1. 10 STEP Marketing Plan for MANG INASAL Ianne Patrick P. Santiago February 2011

6. PTM’s needs to eat affordable meals Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I need to eat food that is affordable within my budget I can treat my barkada and family I need to eat

10. Mang Inasal is the most affordable meal for teens to go around. Price vs. Age Matrix M.I SM1 M.I PM1 and PM2 Jollibee 1 pc Chicken Joy Jollibee 2pc Chicken Joy McDonalds 2pc Chicken McDonalds 1pc Chicken P R I C E Age 15-16 years old 17 – 20 years old 21-26 years old High Price Low Price

11. Mang Inasal is the most affordable meal for teens to go around. Price vs. Product Matrix Only Mang Inasal offers unlimited rice and soup with a reasonable price PRI CE CHICKEN PRODUCT 1 pc Chicken with rice 2 pc Chicken with rice Quarter chicken with unlimited rice Php 45-69 Mang Inasal Php 70-89 Jollibee McDonalds Php 90-115 Jollibee Mang Inasal Php 116-150 McDonalds

12. Mang Inasal positions at Service.. Business Hours vs. Service Matrix Mang Inasal is still a developing fast food in the industry. BUSINESS HOURS SERVICE Food Delivery Service Online Delivery Mobile Order Delivery Dine In 24 Hours Jollibee Mc Donalds Jollibee Mc Donalds Mc Donalds Jollibee Mc Donalds Mang Inasal Limited Hours Mang Inasal Jollibee Mc Donalds Mang Inasal

13. Mang Inasal positions at Service.. Minimum Order vs. Restaurant Matrix Mang Inasal and Jollibee has a minimum order of Php 200.00 while for every order of McDonalds there’s only an additional charge of Php 40.00. MINIMUM ORDER RESTAURANT MANG INASAL JOLLIBEE MC DONALDS MINIMUM ORDER NO MINIMUM ORDER

14. Mang Inasal positions at Service.. Time vs. Food Service Matrix TIME FOOD SERVICE CUSTOMER ORDERS FOOD CREW PREPARES THE ORDER CREW DELIVERS FOOD TO THE CUSTOMER 1-3 MINS Mc Donalds Mc Donalds Mc Donalds Jollibee Mang Inasal 3-5 MINS Jollibee Mang Inasal Jollibee Mang Inasal 5MINS-UP Jollibee Mang Inasal

15. Mang Inasal nutritional facts.. Food Benefits vs. Restaurant Mang Inasal products focused customer’s health as a fast food. NUTRITIONAL BENEFITS RESTAURANT Mang Inasal Mc Donalds Jollibee FRIED CHICKEN BARBECUE CHICKEN

16. Before Jollibee bought Mang Inasal, they created “Chicken Barbecue” to compete with Mang Inasal Chicken..

25. 6a. Mang Inasal is known for its CHICKEN BARBECUE with unlimited rice and soup

26. 6a. Mang Inasal Products

27. 6a. Mang Inasal Products

28. 6a. Direct Competitors (Jollibee and Mc Donalds)

29. 6a. Indirect Competitors (Other Inasal restaurants, canteens, etc.)

32. 6b. Mang Inasal other products… Source: Mang Inasal Menu

33. 7. Price

34. 7. Price Conclusion Mang Inasal is 43% less than Jollibee and 76% less than Mc Donald’s in 1pc chicken While 16% less than Jollibee and 36% less than Mc Donald’s in 2 pc chicken

35. 8a. Mang Inasal uses Word of Mouth, Advertising, Events and Experiences and Sales Promotion. 1 2 3

37. 8a. Mang Inasal commercials show events of growing up of a Filipino…

38. 8a. Mang Inasal joined Willing Willie newest sponsor:

39. 8a. Mang Inasal: Love Inasal, buying 14 PM and get a couple shirt!

40. 8a. Mang Inasal expresses

41. 8b. Competitor promo: Jollibee Jollibee shows culture and beliefs of Filipinos. Showing family first, how Filipinos celebrate Christmas, dancing and singing routines… Reference: http://hubpages.com/hub/Philippine-TV-Commercials-Spotlight-On-Jollibee-Ads

42. 8b. Competitor promo: Mc Donald’s Mc Donald’s shows the value of a family member with each other. It is has almost same message like Jollibee’s commercial.

46. SUMMARY

47. 10 STEP Marketing Plan for MANG INASAL Ianne Patrick P. Santiago February 2011