Abendan 10 step marketing plan

10 STEP
Marketing Plan for Mang Inasal
Ria Abendan
June 2011

riaabendan.blogspot.com 1

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.

riaabendan.blogspot.com

Steps 1 to 5
Giving what family
breadwinners want…
1. Mang Inasal PTM are family breadwinners
2. Who want to give the best for their family
3. Can choose to eat at Jollibee, McDonalds or
KFC
4. Gap is no Filipino fast food that’s accessible,
and recognizes Filipino’s love for rice
(unlimited rice offer)
5. The fast food industry is worth P108B

Steps 6 to 10
Mang Inasal’s winning
strategy: UNLIMITED RICE

6. Mang Inasal offers Inasal and other Filipino
food coupled with unlimited soup and rice
7. Priced 23% lower than competition
8. Uses advertising, public relations and word of
mouth
9. Has 380 branches nationwide
10. Uses differentiation to win


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


2. PTM wants to provide
the best for their family.

I want to provide the best for my family.

I want to provide good food for my family.

I need food to survive.

Source: www.akri.org


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.

7

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 2nd in terms
of number of branches
Price vs. Location Matrix
High Accessibility Low Accessibility

High Price

KFC
Low Price Jollibee McDonalds
Mang
Inasal


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:
1. Unlimited rice (and soup) concept

2. Filipino ambience (use of banana leaves,
encouraging of eating with hands)
3. 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
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


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/news
3.isx&d=2010/october/19


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/news
3.isx&d=2010/october/19


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


Realistic Market Size for the
fast food market is 108B.
1. Competitor data = 108B

2. Company data = 108B

3. Customer Usage data = 260 B


6a. A look at Mang Inasal’s
menu…


6a. This list of products is
accessible even via web


6a. Only Mang Inasal offers
grilled chicken, others are
fried


6b. What makes Mang
Inasal different?

1. UNLIMITED RICE
2. Unlimited Soup
3. Offers Inasal chicken that’s grilled, not fried
4. Chicken oil that is to be mixed with rice
5. Uses banana leaves to wrap rice
6. Encourages eating with hands
7. Offers “merienda” and “bulilit” meals
8. Partnered with Selecta Sorbetes to offer ice cream


7. Even when paired with drink, Mang
Inasal still offers the cheapest 1-pc
chicken with rice meal (23% lower)
P49
P88
(no drink)
Drink at P20 (w/ drink)

P87
P86
(w/ drink)
(w/ drink)


8a. Mang Inasal makes use
of the following:

1

2

3


8a. Mang Inasal makes use
of TVCs

TV Commercial
w/ Endorser
Mark Bautista:
http://www.you
tube.com/watch
?v=aPuqUl-
64zs&feature=r
elated


8a. Mang Inasal commercial:
UNLIMITED RICE

http://www.y
outube.com/
watch?v=Fp
57bC7zsyM&
feature=relat
ed


“Inasal Patrol – Chicken Oil”

http://www.y
outube.com/
watch?v=1D
Q38VNIQb8
&NR=1


“Inasal Patrol – Nakakamay”

http://www.y
outube.com/
watch?v=asF
00nJqkf8&fe
ature=relate
d


“Inasal Patrol – Sawsawan 101”

http://www.y
outube.com/
watch?v=B2
QlwHZ-
aQg&feature
=related


8a. They also use
billboards to advertise


8a. When you visit a Mang Inasal
branch, you will see their in-store
merchandising


8a. They also released print ads
to show offer; PR Releases were
also released.

Promo print ads PR print ads


8a. Mang Inasal tied up with BPI
for their Real Thrills campaign


8a. Mang Inasal promotes their
tie-up with Selecta via Pinoy
Sorbetes sold in their stores


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.


8a. They also also tried “ad
spinning” or spinning a signage to
amuse mall-goers

http://www.y
outube.com/
watch?v=mo
V39uf5v6I&p
laynext=1&li
st=PL659A85
E7CF2F3E8F


8b. Jollibee is the country’s
leading fast food chain
Bill
boards

TV Commercial

Mascot Print Ads


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


8b. McDonald’s keeps its signature
burgers while introducing rice to their
chicken meals


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


10. Mang Inasal’s winning
formula: Differentiation

What will make PTM choose Mang
Inasal over competitors:
1. Unique selling concept

2. Coupled with uniquely Filipino
dining experience


SUMMARY


10 STEP
Marketing Plan for Mang Inasal
Ria Abendan
June 2011


Abendan 10 step marketing plan

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