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.
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