LASA

Marketing Plan
2019
INTRODUCTION

Since food is a physiological need, we, the owners of Lasa decided to make it as a
business, but, we are going beyond the “need” because we are also satisfying their wants through
serving dishes like they have never tasted before.

Lasa is a newly established food hub in Mangatarem, Pangasinan. It combines tradition

with modernity in an exceptional way. It has its vision of sharing joy and happiness through its
food offerings and heartfelt services. It offers the traditional dynamite coming with a different
take on taste, with satisfying flavor, and innovative ways to enjoy it at a reasonable price. We
realized that the success of Lasa will be achieved by doing more than serving great twisted
traditional dish, having a catchy booth, and providing friendly services and accommodation to
our customers. It aims to become a one of a kind by creatively mixing and mashing up bites,
flavors, and art to create an experience that's as unique as they are, to keep its concept fresh,
unique and exciting, and to produce a maintainable profit growth for the business.

COMPETITIVE ANALYSIS

Every business has competition and it is important to understand the strengths and
weaknesses of the competition or potential competition to be able to come up with strategies that
will help in ensuring the survival and growth of the business. Lasa belongs to the food industry
where the environment is highly competitive. Food businesses are competing on the basis that
they can offer a finished, desirable and quality product better than their competitors.

There will a lot of competitors around which most serves undifferentiated sweet
offerings. This factor might cause the consumers to feel surfeited with the taste. Since people
seek for flavors, it will be a great opportunity to bring out something new to the taste of the
consumers and create our own market.

SWOT ANALYSIS

STRENGTH
 We offer lower priced menu compared to our competitors’
  Pride in putting forth innovative food with the freshest ingredients

 Cooperation of our group.

 Serving tasty food.

 Excellent customer service.

 Quick service.

 Approachable sellers

 We have a management team that has what it takes to grow a business to profitability.

WEAKNESSES
 Lack of expertise in preparing the products.

 Lack of materials.

 Lack of experience in selling products and handling too many customers.

 Time

 Limited funds available

 Limited food variety.

 Costs rising due to increases in food costs

 Absence of seating facilities.

 Low consumers loyalty.

 Not a healthy food.

OPPORTUNITIES
 Taking advantage of trends and offering what the society wants.
 Expanding and providing a wider variety of our product and beverages.
 The fact that we are going to be operating our food kiosk in a school provides us with
unlimited opportunity to sell our food and beverages to a large number of students.
 Our peers can be potential customers.
 Offering delivery services and take-out
 We have been able to conduct a market survey and we know what our potential clients
will be looking for when they visit our food kiosk
 We are well positioned to take on the opportunities that will come our way.
 Opportunity to communicate with customers through social networks.

THREATS
 Other groups.
 School canteen
 Price of our raw materials will increase due to inflation.
 School policies regarding food that we are offering.
 Economic crises make people go to cheaper price.

TARGET MARKET

We, the LASA, aims to sell our products to the 21st century learners, teachers and
staffs of Mangatarem National High School since we will be going to put up our business inside
the school premises. We wanted to help our target customers in a way that we can provide their
basic needs. We can give them the best, delicious, healthy and affordable snacks and drinks that
they wouldn’t forget for the rest of their lives. We can satisfy them not only because of the
products we are offering but because of our fast and good services, clean and cozy environment
and of course the way we treat our customers. Because here in LASA, you’re not just a customer,
but instead a part of the LASA family.
BUYING CYCLE

AWARENESS CONSIDERATIO DECISION

N

There are three stages of Buying Cycle; the awareness, consideration and decision.
Awareness is when a customer first becomes aware of your product or could be the point where a
customer first becomes aware of a need they want to fulfil. Consideration is when a customer
starts evaluating solutions to their needs. And lastly, decision, it is when the customers purchase
the product.

There are many reasons why customers buy stuff or things, but most of them buy because
of two primary reasons. First is that, it is their basic need. Second, it is what they actually want
and what they truly wanted to have. Thus, people tend to buy things when it is actually needed
and of course when they have money. People used to buy at places where they can find their
personal satisfaction, where they can have good products and quality services in a low price at
the same time.

And in order for us to market our products, we need to have strategies on these three
stages of buying cycle. The first one is the awareness, for our customers to be aware of our
business and our products, we need to advertise, it can be through flyers, brochures, leaflets, and
through a commercial that we can post on social media sites since we are on this modern world
and in the modern society. We will advertise for us to be known by our potential customers, and
then by that, we can catch their attention. The next stage is the consideration, where they start to
evaluate solution for their needs. Since they were already aware of our business and our
products; they might be considering us to be their solution, a solution for their needs or their
wants. And the last stage is the decision; a very crucial stage for the buyers. But we will make
sure, that when they will purchase products from us, it is worth it, they will be highly satisfied
from our products, from the services of our staffs and everything about us.
UNIQUE SELLING POINT

"LASA: lasarap kainin, lasarap inumin" This business promotes exceptional Filipino taste that

offers variety of Filipino dishes at a best price guarantee. Each dishes has a range of flavors that

assures every customers to satiate their appetite even if they consume the same dishes repeatedly.

LASA provides Filipino dishes that will surely leave a history in their mouth.

BRAND

One of the most fundamental needs in a business is to have an identity. This is important
because it makes a business different, unique and even gives a sense of protection and security
among others in the marketplace.

Our business and the product itself seems to be common compared to others, but as of
know what we can do is to make some strategies and tactics that will make us unique and even
provide us some identity and advantage among others.

To have an identity we will not only produce tasty foods but also healthy and affordable
prices with a practical and eco-friendly packaging that will surely captivate the eyes of the
consumers. Aside from that we will deliver good services and even provide detailed updates of
the business through our website regularly. With this we may be able to give our business its
own identity and make it even more visible and recognized throughout the marketplace.

WEBSITE

Our website is the most powerful communication and marketing tool available to our
business. Our website will help our business to generate more customers. Not only in our
country, but worldwide. It will surely give us a chance to gain more clients that can help our
business grow. Also, LASArap website will make it easy for our customers to purchase our
products.
E-MAIL
Through our e-mail we can build better relationships with our customers. We can give
them more information about your business’ product or services through messages or emails.
Also, they can send us their messages, concerns, feedbacks and reviews in a more convenient
way.

SOCIAL MEDIA

Social media helps get the word out. But even more important than the exposure, it will
provide us with the opportunity to grow relationships with your target audience. Through our
Social Media pages and accounts we can post most up-to-date information about anything from
products, services, or upcoming events of our business.

LASArap will create a go-to place for consumers who want to learn more about our
business like Public Facebook Page, Pinterest, Twitter and Instagram account.

CONTENT MARKETING

Content marketing is all about using content to attract and retain visitors, and eventually turn

them into customers. Blogging helps us get visitors’ attention with helpful information, and

provides content to flesh out our social media presence and fuel your SEO efforts, too. Social shares

that help indirectly with search ranking, which in turn helps with lead generation. So it’s no surprise that

many companies have focused social media content to wow their audiences. And lastly, Video

marketing drives brand awareness, leads, and sales.

SEO

As a consumer friendly market we will implement some strategies that may help in
developing our plan. Like providing delineate and relevant information about the business.
Making sure that the page/website/social media is covered from all the happenings and updates
on LASA regularly and also, accepting concerns and suggestions through online. With the help
of these strategies we may be able to achieve our main goals which are to earn profit and provide
satisfaction to our valued consumers.

MEASUREMENT OF KPIs
There are numbers of KPI’s that a business should be tacking in order
to execute a more successful marketing campaign. The success of our business could be
measured through the following Sales Key Performance Indicators
1.) Monthly Sales Growth

2.) Monthly sales/ new customers

3.) Customers Profitability

4.) Customer Engagement Level

5.) Provide a high level of customer service that will generate positive words
from consumers.

Financial Key Performance Indicators:

1.) Net profit margin

2.) Operating cash flow

3.) Working capital

4.) Expenses

MARKETING STRATEGY AND TACTICS

We realized that the success will be achieved by doing more than serving great food and
providing friendly service. We will utilize a marketing plan to build customer traffic.

Pricing Strategy
 We highly value the food experience and needs of our customers. Since we want our
customers to divulge and savor exceptional products, we see to it that our products will be
affordable for them.

Promotion and Advertising Strategy

Flyers, Posters, and Signage are tools in promoting and advertising our products and
business. Information like our product offerings and promos and the dates were made sure that
those are highly visible to the customers. We will advertise for us to be known by our potential
customers, and then by that, we can catch their attention. We will also give importance to public
relations because word of mouth is a persuasive kind of promoting through this we can attract
more customers and the loyal customers can persuade potential customers to try and buy our
products.

Sales Strategy

Customer service is of the utmost importance. It will be our goal to provide a satisfying
eating experience with superior customer service. We will conduct periodic meetings intended to
review policy, increase guest satisfaction and to keep a general line of communication between
all members and staffs. We will apply the Marketing Mix, and will be using the 4P’s (Product,
Place, Promotion, Price) as our advantage to reach our goal. We will make sure that they will be
highly satisfied from our products, from the services of our staffs and everything about us.