TOURISM AND HOSPITALITY MARKETING

Pre Finals Task Performance

Sr. Pedro Lechon

Manok
Group 3

Submitted by:
Boricano, Charmaine C.
Co, Eugene
Ison, Shaira Mae
Lozano, Matrix Louise M.
Sacro, Mary Jane I.

Submitted to:
Mr. Earl Patrick Flores
 Table of Contents

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

I. Introduction……………………………………………………………….…….…… Page 3
 Current Situation of the Company……………………………… Page 3
 Environmental Factors……………………………………………….. Page 4
 Competitive Analysis………………………………………………….. Page 4
 Marketing Trends……………………………………………..……….. Page 4
II. SWOT Analysis………………………………………………………………………. Page 5
III. Objectives……………………............................................................ Page 5
IV. Target Market……………………………………………………………………….. Page 6
 Demographics……………………………………………………………. Page 6
 Psychographics…………………………………………………………… Page 6
V. Marketing Strategy………………………………………………………………… Page 6
 Product Strategy……………………………………..…………………. Page 6
 Pricing Strategy………………………………………………………….. Page 7
 Branding Strategy………………………………………..…………….. Page 8
VI. Conclusion…………………………………………………………………………….. Page 9
References……………………………………………………………………………………….. Page 10

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Executive Summary
Ang Lechon Manok ni Sr. Pedro was a product of Anakciano Inc. offering sweet, mouth-
watering smell and cooked to tenderness lechon manok or roasted chicken that captured the
Pinoy palate by storm. Anakciano, Inc. has its commercial farms as well as contract farms to
provide the birds needed to supply its business.
Ang Lechon Manok ni Sr. Pedro roasted chicken quickly charmed the taste buds of
Filipinos and from its first outlet, it now has more than 500 outlets scattered around Metro
Manila and key cities nationwide. Ang Lechon Manok ni Sr. Pedro has taken a giant stride to
culinary fame and fortune.
Sr. Pedro Lecon Manok affects the environment because it contributes on the air
pollution. Air pollution can damage crops and trees in a variety of ways. Ground-level ozone can
lead to reductions in agricultural crop and commercial forest yields, reduced growth and
survivability of tree seedlings, and increased plant susceptibility to disease, pests and other
environmental stresses (such as harsh weather). Aluminum foil is not inherently bad for the
environment. It breaks down fairly quickly and can be recycled and reused. However, aluminum
production and the amount of foil that accumulates in landfills are what make it non-eco-
friendly.

I. Introduction
Lechon Manok ni Sr. Pedro was a product of Anakciano Inc. offering sweet, mouth-
watering smell and cooked to tenderness lechon manok or roasted chicken that captured the
Pinoy palate by storm. Anakciano, Inc. has its commercial farms as well as contract farms to
provide the birds needed to supply its business. Today, Lechon Manok ni Sr. Pedro has over 500
branches nationwide. Anakciano Inc. was founded by Peter Unabia or simply Pedro to his
friends. In 1992, Peter sought the help of his brothers particularly Nieto Unabia, to put up a
small road-side roasted chicken outlet in which he named. Sr. Pedro have a 500 branches
nationwide and as of know the other branches was close including Sr. Pedro San Isidro
Paranaque and Sr. Pedro Project 4 Quezon City was permanently closed because they have lack
of Innovation products and there's no have any promotional video or flyers to get more
customers and also their places since stall type they also need to renovate and provide accurate
place and put the dine in and take out kind of service to maintain their business. customers and
also their places since stall type they also need to renovate and provide accurate place and put
the dine in and take out kind of service to maintain their business. There was a price increased
happened also in Sr. Pedro Lechon Manok through the years. And, as of 2022, the whole lechon

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manok price is 270 pesos. Some of their branches also participated in online delivery like
Foodpanda.

One of the major impacts of Sr. Pedro Lechon Manok in our environmental was the air
pollution. Every time they have to roast a chicken the air that comes from their was already
polluted which has a big impact since it can affect all things. It is harmful to our health, and it
impacts the environment by reducing visibility and blocking sunlight, causing acid rain, and
harming forests, wildlife, and agriculture. Greenhouse gas pollution, the cause of climate
change, affects the entire planet. Long-term health effects from air pollution include heart
disease, lung cancer, and respiratory diseases such as emphysema. Air pollution can also cause
long-term damage to people's nerves, brain, kidneys, liver, and other organs. Aluminum foil is
not inherently bad for the environment. It breaks down fairly quickly and can be recycled and
reused. However, aluminum production and the amount of foil that accumulates in landfills are
what make it non-eco-friendly.
The Direct competitors are Chooks to go- Andoks. Bounty Agro Ventures (BAVI), the
owner and operator of the Chooks to Go chain which sell Original Roast Chicken, Sweet Roast
Chicken, Pepper Roast Chicken. Company president and general manager Ronald Mascariñas
said that Chooks to Go aims to have 1,100 stores by the beginning of 2013. Chooks to Go
started in 2007 with ten outlets. After two months, eight of the ten outlets failed due to dismal
sales of only five to 20 birds per outlet per day. To break even, each outlet needed to sell at
least 30 birds per day while the story of Andok’s began in December of 1985 when a man by the
name of Mr. Leonardo “Sandy” Javier Jr. decided to establish a ‘Litson Manok’ stall along West
Avenue in Quezon City, Philippines who also offers Litson Manok, Liempo, Dokito. Andoks and
Chooks to go are one of the direct competitors of Sr. Pedro Lechon Manok because these two
competitors were known because of their Lechon manok as well as Sr. Pedro Lechon Manok.
Also, they didn’t offer dine-in services, so you can just only avail their Lechon manok through
their stall nationwide. When it comes to Indirect competitor, we do have Master Siomai- Turks
Shawarma. Master Siomai began as Masterrific Foods back in 1999 as a company specializing in
the production and distribution of processed meat such as ham, bacon, burger patties and
siomai. By the year 2007 the Company ventured into Food Cart and Franchising of its siomai
products under the brand name Master Siomai offers different flavor of siomai. Turks is a food
company owned and operated by ZENAROSA FOOD CORPORATION, headed by MR. GEM L.
ZEÑAROSA as President and CEO. TURKS started in 2007 as a food cart in SM City Sta. Mesa
Food court in Quezon City. It is engaged in selling mainly BEEF PITA WRAP, freshly cooked and
prepared upon order. While Master Siomai and Turks are also examples of their competitors,
however, since these two businesses didn’t market a same product which is Lechon manok we
consider them as Sr. Pedro Lechon manok indirect competitors. They are also using a chicken
for their product but in a different way of cooking. Also, do have a same target market or
consumer and that is people who are not more likely into dine-in services.

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 Marketing trends is one of the reason why Sr. Pedro Lechon Manok didn’t able to compete
properly with their other competitor. In this modern era, we all know that social media plays
bigger role in every people. Which happened that Sr. Pedro Lechon Manok are not able to seen
the importance of social media and how can it help them to market their product. They didn’t
update and trying to engage with their customers on social media. Knowing that most people
are always on social media, they must engage with them and boost their social media accounts
to gain more followers that can be their customer. Also, they don't have any TV commercials
and upon checking they doesn't have any ambassadors that will help them to reach more
customers. Unlike Chooks to Go who has Vic Sotto, and Baliwag Lechon Manok who has Joey De
Leon.

II. SWOT Analysis

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

 Their prices were  Promoting  Franchising benefits  Inflation

cheaper than their products  Investors  Lack of resources
their other  No dine-in  Customer or shortage
competitor services Satisfaction  Late delivery
 Lot of branches  Lack of variety  Generate  Theft or
 Loyal customer in products Employees sabotage of
 Known  No  Increase Revenue equipments
nationwide renovations  Bird related
 Accessible on disease
branches infrastructures  Lack of Security
 Hygiene and
Sanitation

III. OBJECTIVES
By these objectives, we aim to help Sr. Pedro Lechon Manok to boost their product and
introduce a new idea that can help them to be recognized again in the market. We are not just
focusing on the improvements of their product but also with their physical store.
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 1. Implementation of Dine-in services for Sr. Pedro Lechon manok to gain more
customer.
2. Engage more on social medias and promote/advertise the products with the help of
influencers. And check the improvement on the reach of the social media platforms.
3. Upgrade the stalls, the quality and modernization of the logo and it’s tag line.
IV. Target Market
In finding for Sr. Pedro Lechon Manok target market, we looked for 40 people on social
media who had positive reviews about their products and services. You can see below some
characteristics of their target market both demographics and psychographics

•Demographics
Most of Sr. Pedro Lechon Manok customers on specific variables, such as age, gender,
religion, occupation, and ethnic groups. Most of their customers are Young Adults starting from
age 25-40, and most of them are Online Sellers. Muslims because their main product is Chicken,
which is the main source of protein that Muslims consumes. Adults and Senior Citizens from
age 40-60+, knowing that Sr. Pedro Lechon Manok starts from 1992 so their loyal customers
now prefers the authenticity of their product. Catholics/Christians because Sr. Pedro Lechon
Manok started from Cebu, which is full of Christians/Catholic people. And the last is the
Motorists, knowing that most of Sr. Pedro Lechon Manok branches/stalls are located in streets
or sidewalks, so it’s very accessible for motorists.

•Psychographics
The target market of Sr. Pedro Lechon Manok are the higher, middle, and lower class
people who loves to eat and try their authentic Lechon Manok. And also their social class and
personality characteristics. Any people who craves on Lechon Manok, Health-conscious people,
and People who is willing to visit the stalls of Sr. Pedro Lechon Manok are the examples.

V. Marketing Strategies

Product Strategy
Given that the business is gradually losing favor with the public, it should use the media,
particularly social media, to advertise their goods since they can do so by utilizing this form of
advertising. Many individuals or people are now concentrating on their technology or devices;
perhaps the corporation could step forward that could save their company. Its market or profit

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can be increased by using social media as a platform for marketing or promotion. The brand or
business will once more get the attention of many people.

A. Dine-in/Rice Meals with Different Chicken cuts (P59-P79)

Knowing that Sr. Pedro Lechon Manok doesn’t offer dine-in services or any rice
meals. We think that offering rice meals can help them gather more customers. Because
the customers will have a choice on either buying the product and take it home or just
eat it there. It will also attract customers that are just curious to try the authentic
Roasted Chicken of Sr. Pedro Lechon Manok and not willing or can’t afford to buy the
whole chicken.

B. Cebu Atsal/Atchara (P99 per (240g) bottle/P5 on rice meal)

Sr. Pedro Lechon Manok is originated from Cebu and Atsal or Atchara is one of
Cebu’s famous food product. It is a great complementary for their Roasted Chicken
because it will give new flavors and textures like the acidity which comes from the
vinegar, the crunchiness of bell pepper, and the softness of Papaya. And when
customers dine in on Sr. Pedro Lechon Manok, they can have different components
aside from their main protein which is the Roasted Chicken.

C. Sweet and Spicy Style Roasted Chicken (P289)

Most Filipinos loves some sweetness on their food and others also like some
touch of spicyness on it. That’s why we will try to offer this one of the new flavor that
will help and give different variety on Sr. Pedro Lechon Manok’s menu. The combination
of this two flavors that most Pinoys loves will help boost the business.

 Pricing Strategy
When it comes to pricing strategy, we studied about every pricing strategy before
we came up with these 3 strategies, these are chosen pricing strategies that are suitable
and can help us to market our product again;

A. Psychological Pricing

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 We find this strategy effective because most of us thinks that an item is more
affordable when the number is lower than a whole number. So our product price will be
P59-79, P99, and P289.

B. Market Penetration Pricing

Sr. Pedro Lechon Manok was known for its affordable prices, despite of the
inflation, we will still set a low initial price selling to penetrate the market quickly, also,
to attract many buyers since it is not just affordable but we will make sure the quality of
it.

• Branding Strategy
When it comes to branding strategy, we look for most effective strategies to market
our product again. We aim to attract more customer by improving and enhancing our logo and
slogan for Sr. Pedro Lechon Manok. These are chosen branding strategies;
A. Service Branding
We find this branding strategy as one of the best way to market our product again.
We will implement a Dine-in services for Sr. Pedro Lechon Manok so that we give them an
option whether to take-out their order or consume it through dine- in. Also, this can help us to
provide to our customer a world-class service which is new to them. We also aim to use
excellent service to add value to our customer.
B. Online Branding
By using online branding, we can be able to attract a lot of customer again by
interacting with them through our social media account. One of the factor when customer is
thinking about the product that they want to purchase is because of their idols. By taking an
advantage to some ambassador or social media influencers, it can also help our future
customer to be familiar with our product and decide to choose it.

C. Sr. Pedro Lechon Manok Logo

This is the new design and improved logo of Sr. Pedro Lechon Manok. This is more
modern and appropriate on digital world. We design it by putting an abstract of colors that is
more eye-catching to the customers.

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D.The taste that you can’t resist (slogan)
We choose this slogan because it is evident that when you taste this authentic
Lechon Manok, you can’t resist it and you will purchase it again, especially now that
it’s improved and more delicious.

VI. Conclusion

In order for us to help Sr. Pedro Lechon Manok on marketing their products. First is we
need to understand the company and their current situation. Next is what are their products
that is offering to the public. Because without knowing those, then you can’t understand what
and where the problem is and you will not able to solve it. And knowing that the main product
is roasted chicken, then these are the steps and the objectives for us to help Sr. Pedro Lechon
Manok shine again.

We focuses on how will they adapt on the marketing trends and engage on social media
to advertise their products. Knowing that most of the people are always on social media. Next is
we focuses on their strengths that will lead them against competitors. Then we also innovate
their products like adding more flavors on the menu, adding dine-in services, and alternative
components. We also make ways on how will they improve their weaknesses and eliminate the
threats that can harm the business. Last but not the least is we try to enhance and improve
their branding for them to gather more customers, because we know that adding aesthetics
and being more modern will catch customers attention.

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 We therefore conclude, that by using these strategies is we can really help Sr. Pedro
Lechon Manok to become marketable again. But of course, the business must still observe the
total quality system on their product and their staff. And also build an atmosphere that can be
peaceful to the organization. Because we believe that it always starts on the core and the core
of the business are the employees and employers. On that way and by enhancing, improving,
and innovating then they can really exceed customer’s satisfaction.

References

 https://m.facebook.com/SrpedrolechonmanokOfficial
 https://graduateway.com/company-background-ang-lechon-manok/
 https://m.yelp.com/biz/ang-lechon-manok-ni-sr-pedro-quezon-city
 https://www.tripadvisor.com.ph/ShowUserReviews-g298449-d11637332-r425029721-
Ang_Lechon_Manok_Ni_Sr_Pedro-Metro_Manila_Luzon.html
 https://www.google.com/search?q=reviews+of+sr.+pedro&oq=reviews+of+sr.
+pedro&aqs=chrome..69i57j33i22i29i30.18281j0j1&client=ms-android-xiaomi-
rvo3&sourceid=chrome-mobile&ie=UTF-8#lkt=LocalPoiReviews&lpg=cid:CgIgAQ%3D
%3D&trex=m_t:lcl_akp,rc_f:rln,rc_ludocids:11330783440046516296,ru_gwp:0%252C7,r
u_lqi:ChRyZXZpZXdzIG9mIHNyLiBwZWRybyICOAFI4eWE9citgIAIWiEQABABEAIQAxgCGA
MiE3Jldmlld3Mgb2Ygc3IgcGVkcm-
SAQxjaGlja2VuX3Nob3CqARsQASoXIhNyZXZpZXdzIG9mIHNyIHBlZHJvKAA,ru_phdesc:4y_
5IGbnZ3I,trex_id:iqyTfe
 http://sanasanz.blogspot.com/2009/02/sr-pedro-lechon-manok-key-to-their.html?m=1
 https://www.scribd.com/document/555032000/Marketing-the-Sr-Pedro-Lechon-Manok
 https://www.rappler.com/life-and-style/food-drinks/perseverance-led-lechon-manok-
ni-sr-pedros-success/
 https://aboutcagayandeoro.com/misamis-oriental-sr-pedro-best-lechon-manok-manila/
 https://www.google.com/amp/s/www.sunstar.com.ph/ampArticle/184186
 https://www.studymode.com/essays/Sr-Pedro-46256664.html
 http://serdef.org/2012/03/sr-pedros-success-linked-to-partnership-with-small-farmers/

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