Republic of the Philippines

Bohol Island State University

Main Campus
North Avenue, Tagbilaran City, 6300 Bohol

IMPARTIAL FULLFILLMENT OF THE REQUIREMENTS

FOR PRINCIPLES OF MARKETING SUBJECT

Submitted to:
MR. ARVIN S. CABALLO, MBA, LPT

Submitted by:

FREDZEN ROSE M. CALIBO

MAYETTE P. CHIONG

MARIEL CAIPANG

MARY JANE CARIN

EMMY LOU CARIN

DECEMBER 2021
 TABLE OF CONTENTS

A. Executive Summary

B. Business Review (performance of the previous sales periods)

C. Situational Analysis

a) Environmental Analysis
b) Key Factors for Success
c) Strengths and Weaknesses Analysis
d) Opportunities and Threats Analysis
e) Market Segmentation

D. Marketing Objectives and Goals

E. Marketing Strategy

a) Product Positioning
b) Customer Satisfaction Strategy
c) Preferred Brand Strategy
d) Contingency Plan

F. Marketing Budget

G. Marketing Implementation Guide

H. Appendix
 MARKETING PLAN

BUSINESS NAME: 5C’s Unli Chicken Wings

BUSINESS TAGLINE: Deliciously Crunchy, Deliciously Tasty.
BUSINESS LOGO:
A. Executive Summary:
5C’s Unli Chicken Wings is a casual-dining restaurant that serves
localized chicken recipes with appetizing sauces and flavors. It is located at
B. Inting Street, Tagbilaran City, Bohol. It is part of our marketing strategy to
operate in an area that has a lot of foot traffic to gain many customers. Our
business is open 7 days a week starting from 10 am to 8 pm. PESTEL
Analysis is the tool used for monitoring and examining the environmental
factors that can affect our business. SWOT Analysis is also used to measure
the overall business performance. Although we take all customers as our
target market, we still segmented our target market using demographic and
psychographic segmentation to be more efficient in terms of time, money and
other resources. 5C's Unli Chicken Wings' main marketing goal is to build a
good relationship with its customers to achieve customer satisfaction and
establish a repeat-customer base by serving customers with the highest
quality chicken dishes at reasonable prices and delivering exceptional
customer service. It also seeks to improve its position in the local market and
strengthen brand. We aim to stay ahead of the competition in the market by
offering eat-all-you-can serving of chicken wings that other restaurants don’t
offer. For only below 300 pesos, customers can choose from our unli bundle
set that will surely satisfy their cravings. Since we are a newly introduced
business in the market, about 8% of our overall annual gross revenue will be
allocated in marketing in order to build brand awareness and attract many
customers.

A. Business Review
Products and Services:
5C’s Unli Chicken Wings is a registered dine-in restaurant that
specializes in the creation of tasty chicken menus. We are driven by
excellence and the determination to surpass the expectations of our
customers. 5C’s Unli Chicken Wings opens daily from 10:00 am to 8:00 pm. It
is located at B. Inting Street, Tagbilaran City, Bohol. This business chooses a
location that is visible to many customers. Our main supplier of chicken is the
Bohol Organic Demo Farm. This farm produces organic chicken and pork
meat. Their chickens are raised naturally in spacious, stress-free
environments with clean food, clean water, and fresh air. Therefore, we can
assure the customers that these chickens are healthier and better tasting.
Our target market are the people that can shell out a minimum amount of
money to have a scrumptious meal. To satisfy customers cravings, we offer
varieties of chicken flavors depending on the customers’ taste. These flavors
include Original Flavor, Country Gravy, Lemon Pepper, Cheesy Bacon,
Roasted Barbecue, Teriyaki, Garlic Pepper, Chili, Sriracha Butter, and Classic
Buffalo. To add more twist in our chicken recipes, we also offer dipping
sauces such as classic gravy, honey BBQ, sweet and sour, spicy korean,
 sour cream, and mustard-mayo dip. The tenderness of the chicken wings is a
perfect combination to the finger-licking good flavors. We are not just selling
the wings portion of the chicken, but also the breast, thigh, neck and
backpiece portions of the chicken, but only the chicken wings are to be sold in
our unlimited bundle set. We have 3 sets in our unlimited bundles. Set A
includes unlimited chicken wings and unlimited rice, with 1 free glass of iced
tea/juice for 199 pesos only. Set B includes unlimited chicken wings and
unlimited rice with 6 free glasses of iced tea/juice that cost 249 pesos. Set C
includes Unlimited chicken wings, unlimited rice, unlimited iced tea/juice and
2 free large cups of halo-halo, all for 299 pesos. We give free 1 round of fries
to our customers while waiting for their order. We have also our specialty
recipes which are the chicken sisig, pork sinigang and pork sisig that cost
below 100 pesos each. For our drinks, customers can choose from iced tea/
juice and soda (coke, sprite, royal) sold below 100 pesos. A great addition to
our menu that offers different taste aside from the first course, snack foods
are also available. Included in our menu are the fries, halo-halo, buko pandan
and leche flan, which cost below 100 pesos each. We are implementing a
strict no left-over policy in our business.

Performance of the previous sales periods:

5C’S UNLI CHICKEN WINGS PREVIOUS SALES

(GROSS REVENUE)
Month: Expected Sales Actual Sales Variance
January ₱85,000 ₱92,000 7,000
February ₱80,000 ₱83,000 3,000
March ₱90,000 ₱95,000 5,000
April ₱80,000 ₱74,000 -6,000
May ₱80,000 ₱84,500 4,500
June ₱90,000 ₱92,500 2,500
July ₱70,000 ₱81,000 11,000
August ₱75,000 ₱78,800 3,800
September ₱80,000 ₱79,580 -420
October ₱90,000 ₱88,800 -1,200
November ₱80,000 ₱93,000 13,000
December ₱90,000 ₱96,000 6,000

Total Actual Sales (Gross Revenue): ₱1,038,180

Note:
Sales Variance- is the monetary difference between actual sales and
budgeted/expected sales. It is used to analyze changes in sales levels over time.
Sales Variance= Actual Sales-Expected Sales
B. Situational Analysis
To determine the health of our business, it is necessary to conduct a
situational analysis. Situational analysis will guide a business towards the
right direction and helps the business in decision-making.

a) Environmental Analysis
The most used detailed analysis of the environment in a business is
the PESTEL analysis. This is a bird's eye view of the business conduct.
PESTEL ANALYSIS:
 Political Factors
 5C’s Unli Chicken Wings must consider tax and economic policies,
laws related to health and safety, employment law and labor law upon
running the business.
 The Philippine government has extensive regulatory frameworks for
every area of the food sector, including the hygiene, regulations for
storing and transporting products, and even requirements for food
workers. All of this must be taken into account.

 Economic Factors
 5C’s Unli Chicken Wings must be aware of the dynamic economic
conditions which could affect the business. This includes the minimum
wage, changes in taxation, interest rate, changing levels of
consumers income, prices of commodities, inflation and economic
change.

 Social Factors
 5C’s Unli Chicken Wings has taken into consideration the social
lifestyles, taste or food preferences, health consciousness, and buying
habits of the target customers.

 Technological Factors
 5C’s Unli Chicken Wings adapts rapid technology advancement and
changes. Our business utilizes advanced technology to enhance our
customer service. With the presence of advanced technology, it
allows our business to understand customers better to meet their
needs and serve them well.

 Environmental Factors
 5C’s Unli Chicken Wings have analyzed carefully the environmental
factors that may affect the condition of our business. These
environmental factors include the weather condition, frequency of
 natural disasters, being aware of the advantages of going green,
consumers health, and environmental related laws.

 Legal Factors
 Some of the legal factors that 5C’s Unli Chicken Wings should
consider while entering the marketplace are:
a) Copyright, patents / Intellectual property law
b) Employment law
c) Health and safety law
d) Data Protection

b.) Key Factors for Success:

Aside from surviving in the marketplace, just like any businesses, our
business also aims for success. To achieve that goal, the following will be
our key success factors:
 Excellent customer service
 Good choice of location
 Continuous quality improvement of the products offered
 Consistency in marketing, customer service and product quality
 Having strategic focus
 Having professional and competent personnel and staff
 Good financial management
 Strong online presence to connect with a wider audience
 Acknowledging customers feedbacks as opportunities in disguise for
business improvement.
 Affordability of the products
 Great publicity and advertising strategies

c.) Strengths and Weaknesses Analysis

To operate successfully in a changing market, 5C’s Unli Chicken
Wings should plan its future objectives and strategies around its strengths
and downplay its weaknesses.
Strengths:
 Prices are affordable
 Outstanding customer service
 Menu quality
 Good choice of location
 Well-trained and accommodating staff
 Good hygiene is being practiced
 Customers can choose from variety of chicken flavors according to
their preferences.
 The physical location of the business is safe and clean.
Weaknesses:
 The physical store cannot accommodate large numbers of customers
 New to the market place
 Weak brand reputation
 Limited funds available
 No dedicated parking spaces
 Many substitutes competitive products

d.) Opportunities and Threats Analysis

5C’s Unli Chicken Wings analyzes external forces that may adversely
affect the success of the business. These external forces include external
opportunities and threats that shape current and future operations and
help develop strategic goals.
Opportunities:
 Further develop our sales/service team
 Attract new customers through special offers
 Develop and implement loyalty program
 Broaden product range

Threats:
 Strong existing competitors
 Competitors that offer the same products and services are located
nearby
 Consumers becoming more price sensitive
 Changing of customers’ preferences
 Supply chain disruption
 Massive drop of revenue

e.) Market Segmentation

5C’s Unli Chicken Wings takes every customer as a target, however its
segmentation is mainly based on demographics, and psychographics.
Demographics:
 Teens and adults (ages 13 and up) seeking for affordable meals
 low-income, and mid-income customers
Psychographics:
  Customers who love to buy chicken recipes
 Customers who are interested in buying unlimited set of foods with
drinks at reasonable prices.

D. Marketing Objectives and Goals

The main marketing goal of 5C’s Unli Chicken Wings is to ensure
customers’ satisfaction and build a repeat-customer base by serving customers
with the best quality of chicken recipes at affordable prices and giving them an
outstanding customer service. It also aims to have a competitive advantage over
its rivals.
The marketing objectives of this business are:
 increase profit and revenue
 enter a new local market
 build a strong customer relationship to boost customer loyalty
 improve its position in the local market
 strengthen brand
 increase positive business reviews
 increase brand awareness and customer value
 aims for business expansion.

E. Marketing Strategy
a. Product Positioning
5C’s Unli Chicken Wings serves appetizing, high-quality, and reasonably
priced meals with strict adherence to high standards of food quality, service, and
cleanliness. It ensures high customer traffic by choosing a good location of the
physical store. For those customers who love to eat something yummy, spicy and
crispy servings of chicken, 5C’s Unli Chicken Wings is a good restaurant to visit.
When it comes to affordability, our business can provide every customer with
budget-friendly meals that can satisfy their cravings. Our unlimited bundle is the
highlight in our business that customers will surely love. For less than 200 pesos,
customers can enjoy unlimited meal. In terms of flavors, our business offers the
best sauces of chickens. Taste is what matters most for the customers in
choosing a restaurant, thus 5C’s Unli Chicken Wings made sure to offer the best
flavors of chicken to gain a competitive advantage in the market.
b. Customer Satisfaction Strategy
Putting efforts towards increasing customer satisfaction is the primary step
towards elevated customer experience. Our customer satisfaction strategies start
with understanding our customers well, their buying behavior, their taste
preferences, and their demands and expectations with the products and services
offered by our business. Knowing our customer's interests and preferences
allows us to interact with them through personalized conversation which will
strengthen connection or relationship with the customers. Knowing customers
well is the key to giving them good service and at the same, it leads the business
to success. Second thing to consider in order to satisfy our customers is by
listening to them. Our business gives importance to customers feedback.
Listening to customers feedback will make the customers feel that their opinions
and thoughts about our business are being valued. We use these feedbacks as
guide in our business to manage customer experience and customer satisfaction,
drive customer retention, and enhance our products and services. Third and one
of the most important customer satisfaction strategies in our business is hiring
competent and professional employees or staff. Employees play a pivotal role in
building an atmosphere of trust, confidence, loyalty, and satisfaction among
customers; thus, we aim to deliver high level of customer satisfaction by having
well-trained and professional personnel and staff that can accommodate and
serve the customers well.
c. Preferred Brand Strategy
5C’s Unli Chicken Wings has a branding strategy that focuses on the
Filipinos’ food spending behaviors and perceptions. There is absolutely no doubt
that Filipinos love everything unlimited when it comes to food, and at the same
time, we also consider the affordability of this foods. We always find best value
for every cent we spent. 5C’s Unli Chicken Wings uses a marketing strategy that
will surely captivate the hearts of many Filipino customers. We offer
unlimited/eat-all-you-can servings of chicken wings at affordable prices. This
chicken recipes are worth the money that customers will be spending.
To strengthen our brand, we established a strong online presence. Digital
advertising offers a myriad of benefits to startup brands. Internet is not only a
major brand representative; it’s also a functional sales tool. The way customers
engage with brands has changed as a result of the massive emergence of digital
technologies over the last decade. Since many customers nowadays spend a
large amount of time on social media, we will take advantage of this great
opportunity for our startup business to expand our brand reach online. We will be
utilizing Facebook since it has the largest number of users worldwide and is by
far the best platform for increasing brand awareness.
d. Contingency Plan
A well-documented contingency plan allows a business to resume normal
operations as soon as possible after an unforeseen situation happened. Our
business will likely to face unforeseen events in the future, therefore we have to
be always prepared by identifying potential problems. With this, we can plan for
possible solutions or ways to recover if these unexpected events may happen.
We will first identify the potential risks in our business, and we will provide our
contingency plan for each risk.
 POSSIBLE RISKS IN THE CONTINGENCY PLAN
BUSINESS

Natural disasters/ accidents in the We always prepare emergency items

physical location of the business and emergency plan.

Shortage of supply from one supplier Having reliable alternative suppliers.

We make sure to have two or more
suppliers that can increase our
business ability to circumvent supply
disruptions.
Massive drop of revenue Our business secures an emergency
fund.

Power outage Preparing a backup generator so our

business can still continue serving and
supporting customers during a power
outage.

Cybersecurity threats We always back up our data, and

encrypt important information.

Cash flow disruption Our business secures a business

Food security issues
insurance in case there is an
interruption of cash flow.
We make sure to train our staff on
proper health and hygiene practices
and make sure they abide by them
before they can start serving our
customers.

Situations where there is a need to Our business provides contactless

reduce face-to-face contact between payment options.
customers and staff
F. Marketing Budget
Marketing budget plays an important role in managing financial resources
more effectively. It is necessary for a business to ensure that all the financial
resources that will be spent in marketing is carefully measured and managed.
Every business is different when it comes to planning what percentage of their
overall revenue will be allotted in their marketing budget. Marketing experts
recommend spending 7 to 8 percent of your total annual gross revenue in
marketing if your business is new to the market. Thus, our business will be
allocating about 8 percent of our total annual gross revenue in marketing.

5C’S UNLI CHICKEN WINGS ANNUAL MARKETING

BUDGET
5C’S UNLI CHICKEN WINGS ANNUAL MARKETING BUDGET
(Half-yearly:
January- June)
Marketing Expenses Estimated Budget
Marketing Research and Tools ₱6,000

Publicity/Public Relations ₱4,000

Promotions and Advertising ₱12,000

Packaging Design Services ₱7,500

Referral Program ₱3,000

Loyalty Program ₱7,500

Other overhead costs associated with ₱3,000

marketing
Total estimated budget: ₱43,000
Jan-June July-Dec

5C’S UNLI CHICKEN WINGS ANNUAL MARKETING BUDGET

(Half-yearly:
July-December)
Marketing Expenses Estimated Budget
Marketing Research and Tools ₱6,100
 Publicity/Public Relations ₱4,000

Promotions and Advertising ₱12,300

Packaging Design Services ₱7,800

Referral Program ₱3,000

Loyalty Program ₱13,500

Other overhead costs associated with ₱3,000

marketing
Total estimated budget: ₱43,600

Total annual estimated budget: ₱ 86,600

G. Marketing Implementation Guide

A good marketing plan has no worth without a proper marketing
implementation guide. In order for a marketing plan to be effective, it should not
be kept in a box. You have to bring it into action. And that’s where marketing
implementation comes in. In this section of the marketing plan, we will be listing
specific actions that our business will execute to ensure that our marketing goals
and objectives will be achieved. Our business will be setting deadlines or allocate
a date to execute or complete these actions or tasks.

SPECIFIC TASKS ESTIMATED DATE

Assigning teams to conduct Estimated date to complete the task:

marketing research. Through this February 18, 2022
marketing research, our business
will get necessary information that
will be useful in our marketing
decision.
Innovate packaging design Estimated date to complete the task:
March 14,2022
Innovating the exterior design and Estimated date to complete the task:
structure of the physical store September 30,2022

Making of promotional video to be Estimated date to complete the task:

uploaded online February 21,2022

Training of staff and personnel. Estimated date to complete the task:

Through employee training, March 30, 2022
workers can learn specific
knowledge and skills, so that they
can deliver an excellent customer
service.

Selling our products with Estimated date to execute the task:

discounted price to all customers During holidays

50% off to the first 10 customers Estimated date to execute the task:
who will visit our physical store During Christmas and Anniversary
of opening the store

Distributing of flyers Estimated date to execute the task:

During weekends

H. Appendix
This is a supporting section of the marketing plan which includes
additional information to help the readers understand our business better.

MENU OF OUR BUSINESS

PAGE 1:
MENU OF OUR BUSINESS
PAGE 2:

OUR BUSINESS FLYER: