10 step marketing plan for Mang InasalPresentation Transcript
10 STEP Marketing Plan for Mang Inasal Ria Abendan June 2011
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.
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…
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
1. Mang Inasal PTM are family breadwinners who want affordable fast food
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
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.
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.
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
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
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
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” )
Market Size According to Competitor Data = 108B
Jollibee Group of Companies Data:
Jollibee reported system-wide retail sales of P70.25 billion in 2010