aProduct and Service Development, Semester 2, 2021

PROJECT PROPOSAL

Student team details: 

Student ID Name
1 11182716 Lý Thùy Linh
2 11183580 Trần Thị Thảo Ngân
3 11170123 Hoàng Ngọc Phương Anh
4 11181295 Đoàn Bảo Hà
5 11184600 Nguyễn Thị Thanh Thảo

Employer name and web address:

- Employer name: BAEMIN
- Website: https://baemin.vn/
Product / Service: Food Delivery
Project Proposal:
1. Briefly outline the opportunity for product development you have
identified.
Never before has eating clean and following a healthy lifestyle become more
common. As people's awareness of health grows, they want to find better health care
products, especially food. More younger consumers are far more concerned about
everything from food ingredients, genetically modified food to organic foods than
previous generations. Indeed, an obsession with healthy and clean eating seems to
be an everyday habit. The most health-centric group of consumers is Generation Z,
who was born in the mid-to-late 1990s and the early 2010s. Besides, the need for
healthy meals and time-saving has increased the usage of food delivery apps.
With the advancement of technology and the internet, Baemin will launch a new
project called “Baemin Diary” with features tracking, analyzing nutritional content
based on the user's daily diet, and providing dietary and health advice. Besides
Baemin Diary, Baemin will develop a game called “Delivery Smiles” for customers to
entertain and get free promotion. Also, Baemin collaborates with Operation Smile
organization to spread its mission and vision with CSR purposes.
Creating a new feature on the food delivery app is a must for people who are busy
but still interested in a healthy meal. Also, the level of payment for food service is
higher, so it can help this business focus on the niche market (people with healthy

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lifestyles). Baemin has found out about this niche market and prepared to launch a
new feature for people interested in healthy lifestyles to compete with other food
delivery apps.

2. How would you describe the opportunity (describe using appropriate

marketing terminology)?
- The growth of food delivery apps: According to the latest report by IMARC
Group, titled "Vietnam Online Food Delivery Market: Industry Trends, Share,
Size, Growth, Opportunity and Forecast 2020-2025", the online food delivery
market in Vietnam grew at a CAGR of 34% in 2014-2029. Food delivery apps
have become more important for both business owners and their customers
as more people order takeout during the coronavirus pandemic in Vietnam.
- A tendency in online ordering through apps: 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 has the highest ratio of people using
social media to order food, while Ho Chi Minh City uses apps more.
- Consumers are seeking a healthier lifestyle: The concept of healthy living
in Vietnam has been enhanced thus the requirement for a healthy diet/ menu
is also rigorously built. There has also been a rapid change in the lifestyles of
consumers on account of rising urbanisation and busy work schedules which
has obligated them to opt for convenient food options. However, some people
do not have much time, experience, or knowledge in a healthy diet, creating
opportunities for the food industry, FMCG (FMCG), and Lifestyle to thrive.
Products aim at green living and environmental protection through the work of
providing meals that encourage users to use them again and again.
According to the latest research by the Vietnam High-Quality Business
Association (HVNCLC), the trend of buying and selling online is increasingly
clear, especially with young consumers. Moreover, the number of millennials
and genz is on a rise in the country which is further expected to support the
market growth.
- USP: Việt Nam is ahead of the global average when it comes to adopting
healthier and more sustainable lifestyle choices, according to a new public
opinion report conducted by GlobeScan and supported by Visa. The calorie
feature is very convenient for the user but also has quite a few challenges for
Baemin's partners because controlling the amount of calories per serving is
quite complicated and time-consuming. If there are some special offers to
motivate them this new feature may have the potential for development.
People in Việt Nam are much more likely to seek out information about
healthy lifestyles, especially healthy meals. At least 82 per cent of
respondents said they had sought out information related to healthier lifestyles
in the past year, well above the global average of 56 per cent.
- CSR Entertainment: In addition, after customers order food through the app,
they will have to wait a while for the delivery, Baemin creates an online game

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 to kill time as well as collect enough points to redeem the vouchers. The
creation of this game is to attract and retain customers.

3. What is the rationale for your proposed project (provide an explanation

for why you feel this opportunity needs to be explored)?
Project:
Create a new product called “Baemin Diary” with features tracking, analyzing
nutritional content based on the user's daily diet and providing dietary and health
advice and CSR game for entertainment.
- Baemin Diary will be launched with kalo functions for every meal of the day,
providing individual dietary advice based on weight and height index. Baemin
Diary will show the amount of kalo to load during the day and the groups of
substances to be loaded such as Vitamins, Protein, Fat, Carbs, .. from which
users can adjust their diet accordingly. The dishes ordered on Beamin will be
automatically added to the list of dishes of the day and will display calories
and nutritional information for users.
- Besides Baemin Diary, Baemin will develop a game called “Delivery Smiles”
for customers to entertain and get free promotion. With the smiles that the
shipper gained by collecting foods on the road, customers can collect the
coins and exchange them to promotion codes. Also, Baemin collaborates with
Operation Smile organization to spread their mission and vision with CSR
purposes.

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Benefits:
- Provides a huge database of foods - all in one largest calorie counter with
more than 3 million foods and added every day.
- Fast and easy food entry - memorize your favorite foods, add multiple
categories at once, save and replenish whole meals, and many other great
options. There isn't any app that works faster and easier than Baemin Diary.
- Give advice on diet, exercise regimen for customers
- Comprehensive synchronization with the web platform, so users can log in
from personal computer or phone in the most convenient way. Personal data
is backed up online as well, so users don't have to worry about data loss.
- Follow the user's diet with friends: add friends and easily follow and support
other people's progress.
- Comprehensive feature set: create their own custom food and exercise
collection, track all key nutrients, progress reports, customize your goals
based on your diet profile, calculator Recipe recipe with full support for metric
and British units.
- With the Delivery Smiles game: Baemin's Shipper will carry the deliveries and
the cat as shown in the logo on the car, on the road there will be obstacles
and items. The player's task is to overcome the obstacles, collect the dishes
on the way to deliver them to customers. For every 3 - 6 - 9 according to the

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 amount of food collected, the customer's face in the corner of the screen
changes from sad (crying face) to happy (smiling face). At each smiley face
level, a promotional code will be exchanged for any item on Baemin. Along
with that, the number of smiles achieved will accumulate in the journey to
bring smiles to those who have a cleft palate when cooperating with Operation
Smiles.
Explanation:

- Baemin Diary development opportunity: Because of the current trend of

customers paying more and more attention to health and nutrition, the
creation of a feature that calculates the amount of calories consumed per day,
the nutrients in each meal will be preferred by consumers.Besides, food
delivery applications on the Vietnamese market today can be mentioned as
Now, Grab, Gojek, ... but none of the above applications have applied this
feature to their services. Baemin will be the first fast food delivery application
that stores information about customers' daily diets, giving nutritional advice to
customers. This is also an opportunity for baemin to overcome his opponents
and take the lead.
- Suitable with the company: BAEMIN is a food delivery service owned by
Woowa Brothers Corp., headquartered in Seoul. After successfully acquiring
online food ordering application Vietnammm.com in early 2019, BAEMIN
officially entered the Vietnamese market. Although just entering the market,
Baemin has a strong foothold and becomes a formidable competitor of other
delivery applications. Therefore, pioneering and leading the ability to record
and provide nutritional information about customers' meals and give advice
will be a new idea and consistent with the construction strategy of Baemin.

4. What do you anticipate the project deliverables to be?

Stage 1: Attract people who want a healthy lifestyle, look for something that can
count calories, and suggest for them healthy meals (4 months)

Goals ● Give the product criteria to be overcome

● Teaser reached 800.000 views
● Facebook fanpage/ Youtube has more than 100.000
comments
● Discussion on facebook groups of people interested in
healthy meals/healthy lifestyles reached 200.000
● Got 10.000 participants doing Tik Tok trends

Product ● Create a widget on Baemin app - Baemin Diary to help

customers experience services, such as counting calories

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 for meals, suggesting a nutritious meal, and ordering food
for customers. Baemin can cooperate with Gyms, Fitness
centers so that customers here can experience, and this can
help Baemin collect customer feedback.
● Finding out the annoying, inappropriate traits to fix problems

Price ● There are two ways to set the price to use this feature of the
app
+ Free
+ This widget is available for loyal customers who used
to make orders in-app Baemin frequently. To
evaluate loyal customers, Baemin can rely on the
spending when people order food on Baemin app or
the number of times customers use Baemin to order
food in 1 week.

Place ● On Baemin Facebook page/ Youtube/ Tiktok/ Group

facebook has people share interested in healthy meals,
healthy lifestyles
● Can directly introduce this to people in Fitness center,
Gyms, or people looking for healthy meals (usually white-
collar workers)

Promotion ● Launching a teaser to arouse the healthy lifestyle and create

a Tik Tok trend to attract attention
● Create discussions on the topic of why should we eat clean
to be healthier?
● Create a competition for everyone to share their meals and
their healthy lifestyle. How they get healthier and get shaped
after diet
● Use KOLs who can share about their healthy lifestyle and
inspire people to do it.

Stage 2: Communicate and highlight campaign messages. (4 months)

Goals ● Viral Video reached 2 million views

● The number of discussions on social media reached 200,000
● Series video How to be healthier reached 300,000 views each

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 and 50,000 comments
● The number of people using Baemin increase by 30%, and the
number of partners increases more than 500 restaurants
● Archive ranks 3th in the food delivery market, followed by
Grab and Now.

Place ● Online: Facebook fanpage, youtube, Facebook groups, other

social channels
● Baemin will select Healthy food corners or healthy food
restaurants to become partners to spread healthy lifestyles.

Promotion ● Viral video to encourage people living a healthy lifestyle,

answer for the question of why we should live a healthy life
● Cooperating with influences who have a healthy lifestyle to
launching series video how to be healthier
● Promote the campaign through articles of KOLs on social
networks, newspapers, …

Stage 3: Maintain consumer excitement and drive sales (4 months)

Goals ● Market share in food delivery increased from 36% to 50%

● Revenue will increase 2 times compared to 2020
● Expand to other provinces outside Hanoi and Ho Chi Minh
City

Promotion ● Promotion:
● Offer promotions/discount/gifts to increase brand love
● Give correct information about food/ suggest healthy meals to
increases brand awareness
● Keep cooperating with KOLs to promote and review Baemin
Diary to increases people join the buying process

5. What barriers does the team anticipate to completing the project?

Widget in mobile app problems
● Creating a new widget takes a lot of time, especially the calorie-counting
feature for each product/meal,...

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 ● Calorie counting is not guaranteed to be 100% accurate. For example, the
calories for roast chicken will be different from boiled chicken, or the calories
for roast chicken salad will be different from the calories for a salad with
stewed chicken breast.
● Expenditure for the IT department occupied a huge amount of money
maintain this feature and update the new recipe frequently for it
● Many consumers consider that the feature is difficult to use and take a long
time when using it
Competitors
● Food delivery applications such as Now, Grab, Go-food, Loship, ... have been
present for a long time in Vietnam. Consumers in Vietnam often know and use
Grabfood more than other applications
● Creating a new feature to stand out among delivery apps is the key to help
Baemin compete with other delivery apps in Vietnam.
● Baemin has wide and extensive drivers because of its remuneration policy. It
helps Baemin to compete directly with drivers from restaurants or other
applications. It also helps Baemin’s partner to approach customers when
partners lack staff.
Promotion
● Sometimes Grab and Now has more promotions than Baemin because their
partner can offer the customer a voucher or discount when their consumer uses
these apps to order food.
● Grab continuously offers promotions for customers using credit cards of banks
such as ACB, Techcombank to purchase food on the app. Discount up to 70%
when customers link their bank card with grab for the first time
● NowFood has combined with Shopee to bring this app on the same platform. It is
easier for consumers to use, and at the same time, this combination makes
consumers extremely excited. Customers will receive 10 freeship code and 10
discount voucher for buying food on Shopee platform

6. Methodology: Outline the steps and timing for your project (reference to
NPD stages)
(1) Idea generation (1 month):
- Create new features to help customers get easier on counting calories for
every meals. Therefore they will be encouraged to lead a healthy lifestyle.
(2) Idea screening (1 month):
- Use SWOT analysis( Internal idea sources & External idea sources)
(3) Concept development and testing (6 months):

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- Concept development: Baemin app with new feature and a widget on Baemin
app - Baemin Diary to help customers experience such as counting calories
for meals, suggesting a nutritious meal
- Concept testing: Presenting concept to 2 select groups of consumers:
Consumers who have a regular diet and ones who do eat-clean.
(4) Marketing strategy development (1 month):
- A description of the target market, the planned value proposition, and the
sales, market share and profit goals for the first few years
- An outline of the product’s planned price, distribution and marketing budget
for the first year
- The planned long-term sales, profit goals and the marketing mix strategy
(5) Business analysis (1 month):
- Outline the total sales forecast, estimated costs, profit projections, and define
the company overall objective.
- Answer the question: Do the new features help users get easier when
choosing meals.
(6) Product development (2 months):

(7) Test marketing (Along the campaign):

● Establish Test Objectives
- Customer response
- Advertising effectiveness
- Media mix
- Various creative approaches or messaging
● Establish Advertising Objectives include:
- Increasing product awareness;

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 - Communicating product benefits;
- Generating leads for the sales force
- Encouraging prospects to switch brands
- Communicating product information or how to buy.
● Working with a small group of customers who provide direct product feedback
● Get rated new features after every order.
 

Team Organisation
1. How will the team organise the roles and contributions of team members
(please list/describe)?
First we researched then we discussed together what we should do with Baemin
NPD. Then we wrap up all the ideas and assign tasks for each team member. Here
is the Tasks Allocation spreadsheet for better illustration.
2. What is your meeting schedule and method?

Purpose Method Time & Date Decision Members

- Raw ideas
- Need more
23:00 time to search
Group call on
Brainstorm Thur, March about the ideas Full
Messenger
11th - Tasks
allocation

Group chat on 19:00 Research new

Research Full
Messenger Mon, April 12th ideas

- Finalize new
Group chat on 22:00 ideas
Finalize Messenger Full
Wed, April 14th - Tasks
allocation

3. How will the record discussions and activities from the meetings?
In every meeting, we will have one member to be the secretary and write a report of
the meeting after it ends. The report included main ideas and important parts of the
meeting for other members to track and follow. We also wrap up main points via
Messenger group chat to self-keeping the information.

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 4. How will the team monitor and evaluate progress?
For the evaluation, we divide the project to 5 main parts. Each of the members will
do 1 main part. After every member has done their part, we will comment for the
others’ part then adjust on our own. Then we have a meeting to summarize and
finish the project.

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