Far Eastern University – Alabang

Lot 1, Corporate Woods Avenue Corner South Corporate Avenue

Woods District, Filinvest City, Alabang, Muntinlupa City

SENIOR HIGH SCHOOL

Marketing Plan

In fulfillment of the

requirements for the course,

Principles of Marketing

Proposed By:

Mark John G. Selirio

Isabella Remedios S. Marquez

June 1, 2019

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 TABLE OF CONTENTS:

Business Concept ……………………………...……………………………………….. 1

Product Concept ……….……………………………………………………………….. 2

Company Background …………………………………………………………....…….. 4

Objectives ………………………………………………………………………………. 4

Mission and Vision …………………………………………………………………...… 5

Goals ……………………………………………………………………………….....… 5

Principles …………………………………………………………………..…………… 5

Tagline …………………………………………………………………....…………….. 6

Executive Summary ……………………………………………….………...………….. 7

Current Marketing Situation ……………………………………………………....……. 8

8.1 Market Description …………………………………………………………………. 9

8.2 Product Review ……………………………………………………………………. 11

8.3 Competitive Review …………………………………………………………..….... 12

8.4 Channels and Logistics Review ………………………..………………………….. 12

SWOT Analysis ……………………………………………………………………….. 13

Objectives and Issues ………………………………………………………………….. 14

Marketing Strategy …………………………………………………………………….. 14

11.1 Positioning ………………………………………………………...……………… 17

11.2 Product Strategy ………………………………………………………………….. 17

11.3 Pricing Strategy …………………………………………………………...……… 18

11.4 Distribution Strategy …………………………………………………………...… 18

11.5 Marketing Communication Strategy ………………………..……………………. 18

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11.6 Marketing Research …………………………………………………………….. 19

11.7 Marketing Organizations ……………………………………………………….. 19

Action Programs ……………………………………………………….…………….. 21

Budgets ……………………………………………………………….…………….... 22

Controls ……………………………………………………………….……………... 23

References …………………………………………………………….…………...… 24

Appendixes ………………………………………………………….….…………..... 25

16.1 Appendixes A ………………………………………………………………...… 25

Resume / Curriculum Vitae ……………………………………….…….…….……... 26

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BUSINESS CONCEPT:

“John & Marsha Kitchenette”

The company starts from implementing high quality products and affordable dishes around the

area of Bayanan, Muntinlupa City. John & Marsha Kitchenette is a popular local kitchenette which

consists of “home-cooked” viands alongside the owner’s original recipe called the “Spicy Ribs” –

a viand made with sliced spare ribs in cubes along with a sauce that helps with the spicy flavor of

the viand. Many people would want to buy at John & Marsha Kitchenette because of its affordable,

and the quality of the food served is always freshly cooked. In Bayanan, Muntinlupa City, the

kitchenette becomes the food center of the barangay, mainly because of its affordable price in

which the pricing strategy will maintain – in every kitchenette continues to increase their prices

because of the economy, according to the current news. In marketing strategy, we maintain the

quality control of the dishes especially in occasions, because in food, people are quick to judge

based on the food varieties regarding their needs and wants. The “Kare-Kare” is one of the most

popular variety in the kitchenette because of the peanut butter flavor, the spices, the pork, and

many more of the ingredients used. This dish is available depending on the availability of the

environment in which it needs to be conducted in high-quality control because we seek to observe

whether the people wants it or not. Whenever the “Kare-Kare” is available, it is always sold-out

in the kitchenette because the people loves its unique flavor. Every day, the kitchenette serves 25

dishes daily, it is open from 6:30 am in the morning up until the time of the availability of the

dishes left.

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PRODUCT CONCEPT:

PRODUCT DESCRIPTION:

The company aims to be the best dishes in the south, because of unpredictable taste of its

ingredients. Our products will continue to innovate especially, because the taste of our

customers changes widely. Being a fine kitchenette, we conduct a wonderful experience to

our customers, especially during difficult times, we serve them well, we train each other

so that the value our business provides will conduct healthy living with our customers,

because in our product, we want the people love it, not just because of their food, because

of the wonderful experience that they will get.

In our product, we have different varieties, pork menu, beef menu, vegies, and more. This

product is special even the common dishes like adobo, we develop the dish to the unique

flavor because people prefer a unique and wonderful experience of its taste. The product

may be common but it is unique because by the heart, we serve and cook with love, and

that is the special recipe of our products.

FEATURES (Signatured Dishes):

Spicy Ribs: Spicy Ribs is a dish that covers up the spicy and sweet taste by the

ingredients of organic “labuyo” and special pepper, in this dish, it covers up the pork widely

from the bone to the food texture, the taste observed well, and we maintain the essence

taste of the food, which is tasty and spicy.

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This Dish also known as “MAMA’s Favorite” because this dish is the best signature dish

that we offer in the kitchenette.

Kare-Kare: Kare-Kare is a dish that holds the natural peanut butter flavor to tenderness

of the pork. It serves widely every Monday, Wednesday, And Friday. This specialty holds

the sweetness taste of the special sauce and exciting taste of the pork by combining both

sweetness and tenderness of the food.

This is not just your ordinary “Kare-Kare” it is different from others, this dish is unique

and covers with different spices, through peanut flavor to tenderness pork. Because people

desire to taste the different flavors and to experience something unique.

Stirred Fried Beef with Broccoli: This dish that holds juiciness flavor of the beef and

tenderized to the level. The sauce is observed by cooking by love, this is somehow the

secret ingredient of all the dishes we have and to upcoming dishes.

This dish is also the dish of the decade, because this dish is fully unstoppable in the market.

Because this dish is rare in the south, because of its flavor of the spices.

PURPOSE:

The company’s purpose is to serve our customers quality and delicious homemade meals

that are made from the finest of ingredients, and it is freshly served. We serve our customers

as our family and treat them widely to experience the best food that they had – we keep in

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 mind the phrase “lutong bahay” because no matter what our customers go through during

day, may it be at school or work, they will find the taste of home in our products.

The purpose is simple, treat them the best, cook from the heart, smile like an angel, and

show them love. And we give the best experience that you haven’t tried even before.

COMPANY BACKGROUND:

John & Marsha Kitchenette is inspired from homemade cooking of the everyday flavors from

different varieties. Our business is to serve the customers by being able to connect with them. We

are able to connect with them by the delectable experience met as they taste our quality food served

to them. This business will stay simple as it should because we aim that everyone will experience

to taste and dine here whether rich or poor. Through the simple food that we serve with love and

care – food is one of our first needs in our lives, and this food we serve will be at its best as it

should be. We continue to serve our customers with utmost service and quality meals.

OBJECTIVES:

 To attain the targeted or earn more than the targeted sales in everyday activities, and

decrease our expenses.

 To attract new customers and retain our loyal customers.

 To enhance our services and improve our customer interactions.

The company’s objectives is connected to our mission and vision. In a practical way, it is our

obligation to serve our customers at its finest, and by the virtue of every customer, they are to be

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satisfied and meet their tastes and expectations. In customer loyalty, we must maintain customer

satisfaction because their our drivers in the market.

MISSION AND VISION:

MISSION:

John & Marsha Kitchenette will serve quality meals to their customers, having a fast and efficient

service, and to provide our customers with delectable experience.

VISION:

Aims to become one of the favorite kitchenette in the area of Bayanan, Muntinlupa City, and to

become the kitchenette where people can taste a different flavor of an ordinary homemade cooking.

GOALS:

 To expand our business location, using new equipment, and to create a more comfortable

and home-like atmosphere for our customers.

 To focus on different promotional strategies to attract new customers.

 To develop our product line, and improve our current products.

 To create more ways to provide more jobs to the industry.

PRINCIPLES:

John & Marsha Kitchenette has the passion to continuously improve our services to the betterment

of serving our customers. We believe that connecting with our customers by providing them the

delectable experience is our utmost fulfillment. We acknowledge that quality food and service is

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the responsibility needed to do in a food industry that our company will conduct different

approaches and strategies to catch the attention of the customers and to become their favorite food

place.

TAGLINE:

“Mura, Masarap, at may Kalidad”

Mura – which means that the product is affordable on all products available on the company.

Masarap – which means that the product is on good quality to reach customer’s satisfaction.

Kalidad – which means that the company is close to perfect workmanship from products and to

services.

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EXECUTIVE SUMMARY:

MISSION AND VISION ANALYSIS

As stated from our mission, our company serves quality meals to their customers, having a fast

and efficient service, and to provide our customers with delectable experience. We always consider

the different tastes of our customers, and they seek for what the business can provide them with.

And fulfilling our customer’s satisfaction is our utmost responsibility. As stated from our vision,

our company aims to become one of the favorite kitchenette in the area of Bayanan, Muntinlupa

City, and to become the kitchenette where people can taste a different flavor of an ordinary

homemade cooking. Although our customers have different tastes, we provide them the unique

flavors of our dishes – ones that tasted like never before.

THE BUSINESS AND MANAGEMENT

John & Marsha Kitchenette is located in the area of Bayanan, Muntinlupa City that serves

affordable, quality meals in a comfortable home-like food place. The kitchenette’s management

consists of the following employees such as the chef, the waiting staff, and the kitchenette

manager.

OUR PRODUCTS

The products that we offer are the spicy ribs – served with spicy and sweet taste of the sauce along

with the tenderized pork, kare-kare – served with the unique peanut butter sauce using different

spices, and the stirred fried beef with broccoli – the beef is cooked at a certain heat with the sauce

consisting of different spices..

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 COMPETITIVE ADVANTAGE

Whilst there are other kitchenettes who provide added qualities, such as providing unlimited rice

and serves a wide variety of dishes in their business. Nonetheless, we serve affordable, quality

meals that our customers can taste the unique flavors of our dishes while providing a delectable

experience. We also keep in mind the most favored dishes of our customers, and compared to other

kitchenettes, they continue to produce more dishes and not keeping in mind the favored ones.

CURRENT MARKETING SITUATION:

In the food industry, food has different varieties because people have distinct buying behavior

especially on food as it is part of our needs. We market our business through the quality of the

food, according to our research and observations, many of us would want to dine in a comfortable

and home-like food place as suggested of our family or friends whom experienced the taste of the

food. We target the people whom work at the nearest public transportations, terminals, and call

center companies, the students from the nearest schools, and the people who commute – these

potential customers are fond of dining at different food places to seek for their satisfaction. Many

of our customers favored the signature dishes of our kitchenette because of its unique taste. As we

observed some of the kitchenette in the area, they serve provide some unique features of their

business, like unlimited rice and serving more varieties of food. Thus, we set our price similar to

our competitors, at the same time, it is affordable to our potential customers.

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 MARKET DESCRIPTION:

In the area of Bayanan, Muntinlupa City has a population of 36, 673 according to the 2018

Philippine Standard Geographic Code as of May 2019.1 Most of the people in the area of Bayanan

are around the middle class to the lower class within the age of 17 - 40, who needs an affordable

but a delicious meal to eat during lunch break. The people who work at the nearest public

transportations, terminals, and call center companies, the students from the nearest schools as well

as the people who commute are our potential customers.

TARGET CUSTOMER NEEDS CORRESPONDING

SEGMENTED FEATURES / BENEFITS

People who work at  Nearest food place to  The kitchenette is located

public transportation, dine. near the public

terminals, and call center  Comfortable place to transportations, terminals,

companies converse with their and call center companies.

co-employees /

workers.

1 2018 Philippines Standard Geographic Code (PSGC). (2019, May 2). Retrieved from Philippines

Statistics Authority:

https://psa.gov.ph/classification/psgc/?q=psgc%2Fbarangays%2F13760300000&fbclid=IwAR09

0QYtU31H88CnpsGta4KZXGI9PEVzCARXPYHmu-p0dbf9cABKknABMwU (accessed May

26, 2019)

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  Affordable, healthy  The atmosphere of the

but delicious meals. kitchenette is comfortable

and home-like.

 The dishes served are

freshly cooked, delicious,

and affordable.

Students  Affordable, but  The dishes served are

delicious meal that freshly cooked, delicious,

fits their weekly and an affordable price for

allowance. students.

People who commute  Nearest food place  It is the nearest food place

after traveling from in the public transportations

their previous and terminal and can easily

destination. be spotted.

 Affordable, but  The dishes served are

delicious meals. freshly cooked, delicious,

and affordable.

In addition to this, people are more comfortable to dine at a place where they feel like it is still at

home – where they could converse with their co-employees and fellow students while eating the

delectable taste of the meal served to them.

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 PRODUCT REVIEW:

As the kitchenette that aims to serve the best dishes in the south, because of the unique taste of its

flavors. The products we serve continues to innovate as the taste of our customers changes widely.

PRODUCT FEATURES OF THE DISHES PRICE

Spicy Ribs  It has a spicy and sweet taste by using the Php 45

ingredients of organic “labuyo” and special pepper.

 The pork is tender and juicy.

Kare-Kare  It holds natural peanut butter flavor as well as the Php 45

tenderness of the pork.

 It has a special sauce and uses different spices to

make up the dish’s unique flavor.

Stirred Fried Beef  It holds the juiciness flavor of the beef and it is Php 50

with Broccoli tenderized to a certain level of heat.

 It has a special sauce, seasoned with different spices.

We conduct a delectable experience for our customers, especially during difficult times, we serve

them well, we train each other that the value of our business provides conducts healthy living with

our customers. With the dishes that we serve, we want the people to have the desire to dine again

at our kitchenette, not only because of the food, but also the wonderful experience that they will

receive.

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 COMPETITIVE REVIEW:

We have many food place competitors in the area of Bayanan, Muntinlupa City, and the following

are the established competitors:

COMPETITOR MODEL FEATURES PRICE

Taste and Joy Barbecue and  Affordable meal and it is located on P40-

Budget Meals the highway premises. P60

Palamig Menu

Nida’s Eatery Filipino Dishes  Affordable meal and it also serves P30-60

unlimited rice.

CHANNELS AND LOGISTICS REVIEW:

John and Marsha Kitchenette will be distributed to the kitchenette alone. The suppliers will

transport to the kitchenette place. Our ingredients will come from these companies and to be

delivered to the kitchen.

 Ram Food Product, Inc.

 Unilever

 Del Monte Philippines, Inc.

 HDR Foods Corporation

 PepsiCo

 San Miguel Food and Beverage, Inc.

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  Mondelèz Company

 Monterey Company

And other ingredients and needs will be bought on a vegetable dealer on Tanawan, Batangas, and

to the poultry, while the beef will be bought on a Meat or Poultry Shop on Kuya J Dealer.

SWOT ANALYSIS:

The following are John & Marsha Kitchenette’s internal factors, the strengths and weaknesses

within the business while the external factors, the opportunities and threats faced by our business:

STRENGTHS:

 Great customer service to customers.

 Good relationship with suppliers.

WEAKNESSES:

 Different tastes of customers.

 Demand of lack of food choice especially to specialty dishes.

 Lack of staff management.

OPPORTUNITIES:

 Location is in the main road of Bayanan, Muntinlupa City to attract more customers.

 Location is near on public transportation, terminals, and call center companies.

 Bigger chance to attract customers to order catering services and food pack services.

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 THREATS:

 Canteens that have more food options near our kitchenette.

OBJECTIVES AND ISSUES:

The objectives of the business is to maintain the product quality, and to continue innovating the

product itself. We continue to give our customers the delectable experience they will gain, and

maintain our loyal customers while attracting new ones. Thus, our loyal customers will continue

to return to our kitchenette as they always seek the unique flavors of our dishes as well as

convincing other people to try our dishes hence attracting more customers.

Relative to the business’ weakness, the issues that the kitchenette can experience is the lack of

demand of the customer’s preferred food choice and the lack of staff management. We must be

fully aware of these issues as it can affect the customer’s behavior towards our business as it is

one of our objectives is to retain our loyal customers while attracting new ones.

MARKETING STRATEGY:

John & Marsha Kitchenette’s strategy will solely focus on the targeted, potential customers. Based

on researches and observations, the areas of Bayanan, Putatan, and Poblacion are where most

middle class to lower class people are located and inhabiting the vicinity. Our potential customers

yearns for a certain place where they would be able to dine and converse with their fellow co-

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workers and students even through a tiring day at work or school – a place where it feels like home.

One of the main desires of our customers is that not only do they enjoy the atmosphere of our

location, but also to be provided with a variety of food according to their preferred taste. We

recognize the favored products of our customers from the kitchenette – namely the spicy ribs, kare-

kare, and the stirred fried beef with broccoli – that are mostly appreciated by them as well as they

enjoy the unique flavor of the food served, providing them the delectable experience for their

satisfaction. Corresponding to the appointed price, we choose to compare the price from our

competitors and setting it to a similar price. People around these areas are particularly fond of

choosing different food places to dine in which it would determine their loyalty – in relation to

this, we decided to set the price similar to our competitors.. The company will use different

methods, such as placing advertisements around the area of Bayanan, Putatan, and Poblacion. We

will use tarpaulins and put it up at locations where there is frequent foot traffic, for instance city

hall employees, establishment employees, people who live in residential areas near our location.

Another source of method is the word of mouth by the people who enjoy our products through

family, friends, and our loyal customers.

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 Bayanan: 36, 673 Putatan: 89, 022 Poblacion: 115, 387

Diagram 1. Population of People in Bayanan, Putatan & Poblacion (According to the

2018 Philippine Standard Geographic Code as of May 2019)

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POSITIONING:

We position our business that serves quality meals to their customers, having a fast and

efficient service, and providing our customers with delectable experience. All near public

transportations, terminals, call-center company, and school where Filipino employees, and

students who buy food during their lunch break because most of the public are engaged to

their everyday – work and school environment. Most of the people are inclined to having

an affordable but a delectable meal served to them. We provide a place for our customers

where they can enjoy their meals while conversing with others, and our customers are

seeking for flavors that would suit their taste – in which we are able to establish to their

minds.

PRODUCT STRATEGY:

 The product strategy is wide, especially on different varieties of dishes. Our

strategy is to improve and maintain the best quality of the food. Usually, after we

buy the food ingredients. We look forward to check the color, smell, texture, and if

the ingredients are still edible for consumption.

 As a whole, we cook the food by its best taste and serve the food clean at its finest.

 We also offer take-outs of the food for customers nonetheless; we are also doing

our part in saving the environment by offering discounts to customers who bring

their own lunch container; however, we also offer a plastic container for those who

don’t have their own.

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PRICING STRATEGY:

For our pricing strategy to be effective, and in comparison, to other kitchenette competitors,

we have placed a price that is almost similar to our competitors. As we reflect on our

customer’s needs, they need an affordable price of a quality dish, particularly the

students/workers who have limited allowance.

The company’s pricing strategy is applied on practical way, according to our observations

and research, customers’ behavior is wide especially on pricing because customer’s wants

affordable price and quality product. So in our business, the pricing strategy is simple, offer

affordable dish around Php 35 to Php 50 per dish, and for the rice is Php 10, and half is

Php 7.

DISTRIBUTION STRATEGY:

Distributing the product from the business, it can be claimed or ordered upon on the

kitchenette itself, we also take reservations/orders early on the dish through a call or text

message. As for the whole order, we accept delivery services as well as accepting catering

services through the dishes we serve only, however it also depends on the packaging that

can be discussed with the client.

MARKETING COMMUNICATION STRATEGY:

In order to connect with our customers, our product promotion is based on the advertising

in different areas/barangays such as the tarpaulin, calling cards, and brochures as well as

the word of mouth coming from our satisfied customers, family, and friends. We also

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provide our telephone number on our advertisements for the deliveries as well as the

feedbacks to improve on what are business is lacking and give focus on.

MARKETING RESEARCH:

We research every part of the business from the point of manufacturing to the point of

distribution of our products by observing and researching onto what is the frequency of the

population of the barangay as well as the workers who work near the kitchenette. We

conduct our research by observing and interviewing our potential customers around the

area. Based from our observation, many of them are seeking for an affordable, quality food

product for their lunch every day.

The company focuses on customer’s buying behavior, in the food industry, there are

additions of food varieties, such as Korean, Japanese, Chinese, American and many more

cuisines. As food is the basic essential need of an individual, many competitors will

penetrate the food industry.

MARKETING ORGANIZATIONS:

Our kitchenette is a small organization; however, we continue striving for the best that our

customers will continue to return seeking for the unique flavors of our dishes and satisfying

their delectable experience from us. Our kitchenette management is organized by the

different departments. We can also promote through our suppliers. We achieve the goals

that are set by the business with the use of the skills and teamwork of the employees.

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JOHN & MARSHA KITCHENETTE:

Kitchenette Manager

Culinary Department

Head Chef / Cook

Assistant Cook

Food Organizer

Distribution Department

Distribution Head

Operating / Waiting Department

Cashier

Janitor

Waiters / Waitresses

Dishwasher

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ACTION PROGRAMS:

John & Marsha Kitchenette will inaugurate some programs to reach customers and customer

loyalty, with the following:

 Establish feeding programs in different places.

 Establish promos and additional food of their choice for loyal customers.

 Establish giveaways every Christmas season to random customers.

 We offer limited-time foods for our customers every month.

 For every customer who brings their own food container will receive additional food of

their choice.

BUDGETS:

₱
₱
Thousands of Pesos

₱
₱
₱
₱
₱
₱
₱
₱
₱

Expected Unit Sales: ₱ 110, 000

Fixed Cost: ₱ 55, 000

Price per unit: ₱ 45.00

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 Variable Unit Cost: ₱ 40.00

₱ 55, 000
= 11, 000 units
₱ 45 − ₱ 40

Breakeven at 11, 000 units.

CONTROLS:

We strictly monitor and observe the problems the kitchenette can encounter such as the demand

for our dishes, inability of our suppliers to comply to the given time, and the limited staff

management. We also installed a CCTV camera that the security of the kitchenette is secured, safe,

and on-active. The company also conducts meetings once a month for reports. Through this, we

respond immediately to the problems that the kitchenette can encounter. Our business continues

to improve and innovate with different methods to keep up with our customer’s taste, differentiate

from our competitors, position the kitchenette to our customers that serves quality meals. This will

enable us to accomplish the goals and objectives set by the business.

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 REFERENCES:

2018 Philippine Standard Geographic Code (PSGC). (2019, May 2). Retrieved from Philippine

Statistics Authority:

https://psa.gov.ph/classification/psgc/?q=psgc%2Fbarangays%2F13760300000&fbclid=I

wAR090QYtU31H88CnpsGta4KZXGI9PEVzCARXPYHmu-p0dbf9cABKknABMwU

(accessed May 26, 2019)

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APPENDIXES A – FLOOR PLAN

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MARK JOHN GASCON SELIRIO
Blk. 11, Lot 35 #42 Cordova St. Camella 2D, Putatan, Muntinlupa City
Telephone Number [02] 425 8992/ [02] 861 1082
Mobile Numbers (+63) 927 536 0555
E-mail Address: jmselirio@gmail.com

OBJECTIVE

To be in a position in where I am able to seek and enhance my knowledge in the field of business management
by seeking career opportunities that will take advantage of my capabilities.

EDUCATION

2018 – Present Far Eastern University - Alabang

Accountancy, Business, and Management

2014 – 2018 Saint Francis Of Assisi College Alabang Campus

2008 – 2014 Maranatha Christian Academy Bayanan [Grade School]

SEMINARS ATTENDED

July 2018 TOMOHEROES: LEADERSHIP TRAINING SEMINAR

Venue: The Palms Country Club

March 2017 ENC CAMPUS: WORSHIP AND LEADERSHIP TRAINING

Venue: Victory Alabang

SPECIAL SKILLS

- Good written and verbal communication skills

- Can work with teams
- Self-motivated
- Self-Inspired
- Can work under pressure
- Manages time effectively
- Can multitask
- Can lead teams efficiently
- Good in brainstorming

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ISABELLA REMEDIOS S. MARQUEZ
Recent
Blk. 130, Lot.11 R. Aquino St. Katarungan Village, Poblacion Muntinlupa City 1776 2X2
Telephone Number [02] 359 4330/ [02] 370 4818 colored
Mobile Numbers (+63) 998 861 4694 picture
E-mail Address: mrqzisa31@gmail.com

OBJECTIVE

To be in a position in where I am able to seek and enhance my knowledge in the field of business management
by seeking career opportunities that will take advantage of my capabilities.

EDUCATION

2018 – Present Far Eastern University - Alabang

Accountancy, Business, and Management

2011 – 2018 San Beda College Alabang

2005 – 2010 Lombosco Academy [Grade School]

SEMINARS ATTENDED

July 2018 TOMOHEROES: LEADERSHIP TRAINING SEMINAR

Venue: The Palms Country Club

CO-EXTRA-CURRICULAR ACTIVITIES

AY 2017 – 2018 Interact – Rotary Club (San Beda College Alabang)

SPECIAL SKILLS

- Speaks and writes in fluent English & Japanese

- Good written and verbal communication skills
- Can work with teams
- Self-motivated
- Adaptable
- Can work under pressure
- Manages time effectively
- Can multitask

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