MARKETING SERVICE OF BAEMIN MART CHỢ THỦ BAEMIN CAMPAIGN

UNIVERSITY OF FINANCE AND MARKETING

FINAL EXAM
SUBJECT: MARKETING SERVICES

MARKETING SERVICE
OF BAEMIN MART "CHỢ" THỦ BAEMIN!!!
CAMPAIGN

Ho Chi Minh City, May, 2022

UNIVERSITY OF FINANCE AND MARKETING

1


FINAL EXAM

MARKETING SERVICE
OF BAEMINMART "CHỢ" THỦ BAEMIN!!!
CAMPAIGN
Group member:
Nguyễn Thanh Danh - 2021008417
Võ Minh Thành - 2021008547
Lê Nguyễn Hoàng Khang - 2021008454
Tả Lê Ngọc Linh - 2021008468
Nguyễn Thụy Tuyết Vân - 2021008588
Ho Chi Minh City, May, 2022

INDEX

2


3


LIST OF FIGURES

4


LIST OF TABLE

Section 1: Introduce
1.1. Overview of BAEMIN and BAEMIN Mart
Woowa Brothers Vietnam Co., Ltd. was built and developed by Korea Woowa
Brothers Company - Korea's leading food service provider based in Seoul. In Korea, “Baedal-e-min-jok” (BAEMIN’s full name) is called a “Korean unicorn” because it can attract
investments of up to millions of US dollars even though they are just a new company was
established. In 2019, after acquiring food ordering application Vietnammm.com, this
application has officially appeared in the Vietnamese market and made every user have a
great impression with its beautiful image, friendliness and understanding customers. Up to
now, BAEMIN has not only stopped at food delivery, but also launched a few other services,
including BAEMIN Đi Chợ as known as BAEMIN Mart - a service that has just appeared
and is still new with the majority of people in Vietnam.
BAEMIN Mart is a feature launched in July 2021 to help BAEMIN users solve
difficulties in shopping due to the impact of social distancing and the Covid-19 pandemic.
When BAEMIN was first launched, it attracted the attention of many users, with increasingly
developing technology and the trend of healthier eating of consumers, BAEMIN Mart is a
utility with great potential for development in the future.

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Figure 1. BAEMIN Mart AD 1
Source: BAEMIN.vn

1.2. The campaign idea: “Chợ" thủ BAEMIN!!!

Figure 2. BAEMIN Mart AD 2
Source: BAEMIN.vn

What is it?
It is a revolution of a new grocery shopping technique which is an inspiration to leverage
tech to complete grocery shopping tasks easier and feel more in control. It is an experience
of a more enjoyable and optimal life.
What is our role?
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BAEMIN Mart is a flexible solution that gives customers more control and efficiency in
their grocery shopping duty.
What does it say?
BAEMIN Mart helps you grocery shop effortlessly without the hassle of conventional
shopping habits, even in the most unexpected situations. So that you can be more efficient,
manage your schedule better and feel more control.

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Section 2: Situation, Market & Competitors Analysis

2.1. Situation Analysis
2.1.1. PESTEL
2.1.1.1.

Political

Since the 3rd Plenum from July 2021, up to now, due to the negative impact of the
pandemic, the growth in the third quarter has decreased deeply, negative 6.17% over the same
period last year.
In the above context, the Government has given incentives to stimulate efforts to help
the economy develop again. This shows that stimulating consumers to use and participate in
post-epidemic economic activities contributes to the development of the socio-economic
situation again. In addition, consumer demand for convenience has increased sharply since
the first outbreak, opening up many opportunities for grocery shopping services.
2.1.1.2.

Economic

The ongoing Covid-19 epidemic has greatly affected the economy, the negative
growth of some service industries accounting for a large proportion has reduced the overall
growth of the service sector and the entire economy. Total retail sales of consumer goods and
services in the fourth quarter of 2021 was estimated at VND1,312.6 trillion, up 28.1% over
the previous quarter and down 2.8% over the same period last year. In 2021, the total retail
sales of consumer goods and services is estimated at 4,789.5 trillion VND, down 3.8%
compared to the previous year, if excluding the price factor, it will decrease by 6.2% (it will
decrease 3% in 2020).
2.1.1.3.

Social

The service sector was quite limited when the Covid-19 epidemic took place, most
non-essential services for shopping, daily shopping, etc. were restricted. But it is an
advantage for the online shopping service to explode strongly, but it is easy to see that the
trust of housewives places a lot in famous supermarket chains, with reasonable prices, with
8


clear origins and fast delivery…
2.1.1.4.

Technology

The rapidly developing commercial and service sector has witnessed a race to apply
technology in business management of businesses and stores. Also according to many retail
businesses, online shopping, online payment is bringing people convenience, speed and
efficiency. With strong growth momentum, the form of ordering by phone is a new shopping
trend, suitable for the post-Covid-19 epidemic period.
2.1.1.5.

Environment

Affected by travel restrictions from the Covid-19 epidemic, consumers are forced to
use take-out and delivery services. At a time when the new strain is spreading, difficult
purchases and transactions are an opportunity for the emergence of the household shopping
service, a form of service that helps consumers buy reputable remote goods from super
chains. famous town. That is a great advantage promoting the development of retail
businesses on the online buying and selling channel. And will change the consumption habits
of customers even after the epidemic season. Up to 62% of Vietnamese people tend to want to
eat at home after the Covid-19 epidemic. In addition, according to a study by marketing and
sales company CPG Acosta. Up to 65% of Vietnamese people have a habit of cooking at

home rather than eating prepared food outside.
2.1.1.6.

Legal

The Vietnamese State builds a socialist-oriented market economy, so policies and
laws create the best possible conditions for domestic and foreign businesses on the motto
"Autonomy, independent and transparent”. Operating in the Vietnamese market, BAEMIN's
Mart needs to understand the regulations and laws in the host country to be able to develop
long-term and sustainably.
The selection of goods and products in the BAEMIN’s campaign, which BAEMIN
commits to comply with, Clause 1, Article 11 of Decree 15/2018/ND-CP: “Food production
and trading establishments must have a Certificate establishments that satisfy food safety
conditions when operating, except for the case specified in Clause 1, Article 12 of this
Decree”.
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2.1.2. SWOT

STRENGTHS
·

WEAKNESSES

BAEMIN Mart has the support of
BAEMIN - who has successfully built an
image and a foothold in the food delivery
market, so “Chợ” thủ BAEMIN has strong
financial potential, quality resources and

·

reputation.
BAEMIN Mart inherited the strength of
BAEMIN's communication strategy that is

·

distributed in a few big cities, so the

always extremely creative, leading the
trend, hitting customer insights and creating
·

Currently, BAEMIN is only

connections.
The source of food BAEMIN provides to

·

network coverage is not high
Restrictions on supermarket chains,
stores, not supporting traditional
markets, will be limited.

customers comes from famous supermarket
chains and stores, ensuring safety,
·

cleanliness, and freshness.
Combos with easy and fast video tutorials

·

help customers save time.
With a strong team of shippers available,
BAEMIN Mart can distribute products to
customers.

OPPORTUNITIES
·

·

THREATS

In the context of the pandemic and the

·

“Chợ” thủ BAEMIN is a campaign

change in people's awareness, the demand

that took place after the stable Covid-

for delivery services is increasing day by

19 epidemic, so changing the

day.
Vietnam has a young population structure,

traditional shopping habits of the
majority of Vietnamese people takes a

the age is suitable for the target customers
of BAEMIN's Mart to help BAEMIN’'s

·

Mart have a large market.

lot of time and effort.
If it wants to grow and develop,
“Chợ” thủ BAEMIN must confront

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longtime rivals, traditional markets
·

BAEMIN Mart itself has been successful
·

with the "Đi Chợ Hộ " strategy.

and the living habits of housewives.
Have to constantly renew yourself to
prove the difference.

2.2. Overview of the grocery shopping service market in
Vietnam
When the Covid-19 pandemic broke out strongly in Vietnam and especially when
social distancing requirements came into effect, the type of “grocery shopping service” was
of more interest to the people. Other applications also take the opportunity to expand the
market share. NowFresh of Foody Joint Stock Company was implemented early (2018) and
has a large size and number of partners (537 locations in Hanoi). NowFresh is currently one
of the “grocery shopping service” that attracts the most users' attention thanks to a range of
"flashy" advantages such as: Easy to order, variety of stalls and products, many promotions…
Seeing the development potential of the “grocery shopping service”, Grab has launched and
developed the GrabMart app. With extensive experience in application development in other
foreign markets such as Thailand, Indonesia… Grab quickly took the lead in the domestic
market. Besides, with wise steps is to shake hands with big businesses such as BigC, Co.op
Mart next to small shops. This has led Grab Mart to build a network covering all important
residential areas, making it convenient to order and deliver. Along with the launch of
GrabMart, Be also developed the feature "Be đi chợ". With creativity and rapid deployment,
Be does not need to be associated with stores or retail businesses. Customers who use the "Be
đi chợ" service will enter all information related to the goods they want to buy from the
product to the quantity to the purchase address. After that, the BeBike driver will pick up the
order and buy all the products that the customer requested on the order.

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In a discussion development on Social Media, 6665 discussions on the topic of
"household market" applications were launched. As many as 51.2% of users' comments were

sentimental when sharing information related to the GrabMart app. Next, 25.2% are
interested in the "Be đi chợ" service. And close to that is 21.4% of the earliest business
comments in this type of service, NowFresh.

Figure 3. Number of discussions about "grocery shopping service" apps on Social Media
Source: younetmedia.com

Figure 4. Percentage of discussions about “grocery buying service” apps on Social Media
Source: younetmedia.com
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2.3. Competitors Analysis
Table 1. Competitors Analysis of BAEMIN Mart

BE ĐI CHỢ

GRAB MART
-

NOWFRESH

The app is
simple to use and

-

-

Just choose

items at

where you want

supermarkets

to buy things, list

-

easy to use.
Not associated

-

prestigious
-

shops.
The product has

-

a clear origin.
Shipping fee is

quality vouchers

with stores, no

and deals for the

need to go to the

weekend at 2

calculated

menu but can

time frames of

according to the

10h and 16h.
Frequent free

number of km

still order
-

hundreds of

items,
cosmetics...
There are always

Rich and varied

menu with

food, personal

driver will buy
for you.
Simple interface,

-

such as: Fresh

the products your

ADVANTAGES

easy to purchase.
There are enough

-

products.
Operates in

delivered to the

ship discount

multiple

-

provinces.

house.

codes.
Fast shipping.
The shipping fee
is clearly stated
for the customer
to know.

DISADVANTAGES

-

-

Must list the

-

Currently being

items to buy,

tested in some

take a lot of time.

Buying the

major cities for

wrong goods is

certain
customers.

13

-

Code isn’t too
much of a

-

discount.
Focus only on
foods and


-

The number of
shops and
supermarkets

-

linked to Grab is

hard to return.
The price of

-

using the service
is high and less
promotional.

few.
In case of a large

drinks, not

number of

the house and

guests, fewer

personal items.

drivers around
the area will lead
to longer
delivery orders.

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products used in


Section 3: Target Customers Analysis & Positioning Strategy
3.1. Target Customers Analysis
The target audience of BAEMIN Mart in the “Chợ” thủ BAEMIN campaign is mainly
the modern office residents - single, living with parents, newlyweds and families with
children. Because this is a group of customers who are busy with work, caring for children
but still want to prepare meals by themselves. With an average and high income level as well
as having a modern lifestyle, this is the group of customers who are a perfect fit for this
campaign. The campaign is concentrated in two major cities, Hanoi and Ho Chi Minh City.
Customer profile

Figure 5. Customer profile

Source: internet

Consumer Insight: “I want a greater sense of control toward my life”
“As a modern office citizen, I am bothered by unexpected situations that interfere
with my daily schedule. I also dislike hassles that are repetitive. Thus, I want a flexible
solution to help me well-manage my schedule and complete tasks more efficiently.”

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3.2. Positioning strategy
We are BAEMIN Mart, a 3rd-party app for on-demand grocery delivery application
that serves 20-30 years old workers with the most enjoyable image and intuitive (easy to

control) product experience by consistently investing in attractive engagement and usercentric optimization.

3.2.1. Customer needs
The impact of Covid19 has contributed to promoting a rapid change in the way
Vietnamese people buy ingredients and cook. Modern, busy lifestyles have made consumers
increasingly seek convenience in cooking. Recognizing that problem, BAEMIN Mart has
divided customers into 4 groups and has grasped the needs of each customer group.
Table 2. Customer’s needs analysis

Living with parents
Price sensitive, love
deals & promotion
activities.

Independent single

New family
Love new

Price sensitive, love

experiences, new

deals.

recipes.

Family nurturer
Skeptical, more
picky for quality.

Don't usually cook,

Do cook but will eat

Start to cook & eat

eat with parents or

out & order online

at home more

use food delivery.

deliver most often

often.

Grocery shop once a

Grocery shop once

Grocery shop once

Grocery shop once a

month.

every 2 weeks.

a week.

week.

3.2.2. Strengths and Challenges
Table 3. Strengths and Challenges of BAEMIN Mart

STRENGTHS

CHALLENGES

16

Mostly cook & eat at
home.


-

93% customers’
satisfaction

-

Low customer rating in app

-

store.

App still got some bugs,

service.
Good variety of

-

lagging issues.
No written/ photo in customer

payment

-

reviews.
High cancellation rate, slow

-

refund.
Moderate service from support

-

center.
No search function for Mart.

-

BAEMIN has 19 brands.

Nowfresh has 9 categories, 18

(Q&M 2020)
fast delivery and
good rider
SERVICES -

-

methods.
Beautiful,
smooth interface
(App Annie
2021).

Good relationships
with merchants
-

Many great deal.
Merchants
promote
BAEMIN on

MERCHA

their social

NTS

attracting their
fans to
-

BAEMIN.
Good public
image.

albums with wet market.
Grabmart has 20 categories
with wet market.
 Since Diverse item is the 3rd
factor( 68%) to consider when
purchasing groceries online
(B&Company 2020),
BAEMIN Mart may not be the
TOM choice for on-demand
delivery.

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Low brand awareness:
-

Low app penetration with
only 1M+ users (Grab has
100M+ users from
transportation, Now inside
Shopee with 10M+ users)

-

MARKETI
NG

-

Strong social
-

media growth.
High

(AppAnnie 2021).
Low social media followers
on FB, IG.

engagement rate
by follower.

Low social activities:
-

Only 20 cross-channel posts
in the past 30 days compared
to 99 from Grab & 349 from

-

Now ( Rivaliq 2021).
No campaign for BAEMIN
Mart yet.

3.2.3. Positioning Map

Figure 6. Positioning map
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Rsource: Author TEAM

3.3. Objectives
-

-

Sales objectives: Generate 4,000 orders/day by 2022 and earn 11 billion VND as sales
revenue by 2022.
Communication objective:
o Increase awareness.
o Convert 280,000 new BAEMIN Mart uses (8% conversion rate from reach).
Targeting strategy
o Focus: Acquire new customer 70% from existing users from Food, 30% new
o

app users.
Additional: Increase frequency of current BAEMIN Mart users in HCM city.

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Section 4: Analyse the Marketing Mix Strategies (7Ps)
4.1. Product
Core product: This is a new version of BAEMIN's available grocery shopping service.
Instead of having to think about dishes and ingredients for today's meal, BAEMIN will
suggest dishes and ingredients lists with recipes. The user's job just needs to order the
ingredients packages already available on BAEMIN and process them according to the recipe
or personal preference.
Table 4. Product combo of BAEMIN Mart

Combo

For 1 person.

Living with par
Target Segments

Independent Sin

Type of Meal Kits

Pre-prepared m

Rationale

With little cook

Supplementary Services:
•

Information
BAEMIN is always active in informing customers. BAEMIN's advertising
campaigns are always informed through articles on Facebook, website and
billboards. And of course, “Chợ” thủ BAEMIN campaign will also be known
to the audience this way.

•

Consultation
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Customers will be consulted for detailed processing instructions, as well as
secret recipes of BAEMIN to be able to cook the most delicious dishes.
In addition, we suggest that BAEMIN should focus on SEO to help customers
make easier decisions as illustrated below:

Figure 7. Using SEO to offer different results for different demand
Source: internet
•

Order-Taking

BAEMIN customers can use BAEMIN's grocery shopping service online, but should
avoid choosing at peak hours because it can make orders slower than expected delivery time.
•

Hospitality

The origin and quality of the food is always guaranteed because it comes from big
branded supermarket chains. Avoid the risks compared to buying in traditional markets.
The ingredients after being picked will be stored in the driver's cooler box to avoid
damage as well as ensure "freshness" during transportation to customers.
•

Safekeeping

BAEMIN has a policy to ensure personal information for customers to avoid
customers being bothered by information leakage. In addition, customers will often worry
about the fact that BAEMIN's driver partners will not be friendly and do not have a customersatisfying attitude. To solve this problem, all BAEMIN partner drivers are thoroughly trained
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in the code of conduct for users of the BAEMIN service. Drivers must pass two tests before
becoming official drivers. Thereby, the delivery of services to customers is always
guaranteed.
•

Exceptions

In case customers need other ingredients such as spices not mentioned in the package
of ingredients, customers can check the extra option to add that item to the cart, for example:
salt, sugar, pepper, chili...
In addition, when using the service, there is a need to complain, customers can contact
the call center at any time to fix the problem within just 5 minutes.
In the long term, when the business is expanding, it’s important to build more loyalty
and increase purchase frequency. Creating a chatbot on Facebook Messenger to reply to
customers immediately will help ensure high satisfaction. We suggest building the chatbot
image as a virtual assistant that could serve their needs for common topics in a young,

engaging tone of voice. Popular topics could be: promotion updates, product availability and
stores' updates, user experiences complaints.
•

Billing

Users when using the BAEMIN Mart service will not have to worry about
unnecessary fees. Because every product on the BAEMIN interface is clearly priced, and all
related fees such as shipping and service fees are calculated and recorded in the invoice when
the customer agrees to place an order. In addition, information about the driver as well as the
estimated delivery time is always attached on the e-invoice.
•

Payment

BAEMIN has both online and direct payment methods. For online payment,
BAEMIN actively cooperates with many different banks and popular e-wallets on the market
(ZaloPay, Momo...). Most of BAEMIN's customers have no difficulty in paying for their
orders.

4.2. Price
After considering the issues from the food delivery service market to entering the
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grocery market, brand value and revenue, the pricing method suitable for BAEMIN Mart is
Competition-based Pricing. BAEMIN will set a price equal to that of competitors in the
market so that he can keep the brand value while maintaining the target of market share in the
market of grocery shopping services.
The above pricing is based on the strategy of time cost (non-monetary cost). This is a

kind of opportunity cost when a person uses the time spent in the market to earn money.
Instead, they use a suitable fee, save and optimize other working time.

Figure 8. Rates & Service charge of BAEMIN Mart and other competitors
Source: Author TEAM

The pricing strategies used are:
−

Combo Pricing:
• Order the 2nd BAEMIN Mart in a day, the user will be given a 500ml soft drink
•

bottle of BAEMIN's choice.
Order the 3rd BAEMIN mart in one day, the user gets 10% off the value of the

product in the 3rd order.
Promotional Pricing:
• On major holidays (Tet, Mid-Autumn Festival, BAEMIN's birthday...), each

−

BAEMIN mart bill with a value of over 300,000 VND will be given a 1.5l bottle
•

of soft drink.
When 10 BAEMIN Mart bills are reached, users can discover a treasure chest
once with many vouchers and gifts worth up to 1,000,000 VND.

4.3. Place

−

With this strategy, BAEMIN Mart focuses on attacking each district of Ho Chi Minh
City - this is a crowded place with many suitable target customers. For each district,
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BAEMIN has an advertisement board about shopping services. When the target set
out in each district is met, BAEMIN begins to move to other districts, even further to
another city.
−

BAEMIN's operating system is direct and indirect distribution. Just need a
smartphone connected to the internet, can download the application on the App store
or Google play for free to use. In addition, the large number of drivers distributed
throughout the city's districts will help customers quickly be served.

−

Distribution channel: BAEMIN builds a communication channel between
supermarkets, green department stores that are partners with BAEMIN to customers
who use the application. A separate fanpage as well as a separate website for each
type of partner helps partners (supermarkets, drivers) to clearly understand the
process and ways to cooperate with BAEMIN. Through the distribution, BAEMIN
can understand the needs and know the customer's complaint points in the most direct
way.

−

Update some features on the application to fix errors on the service distribution

channel for drivers such as: slow notification sound, wrong location. Specifically,
added to the update 3 following features:
•

Automatically accept applications: will help drivers to limit the error of
having an application but without an alarm to receive an application. Alerts
feature to avoid slippage and improve order acceptance rates. In addition, this
new feature also helps drivers avoid having to monitor their phones often,
reducing the situation of both participating in traffic and using mobile phones,
causing unsafe for drivers.

•

Activity history item: add 2 items: number of tasks received and rate of
application. The number of tasks received helps partners understand the
number of orders delivered to the application that day.

•

Heatmap: Displays areas with applications instead of showing the entire single area
as before, so drivers can refer to moving closer to the receiving area to increase
income.

4.4. Promotion
“Chợ” thủ BAEMIN advertising campaign will be divided into 3 phases and will take
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place within six months. But before coming to the Action plan, the Promotion tools will be
explained below.

4.4.1. Social Media
Facebook and Instagram are the most used social networking sites by Vietnamese
people, a place for people to chat and share things in life. However, for businesses in general
and BAEMIN in particular, the above social networks are used to promote their products to
more consumers, with high efficiency and low cost. Specifically, in the campaign to
encourage BAEMIN's Mart, articles introducing the convenience and savings of the new way
of going to the market will be posted continuously by BAEMIN throughout the campaign,
with one post/week for the first three months. First and the frequency will gradually decrease
in the last three months. Each post will bring BAEMIN a different effect, promoting and
bringing consumers to understand better how to use recipes. Delicious food or promotions
will also be posted regularly.
The posts will also be attached with trending sayings to increase the viral effect of the
post. This is one way that BAEMIN has been doing very well; when it comes to BAEMIN,
we cannot ignore the countless attractive slogans of the above business, such as "Nóng giịn
đây!", "Món ngon quận mình", …
Food review groups are also a place that BAEMIN uses to promote the campaign,
which is a place where people share their cooking knowledge and share about the food
experiences with many people. The spread of BAEMIN's new product will also be huge.
However, BAEMIN needs to ensure the quality of its service because if the quality is not
good and there is a bad review about BAEMIN's new product, it will significantly damage
the campaign.

4.4.2. PR
The campaign will also use articles to promote products to as many people as possible
because most of BAEMIN's customers are young people and have a modern lifestyle, so
choosing a newspaper brand must also satisfy brand requirements. Yan News and Zing News
will be two great choices for BAEMIN because these are two information channels used by
many young people, so these will be the two newspapers that BAEMIN uses mainly.
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