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GROUP 5 DIGITAL MARKETING

We Are
Grab
Vietnam
GRAB: THE ULTIMATE RIDE
& DELIVERY APP

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TABLE OF CONTENTS

Introduction

Customer Persona and

Service Attributes

Customer Journey &

Touchpoints

Campaigns: Objectives,
Touchpoints, Workflow &
Metrics and Budget,

ROI & Optimization Strategy

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Core services:

Transportation Provide users with convenient ride-hailing options,

Services including cars, motorbikes, and taxis, through the
Grab app.

Food Delivery An online food delivery platform that connects

Service customers with thousands of restaurant partners
for quick and convenient meal orders.

Supporting services:
GrabPay: Cashless payments via cards within
Related-Financial Grab.
Cash Payment: Traditional cash option for users.
Grab Holdings Inc. Services
Moca E-wallet: Local e-wallet in Vietnam through
Grab-Moca partnership.

GrabGift: A digital gift card service for sending

Other Services Grab vouchers for rides, food, and more.
GrabHotels: A hotel booking feature in the Grab
GRAB VIETNAM SERVICES app for easy accommodation reservations.

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The media the company currently uses in

its digital marketing activities.

Facebook Ads
TikTok Ads Mobile app’s push Social media engagement:
Google Ads notification Facebook
Influencer & Content Marketing Grab’s website TikTok
PR articles on digital news & Email marketing Instagram
Traditional media Youtube
Social Media Pages
Out of home ads - Interactive Online reviews and ratings
billboard

Paid Media Owned Media Earned Media

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GRAB’S MARKET SHARE

In 2021, Grab held a dominant 60%

market share in Vietnam's ride-
hailing industry.

By 2024, Grab's share decreased to

42% as other competitors enter the
market.

Vietnam's ride-hailing
market share in 2021 and 2024
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Customer Persona University students and young professionals who frequently use Grab's services. Prioritize convenience, and affordability
while actively seeking discounts. Prefer easy navigation in Grab's app and seamless digital transactions.

Short description

Characteristics

Geographic Demographic

Young Adults Age: 18-24 years old.

Gender: Both male and female.
Located in urban areas and major cities (Hanoi, Ho Chi Occupation: University students, entry-level professionals
Minh City, and Da Nang). Income Level: Medium to upper-medium, mainly.
supported by family allowances or entry-level salaries.
Education Level: University or college students.

Behavioral Lifestyle Benefits

Affordable pricing & attractive discounts.

Busy and active, constantly moving between home,
Price-sensitive Speed & convenience: Quick ride-hailing for commuting,
school, work, and entertainment venues.
Early adopters of new services, easily influenced by university, and social outings.
Active online, follows influencers and trends.
creative marketing campaigns. User-friendly app experience.
Highly reliant on technology for daily activities.
Flexible payment options: Prefer digital wallets.

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Determinant
Key Attributes
Attributes

Fast, efficient & reliable Extensive market

service presence across Vietnam

Loyalty rewards &

Discounts & promotions
discounts

User-friendly All-in-One super app

mobile app experience

Affordable &transparent Split payment for group

pricing order

Service Attributes
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Customer Journey & Touchpoints

AWARENESS & ATTRACT INTEREST & ENGAGEMENT DECISION & CONVERSION RETAIN & REPEAT and/or EVANGELIST
Customer's Touchpoint

Digital exposure Grab App (Main Conversion Point):

Cust
omer' Social media ads Rely on app performance, promotions,
Mobile App (Primary): Access
s Influencer promotions Social Media (Primary): Grab's official fees, and wait times.
preferences

personalized offers, exclusive deals, and

Touc Offline exposure social media pages on Facebook, TikTok, Social Media-Linked Purchases: Ads
loyalty points.
hpoin Word-of-mouth recommendations Instagram. on social medias drive direct app
Social Media Engagement: Follow Grab
t On-campus promotions or university Customer Reviews & Word of Mouth via purchases.
Vietnam for updates, and share
prefe events app ratings. Referral & First-Time User Campaigns:
rence promotions with friends.
Out-of-Home Advertising: billboards, Campus events offering free rides and
s transit advertising,... discount codes.
Company's Touchpoint

Social Media Content & Engagement: In-App Promotion & Smart Pricing:
Com In-App Notifications: Updates on new
pany' Social Media & Digital Ads Interactive posts, memes, polls, and limited-time offers, and dynamic
deals, features, loyalty perks, and
s Influencer & UGC Marketing: KOLs and videos on TikTok and Facebook. pricing with reminder notifications.
activities

special occasion discounts.

Touc user content promoting Grab services. Influencer & KOL Collaborations Retargeting Ads: re-engaging users
Social Media Engagement: Boost UGC
hpoin Referrals & Word of Mouth: Referral promoting Grab services and discounts. who abandoned checkout.
with reviews, and interactive content.
t programs, social media tags, and event In-App Experience: Personalized push Fast & Flexible Payment Options:
CSR & Sustainability: Promote
activi sponsorships. notifications, referral programs, and Moca, ZaloPay, Apple Pay, cards, and
ties community programs.
user discounts. cash.

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ASSUMPTIONS

Labour cost 1FTE - $450/month Tiktok ads Basic package - $600/month

1 Years 1 Years

Youtube ads $0.004/1 skippable view Facebook ads $0.75/1000 reach

1 Years 1 Years

Average Revenue $3
per Order
1 Years (Grab commission ≈ $1)

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BIG IDEA: GRABCONNECT

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Vietnam

Campaign 1 - GRABCONNECT
CONNECT PEOPLE, STRENGTHEN BONDS

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Insight
Sometimes, I feel like everything around me is so unstable—Wi-Fi, network signals, even relationships. Messages are "seen" but left
unanswered, plans get postponed indefinitely, conversations fade into silence... Despite living in an era of connectivity, I still have
moments of loneliness, as if the signal of life itself is dropping.

Key Message
Grab brings seamlessness and connection between people and their lives.

CONNECT PEOPLE, STRENGTHEN BONDS

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Reposition Grab’s image among 18-24-year-old

Main objective
customers as a dynamic and youthful brand.
1 Years

1M views for the MV within 4 Reach at least 600

weeks participants in the TikTok
Achieve 5M+ impressions on challenge.
social media (Tiktok, # trending in the Top 5 on
FacebooK) with campaign- TikTok for at least 1 week.
driven content. 8M interactions (likes, shares,
100,000 clicks on campaign comments) on social media.
ads.

STAGE STAGE
STAGES’ OBJECTIVES
AWARENESS & ATTRACT INTEREST & ENGAGEMENT

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The first campaign lasts for 3 months, from June to August.

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Vietnam

TOUCHPOINTS

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METRICS AND BUDGET

Metrics Cost - Budget

Click-through rate for social platforms >>> 5%

STAGE 1 Click-through rate for social media ads >>> 2% Music video production = $10,000
Share on personal social accounts >>> 3% Youtube ads ($0.004/ skippable view) = $1.200 ($600 x 2 months)
Tiktok ads (basic package) = $1.200 ($600 x 2 months)
Facebook ads ($0.75 for 1,000 impressions) = $1,500 ($750 x 2 months)
Influncer & KOL collaboration = $7,800
Rewards for the challenge = $2,000
Main staff (3 people- 1FTE) = $4,050 ($1,350 x 3 months)
Click-through rate for social platforms >>> 3%
STAGE 2 Support staff (4 people-0.5FTE, 2 people-0.25FTE) = $3,375 ($1,125 x 3 months)
Participation rate through KOL's videos >>> 0.2%

TOTAL COST $31,125

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Campaign 2 - GRABCONNECT
CONNECT CAMPUS, WELCOME TO UNI LIFE!

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Insight
Starting university life is very new to me. I need things to be convenient, fast, and cheap to fit my busy schedule. I want to connect
with my university friends and explore new places around campus, but I have a limited budget. I'm always looking for deals to save
money on travel and food

Key Message
Grab is a companion that helps students connect, explore, and fully enjoy their
university life.

CONNECT CAMPUS, WELCOME TO UNI LIFE!

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Acquiring 50,000 uses of coupon UNI20 on the Grab

Main objective
1 Years app after the campaign

Achieve 625,000 impressions on

all social media channel with Acquire 70% open rate of emails Achive 90% "UNI20" coupon usage
campaign-driven content in the from event registrants in 2 weeks. rate from participants who
first month of campaign. Convert 60% of email openers to complete check-in.
Attain a 20% click rate from attend orientation day.
Tiktok promotional video via
influencer collaborations within 3
weeks.

STAGE STAGE STAGE

AWARENESS & ATTRACT INTEREST & ENGAGEMENT DECISION & CONVERSION

STAGES’ OBJECTIVES

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The second campaign lasts for 2 months, from September to October

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TOUCHPOINTS

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METRICS AND BUDGET

Metrics Category Cost - Budget

Click-through rate for social media pages >>> 15%

STAGE 1 Click-through rate for social media ads >>> 10%
Click-through rate for KOL's videos >>> 20% Content development = $500
Facebook ads ($1500/premium = $1,500
package/month)
Sign-up rate through web form >>> 80% Tiktok ads ($1000/premium package/month) = $1,000
Open-rate of emails >>> 70%
STAGE 2 KOL rental fees = $2,000
Event participation rate >>> 60%
Completion rate at the check-in booth >>> 50% Main staff(5 people-1FTE) = $4,500
Support staff (5 people-0,1FTE) = $225
Coupon cost (Grab covers 10% of the discount = $15,000 (=50,000 x 3 x 10%)
fee, and the remaining 10% is distributed (3$ is average revenue/ order,

STAGE 3 Coupon user rate >>> 90% among other partners) 50,000 is number of coupon uses)

TOTAL COST $24,725

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CAMPAIGN 3 - GRABCONNECT
CONNECT TO HOPE, RIDE TO HAPPINESS

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Insight
I’ve encountered many unfortunate lives, and I’ve always wanted to do something to help them. I believe that even if my help is
small, it will contribute to changing someone's life. When I connect with them, not only they find happiness, but also I feel happy.

Key Message
With Grab, every ride is a chance to bring hope and happiness to those in need, proving
that even small contributions can make a big difference.

CONNECT TO HOPE, RIDE TO HAPPINESS

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Reach to 1,500,000 impressions and 45,000 uses of

Main objective
the
1 Years services, 30,000 leave feedback within 2 months

Achieve 1,500,000 50% of people reached 80% of people interested in

impressions on all social through press show more the partner media
media channel with interest to the campaign. join/interest in the short
campaign-driven content in 50% of people reached video and use the service.
the first month of campaign through partner media show 65% of people use the
within 3 weeks more interest to the service leave feedback.
campaign.

STAGE STAGE STAGE

AWARENESS & ATTRACT INTEREST & ENGAGEMENT DECISION & CONVERSION

STAGES’ OBJECTIVES

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The third campaign lasts for 2 months, from November to December

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TOUCHPOINTS

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METRICS AND BUDGET

Metrics Cost - Budget

Click-through rate for social media >>> 10%

STAGE 1 Click-through rate for mobile marketing >>> 20%
Technique = $1,000
Click-through ads >>> 15%
Video making = $2,000
Fundraising (3%/ order) = $4,590
Daily discount (5%) = $6,750
Click-through rate for media and press >>> 50% Ads on facebook ($0.75 for 1,000 impressions) = $100
STAGE 2
Click-through rate for partner's media support >>> 50% Ads on tiktok ($600/month/package) = $1,200
Ads on youtube ($0.06/click) = $1,200
Main staff (5 people-1FTE) = $4,500
Support staff (6 people-0.3FTE, 6 people-0.5FTE ) = $5,676
Click-through rate for short video >>> 80%
STAGE 3
Feedback rate >>> 65%

TOTAL COST $27,016

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ROI & OPTIMIZATION

STRATEGY

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EXPECTED REVENUES COST ROI

CAMPAIGN 1 $31,125

= Number of event discount coupon uses x Grab's

average revenue per order x Grab's order
($49,500/$24,725)x100
CAMPAIGN 2 commission (~33%) $24,725
= 200%
= 50,000 x $3 x33%
= $49,500

=Number of expected uses x Grab's average

revenue per order
(45,000/27,016)x100%
CAMPAIGN 3 (within the first 2 months)
$27,016 = 167%
= 45,000 x $1
= $45,000

TOTAL $94,500 $82,866 ROI = 114%

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PREDICTIVE MARKETING

A/B testing Marketing

E-CRM Analytics

Customer Social Networking Ext.data Analysis

Intelligence Listening

OPTIMIZATIONS

SEO PPC Competitor

Intelligence

Pricing Conversion
Intelligence Optimization

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Home
Vietnam

Thank
You!
GROUP 5