MARKETING

PLAN

Wow Sarap Fast Food Restaurant

Respectfully Submitted by:

Marjun B. Lopez
Ronelyn Gallardo
Agustin M. Bajala Jr.
Krezzel Feb Casing
Sweet Remar Benaohan

Respectfully Submitted to:

Mr. Rogelio De Benito Jr.
I. Marketing Background
A. Overview of the Industry
1. Market size

Market Population
Primary Target Market 25, 109
Secondary Target Market 42, 186
Total Target Market 67, 295

The market size for the business would be based on the population of
Bontocand the tourists coming in and out in the municipality since the business is for
all kinds people regardless of social status, gender and the ones who are aging 7 years
old and above. On the latest PSA 2015 result, Bontoc has 25,109 populations while
local and foreign tourists coming in the municipality are 42,186 according to the 2018
Bontoc Municipal Tourism Office records. The primary target of the business would
be employees, students and families while the secondary target market are tourist
coming in or passing by within the town.
2. Market Trends

Fast Food Restaurant is a growing industry in the Philippines. People

nowadays, especially employees and students have already limited time to go home
and cook their own meal due to a more competitive environment. They need a faster
way to have their meal in order to cope up with the time and requirements in their
endeavor. Furthermore, customers will still experience delicious food with the best,
fast and quality service in an affordable price. Moreover, Bontoc, as a capital town
has become a pass-by place for tourists going to Sagada, Banaue and Kalinga and has
been a major tourist destination within the [Link] a capital town it is the meeting
place of all i-Montanyosa. The customers can enjoy delicious food without spending
too much money. The Wow Sarap Restaurant with its projected service will surely
provide its customers with quality service and affordable delicious food that these
customers are looking for.

B. Market Profile
The owner of the business will purchase its main ingredient, chicken, from
Magnolia Corporation vegetables and available ingredients will be purchased within
the locality. Equipment to be used in the operation of the business will be purchased
from Tiongsan, Baguio City. Proper storage of the ingredients will follow shortly.
Rules and regulations of a restaurant will be imposed within the establishment for the
 betterment of the business and its customers. The business will operate from 6:00 am
– 9:00pm everyday excluding Saturday that will serve as rest day of the employees.

C. Environmental Analysis
1. Analysis of Opportunities and Threats
Opportunities

Business Popularity. The Fast Food Industry is a popular business establishment for
people. Majority of children, teenagers and adults have gone to fast food restaurants
and experience the services that a fast food restaurant offers. This will attract
customers to enter the proposed business and experience the quality service of a fast
food restaurant
Expand. Once Wow Sarap Restaurant generates more revenues at this location and
has a larger budget, they should expand the business in some locations still here in
Mountain Province and even in Baguio City and La Trinidad where there might be
larger customers that wants to have a taste with the menu of the said business. This
would greatly contribute in retaining customers, brand retention, and advertisement.

Minor Adjustments (Customer’s Suggestions). Making minor changes in the

business can enhance its performance in doing its service. The customers can write
their suggestions for improvement based on their experience and the business can
consider it after deep learning.

New Establishment. Wow Sarap Restaurant would be a new business in the place and
it can attract a lot of attention.
Unli-Rice. Filipinos are well known as rice-eaters. They eat more rice than any Asian
countries. Within the place of the establishment, Igorots are fond of unli-rice
restaurants, as observed by the owners, they prefer restaurants that offer unli rice
promos than those who do not.
Threats

Health Risks. Fast Food restaurants are known to be offer excellent food to its
customers, however, some fast food restaurants had experience complaints about their
food having not cook, too fatty and have foreign objects like hair,etc. This will
present a great task for the proposed business to overcome this risk
Competitors. Even if the Wow Sarap restaurant will be the first fast food restaurant in
Bontoc, it still considers other dine-in restaurants as its competitors because they have
been in this business venture in a long time and has captured many of the target
customers because of its long stay in the place.
Converting Threats to Opportunities

a. Health Risks – The business will use fresh ingredients from Magnolia
Corporation and will accommodate vegetables from local farmers of
Mountain Province. This will not only help the business in terms of health
related matters but will also help local farmers earn money.
b. Competitors – The business will focus more on the advertisement of the
establishment before it operates and on the first period of its operation for
it to attract more customers.

2. Key Success Factors

 Proper Management
 Quality Service
 Good Customer Relationship
II. Analysis of Competition
A. Competitive Positioning
The Wow Sarap Restaurant has a distinct competitive edge since it is the only fast
food restaurant in Bontoc, rather, in Mountain Province. Moreover, one uniqueness that it
offers within the locality is the unli-rice promo and the foods to be offered. The restaurant
will have specialized in foods that are grilled.

However, the competitors that we can consider are the local dine in restaurants in the
municipality since they still offer somewhat similar services to the customers and has been
here in the place for a long time. In addition, the business will make sure that the customers
will be satisfied in the services and products the business will offer by adding different
services or value which the competitors don’t have. It includes the following;
1. Star chef – a chef who has different experiences and knowledge about
cooking and making a fast food. This star chef has its own secret way of
making his menu.
2. Fast home delivery service – this service is offered to the ones who will
take out their ordered product. The business will make sure that the
product will be delivered at the exact time the customer has wished for.
3. Organic products where the quality is much higher.

B. Market Shares

Market Shares
Target Market
2019 (50%) 2020 (40%) 2021 (55%)
67, 295 33 647 26 918 37 012

C. Strength and Weaknesses of Competition (in terms of four P’s)

Strengths

 Gives information in the community about the business so that people will be
aware about the establishment and look into the needed services of the
customers, in this way, the business can offer whatever needed help the
community needs, especially the target market.
 Customers will be treated like a family as they enter the business
establishment, it will be a dining room away from home experience.
 Excellent fast food service will be provided to the customers.
  Will entertain local farmers for its ingredients, in this way it can also help
local farmers gain profit.
 By making ourselves involved and present in the community activities, and
fiestas and will integrate the business to all of its activities, so that promos and
bonuses can be provided.
 Adaptable to the culture within the community
 Description of the do’s and don’ts of a restaurant.
 Opening of a cellphone hotline number so that customers can make orders
while at home and be delivered unto them.
 Quality food
 Open everyday
 We expect a high degree of enthusiasm and offer a fun store with friendly
staff,that reflects the company's youthful and energetic culture

Weaknesses

 The business is known to serve unhealthy meals

 Limited menu offered to customers
 Product development for new offering takes too long or does not change
products often
III. Company Background
A. Company Profile
1. Company information, Contact details, and Management Directory

Wow Sarap Fast Food Restaurant represented throughout Bontoc, Mountain

Province, with its managers Joshua Dacawe, Cynthia Rosario Molina and Vanessa
Zaparita. The business has 7 employees including the owners of the business that will
help the business generate and function. The location of the business is in Lower
Ground Commercial Building,PoblacionBontoc, Mountain Province. The business
will open up a landline or contact no. for takeout orders that wants to be delivered and
for customer assistance and customer complaints.

Wow Sarap was founded by Joshua Dacawe, Cynthia Rosario Molina, and
Vanessa Zaparita. Dacawe graduated degree in marketing and worked for several
years at Jollibee as an Administration Service Manager. Molina graduated
Accountancy and worked as Financial Manager in Chowking for 5 years. Zaparita
graduated Culinary Arts and worked for several years at Greenwich as a Food Service
Manager. These 3 former classmatesthen decided to develop and market a line of fast
food restaurant with a uniqueappeal to the target [Link] business owners
decided to will start the business in December, 2018.

2. Company Strategy

 Purpose
To be the leading restaurant in the food industry by meeting the “capacity” of
the customers in buying their meals.

 Vision
Our vision is to build and maintain a customer-oriented business that will
nurture the service and product’s excellence through cleanliness, high quality and
value to meet the expectation of our customers. Moreover, the business will build a
friendly and family oriented environment to the customers. The main vision of the
business is to be the best quick service restaurant experience to the customers.

 Mission Statement
Wow Sarap Fast Food Restaurant’s mission is to be the leader in introducing
innovative and quality fast food to the customers. Through customers contact and
excellent relationships, we will meet the needs and wants of the customers wherever
we can. Wow Sarap Fast Food Restaurant will secure sufficient Profits to sustain its
stability and finance future growth. We will add value to our community by
maintaining a friendly and familial work environment.
  Core Values
We believe in treating our customers with respect and faith.
We integrate honesty, integrity and business ethics in to all aspects of our business.

 Goal
Regional expansion in the field of fast food restaurant and develop a strong
customer relationship.

To increase the assets and investments of the business to support the

development of the business.

To build good reputation in the fast food restaurant and become a key player
in the industry.

 Scope of Work
Wow Sarap Fast Food restaurant will be giving fast service and cater the need
of the people on their meals, in less than 20 minutes.

B. Company Brand/Strengths and Weakness Analysis

Strengths

 Uses traditional way of grilling foods

 Modern Furniture

 Air-conditioned area

 Unli-Rice Promo

 Take-out Delivery Service

 Promoting Organic Foods

 Trained and skilled employees

 Free Wi-Fi Zone

Weaknesses

 The business is known to serve unhealthy meals

 Limited menu offered to customers
 Product development for new offering takes too long or does not change
products often
C. Brand Consumer Analysis

D. Present Marketing Strategy

1. Segmentation, Targeting and Positioning

We are targeting the Bontoc residents especially the employees and

students as our primary market. The Commercial Building is situated in the heart
of the town wherein people usually go and meet. Due to heavy extra-curricular
activities among students and heavy workload for employees, it is common for
them to have lunch outside, and not at home.
Our secondary market segment are the tourists coming and passing by
Bontoc. With the increasing number of tourists coming to the town it is will surely
increase also the customers of the business.

Lastly, the Commercial Building is also the shopping destination for locals
and tourists in the area. Wow Sarap Restaurant is the alternative for a quick bite
while shopping in the area.

E. Marketing Mix
The definition of Marketing Mix is a set of controllable technical marketing
tools that a firm blends to gainthe response it wants in their target customers. The
tools are basically Product, Promotion, Place and Price.

1. Product
a. Product Variety
Wow Sarap offers a wide variety of products to its customers. Since it
starting point it had offered Inihaw fast foods with the inclusion of side
 freebies like unli rice. Chicken Inasal, Barbeque, Grilled Bangus, Liempo, and
Grilled Porkchop will be our main dish. Alcoholic drinks will not be sold, as
Wow Sarap Restaurant promotes healthy and positive Filipino lifestyle.
Instead Soft drinks and iced tea will be served.

b. Quality
The definition of quality means the totality of the feature
and characteristics of a product that satisfy the customer’s needs.
Wow Sarap offers good quality food to its customers in order to
compete with the market competitors. It is observed with keen interested by
the staff and is maintained with the help of highly efficient ingredients and
tools used in the cooking of the product.

c. Features
The main features of Wow Sarap are their low and affordable prices
which is favorable to its target customers as they are mostly middle class
families or students and the variety of dishes to available in the menu, which
focuses on grilled foods.

d. Services
The definition of Services is the benefit or the product that the
producer can offer to its customer that is intangible.
Wow Sarap Restaurant offers a wide variety of services. They offer
exceptional service to customers with their maintenance with its high quality
of food. The business will also offer taking home orders with a free delivery
so that customers will appreciate and love more the business
2. Prices of Wow Sarap
a. List Price
Like any other fast food restaurants, Wow Sarap also has an organized
price list for their customers.

Prices
Menu
Year 1 Year 2 (20%) Year 3 (10%)

P120 P144 P132

Chicken Inasal
P120 P144 P132
Pork Barbeque
P120 P144 P132
Grilled Bangus
P160 P192 P176
Liempo
P135 P162 P148.50
Grilled Porkchop
P540 P648 P594
Family Box
P900 P1080 990
Inihaw Box

Drinks:

Pepsi/ Royal/
Mountain Dew
P12 P14.40 13.20
12 ounce

Pineapple Juice/
Iced Tea
P20 P24 P22
1 Glass

All dishes are served with rice and 1 softdrink, as for the Family box
and Inihaw box, 5 softdrinks are given. A customer can also order additional
softdrink if they wish.

b. Discounts

The definition of discounts means a straight reduction in price on

purchases. Wow Sarap does not offer direct discounts on its products yet it has
 the offer of combos or meals which includes Family Boxes andInihaw Boxes
that offer more products but within a smaller price range.

c. Payment Period
The definition of Payment Period is when payment will be made. The
payment that the business will implement is the customers must pay after
ordering in the “Pay as you Order”

3. Place of Wow Sarap

a. Locations
The location of the business is in Lower Ground Commercial Building,
PoblacionBontoc, Mountain Province. The business is tactically located in The
Commercial Building which is situated in the heart of the town wherein people
usually go and meet. Commercial Building is also the shopping destination for
locals and tourists in the [Link] this, Wow Sarap Restaurant is the alternative
for a quick bite while shopping in the area.
By putting the business in the Center of business transaction in the said
place, the business will totally earn a respectable target customer. By offering
more branches in places like Baguio City and Latrinidadas a New Market in
the near future, the business could reach out to more customers and enhance
the sales.

4. Promotion
a. Advertising

To catch peoples interest of the customers, flyers will be handed out to

customers twice a week before the business will open up to the 1st month of
the business’ transaction. In addition, 1 tarpaulin will be posted in every
barangay of Bontoc and 10 tarpaulins will be distributed and posted to the
other municipalities of the region. The business will also create their own
facebook page and business website for wider scope of presenting the business
to the public.
 F. Competitive Strategies Employed
Wow Sarap Restaurant puts customer satisfaction above all. It believes
that customer relationship makes the business successful, thus, putting the
satisfaction of the customers first before anything else. With this, we continue
to provide excellent service at an affordable price and that we continue
learning for us to be better. To provide excellent service to our customers,
employees will undergo series of seminars and trainings so as to improve their
skills and capability as part of the business and in giving service to our
customers.

Moreover, employee relationship will also be enhanced, in order to

improve the connection between the owner/employer and its workers. We
shall treat our workers as a family.

[Link] Market Opportunity for the Product/Brand

With the growing population of Bontoc and the increasing number of tourists coming
in to the town, it is applicable and advantageous to open up a new restaurant in the locality.
Making it as a fast Food Restaurant will open up an opportunity to venture into a new
business and will provide fast food experience to individuals who didn’t have a chance to go
to the cities and experience going to fast food restaurants.

V. Description of the Proposed Target Market

We are targeting the people of Bontoc especially those within the central barangays
and the secondary market will be the local and foreign tourists coming and passing by the
capital town. Specifically, employees and students will be our priority target market because
they are the ones having less time to eat or have a meal because of the limited time given to
them to have a meal and because of the No Noon Break Policy within government offices.
VI. Marketing Objectives
A. Overall marketing Objectives (A brief description of the plan’s short
term goals)
The main objective of the business is to give our customers satisfaction with
regards of quality fast food experience with a reasonable priced fast food. In this, it
will promote long relationship with the customers and gain their loyalty. Also, one
of the business’ objective is to become the top fast food restaurant in Mountain
Province and soon in Cordillera Administrative Region that will push the business
to open new branch within the region.

B. Specific Objectives and Targets

 To make the business the pioneer Fast Food Restaurant within Bontoc and
become the top fast food restaurant within the province
 To provide excellent fast food service to its customers.
 To provide maximum satisfaction which will exceed the cost that our clients
have incurred.

VII. Overall Marketing Strategy (A brief Description of overall

Strategy for the brand)
Bontoc is a small enough town that word gets around quickly. We anticipate
that a buzz will be created once the renovations begin. Excitement will build as the grand
opening approaches. This can be compared to the excitement that Bontoc people are feeling
while waiting for the launching of the INFINITEA that is ongoing on its renovation. To add
more excitement, we will have a countdown to opening on the building’s launching place.
VIII. The Marketing Mix
A. Product Strategy

1. Product description/Features/Unique Selling Proposition

Our product would be:

Chicken inasal, commonly known as inasal, is a Filipino variant

of roast chicken, marinated in a mixture of lime, pepper, vinegar and annato,
then grilled over hot coals while basted with the marinade. It is served with
rice, soy sauce and vinegar.

Pork barbecue is thinly sliced in square inches but is packed with

layers of flavors. With each bite, one can savor the sweet, savory and spicy all
at once.

Grilled Bangus will be grilled directly over the charcoal or gas grill
without wrapping it in foil. chopped vegetables are combined and stuffed
inside the fish before grilling.

Liempo is also known as Grilled Pork Belly, marinated in soy sauce,

lemon, salt, ground black pepper, garlic, then grilled over hot coals while
basted with the marinade. It is served with rice, soy sauce and vinegar.

Grilled Pork Chop is a marinated pork chopand be grilled directly over

the coal.

All dish would be served with rice and vegetables. Furthermore, Unli-
rice promo will be applied in the business.

2. Packaging

Food packages will be offered for family sized orders and group sized
orders. Family Boxes, Inihaw Boxes which offer more products but within
a smaller price range. Family Boxes will contain 5 chicken inasal, Inihaw
boxes will contain 5 chicken Inasal, 5 pieces barbeque, 1 piece grilled bangus
and liempo.

B. Pricing Strategy
The primary goal of every business is profit maximization and so we must consider
how we price our product and services. However, the financial stability of its target market
would also be taken into consideration so as to give our customers affordable foods. The
prices will be based on the fast food chain MangInasal and Chic n Boy, which is the cheapest
fast food restaurant similar to the business.
 C. Distribution Strategy

Our product and services will be distributed through direct distribution wherein
people will avail of our products and services in our establishment. Customers will either
dine in or take out foods within the establishment. Delivery services is also available, wherein
customers can call the business and order at their home while the business will deliver the
ordered products at their houses.
D. Promotions Strategy and Specific Activities
The business will be advertised even before it will operate. The advertisement will be
done through the flyers, facebook page, and tarpaulin so that the people will know of its
existence. The tarpaulin will be posted to the business sites and to places which are open for
posting, flyers also would be distributed and posted especially during the starting of the
operation of the business.

Particulars Size Usage Quantity Cost Total Cost

[Link] 3×4 ft. For posting 20 Php 650 Php 13 000
For posting
0.50
[Link] Letter size and 70 000 Php 35 000
(photocopy)
distribution

a. Tarpaulin- Tarpaulins will contain some information about our business and it will be
hanged and posted in public places so that people will be able to see it and it will help
persuade them to go see our business and try our services for themselves.
b. Flyers- By using flyers, we will be able to promote our business. The flyers will contain
important details about our proposed business. This flyer will be distributed freely to any
individual and will also be posted in places where many people can see it and for them to
know of our existence.

Another costless yet powerful form of advertising to be adopted is by promoting

through “word of mouth”. Satisfied customers and the business owner and employees will
initiate this.
IX.3-Year Financial Forecast
Table 1. Marketing Budget(Amounts in Philippine Peso)

Marketing Budget 2019 (Year 1) 2020 (Year 2) 2021 (Year 3)

Overall Budget 6 000 000 3 616 450 2 650 391

Less: Machines and Equipments 250 000

Furniture’s and fixtures 150 000

Vehicle 80 000

Less: Operating Expenses

Advertising Expense 48 000 30 500 20 000

Taxes and Licenses 4 000 5 000 5 000

Supplies Expense 49 110 3 000 3 000

Repair and Maintenance 60 000 60 000 60 000

Premiums 21 630 11 559 11 550

Salaries Expense 1 040 250 756 000 756 000

Rent Expense 959 976 324 000 324 000

Utilities Expense (electric, Water) 324 000 100 000 100 000

Total Operating Expense 2463 550 966 059 1 058 000

Total Forecasted Net Fund 3 536 450 2 650 391 2 013 550
Table 2. Projected Sales for the Year 2019 (Amounts in Philippine Peso)

Products Offered Unit Price Quantity Demanded Sales

Chicken Inasal 120.00 5 606 672 720
Pork Barbeque 120.00 5 606 672 720
Grilled Bangus 120.00 5 606 672 720
Liempo 160.00 5 606 896 960
Grilled Pork chop 135.00 5 606 756 810
Family Box 540.00 500 270 000
Inihaw Box 900.00 5 117 4 605 300
Pepsi/ Royal/ Mountain Dew 12 500 6 000
Pineapple Juice/Iced Tea 20 500 10 000
TOTAL 8 560 230

Table 3. Projected Sales for the Year 2020 (Amounts in Peso)

 Products Offered Unit Price Quantity Demanded Sales
Chicken Inasal 144.00 4 245 611 280
Pork Barbeque 144.00 4 245 611 280
Grilled Bangus 144.00 4 245 611 280
Liempo 192.00 4 245 815 040
Grilled Pork chop 162.00 4 245 687 690
Family Box 648.00 500 324 000
Inihaw Box 1080.00 5193 5 608 440
Pepsi/ Royal/ Mountain Dew 14.40 500 17 200
Pineapple Juice/Iced Tea 24 500 12 000
TOTAL 9 298 210

Table 4. Projected Sales for the Year 2021 Amounts in Peso

Products Offered Unit Price Quantity Demanded Sales

Chicken Inasal 132.00 6 087 803 484
Pork Barbeque 132.00 6 087 803 484
Grilled Bangus 132.00 6 087 803 484
Liempo 176.00 6 087 1 071 312
Grilled Pork chop 148.50 6 087 903 919.50
Family Box 594.00 500 297 000
Inihaw Box 990.00 6 077 6 016 230
Pepsi/ Royal/ Mountain Dew 13.20 600 7 920
Pineapple Juice/Iced Tea 22 600 13 200
TOTAL 10 720033.50

Table 5. Timetable
Wow Sarap
Fast Food Restaurant
Timetable
2018 2019
Activities Feb- May- July- Oct.- Jan- Mar.- June- Oct- Dec.
April June Sept. Dec. Feb. May Sept Nov

Planning of business

Release of funds

Legal registration

Purchase of equipment
Start of construction of
the building

Collection of raw
materials

Recruitment and
training of employees

Advertisement

Start of operation

Wow Sarap Fast Food Restaurant

Income Statement
For the Year Ended November 30, 2019
Sales 8 560 230
Less: COGS
Beginning Inventory - 0-
Add: Purchases 3 594 720
Less: Purchase returns and allowances 179 736
Purchase Discount 718 944
Less : Ending Inventory 1 000 000 1 696 040
Gross Profit 6 864 190
Less: Expenses
Depreciation Expense – Machines and Equipment 250 000
Depreciation Expense – Furniture’s and Fixtures 100 000
Depreciation Expense – Vehicle 30 000
Advertising Expense 48 000
Taxes and Licenses 4 000
Supplies Expense 11 100
Repair and Maintenance 60 000
Premiums 21 630
 Salaries Expense 889 200
Utilities Expense 422 575
Rent Expense 324 000 2 160 505
Net Income before tax 4 703 685
Less: Taxes 1 301 105.5
Net Income 3 402 579.5

Wow Sarap Fast Food Restaurant

Income Statement
For the Year Ended November 30, 2020
Sales 9 298 210

Less: COGS
Beginning Inventory 1 000 000
Add: Purchases 3 608 720

Less: Purchase returns and allowances 180 436

Purchase Discount 721 744
Less : Ending Inventory 1 000 000 2 706 540

Gross Profit 6 591 670

Less: Expenses
Depreciation Expense – Machines and Equipment 200 000

Depreciation Expense – Furniture’s and Fixtures 100 000

Depreciation Expense – Vehicle 30 000
Advertising Expense 13 000
Taxes and Licenses 1 600

Supplies Expense 11 100

Repair and Maintenance 60 000
Premiums 21 630

Salaries Expense 889 200

Utilities Expense 422 575
Rent Expense 324 000 2 073 105
Net Income before tax 4 518 565
Less: Taxes 1 295 940.80
Net Income 3 222624.20

Wow Sarap Fast Food Restaurant

Income Statement
For the Year Ended November 30, 2021
Sales 10 720 033.50

Less: COGS
Beginning Inventory 1 000 000
Add: Purchases 4 514 520

Less: Purchase returns and allowances 225 726

Purchase Discount 902 904
Less : Ending Inventory 500 000 3 885 890 890

Gross Profit 6 834 143.50

Less: Expenses
Depreciation Expense – Machines and Equipment 200 000

Depreciation Expense – Furniture’s and Fixtures 80 000

Depreciation Expense – Vehicle 30 000
Taxes and Licenses 1600

Supplies Expense 9 600

Repair and Maintenance 60 000
Premiums 21 630

Salaries Expense 889 200

Utilities Expense 655 962
Rent Expense 324 000 2 271 992

Net Income before tax 4 562 151.5

Less: Taxes 1 309 888.48
Net Income 3 252 263.02
X. ATTACHMENTS / APPENDICES

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