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Baemin
1. Introduction
1.1 Company BAEMIN (short for Baedal Minjoek) is the leading food ordering app in Korea, operated by Woowa Brothers Corp. Based in Seoul. After successfully acquiring the online food ordering application VIetnammm.com, September 10, 2019, BAEMIN officially entered the Vietnamese market and covered services in Ho Chi Minh City. BAEMIN's mission to Vietnam is to "Help people eat well anytime, anywhere". Currently, BAEMIN is a new application, still applies many discount codes so it is not possible to optimize profits. 1.2 Situation Important milestones: May 14: Baemin officially changes and announces the brand identity of Baemin Vietnam 5/17: Launched a unique introduction video about Baemin Vietnam June 7 - June 9: Combine with Vheartbeat with the "ticket" program for fans July 15 to July 16: Vheartbeat tickets again July 20 - July 25: 70% discount to celebrate the opening with the message and images "extremely catchy" The number of shipper continues to increase, the scope of operations is now the central district and is increasingly expanding. Initially entering the fast food delivery market, Baemin has succeeded in winning the hearts of Vietnamese users with its "domestic" brand image and media message, something that foreign brands have not just joined. Any market can do it. However, because Baemin entered the market quite late, Baemin faced fierce competition from other food ordering applications such as Grabfood, Go Food, Now, ...
2. Objective
The campaign will be implemented in 6 months with the desire to achieve the goals Marketing objective: Growth of 15% in revenue. An additional 10-15% of the total market share for ordering food online. Improve brand awareness, expand operating areas, especially suburban districts of the city. Communication objective: Becoming the number 1 ordering application on the market. Bringing culture of food to bring closer to people.
3. Target audience
From the time of debut to the present time, the age group of 25-34 (adult group or office workers) accounts for the majority with 57.5% of people interested in Baemin, second is the young age from 18- 24 with 38.1%. The female customer group still accounts for the majority with 67.8%, completely different from the male customer group accounting for only 24%. Insight Age Characteristics 25 – 34 Adults, stable jobs, no time to cook, lunch break time want to experience many attractive dishes, stable income. 18 – 24 Group of young customers, who like to explore attractive dishes, are attracted by the promotion policy.
4. Campaign
This is a media campaign to build a friendly, close Baemin image, gaining sympathy and trust from consumers. Bringing Baemin to the number 1 market share position in Vietnam. The campaign is expected to take place in 6 months, from November 2019 to April 2020. 4.1 Pull & push strategy Pull strategy Run ads on popular social networking platforms today: facebook, instagram, youtube. Attractive, novel posts on Baemin Vietnam fanpage, using Baemin's iconic image, the fat cat. Regularly update the promotions, promotions. Expand cooperation with restaurants to enrich choices for customers. Encourage previous users to leave reviews and recommendations to relatives and friends. Push strategy Increase discounts for Baemin's driver partners. Additional bonus for drivers when they meet the criteria. Encourage the restaurant partners to hang posters and banners of Baemin.
4.4.3 PR
Spring 2020 has come, with the aim of building the image of a friendly and close Baemin. In the spirit of helping everyone to celebrate the Lunar New Year, Baemin will deduct 5% on each bill to do charity work, giving gifts to people in difficult circumstances.
5. Budget
The business situation in 2019 is not very satisfactory when the revenue reaches 50 billion but the profit is not much. But if compared with the loss of more than 460 billion Now and Grab 900 billion, the business situation of Baemin is still quite "bright". SEP DEC JAN FEB MAR APR MAY Total (VND) Advertising 2.
billion Sale promotion 1.6 billion Lunar New Year 4 billion Women's Day 1. billion 1.6 billion
billion PR 2.5 billion
billion Total 13,7 billion With sales last year of 50 billion, the expected cost for the campaign was 13.7 billion, accounting for 27.4% of Baemin's revenue.
6. Control
Noise Solution Posters at bus stops, buses and restaurants may be affected by weather or vandalism. Use durable, plastic printing materials and have a protective frame to avoid adverse environmental impacts. The competitors ran their campaigns at the same time as Baemin. Highlighting the identity of Baemin is the image of a fat cat with a mint green color. Get those images engraved into the minds of customers.
