be RES AST Maasai DWIDE SOCIA LAUNCH rate GracoContents This pitch deck contansa tentative ‘outline fora social media campaign Topromote Grabfoods delivery Services i ight of sharp increase indemand and competition een ees oes etana eu ae rasan eer ene aeonsWe're Marketing and Communications at Grab Here at Grab, we are not just employees. ‘We are a group of creative thinkers and problem solvers. We strive to challenge the status quo and to pursue excellence ‘Our department has a commitment to challenge: Competiton: We aim to have a healthy dose of competition, becuase having options can only be good for consumers. Ourselves: We want to constantly outperform ourselves in the problems we solve and the experiences we deliver. ‘Our status quo: As problem solvers, we are always finding new ways to make our lives better. We strive to never settle and constantly improve ourselves and those around us. GraeOjective of this deck what isit? Who sit for? ‘ur ambition + social engagement + lait + Tis deckis intended 1 be + We hope that trough this deck, ampagh plano propre 2 Stared across a numberof ‘Weare able to charge and improve (tere way of eacing our Gepatments as ties the way feed and essential ae stores dung the COV beget that iaves a number ‘dwelt consumers cose ‘Gstancng meses tient teams ncudng Singapore whe creating an finance, ogses, buns ‘fective socal eampaignto share + Higgs the ationaebeing ereopent sales ae our these improveents wth out ‘ach cecsion made ad he epartment marke and ‘sence (desgn of te content developes ‘communistion formatetng Includes dete uieines on thebest ay tog about creating ndlunching campaigns 3 wll {the rojeted umes ond cate GradOur Target Demographic Seema 5s » ete : oe Sees on Soro © cone © ceavFood 49% ‘Our target demographic consists of 7% ofall Grab usersSOx tm So ccu NG foodpanda 8,000 delivery partners 9,000 partner restaurants $69m revenue in 2019 GraoFood >13,000 delivery partners 11,500 partner restaurants $127m revenue in 2019 deliveroo 6,000 delivery partners 6,700 partner restaurants $44.5m revenue in 2019 GraveOUR PROPOSITIONBreak free of GrabFood Zones. GrabFood delivery zones were first introduced to ‘manage the shortage of delivery partners when Grab fist launched this service. This was also done to accomadate forthe loisties of navigating ‘across the island, a challenge for a new company. ‘We feel that this delivery system can be improved Con, especially in terms ofthe GrabFood Zones, ‘These zones restrict our customers in which location they can order food from, and is ineficient considering that we have the capabilties to Improve on this issueWe can no longer rely on conventional strategiesIslandwide Delivery ‘Our proposition to this challenge would be to remove the boundaries ofthe GrabFood Zone restrictions allowing the connection of delivery partners and restaurants to be across the whole (of Singapore, Delivery times wil increase slightly due tothe longer distances but given the traffic conditions recently (close to no traffic) and forthe coming months, we predict that this would not be an issue, Logistics wise there are more than enough delivery partners to meet the demands of an slandwide Fequest but would incentivise performance should the demand increase further,Caan #OURSTORIES CONTENT MINI SERIESOUR STORIES Se ee ee) Bre eu eer eect Cn nei ety ee ee eee#OurStories Content Series ‘The main point ofthis campaign willbe to shows a a Gelivery improver Allmedia deliverables wil be crossposted to both IG &F, with each asset having the campaign hashtag #Ourstorie.Campaign Flow Th#OurStories Post Sample ‘To get our audience interested in our ‘campaign stories, our post should {develop empathy and spark interest The posts we create should be: stone | mown provting at postive look and fee, ur posts if 2 03area COLLABORATIONS CONN ON Recs eee oan)promote our services in the food livery sector. Here are the 4 possible types of ‘pinion leaders we can partner with: 1. Foodies 2. Bloggers 3. Influencers 4, Artistsat SOMETHING BIG TO ANNOUNCE WITH TOMORROW EVENING! = a=TIMELINE AND COSTINGCampaign -= SsTON Peo oa Costing cea eae eae EstimatesCAMPAIGN TIMELINE LS a tio etie | et mcs eevee ‘treo aren nd communication teams o bag wring on ae iat | Sogn oro Sno Eggs wth vay pres and wOUs peptone rch Spates eros {aidan die dy ‘Smpsn taser Stree avery parner brome orReferences Woo, J. (2018, September 7). Food fight! The battle for the food delivery market, Retrieved April 19, 2020, from https://www.businesstimes.com.sg/brunch [food-fight-the-battle-for-the-food-delivery-market Yun, T. H. (2020, April 16). Coronavirus: Restaurants petition food delivery platforms to lower commissions. Retrieved April 19, 2020, from https://wwwsstraitstimes.com/singapore/ coronavirus-restaurants-petition-food-delivery-platforms-to-lower-commissions, Hermesauto. (2019, October 30). Foodpanda Singapore expands into grocery delivery. Retrieved April 19, 2020, from https://www.straitstimes.com/business/companies-markets/foodpanda-singapore ~expands-into-grocery-delivery Grab Corporate Profile 2019. (n.d.). Retrieved April 19, 2020, from https://assets.grab.com /wp-content/uploads/media/Grab-Corporate-Profile-Oct-2019.pdf Grab Social Impact Report 2018-2019. (n.d.). Retrieved April 19, 2020, from https://assets grab.com /wp-content/uploads/media/Grab-Social-Impact-Report-2018-2019,pdfTOGETHER. Graco