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10 step marketing plan for Mang Inasal

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  • 1. 10 STEP Marketing Plan for Mang Inasal Ria Abendan June 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 family breadwinners
    • Who want to give the best for their family
    • Can choose to eat at Jollibee, McDonalds or KFC
    • Gap is no Filipino fast food that’s accessible, and recognizes Filipino’s love for rice (unlimited rice offer)
    • The fast food industry is worth P108B
    Steps 1 to 5 Giving what family breadwinners want…
  • 4.
    • Mang Inasal offers Inasal and other Filipino food coupled with unlimited soup and rice
    • Priced 23% lower than competition
    • Uses advertising, public relations and word of mouth
    • Has 380 branches nationwide
    • Uses differentiation to win
    Steps 6 to 10 Mang Inasal’s winning strategy: UNLIMITED RICE
  • 5. 1. Mang Inasal PTM are family breadwinners who want affordable fast food
    • Aged 25-40
    • Belonging to Upper D to Upper C social class
    • Working, eats out at least twice a week with family
    • Looks for affordable fast food that’s sure to fill their appetite
  • 6. 2. PTM wants to provide the best for their family. I need food to survive. Source: www.akri.org I want to provide good food for my family. I want to provide the best for my family.
  • 7. PTM has a distinct set of needs, wants and demands Family breadwinners need to provide the best that life has to offer for their families. They want to keep their families happy and fulfilled. Family breadwinners want value-for-money food . Heavy on the stomach but light on the pocket. They will choose Mang Inasal because of its unlimited rice and soup. Family breadwinners demand fast, delicious, and affordable food. They want the best food that’s not heavy on the pocket.
  • 8. 3a. Mang Inasal is in a very competitive fast food industry
    • Direct – Jollibee , McDonalds, KFC
    • Indirect – Carinderias , Jolly Jeeps
    • Variables – Price , availability, delicious food, unlimited rice and soup, getting the best food at an affordable price
  • 9. Mang Inasal is the most affordable and is 2 nd in terms of number of branches Price vs. Location Matrix McDonalds Jollibee Mang Inasal KFC High Accessibility Low Accessibility High Price Low Price
  • 10. Mang Inasal recognizes Filipinos’ love for RICE   Mang Inasal Jollibee McDonald's KFC Value Meals         Unlimited Rice         Accessible         Fast Service         Merienda Food / Meals         Dessert         Kiddie Meals         Delivery        
  • 11. Mang Inasal’s USP: UNLIMITED RICE
    • What differentiates Mang Inasal from the leading fast food chains:
    • Unlimited rice (and soup) concept
    • Filipino ambience (use of banana leaves, encouraging of eating with hands)
    • Heavier on the stomach, not on the pocket ( affordable/”sulit” )
  • 12. Market Size According to Competitor Data = 108B
    • Jollibee Group of Companies Data:
    • Jollibee reported system-wide retail sales of P70.25 billion in 2010
    • 2007 Market Share: 65% of fast food industry
    • P70.25B / 0.65 = 108B
    Sources: http://www.malaya.com.ph/feb22/busi4.html http://chinabusinessphilippines.com/index.php?option=com_content&view=article&id=189:the-bee-wants-to-be-king&catid=39:investment-update&Itemid=63
  • 13. Mang Inasal’s share of the market
    • 2010 Data: “Mang Inasal Philippines’ total revenue is estimated at P2.6 billion, and its system-wide sales at P3.8 billion”
    • Is now part of the Jollibee family
    Sources: http://www.manilastandardtoday.com/insideNews.htm?f=2010/october/19/news3.isx&d=2010/october/19
  • 14. Mang Inasal’s share of the market
    • Still follows Jollibee’s estimate of 108B
    • Jollibee said its acquisition of a majority interest in Mang Inasal would add 5 percent to its worldwide system-wide sales, 5 percent to its revenue, and 7 percent to its net operating income
    Sources: http://www.manilastandardtoday.com/insideNews.htm?f=2010/october/19/news3.isx&d=2010/october/19
  • 15. Fast Food Market Size Based on Consumer Data is P260B
    • Assumptoins:
    • 25M belonging to the Upper D to C Market (5M from Upper D, 20M from C)
    • Eats out 2x a week (104x / year)
    • P100 / person spend
    • 25M x 104 x P100 = P260B
    Sources: http://wiki.answers.com/Q/What_are_the_economic_classes_of_the_Philippines
  • 16. Realistic Market Size for the fast food market is 108B.
    • Competitor data = 108B
    • Company data = 108B
    • Customer Usage data = 260 B
  • 17. 6a. A look at Mang Inasal’s menu…
  • 18. 6a. This list of products is accessible even via web
  • 19. 6a. Only Mang Inasal offers grilled chicken, others are fried
  • 20. 6b. What makes Mang Inasal different?
    • UNLIMITED RICE
    • Unlimited Soup
    • Offers Inasal chicken that’s grilled, not fried
    • Chicken oil that is to be mixed with rice
    • Uses banana leaves to wrap rice
    • Encourages eating with hands
    • Offers “merienda” and “bulilit” meals
    • Partnered with Selecta Sorbetes to offer ice cream
  • 21. 7. Even when paired with drink, Mang Inasal still offers the cheapest 1-pc chicken with rice meal (23% lower) P49 (no drink) Drink at P20 P88 (w/ drink) P86 (w/ drink) P87 (w/ drink)
  • 22. 8a. Mang Inasal makes use of the following: 1 2 3
  • 23. 8a. Mang Inasal makes use of TVCs TV Commercial w/ Endorser Mark Bautista: http://www.youtube.com/watch?v=aPuqUl-64zs&feature=related
  • 24. 8a. Mang Inasal commercial: UNLIMITED RICE http://www.youtube.com/watch?v=Fp57bC7zsyM&feature=related
  • 25. 8a. Mang Inasal commercial: “Inasal Patrol – Chicken Oil” http://www.youtube.com/watch?v=1DQ38VNIQb8&NR=1
  • 26. 8a. Mang Inasal commercial: “Inasal Patrol – Nakakamay” http://www.youtube.com/watch?v=asF00nJqkf8&feature=related
  • 27. 8a. Mang Inasal commercial: “Inasal Patrol – Sawsawan 101” http://www.youtube.com/watch?v=B2QlwHZ-aQg&feature=related
  • 28. 8a. They also use billboards to advertise
  • 29. 8a. When you visit a Mang Inasal branch, you will see their in-store merchandising
  • 30. 8a. They also released print ads to show offer; PR Releases were also released. Promo print ads PR print ads
  • 31. 8a. Mang Inasal tied up with BPI for their Real Thrills campaign
  • 32. 8a. Mang Inasal promotes their tie-up with Selecta via Pinoy Sorbetes sold in their stores
  • 33. 8a. Mang Inasal created a new way of eating. With the combo cup, your meal (rice and viand) and drink are put in one cup.
  • 34. 8a. They also also tried “ad spinning” or spinning a signage to amuse mall-goers http://www.youtube.com/watch?v=moV39uf5v6I&playnext=1&list=PL659A85E7CF2F3E8F
  • 35. 8b. Jollibee is the country’s leading fast food chain TV Commercial Mascot Print Ads Bill boards
  • 36. 8b. In 2010, Jollibee launched their Chicken Barbecue This was to compete with Mang Inasal’s barbecue chicken In October 2010, Jollibee acquired 70% of Mang Inasal at P3B
  • 37. 8b. McDonald’s keeps its signature burgers while introducing rice to their chicken meals
  • 38. 9. Mang Inasal has 380 branches nationwide
    • 380 branches (mostly open 10AM to 9PM)
    • With delivery to Metro Manila, Cainta & Antipolo (from 10AM to 830PM)
    • Cash transactions only
  • 39. 10. Mang Inasal’s winning formula: Differentiation
    • What will make PTM choose Mang Inasal over competitors:
    • Unique selling concept
    • Coupled with uniquely Filipino dining experience
  • 40. SUMMARY
  • 41.
    • Mang Inasal PTM are family breadwinners
    • Who want to give the best for their family
    • Can choose to eat at Jollibee, McDonalds or KFC
    • Gap is no Filipino fast food that’s accessible, and recognizes Filipino’s love for rice (unlimited rice offer)
    • The fast food industry is worth P108B
    Steps 1 to 5 Giving what family breadwinners want…
  • 42.
    • Mang Inasal offers Inasal and other Filipino food coupled with unlimited soup and rice
    • Priced 23% lower than competition
    • Uses advertising, public relations and word of mouth
    • Has 380 branches nationwide
    • Uses differentiation to win
    Steps 6 to 10 Mang Inasal’s winning strategy: UNLIMITED RICE
  • 43. 10 STEP Marketing Plan for Mang Inasal Ria Abendan June 2011