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Lidu Liquor Co. Ltd.: Immersive Experiential Marketing
內容大綱
The general manager of Lidu Liquor Co. Ltd. (Lidu) was considering the next phase of the company’s marketing plan. From 2016 to 2018, unit sales had risen from ¥80 million to ¥300 million, largely due to Lidu’s unconventional marketing programs. But by mid-2019, national and domestic brands had noticed Lidu’s success. With competition increasing, Lidu’s future growth might not come as easily. The general manager wondered how best to modify the company’s immersive experiential marketing plan so that Lidu could stay ahead of the competition.
學習目標
The case is appropriate for business classes at the undergraduate, graduate or executive levels. The case is intended for use in marketing management courses which address innovative marketing. In addition, the case is also suitable for use as an in-depth study with middle and senior management personnel who possess management theory knowledge. By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Understand how marketing-related environmental factors, such as economic and cultural factors, affect marketing in China.</li><li>Analyze how Lidu formulated a differentiated marketing strategy based on the environment it faced.</li><li>Review Lidu’s experience through the lens of strategic or marketing theories.</li></ul>