Intermediate Offline Catering Marketing Strategy: Taking Manner as an Example

Qing Han

2025

Abstract

With the social development, many customers who lose weight or need high-intensity mental work are also increasing, and people's demand for coffee is increasing. In China, coffee has gradually become a part of life, which leads to fierce competition in the coffee industry. Based on 4p theory and taking Manner as an example, this paper analyzes the marketing problems of small and medium-sized enterprises in popular industries. Four dimensions, including price, product, marketing and location are used to analyze Manner's practical marketing strategy to increase sales volume. Through analysis, it is found that the unclear product positioning and improper marketing strategy are the two biggest problems affecting the development of Manner: Manner is not well-known in second-and-third-tier cities, and the product income cannot cover the company's operating cost. By comparison, it is concluded that Manner is more suitable for learning Luckin's marketing model that Manner should target customers and cultivate customer loyalty.

Paper Citation

in Harvard Style

Han Q. (2025). Intermediate Offline Catering Marketing Strategy: Taking Manner as an Example. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 313-317. DOI: 10.5220/0014113100004942

in Bibtex Style

@conference{apmm25,
author={Qing Han},
title={Intermediate Offline Catering Marketing Strategy: Taking Manner as an Example},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={313-317},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014113100004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Intermediate Offline Catering Marketing Strategy: Taking Manner as an Example
SN - 978-989-758-791-7
AU - Han Q.
PY - 2025
SP - 313
EP - 317
DO - 10.5220/0014113100004942
PB - SciTePress