Group Assignment [Mkt202] Topic Haidilao Hotpot Analysis And Marketing Plan.pdf

=> Haidilao's brand has become completely different from other restaurants in the market,what makes Haidilao hot pot king is to bring the best experience to customers.Customer-centric se

FPT UNIVERSITY- CAMPUS HO CHI MINH

1 PHẠM TRẦN THUÝ LAN SS170999 100%

2 NGUYỄN TRẦN THANH XUÂN SS171156 100%

3 LÊ QUÝ LÂM SS160520 100%

4 PHAN MINH TÂM SS170448 100%

5 TRƯƠNG THỊ MAI VY SS171119 100%

6 PHAN ĐỖ DUY SS171189 100%

Ho Chi Minh City, June 11/2023.

TABLE OF CONTENT.

I INTRODUCTION 3

II MARKET ENVIRONMENT ANALYSIS 3

III TARGET CUSTOMER BEHAVIOR ANALYSIS 3

IV POSITIONING MAP 6

V 4P’s ANALYSIS 10

A Product 10

B Process 13

C Price 14

D Place 17

VI MARKETING PLAN IN A YEAR 19

1 Objectives marketing plan 19

2 New target customer behavior analysis 20

3 People (In 7Ps) 20

4 New positioning strategy… 21

5 Detailed marketing plan for next year 22

VII REFERENCES 26

VIII APPENDIX 27

I INTRODUCTION.

Haidilao restaurant was established in 1994 in China

In Vietnam, Haidilao currently has 12 facilities, concentrated mainly in 2 big cities, Ho Chi Minh and Hanoi, and Nha Trang City

HAIDILAO's message: is "Care with Passion, Enjoy the Food" This philosophy embodies

HAIDILAO's commitment to providing the best dining experience and high quality service to

=> Haidilao's brand has become completely different from other restaurants in the market,what makes Haidilao hot pot king is to bring the best experience to customers.

Customer-centric services are something that not every restaurant can do

II MARKET ENVIRONMENT ANALYSIS.

Competitive environment:

1 Competition with other brands: Competition in the field of hot pot restaurants in

Vietnam is quite fierce Haidilao faces many other competitors, including otherChinese hotpot brands and local hotpot restaurants Other well-known hot potrestaurant brands in Vietnam include Manwah, Hutong, Kichi Kich hot pot

2 Haidilao's Competitive Characteristics: Haidilao is known for its good customer

service, luxurious ambiance, and good food quality Haidilao staff are often trained toprovide professional and friendly service, including exceptional performances by thechefs in preparing dishes in front of customers This has helped Haidilao create aunique experience and attract many customers

Social and cultural environment:

1 Consumption trends: Growing demand for vegetarian options, healthier ingredients

or organic food Haidilao should also consider factors such as convenience, onlineordering and delivery services, which are becoming increasingly important in today'smarket

2 Cultural Interests: Since Haidilao specializes in Chinese hot pot cuisine, it tends to

attract customers who love Chinese food or who enjoy exploring and experiencingdifferent culinary traditions

Based on geographical location Haidilao has opened many branches in major cities ofVietnam such as Hanoi and Ho Chi Minh City This shows that they focus on dynamic urbancenters with large populations Branches are usually located in shopping centers or busycommercial areas, where there is easy access and attract customers.

Economic environment

Based on income: Haidilao is known for its fine dining experience, which has a relativelyhigher price tag compared to other dining options As a result, it tends to attract customerswith moderate to high disposable income who are willing to spend more on a quality diningexperience

Political and legal environment

Political stability creates a favorable environment for enterprises' production and businessactivities Vietnam, with its one-party politics, can be seen as one of the most politicallystable countries in the world In a stable society, political safety is a good condition forHaidilao to feel secure in the production and consumption of products and especially inservice business, as well as a condition for people to feel secure in their career development

as well as care about life, enjoy health care services, travel, especially food services

(Source: Similarweb, May 2023)

Haidilao’s target customers are mostly young people in the age group of 18 to 35 who are inmiddle or upper class The three-stage model of service consumption gives us a betterunderstanding of the behavior of these customers (Similarweb, May 2023) The researchprocess includes gathering information from various sources such as:

1 Pre-purchase stage.

Customers are interested and want to use the quality of the services that Haidilao provides.Additionally, customers can compare Haidilao's services to other competitors or base on theirpast experience in order to make an informed decision Finally, customers also consider howmuch they are willing to pay for the services, as well as any additional costs that may beinvolved or the time including waiting for the table until the meal is finished or therestaurant’s space

2 Service encounter stage.

The second stage is the purchase stage, where customers interact with the service providerand experience the service Customers make a decision and purchase their meals at Haidilaoduring this stage Haidilao has a well-designed customer service system that provides

customers with an efficient and pleasant experience They are also able to provide customerswith an enjoyable atmosphere that makes them feel comfortable and welcome In addition,Haidilao offers a wide range of services such as hot pot buffet, table games, babysitting room,manicure, and more which helps to create a unique and memorable dining experience for itscustomers.

3 Post-purchase stage.

Lastly, in the Post-consumption stage, they evaluate their experience and provide feedback

on their overall satisfaction level with Haidilao's service If their experience is positive, theyshare it with their friends and family and also recommend it on social media platforms likeFacebook or Tiktok On the contrary, if they have a negative experience, then they might givenegative feedback on social media as well as spread negative word-of-mouth about Haidilao

IV POSITIONING MAP.

Manwah: A brand from Golden Gate Group will take diners on a journey of

experiencing Hot Pot with recipes and ingredients with a traditional Taiwanese flavorthat can't be found anywhere else (vin, Taiwanese hotpot 2022) ) It is the combination

of ingredients and harmonious dishes that will create a meticulous and delicateTaiwanese hot pot flavor

Hutong: Hong Kong Hot Pot- Hong Kong food culture is an interesting blend

of traditional and contemporary flavors that create a lively dining experience (Hutong,Hong Kong Hot Pot Paradise 2011) Flowers are a testament to the picky andsophisticated cuisine of Cang Thom - "Gourmet's paradise"

A Product.

● Core product: Haidilao offers a wide variety of high quality hot pot dishes, including

a variety of hot pot sauces such as mushroom hot pot, Thai hot pot, tomato hot pot,etc Additives such as meats, seafood, vegetables, mushrooms, and noodles andvermicelli to add to the hot pot These ingredients are often carefully selected andguaranteed to be of high quality

● Supplementary service:

-Facilitating supplementary services :

1 Information: Haidilao ensures that customers receive complete and detailedinformation about their services and products such as menu information, instructionsfor use, nutrition facts and answers to all their inquiries

2 Order Taking: Customers can book a table before coming to Haidilao via hotline orlive communication channels to reserve seats and destination Customers order foodthrough a separate Ipad.

3 Billing: Haidilao provides customers with transparent invoices, including food costs,discounts, service charges and 10% VAT

4 Payment: Haidilao ensures a fast and convenient payment process, including flexiblepayment methods such as cash, credit cards and e-wallets

-Enhancing supplementary service :

1 Consultation: Haidilao's consulting team is very professional, agile and always ready

to support customers such as consulting hotpot, sauces, side dishes, and meet theindividual requirements of customers one-on-one meticulous and delicate manner

2 Hospitality: Haidilao creates a sociable and friendly atmosphere from the momentguests first arrive at the restaurant ensuring that customers feel comfortable by Xinchao quy khach, chao mung quy khach, da, vang,

3 Safekeeping: Haidilao's ingredients are selected from suppliers for McDonald's andKFC instead of buying and selling through a third party to ensure the quality of eachrestaurant's product

4 Exceptions: The special thing that makes Haidilao's brand is the quality of service andgood staff that helps the restaurant to easily retain customers Haidilao appliestechnology in the service process, which makes it convenient and quickly forcustomers

Step 1: Booking.

Customers book a table directly, using the hotline or Haidilao's communication channels.Customers book a table and the location will come After booking, the restaurant will record,check and confirm the reservation by the system.

Step 2: Greeting

Customers come to the restaurant and are greeted by the receptionist, they will ask for thecustomer's reservation and check the customer's information Then, the receptionist sends thecustomer to the waiting area and provides information about the customer's reservation.waiting time and process

Step 3: Perform the service

Customers can prepare snacks, tea or consult and do nails for customers in the waiting room.After having a table, the customer will be taken to the table by the staff and prepare thecustomer's dish

Step 4: Payment

After experiencing the service, the customer receives an invoice and makes the payment Thestaff processes the payment by different payment methods (cash, card, e-wallet, etc.).Afterpayment, the customer will be taken out by the staff and said goodbye

Hutong hot pot has a price from: 499,000 - 539.000 VND/person

Value to customer:

Haidilao knows how to earn money from the happiness of diners, when 70,000 VND you will

be able to see the noodle dance at your table Overall, this helps Haidilao create moreinteresting activities, increase customer experience at a price many customers are willing tospend their money on

Besides the spiritual food is noodle dance, Haidilao also offers free drinks and desserts Inaddition, there is a play area for children or a free nail service for women is also a bigattraction for many customers

During festivals or customer birthdays, Haidilao also quickly catches the trend or surprisescustomers by creating meaningful gifts or dancing along with the trending for its customers

● Cost:

Lẩu chua ngọt, lẩu thái, lẩu cải chua, lẩu xương, A variety of dishes from flour, seafood,meat, fish such as: Haidilao heart stem, basa fish, golden scallops, beef stomach, shrimpminced soup, goat meat,

D Place.

Location is one of the expensive elements in Haidilao's marketing strategy Haidilao branchesare located in expensive locations Conspicuously in Vietnam, Haidilao restaurants arelocated in major commercial centers such as Bitexco, Vincom, Haidilao has alwaysoperated with the motto that the restaurant is a destination, not just a random place to visit.(#,2023)

In addition, in the period of 2020 - 2021, Haidilao has a new strategy such as delivery todiners to suit the situation of social distancing due to the impact of the Covid-19 pandemic.This is a good strategy to help adapt to actual conditions, meet social needs (2023).Above is a picture of a Youtuber Ninh Tito specializing in food reviews who ordered a set ofHaidilao's hot pot to review.

Haidilao's personal hot pot set is very affordable However, in terms of delivery, we stillencounter bad feedback such as late orders, wrong orders but especially for well-knownmodels, we have to let the movement into the market and change the way it works difficult

to do seems rather difficult (WISE Business, 2023)

VI MARKETING PLAN IN A YEAR.

1 New target customer behavior analysis.

● Haidilao hotpot's new target customers during major holidays are food lovers andwant to find new experiences during the holidays

● New target customers tend to look for places to eat that are nice, clean and have acomfortable space to enjoy meals during the holidays

● New target customers love to look for special promotions and look forward toexperiencing the typical dishes of the holiday

2 People (In 7Ps).

● Recruitment and training carefully: Haidilao provides in-depth training in customer

service and culinary skills, to ensure that staff have the knowledge and skills to

long-term relationships with customers Employees are trained to create engagementand create friendly relationships with customers They focus on creating interaction,listening and responding to customer requests, creating a cozy and friendly space.This helps build trust and brand loyalty.

● Innovation and improvement: Haidilao always listens to the opinions of customers

and employees to adjust and improve its people strategy They often hold meetings,surveys and collect feedback from customers to understand their needs and desires

3 New positioning strategy.

Haidilao is always in the top 9 global restaurants according to Brand Finance magazine (brand, Haidilao brand profile on Brandirectory.com 2021) The positioning of our products isnot only in the quality of food, or the variety of dipping sauce stalls, but also the novelservices that keep customers coming back

Using digital technology: Haidilao has built-in technology into the ordering process,

communicating with the staff via headphones We would like to offer personalized mealsuggestions through the mobile app Because we realize that haidilao has a variety of dishes,different ways of making dipping sauces The application of the suggested feature will helpcustomers quickly decide which to enjoy

Continuous improvement: Improving weaknesses, enhancing strengths is one of

Haidilao's important tasks Demonstrate how customer feedback is valued and implemented

to provide an ever more fulfilling and excellent dining experience

NO TIME OBJECTIVE DETAILED PLACE

Phase 1: Brand identity

1

January 01

-March 31

Run tiktok,youtube,facebook ads

Run paid ads on social mediaplatforms

January: Tik TokFebruary: YoutubeMarch: Facebook

Social mediaplatform:Tiktok,Facebook, Youtube

2

January 01, 2024

- June 01, 2025

OutdoorAdvertising(OOH) andBillboards

Rent space to place billboards incommercial centers, and busystreets

Busy locations:

- Ho Chi Minh city: PhuDong crossroads, DienBien Phu roundabout

- Hanoi: roads in Dong

Da and Hai Ba Trungdistricts

- Nha Trang: outsideVincom Plaza building -

Le Thanh Ton.Commercial centers withHaidilao such as: VincomDong Khoi, Landmark

Each month there will be adifferent small activity (make acase, make a bracelet, read the code

to receive a gift, ) For eachactivity, a different KOL/KOC will

be hired to introduce to everyone

about the program

Recommended:Bông Tím, Call meDuy,

"Nuôi em"

Deduct 1,000 VND per invoice forthe project "Nuôi Em" There will

be 1-2 posts/month aboutHaidilao's contribution process

Each CGV bill will be exchangedfor a 10% discount voucher

Voucher is distributed within 1month at CGV The validity of the

Post announcements onHaidilao and CGV 'sFacebook page