EXECUTIVE SUMMARY

El Kapitolyo specializes in offering diverse high quality cuisines which appeals to every
kind of customer: the Korean and Japanese food, the health conscious eater, the pizza lover,
children and adults, and families or couples can all find items on El Kapitolyo’s menu.
The food court concept allows the customers to enjoy their preferred food choices at a
single place. Its location at Lingayen, Pangasinan a busy street with high concentration of
customers from local residents and travelers from outside the area which makes the restaurant
more visible. With so many advantages, the only problem is the lack of hospitability from the
employees of some stalls in the El Kapitolyo but with proper monitor and orientation El Kapitolyo
will continue to grow and soon will seize the marketplace to become the next dominant trend in
the food market.

MISSION STATEMENT
El Kapitolyo is dedicated to cater different varieties of delicious delicacies aside from
Filipino dishes to satisfy the different cravings of each customers. Thus, this food park is aiming
to give customers memorable eating moments with their love ones by providing them
stimulating ambiance. El Kapitolyo is also aiming that each customers will leave the
establishment wearing their brightest smiles and bringing with them their experience which is
worth to treasure.

DIAGNOSIS
El Kapitolyo has determined the attractiveness of a market and has implied strategies
and techniques to analyze its competition forces. The business is surrounded with different
kinds of food stalls and turo-turo that offers variety of foods. The advantage that makes the
business attractive is that it offers the customers these variety of foods in one location but with
better high quality food that vary from delicacies around Asia also delicacies inside the country
and relaxing ambiance for the clients which makes it more appealing to young people located in
the area. The business also offers music entertainment other than a band they hire that
performs on certain days in a week. Because the company is attacking similar scale of
operation it has kept its existing clients and overpowers the new clients.
The overall economic conditions greatly impacts the performance of this industry; when
the economy is growing, people are inclined to spend more money on discretionary
expenditures such as eating out. The business is located in front of schools which potential
buyers are mostly teenager students and adolescent employees which are naturally going out in
groups when eating. Consumers are now becoming more conscious about the safety and
quality of the foods they purchase along with how it is produced that is why nutritional concerns
are most important to people especially to women, not only because of health issues and their
concerns to body weight but mostly because traditionally women have taken greater
responsibility for meal preparation and family food shopping than men.. Fortunately El capitolio
offers healthy foods in layman’s term “lutong bahay” is what older generations’ looking for, and
for the teens are variety of foods they could explore from which the business offers.
  Customer’s wants are satisfied by providing superior value and satisfaction. El capitolio
has identified its target market (specific set of customers) and delivers premium value to them
that provides satisfaction and loyalty that has built strong and profitable relationship towards the
buyers.
El Kapitolyo provides superior foods and experience to families and visitors in order to
differentiate itself from competitors which maintains customer centered sense of marketing by
developing right products for the customers and not right customers for their product.

PRODUCTS AND SERVICES

El Kapitolyo is a newly opened food park in Lingayen, Pangasinan where it is a single
place with many food shops selling the same kinds of foods that
you'll surely love.

One of the stall here is the Inukit Sisig. Inukit Sisig main dish is the
pork/litson sisig that cost P115.

Another stall is the Mashisoyo Korean Food Avenue, people

nowadays loves Korean foods so they decided to rent a space and
make it possible. Its best seller is the Dakgangjeong costing P70 if
solo order or P180 that is good for 3-4
person.
 Third stall is named Shawarma house. Shawarma house have a product that usually
attracts customer, this is the beef with veggies like tomato, cucumber and onion which priced
P63.
A stall that also catching the attention of the customer is the MJ's Sarsabaw. The owner
said that their best seller is kare-kare and bulalo costing P85 and P95 respectively.

Adobo lovers also have a space in El Kapitolyo Food Park, this

stall named Shades of Adobo, with their famous liempo and

adobo sa gata. Best seller costing P89

only.

Another is The Value Wings + Booze's with their best seller buffalo
wings costing P85 and a beverages of cola drinks priced P60.

Pizza Avenue is the best place to stay for those who really loves to eat pizza. Pizza Avenue
have a ham and cheese, Hawaiian pizza but their bacon pizza is one of the best in which it’s
only costing P90.50.
Lastly, the beverages itself, only drinks and beers available. Thirsty gorilla have their best seller
in the morning which is the lemonade drinks priced P65 and beer in the evening that cost P50.
Businesses should be aware that not all consumers are created equal. Consumers have
the different motivations for purchasing different modes of engaging and different mindset. As
we observe, costumers of El Kapitolyo meets the requirements of one of the type of consumers
which is the shopping product. Consumers make a comparisons and contrast to another stalls
before they make purchase decision. They usually look for the most affordable one and with a
lower price. Also, customers are looking for a place and try a new food concepts with their
families, group of friends, and bond with their special someone’s appreciate the ambiance and
enjoy the great variety of foods. El Kapitolyo receive a different feedbacks from its customers.
Costumers said that the price offered here is affordable and the foods are great. El Kapitolyo
must slightly improve its ambiance and make additional staffs for quick services because we
observe that there's only few staffs here.
In settling prices for the products in every stall of El Kapitolyo, single meals range
between Php50 to Php100. As for family pack, budget meal, or combo meal, their prices started
from Php100 to Php500. These prices are somehow their customers willing to give up to gain
the benefits of having their products. In each stall, they have varieties of meals and drinks that
could get the attention of their new customers. This is convenient to be attractive and gather
more attentions from them. This is a strategic tool for creating and capturing customer value. El
Kapitolyo uses cost-based pricing when it comes to their pricing strategies. They designed their
own product, determined their product cost, setting their prices based on cost and convinced
their customers’ product value. In judging in their pricing, El Kapitolyo adjusts their prices by
geographical pricing to account for their various customer differences. They are setting price
that depends on their location and by weighing if their buyers would be afford to buy their
product or not. Their prices are affordable by their consumers and their food products are made
in high quality to serve their customers a wonderful experience eating at El Kapitolyo. Their food
products are not all about their affordable prices. They are not focus to that same theme but
instead, they are more focus to their customers' experience about eating their food products
they made and sold.

MARKET
Food parks were definitely the hottest trend of the year in the Philippines. More and
more of this new type of food destination invades Metro Manila. Analyst said that the demand
for vacant lots for food parks increased by more than 10 times in Metro Manila last year. Rise in
the popularity of food parks stemming from establishments which was followed by multiple food
parks along the area and in other cities. Since food parks are trendy, it is impossible that nearby
cities established this kind of business opportunity. El Kapitolyo is one of the rising food parks in
Lingayen Pangasinan. It is established early this year and was, so far, the best food hub in
Lingayen according to the customer reviews. Although El Kapitolyo is business concept that is
designed for everybody, statistics has it that the biggest buyers of food or their primary markets
are group of teens, employees and families (ages from 12 – 50 years old) with minimum income
of Php. 5000. El Kapitolyo is the place to meet and hang out after a long tiring day spent in
school and workplaces. Since it is located in the busy street of Lingayen wherein a lot of school
and parks are established, it is easily accessible by its primary market. Nearby schools and
parks are also the reason why they chose students as their target market. El Kapitolyo’s budget-
friendly prices are suitable for students who are on limited or fixed income and seek a price
relationship that will not stretch their budget. For those who has a more flexible in budgets, El
Kapitolyo also offers foods with higher prices but provides greater satisfaction suitable for them.
El Kapitolyo is the most visited place because other than quality foods, the time frame they
provide their services are available for breakfast, lunch, break time, and dinner. It has a suitable
ambiance that would make its customers feel relaxed after a long day.
DISTRIBUTION
El Kapitolyo is a newly developed establishment last May 18, 2017 it is located along the
capitol Lingayen route. It is a food park wherein perfect for those peer group to hang out, for
those family members to bond, for those couple to take some moment and last for those people
who love to explore different kinds of food and most of all for those people where Food is their
Life. El Kapitolyo is an indirect market wherein the establishment contain about fifteen and
above food stall that offers different variety of food. It is best for those people that they have the
opportunity to choose what they want to experience to eat. On the other hand, El Kapitolyo is a
self-service retailers wherein the food that they offer can also be located in any part of Lingayen,
also one of the reason why it is a self-service retailers it’s because customers can decide on
where they want to sit, what kind of food they want to eat and how much amount of money they
can afford to buy a certain variety of food inside the El Kapitolyo food park.

PROMOTIONAL STUDY

“The goal of promotion studies in marketing is it to make the public aware of your product, to influence
them to purchase it, and to establish a long-term relationship that will keep the customers coming
back.”

El Kapitolyo is a well-known food park in the busy street of Lingayen, Pangasinan which attracts not only
its regular customers such as students, employees and families but also potential customers – people
passing by. El Kapitolyo’s main strategy is to make the public aware of its existence through Facebook.
They created a public account where in people are free to visit the page and follow it. The said public
account contained different lists of menu from variety of stalls in El Kapitolyo that also shows different
savory images of the quality foods they offer. Another promotional study made by them is the
distribution of flyers. These strategies will help El Kapitolyo to gain more customers and raise their
income.

Making the public aware of the existence of El Kapitolyo would make it visible not only in Lingayen,
Pangasinan but also in the nearby places. Thus, this would positively impact the business and would
raise income for El Kapitolyo.

COMPETITION

The nature of competition between restaurants are friendlier than may have expected
between rival local restaurants.

Indirect Competition is the conflict between vendors who’s offering different products and
service but can satisfy the needs of the customers. As we observe in the location of El Kapitolyo
before we arrive at their place there are many indirect competitors along the way like the Sigay
eat all you can buffet, Consuelo Restaurant, Jollibee, Mang Inasal, Greenwhich, Shakeys and
Chowking and we think these are the best substitute for the El Kapitolyo.

Regardless of the large number of service restaurants that competes with El Kapitolyo, it
has captured the taste of large variety of customers because it provides products differentiated
from these local restaurants which the price and quality of the food matches with satisfaction.
Another thing that makes El Kapitolyo advantageous is their focus towards capturing a large
group of people to purchase their product because sole buyers purchase does not greatly affect
the profit of the company.

PRICING
 In settling prices for the products in every stall of El Kapitolyo, single meals range
between Php50 to Php100. As for family pack, budget meal, or combo meal, their prices started
from Php100 to Php500. These prices are somehow their customers willing to give up to gain
the benefits of having their products. In each stall, they have varieties of meals and drinks that
could get the attention of their new customers. This is convenient to be attractive and gather
more attentions from them. This is a strategic tool for creating and capturing customer value. El
Kapitolyo uses cost-based pricing when it comes to their pricing strategies. They designed their
own product, determined their product cost, setting their prices based on cost and convinced
their customers’ product value. In judging in their pricing, El Kapitolyo adjusts their prices by
geographical pricing to account for their various customer differences. They are setting price
that depends on their location and by weighing if their buyers would be afford to buy their
product or not. Their prices are affordable by their consumers and their food products are made
in high quality to serve their customers a wonderful experience eating at El Kapitolyo. Their food
products are not all about their affordable prices. They are not focus to that same theme but
instead, they are more focus to their customers' experience about eating their food products
they made and sold.

In setting price, the business should also consider the several factors including production
and distribution cost, the positioning strategies and the business target customer base. The
business should set a price that can afford by many and budget friendly.

ACTION PLAN

To be a well-known food park that satisfies the cravings of customers is one of our goals.
Filipinos are known for their different tastes when it comes to the food they eat. In El Kapitolyo
they can satisfy their cravings, because they have some cuisine that is different from our very
own because they also offer Korean, Japanese, and Mediterranean cuisines. Having such
different varieties of foods customers will surely come and try their foods. But because it was
just recently opened, El Kapitolyo is not that known by some prospective customers. So we
think of ways to achieve this goals. One of that is to have some customer evangelists and in
order for them to have these kind of customers is to cater the best they can to their current
customers so that these satisfied customers will refer El Kapitolyo to their friends, relatives and
love ones. Also, giving flyers to customers who enters here even to those who are passing by to
help disseminate the fact that El Kapitolyo exists. Its budget costing would be Php. 3500 where-
in the Php. 500 is for printing ads and photocopies, and produce it by 1000 copies which will be
distributed in the town proper of Lingayen. As for the Php. 3000, it will be used as salary
expensed for those five extra workers who will be assigned to distribute flyers. In distributing the
flyers it is estimated that two days would be enough to consume all the flyers, each extra worker
can have 200 pieces of flyers. The said budget for these flyers will be enough to help El
Kapitolyo get the attention of customers. Its size must be hand friendly which means its size
must be almost the size of a hand. Thus, the fonts should be catchy enough to avoid dullness of
the flyers, it should be eye friendly. Moreover, to help promote El Kapitolyo’s products, we will
be using social media specially Facebook through the official page of El Kapitolyo all the details
they want to know about El Kapitolyo is describe in particular and the owners of each stall has
the opportunity to upload images of their products. The Facebook page will be used for daily
updates about El Kapitolyo. For the reason that this generation is so hang up with the society
especially to the social media. A click can have a thousand followers or a thousand bashers,
with just one click your life might change. These social media will surely render big help to El
Kapitolyo when intelligently used.
As El Kapitolyo is a newly established food park and not yet considered as a well-known
food park in part of Lingayen. Customers presence is not totally gain by El Kapitolyo, as we all
know that also in Lingayen there are different food chain such as Shakeys, McDo, Chowking,
Jollibee, Greenwich, Papa Dongs Resto bar, Mang Inasal and Gibs Grill Haus that people can
easily go and eat, with that it easy for them to know who are their competitors is. Because of the
unique foods offered at El Kapitolyo in particular to Korean and Japanese cuisines it has made
the young customers curiosity to try these foods. But then, as El Kapitolyo is a new business
they can't avoid to set their prices high. One reason to know what our goal in this business. Our
goal is to attract and gain more customers that will help El Kapitolyo more profitable, and also
help them to become more observant in terms of prices they offered we want them to know that
they should set a price that can afford by their customer in order for them to create more and
more customer with these they can gain assurance that people comeback in their business not
only for the delicious and tastily food they offered not only for the good ambiance they have, not
only for a perfect look of food they offered for them to take a picture but the one thing they
would be like is the price wherein they provide the satisfaction of their customers through the
food they want to eat.
Kingfisher School of Business and Finance

McArthur Highway, Dagupan City

A.Y 2017-2018

MARKETING PLAN

EL KAPITOLIO

Prepared by:

CACHO, Cejay Sasha C.

CANILANG, Christile Joy J.

CRUZ, Karrin C.

DE GUZMAN, Janet C.
DELA CRUZ, Christine Joy D.

ESTRADA, Rica Joy B.

PARLAN, Richard Allan C.

VALDEZ, Faye Lyn A

Submitted to:

Ms. Ana Kristena C. Jadulco