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10 STEP Marketing Plan for MANG INASAL MEALS

Ianne Patrick P. SantiagoFebruary 2011

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.

Disclaimer

1. Mang Inasal PTM are teens that have big appetite

2. Who wants to fill their stomach with affordable meals

3. Can choose McDonald or Jollibee4. Gap is all other fast food who provide

cheaper and affordable meals5. The market size is P 18 Billion. Mang Inasal niche is P6 Billion.

Steps 1 to 5

Teens appetite at Mang Inasal

6. Mang Inasal is a barbecue fast food that have Paborito Meals, Sulit Meals and Merienda Meals

7. Ranges from 49-99 pesos8. Uses TV, Events and Experiences9. Is located Nationwide10. Niche market

Steps 6 to 10

Teens choose meals that can fill their stomach

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

2. My PTM’s NWD

Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy affordable

meals

PTM’s needs to fill their stomach

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Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I need to eat food that can fill my stomach

I can treat my barkada and family

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

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

3b. Create 2 Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice

This 1st Map should allow differentiation/ non-clustering of the direct competitors

Example: Price vs. ProductSize of bubbles= represent relative market

shares of the brands2nd Map: Fast food vs. Product

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

5a. Estimate the market size using competitor data

Competitor’s Data

ProductMang InasalMcDonaldsJollibee

5b. Estimate the market size using company data

Company DataProduct

Mang InasalMcDonaldsJollibee

5c. Estimate the market size using customer data

Total PopulationAge 15-26

5. Decide on market size in pesos, not in number of people1. Competitor data=

2. Company data =

3. Customer Usage data =

Use instinct and best business judgment to finalize market size

6a. Photo of product category

Show a product shotYour product and your competitorswith, without box as they look in the

supermarketAll pack sizesAll variantsAll major brands

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

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

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

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

8a. Your products Promotions

Advertising TV Commercial Radio Print Ads

Events and Experiences Sponsorship

Willing Willie

Word of Mouth

8a. Samples of Promo

Samples

This can be in multiple slides

8b. Competitor promo

Show also how your key competitors communicate

Their commercialsTheir websites

And why your communication stands out

8b. Competitor promo

Samples

Can be multiple slides

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

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

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.

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SUMMARY

1. Mang Inasal PTM are teens that have big appetite

2. Who wants to fill their stomach with affordable meals

3. Can choose McDonald or Jollibee4. Gap is all other fast food who provide

cheaper and affordable meals5. The market size is P 18 Billion. Mang Inasal niche is P6 Billion.

Steps 1 to 5

Teens appetite at Mang Inasal

6. Mang Inasal is a barbecue fast food that have Paborito Meals, Sulit Meals and Merienda Meals

7. Ranges from 49-99 pesos8. Uses TV, Events and Experiences9. Is located Nationwide10. Niche market

Steps 6 to 10

Teens choose meals that can fill their stomach

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10 STEP Marketing Plan for MANG INASAL MEALS

Ianne Patrick P. SantiagoFebruary 2011