10 STEP  Marketing Plan for MANG INASAL MEALS Ianne Patrick P. Santiago February 2011
<ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of  Prof. Remigio Joseph De Ungria’s AGSB market...
<ul><li>Mang Inasal PTM are teens that have big appetite </li></ul><ul><li>Who wants to fill their stomach with affordable...
<ul><li>Mang Inasal is a barbecue fast food that have Paborito Meals, Sulit Meals and Merienda Meals </li></ul><ul><li>Ran...
1. Mang Inasal PTM are teens that have big appetite <ul><li>15-26 years old, social class C and D, both Female and Male, S...
2. My PTM’s NWD <ul><li>Needs from Maslow’s hierarchy </li></ul><ul><li>Wants determine choice </li></ul><ul><li>Demands f...
PTM’s needs to fill their stomach Reference: Maslow’s Hierarcy of Needs  Marketing Management, 11 th  ed, Philip Kotler I ...
2. PTM’s needs, wants & demands  <ul><li>Self-Actualization needs (Teens want to have  meals that can fill their stomach )...
3a. Direct and indirect products that address my PTM’s NWD <ul><li>Direct </li></ul><ul><ul><li>McDonald </li></ul></ul><u...
3b. Create 2 Positioning Maps <ul><li>1 st  Map:  2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice <...
4. Mang Inasal focus in niche marketing gap <ul><li>Mang Inasal is the fast food </li></ul><ul><li>that provides unlimited...
5a. Estimate the market size using competitor data <ul><li>Competitor’s Data </li></ul><ul><li>Product </li></ul><ul><li>M...
5b. Estimate the market size using company data Company Data Product Mang Inasal McDonalds Jollibee
5c. Estimate the market size using customer data <ul><li>Total Population </li></ul><ul><li>Age 15-26 </li></ul>
5. Decide on market size in pesos, not in number of people <ul><li>Competitor data= </li></ul><ul><li>Company data =  </li...
6a. Photo of product category <ul><li>Show a product shot </li></ul><ul><li>Your product and your competitors </li></ul><u...
6a. Show how  product looks vs. competition Product shot 1  of direct competitors Product shot 2  of indirect competitors ...
6b. What makes Mang Inasal different as a fast food? <ul><li>First fast food that has unlimited rice and soup </li></ul><u...
7. Price <ul><li>Get prices of your product  </li></ul><ul><li>Creatively compare vs. competitors across different pack si...
8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use
8a. Your products Promotions <ul><li>Advertising </li></ul><ul><ul><li>TV Commercial </li></ul></ul><ul><ul><li>Radio </li...
8a. Samples of Promo <ul><li>Samples </li></ul>This can be in multiple slides
8b. Competitor promo <ul><li>Show also how your key competitors communicate </li></ul><ul><li>Their commercials </li></ul>...
8b. Competitor promo <ul><li>Samples </li></ul>Can be multiple slides
9. Mang Inasal is a nationwide fast food service <ul><ul><li>Malls, MRT and LRT stations, nearby offices and schools of Lu...
10. What is the generic winning strategy? <ul><li>Which of the 4 strategies are being used? (bold and underline to most do...
10. Mang Inasal is a niche fast food <ul><li>Mang Inasal strategy is to caters niche market of teenagers aged 15-26 years ...
SUMMARY
<ul><li>Mang Inasal PTM are teens that have big appetite </li></ul><ul><li>Who wants to fill their stomach with affordable...
<ul><li>Mang Inasal is a barbecue fast food that have Paborito Meals, Sulit Meals and Merienda Meals </li></ul><ul><li>Ran...
10 STEP  Marketing Plan for MANG INASAL MEALS Ianne Patrick P. Santiago February 2011
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10 step marketing plan for mang inasal ianne patrick santiago

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

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