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.
4.2 Theme
During this campaign, Baemin focused on building a brand image as the No. 1 ordering app
on the market with simple usage, rich menus, lots of promotions and with delivery time.
fast. In addition to building a brand image, Baemin also works for community benefits.
For the purpose of branding, Baemin promotes advertising and communication so that the
application can reach closer to consumers, increasing interaction on social platforms. Make
Baemin a part of everyone's life.

For the purpose of the community, for every customer order transaction on the system,
Baemin will deduct 5% of the invoice value to do charity work, giving meals to people in
difficult circumstances.

4.3 Key massage

“Cùng Baemin, tiền chẳng xin ăn thật xịn” - "With Baemin, money is not good for food"

4.4 Tools
4.4.1 Advertising
With the goal after 6 months can expand market share by 10-15%. Reach more new
customers and make Baemin the No. 1 food ordering app on the market.

Make funny videos, with the main character being a fat cat - the character representing
Baemin. Fresh spirit, positive energy transfer and new promotions promotions in every
video released. Expected in 6 months will release 5 to 6 videos. These videos will be played
on social networking platforms with many users in Vietnam such as Youtube, Facebook

For posters, Baemin will hang posters at restaurants that are Baemin's partners, in order to
increase the frequency of Baemin's appearance in customers' lives, and to let customers
know restaurants that support ordering service. on Baemin's system. In addition, Baemin
will place large posters at bus stops and bus routes that Baemin's target customer groups
often use.

4.4.2 Sale promotion

15% growth in revenue after the campaign.

Deploying discount codes during golden hours (lunch 10am - 12pm, dinner 17h - 20h from
Monday to Saturday), weekend deals, or special occasions like team response Vietnamese
football won at SEA Games 30, Tet, Women's International, ...

It is expected that in other time periods, market demand may change. For example, during
the New Year period, the demand for ordering food from people can increase sharply, which
in turn leads to a change in costs.

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".

Total
SEP DEC JAN FEB MAR APR MAY
(VND)
2.5
Advertising 2.5
billion
Women's
Sale Lunar New Year 8.7
1.6 billion Day 1.8 1.6 billion
promotion 4 billion billion
billion
2.5
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
Posters at bus stops, buses and restaurants
may be affected by weather or vandalism.
The competitors ran their campaigns at the
same time as Baemin.
Solution
Use durable, plastic printing materials and
have a protective frame to avoid adverse
environmental impacts.
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.