Baemin to launch the localization strategy

Baemin's marketing strategy uses very simple terms, such as "hot crispy", "boiled water"… to touch customers' heart.

With the outdoor marketing campaign, Baemin sent a clear message that it has done the strategy for "taking over by district".

Emotions faster than speed

As a latecomer, Baemin mainly focused on the small-scale market to ensure delivery time and rider density before expanding its activities. While its competitors increase delivery speed, promotions, or free shipping, Baemin focuses on wake up customers' emotions when enjoying delicious foods.

This approach of Beamin has more or less created "discomfort" for its major competitors. That is to attack each region to attract both buyers and sellers. For example, from May 2020, Baemin launched its “My District's Favorites” marketing campaign. The latter arranges and groups the restaurants in a logical order, such as Binh Thanh district’s delicacies, District 1’s delicacies, Hoan Kiem district’s delicacies, etc… Thereby, customers can easily choose the restaurants closest to their homes.

Along with featuring recommended restaurants organized by district, Beamin thoroughly applies an outdoor marketing campaign. For example, a billboard in Go Vap district reads: “Go Vap, I know you by heart, if you agree, I will deliver”. Or like the billboard placed in Tan Binh district reads: "Tan Binh, that's my house, ordering is ok, I will deliver". Baemin’ slogans are short but convey a clear and attractive message.

Not only doing business in each region, Baemin also focuses on developing each customer group by dividing and grouping dishes that are suitable for their eating habits, such as the "Healthy foods" collection for vegetarians, gym people... or the "Sweet foods" collection specializing in cakes, ice cream...

A survey by Asia Plus Market Research Company shows that, with this wise approach, Baemin has taken the lead in brand popularity and satisfaction... “This approach helps Baemin become a favorite brand not only in Ho Chi Minh city. Before moving to Hanoi, consumers were looking forward to welcoming us. Thanks to that, our performance growth in Hanoi is quite favorable, faster than in Ho Chi Minh City”, shared Mr. Nguyen Trung Thanh, Baemin's Chief Operating Officer, adding, our strategic orientation in next time is to periodically launch similar spiritual products. Baemin will explore marketing topics that can engage customers so as to touch their hearts. 

Touching Vietnamese people’s heart with integrity

In the Vietnamese market, it is already crowded with delivery teams from big companies. So what is the reason for Baemin's teams to touch the hearts of customers?

Price is not only important for the food delivery industry in particular, but also puts an impact on Vietnamese people's shopping behavior in general. However, Baemin did not massively launch shocking discounts like other companies.

Baemin wishes to create good service quality with a close and youthful image. Baemin's brand image is always very neat and eye-catching.

Baemin's marketing strategy also uses very simple terms, such as "hot crispy", "boiled water"… to "win" customers.

In fact, Baemin has many advantages from the prevalence of Korean cultures exported to Asian countries, including Vietnam. Baemin's marketing strategy focuses on attracting the target customer group. In which, Baemin cooperated with artist Tran Thanh to cover its brand image throughout Saigon with the “My District's Favorites” marketing campaign.

In addition, this company has focused on communicating its difference compared to other big companies. Specifically, focusing on good-quality restaurants near customers' residences helps orders through the App to be fastly done.

Thus, it can be seen that Baemin has entered the Vietnamese market strategically and persistently to satisfy the target customer group. Beamin's strategy is also a valuable lesson for those who are dreaming of starting a business.