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Marketing plan m4 shakey's
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- 2. 10 STEP Marketing Planfor Shakey’sPizza M4 Shannon Valerie Manalang Rey Nardo Jaynet Tan Jason Tan https://www.linkedin.com/in/dr-jaynet-tan- fpogs- fsgop https://www.linkedin.com/in/jasontanmd/ https://www.linkedin.com/in/shannonmanalang/ www.linkedin.com/in/rey-nardo
- 3. Dining Experience • 80%Families • Food was served hot • Friendly staffs • Food was served within 15 minutes • Ample parking space • Serves beers but not on menu • 60% of the tables were occupied on a weekday • Most customers ordered group meals with large servings
- 4. 1. Fun, Family,and Pizza Beer, Pizza and Live band Wholesome family restaurant
- 5. 1. Fun, Family,and Pizza 25-45 years old, social class B and C, with families Young couples with families Loves eating out with families and friends, loves hanging out in big groups A, B, and upper C income class segments that prefer full-dining restaurants over fast-food establishments Attracts families and groups through its meal bundle offerings and party-size portions that are ideal for sharing
- 6. 2. Great memories,great times Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler Sense of fulfillment when you see your Kids enjoy and have fun Great memories great times
- 7. 2. Families andfriends Needs: Families and friends needs to spend time and bond together, create great memories Wants: Families prefer Shakey’s over other pizza Demands: Families demand good quality pizza, pasta, chicken and food variety
- 8. 8 PRICE/AGE MATRIX 0-18 19-24 25-4950 AND UP HIGH PRICE LOW PRICE SSHAKEYS 2x2 Competetive Position Shakey’s is #1 in Yuppies
- 9. 3b. Shakey’s hasmany competitors Direct: Pizza Hut, Greenwhich, Yellow Cab Indirect: Max’s Restaurant, Jollibee Shakey's Pizza Hut Greenwhich Yuppies Students Casual Casual Fast-casual Yuppies Yuppies Yuppies
- 10. 3c. Benefit Positioningvs brand matrix Shakey's Pizza Hut Greenwhich Max's Restaurant Casual dining Value meals below P100 Group meals Long Tables Great times, great memories Parking availability Solo meals Quick Service Lunch Express meals
- 11. 3c. Benefit Positioningvs brand matrix Shakey's Pizza Hut Greenwhich Max's Restaurant Delivery Loyalty Card Fun for kids Multi-purposse/Party Place Freshly – served Food Wide food selection Spaciousness Liquor/Beer Sports – oriented Regular introduction of new products Party, giant pizza
- 12. 4.Where is theopportunity (GAP) Current positioning of Shakeys 12 Competitors positioning BEYOND EVERY PIZZA BOX We strengthen the spirit of barkadahan over our great-tasting pizzas and pastas. Greenwich Pizza is one true Filipino pizza chain. We go beyond the average pizza chain and offer you an enjoyable combination of delicious food, a comfortable ambience and friendly service. The reason behind Pizza Hut's success all over the world is its steadfast belief and uncompromising drive in providing customers the best in terms of product quality, service, cleanliness and value.
- 13. 4.Where is theopportunity (GAP) Current positioning of Shaykeys 13
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- 15. 4.Where is theopportunity (GAP) Current positioning of Shakeys 15 Where is the marketing opportunity 1. Deliver product and services to the new generation of customers (Generation Z), the new young adult class Multi media Platform Fast service and convenience Customer participation
- 16. 5. How bigis the Market? 16 competitors data= 14.08B Company data= 14.8 B Customers data= 14.5 B
- 17. 5. How bigis the Market? 17
- 18. 5. How bigis the Market? 18 Total population 103,663,816 Income class (40%) 41,465,526 Average Spending 350 Php 14,512,934,240 Market size 14.5B Php
- 19. 5. How bigis the Market? 19 Competitors data= 14.08B Company data= 14.8 B Customers data= 14.5B
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- 23. 23 PRODUCTSTARTED AS APLACE FOR PIZZA AND BEER SLOWLY TURNED INTO A FAMILY PLACE 1997 = MOSTLY FASTFOOD FRANCHISE 2003 = FAMILY ORIENTED CASUAL DINING 2004 = PARTNERED WITH SPORTS VISION “SHAKEY’S V LEAGUE”
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- 27. 27 PIZZA HUT PIZZA PRICERANGE 119 to 619 pesos
- 28. GREENWHICH PIZZA PRICE RANGE 99 to510 pesos
- 29. SHAKEYS PIZZA PRICE RANGE 344to 759 pesos
- 30. Greenwhich hasthe lowest item price at 99 pesos Shakeys has the most expensive price in the large pizza criteria at 759 pesos Pizza Hut prices comes in between Greenwhich and Shakeys Shakeys also has the most variation of pizzas at 19 selections and Greenwhich has the least selections at 9 choices. Shakey’s pricing appears cheaper if availed by large group
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- 32. 32 9. Promos and ads •Facebook and social media • Lucky Manzano, short videos • Seasonal promos, Valentines • Direct selling of Shakey’s card • Billboards • Affordable group meals • Company discounts
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- 35. 35 SHAKEY’S SUPER CARD“ RepeatSales” Offers discounts Bundled with affordable group meals Buy 1 take 1 Large group deliveries Commonly used in various companies
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- 39. 39 10. WINNING STRATEGY Niche Spacious standalone pizza parlors across the country that will cater to large groups or families
- 40. 40 WINNING STRATEGY OFFERS BETTERDEALS FOR BIGGER GROUPS HAS GOOD VARIETY OF FOOD GOOD CHICKEN COMPARED TO COMPETITORS SEASONAL PROMOS
Editor's Notes
- #19 Making use of the slightly revised definition of the middle class based on Albert et al. (2015), we observe that a large proportion of Filipinos belong to the middle class in 2015. Close to 40% of the entire population (family)
- #22 Shakeys has a wide variety of products; from pizza, pasta to chicken, soups and salads. Choices of pizza can be customized according to the clients’ preference.
- #23 Shakeys has a wide variety of products; from pizza, pasta to chicken, soups and salads. Choices of pizza can be customized according to the clients’ preference.
- #24 The brand became a well-established franchise in the Philippines,[8][7] where it began in 1975 under the ownership of the country's largest food conglomerate, San Miguel Corporation, primarily promoting their San Miguel draft beer. Beginning with a restaurant located in Makati Avenue, Makati, the restaurant expanded rapidly in Metro Manila, with most of its outlets offering live music. San Miguel had difficulty maintaining the consistency of the branches, and ultimately sold the franchise in 1987 to International Family Food Services, Inc. (IFFSI), a group led by the family of sports executive Leo Prieto. By 1997, it had evolved into mostly a fast-food franchise. In 2003, the company began "reengineering" the brand as a family-oriented casual dining brand. In 2004, Shakey's partnered with Sports Vision for the launch of the Shakey's V-League, one of the pioneering volleyball leagues in the country.[9]
- #25 The brand became a well-established franchise in the Philippines,[8][7] where it began in 1975 under the ownership of the country's largest food conglomerate, San Miguel Corporation, primarily promoting their San Miguel draft beer. Beginning with a restaurant located in Makati Avenue, Makati, the restaurant expanded rapidly in Metro Manila, with most of its outlets offering live music. San Miguel had difficulty maintaining the consistency of the branches, and ultimately sold the franchise in 1987 to International Family Food Services, Inc. (IFFSI), a group led by the family of sports executive Leo Prieto. By 1997, it had evolved into mostly a fast-food franchise. In 2003, the company began "reengineering" the brand as a family-oriented casual dining brand. In 2004, Shakey's partnered with Sports Vision for the launch of the Shakey's V-League, one of the pioneering volleyball leagues in the country.[9]
- #34 2020 – free shakey’s card 202/person Free vouchers worth 450 Group of 5 encouraged to avail 2020 for take out
- #35 Pizza hut’s lunch express which promised to be served in 15 minutes Was countered by Shakey’s by serving quick lunch in 5 minutes
- #36 Marketed through direct selling Repeat sales Delivery and carry out market Boosted delivery sales
- #38 Shakey’s has always been focused on strategic business expansions, especially increasing its presence in the Visayas and Mindanao regions. The company has been in long-term key partnerships with franchisees who are more familiar with the local regions and markets. Its priority is building more stores that are comfortable, clean, and has a fun aura, so more people around the country would experience great times and great memories. This is in line with the company’s aim to continue being the preferred family casual dining restaurant in the country.
- #39 The company also strengthens its bond with guests through top-notch services. Bringing the experience closer to people, Shakey’s on Wheels travels to all cities and provinces to offer its famous products such as the thin-crust pizza and chicken ‘n’ mojos. In rewarding its loyal guests, it continues to intensify the value of the Shakey’s SuperCard with perks and discounts to strengthen its position of being the number one food loyalty program in the country.
- #40 Shakey’s Sets Up A Digital Acceleration Team Shakey’s, the leader in full-service restaurants, has strengthened its digital presence by overhauling and outlining a new digital strategy. It is focusing on its digital presence, such as its website, online ordering platform and mobile app.
- #41 Shakey’s