consumer behavior market research of haidilao

Short profile of that product 1.2.Target customer and target market 1.3.Aims: do research and analyze the currentmarketing strategy and some suggestions2.. In terms of income, Haidilao i

H A I D I L A O

H O T P O T LECTURER: MS TRAN TUYET MINH

GROUP PROJECT

MKT318 GROUP 1 - MKT1615

฀ M E M B E R S

฀ ฀ G R O U P 1

Hoàng Linh Chi

Đặng Lan Anh

Lý Hương Ly

Phạm Thị Kim Ngân Đỗ Quang Anh

฀TABLE OF CONTENTS

1 Introduction 1.1 Short profile of that product 1.2.Target customer and target market 1.3.Aims: do research and analyze the current

marketing strategy and some suggestions

2 Analysis of the current 4Ps Marketing

strategy

2.1 Product

2.2 Place

2.3 Promotion

2.4 Price

3 Suggestions and conclusion

4 References

CONSUMER BEHAVIOR MARKET RESEARCH OF HAIDILAO

I N T R O D U C T I O N

1

Haidilao International Holding Ltd., doing business as Haidilao, is a hot pot restaurant company started in 1994

in Jianyang, Sichuan, China Its eateries are often known

as Haidilao Hot Pot It is China's largest hotpot chain, known for its fiery broths and specialized services With the growth of Haidilao, there are now numerous chain restaurants in places like London and New York City The company's name is derived from a mahjong phrase, Haidilao, w

is equivalen hand by pic This is extre fortunate

Haidilao H

2018, with a Pot has ove 60,000 employees Haidilao has been in operation for almost 20 years and has acquired several accolades and certifications both locally and abroad

Short profile of that product

In terms of income, Haidilao is the largest

hotpot and Chinese cuisine brand in 2017 It

operates 466 self-run restaurants as of the end

of 2018, targeting the mid-range to high-end

market with an average selling price (ASP) of

Rmb100 The brand serves nearly 100 million

customers every year, and its appeal is evident in

high table turnover

Target market

Haidilao caters to clients in the country's more developed regions, where hot pot is more of an "occasional treat" and customers appreciate "service" as much as the cuisine itself A diner spends around $100 to $150 at the restaurant on average, placing Haidilao

at the premium end of the hot pot sector, 20-30% more than the market average Its expensive cost is justified by outstanding service, fresh food, and an overall pleasant customer experience Its operational model efficiently supports all three of its competitive advantages At the same time, the large margins allow the firm to function

in its own distinctive style

Target customer

Target customer and target market

One of the most important things a business

does to promote brand recognition among

customers is the campaigns of its marketing

strategy Haidilao focuses on improving the

quality of customer service, since then, each

of their customers will become a "brand

ambassador" helping to spread the brand's

reputation to more customer groups

Haidilao helps satisfy all types of customers

with different requirements, and this creates

a distinctive brand image as a store that

provides excellent services

Every moment of a customer at Haidilao becomes valuable," the founder of Hadilao once shared Haidilao knows how to turn customers' waiting time into a time to experience new and free services by providing many free services such as back massage, manicure, shoe shine, children are also Well cared for with high chairs, separate dishes, and free toys, helping parents have the best experience space Not only while waiting, but before eating, but customers will also be given aprons, zip phone bags, glasses wipes, sleeve covers, and hair bands so they can enjoy the food comfortably Hadilao also applies high technology to increase service quality, any employee is fully equipped with a headset to order using tablet technology A restaurant with many cashier counters, with an average of 10 to 15 tables, will reserve a counter In addition, the restaurant also installed many camera systems in the children's area and the kitchen area where customers can eat while watching on the tablet

Research and analyze the

current marketing strategy

For Haidilao, their products consist of both tangible goods

system

2.1 PRODUCT

Attribution Import Hadilao Lẩu Phan

Hot pot broth 4,5 3 2,5

2.1 PRODUCT

The attitude of customers leads to specific

behavioral intentions to The object (products,

people, companies, and other things that people

keep their beliefs and attitudes) Our example is

a scale of five Hadilao's offer is therefore high,

but other good services are Hadilao's favourite

points of choice Hadilao focuses on advertising

emphasis on good products, which the customer

will perceive the value they receive in using the

quality of the service product

2.2 PLACE

Since Haidilao is aiming to attract luxury

tourists to Vietnam, it has placed signboards in

the major shopping malls and enormous signs

outside of them In order to appeal to clients,

this is seen as the usage of stimulus selection

factors, specifically Haidilao, which produces

contrast with size Additionally, a lot of people

wait in line at Haidilao when they walk to

Windows Shopping at the mall, and this causes

a lot of crowds, which could be overwhelming

for visitors who are curious about the brand

2.3 PROMOTION

According to Vietnam Internet Statistics

2021 As of January 2021, Vietnam's

population stands at 97.8 million, with an

urban population of 37.7% Of these,

about 68.17 million people are using the

Internet (70.3% of the population)

through various platforms and

applications, with an average of 6 hours

47 minutes This is considered a

relatively large period of time used in one

day 2021 has seen a rapid rise in social

networking users in Vietnam, with over

72 million people (73.7% of the

population), up 7 million over the same

period last year Hadilao therefore

exploited social networks in an effective

way to reach target customers

Understanding the effectiveness of social

media marketing, Haidilao shares video

showcases of pasta, at restaurants to

reach and attract millions of customers

Hadilao create a good crowd effect by

creating lots of trend, and customers

filming tiktok videos, which gives

Hadilao's coverage coverage strong

Under these, hashtags # Haidilao #

Haidilaohotpot # holds tens of

millions of views on Vietnam's Tiktok

platform (149.8 million) Reaching

millions helped Hadilao reach new

prospects

2.3 PROMOTION

Haidilao is very good at creating crowds Haidilao

took customers at their core so that the customer

service at Hadilao is very good, trying to personalize

the customer experience that satisfies all customer

needs with special needs Customers coming to

Hadilao are really interested in the free Hadilao

service, and they are filming videos posted on social

media like Tiktok and thereby create a good crowd

This prompted people who had not yet come to

experience the hot pot in Haidilao

Haidilao promotes oral advertising Good service and

good food quality make Hadilao a large number of

loyal customers, who mention the brand and

recommend it to those around him

Additionally, Hadilao created psychological scarcity

Haidillao is one of the few restaurants serving up to

two hours in the morning In addition, restaurant

conditions are always closed and it is difficult to

schedule curiosity and stimulate customer experience

2.4 PRICE

Haidilao does not serve a buffet but chooses to

order with the average price for a dish from

35,000 VND to 210,000 VND The meat and

seafood dishes will usually cost 100,000 VND or

more The accompanying services will be priced

as follows: 70,000 VND for noodle dancing,

40,000 VND for buffet soft drinks, 10,000 VND

for fruit dishes and all chrysanthemum water,

soy milk and mint lemon are served free of

charge

In addition, Hadilao also has a hot pot to take

home Hotpot set costs 592,000 VND - 2,262,000

VND for 2-10 people to eat

The price of each meal is suitable for each

person's ability to eat In general, Hadilao's price

is quite high, suitable for the group of customers

with average income and above

Haidilao has been completely successful when they choose to be customer-centric, always improving and perfecting This is also a typical example of brands that want to develop sustainably and replicate but the quality of service is always the same It is prestige and quality that make the brand, it is thanks to customers that Haidilao has the reputation it is today But Hadilao can also create a special taste when entering the restaurant so that diners immediately recognise that it is the taste of Hadilao, not only that, it also enhances the image of Hadilao even more so that when it comes to hot pot, only Maybe Hadilao Let's create unique trends with diners at stores to attract more customers to know It is the seriousness and difference in the service style that has made Haidilao as famous and successful as it is now It is still suspected that many brands with commercial elements will lose their core values from day one But with this "hot pot king", it

is different, the later, the more mature and harmful the brand is than before

3 Suggestions and conclusion