Lidu Liquor Co. Ltd.: Immersive Experiential Marketing
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. Haibo Hu is affiliated with Jiangxi University of Finance and Economics. Huaiyuan Han is affiliated with NEOMA Business School. Tao Huang is affiliated with School of Business Administration. William Wei is affiliated with MacEwan University.