NATIONAL ECONOMICS UNIVERSITY

SCHOOL OF ADVANCED EDUCATION PROGRAMS

REPORT GROUP 6
Subject: PRINCIPLES OF MARKETING

Topic: Marketing activities of Haidilao and

suggestion for future development of this brand

Name : Lâm Hoàng Mai – 11224026

Hoàng Hiền Trang – 11226366
Hoàng Thị Thanh Hà – 11221892
Nguyễn Hà Vy – 11226997
Phí Minh Anh - 11220582
Đoàn Minh Phương - 11225186
Lecturer : Nguyễn Vũ Thanh An

Hanoi, 04/2024
 TABLE OF CONTENTS
ABSTRACT ........................................................................................................................................... 3
CONTENT ............................................................................................................................................. 4
I. History of Haidilao .................................................................................................................... 4
1. The formation history of Haidilao ....................................................................................... 4
1.1. The formation history ...................................................................................................... 4
1.2. Business philosophy ........................................................................................................ 4
1.3. The popularity of Haidilao in Vietnam and worldwide................................................... 5
1.4. Branches in Vietnam ....................................................................................................... 6
2. Company products and services .......................................................................................... 7
2.1. Product ............................................................................................................................ 7
2.2. Service ............................................................................................................................. 7
II. Marketing Strategy of Haidilao ........................................................................................... 8
1. Marketing Environment of Haidilao ................................................................................... 8
1.1. Microenvironment Factors of Haidilao .......................................................................... 8
1.2. Macro Environment Factors of Haidilao ........................................................................ 9
1.3. SWOT Analysis of Haidilao .......................................................................................... 11
2. Factors affecting customers' behavior .............................................................................. 13
2.1. Cultural factors ............................................................................................................. 13
2.2. Social factors ................................................................................................................ 14
2.3. Personal factors ............................................................................................................ 15
2.4. Psychological factors .................................................................................................... 17
3. 7Ps marketing-mix .............................................................................................................. 18
3.1. Product .......................................................................................................................... 18
3.2. Price .............................................................................................................................. 20
3.3. Promotion ..................................................................................................................... 22
3.4. Place ............................................................................................................................. 25
3.5. People ........................................................................................................................... 26
3.6. Process .......................................................................................................................... 27
3.7. Physical evidence .......................................................................................................... 28
III. Suggestions for future development .................................................................................. 29
1. Product, Services ................................................................................................................. 31
2. Price...................................................................................................................................... 31
3. Promotion ............................................................................................................................ 31
4. Place ..................................................................................................................................... 31
CONCLUSION ................................................................................................................................... 33
REFERENCE ...................................................................................................................................... 34

1
 GROUP EVALUATION

No Name ID Detailed work performed Score

(Syntax: Phase/ Individual work) (%/100%)
1 Lâm Hoàng 11224026 Report: Make an essay cover, 16,5%
Mai introduction, conclusion, products and
services in part I. About Haidilao
Intro video: dividing the work parts
among everyone, filming, writing video
scripts
Presentation: doing slides
2 Phí Minh Anh 11220582 Report: Doing the part: Factors affecting 16,5%
customers' behavior, suggestions for
future development
Intro video: writing the script content,
finding reference music and how to
record the introduction video, giving
documents
Presentation: presenting, making
presentation script for suggestions for
future development
3 Hoàng Thị 11221892 Report: Doing the marketing 16,5%
Thanh Hà environment part
Intro video: making video script, filming,
editing video
Presentation: making presentation
content

4 Nguyễn Thị Hà 11226997 Report: making a table of contents, final 16,5%

Vy article, history of haidilao
Intro video: writing content, script of the
introduction of food products, giving
documents
Presentation: presenting, making
presentation script about haidilao
5 Hoàng Hiền 11226366 Report: doing the 7Ps marketing part 16,5%
Trang Intro video: creating content, script, how
to shoot videos for promotion, reasons to
attract customers
Presentation: creating presentation
content, make suggestions for report
and presentation for all parts
6 Đoàn Minh 11225186 Report: Doing the 7Ps of marketing
Phương Intro video: making content, script, how
to shoot videos for restaurant chains in
China and Market in Vietnam

2
 Presentation: Presenting, making
presentation script for marketing
environment 7Ps
Total 100%

ABSTRACT
When looking at the current market overall, social media marketing and digital
marketing are taking a significant place in the field. Especially for Haidilao being in
such a competitive industry, using digital marketing can bring high efficiency to
attracting consumers and promoting their product. Haidilao is one of the leading
food service brands not only in China but also around the world.

Over the years, Haidilao has withstood the challenges of the market and effectively
built a solid reputation as a high-quality hot pot brand. Haidilao mixes many hot pot
qualities seen throughout China. Haidilao was established in 1994. After more than
20 years of development, it has become the leading brand in China's catering
industry. The high quality service makes Haidilao one of the hottest brands in the
catering industry. It prioritizes continuous improvement in the quality and safety of
its food items, giving more thoughtful services to its consumers, and producing
healthier, safer, and more nutritious meals.

In this report, our group will analyze the specific information about marketing
strategies of Haidilao restaurants in Viet Nam market as well as giving evidence for
how Haidilao can become one of the most attractive hot pot restaurants to the
Vietnamese. Besides, we also want to provide some suggestions for its marketing
strategies that we thought they would be contributing to the development of Haidilao
in the future.

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 CONTENT
I. History of Haidilao
1. The formation history of Haidilao
1.1. The formation history
Haidilao was established in 1994 as a chain of hot pot
restaurants in Jianyang City, Sichuan Province, with its
founder being Mr. Trương Dũng. Initially, Haidilao started as
a small Sichuan hot pot shop by the roadside, operating under
the name Dia Shang Cun. In 1999, Haidilao opened its first
store, Haidilao Xi'an Yalta Store, specializing in hot pot and
the brand's unique spices.

It wasn't until 2012 that the first Haidilao store outside China
appeared in Singapore, and in the following years, Haidilao expanded its branches both
domestically and internationally. With over 20 years of development, Haidilao has become
a globally renowned food service enterprise.

The origin of the name Haidilao originates from the terminology of the Sichuan
mahjong game, meaning "Fishing at the bottom of the ocean." This is a story of passion,
perseverance, and confidence of the brand's founders. Haidilao adopted this name with the
desire to bring luck to both itself and its customers. Luck when customers come to the
restaurant and luck when serving them. Over the years, Haidilao has stood firm against
market and customer challenges, successfully building a quality hot pot brand and
establishing its reputation.

Haidilao combines various signature hot pot styles from across China. As a large-scale
food service enterprise with global operations, Haidilao always adheres to business
integrity. The company's top priority is continuously improving the quality and safety of
its food products, providing more attentive services to customers, and delivering healthier,
safer, and more nutritious food.
1.2. Business philosophy
Until now, Haidilao hotpot restaurants have not only "made waves" in China but also
stirred up countries worldwide. With spacious, airy spaces, unique flavors, fresh and

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delicious food, diverse authentic hotpot flavors, and excellent service attitude of the staff,
Haidilao has created its own charm, making everyone eager to experience this service. To
maintain customer trust, Haidilao has set its missions:

Regarding brand philosophy: Haidilao is committed to creating a joyful hotpot

dining experience and promoting healthy hotpot culture to food enthusiasts
worldwide through carefully selected products and innovative services. As a global
restaurant chain, adhering to business integrity principles, Haidilao aims to provide
consumers with more thoughtful services and healthier, safer, and more nutritious
food while enhancing the stability and safety of food quality.

Regarding brand vision: Communication skills are essential for building trust
between people, and Chinese hotpot is a perfect choice to enhance that connection at
the dining table. Haidilao always encourages people to chat and enjoy food at the
table, thereby creating a dining culture favored by young people worldwide.

Regarding feature services: Prioritizing customer experience, Haidilao hotpot

restaurant chain always provides innovative and comfortable services for customers.
All personalized services provided by Haidilao restaurants originate from creative
ideas of the staff. These personalized services turn every meal into a happy
experience.

1.3. The popularity of Haidilao in Vietnam and worldwide

1.3.1. Vietnam
In 2019, Haidilao entered the Vietnamese market with its first two restaurants located
in the Bitexco Tower shopping complex (Ho Chi Minh City) and Vincom Pham Ngoc
Thach (Hanoi). As of now, Haidilao in Vietnam has expanded to 14 branches, most of
which are situated in bustling commercial centers with spacious, beautiful locations,
aligning with Haidilao's premium brand positioning.

Explaining the choice to open restaurants in upscale shopping malls, alongside the goal of
positioning the brand as high-end, Haidilao also adheres to the principle that restaurants
are destinations, not just places to casually pass by. Upon its debut in the Vietnamese
market, Haidilao quickly garnered the enthusiasm and favor of many young people thanks

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to numerous trendy phenomena such as speaking Minions language to receive gifts, the
"Mai-de-ti-ni" trend, and "bing chilling"...

1.3.2. Worldwide
January 2021, Haidilao had approximately 600 stores worldwide. The founder of
Haidilao, Mr. Zhang Yong, shared that every three days, Haidilao opens a new restaurant.
This number has now increased to over 1,500 branches globally, including challenging
markets like the United States.

Haidilao has also attracted significant attention from investors. It is known that this
restaurant chain has received $375 million in investment capital from Hillhouse Capital,
Greenwoods Asset Management, Morgan Stanley, Snow Lake, and Ward Ferry. Following
its IPO in September 2018, Haidilao raised nearly $1 billion in capital, contributing to the
company's market capitalization reaching approximately $12 billion.

At that time, Haidilao's stocks were so highly sought after that the subscription rate
exceeded 20 times the offering. To date, the stock price has multiplied significantly,
pushing Haidilao's market value to over $36 billion.

1.4. Branches in Vietnam

Contributing to 17 Haidilao branches with 1 in Nha Trang, 10 in Ho Chi Minh City
and 6 in Hanoi, Vietnam is a potential market for this hot pot brand.

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2. Company products and services

Haidilao is a Chinese restaurant chain founded in 1994; this enterprise entered Vietnam in
2019 and soon created a hotpot wave with its excellent customer service (Haidilao, 2012).
This business offers Chinese-style Hotpot with unique and excellent service, namely nail
polishing, boardgame, and table services such as birthday chanting, phone case decoration,
and secret codes to receive gifts.

2.1. Product
Haidilao's main product is hot pot. Haidilao offers many different types of hot pot with
different ingredients such as fish hot pot, beef hot pot, chicken hot pot, seafood hot pot and
many more, in addition to hot pot, Haidilao also offers many other dishes such as Chinese
noodles, noodles Italian, instant noodles, vegetables, desserts and drinks. In addition, they
also provide side foods such as salads, beef, chicken, seafood, eggs, vegetables,
mushrooms, potatoes, noodles, and pho for customers to choose and mix in our hot pot.

In addition to the unique and creative service style, the flavor and hot pot broth also
contribute to making a name for this Sichuan hot pot restaurant chain. With an extremely
diverse menu at the restaurant, hot pot flavors include: mushroom hot pot, sweet and sour
hot pot, herbal hot pot, bone hot pot, tomato hot pot, spicy oil hot pot... The hot pot broth
is cooked from many different ingredients and has its own secret.

Therefore, the flavor of each type of hot pot is very delicious and unique. Customers can
also enjoy 4 different hot pot flavors at the same time with the 4- compartment hot pot.
Another thing that cannot be ignored is Haidilao's dipping seasoning. Customers can make
their own bowl of spices depending on their taste.

2.2. Service

To create a unique and successful hot pot brand, Haidilao always puts customers at the
center. Different from other restaurants, Haidilao has turned simply waiting into a
completely new experience with services such as back massage, manicure, shoe shine...
and countless other services provided completely free of charge fees for waiting customers.

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Young customers will be able to sit in high chairs, be served age-appropriate food, and
above all, will be given completely free toys so that accompanying parents can have the
best experience space.

In Viet Nam, this hotpot brand has always been rated as one of the restaurants which
has the best services according to the customer in general. Recently, some Haidilao
restaurants in Viet Nam has turned their restaurant into a “concert” for a small traditional
Chinese performance where the performer will do a Chinese dance and get fully dressed
up in Chinese costumes. The customers can spend their best time to enjoy their food by
watching that wonderful performance, which really attract them to come back to use their
service again and again.

II. Marketing Strategy of Haidilao

1. Marketing Environment of Haidilao
To effectively analyze the marketing environment of Haidilao, it is crucial to examine both
the internal and external factors that influence its marketing operations. These factors can
be categorized into the microenvironment and macroenvironment, along with a
comprehensive SWOT analysis.
1.1. Microenvironment Factors of Haidilao
1.1.1. Competitors
Local hot pot chain
Local powerhouses like King BBQ and Hut Giong have a strong grasp of local
preferences and pricing. International chains like MK Restaurant present additional
competition. Brands such as King BBQ, Gogo BBQ, and Hut Giong have dominated
the market with the advantage of understanding preferences and prices suitable for
Vietnamese people.
For example, King BBQ is famous for its fresh grilled meats and seafood, Gogo BBQ
attracts young customers with its modern space and reasonable prices, Hut Giong
conquers diners with its diverse and generous menu.
International hot pot chain

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 The presence of international hot pot chains such as MK Restaurant and Paradise
Dynasty makes the market even more exciting. Each chain offers its own unique
culinary experiences, attracting different customer segments.
For example, MK Restaurant is famous for its Thai hot pot with its signature sour and
spicy broth, Paradise Dynasty impresses with
its sophisticated and luxurious Shanghainese
hot pot dishes.

Potential competitors
Buffet restaurants, especially those with hot
pot counters, can attract customers who favor
variety and savings. For example, Kichi
Kichi, GoGi, SumoBBQ are famous buffet
chains with competitive prices, attracting
many families and young groups.
1.1.2. Internal Micro-environmental Factors
Haidilao possesses many outstanding strengths such as a strong brand, high quality
products and services, unique corporate culture and solid financial potential. However, in
the Vietnamese market, Haidilao still has weaknesses such as high prices, cultural
differences and limited local market understanding.
1.2. Macro Environment Factors of Haidilao
1.2.1. Demographic Factors
Vietnam has a young population, with more than 60% of the population under 35 years
old. This demographic is often open to new experiences and willing to spend on
entertainment, including dining. This is a potential opportunity for Haidilao to attract
young customers. Besides, Vietnam's population growth rate is relatively high, about 1.2%
per year. This led to an increase in demand for food services, enabling Haidilao to expand
its market.
The urbanization process is taking place rapidly in Vietnam, with more and more
people moving to live in big cities. This led to an increase in demand for high-end
entertainment and dining services, suitable to Haidilao's tastes.

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1.2.2. Economic Factor
Vietnam's economy is in a period of rapid development, with GDP growing on average
about 6-7% per year. This economic growth leads to an increase in per capita income and
spending on entertainment services, including dining. Furthermore, the middle class in
Vietnam is growing, with an increasingly high standard of living. This group is a potential
customer base for Haidilao, because they are willing to pay for high-end culinary
experiences.

Last but not least, the restaurant industry in Vietnam is fiercely competitive, with many
domestic and foreign brands entering the market. Haidilao needs an effective competitive
strategy to attract customers and maintain market share.

1.2.3. Political Factors

Vietnam has a stable political environment, creating favorable conditions for
businesses to operate and invest. Haidilao can safely invest and develop business in the
Vietnamese market.
About investment support policies, the Vietnamese government has many policies to
support foreign investment, creating conditions for Haidilao to access capital and markets.
Business regulations in Vietnam are relatively clear and transparent, making it easy for
Haidilao to comply and operate effectively.

1.2.4. Technological
Development of the internet: The Internet is developing strongly in Vietnam, with a
high internet access rate. Haidilao can take advantage of the internet to promote its brand,
reach customers and provide online services.
Using smartphones: Vietnamese people are increasingly using smartphones. Haidilao
can develop mobile applications to book tables, make payments and provide other services
to customers.
Online payment trend: Online payment is becoming increasingly popular in Vietnam.
Haidilao can integrate online payment methods into its payment system to meet customer
needs.

1.2.5. Social and Cultural Factors

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 Culinary culture: Vietnamese people have a rich and diverse culinary culture. Haidilao
needs to research and understand local culinary culture to adjust menus and services to suit
Vietnamese preferences.
Family values: Family plays an important role in Vietnamese culture. Haidilao can
create suitable spaces for family meals and provide services suitable for family customer
groups.
Eating habits: Vietnamese people often like to eat out, especially on weekends and
holidays. This is a potential opportunity for Haidilao to attract customers.

1.3. SWOT Analysis of Haidilao

Haidilao has established itself as a leader in the industry through its commitment to quality,
customer service, and innovation. However, to maintain its position and achieve
sustainable growth, Haidilao must effectively address its weaknesses and capitalize on
emerging opportunities while mitigating potential threats.

1.3.1. Strengths
Strong Brand Reputation and Recognition: Haidilao has established a global reputation
as a premium hotpot chain renowned for its exceptional service, high-quality ingredients,
and unique dining experience. This strong brand recognition serves as a significant
advantage in the Vietnamese market, allowing Haidilao to attract customers seeking a
differentiated and memorable dining experience.

Commitment to Quality and Customer Satisfaction: Haidilao's unwavering

commitment to quality extends from its meticulous selection of fresh ingredients to its
attentive and personalized service. This dedication to customer satisfaction has been a

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cornerstone of Haidilao's success, fostering customer loyalty and positive word-of-mouth
recommendations.

Unique and differentiated service culture, strong financial backing and investment
potential: Haidilao's service culture is a key differentiator, setting it apart from competitors.
The emphasis on pampering customers, providing hand massages, and offering free
manicures creates a sense of luxury and attention to detail that resonates with Vietnamese
consumers. Haidilao's robust financial position provides the resources to support its
expansion into Vietnam. The company's ability to invest in infrastructure, marketing, and
talent acquisition enables it to establish a strong presence and compete effectively in the
Vietnamese market.

1.3.2. Weaknesses
Compared to domestic competitors, Haidilao's prices are higher, which may limit
accessibility for some customer segments. Aligning prices to the local market is a challenge
that needs to be addressed to attract potential customers. Next, Haidilao's corporate culture
promotes the spirit of "customer-centricity", encouraging creativity and a high sense of
responsibility among employees. However, this culture may be different from corporate
culture in Vietnam, leading to difficulties in attracting and retaining local employees.
Haidilao needs to adjust its corporate culture to suit the local culture to create an effective
working environment for employees.

Haidilao is also an international brand, so understanding of the Vietnamese market,

preferences and consumption habits of Vietnamese people is limited. This lack of
understanding can lead to mistakes in marketing strategies, products and services, affecting
Haidilao's competitiveness. About Haidilao's management system is quite centralized,
which may limit its flexibility and adaptability to the local market. Empowering local
management and encouraging innovation can help Haidilao make decisions that are
suitable for the Vietnamese market and meet the needs of local customers

1.3.3. Opportunities
Haidilao, a world-famous hot pot brand, possesses many potential opportunities in the
Vietnamese market. High demand for social dining experiences, economic development,

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expanding middle class and the boom in digital marketing create favorable conditions for
Haidilao to reach potential customers and assert its position. luxury brand status.
• Promising Hotpot Market
• Economic Growth
• Expanding Middle Class
• Digital Marketing Boom
• International Integration Trend
1.3.4. Threats
However, Haidilao also faces some significant challenges. Fierce competition in the
restaurant industry, the impact of the Covid-19 pandemic, fluctuations in raw material
prices, changes in consumer preferences and business culture risks are factors that Haidilao
needs to pay attention to and take into account. suitable solutions to ensure long-term
success in the Vietnamese market.

The Vietnamese restaurant industry is highly competitive, with numerous local and
international hotpot brands vying for market share. Haidilao needs to develop a strong
competitive advantage.

Shifting Consumer Preferences is also one of Haidilao’s weakness when Consumer

preferences can evolve rapidly. Haidilao needs to be adaptable and constantly innovate its
menu and services to remain relevant.

2. Factors affecting customers' behavior

2.1. Cultural factors
2.1.1. Culture
Vietnamese customers may have specific cultural preferences when it comes to dining
out. For example, they may prefer communal dining experiences where they can share food
with family and friends. Haidilao can cater to this preference by offering large hot pot
options suitable for group dining and creating a welcoming and communal atmosphere
within its restaurants.

2.1.2. Subculture

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 Vietnamese youth subcultures, influenced by global trends and popular culture, may
have distinct preferences when it comes to dining out. Dining out is typically seen among
the male population, from the ages of 15 to 35, whose income is between US$340 and
US$1,300. They regularly dine out for breakfast and lunch, while eating out for dinner has
more to do with meetings and special occasions.

2.1.3. Social class

Vietnamese society places
importance on social status
and prestige, and customers
belonging to higher social
classes may seek out upscale
dining experiences to
showcase their status.
Haidilao, with its reputation
as a premium hot pot restaurant, can attract customers from higher social classes who are
willing to pay for a luxurious dining experience that reflects their perceived status and
lifestyle.

Customers from higher social classes may view dining out as an opportunity for
networking, socializing, and entertaining business associates or social contacts. Haidilao
can cater to this social aspect of dining by providing private dining spaces, facilitating
group dining experiences, and offering amenities conducive to business meetings or social
gatherings. By positioning itself as a preferred venue for networking and socializing,
Haidilao can attract customers from higher social classes who value these opportunities.

2.2. Social factors

eWOM - Opinion leaders – KOLs – KOCs
Despite possessing service quality and experience that is completely superior to the
market. However, to make these values spread more strongly and attract consumers,
Haidilao cleverly used the "word of mouth" communication strategy to help the brand's
image spread widely. without having to invest too much in advertising costs.

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 It can be seen that Haidilao does not focus
too much on media channels but only as a
basic information and interaction channel
with customers. But the amount of traffic
and interaction on Haidilao's media
channels is extremely impressive thanks
to the widespread art of word-of-mouth
marketing to users. Each customer
unintentionally becomes a "brand ambassador" of Haidilao, actively sharing, interacting
and spreading brand information.

It can be seen on social networking platforms such as TikTok, Facebook,... there is a lot of
content related to Haidilao that has trended - top trends such as: Trend of making mixed
rice at Haidilao, Trend of reading Secret Code to receive gifts gift, Trend makes a heart
sign with Haidilao staff,... Along with a series of clips about unique services at Haidilao
such as manicures, birthday songs,... make social network users wonder. Not impressed by
these unique images.An estimated 55 percent of Vietnamese Gen Zers now use TikTok,
driving intense competition, as evidenced in the launch of YouTube shorts and Instagram
reels. Belief is essential in the development of e-commerce ⇒ Belief in KOLs.

2.3. Personal factors

2.3.1. Age and life
Young adults and millennials in Vietnam may be attracted to Haidilao's trendy and
interactive dining experience. They may appreciate the opportunity to customize their hot
pot meals and share the experience with friends through social media.

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 Life cycle transitions, such as birthdays,
weddings, or graduations, can influence
customer behavior at Haidilao. Customers
may choose to celebrate these milestones at
the restaurant, either by hosting a large
gathering with family and friends or by
enjoying a romantic dinner for two. Haidilao
can offer special packages or promotions for celebratory events, as well as personalized
services to make these occasions memorable for customers.
2.3.2. Economic situation
Eating out culture: According to research by Business Monitor International Ltd, 20%
of the monthly spending budget of Vietnamese households is spent on dining, with revenue
reaching 1.1 billion USD in revenue/quarter in 2016.

Due to an increase in current spending, they are willing to pay more. In terms of
spending habits, survey respondents seem to have reallocated a significant portion of their
monthly spending in the last year, from needs essential and targeting discretionary product
categories - specifically leisure consumables and lifestyle products.

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2.3.3. Lifestyle
As Vietnam's economy continues to grow, there is increasing emphasis on achieving a
better work-life balance. While hard work and ambition are valued, there is also recognition
of the importance of leisure time, relaxation, and spending quality time with family and
friends. People are seeking opportunities for travel, hobbies, and recreational activities to
unwind and recharge.

2.4. Psychological factors

Needs
From Maslow's hierarchy of needs, we can see that the need to go out to eat Haidilao can
be linked to both needs: physiological and esteem.

Physiological needs
The need to eat is part of basic
physiological needs, including receiving
food and water to maintain life.
Eating is a fundamental act that fulfills
this need, and Haidilao is one of the dining
options that can provide food and water
for humans.

Esteem needs: Haidilao is a famous dining brand, and dining out can be seen as an
expression of self-expression through culinary preferences or consumption.
For some people, eating at a famous restaurant like Haidilao can also create a sense of pride
and recognition from others, which is an aspect of Maslow's need for self-esteem. .

Perception - Selective retention

This can be formed by sight. Customers who have had positive dining experiences at
Haidilao are more likely to retain memories of enjoyable moments, such as delicious food,
friendly service, or memorable interactions. Moreover, positive word-of-mouth
recommendations from satisfied customers can contribute to selective retention by
reinforcing positive perceptions of Haidilao over time.

These 2 above factors can help Haidilao retain old customers and attract new customers.

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3. 7Ps marketing-mix
3.1. Product
When mentioning the success of a business, it is undeniable that products are the most
important and decisive factor that contributes to the success. Haidilao constantly strives to
innovate and improve its product strategies. They regularly research and develop new
dishes, improve recipes, apply creative ideas even in services to bring new experiences to
customers. Creativity and continuous improvement help Haidilao maintain the freshness
and appeal of its products, and satisfy the most fastidious customer.

3.1.1. The unique food choices

Haidilao’s main product is hot pot: 火锅 (huǒguō) with 6 signature flavours: Guizhou-
styled Sour Soup Base, Tomato Hot Pot, Thai Soup Base, Boiled Oil Pungent and Spicy,
Mushroom Soup Base and Pickled Mustard Soup Hot Pot. Among that, Spicy oil hot pot
is the type with a strong spicy scent that most clearly shows the flavor that this brand wants
to convey to customers. Besides the available types of hot pot, diners here can also be
creative and mix hot pot soup according to their own flavor, this is also one of those
attractive experiences that makes diners always want to come back next time. In addition,
the sauce counter is also arranged in an open space with a variety of condiments. Therefore,
diners coming here can also prepare their own dipping sauce according to available recipes
to suit their preferences. And in case customers can not customize their own sauce, they
can tell Haidilao’s staff to make it for them.

The self-service sauce counter at Haidilao

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 Haidilao offers a rich and diverse range of dishes. Their menu includes options such
as hot pot, beef, noodles, fried noodles, wonton noodles, seafood and other side dishes.
They also offer a choice of flavors, from spicy noodles to non-spicy noodles, from sweet
fried noodles to salty fried noodles. This ensures that customers can find dishes that suit
their preferences and requirements. And in 2024, they have just opened barbecue lines for
the first time for BBQ lovers.

3.1.2. Dishes Quality

With the motto of putting customer experience first, Haidilao is committed to
providing customers with high-quality products. They use fresh and quality ingredients,
ensuring that the dishes are prepared to the highest standards. Discipline and strict
procedures in food processing ensure that customers receive delicious and the safety of
their food. Always improving and innovating product quality helps them retain customers
and promote their brand image.

3.1.3. When services become the bright spot in product

The thing that makes Haidilao different from other restaurants is the quality of their
services. At Haidilao, they are not just selling food but also services. All customers coming
here are served carefully "from head to toe", from the moment they enter until they leave
according to a systematic process. According to Atlantic Press, 90% of customers wanted
to come back to Haidilao because of their services.

Firstly, Customer service at the restaurant is divided into 3 steps: "Welcoming guests -
serving guests - saying goodbye" and is performed smoothly and professionally by the staff
without any errors. When coming here, customers will not be surprised for a second since
waiting outside, because any employee in any position will pay attention to customers
within their scope.

Secondly, Haidilao knows how to convert customers' waiting time into opportunities to
experience new relaxing services. One of the special features at Haidilao is that waiting
guests will be served filtered water, tea, fruits, peanuts and ice cream completely free of
charge. The services are very diverse and each service will be suitable for a different target
group. A special privilege for female customers is a free nail service. Customers will have

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to register with the staff to get information and wait for their turn. Besides, there are also
other services such as photo printing, shoe shine,... and games that can reduce the amount
of money in the bill such as star folding and crane folding. Not only that, in order to solve
the difficult problem of families with small children, Haidilao has used the children's play
area effectively and a staff in charge of babysitting.

Thirdly, customers also receive attentive service throughout their mealtime. Before meals,
Haidilao also prepares guests extremely thoughtfully with small "details" such as hair
elastics, wet paper to clean phone screens, hot towels to wipe faces, bags to store personal
items, and aprons. They are always on the lookout to get food and drinks for guests.

And lastly, Haidilao also takes dedicated customer care even when they step out of the
restaurant. They say goodbye to their customer with gifts and hospitality, which can satisfy
their customer when they leave the restaurant and create a memorable impression for them.

It is undoubtedly that the strategies in the products have a noticeable contribution to

their marketing activities for Haidilao’s brand image. They focus on understanding and
capturing information about customers' tastes, preferences and requirements. This allows
Haidilao to customize products to meet special requirements, and therefore help Haidilao
create a trustworthy and attractive position in the culinary market.

3.2. Price
Positioning itself as a high-end hot pot brand, Haidilao has a fairly high price. Haidilao
does not serve buffet style but serves à la carte. Haidilao's dishes range from 35,000 VND
to 210,000 VND. Meat dishes all cost from 100,000 VND or more. In addition,
accompanying services such as noodle dancing cost 70,000 VND, buffet drinks cost 40,000
VND, and fruit dishes cost 10,000 VND. Chamomile, soy milk, and lemon mint juices are
served free of charge. The price element in Haidilao's marketing strategy is quite high but
customers have never complained. Most diners want to return to Haidilao after
experiencing the service. This is because Haidilao has brought products and services with
adequate quality to help satisfy customers.

Analyzing the price marketing strategy of the Haidilao brand in Vietnam, we can consider
the following factors:

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3.2.1. Price position in the market
Haidilao has built a premium and quality image for their hotpot restaurant. The prices
of Haidilao's products and services are often higher than those of regular hotpot restaurants.
Can be compared with famous hot pot brands on the market but with much cheaper prices
such as the price range of 200,000 VND, we have Kichi Kichi or the student segment which
is Lau Phan. This places Haidilao in a high-priced segment, targeting customers mainly
23-35 years old and with an average income or above and those looking for exceptional
culinary experiences. Instead of lowering prices to attract customers, Haidilao chooses a
price higher than the general market, this makes Haidilao different and partly affirms the
position and quality of the business.

3.2.2. Pricing Strategy

Haidilao uses a quite flexible pricing strategy to attract customers, such as the "Hi
Summer with Haidilao" program with a 15% discount exclusively for students. They offer
both combo packages and set menus with fixed prices for customers' convenience when
choosing dishes. In addition, they also regularly organize promotions, discounts and special
offers to create appeal and increase value for customers.

3.2.3. Product and service quality

Although Haidilao's prices are higher than those of its competitors, they focus on
providing the best product quality and service to customers. Haidilao is famous for using
fresh, diverse ingredients and careful preparation. They also create a good service
experience, including dedicated service, polite staff, and amenities like games and
entertainment while you wait. Haidilao knows how to make money from the happiness of
diners, for 70,000 VND you will be able to watch noodles dancing at the table. Overall,
this helps Haidilao create more interesting activities, increase customer experience at a
price that many people are willing to pay.

3.2.4. Customer target

Haidilao targets customers with average income or higher and those looking for a high-
end culinary experience. This brand targets a group of people who love hotpot cuisine, care
about quality and are willing to pay a large amount of money to get a good experience.

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3.2.5. Price and value strategy
"Satisfied customers - Dedicated staff" is always the slogan of HaiDiLao hot pot
restaurant chain desired for diners. With that guideline, HaiDiLao chooses a pricing
method based mainly on customer value. Although Haidilao adopts a high price strategy,
they provide a worthwhile value to customers. Haidilao customers not only enjoy good
culinary quality and professional service but also have a memorable experience. According
to each festival, Haidilao also quickly catches the trend by creating meaningful gifts for its
diners. It can be said that Haidilao puts care and building long-term relationships with
customers first, creating a friendly and cozy environment.

3.3. Promotion
Haidilao's promotion strategy plays an important role in building and enhancing brand
recognition, attracting and maintaining customers. Below is a detailed analysis of
Haidilao's promotion strategy in Vietnam:

3.3.1. Word of mouth marketing

Unlike other giants in the F&B industry, Haidilao does not spend much budget on
advertising to increase brand recognition but focuses on word of mouth marketing
activities. Accordingly, the majority of Haidilao's target customers know the brand through
friends or impressive advertisements on social networks. By taking advantage of
consumers' psychology of bragging, sharing and being recognized along with the premise
of improving service quality, creating an environment to enjoy good food, enriching
dishes..., word of mouth has spread through relatives, friends, colleagues, classmates...

Along with that, Haidilao also uses KOLs on social platforms such as Tiktok to shape
public opinion and influence more users through users. Brand Blogging is a form of
promoting a brand on your personal page to create trust for consumers in a business. This
is how the Haidilao restaurant chain has done word-of-mouth marketing very well. Wheat
dancing is a program that only Haidilao has in Vietnam. Dancing noodles at the restaurant
made customers excited, they recorded it and posted it on forums, passing it around. That's
why Haidilao is always popular with customers in Vietnam.

3.3.2. Media advertising

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 Haidilao uses media advertising to increase brand awareness and get the word out
about its products and services. They can use communication channels such as television,
newspapers, radio and outdoor advertising to reach a large number of potential customers.
Haidilao's advertising often emphasizes factors such as quality, special culinary experience
and luxurious space of the restaurant.

3.3.3. Online marketing

Haidilao uses online marketing channels such as official websites, social networks,
email marketing and online advertising to reach and interact with customers. They leverage
the power of social networks to share product information, customer experiences, and
organize special promotions. For instance, the great success of using online marketing is
through Tik Tok when this brand gained approximately 38,4 thousand used hashtags with
over millions of views. Besides, Haidilao also ensures that their website and online
platforms provide detailed product information, table reservations and convenience for
customers.

3.3.4. Content marketing

Haidilao uses stories to attract fans, establish a brand image that "accompanies"
consumers, thereby attracting consumers' attention, mobilizing maximum consumer
enthusiasm and establishing an emotional connection with consumers. Haidilao is very
good at telling stories, telling brand stories and user stories. Especially for the new
generation consumer group, commonly known as Gen Z, Haidilao has cleverly transformed
itself into a social icon for young consumers.

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 All aspects of Haidilao such as innovative dining methods, unique services, modern
culture have attracted the attention of countless consumers making the Haidilao symbol
exist invisibly in the minds of consumers. Creating trends yourself to get users excited and
automatically spreading trending videos on social networks has had an extremely good
influence in communicating the brand's image to consumers. Including extremely
interesting trends such as Trend Bing Chilling: “Zao shang hao zhung wo, shenzai wai-oh
bing chilling. Wo han she huầy bing chilling” is a saying that once became a trend from
American actor John Cena.

While eating ice cream, he talked about the movie Fast and Furious in Chinese. The
clip's popularity immediately spread and Haidilao quickly caught the trend. When
customers read the above sentence correctly or say "Bing Chilling" 3 times, the staff will
give them a piece of ice cream for dessert. Or more unique with the message "Eat delicious
and be beautiful at the same time" through the trend "I'm full, I want to be beautiful". At
Haidilao Vincom Dong Khoi branch in District 1, when you call the staff over and tell them
this sentence, you will receive gifts of jewelry such as: earrings, rings or extremely
feminine mini mirrors. They also have many more interesting trend like “Làng Lá”, make
a heart with staffs, ...

3.3.5. Public Relations (PR)

Haidilao also invests in public relations activities to create awareness and create a
positive image for the brand. They can organize events, press conferences, or participate
in social activities to strengthen relationships with customers and the community. This
helps Haidilao build trust and create a trusted and professional image in the minds of
customers.
Haidilao Vietnam cooperates with Universal to organize a unique exchange with Po
on the occasion of the release of Kung Fu Panda 4 (2024): Particularly for Vietnamese
audiences, Kung Fu Panda 4 - Universal also brings great joy and surprises. When
announcing cooperation with Haidilao. One of the highlights of this collaboration is the
event of Kung Fu Po bear coming to Haidilao Vietnam. At the special event taking place
at Haidilao Bitexco, a private show exclusively for Haidilao customers takes place on
March 24 and they can see and touch the hero PANDA PO. In addition to the main live

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exchange event taking place at the restaurant, Haidilao also offers equally attractive
promotional programs. Haidilao will treat fans to the restaurant's famous snacks when
customers bring Kung Fu Panda 4 movie tickets to dine. Each table will receive a free
snack from the restaurant. According to Haidilao's representative, the regional manager in
charge of cooperating with Universal contributes to bringing spiritual value and an
inspirational connection between the characters and the story Universal wants to convey to
customers.

3.4. Place
Place strategy can be considered as one of the most valuable factors contributing to the
success of Haidilao. Until now, they have opened 1,329 branches worldwide, including
countries such as the US, Korea, Japan, Singapore, Canada, UK, Malaysia, Australia,
Indonesia and Vietnam. In Vietnam, after just over 2 years of joining, this brand has opened
17 restaurants all located in the most expensive locations in Hanoi and Ho Chi Minh City.
To expand widely their branches as mentioned, Haidilao kept its place strategy with the
motto: “the restaurant is the destination, not just a place to accidentally visit”. With that
mentioned, their place strategy always developed to give customers the best experience.

3.4.1. Store placement

Haidilao's choice of restaurant location demonstrates their wisdom in marketing
strategy. Their restaurants are mostly located in expensive and bustling cities such as
Hanoi, Ho Chi Minh. These cities always have a large population and attract many visitors.
Haidilao even gradually expanded to other cities to diversify locations, which aims to reach
potential customers from many different areas, making it easier for customers to find
restaurants near where they live or work.

Haidilao branches are opened in "prime" locations such as shopping centers and
locations near the city center. Vietnam is not an exception, Haidilao restaurants are all
located in large shopping centers such as Bitexco, Crescent Mall, Vincom,.... where their
target customer usually drop by while shopping or traveling. At the same time, opening
branches in shopping centers also helps Haidilao take advantage of the number of
customers going shopping and increase brand recognition.

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3.4.2. Internal design and store arrangement
They have succeeded in creating a unique experience space for their client. Haidilao's
restaurants are often designed to be luxurious, cozy and have a strong Chinese style. They
create spacious, airy spaces, which make customers feel so comfortable and grand when
enter the place. This creates a comprehensive dining experience and keeps customers
coming back.

Their luxurious and spacious internal design

3.4.3. Place’s strategy adaptation to the condition

During the period 2020-2021, when the world is affected by the Covid-19 epidemic,
and quarantine activities prevent customers from going to restaurants, Haidilao has
changed the way they serve their customers in a special direction. They deliver their food
directly to customers, while still giving them the same sense of taste as when eating at their
restaurant.

3.5. People
3.5.1. Employee recruitment and training process
As part of its core values, the "human" factor is highly emphasized by Haidilao. This
is not only shown in the way of serving customers but also in the way of "treating"
employees. The benefits for Haidilao's employees are extremely good and very clear in
terms of promotion path:
• Store managers are rewarded with 3% of the store's profit/month

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 • Reward employees for their progress, support and good customer care
• Clear promotion path for employees
• Employees are supported with travel and meals
• Employees with 3 years of service or more can receive an educational support
package for their children
• Build a systematic and professional employee training center

Thanks to building a "desirable" working environment, employees at Haidilao are also

very responsible, dedicated to work and tak care of customers, and want to commit to the
brand for the long term.

3.5.2. Connecting and creating long-term relationships with customers

Employees are trained to create engagement and build friendly relationships with
customers. They focus on creating interaction, listening and responding to customer
requests, and creating a cozy and friendly space by performing cooking demonstrations or
entertainment activities while enjoying the food to create a special customer experience
such as the “Kungfu” noodle, also the “Happy birthday” services. This helps build trust
and customer loyalty to the brand and a long-term relationship with them.

3.6. Process
Haidilao's processes are carried out methodically and step by step, providing
exceptional and quality culinary experiences to customers.

Food selection process: Haidilao places importance on quality and safe food processing.
Food processing processes are strictly followed, from choosing fresh ingredients to how to
prepare dishes. Haidilao ensures hygiene and food safety during the cooking process to
ensure quality and health for customers.

Customer care and complaint resolution process: Haidilao places great emphasis on
feedback and complaint resolution from customers. They have specific processes for
receiving feedback from customers and handling complaints quickly and effectively.
Employees are trained to listen and treat customers with respect and demonstrate
dedication to problem resolution.

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Product development process: Haidilao constantly strives to improve the quality and
diversify its products. They have a new product research and development process, from
testing new dishes and improving recipes to evaluating and making final decisions. This
process helps Haidilao maintain freshness and creativity in their menu, meeting the
diversity and changing needs of customers.

In short, Haidilao's process strategy ensures professionalism, dedication and quality in

every step of the restaurant's operations. Service processes, food preparation, table
reservations and waiting, payments, feedback and complaint resolution, quality assurance
and product development are managed meticulously and effectively. This helps Haidilao
build trust and create a memorable dining experience for customers.

3.7. Physical evidence

Haidilao's infrastructure is also a bright spot in the brand's 7P marketing strategy. To
match its positioning as a high-end F&B brand, all facilities at Haidilao are carefully
invested. Spaces such as the waiting area, kitchen, and service area are clearly and
scientifically separated.

Haidilao's store design and management is fun and creative. The large restaurant space
with tables from 2 to over 10 people is not only suitable for a couple's date but also suitable
for close friends or families gathering. The restaurant space is quite spacious and all tables
have eating utensils set up. The atmosphere at the store is also focused on making
customers feel relaxed and comfortable - they can interact and enjoy Haidilao products
comfortably. A special feature is that despite being located in commercial centers, Haidilao
hot pot restaurants still have private party rooms, suitable for groups that need privacy or
organize parties, birthdays, festivals,... In addition, the restaurant also has its own play area
for children so families can feel secure and eat comfortably.

Besides, Haidilao is a pioneer restaurant in applying digital technology to serve

customers. Customers coming to Haidilao will order food using a tablet. This helps
customers avoid the "pressure of ordering" when there are staff waiting to take orders,
while also bringing a new and very convenient experience.

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 The store strictly applies food safety rules and standards. At Haidilao, customers can
check the service position in the restaurant's kitchen, clearly and tactfully affirming their
commitment to strict food safety and hygiene. Specifically, the staff taking orders will wear
a mask to ensure hygiene when communicating with customers, have their hair tied in a
high bun, and use a half-head cap. Waiters wear completely tight clothing, especially tight
wristbands, to avoid touching dishes when presenting food to customers. Eating utensils
are always kept in the setup cabinet - the drying cabinet has an absolute disinfection system.
In particular, Haidilao also allows diners to view kitchen cameras right at the dining table
to feel secure about food hygiene and safety - something not all F&B chains can do.

The restaurant website design is

simple and easy to use. The website is
designed with a user-friendly interface,
allowing customers to easily navigate
and understand the store's different
services and products. On the Haidilao
company website, there is also a brand
logo like the products provided by the
company. Designs and colors vary across the website along with changes to product
packaging to suit different campaign needs and merchandising offerings.

III. Suggestions for future development

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Managing Marketing Strategies and the Marketing-Mix

4Ps Marketing-mix Strategy

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1. Product, Services
• Dietary Accommodations: Offer clear labeling for broths and ingredients that cater
to dietary restrictions like vegetarian, vegan, or allergies.
• Localize the Extras: In addition to their existing service offerings, consider
incorporating Vietnamese-inspired amenities like green tea or local desserts to add
a touch of cultural familiarity.
• Haidilao has always been famous for its customer service and continuous
improvement, putting customer experience first. Haidilao should continuously train
and develop its staff to provide professional, friendly and efficient service. This
includes an emphasis on communication skills, kindness and attention to detail to
create the best possible customer experience.
2. Price
• Offer Smaller Portions: Vietnamese diners might be more price-conscious. Consider
offering smaller portion options for individual ingredients or combo meals with a
curated selection at a more attractive price point.
• Create special incentive packages or combos to encourage customers to make
purchases. For example, a family dinner package, a birthday package, or a group
dinner package can be attractive options.
3. Promotion
• Haidilao's way of reaching customers is mainly through eWOM, KOLs, KOCs on
media sites. Haidilao should Invest in digital marketing, including advertising on
social networks such as Facebook, Instagram, and other applications. Using digital
marketing strategies can increase customer engagement and create conversational
engagement.
• Build customer loyalty programs with membership cards with different incentives
and benefits for each card type. Currently, Haidilao has deployed membership cards
but there is only 1 card class with the same benefits among customers. A loyalty
program can help Haidilao retain and create a certain bond with its customers.
4. Place
• Haidilao is currently located in high-end locations such as major shopping centers.
However, Haidilao should research and analyze the market to understand customer

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 needs and preferences. For example, when big brands (Starbucks, Highland,...) enter
Hue, they change their architecture to suit the culture and people here. Therefore,
Haidilao should research about changing the structure and design to suit the culture
if necessary.
• It is recommended to frequently change and create a unique and customer-attracting
dining space by using exceptional interior design, decorative spaces, and exquisite
on-site experiences. This helps create variety and keeps customers coming back.

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 CONCLUSION

For the reasons given above and after more than 20 years of development, Haidilao has
now become a famous hotpot brand in Viet Nam’s catering industry. Haidilao has been
successful in its marketing strategy and brand management. From leveraging social
networks to reach customers and create interaction with them, to creating a platform for
employees to contribute ideas and propose initiatives, as well as implementing gift
programs and offers, providing services that meet maximum customer satisfaction
demonstrates the brand's thoughtfulness and understanding. Haidilao has proven that brand
management is not only a job of marketing experts but also a coordination between
departments within a brand. There are some suggestions for Haidilao’s service marketing
strategy, truly differentiated personalized services, optimizing dish pricing standards,
providing diversified value-added services and adopting reasonable and effective
marketing methods. It is expected that Vietnamese restaurants can adapt some of the
significant strategies of Haidilao to expand Vietnamese cuisine abroad. We hope that the
report will receive due consideration as we did thorough research on Haidilao Vietnam’s
marketing activities.

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