This marketing plan outlines Mang Inasal's strategy to target teenagers with big appetites looking for affordable meals. Mang Inasal aims to fill the gap left by other fast food chains by providing unlimited rice and soup with their meals, which range from 49-99 pesos. Their niche market is teenagers aged 15-26 years old. Mang Inasal promotes their barbecue meals and nationwide locations through television, events, and experiences to attract their target audience. The plan's key goal is to differentiate Mang Inasal in the fast food market by catering to teenagers' desire for filling, affordable meals through their niche strategy.

1. 10 STEP Marketing Plan for MANG INASAL MEALS

2. Disclaimer This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Bragas in her Principles of Marketing 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 Teens appetite at Mang Inasal Mang Inasal PTM are teens that have big appetite Who wants to fill their stomach with affordable meals Can choose McDonald or Jollibee Gap is all other fast food who provide cheaper and affordable meals The market size is P 18 Billion. Mang Inasal niche is P6 Billion.

4. Steps 6 to 10 Teens choose meals that can fill their stomach Mang Inasal is a barbecue fast food that have Paborito Meals, Sulit Meals and Merienda Meals Ranges from 49-99 pesos Uses TV, Events and Experiences Is located Nationwide Niche market

5. 1. Mang Inasal PTM are teens that have big appetite 15-26 years old, social class C and D, both Female and Male, Single Studying or working, has an active lifestyle 2x a week, affordable prices that provide unlimited rice and unlimited soup

6. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy affordable meals

7. PTM’s needs to fill their stomach Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I need to eat food that can fill my stomach I can treat my barkada and family

8. 2. PTM’s needs, wants & demands Self-Actualization needs (Teens want to have meals that can fill their stomach ) and social needs are the PTM’s needs Teens wanted Mang Inasal over other fast foods because of the taste, affordable price and unlimited rice and soup Teens demand meals that are healthier, affordable and unlimited

9. 3a. Direct and indirect products that address my PTM’s NWD Direct McDonald Jollibee Indirect Canteen Food court Home meal “Lutong Bahay” Variables Age, Price , location, and product

10. 3b. Create 2 Positioning Maps 1 st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice This 1 st Map should allow differentiation/ non-clustering of the direct competitors Example: Price vs. Product Size of bubbles= represent relative market shares of the brands 2 nd Map : Fast food vs. Product

11. 4. Mang Inasal focus in niche marketing gap Mang Inasal is the fast food that provides unlimited rice and soup For teenagers Who want to eat meals that can fill their stomachs No unlimited rice and soup at Jollibee and McDonalds

12. 5a. Estimate the market size using competitor data Competitor’s Data Product Mang Inasal McDonalds Jollibee

13. 5b. Estimate the market size using company data Company Data Product Mang Inasal McDonalds Jollibee

14. 5c. Estimate the market size using customer data Total Population Age 15-26

15. 5. Decide on market size in pesos, not in number of people Competitor data= Company data = Customer Usage data = Use instinct and best business judgment to finalize market size

16. 6a. Photo of product category Show a product shot Your product and your competitors with, without box as they look in the supermarket All pack sizes All variants All major brands

17. 6a. Show how product looks vs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales

18. 6b. What makes Mang Inasal different as a fast food? First fast food that has unlimited rice and soup Fast food that provides barbecue as a product Uses coal instead of electricity

19. 7. Price Get prices of your product Creatively compare vs. competitors across different pack sizes and variants Quantify the price difference in % terms vs. competitors Conclude on what pricing strategy is being used

20. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use

21. 8a. Your products Promotions Advertising TV Commercial Radio Print Ads Events and Experiences Sponsorship Willing Willie Word of Mouth

22. 8a. Samples of Promo Samples This can be in multiple slides

23. 8b. Competitor promo Show also how your key competitors communicate Their commercials Their websites And why your communication stands out

24. 8b. Competitor promo Samples Can be multiple slides

25. 9. Mang Inasal is a nationwide fast food service Malls, MRT and LRT stations, nearby offices and schools of Luzon, Visayas and Mindanao Nationwide food delivery service to your home, school and office, and phone orders Cash transaction

26. 10. What is the generic winning strategy? Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche

27. 10. Mang Inasal is a niche fast food Mang Inasal strategy is to caters niche market of teenagers aged 15-26 years old. It has affordable meals with unlimited rice and soup that can be found nationwide.

28. SUMMARY

29. Steps 1 to 5 Teens appetite at Mang Inasal Mang Inasal PTM are teens that have big appetite Who wants to fill their stomach with affordable meals Can choose McDonald or Jollibee Gap is all other fast food who provide cheaper and affordable meals The market size is P 18 Billion. Mang Inasal niche is P6 Billion.

30. Steps 6 to 10 Teens choose meals that can fill their stomach Mang Inasal is a barbecue fast food that have Paborito Meals, Sulit Meals and Merienda Meals Ranges from 49-99 pesos Uses TV, Events and Experiences Is located Nationwide Niche market

31. 10 STEP Marketing Plan for MANG INASAL MEALS