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10 STEPSMARKETING PLAN for:
HotShotsFlame-grilled burgers
Martin Dominic ReyesOctober 2010
http://martsreyes.blogspot.com
MENU PRIMARY TARGET MARKET
THE ULTIMATUM
competition
price vs. age matrix
ksf matrix
opportunity analysis
slice of the pie
product
price
promo
place
winning strategy
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Primary target market
deMographics
22 to 45 years old Male and Female Single Newly wedded couple Social classes A and B
LIFESTYLE
Working in business districts Employees who prefer working lunch Not good in cooking or no time to cook Health conscious – grilled burgers “Pa-arte” effect – gourmet burgers
behavior
Burger, Fries, Soda meal Twice a week Take-out or delivery
Youngprofessionals
Most of the time
compensated by
the CHEESE, MAYO,
FRIES AND SODA
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the ultimatum
To satisfy a burger craving without feeling too much
calorie-guilt by choosing grilled burgers with no extenders!!!
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the COMPETITION
DIRECT: GOURMET SPECIALTY BURGER STORES
Brothers Burgers Wham Burgers Johnny Rockets – new player Sango Gourmet burgers in hotelsINDIRECT: regular burger fastfood chains
Jollibee McDonald’s Wendy’s Burger King Tropical Hut
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the COMPETITION
Alternatives: other chains who do not primarily sell burgers
KFC Pizza Hut Shakey’s Variables:
Accessibility - location Purchasing convenience – offers delivery or on-line ordering Price – value of money Brand – word of mouth
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Price vs. age matrix
BB
HSW
HBB
HSW
BB
HSW
S
S
S
BB
HSW
S
BB
HSW
S
BB
HSW
S
BB - Brothers burger HS – HotshotsW – Wham Burger S – SangoH – Hotels
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Key success factors matrix
Brothers Hotshots Wham Sango Johnny
Offers wide variety ofgourmet burger Number of branches 18 10 8 4 1Branches outside MM 3 4 1 0 0Delivery x x xConsistency to quality
extensive branches of Brothers Burger is their competitive advantage that’s why they grab the biggest market share
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Opportunity analysis
STRENGTHS
Competitive price Consistency to quality Feedback mechanism Strategic alliance with Francorp. opportunities
Upward trend of purchasing power Increasing number of health conscious people Emerging areas outside Metro Manila One-number delivery hotline Rapid growth of call centers and BPOs
propositions: Tap the emerging markets outside Metro Manila
Create one-number delivery hotline24 hours delivery service
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Slice of the pie
Notes:Market share is based on aggregate sales of the four firms as reflected
on their financial statements. The industry is pretty small playing around at aggregate sales of P195m.
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The product and the players
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product description
Hotshots is a gourmet burger food chain
Burgers are made from 100% pure beef; absolutely no extenders
The company promotes healthy options: GRILLED BURGERS
Buyers can choose from variety of tastes of burgers
Fish and chicken burgers are also available
Customers can create their own burger according to their
preference
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pricing
Cheapest burger: P105
Deluxe – quarter pound patty, lettuce, onion, tomato, mayo
Most expensive burger: P195
Mozzarella burger – double quarter pound patties, lettuce,
onion, tomato, mayo, mozzarella cheese
Products of hotshots are at par with its competitors, where price
ranges from P105 to P350 for a piece of burger
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Promotion: proposed
Introduce combo meals
Burger + Fries + Drinks
Create junior sized burgers
Tie-up with credit card firms
Launch discount cards
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Promotion: competitors
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place
Metro manila
Pearl drive, OrtigasTomas MoratoRobinsons ManilaUST campusRCBC plaza Makati
Outside Metro manila
Enchanted KingdomSubicSM City ClarkPetron NLEXBaguio
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strategy
Hotshots, having the most number of branches outside Metro Manila, should continue expanding and seize its growth opportunities in other cities such as CEBU, DAVAO and other emerging areas such as NAGA
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10 STEPSMARKETING PLAN for:
HotShotsFlame-grilled burgers
Martin Dominic ReyesOctober 2010