Integrated Marketing Strategies for Haidilao's Success | Môn Truyền thông Marketing tích hợp - Đại học Kinh Tế Quốc Dân

lOMoAR cPSD| 61408350 NATIONAL ECONOMICS UNIVERSITY
INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS HIGHER NATIONALS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)
Unit Code, Number and Y/618/5122 - Unit 35: Integrated Marketing Title Communications
Semester and Academic Semester 2, Academic year 2024-2025 Year Unit Assessor(s)
Dr. Vu Hoang Linh/Nguyen Quynh Trang;
Assessment Number and IMC A1.1: Individual Assignment (Assessment 1 of 2) Title
Monday, March 3rd, 2025 Issue Date Submission Date
10:00 AM, Sunday, March 30th 2025 Student name Vu Ha My NEU Student 10220987 Pearson ID ID
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Student name / Signature Date: lOMoAR cPSD| 61408350 Table of Contents
...........................................................................................................................................1
Introduction.............................................................................................................................3
Marketing Channels Used:.....................................................................................................4
Optimizing Haidilao’s Marketing Channels: A Strategic Approach to Achieving Communication
Excellence...............................................................................................................................6
Definition and the importance of IMC.....................................................................................6
1.1 Definition of IMC.........................................................................................................6
1.2. The importance of IMC................................................................................................7
Haidilao’s Marketing Channels and Communication Strategy........................................................8
2.1. Haidilao’s SMART objectives..........................................................................................8
2.2. Integrated Marketing Communication Program Board: "Hotpot with Haidilao"
Campaign............................................................................................................................9
2.3. Haidilao’s IMC Marketing Channels: Critical Analysis & Strategic Comparison..................11
III. Integrating Marketing Communication Channels to Maximize Value and Resources within
Haidilao's Organizational Context.............................................................................................14
Haidilao’s context and resources for IMC activities.................................................................14
1.2. Haidilao’s resources for IMC activities........................................................................15
Recommendations...............................................................................................................17
References.............................................................................................................................19 Introduction
Haidilao is one of the world's most renowned hotpot restaurant chains, originating from
China and established in 1994. With over 25 years of development, Haidilao has
expanded its presence to multiple countries, including the United States, the United
Kingdom, Japan, Singapore, and Vietnam. The brand is well known for its premium
customer experience, exceptional service, and signature hotpot flavors.
What sets Haidilao apart from other hotpot chains is its outstanding customer service, which includes:
● Highly attentive staff who are always ready to assist customers.
● Complimentary services such as nail care, hand massages, and snacks while waiting for a table.
● Live noodle-making performances—an engaging cultural experience for diners.
● Play areas for children, ensuring a comfortable dining experience for families. lOMoAR cPSD| 61408350
Beyond offering high-quality food, Haidilao aims to create a unique and enjoyable
dining experience, attracting a large and loyal customer base while positioning itself as a premium hotpot brand.
In the Vietnamese market, Haidilao aims to expand its restaurant chain and solidify its
position as the leading premium hotpot brand. To achieve this, the company focuses on three key strategies:
● Delivering exceptional customer service to differentiate itself and foster customer loyalty.
● Expanding market share and brand awareness through strong marketing campaigns.
● Innovating its product offerings and customer experience, ensuring continuous
freshness and appeal in both its menu and service style.
The “Immerse in Hotpot - Connecting Communities, Surpassing Expectations”
campaign by Haidilao is designed to not only increase revenue but also create a deeply
engaged customer community, enhance brand visibility, and elevate the dining
experience to a whole new level. The goal is to transform every visit to Haidilao into
not just a meal, but a social event full of inspiration, connecting people through creative
culinary experiences and encouraging customers to share and enjoy unique moments with Haidilao. Marketing Channels Used:
1. TikTok - Ultimate Hotpot, Ultimate Challenge:
Haidilao will kickstart the campaign with a TikTok challenge titled
#HotpotWithHaidilao, where customers will participate in hotpot challenges like
“Super Speed Noodle Pull”, “30-Minute Hotpot Challenge”, and “Create Your
Own Hotpot Style”. Customers will record their challenge experiences, with
those who gain the highest interactions winning prizes such as the "Haidilao’s
Secret Recipe Box" (a unique spice kit only available at Haidilao) or “A Free
Hotpot Party for 10 People”. This challenge will go viral, creating creative lOMoAR cPSD| 61408350
content on TikTok and attracting attention from both existing and new customers.
2. Livestream - Free Your Hotpot, Create Your Own Flavor:
Every week, Haidilao will host live cooking events on Facebook and Instagram,
where Haidilao chefs, along with popular KOLs and influencers, will create new
hotpot dishes based on public suggestions. These dishes will be voted on by the
audience via comments, likes, and shares. Whenever a new dish is selected, a
special event will be held in-store with live coverage on social media, featuring
giveaways like hand-pulled noodles or exclusive hotpot meals for the winners.
3. "Hotpot Race" - Gamification through the Mobile App:
Haidilao’s app will be the core tool for customer engagement in this campaign.
Customers will participate in the “Hotpot Race” within the app, where they
complete various challenges to earn points and unlock secret hotpot recipes.
Challenges include: “Snap a perfect hotpot photo and share it on Instagram”,
“Complete the hotpot menu in the shortest time”. These points can be redeemed
for rewards such as discount vouchers or exclusive Haidilao gift boxes.
4. Community-Created Hotpot - "Haidilao Club":
Haidilao will create a special online community called the “Haidilao Club” for
food lovers and frequent customers. Club members will enjoy exclusive benefits
such as “A new secret hotpot recipe every month”, attending offline interactive
events like hand-pulled noodle workshops, or enjoying special hotpot tasting
sessions hosted by chefs. All of these experiences will be livestreamed so
members can share the joy with friends and family on social media.
5. Local Hotpot Experience - "Hotpot Journey: From Saigon to Hanoi": Haidilao
will organize mobile hotpot events across major cities in Vietnam, where they
will offer free hotpot parties at popular locations such as parks, pedestrian streets,
or famous food streets. Here, customers can enjoy free meals, participate in
interactive activities like photo challenges and sharing on social media. These lOMoAR cPSD| 61408350
events will be widely promoted online, attracting new customers and creating massive brand exposure.
6. OOH Advertising - "Surprise Hotpot":
Haidilao will combine guerrilla marketing with out-of-home (OOH)
advertising, setting up pop-up hotpot booths in busy areas like shopping malls,
pedestrian streets, and parks. These “Surprise Hotpot Stalls” will give away free
hotpot meals, while also creating opportunities for customers to interact, share
their experiences, and post content on social media. The goal is to create
curiosity and viral buzz, generating massive online traffic and social media engagement. Creative Insight and Data:
Haidilao has identified that young customers (Gen Z and Millennials) are looking for
more than just a delicious meal – they want a memorable, interactive experience that
sparks creativity. Based on consumer behavior data and social media trends, Haidilao
has decided to launch an all-encompassing 360-degree campaign that incorporates
gamification, livestreaming, interactive in-store events, and an online community. This
campaign is designed to drive immediate revenue growth while also creating long-term
customer relationships through an inspiring, shareable experience that connects people through the joy of hotpot.
The "Immerse in Hotpot - Connecting Communities, Surpassing Expectations"
campaign is not just a typical marketing strategy, it’s a culinary revolution that Haidilao
brings to its customers. It helps the brand not only expand its presence in the community
but also create a food movement where everyone can participate, create, and share their
hotpot stories. The experience is about emotions and connections, all while Haidilao
ensures customers feel deeply engaged with the brand in ways that go beyond just a meal.
Optimizing Haidilao’s Marketing Channels: A Strategic Approach to Achieving Communication Excellence lOMoAR cPSD| 61408350
Definition and the importance of IMC. 1.1 Definition of IMC.
Integrated Marketing Communications (IMC) refers to a strategic approach that aligns
various promotional activities and marketing tools to ensure a unified and coherent
brand message across multiple communication channels (Belch & Belch, 2021). The
core idea of IMC is to enhance brand recognition and customer engagement by
integrating different marketing efforts, such as advertising, digital marketing, direct
marketing, public relations, and sales promotions, into a single, well-coordinated
strategy (Shimp & Andrews, 2019).
Kotler and Keller (2016) describe IMC as a process in which businesses deliberately
coordinate all communication platforms to deliver a consistent, compelling, and clear
brand message. This approach not only strengthens brand identity but also helps
organizations optimize their marketing resources and enhance customer perception (Percy, 2018). 1.2. The importance of IMC.
Integrated Marketing Communications (IMC) is essential for modern businesses as it
ensures a harmonious and unified message across various communication channels. By
integrating different marketing techniques, IMC allows brands to improve brand
visibility, cultivate stronger relationships with customers, and make the most efficient
use of available resources (Belch & Belch, 2021).
One of the primary benefits of IMC is that it guarantees consistency in messaging,
which is critical for building a solid and recognizable brand identity. This consistency
across channels such as advertising, social media, public relations, and promotions
reinforces brand trust and reduces any potential confusion among consumers (Kotler & Keller, 2016).
Furthermore, IMC enables companies to optimize their marketing budgets by
eliminating unnecessary duplication of efforts. Rather than running isolated campaigns,
brands can ensure all their marketing activities are synchronized to work towards shared lOMoAR cPSD| 61408350
goals, resulting in greater effectiveness and more efficient use of funds (Shimp & Andrews, 2019).
In today's digital world, where consumers interact with brands through a variety of
online and offline channels, IMC is increasingly important. It enables brands to create
a seamless experience for their customers, making it easier to engage with them at
multiple touchpoints such as websites, social media, email, and even physical stores (Belch & Belch, 2021).
Haidilao’s Marketing Channels and Communication Strategy.
2.1. Haidilao’s SMART objectives
Objective: Increase brand awareness by 30% among Gen Z and Millennial
customers in Vietnam within the next 6 months through an integrated marketing
campaign leveraging social media platforms (TikTok, Instagram, Facebook) and
instore experiences (live events, influencer collaborations). SMART Details criteria Specific
Goal: Increase brand awareness by 30% among Gen Z and
Millennial customers in Vietnam.
Focus on leveraging social media platforms such as TikTok,
Instagram, and Facebook along with live in-store events to engage customers. Measurable
KPIs to track progress: -
Social Media Engagement: Measure likes, comments,
shares, hashtag usage (#HotpotWithHaidilao). -
Brand Recall: Conduct pre- and post-campaign surveys to measure awareness shift. -
Follower Growth: Track the increase in followers across
TikTok, Instagram, and Facebook. -
Foot Traffic: Measure in-store visits and attendance at live
events promoted via social media. -
User-Generated Content: Track user-generated posts and engagement. lOMoAR cPSD| 61408350 Achievable
Haidilao’s strong existing customer base and reputation in the
food industry provide a solid foundation for driving engagement.
With social media platforms growing in influence and Haidilao’s
previous experience in hosting successful campaigns, this goal is
realistic. Haidilao can leverage influencer partnerships,
interactive social media challenges, and viral content to fuel engagement. Relevant
Increasing brand awareness directly supports Haidilao’s
longterm growth in the competitive restaurant industry, where
differentiation and visibility are crucial. By focusing on Gen Z
and Millennials, the campaign aligns with Haidilao’s objective
of becoming a top-of-mind brand for younger consumers who are
more likely to engage with social media-driven campaigns. Time-bound
The goal is to increase brand awareness by 30% within 6
months. This period allows for sufficient time to plan, execute,
and evaluate the campaign. The 6-month timeline aligns with
marketing cycles and allows for adjustments based on real-time feedback.
2.2. Integrated Marketing Communication Program Board: "Hotpot with Haidilao" Campaign. Element Details Tactics Metrics & Expected goals impact Campaign Increase Focus on Brand Strengthen objective brand digital Awareness Haidilao's awareness engagement
(30% increase) position in the by 30% and in-store competitive
among Gen experiences to market, Z and drive especially Millennial awareness and among customers in brand affinity. younger Vietnam in 6 audiences. months. lOMoAR cPSD| 61408350 Target Gen Z (ages Social Target Direct audience 18-24) and mediasavvy, demographics: engagement Millennials experiencedriven, Gen Z & with the most
(ages 25-40) active on TikTok, Millennial digitally in urban Instagram, and customers active centers Facebook. demographic. (Hanoi, Ho Chi Minh City, Da Nang). Social media Leverage - Engagement Increased marketing TikTok, Launch the Rate (likes, social media Instagram, campaign hashtag shares, visibility and and #HotpotWith comments): engagement,
Facebook for Haidilao. Create 50% increase viral growth a viral TikTok - Hashtag of the campaign challenges, Use: Over campaign. with
Instagram Reels, 500,000 posts usergenerated and Stories. content. Influencer Collaborate - Influencer Boost brand Influencers will partnerships with top reach: 5 credibility, Vietnamese
create sponsored million+ reach, and influencers content, followers - drive traffic to (food, including live Influencer Haidilao
lifestyle, and streaming from Engagement locations. fashion) for Haidilao and Rate: 25% broader exclusive reach. challenges. Live in-store Host - Event Deepened events exclusive attendance: customer events
that Chef-led hotpot 10,000+ connection
are integrated experience, hand- customers with the with social pulled noodle - In- brand, media. contests, store creating buzz livestreamed Event around the
cooking classes, Engagement: instore exclusive
Capture 20% experience. increase in customer visits menu tastings. post-event lOMoAR cPSD| 61408350 User-generated Engage Encourage
- 500,000 user Authentic content (UGC) customers to UGC
via posts with the brand create promotions campaign advocacy, content and rewards: hashtag - higher
around their Best posts win Content engagement, Haidilao
free meals or shares: 30% and a loyal experiences exclusive
increase over customer base.
and share on invites. Use the baseline social media. hashtag #HotpotWith Haidilao. Digital Invest in Use - Ad Direct traffic to advertising Facebook geotargeting to Impressions: social channels Ads, push local 10 million+ and in-store Instagram
offers to users - Click- promotions,
Stories, and in cities with Through Rate providing TikTok Haidilao (CTR): 5% measurable Sponsored branches. Ads increase ROI. Content for will include targeted user-generated outreach. content and influencer shoutouts. Email & app Use - App Encourage app Send marketing Haidilao’s Downloads: engagement, personalized mobile app
20% increase build a loyalty offers and and email - Email program, and event marketing Open Rate: convert app invitations to to promote 15% increase users into existing app exclusive regular users and email deals and customers. subscribers. campaigns.
Brand recall & Track brand Conduct - Brand Insights into feedback recall and postcampaign Recall campaign customer surveys and Survey: 25% success, areas
feedback to feedback forms increase - for evaluate
through social Customer improvement, awareness
media and in- Satisfaction and customer and overall store QR Rate: 85%+ sentiment. impact. codes.
2.3. Haidilao’s IMC Marketing Channels: Critical Analysis & Strategic Comparison. lOMoAR cPSD| 61408350
To maximize brand impact and customer engagement, Haidilao leverages a combination
of marketing channels, each serving distinct communication objectives within its
integrated marketing communication (IMC) strategy. Below is a detailed breakdown of
how these channels function, their strengths, limitations, and strategic value in
achieving Haidilao’s marketing goals.
● Social Media Marketing (TikTok, Instagram, Facebook) – Mass Awareness & Engagement
Social media is a primary driver of Haidilao’s brand visibility, particularly on platforms
like TikTok, Instagram, and Facebook, where food content thrives. The company
utilizes short-form videos, viral challenges, and interactive storytelling to engage with
younger audiences. This channel is highly effective for generating brand awareness, as
it enables organic virality and real-time interaction with customers (Ashley & Tuten, 2015).
However, social media marketing is heavily dependent on algorithms and usergenerated
content (UGC), making it less predictable compared to paid advertising. To mitigate
this, Haidilao invests in targeted paid promotions to ensure broader reach beyond
organic engagement (Tuten & Solomon, 2017).
Strategic Value: High reach, cost-effective, interactive.
Challenges: Algorithm dependency, requires constant content innovation.
● Influencer Marketing – Trust-Building & Social Proof
Haidilao collaborates with food bloggers, lifestyle influencers, and celebrity chefs to
reinforce brand credibility. These influencers create authentic experiences, showcasing
Haidilao’s unique services, such as personalized customer service, handpulled noodle
performances, and premium hotpot experiences. The content resonates with audiences
by tapping into the FOMO (Fear of Missing Out) effect, encouraging more customers
to visit (Boerman, Willemsen & Van Der Aa, 2017).
While influencer marketing is highly effective in building trust and engagement, it
comes at a higher cost per acquisition compared to UGC or digital ads. Moreover, brand lOMoAR cPSD| 61408350
dependency on influencers’ reputation poses a risk if an influencer faces controversy.
(De Veirman, Cauberghe & Hudders, 2017).
Strategic Value: Builds trust, high engagement, drives direct visits.
Challenges: Expensive, less scalable than digital ads, brand reputation risk.
● In-Store Experiences & Live Events – Deepening Customer Loyalty
Haidilao is not just a restaurant; it’s an experience, and in-store events capitalize on this
strength. The brand organizes interactive dining experiences, VIP customer nights,
cooking masterclasses, and surprise giveaways to enhance customer loyalty. These
initiatives create strong emotional connections, leading to higher retention rates and
word-of-mouth marketing (Pine & Gilmore, 1999; Lemon & Verhoef, 2016).
However, scalability is a challenge since in-store events only impact a limited number
of guests at a time. To amplify reach, Haidilao integrates live streaming of events across
social platforms and collaborates with influencers to share their experiences in real time (Hudson et al., 2015).
Strategic Value: Strengthens customer relationships, unique brand differentiation.
Challenges: High logistics cost, limited scalability.
● User-Generated Content (UGC) & Viral Challenges – Organic Engagement
& Community Building
UGC campaigns, such as “Haidilao Hotpot Hacks” challenges, encourage customers to
share creative food combinations, DIY dipping sauces, and unique dining experiences
on social media. By doing so, Haidilao transforms customers into brand advocates,
leveraging their content for free advertising (Phelps et al., 2004).
While cost-effective and highly engaging, UGC lacks predictability since its success
relies on consumer participation. A well-structured incentive system, such as discounts
for viral videos or exclusive perks for top contributors, helps drive sustained
engagement (Daugherty, Eastin & Bright, 2008).
Strategic Value: Cost-efficient, authentic, highly engaging. lOMoAR cPSD| 61408350
Challenges: Unpredictable virality, needs strong incentives for participation.
● Digital Advertising (Paid Ads on Social Media & Google) – Precision
Targeting & Retargeting
Paid advertising ensures Haidilao reaches the right audience at the right time through
geo-targeted promotions, retargeting ads, and conversion-optimized campaigns. With
high scalability and measurable results, digital ads play a crucial role in driving store
visits and online reservations (Chaffey & Ellis-Chadwick, 2019).
Compared to influencer marketing and UGC, paid ads offer more control over
messaging and targeting, ensuring consistent reach. However, they require continuous
investment and may suffer from ad fatigue if not frequently refreshed with new content
(Lambrecht & Tucker, 2013).
Strategic Value: Highly scalable, measurable, ensures direct impact.
Challenges: Requires ongoing budget, risks audience fatigue.
● Email & App Marketing – Customer Retention & Loyalty Growth
While social media and digital ads drive new customer acquisition, Haidilao utilizes
email marketing and its mobile app to retain existing customers. Personalized offers,
birthday discounts, exclusive membership perks, and app-only promotions encourage
customers to return (Kingsnorth, 2022).
Although highly cost-effective, this channel does not attract new customers, making it
most effective as a long-term loyalty strategy rather than an immediate growth driver
Strategic Value: Personalized, cost-effective, strengthens long-term loyalty.
Challenges: Less effective for new customer acquisition, relies on an active subscriber base.
III. Integrating Marketing Communication Channels to Maximize Value and Resources
within Haidilao's Organizational Context.
Haidilao’s context and resources for IMC activities. lOMoAR cPSD| 61408350 1.1. Haidilao’s context.
Haidilao, a prominent brand in the hotpot restaurant industry, stands out not only for its
unique dishes but also for its creative customer engagement approach. The brand has
rapidly expanded and established a presence in many countries, including Vietnam.
With the goal of creating an exceptional customer experience, Haidilao has developed
a business model that combines dedicated service with unique marketing strategies,
particularly in the application of technology in daily operations.
To maintain competitiveness in this challenging market, Haidilao not only focuses on
product quality but also actively invests in customer experience. The company has built
a smart restaurant system using technologies like AI, CRM, and automation to enhance
operational efficiency and connect with customers.
Haidilao’s position and influence in the food industry drive the brand to constantly
improve and innovate to sustain its long-term growth. From using social media to
promote and engage with customers directly, to special promotions, discounts, and
customer care programs, Haidilao continues to grow rapidly and thrive.
Despite strong competition from other brands, Haidilao maintains its advantage thanks
to its intelligent integrated marketing communication (IMC) strategy, which blends
excellent customer service, advanced technology, and modern communication strategies.
1.2. Haidilao’s resources for IMC activities.
Human resources & marketing team:
Haidilao has a unique organizational structure, where marketing and customer
service teams work closely together to drive brand awareness. Key aspects include: ●
In-store staff as brand ambassadors: Employees are trained to provide exceptional
service, ensuring a highly shareable customer experience that fuels organic marketing (Morgan, 2024). lOMoAR cPSD| 61408350
● Localized marketing teams: While Haidilao follows a global marketing
strategy, its teams in each country adapt campaigns to local cultures and
consumer behaviors (Osum, 2023).
● Partnerships with influencers: The company collaborates with food bloggers,
lifestyle influencers, and TikTok creators to reach younger demographics effectively (Twimbit, 2023).
Technology support (AI, Automation, CRM, Data anlytics):
Haidilao integrates various technological innovations into its IMC activities to enhance
customer interactions and streamline marketing efforts:
● AI-Powered Customer Service: Some locations utilize AI-driven robots for food
delivery, creating a futuristic dining experience that boosts social media
engagement (2080 Ventures, 2023).
● CRM and Data Analytics: The company uses CRM software to track customer
preferences, purchase history, and engagement levels, enabling personalized
marketing campaigns and promotions (Scribd, 2023).
● Automation in Marketing: Haidilao leverages automated chatbots and online
booking systems to enhance digital customer interactions and streamline
marketing communications (Digital Workplace, 2023).
1. Critical Evaluation of Haidilao's Integrated Marketing Channels and Their
Role in Achieving Communication Objectives.
Haidilao, renowned for its innovative hotpot experience, has effectively integrated
marketing channels to meet its communication goals. By focusing not only on brand
awareness but also on fostering customer loyalty, Haidilao utilizes multiple touchpoints
to engage with its audience. Analyzing its omnichannel strategy, message consistency,
and data usage provides insight into how Haidilao achieves its communication
objectives while optimizing resources.
● Omnichannel Integration: Unified Approach Across Touchpoints Haidilao
implements an omnichannel strategy, blending digital channels (social media,
mobile apps, and websites) with in-store experiences. Social platforms like lOMoAR cPSD| 61408350
Instagram, TikTok, and Facebook are used for viral campaigns and influencer
partnerships, driving traffic to the mobile app and website for reservations.
According to Twimbit (2023), Haidilao attracted over 5 million visits through
social media campaigns in one quarter. This omnichannel approach ensures a
smooth customer experience across both online and offline touchpoints,
enhancing satisfaction and business growth. Osum (2023) reports that 72% of
customers visited the store after engaging with social media promotions.
● Message Consistency: Building a Unified Brand Identity Haidilao maintains
a consistent message across all marketing channels, reinforcing its core values
of quality service, enjoyable dining, and customer care. Whether through
influencer campaigns or in-store experiences, every customer touchpoint
conveys these values. For example, the brand’s social media content emphasizes
the dining experience, making it easily recognizable and relatable. Lee (2023)
found that 85% of customers trusted Haidilao more due to message consistency,
leading to increased customer retention.
● Utilizing Data to Optimize Marketing and Integrate Communication
Channels Data plays a vital role in Haidilao's marketing strategy. The company
uses CRM software and data analytics to track customer preferences and
engagement, enabling personalized marketing campaigns. Data from platforms
like Google Ads and Facebook is used to optimize advertising, improving
targeting and conversion rates. According to Digital Workplace (2023),
personalized campaigns boosted conversion rates by 40%. Retargeting through
platforms like Facebook and Instagram further increases sales opportunities by
re-engaging customers who have interacted but not purchased.
Haidilao integrates its marketing channels effectively to serve communication
objectives. The omnichannel strategy engages customers at various touchpoints,
ensuring a seamless brand experience. Message consistency fosters brand recognition
and trust, while data utilization enables personalized, optimized marketing. This
comprehensive and integrated approach enhances Haidilao’s communication efforts,
optimizing marketing resources and strengthening its position in the global restaurant industry. lOMoAR cPSD| 61408350 Recommendations.
Enhancing personalized marketing:
Haidilao can further leverage personalized marketing by using CRM tools and customer data analytics.
● Implement CRM and Big Data: Use CRM systems to gather detailed information
about customer preferences and purchasing behavior, then create personalized
campaigns to increase conversion rates.
● Apply AI for Demand Prediction: Use AI to predict the dishes customers are
likely to enjoy and provide recommendations based on their purchase history.
Benefit: Enhances customer interaction and improves the overall customer experience.
Expanding influencer partnerships:
Haidilao can expand its collaboration with micro-influencers to reach the right audience at a reasonable cost.
● Collaborate with Micro-Influencers: Focus on influencers with smaller but
highly engaged audiences to effectively target the right demographic at a lower cost.
Benefit: Saves advertising costs and increases engagement.
Optimizing digital advertising:
Optimizing digital advertising campaigns can help Haidilao reduce costs and improve efficiency.
● Optimize Ads Using AI: Use AI tools to automatically adjust advertising
strategies based on user behavior.
● Retargeting and Remarketing: Leverage data from previous ad campaigns to
re-engage customers who showed interest but didn’t make a purchase.
Benefit: Reduces costs and increases conversion rates. lOMoAR cPSD| 61408350
Haidilao’s innovative approach to integrated marketing communication (IMC) has
allowed the brand to stand out in the competitive dining industry. By blending customer
experience, personalized marketing, and cutting-edge technologies like AI, CRM, and
data analytics, the company has successfully engaged its audience across multiple
touchpoints. The strategic use of omnichannel marketing, consistent brand messaging,
and data-driven optimization has not only strengthened customer relationships but also
enhanced operational efficiency.
Moving forward, by refining its strategies in areas like influencer partnerships, digital
ad optimization, and data analytics, Haidilao can further maximize the value of its
marketing efforts. These recommendations are designed to enhance Haidilao's
competitive edge, ensuring sustained growth and continued customer loyalty in the
ever-evolving restaurant sector. With a clear focus on innovation and customer
engagement, Haidilao is poised for long-term success in the global market. References
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