Marketing Plan Mang Inasal PDF

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Mang Inasal Incorporation

MARKETING PLAN Rhea Mae Adlaon Rhea Mae Besabes Gesiel Cabrito Allysa Lyn Dali-on Janna Lane Faunillian Willien Jean Mercadero Khagelyn Ondillo Honey Rose Quintero Janine Solas Thea Mae Vapor

Executive Summary Mang Inasal is the Philippines’s fastest growing barbecue fast food chain which serves chicken barbecue, pork barbecue and other delicacies that are Filipino favorites. Being the market leader in the barbecue fast food chain industry, Mang Inasal is in a good position.Mang Inasal ranked first in the CPM with the rate of 3.80, 0.85 more than the second placer. This means that Mang Inasal excels and has a strong position considering price competitiveness, marketing and advertising initiatives, market share, product and service quality, branding and image, and product variety as the key factors. The trending barbecue industry is the reason for Mang Inasal’s continuous growth. However, with the presence of its competition and as a fast food industry becomes saturated. Mang Inasal needs to exert more effort to further its market share. Other opportunities for Mang Inasal are technological advancement in the field of poultry production, growing number of people who uses internet and mobile phones, increase in potential franchisee and demand for packaged food products. Other external factors that Mang Inasal is facing are health risk of poultry products while Filipinos are looking for healthier lifestyle, increase in number of foreign and local competitors. Despite the threats, Mang Inasal still managed to respond to the different external factors in above average manner with an EFE rating of 2.75.

Situation Analysis Mang Inasal was opened on December 12, 2003 so it is now 15 years in operation. It is recognized as one of the leading chicken inasal in the branded eat-out category in the Philippines. It is now boost up to 500 stores in the Philippines which 90% are franchised. Their annual sales was estimated $29.9 million and much higher than their competitors like bagne field a package food and meat industry, binalot restaurant industry and bente silog a private company that was funded in Manila. Unlike the other food establishment Mang Inasal is open from Monday –Sunday from 10am-12am and some local stores are 24 hours willing to serve to the customers. Mang insal has been successful to penetrate across tragic location in the Philippine market. Their best customer are Filipino family who love to eat outside. Through advertisement, fliers social media page. Their strength over their competitors is that they have well oriented and trained crews, brand image is visible, credible management, locally adapted menus that’s why they are fast growing company. Jollibee foods corporations said it is acquiring 70%of Mang Inasal Philippines Inc. the additional capital was supposed to fund its plan to have 500

stores by 2012. Currently has s chain of24 company –owned store and 279 franchised, it has 2 commissaries.It has annual total revenues of 2.6 billion.

Market Summary Mang Inasal (Illonggo term for Mr. Barbecue) is the Philippine fastest growing barbecue fast food chain, serving chicken inasal, pork barbecue and other Filipino favorites. Its target market are the students or kids, professionals and Filipino families. Fast food that provides barbecue as a product. Known for its unique packaging of rice using banana leaves. First fast food that has unlimited rice and soup. Uses coal instead of electricity. Cares for your health by grilling and using local herbs. Ambience that encourages teenagers to use hands while eating. Mang Inasal kicked off the grand opening festivities on June 19, with the unveiling of a commemorative 500th store marker. The inscription takes pride of Mang Inasal’s growth in the past 15 years. Among these target markets are the factors to be considered which include demographic, geographic, behavioral, market needs, market trends and, market growth.

Target Market The business will target all the classes of especially the Filipino people who likes Filipino foods.

individuals,

Market Needs Product Bundling Mang Inasal is a barbeque fast food that offers Paborito meals, Sulit meals, and Merienda meals ranges from 49-99 pesos. Business Location Located at Rizal Ave. Corner Valconcha st. Ozamiz, Mindanao7200, and Philippines.

Customer Service

Mang Inasal is available at the constant disposal of customers, after they dine in the management dish-out in order for other customers to dine.

Market Trends Mang Inasal is focusing about “Filipino style in dinning” that will capture the heart of every Filipino, with that they made the Pinoy stamp-grilling with charcoal, rice wrapped in banana leaves, a marinated concocted out of local spices and herbs, bamboo sticks for skewers, and ambiance that encourages “kinamot” (ilonggo term in eating with the hands) whenever Chicken Inasal is served. And most especially the unlimited rice, the reason of Mang Inasal’s successs. All these evoke a rush of nostalgia for tradition, culture, and most of all, home.

Market Growth Mang Inasal Philippines, Inc. marked another milestone as it bagged the Most Outstanding Filipino Franchise award under the large scale food category in the recently concluded 2015 Franchise Excellence Awards (FEA). Mang Inasal was first established on December 12 2003 in Iloilo city. Currently, there are 464 branches nationwide and with over 10,000 employees system wide. MANG INASAL is doing its share in alleviating the unemployment burden of the country. The presence of every MANG INASAL in a certain area provides not only employment but also opportunities to community members including suppliers of kalamansi, charcoal, banana leaves, vegetables, bamboo sticks, and other ingredients. It also indirectly gives income - generating activities to many.

SWOT ANALYSIS Strength      

Fast growing company Strategic location Promotional Strategy Well Known Fast – Food chain Well oriented and trained crews Strong brand name

 Credible Managers  Filipino – style choice of food Weaknesses       

Lack of motivation Product availability and quality(limited menu) Customer complaints Low customer retention Decentralized talent acquisition High employees turnover Labor shortage

Opportunity  Technological advances  International expansion  Number of offices( Government banks, call offices, private offices)  Government regulates the non-usage of plastic  Home medal delivery

center,

Government

Threats     

Direct competitors & Indirect competitors Competitive price pressure Trends towards healthy eating Similar concept and services Changing customer tastes

Competition The competitive landscape of Mang Inasal Incorporation had fluctuations over years. Competition in this business segment is based a number of factors including price, quality, reliability, styling, product features, customer preference, and market strategies. Direct Competitors  

Chicken Ati – atihan CFC( Country Fried Chicken)

CFC is restaurant that offer fried chicken and drinks such as coke, sprite etc., they also have a value meal that is affordable. 

Lechon Manok ni Sr. Pedro

A product of Anakciano Inc. offering sweet, mouth-watering smell and cooked to tenderness lechon manok or roasted chicken that captured

the Pinoy palate by storm. Anakciano, Inc. has its commercial farms as well as contract farms to provide the birds needed to supply its business. 

Ogis Lechon Manok

Ogis offers also other products aside from Lechon Manok; like Crispy Chicken, Chicken Lumpia, Chicken Nuggets, Backbone and Liempo served together with their own delectable sauce. All products display an outstanding sales performance in all outlets. 

McDonalds

McDonald's is an American fast food company, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened their business as a hamburger stand, and later turned the company into a franchise, with the Golden Arches logo being introduced in 1953 at a location in Phoenix, Arizona. In 1955, Ray Kroc, a businessman, joined the company as a franchise agent and proceeded to purchase the chain from the McDonald brothers. McDonald's had its original Brook, Illinois, headquarters in Oak but moved its global headquarters to Chicago in early 2018.

Indirect Competitors    

Big J Grill House Grill Champ Johannes Cuisine Isla Grill

Product Offering 

Sulit Meal

 SM1 ( 1 piece chicken) Nuot sa ihaw sarap marinated 1piece Chicken Inasal. Skewered and grilled the Mang Inasal way served with a cup of rice

 SM2 ( 1 piece pork barbeque) Savory hot-off-the-grill pork barbecue stick served with a cup of rice.



Party Pan

 Palabok Party Pan A Mang Inasal favorite fit for a feast – a heartier serving of noodles in flavorful sauce seasoned with spring onions, egg slices, shrimp, chicharon bits, meaty pork chunks and smoked fish slices. Serves four to five.



Paborito Meals

 PM1 ( Paa with rice) Nuot sa ihaw sarap marinated chicken quarters. Skewered and grilled the Mang Inasal way served with a cup of rice

 PM2 (Pecho with rice) Nuot sa ihaw sarap marinated chicken quarters. Skewered and grilled the Mang Inasal way served with a cup of rice.

 PM3 (Pork BBQ) Two sticks of savory hot-off-thegrill pork barbecue served with a cup of rice

 PM4 (Bangus sisig) Scrumptious bangus with a cup of rice

chunks

served

 PM5 (Pork sisig) Tender pork chunks peppered with crunchy chicharon and white onion served with a cup of rice.



Merienda



Pinoy Halo – Halo

Delicious and creamy shaved ice milk concoction topped with red sago, buko pandan jelly, langka, ube halaya, yellow beans, red mongo beans, leche flan, macapuno, banana, ube ice cream and barquillos

 Crema de Leche Halo – Halo A delightful, creamy concoction of milk and ice, topped with caramelized banana, macapuno and leche flan.

 Palabok Noodles in thick rich sauce seasoned with chopped spring onions, hard-boiled egg slices, shrimp, chicharon bits, meaty pork and tinapa

 Lumpiang Togue Fried vegetable spring roll of Mung Bean sprout, Camote, Carrots, Baguio Beans and Tokwa. Lumpiang Togue is sliced diagonally in half and served with Special Suka



Inumin

 Softdrinks Coke, Coke Zero, and Sprite.

 Iced Tea Lemon iced tea



Fiesta Inasal



Fiesta Inasal Meal

Hearty combination of delicious Mang Inasal favorites — nuot sa ihaw sarap 1-pc Chicken Inasal with rice, flavorful Palabok, crunchy 1pc Lumpiang Togue, and unlimited soup



Desserts

Leche Plan Rich custard glazed with caramelized sugar.

Keys to Success   

  

Sia considers sheers hard work and innovation as the primary reasons of Mang Inasal’s success. He also cites the UNIQUENESS that allowed him to beat the odds as new player in the fast food industry. While he listens to his instincts, Sia is very calculated and strategic in his approach to business. He firmly believes in hard work and perseverance, and encourages aspiring entrepreneurs to do the same. The phenomenal growth is due to a totality of factors including: good business concept, marketing strategy, quality of food, affordable pricing and effective expansion. But the X factor which has made all these happen is the blessing from God, Sia says. He also urges them to believe in their capacity to make their dreams come true, saying “Nothing is impossible with the right attitude. Do not be intimidated by problems Instead, look at them as opportunities for growth. I was lucky to acquire the right entrepreneurial attitude as a young boy. You could say I developed the right asal(behavior) for inasal”, he quips.

MISSION 

To consistently experience.

provide

our

customers

a

great

Pinoy

dining

VISION 

To be preferred everywhere.

quick

service

restaurants

of

every

Pinoy

MARKETING OBJECTIVE  

To create vigorous organization committed to total service. To provide excellent food at value pricing, with fun packaging at a specified cost given.

Financial Objective Mang Inasal Corporation set different types of objectives including financial objectives to give a solid plan for moving in the direction of long term sources. Increasing revenues in their major and fundamental financial objectives. Mang Inasal Corporation is aiming to ensure collection efficiency of daily and put up more branches for the next years.

Market Positioning In order to position the name of the establishment to the minds of the consumers, categorization of positioning strategies that the business adheres. Positioning strategy: Unli-rice Product offered at an affordable price TV Advertisement The business should continue to give unli-rice to the consumers and at an offerdable price that can entice the market. Not only TV advertisement it should be included the radio advertisement can be a useful method to create awareness and to position the products to the mind of the potential customers. Marketing Program Product 1. Provide exemplary expectations

products

that

exceeds

to

the

buyer's

2. Offer quality product. Price 1. Monitor the sales of the company to see the changes over time. 2. The prices must complement to its quality. 3. Prices differ to the product offerings. Place 1. Location for people to easily recognize the establishment. 2. Create a place that is convenient to customers. 3. The ambiance must attract the people. 4. Provide a parking lot for employees and customers in need. Promotion 1. Radio advertising to create awareness about the products being offered. 2. Remaining brochure.

promotional

3. Sponsoring of some recognized by many people.

money

events

is

for

directed the

to

business

coupons to

be

and

easily

4. TV advertisement 5. Using of celebrities to endorse the product 6. Using of social media’s to promote a product (Viral marketing) People 1. Give training to employees to improve their customer service. 2. Greetings to customers like simple “ Welcome to Mang Inasal maam and sir” 3. Employees should maintain good relationship with the customers. Process 1. Fast service delivery 2. Good in handling customer complaints 3. Resolve complaints Physical Evidences 1. Good ambiance (food smells good) 2. Fast customer service 3. Location convenience to the customer

Productivity and Quality 1. Maintaining the standard of the product offering. 2. Avoidance of scarcity of the raw materials such as chicken and pork. Marketing Research

Implementation   

All employees must continue to exercise good customer care and service to maintain customer loyalty. Create and encouraging promotions to reach out customer awareness. Improvement and development of product bundling and positioning to encourage more buyers.

Marketing Organization Mang Inasal in Ozamis city is another branch of the growing fast – food chain with 500 and more branches nationwide. Mang Inasal maintained it’s quality and standard in product offering wherever branches you will go. The proprietor was mandated to follow certain policies and standard set provided that he/she has the right to propose marketing plans and will be held accountable towards its implementation.

Contingency Planning      

Demands an expensive value for future product promotions and advertisement Supplies can be scarce or limited Natural disaster such as earthquakes, fires and typhoons. Personnel, such as death of senior manager, or union members going to strike Products issues such as uncooked chicken or pork (customer complain) Maintain a positive reputation

Conclusion Based on the findings, the conclusion drawn are the appearance and how the food is serve and the ambiance in Mang Inasal is appetizing with the prices that are just with the serving portion. Mang Inasal also accommodates their customer with enough tables and chairs, uses viral marketing to promotes its product, and uses plastic and styro free

packaging, first to offer unlimited rice soup and the hospitalities of its employees.

Reflection “The harder you work for something, the greater you’ll feel when you finally achieve it.” The making of this marketing plan has not been easy. We have to incorporate our ideas to create a plan which may be helpful and serve as a guide for the business. We were able to choose Mang Inasal as our target business. In this semester we are bombarded with different school works. One of those is the submission of the final manuscript of marketing plan. We felt pressured and uneasy for some reasons. We decided to divide the task for everybody to partake. Despite the hardships and difficulties, we stayed strong and positive to come up with a good result. We do background research in the business to comply all needed information. We exerted so much in this marketing plan like our time, money and efforts. We did it with planning, persistence and purpose. We focused on what needs to be done. The efforts we have made were paid off after seeing our marketing plan being finished....