Mang Inasal targets family breadwinners who want affordable fast food for their families. It recognizes Filipinos' love for rice by offering unlimited rice and soup. Mang Inasal competes in the P108 billion fast food industry against Jollibee, McDonald's, and KFC. It differentiates itself by being the most affordable option and having 380 branches nationwide that offer Filipino foods like inasal chicken coupled with unlimited rice and soup.

1. 10 STEP Marketing Plan for Mang Inasal Ria Abendan June 2011

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.

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

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

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

40. SUMMARY

43. 10 STEP Marketing Plan for Mang Inasal Ria Abendan June 2011