BEAMIN’S COMMUNICATION STRATEGY
I.Introduction.
1. Company
 Business field: BAEMIN (short for Baedal Minjeok) is a food delivery app
belonging to unicorn startup Woowa Brothers - the first delivery company in
Korea, with headquarters in Seoul.
 Business goal: Ensure effective connection between customers, partner restaurants
and delivery partners even when transporting multiple orders at the same time to
bring the best experience to partners and customers, become the leading food
delivery app in Vietnam
 Marketing Objective: Baemin aims to gain the largest market share in the food
delivery industry in Vietnam.
2. Target customer
2.1. Customer personal:








Demographic
+ Age: 18 - 25 years old
+ Geography: big cities like: Ho Chi Minh City, Hanoi, Da Nang, Can Tho,...
+Job: Student + Office worker.
Habit:
+ Use social media with high frequency
+ easily influenced by friends, colleagues and social trends
Interests:
+ Experience food at many different restaurants

+ Convenience in shopping and payment.
+ Share daily life experiences on social networks.
Desire:
+ Fast food delivery
+ Delicious food, ensuring food hygiene and safety
+ Save with food discount vouchers and free shipping
+ Easy-to-use app interface.

2.2. Customer Journey:

Journey
steps

Discovery

Actions

-Google search:
When customers
have a need to order

Registration

-Download app

Onboarding
and First Use

-looking for
delicious and

-Register account safe food.

Sharing

- Rating app
on app store
or CH Play


food delivery, they
will search for
information about
delivery parties on
google
-Display ad

->After searching
and selecting,
customers will
proceed to
download the
application and
register for an
account

- Search for
food and
shipping
discount
vouchers


- Sharing
their own
experience on
social media

- review the
food after
eating
- evaluate the
driver's
attitude and
speed

Needs &
Pains

Touch
point

-Fee
- Speed

-Display app is
so cute and
friendly with
users

-Voucher


- Easy-to-use
app to meet
-> These are the two
immediate
factors that most
-Media campaign eating needs
influence a
is viral and
customer's decision understanding
- Connect with
to use the service.
e-wallets for
the customers.
The fee will affect
convenient
the customer's
payment
pocket, the speed
affects the quality of
the food
When customers
search on google,
Baemin's website
will appear, the
Display ad will
appear on social
media.

- Right now, the
direct point of

contact with
customers is the
interface of the
application

-Sharing the
useful
information
on social
media group
- get the
attention and
response of
others

- App
- Social
Beamin: it is
media
used to order
- app store
and rate the
food and driver

- App store:
-LP is also
used to
popular thanks to evaluate the
partners like
operation of

Momo, Zalopay the app


for discount
codes and
promotions

Customer
Feeling

- curious: when
customers have not
used the service,
they will feel
curious and expect

Because in this
Opportun- period, customers
are actively
ities
searching, so
improving SEO will
make articles about
Baemin more
prominent, more
interested by
customers. Adding
more Landing pages
to make Baemin
more famous and

prestigious.
Process
ownership

Baemin (most
searched:....- Google
Trend)

II. Analysis:
1. Offline channels
1.1. Advertising

- Social media:
used to share
information

-Customers
hope to have a
good experience
when using the
service

- Be satisfied
with the
service

Attach download
links to apps on
websites and
social media

posts

- Improve
-launch more
customer
voucher
service to
quickly resolve - campaign to
encourage
errors
sharing of
- adjust map
booking
marking to be experience on
more accurate social media
and convenient

Grabfood

Grabfood

- be convenient
when the
service
integrates
many features
to serve all
needs

Grabfood





BAEMIN uses outdoor billboards with the message "by district" in Ho Chi Minh
City and Hanoi. These signs are designed quite simply, in sync with the brand
colors, the image of the delivery person in the BAEMIN uniform, but the content
is different, associated with the specific name of each area.
=> Baemin's "localization" strategy aims for Brand Positioning: BAEMIN wants
to assert that they will be first in a district, instead of second or third in all
districts.
1.2. PR:





BAEMIN organizes the program "Trung Thu cua be Min 2021" with the theme
"Trung thu gan ket - Thuong het moi dieu" for driver partners, wishing to build a
civilized, happy driver community with long-term attachment to BM. In addition,
show the message "Gia dinh la so 1"
=> building relationships with employees, building trust with partner drivers
BAEMIN contributes to building a Hankum scholarship fund for disadvantaged
students in Vietnam
=> Building brand image, Baemin is responsible for the community.
1.3. Sales promotion:
Baemin provides users with many vouchers, discounts can be applied immediately
when placing an order.

2.


Online channel:
🔽BAEMIN user 2 online channel: Facebook–Beamin Việt Nam and YoutubeBeamin Việt Nam. They use these channels because:


These are two very effective advertising channels:
+ As two channels with a very large number of users in Vietnam (as of January
2020, Facebook currently has 61 million users in Vietnam), (Currently, there are
25 million TV users connecting to the network to watch YouTube in Vietnam).So,
this is the market with the highest number of users in Asia Pacific)
+ Facebook users in Vietnam are mainly quite young from 18 to 34 years old
(accounting for more than 23 million people) this is also the golden age and the
target customer of Beamin.
+ YouTube has become an indispensable leading 'entertainment house' of
Vietnamese people during holidays such as the Lunar New Year or every day.
Currently, more than 90% of people watching content on networked TVs are
watching with family and friends.This means YouTube video content can react to
more than one viewer on the same smart TV screen.
+ YouTube maintains its leadership position in the source of digital content, and is
the leading platform chosen by content creators to create value for the community.




Target audience of each channel:
+ Facebook: Young people have a lot of social media time, interested in trendy
things, like to post photos and share their personal lives.
+ Youtube: People who have a lot of free time, prefer to watch shared videos like
vlogs, always update the latest trends.
2.1 SEO


-

Organic search traffic: 66.6k
+ Compared to a competitor in the same industry, gofood, which currently has an OST
of 50.8k, we see that baemin is doing better than the competition in optimizing the free
search engine keyword.
+ The table below is a comparison table of website performance metrics of baemin and
shoppe food

Metrics

Baemin

Shopee food

Average duration

00:16:49

00:13:51

Number of pages per visit

1,54

2,63

Bounce rate


72%

54%



We see that even though baemin has a longer stay on the page than shopee food,
the number of pages per visit is lower and the bounce rate is 72% higher than that
of shopee food and is a number of quite high shows that baemin's website is
operating really not effectively compared to competitors. And the main reason is:
Bad links from another website (only about 10% are from good links.
Low quality: about 55.6% of customers search for information and 21.3% of
customers order items, so the content needs to be directed towards providing
information to customers.
2.2. APP






Rating: 4.4
Ranking: 2
Comment
Positive:
App with cute, friendly images and eye-catching colors, big and pop, quality
content.
App Baemin is very easy to use, simple, with just a few steps and does not take



much time to log in and log in information, customers can quickly place orders on
the application.
+ Negative:
App Baemin has beautiful pictures, but there are no detailed pictures of each
product, so it is difficult for customers to imagine what the dish is like.
Baemin has not yet focused on filters on the application such as they can filter the
nearest location, filter food,...
App has many error
There are few shops left. Many of the shops on the app are closed, the delivery
area is limited
The location on the map is not accurate, causing the delivery time to be prolonged,
reducing the quality of the food
2.3. Social network






Baemin is trying to be active on social networks like Facebook, Youtube, linkedin,
Instagram with the traffic to these social networking sites is 7.14%, where they
can reach their target customers quickly and efficiently. Now, Baemin is still in
the stage of optimally identifying the brand with customers
Among them, Baemin's official fanpage on Facebook, along with a series of "eyecatching" media content and images, has hit the tastes of young people who love
Saigon and Hanoi food. Main media attracted more than 239,313 mentions over
time. Facebook is still the main communication channel with traffic
volume.Access is 90.79% of Baemin Vietnam along with the support of a number
of other channels such as Youtube, newspapers and forums in brand recognition.
Besides, after 3 campaigns on social networks Bamin has collected
+ Campaign 1: Storytelling: "Phụ nữ nên yêu an toàn hay thù vị"- Trấn Thành.

With this strategy, BAEMIN saw a 9.5 percent rise in app installs during the week
of May 21, 2020 to May 28, 2020.An increase of 4.2 points in ad recall. Without
support, brand awareness increased by 3.5 points.
+ Campaign 2: “Thử chút healthy” - MV “Em bé” - Amee, Karik.
After only two weeks, the video had 11 million views and was the top trending
YouTube video after only three days.
Total Number of Comments (Buzz Volume): 41,472
Audience Scale Number of participants in the discussion: 29,839
+ Campaign 3: Ngọt - JustaTee x Rhymastic x BAEMIN
After only two days, the video had achieved 1 million views and was ranked #10
on YouTube's trending

2.4. Display ad
-

Display advertising: Baemin uses an advertising banner. BAEMIN's advertising
banners are rectangular banners that appear on a random YouTubevideo, kenh14.vn,...
with traffic reaching 4,4%. The brand's signature mint green color is still present, as is an


image of a fat cat anda shipper with the slogan "BAEMIN nóng giịn đây!". Customers
who regularly use theYouTube, kenh14.vn,... application were drawn to
BAEMIN's advertising banners at random. When Customers click on the banner, their
phone or computer is directed to BAEMIN's promotion page, which has the same title as
the banner. This not only saves customers time when selecting vouchers, but it also
improves the application's efficiency.
-

Besides that, the main backlinks from kenh14.vn account for a fairly high percentage
(32.38%).

III. Evaluation: SWOT

1.Strengths:
2.Weaknesses
 Creative staff who understand the
 - Appeared on the market after Now,
cultural geography of the Vietnamese
Grab, .. so not widely popular. Beamin
people. Beamin creates convenience for
appeared in the Vietnamese market in
consumers when using the app. Recently, 2019, a long time after the appearance
Beamin is constantly associated with eof grab, now,... Moreover, The
wallets that are suitable for the fastcoverage is not high when only
moving trend of target customers.
concentrated in the city center and only
 App with Cute interface. The interface is
operating in large cities such as HN,
associated with the image of a fat cat
HCM, Danang,...
with many lovely expressions. In
 - The list of food and restaurants is not
addition, Beamin uses trendy mint green
extensive. The number of partner
as the main color. This creates a good
restaurants is small, so consumers have
feeling for users.
less choice.

Extensive food collection. Beamin
 - There is no chatbot for quick handling

proposes food collections according to
of unexpected situations. This
each time frame and location that is
disadvantage limits the flexibility of
suitable for consumers' preferences and
customers when they want to change or
convenience.
cancel an order
 Unique content on social media that
 - There are no media campaigns
understands the psychology of young
focusing on separate customer groups
people. Social media is the biggest
such as students or office workers.
strength of Beamin compared to the

competitors. The company regularly

updates trends and creates content that 
excites young people.

3.Opportunities:

4.Threats









- Vietnamese people are increasingly familiar with
the use of technology devices and the internet.
This helps to increase the ability to choose and use
the service.
- Because of the covid-19, the habit of buying fast
food has become more popular, the rate of using
food ordering apps in Vietnam has increased.
Consumer behavior changes, the trend of ordering
food online is growing, and especially at peak
hours of traffic jams, consumers' demand for
delivery services is increasing sharply.
- The convenience of combining an online ordering
app and an electronic payment tool. This is an
important step of motivating users to choose to use
the service quickly



- Competition is fierce among enterprises
in the industry because there are many
enterprises participating in this market.
Vietnam's F&B industry is considered a
big piece of cake that many businesses
want to compete for. As a young
enterprise in this market, the competitive
pressure of Beamin has increased
significantly.
- Consumers, especially young people,

are increasingly interested in the effects
of media campaigns, so the initiation of
campaigns needs to be invested,
researched and creative.
- Consumers become more demanding in
using the app while Beamin's app still
encounters many technical errors.
Therefore, it needs to further improve the
app user experience

IV. Conclusion:
Entering a new market, especially a foreign and competitive market like
Vietnam's culinary market, is not a small challenge. With his bravery and ability,
Baemin has chosen a wise direction that does not focus on rapid development but
spends time building product quality and customer trust first to create a competitive
advantage. Although there are still some operational shortcomings such as
managing the opening and closing times of the restaurant or the lack of a chatbot to
quickly handle an order error, these are all points that Baemin can overcome over
time. With Baemin's development direction, this has been, is and will be an
extremely formidable competitor in the Vietnamese food-tech market.