The 10-step marketing plan summarizes MangInasal's strategy to target customers aged 12-25 looking for fast and affordable food. It analyzes competitors and identifies an opportunity to be the first fast food chain offering authentic Filipino BBQ chicken. Key points of the plan include pricing meals around 100 PHP, promoting unlimited rice and soup, advertising through TV and mall promotions, and expanding nationwide through 383 stores using a differentiation strategy as the first fast food chain serving BBQ chicken.

1. 10 STEP
Marketing Plan for
MangInasal
Lam, John Paul C.
June 2011
1

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
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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

23. 6a.Kodakan of the different
products

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.

25. 7. How much daddy???
Pricing of the Products

26. MangInasal’s Price
Php 97.00

27. The Aristocratic Price

28. The chickboy’s price

29. Jo-bee bbq!
Solo Php 66.00 (no drinks)
2-piece Php 111.00 (no drinks)
1pc with spaghetti Php 102.00
1pc with palabokPhp 115.00
1pc meal Php 84.00
2pc meal Php 129.00
6pc Bucket Php 320.00
12pc Bucket Php 640.00

30. Kuya Reyes BBQ!
CHICKEN W/ JAVA RICE, ATCHARA &
PEANUT SAUCE
Quarter Chicken Barbecue (w/ Java Rice)
P126.00
Half Chicken Barbecue (w/ Java Rice)
P205.00
Chicken Stick (1 stick) (w/ Java Rice)
P78.00
Chicken Stick (2 sticks) (w/ Java Rice)
P121.00

31. Chicken from the City of
Smiles – Bacolod!

32. Price Comparison
Chicken Percent Change
MangInasal Php 97.00
Aristocrat Php 195.00 50%
Chick-Boy Php 99.00 2%
Jollibee BBQ Php 111.00 13%
Chicken
Reyes BBQ Php 127.00 24%
Chicken Bacolod Php 99.50 3%

33. Pricing Strategies
Employed
Chicken Strategies
MangInasal Php 97.00 Market-Oriented
Pricing
Aristocrat Php 195.00 Premium Pricing
Chick-Boy Php 99.00 Market-Oriented
Pricing
Jollibee BBQ Php 111.00 Price Leadership
Chicken
Reyes BBQ Php 127.00 Premium Pricing
Chicken Bacolod Market-Oriented
Pricing

34. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use

35. 8a. Sales Promotion
- Unlimited rice and soup
- Big sized chicken

36. 8a. Advertisement (TV ad)
http://www.youtube.com/watch?v=aPuqUl-64zs

37. 8a. Advertisement (Promo
ads)

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!!!

43. SUMMARY
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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!

48. 10 STEP
Marketing Plan for
MangInasal
Lam, John Paul C.
June 2011
48