Marketing Innovation in Industry 4.0: Experiential Marketing Practices in the Culinary Industry

Daniel Hermawan

2019

Abstract

The increase of social media users has made Indonesian people experience changes in terms of consuming products. This phenomenon also affects the marketing strategy of the culinary industry in Bandung to adjust with millennial consumers. Capturing food before eating, posting photos with interesting captions, and recording unique moments with friends and family in culinary places became a common sight that was seen in several culinary places in Bandung. A culinary place that was originally focused on the taste and quality of food now turned into a selfie spot that has its theme and brings a new experience to consumers. Through this research, the author wants to know (1) how marketing innovations designed by culinary owners? (2) How do consumers assess marketing innovations carried out by culinary places? This research uses qualitative methods, namely using case studies and interviews with culinary owners and consumers in 6 Instagramable restaurants in Bandung. The research found that marketing innovation is a useful tool in providing a competitive advantage for the culinary industry. Consumers assess that marketing innovation carried out by the culinary industry is good, but must be consistent with other factors, such as price, atmosphere, maintenance of facilities, and quality of food offered

Paper Citation

in Harvard Style

Hermawan D. (2019). Marketing Innovation in Industry 4.0: Experiential Marketing Practices in the Culinary Industry.In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM, ISBN 978-989-758-471-8, pages 43-48. DOI: 10.5220/0009958400430048

in Bibtex Style

@conference{icbeem19,
author={Daniel Hermawan},
title={Marketing Innovation in Industry 4.0: Experiential Marketing Practices in the Culinary Industry},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,},
year={2019},
pages={43-48},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009958400430048},
isbn={978-989-758-471-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,
TI - Marketing Innovation in Industry 4.0: Experiential Marketing Practices in the Culinary Industry
SN - 978-989-758-471-8
AU - Hermawan D.
PY - 2019
SP - 43
EP - 48
DO - 10.5220/0009958400430048