TABLE OF CONTENT

CHAPTER 1: INTRODUCTION:.............................................................................................4
CHAPTER 2: CURRENT MARKETING SITUATION...........................................................4
CHAPTER 3: SWOT ANALYSIS.............................................................................................6
3.1. Strengths..........................................................................................................................6
3.2. Weaknesses......................................................................................................................7
3.3. Opportunity.....................................................................................................................7
3.4. Threats.............................................................................................................................7
CHAPTER 4: OBJECTIVES AND ISSUES.............................................................................8
4.1 Marketing goals of Be Group in Vietnam:.......................................................................8
4.2. Problems encountered in the Vietnamese market:..........................................................9
CHAPTER 5: MARKETING STRATEGY...............................................................................9
5.1. Segmentation:..................................................................................................................9
5.2. Targeting:.......................................................................................................................10
5.3. Differentiation:..............................................................................................................11
5.4. Positioning:....................................................................................................................11
CHAPTER 6: Marketing mix...................................................................................................13
6.1. Product..........................................................................................................................13
6.2. Price...............................................................................................................................13
6.3. Place..............................................................................................................................14
6.4. Promotion......................................................................................................................14
CHAPTER 7: ACTION PROGRAMS.....................................................................................15
CHAPTER 8: CONCLUSION.................................................................................................16
REFERENCES:........................................................................................................................16
CHAPTER 1: INTRODUCTION:

Founded in 2018 by Mr. Tran Thanh Hai,

Be Group has quickly established itself as a leading
corporation in the Vietnamese technology industry.
Currently led by General Director Ms. Vu Hoang
Yen, Be Group initially made its mark in the ride-
hailing sector with BeCar and BeBike, rapidly
gaining a foothold in the Vietnamese market
through competitive fares and high-quality services.

Recognizing the vast potential of Vietnam's

tech landscape, Be Group strategically diversified its portfolio to include delivery services
(BeMart, BeNow), payment solutions (BePay), e-commerce (BeShop), real estate (BeHome),
and more. The company's vision is to become a consumer digital platform catering to the
everyday needs of local consumers, while its mission focuses on providing everyday
consumables with customer delight within an open ecosystem of partners.

Be Group upholds strong brand values, including a commitment to continuous

innovation and creating opportunities for development. Its bold growth strategies have
established it as a formidable competitor against industry giants like Grab and Gojek.

This report analyzes the key components of Be Group's marketing strategy,

emphasizing how the company interacts with its target market, positions itself in the market,
and maintains its competitive advantage..

CHAPTER 2: CURRENT MARKETING SITUATION

Be Group, an emerging name in the field of ride-hailing and on-demand services in

Vietnam, is fighting to gain market share in a dynamic and fiercely competitive market. To
better understand Be Group's marketing situation, we need to further analyze their target
market, product offerings, competitors, and distribution strategies. Be Group targets a broad
audience in Vietnam, focusing on the young urban population, those with average income or
higher, own smartphones and regularly use the internet. This is a rapidly growing customer
segment in Vietnam due to economic development, urbanization and increasing internet
penetration rates. This group of customers needs to travel flexibly, save time and want
convenient experiences. They are also interested in fast, reliable delivery services to meet the
essential needs of their busy lives. The ride-hailing and on-demand delivery market in
Vietnam is booming with significant growth. The market is divided into two main segments:
motorbike calling and car calling. The motorbike calling segment holds a larger market share
due to affordable prices and convenience. However, the car-hailing segment is growing
rapidly due to the growing demand for comfort and convenience. According to industry
reports, this market is expected to reach a value of $4.3 billion by 2024, showing huge
potential for companies like Be Group. However, this market is also considered to be highly
competitive with the presence of "giants" such as Grab, Xanh SM, Gojek...

Be Group does not stop at traditional ride-hailing services but has developed into a
multi-service platform to maximally meet the needs of Vietnamese users. Be application
provides main services such as: Call a car (BeBike, beCar, beTaxi); Deliver food and goods
as requested and other services (Airline booking, loyalty program, beAds, potential for other
lifestyle services). Be Group's strength is its focus on user experience. They provide a
friendly, easy-to-use application interface, multi-language support (Vietnamese, English) and
flexible payment methods (cash, e-wallet). Be Group is also highly appreciated for its service
quality, professional driver team and competitive prices. However, there is still not much
detailed information about individual product performance (sales, prices, gross margins) of
Be Group. This can make it difficult to comprehensively assess the financial health and
operational efficiency of each service segment.

Be Group's main competitor is Grab, the "giant" that is dominating the ride-hailing
and on-demand delivery market in Southeast Asia. Grab owns a huge user base, an extensive
driver network and a diverse service ecosystem, including financial services. Grab is the
largest ride-hailing technology company in Southeast Asia. Grab is present in more than 8
countries and serves more than 230 million customers. Grab offers a variety of services such
as motorbike hailing, car hailing, food delivery, grocery shopping and bill payment. Grab has
advantages in scale and resources, and has invested heavily in marketing and advertising. In
addition, Be Group also faces competition from other Vietnamese companies such as Mai
Linh, Vinasun, FastGo... Each competitor has its own advantages, such as long-standing
brands, networks, dense partners or focused on specific market segments. To compete
effectively, Be Group can attract new users and retain existing users by offering competitive
prices compared to competitors, and implementing promotional programs, promotions,
discounts from time to time. And needs to continuously improve service quality, train
professional drivers, ensure customer safety and improve response time to bring the best
experience to users. Moreover, Be Group invests in technology to improve application
features, optimize driver search algorithms, develop convenient payment features and
integrate new services to attract a lot.

Be Group distributes its services through mobile applications and websites. The
company also partners with travel companies, hotels, and restaurants to extend its service
reach. Be Group's sales are growing robustly, with estimates suggesting that sales could
double in 2023. Additionally, Be Group is exploring new markets like Myanmar and
Cambodia and investing in emerging technologies such as self-driving cars and electric
vehicles. Therefore, the ride-hailing industry in Vietnam is growing strongly and Be Group is
well positioned to take advantage of this growth. Be has an advantage in price and provides a
variety of services. However, Be Group needs to improve operating efficiency, increase
investment in marketing and advertising and expand into new markets to be able to compete
with Grab and other competitors.

CHAPTER 3: SWOT ANALYSIS

Facing competition from other businesses, Be targets the mid-range segment and
student customer base by meeting the 3 most suitable criteria: Cheap price, Easy to satisfy,
Easy to catch vouchers.

Besides, one of the fastest ways to reach that customer base is to quickly catch trends
and promote media content to Gen Z. Be group recognized that market and quickly
implemented the project. and received extremely viral results. Therefore, based on the
research, here are the showing of SWOT Analysis about this Be's project.

3.1. Strengths

3.1.1 Quick Access to the Social Media Market: The company, Be, possesses swift
and effective access to various social media platforms such as TikTok, Facebook, and video
advertising channels. This proficiency allows Be to enhance user attraction and interest
through innovative projects like Be Goi dau, Be Di bo, and Be Conan. Leveraging these
platforms strategically can significantly amplify brand visibility and engagement.

3.1.2 No Competitors in the Service Segment: Be operates in a niche market

segment where there are currently no direct competitors. This lack of competition provides
Be with a unique opportunity to establish itself as a dominant player and capture a significant
market share without facing immediate threats from rival firms.

For example: We can see the advertising “Be conan, Be di bo, Be Doremon" but the
key words like “Grab conan, Gojek Doremon..” are no existed.

3.1.3 Diversification into Meme Content: In addition to physical products and

services, Be has recently made substantial investments in meme content creation. This
diversification strategy has proven highly successful, as the meme content generated by Be
attracts significantly more interactions with media publications compared to traditional
content. By catering to the interests of Gen Z, Be effectively engages with its target audience
in a creative and compelling manner, further strengthening its brand presence and relevance
in the digital landscape.

3.2. Weaknesses

3.2.1 Limited Promotion Duration and Quantity: The communication projects are
not promoted extensively in terms of quantity and time. This limitation leads to customer
dissatisfaction as many are unable to book the trips they desire, despite the significant
increase in revenue during these campaigns due to user willingness to pay for the
"experience".

3.2.2 Fictional Advertising: Projects such as Be airplane and Be boat, which stem
from Be Conan and Be Doremon, are primarily for fictional advertising or photoshop and not
based on reality. While these projects enhance Be's media presence, they do not contribute to
revenue growth like the more tangible projects such as Be Conan, Be Rabbit, and Be
Doremon.

3.2.3 Customer Disappointment: The gap between customer expectations and the
reality of availability creates potential dissatisfaction and regret among users who miss out on
the limited-time offers.
 3.2.4 Non-Scalable Media Projects: The media projects focused on fictional or
photoshop-based content are not scalable in terms of generating consistent revenue, unlike
the experience-based campaigns which have a direct impact on sales.

3.3. Opportunity

3.3.1 Enhance advertising and communication campaigns: Be can take advantage

of the opportunity to strengthen advertising and communication campaigns to increase brand
awareness and attract new customers. Creating creative and unique media campaigns can
help Be stand out in the crowd and attract attention.

3.3.2 Service expansion and development: Be can explore expanding its service
portfolio and developing new services to meet the diverse needs of customers. Increasing
unique and innovative services can help Be create a competitive advantage.

3.4. Threats

3.4.1 Changes in the business environment: External factors such as changes in

policies, regulations and consumer trends may impact Be's operations and its communication
strategy

3.4.2 Changes in Social Media Algorithms: Social media platforms frequently

update their algorithms, which can impact the reach and engagement of content. Any
significant changes in algorithms that decrease the visibility of Be's content could negatively
affect its ability to attract and retain customers through social media channels.

3.4.3 Intellectual Property Issues: As Be invests heavily in meme content creation,

there is a risk of intellectual property disputes. Unauthorized use of copyrighted material or
allegations of plagiarism could damage Be's reputation and lead to legal complications,
potentially resulting in financial losses or restrictions on content creation.

Conclusion: Be's strengths include quick access to social media markets and creative content
that attracts Gen Z. However, it faces weaknesses such as limited promotion duration and
reliance on fictional advertising that doesn't generate real revenue. There are significant
opportunities in market expansion and new trends, but Be must be wary of new competitors,
changes in social media algorithms, and new regulations. Optimizing strengths and
opportunities while managing weaknesses and threats is crucial for sustainable growth.
CHAPTER 4: OBJECTIVES AND ISSUES
4.1 Marketing goals of Be Group in Vietnam:

4.1.1 Enhance brand awareness: Be Group is a relatively new brand compared to

competitors such as Grab and Gojek. Therefore, their primary goal is to increase brand
recognition and attract new customers. To achieve this goal, Be Group has carried out many
aggressive marketing campaigns, including advertising on television, social networks, and
other online media channels. They also cooperate with celebrities and organize events to
attract public attention.

4.1.2 Increase market share: Be Group aims to become the leading mobility service
provider in Vietnam. To achieve this goal, they offer competitive prices, many incentives,
and good customer service. Be Group also expanded into new markets and launched new
services such as food delivery, freight transportation, and mobile payments.

4.1.3 Build customer loyalty: Be Group wants their customers to use their services
regularly and recommend their services to friends and family. To achieve this goal, they offer
a loyalty program and many incentives for regular customers. Be Group also focuses on
providing a good customer experience by improving their mobile app and customer service.

4.2. Problems encountered in the Vietnamese market:

4.2.1. Fierce competition: The Vietnamese mobile ride-hailing market is very

competitive, with the presence of major competitors such as Grab and Gojek. Be Group needs
to differentiate itself from its competitors and offer better services or more competitive prices
to attract customers.

4.2.2. Transport infrastructure: Transport infrastructure in Vietnam is not fully

developed, which can make it difficult to provide ride-hailing services. Be Group needs to
invest in technology to help their drivers navigate traffic and provide the best service to
customers.

4.2.3. Government regulations: The Vietnamese government may impose

regulations on the mobile ride-hailing industry, which may affect Be Group's business
operations. Be Group needs to comply with these regulations and work with the government
to ensure that they can continue to operate their business.

4.2.4. Consumer culture: Vietnamese consumers are often sensitive to price and may
choose to use the cheapest ride-hailing service instead of the best service. Be Group needs to
offer competitive prices while also ensuring that they provide high-quality services to attract
customers.

CHAPTER 5: MARKETING STRATEGY

In today's fiercely competitive landscape across nearly every industry, businesses are
constantly striving to stand out and capture the attention of their target audience. Be uses a
core customer-centric marketing strategy, while creating value and building relationships
with target markets through effective segmentation, targeting, differentiation, and
positioning.

5.1. Segmentation:

Group's segmentation strategy involves identifying and targeting specific customer

segments with tailored services. Rather than adopting a one-size-fits-all approach, Be has
recognized the diverse needs of its market and developed services to cater to different
segments.

For instance, Be's focus on students and young people, as evidenced by its lower
prices, which are about 20% lower than Grab, and its less strict policy. Unlike Grab, Be does
not have a policy of reporting the driver when picking up 5 minutes late, because students do
not require absolute punctuality like office workers and state employees do. By
understanding the unique preferences and behaviors of these segments, Be can effectively
tailor its marketing efforts to resonate with its target audience.

5.2. Targeting:

By targeting students and young people, Be aims to capture a significant portion of

the market share from competitors like Grab. This targeting approach allows Be to allocate its
resources more efficiently and deliver value to segments with the highest potential for long-
term success. Furthermore, Be's expansion into multiple service offerings demonstrates its
commitment to targeting diverse customer segments and expanding its market reach. This
approach offers several advantages:

 Market Potential: Young people represent a large and growing demographic with
high spending power. Targeting this segment allows Be to acquire a substantial
customer base with long-term loyalty potential.
 Resource Efficiency: By focusing on a specific segment, Be can allocate its
resources more effectively, tailoring its marketing and product offerings to resonate
with young people.
 Market Expansion: Be's diversification into various services like ride-hailing, e-
commerce, and fintech demonstrates a broader vision to cater to diverse customer
segments beyond students and young professionals. This expansion strategy allows
for future growth and market dominance.

5.2.1 Some methods Be uses to reach young people:

 Trendy and Interactive Online Presence: Be leverages online platforms where

young people are most active. They invest in content like memes that are engaging
and relevant to Gen Z. This approach fosters brand awareness and attracts young
users.
 Activation Stunts and Pop Culture Integration: In May and July 2023, Be
incorporated images of characters from comics and cartoons into its interface,
such as Doraemon or Conan. This move has excited fans of these characters,
prompting them to quickly request a special driver. Additionally, there are equally
enticing gift exchange activities for those who order cars with cartoon posters.

5.3. Differentiation:

Be Group differentiates itself from competitors by offering unique services and

experiences that set it apart in the minds of customers. Through creative marketing stunts like
"Be thuyền" (Be boat) and "Be gội đầu" (Be hair wash), Be generates buzz and captures the
attention of consumers. These unconventional services not only differentiate Be from
traditional ride-hailing companies but also create memorable experiences for customers.
Additionally, Be's focus on delivering value beyond transportation, such as its "Be Restroom"
April Fools' Day prank,

These are all new and shocking services when it comes to technology cars. People
only think of traditional vehicles as cars and motorbikes. These are not official services, but
these are Be's communication activities to reinforce its youthful, multi-service and unique
attributes.

5.4. Positioning:

Be's positioning strategy revolves around positioning itself as a customer-centric

brand that offers innovative solutions to meet the evolving needs of its target market. By
positioning itself as a local alternative to foreign ride-hailing companies like Uber and Grab,
Be emphasizes its commitment to understanding and serving the Vietnamese market.
Through its marketing stunts and customer-focused approach, Be positions itself as a brand
that prioritizes customer satisfaction and delivers value beyond traditional ride-hailing
services.

A typical example is Be's collaboration with GSM, the Xanh SM Taxi service, which
was launched to receive countless compliments from customers and also garnered positive
signals in revenue. Here's how the Xanh SM Taxi service exemplifies this positioning:

 Partnership for Trust: By partnering with a reputable company like GSM, Be

leverages their good reputation to build trust with customers who might be hesitant
about using a new ride-hailing service.
 Unique Service Offering: The Xanh SM Taxi service goes beyond the typical ride-
hailing experience, potentially offering features or benefits associated with traditional
taxis (e.g., experienced drivers, specific car types).
 Focus on Customer Experience: The positive customer compliments suggest Be
prioritizes a smooth and enjoyable experience for users, potentially through factors
like driver quality, service reliability, or in-ride features.
 Revenue Increase: 2-5% higher revenue compared to competitors indicates the Xanh
SM Taxi service might be attracting a customer segment willing to pay a slight
premium for a potentially better experience.
 Through this cooperation, a Vingroup subsidiary, grants access to vast resources, a
shared platform with VinFast, and exclusive vehicle benefits. This bolsters Be Group's
market position by increasing brand awareness, customer acquisition, and operational
efficiency. Furthermore, Be Group's strategic direction emphasizes profitability and
diversification into e-commerce and fintech. This focus on sustainability, customer
satisfaction, and a multi-service approach positions Be Group for continued growth and
success in the Vietnamese market.

Conclusion: Through its unique marketing campaigns, Be has partly affirmed its
position in the technology vehicle market. Figures from Statista show that Be is the most
frequently used application by Vietnamese people, with 23% market share in the second
quarter of 2023. Starting out as a "budget-friendly" brand, Be gradually transitioned towards
a Differentiation Focus strategy as it established a stable customer base. This involved adding
services, improving quality, and creating a distinctive brand image, all while remaining
attentive to customer feedback. Be has truly capitalized on its potential and has a clear
direction, not only in communication but also in thorough market research, aligning the
business's development direction.

CHAPTER 6: Marketing mix

6.1. Product
6.1.1 "Be"'s products are quite diverse, starting with 3 main services: beBike, beCar,
and beTaxi, which the company launched on December 17, 2018. Next, on the
morning of August 1, 2019, the company announced to the market that it
aimed to launch delivery services called beDelivery and beExpress to compete
directly with Grab and Go-Viet.
6.1.2 On May 30, 2019, "Be" also officially cooperated with VP Bank to launch the
beFinancial product. beFinancial provides VPBank's main financial services
on "Be's" technology platform and financial technology ecosystem. BE
GROUP will integrate VPBank's payment features in the "Be" application
with a series of convenient utilities for users such as payment for Be's trips
and transportation services, phone top-up, and Pay at the store without using
cash,...
 6.1.3 Most prominent recently is the cooperation agreement between Be Group and
Green and Smart Mobility Joint Stock Company (GSM) to launch the
beVinFast service to promote the green revolution in transportation.
6.1.4 The advantages of "Be" include the application being easy to install,
transparent, and quick, and forms of promotion or welcoming new customers
that are always noticed. Moreover, "be" always pays attention to the many and
many benefits of customers when they choose the benefits of using services
through the application.

6.2. Price
6.2.1 "Be"'s price is always maintained at a stable level, and customers know the
exact price to pay with the pricing strategy based on the distance traveled.
“Be” allows riders to pay with cash, credit cards, or through financial
applications. Right at the time of launch, the company affirmed that it did not
"increase prices" too high like some other brands. Be Group Company affirms
that it will not increase prices during peak hours or when it rains heavily
during this time. Just open the app and try calling a car at different times of the
day, including rush hour and off-hours (5 - 6 pm), you will see that the trip
prices do not change. The fares of beBike and beCar usually fall at an average
level between their two competitors, Grab and Go-Viet.
6.2.2 Be also has heavy discount codes for its users to stimulate them to switch to its
platform. Promotions and discount codes are the "powerful weapons" of this
brand, Be encourages you to travel more, cheaper and more conveniently. This
promotes customer usage behavior while also approaching them closely.

6.3. Place
6.3.1 Be's operating system possesses direct and indirect distribution forms. With a
smart phone and an Internet connection, you can use applications downloaded
from the App Store or Google Play. The clear interface, push-notification, and
flexible features make Be popular with many people.
6.3.2 In addition, it is not difficult to see drivers with eye-catching yellow and black
striped shirts everywhere. We can see that the coverage of Be is very large.

6.4. Promotion
6.4.1 One of Be's strengths is that its starting point is from Vietnam, so
understanding Vietnamese cultural values is what gives the company the
 material to communicate to consumers. Be's Marketing strategy focuses on
Branding on social media platforms. The company has posted Posts on its
Fanpage to reach many people as well as create a quite high interaction rate.
With an extremely high trend-catching speed, the company has created truly
quality content that is remembered by the audience.
6.4.2 With a multi-channel strategy, the company also takes full advantage of social
networks such as Facebook Ads, and YouTube Ads,... to promote as well as
communicate and interact with customers. "Be" cleverly uses Visual
Marketing to engrave in customers' minds a very familiar black and yellow
bee brand. The Bee is a symbol of the company's name as well as the core
value of "Be" which is hard work. The brand identity is maintained
consistently in communication campaigns to conquer the psychology and level
of trust in customers.

In addition, "be" also expands public relations promotion, combining famous

influencers to launch appropriate promotional campaigns to increase brand awareness and
strength.

CHAPTER 7: ACTION PROGRAMS

Firstly, Be has clearly defined the goal of this marketing

strategy by understanding their target market segment, which is
students and young adults. Therefore, their primary objective is to
increase brand recognition in the technology-driven transportation
market by creating differentiation to attract the attention of potential
customers. This not only increases revenue but also establishes Be as a
tech-savvy and versatile transportation brand.

Based on the clear objective stated above, Be has developed a

marketing strategy that can be considered perfect. This strategy not
only involves collaborating with Key Opinion Leaders (KOLs) and influencers in a
traditional way but also ingeniously utilizes the speed of dissemination of major social media
platforms and media channels to promote their services. For example, they have partnered
with upcoming animated movies as media partners, leveraging the imagery from these
movies to attract attention. Additionally, they have posted unique and attention-grabbing
images of their services, garnering significant engagement on social media channels.

When a brand has a clear purpose and an excellent

marketing strategy, the final step is quite simple—they just
need to execute that strategy in practice. So, what activities
did Be undertake? Firstly, they leveraged advertising
combined with digital techniques. Be ran ads on popular
channels, especially on social media platforms like
Facebook. For example, a post on the fan page "Insight Mất
Lòng" garnered over 28,000 interactions and 619 shares.
They used eye-catching images and videos to convey the
message about Be's unique and diverse services. According
to data from September 19, 2023, after 3 days of posting
videos on TikTok, two review videos of "Be shampooing"
reached 3.4 million and 3.2 million views respectively. This
helped to enhance the public's perception of Be, with customers sharing images of Be drivers
walking, sailing, or shampooing, conveying the message that Be is always there for its
customers. They also collaborated with large fan pages to publish posts featuring Be, which
didn't feel intrusive but rather attracted the attention of young people. Additionally, they
offered attractive promotions and discounts for Be's unique services. For example, Be drivers
carried Doraemon-themed stuffed animals when Be was a media partner for the release of the
new Doraemon movie. Similarly, with Conan, Be welcomed guests with cars adorned with
Conan posters and offered gift exchanges. While specific budget figures for this marketing
campaign are not available, it's evident that Be used its budget sensibly, combining
advertising, PR, and partnerships. They likely allocated spending based on the importance
and benefits of each activity to the campaign.

Through all of the above, Be's marketing campaign has succeeded on all fronts—from
having a clear purpose targeting the Gen Z customer segment, to crafting a strategy to blanket
their brand recognition, and executing the campaign so that Be has become ingrained in the
minds of the younger generation through the attention garnered from media dissemination
without causing any discomfort to the marketing audience.

CHAPTER 8: CONCLUSION

In conclusion, Be Group’s marketing strategy is a testament to its commitment to

excellence and innovation in the field of digital transformation. By focusing on a customer-
centric approach, leveraging data-driven insights, and maintaining a strong digital presence,
Be Group effectively positions itself as a leader in the technology consultancy landscape. The
strategic initiatives outlined in this report not only enhance brand visibility and market
penetration but also ensure sustained growth and long-term success. As the digital landscape
continues to evolve, Be Group’s adaptive and forward-thinking marketing strategy will
undoubtedly play a pivotal role in securing its position as an industry frontrunner.

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