service, customers can directly use the
restaurant's services.
2.2.4 Potential rivals:
Restaurant that customer usually come for many reasons like brand, space, price
The food delivery market in Vietnam is growing day by day, there will be many
big companies participating in this potential market to make a profit, so customers will
have more choices about brands, food, and prices. That is why this is a big obstacle.
2.2.5 Competitors:
- GrabFood, Shopee Food, Gojek are direct competitors of BAEMIN
- In Vỉetnamese market, GrabFood appeared in 2018, Gojek in 2020 and the lastest

Now has a new name is Shopee Food launched in August 18,2021

Currently, the market is dominated by two major players: Grab Food and Now (has
change name is Shopee Food) . These two apps are tied for first place as of December
2020, with 73 percent of respondents using them. Grab Food, on the other hand, has a
little advantage when it comes to the most commonly used application, which is chosen by
37% of surveyors. This rate is now at 34%. In comparison to seven months

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ago, the gap with competitors has narrowed, according to the poll (May 2020). In
particular, BAEMIN (46 percent of people used it, 16 percent of the most users), GoFood
(46 percent users, 11 percent of the most users), and Loship (46 percent users, 11 percent
of the most users) (14 percent users; 2 percent most users).
2.3 Marketing mix analysis of Shopee Food
2.3.1 Product
Shopee Food comes as a feature in the Shopee application and also as a separate
application. Shopee Pay is the purchasing system for Shopee Food. For delivery need,
consumer can active their location and Shopee Food will transfer consumer location to the
driver. Consumers are well informed about the status of their order.
2.3.2 Price
The cost of an order on Shopee Food will be shown on the payment when
customer place an order, including:
- The value of the dish: according to the price of the restaurant.
- Delivery fee: Inner city of Ho Chi Minh City/ Inner city of Hanoi and within the

province/City
0 - 3 km: 15,000 VND
Every next kilometer: 5,000 VND
Note: The above rates are the basic rates for forwarding services. Depending on
objective conditions (weather, epidemics...), service delivery time, agreement with service
users, ShopeeFood - GoFast's shipping partner may increase or decrease the price
accordingly. See service details, regulations & reimbursement rates Here.
- Fee for ordering at Non-Partner Shops: Fees apply when placing orders at a Shop

that is not a ShopeeFood Partner. Applications at Partner Restaurants (with the yellow tick
sign) do not have this fee.
- Small order fee: 3,000 VND / order, applied to orders that have not reached the

minimum value of 50,000 VND.
- Night surcharge: applies to orders with estimated delivery time between 22:30 -

06:00 in 2 cities Ho Chi Minh & Hanoi.

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- Door to door delivery fee: applied when you push the “DOOR DELIVERY”

button on ShopeeFood App. This fee is to help ShopeeFood drivers ensure the quality of
service, bring you delicious food to your door (apartment or high-rise office).
- Parking fee at the customer's address: This fee is used for the driver to pay the

parking fee when the driver needs to send the car to your door (usually applied when
delivering to an apartment or high-rise office).
- Parking fee at the shop: This fee is used for the driver to pay the parking fee when the

driver needs to park the car to go to the restaurant to get food (applicable to some shops).
- Service fee: applicable to all ShopeeFood orders in Hanoi and Ho Chi Minh. This

fee helps ShopeeFood maintain and improve service quality such as improving delivery
service, upgrading application experience and diversifying Restaurants.
- Holiday surcharge: This fee is to help ShopeeFood maintain service quality

during the holiday.
- Bad weather fee: applied based on the actual weather situation and the number of

drivers operating at the time of booking.
2.3.3 Promotion

Advertising: Instagram, Facebook
Sale Promotion: Free delivery, discount voucher and cashbacks
2.3.4 Place
Shopee food operating system is available in both direct and indirect distribution.
All you need is an internet-connected smart phone and the app can be downloaded for free
from the App Store or Google Play. Furthermore, the vast number of drivers dispersed
around the locations facilitates the operating area for drivers while also allowing clients to
be served fast.
2.3 Marketing Resources:
2.3.1 Human Resources
Someone who is "self-leading, confident, and excellent," according to BAEMIN, is
a great hire. - BAEMIN will hire a big number of workers in functional disciplines based
on these criteria. Employees in other areas will be chosen based on characteristics

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that are relevant to the business. Drivers and restaurant partners are two of BAEMIN's
most essential hire partners. BAEMIN constantly invites partners to register and trial for
free in order to locate partners that are a good fit for the brand. BAEMIN is continuously
concerned with improving team structures and abilities. BAEMIN is clearly motivated to
reach its maximum potential in every aspect. In response to the ever-changing FoodTech
scene, BAEMIN encourages its workers to stay informed about consumers and the market
so that they are aware of how it may affect their work. In order to develop their talents and
better assist people, they must also learn from each other and the industry. So we can see
that BAEMIN always wants its human resources to have the best quality to serve its
customers thoughtfully and make them satisfied.
2.3.2 Finance
Woowa Brothers Corp., operator of Korea's top food delivery app Baedal Minjok,
aka BAEMIN, said that in 2020 the app nearly doubled its revenue from the previous year

amid COVID-19 the pandemic, the operator said. Accordingly, BAEMIN's sales reached
1.09 trillion won ($960 million) last year, up 94.4% from a year earlier. This is the first
time BAEMIN's revenue has surpassed the 1 trillion won mark since its market debut in
2010[ CITATION Van21 \l 1033 ].
2.3.3 Brand
A strong plus for BAEMIN right from the very beginning of his debut is the
extremely eye-catching brand identity. The needs of tastes and lifestyles, styles of young
people and office workers - BAEMIN's main customer group are always put on top. In
order to make his own mark for the Vietnamese market, BAEMIN still "released" the
humorous avatar of "Meo Meo" with a friendly font set, capturing the hearts of the target
customer group. Initially entering the fastfood delivery market, BAEMIN has succeeded
in capturing the hearts of Vietnamese users with its brand image and extremely "domestic"
communication messages, which are not foreign brands that have just joined. enter any
market can do. Almost all feedback on BAEMIN's image is positive. Besides, with the
advantage of unique content and images and understanding the psychology of Vietnamese
youth, BAEMIN is also quite successful in marketing and promoting

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products, receiving a lot of positive feedback from customers [ CITATION You21 \l
1033 ].
2.3.4 Distribution
Distribution options for serving customers is Determining type of contact:
BAEMIN riders visit the customer site, outletss or restaurants collab with BAEMIN
provides food services to a wide array of customers because the need islocation specific
Channel preference: For BAEMIN’s target audience, convenience is a key driver of
channel choice: Innovations in Service Delivery Technology Aided: BAEMIN has its own
website, which contains comprehensive information about the company, services, and job
prospects for drivers. Customers can also select the denomination for each card based on

the card's value, which has a variety of applications. Card with a 100K denomination gives
you a 100K discount on your order, however it can only be used once; 300K card: 100K
discount on order, card can be used three times; Order a 500K denomination card and
receive a 100K discount. The card can be used five times.

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4. Threat and opportunities
4.1 Strength
- There are many attractive promotions and codes
- Messages and media images are highly invested
- 9 years of experience in Korea.
- Customer service (Fast delivery, friendly staff, cheap and medium price range,

easy to use)
- BAEMIN kitchen: food directly prepared by only BAEMIN
- Trend advertisement: Brand ambassadors are well-known to the young such as:

Trấn Thành, Karik, Amee,Châu Bùi
- Easily identifiable (distinctive dress codein comparision to other brands and

exclusive design, font and character “The Fat Cat”for the Vietnamese market)
4.2 Weakness
- Driver restriction
- Need to expand the delivery area
- App still has many bugs
- Service is slow and not good
- Few stores, limiting the choices
- Delivery is still low

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- Restaurant selection is limited
- Foodstore pictures have not yet been fully updated
- There is no chat bot to solve consumer issues immediately
- Cannot pin your location accurately, you'll have to manually enter it

4.3 Threat
- Strong competitors, with great financial potential
- Customers prefer familiar brands
- Customers like to use the food at the restaurant to ensure the quality of the dish

4.4 Opportunity
- Customers have diversified many choices
- Market demand is getting bigger and bigger
- Large population, a thriving economic sector and extremely potential market
- Demand for utility services increased

5. Objective and Issues
5.1 General objectives
The football sport theme has never cooled down for all ages in Vietnam. The U23
wave has created a fever and wave of football support for all genders and ages up to the
present time. Football at home and abroad is always a hot topic for young people.
Especially before important tournaments take place, this topic becomes hotter than ever.
Realizing the interest of young people - a target segment of BAEMIN's customers, the
"BAECHAMP – vô địch cùng BAEMIN" campaign was created in response to the global
soccer World Cup. This campaign gives BAEMIN customers a new experience while
ordering from the app, in addition customers can also participate in games such as betting

on scores and updating match results while in in the BAEMIN app.
This campaign brings a sports-oriented spirit to customes every time they come to
BAEMIN. Therefore, it will bring BAEMIN's visual effects to customers: dynamic and
up-to-date. Therefore, BAEMIN's brand recognition and position will also be improved,
bringing value to customers and generating revenue and market share for the company.
5.2 Business objectives

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Currently, according to the survey, BAEMIN is not at the top in terms of market
share but has impressive growth during the epidemic period. As a result, the Korean brand
surpassed GoJek in the Top 3 in the food delivery market, after the "big brothers" Grab
Food and Now. Assessing the popularity of food ordering apps, this survey shows that 37%
of respondents regularly choose Grab Food, while Now and BAEMIN are 34% and 16%
respectively [ CITATION Tha21 \l 1033 ]. With this campaign, BAEMIN's business goal is
to increase market share by 4% to reach 20%. This market share comes from football
enthusiasts from all ages.
The popularity of Grab Food and Now ordering apps is up to 73%. BAEMIN and
GoFood (Gojek) are more modest, about 46% [ CITATION Tha21 \l 1033 ]. BAEMIN
quickly caught up with Gojek in terms of user ratio (46%) after spending heavily on
communication strategy, even outperforming it with 16% of users using the app the most compared to Gojek's 11%. At this rate, BAEMIN is having the best growth in the online
food delivery market, surpassing both Grab Food and Now. BAEMIN's goal in the future
after implementing the "BAECHAMP – vô địch cùng BAEMIN" campaign is to increase
the popularity of the app by 50%.
In terms of discussion participation rate, BAEMIN is most popular with young
people in Ho Chi Minh City; while Grab Food, Go Food and Loship are more popular with
younger people, from 36-45 years old. GrabFood is the leading brand in the online food
delivery market, accounting for 33.38% of the discussion market, followed by Now with
23.16% of the discussion on social media, and BAEMIN with 21.95% [ CITATION

Nhi21 \l 1033 ]. Through this campaign to attack the psychology of responding to football,
BAEMIN hopes to increase the share of discussion on social networks by 5%.
5.3 Marketing objective
From the campaign in response to the world's biggest football tournament, the
World Cup, "BAECHAMP – vô địch cùng BAEMIN" has an eye-catching brand identity
and a series of trendy content marketing. This campaign will reach a large number of
football fans and supporters, creating interesting games and topics of discussion. This
campaign will have many discount voucher programs and gifts for buyers. The marketing

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objective is increasing the promotions, which stimulates the percentage of users from 46%
to 52%.
5.4 Communication objectives
BAEMIN hopes that through this campaign, it can create both material and spiritual
values for customers, and at the same time convey a dynamic, healthy and flexible brand
image. We divide customers into two main customer groups. The first group is BAEMIN's
regular loyal customers. This group of customers usually has daily BAEMIN application
traffic. The "BAECHAMP – vô địch cùng BAEMIN" campaign will help them have an
enjoyable experience in the ordering process, stimulating them to come back to visit in the
next purchase. The second group of customers are customers who do not put BAEMIN as
the first choice. For these customers, BAEMIN can reach them through advertising
campaigns from social networking sites such as Facebook, Instagram, Tiktok,... In
addition, BAEMIN's campaign is also associated with some influential celebrities can also
reach this customer group.
Combined with marketing tools, the "BAECHAMP – vô địch cùng BAEMIN"
campaign contributes to the growth in brand awareness, strengthens BAEMIN's position in
the customer's mind, and creates enjoyable experiences and incentives for customers, at
the same time responding to the football movement in Vietnam and the world.

5.5 Issues:
However, BAEMIN is still a new delivery service compared to brands that have
gone before a few years in Vietnam so BAEMIN cannot avoid problems arising. During
peak hours, orders are often delayed in delivery, because the number of shippers is not
enough to meet the order needs of customers. In addition, some of the illustrations for the
food of the restaurants on BAEMIN do not match the reality, which leads to customer
disappointment when receiving the food.
Besides, BAEMIN's approach to people over the age of 30 is not great. This is a
person with a stable economy and ready to spend on food delivery services. This will be
BAEMIN's goal for this " BAECHAMP – vô địch cùng BAEMIN " campaign.

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Finally, BAEMIN's customer service is not really dedicated. Complaints sent to
BAEMIN are often handled over the phone and don't really address the customer's concerns.

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C. MARKETING STRATEGY
I. Target market analysis
1. Market segmentation
1.1 Market Segmentation by Demographics
Depending on different age groups, the campaign will have different market
segmentation
* Age group [ CITATION Tổn21 \l 1033 ]

- Group 1: Age from 18-24
This is a group of young people who are just growing up, not yet fully

economically prosperous. However, they have a pure passion for football. Open-minded
and fun-loving. So they will often gather in groups of 3-5 people to eat, watch football and
discuss the game.
In addition, this age group will also be especially interested in discount vouchers
because they are not financially rich.
- Group 2: Age from 25-35
A group of adults with completely stable income and jobs. However, they are
limited by time because they have to work full time. So they will have less time to cook
and tend to order food outside.
In addition, this age group is especially attracted by games of chance. For
example, predicting the outcome of matches.
- Group 3: Age from 36-50
A group of people who have stabilized their families and are completely
economically independent. Tendency to spend more time with family instead of gathering
with friends like the above age groups. But they also tend to "change the atmosphere" on
weekends. They will order or go to restaurants to experience dishes that cannot be cooked
at home. So this is also an age group that can be fully exploited.

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* Gender group
- Male: Customers tend to order food because they cannot cook for themselves.

Especially interested in sports and big events like the World Cup. They will also be
influenced by the fun that comes from predicting winning games when going out with
friends.
- Female: This group of customers tends to learn about delicious and strange

dishes. Besides, they also want to please their husband or boyfriend on weekends.

However, they are often not as interested in sports as men.
* Hobby group
Interest groups can be divided into two categories including sports fans and those
with little interest in football. Most sports fans won't miss major events like the World
Cup. They consider this an indispensable "spiritual food" in their free time (evenings or
weekends).
* Geographic group
Geographic groups are also divided into the same two categories as interest groups.
It includes the group of people living in the city and the group of people living in the
countryside. Most people living in cities will easily use BAEMIN's services because its
coverage in these areas is much larger than in rural areas. [ CITATION Hoà21 \l 1033 ]
1.2 Market segmentation by behavior
- Reason for purchase:
In households, organizations, groups: Order food outside when sitting together to
watch football or because they can't cook because they are busy, so they will order in large
quantities.
Individuals: They often order food from outside because they do not prepare
meals in time.
- Search benefits:

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Save cooking time
Diverse menu for each meal
Experience new, strange, and unique dishes
- The habit of ordering food outside of Vietnamese people: According to a survey

conducted by Go Viet conducted in 2020 on the trends of food consumption behavior in
Vietnam [CITATION GoV20 \l 1033 ]

Vietnamese people rarely eat alone: Most of the time Vietnamese people spend
eating with friends and family. Survey participants in Hanoi reported that 75% of their
meals were eaten by other people and this figure in Ho Chi Minh city. Ho Chi Minh is
69%. Gojek-Kantar's research also provides comparative figures with Singapore and
Bangkok - Thailand. With similarities in culture and eating habits, this rate at 1 Kantar's
Profiles Division Bangkok is 65%, but in the busy country of Singapore, up to 50% of the
meals people eat alone.
Vietnamese consumers prioritize food quality and variety over convenience: In
both major cities, about one-third of respondents in Ho Chi Minh (35%) and Hanoi (28%)
for know they don't have time for themselves; and more than 75% of people surveyed said
they are willing to wait to get their favorite food, willing to spend more time and spend
more money to receive good, quality food. About 70% of respondents in the two cities
also said that they get bored easily if they eat the same food every day. Therefore, the
variety of dishes is the top priority of online ordering platforms. On the GoFood platform,
users can order food at about 80,000 restaurants with over 1 million food choices.

More than 60% of people have a habit of eating at restaurants: More than half of
the respondents in the whole city. Ho Chi Minh City (63%) and Hanoi (60%) said they had
eaten at a restaurant within the past week. 43% of people surveyed in Ho Chi Minh city. In
Ho Chi Minh City and 34% in Hanoi, they said they ordered food online within the past
week. However, to the question "Have you cooked at home in the last 24

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hours?", 75% of people living in Hanoi answered "Yes", while in Ho Chi Minh. Ho Chi
Minh is 67%.
Average spending on ordering food online is twice as much as eating on-site:
According to the survey results, this holds true for both Ho Chi Minh City and Hanoi. In
Ho Chi Minh City, the average spend on ordering food online has the highest value, while

the lowest is on takeout. Meanwhile, in Hanoi, spending on purchases by phone has the
highest average value, the lowest is for takeout. Average spending in Hanoi on eating out
at restaurants, taking out or buying by phone is 5-10% higher than in Ho Chi Minh City.
Spending on online ordering is about 10% higher in Ho Chi Minh City than in Hanoi.
2. Market Targeting
- The main market target is 18 to 35 years old, male gender, hobby group with

passion for sports and living in the city.
2.1 Market attractiveness
- In the age group from 18 to 35, they often tend to gather with friends in the

evenings, weekends, or free time to chat and discuss special events taking place. So a
world-class event like the World Cup will be a very hot topic during the time the event is
taking place. Not only that, the topics discussed will often include the teams that have the
opportunity to win medals at the tournament. It is for this reason that the minigames are
expected to receive a great deal of attention from fans.
- The majority of football fans will be male. Especially among 83% of users who

express themselves as football fans, up to ⅓ are crazy fans. They update almost all news
related to favorite players, tournaments…. A significant percentage, 64%, are mediumlevel fans. This audience only reads prominent and important information with a
frequency that is not as frequent as the fan base. The user group, which accounts for the
remaining 6%, has a lower interest in football, for the sports information is a news
activity, not one of the main concerns. [ CITATION Thể18 \l 1033 ]
- At a survey before the 2018 World Cup, out of 3 users asked, 2 users, answered

that the World Cup is the event they look forward to the most in the coming time. Most

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sports fans in Vietnam are mainly interested in strong contenders for the championship.
So, using minigames to predict the top 3 highest ranked teams at the World Cup can
completely hit the customer's mind.
- Digital environment is a growing and growing environment in Vietnam.

Especially, brands or campaigns with dynamic and youthful images will take great
advantage at international events such as the World Cup on social media channels.
2.2 Characteristics
- The age group from 18-35 often has the characteristic of wanting to make

friends. So in their free time, they often gather in small groups to chat. When a big event
happens like the World Cup, they have more and more common topics to discuss.
- This is the age to build a career, so there is not too much time for preparing

meals. So they often tend to order food from outside because of the convenience and
speed that food delivery services bring.
2.3 Market Positioning
This campaign is carried out by BAEMIN for many different purposes. People only
know BAEMIN as a fast-food delivery company in the areas where you live. Firstly,
through the campaign BAEMIN wants to convey to customers a youthful and dynamic
image. It is implemented on social networking platforms and the BAEMIN app. In
addition, it is used with colors suitable for the age group from 18-35 in combination with
Vanh Leg and Quang Hai. The campaign promises to bring a lot of interesting things.
Secondly, the campaign implicitly affirms that BAEMIN not only provides food delivery
services but also knows how to take care of the spiritual life of customers. The World Cup
is a major international event that attracts the attention of many people. Through the World
Cup, BAEMIN wants to be the bridge to bring people together. Finally, the campaign
provides customers with culinary knowledge about regions around the world. BAEMIN
offers customers the game "Sút là ăn". When customers shoot at any land on the globe, the
app will provide interesting information in that area for customers to choose from. Thus,

through this campaign, customers will know more about BAEMIN

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because of its youth and dynamism and BAEMIN itself will be the bridge to bring people
closer together.

According to a survey conducted by Q&Me in December, with the participation of
about 1,000 people aged 18 to over 30, more than 80% of respondents said they used to
order online through food apps. Hanoi takes the highest ratio of people using social media
to order food, while Ho Chi Minh City use apps more. More than 80% are satisfied with
app delivery and quick delivery, in addition to attractive promotion which is seen a factor
satisfying people most. [ CITATION Nha20 \l 1033 ]
However, high shipping cost are the reasons for dissatisfaction among the
respondents. Grab Food and Now (Singapore) lead the food delivery app market in
Vietnam, followed by other main players such as BAEMIN and Go Food (Indonesian
decacorn Gojek). Among the players, BAEMIN showed the biggest growth in terms of
number of delivery usage during April-December, according to the latest survey conducted
by Asian Plus Inc. [ CITATION Nha20 \l 1033 ]
According to Q&Me survey in December, 73% of respondents used Grab Food and
Now to order food. However, the percentage of respondents ordering through Grab

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Food is higher than those using Now. BAEMIN, the South Korean player funded by
Woowa Brothers tech unicorn, caught up with Gojek in terms of number of usage (46%)
and even surpassed its rival to gain the number of people who order most often (16%). The
survey also revealed that Grab Food is more popular among the elderly while BAEMIN is

chosen most by the young people. It is also the most frequently used in Ho Chi Minh City
- one of the two largest cities in Vietnam. Now is more favored by women and in Hanoi.
Regarding app satisfaction by brands, BAEMIN (with 93% respondents) has highest
satisfaction score followed by Grab Food (81%), Now (81%), Go Food (82%).
[ CITATION Nha20 \l 1033 ]
II. Marketing tool
Starting from the idea of creating a campaign to accompany the biggest football
event in the world FIFA World Cup Qatar 2022, we want to create a series of events and
games to bring the most positive and comfortable experiences to our customers. With a
king sport like football, the number of fans interested in and following the World Cup is
always extremely large, especially with a football-loving country like Vietnam.
This campaign called: BAECHAMP will include:
- “Sút là ăn”: Players will be playing the role of a soccer player with a ball in their

feet and a spinning globe in front of them. When the ball hits a certain area at the globe,
the players will receive a letter with the national team flag in that area. In that letter,
players will receive interesting facts about the traditional dishes of those countries,
recommendation for meal…
- “Dự đoán hay rinh ngay voucher”: will be included in 2 phase “Nắm bắt vận

mệnh”, “ Khai phá thiên cơ” give the player opportunity to win voucher when predict the
winning team for World Cup matches
- Friendly reminder about the message: “Cùng BAEMIN mang không khí sân vận

động về ngơi nhà của bạn”
1. Product

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