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10 step marketing plan for Mang Inasal
- 1. 10 STEP Marketing Plan for Mang Inasal Ria Abendan June 2011
- 6. 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.
- 7. PTM has a distinct set of needs, wants and demands 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.
- 9. Mang Inasal is the most affordable and is 2 nd in terms of number of branches Price vs. Location Matrix McDonalds Jollibee Mang Inasal KFC High Accessibility Low Accessibility High Price Low Price
- 10. Mang Inasal recognizes Filipinos’ love for RICE Mang Inasal Jollibee McDonald's KFC Value Meals Unlimited Rice Accessible Fast Service Merienda Food / Meals Dessert Kiddie Meals Delivery
- 17. 6a. A look at Mang Inasal’s menu…
- 18. 6a. This list of products is accessible even via web
- 19. 6a. Only Mang Inasal offers grilled chicken, others are fried
- 21. 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)
- 22. 8a. Mang Inasal makes use of the following: 1 2 3
- 23. 8a. Mang Inasal makes use of TVCs TV Commercial w/ Endorser Mark Bautista: http://www.youtube.com/watch?v=aPuqUl-64zs&feature=related
- 24. 8a. Mang Inasal commercial: UNLIMITED RICE http://www.youtube.com/watch?v=Fp57bC7zsyM&feature=related
- 25. 8a. Mang Inasal commercial: “Inasal Patrol – Chicken Oil” http://www.youtube.com/watch?v=1DQ38VNIQb8&NR=1
- 26. 8a. Mang Inasal commercial: “Inasal Patrol – Nakakamay” http://www.youtube.com/watch?v=asF00nJqkf8&feature=related
- 27. 8a. Mang Inasal commercial: “Inasal Patrol – Sawsawan 101” http://www.youtube.com/watch?v=B2QlwHZ-aQg&feature=related
- 28. 8a. They also use billboards to advertise
- 29. 8a. When you visit a Mang Inasal branch, you will see their in-store merchandising
- 30. 8a. They also released print ads to show offer; PR Releases were also released. Promo print ads PR print ads
- 31. 8a. Mang Inasal tied up with BPI for their Real Thrills campaign
- 32. 8a. Mang Inasal promotes their tie-up with Selecta via Pinoy Sorbetes sold in their stores
- 33. 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.
- 34. 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
- 35. 8b. Jollibee is the country’s leading fast food chain TV Commercial Mascot Print Ads Bill boards
- 36. 8b. In 2010, Jollibee launched their Chicken Barbecue This was to compete with Mang Inasal’s barbecue chicken In October 2010, Jollibee acquired 70% of Mang Inasal at P3B
- 37. 8b. McDonald’s keeps its signature burgers while introducing rice to their chicken meals
- 40. SUMMARY
- 43. 10 STEP Marketing Plan for Mang Inasal Ria Abendan June 2011