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In Partial Fulfillment

Of The Requirements for the Degree of

Bachelor of Science in Business Administration

Plan, Novelyn M.

Juachon, Gemmie F.

Ponte, Charisse Gail M.

March, 2010

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In partial fulfillment of the requirements of the Marketing Plan entitled

³Pitawich´.

Has been submitted by: Novelyn Plan, Gemmie Juachon and

Charisse Ponte.

Whose grade for the paper is: _____________

Panelists:

____________________ ____________________

____________________

Accepted in partial fulfillment of the requirements for the Degree of

Bachelor of Science in Business Administration Major in Management.

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Professor in Management 5 College Dean

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The proponents express their sincerest gratitude to all individuals

who, in one way or another contributed to the completion of this work. To

all whose help and support were instrumental in the academic fulfillment of

this piece of work in preparing and completing this project, this

acknowledgement is due.

!   , the proponents¶ adviser, for extending valuable

assistance and support, her insights, time and expertise in giving direction

and guidance which hastened the completion of this study.

Their dear ' , for sharing their valuable time in giving

constructive criticisms, knowledge, expertise which enabled the proponents

to improve the content and sensibility of the study.

The very kind ' (   ', for sharing their

very busy time and giving very important information needed for the study.

Mr. ( )!  , for the help regarding the financial consultation.

Ms.  
! g* , for lending her laptop.

Mrs. ( +! , owner of Mr. Donut-New Era branch, for

allowing them to do their project inside the establishment.

To the proponents¶ dear ' , who supported and continuously

gave encouragements for the proponents to go on.

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All who in one way or another had given their moral support to finish

the piece of work.

Above all, our g  %, for endowing the researchers the

knowledge and wisdom, strength and a helping hand to undertake a difficult

task and to make this study a success.

- G. N. C.

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. are residents and workers of a town or city.



   is usually small round bread that can open into a
pocket for filling.

 . is a two (or more) slices of bread with a filling between

them.

> '  ( are establishments inside the school
premises such as canteen and cafeteria.

> '  ( are establishments outside the school
premises.


> is a term which means affordable, cheap and low
priced.

 ( $ is a conglomerate of businesses engaged in

selling and serving food and beverages.

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$! /(  

The name ³Pitawich´ was coined from the words pita pocket and
sandwich. Pita pocket is the main raw material used for holding all the
ingredients or filling. Sandwich as the name suggests generally contain
a combination of salad vegetables, meat, cheese, and a variety of
sauces.

Pitawich is a new snack stop that serves fresh and healthy

pita sandwiches. Strategically located inside the Circle C, Pitawich will
quickly become the premier lunch and ³merienda´ destination, serving
shoppers, locals and students.

Pitawich will reinvent the snack experience for students, shoppers, and
locals with flexible income by selling high quality, innovative products at
a reasonable price, designing tasteful, convenient location, and
providing customer service.

Pitawich has identified five keys that will be instrumental in its success.
The first is the design and implementation of strict financial controls,
which will be important, since the food and service industry, is quite
competitive. The second requirement is that it offers high-quality fresh
and healthy food to clearly stand out from the competition. The third key
is the need to ensure proper visibility. Pitawich must have an effective,
targeted marketing campaign to support the opening of the store in order
to ensure enough business. The next step is to build strong image and
relationship to customers. Last is to establish a good management ±
labor relations.

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Pitawich will offer the community an exciting menu of pita sandwiches:

Porky Pitawich, Fishy Pitawich, Chicky Pitawich and Garden Pitawich.
Pita bread, Middle Eastern flat bread, is used as a healthy, tasty
foundation for a variety of sandwiches. The "pocket" in pita bread is
created by steam, which puffs up the dough. As the bread cools and
flattens, a pocket is left in the middle.

Pitawich also serves bottled water and bottled fruit juices.

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1!  
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a. Towner ± This group is the people that live and work in

Congressional, primarily in the downtown area. The age
distribution are 16 years old and above.
b. Students - This group is primarily from San Lazaro High
School, a public high school, few miles from downtown. The
age distributions are 12-17 years old. By rough estimation,
we assumed that the total target market population ranges
from 10,000-30000. This comprise of male and female from
ages 12 years old and above.

3!  
 "
The towner is seeking for something new to their senses
especially to those who are conscious to their health. While the
students are looking for food vendors for two main reasons, the
first is the desire to get off campus, and the second is to have
an alternative to the on-campus food service.

2!  
 
Pita bread is chosen for several reasons: it is unusual, healthy,
and quite versatile.c Nowadays, people are already health-

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conscious, so they prefer healthy and delicious snacks rather

than unhealthy ones like junk foods, street foods, and the like.

4!  
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In terms of the target market, there is now a trend of increasing
potential customers. Also, there is a presence of a relatively
intense competition within the area of the target market
because of several competitors.

! 5 g 

1!  
Pitawich has a very good location. It rents a space at the Circle
C along Congressional Road, near the Cherry Foodarama,
Northridge Bldg., San Lazaro High School and subdivisions.
Because of this, Pitawich is very accessible for the students
and towner. In addition, the location is safe, being that the
security guards are just in close position.

Pitawich serves high quality and healthy pita snacks. Also,

compared with the nearby snack stop, it has cheaper offerings
suited for students.

Food crews are professionally trained which ensures quality

service (good taste, good formulation of products, etc.)

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3! 5

One of Pitawich¶s weaknesses is that it abides by the closing
hours of Circle C (9am-9pm) which hinders it from being open
until midnight.
Another weakness is that pita bread is not the usual bread to be
used in making sandwiches and it is not also known to many
people so they may doubt to try this new kind of sandwich.

2! ''

The proponents saw the opportunity of offering something new

to the market that was getting to pocket-friendly fast food
meals. Its Pitawich varieties are great choice for people on the
go, students and families.

Students are profitable customers because businesses along

the Congressional Road area have been known to be sustained
by the allowances and income of the students through the
consumption of their goods and services.

Business people are also profitable customers because they

are not price-sensitive.

As part of the market penetration strategy, Pitawich should be

intensively promoted, which includes public relations and
setting some of its products at a lower introductory price in
order to eat the market share of its competitors. Also, Pitawich

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can continuously offer new variety of products which will serve

as product development strategy.

4!  
The rivalry among competitors is also an important factor to
consider. Considering that there are many snack stops in Circle
C, competition is intensified. Also, the said competitors have
already established an image to the customers.

! '
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'   5


Shawarma ÷ It has a well-established
brand image.
÷ It is situated near the
entrance of Robinson¶s Mall
which can pull more people
in, especially the mall-goers.
Plato Wraps ÷ It has a well-established
brand image.
÷ It offers a wide variety of
flavors
÷ The shop has no marketing
materials (posters and
tarpaulin in the vicinity of
Circle C).
÷ The crews are not warm
(they do not greet nor
smile) to customers.
÷ They offer relatively more
expensive products.
÷ The same as the
weaknesses of Shawarma
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3! '(  

Pitawich has two competitive edges that will help it succeed

in its business. The first is for health conscious individuals. It is
because it offers healthy menu. Everything is oil free, or at least
free of any oils other than natural oil of the bacon, tuna and
chicken. In addition to the absence of oil based fats, much of its
offered ingredients are vegetables, ensuring a healthy meal.

The second one is for price conscious individuals. It offers

relatively lower price than competitors do.

&! (

Pitawich is a downtown based sandwich shop serving the breakfast

and lunch time hour as well as early evening, daily from 9am-9pm.
Each customer will have their choice of four () fillings for the pita
sandwiches. The ranges of options for fillings are: bacon, tuna,
chicken and vegetables. In addition to the pitas, there will be bottled
fruit juices and water available.

! 8  
ü Employ strict financial controls. This is extremely important in a
food establishment business.
ü Offer the highest-quality: low-price healthy snack.
ü Ensure sufficient visibility. A strong marketing campaign
required.
ü Build strong image and relationship to customers.
ü Establish a good management ± labor relations.

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It is Pitawich¶s mission to offer the finest, healthiest and best tasting

pita sandwiches. Pitawich will offer the finest customer service; no
customer will leave who is dissatisfied.

!  
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A To become the premier sandwich shop in Congressional Rd.

A To continually draw students off campus for lunch and î
 at a
rate of 35% new customers and above.
A To become profitable within the succeeding years.

!    0(
Pitawich aims to increase its sales by becoming the number one
snack stop in Congressional Rd. for students and towner. It can only
do so by actually realizing its target market. The products offered, as
much as possible, must be available and accessible to its customers.

&!     

Initially, the target market is composed of mainly by the residents
within Congressional area, particularly those who have enough
budgets to buy the products from the shop. It also includes shoppers,
businesspeople, and even public high school students who are
studying in San Lazaro High School. Of course, Pitawich must

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provide what is being sought by its customers especially the

convenience in staying at the shop.

!

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In order to differentiate its products from other snack stops¶
offerings, Pitawich modify its products by using pita pocket instead
of the usual breads (buns, tortillas and its likes). As part of its
product development, Pitawich must add new flavors so that the
customers will not easily be saturated by consuming their
regularly-produced offerings. By doing so, they can provide their
customers a quite peculiar experience which cannot be given by
other snack stops.

3!

To be able to compete with its rivals, Pitawich must adopt market
penetration pricing strategy but relatively lower than its competitors
to eat their market share.

2!
 
Pitawich¶s location is seen to be the strength since it is one of the
nearest food stop within the target market area. It can also put

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another branch to a new place with another set of target market

and for expansion.

4!

The location of Pitawich is somewhat hidden, as it is positioned at
the inner part of the ground floor of Circle C. The customer traffic
in this area is just moderate. Thus, it must put up attractive
advertising paraphernalia at the entrance of the Circle C.
Tarpaulins may be used, but it should have attractive designs and
the promos can be advertised there. In addition, because of its
location, it may also set up ³pointers´ that will pull the customer
traffic towards the location of Pitawich. This can start from the San
Lazaro Gate¶s pedestrian¶s passageway.

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Fit and Right 21.65 25
Bottled water 10.00 15

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Pitawich must monitor the customer behavior and traffic every

week and continue current daily inventory on orders, and if
possible, also record customer traffic everyday (peak hours,
number of people entering the establishment, and the number of
people who are actually placing orders.

To avoid cost overruns, budget should be properly allocated. The

following areas will be monitored to gauge performance:

A Revenue: monthly and annual

A Expenses: monthly and annual
A Customer satisfaction
A New product development

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$g% %# 
g"< $"

PHILIPPINES' PREMIER GOURMET BREAD SUPPLIER/MANUFACTURER

 ,

Lot 22 Dhalia Street. T.S. Cruz Subdivision, Almanza II, Las Pinas 1750,
MNL

  @, 097307, 097306, 092971500 f: 097307

50, http://www.vgourmet.dnsalias.com

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"g, Gemmie F. Juachon

  &  ,

&   , January 2, 1992

g, 335 Sagana Condo, New Era, Central Ave. Quezon City

>  g, gemmie_juachon@yahoo.com.ph

  @, 09162767 37

   g ,

 , 2nd Year College, BSBA-Management, New Era University ±

present.

 , 1st -th year, New Era University ± 200-200 .

 , Grade 1-2, New Era Elementary School ± 1999-2001

Grade 3, Sto. Rosario Elementary School ± 2001-2002

Grade -6, New Era University ± 2002-200

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 55
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"g, Novelyn M. Plan

  &  ,

&   , November 27, 1990

g, Blk. 60 Lot 1 Tagumpay, Rodriguez, Rizal

>  g, plan_ahead@yahoo.com

  @, 090625 0

   g ,

 , 2nd Year College, BSBA-Management, New Era University ±

200 -present.

 , Apayao Science High School ± 200- 200

 , Grade 1, Flora Elem. School ± 199 -1999

Grade 2, Pata Elem. School ± 1999-2000

Grade 3-, Sta. Maria Primary School ± 2000-2002

Grade 5-6, Bacsay Elem. School ± 2002-200

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"g, Charisse Gail M. Ponte

  &  ,

&   , August 6, 1991

g, #3 Tanguile St. Feria Rd. Old Balara Diliman, Q.C.

>  g, charissegailponte@yahoo.com

  @, 090592120

   g ,

 , 2nd Year College, BSBA-Management, New Era University ±

200 -present.

 , 1st -th year, New Era High School ± 200-200

 , Milaor Central School ± 1999-200

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