'배달의 민족'

배달의 민족

last year, Woober Eats decided to withdraw from the Korean application market for delivery. It failed to destroy the stronghold of Other Competitors such as '배달의 민족'(=Baemin) and Yogiyo. In the market, their positions are matchless. Their solo lead doesn't seem to end in a short time. (This is why their merger could be seen a monopoly.) Although, However, they are the number 1 and 2 in the market, there is an interesting thing between them. (Apart from the merger issue)

Reference: opensurvey

Considering the result of a survey, Yogiyo has Price competency in the market. Even though Price competency is not the only initiative in the market, it is not deniable that it is one of the most important factors in the service area, especially delivery service where it is hard to recognize the difference in qualities between services.

Reference: opensurvey

Reference: opensurvey

Nevertheless, most consumer answered they were using Baemin more than Yogiyo. Why on earth consumers choose Baemin over Yogiyo? The answer is quite simple, its own image. Baemin has built its own image remarkably well with its consistent brand concept. This time, I want to talk about concepts and characteristics of Baemin's marketing campaigns.

Concepts and Characteristics of its campaigns
According to CEO's interview, what they really paid attention to in the first phase of branding was tastes of the target market, 20s. They focused on the fact that 20s was going crazy for 'B-LIST culture' (which is originated from B film). Based on the fact, Baemin developed contents with B-LIST sensitivity as the center for its marketing communication. The contents that they produced with B-List sensitivity contains diverse characteristics.

1. Parody

TV Commercial of Baemin in 2014

Online ad in 2019

Baemin utilizes parody well in its ads. By reproducing funny contents with familiar contents to 20s. They have succeeded to gain an affinity from 20s.

2. humor

Outdoor ad in 2014

Outdoor ad in 2017

Its contents usually have humor. Instead of explaining about strength of its application, Baemin is trying to remind consumers of happiness when eating delicious food by using humor.

3. B-LIST

Print ad in 2015

Print ad in 2015

What comes to your mind when you think about print ad in Magazine? I guess many people imagine fancy pictures and models. However Baemin's contents are exhaustively B-LIST. Even in Magazine, it put ads only with some words, not pictures. Ironically, as its ads were so simple its ads stood out more than any other ads. Baemin's ads have influenced other ads, so currently it is not hard to see simple ads like those on the streets.

4. kitsch

ㅋㅋ Festival in 2019

The Second 치믈리에 Test in 2018

Most of all, Its contents are not something serious and sophisticated. Its contents are always something trivial and light. In the topic of food it excellently find out contents which consumers can enjoys and have fun with.

Ever since Baemin entered the market, the brand has made consistent contents with B-LIST sensitivity as its center for marketing communication, and has hit the target market. Awareness of the brand is similar to its competitors and their products has no big difference at the same time (moreover, its main competitor has higher price competency). Nevertheless, the greatest number of consumers in the market are still using Baemin for delivery. If it were not for the affinity that it has built with consumers, it wouldn't be possible. In the era of product parity, the success of Baemin definitely suggests the importance of marketing communication again. I am looking forward to seeing its new clever contents.