10 step marketing plan for mang inasal ianne patrick santiago

17,866 views

Published on

Published in: Business, Technology
0 Comments
11 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
17,866
On SlideShare
0
From Embeds
0
Number of Embeds
205
Actions
Shares
0
Downloads
0
Comments
0
Likes
11
Embeds 0
No embeds

No notes for slide

10 step marketing plan for mang inasal ianne patrick santiago

  1. 1. 10 STEP Marketing Plan for MANG INASAL 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 average income </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 other fast food restaurants that provide affordable meals and faster service </li></ul><ul><li>Mang Inasal niche is P4.3 Billion </li></ul>Steps 1 to 5 Teens with average income 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, and Word of Mouth </li></ul><ul><li>Is located Nationwide </li></ul><ul><li>Niche market </li></ul>Steps 6 to 10 Teens choose meals that are within their budget
  5. 5. 1. Mang Inasal PTM are teens that have average income <ul><li>15-26 years old, social class C, D & E, both Male and Female, Single </li></ul><ul><li>High school to college students or employees with an average income, has an active lifestyle </li></ul><ul><li>2x a week, affordable prices that provide budget meals and quick service </li></ul>
  6. 6. PTM’s needs to eat affordable meals Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I need to eat food that is affordable within my budget I can treat my barkada and family I need to eat
  7. 7. 2. PTM’s needs, wants & demands <ul><li>Self-Actualization needs (I want to have meals that can fit my budget ), social needs (I want to treat my barkada and family ) and physiological 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 the offer of having unlimited rice and soup </li></ul><ul><li>They demand budget meals that are affordable, have fast service, good ambience and have unlimited service of rice and soup </li></ul>
  8. 8. 3a. Mang Inasal Competitors <ul><li>Direct </li></ul><ul><ul><li>Jollibee </li></ul></ul><ul><ul><li>McDonald </li></ul></ul><ul><li>Indirect </li></ul><ul><ul><li>Other inasal restaurants </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 , service , business hours , location, product , and nutritional benefits </li></ul></ul>
  9. 9. 3b. Positioning Maps <ul><li>Maps </li></ul><ul><ul><li>Price vs. Age Mix </li></ul></ul><ul><ul><li>Price vs. Product Matrix </li></ul></ul><ul><ul><li>Business Hours vs. Service Matrix </li></ul></ul><ul><ul><li>Minimum Order vs. Restaurant Matrix </li></ul></ul><ul><ul><li>Time vs. Food Service Matrix </li></ul></ul><ul><ul><li>Nutritional benefits vs. Restaurant Matrix </li></ul></ul>
  10. 10. Mang Inasal is the most affordable meal for teens to go around. Price vs. Age Matrix M.I SM1 M.I PM1 and PM2 Jollibee 1 pc Chicken Joy Jollibee 2pc Chicken Joy McDonalds 2pc Chicken McDonalds 1pc Chicken P R I C E Age 15-16 years old 17 – 20 years old 21-26 years old High Price Low Price
  11. 11. Mang Inasal is the most affordable meal for teens to go around. Price vs. Product Matrix Only Mang Inasal offers unlimited rice and soup with a reasonable price PRI CE CHICKEN PRODUCT 1 pc Chicken with rice 2 pc Chicken with rice Quarter chicken with unlimited rice Php 45-69 Mang Inasal Php 70-89 Jollibee McDonalds Php 90-115 Jollibee Mang Inasal Php 116-150 McDonalds
  12. 12. Mang Inasal positions at Service.. Business Hours vs. Service Matrix Mang Inasal is still a developing fast food in the industry. BUSINESS HOURS SERVICE Food Delivery Service Online Delivery Mobile Order Delivery Dine In 24 Hours Jollibee Mc Donalds Jollibee Mc Donalds Mc Donalds Jollibee Mc Donalds Mang Inasal Limited Hours Mang Inasal Jollibee Mc Donalds Mang Inasal
  13. 13. Mang Inasal positions at Service.. Minimum Order vs. Restaurant Matrix Mang Inasal and Jollibee has a minimum order of Php 200.00 while for every order of McDonalds there’s only an additional charge of Php 40.00. MINIMUM ORDER RESTAURANT MANG INASAL JOLLIBEE MC DONALDS MINIMUM ORDER NO MINIMUM ORDER
  14. 14. Mang Inasal positions at Service.. Time vs. Food Service Matrix TIME FOOD SERVICE CUSTOMER ORDERS FOOD CREW PREPARES THE ORDER CREW DELIVERS FOOD TO THE CUSTOMER 1-3 MINS Mc Donalds Mc Donalds Mc Donalds Jollibee Mang Inasal 3-5 MINS Jollibee Mang Inasal Jollibee Mang Inasal 5MINS-UP Jollibee Mang Inasal
  15. 15. Mang Inasal nutritional facts.. Food Benefits vs. Restaurant Mang Inasal products focused customer’s health as a fast food. NUTRITIONAL BENEFITS RESTAURANT Mang Inasal Mc Donalds Jollibee FRIED CHICKEN BARBECUE CHICKEN
  16. 16. Before Jollibee bought Mang Inasal, they created “Chicken Barbecue” to compete with Mang Inasal Chicken..
  17. 17. 4. Mang Inasal focus in niche marketing gap <ul><li>Mang Inasal is a fast food </li></ul><ul><li>that provides unlimited rice and soup </li></ul><ul><li>that offers reasonable food prices </li></ul><ul><li>for teenagers </li></ul><ul><li>who want to eat meals that are affordable and has quick service </li></ul><ul><li>Jollibee is threatened of Mang Inasal and copied the product. </li></ul><ul><li>No unlimited rice and soup at Jollibee and McDonalds </li></ul>
  18. 18. 4. Mang Inasal was known for… <ul><li>Unlimited RICE! On all Paborito meals. </li></ul><ul><li>Source: Mang Inasal Philippines website </li></ul>
  19. 19. 4. Mang Inasal was known for… <ul><li>“ Pinagsikapan naming laging mabilis, laging masarap, at laging abot-kaya”  so that the Pinoy can truly say, “Kumbinsing!” </li></ul><ul><li>Source: Mang Inasal Philippines website </li></ul>
  20. 20. 5a. Based on competitor press releases, fast food market is over Php 30 Billion in 2000 <ul><li>2003: </li></ul><ul><ul><li>Jollibee: 60% </li></ul></ul><ul><ul><li>Mc Donalds: 30% </li></ul></ul><ul><li>October 2010 : </li></ul><ul><ul><li>Mang Inasal: Php 4.3 Billion </li></ul></ul><ul><li>November 2010 : </li></ul><ul><ul><li>Jollibee seals P3-B Mang Inasal deal </li></ul></ul><ul><ul><li>Jollibee: Php 7.4 Billion </li></ul></ul>
  21. 21. 5a. Based on competitor press releases, fast food market is over Php 30 Billion in year 2000 <ul><li>References </li></ul><ul><ul><li>http://www.pecc.org/food/papers/2005-2006/Philippines/ppecc-catelo-paper.pdf </li></ul></ul><ul><ul><li>http://www.investorjuan.com/2010/10/jollibee-acquires-mang-inasal-for-p3-b.html </li></ul></ul><ul><ul><li>http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy1/Jollibee%20Fast-Food%20the%20Filipino%20Way.htm </li></ul></ul>
  22. 22. 5b. Based on Mang Inasal data, where its share is 30%, total market size is over Php 30 Billion <ul><li>Mang Inasal sales may be Php 9 Billion </li></ul><ul><li>Mang Inasal market share may be of 30% </li></ul><ul><li>Then total fast food market size is Php 9 billion/ 0.3 = Php 30 Billion </li></ul>
  23. 23. 5c. Consumer data indicates a size of Php 33.84 Billion <ul><li>Fast food intake: </li></ul><ul><ul><li>94M Filipinos (2010 data) </li></ul></ul><ul><ul><li>25% eats at fast food 144x a year </li></ul></ul><ul><ul><li>94M x 25% x 144 x Php 100 = Php 33.84 Billion </li></ul></ul>
  24. 24. 5. Concluded that fast food market is Php 30 Billion <ul><li>Competitor data= over Php 30 Billion </li></ul><ul><li>Company data = Php 30 Billion </li></ul><ul><li>Customer Usage data = Php 33.84 Billion </li></ul>
  25. 25. 6a. Mang Inasal is known for its CHICKEN BARBECUE with unlimited rice and soup
  26. 26. 6a. Mang Inasal Products
  27. 27. 6a. Mang Inasal Products
  28. 28. 6a. Direct Competitors (Jollibee and Mc Donalds)
  29. 29. 6a. Indirect Competitors (Other Inasal restaurants, canteens, etc.)
  30. 30. 6b. What makes Mang Inasal different as a fast food? <ul><li>Fast food that provides barbecue as a product </li></ul><ul><li>Known for its unique packaging of rice using banana leaves </li></ul><ul><li>First fast food that has unlimited rice and soup </li></ul><ul><li>Uses coal instead of electricity </li></ul><ul><li>Cares for your health by grilling and using local herbs </li></ul><ul><li>Ambience that encourages teenagers to use hands while eating </li></ul><ul><li>Source: Mang Inasal Philippines website </li></ul>
  31. 31. 6b. Mang Inasal chicken products… <ul><li>PABORITO MEAL </li></ul><ul><li>Paborito Meal 1 (Paa w/ Unlimited Rice) </li></ul><ul><li>Paborito Meal 2 (Pecho w/ Unlimited Rice) </li></ul><ul><li>SULIT MEAL </li></ul><ul><li>Sulit Meal 1 (1pc Chicken Inasal w/ Rice) </li></ul><ul><li>Source: Mang Inasal Philippines website </li></ul>
  32. 32. 6b. Mang Inasal other products… Source: Mang Inasal Menu
  33. 33. 7. Price
  34. 34. 7. Price Conclusion Mang Inasal is 43% less than Jollibee and 76% less than Mc Donald’s in 1pc chicken While 16% less than Jollibee and 36% less than Mc Donald’s in 2 pc chicken
  35. 35. 8a. Mang Inasal uses Word of Mouth, Advertising, Events and Experiences and Sales Promotion. 1 2 3
  36. 36. 8a. Mang Inasal 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><li>Word of Mouth </li></ul>
  37. 37. 8a. Mang Inasal commercials show events of growing up of a Filipino…
  38. 38. 8a. Mang Inasal joined Willing Willie newest sponsor:
  39. 39. 8a. Mang Inasal: Love Inasal, buying 14 PM and get a couple shirt!
  40. 40. 8a. Mang Inasal expresses
  41. 41. 8b. Competitor promo: Jollibee Jollibee shows culture and beliefs of Filipinos. Showing family first, how Filipinos celebrate Christmas, dancing and singing routines… Reference: http://hubpages.com/hub/Philippine-TV-Commercials-Spotlight-On-Jollibee-Ads
  42. 42. 8b. Competitor promo: Mc Donald’s Mc Donald’s shows the value of a family member with each other. It is has almost same message like Jollibee’s commercial.
  43. 43. 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>
  44. 44. 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>
  45. 45. 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>
  46. 46. SUMMARY
  47. 47. 10 STEP Marketing Plan for MANG INASAL Ianne Patrick P. Santiago February 2011
  48. 48. <ul><li>Mang Inasal PTM are teens that have average income </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 other fast food restaurants that provide affordable meals and faster service </li></ul><ul><li>Mang Inasal niche is P4.3 Billion </li></ul>Steps 1 to 5 Teens with average income at Mang Inasal
  49. 49. <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, and Word of Mouth </li></ul><ul><li>Is located Nationwide </li></ul><ul><li>Niche market </li></ul>Steps 6 to 10 Teens choose meals that are within their budget

×