Carillo, Jabonete, Mercado (BSBA MM 3-2) PRO BONO MARKETING PLAN

P O LY T E C H N I C U N I V E R S I T Y O F T H E P H I L I P P I N E S
EFFECTIVENESS OF TRADITIONAL AND MODERN

MARKETING APPROACHES FOR ENTRY-LEVEL
CHICKEN INASAL BUSINESS
A Pro Bono Marketing Plan

Presented to the Faculty of the Undergraduate School
Polytechnic University of the Philippines
Commonwealth, Quezon City
In Partial Fulfillment of the Requirements for the Bachelor’s Degree

In Business Administration Major in Marketing Management
By
Carillo, Gezel Grace M.

Jabonete, John Jenaro B.
Mercado, Joyce Anne R.
June 3, 2023
TABLE OF CONTENTS
Title Page …………………………………………………………………………… i
Table of Contents ………………………………………………………………….. ii
Executive Summary ……………………………………………………………….. 3
Business Background …………………………………………………….. 4
Project Details ……………………………………………………………………… 6
Problem Statement …………………………………………………………. 6
Proposed Solution ………………………………………………………….. 6
Qualifications to Solve the Problem ……………………………………….. 11
Deliverables and Timeline ………………………………………………………… 14
Budget ………………………………………………………………………………. 17
Conclusion …………………………………………………………………………. 24
Terms and Conditions …………………………………………………………….. 25
Appendices ………………………………………………………………………… 28
Appendix A ………………………………………………………………………. 28
Appendix B ………………………………………………………………………. 30
Appendix C ………………………………………………………………………. 33
3
EXECUTIVE SUMMARY
Chicken inasal is a popular
barbecue dish that every Filipino
enjoys on a regular basis or on
special occasions. Its basting sauce
and marinade, which incorporate a
variety of spices and ingredients,
give the grilled chicken a distinctive
color, aroma, and flavor that sets it
apart from other chicken inasal found in other regions of the Philippines. Traditionally,
chicken inasal is skewered on bamboo sticks, charcoal-grilled to perfection, and basted
with a special marinade mixture. With this in mind, we, the researchers find a business
that just recently started in this industry in order to assess whether what type of marketing
approach they are utilizing and what we can do more as marketing students.
This paper discusses the background of Z's Chicken Inasal, which is located in
Barangay San Jose Rodriguez Rizal. The restaurant offers two types of barbecue: chicken
inasal and pork barbeque, both of which include unlimited rice for only Php. A pork liempo
meal costs $139.99. A single bulalo costs 149.99 plus Php. 89.99. This paper will also
discuss the owner's determination to start his business and the work ethics that he instills
in his employees, who are working students, in order to promote a healthy working
environment.
The initial assessment of the researchers will enable them to craft the suggested
innovation work that can be found in project details on this paper such as the statement
of the problem, proposed solution, and qualifications to solve the problem.

4
Business Background
Z's Chicken Inasal was established and began operations in Sub-Urban, Barangay
San Jose Rodriguez Rizal, 1860 in May 2023. The idea was inspired by the well-known
"Mang-Inasal," which serves either unlimited rice or a large piece of well-marinated and
grilled chicken. The man behind the small beginnings is Mr. Keith Narry Ellado who is a
young entrepreneur and a freelancer at night. His hustlers made it possible to save a start-
up capital amounting to Php. 300,000 including the overhead expenses.
The mission of the company is to provide affordable barbecue meals regardless of
the economic background of its customer living a smile on their faces while enjoying the
food with their family This was inspired by the owner's story about being unable to eat
together with his family due to a
lack of funds. The owner's
relatives passed down the secret
recipes for each menu. Since he
grew up in the province, the
culture of celebration and
resourcefulness aided him
greatly in developing and
applying their family's secret marinade. Customers keep coming back and we, the
researchers, enjoy the deliciousness of the food, the excellent customer service, and the
spaciousness of the space, which all contribute to the business's appealing qualities.
They are open 24 hours a day, seven days a week, and sell 90 to 130 orders per
day, which requires the owner to spend at least Php. 7,000. They accept cash as well as
cashless payments such as GCash and card payments. Before starting the business, the
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owner conducted a market analysis, and the results segmented the market into age
groups ranging from 10 to 50 years old, which is broad but surprisingly creates an
opportunity to grow his business. They are currently employing a psychological pricing
strategy to penetrate their market and attract more leads who will be converted into actual
customers. Another promotional effort includes flyers, posters, and the owner's daily
posting of minimal images on their Facebook page.
In Z’s Chicken Inasal, employees are not working for the sake of getting their job
done, but they are fully aware of the importance of their performance that contributes to
the totality experience of the customers in dealing with their business.

6
PROJECT DETAILS
PROBLEM STATEMENT
This marketing plan is intended to formulate an effective marketing strategy to
encourage “Z’s Chicken Inasal” to wider its market share and increase its profitability.
Hence, this marketing plan will focus based on the below problems:
1. What are the current social media efforts of the business to increase its visibility
to its potential and actual customers?
2. Does the available tangible or intangible marketing strategies of the business
are contributing to the profitability of the business?
3. Are there any suggestions for improving the interior design of the business?
PROPOSED SOLUTION
1. Available tangible or intangible marketing strategies
Z’s Chicken Inasal operating for just one (1) month with dominantly traditional
marketing in use for both its product and customer service. According to the owner, Mr.
Ellado the recipe itself and its menu are contributing to the popularity of the business.
Below are the current tangible and intangible marketing strategies used by the business:
• Flyers during the grand opening of the business.
• The psychological positioning of the chicken's size.
• Psychological pricing of .99 cents among all of its menu.
• Minimal social media postings (e.g. three posts daily on its Facebook page).
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In line with the above marketing strategies used by the business here are the
proposed solutions of the researchers listed below.
Innovate menu engineering
Aside from the available menu such as chicken inasal, barbecue, liempo inasal,
and bulalo the researchers would like to suggest the menu below.
• Bangus and pork sisig.
• Grilled pork sisig
• Regular pares with siomai
• Special/ combo pares with bagnet or shanghai.
The researchers are trying to maximize the market of the business as it mostly
caters 10-50 age group or also known as the family age group. In order to satisfy the sweet
tooth of the age group 10-20 years old and the traditional sugar cravings of the Filipino
market the researchers are suggesting the below desserts.
• Halo-halo
• Franchise third-party ice cream business.
In addition, the researchers noticed the need for an addition to its available
beverage since they are only serving soda and water. Here are the suggestions below.
• Lemon juice
• Cucumber and lemon juice
• Pineapple juice
• Iced tea
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2. Social media advertisement
People's perspectives are transforming as our environment changes. People
nowadays are extremely interested in social media, regardless of their living status, age,
or region. Social media has become the most popular medium for communicating with
others, and many people have used it to market their products and services. We have two
choices for advertising products/services on social media. The first method is known as
organic marketing, in which the company is responsible for sharing images or videos about
their products on their social media profiles. The other strategy is known as non-organic
marketing; in this technique, the company or business pays a social media platform to
boost a certain firm's post or page. In this case, you may be able to contact a big number
of people. The tactics listed below can help Z's Chicken Inasal market their
products/services on their social media platforms.
• Everyday posting
Sharing photographs of your frequent customers as well as product shots on your
social media accounts is one way to engage with your clients online. You can
attract and encourage a huge number of customers in this circumstance. This
strategy may have an effect on the clientele's psychological characteristics. Z
Chicken Inasal may use its social media platform by posting at least twice or three
times every day. They can show the number of daily customers, the product itself,
and ultimately, consumer feedback on the product's quality and the business's
customer service. If people read favorable remarks, it pulls and sparks the
emotions of other consumers, prompting them to try it.

9
• Documentation/Take a picture for all the customers who visit and avail the
products.
One advantage of documenting events in your business is that you can use
the images and videos as documentation. At the same time, photographing your
customers will make them feel appreciated for visiting your store. Some
customers are delighted to have their photographs displayed at a particular store.
You get the emotional side of a certain customer in this scenario. Z Chicken Inasal
may catch its clients while they are still in the store to show appreciation. They
can also videotape the process of preparing the items and editing them. Z
Chicken Inasal may utilize this edited video of their products for video
advertisements, which they can also post and pin on their social media profiles.
• Non-organic marketing strategy (paid advertisements)
Some companies continue to use the organic approach of marketing their
products or services in the market, in which the business advertises its products
or services online without the assistance of any social media site that charges a
fee to boost their page or postings. However, in our day, there are organizations
that employ non-organic means to sell their products/services. In this example, if
a company employs a non-organic strategy, the page or post will reach more
individuals, increasing the likelihood that more people will become aware of your
items on the market. Z Chicken Inasal may give a fixed amount for non-organic
consumer marketing, such as boosting their Facebook page or postings. In this
situation, Z Chicken Inasal's Facebook page can reach a large number of clients
who will be aware of the items supplied by Z Chicken Inasal.

10
3. Suggestions for improving the interior design of the business
Lighting
To create the right atmosphere and
maximize your restaurant's atmospheric
potential, lighting is essential. Color,
intensity, and type should all be carefully
taken into account. The researchers
noticed the tidy and captivating lighting of
the store. It includes the surrounded light
bulb to be noticeable among its
competitors. However, the researchers
discovered a missing attraction on the
menu. We propose putting a mini light bulb
in the corner of its menu to highlight the menu's availability and affordability.
Branding
Interior design and branding go hand in hand
because the interior design supports your
brand. Color, typeface, and layout should all be
taken into consideration to create a strong,
distinct brand that will help your business to
stand out. The posted tarpaulin at the center of
the roof causes some confusion in determining
the name of the business. From the Facebook page itself, the researchers would like to
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suggest if they could replace the existing posted tarpaulin into the current Facebook profile
of the page.
QUALIFICATIONS TO SOLVE THE PROBLEM
After a careful review, the researchers have come up with certain qualifications
to execute the suggested solutions above.
1. Budget
One of the more crucial aspects of running a plan is a budget. A company's
leaders can ensure they have the revenue coming in to cover expenses when budgeting
is done correctly. The main goal of budgeting is to make sure an organization has enough
resources to accomplish its objectives. This requires the monetary needs of Z’s Chicken
inasal to perform the suggested solution.
2. Time
In general, effective time management clarifies your objectives and lists your
top priorities. As a result, you have more time to produce more significant and superior
results. You can schedule your day and perform better when you effectively manage your
time. Your productivity will increase with daily planning. Time or preparedness increases
the quality of the service and the product itself which will bring a great impact on the
business. Also, the researchers would like to suggest that time should be under the
SMART goals in order to execute the suggested solution above. To make sure you have
enough time to finish each project, time management can help you organize your tasks
into priority lists.

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3. Additional manpower or staff
The researchers notice that if the menu increases, there should be an increase
in staff to accommodate more customers and orders. This is to ensure the quality of the
service and product to be served to each of the customers fairly and satisfactorily.
4. Five-minute anger rule
The researchers learned these skills or techniques directly from the owner.
Within the business, it is a distinct and promoted skill that they should handle their
emotions within five minutes of reflection and then move forward rather than dwelling on
that emotion. It applies to all life scenarios such as dealing with irate customers, business
transactions, and relationships with your employees and suppliers. This is also associated
with having a positive mindset at all times.
5. Internal communication
This is fully credited to the owner of the business communication should be
conveyed properly to discuss the detailed process to avoid any confusion as to when we
are dealing with business, a series of steps should be done sequentially.
6. Critical and resourcefulness mindset
Business critical thinking ensures effective and efficient problem-solving,
ultimately lowering costs and ensuring that resources are used wisely within your
business. It also works in assisting people in developing a deeper understanding of their
own motivations and objectives. One of the best skills one can learn is resourcefulness,
which is useful in professional as well as personal situations. Not only do you accomplish
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more as you become more resourceful, but other people view you as an innovator as well.
Being resourceful increases your visibility and competitiveness.

14
DELIVERABLES AND TIMELINE
The researcher's goal, according to the problem statement in this paper, is to
assist the owner in developing both modern and traditional marketing approaches in order
to increase profitability while also improving customer experience. In order to properly
execute the objectives, the deliverables and timeline for this project are listed below.
1. Improved menu / Menu re-engineering
• Assess the market’s acceptability for the suggested addition to the menu by
conducting market research.
• Create a recipe for sisig and pares that will complement the taste of current
barbecue flavors while also catering to the preferences of a niche-segmented age
group.
• Find a supplier that will not bring any questions about the quality of the ingredients.
• Formulate a checklist in order to monitor the quantity and quality of the delivered
materials and ingredients for the business.
• Prepare the staff in being familiar with the process of acquiring, serving, and
disposing of the new menu prior to the execution.
• Allocate enough space to hold additional stocks or inventory most especially a
freezer to maintain the coolness and freshness of the ingredients for the new
menu.
• Soft launch the suggested addition to the menu for limited offers only to measure
the acceptance of the market in real-time and practically for a month before
deciding whether we should include it in the official menu for the business.
15
• If so, redesign the displayed menu and highlight the new menu while not crossing
over the original menu. They should all be highlighted equally.
2.Social Media Advertisement
• Investigate your target market. You may learn about the preferences of your target
market by conducting surveys, either online or in person.
• Create a marketing strategy that is tailored to your target population.
• Examine your social media account's dashboard.
• Make a timetable to track the efficacy of your selected marketing strategy.
• While working on the marketing plan, create a backup plan to account for any
delays and unforeseen occurrences.
• Create a video advertisement that highlights your product of the business; this
video advertisement may be pinned to your social media accounts, notably your
Facebook page.
• Set aside a particular amount of money for the non-organic marketing plan.
3. Improving the interior design of the business
• Look for a store that sells mini light bulbs that meet safety standards and can
potentially save energy.
• Inform the employee that due to safety concerns, we will only be able to open the
light bulb in highlighting the menu at night.
• Print the suggested replacement for the poster that will be lit at night to attract more
customers and position the product associated with the logo onto a tarpaulin.
16
• Check the quality of the light that will be placed inside the poster to ensure that it
is durable and waterproof.
• Position the poster in the center of the store's outside ceiling, where it will stand
out among competitors.
The researchers have decided to have a one (1) month of timetable in order to execute
the desired deliverables which are expressed in the table below.
Legends:
Deliverable 1 -Improved menu / Menu re-engineering
-Social Media Advertisement

Deliverable 2
Deliverable 3 -Improving the interior design of the business

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BUDGET
The researchers tried to collate the information with the most updated price of
the needed materials, services, and ingredients as possible to come up with the below
monetary need to execute the plans above. The computed expected expenses were
expressed in monthly basis.
Innovate menu engineering
• Bangus , pork sisig, and grilled pork sisig
Ingredients Quantity Unit Cost Total cost Monthly cost
Pork 10 kg Php. 250.00 Php. 2,500.00 Php. 75,000.00
Bangus 10 kg Php. 203.00 Php. 2,030.00 Php. 60,900.00
Oil 1 gallon Php. 308.00 Php. 308.00 Php. 9,240.00
Butter 1 kg Php. 110.00 Php. 110.00 Php. 3,300.00
Garlic 2 kg Php 60.00 Php. 120.00 Php. 3,600.00
Onion 2 kg Php. 100.00 Php. 200.00 Php. 6,000.00
Bell pepper 1 kg Php. 150.00 Php. 150.00 Php. 4,500.00
Ground pepper ½ kg Php. 52.00 Php. 52.00 Php. 1,560.00
Chili powder 1 kg. Php. 120.00 Php. 120.00 Php. 3,600.00
Calamansi 2 kg. Php. 40.00 Php. 80.00 Php. 2,400.00
Liver spread 1 kg Php. 120.00 Php. 120.00 Php. 3,600.00
Salt 1 kg Php. 30.00 Php. 30.00 Php. 900.00
Corn starch 1 kg Php. 75.00 Php. 75.00 Php. 2, 250.00
Egg 5 trays (Small) Php. 110.00 Php. 550.00 Php. 16,500.00

18
Mayonnaise 1 gallon Php. 220.00 Php. 220.00 Php. 6,600.00
Rice 50 kg Php. 3,000.00 Php.3,000.00 Php. 3,000.00
Total cost Php. 9,662.00 Php.
202,750.00
• Beef pares with siomai and bag
Ingredients Quantity Unit cost Total cost Monthly cost
Beef 5 kg Php. 350.00 Php. 1,750.00 Php. 52,500.00
Beef Siomai 5 packs Php. 80.00 Php. 400.00 Php. 12,000.00
Knorr Beef cube 5 packs Php. 7.00 Php. 35.00 Php. 1,050.00
Pork belly 3 kg Php. 300.00 Php. 900.00 Php. 27,000.00
Garlic 2 kg Php 60.00 Php. 120.00 Php. 3,600.00
Star anise 100 g Php. 130.00 Php. 130.00 Php. 3,900.00
Brown sugar ½ kg Php. 47.00 Php. 47.00 Php. 1,410.00
Scallions 500 g Php. 179.00 Php. 179.00 Php. 5,370.00
Ginger ½ kg Php. 37.00 Php. 37.00 Php. 1,110.00
Rice 25 kg Php. 1,500.00 Php. 1,500.00 Php. 1,500.00
Total cost Php. 5,098.00 Php. 88,140.00
• Halo-halo
Ingredients Quantity Unit Cost Total cost Monthly cost
Nata de coco 340 g Php. 55.00 Php. 55.00 Php. 1,650.00

19
Kaong 340 g Php. 75.00 Php. 75.00 Php. 2,250.00
Saba Bananas ½ kg Php. 80.00 Php. 80.00 Php. 2,400.00
Sclied Mango 1 kg Php. 100.0 Php. 100.00 Php. 3,000.00
Sago 500 grams Php 30.00 Php. 30.00 Php. 900.00
Macapuno 500 grams Php. 114.00 Php. 114.00 Php. 3,420.00
Sweet corns 1000 g Php. 80.00 Php. 80.00 Php. 2,400.00
Evaporated milk 410 ml Php. 34.00 Php. 170.00 Php. 5,100.00
Brown Sugar 1 kg Php. 78.00 Php. 78.00 Php. 2,340.00
Ube halaya 1 tub (340g) Php. 100.00 Php. 100.00 Php. 3,000.00
Crashed ice 5kg Php. 40.00 Php. 40.00 Php. 1,200.00
Total cost Php. 922.00 Php. 22,920.00
• Lemon Juice
Quantity Unit cost Total cost Monthly cost
4 kg (10pcs per 1kg) Php. 160.00 Php. 640. 00 Php. 19, 200.00
1000 grams Php. 190.00 Php. 190.00 Php. 570.00
2 Container Php. 50.00 Php. 100.00 Php. 3, 000.00
10kg Php. 50.00 Php. 50.00 Php. 1, 500.00
1 bundle (50pcs) Php. 95.00 Php. 95.00 Php. 190.00
Php. 1, 075.00 Php. 24,460.00

20
• Cucumber and Lemon Juice
Lemon 4 kg (10pcs per Php. 160.00 Php. 640. 00 Php. 19, 200.00
1kg)
Cucumber 6kg (4pcs per Php. 42.00 Php. 252.00 Php. 7, 560.00
1kg)
Syrup (3 bottles 1000 grams Php. 190.00 Php. 190.00 Php. 570.00
per month)
Water 2 Container Php. 50.00 Php. 100.00 Php. 3, 000.00
Tube Ice 10kg Php. 50.00 Php. 50.00 Php. 1, 500.00
Cup (2 bundles 1 bundle Php. 95.00 Php. 95.00 Php. 190.00

per month)
(50pcs)
Total Cost Php. 1, 600.00 Php. 32, 020
• Pineapple Juice
Pineapple 250 grams Php. 193.00 Php. 193.00 Php. 5, 790.00
per month)

per month)
(50pcs)
Total Cost Php. 628.00 Php.11, 050.00

21
• Iced Tea
Iced Tea 250 grams Php. 260.00 Php. 260.00 Php. 7, 800.00
powder
per month)

per month)
(50pcs)
Total Cost Php. 695.00 Php.11, 710.00
2.Social Media Advertisement
• Non-organic advertisement
Reach Engagement Cost

Estimated reached 807 – 2,300 87 – 252 possible customers Php. 500.00
people
Estimated reached 1,600 – 174 – 503 possible Php. 1, 000.00
4,700 people customers
Estimated reached 2,400 – 261 – 755 possible Php. 1, 500.00
Estimated reached 4,800 – 522 – 1,500 possible Php. 3, 000. 00
Estimated reached 8,100 – 870 – 2,500 possible Php. 5, 000.00
Estimated reached 16,100 – 46, 1,700 – 5,000 possible Php. 10, 000.00
600 people customers
A non-organic social media advertisement can be reduced in cost by utilizing
the proposed video advertisement that the researchers will create for free, as well as the
22
owner's minimal postings to increase its reach. As a result, the suggested strategy is to
obtain for the Php. Plan for non-organic advertising of $500.00.
Aside from adding menu items to the business's current menu, the researchers
devise a budget for innovating the business's poster.
Materials Cost
Tarpaulin (4 x 6 ft.) Php. 500.00
Poster stand Php. 300.00
String Light Copper ( 8 m) Php 256.00
Labor for creating the poster Php. 400.00
Total Php. 1,456.00
All in all the table below will show up the total cost of the proposed plan of the
researchers based from the deliverables.
Deliverable 1
Daily Cost Monthly Cost
Bangus , pork sisig, and grilled pork sisig Php. 9,662.00 Php. 202,750.00
Beef pares with siomai and bag Php. 5,098.00 Php. 88,140.00
Halo-halo Php. 922.00 Php. 22,920.00
Lemon juice Php. 1, 075.00 Php. 24,460.00
Cucumber and lemon juice Php. 1, 600.00 Php. 32, 020.00
Pineapple juice Php. 628.00 Php.11, 050.00
Iced tea Php. 695.00 Php.11, 710.00

23
Deliverable 2
Materials and labor for improving the poster Php. 1,456.00
Deliverable 3
Reach Engagement Cost
Estimated reached 807 – 87 – 252 possible customers Php. 500.00
2,300 people
Net cost Php. 395,446.00

24
CONCLUSION
Z's Chicken inasal operation for thirty (30) days is an example of a well-
established business that resulted from the owner's own planning. The marketing mix,
which includes product, price, place, and promotion, has been established but could be
improved particularly in promotion. This marketing proposal will allow them to increase
their market share in relation to the consistently excellent work they do in their business.
The owner's core values, which he instills in his employees, reduce his effort in allocating
funds to improve customer service within the business.
According to the researchers' preliminary findings, improving the menu of the
business may be costly, but it will undoubtedly increase the business's niche, which has
been discovered to be very broad. The 10-50-year-old age group can also be subdivided
into 10-20-year-olds, who are potential customers for the proposed halo-halo while
enjoying their signature barbecue. Workers between the ages of 20 and 40, on the other
hand, are high potential consumers of the pares and sisig that have been suggested for
inclusion on the menu. The total budget for improving the menu alone is Php.994,490.00.
We intend to target all niche markets within the company's current market in order to
increase its profit margin. For the materials and social media engagement cost it will only
require the owner to invest at least Php. 1956. Therefore the total budget for the plan is
Php. 395,446.00 that is allocated for one (1) month supply.
The proposed strategy should raise awareness and improve the current
marketing strategies employed by the company. As stated in the first section of this paper,
the company aspires to be the next Mang Inasal and to outperform the latter while fulfilling
25
its mission of "putting smiles on the faces of family eating together with affordable
barbecue meal."
TERMS AND CONDITIONS
Polytechnic University of the Philippines
College of Business and Administration
Consent Form for Participation in a Research Study
Effectiveness of Traditional and Modern Marketing Approaches for Entry-level
Chicken Inasal Business
DESCRIPTION: The researcher would like your permission to participate in our study
titled "Effectiveness of Traditional and Modern Marketing Approaches for Entry-level
Chicken Inasal Business." This consent form requests that you allow the researcher to
record and view the interview, as well as use your comments to improve understanding of
the subject. In addition, the form requests permission to use related observations, images,
or posts as data in this study.
TIME INVOLVEMENT: Your participation will take approximately 60 minutes.
PROTECTION OF CONFIDENTIALITY: The information that you give in the study will be
handled confidentially. All the data gathered during the interview will be stored only with
the university’s database and solely for academic purposes under the Business
Administration department.
26
PARTICIPANT’S RIGHTS: If you have read this form and have decided to participate in
this project, please understand your participation is voluntary and you have the right to
withdraw your consent or discontinue participation at any time. In this case, you will not
earn any money (or credits). You have the right to refuse to answer questions. The results
of this research study may be presented at scientific or professional meetings or published
in scientific journals only limited to the university’s academic discussion. This consent shall
comply with the Republic Act 101773 or known as the Data Privacy Act of 2012.
NO MONETARY INVOLVEMENT: This research study will not attempt in any instance a
monetary credit in exchange for providing the proposed free-video advertisement that will
be done voluntarily by the researchers.
DEBRIEFING: A debriefing will be done at the end of the study with the presented final
output of the paper intended to be free with no requested monetary exchange.
CONTACT INFORMATION: If you have any questions, concerns, or complaints about this
research, its procedures, risks, and benefits, contact the Researchers with the names and
email addresses provided below the agreement form.

27
In submitting this form, I agree to my details being used for the purposes of the
Marketing Proposal of BSBA Marketing Management 3-2 of the university. The information
will only be accessed by necessary university staff. I understand my data will be held
securely and will not be distributed to third parties.
have a right to change or access my information. I understand that when this
information is no longer required for this purpose, official university procedure will be
followed to dispose of my data.
AGREEMENT:
I agree to participate in the research study described above.
Mr. Keith Narry Ellado
Researchers:
Gezel Grace M. Carillo John Jenaro B. Jabonete Joyce Anne R. Mercado

camposgezel@gmail.com jabonetejohn7@gmail.com joyyojmercado@gmail.com
28
APPENDICES
Appendix A: Consent form

29
30
Appendix B: Survey Form

31
32
33
Appendix C: Documentation
34
35

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P O LY T E C H N I C U N I V E R S I T Y O F T H E P H I L I P P I N E S

EFFECTIVENESS OF TRADITIONAL AND MODERN

A Pro Bono Marketing Plan

In Partial Fulfillment of the Requirements for the Bachelor’s Degree

Carillo, Gezel Grace M.

Title Page …………………………………………………………………………… i

Table of Contents ………………………………………………………………….. ii

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

Business Background …………………………………………………….. 4

Project Details ……………………………………………………………………… 6

Problem Statement …………………………………………………………. 6

Proposed Solution ………………………………………………………….. 6

Qualifications to Solve the Problem ……………………………………….. 11

Deliverables and Timeline ………………………………………………………… 14

Terms and Conditions …………………………………………………………….. 25

Chicken inasal is a popular

barbecue dish that every Filipino

enjoys on a regular basis or on

special occasions. Its basting sauce

and marinade, which incorporate a

variety of spices and ingredients,

give the grilled chicken a distinctive

color, aroma, and flavor that sets it

chicken inasal is skewered on bamboo sticks, charcoal-grilled to perfection, and basted

of the problem, proposed solution, and qualifications to solve the problem.

up capital amounting to Php. 300,000 including the overhead expenses.

The mission of the company is to provide affordable barbecue meals regardless of

together with his family due to a

lack of funds. The owner's

relatives passed down the secret

recipes for each menu. Since he

grew up in the province, the

culture of celebration and

resourcefulness aided him

greatly in developing and

posting of minimal images on their Facebook page.

the totality experience of the customers in dealing with their business.

This marketing plan is intended to formulate an effective marketing strategy to

to its potential and actual customers?

2. Does the available tangible or intangible marketing strategies of the business

are contributing to the profitability of the business?

1. Available tangible or intangible marketing strategies

• Flyers during the grand opening of the business.

• The psychological positioning of the chicken's size.

• Psychological pricing of .99 cents among all of its menu.

proposed solutions of the researchers listed below.

Innovate menu engineering

• Bangus and pork sisig.

• Grilled pork sisig

• Regular pares with siomai

• Special/ combo pares with bagnet or shanghai.

market the researchers are suggesting the below desserts.

• Franchise third-party ice cream business.

• Cucumber and lemon juice

2. Social media advertisement

People's perspectives are transforming as our environment changes. People

products/services on their social media platforms.

Sharing photographs of your frequent customers as well as product shots on your