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Marketing Plan for

Mang Inasal

Silang, Cavite Branch

In Partial fulfillment of Requirement for:

Fundamentals of Marketing

Submitted by:

Mandani, Eder

Pae, Er!l

Paradero, Mikka "ail

Pascua, #ngelo

$uimundo, Patricia %ean

Saldivar, &eonardo %r'

(ate Su)mitted:

*cto)er +, -+./

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Table of Contents

I. Executive Summary

II. Company Description

a. Business Mission

b. Target MarketIII. opulation !nalysis o" Silang# Cavite

I$. Situation !nalysis

a. Industry !nalysis

i. Trends

ii. Consumers

iii. Competition

iv. Socio%cultural &actors

v. Tec'nology

vi. Economy

vii. Environment

viii. olitical%(egal

b. S)*T !nalysis

c. +ey Success &actors in t'e Industry

$. Marketing *b,ectives

$I. Marketing Strategy

a. Target Market

b. Marketing Mix

$II. Contingency lan

$III. Implementation# Evaluation# and Control

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E-ECTI$E SMM!/0

0his re1ort 2as commissioned for the 1ro1osal of a ne2 1roduct for Mang Inasal3Silang

)ranch, 2hich 2ill cater the demand of the increasing trend of health and 2eight conscious

customers 2ho are looking for a health! 1roduct for their health! lifest!le'

4e have found out through our e5tensive research that there is an increase in the num)er

of Fili1inos, 2ho are dealing 2ith o)esit!, heart 1ro)lems, and other health3related issues'

#ccording to our stud! as of -+.., surve! sho2ed that --'67 of Fili1ino adults are over2eight

and 8'.7 are o)ese and is e51ected to increase significantl!' Most of our 1roducts are meat,

2hich is high in saturated and transfat that can lead to o)esit! and heart disease' For customers

2ho are looking for a healthier food, eating in Mang Inasal ma! not )e a good o1tion for them

and this ma! lead to a decrease in the market share in Silang'

Because there is no2 this trend of consumers s2itching in to more3health! 1roducts, the

management of Mang Inasal 2ishes to gra) this o11ortunit!' 0he la)or force of Silang com1rises

the 8/'67 or .6-,99/ out of -+8,;; 1ersons in the munici1alit!' 0he management 2ishes to

a11eal more to the students, health3conscious, and 1rice3sensitive consumers of Mang Inasal 2ho

lives in Silang'

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*ur overall o) is 8+7 of the target market or ;9,++ individuals'

*f those ;9,++ individuals, /7 or 6,9.+ are e51ected to tr! the ne2 1roduct offering of

Mang Inasal' *f those 2ho are e51ected to learn of our ne2 1roduct offering and tried the

1roduct, an estimate of -7 or 9;;' are e51ected to 1urchase again the 1roduct'

Since the e51ected 1urchase frequenc! is one serving 1er month, 2e

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C*M!10 DESC/ITI*1

Mang Inasal is one of the most 1ros1erous fast3food chains in the Phili11ines' Founded )!

Edgar ?In' e then )ranched out to Mar!mart Mall, Iloilo Cit! =third )ranch>,

to Mall of #sia, Manila, and soon after2ards, to the rest of the Phili11ine Islands'

Mang Inasal is kno2n for the ?s2iftness@ and accurac! of its services, qualit! of its

1roducts, and its variet! of food choices' 0he ational Meat Ins1ection Service gave Mang

Inasal a certified (ou)le # on its commissaries =one in Iloilo and one in Manila>, assuring safet!

2hen consuming their 1roducts' #1art from safet!, Mang Inasal also allo2ed its Research and

(evelo1ment (e1artment =R((> to makes sure that all of its 1roducts are fresh and h!gienic'

0he R(( also takes the res1onsi)ilit! of develo1ing ne2 1roducts in Mang InasalAs menu' In

order to raise concerns in )ranches scattered ever!2here 2ithin the countr!, Mang Inasal has its

Su11ort S!stem to transmit to its main de1artment and act u1on giving remedial solutions' 4ith

coo1eration )et2een different de1artments, Mang Inasal remains to )e one of the healthiest

)usinesses in the Phili11ines'

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!. BSI1ESS MISSI*1

Mang InasalAs mission is to 1rovide great3tasting 1roducts and qualit! services to our

customers 2ith a great Pino! am)ience fast food chain nation2ide' (evelo1, motivate and retain

em1lo!ees in 1roviding )enefit 1rograms, em1lo!ment securit! and good 2orking environment

)! a11l!ing ne2 technologies for )etter and eas! 2a! of serving' (o our )est to 1rovide qualit!

1roducts and services to our franchisees 2ith fairness and integrit!' Moreover, 1rovide livelihood

1rograms to the communit! )! treating them as )usiness 1artners'

B' Target Market

Mang Inasal is a nation2ide com1an!' 0heir em1hasis of com1etition is 2ithin

the Phili11ines' 0heir target market is the Fili1ino 1eo1le' #ges 6 D ; !rs' old Class C

and a)ove

*(!TI*1 !1!(0SIS *& SI(!12# C!$ITE

*n the local scale, as of -+.+, the total num)er of 1o1ulation in Silang, Cavite is

-+8,;;' *f these, 88,86; or 6-'-87 are aged ./ !ears old and )elo2' 0hose 2ho are considered

1art of the la)or force com1rise the ma

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0his sho2s that ma

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SIT!TI*1 !1!(0SIS

34 Industry !nalysis

#n overvie2 of the fast food industr! highlights the availa)ilit! of meals that serve the

need to eat even during tight 2ork or school schedules, and at ver! afforda)le or, most of the

time, chea1 1rices' Individuals, mostl! 1arents or 1eo1le 2ho live on their o2n, 2ho donAt kno2

ho2 to cook or donAt have time to cook, find fast foods of great convenience' Some fast food

restaurants also offer 1ackaged foods or ?take3a2a!s@' 0he fast food industr! no2 o1erates out

of convenience stores, food kiosks, su1ermarkets or grocer! stores, coffee sho1s, and gas

stations' Individuals can no2 eat their food an!2here and an!time' Fast food restaurants also tr!

to fit their menus according to the taste and 1reference of the mass' 0ake for e5am1le Mang

Inasal, its )ar)ecued chicken dish is 2hat Fili1inos like' 0he rise of fast food restaurants or

kiosks has often )een linked 2ith ur)an develo1ment' 0his kind of notion can )e t!1icall! seen

in Fili1inos'

a. Trends

Fast food retains its 1osition as the largest and the fastest3gro2ing categor! in the

Phili11ine consumer foodservice industr!' (uring -+.-, this categor! re1orted total foodservice

revenue of P.-.'9 )illion, taking 6+7 of total value sales in consumer foodservice' "ro2th in

terms of outlets, transactions and value sales remains vi)rant' 0he increasing num)er of sho11ing

centres, and small communit! su1ermarkets, in Metro Manila and ke! cities nation2ide, has

su11orted outlet o1enings' *utlet gro2th 2as estimated to )e at 7 in -+.- 2hile transactions

and value sales )allooned )! 97 and ..7 res1ectivel!'

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b. Consumers

0a)le - #ccording to ational Restaurant #ssociation surve! =-+.6>

Adventurous; 46%

Typia!; 44%

Traditiona!; 7%"on#t $no; 4%

Type of consumers

Fort! si5 1ercent =/87> of the consumers tend to )e more adventurous, dining out to seek

ne2 tastes and foods the! cannot make at home'

0he other fort! four 1ercent =//7> of the consumers generall! order their favorite food

2hen dining out, )ut sometimes tr! trend! menu items'

Seven 1ercent =;7> of the consumers 2ill )e more traditional 2hen dining out, onl!

ordering food that the! kno2' 4hile the remaining three 1ercent =67> are clueless, as to 2hat

segment the! )elong in'

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0his technicall! descri)es the )ehaviors or consumers that 2e are toda!' 0his 2ill )e

hel1ful for this marketing 1lan, since 2e 2ill )e focusing more on the adventurous t!1e of

consumers'

c. Competition

Competitive Advantage

nlimited Rice

"ood &ocation

In Silang )ranch, Mang Inasal has no direct com1etitor )ut has an indirect com1etitor,

2hich is a1 Chan, a Chinese3st!le restaurant' aving no direct com1etition in the vicinit! is a

com1etitive advantage for the Mang Inasal3Silang )ranch'

Competitors

1.Chic-Boy

#ccording to their 2e) site, Chic3Bo!0M is a ne2 trademark and )usiness model of Pier

*ne Bar and "rill oldings Cor1oration, the com1an! )ehind the successful Pier *ne Bar and

"rill restaurant chain in the Phili11ines' aving first tried the delicious and tast! lechon manok

and lechon liem1o in Ce)u and the Chicken Inasal of Bacolod, Pier *ne Bar and "rill oldings

Cor1oration sa2 its )usiness 1otential and the o11ortunit! to ta1 into the lechon manok, lechon

liem1o and chicken inasal industr! and therefore, )rought the secret reci1e to Manila' Chic3Bo!

0M o1ened its first (ine3 In store last + Ma! -+.+ and )egan offering its (ine3In store conce1t

for franchise' In

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#la)ang, the! have gro2n into a total of eight! five => dine3 in stores, eight! one =.> units of

2hich are franchised' Fort!3four =//> more franchised stores are under construction'

Chic3Bo! has )een constantl! gro2ing and it is the archrival of Mang Inasal for it also

offers the same level of qualit! in all as1ects, i'e' food and service' Chic3Bo! also offers an

unlimited rice and unlimited iced tea, 2hich Mang Inasal 1ioneered in the Bar)eque Fast Food

Industr!'

2.Bacolod Chicken Inasal

#ccording to their 2e) site, Bacolod Chicken Inasal is o2ned and managed )! the sisters

and )rother team of Rose, Bing and %M 0analgo, Bacolod Chicken Inasal o1ened its first

takeout and deliver! counter in .996' It 2as a small take out s1ot at E(S# Central Com1le5 in

Mandalu!ong Cit! 2ith deliver! services to the *rtigas and Mandalu!ong areas' 0he 0analgo

si)lings o1ted to start out 2ith a small stall to first have a feel of the market in Manila'

Bacolod Chicken Inasal is the oldest of the four )ut its slo2 gro2th and e51ansion has

)een the )iggest factor of their small market share even though the! are the 1ioneer of serving

chicken inasal in the metro'

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Barriers to entry

forces of com1etition &o2 Moderate high

Com1etitor 0hreat of ne2 entrant

(evelo1ment of su)stitute 1roducts

Bargaining 1o2er of customers

Bargaining 1o2er of su11liers

Bargaining Power of Consumers

Mang Inasal Phili11ines Inc' caters to almost ever!one regardless of volume, 1ur1ose and

location' 0here are so man! )ranches and it has esta)lished its o2n re1utation that the )argaining

1o2er of consumer is 2eak )ecause the fast food industr! 1rinci1all! dictates 2hat masses eat'

0he 1rices for the 1roducts and services set )! fast food restaurants have )ecome the standard on

ho2 consumers 2ould 2ant to s1end on food' #n!thing a)ove the 1rice range of fast food

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Bargaining Power of Suppliers

Most fast food restaurants acquire the ra2 and other materials used for their )usiness

o1erations from local su11liers and some international' "iven that the inventor! for the food

served is crucial in an! quick service restaurant, the su11liers of these inventories greatl! affects

o1erations' Mang Inasal or an! $SR cannot o1erate if there is no food to )e served' Evidentiall!,

Mang Inasal Phili11ines Inc' over the !ears develo1ed their o2n commissar! s!stem to eliminate

the relativel! strong )argaining 1o2er of su11liers in the industr!' *ther than those 1eo1le

manufacturing the food, su11liers in this industr! can go 2a! )ack to the agricultural, meat and

1oultr! farms and 1ackaging com1anies'

Pressure of Substitutes on the Business

0here are man! su)stitutes for almost ever!thing no2ada!s' Fast food chains are not

e5em1ted from this )ecause thus the e5am1les of su)stitute to the menu that Mang Inasal offers

to its consumers' Some of the su)stitutes are the instant noodles 2ith several flavorings and other

froen 1roducts that can )e )ought in local and foreign markets' It is im1ortant to have rice and a

viand as 1art of the meals of the Phili11ine consumers therefore the threat of su)stitute for 2hat

Mang Inasal is offering to its consumers is considera)l! high' #n!thing that can sustain or satisf!

the cravings of a 1erson is a via)le su)stitute for fast food'

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ntry Barriers

Mang Inasal Phili11ines Inc' is a2are that it is the 1rocedure on ho2 the! make their

distinct mark 2ith their 1roducts, 2hich makes them stand out that their 1atrons choose them

over some other fast food chain' So )rand favoritisms of the consumers are a )arrier for them to

mono1olie the fast food industr!' &ike2ise, the im1ort ta5 that Mang Inasal has to 1a! ever!

time the! im1ort their ra2 materials from other countries could also affect their )usiness as a

2hole'

d. Socio%cultural &actors

=H> Positive effect =3> egative effect=H> Fili1inoAs love for food =3> Changing 1reference of customers

=H> 0he 1o2er of media to the consumers=3> Rise of other restaurants that offering

unlimited rice in the market

=H> 4orking class has no time to cook, find fast

foods for convenience'

0he ta)le a)ove summaries the cultural factors that affect Mang Inasal 1ositivel! and

negativel!' 0he to1most of the 1ositive factors is the love of Fili1ino 1eo1le for food' But the

trend no2 is for health! foods since consumers toda! 1refer health! foods more as com1ared to

the 1revious !ears'

0he trend of 2orking mothers is also a 1lus factor for Mang Inasal since most Moms,

es1eciall! those 2ho 2ork, do not have enough time to 1re1are the famil!As lunch or dinner' In

turn, the! look for fast food chains, 2hich ma! satisf! their needs'

!rending Barbecue "ast "ood Industry

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0

50

100

150

200

250

300

350

400

450

423

9071

20

Barbecue fast Food Industry in te Pilippines !As of "#$$%

&o' of Stores

0a)le 6

0he ta)le a)ove sho2s that as earl! as -+.., Mang Inasal dominates the )ar)ecue fast food

industr! 2ith /-6 )ranches nation2ide' 0his onl! strengthens the hold of Mang Inasal as the

leading )ar)ecue fast food restaurant in the Phili11ines' 0his also signifies the success of Mang

Inasal in 1enetrating the Fili1ino market )! e51anding its )ranches nation2ide'

#ccording to Famil! Income and E51enditure Surve!, /-'87 of the Fili1ino householdAs

income 2as s1ent on food' 0he increase in the num)er of 2orkers 2ho are engaged in )usiness

and administrative

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Mang Inasal, as a 1art of the )ar)ecue fast food industr!, can take advantage of the

increasing trend for this industr!' 0hese 2ould hel1 them generate higher income and

increase further its market share' 0he! can also take this o11ortunit! to attract more

customers and outnum)er its com1etitors'

Increase in #umber of Potential $wners through "ranchising

Fili1inos no2ada!s are engaging into franchising )usiness since it requires less ca1ital

instead of making their o2n )usiness' #ctuall!, franchising contri)utes a lot in the gro2th of the

Phili11ine econom!' #ccording to the #ssociation of Fili1ino Franchisers Inc' =#FFI>, their

mem)ers increased to .6+ from ; during the !ear of -+.+' #t this moment, there are .+++

)rands that are )eing franchised in our countr!, 2hich are divided to si5 1rinci1al sectors: retail

=clothing>, cafes, fast foods, )akesho1s, hos1italit! and 2ellness, and food carts' #round 8'8

)illion of the "ross (omestic Product of the Phili11ines or 7 is contri)uted )! franchising'

Franchising also generates

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Mang Inasal also offers franchising to the communit!' In fact, it is one of the fastest

gro2ing franchises in our countr!' # lot franchisee means more income for Mang Inasal and it

2ill )e introduced to different 1laces es1eciall! to those areas 2here Mang Inasal is not 1resent

!et'

%ore "ilipinos are %o&ing to 'rban (reas

#s more Fili1inos migrate to ur)an areas for the reason of )etter

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"ilipinos are )ooking for a *ealthier )ifestyle

0here is a significant increase in the num)er of Fili1inos, 2ho are having a hard time,

dealing 2ith o)esit!, heart 1ro)lems, dia)etes and other health3related issues' 0his, in turn,

makes them more conscious on 2hat the! eat' #ccording to the 4orld ealth *rganiation, )!

-+.-, there 2ill )e -'6 )illion adults, 2ho are over2eight and more than ;++ million are o)ese'

In -++6, it is re1orted that .9'87 of the Fili1ino 1o1ulation are over2eight and /'97 are o)ese'

0he num)ers continue to increase during these da!s' Consumers are )ecoming more health

conscious looking for more healthier and organic 1roducts'

Relevance

Most of the 1roducts of Mang Inasal are meat, 2hich is high in saturated and transfat that

can lead to o)esit! and heart disease' For customers 2ho are looking for a healthier food, eating

in Mang Inasal ma! not )e a good o1tion for them and this ma! lead to a decrease in the market

share of Mang Inasal, as 1eo1le 2ill shift their interest to those restaurants 2ho offer organic and

healthier foods'

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*ealth +elated +isks of Poultry

*ne common disease that 2e can get from 1oultr!, es1eciall! chickens, is )ird flu, 2hich is

a disease caused )! 0!1e # influena virus that mostl! infect )irds' 0his has )een a serious

1ro)lem faced )! 1oultr!3related industries in the earl! !ears -++63-++9'

Relevance

Since the ma

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e. Tec'nology

.'%ang Inasal to-go

Mang Inasal has launched a centralied deliver! s!stem' B! sim1l! dialing 566%

3333# customers can no2 order their favorite Mang Inasal meals and it 2ill )e delivered right on

their doorste1s an!2here 2ithin Metro Manila' Pili1inas 0eleserve, Inc', one of the Phili11inesA

leading service 1roviders for fastfood chain deliveries, services the centralied deliver! s!stem'

0hirt!3t2o strategicall! located stores serve as deliver! hu)s for motorc!cle3riding deliver!men'

0his 2ill make the deliver! of Mang Inasal orders faster and relia)le as 1art of the com1an!As

service values that include e5cellent customer service and market leadershi1'

-'Internet

Online Advertising: Benefits

.' Cost 3 *nline advertising, and in 1articular social media, 1rovides a lo23cost means for

advertisers to engage 2ith large esta)lished communities' #dvertising online offers )etter returns

than in other media'

-' Measura)ilit! 3 *nline advertisers can collect data on their adsK effectiveness' 0his

hel1s online advertisers im1rove their ad cam1aigns over time'

6' Formatting 3 #dvertisers have a 2ide variet! of 2a!s of 1resenting their 1romotional

messages, including the a)ilit! to conve! images, video, audio, and links' nlike man! offline

ads, online ads also can )e interactive'

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/' 0argeting 3 *nline advertising offers the a)ilit! to reach customia)le and narro2

market segments for targeted advertising'

' Coverage 3 *nline advertising can reach nearl! ever! glo)al market, and online

advertising influences offline sales'

8' S1eed 3 *nce ad design is com1lete, online ads can )e de1lo!ed immediatel!'

Furthermore, online advertisers can modif! or re1lace ad co1! more ra1idl! than their offline

counter1arts re1lace'

". Economy

.' $il Price *ikes

o2 do high oil 1rices affect the econom! on a ?micro@ levelL

4hen oil 1rices increase, a larger share of householdsA )udgets is likel! to )e s1ent on it,

2hich leaves less to s1end on other goods and services' 0he same goes for )usinesses 2hose

goods must )e shi11ed from 1lace to 1lace or that use fuel as a ma' igher oil 1rices tend to make 1roduction more e51ensive for )usinesses,

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1roducts' *il 1rices indirectl! affect costs such as trans1ortation, manufacturing, and heating'

0he increase in these costs can in turn affect the 1rices of a variet! of goods and services, as

1roducers ma! 1ass 1roduction costs on to consumers'

*il 1rice increases can also stifle the gro2th of the econom! through their effect on the

su11l! and demand for goods other than oil' Increases in oil 1rices can de1ress the su11l! of

other goods )ecause the! increase the costs of 1roducing them' In economics terminolog!, high

oil 1rices can shift u1 the su11l! curve for the goods and services for 2hich oil is an in1ut'

igh oil 1rices also can reduce demand for other goods )ecause the! reduce 2ealth, as

2ell as induce uncertaint! a)out the future =Sill -++;>'

g. Environment

.'(gricultural #ation

Phili11ines remain to )e an agricultural nation 2here it can serve as a source for the ra2

materials that Mang Inasal uses for its )usiness' Instead of having ever! ingredients, flavorings,

and other materials im1orted, Mang Inasal can use the it Phili11inesA a)undant natural resources'

-' 'rban ,e&elopment

4ith the recent gro2th in the real estate industr! in the countr!, more and more 1rovinces

and rural areas in the countr! are starting to )e develo1ed and ur)anied' More and more

condominiums and villages are )eing constructed in various 1rovinces of the countr!' 0his has

started a sort of migration of Fili1inos families to the 1rovinces or countr!side' 0his 2ould mean

more ne2 areas for Mang Inasal to conquer and more market to serve'

http://www.philadelphiafed.org/files/br/2007/br_q1-2007-3_oil-shocks.pdfhttp://www.philadelphiafed.org/files/br/2007/br_q1-2007-3_oil-shocks.pdf

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'. olitical (egal

.'Political Instability

0he Phili11ines has and ma! continue to e51erience 1olitical insta)ilit!, including strikes,

demonstrations, 1rotests, marches, cou1s dAJtat, guerrilla activit! or other t!1es of civil disorder'

0hese insta)ilities and an! adverse changes in the 1olitical environment in the Phili11ines could

increase our o1erational costs, increase our e51osure to legal and )usiness risks and make it more

difficult for us to o1erate our )usiness in the Phili11ines'

-'Sanitary Issues Standards

Mang Inasal is in the food industr! that is 1art of ever!oneAs )asic needs' 0he! cannot

allo2 even minor issues to ha11en )ecause this can affect the lo!alt! and sales of Mang Inasal as

a 2hole' $ualit! 1roducts and services should )e maintained to avoid sanitar! standards issues'

74 S)*T !nalysis

#fter the internal and e5ternal anal!sis, 2e 2ill no2 summarie the strengths and

2eaknesses of the internal management of Mang Inasal3Silang )ranch' 4e 2ill also 1resent the

1ossi)le o11ortunities that ma! )e )eneficial to Mang Inasal, as 2ell as the threats, 2hich ma!

hinder the continuous success of Mang Inasal'

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a Strengths

CompetitorsD 0he management of Mang Inasal )elieves that do not have direct com1etitors in

the vicinit!' 0he! said that the a1 Chan, a Chinese3st!le restaurant situated near Mang Inasal, is

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(ocal Market as Supplier *ne of the visions of Mang Inasal is to hel1 the local communit!

2here the! in turn' 0hus, in turn, the! get their su11l! of )anana leaves and )am)oo sticks from

the local market of Silang' 0his hel1s the local communit! to gro2 as 2ell'

Environment%&riendliness Mang Inasal uses a ducting s!stem, 2hich rec!cles the smoke

coming from the grills' Mang Inasal uses )iodegrada)le materials and ero32aste management'

b eaknessess

2lobal ExpansionD &ack of in de1th 1lanning and research in the glo)al e51ansion' Mang

Inasal failed to re1licate its success in the foreign markets' Pro)a)l! )ecause it offers Pino!3st!le

food into foreign market'

Slo; ServiceD *ne of the things that is considered a 2eakness of Mang Inasal is their slo2

service' Nes, the! 1rovide fast service 2ith their regular menu )ut it takes them a lot of time to

serve the not so usual dishes like "rilled Bangus, &eche Flan and other 1roducts other than their

Chicken and Pork 1roducts'

(imited SpaceD *ne of the ma

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Commissary StrugglesD Mang Inasal gets its su11lies from a single unit D %FC Cor1' Nes,

having a strong commissar! is strength )ut 2e must also take into consideration those times 2hen

the com1an! e51eriences commissar! struggles like that of the recent issue faced )! %FC Cor1' It

someho2 dam1en the image of %olli)ee and its sister com1anies' (o; !dvertisementD Mang Inasal3Silang )ranch has lesser advertisements' 0he! do not have

road sign and other t!1es of advertising materials'

n'ealt'y &oodsD Most of the 1roducts that Mang Inasal offers are high in fats and cholesterol'

c $pportunities

Tec'nological advancesD Since the generation toda! offers great innovations and almost

ever! )usiness ada1ts them, it is a good o11ortunit! for Mang Inasal to u1grade the

technolog! the! are using' *ne of 2hich, is to o1t to use electric grills in grilling the

1roducts instead of the traditional live charcoals, and in cooking the other dishes in the

menu'

Increasing number o" o""ices D 0he munici1alit! of Silang is no2 ra1idl! )eing

ur)anied' 4ith the o1ening of offices chances for an increase in the market of Mang

Inasal in Silang is ver! 1ossi)le'

C'anging customer tastes D It can )e advantageous for the com1an! to res1ond

1ositivel! to these changes )! adding ne2 1roducts and dishes like seafood and 1asta to

the e5isting menu so that, the customers 2ill have more choices and 2ill not eventuall!

)e dissatisfied'

1ig't%s'i"t employeesD It can )e an o11ortunit! to o1en -/O; in Silang to cater this

market segment'

&iestas and prominent events in Silang D 0he Silang )ranch of Mang Inasal can have

1u)lic relations 2ith the residents )! engaging in the fiestas and in customer su11ort

1rograms for good 1u)licit!'

/apid increase in populationD 0he Fili1inos have reached .++ million in num)er, and

to Mang InasalAs advantage, its target market of 63; !ears old is continuousl! gro2ing

having a gro2th rate of '+7 1er !ear =-+.+>'

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9oliday seasonD 0he fast3a11roaching holida! season is a great o11ortunit! for Mang

Inasal in Silang to attract more customers since man! families and grou1s go out during

this 1eriod to hang out and eat'

d !hreats Direct and indirect competitorsD 0he com1etitors of Mang Inasal, even the indirect

a1 Chan, still 1ose as a threat to the com1an!' Since this com1etitor =a1 Chan> offers a

different cuisine, it is 1ossi)le that customers 2ill tr! their menu and shift to theirs'e> Trend to;ards 'ealt'y eatingD #ccording to studies, /7 of the Fili1inos toda! are

)ecoming more health3conscious' 0his then affects the com1anies in the fast food

industr! including Mang Inasal, since customers are no2 looking for healthier foods and

regard fast foods as unhealth!'

Supply s'ortageD aving short of su11l! is ver! inconvenient to com1anies, even to

Mang Inasal 2ho have a commissar! s!stem 2ith %FC'

)eat'er 3 0he 2eather affects greatl! the )ehavior of the customers' 4hen there are

heav! rains, most 1eo1le 2ould 1refer to sta! indoors and not go out to eat'

oultry%related diseasesD Since chicken is the main 1roduct of Mang InasalKs menu, an!

ne2s of these diseases 2ill negativel! affect its sales'

Medical8'ealt' studiesD In medical

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6> +ey Success &actors in t'e Industry

In a com1an! such as Mang Inasal, innovation is im1ortant )ecause com1etition in the fast

food industr! is ver! tight' Product innovation is necessar! as it adds value to the com1an! since

1roducts are )eing offered to the market for attention, acquisition or consum1tion that ma!

satisf! a need or 2ant' In this case, 1roduct innovation is done to get the attention of customers

and most es1eciall! the non3customers of the com1an! so that the! 2ill have a chance to steal

some market share of their com1etitors' #s the sa!ing goes, ?the test of the 1udding is in the

eating'@ It is im1erative for Mang Inasal, )eing in the fast food industr!, to offer its customers

2ith good food' 0he! must then make sure that the taste, 2hich the customers have gro2n

accustomed, should )e maintained and standardied, to kee1 the customers hooked and coming

)ack for more'

Freshness and qualit! of ingredients should also )e maintained as 1art of maintaining high

standards 2ith their 1roducts' Pricing also is an im1ortant to consider given that the target market

of Mang Inasal is considered 1rice sensitive' #n! sudden and drastic change in 1rice might 1ush

the customers to find other food 1roviders' Moreover, in the industr! that Mang Inasal is in, there

man! others than can 1rovide Mang Inasal customers 2ith other alternatives' It must then )e

ensured that 1roducts of Mang Inasal are 1riced in a 2a! that highlights value at the same time,

still afforda)le to its customers'

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M!/+ETI12 *B

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For us to ensure that the same qualit! 2ill )e delivered at all times to our valued customers, 2e

maintain the standard Mang Inasal has )een kno2n for' 4e strictl! com1l! 2ith the high standards 2hich

can )e summaried into F'S'C' ?Food@ served must meet the standards given )! the com1an!' ?Service@

should )e fast and courteous' ?Cleanliness@ of the 1lace as 2ell as the em1lo!ees must )e o)served'

Product 1romotions 2ill )e done through the distri)ution of fl!ers and )ooth selling' Pu)lic relations

2ithin the vicinit! of Silang such as schools 2ill also )e conducted to increase the num)er of students for

the continuous 1atronage in our )ranch'

M!/+ETI12 ST/!TE20

i. Target Market

Because there is no2 this trend of consumers s2itching in to more3health! 1roducts, the

management of Mang Inasal 2ishes to gra) this o11ortunit!' 0he la)or force of Silang com1rises

the 8/'67 or .6-,99/ out of -+8,;; 1ersons in the munici1alit!' 0he management 2ishes to

a11eal more to the students, health3conscious, and 1rice3sensitive consumers of Mang Inasal 2ho

lives in Silang'

a4 1eed Segmentation

0una and Malungga! Pasta 2ill )e targeting the unsatisfied needs of health3

conscious consumers 2ho are avoiding meals, 2hich are high in cholesterol'b4 Socio%Demograp'ics Segmentation

0he ne2 1roduct offering of Mang Inasal 2ill )e catering the la)or force of the

munici1alit! of Silang' More s1ecificall!, those aged .3// 2ill )e the main target market

of our 1roduct' 0his age grou1 includes students from high school and tertiar! levels,

office em1lo!ees, factor! 2orkers and other 1rofessionals'

c4 Be'avioral Segmentation

#dventurous t!1e of consumers, or those 2ho usuall! tr! the ne2 1roduct

offerings, is the ones, 2hich our 1roduct, 0una and Malungga! Pasta 2ill )e targeting'

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0his )ehavior is more dominant in the !oung adult and middle age 1o1ulation, 2hich

com1rises the ma

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o Brand ersonality: 0he target market of this 1roduct com1rises of those 2ho

go for the value of mone! in terms of afforda)ilit! and health3relatedness'

0he! are careful in s1ending for unnecessar! things' o2ever, once the! tr! a

1roduct that gives them )etter value for their )udget, the! 2ill stick 2ith it'

4e 2ant our target customers to kno2 our 1roduct as a ver! afforda)le and

health! value meal' 0he health )enefits of Malungga! and 0una 2ill )e the

ke! factors of the 1roduct in terms advertisements, 1ackaging and 1ricing'o &inancials:4e aim to target aggressivel! 6+,+++ servings of the 1roduct for

our first si5 months' 4e intend to 1rice this at an introductor! 1rice of

PhP/9'++ 1er serving similar to our Sulit Meals' "iven the 1romotional

e51enses that 2ill )e incurred during the introductor! stage of our 1roduct, 2e

set a 8+7 additional margin and this 2ill increase after the duration of the

sales 1romo to cover u1 for the introductor! e51enses =e'g', advertising

e51ense and sales 1romotions e51ense> and other fi5ed costs' For the duration

of the 1romo, the total manufacturing cost should not e5ceed PhP-+'++ 1er

serving'o Timetable:0he 1roduct shall )e read! for launch in t2o months =(ecem)er>'

0he taste test and evaluation 2ill )e done this coming *cto)er to randoml!

selected customers, students and em1lo!ees'

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b4 lace

0he 1lace or distri)ution of the ne2 1roduct of Mang Inasal 2ill )e

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Sales romotion 0o entice our target market to 1urchase the ne2 1roduct

offering immediatel!, different sales 1romotion strategies are to )e done' First of these is

the three3month offer of 13sied Pinea11le %uice or Iced 0ea to the customers 2ho 2ill

)u! the 1roduct' 0his strateg! su11orts the move of Mang Inasal to cater the health3

conscious consumers since the! 2ill )e given Pinea11le %uice or Iced 0ea for their drinks

instead of soft drinks' 0he said sales 1romotion strateg! 2ill also tr! to take advantage of

the Christmas and e2 Near season since the launch of the 1roduct is timed 2ith the

holida! season'

#nother sales 1romotion strateg! that 2ill )e conducted )! the management is the

distri)ution of cou1ons that 2ill give discounts to the holders of the cou1ons'

ublic /elations Mang Inasal 2ill )e 1artici1ating in the u1coming ma

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C*1TI12E1C0 (!1

!;areness (evel 0he e51ected a2areness level that 2ill )e achieved )! the ne2

1roduct offering is 8+7 of the target market or ;9,++ individuals after the si53month 1eriod of

doing advertisement efforts =e'g' fl!ers, 1rint ads, and radio and television advertisements>' If

ever the targeted a2areness level 2ill not )e achieved des1ite the advertisement and 1romotional

efforts, the management 2ill increase the num)er of advertising activities' 0he management 2ill

focus more on achieving the targeted a2areness level since most of the 1ro

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IM(EME1T!TI*1# E$!(!TI*1 !1D C*1T/*(

34 &inancial ro,ections

0he financial o) =-,./,8++>

"ross Profit 6,.-/,.;+

PE( PERF*RM#CE S0#(#R( F*R 0# #( M#&""#N P#S0#

Po1ulation =0arget Market> : .66,+++#2areness &evel : 8+70rial Purchase &evel : /7

Re1eat Purchase &evel : -7Purchase Sie : . servingPurchase Frequenc! : Monthl!Sales olume : .+;,;6+

For the 1ro

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com1utation, 2e rounded u1 the 1o1ulation to .66,+++' 0his age grou1 includes the

students, em1lo!ees and other 2orking individuals in the munici1alit! of Silang' 0he!

are also the ones 2ho are more 1rice3sensitive and are more health3conscious'

0he e51ected a2areness level that 2e e51ect after all the 1romotional efforts =e'g'

fl!ers, 1rints ads, television and radio ads> is 8+7 of the target market or ;9,++

individuals'*f those ;9,++ individuals, /7 or 6,9.+ are e51ected to tr! the ne2 1roduct

offering of Mang Inasal' *f those 2ho are e51ected to learn of our ne2 1roduct offering

and tried the 1roduct, an estimate of -7 or 9;;' are e51ected to 1urchase again the

1roduct'Since the e51ected 1urchase frequenc! is one serving 1er month, 2e

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74 Implementation Timetable

!CTI$ITIES 7=3> 7=3?

ov (ec %an Fe) Mar #1r Ma! %un %ul #ug Se1 *ct

Introduction of

the e2 Product

Fl!ers

(istri)ution and

Print #ds

Radio

#dvertisements

0

#dvertisements

1sied (rink

Promo

Cou1on

(istri)ution

Cou1on

Redem1tion

Product Selling

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References:

htt1:OO222'euromonitor'comOfast3food3in3the31hili11inesOre1ort

htt1:OOmanginasal'comO

htt1:OOhealth!grillusa'2ord1ress'comO-+.-O.-O-;Omenus32hats3hot3in3-+.6O

htt1:OO222'fr)sf'orgOeducationO1u)licationsOdoctor3econO-++;Onovem)erOoil31rices3im1act3econom!

htt1:OOfranchise1hili11ines'orgO3)est31hili11ine3franchisesO

htt1:OO222'alla)outdia)etes'netO1romoting3fili1ino3health!3lifest!leO

htt1:OO222')irdlife'orgOne2sOne2sO-++;O+6OavianQfluQre1ort'html

222'chic3)o!'com

222')acolodchickeninasal'com

http://www.euromonitor.com/fast-food-in-the-philippines/reporthttp://manginasal.com/http://healthygrillusa.wordpress.com/2012/12/27/menus-whats-hot-in-2013/http://franchisephilippines.org/8-best-philippine-franchises/http://www.allaboutdiabetes.net/promoting-filipino-healthy-lifestyle/http://www.birdlife.org/news/news/2007/03/avian_flu_report.htmlhttp://www.chic-boy.com/http://www.bacolodchickeninasal.com/http://www.euromonitor.com/fast-food-in-the-philippines/reporthttp://manginasal.com/http://healthygrillusa.wordpress.com/2012/12/27/menus-whats-hot-in-2013/http://franchisephilippines.org/8-best-philippine-franchises/http://www.allaboutdiabetes.net/promoting-filipino-healthy-lifestyle/http://www.birdlife.org/news/news/2007/03/avian_flu_report.htmlhttp://www.chic-boy.com/http://www.bacolodchickeninasal.com/