MARKETING PLAN OUTLINE

Executive Summary

Business that we run is sell in product that is shaped in the form of food needs, assuming that we as a
student or as a pioneering new starters are still very concerned about the state of it’s market share, and
then we can do an innovative new business development or better in order to compete to the fullest. So,
here, we will sell a food product whose name is “Golden Chicken”. That is why we are interested to
market this product assuming that it’s uniqueness will make consumers interested.

The plans and strategies that follow will show and explain our market’s environment and analysis to
achieve our objective of gaining a high profit together with our financial plans that will provide a clear
view of our sales and profit forecast.

1. INTRODUCTION

1.1 Organization and Product

Marketing Organization

Vice President: Micah Maruzzo

Marketing Manager: Ma. Josephine Torres

Production Manager: Joyce Baleña

Sales Manager: Junnel Brandon

1.2 History
Philippines Golden Chicken or known as PGC Company was established by 4 young entrepreneurs
namely: Junnel Brandon, Joyce Baleña, Micah Maruzzo and Ma. Josephine Torres. We started creating
this product on January, 2017. At first, we only planned to create a snack, which is commonly called
Cheese stick, but since it is too common we decided to think of a new product, wherein, we made this
innovation, The Golden Chicken. How did we planned this? Because of our teamwork, we able to shared
knowledge to each other and make all good ideas possible, the ingredients of our product are accurately
brainstormed by the team.

The basis of our target market are those people who has a cravings for meal, as such, those who want to
taste Chicken filled with cheese and potato and with a dip (BBQ sauce and Mayo) in one. It is also rich in
Protein, Calcium, Potassium, Fiber and Vitamin C. The difference of our product to others, is the
Uniqueness of its taste because of the dip of the Golden Chicken which is serves as a twist of our
product.

2. STRATEGIC PLAN AND FOCUS

2.1 Vision Statement

The company envisions itself to become one of the leading Filipino Food Company with the most love
Chicken particularly in Metro, Manila.

2.2 Goals

* Safety environment for customers

* Improve our position in the local market and strengthen our brand

* Promoted through social media

* We will lower our price in a fair volume size of our product

* Improved our employee with proper training

2.3 Core Competency/ Advantage

Advantage

Golden Chicken has its own advantage because it is unique, affordable and innovative product which has
a twist in taste and different from others.

Competency

Uniqueness - Ingredients are accurately brainstormed by the team.

Affordable - We offer price that is not difficult to reach by our target market.

3. SITUATIONAL ANALYSIS

Golden Chicken” is not yet introduced in the market, but we planned that we will make history today to
launch a product that is not yet produced and manufactured and by any company.

3.1 Industry Analysis

Golden Chicken is under the food industry

3.2 Company Brief

The PGC Company is a partnership firm. Who is managed by four (4) young entrepreneurs. Golden
Chicken was made since January, 2017. PGC is a hospitality company dedicated to providing high-quality
food product in a comfortable atmosphere for consumers who seek to eat enjoyable meal. We intend to
make enough profit. This product will satify the cravings of the consumers. It's a newly innovated and
approachable food product to the customers. The idea of putting up the company came from our love
and care for the consumers.

3.3 Competitor Analysis

Company Product Place Promotion

PGC Golden Chicken U-Belt FB,IG,

(Free upsize drinks)(Mendiola) Twitter

Chicken Chizza Quiapo, FB,YT

Pizza (Free Iced Tea) Manila

Unknown Chicken Nepomuceno -

Sandwich

(Free Iced Tea)

Price

69

65

35
3.4 Customer Analysis

- Belongs to Class B (middle class)

- 16-25 years old

- Male and Female

- College Students

- Living in Manila (particularly in Mendiola)

Our secondary market are those customer passing by who wanted to buy our product, professionals or
non-professionals. The basis of our target market are those people who has cravings for Chicken meals.

3.4 Environment Analysis (STEP)

Now Change O/T

Social F1 Low Higher O1 More

Allowance Allowance spending

money

Tech- Social More ads T1 More

nology Media competitors

(ads)

Eco- More More O2 More

nomic Variety Customers choices for

 consumers

Politi- Dicrimina- Increase O3 Fastest

cal tion in the in labor and easiest

work plan power way to

-age produce

-educ our product

3.5 SWOT Analysis

Opportunity Threat

O1 Higher Allowance T1 More ads

O2 Improvement of through social

our store media from

O3 Increase in Labor other

Power competitors

S S1O1 Environment

T Safety

R S2T1 Rebuilt

E website

N S3O2 Good cook,

G More variety
T S4O3 Employee,

H morale high

W W1O1 Offer expensive W2T1 New to

E price social

A media

K W3O2 Small space

N for customers

E W4O3 No work

S experiences

S related to

E Academic

S studies

4. MARKETING 4Ps

Product

"Golden Chicken" is a food product particularly a meal. It will satisfy your taste and cravings. It is made
up of chicken, filled with cheese and potato with BBQ and mayo as your dip. It may sounds familiar or
the ingredients maybe common to people but it taste differently with a twist.

The tagline of our product is "Love at first bite to Golden Chicken" the tagline itself states that you'll
surely be loving the taste of the Golden Chicken in the first bite and will long for more of it.

Promotion
We uses various methods to promote our product, mostly it is through social media, if you have a
presence on social media, you make it easier for your customers to find and connect with you. In our
case, we promote our product through net, our customers are interacting with brands through social
media, therefore, having a strong social media marketing plan and presence on the web is the key to tap
into their interest.

Place

One advantage of selling your products directly is you get a more personal feel of the market because
you interact directly with the customers so you can easily adapt to the changes. Another is that you
control your product’s pricing and the methods on which it should be sold. Our company sell directly to
the consumer, the distribution chain ends with you and you supply to your customers directly.

Pricing

Odd pricing, also known as "just below" pricing, sets prices by assigning the last digits if a price an odd
number just below a round number, such as a multiple of 5 or 10. We set our price at P59.25 it is proven
to attract more consumers than setting it as P60, even though the true difference here is quite small.
One explanation for this trend is that consumers tend to put more attention at first.