FPT UNIVERSITY- CAMPUS CAN THO

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Group Assignment [MKT101]

TOPIC: PROPOSED NEW PRODUCTS FOR HAIDILAO

HOTPOT AND PROPOSED THIS NEW PRODUCTS LAUNCH
PLAN.

Name of group member Contribution (%)

1. Ngô Hoàng Ngọc Nhi - CS170067 100%

2. Nguyễn Ngọc Như - CS171811 100%

3. Châu Lợi Tường - CE171317 100%

4. Huỳnh Phước Thông - CE171120 100%

5. Nguyễn Chí Hoài - CE171965 100%

6. Trần Phi Long - CE171397 100%

7. Nguyễn Duy Đông - CS171713 100%

Cần Thơ, 3/2023

TABLE OF CONTENTS
TOPIC: PROPOSE A NEW PRODUCT TO A REAL BUSINESS AND PROPOSE
A PLAN TO LAUNCH THIS NEW PRODUCT.

A. INTRODUCTION
I. Reasons for choosing the topic.
Talking about the "hot pot kings" without mentioning HAIDILAO HOTPOT is a huge
omission. Although it is Chinese food, it is famous with people all over the world, mainly
Vietnamese. Currently, HAIDILAO has become an icon, an indispensable representative
when it comes to the "mixed hot pot" of the whole world.

II. Purpose of the report

- Get an overview of HAIDILAO's business, analyze HAIDILAO's marketing
strategy.
- Propose, analyze, and come up with marketing strategies of new products.

B. METHOD AND CONCEPTUAL FRAMEWORK

I. Identify target customers.

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The group of customers in the target market segment that your company is targeting is
called the target customer. Customers from this demographic must be interested in the
goods and services offered by the business. and possess the means to pay for such goods
or services. The main customers are the people who really bring the brand growth and
revenue to the business.
II. Using the SWOT analysis model.
SWOT is a well-known and enduring business analysis method that helps companies
enhance their current business position and create a solid basis for future growth. SWOT
stands for 4 words: Strengths, Weaknesses, Opportunities and Threats.
III. Marketing mix - 4Ps.
Product, price, place, and promotion are the four P's. They are an example of "marketing
mix," which refers to a combination of tools and methods used by marketers to achieve
their marketing goals.

C. ANALYSIS RESULTS
Overview of HAIDILAO HotPot.
1. Introduction:
In March 1994, Zhang Yong (张勇) opened the first Haidilao hot pot restaurant with
three other founders with 8,000 yuan in Jiangyang, Sichuan province, China.
Haidilao hotpot restaurant chain officially entered the Vietnamese market in 2019. One of
the most special features of this hot pot restaurant system is customer service from A to
Z, treating customers like gods.
Slogan: "CUSTOMER CENTRAL"
2. History:
In 1999, Haidilao opened the first Haidilao Xi'an Yanta Store, selling hotpot and
condiments of this hot pot brand. In 2012, the first Haidilao Xi'an Yanta Store outside
China also appeared in Singapore, the following year Haidilao opened more stores selling
its products at home and abroad. With more than 20 years of development, Haidilao has
become a world famous food service enterprise.
The origin of the name Haidilao ("Hai To Lao") comes from the Sichuan mahjong game,
which means "fishing at the bottom of the ocean", this is a story of passion, perseverance
and self-confidence. brand founder's trust. Haidilao took this name with the desire to
bring luck to himself and his customers.

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3. Objectives, tasks:
Haidilao is one of the famous Chinese restaurant brands, whose main goal is to provide
high quality culinary service and create a great customer experience.
- Haidilao's mission is to serve traditional Chinese dishes such as noodles, hot pot,
snacks and exquisite drinks.
- Haidilao's goal is to become the leading culinary restaurant in China and globally,
through providing the best service to customers, exploiting the growth potential in
the food industry and improving efficiency. the company's business results.
To achieve this goal, Haidilao performs the following main tasks:
+ Focus on improving service quality: Haidilao invests in staff training, technology
updates and equipment enhancement to ensure the best service quality for customers.
+ Building a Scaling Strategy: Haidilao is strengthening its worldwide presence by
expanding restaurants in multiple countries and regions.
+ Create the best customer experience: Haidilao focuses on providing the best customer
experience, from welcoming to serving food and other support services.
+ New product development: Haidilao always strives to come up with new products to
meet the needs of customers, while creating unique dishes to increase the company's
competitiveness in the market.
4. Achievements:
Currently, Haidilao has become one of the largest food chain restaurants in China and is
present in many countries around the world. In recent years, Haidilao has recorded
significant growth in revenue and profit. profit. Here are some facts about the company's
achievements:
- As of 2021, Haidilao has about 1,000 restaurants in China and around the world.
- In 2020, due to the impact of the COVID-19 pandemic, Haidilao recorded a
decrease in revenue growth of about 11% compared to 2019, reaching 19.3 billion
yuan (about 3 billion USD). However, thanks to efforts to improve production
processes and costs, along with the development of an online sales channel,
Haidilao has grown its profit in 2020, with a total net profit of 2.3 billion yuan
(about 350 million yuan). USD).
- In 2020 and 2021, Brand Finance ranks Haidilao at 9th position in Top Global
Restaurants, As of June 30, 2020, Haidilao has opened 935 chain stores in China,
Singapore, USA, Korea, Japan Japan, Canada, UK, Malaysia, Vietnam, Indonesia
and Australia.

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 - In addition, Haidilao has also won many awards and honors, including the
"World's 50 Smartest Companies" award by MIT Technology Review (2018) and
"China's Best Employer" award by the magazine. Forbes magazine (2019).
In short, Haidilao is one of the most successful food and restaurant service companies in
China and in the world. Despite facing difficulties due to the impact of the COVID-19
pandemic, the company has operated and grown in profits, which is highly appreciated by
industry insiders.
Target customers, target market, positioning strategy.
1. Target customers:
Haidilao Hotpot targets a wide variety of customers, which mainly focuses on Chinese
consumers, customers of Generation Y and Gen Z, gourmets, and exchange diners.
The customer segment at Haidilao Hotpot is very diverse, with all ages. However, the
restaurant will focus on the segment of customers with average incomes and above and
aged 20-35. For example, students, office workers, service staff,...
Age breakdown table

2. Target market:
Haidilao positions itself as a premium hot pot brand. Therefore, the market that this brand
targets is the high-end market. At Haidilao, customers can not only eat hot pot, but also
have wonderful experiences.
3. Positioning strategy:
3.1. About the product:
Haidilao always brings quality products, from the smallest things. Therefore, from the
ingredients, processing, presentation, and arrangement, all are delicate, eye-catching and
harmonious.
3.2. For customers:
With the motto “Putting customers first”, Haidilao not only wishes to bring a premium
meal but also a great service experience for customers.
3.3. For the market:
Although not a long-standing product, Haidilao has gradually asserted its position not
only in China but also around the world.

D. CONCLUSION

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E. REFERENCES

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