MARKETING

Target Market
The market for SakayInan ni Mang Juan covers a large area of diverse and densely
populated groups, it is an area where people visit for enjoyment and relaxation and one that is
also frequented by tourists. It is also a good place where one can start up a restaurant business.
Market Location & Customers
SakayInan ni Mang Juan will be located at SM City Mall of Asia, Seaside Blvd, Pasay,
the worlds third largest mall and a tourist destination that has raised the standard of leisure and
entertainment in the Philippines. It has been a favorite leisure spot, and is frequented on Sundays
and national holidays. This will serve as a perfect place for a restaurant business since it is
visited by a variety of demographic groups for leisure, and leisure is a good pair with eating.
Jeepneys, as part of this restaurant, will be touring the customers from SM Mall of Asia
to Luneta Park. This will raise the popularity of the restaurant as people on the streets will notice
the unique jeepneys with customized patriotic and native designs.
The customer base will come from 2 major segments;

Local population The city of Manila has an estimated population of more than 1.6

million
Tourism the place is a tourist destination and will add up to the number of possible
customers that the restaurant targets.

The food concept and image of SakayInan ni Mang Juan will attract 4 different customer
profiles;

The families -- SakayInan ni Mang Juan is a perfect restaurant for families looking for a

unique boodle fight experience

The students and barkadas -- more and more young people are becoming interested in

themed restaurants where barkadas can bond and eat merrily.

Tourists tourists who want to get to know more about the Filipino tradition of boodle
fights will be attracted to try and taste our cuisine and enjoy the merriment of eating
together.

Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity,
and word-of-mouth, people will seek out a new experience and learn that a boodle fight
can be tasty, fun, and de-stressing.

Marketing Plan and Sales Strategy

Market Penetration
Entry into the market should not be a problem. The store has high visibility with heavy
foot traffic all day long. The local residents and students tend to support new restaurants and the
tourists do not have fixed preferences.
Marketing Strategy
Focusing on the unique aspect of the restaurant theme (boodle fight in a jeep touring a
portion of Manila) a mix of marketing vehicles will be created to convey our presence, our
image, and our message.

Print media -- local newspapers, magazines, fliers and other print ads.
Social media -- advertisement on Facebook, Twitter and Instagram
Misc. -- word of mouth, endorsements in local events, grand opening promotion, design
concept, etc.

The marketing effort will be split into 3 phases;

1) Opening -- An advanced notice sent out to all media and printed announcement ads in key
places.
2) Ongoing -- A flexible campaign (using the above media), assessed regularly for effectiveness.
3) Point of sale -- A well-trained staff can increase the average check as well as enhancing the
customer's overall experience. Word-of-mouth referral is very important in building a customer
base.

Competition
Businesses exist in a competitive environment. Restaurants are in fierce competition with
each other to provide the best possible value for money, serving the best quality of food paired

up with the best quality of service rendered. Fierce competition in the food industry is common
and the restaurant owners and entrepreneurs are vying to have unique and popular ideas that will
pique the interest of the people. Most are really noteworthy about their profit and customer
satisfaction, but not into upholding the Filipino tradition, culture and value and showcasing what
the Philippines have to show and be proud of.
With regards to the proponents consideration about the competition SakayInan ni Mang
Juan will face, boodle fight restaurants such as Blackbeards Seafood Island will be considered a
threat, but also an opportunity for SakayInan ni Mang Juan to be involved in a healthy
competition which can be a source of motivation and improvement.

Future Plans and Strategic Opportunities

In the long run, SakayInan ni Mang Juan is open to the possibility of branching out to
strategic business locations in the different regions of the Philippines.

Method of Collecting Data

The proponents of this study have used the descriptive design and applied using survey
questionnaires and key informant interview. The survey was conducted by providing structured
questionnaires to a number of identified respondents from the people inside the vicinity of SM
Mall of Asia.
The proponents floated the survey questionnaires around the places by the bay side, and inside
the malls premises. Due to a large number of people that may become the possible customers,
the proponents of this study got at least 100 respondents from the identified research locale.
Identified Groups
Tourists
Students
Heads of the families
Representatives of barkadas
TOTAL

Survey:
1. How often do you eat in a restaurant?

No. of Respondents
25
25
25
25
100

Respondents Answer
Everyday
6
Very Often
27
Often
41
Occasionally
26

Series 2
40
35
30
25
20
15
10
5
0

Everyday

Very Often

Often

Occasionally

The results show that 9 out of 100 respondents eat in a restaurant every day, 27,
very often, 32 often go to a restaurant, and 35 out of 100 occasionally dines in a
restaurant. The results imply that SakayInan ni Mang Juan has the chance of being viable
to the market since majority of the respondents often go to a restaurant, and thats normal
in the restaurant industry, and the second highest garnering answer is very often a
sign that it can survive for long term in the market.
2. Do you like the concept of boodle fights?

Series 2
Respondents Answer
Yes
96
No
4

150

Axis Title

100
50
0

Yes

No

Axis Title

The results show that there are 96 out of 100 respondents like the concept of
boodle fights. The result implies that our boodle fight restaurant has a big chance that it
will be visited and tested out by a lot of curious individuals and boodle fight goers.

3. What
a.
b.
c.

time do you prefer to visit a restaurant?

Breakfast (9am 11am)
Lunch (12pm 4pm)
Dinner (7pm 12am)

Respondents Answer
Breakfast
14
Lunch
35
Dinner
51

14%

51%
35%

Breakfast

Lunch

Dinner

The responses for this question will help us properly manage the restaurant since
more customers will probably visit the restaurant during night time as evidenced by the
result of this survey.
4. How much are you willing to spend for dining at a boodle fight restaurant?
a. Less than P800
b. P800 P1,000
c. More than P1,000

Respondents Answer
Less than P800
37
P800 P1000
33
More than P1000 30

Column1
More than P1000

Less than P800

P800 - P1,000

This will help us in setting prices for our menu. As the results imply, the three
given prices garnered almost equal percentages, so the prices that we will be setting will
be just around this range.
5. Which do you prefer?
a. Local Cuisines
b. Foreign Cuisines

Respondents Answer
Local Cuisines

81

Foreign

19

Cuisines

Local

Foreign Cuisines

10

20

30

40

50

60

70

80

90

Series 2

Local cuisines are favored by 81 respondents while foreign cuisines got 19. This
is a clear implication that we should base our food on our own delicacies not just to
satisfy their hunger but also to make them feel proud that the food we have here in the
Philippines is exemplary.
6. How do you inform yourself about a restaurant?
a. Recommendations from friends
b. Internet
c. TV ads
d. Others

Respondents Answer
Recommendations

36

Internet

32

TV

25

Others

Recommendations

Internet

TV ads

Others

7%
36%

25%

32%

The respondents answers will be considered in choosing what medium/media

will be used to advertise and for marketing strategy. We can conclude that in todays
generation, the prospective customers are highly dependent on their friends, on televised
media, and on social networking sites and we will focus our strategy on these three
media.
7. Are you interested in having a boodle fight inside a jeepney?
a. Yes
b. No

Yes

Respondents Answer
Yes
91
No
9

No
0

10

20

30

40

50

60

70

80

90 100

91 against 9 is a sign that our SakayInan ni Mang Juan probably will pique the
interests of people seeking a unique experience when it comes to dining and when it
comes to boodle fights.

Sample Size Determination

The research was conducted by distributing questionnaires in the vicinity of our business
location which is located at SM Mall of Asia, Seaside Blvd., Pasay. We distributed our
questionnaire to our prospective customers such as tourists, students, families and friends, and
those who are willing to try and experience a boodle fight in our restaurant. The questions we
have included in the survey will be used to gather information about the preferences of the

respondents and will give us an idea on how these demographic groups respond to the concept
that our restaurant will have.
The study was conducted with the total of 19,900 population, 100 persons were chosen to
be the respondents who will represent the population. Using random sampling technique
formula, the sample size was determined as follows:
n = Sample Size
N = Population Size
E = Desired Margin of Error
Computation:
n=

N
1+ ( N ) ( e )2

n=

19,900
2
1+ ( 19,900 ) ( 0.1 )

n=

19,900
1+19,900(0.01)

n=

19,900
1+ 199

n=

19,900
200

n=99.5
or
n = 100

Survey Questionnaire
Name: ____________________________________
1. How often do you eat in a restaurant?

Age: ______

a.
b.
c.
d.

Everyday
Very Often
Often
Occasionally

2. Do you like the concept of boodle fights?

a. Yes
b. No
3. What time do you prefer to visit a restaurant?
a. Breakfast (9am 11am)
b. Lunch (12pm 4pm)
c. Dinner (7pm 12am)
4. How much are you willing to spend for dining at a boodle fight restaurant?
a. Less than P800
b. P800 P1,000
c. More than P1,000
5. Which do you prefer?
a. Local Cuisines
b. Foreign Cuisines
6. How do you inform yourself about a restaurant?
a. Recommendations from friends
b. Internet
c. TV Ads
d. Others
7. Are you interested in having a boodle fight inside a jeepney?
a. Yes
b. No