BALIWAG POLYTEHNIC COLLEGE

Dalubhasaan Kong Mahal

2nd Semester
A.Y. 2021-2022
BA04
BUSINESS MARKETING
______________________________________________________________________________

“In partial fulfillment of the requirements in Business Marketing”

“Pinoy Select”

Submitted by:

Lagman, Jamie C.

Larin, Kristine B.

Sarrondo, RiaNicole N.

De Leon, Rupert John Angelo.

Esguerra, Harold M.

Bidaja, John M.

Labog, Astropher O.

Abion, Peter A.

Submitted to:

MR. RECTO RACELIS

May 25,2022

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 TABLE OF CONTENTS

Pages

Executive Summary ………………………………………………………………………...3

Company Background ...…………………………………………………………………….4

Situational Analysis ………………… ……………………………………………………...5

Marketing Analysis...…………………………………………………………………….......5-6

Market Size ……………… …………………………………………………………………5

Market Growth rate………….…………….………………………………………………...5

Market Profitability …………………………………………………………………………5

Distribution Channels ……………………………………………………………………….6

Market Trends……………………………………………………………………………......6

Customer Analysis……………………...…………………………………………………... 6

Competitive Analysis………………………………...………………………………………7

SWOT analysis……………………………….….…...……………………………………...8

Marketing Objectives…………………………………...…………………………………...8

Marketing Strategies……………………………………………………………………..….9-10

Product/ Service Strategies…………………………………………………………….……10-11

Pricing Strategy……………………………………………………………………………...11

Distribution Strategy……………………………………………………………………..…..12

Advertising and Promotional Strategy………………………………………………….…...13

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 EXECUTIVE SUMMARY

The Pinoy Select is intended to be a full service, three-meal-a-day restaurant. It is to be

located overlooking the tourist spot in DRT, Bulacan. The renovated facility will seat
approximately 90 seats. The restaurant will feature a full menu compliment of moderately
priced, breakfast-lunch-dinner teams. The menu will be influenced by Traditional Filipino
Foods. The revenues will come from 4 elements of the restaurant operations: 1. Serving the
Filipino food that originates from our motherland, Philippines.

Company Background

Our team are now introducing the taste of the Philippines, serving the Filipino food that
originates from our motherland, Philippines. Philippine food culture is a reflection of the
country’s complex past featured by three centuries of Spanish colonization and fifty years
of the American rule. Serving lutong bahay that every customers and potential customers
will surely love and make them purchase more.
Pinoy select is not just a common dishes our product is Filipino food. The food we serve
are always fresh and newly cooked, there are Filipino people who loves to eat with a very
natural ambiance in our restaurant we’re assuring our customers the natural ambiance of it.
For having a delicious Filipino food and for having a such great ambiance, they’ll not regret
on eating and choosing Pinoy Select.

We the researchers main goal is to make them love more our own cuisine and
appreciate the value and importance of Filipino food. Especially for these potential
customers which we are looking for tourists, we want them to taste the different Filipino
food, we also promote the most popular food like sisig and also some healthy food for those
customers who are conscious for their health. It contains nutritious ingredients that is very
affordable and yet remarkable in taste. The purpose of this marketing plan is to achieve the
goals of the restaurant, be profitable and make a remarkable name for those individuals
that are planning and aspiring to establish their own business.

To attain this, the project focused on the following objectives;

• Retain existing customers

•Win potential customers in the target market by different strategies including social
media platforms.

•Consistency in terms of staff, quality and experience.

To accomplish these objectives, after analyzing the external and internal environment
of the restaurant, identified the marketing strategies that will use to achieve its objectives.

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SITUATIONAL ANALYSIS

 STRENGTH

Reasonable pricing Menu Quality Neat and clean environment

 WEAKNESS

Poor customer service Long wait times Noise levels

MARKET ANALYSIS

Market Size

Pinoy Select restaurant originally from Albarsha Dubai and we have a branch here in
the Philippines located in Doña Remedios Trinidad or DRT, Bulacan this place is the perfect
place to be known because the place is also a tourist spot.

The company is also globally competitive even if our restaurant is not really famous we
assure you that you will be satisfied in our dishes. With over 5 branches in some countries
like United States, Germany, and also in the Philippines. A total of 2 billion pesos for the
renovations and also 2 billion pesos for the investment in our restaurant. One of the newest
hub to find authentic Filipino dishes is located in Al Barsha and also here in Doña Remedios
Trinidad (DRT), Bulacan, Philippines.

The place is colorful and striking, we are sure to catch your attention. The restaurant
has an ample seating with clean and peaceful environment and the place capacity will seat
totally 90 seats. This place is highly recommended, affordable and food was amazing.

MARKET GROWTH RATE

Based on our assumption, the average customer we can get in a period of one month is
1800 people because it is not peak season anymore. But, if it is peak season, the average
number of people that we can accommodate within one month will be around 1,800 to
2,000 people because our locations are near the tourist spots.

Our target market is tourists and the cost of each meal is 99 php, where the tendency
sales show is P178,200 in one month. Whereas the market growth rate of Pinoy Select
starts to get P178,200 sales/profit in 1800 people per month, our average customer per
day is around 60 people. In the second month, we got an increase of 200 customers, and the
total profit was P198,000, which shows an increase from the first month.

We're also enhancing our food preparation, building more efficient equipment, and
optimizing components of our restaurant design to help our managers and staff provide
better cuisine and a better customer experience.We believe Pinoy Select is leading the
change to a new level of quality for quick-service restaurant meals because of this
concentration and dedication.Pinoy Select's success stems from "keeping everything
focused" on improving the food and streamlining procedures. Pinoy Select has decided not
to provide breakfast, lunch, dinner, or dessert, as well as other new menu items, citing "our
decision that we would be better served enhancing our current structure. "Pinoy Select’s is
expected to grow as time goes on.

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MARKET PROFITABILITY

Our team will make sure that our team will assure that our food that are offered, meet
the standards. In that way we can assure that the business is profitable.

We will also make sure that we will track every expense and incomes that comes in and
comes out, in order for us to know if we are profitable or not, also making our business to
be relevant in the social media platforms to gain engagements that will turn into potential
customers.

DISTRIBUTION CHANNELS

Phone number: 0995-746-2731 : 0942-653-7890

Telephone number: (63)02-87690264

Website: www.pinoyselect.reservations.com

Facebook page: Pinoy Select Ph

MARKET TRENDS

We're looking into the trends we've noticed at Pinoy Select Restaurant near DRT in
Bulacan. The first one is an environmental issue like the COVID-19 virus. This trend will
affect the operational status of the restaurant and also the Pinoy Select announces that
customers are not allowed to dine-in at the restaurant to avoid the spread of viruses. The
second trend is the long time waiting for orders in Pinoy Select Restaurants. This can
happen when the restaurant is crowded with customers. Some new customers are also
waiting a long time before we pick up their orders.

The third trend is customer service complaints against drivers and delivery personnel.
This will happen when the delivery personnel do not find the addresses of the customer.
The customer's complaints are about waiting a long time to deliver their orders. This
delays the customer's satisfaction about the result of their orders because of the amount of
time that we spent during delivery.

CUSTOMER ANALYSIS

In market strategy, participating in some form of customer analysis of customers to

consumers is a must to complete to get goods or services by paying more or going out of
their way. The customer analysis focuses on you to your preferred customer base and is
crucial in determining if you are serving the right types of food at the right price levels. This
information can guide any improvements you need to make to increase profits and keep
satisfied customers.

The goal of the study was to examine customers' definition of quality when it comes to
restaurant services and the preferences and opinions of target customers of your
restaurant, specifically for a segment of the larger dining market targeted to markets that
are determined by a combined analysis. Restaurants should be aware of their customers'
wants and needs as these are the key factors in major business decisions. Customer
analysis is a critical component of any business plan in all stages of growth.

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 When you analyze your customer, you define who your target markets are. Customer
profiles can also help develop targeted marketing plans and help ensure that products meet
the needs of their intended audience. Customer analysis helps identify target market
segments that are predisposed to preferring your products over those of your competitors.
To better serve their customer base and more effectively acquire new customers,
organizations need to delve into the details of individual interactions to understand the
relationship between each customer touch point and the value it delivers to customers.

COMPETITORS ANALYSIS

The purpose of this type of analysis is to gain a competitive advantage for Pinoy Select
in the market and improve our business strategy. Without a competitor's analysis, it’s
difficult to know what others are doing to win clients or customers in our target market. At
this point, we chose Ron’s Tapsi sa DRT and Max Restaurants as our indirect competitors.
TABLE 1: Menu offers and Prices

Business Names Menu offers

Pinoy Select Pork Sisig Sisig Bangus Chicken Sisig Sisig Tofu
Php 99.00 Php 99.00 Php 99.00 Php 99.00
Ron’s Tapsi sa DRT Pork Sisig Rice Inihaw Rice Sizzling Hotdog Chicken Inasal Rice
Php 100.00 Php 100.00 Rice Php 120.00
Php 70.00
Max Restaurants Whole Fried Sizzling Tofu Fresh Lumpiang Crispy Pata
Chicken Php 349.00 Ubod Php 1,109.00
Php 575.00 Php 149.00
The items listed above are only a sample of what is available on each business's menu.

TABLE 2: Competitor analysis framework

Business Names
Pinoy Select Ron’s Tapsi sa DRT Max Restaurants
Phone number (63)02-87690264 0932 267 4406 (044) 761 0746 / 0917-
0995-746-2731 627-7650/ 0923-492-
0942-653-7890 7189
Location Doña Remedios Trinidad, Butarero Street Barangay, Camachin SM Baliwag, Doña
Bulacan Bulacan, Philippines Remedios Trinidad Hwy,
Pagala, Baliuag, 3006
Bulacan
Price Range It depends on the product 70-120 pesos 42.90- 3,189 pesos
offered.
Target Audience All ages All ages All ages
Marketing strategies Facebook, Instagram, Facebook, email Food Panda App, Google,
(Promotional Materials) Flyers, Brochures, Poster, address( xyrencastro22@gmail.com), Tarpaulins, TV
Tiktok, Twitter, and Printed materials( Tarpaulins) and Commercials, Grab App,
Tarpaulin. Google and Facebook
Key advantage The food we serve will Aside from very affordable foods, They're a well-known
always be fresh and newly they’re friendly to every customer and establishment that offers
cooked. Afforrdable price offer free WiFi. local cuisine and free
souvenir items.
Customer As per Google reviews, they got a 4.4 As per Google reviews,
satisfaction(Review) NA star rating (based on 9 reviews). they got a 3.9 star rating
(based on 18 reviews).
Strengths Menu prices are Very accommodating staff, good and They offer a variety of
reasonable, and the affordable food. Filipino food and
environment is neat and scrumptious meals with
clean. the perfect ambience.
Weaknesses Noise levels, poor Funds are limited and do not offer food Poor service and orders
customer service, and delivery. take too much time.
orders taking too much
time.
Service options We offer dine-in, take-out, They offer dine-in, and take-out only. They offer dine-in, take-
and free food delivery out, and food delivery.
within the barangay.
Data is gathered based on surveys and online research.

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SWOT ANALYSIS

●STRENGTH

Reasonable pricing Menu quality neat and clean environment.

●WEAKNESS

Poor customer service Long waiting periods Noise levels

●OPPORTUNITIES

Attract new customers through special offers. improve the overall customer experience.
build stronger customer relationships.

●THREATS

Inconsistency of customer taste New in the market, direct and indirect competitors
nearby

MARKETING OBJECTIVES

 Generate Brand Awareness

Increasing social media impressions among new target makrets by sharing and
posting blogs in any social media platforms like Facebook, Twitter, Instagram, TikTok, etc.

 Increase Sales

Boosting conversion by 3% by increasing website traffic by publishing three new blog

posts per week by the end of the year.

 Attract New Customer

 By having discounts or any promos on the current products and by establishing a

partnership with 1 or 2 influencers by the end of the year to engage their followers.

 Increase Market Share

By lowering the price, we can increase the product's market share by 5% by the end of
the year.

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MARKETING STRATEGIES

BROCHURE

POSTER

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 TARPAULIN

PRODUCT AND SERVICE

Product

Our product is Filipino food. The food we serve is always fresh and freshly cooked.
There are Filipino people who love to eat with a very natural ambiance in our restaurant.
We’re assuring our customers of the natural ambiance of it. They'll not regret eating and
choosing the Pinoy Select for having delicious Filipino food and having such a great
ambiance.

Pork Sisig Chicken Sisig Sisig Bangus

Sisig Tofu Chicken Adobo Pork Adobo

Pinakbet Chopsuey Butter Shrimp

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 Relyenong Bangus Graham de Leche Fruit Salad

Service Description
The Pinoy Select is a comfortable, inviting restaurant designed to make our customers
feel as if they are enjoying the place and food service in a world all to themselves. The decor
and theme are centered around the custom-made natural ambience, a unique show kitchen
grill on the dining room side, and a sizzling. The energy and atmosphere of the restaurant
are high.

The real power and energy of the restaurant comes from the attentive and courteous
service provided by our floor staff and the indescribably delicious Filipino food and other
entrees lovingly prepared by our motivated kitchen team. so that all food comes out
prepared perfectly and on time. The other manager attends to the flow of the dining room,
there to facilitate outstanding customer service and satisfaction. Our floor managers are
extremely high-profile, taking the time to greet every customer at some point in their stay.
Our customer service policy is simple: all customers must leave happy about our service
and food!

Type of Service
A casual dining restaurant (or sit-down restaurant) is a restaurant that serves
moderately priced food in a casual atmosphere. Except for buffet-style restaurants, casual
dining restaurants typically provide table service. Chain examples include Harvester in the
United Kingdom and TGI Fridays in the United States.Casual dining eateries are perfect for
families and friends who want to go out for a nice dinner but do not have to deal with
skyrocketing prices or dress up.

If you're someone who doesn't like to prepare meals but hates all the options at a
restaurant, you should go to our PINOY SELECT. This restaurant in DRT only serves Filipino
food called "lutong bahay."

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PRICING STRATEGY

Pinoy Select’s pricing strategy will be Market Penetration Pricing. It is appropriate for
the business because it attracts buyers to a new product by offering a lower price on its
initial release. After generating sufficient interest and gaining market share, a corporation
will begin to gradually raise the price back to market levels.

This is done to introduce new items to consumers without putting themselves at danger.
Because practically all customers will engage in the purchase and testing of a new product
that is new to them. It will pique their interest when the items or services that they
regularly purchase debut a brand-new product. It will also increase brand loyalty. This
method enables an initial product to gain new clients by drawing them away from
competitors. They can instantly raise potential clients’ awareness.

Pinoy Select gets its product or service quickly accepted and adopted by our customers.
Competitors are typically caught off guard by a penetration pricing strategy and are
afforded little time to react. Our business has a marketing technique for offering a product
or service at a reduced rate to better compete in the industry. Pinoy Select is allowed to
engage new customers who may appreciate a discount. Afterward, a company can either
increase the price of the product or service or offer a different version of it at a higher
price.Our pricing strategies often have a long-term objective of improving our company's
status in a chosen industry and retaining more customers who may feel inclined to choose
a familiar brand in the future.

DISTRIBUTION STRATEGY

Our distribution strategy is that our products to be used we will pick up from our
supplier and store them in our warehouse. Since we operate a restaurant, customers will go
directly to our store to taste the ones on the restaurant menu. The firm’s restaurant
personnel also typically use personal selling to encourage customers to buy more products
from the menu, in addition to what they have already ordered. Our business will use flyers
and social media to help attract new customers to our business.

ADVERTISING AND PROMOTIONAL STRATEGY

Pinoy Select’s target market is for all ages, probably to the ones who are bored eating at
fast food chains and other types of food establishments that offer different kinds of foods
from different cuisines and to those who are visiting the beauty of DRT, the tourists. We
would like the customers to come to enjoy our authentic and traditional Filipino food that
they might have missed eating. Also, we look forward to having you as one of our
customers. Families, couples, and groups of friends are the target market, as are people
who love Filipino food and those who miss it. The types of promotion strategies that will be

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used are the following: Online promotions using social media platforms: with the use of
social media platforms such as Facebook and Instagram, Pinoy Select will connect to other
people who will visit the location and may try the restaurant. Offline promotion using
advertising: using coupons, flyers, discounts, freebies, and tarpaulin for passerby to notice
the restaurant.

Pinoy Select also uses different types of promotional strategies that will help promote
our products and services. These are:

Social Media There are various platforms online where we can promote our products and
reach a huge number of audiences. We plan to make a Facebook and Instagram page where
consumers and customers can send us messages with their orders. By using this platform,
we can make people aware of our product. We can talk about its uses and how it is essential
for them. In addition to this, we can show people how our product is better than other
similar products.

Brochure Using brochures in sales promotion can stimulate sales. This marketing activity
adds extra value to our sales force and to our ultimate customer, thus increasing the
number of sales in Pinoy Select.

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Poster We will place a poster where our target demographic travels and can see the
products we offer.

Tarpaulin We can use tarpaulin in our business to make people aware of our business.

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