10 step marketing plan for mang inasal ianne patrick santiago

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10 step marketing plan

10 step marketing plan

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  • 1. 10 STEP Marketing Plan for MANG INASAL MEALS Ianne Patrick P. Santiago February 2011
  • 2.
    • This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
    • The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
    • When appropriate, data are “masked” so as not to create unexpected conflicts.
    • The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
    Disclaimer
  • 3.
    • Mang Inasal PTM are teens that have big appetite
    • Who wants to fill their stomach with affordable meals
    • Can choose McDonald or Jollibee
    • Gap is all other fast food who provide cheaper and affordable meals
    • The market size is P 18 Billion. Mang
    • Inasal niche is P6 Billion.
    Steps 1 to 5 Teens appetite at Mang Inasal
  • 4.
    • Mang Inasal is a barbecue fast food that have Paborito Meals, Sulit Meals and Merienda Meals
    • Ranges from 49-99 pesos
    • Uses TV, Events and Experiences
    • Is located Nationwide
    • Niche market
    Steps 6 to 10 Teens choose meals that can fill their stomach
  • 5. 1. Mang Inasal PTM are teens that have big appetite
    • 15-26 years old, social class C and D, both Female and Male, Single
    • Studying or working, has an active lifestyle
    • 2x a week, affordable prices that provide unlimited rice and unlimited soup
  • 6. 2. My PTM’s NWD
    • Needs from Maslow’s hierarchy
    • Wants determine choice
    • Demands for them to buy affordable meals
  • 7. PTM’s needs to fill their stomach Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I need to eat food that can fill my stomach I can treat my barkada and family
  • 8. 2. PTM’s needs, wants & demands
    • Self-Actualization needs (Teens want to have meals that can fill their stomach ) and social needs are the PTM’s needs
    • Teens wanted Mang Inasal over other fast foods because of the taste, affordable price and unlimited rice and soup
    • Teens demand meals that are healthier, affordable and unlimited
  • 9. 3a. Direct and indirect products that address my PTM’s NWD
    • Direct
      • McDonald
      • Jollibee
    • Indirect
      • Canteen
      • Food court
      • Home meal “Lutong Bahay”
    • Variables
      • Age, Price , location, and product
  • 10. 3b. Create 2 Positioning Maps
    • 1 st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice
    • This 1 st Map should allow differentiation/ non-clustering of the direct competitors
      • Example: Price vs. Product
        • Size of bubbles= represent relative market shares of the brands
    • 2 nd Map : Fast food vs. Product
  • 11. 4. Mang Inasal focus in niche marketing gap
    • Mang Inasal is the fast food
    • that provides unlimited rice and soup
    • For teenagers
    • Who want to eat meals that can fill their stomachs
    • No unlimited rice and soup at Jollibee and McDonalds
  • 12. 5a. Estimate the market size using competitor data
    • Competitor’s Data
    • Product
    • Mang Inasal
    • McDonalds
    • Jollibee
  • 13. 5b. Estimate the market size using company data Company Data Product Mang Inasal McDonalds Jollibee
  • 14. 5c. Estimate the market size using customer data
    • Total Population
    • Age 15-26
  • 15. 5. Decide on market size in pesos, not in number of people
    • Competitor data=
    • Company data =
    • Customer Usage data =
    Use instinct and best business judgment to finalize market size
  • 16. 6a. Photo of product category
    • Show a product shot
    • Your product and your competitors
    • with, without box as they look in the supermarket
    • All pack sizes
    • All variants
    • All major brands
  • 17. 6a. Show how product looks vs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales
  • 18. 6b. What makes Mang Inasal different as a fast food?
    • First fast food that has unlimited rice and soup
    • Fast food that provides barbecue as a product
    • Uses coal instead of electricity
  • 19. 7. Price
    • Get prices of your product
    • Creatively compare vs. competitors across different pack sizes and variants
    • Quantify the price difference in % terms vs. competitors
    • Conclude on what pricing strategy is being used
  • 20. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use
  • 21. 8a. Your products Promotions
    • Advertising
      • TV Commercial
      • Radio
      • Print Ads
    • Events and Experiences
      • Sponsorship
        • Willing Willie
    • Word of Mouth
  • 22. 8a. Samples of Promo
    • Samples
    This can be in multiple slides
  • 23. 8b. Competitor promo
    • Show also how your key competitors communicate
    • Their commercials
    • Their websites
    • And why your communication stands out
  • 24. 8b. Competitor promo
    • Samples
    Can be multiple slides
  • 25. 9. Mang Inasal is a nationwide fast food service
      • Malls, MRT and LRT stations, nearby offices and schools of Luzon, Visayas and Mindanao
      • Nationwide
      • food delivery service to your home, school and office, and phone orders
      • Cash transaction
  • 26. 10. What is the generic winning strategy?
    • Which of the 4 strategies are being used? (bold and underline to most dominant strategy)
      • Low Cost Producer
      • Supply and Distribution Leverage
      • Differentiation
      • Niche
  • 27. 10. Mang Inasal is a niche fast food
    • Mang Inasal strategy is to caters niche market of teenagers aged 15-26 years old.
    • It has affordable meals with unlimited rice and soup that can be found nationwide.
  • 28. SUMMARY
  • 29.
    • Mang Inasal PTM are teens that have big appetite
    • Who wants to fill their stomach with affordable meals
    • Can choose McDonald or Jollibee
    • Gap is all other fast food who provide cheaper and affordable meals
    • The market size is P 18 Billion. Mang
    • Inasal niche is P6 Billion.
    Steps 1 to 5 Teens appetite at Mang Inasal
  • 30.
    • Mang Inasal is a barbecue fast food that have Paborito Meals, Sulit Meals and Merienda Meals
    • Ranges from 49-99 pesos
    • Uses TV, Events and Experiences
    • Is located Nationwide
    • Niche market
    Steps 6 to 10 Teens choose meals that can fill their stomach
  • 31. 10 STEP Marketing Plan for MANG INASAL MEALS Ianne Patrick P. Santiago February 2011