Post on 18-May-2015
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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