2. Disclaimer
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.
3. Steps 1 to 5
Summary headline of your
PTM and market
1. MangInasal eating Peeps are…
2. I need fast and affordable food!
3. Enemies at the gates!
4. Chance!
5. Great Big Wonderful world!
4. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. Kodakan of the food!
7. How Much daddy???
8. Teevee ad!
9. Where in the world is MangInasal?
10. What made manginasalMangInasal?
5. 1. MangInasal Eating Peeps
are…
Demographics: 12-25 years old, all sex,
C, D, E income, students, call center
agents, starting professionals
6. 1. Quick fixes for dinner!
Lifestyle: people who want a quick
hassle-free meal, people who want to
get value for money, “barkadas”
Behavior: eats out once a week
7. 2. I need fast and
affordable food!
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
Self-Actualization
Needs
(Self-Development
Esteem Needs
& Realization)
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
8. Maslow’s hierarchy of
needs
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
I need food that is cheap and fast Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
8
9. 2. PTM’s needs, wants &
demands
Needs: I need something that could satisfy my hunger,
cheap and quick because I have little/no time to wait
Wants: I want to be satisfied while having to pay only a
minimal amount. Unlimited rice, chicken, soup and
drinks.
Demands: fast, filling, delicious easy to eat, no-frills
eating
10. 3a. Direct and indirect
products that address my
PTM’s NWD
List of competitors: (Direct)
Chickboy
Jolibee – BBQ Chicken
Aristocrat
Chicken Bacolod
Reyes BBQ Chicken
11. 3a. Direct and indirect
products that address my
PTM’s NWD
List of competitors: (Indirect)
Chowking – Chinese Fried Chicken
McDonald’s – Fried Chicken
KFC – Fried Chicken Meals
7/11 and Ministop – Fried Chicken
12. 3a. Direct and indirect
products that address my
PTM’s NWD
Determine the variables that affect
choice of product, brand
Taste/quality of food
Price (affordability, value per peso)
Proximity to the PTM (location)
Marketing Presence
13. 3b. Create 2 Positioning Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical
Variables for Consumer choice
2nd Map: Benefit positioning vs. Brands maps
14. 2x2 Competitive Position
Mapping for BBQ Chicken
Value for Money/ Low Presence High Presence
Presence Matrix
Low Value for
Money
High Value for
Money
Value for Money vs. Presence Matrix
15. Benefit positioning vs. brand map
for Chicken foods
Benefit Positioning vs. Brand Matrix
Chowking
Jolibee - Chinese
Benefit Positioning vs MangInas Chicken BBQ Reyes Chick- McChicken - Fried
Brand Map al Bacolod Chicken BBQ boy Aristocrat McDonalds Chicken KFC Mini Stop 7/11
Unlimited Rice
Java Rice
Unlimited Condiments
Fast Service (< 5
minute waiting time)
With drinks
Free Soup
Harder to stand out amidst the competitive clutter.
16. 4. Chance!!!
Where is the marketing opportunity?
- The Pioneer in Authentic Filipino
(Illongo) BBQ Chicken that is fast food!
17. 4. Identify the gap between
customers and competition
What NWDs are not being addressed?
- Authentic, fast, affordable Chicken
Inasal
- “sulit” priced Chicken with unlimited rice
and soup
18. Unique selling proposition for
the new product!
- First Fast food BBQ Chicken Inasal that
everybody loves!
19. 5a. Estimate the market size
using competitor data
1. Php 106 billion pesos market
20. 5b. Estimate the market size
using company data
Around 128 billion pesos
21. 5c. Estimate the market size
using customer data
104 billion pesos market
22. 5. Around 105 Billion pesos
1. Competitor data= P106 B
2. Company data = P128 B
3. Customer Usage data = P104 B
24. 6b. Describing the chicken
store
Manginasal’sBBQ chicken comes from the
recipe from the Illonggo region of the
Philippines. This is the first BBQ
Fastfood chain.
38. 8b. Competitor promo
Why MangInasal’s Promo is better:
This is just a once in a while thing
Whereas unlimited rice is all the time
39. 8b. Competitor promo
Although Bacolod
chicken inasal features a
very well-celebrated
personality to endorse it
MangInasal used Willing
willy to endorse the
product and has lots of
stores to support the
promotion
40. 9. Where in the world is
MangInasal???
Nationwide (383 branches)
Bacolod, Iloilo, Roxas, Laguna, Bicutan, Metro Manila, Davao,
Cagayan De Oro, Koronadal, Cavite, Cebu, Boracay, Baguio,
Pangasinan, Tuguegarao, La Union, Pampanga, Bulacan, Mindoro,
Agusan, Zamboanga, Ozamiz, Iligan, Surigao, General Santos,
Pagadian, Batangas, Lucena, Naga City, Davao del Norte, Davao
del Sur, Tagaytay, Palawan, Tacloban, Ilocos Sur and Tarlac
Located in Malls
41. 10. What made
MangInasalMangInasal???
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)
Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche
42. Differentiation
- Being the first in the market to offer
BBQ chicken as a fast food item
I am Different!!!
Rawr!!!
44. Steps 1 to 5
Summary headline of your
PTM and market
1. MangInasal eating Peeps are…CDE!
2. I need fast and affordable
food!...cheap and more is goood!
3. Enemies at the gates!...there are
people who wants our share of market
45. Steps 1 to 5
Summary headline of your
PTM and market
4. Chance!...very big opportunities out
there!
5. Great Big Wonderful world!...The
market share is big!
46. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. Kodakan of the food!..different
designs quality
7. How Much daddy???...Priced at
around Php 100
8. Teevee ad!...Ads aren’t so much
different but ours is better!
47. Steps 6 to 10
Summary headline of the
marketing mix & strategy
9. Where in the world is
MangInasal?...everywhere!
10. What made
manginasalMangInasal?...Differentiatio
n!
