I.

Executive summary

Baemin - a Korean company specializing in Food delivery service is looking for opportunities to
expand the market shares in Vietnam. The main category of Baemin is already dominated by
current players in the Vietnam market. The main purpose of this marketing communication
plan is to increase the market shares in their target market. An overview of the company and
product analysis will be included in this document, in order to identify the strengths and
weaknesses the company currently has. Additionally, a target market profile will be
incorporated to gain an insight into what motivates consumers to purchase the product
will be provided. Finally, a marketing communication plan will be outlined and a new
edition Vietnamese cuisine menu with attractive promotion will be launched.

II. Baemin Summary

1. Introduction

As in Viet Nam market and with the thriving of digital and technology nowadays, food delivery on app is
not a strange things. It’s become a behavior as known as all food is fast food in the smartphone era
especially for the Gen Y and Gen Z in Viet Nam. See Vietnam as a potential market to access into, South
Korea’s leading food delivery app operator Woowa Brothers first launched in Vietnam on June 10 with
the Vietnamese version called Baemin (named after Woowa’s own food delivery platform, Baedal
Minjok, a leader in the sector in South Korea) in Ho Chi Minh City.

Woowa Brothers claims to have ten million monthly active users in its home country and handles
approximately one million orders a day. Woowa Brothers raised USD 320 million in 2018 for foreign
expansions (Crunchbase, 2018), with Vietnam as its first overseas market. With the launch in the
Southeast Asian nation, they aims to bring “Korean culture, flavor and know-how” to Vietnam.
According to its mission, Baemin comes to Vietnam “Helping people to eat well anytime and anywhere”
with just a few simple steps performed on the Baemin app: Choose the food, choose the nearest store
and order. Favourite dishes will be delivery quickly with an extremely reasonable price

Woowa Brothers’ nine years of experience in South Korea will allow the Vietnamese unit to process a
massive volume of orders simultaneously and connect users, restaurants and riders.
Woowa Brothers had reportedly acquired and take over local food delivery firm Vietnammm in February
2019, Vietnammm is one of the first pioneers in the Vietnam country’s food delivery business that
founded in 2011. It’s a good start for Baemin to access in Vietnam food delivery market. The startup
unicorn seeks to gradually expand from Ho Chi Minh City to other Southeast Asian cities including Hanoi,
though details have yet will be revealed in the future.

From launching, BAEMIN's mission to Vietnam is to "Help people eat well anytime, anywhere". The
brand’s original purpose of bringing delicious food to people wherever they are. This is the premise
upon which BAEMIN has expanded its product line with ‘Baemin Riders’, ‘Baemin Kitchen’ and ‘Baemin
Store’. Now hailed as South Korea's most beloved delivery app, BAEMIN has put Woowa Brothers' name
on the business world’s map as a shining example of a tech unicorn. Baemin’s vision for the
development is not intending to burn the stage, or promoting business interests or aiming to compete
with other competitors, but working to earn trust , the love of customers, restaurant partners as well as
delivery staff and the community is their top strategy.

According to BAEMIN website, Baemin’s growth since entering Vietnam in June 2019 with their Ho Chi
Minh City service has maintained an electric pace. It now covers 18 districts in the city, with an average
delivery time of 20 minutes, and provides earning opportunities to tens of thousands of local riders and
merchants in its partner networks. Recently, the app has extended its service to Hanoi and Da Nang.

Baemin’s product and services:

BAEMIN is currently offering four services: food delivery, BAEMIN Mart (grocery delivery), BAEMIN
Kitchen with exclusive Korean signature dishes, and BAEMIN Studio where users can find familiar yet
creative and highly customised merchandise. Baemin’s main service is order food online on mobile app,
Baemin offers ordinary meals from mom-and-pop kitchens, international cuisine from foreign
restaurants - Western, Asian and more - as well as premium brand coffee, tea and desserts from
franchise brands, such as Phuc Long, Gong Cha and Koi.

Baemin have their own shipper to deliver the food and say no to the third place
company to delivery.

Payment method:

1. Cash
Customer can pay cash directly to the Rider when delivery is completed.

2. Payment by Credit Card:

Apply for Visa, Mastercard, JCB Card.

3. Payment by Internet Banking:

Applicable to ATM cards registered for internet banking service and belonging to banks associated with
Baemin.

4. Payment via ZaloPay e-wallet:

Applicable to orders whose value to be paid is less than or equal to the amount in the AirPay wallet or
the bank account associated with ZaloPay.

5. Payment via Momo e-wallet:

Applicable to orders with a relative value of payment for the amount in the Momo wallet or the bank
account linked to the Momo wallet.

* Payment by e-wallets such as Momo and Airpay is very fast, convenient, without transaction fees. In
particular, we do not need to prepare cash, do not have to change change when receiving goods, but
simple payment, no frills. Especially in the context of the complicated Covid-19 epidemic, this is a
payment method that helps customers limit cash transactions and prevent the risk of infection in the
community.

III. Situation Analysis

1. Marketing Mix
a. Product

Baemin have created some food collections in Baemin app. This is on track to develop its products in
parallel with the needs of its customers, thereby adapting and changing in a more positive way.
Baemin's products and services are still quite limited and are improving over time. Baemin's advantages
can be mentioned as easy to install, simple, fast application, promotion forms or welcome new
customers are always focused.

b. Price

Currently, the delivery fee of Baemin base on the distance is: From 3 km: 15.00 dong . From more than
3km: 15.000 dong and 5.000 dong extra per km Baemin has had many discount strategies for customers
with a lot of different discount codes. It can be said that the price strategy based on customer
psychology is a right strategy that makes Baemin more and more attention in the Vietnamese market.
After going into the actual survey, Baemin showed that people are only interested in how to move
quickly, efficiently and especially at affordable prices. Therefore, Baemin's pricing strategy is a "good
weapon" that promotes the brand to be more accessible and closer to customers.

c. Place

Distribution channel is an important factor that bringing the products to customers. Baemin system has
a form of distribution including both direct and indirect. Customers can find Baemin's products / services
through downloading applications on the App store or Google play easily. With the continuous
development of digital technology and mobile devices, where in the modern world no one can lack a
smartphone, the distribution of products via mobile applications is an option extremely right.

d. Promotion

Baemin is trying to be active on social networks like Facebook, YouTube, and Instagram... where they
can reach the target customers quickly and effectively. Now, Baemin is still in the optimal stage of brand
recognition with customers. This technique has been used by their opponents - "Grab", which is Visual
Marketing. Applying the role of visual marketing helps brands improve brand identities, remember
images and messages in the minds of customers. Especially the newly emerging brands are aiming to be
like Baemin, the color of blue mint brings a new, youthful style to attract young people today. Although
not able to compete with other competitors, Baemin's coverage is not inferior to anyone.
2. Baemin’ position and important milestones.

From the beginning of 2020, Baemin began to carry out “khao vé” campaigns with the Vheart Beat
music festival to attract the attention of young people. By May, Baemin collaborated with KOLs Tran
Thanh in a video “Phụ nữ nên yêu an toàn hay thú vị”. Soon after, the “Quán ngon quận mình” campaign
was expanded with a range of interesting activities. In September, Baemin collaborated with Karik,
Amee, Hana Giang Anh, Helly Tong, Chau Bui, Emmi Hoang to carry out the “Thử chút healthy” campaign
with a message about healthy eating. Throughout the year is sale promotion with discounts, vouchers,
free shipping for customers. Throughout the successful marketing campaign, Baemin located his own
advantage. 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...

In a new market like Vietnam, most restaurants are still unfamiliar with the concept of online
sales. As a start-up in this market, what BAEMIN is doing is assisting merchants in setting up
online operations and listing products on the platform. Making the jump from offline to online
requires them to embrace changes to be able to adapt to a wider and more varied set of
customers — which is challenging.
II. Customer Analysis
1. Who is audience?
According to Younet Media research, 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%. People in HCM, Ha Noi, Da Nang where Baemin have
already operated. Focused on women who are likely hard to decide what to eat. The female customer
group accounts for the majority with 67.8%, completely different from the male customer group
accounting for only 24%.

2. Insights
a. Characteristics

Baemin divides into 2 main target market: Primary Target market and Secondary Target market. This
campaign will perform in all areas of Ho Chi Minh city, Ha Noi and Da Nang city.
About Primary Target market, Baemin focuses on both Male and Female in the 25-34 age group with the
Middle-Moderately High income. Moreover, the customers are Officers, working adults and they have
no time to cook.
With Secondary Target market, Baemin towards to people who are 18-24 years old in Male and Female
gender. In this case, most of customers are students or working adults and they have Low-Middle
Income.

b. Interests

Currently, Baemin is famous for leading the market in promotion with discounts, vouchers, free
shipping, and interesting marketing campaigns that captivate customers. Despite having good service
quality, it lacks the variety of dishes compared to leading competitors like Grabfood, Now.

c. Media consumption habits

According to a research, Gen Z (1995 – 2000) has become trendsetters in everything from
entertainment, fashion, food and drink to FMCG, even has been influencing Millennial (1980-1995).
Along with the big idea “Gen Z – set the trend”, we will make a plan to make our marketing strategy as
well as reach out to young consumers as much as possible.

Following to We Are Social of Hoodsuite Research (January 2021). The total population of Vietnam is
around 97.8 million people with Internet penetration up to 70.3%. Reported the daily usage of
Vietnamese people, there were 68.72M Internet users in Vietnam.
Recently, We Are Social of Hoodsuite Research on Daytime Spent On Media in Vietnam (January 2021)
reported young customers, in general, have these characteristics: 6 hours and 47 minutes to browse the
Web using PC and Tablet; 2 hours 33 minutes if using a mobile phone , 2 hours 21 minutes for social
network such as Check email, visit social networks, use search engines (Google, Coccoc,...), find product
information and listen to music, video.
Video marketing: Acording to We Are Social of Hoodsuite Research with the reported number of above
of online content activity in Vietnam (January 2021), 97.6% of users watch online video each month,
especially high user in YouTube platform. This number strongly stated the popularity of video among
Vietnamese’s watchers. It is recommended for business owner to take this opportunity and further
expand marketing activities on video. Consequently, media planners need to be sensible and quick
update to the current trends on video marketing platform by using up-to-date, on trend video content
for delivering in-house marketing.

According to statistics of We Are Social of Hoodsuite Research on Social Media Use in Vietnam (January
2021) There are 72 million active social media users in Vietnam which equates to 67% market
penetration. Obviously, social media platforms such as Facebook, Instagram, and Tiktok are gaining
significant influence among Vietnamese users. We should create interesting and valuable content to
attract potential customers to engage with your social media account and increase engagement rate.

KOL and ambassadors marketing in Vietnam: Alongside the booming of social media is the emerging of
new online marketing platform – KOL and influencers. By simply sharing personal perspectives, lifestyle
and experience on media, influences gain in a significant number of followers and have a power of
spearing words. This opens up a new door of marketing, and promoting products which enable
enterprises to target the appropriate customers, accordingly enhance the brand awareness, image in a
soft yet effective way.

Up till now, Video, social media and influencers marketing are the most preferable trends and effective
forms of marketing that any business retailers, brand should be aware of and make good use of. It is
crucial for enterprise’s media planner to stay ahead in the marketing game to develop more analytical
skills, stay updated with changing trends and be sensible to customer changing behavior to be able to
deliver the most effective marketing campaign. So that our campaign focus on target market of Baemin
(18-24 years old) to educate this segmentation having brand awareness and becoming loyal customers.

2. Competitor Analysis

Despite being a newcomer in this competitive and booming market, Baemin is ambitious to rise to the
top of the market with a distinctive approach in its journey to bring authentic experience for customer.
The presence of Baemin Vietnam further make the competition more crowded and intes in Vietnam’s
food delivery industry. According to a survey by market research firm GComm, GrabFood is the fastest
growing food delivery operator in the country and the ‘’giant’’ in the food delivery market. Besides
GrabFood, Baemin Vietnam will have to compete with other players, like Now by Foodie and Go-Food by
Go-Viet, which is expanding its service in Hanoi after entered the Vietnamese market in September
2018. Go-Food was first launched in Ho Chi Minh City and has recorded about six million orders. Grab
Food stand in the first place in food delivery market, with the revenue of $96 million USD (65% market
share) in 2018 with the average growth 197%/year in 2016 -2018. According to Kantar TNS, Grab Food is
the most popular delivery app in 2 big cities Ha Noi and Ho Chi Minh City. On the second place there is
Now with the revenue $11 million USD (7% market share) in 2018 with the average growth 182%/year in
2016 -2018. With the growth and competitive of the food delivery market, Baemin will have to try hard
to compete with those 3 big “giants” that have the big market share in the section.

As analyzed from the competitors above, we can see that Baemin is being positioned to be Low price
and Slow delivery. Below is a table comparing service prices of Grabfood, Now and Baemin:

We can see that Go-Viet's Go-Food is the lowest-priced food delivery service at the present time, the
next one is Baemin, and the last are GrabFood and Now, but Now's charges fluctuate unusually
depending on the region and the time so it is difficult to compare with others.

For Baemin, it has been debuted less than 2 months, so the number of restaurants which is called
“partners” is less than of 3 rivals and the company has limited delivery staff. Moreover, in terms of the
ordering process, it is still quite slow in order processing because Baemin still does’nt have software or
applications for partners such as GrabFood has the “GrabFood Merchart” software or Now has the
“NowPos” software too. Therefore, the order taking process from restaurant is quite passive what will
lead to the delivery of food to customers is time consuming. As a result, Grab is leading in speed about
delivery food and Baemin is ranked the last brand with the slowest delivery speed.

2. SWOT analysis.

1. Strength

-Customer service (Quick delivery, Good staff attitude, Easy to use). A prominent strength compared to
competitors is that baemin has a very fast delivery speed, allowing the orderer to know the delivery
process. According to market survey, baemin's employees have a very professional and standard
working attitude.
-BAEMIN kitchen: food directly made by only BAEMIN that allows Baemin to diversify the menu as well
as guarantee the quality of foods.
-Ability to discover our customers' needs and interests.
-Ability to create unique products and content
-Having positive feedbacks from audience throughout previous campaigns.

2. Weakness

- Limited range of restaurants

- Food store images are not fully updated yet. The illustration of dishes at Hanoi restaurant has not been
fully updated. This frustrates customers.

- The status of the shops still open and the shops closed cannot be separated. This makes it easy for
customers to confuse and possibly misplace.

- It is not possible to quickly solve the problem encountered when the store is closed and cannot order

- No chatbot to handle customer's problems immediately

- Cannot pin your location correctly, so have to manually input your location

3. Oppotunities

Besides threates, there are also have some opportunity for Beamin in Vietnam market. By using
Beamin application, customers have diversified many choices of food. For instance, if you don’t
know what food to eat, with Beamin you could have a range of food. That includes different type
of food such as North special food, Korean food, or even Western food,... The app is quite
simple, easy to use, helps order food quickly and easily without too many obstacles. Another
opportunity is market deamand is getting bigger and bigger. Due to the needs of each person or
simply being shy to go out to buy food is both jostling, time consuming and not having many
choices, food delivery services are becoming popular and in demand. Everyone's use is
increasing. Not by myself or not, the more they use the online food delivery service, the more it
becomes their habit to crave whatever, want to eat immediately thought of opening the
application. Vietnam has more than 90 millions people and that is large population, a thriving
economic sector and extremely potential market. As we can see that Vietnam is one of potential
country in the world with large consumption market, high demand, especially during Covid-19
pademic, needs for food delivering is getting higher Besides, strategic partners with Momo, Zalopay
give a payment solution that integrates many solutions with maximum flexibility is the outstanding
advantage of the application that is highly appreciated by customers. In addition, today's young people
have mastered and focused on social platforms to be able to grasp what's new from all over the world,
especially the current cuisine is very developed and increasingly rich . Target audience spent a lot of time
on social media-the most important marketing tools of Beamin. YouGov's latest research shows that on
average, Vietnamese spend 4 hours and 30 minutes on social networking platforms.

-HCM, HN, Đà Nẵng are three biggest cities in Vietnam with the huge population comming from
different area which create the diverse in cuisine.

4. Threat

Firstly, eventhough operating in Vietnam for 2 years in 4 city of Vietnam (HCM, Ha Noi, Da
Nang, Can Tho), Beamin still have to face with many strong competitors which having a great
financial potential. Some competitors are Grabfood, Now, Gofood,.. They have been running in
Vietnam for many years and they also got customer’s awareness, belief. And customers prefer
familiar brands. That is why it is hard for them to access new application.

Qandme has just released a report on the food delivery market in Vietnam. Accordingly, Grab
Food is still the most popular platform with users with a usage rate of 73%, equivalent to the
NOW app. However, GrabFood is slightly better in the number of people using the app the most.
Specifically, 37% of users said GrabFood is the platform they use the most to order food. This
rate at Now is 34%. According to the survey, the gap with competitors has leveled off compared
to 7 months ago (May 2020). Specifically, in turn, Baemin (46% of people used to use it, 16% of
the most users); GoFood (46% users; 11% most users) and Loship (14% users; 2% most users).
Compared to May 2020, Grab Food decreased slightly in both indicators and the gap between
this platform and the following competitors also narrowed significantly. Notably, the rise of
NOW and Baemin, two specialized platforms with the main service of food delivery. Seven
months ago, only 29% of users said NOW was their most used ordering app, compared to 55%
of Grab Food. Now NOW is getting very close to the competition. Meanwhile, Baemin is a new
application that appeared on the market from May 2019. In May 2020, Baemin was left quite far
behind by Go Food and Now, but now Baemin has taken third place, slightly better than
GoFood.
In Vietnam, people like to use the food at the restaurant to ensure the quantity of the dish.
Beamin also have extra competior is local restaurant. There are a lot of reason why Vietnamese
want to out for eat at local restaurants and really concern about quality of food or process of
food. It is said that ordering food through application could waste of time and people decided to
go to restaurant instead. Futhermore, temperature of food is very important to customers. For
example, buying Pho by food app will take a long time to delivery that would make food’s
temperature is decreased.

PART 2: COMMUNICATION CAMPAIGN

1. Communication objectives

From launching to at the end of 2021, the campaign goals are set with the first objective of 15% revenue
growth. The second is an additional 5-10% of the total market share for ordering food online minds,
expanding operating areas, especially suburban districts of the city. The third one is improving brand
awareness, building interest of target audience to order food on Baemin whenever they’re
hungry/thirsty pop-up in their minds. The next one is bringing Vietnamese culture of food closer to
people. And the last one is diverse the menu.

In the short-term, the campaign will be runned in 4 last months of 2021, and then be updated regularly
like “Món ngon quận mình” campaign. Besides, the name of campaign is “Thử vị ba miền tại nhà cùng
Baemin”.

Phase Trigger Engage Amplify

Increase the level of
Try new thing with Baemin and spread
awareness of “Thử vị Mint go green
Objectives Vietnamese culture of food to the people
ba miền cùng HCM City
around.
Baemin”
Highlight Key
Viral Clip, Microsite
OOH Mobile App, KOLs
Website
Social network
Channels Billboard, Online
( Facebook, Youtube, Social network, E- com site, Mobile app, WOM,
banner, Print Ads,
TikTok), KOLs, Viral POS, Banner, KOLs
Social network
Clip
Duration
4 weeks 3 week 1,5 months
Firstly, its awareness (to get audience knows about the campaign and its message), when Vietnamese
read the whole phrase, they could think about trying food from 3 regions of Vietnam immediately. They
also could enjoy the food with an easy way which is downloading the Beamin application and ordering
food. Secondly, the campain’s engagement (that means getting audience to interact with the
campaign), it offers a challenge related to the current campaign as “món ngon ba miền” by offering a
challenge related to campaign promotion with promises generous rewards. The challenge given will not
have a certain age or participant limit. The challengers will be those who directly experience the special
and delicious dishes, whether it is a tradition or local dish that few tourists know about. Their mission
will include researching and recording their own precious footage and also promoting the locality to
friends throughout the regions of Vietnam and worldwide.

2. Communication message

a. Insight of the audience

First of all, a significant concern is the insight of the audience. It is important to realize that the problem
which customers are currently having, yet haven’t been addressed by the competitors or Baemin
Company before is Covid-19. In fact, today's young people have mastered and focused on social
platforms to be able to grasp what is new from all over the world, especially the current cuisine which is
very developed and increasingly rich. It is also a topic that young they are interested in. Therefore, they
want to travel to many places to enjoy all the quintessence of each place. However, due to limited funds
as well as the effect of covid-19 pandemic, many people instead of being able to travel and experience it
themselves, they choose to stay at home.

Besides, the young generation enjoys the fast pace of life and is willing to pay more for these online
services. The busy officers are also willing to use online app instead of going to the restaurant. The
reasons for this are smartphone is getting more and more popular, and the young prefer paying through
the digital wallet to cash. Customers in the age of 18 - 22, who mostly is university students. Therefore,
their needs are ordering food with cheaper price with width variety products. In the results, they often
compare the cost of food, restaurants, and food delivery app. Customer in the age 23-29, who are
adults, have job and stable income. Because of their busy lifestyles, they want to save time from
cooking, they prefer prepared meals immediately. In the result, they often go out to eat or order food to
workplace/home

b. Big idea

For this reason, we hive the special idea. Firstly, create a campaign that allows young people to try
signature foods of many places at home. Moreover, for anyone who doesn’t know, Beamin will post
using directions or tutorials on social media ( Facebook, Youtube, Tiktok,...) In addition, continue an
advertising brand on TV, banners, social networking,... So that they can increase customer’s aweness.
Besides, offering some special food of North, South and Coast Central is also an effective idea.

c. Key message throughout the campaign

Specifically key message throughout the campaign is “Thử vị Việt ba miền cùng Baemin” with the
tagline: #thuvi3mien. It can be understood by two meanings: “thử vị 3 miền” or “thú vị 3 miền” also.
Besides,
d. Communication message

Espeially, here are 3 additional messages that help strengthen the key message: “Vị 3 miền gần nhà, đã
có BAEMIN lo”, “Người Việt tự hào món ăn Việt”, “Chán món ngon quận mình? Thử chút món ngon
quận bạn”.

3.Media planning

a. Communication mix

1. Social Media

During this time Baemin will collaborate with celebrities to put his message on Youtube. These people
will then share and send notifications to their personal Facebook and Instagram accounts. Tran Thanh is
a reasonable choice because he is a person with a very large number of fans and statistically these
people are all young generation from 16-35 years old.

2. Email Marketing

During this phase, we will focus on sending messages containing ''Thử vị ba miền cùng Baemin” message
via email. The target audience is young people aged 18-30 and in the provinces of Hanoi, Da Nang, and
Ho Chi Minh City. Nowadays, people receive more and more emails all the time. So that, Beamin will
focus on message “Thử vị ba miền tại nhà cùng baemin” and keep design straightforward to send to
target customers. Customers would be youngsters (18-30 years old). The content of email message
could include: “Thử vị ba miền tại nhà cùng baemin” campaign, starting time, promotion (vouchers, sale-
off...). This email message would be sent to all citizens who mainly live in HCM, Ha Noi, Da Nang.

3. Display Advertising

In this campaign, Baemin will continue to collaborate with Tran Thanh - one of the most influential
artists in Vietnam right now to make a video with the purpose of conveying a message “Thử vị ba miền
cùng Baemin”. Baemin still uses banners and billboards with special colors and fonts to advertise this
campaign. Like other campaign, Beamin still keep using banner to advertise “Thử vị ba miền tại nhà cùng
Beamin” campaign. Designing banner with main color of Beamin and name of new campaign. Specially,
brand ambassador is Trấn Thành - one of the most influential people in Vietnam. To attract more and
more citizens, Beamin will create an interesting video which can be shown on outdoor LED displays.

4. Seo

And the last one is search engine marketing. Beamin bid on keywords `` Thử vị ba miền tại nhà cùng
Beamin” that users of services such as Google, Facebook, Instagram, Tiktok... may enter when looking
for campaign. That could help customers know more about the campaign and Beamin application. When
users search for “Beamin”, the information and news of the latest campaign will be presented right
away. We will create simple keywords for this campaign, and will cooperate with companies, brands,
programs (which are famous) on social platform sites like facebook, instagram, ...to optimize our
campaign search.

Because Covid-19 is happening windly in the south of Vietnam and especially in HCM city - the potential
market of Beamin, all the marketing tools focus on online or social media. During social quarantine,
youngsters spend a lot of time on using or surfing social media and some applications. For example,
when they receive an email message, they could be curious about this campaign. And after that, they
will search for more information on Google or Facebook. Because of attractive content on social media,
they can click on link below to join in “Thử vị ba miền cùng Beamin” campaign.

b. Timeline.

The timeline for the activities of the campaign is firstly,social media can persist from 1 to 3 months.
Secondly, for email marketing, sending, receiving question and feedback can be within 2 months.
Thirdly, display advertising might be operated within 4 months. Lastly, search engine could last at least 2
years

4. Measure

The effectiveness of each tool is measured by viewers and viewers:

- There are more than 3 million citizens in Ho Chi Minh, Danang, and Hanoi received as well as
read the message by means of email. And 1 million among them click on the link below.
- Besides, by search engine. There are a total of more than 120.000 people searching for
information on Facebook, 50.000 searchers on Tiktok, and 200.000 people searching on Google.
Total time staying on site or page is more than 3 minutes.
- Lastly, it is traffic (outdoor LED displays). This is very useful in Ha Noi and Da Nang. Because all
outdoor LED displays are located in the center where people always circulate, they can see
screens clearly. Time they stop to watch the displays is 15 seconds per person.

In short, it is the campain evaluation. For the effectiveness which mentioned above, it can be affirmed
that the campaign “món ngon ba miền”" is very promising. Because in the situation of the covid-19
epidemic that is taking place very seriously, especially the south of Vietnam which is also Baemin's
headquarters, enjoying a dish from many different places when you just stay at home is a wonderful
thing. Especially when the campaign is aimed at young people who are often exposed to social
networks, Baemin has done a great job in promoting the campaign through social networks. Comments
are proven through the data in the last section. A process assessment was made on how Baemin used
the communication message, communication objectives and media planning…to develop and execute
the campaign.
 References:

1. Woowa Brother Company. (2021, June). Communication campaign (No. 1).

#Reference:

- Crunchbase. (2021). Woowa Bro.

https://www.crunchbase.com/organization/woowa-bros/company_financials

- YouNetgroup. (2020). Baemin – Cơn sốt xanh mint “bắt tai, bắt mắt” nhưng có “bắt đúng mạch”
giới trẻ Việt.

https://www.younetgroup.com/baemin-con-sot-xanh-mint-bat-tai-bat-mat-nhung-co-bat-dung-mach-
gioi-tre-viet-2/
- Manh Cuong. (Jan 2021). Báo Cáo Việt Nam DIGITAL 2021 do We Are Social và Hootsuite thống
kê.

http://digimarkvn.com/bao-cao-viet-nam-digital-2021-do-we-are-social-va-hootsuite-thong-
ke/#prettyPhoto