Rc Cola Marketing Plan Essay

I. Executive SummaryThe 2013 merchandiseing Plan of Adobo corporation chain of restaurants outlines an approach in sales advancement as a currently established restaurant in tube-shaped structure Manila and to sustain in the preceding categorys of business. Since the establishment couldnt spread out a commercial advertisement, we believe that providing leaflets and other kinds of cheaper advertisement as our sales promotion. To sustain in the preceding years, a product diversification for a sensitive tar ingest market is our proposal. The sales target are roughly around P 500, 000, 000 for next year or a 5% projected step-up in sales.1II. Company BackgroundA. Company HistoryEstablished by a Harvard Business School graduate, Mr. Jerome Uy, Adobo partnership is a chain of restaurants that eccentric the feed and feeling of the Filipino home to everyone. Having around P 5, 000, 000 as an initial capital, the first store was opened in November 2010 in Makati. Backed bythe sam e team that won the Best Foreign Franchise in the cc9 Entrepreneur Franchising Awards, Adobo linkup is now one of the fastest-growing Filipino franchises having 40 stores in Metro Manila and another 9 stores soon-to-open.2A. Company Marketing Organizational Chart3B. Current Marketing mooringA. Market slurAdobo alliance now is one of the fastest-growing Filipino franchises and the largest feed franchise dedicated to our national spectator. The initial investment is at least P3.75 Million (including the franchise fee), depending on the sizing and condition of the location. The restaurants briny buyers are Filipinos. They prefer Adobo Connection because of its delicious food at an everyday-afford able price, good ambiance and quick service.B. Company Situation1. Historical Company Data 2010 2011 2012Industry Sales 1 700 000 000 2 390 000 000 3 260 000 000 Company Market Shares 7.05% 10.04% 14.11%Sales Revenue 120 000 000 240 000 000 460 000 000Row 1 shows the industry sales of th e whole adobo restaurant from 2010-2012. Row 2 shows the company market share of Adobo Connection in the entire industry. Row 3 shows the sales revenue of Adobo Connection from 2010-2012. 42010 Sales Market ShareAdobo Connection 120 000 000 7.05%Adobo land 80 000 000 4.70%Others 1 500 000 000 88.23%Total 1 700 000 000 snow%2011 Sales Market ShareAdobo Connection 240 000 000 10.04%Adobo Re state- surviveed 150 000 000 6.27%Others 2 000 000 000 83.68%Total 2 390 000 000 100%2012 Sales Market ShareAdobo Connection 460 000 000 14.11%Adobo Republic 300 000 000 9.20%Others 2 500 000 000 76.68%Total 3 260 000 000 100%C. Competitive SituationAdobo Connection major competitor is Adobo Republic. This competitor has different strategies, valuations, competitive advances and niches in the market. With its niche market and undeniably fair-priced offerings, Adobo Republic has entered the process of expansion and currently has 3 branches, with more to come. And is continuously expanding and crea ting new stores with massive and comfortable ambiance. New home-style meals are currently being developed to offer a wide variety of dishes to their customers. 5COMPETITIVE LIST OF ADOBO CONECTION AND ADOBO REPUBLIC PRODUCTS AND ITS PRICES ADOBO CONNECTIONPRODUCTS REGULAR WITH dope & DRINKAdobo Specialties Solo ServingKuyas Fried Chicken Adobo Meal 99.00 115.00Kuyas Fried porc/Mix Adobo Meal 109.00 125.00Chicken Adobo saGata Meal 109.00 125.00pork/Mix Adobo saGata Meal 119.00 135.00Mamas Sweet Chicken Adobo Meal 99.00 115.00Mamas Sweet Sweet Pork/Mix Adobo 109.00 125.00Lolas unblemished Chicken Adobo Meal 109.00 125.00Lolas Classic Pork/Mix Adobo Meal 119.00 135.00ADOBO REPUBLICPRODUCTS REGULARADOBO GALORE(w/ Salted Egg & Tomato) Solo ServingAdobo Diablo(Hot & Spicy Pork w/ Adobo Rice) P120.00 Adobo saGata(Chicken, pork, or Mix w/ Steamed Rice) 115.00 Adobo Pork (W/ Adobo Rice) 115.00Adobo Mix (Chicken, Pork w/ Adobo Rice) 115.00Adobo Chicken (w/ Adobo Rice) 110.00Adobo Liver ( w/ Adobo Rice) 110.00Adobo Squid (w/ Steamed Rice) 110.00Adobo Flakes (w/ Adobo Rice) 100.006D. distribution SituationAdobo Connection Franchise main patch is located at Jollibee Center 9th floor, San Miguel, Pasig City. It has several stores in Pasig, Manila, Makati, Quezon City, Mandaluyong, Taguig, Pasay, Muntinlupa, Las Pinas, Paranaque, Caloocan, Malabon, Calabarzon area, and Cebu. At present, the company has grown from 18 to 45 branches nationwide. There are 8 branches in Manila 7 branches in Calabarzon area 5 branches in Quezon City 4 branches in Makati 4 branches in Mandaluyong 2 branches in Pasig 2 branches in Muntinlupa and 1 branch in Taguig, Pasay, Las Pinas, Paranaque, Caloocan, Malabon and Cebu and others are under construction in some places. E. Macro Environment SituationThe Philippines has long been undermined with long-term structural problems such that sustainable economic development is yet to be a dream come true. It has been affected by the crisis in a declin e in these aspects export and foreign direct investments. Heavily dependent on electronic and semiconductor exports, the Philippines has seen a downward trend in its export earnings as countries in demand of these exports are now in recession. Foreign direct investments (FDI) lowered because of investors losing confidence in the pecuniary market. put down Foreign direct investments mean slower economic growth. Having such power and confidence, Adobo Connection has now reached its popularity in the market world. With the continued use of Adobo Connection brand, logo, and administration Research & development and new placard offerings HR, legal, and finance consultation and Continuous training Graphic design for marketing and store designs Inclusion in public relations and national marketing campaigns and effortsand step control and audits, it achieved lots of development in a short period of time. And it motivates the owners to re-create and conceptualize Adobo Connection to go bad cater to its market with much more affordable costs than any other adobo restaurant. 7IV. Opportunity and Issue AnalysisA. Opportunity AnalysisThe main opportunity facing Adobo Connection is as follows1. It is the fastest-growing Filipino franchise as of the current year 2. They expand intensively into other parts of the country. 3. Adobo Connection could bring more services to satisfy their customers needs and wants.B. Threats AnalysisThe main threats facing Adobo Connection are as follows1. High competition with jalopy fast food chain.2. Some customers prefer a home cooked adobo.8C. Main StrengthThe main strength facing Adobo Connection is as follows1. Serves many an(prenominal) variety of adobos (pork or chicken sweet, spicy wet or dry) 2. It is affordable3. Concentrated brand identity4. Great locations of branches5. Great ambiance6. unsloped lineament of employees7. Growing many number of franchise8. Young and professional managers were selected carefully, learn and d eveloped to lead store teams in their quest to achieve heights food, services, cleanliness and condition.D. Weakness AnalysisThe main weakness facing Adobo Connection is as follows1. They do not offer meals that can satisfy group customers 2. Not all Filipinos know their food chain9E. Issue AnalysisThe main weakness facing Adobo Connection are as follows1. Should the Adobo Connection diversify their product into fried food, family-size sodas, etc in order to sustain their place in the market? 2. Should Adobo Connection enhance their services offered? 3. Should Adobo Connection increase its advertize and promotion expenditures to match competitors expenditures?V. ObjectivesA. Financial Objective1. Continuous P 1 000, 000, per day sales2. To achieve the target sales of P 500,000,000 600,000,000 at the year of 2015B. Marketing objectives1. To promote Adobo Connection with minimum cost of advertising. 2. To expand the number of franchise outlets from 42 up to more in different malls in pipe and also in the other places local and international. 3. Create customers loyalty though service qualities efficiency.10VI. Marketing StrategyA. Target MarketAdobo Connection ordain focus in aiming young adults and adults as their market segment. B. PositioningAdobo Connection will position as offering Home quality service, best value yet quantity wise food. Adobo Connection is a fast-food chain where you can feel your heart just about. By diversifying their product adding new services but would maintain good quality of employees, fast service of food, variety of choices and great ambiance to their food chains customers would come back for more. guest would not look fast food chain as same old monotonous posting again but would truly enjoy the come apart of colorful Filipino cuisine. C. Pricing StrategyAdobo Connection will maintain their affordable prices for their target market as young adults with no works or with adults with works but in a tight budget. D. Service sAdobo Connection will maintain their good quality services such as the ambiance, great employees ,fast service of food, But we intent to add more services in order to be more known and unique with the other fast food chains.11* Bottomless Barako connection- where student and office workers can do their works or share their experiences with their social society by the Wi-Fi connection and unlimited cocoa offering. * Suggestion Hotline where customers can directly speak out their suggestion or even complains.E. Sales ForceAdobo Connection will meticulously select their managers carefully, trained and developed to lead store teams in their quest to achieve high food, services, cleanliness and condition. There employees most especially cooks are required to be trained with half-dozen months of training to master a high quality yet fast services of food. Crews are also mandated to have passion in help their customer who will treat them as their visitors in their house.F. Distributio n ChannelAdobo connection will focus on putting their stores inside the mall, near school and beside office buildings. Hopefully they could also put up stores internationally.G. AdvertisingAdobo connection will use low cost promotion yet would reach their target market. It is the most low cost yet highly effective advertising for small and growing business by using the social media as their medium. 12VII. natural process ProgramACTION PROGRAM PERIOD ACTIVITIES PERSON/ DEPARTMENT RESPONSIBLE BUDGET 1. SERVICE DECEMBER-onwardsJANUARY to DECEMBER BARAKO BOTTOMLESSCONNECTIONADOBO SWAK OPERATION DEPARTMENT P 823,200 2. SALES contract JANUARY to DECEMBER EMPLOYEE OF THE MONTHSTORE OF THE YEAR AWARD STORE MANAGERS, OPERATION MANAGERS P 197,600 3. DISTRIBUTION CHANNEL JANUARY to DECEMBER FRANCHISING OPERATION DEPARTMENT P 3.5 Million 4. SALES procession AND ADVERTISING DECEMBER-onwardsJANUARY to DECEMBER PRINT ADPOSTERSFLYERSSTREAMERSTARPAULINBROCHURESOCIAL NETWORKSSELFIE ADOBO CONNECTIO N CONTEST MARKETING DEPARTMENT P 25,539,366 13The action program no.1 refers to the BARAKO BOTTOMLESS WIFI CONNECTION, it tells about having a free wifi connection in the store and purchasing the barako coffee bottomless at all day, all night in just 49php only. ADOBO SWAK where in theres a adobo rice in a cup and on the top there will be a special adobo dish in it, and ice tea also for the drinks in just 45php only. As indicated in action program no.2 our company will have our own website. The website allows the surfers to get more information about our company and updating reports about us this website will feature about our history, corporate, products, franchising, stores, investors information and feedback. And also, surfers will be able to email us their comments and suggestions. The operation department will be responsible with thus action program, and the allotted budget is P 125,000. Employee of the month refers to the incentives that the company will give to the employees who will perform their tasks well. Every month store managers will be choosing the best employee. The recipient will get an incentive of P 200 worth of gift certificate. This program will be enabling the sales force to do their best and boost their morale. The allotted budget for this is P 117,600. more or less the citation of the company to the branch which earned an outstanding sales and focus on the product quality, cleanliness and efficient service. The Store of the Year will received P50,000, fleck the Model Store which is the second place will received P30,000. The person responsible will be the Operation Manager. The allotted budget for this is P80,000. 14 body process program no.3 refers to the Franchising, The initial investment is at least P3.75 Million (including the franchise fee), depending on the size and condition of location. For the 5-year franchise fee of P650,000, you receive Use of the Adobo Connection brand, logo, and system Site procurement assistance Store d esign assistance Initial recruitment and training for the whole team Opening team support and the Adobo Connection Operations Manuals. For the continuing fees of 5% of sales (2.5% royalties, 2.5% marketing support), you receive Continued use of Adobo Connection brand, logo, and system Research & development and new menu offerings HR, legal, and finance consultationContinuous training Graphic design for marketing and store designs Inclusion in public relations and national marketing campaigns and effortsand Quality control and audits.As indicated in action program no. 4 our company will develop a new advertising campaign finished PRINT AD, POSTERS, FLYERS, STREAMERS, TARPAULIN, and BROCHURE and also in SOCIAL NETWORKS by launching their new menu, the introduction of new product line as well as traditional adobo recipes. SELFIE ADOBO CONNECTION CONTEST, where in there will be a contest about taking of pictures with their favorite dishes in adobo connection and it will be posted on ht tps//www.facebook.com/adobocon and we will see how many likes will they get and they will have a chance to win different prices. 15 dislocation OF THE EXPENSES FOR THE ACTION PROGRAMACTION PROGRAM ACTIVITIES BREAKDOWN OF EXPENSES TOTAL 1. SERVICE BARAKO BOTTOMLESSCONNECTIONADOBO SWAK 49php/servingWifi connection plan with phone P1,400 X 12 months X 49 stores =823,20045php/serving P 823,200 2. SALES FORCE EMPLOYEE OF THE MONTHSTORE OF THE YEAR AWARD P 200 X 12 months X 49 stores=117,600P 50,000 + P 30,000= 80,000 P 117,600+P 80,000= P 197,600 3. DISTRIBUTION CHANNEL FRANCHISING P 3.75 Million (including the franchise fee), depending on the size and condition of location. 4. SALES PROMOTION AND ADVERTISING PRINT ADManila BulletinP 133,799Addtl. 80% full colorPhilippine StarP 121,600Addtl. 80% full colorPosters P98/pieceFlyers P 3/pieceStreamers P 400/pieceSelfie AC Contest1st Prize = 10,0002nd Prize= 5,0003rd Prize=3,000 P 133,799 x 1.80 x 52 weeksP 121,600 x 1.80 x 52 weeksP 98 X 49 stores X 10 pcs./ storeP 3 X 49 stores X 8,000 pcs./ storesP 400 X 20pcs. X 49 storesPhp 18,000 money prize TOTAL PRINT ADP 23,905,346+P 48,020P 1,176,000P 392,000+P 18,000TOTAL = P 25,539,36616VIII. PROJECTED PROFIT AND LOSS STATEMENTProjected Profit and qualifying StatementAdobo ConnectionProjected Profit and Loss StatementFor the year ended December 2013IncomeNet salesP372 000 000Royalties and Franchise fees___8 450 000Total sales380 450 000ExpensesCost of SalesInventory, January 1 P1 420 000Purchases 57 000 000Total available for sales 58 420 000Inventory, December 31 1 690 00060 110 000Operating ExpensesSalaries and Wages 2 000 000Sales forward motion 180 000Rent Expense 9 600 000Light and Water 1 920 000Licenses and fees 120 000Depreciation and Amortization 45 000Repair and Maintenance 35 000 multifaceted _ _ 420 00014 320 000Income from Operation 74 430 000Internet Expense 31 500 000Income before Income Tax 24 600 00056 100 00017IX. ControlA. talent Control1. Predictabil itya. Rational people need to know what to expectb. Satisfaction of taste and benefits of the customer2. Distribution Efficiencya. Manage the service time of foodb. The taste and freshness of food when it reaches to the customers 3. Awareness efficiencya. Hands-on manager who keeps an eye on the inventory and staff and uses her calculator and brain to make original the food is priced fairly and b. prepared accurately and served efficiently4. Market efficiencya. Observe the pricing of food18B. Budget Control1. Check the financial reports every month of the year2. Monthly monitoring of menu pricing to accommodate any inflation the restaurant is absorbing from its suppliers, or periodically discontinues menu items that are too expensive to make as a result of inflation. 3. Monitor the sales and markets of the company every quarter of the year19C. AppendicesPlaces Adobo Connection Adobo RepublicMakati 4 2Quezon 5 1Mandaluyong 4 1Pasig 2 1Manila 8 1Pasay 1 Muntinlupa 2 Las Pinas 1 Paran aque 1 Caloocan 1 Malabon 1 Calabarzon 7 Cebu 1 Taguig 1 Total Number of Stores 39 620