Chapter 3

SEGMENTATION, TARGETING AND POSITIONING

Sir and Ma’am, being more of a family restaurant has a rather mature set of
targets when it comes to its customers. They generally target working
professionals, the elderly, and since they’re near a school, they also attract families,
teachers, and even just the parents. The surrounding area also has a bunch of
households so whenever they want to chow down on some food ala “lutong bahay”
but don’t have the time, they could simply just order and bring the food back home.
Due to their location, the restaurant gets a geographical advantage. Their
image is a staple in the Silaynon community, as well as being considered an
attraction to those coming in and going through the city. This is also strengthened
by the fact that SIlay houses one of the only two airports in the island of Negros.
And thanks to Silay’s colorful historical heritage, the city itself passively attracts
more potential customers in the form of bloggers, history buffs, and tourist.
Because of Sir and Ma’am’s long standing presence in the city, they have
gained a lot of loyal customers. They have psychologically ingrained themselves in
the minds of the Silaynon. As the manager proudly claimed, “When you hear the
word “Sir” in Silay, you immediately think of “good food””.
Perceptual Map of Restaurants of Silay

Horizontal Attribute Vertical Attribute

Price (Value for Money) Variety
1= Unsatisfactory 1= Limited Range of Choice
5= Mix of Both 5= Mix of Both
9= Good Value 9= Wide Range

Perceptual Map of Restaurants in Silay

12

10

8
Variety

0
5 5.5 6 6.5 7 7.5 8 8.5 9
Price

Sir and Ma'am Golden Food Park Chicken House Panggahan

Position:

In our viewpoint as students. Sir and Ma'am obviously ranked last in price. Considering the fact
that we students are not part of their target market. Their price however is appropriate to their target
customers. The variety of food in Sir and Ma'am is extensive but their menu is not as wide as their other
competitors. On the other hand, we ranked Panggahan slightly higher than Sir and Ma'am in the price
aspect because though Panggahan's menu is priced adequately, they have provided budget meals for
their customers. In terms of variety Panggahan is also slightly ranked higher than Sir because Panggahan
has a unique menu, which is also wide and extensive. The only real advantage of Sir against Panggahan
is Sir and Ma'am has already made a name for itself in the market, while Panggahan is still taking it's time
to grow. On the other hand, we tied Golden Food Park and Chicken House for having the best value for
our money. Food Park's price is adequate for a group of people who would eat there since their servings
are also substantial. The pricing of Chicken house is just right for us, students on a budget. Difference of
these 2 is their ranking in variety. Since Chicken House sells the usual inasal and bbq style menu we
ranked it a little low on the scale. Golden Food Park ranked highest in variety because oftheir wide and
extensive menu.
Marketing Plan Chapter 3

Submitted to:
Dr. Ariadne Socorro Cordero

Submitted by:
Albayda, Ricardo III
Alquiza, Stefan Pax
Javellana, Claudia Louise
Jocame, Rose May
Verdadero, Aquile
Villagracia, Michael

August 18, 2016

Competitors:

Chicken House is a relatively new entrant to the food industry in Silay. But even so, they did not
go into the market with a disadvantage because they are already a well-known establishment
practically everywhere in Negros. They have a more focused and affordable menu mainly on
"inasal" cooked food. They range from different parts of chicken to spareribs to sizzling bangus.
They have also placed themselves right on the highway; just across the street and an intersection
away from sir and ma'am, so they have had an effect on our chosen restaurant. In a way, their
presence in Silay may have boosted their overall market standing because now people won't
have to travel to Bacolod anymore. Service is generally okay; not great nor bad, just balanced in
between. On the taste side, though, Chicken House borders on the delicious scale.

Panggahan has been in the restaurant industry of Silay for over 3 years now. They came into the
market at a disadvantage since they advertised home-cooked Filipino food. But they gained a
competitive advantage with the uniqueness of their menu. Aside from having the classics like
adobo, sinigang and sisigx they put a twist on pangga or 'fish jaw' with adobo na pangga and
ginatang pangga. And the innovations don't stop there. They have unique desserts as well such
as 'halo-halo turon'. Panngahan is the closest competitor to Sir and Maam being only one turn
away from the restaurant, although not directly beside the highway. Their prices are relatively
similar to that of Sir and Maam and their service is adequate.

Golden Food Park in Silay for more than a decade. It has been serving quality food for the
Silaynon for quite a long time. Customers can choose from a wide variety of food. The food that
they offer range from the usual inasal, seafood and baked sweets. It has a good location beside
the highway which makes it easy to be spotted. The competition here is Golden Food Park can
be encountered first if you are entering Silay, this may be a problem because some customers
might not choose to go deeper in Silay. Service in Food park is good. The taste of their food is
also great, which makes Food Park a good competitor of delicious food for our chosen restaurant.
Also the price for Golden Food Park is affordable for families traveling to Silay or those who live
there.