STRATEGIC COMMUNICATION PLAN

SHOPEEFOOD
©RMITVNSCD
ASSIGNMENT 2

Team 3
 Team 3

©RMITVNSCD

Vu Le Khanh Hang Thinh Pham Anh Bui

S3741346 S3777303 S3749781 S3818267

02
01 02 Agenda
Background Research What we will discuss today

03 04
©RMITVNSCD
Strategy - Goals Tactics - Budget
Objectives Resources

05
Evaluation

03
OVERVIEW BACKGROUND
MISSION
Expanding the customer base for its partners
Improve income and provide benefits to driver partners
Provide discounts, convenient payment methods, and
seamless delivery
(Tien Phong 2021)

X
©RMITVNSCD
VISION
Unify the ecosystem
Maintaining the leading position in Vietnam's food delivery market
(NK 2021)

VALUES
Prioritizes its consumers
Always developing and improving
Committed to providing high-quality service
(Sea Limited Company n.d.)
04
 SWOT & PESTEL ANALYSIS
INTERNAL FACTORS

STRENGTH WEAKNESS

Leading player in terms of discount and Fall behind GrabFood in delivery

promotional activities (Reputa 2021). speed, COVID safety and availability

Abundant database (Shopee n.d.) ©RMITVNSCD during rainy days (Reputa 2021).

Order confirmation is slow (Lee 2019).

Widely available in16 urban areas
(Vietdata 2021). Picky shippers (Lee 2019).

Various payment methods (ShopeePay,

card, cash)

Available on Shopee app (Thanh Nien

2021)
05
 OPPORTUNITIES THREATS
Allowed to work safely in the pandemic context, applied
for delivering essentials only (including food) (Nguyen
POLITICAL/LEGAL 2021).
Foody Joint Stock has its own legal consulting agency
(Foody n.d.)
EXTERNAL FACTORS

Vietnam's digital economy with a 30% annual growth rate

The COVID-19 pandemic's significant
and hold 20% of the nation’s total GDP in 2030 (NK A 2021).
impact on the retail industry (including food
ECONOMIC Vietnam's online food delivery reach 207 million USD in
& beverage) (Vietnam Report 2021).
2019, with a potential increase to 449 million USD in 2023

©RMITVNSCD
(Toan Phat Corp n.d.)
More than 70% of Vietnamese's time for daily in-house
activities during the “New Normal" phase (Dan Viet 2021).
Ordering food takes more than 80% of Vietnamese's time
SOCIAL
(Dan Viet 2021).
Online and takeaway orders increased about 10-30% (CT
2021).
Smartphones are becoming the main connecting devices
of consumers (Appota Group 2021).
TECHNOLOGICAL Vietnam aims to have 80% of the citizens own a digital
payment account by 2025 (NK A 2021).
Increased the use of single-use packaging
(Crawford 2021).
Recyclable materials can reduce the production
ENVIRONMENTAL of emissions but only about 10% (Crawfood
06 2021).
OPPORTUNITY & PROBLEM STATEMENT

OPPORTUNITY STATEMENT
Beneficially, Shopee's promising ecosystem is gradually developing with
the mechanism of becoming a super app which integrates super utilities
for the customers - particularly ShopeePay - ShopeeFood can rise above
the competition with major improvements in a competitive market to bring

©RMITVNSCD
the utmost experiences.

PROBLEM STATEMENT
ShopeeFood has low awareness with the new branding. Even though
ShopeeFood maintains its services and apps, ShopeeFood needs a
strategic breakthrough to guarantee customers’ loyalty, since their
purchase decision largely depends on deals.

07
 STAKEHOLDER ANALYSIS

SHAREHOLDER
REGULATOR Sea Limited Company
Vietnam government CONSUMERS

©RMITVNSCD
PLATFORM OWNER
Foody Joint Stock Corp.
PARTNERS
Restaurants, Drivers

COMPETITORS
LOCAL COMMUNITY GrabFood, Baemin, GoFood, Loship EMPLOYEES
08
High

STAKEHOLDER MAPPING
Partners Consumers
Regulators

MEET THEIR NEEDS KEY PLAYERS

Influence/Power

Platform Owners Shareholder

Local Community
©RMITVNSCD Competitors

LEAST IMPORTANT SHOW INTEREST

Employees

Low High
Interest
09
 PRIMARY TARGET PUBLIC
DISTINGUISHABILITY HOMOGENEITY

Brand name affect on the choices of

©RMITVNSCD food delivery services. Stable income -> Active purchaser

(Huynh & Tran 2020) (Nguyen & Tran 2018)
25 - 35 (Gen Y)

Office workers
Order food because don't have time Favoring convenience and relevance
to prepare the meal (Kantar Worldpanel 2018)
(DAM Global 2021)
Middle to high income

89% Gen Y believe in the reviews and recommendations from

Urban cities: HCMC and Hanoi their friends, family and word-of-mouth before purchasing
(Ho 2021) 10
 PRIMARY TARGET PUBLIC
IMPORTANCE SIZE ACCESSIBILITY

Urban cities's users have used food delivery apps

©RMITVNSCD
because of its convenience, speed, and compliance 41% Gen Y use food delivery apps
with government directives (Q&Me 2020)
(Tran 2021)

35% of the Vietnamese population

are millennials.
In terms of information searching, Millenials prioritize
Customer’s loyalty and satisfaction rely on both
(Kantar Worldpanel 2018) Facebook, Google, local websites, etc.
contentment and food quality
(Ads Plus 2021).

~ 34 millions people
Barrier to cook by themselves: 40% of Gen Y don't
Interacting with acquaintances and family via Zalo
have time to cooke at home (Euromonitor 2021)
(Decision Lab n.d). 11
-> FDS is the best option to save time
 INSIGHTS
Due to the wide range of choices on food delivery services, so it's also worth considering for
Gen Y because they want value for money, their investment must be in return for a

©RMITVNSCD
pleasant experience (fast, convenient, safe) and good products (delicious food, cheap).

Gen Y tends to choose food delivery services base on the brand name, when the brand is
more trustworthy and has a certain popularity among customers.

They are busy people who are constantly looking for solutions to save time and more
convenient.

12
 GOAL & STRATEGY

GOAL STRATEGY
Reputation management
Create a campaign
©RMITVNSCD
Raise public awareness on
to attract Millenials get to
know ShopeeFood and
the rebranding from Now to
ShopeeFood and what promote its ecosystem of a
services that ShopeeFood super app with the utmost
offers by the end of April convenient features by the end
2022. of April 2022.

13
 COMMUNICATION OBJECTIVES

PHASE 1 PHASE 2 PHASE 3

INCREASE RAISE GUIDE

80% ©RMITVNSCD
60% 60%
of target public's of the target public of the target public
awareness of the brand to know about to know about
ShopeeFood's ShopeeFood's
name's change by the services by the end ecosystem by the
end of February 2022. of March 2022. end of April 2022.

14
 ACTION OBJECTIVES

PHASE 1 PHASE 2 PHASE 3

GAIN GAIN GAIN

500.000 ©RMITVNSCD
10.000 5.000
views of viral clip on
Facebook by the end participants in online
of February 2022. participants in offline
activities on social activities by the end
media platforms by of April 2022.
the end of March
3.000.000 2022.
views of viral clip on
Youtube by the end of
February 2022.
15
 Trải nghiệm diện mạo mới,
MISSION, VISION, VALUES
Tận hưởng những tiện ích bất ngờ
"Experience a new look, Enjoy the unexpected utilities"

BIG VISUALIZATION

IDEA

SHOPEEFOOD
Ecosystem
©RMITVNSCD Red shirt
Orange shirt
New brand name
(ShopeeFood)
Old brand name
(Now Delivery)

SUPERMAN
High Reputation
Fast
Always appear when someone need
Millenials focus on value for
money, brand reputation and Đổi mới "xiêm y", tiện lợi hết ý
seamlessness TAGLINE "Change up new cloth, convenient to the utmost"
16
ĐỔI MỚI "XIÊM Y"
TIỆN LỢI HẾT Ý ©RMITVNSCD
KEY MESSAGE
Rebranding from Now, ShopeeFood maintains to enhance
customers’ experiences with its most convenient services

©RMITVNSCD
through the integrated ecosystem to satisfy customers’
concerns.

18
 Tactics - Budget
Resources
©RMITVNSCD

BUDGET
TACTICS GANTT CHART RESOURCES
PLANNING
19
Phase 1
From 1 January 2022
To 1 March 2022
Awareness Engagement Amplify

X
Facebook posts & Zalo posts
Viral clip with Duy Khánh & Quang Trung
Online news articles Seeding: Facebook food (Comedian)
review groups (Youtube & Facebook)

©RMITVNSCD
Ads (Google, Facebook, Zalo)
Billboards Taxi Advertising

Attract consumers' attention As the habit of using these platforms

They will raise the concern about why Now Reach the higher rate of increasing public
delivery change its name to ShopeeFood awareness about the brand

20
STORYBOARD
Office workers discuss what to
eat for lunch and agree on
ordering on Now app.
Lunch time is passing and office
workers waited too long for food
delivery and afraid to eat and work
at the same time again
They rush and use multiple devices
to check for the restaurant's review,
©RMITVNSCD
select dishes, order, and work on
payment method.
A Shopeeman passive-agressively
throws away those devices and says
"no more Now, just ShopeeFood"
and give them food
A Shopeeman passive-agressively
throws away those devices and
says "no more Now, just
ShopeeFood'
Office workers happily enjoy their
lunch with ShopeeFood's speedy
delivery
The Shopeeman hands in a device
with ShopeeFood to them and the
tagline appears with the keyword
"superapp"
The Shopeeman hands in a device
with ShopeeFood to them and the
tagline appears with the keyword
"speedy"
21
STORYBOARD
Office workers discuss what to
eat for lunch and agree on
ordering on Now app.
An office worker asks "When will
we order for lunch?", another
worker says "Now"
Lunch time is passing but the
©RMITVNSCD
office workers don't have
enough cash to pay for the food
The Shopeeman appears and
almost passive-agressively throws
away their devices, but the office
workers used to his message.
A Shopeeman passive-agressively
throws away those devices and
says "no more Now, just
ShopeeFood'
The Shopeeman says "no more
Now, just ShopeeFood'
The Shopeeman hands in a device
with ShopeeFood to them and the
tagline appears with the keyword
"ShopeePay"
The Shopeeman hands in a device
with ShopeeFood to them and the
tagline appears.
22
Phase 1
From 1 January 2022
To 1 March 2022
Awareness Engagement Amplify

Facebook posts & Youtube posts

Ads (Google, Facebook, Zalo)

©RMITVNSCD

#ShopeeFood_Superapp
#DoiMoiXiemY VIRAL CLIP
#Now_la_ShopeeFood
#ShopeeFood_SieuTienLoi Đổi mới "xiêm y", tiện lợi hết ý
#ShopeeFood_CanLaCo Landing page
Facebook & Youtube
Hashtag (Facebook & Youtube)
23
 Phase 2
From 15 February 2022
To 7 April 2022
Awareness Engagement Amplify

KOLs Endorsement
(Luong 2020)

Propagandist for ShopeeFood's

activity on Facebook
Livestream Mukbang video as their usual content
but mention Shopeefood is the place that they
ordered the food from and vouchers that the brand
has throughout the livestreaming section. ©RMITVNSCD
Ninh Tito
The
Taxi Advertising Dino Vũ Activity
Seeding: Facebook food
review groups
Ads (Google, Facebook, Zalo)
Share pictures of food ordered by
ShopeeFood with hashtag & restaurant's
Boost the consumers' link publicly on Facebook
Facebook posts & Zalo posts

trust in ShopeeFood Will recieve discount voucher for the next

order after sharing
Digital signage Bumper ads (6-sec video from viral clip)
24
Phase 3
From 7 April 2022
To 31 April 2022
Awareness Engagement Amplify

OFFLINE BOOTH Discount Voucher

Promote brand name Receive discount voucher for
Place at working district of Ho Chi
the next order after checkin at
Promote convenience Minh city and Ha Noi
the booth
services of ShopeeFood

Arouse Interest
©RMITVNSCD ShopeeFood's Standee
Boost Interaction Place around booth area

Fortification the trust

Seeding: Facebook food

review groups Ads (Google, Facebook, Zalo) Taxi Advertising Bumper ads (6-sec video from viral clip)
Digital signage Facebook posts & Zalo posts
25
 ©RMITVNSCD
GANTT CHART

26
 Za Vi

$0
$10,000
$20,000
$30,000
$40,000
$50,000

Yo lo ra
ut Br lC
ub oa FB lip
e dc A
O Bu as d
nl Se m t A s
in e pe d
e di r s
N ng A
ew g ds
s ro
BUDGET

Ar u
ti p
cl
es
O C K
ff el O
lin e L
e bri
bo ty
ot
G hs
G
La Ad
nd s
in SE
g O
Vo pa
uc ge
Bi h
llb er
D oa s
ig St rd
Ta ita an s
xi l s d
Ad ig ee
v
Ba r gee
na
ck tis
up in
g
pl
an
7.8%
©RMITVNSCD
8.5%

Promotion
Backup
0.8%
Event
19.7%
Leftover

17%
Production
PR
13.4%
Ads
30.8%

2.1%

27
Celeb/KOL
 RESOURCES

Technology Department
Government

IN-HOUSE ©RMITVNSCD
Marketing Department
EXTERNAL
RESOURCES
DEPARTMENT

Sales Department

Outsource media partner

Media Department
28
EVALUATION

©RMITVNSCD

29
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©RMITVNSCD
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