10 step marketing plan for mang inasal

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10 STEP Marketing Plan for Mang Inasal

Ria AbendanJune 2011

riaabendan.blogspot.com

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 family breadwinners2. Who want to give the best for their family3. Can choose to eat at Jollibee, McDonalds

or KFC4. Gap is no Filipino fast food that’s

accessible, and recognizes Filipino’s love for rice (unlimited rice offer)

5. The fast food industry is worth P108B

Steps 1 to 5

Giving what family breadwinners want…


6. Mang Inasal offers Inasal and other Filipino food coupled with unlimited soup and rice

7. Priced 23% lower than competition8. Uses advertising, public relations and

word of mouth9. Has 380 branches nationwide10. Uses differentiation to win

Steps 6 to 10

Mang Inasal’s winning strategy: UNLIMITED RICE


1. Mang Inasal PTM are family breadwinners who want affordable fast food

Aged 25-40 Belonging to Upper D to Upper C social

class Working, eats out at least twice a week

with family Looks for affordable fast food that’s

sure to fill their appetite


2. PTM wants to provide the best for their family.

I need food to survive.

Source: www.akri.org

I want to provide good food for my family.

I want to provide the best for my family.


PTM has a distinct set of needs, wants and demands

7

Family breadwinners need to provide the best that life has to offer for their families. They want to keep their families happy and fulfilled.

Family breadwinners want value-for-money food. Heavy on the stomach but light on the pocket. They will choose Mang Inasal because of its unlimited rice and soup.

Family breadwinners demand fast, delicious, and affordable food. They want the best food that’s not heavy on the pocket.


3a. Mang Inasal is in a very competitive fast food industry Direct – Jollibee, McDonalds, KFC

Indirect – Carinderias, Jolly Jeeps

Variables – Price, availability, delicious food, unlimited rice and soup, getting the best food at an affordable price


Mang Inasal is the most affordable and is 2nd in terms of number of branches

Price vs. Location Matrix

High Accessibility Low Accessibility

High Price

Low Price McDonaldsJollibeeMangInasal

KFC


Mang Inasal recognizes Filipinos’ love for RICE

Mang Inasal Jollibee McDonald's KFCValue Meals Unlimited Rice Accessible Fast Service

Merienda Food / Meals Dessert Kiddie Meals Delivery


Mang Inasal’s USP: UNLIMITED RICE

What differentiates Mang Inasal from the leading fast food chains:

1. Unlimited rice (and soup) concept2. Filipino ambience (use of banana

leaves, encouraging of eating with hands)

3. Heavier on the stomach, not on the pocket (affordable/”sulit”)


Market Size According to Competitor Data = 108B

Jollibee Group of Companies Data: Jollibee reported system-wide retail sales of

P70.25 billion in 2010 2007 Market Share: 65% of fast food

industry P70.25B / 0.65 = 108B

Sources:http://www.malaya.com.ph/feb22/busi4.htmlhttp://chinabusinessphilippines.com/index.php?option=com_content&view=article&id=189:the-bee-wants-to-be-king&catid=39:investment-update&Itemid=63


Mang Inasal’s share of the market

2010 Data: “Mang Inasal Philippines’ total revenue is estimated at P2.6 billion, and its system-wide sales at P3.8 billion”

Is now part of the Jollibee familySources:http://www.manilastandardtoday.com/insideNews.htm?f=2010/october/19/news3.isx&d=2010/october/19


Mang Inasal’s share of the market

Still follows Jollibee’s estimate of 108B

Jollibee said its acquisition of a majority interest in Mang Inasal would add 5 percent to its worldwide system-wide sales, 5 percent to its revenue, and 7 percent to its net operating income

Sources:http://www.manilastandardtoday.com/insideNews.htm?f=2010/october/19/news3.isx&d=2010/october/19


Fast Food Market Size Based on Consumer Data is P260B

Assumptoins: 25M belonging to the Upper D to C Market

(5M from Upper D, 20M from C) Eats out 2x a week (104x / year) P100 / person spend 25M x 104 x P100 = P260B

Sources:http://wiki.answers.com/Q/What_are_the_economic_classes_of_the_Philippines


Realistic Market Size for the fast food market is 108B.

1. Competitor data = 108B

2. Company data = 108B

3. Customer Usage data = 260 B


6a. A look at Mang Inasal’s menu…


6a. This list of products is accessible even via web


6a. Only Mang Inasal offers grilled chicken, others are fried


6b. What makes Mang Inasal different?

1. UNLIMITED RICE2. Unlimited Soup3. Offers Inasal chicken that’s grilled, not fried4. Chicken oil that is to be mixed with rice5. Uses banana leaves to wrap rice6. Encourages eating with hands7. Offers “merienda” and “bulilit” meals8. Partnered with Selecta Sorbetes to offer ice

cream


7. Even when paired with drink, Mang Inasal still offers the cheapest 1-pc chicken with rice meal (23% lower)

P49(no drink)Drink at P20

P88(w/ drink)

P86(w/ drink)

P87(w/ drink)


8a. Mang Inasal makes use of the following:

1

2

3


8a. Mang Inasal makes use of TVCs

TV Commercial w/ Endorser Mark Bautista:http://www.youtube.com/watch?v=aPuqUl-64zs&feature=related


8a. Mang Inasal commercial: UNLIMITED RICE

http://www.youtube.com/watch?v=Fp57bC7zsyM&feature=related


8a. Mang Inasal commercial: “Inasal Patrol – Chicken Oil”

http://www.youtube.com/watch?v=1DQ38VNIQb8&NR=1


8a. Mang Inasal commercial: “Inasal Patrol – Nakakamay”

http://www.youtube.com/watch?v=asF00nJqkf8&feature=related


8a. Mang Inasal commercial: “Inasal Patrol – Sawsawan 101”

http://www.youtube.com/watch?v=B2QlwHZ-aQg&feature=related


8a. They also use billboards to advertise


8a. When you visit a Mang Inasal branch, you will see their in-store merchandising


8a. They also released print ads to show offer; PR Releases were also released.

Promo print ads PR print ads


8a. Mang Inasal tied up with BPI for their Real Thrills campaign


8a. Mang Inasal promotes their tie-up with Selecta via Pinoy Sorbetes sold in their stores


8a. Mang Inasal created a new way of eating.

With the combo cup, your meal (rice and viand) and drink are put in one cup.


8a. They also also tried “ad spinning” or spinning a signage to amuse mall-goers

http://www.youtube.com/watch?v=moV39uf5v6I&playnext=1&list=PL659A85E7CF2F3E8F


8b. Jollibee is the country’s leading fast food chain

TV Commercial

Mascot Print Ads

Billboards


8b. In 2010, Jollibee launched their Chicken Barbecue

This was to compete with Mang Inasal’s barbecue chickenIn October 2010, Jollibee acquired 70% of Mang Inasal at P3B


8b. McDonald’s keeps its signature burgers while introducing rice to their chicken meals


9. Mang Inasal has 380 branches nationwide

380 branches (mostly open 10AM to 9PM)

With delivery to Metro Manila, Cainta & Antipolo (from 10AM to 830PM)

Cash transactions only


10. Mang Inasal’s winning formula: Differentiation

What will make PTM choose Mang Inasal over competitors:

1. Unique selling concept2. Coupled with uniquely Filipino

dining experience


SUMMARY


1. Mang Inasal PTM are family breadwinners2. Who want to give the best for their family3. Can choose to eat at Jollibee, McDonalds

or KFC4. Gap is no Filipino fast food that’s

accessible, and recognizes Filipino’s love for rice (unlimited rice offer)

5. The fast food industry is worth P108B

Steps 1 to 5

Giving what family breadwinners want…


6. Mang Inasal offers Inasal and other Filipino food coupled with unlimited soup and rice

7. Priced 23% lower than competition8. Uses advertising, public relations and

word of mouth9. Has 380 branches nationwide10. Uses differentiation to win

Steps 6 to 10

Mang Inasal’s winning strategy: UNLIMITED RICE


10 STEP Marketing Plan for Mang Inasal

Ria AbendanJune 2011

10 step marketing plan for mang inasal

Business

rice unlimited rice

inasal ptm

filipino food

inasal different

unlimited rice unlimited

delicious food

fast food market size

money food