Presented to the Marketing Department

De La Salle University-Manila
Term 1, A.Y. 2020-2021

In partial fulfillment
of the course
MADGCOM K31

Chooks-to-Go in Japan

Submitted by:

Buencamino, Chloe Dominique B.

Cua, Drew Justine C.

Dimaunahan, Derrico Diamond B.

Garcia, Ignacio Martin Z.

Yu, Jubilius C.

Date Submitted:
January 29, 2020

Submitted to:
Mr. Joseph Emil Santos
 I. EXECUTIVE SUMMARY

Chooks to Go is a Filipino store chain known for its freshly cooked rotisserie chicken. When it was
created in 2007, it was able to capture the hearts of every Filipino just after 5 years in the business. As the
years pass by and the continuous influence in capturing the Filipino market, they still continue to
incorporate their mission - “To provide freshly cooked food of the best value in every neighborhood.”

Knowing that Japan’s most consumed meat is chicken, the brand aims to provide the Japanese
market a taste of our home country, the Philippines. With Chooks to Go branching out to Japan, we want to
set a standard that our brand can be the ideal choice for the consumers as their on-the-go meals.

Our objectives in order to carefully execute our goal to branch out internationally is analysis and
research. This must be done in order to point out the differences in the country’s culture, language, religion,
and everything in between. With this information, we would ideally be able to create good decisions in
penetrating the international market. Our proposed marketing strategy is that given the brand’s image is to
be budget-friendly. We aim to target consumers who want their food to be readily available to them,
on-the-go, and at the same time satisfy their cravings. The brand promises for Fresh and roasted chicken.
No long lines, Chooks to Go believes that despite cultural differences, their products are kept simple and fast
in order to not disrupt one's work ethic and having the need to not think of what they should eat.

We plan to advertise and promote the company through online services given the situation due to
the global pandemic. Our employees will be taught all the safety precautionary measures in our physical
store. With the idea of contactless payments and proper hygiene to ensure the quality and safety of handling
the orders. Ultimately, the goal of this brand is to have proper management on how we can create brand
awareness effectively given the pandemic.

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 II. SITUATION ANALYSIS

A. THE BRAND

Company Historical Milestones

Chooks to Go is a chain of stores owned by Bounty Agro Ventures, Inc. (BAVI) an aggregate of the
Bounty Fresh Group of Companies. Dating back to 2007, Mr. Ronald Mascarinas opened their first 10
outlets of Chooks to Go. This brand is a store chain that is well known for its rotisserie chicken. They take
pride in its unique taste since it is only the lechon manok business that offers its products without
accompanying any type of sauce. Which created their tagline of “Masarap Kahit Walang Sauce”. The usual
Philippine market had this preference of eating chicken with sauce. But this trend was able to put a stop by
Chooks to Go store chain.

Known for their “Fresh and Roasted Chicken. No long lines.” Chooks to Go had captured the
Filipino market and the hearts of the Filipino people after just 5 years in business. It is now the leading roast
chicken product, competing against well-known brands such as Andoks, Sr. Pedro, and Baliwag. Due to its

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increasing popularity, an article by Apisit Buranakanonda, (2013) stated that the company of Chooks to Go
increased its sales by the year 2013 wherein different branches of the company had to serve the long queues
of customers and even customers who placed orders a week in advance, making the top stores sell 300 to
400 roast chickens per day. Since then, the company opened more outlets to keep their business growing
and to keep the company’s presence across the country.

According to the Philippine Statistics Authority, the production of chicken/poultry products has
been increasing since 2018, although there was a decline in the year 2020 due to the COVID-19 pandemic
which affected not only the chicken industry but other business industries as well. Despite this issue, the
company of Chooks to Go still managed to maintain their business by regulating their volume of
production, inventory, and price. Based on the PSA’s production of chicken from April to June 2020, there
was an estimate of 7.8% of lower sales compared to the output of the previous years.

As years of excellence pass by, to this day, Chooks to Go store chain currently runs with almost
1,700 stores nationwide. They continue to apply their mission “To provide freshly cooked food of the best
value in every neighborhood.” and a vision “To be the preferred take-out store of freshly cooked food
serviced by highly motivated and well-trained people.” This made the Bounty Agro Ventures Inc. (BAVI)
the biggest producer of dressed chickens, feeds, and finished chicken products for their retail stores. With
over 19 plantations spread throughout the Luzon, Visayas, and Mindanao region in the Philippines.

Current Marketing Strategies

Target Market
Given that the sizable portion of Chooks to Go’s customer base comes from the middle to upper
classes, their primary target is focused on the mass market either from the young to old and the working
class basing it on their marketing strategy. According to Ronald Mascarinas, “The ad campaign we did with
Vic Sotto as our endorser, noticed a 12-20 percent increase in sales the next day up to the following week.”
He stated that perhaps it is because their target market is the housewives as well.

Chooks to Go offers a wide range of marinated chicken flavors namely from pepper roast, harissa
spicy roast, and their original flavor sweet roast. The brand presents itself as a product that has a wider
range for the consumers. This was able to expand its target market, allowing them to gain opportunities over
its competitors. This will eventually help the company earn more and capture the number of consumers
which can set it apart from similar food chains.

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Positioning
The brand Chooks to Go is presented to their target audience as a store chain that always offers
freshly cooked rotisserie chicken. The flavors that they used were created to acquire the Filipino taste to
their food. Also, their chain’s branding applies the concept of the culture of Filipinos other than just mainly
focusing on their food. Given its unique taste, Chooks to Go created an innovative brand positioning where
they are the only store chain that sells ready-to-eat chicken that is sold without the need of sauce on the
side. With their brand going against the trend even if the majority of the Philippine market has a strong
fondness for eating chicken with sauce. This created the belief of Chooks to Go roasted chicken being
“delicious even without sauce”.

Product Strategy
Chooks to Go not only offers oven-roasted chicken but a wide range as well. They offer various
choices ranging from roasted chicken to pork belly or so-called liempo and frozen products as well, such as
fried chicken, chicken necks, chicken cut-ups. The company wanted to incorporate the taste of the Filipino
culture and their love for the food. To add, Chooks to Go does not merely focus on the food they sell but
takes into factor on the customer’s experience. They created a campaign called “Manok ng Bayan” which
helped them influence that their product can be for all.

Pricing Strategy
When it comes to the pricing strategy of Chooks to Go, it was said that the strategy is to keep the
price range of the product at the lowest cost possible. The major advantage of this strategy is its low
overhead costs and fixed costs. But ensuring that their products are of good quality and services. Their
prices range from Php 160-260 for a whole chicken. With the wide variety of flavors to choose from, they
also offer more budget-friendly promotions that can capture the budget of every Filipino. The company also
began to offer cooked rice to accompany their products.

Distribution Strategy
Chooks to Go’s distribution strategy can be divided into a certain type of group. From the
geography, volume, display, pricing, and customer relations. Geographic location is crucial as it gives a
better outlook on where the establishment should be located. The volume distribution determines the
number of establishments that should be properly dispersed in order to accommodate the satisfaction and
convenience of the customers. Chooks to Go also ensures that each establishment has the right amount of
inventory to serve to their customers. Also, these establishments take into account their brand image on
where they would open their shops where they know that they can compete with their other competitors and

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know where they can acquire a higher probability of food consumption on a daily basis. They made sure
that the prices of their products would not significantly hinder a consumer’s budget and at the same time
keep in mind the importance of customer relations which can create a healthy relationship with their
customers and suppliers.

Communication Strategy
Advertising

The brand relies heavily on its advertising and endorsers. Chooks to Go commercials are widely
spread across the country through television advertisements and video ads. With the help of their endorsers
that people admire, Vic Sotto, Manila Mayor Isko Moreno, and Philippine basketball stars, created a
significant effect on their brand awareness and another platform to advertise their brand. This advertising
strategy energized the brand for the past years as their driving force behind the brand’s success. Social
media advertising has been ventured out by the company to widen the consumer range, platforms such as
Facebook Instagram, and Twitter.

Platform Statistics

Facebook Likes: 1,426,431

Follows: 1,434,302
Check-ins:

Instagram Followers: 8,239

Posts: 154

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 Sales Promotion
Of every company having the goal to increase their sales, Chooks to Go created more sales by
offering different promotions. They offered coupons through the use of Cebuana Lhuillier’s 24K Reward
Program. A “Take-a-Selfie” with your ChooksDelivery Rider to have a chance to win many devices. Lastly,
their past biggest event called Chooks to Win Promo with numerous cash prizes with a grand prize of one
million pesos. However, there have not been any major promotions recently due to the pandemic situation.

Public Relations
Aside from their products and promo launches, Chooks to Go still adhere to having great standards
for their services. The company gives importance to how they can engage people to pursue a winning
strategy. They value their employees to abide by presenting themselves with the attitude of Honesty and
Integrity, Excellence, Teamwork, Endless Innovation, and People-Oriented Traits. With the help of
Kathelene Gomez’s leadership, a marketing director, she was proven to be effective in helping the brand
create significant projects and improve the Top of Mind Brand Awareness of the company’s fresh chicken
brand from 11% to 46% and Brand Usage from 6% to 39%. Due to her efforts on social and digital media,
Bounty Fresh (BAVI) and Chooks to Go won the Young Market Masters Award. This made the BAVI
brands the most liked brand in their categories on Facebook.

In lieu of the pandemic, the company showed its expression of gratitude towards the sacrifices of
the people faced, with the incorporation of bayanihan spirit, the company rolled out extraordinary sales
caravans throughout the country. They have coordinated with local officials to help feed the public. They
aim to reach consumers and fulfill their hunger for those who find it difficult to buy food due to the
lockdowns.

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 Personal Selling
With Chooks to Go having 1,700 stores nationwide, they still find several mediums in order to
provide their customers convenient access to their favorite roasted chicken products. Their other channels of
communication include social media pages for any brand updates and a fully digitalized ordering platform.
With the help of Globe Telecommunications and its digital marketing subsidiary, AdSpark, Chooks to Go
was able to create a fast and easy ordering system through chatbot messaging hosted on Facebook
Messenger. The regular followers of this brand were able to view the list of products available to their
customers nearest location, input their order quantity, and submit orders for processing and delivery.
Customers can make payments via cash on delivery or online payment through GCash QR Codes provided
by their delivery riders. Given that the majority of Internet users in the Philippines are spending more time
online and more through messenger apps, this instinctive plan was able to increase their sales without the
need to their physical stores and was found to be engaging from their customers' compliments due to their
substantial shift to online selling.

B. MACRO ENVIRONMENT ANALYSIS

Economic Environment

Due to the current situation, global economies have seen major drops because of the decrease in
demand, resources, and slow movement of money in a country. Japan’s economy has been affected as well
with a decline in their tourism and took a toll on their import and export income. The GDP of Japan was
expected to have a value of 4750.00 USD billion by the end of 2020 without knowing the unforeseen
events. But only reached an estimated valuation of 4000.00 USD billion. According to Trading Economics
Global Macro Models and Analysts Expectations, their econometric models show that the expected long
term trend of Japan in 2021 would be around 4900.00 USD billion and 5100.00 USD billion in 2022. But
despite the pandemic situation, Japan was able to overcome a drastic change and still maintained a
continuous growth.

Japan currently has an economic freedom score of 73.3 (moderately free), ranking the country as
the 30th freest country based on the 2020 Index. Being included in the top 30, this shows that the citizens of
Japan may not have much of an issue when it comes to spending their wealth. This tells us that they are
much in control and have a high buying power on either spending it on food or physical items. The
country’s GNP or Gross National Product

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 The VAT or called Consumption Tax (CT) in Japan has currently been at a rate of 10% since
October 1, 2019, for all items except food, drinks, and newspaper subscriptions for which it is at 8%.
Particularly for take out meals, Japanese are still charged at 8% while dine-in meals are raised at 10%. But
as for the non-residents of Japan or tourists. they are offered the privilege of being taxed at a zero rate for
any exports and certain services. This is popularly known as a Tax Refund. As for the foreign exchange
market of Japan, the value of 1 Japanese Yen is equivalent to 0.0096 US Dollars. While 1 Japanese Yen is
equivalent to 0.46 Philippine Peso

Socio-Political Environment

In Japan, as the number of commuters seek its rise in its society, public transportation is seen to be
the most prominent mode of transportation. From the student to the working class with 53% and 48%
respectively, comprising their total bus commuters alone. According to Brasor, P. (2014), About 86% of
Japanese companies, although not mandatory, provide their employees with tsukin teate or so-called
“commuting allowance”. Unlike other countries, this commuting allowance or transportation expenses (for
the companies) are often regulated and usually amounts to 100,000 Japanese Yen per employee per month.
This tsukin teate system has unintentionally populated business districts of Japan’s major cities. With this, it
increased the duration of commutes from point A to point B and heightened the cause of these places to be
overcrowded.

According to HRM Asia Newsroom. (2018)., the Japanese ambassador to the Philippines says that
Japan is to open its doors to more Filipino workers by the year 2019. Beginning from 2019 to 2025, the
Japanese government has planned a new policy to open up 500,000 jobs to foreign workers with 50,000 of
these Filipinos who are skilled and young workers mainly to help its aging population. This opens up
opportunities for Chooks to Go to employ Filipino workers immediately and widen the reach of increasing
its sales for the population who are to miss “home”.

Culture

Japan is known for its diverse and fascinating culture that dates back thousands of years ago.
Japan’s society has been growing as time passes by and has evolved to what we know of today. With an
ever-accelerating culture throughout the country, Japan has remained to be attached and embracing of its
culture as it moves forward. With the country being ranked third in the world of having the highest

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economy. Their cultural differences dictate this situation from their business relationships. Due to their
incomparable work ethic, discipline, and traditional values, Japanese businesses require in-depth knowledge
of their acts. The effects of the Japanese cultural values helped them conduct successful business empires
and better relationships with others.

Technological Advancements

In the aspect of Chooks to Go, the brand has continuously invested in their Research and
Development program. Every store was provided with the use of a meat thermometer and timer to ensure
top quality products that are maintained and will be loved by the customers. As well as the use of a food
warmer to maintain the hotness of the products and harm-free chemicals to clean their cooking equipment.
Also through their advancements in digital selling and advertising created more revenue on their sales.

In Japan, according to Priyanka Rana from Tokyoesque, food delivery services have become more
prominent by satisfying their consumers with an on-demand appetite as a form of business and with food
applications becoming an ongoing trend. The available and well-known food delivery services that Japan
uses are Uber Eats, Maishoku, FineDine, Rakuten Delivery, Demae-Can, GuruNavi Premium, and Docomo
D-Delivery. These services were able to capture the cravings of the people from almost anything such as
restaurant/fast-food chains, sushi deliveries, convenience store meal deliveries with just a tip of one’s finger.

Given the digital age and most millennials using social media as their channel of communication,
the impact on the food industry has taken a shift towards selling their products online. People constantly
seek convenience nowadays. With the help of technology, the growth of online delivery services would
create the idea of “eating well made easy”. Owners, operators, and business owners of restaurant chains
would be able to reap the benefits of the shift of demographics and thrive on the continuous evolution of the
economy.

Natural/Ecological Concerns

According to estimates by the Ministry of Agriculture, Forestry and Fisheries, and the Ministry of the
Environment, Japan produces 27.59 trillion tons of food waste each year. Apart from the food waste that could
have been reused as an alternative for feed, around 6.43 million tons of edible food are thrown away equivalent
to 51 kilograms of waste per person every year. More than half of the wasted food comes mainly from
substandard food, returned food, food leftovers from unsold products, and in restaurants. The rest come

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from household leftovers, food thrown away before being eaten, and food that is over-processed and wasted
during cooking. Smartphones have taken a role in solving the problem of cutting down on wasted food. The
creation of the mobile app in 2018 called TABETE, which means “Please eat” in Japanese was launched in
major cities like Osaka and Tokyo aiming to use digital technology to save food that might go to waste. This
app now has over 500 stores and more than 200,000 registered members. The App allows stores to post
pictures and prices of foods that need to be "saved," while consumers can search for nearby stores, place an
online order, pay for them and then pick them up at an agreed time. Local administrators have joined their
initiative to cooperate and use the platform to promote the reduction of wasted food.

Another problem faced by almost all countries and Japan is air pollution. With most of the methods
of cooking grilled chicken with charcoal. This can play a factor in emitting carbon dioxide whenever you
are grilling and can be set as a threat to human health and to the environment. So Chooks to Go’s Corporate
Environmental Responsibility, took note that since the market was mainly dominated by the use of charcoal
to create their roasted chicken. Their innovative approach of using an oven to create their oven-roasted
chicken was the best alternative to help take part in reducing pollution to the air. Oven-roasted chicken had
been the major method in cooking, which never seemed to catch on. The brand Chooks to Go changed all
that.

C. INDUSTRY ANALYSIS

Industry Identification

The company of Chooks to Go is known for its fast service with meals that are considered healthy
compared to most alternative food choices. Their number one best-selling product is their famous roasted
chicken which is already prepared beforehand upon opening up shops. Japan is known for having various
food kiosks around the country, especially along populated streets in well-known places such as Shibuya
Crossing in Tokyo, Dotonbori in Osaka, and many more areas along the different cities of the country.

The company’s name was derived from “Chooks-on-the-go” since their mission is to provide
freshly cooked food of the best value in every neighborhood, according to Nedo Sasing, (2015). With how
Japan’s business industry is in nature, very fast-paced, and constantly on the go; Chooks to go would be a
perfect fit for the Japanese market. With Chooks to Go’s reputation being a fast service for customers on the
go, most especially for the people in populated areas.

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Industry Size and Growth for the past 3 years

Most countries around the world have fast-food restaurants present among highly populated areas
and even on every exit of a city or along the highway. These kinds of fast food or fast-service restaurants
have been changing their dynamics within the industry in the last several years. There has also been an
increase of diversion in the restaurant concepts since the consumers have been changing their needs and
preferences with food. Globally, fast food restaurants generate a revenue of over $570 billion which is
larger than the economic value of most countries, according to Matt Sena, (2020). Consumers of fast food
focus on taste, price, and quality. Off-premises restaurants also focus on the consistency of the customer’s
experience, affordability, and speed of their service. Chicken restaurants have been in the top five segments
made by the market share across the world wherein these chicken restaurants contribute 8% of the market
share and have been growing through the years. Franchise concepts have also been continuing to rise which
has contributed to the major chains of the ever-growing fast food industry.

Industry Analysis using Analysis Frameworks

In the industry chain of Chooks To Go, the 5-Force Model Analysis of Michael Porter can be used
as a guide on determining how the company approaches their competitors and how they manage to have an
edge over their products. The chicken/poultry industry has a large number of competitors since there are
different varieties of restaurants and food chains that mainly serve chicken. Chooks to Go is one of the
many food industries that focus on selling chicken as their main product. Having this as their main product,
the lack of options makes the company susceptible to numerous competitors and alternative sellers of
chicken since this is the only product that sells.

Michael Porter’s 5-Force Model Analysis

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 Japan is known for having fresh seafood such as sushi and raw ingredients they add on to their
famous dishes such as ramen and rice meals that include fish and beef. Chicken stands out for the Japanese.
Japan has a large variety of chicken restaurants and products such as karaage, chicken curry, chicken
katsudon, and a lot more other dishes under it. These kinds of products and restaurants are what Chooks to
Go has to take into consideration as their threats or competitors. According to Mark Clements, (2019). The
poultry meat production in Japan is estimated to have expanded by 2% in 2018 and has gradually sought its
continuity of its positive performance throughout the year 2019 and even up until this date. A study from
the Ministry of Agriculture, Forestry and Fisheries (2018). food supply statistics show that chicken is a
leading factor in the rise of its consumption, as it is cheaper compared to other meat and is regarded as a
healthier alternative compared to beef and pork. The consumption of chicken has been rapidly increasing
since 2005. Poultry farms nationwide have also been handling more than 300,000 birds annually, based on
another survey they have conducted regarding poultry marketing.

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 Introducing Chooks to Go to Japanese people will give the company an advantage on having fewer
threats since chicken rotisseries specifically in Japan are not as abundant. Another advantage for the
company is that their prices are more affordable compared to established brands which will attract more
customers who are on a budget and people who are on the go. Venturing Chooks to Go to Japan would also
affect changes in the prices of their products since importing meat from BAVI’s poultry farms that are
stationed in the Philippines are additional costs for the company. This would affect the prices unless Bounty
Agro Ventures Inc. decides to put up a poultry farm in Japan as well or find a different chicken supplier in
the country. For the former alternative, different courier companies in the Philippines are available in which
the company could use to transport their products. The best couriers they could choose would be those
offering the lowest prices in order for Chooks to Go to subsidize the prices of their products.

The overall quality and price of the products would be the main focus of the company since this is
what would catch the attention and attract more customers and give the company an edge over well-known
competitor’s products.

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 D. MARKET SITUATION

Market Population Size and Territory

Japan’s population is said to have about 126.3 million people, according to the world meters info,
(2020). This gives the company an advantage given that the land of Japan is not as large and having a large
population will make it simpler for Chooks to Go to branch out in their country. Santander. (2020) claims
that 70.5% of its population makes up its age bracket from 16 to 69 years old of which are students to
working-class citizens. According to HRM Asia Newsroom (2018)., a total of 153,600 Filipinos, or 12% of
the total foreign workers are present in Japan. With this immense number of Overseas Filipino Workers who
are based in Japan, this would present as an advantage for the company to reach out to their fellow Filipino
citizens who would definitely purchase from Chooks to Go since it would be like “A taste of home” for the
OFWs.

Demographic and Psychographic Profile Description

Santander (2020) says that the vast majority of individuals reside in Tokyo and Osaka of a little
over 35.4 million and a little under 17.3 million individuals respectively. With the majority of Japan’s
population using public transportation, to be exact according to Japan-guide.com, (2020), a total of 53% of
students use the subway as public transportation and 48% of company workers take the subway as well to
school and work respectively. With the remaining percentage of Japanese citizens consisting of the use of
public buses as transportation, privately owned bikes, or private vehicles to commute to work or school. A
large difference between the population of males and females residing in the country of Japan is seen.
According to the website of Statista, (2020), there are around 64.9 million females and 61.5 million males
residing in Japan which is a large difference between the two genders. Alongside this, there are around 2.73
million foreigners who Work in Japan which makes up 2.16% of the population in the country. Moreover, a
part of the percentage of foreigners Residing in Japan are Filipinos who are familiar with the brand of
Chooks to Go. Having a large number of foreigners and foreign investors in Japan, the company of Chooks
to Go will also be given an opportunity to advertise their company and products to these people. Japan is
also known to have numerous foreigners visiting their country every year, with this on hand, tourists would
be looking for quick and affordable places to eat, and Chooks to Go could be one of their top choices in
mind, or passing by a branch of the company to observe that they sell their products for an affordable price
are for added exposure.

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 The Japanese are known to be entertained by famous people such as celebrities, influential stars,
and their icons. It is mostly the Japanese youth who are passionate about the culture of music and
entertainment. These famous stars will be hired as models for the company of Chooks to Go in order to
increase the brand awareness of people in Japan towards their products.

Consumption and Spending Patterns

According to the cabinet office of Japan, (2020). The consumption of Japanese households takes
into consideration the derived supply and demand from a family income and expenditure survey. Japan’s
consumer economy is large, broad-based, and sophisticated which gives them a per capita income of around
$42,118 and is considered as a strong consumer market. With Japanese citizens having an average income
of ¥901 per day, most of the people in the country would prefer purchasing budget-friendly food products.
The minimum wage is said to gradually increase through the years due to the increase in demand and living
standards in the country. Japan has a reputation for its high living standards, especially in Tokyo which
annually makes it into the list of the world’s top ten most expensive cities. However, living in Japan is not
always expensive depending on the locations and by choosing most local products. Local supermarkets are
relatively inexpensive if the people stick to Japanese food such as vegetables, seafood and soybean
products. Pre-cooked products can be purchased at discounted prices shortly before closing time in the
evening which is when most of the Japanese would purchase their food for dinner or for breakfast the next
day. A study from Japan-guide.com stated that most of the Japanese would only spend their money on food
for lunch, dinner, and snacks for breakfast since they are always on the go.

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 The country is also highly dependent on natural resources, particularly food products from all over
the world. An example of this is the food, agriculture, and fishery that Japan exports to the United States of
America. In addition, they are also known as the third-largest coal importer.

With Japan’s rapidly aging population, the economic demand increases as well which leads them to
increase their production rate. Based on research from budgetyourtrip.com, (2020). The spending habits of
previous travelers when dining out would average from ¥1,235 per person. Japan’s strategic alliance and
economic integration with other countries gives them opportunities to develop their country and economy.
With the help of Japan’s connections, the company of Chooks to Go will be able to advertise their products
to these countries as well and improve their brand image and reputation.

Projected growth for succeeding 3 years

There are 5 key performance indicators for every common start-up business that should measure to set
themselves up for growth.

1. Sales Revenue
- The return of income from all customer purchases will serve as a reference for the business’
success. While undelivered or failed products or services will be subtracted from the
income and will result in the final revenue result. This also provides insights regarding
factors impacting growth, decline, the productivity of the company, and the performance of
the employees.

2. Net profit and margin

- Net profit = Revenue - Cost of goods sold - operating expenses - interest - tax
- The net profit margin is the indicator of a business’ financial health and performance. If the
margins are slim, then the business needs to improve and focus on changing the prices of
their products or services that will be affordable to their market and profitable for the
business.

3. Gross profit and margin

- Gross profit = Revenue - Cost of goods sold

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 - This shows how a product or service is performing and measures the business productivity.
By monitoring the gross profit margin, any potential weakness in the business will be
monitored before it becomes an issue.

4. Monthly recurring revenue

- This uses a similar function as a gross profit margin since it uses a metric for planning to
keep track of the reports used for investments and investors or customers which prevents
any conflict within the business.

5. Customer acquisition cost

- A business will never grow without any customers or investors. The CAC is the total
customer acquisition expense or the number of customers acquired. It is important to
monitor the number of customers in order to know what to expect for the development of
the business.

With the increased production and sales of Chooks to Go, they will be able to maintain and even
improve their products and services throughout the years by sustaining their business planning, executing,
and prioritizing operations and processes on developing their company. Through the years, Chooks to Go
has continued to branch out in different areas all over the Philippines, although they have not reached out to
different countries across Asia and the world. With the company of Chooks to Go reaching out to other
countries, they will be given the opportunity to make their name or their brand known which will give them
the benefit of increasing their target market’s brand awareness. By doing this, they will be able to increase
their sales and be known across the world.

The trajectory of any business is never automatically destined for success, however, with
determination and one who strives for success, they will be able to reach any goal in mind with the right
mindset. It takes hard work, dedication, research, and determination to reach success. In turn, this will not
only benefit those part of the organization, the services and products provided may even positively impact a
community and that is what every businessman or woman should strive for.

Primary target market

The primary target market for Chooks to Go in Japan is students and working lower to middle-class
commuters; such as people who are always on the go. Japan is known to have more commuters than people

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who use a private service to get to their destinations. A survey from japan-guide, (2020). was conducted in
Japan asking people their preference for going to school/work. According to a survey, a majority of 61% of
students and 57% of company workers indicated to commute to school/work by train or subway. This shows
that a majority of the population in Japan choose to commute.

Having Chooks to Go stalls along subways and areas filled with people should utilize and be able to
give the company an advantage in increasing their sales. Also with a higher percentage of commuters who
are on the go, they will be able to have Chooks to Go as a preference for “fast” food which they can eat
quickly on the way to their destinations. Chooks to Go also has an affordable price for students and those
among the middle-class population. Particularly aimed at middle-class income earners as a quick, easy,
fresh meal before and/or after a heavy day of school and/or work.

E. COMPETITIVE SITUATION

Brand Portfolio

Bounty Agro Ventures Inc. (BAVI) is the top rotisserie chicken company in the Philippines owned
by Ronald Mascarinas. Chooks to Go is the main and most famous delicacy of the company since it is
known for its affordable roasted chicken whose brand is well known in the country of the Philippines.

18
 With Chooks to Go having a wide selection of roasted varieties, their customers will be able to
choose from any of their available products. They have also come up with different roasted chicken flavors
and not only have chicken as their main dish, but pork as well. Chooks to Go also has a variety of frozen
products that are available for customers who choose to cook in their own households. The frozen products
are also exported to different grocery stores and Chooks to Go’s physical stores as well. Having a large
selection of their products will give the customers a preferable product to try out once they have tried the
other products.

19
 Due to the current situation that the world is facing today which is the COVID-19 pandemic,
Chooks to Go released their products for deliveries, partnering with different food and delivery courier
companies. This has helped the company retain its sales and production since many customers would
choose to have their orders delivered straight to their doorstep rather than going to physical stores
themselves. This also reduces their customers' risk of being exposed to any virus when they are outdoors.
This not only gives opportunity for the customers but to the riders of the couriers as well since it benefits
them by giving them jobs during the pandemic.

Market Positioning or Image

The company’s target market should be catered towards the student and working lower to
middle-class of Japan. Middle-class earners, students, would be the primary target market just how Chooks
to Go is advertised in the Philippines. Usually for the lower or middle-class earners of the nation. To cater to
the needs of young working adults, families, and students. In Japanese culture, it is normal to stop by food
establishments for lunch break or after hours of work to get a quick bite to eat or order take out food to take
back home where it serves as their dinner. Creating a brand image is vital for fulfilling a niche in the market
to successfully satisfy. It would be optimal for Chooks to Go to brand itself as a quick and easy meal as an
option for Japanese students, families, and young working middle-class adults. Advertising Chooks to Go as
a freshly cooked meal for everyone. product relatively cheaper than competing brands with no sacrificing
quality for its lower price. Since Chooks to Go also isn’t a luxury food brand it should do what it does best,
catering to the masses, the hard-working Japanese citizens, students, and employees alike.

Product Strategy

With the discrepancy between the Filipino food culture and Japanese food culture, Chooks to Go
needs to gain cultural relevance to adapt to the food pallet of the Japanese citizens. This does not mean

20
however that they have to stop serving their main menu items in the Philippines in order to adapt to the
Japanese culture. Their roasted chicken is what they are known for, thus, it would be appropriate for Chooks
to Go to include a wider variety of choices that will cater more towards the Japanese citizens. Products such
as Yakitori Chooks to Go, Bento Box Chooks to Go, Donburi, and Karaage. In this way, the company can
present various versions and styles of the product curated to the Japanese target audience tailored to their
preferences. Chooks to Go should advertise their whole chicken as an option for small get-togethers with
friends or as a family meal option since a whole kitchen can usually feed 3-5 people. Chooks to Go should
consider developing a website also for customers to gain more knowledge about the brand and to also order
online through the website. Lastly, packaging plays an important role in creating positive product appeal.
Ensuring that the products served are packaged to the company’s standards.

Price Strategy

With Chooks to Go having a take-out customers only approach, they were able to lessen their costs
and expenses with utility bills and employees. This has given them the advantage of lowering their product
prices to make it affordable to their target market such as students and middle-class workers. According to
Mascarinas, (2013). The take-out market offers the same kind of product with their competitors for half the
price since their operations are significantly lower than chicken restaurants that offer dine-in services. This
has also helped Chooks to Go expand faster compared to other brands, also since they are located in rural
and populated areas. Chooks to Go also sets their prices at a low affordable price in order to gain market
share quickly. Having lower prices for their products lets them gain more customers and with more
consumers, they will be able to increase their sales and profit margin.

21
 According to Mayu, (2020). These are the average price ranges for meals in Japan. For more
familiarity with the prices in the table above, 1,000 Yen is equivalent to 463.32 in Philippine Peso.
According, (Morningstar For Currency and Coinbase for Cryptocurrency). For the price ranges, Chooks to
Go Bento Boxes can be priced at around 350 Yen, Yakitori Chooks to Go for 200 Yen, while a Whole
chicken could be charged at around 700 Yen. This would keep prices lower than competitors and as long as
the company is able to sell in higher quantities the company most definitely would do well with lower
margins as the bulk of sales would make up for the smaller margins.

The price of chicken in the market occasionally increases since the Philippines is known to have
numerous poultry farms. BAVI, the company that owns Chooks to Go has its own poultry farm which gives
them the advantage to set their prices for their products since they do not have to get their chicken from
different suppliers which will cause them to have a higher cost of expenses. With the company of Chooks to
Go having their own supply of chicken, they are also able to set their prices lower which gives the
customers a better choice for their affordable products. In parallel with their chicken, their tagline of
“Masarap kahit walang sauce” would help in cutting down costs since production for this would not be
needed anymore.

22
Distribution Strategy

Dotonbori in Osaka, Japan is one of the country’s most populated streets as well as many areas in
Tokyo, Japan. These places are the best locations for Chooks to Go to put up their stalls since many people
in these areas are always on the go due to the high population of students and workers that need to get to
their destinations as quickly as possible. Most of these people would go out for lunch to look for affordable
and quick food to eat. Having Chooks to Go available in populated areas will be an opportunity for them to
increase their brand awareness to their target market which are the commuters, students, and people who
belong to the middle-class workers. Chooks to go has tapped into a niche market in rural areas and small
towns, given the small to low capital requirements for opening a new outlet. This has also given Chooks to
Go the advantage of growing rapidly since having a small-town environment and location gives them the
benefit of having fewer competitors and obtain more profit that can be achieved in rural areas.

23
 Chooks to Go has also come up with a new approach to distributing their products that focused on
take-out customers only which gave a major advantage to its very low overhead and fixed costs, According
to Ronald Mascarinas, (2020). The take-out market offers the same kinds of products for a lower cost since
this reduces the manpower and workload of employees and managers. By doing this, the company will also
be able to lessen their expenses on utility bills such as electricity and water bills, since they will be only
having small stalls to sell their products. Mascarinas, (2020). Also stated that constructing a store does not
require a great deal of capital. However, operating a thousand company-owned stores is not easy, and it
required a major transformation in the way the company organized. The difficulties of having a small
business with a large number of outlets are offset by significant advantages such as full control in managing
compliance to operating standards and a better grip on quality control to ensure consistent product quality
and food safety.

Advertising Strategy

Japan’s most popular sport has always been baseball since the time of World War II, when the
Americans promoted the sport in the country of Japan and have been sponsoring their baseball teams up
until today. The Nippon Professional Baseball is the most famous league in their country where famous
celebrities and personnel are present to participate in the events. Similarly in the Philippines where Chooks
to Go sponsors and partners up with the Philippine Basketball Association (PBA), the company will be able
to advertise their brand and products to a large crowd by sponsoring these kinds of events. Simultaneously,
Baseball (and most sports) fans usually prefer watching matches while having a meal since this lets them
enjoy watching the games better. Athletes would also often have a meal or a quick snack before and after a

24
game. Sponsoring the NPB will give Chooks to Go an advantage of increasing their target market’s brand
awareness and brand building. The company will also be able to gain their return of investment faster and
an opportunity to create positive public relations with other organizations as a whole.

In order for Chooks to Go to successfully implement their advertising campaign/launch, the

company must first research the best avenues for them to raise awareness about their brand. Avenues such
as social media providing teasers for the public to keep them engaged and guessing in anticipation for the
launch of Chooks to Go in Japan. These are some recommendations for possible promotions for Chooks to
Go’s marketing team to take into consideration. Since Japanese citizens are heavy users of public

25
transportation, the researchers advise promoting the product on the Subway, Taxi Wraps, Bus Wraps, LED
advertisements with heavy foot traffic (e.g. Malls, Market places) with still considering that aside from the
brand name itself, Japanese language and texts will be standardized when used for advertising knowing that
they value their culture well enough. Handing out flyers to the commuters around the train stations and
streets would also increase the brand awareness for their target market. With people who are always
fast-paced and on-the-go, giving out flyers would give the company an opportunity to gain more customers
since these people would eventually browse through them when they are in transit waiting to get to their
destinations. Line is Japan’s most popular messenger app where people are able to build networks with one
another. It is an effective tool for creating connections with Japanese consumers. This is another way for
Chooks to Go to be able to advertise their brand on social media. For more insights and details specifically
on the marketing strategy refer to the Public Relations Strategy and the Direct Marketing Strategy.

26
Sales Promotion Strategy

For the sales promotion strategy, Chooks must focus on specific promotion schemes throughout the
four quarters of the year. For example Fathers’ Day or Mothers’ Day, there could be promotions such as buy
1 whole chicken and get 50% off on the second chicken. The marketing team must strategize for each
upcoming holiday in order to keep relevance towards the Japanese culture and mainstream. For example,
Yakitori Chooks to Go could incorporate a buy 1 take 1 for valentines for a couple’s special. On Christmas
there could be a bundle deal, by purchasing 1 whole chicken, you get a free whole chicken. Ensuring
promotions for appropriate seasons and holidays throughout the year is crucial for the company's longevity.

Chooks to Go has overtaken their competitors such as Andoks and Baliwag by having a unique
taste that sets their roast chicken apart from their competitors. As most customers would describe the
chicken of Chooks to Go as “a bit sweet, like a sweet ham” which differentiates their product from other
roast chickens with a salty taste. For decades, the Philippine market has been dominated by charcoal-roasted
chicken since this kind of dish has a brand position of being ready-to-eat and quickly served. Introducing
roasted chicken to the country of Japan, especially to those in rural areas will give the company an
opportunity to increase their sales by attracting more customers. Their sales strategy has also been focused
on the mass market and middle-class workers are their primary target market since these are the people who
can easily afford their products.

The introduction of a mobile phone-based track-and-trace system to monitor the whereabouts of

field personnel supervising the stores which generated a 15% increase in sales, stated by Mascarinas (2013).
To keep the company’s pace with growth, they hire market research companies to assess how their products
and services fare against their competitors and to gain insight on changing and consumer needs. Based on a

27
survey from Poultry world, (2019). 7.5 out of 10 considered Chooks to Go to be the best-in-class in the food
services. Chooks to Go has also partnered with different organizations which they sponsored such as the
PBA and collaborated with famous celebrities and politicians to advertise their products. With this strategy,
their customers will be attracted to try their products and come back for more.

Public Relations Strategy

In order for Chooks to Go to successfully enter into the Japanese market, the company must first
research heavily on how they will plan out their public relations strategy. The company must follow the
S.M.A.R.T. strategy in order to greatly enhance the chances of success in penetrating the Japanese market.

S.M.A.R.T. Marketing Strategy for Public Relations

● Specific - state clear goals.

● Measurable - measurable goals like striving for 150 chickens sold per day.
● Achievable - realistic for budget constraints and for organizational goals.
● Relevant - relevance towards what the market wants.
● Time-bound - accomplishable within a realistic time frame.

There must be public relations goals that are clear and concise. Not only that, they must have
measurable goals to be able to identify progression or regression in order to measure the effectiveness of the
public relation strategies that are being implemented. The public relations strategies and goals that are set in
place should also be achievable realistic goals for the public relations team to strive for. The goals must be
relevant towards market trends of the public. For example, if there is a popular program with an actor who
is slowly on the rise they should be able to capitalize on this and make a collective effort towards making
that actor the face of their public relations campaign. It would be irrelevant to get a celebrity with a small
following or who is inactive with their celebrity status. They must consider the celebrity’s image before
sponsoring them. The image and behavior of the celebrity or history will inadvertently affect the image of
the company as well. Lastly, the public relations strategies should be time-bound. The public relations team
must work vigorously with the marketing team to set deadlines with specific goals in mind to keep everyone
working together in unity.

The marketing team has to create an online following platform for Chooks to Go especially with the
pandemic directly affecting marketing strategies that are more physical such as, billboards, posters, banners,

28
etc. The marketing team has to collectively work on developing an image and anticipation for the opening
of Chooks to Go in Japan. Working on possible hashtags for consumers who have purchased from Chooks
to Go to post on their social media accounts on platforms such as, Facebook and Instagram. With prizes for
the best picture of the week winning a free chicken or meal from Chooks to Go. It’s important that the
public relations team in collaboration with the marketing teamwork on keeping their tactics engaging with
the public. This creates not just a following possibly even a community for Chooks to Go. The public
relations team must be creative to keep their target audience engaged with their marketing campaign, the
more positive publicity the company gets, the better. The only potential downside is that once Chooks to Go
has gained a reputation for intricate marketing the company must keep this up and plan ahead for their next
marketing moves. Foresight and proper planning are crucial towards sustaining a consistent marketing
strategy for the public relations team. Creating an annual public relations calendar is vital to ensure
advanced coverage of the year. For staying relevant throughout holidays and the different seasons
throughout the year basing each season with a theme for the marketing team to follow.

Personal Selling Strategy

Personal selling strategies in 2021 due to the current situation of the world with the COVID-19
pandemic will prove to be much more difficult. However with Japan slowly easing quarantine restrictions
for 2021 this is still a good strategy that Chooks to Go should utilize however it is not a strategy that the
company should pour all their efforts into. When the physical shops of Chooks to Go open they could offer
platters or taste testers of the meat assortments that Chooks to Go sells for free. For example, in the first
month of opening, they could do this taste testing every day at a certain time of day. The sales
representatives should be familiar with the hours of the day that the sidewalks are most congested with
people. Choosing basically the time of day with the most foot traffic would be an effective way to bring out
free taste platters for on goers to try. A great way to ensure great customer satisfaction would be to
personalize the deliveries. Upon purchase, the store representatives could write a small note before handing
off the order of the customer addressing them by name with a polite note. Lastly, another good way to gain
feedback would be to ask for the emails of the customers to be able to send service satisfaction surveys to
those who purchased earlier that day. To further improve on either customer service and ensure ultimate
customer satisfaction.

Direct Marketing Strategy

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 In correlation to the personal marketing strategy, this is a more aggressive approach towards the
marketing strategy. To gain as many views for online marketing as possible. This would be through online
advertisements with the sole purpose of gaining maximum publicity. Giving out coupons for example a
customer's 3rd purchase giving a 10% discount on the 4th purchase. Directly emailing customers about new
menu options and the operational hours of the stores. Lots of paid advertisements on social media platforms
that are popular in Japan. According to Kawaguchi, (2019). The most popular social media websites in
Japan were LINE, Twitter, Instagram, Facebook, and Tiktok. They are in order from the top one most
popular website to the fifth most popular social media platform. It should be a top priority for Chooks to Go
to be able to have online advertisements on these social media platforms in order to gain more publicity for
the company’s opening.

F. SWOT ANALYSIS & STRATEGY MATRIX

STRENGTHS WEAKNESSES

- Unique taste compared to competitors in - New brand in new environment,

Japan.
- Less operations costs due to small business
design, kiosk-like design.
- Profitable operations and due to fewer
costs reaching ROI is feasible in less time.
- Cheaper meal prices than competitors.
- Minimal employees to operate stores.
unfamiliarity with environment.
- Lack of involvement in mainstream social
media.
- Possible locations will most certainly be
surrounded by competitors.
- No established reputation in Japan.

OPPORTUNITIES THREATS

- Increasing food bloggers. - Increasing branches of other food chains in

- Increasing social media involvement
through consistent quality daily uploads.
- Holidays and different seasons pose as
great opportunities to capitalize on through
promotions.
- Endorsing famous public figures to push
positive publicity.
nearby areas.
- Other roast chicken brand alternatives.
- Possible copy brands that might use the
same marketing and sales strategies of
Chooks to Go.
- Possible lockdown restrictions due to
COVID-19 pandemic which will directly
affect sales and management of operations.

30
SWOT STRATEGY OPPORTUNITIES
MATRIX (External, Positives)
STRENGTHS - A strength of the company
(Internal, Positives) that can be exploited is the
nature of the operations of
Chooks to Go. The space for a
Chooks to Go stall can just be
a kiosk which tremendously
reduces rent, maintenance
costs, and employees to run
the kiosk. The company’s
operations are very efficient
making it a low expense store
that can allow for bigger
profit margins and faster ROI,
(return of investment).
WEAKNESSES - Just like in any business
(Internal, Negatives) Chooks to Go is not excused
THREATS
(External, Negatives)
- With the price ranges of
Chooks to Go’s menu items
being cheaper than
competitors in the market,
this sets them ahead of
potential threats of other
food companies opening up
near them. Especially for a
dine-in restaurant, Chooks
to Go would have the upper
hand since their food
products are catered to
people who are on the
move, going to work,
coming home from work,
going to school, coming
home from school and etc.
Unlike restaurants, a person
can be seated for 30 minutes
to an hour but only have 1
order, unlike a kiosk that
serves food for people on
the go, in a span of 30
minutes there could be
anywhere from 1-10 orders
or more depending on the
time of day due to foot
traffic. Efficiency of time,
the ability to cater to more
orders in less time since
there would be no seating
capacity or 1-2 stools for
people to consume their
orders there in the Chooks
to Go kiosk.
- The company’s efforts
should be focused on
31
 from weaknesses that the
organization has to address.
The key factor that Chooks to
Go should focus on the most
is their social media presence.
The company must focus on
improving its social media
following in order to build an
established public image
making the company
distinguishable. By focusing
on building a social media
following in Japan the
company has control of the
anticipation for the company’s
future opening and
promotions throughout the
year. This will keep a public
eye on the company which is
crucial to maximize the
company’s physical entry into
the Japanese market.
researching the Japanese
market style, culture, trends
before entering the market.
Focusing heavily on their
social media to produce
quality uploads that are
consistent. Keeping active
throughout all the seasons
and holidays in the Japanese
year calendar. The company
must keep relevant toward
market trends and develop
promotions for the specific
holidays which will entice
customers to purchase more
from Chooks to Go.

III. IMC RECOMMENDATIONS

A. GENERAL OBJECTIVES

With the presence of Chooks to Go in a country where culture is constantly thriving in its society,
Chooks to Go will have to adapt to its community and lifestyle. Chooks to Go’s Integrated Marketing
Campaign will provide its return of investments targeted before its pilot year ends. Despite the given that an
ever-growing population of Filipino immigrants and workers are to seek its rise in Japan, Chooks to Go
aims to gradually increase its Japanese consumers and stabilize its position in the market. For starters,
Chooks to Go aims to integrate the Japanese culture in their brand to further widen its reach appropriately.
Being able to provide wider varieties of food choices that are more suitable for our target market will see an
increase of brand awareness of about 30 to 40 percent since its inception until its first year ends and
annually increase it by around 10 to 15 percent. The company aims to increase its sales as well after its
campaign period by 5 to 10 percent in its second year and 40 to 50 percent after its fifth year in the Japanese

32
market. Generally, we, the researchers, are certain that Chooks to Go has high hopes of adjusting to its
cultural relevance and environment with the capability of penetrating the market.

B. CREATIVE STRATEGIES

Creative Objectives

With the ongoing coronavirus pandemic that the world is facing in today’s time, with no predictable
timeline when this will all come to an end, Chooks to Go is already one step ahead in the market. With the
nature of its business being an off-premise/take-out only brand, consumers are to not fear of being infected
and contaminated with such virus. This will help us in persuading customers to savor our products
compared to other dine-in restaurants who are more time consuming and are more exposed to physical
contact. In line with this, we, the researchers, aim to entice these consumers to purchase from Chooks to Go
and simultaneously be safe and enjoy a sumptuous on-the-go affordable meal.

Target Person

Target Person Profile

Name Hico Amano

Birthday March 3, 2001

Age 19

Gender Female

Educational College Student

Background

School Kyoto City

University of Arts
(Kyōtogeidai)

Hico Amano is a 19-year-old college student Hobbies and Interests Cooking, Blogging,
Travelling, Beauty,
studying in Kyōtogeidai. As a Fine Arts
Photography

33
student, she loves capturing little moments in Lifestyle Outgoing,
Adventurous,
her life and sharing them with the world. She
Socially Active
is an outgoing and adventurous person who
loves to try things out of the ordinary. She also
likes eating and trying out good food. Her
go-to staple foods are Ramen and Donburi rice
bowls. After class, she would regularly go to a
nearby coffee shop with her friends and have a
full meal afterward. She considers eating good
food as her “happy time” where she can both
enjoy the food and friends to keep her
company. She would also often post photos
and videos no matter where she goes as she
considers taking pictures of the happy
moments in her life to keep the memories
alive. Most photos would be with friends and
the restaurants they go to where you can see
that food is one thing she loves the most. She
would also recommend some food places to
her followers on her social media and guide
them with her recommendations.

Consumer Insight

“I am a college student and I love blogging about my daily life. I have a lot of fun in college
because I get to experience a lot of fun and adventures with my friends and I also learned to be
more independent with my own savings compared to when I was living with my parents. I always
go out to eat so I could also learn to cook new dishes by myself one day. Here in Japan, we have
a lot of good and amazing food and I would love to try new cuisines outside Japan because food
makes me happy. I often pair my dishes with rice because it completes my appetite throughout
the day. I enjoy blogging food and sharing it with friends because I would love them to try and
enjoy the places and food I enjoyed too.”

34
 Target Person Profile

Name Erika Matsuda

Birthday August 14, 1990

Age 30

Gender Female

Educational Global Studies

Background
Major

School Ritsumeikan
University

Erika Matsuda is a 30-year-old working as a front desk Hobbies and Arts and Crafts,
Interests
agent in a hotel and also works as a nail technician in Journaling,
her free time. On a regular day, she would always go Blogging, DIY
to the closest coffee shop and grab pancakes as her
breakfast then go to work. While having a tight
schedule, she doesn’t have time to cook which is why
she often grabs food along the way or to nearby food
spots. Since she works in a hotel, she likes trying out
new food outside of her regular taste. During her
day-offs, she would normally serve other customers as
a nail technician as she goes door-to-door as
scheduled. On days where she is free, she would
normally hang out with her friends to visit places
locally or sometimes, invite them to her home while
they order or take-out food for their hang-outs. She is
a socially-active person where she shares her life
through her social media accounts and also blogs
about the food that she eats. She likes sharing stories
about her life and also shares her creative works.

35
 Monthly Salary 180,000 JPY Lifestyle Creative,
Socially-Active,
Food Blogger,

Consumer Insight

“I am a front desk agent and I love working to communicate with people. In Japan, I have a very
tight and busy schedule but I also manage to work as a nail technician as my side hobby. I like
expressing my creativity through arts and design which my customers love. With my busy
schedule, I usually take-out food from nearby restaurants since I do not have time to cook for my
own meal. In my free time, I meet with my friends and go out to eat or during my lazy days, I
invite them over to my home and order food nearby. Blogging is also part of my life since I get to
properly express myself and document the food places I go to so I can easily find them in the
pictures I post on social media.”

Consumer Promise and Brand Substantiation

“No Stops, only Goes.”

When Chooks to Go ventures out to Japan, we promise to give our consumers a wide
variety of food to indulge in while eliminating time-consuming services. We aim to give our
students to working-class Japanese on-the-go consumers a meal they need before and after they
start a heavy day. Chooks to Go promises to cater to the needs of the Japanese consumers and work
ethic through our meals that are suitable for their culture. It is where our customers are able to savor
a delightful meal without having to take too much of their time and at an affordable price. With
Chooks to Go’s Yakitori, Bento Boxes, and even Roasted Whole Chickens, we will definitely assure
each and every person in our target market a sanctuary - a hassle-free environment with No Stops,
only Goes.

Positioning Statement

For all ages, both males and females who desire good quality food at an affordable price.
Chooks to Go offers their unique tasting ready-to-eat, chicken that is sold without sauce, unlike any
other brands that will satisfy food cravings. It is a place where people can enjoy food on-the-go and
bring home happiness and positivity to their families on a lighter budget.

36
Brand Personality or Image

Chooks to Go has overtaken well-established rivals such as Andok’s, Senior Pedro, and
Baliwag. Under the company Bounty Agro Ventures Inc., it was selected as the only roasted
chicken brand qualified to carry the Superbrands Awards Seal and recognized among the top
corporations in the Philippines in the BusinessWorld. Japan is home to over 300,000 Filipinos
where they compromise 10% among the foreign nationals living in the country. Chooks to Go will
be able to change the perception of the Philippines being known as where overseas workers come
from with their unique and exemplary taste.

The Big Idea

Purchasing Chooks to Go products will help in saving time and money for our consumers
with a meal that they will be carrying around for the rest of their day. Tapping into the non-verbal
communication, consuming our products will satisfy the taste buds of these Japanese citizens while
giving them a different touch of our own culture. With our products, we will assure our customers
that their culture will not be compromised. Simultaneously, it will give our Japanese consumers a
whole new different perspective of meals with the mix of Filipino culture that binds us as one.

Tone and Mood of Messaging

Chooks to Go aims to not just deliver high-quality food but to inspire people for their hard
work and success. Filipinos are known for their incredible hospitality and polite manners which
leave foreigners feel welcome and at home. With this, the company will ensure high-quality control
and training to serve their customers with love, by always making them feel accommodated and as
top priority. Chooks to Go will further adapt trends and changes to attract more consumers in all
walks of life.

Creative Executions

Color Palette

37
 Palette Hex Color Color Name

#CA0101 Strong Red

#F3E717 Vivid Yellow

#FF914D Light Orange

#0D0806 Very dark (Mostly Black)

Orange [Brown tone]

#F8F4F4 Light Gray Red

Logo Guidelines

The logo uses the fonts Impact MT for “Chooks to Go” and Sequel Sans for “Masarap Kahit Walang Sauce”

38
 Employee Uniform

Employees are to wear a red cap with a printed logo of Chooks to Go, paired with a red
button-down polo shirt, red apron, black slacks, and closed black shoes.

C. MEDIA STRATEGY AND RATIONALE (12)

Media Itinerary

Hico Amano

Monday - Thursday Schedule

Time Activity Media Exposure

8:00 - 8:30 am Wake up, Check phone, Make Instagram, LINE, Facebook
bed, Shower

8:30 - 9:00 am Eat Breakfast, Make coffee

9:00 - 10:15 am Attend Online Class

10:15 - 10:30 am Break Time

10:30 - 11:45 am Attend Online Class

11:45 - 12:45 pm Eat Lunch Instagram, LINE, Tiktok

12:45 - 2:00 pm Do homework

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 2:00 - 4:45 pm Attend Online Class

4:45 - 6:30 pm Video call with friends Internet, Facebook

6:30 - 7:30 pm Order food for dinner Delivery Applications

7:30 - 8:30 pm Edit photos, Blog Facebook, Instagram

8:30 - 11:00 pm Watch favorite series Netflix, Internet, Youtube

11:00 pm Bedtime

Friday - Sunday Schedule

Time Activity Media Exposure

9:30 - 10:30 am Wake up, Check phone, Make Instagram, LINE, Facebook,
bed, Shower Twitter, Tiktok

10:30 - 11:00 am Eat Light Breakfast

11:00 - 11:30 am Shower

11:30 - 12:00 pm Meet with friends Facebook, LINE

12:00 - 1:00 pm Eat lunch, Grab coffee

1:00 - 3:00 Hang out with friends Internet, Instagram

3:00 - 4:00 Eat snacks in local food Internet, Instagram

markets

4:00 - 4:30 pm Take pictures, Blog Instagram, Tiktok

4:30 - 5:30 pm Shower

5:30 - 6:30 pm Edit Photos, Check Phone Facebook, Instagram, LINE,

Tiktok, Twitter, Editing
Applications

6:30 - 7:30 pm Eat take-out food for dinner

7:30 - 11:30 pm Chat with friends, watch a Facebook, Internet, Youtube,

movie, Leisure Time Instagram, LINE, Twitter

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 11:30 Bedtime

Erika Matsuda

Weekday Schedule (Monday - Friday)

Time Activity Media Exposure

5:30 - 6:00 am Wake up, Check Phone, Make LINE, Facebook

Bed, Shower

6:00 - 6:30 am Travel to Work Internet

6:30 - 7:00 am Grab coffee and quick

breakfast near the workplace

7:00 - 12:00 pm Regular Work, Assist

Customers

12:00 - 12:45 pm Lunch with workmates at an Instagram, Facebook, Internet

affordable food place, Check
phone

12:45 - 3:00 pm Regular Work, Assist

Customers

3:00 - 5:00 pm Do errands, Grocery shop, Internet, Instagram, LINE

Take-out food at a low-cost
restaurant for dinner

5:00 - 5:45 pm Travel Home Internet

5:45 - 6:30 pm Shower, Freshen Up

6:30 - 7:30 pm Prepare and eat take-out food Tiktok, Instagram

for dinner

7:30 - 8:00 pm Clean Up

8:00 - 9:00 pm Leisure Time Youtube, Netflix, Internet,

Instagram

9:00 pm Bedtime

Weekend Schedule (Saturday - Sunday)

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 Time Activity Media Exposure

8:00 - 8:30 am Wake up, Check Phone, Make LINE, Facebook, Internet
Bed, Shower

8:30 - 9:00 am Make coffee, eat breakfast Instagram

9:00 - 10:00 am Do household chores, Clean Youtube

house, Do laundry while
listening to music

10:00 - 11:30 am Blog, Video call with family Facebook, LINE, Internet
and friends

11:30 - 12:30 pm Eat lunch at a restaurant Internet

12:30 - 4:00 pm Tend to scheduled customers Internet, Pinterest, Youtube,

for nail art, DIY Instagram

4:00 - 6:00 pm Meet with friends, Hang out at Instagram

nearby coffee spots

6:00 - 6:30 pm Shower, Freshen Up

6:30 - 7:30 pm Eat take-out dinner, Attempt Instagram, LINE, Facebook,

to cook Tiktok

7:30 - 8:30 pm Read blogs, Write blogs Internet

8:30 - 10:00 pm Leisure Time Netflix, Youtube, Instagram

10:00 pm Bedtime

Media Mix

Social Media Launch

Attributes of the Company Website

Instagram
Facebook
Youtube

Commercial Advertisement Website

Television

Online Selling Website

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 Campaign

Digital Advertisement Facebook Ads

Instagram Ads
Twitter Ads
Official Website
Line Ads
Youtube Ads

Public Relations Instagram’s IGTV

Youtube Mukbang Videos
Twitter Posts
Food Blogs

Billboards Streets

Posters and Banners Train Stations

Underground Malls

Sustaining Advertisements

Events Sponsorships Nippon Professional Baseball (NPB)

Big Screen

Media Rationale

Website and Social Media

The brand uses marketing and social advertising to connect with its target audience. Social
media marketing requires both strategy and creativity; with the use of platforms such as Instagram,
Facebook, Youtube, Twitter, and Line, it can help develop and increase brand awareness through
advertisements and word of mouth. Creating valuable and meaningful content will help the brand
be known and attracted by the public as social media boosts exposure to people quickly and easily.
Also, it attracts the audience to look at the brand’s profile without even thinking about the brand or
products sold. Developing great content will not only further help establish the brand’s image, but
also increase attraction through good quality content through these social media platforms.

Reaching the target audience can not only be formed through social media but also through
the brand’s official website. With its website, it features the brand’s products, offers, and a part
where consumers can freely ask questions in connection with Facebook messaging. A business with
great quality content and information can enhance the growth of the brand as it gives trust, and
builds confidence towards the consumer’s purchasing decision. In connection with social media,

43
posts and ads are a key way to drive traffic and attract more audience to the website. Therefore, an
online presence serves as a huge opportunity for the business as it has the ability to create real
human connections and serve customers on a higher level.

Billboards
Chooks to Go will be allocating funds for billboards to be placed on busy streets, roads, and
highways as it is an effective way to reach as many people as possible whether they are stuck in
traffic or just passing by because they are placed in such busy areas. Precise information and
creative content in the billboards will attract locals and increase store traffic. As a new brand in the
business industry, the brand will potentially hire Japanese influencers to model for the billboard
which will further build brand awareness, impressions, and broadcasting towards the brand.

Public Relations
The brand will celebrate every opening by having a ribbon-cutting ceremony for every
physical store which would increase impressions, and brand awareness. As public relations is one of
the most effective ways to build marketing strategies, Chooks to Go will be sending their products
to famous celebrities, influencers, and food bloggers for them to promote the brand as it creates the
brand’s reputation and ensures consumers’ trust towards the brand. These can subject to the brand’s
success as it builds and maintains a positive public image from the media, press releases, and social
media that will shape a positive opinion from the public.

Event Sponsorships
Chooks to Go would partner up with Nippon Professional Baseball as the highest level of
professional baseball league in Japan. As the country’s most popular participatory and spectator
sport, it will be a huge opportunity for the brand to gain brand awareness and build a positive image
towards consumers. With nearly 20 million fans, attending and participating in these events will
attract professionals, industries, and potential investors that can help kickstart the brand’s image,
success, and expand all over Japan. In these events, people would have the opportunity to try the
brand’s products and have food to snack while watching the event. Advertisements in big screens
during the event will also showcase Chooks to Go and its products that will further remind people
of the brand and set as a memory and experience that can spread internationally with the exemplary
food and quality the brand’s products offer.

Sales Promotion

44
 Chooks to Go offers a variety of products such as sweet roast chicken, pepper roast
chicken, harissa roast chicken, and juicy liempo that consumers can select from. In order for the
brand to gain awareness and recognition to its target audience, they also offer frozen goods such as
marinated chicken tenders, spicy chicken neck, and chicken cut-ups where consumers would enjoy
the same exact flavor and juiciness from their ready-to-eat goods. Consumers of the brand would
not only enjoy the good-quality food but also purchase it at an affordable price as a perfect meal to
bring home to families and friends.

Due to the current pandemic, Chooks to Go will accept advanced orders through their
website, hotline, and social media platforms to ensure safety and follow protocols while consumers
can still enjoy both great quality food and service from the brand.

Target Number of People in every Social Media Platform

LINE 3,000,000

Facebook 1,500,000

Instagram 900,000

Twitter 600,000

45
 Since LINE is the most popular social media platform in Japan, the brand aims to target at least
3,000,000 people, followed by Facebook with 1,500,000 people, Instagram with 900,000 people,
and Twitter with 600,000 people. Through these social media platforms, it will help boost the
brand’s image, reputation, and raise brand awareness with its potential customers.

D. MEDIA PLAN AND SCHEDULE

Quarter 1

46
Quarter 2

47
Quarter 3

48
Quarter 4

49
E. ADVERTISING BUDGET AND ALLOCATION

All values are in Yen (Exchange rate - 1 yen: 0.46 Philippine Peso)

50
 F. CAMPAIGN MONITORING AND CONTROL

In order for Chooks to Go to effectively manage and control the efficiency of its campaign, they are
to establish internally within their executives, marketers, and suppliers a smooth and transparent
communication with each other to avoid any unnecessary and avoidable flaws that can occur. To be able to
properly penetrate the Japanese market, they also have to check for constant sales growth. Reports from
their flagship stall and other stalls around Japan for the first quarter of the year 2023 will be vital to
determine if they are capable of staying in the market and establishing their brand. Next, customer feedback
is also mandatory for each stall to maintain customer satisfaction and create good rapport for more exposure
and positive relationships. In a society and happenings today where social media is the only medium that
helps us stay connected with the outside world, Chooks to Go is also to check their social media advertising
campaign and meticulously track activities per platform to monitor actions and still maintain good
communication with its consumers. The brand must also hold quarterly meetings for its pilot year and
semi-annual meetings for its succeeding years within its executives and its marketing department to be able
to properly discuss the observations they have with regards to their company’s overall performance. This
would help maintain good practices while eliminating the negative ones. Lastly, Chooks to Go is to
implement said discussions during the meetings and effectively execute said changes that are to be made.

G. STATEMENT OF EXPECTATION

When Chooks to Go penetrates the Japanese market, it will definitely be a tough feat to achieve to
gain popularity on its inception. Bringing a foreign brand to Japan will certainly entail obstacles along the
way most especially knowing how culturally attached Japanese citizens are. It is very much expected that
these well-thought off advertising and marketing strategies and campaigns will take off later, but return of
investment surely awaits. With an ever-growing popularity of fast-service, off-premise food chains in Japan,
Chooks to Go will be bringing a whole new different perspective to the Japanese community with a quick
and heavy meal, No Stops, Only Goes and it will be without a doubt that Chooks to Go will eventually be
capable of sticking around against well-established competitors in the country and make a name for itself.

51
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