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Marketing Plan

ACTIVITY PAPER
PROJECT
TITLE: MANG INASAL
SECTION: 1
GROUP MEMBERS:
Lam Nhat Nong

Jodie Magpile

Fatima Dela Cruz

Kate Hazel Son

Lorlen Aloro

Kryzabel Valdez Balao

Octavio Estacio

INSTRUCTIONS: PLEASE ANSWER ALLTHESE QUESTIONS ACCURATELY


BECAUSE IT WILL SIGNIFICANTLY BENEFIT YOUR PROPOSED MARKETING
PLAN CONTENT. PLEASE FOLLOW ACCORDINGLY;
1. CONVENE YOUR GROUP (all members should be present).
2. DISCUSS THE ANSWERS TO THESE QUESTIONS as a group.
3. Justify your answers by presenting proofs/evidences.
4. Answers are varied in different groups by virtue of the different
proposed projects.
5. Conduct research to answer all questions with accuracy.
6. Do not attempt to deliberately invent figures and facts as it will be
verified & checked.

A. On Marketing Mix: PRODUCT OR SERVICE

1. What is your line of business? Briefly describe the products or services you
intend to offer to your prospective customers.
Mang Inasal is the barbecue fast food restaurant chain. They serve Filipino
cuisine foods, including grilled chicken, milkfish and barbecue pork, offer with
unlimited rice and sinigang sour soup. Non-grilled dishes are sisig, pansit
bihon and dinuguan with puto. Desserts offered include Philippine snack
foods like ginataang bilo-bilo (tapioca pearls), halo-halo, banana spring roll
with ice cream, among others.
2. If your product is tangible, or visual, illustrate a sample of it and describe its
specifications (e.g. size, weight, dimensions, ingredients, brand/product name
etc). Enumerate & justify its uses.
a. Illustration
b. Specifications
c. Uses:
-

Sulit meals are good deal meals that are worth more
than offering. It focuses on three things: Affordable
Price, Satisfied Portion, and Good Taste.

Paborito meals are the favorite, best seller meals of


Mang Inasal, serve with unlimited rice and sinigang sour
soup.

Merienda is light meals.

Inumin is beverage offered by Mang Inasal.

Desserts are the sweet food eaten at the end of a meal.

3. Describe the existing market situation. What similar products or services exist
in the market today?
Various franchisees remain as the largest operators in the fast food industry
with a combined value share of 34% (2015). Jollibee Foods Corp maintained
its lead with a value share of 31% among the owners of chained brands
because of its wide brand portfolio consisting of popular brands such as
Jollibee, Mang Inasal, Greenwich, Chowking, Red Ribbon and Burger King.
The market is very active, the players are constantly offering new menu items.

They also try to continuously improve their brand images through marketing
tools such as television commercials, printed advertisements and product
launch events that retain consumers interest and loyalty to their brands.
Some are even hiring popular celebrities as brand ambassadors to make their
campaigns more engaging and boost sales. Recently, McDonalds signed the
popular pair of Maine Mendoza and Alden Richards to endorse its chicken
meals.
4. How many competitors do you have?
Direct competitors: McDonald, KFC, Balocod Chicken Inasal.
Indirect competitors: Pizza Hut, Subway, Food courts.
5. Are your competitors able to meet the needs of the market? The competitors
of Mang Inasal are able to meet the needs of the fast food market which are
convienience, fast service, affordable price, good promotion and plentiful
menu.
6. If not, how big is the unmet demand of the market? Estimate your market
share.
Mang Inasals Market share is estimated about 10% of the fast food industry
in Philippines.
7. In terms of quality, how does your product or service compare with those of
your competitors?
Mang Inasals advantages are their price is lower than their competitorss at
the same portion. They offer ulimited rice and soup, the thing that their
competitors do not have. Most of Mang Inasals competitors offer fried
chicken while Mang Inasal offer grilled chicken which is healthier than the
fried one. However, their services is not really fast when compare to their
competitors, but this is understandable since grilled chicken takes more time
to cook than fried chicken.

8. Describe your target market. Specifically, what segment are your targeting?
Who are the people or businesses likely to patronize your business because
they need/want your product/services, and are willing and able to buy & pay
for them?
Geographic segments; people with the age ranged of 15-40 years old that
belongs to the social classes C,D,E. They need to provide the best for their
life, they want the value for money food, and lastly, the demand for the fast
delicious and affordable services.
9. Where is your target market located? Describe its features/profile.
Malls, Beside Call Centers Companies, Public Service Establishments; High,
Middle, and low income with the age of grade schools Senior Citizen, both
female and male, and for those without education graduated
10. How big is your target market?
The target market of Mang Inasal is really big and promising since it focus on
the majority population of Philippines which is the people with the age ranged
of 15-40 years old and have low to middle income.
11. Conduct a mini market research for your product with the following guidelines;

*** Supply the answers to the columns provided below

Table 1. Market Research Matrix


1
Products

2
Target

3
Frequency

or

customers

& Time or

services

season

you intend

customers

to offer

buy or

4
Price

5
Customers comments

avail of

6
No.of

7
Competitors

competitors

price

such
products/s
- Filipino

-The target

style food,

ervices
Everyday.

Affordable

- An affordable fast

- Direct

For 1 pc.

customers are

price for

food chain.

competitors:

Chicken

signature

adult both young

the target

- To choose meals

McDonald,

meal

dish is

and senior. Male

customers

within their budget.

KFC, Balocod

McDonalds

grilled

and female but

- The classification of

Chicken

price is

chicken,

mostly male with

meals such as the

Inasal.

89peso. It is

serving

middle to low

Paborito Meals, Sulit

-Indirect

85peso for

with

income. They are

Meals, and Merienda

competitors:

KFC.

unlimited

office employee,

Meals.

Pizza Hut,

rice and

students, workers

Subway, Food

soup.

living in towns

courts.

- Fast and

and cities.

friendly
service.
Guidelines;
Column 1. Write the products/services you want to offer
Column 2. Describe the customers of your offerings. Who are the people who would
want to buy your products/services and are willing to pay for it? Are they mostly men,
women or children? Are they young or old? What type of work do they do? Are their
incomes high or low? Where do they live and where do they buy or avail of such
offerings at present? Are they in the rural areas, towns & cities, near your business
or far away?
Column 3. Write down how often and when you intended customers buy your
product/services. Is it every day, every week, every month, every year, during rainy
season, in summer, on payday, or after the harvest?

Column 4. Write down the Price offering of your product/services


Column 5. Write down what your customers think of your product/services. Do they
like the design or its colors? Or do they prefer other product/services instead?
Column 6. Describe the other businesses, your competitors, who sell & offer similar
or same products/services. What is special about their products?
Column 7. Write down the prices your competitors charge for a similar product or
services.

B. Marketing Mix.: PLACE AND PROMOTION

1. PLACE OR CHANNEL OF DISTRIBUTION. Will you sell directly to end


users? If so, how are you going to bring your products/services to them? Are
you going to use agents/middlemen or distributors? If yes, how much
commission or discounts will you give?
Yes, we'll sell our product directly to them by delivering them our product.
First, we'll hire a small amount of commission and we'll give discounts. If the
business is going well, then we're going to raise the amount of discount
because people are attracted to discounts especially when it comes to food
and if our customers like it then they might become our loyal customers in the
future.
2. ON PROMOTION. How will you attract customers to buy? How will you
promote your product/services? Will you advertise in newspapers, radio, or
T.V.? Will you posters, tarpaulins, flyers, signboards, etc? How much will
spend for this promotional efforts?
We will convince our customers to buy our product by television because
many people watch TV nowadays, and if they will see the commercial, they'll

be curious about our product. And it will spend about 10-25% of spending for
this promotion because it depends if our product is selling or not.
3. ON PLACE OR LOCATION OF YOUR BUSINESS. Where are you going to
locate your business? Why did you choose this particular site? Is it
convenient & accessible to your customers? If you are renting the place, is it
cheap and are supplies of raw materials available all the time?
Restaurants like Mang Inasal should be placed in commercial areas like in
Bonifacio Global City, Taguig. Because this place is surrounded by business
establishments, call center companies and also schools. And yes, it is
convenient & accessible to customers. Yes, it is cheaper than renting in
Makati and the supplies of raw materials are available all the time.
4. Illustrate the location map of where you intend to put up your business with all
the landmarks access routes.

C. Marketing Mix.: PRICE (SALES VOLUME)

1. On the given table below, Project from Year to Year 3 the necessary Costs in
selling your product/services.

Table 2. Selling Expenses


FACTORS
1. Sales Commissions
2. Advertising
3. Signboards
4.Posters/Flyers/Brochures
5. Packaging
6.Transportation expenses
7. Sales promotions
8. Others
Total Selling Expenses

Year 1
200,000,000
900,000,000
20,000,000
5,000,000
5,000,000
30,000,000
8,700,000
5,000,000
1,173,700,000

Year 2
250,000,000
1,000,000,000
25,000,000
6,000,000
5,500,000
30,500,000
10,000,000
6,500,000
1,333,500,000

Year 3
300,000,000
1,300,000,000
30,000,000
7,000,000
6,000,000
40,000,000
13,000,000
8,000,000
1,704,000,000

2. On the given table below. Quantify your Market share using this Equation: Q =
nxq
Where: n = number of customers likely to buy your product/services
q= average quantity purchased by a customer in a given period
Q = TOTAL DEMAND FOR YOUR PRODUCT/SERVICES
GUIDELINES:
The demand for some products/services can be seasonal. For instance, the
demand for school shoes and school supplies is high in May and June. Demand for
tutorial services or review classes are at its peak about three months before the
scheduled college entrance test or professional board examinations. Because of the
seasonality of demand, it is best that you approximate your sales on a monthly basis.
By doing so, you take into account fluctuations in the demand for your product or
service.
Think of the conditions that prevail during a given month and how they may
affect your sales. Is it vacation time, start of the school year, graduation month, Holy
week, rainy season, Christmas, etc? Approximate the number of units (n and q)

that you think you will be able to sell in a given month. To get your Total Sales
Volume for the first year, simply add up your monthly demand (Q) figures.

TABLE 3. PROJECTED MONTHLY SALES VOLUME


n
q
Q

J
8,000,
000

F
8,100,
000

M
7,000,
000

1
8,000,
000

1
8,100,
000

1
7,000,
000

A
7,65
0,00
0
1
7,65
0,00
0

MY
8,50
0,00
0
1
8,50
0,00
0

JN
9,000,
000
1.1
9,900,
000

Jy
8,60
0,00
0
1
8,60
0,00
0

A
7,90
0,00
0
1
7,90
0,00
0

S
9,00
0,00
0
1.1
9,90
0,00
0

O
8,50
0,00
0
1
8,50
0,00
0

N
8,800,
000

D
8,000,0
00

TOTAL
99,050,
000

1
8,800,
000

1
8,000,0
00

12.2
120,84
1,000

3. On the Given table below. Consolidate all your Monthly Q in a PROJECTED


SALES SUMMARY SCHEDULE

Table 4. PROJECTED SALES SUMMARY SCHEDULE (in units)


J

My

Jn

Jy

Total

Pric

Total

8,00
0,00
0

8,10
0,00
0

7,00
0,00
0

7,65
0,00
0

8,50
0,00
0

9,90
0,00
0

8,600,
000

7,9
00,
00
0

9,90
0,00
0

8,50
0,00
0

8,800,
000

8,000,
000

units
120,8
41,00
0

e
100

Sales
12,08
4,100,
000

4. On the Given table below. Compute for your Total Projected Peso Sales for
the next Three (3) Years by using the Total Sales in Table 3.
**Using your projection for Year 1 as basis, how many units do you expect to
sell during your Year 2 and Year 3 of operation? Are you going to increase
your selling price on the 2nd & 3rd Year?

TABLE 5. SALES FORECAST (Planned Sales Volume/Sales)

Year 1

Year 2

10

Year 3

Sales Volume (in 120,841,000

130,900,000

153,800,000

units)
X Selling Price /unit
TOTAL SALES

105
13,744,500,000

110
16,918,000,000

***MAKE

SURE

100
12,084,100,000
THAT

ALL

YOUR

PROJECTED

REALISTIC. CAN YOU REALLY SELL THAT MUCH?

11

SALES

VOLUME

IS