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Manangs Chicken

Ang Bagong Fried Chicken ng Pinoy

1) Company Background/Profile
Manangs Chicken originated in the home of Jill Gerodia Borja, Giabella Foods Corporations
president and CEO. The fried chicken with soy garlic sauce delight was her mothers recipe that was
always a hit at family salu-salos. They called it manangs chicken because it was their cook,
Manang Linda, who always prepared the dish and everyone was always looking for more helpings.
They adopted the name when they opened up a stall at Mercato Centrale, a weekend market for
culinary newbies. When their stall became a hit, they expanded into a full-sized fast food restaurant.
Currently, Manangs chicken has 10 company owned branches and 3 franchise outlets.
a) Mission/Vision
*A companys mission statement describes their plan on what to do now.
Mission: To serve quality fried chicken and other unique Filipino-inspired comfort dishes that is
value for money, coupled with exceptional personal service to ensure the ultimate satisfaction of our
customers.
*A companys vision is their strategic plan, their guide to where they want the company to be in the
future. It answers 2 questions: (1) What type of business should the firm be in the future? and (2)
What strategies should it use to succeed in that business?
Vision: To be the leading fast casual restaurant in the Philippines without compromising the quality
of our products and service as well as the well-being of our people.
2) Segmented Target Market
a) Socio-economic groups B* and C1**
The price range of Manangs Chickens meals attract those in groups B and C1 of the market
who are on a budget but can splurge a bit more on their meals.
*Group B - Middle Class
Occupation: Intermediate Managerial, administrative or professional.
**Group C1 - Lower Middle class.
Occupations: Supervisors, clerical, junior managers, administrative or professional.
b) Nice and Easy Customers
Manangs Chicken also targets the market that sees fast food as an easy option for food. They
are the consumers who dont usually pre-plan their meals and so arent overly price sensitive if they
see the value in the convenience and time-saving they benefit from the product. Some examples of

these customers are students and busy young professionals who have the means to splurge a bit
more on their food.
c) Pressed for Time
Being a fast food chain, Manangs Chicken targets customers who are pressed for time by
serving food fast.
d) Age group
Manangs Chicken targets teenagers and young professionals.
e) Groups
Manangs targets Family and barkadas (circle of friends) as their business originated from their very
own family salu-salos.
f)

Taste

Manangs Chickens menu caters to the Filipino palate with flavors that are considered as

Pinoy favorites.
3) How does it affect operations/decisions
a) Pricing
The price range of individual food servings are at Php 209 and below while barkada packages range
from Php 384 to PhP 1,175. This pricing strategy reflects their target market of the nice and easy
market segment where customers dont mind paying a little bit more for a single meal as long as they
find value in the product plus the convenience and time-saving they benefit from.

b) Place
i) Physical stores
The stores of Manangs Chicken are strategically located in areas with a lot of foot traffic
mostly in malls that target class B, C1, and C2 groups and near offices and central business
districts (Robinsons Place in Tacloban; Guisano Mall Davao; Fairview Terraces; SM City malls in
San Mateo, North Edsa, and Dasmarinas). They also have branches in Katipunan and One
Archers Place in Taft targeting the heavy foot traffic of students attending school especially
those living in apartments or condos (UP, Ateneo, Miriam, etc.) and other individuals living in the
area (close to many housing areas i.e. LGV, La Vista, Xavierville, condos, etc.)
ii) Online accounts: official website, facebook, instagram, and twitter

iii) Delivery
Manangs Chicken also accepts deliveries which showcase their goal of reaching individuals
who are pressed for time by providing the convenience of bringing the food to their customers
who are busy and dont have the time to step out and eat in their branches.
c) Products
Manangs Chicken positioned itself as a strictly modern Filipino brand to differentiate it from
competitors especially since it opened when there as chicken-glazed craze. It does this by tweaking
popular dishes and creating a menu that will surely remind each Filipino of the dishes they enjoy at
home.
Here are some examples popular dishes that theyve tweaked to have that Pinoy taste:

They also have group meals that target families and barkadas which stays true to their goal of being
a strictly modern Filipino brand as they incorporate Filipino traits of salu-salos in their product packaging.

d) Promotion
Since Manangs Chicken is a very young company compared to its competitors, its promotions rely
on two things, the first is word of mouth advertising, and the second is the features it gets from
different

organizations

being

successful

entrepreneurial

venture.

It doesnt have commercials or famous people as endorsers. Manangs Chicken relies on word of
mouth advertising, banking on positive reviews and comments of its customers like a feature it got on
Beryllicious, food and travel blog.

Starting from a small stall at Mercato Centrale, many tv networks and business oriented groups have
taken an interest in the company due to its success. Manangs uses the companys features in
different events and tv shows as parts of its promotions. Its been featured on Net 25 and ABS-CBN.
It has also been featured in magazines like Juice PH, Entrepreneur Magazine, Franchising PH
Magazine, and many others.

It also turns to social media to promote its products through special offers based usually on seasonal
events in the Philippines on its own blog, and accounts in Facebook, Instagram, and Twitter.

They also use discounts and special deals to promote their products:

4) Franchising
In order to stay true to their vision statement, they hired a franchising consultant when
they decided to entertain the idea of expanding the business to ensure that their
expansion to becoming the leader in the fast casual dining industry. They set up quality
controls through the creation of auditing departments to ensure that each franchise will
adhere to best practices.
Sources:
http://www.manangschicken.com/
http://rochellesychua.com/2013/02/a-bigger-and-crunchier-love-month-for-manangschicken/
http://business.inquirer.net/140055/manangs-chickens-dream
http://pfa.org.ph/index.php?
option=com_peoplebook&Itemid=12&func=fullview&staffid=10000371&search=LOWER(n
ame)+LIKE+%27%25%27&previous_field=name&previous_term=&search_status=
%25&search_category=%25&sort_field=&sort_order=
http://www.segmentationstudyguide.com/understanding-market-segmentation/marketsegmentation-examples/

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