Advertising

Final assignment

Student’s name: Tran Yen Trang

CLASS: F-UON-M3D
CODE: MKT3040
UON’S ID: 23853854
FTU’S ID: 2005293110
Table of contents:
Executive Summary 1
1. Introduction: 2
2. Context Analysis 2
2.1 Customer Context 2
2.2 Business Context 4
2.3 Internal Context (Micro-environment) 5
2.4 External Context (Macro-environment) 6
3. Communication objectives and positioning 7
4. Audience Communication Strategy (3Ps) 8
4.1 Pull: Customer 8
4.2 Push: Corporate Customer 9
4.3 Profile of the Ideal Customer: 9
5. Advertising Media 9
5.1 Media 1: Digital Media - Social Media 9
5.2 Media 2: Digital Media – Email Marketing 11
5.3 Media 3: Digital Media – Website and App 12
6. Implementation 12
6.1.Media Timeline 12
6.2 Budget Allocation 13
6.3 Evaluation 15
7. Conclusion: 15
References: 16
Marketing strategy for Grab Food on Valentine's Day in Vietnam

Executive Summary:

Southeast Asia’s leading online food delivery platform, Grab Food, aims to solidify its
dominance of the Vietnamese market with a tactical Valentine’s Day campaign. This plan
looks strategically into consumer insights, the competitive panorama and communicated
objectives to design a vibration looking at young Vietnamese couples aged 22-35 years.

No table of contents entries found.The multifaceted communication strategy,

irresistible promotions, curated dining experiences and influencer partnerships they
propose. Digital media channels such as social platforms, targeted emails and way better
website or app will enable for highly personalized and interactive interaction. The goal of
the campaign is to improve brand recognition, increase market share and make Grab
Food a preferred platform for convenient, fast yet cheap romantic celebrations. Grab
Food can use this Valentine’s Day campaign in a cost-effective manner as with an
allocation of the budget between advertising, promotions and influencer collaborations.
Result assessment will be made simpler with key performance indicators linked to
revenue, customer acquisition, and engagement. Grab Food wants to continue
consolidating its leadership role in Vietnam’s thriving online food delivery industry by
strategically capturing hearts and minds this season.
1. Introduction:

Grab Food is the number one online food delivery platform in Southeast Asia and was
established back in 2016 but it has fitted itself well into Vietnamese people’s everyday
lives. Celebrated for its easy to use interface, wide range of food options and fast delivery
services Grab Food has consistently grown in presence reinforcing itself as the
frontrunner within Vietnam’s online food delivery scenery.

This paper provides an in-depth marketing plan for Grab Food during Vietnam’s
February 2024 Valentine’s period. Realizing that Valentine’s Day plays a crucial role in
the delivery of affection, especially through food products, this strategy strives to woo
customers and increase Grab Food sales. The paper presents a comprehensive roadmap
for Grab Food’s Valentine campaign through market analysis, customer segmentation,
and successful past initiatives. The goal is to bolster brand awareness, increase order
volume, and fortify Grab Food's preeminent position in Vietnam's online food delivery
market.

2. Context analysis

2.1 Customer Context

2.1.1. Target Audience Profiling:

Generational Breakdown:

● Gen Z (born 1997-2012): 48% of Grab Food users are from Gen Z. This
generation is tech-savvy and mobile-first, preferring convenience and affordability
in their daily activities. They are likely to have a preference for Grab Food’s vast
number of restaurants and food delivery alternatives.
● Gen Y (born 1981-1996): 41% of Grab Food users are Gen Y . This is a tech-
savvy generation and they love trying something new. They are likely to be
interested in the curated restaurant selections and loyalty programs offered by
Grab Food.
● Gen X (born 1965-1980): 27% of Grab Food users belong to Generation X which
is a more value-conscious population than younger generations, although they are
now beginning also to adopt online ordering and delivery choices. Grab Food can
promote Gen X with offers and reduced prices.
 Target Audience Profiles:

● Busy Professionals: Busy professionals who have no time to cook or eat out could
be the target of Grab Food. They would be attracted by fast delivery times and
many restaurants offered with Grab Food.
● Foodies: Grab Food could also focus on foodies who are constantly searching for
innovative and gustatory adventures. they would be interested in Grab Food’s
restaurant selection and special offers.
● Families: Grab Food could focus on family segment with young children who
need a quick solution for dinner time. They would prefer Grab Food’s family-
oriented restaurants and user-friendly ordering system.

Figure 1: Share of Grab Food users among consumers in Vietnam as of March 2023,
by generation (Statista, 2023)
2.1.2. Levels of Awareness, Perceptions & Attitudes:

90% brand awareness for Grab Food in Vietnam (Statista, 2023). Convenience, variety in
restaurants, and reliable delivery are the main factors for consumer perceptions. On the
other hand, there are certain issues that need to be addressed namely pricing and
sometimes late deliveries (Grab Food Vietnam Reviews 2023).

Target Market Consumption of Advertising/Media Usage: 70% Grab Food target

audience in Vietnam active using social media websites such as Facebook, Instagram and
TikTok(Statista , 2023). This is particularly true for short-form content that becomes
popular as online video (Nielsen, 2023). “Traditional” media still have their place, with
television and radio accessing older audiences as well as those living in rural regions.

2.1.3. Decision-Making Unit

In couples, decision-making is often mutual especially when ordering for Valentine’s

Day. Families, often their parents are major decision-makers. Individual users usually act
independently.
2.1.4. Target market consumption of advertising/ media usage

Figure 3: penetration rate of Food delivery application (VCCorp.vn, 2023)

While we don't have publicly available data on the specific target market consumption of
advertising/media usage for Grab Food, Shopee Food, and Gojek Food, the provided
penetration rate data (Grab: 45%, Shopee Food: 41%, Gojek: 2%, Others: 12%) can offer
some valuable insights. Grab can be seen as a Market leader: Grab Food's 45% market
penetration signifies a strong user base compared to its competitors. This larger user base
translates to a potentially larger audience exposed to their advertising and media efforts
across various channels.
2.2 Business Context

Although Grab Food’s mission statement is not widely available in the public domain, its
core values reveal much information. These values state customer obsession, empowering
heroes, and building the future of Southeast Asia to emphasize providing extra-ordinary
user experience; support delivery partners as well as constantly pioneering in food
science. This is a purpose-driven approach that greats the strong foundation of Grab
Food’s marketing efforts.

Competitor Analysis:

Shopee Food:

● Positioning: Shopee Food builds on the e-commerce skills of its parent company
and sells meals at massively reduced prices, with the consumer interface smoothly
integrated into Shopee’s main app. Shopee Food focuses on budget-conscious
young adults and value seeking families to offer affordability combined with
convenience. (Nguyen & Le, 2020).
● Marketing Strategies: Shopee Food leverages social media influencer partnerships,
flash sales and gaming functionality to pull in users. Its inclusion of Shopee
rewards programs further motivates multi-channel purchases. (Hoang et al., 2023).

Gojek Food:

● Positioning: Gojek Food highlights speed and reliability targeting hard-pressed

professionals and people residing in the city who appreciate efficiency. Its strong
partnership with Gojek’s ride-hailing services enables swift delivery and provides
combined transportation along with food orders. (Tran & Truong, 2022).
● Marketing Strategies: First, Gojek Food utilizes specific promotions targeted for
certain user segments and uses its tie-up with the broader ecosystem of Gojek to
promote services. its appeal is enhanced through partnerships with local
restaurants and exclusive offerings on their menu. (Grab Food Vietnam Reviews,
2023).
2.3 Internal Context

2.3.1. Financial Stability:

Though there may be little public information on the financials of Grab Food, its parent
company Grab is a heavily funded unicorn that has lately made considerable investments
in regional expansion and diversification of services. Thus, this strong financial
background indicates that Grab Food should not have significant problems using various
marketing efforts towards Valentine’s day.

2.3.2. Organizational Identity:

The identity of Grab Food comes from its fundamental values, including a “customer
obsession,” an attempt to empower heroes and aiming at constructing the future in
Southeast Asia. During Valentine’s Day that can be used to reinforce the identity
commitment of building special moments, enriching delivery partners and innovating
towards romantic choices.

2.3.3. Marketing Expertise:

As Grab Food benefits from a successful history of marketing by its parent company, we
can suggest the adoption of skills in online ads, social media promotion and influencer
partnerships for this Valentine’s campaign.

2.3.4. Brand Positioning:

The Valentine’s Day campaign would follow a strong foundation of Grab Food’s
premium standing within the Vietnamese online food delivery market – known to offer
diverse options, easy-to-use interface and dependable deliveries. Grab Food distinguishes
itself from price-focused rivals by promoting high quality offerings, customized menus
and a hassle free use.
With these internal context factors in mind, Grab Food can develop a full marketing
strategy for Valentine’s day that will take advantage of financial stability, organizational
identity and market expertise as well as brand positioning relative to other food delivery
businesses; partner relationships with agencies or folks who deal regularly across the
sector – including media organizations where advertising spaces might be available at
special prices due to less demand currently.

2.4. External Context

2.4.1. PEST

Political forces: The Vietnamese governmental policies foster the establishment of e-

commerce, providing a supportive atmosphere for online food delivery services such as
Grab Food. The growth of the industry is also affected by tax incentives, support for
start-up businesses and investments into technology.

Economic forces: In Vietnam’s growing economy, the income levels are increasing and
with it is demand for easy services such as Grab Food especially in large cities.

Social forces: Vietnamese society is rapidly becoming modernized, and people are more
likely to use convenient services like Grab Food. Speed ease and flexibility is of
particular value to the younger generations whose lifestyles are busy.

Technological forces: The current fast advancements in technologies make it possible to

create online food delivery services. Grab Food is an app that people can access easily
due to the prevalent use of smartphones and high-speed internet.
3. Communication Goals and Positioning

3.1 Communication Goals:

3.1.1. Increase Brand Awareness:

 Target Audience Reach: 5% of Vietnamese couples, aged 22-35 through the

campaign via different platforms social media, influencer collaborations
and online advertising.

 Brand Mention Growth: 5% in brand mentions, online and social media

equivalent to Valentine’s Day 2023.

3.1.2. Increase Market Share:

 New User Acquisition: 3% of users who order by Grab Food for the first
time during Valentine’s Day campaign.

 Market Share Growth: 2% increase in Grab Food’s market share within

Vietnam online-food delivery industry throughout the campaign period as
against 2023.

 Repeat Purchase Rate: 2% of current users should place multiple orders

throughout the campaign.

3.1.3. Encourage Valentine's Day Usage:

 Order Volume Increase: Increase order volume on Grab Food by 15%

during Valentine’s Day than the average daily throughput in the preceding
month.

 Average Order Value: Try to achieve a 15% increase in average order value
compared to the past Valentine’s Day.

 Campaign Participation Rate: Encourage 20% of users who encounter the

campaign to place an order using Grab Food during the Valentine's Day
period.
3.2 Positioning:

Grab Food - The convenient, fast, and affordable food delivery service for couples on
Valentine's Day.

Differentiation Points:

● Convenience: Grab Food offers quick and easy food delivery, saving couples time
and effort in preparing a Valentine's dinner.
● Speed: Grab Food's dedicated delivery team ensures hot and fresh food arrives
promptly.
● Affordability: Grab Food provides different price ranges to suit various budget
needs.
● Special Valentine's Experience: Grab Food offers enticing promotions and
additional services like table decorations and Valentine's gifts, creating
unforgettable Valentine's moments for couples.

KPI Channel Positioning

Category Target Metric Focus Alignment Notes
Social
Media,
Reach 5% of Target Influencer
Vietnamese Audience Collaboratio Convenient, Use engaging
Brand couples (22- Reach, Brand ns, Online Fast, content across
Awareness 35) Mentions Advertising Affordable platforms
5% increase
in online &
social media
mentions vs. Brand
2023 Mentions Special Track mentions of
Valentine's (Online & Valentine's #grabyourlove
Day Social) All Channels Experience hashtag
Market 3% new user New User All Channels Convenient, Offer attractive
Share acquisition Acquisition Fast, signup deals &
during Rate Affordable promotions
 campaign
2% increase Online Food
in market Delivery
share vs. GrabFood Industry Special Valentine's
2023 Market Share Reports All Channels Experience
2% repeat
purchase rate
among Repeat
existing Purchase User Order
users Rate History All Channels Convenience, Speed
15% increase
in order Highlight
volume vs. All convenience &
Valentine's previous Order Positioning speed for busy
Day Usage month Volume All Channels Points couples
15% increase
in average
order value
vs. 2023
Valentine's Average Special Valentine's
Day Order Value Order Data All Channels Experience
20%
campaign
participation Order
rate among Campaign Volume /
exposed Participation User All Positioning
users Rate Exposure All Channels Points

4. Customer Acquisition Communication Strategy: Crafting Romance

4.1 Pull Strategy: Alluring Offers

Celebrating Love on a Budget: On this Valentine’s Day, real people love Grab Food. So,
no more high prices and posh dinners – Grab Food organizes a cost-effective party
offering an attractive 50% discount on all food orders. It’s a romance celebration, the
sweet whispering “Romance doesn’t need to be expensive.” No coupons. Now, picture
yourself being on the couch with candles burning and enjoying tasty takeout all because
Grab Food was affordable. This pull strategy targets couples who value experiences over
fancy things, as a romantic evening at home can be just magical and memorable.

Unwrapping Appreciation: Apart from discounts, Grab Food knows love is the language
of gestures and they have tried to appreciate their customers. Finding a personalized coin
mixed in your order of fries would no doubt bring smiles. Or maybe, a promise of
culinary experiences to come in the form of savings certificate. These little tokens of
affection do not amount to money, but they imprint on their customers’ hearts the
memory that Grab Food cares and appreciates them. It’s sort of a “Thank you for
choosing us, thank you for allowing us to share in your shared moments,” and this pull
strategy is not simply about promotions – it is deeper than that. Grab Food isn’t just an
app offering food delivery services; it has become a friend in their love story.

4.2 Push Strategy: Romantic Showcasing

This Valentine’s day, Grab Food is more than just a simple delivery app. It changes into a
gastronomic cupid, teaming up with famous eateries to design an impeccable love menu.
Think of appetizers with themes that woo, main-courses cooked to perfection and
interspersed desserts dripping desire. Grab Food becomes the stage of gastronomy love
stories where couples can start a yummy trip without leaving their doorstep. This push
strategy is not just about the convenience, it’s all about setting an atmosphere; getting
flavors that energize intimate discussions with each bite and creating great moments of
dining above normalcy.

In the age of digital, romance sweet talk among pixels and sound bites. Grab Food
leverages this rhythm with an electrifying brand campaign that covers Facebook ,
Instagram and YouTube . Consider small, heart-tugging videos that represent love in all
its flavors tricks of the eyes across a dimly lit dinner table and slap on an unexpected
delivery. In this cloth of emotions, Grab Food spins its convenience and quality service
into the hidden thread that ties couples to their ideal Valentine’s Day meal. Collaborating
with star influencers provides a sense of familiarity as the viewers can relate to these love
and joy stories after all. More than just an advertising push, getting Grab Food to be the
music of a plethora of Valentine’s Day memories involves igniting that spark.

4.3 Profile Strategy: Influential Voices

● Trendsetting Collaborations: To add a layer of authenticity and influence

purchasing decisions, partner with key opinion leaders (KOLs) on platforms such
as TikTok to connect with young Vietnamese couples.
● Social Media Alliances: Partner with social media influencers to create interactive
content, utilizing their voice and understanding of storytelling in order to highlight
Grab Food’s easy-to-navigate interface, wide range selection, and hassle-free
delivery process.

5. Media Strategy

5.1. Media 1: Social Media

Such platforms as Facebook, Instagram and YouTube are various benefits of social media
for Grab Food’s promotion campaign. These platforms have a huge population of users,
allowing wide promotion for Grab Food. (Mangold & Faulds, 2009).

Social media also encourages two-way communication between Grab Food and its
customers, leading to active engagement and relationship development. Introducing
interactive content such as polls, quizzes or contests can create excitement and buzz
around the campaign (Hanna et al., 2016).

In addition, social media helps Grab Food establish a powerful brand image and gain
recognition among its customers. By posting attention-grabbing contents and interacting
with the users, Grab Food can develop a favorable image and perception.
Other than that, social media marketing is also cost-effective in comparison to
conventional advertising; Grab Food can find affordable options on Instagram and
Facebook among others within its budget.

Finally, Grab Food can utilize influencer marketing by partnering with social media
influencers who resonate with its brand values to enhance credibility and trust of
potential customers (Lee et al., 2018).

5.2. Media 2: Email Marketing

Outside of deals, emails contain interesting content about new restaurants and thrilling
offers that make Grab Food a personal concierge. For instance, an email that highlights a
secret gem Italian restaurant with pizza heart-shaped and sweet tiramisu can stimulate
desire in Sarah turning content marketing into the bridge joining Grab Food to clients’
wishes yet before Valentine.

Such real-time communication through triggered emails such as the abandoned cart
reminder or birthday greetings adds a certain magical touch. Customers receive
automated messages that remind them of their food options, keeping Grab Food always
fresh in the minds of customers with a special touch (Smith & Zook 2014).

5.3. Media 3: Website and applications

Valentine’s Day romance becomes digital havens on Grab Food’s website and app,
beyond just being ordering platforms. Offering relevant content based on location,
preferences and past orders crafts a personalized experience of which Grab Food
becomes an insider in planning the perfect evening.

Push messages act as digital love notes the users are reminded of promotions and teased
with edible treats. Grab Food is always current with real time updates and every scroll or
click gives way for a perfect romantic meal.

Website and app personalization, similar to emails, suggests personalized restaurants as

well as offers based on particular preferences. Customization of Grab Food strengthens a
connection between it and the users, highlighting common celebration (Chen & Chang,
2012; Verhoef, Kannan, & Inman, 2010).
6. Implementation, control and evaluation (Campaign’s name: Grab Your Love)

Phase Duration Activity Channel KPIs

Amplify Facebook,
Ad Impressions, Reach,
Social Media Instagram,
Engagement
Advertising TikTok
Partner with
Social Media Reach, Engagement, Brand
1 Week KOLs &
Platforms Mentions
Before Influencers
Pre-Campaign
Valentine'
s Day Run Teaser Website Traffic, Order
All Channels
Promotions Volume, User Acquisition

Encourage
Social Media Hashtag Usage, User
Hashtag
Platforms Generated Content
Usage
Maximize
Ad Impressions, Reach,
Advertising All Channels
Engagement
Efforts
Guarantee
GrabFood Delivery Time, Customer
Fast & Free
App Satisfaction
Delivery
Campaign Valentine'
Period s Day Organize
Partner Order Volume, Revenue,
Restaurant
Restaurants User Reviews
Promotions

Continue
Social Media Hashtag Usage, User
Hashtag
Platforms Generated Content
Engagement
Post- 1 Week Evaluate Website Website Traffic, Social
Campaign After Campaign Analytics, Media Engagement, Order
Valentine' Performance Social Media Volume
Insights,
 GrabFood
Data
Extend
Website Traffic, Order
Attractive All Channels
Volume, User Retention
Promotions

Sustain
s Day Social Media Hashtag Usage, Community
Hashtag
Platforms Engagement
Usage

Create
Campaign Campaign Effectiveness,
Internal
Report & Recommendations for
Channels
Share Future Initiatives
Insights

6.2 Budget Allocation: Maximizing ROI

Budget Breakdown:

● Social Media: 50%

 ● Online Advertising: 30%
● Promotions: 20%

Determining the Budget:

Referencing Previous Campaigns: Grab Food can look at the results of previous
campaigns and determine what kind of budget will be needed for this Valentine’s Day
campaign. This analysis should take into account factors such as the target audience,
objectives of a campaign and different channels’ effectiveness.

Balancing Budget Allocation: It is crucial to divide the budget wisely between various
channels in order to achieve good results. The budget should be assigned on the basis of
predicted ROI for each channel.

6.3 Evaluation: Measuring Success

To determine the effectiveness of the campaign, Grab should begin data collection at both
mar Vista points prior to and following.
• Social Media: Using Instagram Insights, Grab can track metrics like reach, impressions ,
likes , followers , video views and so on.

• Email: Email marketing effectiveness can be evaluated based on the delivery rate, open
rate using such tools as Mailtrack, click-through rates and so forth It also may track
response in percent after receipt costs of email are monitored by Google Analytics.

• Website and App: On the website, Grab can measure variables such as drivers visited
and number of site visits by driver or average time spent on the site per a driver;
percentage of drivers working during this pandemic.

7. Conclusion:

This proposed marketing strategy will offer Grab Food a complete guide to reach out
Vietnamese couples on this Valentine’s Day. By studying main consumer insights,
competitive forces and communication purpose Grab Food can create a focused messages
as well as promotions aimed at young couples looking for simple yet romantic
celebration.

Whilst pulling customers with their offers, pushing tailored dining experiences to them
and leveraging influencers’ voices ensures there is consistent and conveying
communication. Instead, the focus on digital platforms opens possibilities for highly
customized and interactive engagement. Fun-filled activities on social media, unique
deals and heart touching stories place Grab Food as an integral part of couples celebrating
fond memories this Valentine’s Day.

Through constant spotlight on accommodation, assortment, and solid assistance, Grab

Food separates itself from contenders like Shopee Food and Gojek. The proposed
spending plan designation adjusting advancement, social publicizing, and force to be
reckoned with organizations empowers financially savvy execution. Clear KPIs
associated with income, client securing, and commitment work with smoothed out
assessment. This promoting methodology desires to eventually empower Grab Food to
spread satisfaction on wheels, each dinner in turn.

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