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Food service -- Marketing
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This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Yi Wanying, who provided information and insights for this video. This case discusses Meituan's creative marketing strategy of incorporating "kangaroo ears" into its delivery riders' uniforms to enhance brand visibility and recognition. By promoting the distinctive visual element across social media and integrating it with seasonal marketing campaigns, Meituan successfully embed the "kangaroo ears" as a memorable brand symbol in consumers' minds, fostering emotional connections through associations with popular culture. The strategy effectively increased consumer engagement and Meituan's market share, demonstrating the power of leveraging a unique brand identity to differentiate in a highly competitive market. However, the case also highlights the challenge of maintaining long-term consumer interest and ensuring marketing activities align with the brand's core values as Meituan continues to evolve its marketing approach.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝易婉瑩為本視頻提供信息和見解。本案例討論了美團在外賣騎手制服中融入「袋鼠耳朵」的創新行銷策略，以提高品牌知名度和認知度。通過在社交媒體上推廣這種獨特的視覺元素，並將其與季節性行銷活動相結合，美團成功地將「袋鼠耳朵」作為令人難忘的品牌符號嵌入消費者心中，同時也通過與流行文化的聯繫來培養情感聯繫。該戰略有效地提高了消費者的參與度和美團的市場份額，展示了利用獨特的品牌標識在競爭激烈的市場中脫穎而出的力量。然而，隨著美團不斷發展其行銷方式，此案也凸顯了保持長期消費者興趣和確保行銷活動與品牌核心價值保持一致的挑戰。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Food service -- Marketing Food delivery services Bring (Marketing)
- Resource Type:
- Others
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Others
This case study discusses Marriott Hotel Group's implementation of a food-themed accommodation experience program, which allows visitors to discover the most authentic local snacks and exciting stories from a new perspective of Hong Kong. This program increased customer satisfaction, the hotel's occupancy rate, and overall revenue through word-of-mouth promotion.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Food service -- Marketing Hospitality industry -- Marketing China -- Hong Kong
- Resource Type:
- Others
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Others
This case discusses the Westin Pazhou Hotel's launch of a diamond card promotion for unlimited buffet dining throughout the year at the Canton Fair, along with Alibaba KOLs promoting it on multiple online platforms. They also developed a facial recognition system, which generated over 2 million in revenue and vital market feedback, opening up new ideas for promoting hotel industry catering products.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Food service -- Marketing
- Resource Type:
- Others
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Others
This case study discusses how Wanda Realm Jinhua successfully increased the restaurant's popularity and revenue by upgrading the original Chinese restaurant to a Western-style buffet restaurant, transforming the dishes and optimizing the production process, and becoming a long-term promotion project for Wanda Group's F & B department.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Hospitality industry -- Marketing Food service -- Marketing Restaurants -- Marketing
- Resource Type:
- Others