🎤 NHI
Place & Promotion of BE
PLACE (Distribution Strategy)
1. App-Based Platform
BE primarily distributes its services through a mobile application, available on both Android
and iOS.
All services—including ride-hailing, delivery, and digital payments—are accessed directly
through the app.
2. Urban-Focused Service Network
BE operates in major Vietnamese cities such as Ho Chi Minh City, Hanoi, Da Nang, and Can
Tho.
Its main focus is on urban areas with high demand for transportation and delivery services.
3. Partner Driver System
BE connects customers with thousands of partner drivers. These drivers are trained,
supported, and managed under BE's policies and incentive systems.
4. Business Partnerships
BE collaborates with corporate clients and other businesses through services like
beEnterprise and beDelivery, expanding its distribution to the B2B market.
PROMOTION (Communication Strategy)
1. "Make in Vietnam" Identity
BE promotes itself as a proudly Vietnamese tech brand, appealing to local users with the
message of “Người Việt dùng hàng Việt” (Vietnamese people use Vietnamese products).
This local identity helps differentiate BE from foreign competitors like Grab and Gojek.
2. Multi-Channel Digital Marketing
BE uses a wide range of digital platforms such as Facebook, TikTok, YouTube, and Zalo to
advertise its services.
It also collaborates with Vietnamese influencers and KOLs to increase brand awareness.
3. In-App Promotions and Loyalty Programs
The company frequently offers discount codes, vouchers, and referral programs via the app
to attract and retain users.
4. Corporate Social Responsibility (CSR)
BE engages in community-oriented campaigns, such as driver support during the COVID-19
pandemic, promoting safety, reliability, and social responsibility in its brand image.
Conclusion
In conclusion, BE Vietnam is leveraging its strengths as a local brand to compete in a challenging
[Link] SWOT analysis highlights its potential for growth, while the 4Ps show how BE tailors its
services, pricing, distribution, and promotion to meet local needs.
With a clear local identity and smart marketing strategies, BE continues to grow and contribute to
Vietnam’s digital economy.
