WOW SABOR LECHON MANOK AND CRUNCHY LIEMPO

MARKETING PLAN

Our Objective To be the best provider of quality and authentic delicious

lechon manok and crispy liempo in Palawan and to

expand the business in every part of the province.

Authors of Jay R S. Diocarisa

jrdiocarisa02@gmail.com
Document
Mezaira B. Miscala
mezairamiscala77@gmail.com

Melquisedic Iligan
melquisediciligan2023@gmail.com
 Business Summary

Our Company
Wow Sabor Lechon Manok and Crunchy Liempo was established in 2015 with its
very first branch located in Barangay Sicsican. Now Wow Sabor has 8 branches in
Palawan which two of which are in Narra, Palawan, and one in Brookes Point. Wow
Sabor brought the Davao taste of lechon in Palawan and soon followed by lechon
manok and lechon ulo. They have establsihed the brand as one of the well-known
roasting business in the city.

Our Marketing Leaders

Jay R S. Diocarisa, a third-year Marketing

Management student, has taken marketing-
related subjects such as digital marketing,
product management, pricing and purchasing,
and distribution. These subjects equip him with
the knowledge to lead marketing initiatives of
the company.

Mezaira B. Miscala, a fourth-year Marketing

Management student and former Student
Assistant at Palawan State University, has a
dedicated goal of helping organizations establish
themselves in the market and assisting them with
planning and implementing their marketing
campaigns.

Melquisedic Iligan, a third-year Marketing

student with a flair for crafting compelling
marketing plans, contributes valuable insights to
develop impactful marketing strategies. He has
experienced working for some clients helping
them with general and administrative tasks
making it one of his advantages in helping the
team and the company.
Table of Contents
Executive Summary
Situation Analysis
Marketing Strategy
Financial Projections
Implementation Controls
1.0. EXECUTIVE SUMMARY
Wow Sabor Lechon Manok and Crunchy Liempo, founded by the family of Ms.
Zoey Laurel, brings Davao's beloved lechon flavors to Palawan. Starting with just
two outlets, the company has grown to 10 branches across Puerto Princesa, El Nido,
and Narra. They specialize in roasted meats, with a focus on lechon manok (roasted
chicken). Despite competition from national chains like Chooks-to-Go, Wow Sabor
thrives under Ms. Laurel's leadership. Now aiming to be Palawan's leading lechon
manok seller, they seek to enhance their market presence through strategic
marketing, currently spearheaded by Ms. Laurel herself.
Success will be measured through a multi-faceted approach, tracking website
traffic, social media engagement, customer acquisition rates, online reviews, sales
figures for their key products, and delivery order volume. By implementing these
data-driven strategies, maintaining financial controls, and continuously monitoring
performance, Wow Sabor paves the way for long-term growth and solidifies its
position as a beloved brand in Puerto Princesa.
Wow Sabor Lechon Manok and Crispy Liempo (formerly Wow Davao) has
set aside a marketing budget of 150,000 pesos for the year to implement strategic
initiatives aimed at boosting brand awareness, customer acquisition, and ultimately,
sales growth. This investment will fuel a multi-pronged marketing attack designed to
solidify Wow Sabor's position as a leading lechon manok provider in Puerto
Princesa.

2.1 SITUATION ANALYSIS

Wow Sabor has been in the industry for about 9 years, bringing the Davao
lechon taste in Palawan draws the attention of Palaweños with its distinct offering
and taste. Over the years, numerous competitors arise in the market challenging
Wow Sabor market strategies and overall business operations. However, being the
only roasting business in Palawan that offers Lechon Belly and Lechon Ulo and one
of the few roasting businesses that offers ‘ihaw’ services in the market, with its
unique offering and distinct taste, Wow Sabor keeps thriving in the more competitive
food industry being one of the well-known roasting businesses in Palawan with over
10 branch/outlet overall.

2.2 Market Summary

 Wow Sabor gaining popularity and recognition in the market has understood
their target and potential customers very well. Despite the growing competition in the
food industry, Wow Sabor continues to cater their customers at their best, offering
various products that meet customers' distinct needs and preferences, leading to
significant growth of Wow Sabor customer base over the course of the years of its
operations.
Target Markets
● Socialists: consumers such as families who value quality meals and
spending time together. Wow Sabor can highlight their family-friendly
atmosphere and convenient takeout options.
● Busy Professionals: People who appreciate convenient and delicious
meals after a long workday. Wow Sabor can promote their fast service,
online ordering, and easy takeout options.
● Local Food Enthusiasts: People who are passionate about Filipino
cuisine and supporting local businesses. Wow Sabor can emphasize
their use of traditional recipes, local ingredients, and their commitment
to the community
● Traditionalists: Customers who value Filipino culinary heritage and
authentic flavors. Wow Sabor can focus on their commitment to using
time-tested recipes and high-quality ingredients.

2.2.1 Market Information

Wow Sabor typical customers are identified using geographic, demographic, and
psychographic segmentation as shown below.
Geographic
● Wow Sabor has centered its operations within the City of Puerto
Princesa where they had their first branch in Sicsican established in
2015 following several branches around the city in San Jose, San
Pedro, Malvar, Liberty and later expanding its operations in Narra and
Brooke's Point, Palawan.
● The total targeted population is 143,777 (Puerto Princesa City/20-79
years old), 43,941 (Narra, Palawan), and 40,187 (Brooke's Point,
Palawan). The total targeted population is 227,905 potential customers.
Table 2.1 Target Market Forecast
Potential Growth 2024 2025 2026 CAGR
Customers
Regular meal 5% 145,800 729,000 3,645,000 6.2%
buyers
Special 3% 82,105 492,630 2,052,065 3.4%
Occasional
Buyers
Total 8% 227,905 1,221,630 5,697,065 9.6%

Demographics
● Kids, teens, and adults are catered by Wow Sabor, however only
customer customers age 18-70 are targeted because they usually have
the buying power to avail Wow Sabor products.

Psychographic Factors
● Wow Sabor was centered on offering food products that highlights the
value of family gatherings and local delicacy. Hence, targeted
customers are usually family oriented who often have lechon manok or
lechon liempo on their dinner table tied with small conversations or
family celebrations.
● Local food enthusiasts or traditionalists are fond of local delicacies
most especially the well-known traditional food in local celebrations
which is lechon, hence Wow Sabor attempts to cater these types of
customers to highlight the value of preserving culture and local taste.
Behavioral Factors
● Busy professionals or even those customers who value the importance
of time are targeted with the product offerings of Wow Sabor. These
types of customers are usually time conscious and love convenience
and quick service. Hence, Wow Sabor perfectly targeted these
customers by offering pre-ordered lechon belly and lechon ulo as well
as pre-cooked lechon manok and liempo that requires less time to
prepare.
 ● Additionally, customers who want to roast the meat they own can also
avail the ihaw services of Wow Sabor at affordable charge.

2.2.2 Market Needs

Wow Sabor aims to cater to the desires of its customers by providing a
delectable range of Filipino dishes, with a primary focus on its signature offerings of
lechon manok (grilled chicken) and crunchy liempo (crunchy pork). The business
seeks to fulfill the following benefits that are important to its customers:
Authentic Filipino Flavors: Customers crave the authentic taste of Filipino
dishes. Wow Sabor uses traditional recipes and high-quality ingredients,
ensuring that its lechon manok and crunchy liempo capture the essence of
Filipino flavors. They use lemongrass to add citrusy flavor and an enticing
smell.
Convenience and Ready-to-Eat Meals: In today's busy lifestyle,
convenience is key. Wow Sabor provides ready-to-eat lechon manok and
crunchy liempo, saving customers time and effort in meal preparation while
still enjoying delicious, home-cooked Filipino dishes.
Affordability and Value: Wow Sabor understands the importance of
affordability. Its lechon manok and crunchy liempo provide excellent value for
money, making flavorful Filipino cuisine accessible to a wide range of
customers, including students, working professionals, and families.
Quality and Freshness: Customers prioritize quality and freshness in their
food. Wow Sabor ensures top-quality ingredients and freshly prepared dishes,
meeting the expectations of customers who value food made with care.
Customer Service Excellence: Wow Sabor is committed to providing
exemplary customer service. From friendly and efficient ordering processes to
service at the dining location, the business aims to create a positive and
memorable experience for its customers, creating loyalty and satisfaction of
the customers.

2.2.3 Market Trends

The concept of "Wow Sabor" or "delicious flavor" implies that highlighting the
exceptional taste and quality of the product could be a relevant sales strategy.
Recently, various businesses have been offering rice meal paired with patties,
chicken, and siomai. This trend in food industry is a great opportunity for Wow Sabor
to leverage because they were the first and only lechon business to potentially offer
rice meal paired with lechon, indicating a potential growth in market share when this
menu was offered. Wow Sabor could also explore some new flavors that could add
to the unique taste of roasted meats that customers can only taste in Wow Sabor,
flavors like sweet and spicy, sweet and sour, and extra spicy can potentially increase
customer base because none in the market are offering such flavor in the roasted
meat products.

2.2.4 Market Growth

With the competitive and affordable prices of Pork Liempo, Letson Manok,
Letson Ulo, and Letson Belly slightly decreasing due to increased competition from
numerous lechon companies, the market in Puerto Princesa City has seen steady
growth. Additionally, expanding into other areas in Southern Palawan has helped
increase their popularity beyond the city, even though sales have slowed in some
places. Over the past five years (2015 up to present), growth statistics have shown
an estimated increase of over nine branches/outlets, with new Wow Sabor outlets in
Narra Market & Highway and Brookes Point. The company's unique taste and high-
quality products have made them popular among both locals and tourists, both
foreign and domestic.

2.3 SWOT Analysis

The following SWOT analysis captures the strengths and opportunities that Wow
Sabor must capitalize on to thrive and become successful in the industry, while Wow
Sabor weaknesses and threats in the external environment must be prevented from
occurring or affecting the operations while also finding ways to overcome them.

2.3.1 Strengths
● Brand establishment: Strong brand recognition and loyalty among
consumers.
● Variety of small food options: This allows the company to cater to
individual preferences and capitalize on the growing trend towards
smaller portion sizes and snacking habits.
● Popular Dish: Lechon manok is a popular and well-loved dish in many
cultures, making it popular among a wide range of consumers.
 ● Affordability: Compared to other roasted or grilled meats, lechon
manok is often more affordable, appealing to budget conscious
consumers.
● Easy Preparation: The cooking process for lechon manok and liempo
are relatively simple, making it accessible for small-scale
entrepreneurs.

2.3.2 Weaknesses:
● High Competition: Strong competition from other lechon businesses.
● Supply Chain Issues: The challenges of ensuring consistent product
availability.
● Perishability: Freshly roasted chicken and lechon has a limited shelf
life, requiring careful management of inventory and food waste.
● Food safety Concerns: Ensuring proper food handling and storage
practices is crucial to prevent foodborne illnesses and maintain
customer trust.
● Dependency on Ingredients: Availability and quality of ingredients,
such as chicken and marinades, can impact the consistency of the
product and operations.

2.3.3 Opportunities:
● Growing Demand: Lechon, being a popular Filipino dish, presents an
opportunity for Wow Sabor to capitalize on the increasing demand for
authentic and quality lechon in the market.
● Collaborations and partnerships: Wow Sabor can explore
collaborations with local tour operators, hotels, or event organizers to
promote its Lechon offerings as part of package deals or special
events, thereby increasing brand visibility and attracting new
customers.
● Tourism Growth: Puerto Princesa City, Palawan, being a popular
tourist destination,offers an opportunity for Wow Sabor to attract both
local and international tourists seeking to experience authentic Filipino
cuisine, including lechon.
 ● Online presence: Levering digital marketing platforms and social media
channels can help Wow Sabor reach a wider audience and engage
with potential customers interested in trying its lechon.
● Diverse culinary landscape: The culinary scene in Puerto Princesa
offers a variety of dining options, creating an opportunity for Wow
Sabor to differentiate itself through unique marketing strategies and
offerings, such as its lechon.

2.3.4 Threats:
● Intense Competition: The food industry, particularly in Puerto Princesa
City, is highly competitive, with numerous restaurants and eateries
offering similar dishes, including lechon. Wow Sabor faces the threat of
competition from both established and emerging players.
● Seasonal Variations: Fluctuations in tourists arrivals and seasonal
demand for lechon may pose challenges to Wow Sabor’s revenue
generation and customer acquisition strategies, requiring adaptive
marketing approaches to maintain consistent business growth.
● Changing Consumer Preferences: Shifts in consumer preferences
towards healthier or alternative food options may pose a threat to Wow
Sabor's traditional lechon offerings. Customers may opt for healthier
alternatives, impacting Wow Sabor's customer acquisition efforts.
● Competition: The food industry is highly competitive, with numerous
restaurants offering similar products and services. Wow Sabor faces
competition from other establishments serving lechon, as well as from
other types of cuisine.
● Economic fluctuations: Economic downturns or fluctuations in
consumer spending can impact discretionary spending on dining out.
Wow Sabor may face challenges in acquiring customers if there is a
decrease in disposable income or tourist arrivals in Puerto Princesa
City.

2.4 Competition
The "Wow Sabor" provides a unique experience in Puerto Princesa City as it
is the first food stop exclusively for locals, offering a culinary experience tailored to
the unique tastes and preferences of the community. It serves dishes that match the
traditional flavors of the area with a modern twist. By providing personalized service
and incorporating local ingredients and traditional recipes, it offers a unique dining
experience that showcases the richness of the local food culture.

2.5 Product offering

Wow Sabor offers several products:
● Let's start with the Classic Roasted Chicken (Lechon Manok): Wow Sabor's
lechon manok is a timeless classic, beloved by many for its succulent meat
and aromatic flavors. Roasted to perfection, the chicken boasts tender flesh
infused with a blend of herbs and spices, resulting in a mouthwatering dish
that's perfect for any occasion. Whether it's a casual family meal or a festive
celebration, this roasted chicken is sure to satisfy even the most discerning
palates.

● Then there's the Crunchy Leimpo: The crunchy leimpo from Wow Sabor adds
an exciting twist to the traditional pork belly dish. Imagine biting into a piece of
tender pork belly, encased in a crispy, golden-brown crust that crackles with
each bite. This dish offers a delightful contrast of textures, with the succulent
meat complemented by the satisfying crunch of its outer layer. It's a flavor-
packed experience that's sure to leave a lasting impression.
● Moving on to the more adventurous choices, Lechon Pork Head: For those
craving a more adventurous culinary experience, Wow Sabor's lechon pork
head is a must-try. While it may seem unconventional to some, the pork head
offers a treasure trove of flavors and textures waiting to be discovered. From
the tender cheek meat to the crispy skin, every part of the head is a culinary
delight. Slow-roasted to perfection, the lechon pork head promises a
symphony of flavors that's both bold and unforgettable, but first to obtain this
lechon pork head you'll need to pre-order because it takes time to prepare for
this adventurous craving.

● Last but certainly not least, Lechon Pork Belly: Wow Sabor's lechon pork belly
is a feast for the senses. Indulge in thick, succulent slices of pork belly, each
layer infused with the smoky aroma of the roasting process. The crispy skin
adds a delightful crunch to every bite, while the tender meat melts in your
 mouth, leaving behind a rich, savory flavor that lingers on the palate. Whether
enjoyed on its own or paired with your favorite sides, this dish is sure to
impress even the most discerning food enthusiasts, but also like the lechon
pork head you need to pre-order it first because it takes time to prepare this
delightful dish.

2.6 Keys To Success

The keys to success are focusing on brand awareness, customer loyalty,
and sales growth. Wow Sabor aims to solidify its position in the competitive lechon
market in Puerto Princesa. Wow Sabor has focused on understanding the market
trends and meeting customer demands for convenience and affordability has
contributed to their success.

2.7 Critical Issues

Although Wow Sabor has been in the industry for almost 9 years now, they still face
some problems, some of which are;
• Building loyal customers: over the years and due to rising competition, Wow
Sabor has been experiencing fluctuations in their monthly sales indicating only
that they have yet to build loyal customers who will continue to patronize their
products despite the new entrants and competitors offering similar products in
the market.
• Revenue growth and sales consistency: as mentioned in the previous point, it
has been difficult for Wow Sabor to build loyal customer hence reflected on the
fluctuations of their sales. Furthermore, its revenue has yet to see significant
growth since its establishment in 2015, hence, they have difficulty in investing
 much on its marketing activities because of insufficient funding.
• Lack of marketing activities to aid in promoting their business: Wow Sabor has
yet to implement consistent marketing activities as mentioned because of lack
in funding and also another reason is that they don’t have rightful personnel
who can handle such tasks, none of their family have a background in
business.

3.1 MARKETING STRATEGIES

Wow Sabor key to success in terms of its marketing strategy is focused on
providing local and distinct taste and offerings such as lechon belly, liempo, and ulo
that only few competitors are offering in the market. However, the main strategy is
the ihaw services which can only be availed in any of Wow Sabor branches. Pre-
ordered lechon is a convenient way to taste the lechon of Wow Sabor and is targeted
commonly to busy professionals who don't have ample time to prepare for their
meals. Furthermore, the local Palaweno taste of lechon is targeted to local food
enthusiasts and traditionalists who wants to experience the unique taste of lechon in
Palawan as well as those customers who are family oriented and value social
gatherings that tend to have lechon on their dining table accompanied by small
conversations making most of the time and cherish memories for every customers.

3.2 Mission
Wow Sabor's mission is to meet the diverse needs of customers in Puerto
Princesa City, becoming their top choice for events. Offer unique, tasty, convenient,
and affordable products. Our goal is to understand how Letson Manok, Crunchy Pork
Liempo, Letson Belly, and Letson Ulo distinguish our brand and appeal to busy
professionals, students, and beachgoers.

3.3 Marketing Objectives

▪ To evaluate Wow Sabor's pricing strategy compared to competitors. This
analysis will focus on the impact of maintaining their current prices in a
dynamic market environment, including potential adjustments due to rising
costs associated with supply chain inflation. The goal is to understand the
sustainability of their current pricing model and identify any necessary
adaptations.
▪ To assess Wow Sabor's current packaging and labeling strategies to identify
 opportunities for improvement in product differentiation and brand recognition.
The objective is to propose impactful enhancements to the packaging design
and overall branding. These improvements should increase customer
engagement and ultimately lead to a higher purchase intent.
▪ To examine Wow Sabor's branding efforts, including uniform design and
ambassador programs, to assess their impact on brand visibility and customer
perception, recommending adjustments to enhance brand identity and employee
engagement.
▪ To assess Wow Sabor's current utilization of social media platforms for
marketing and promotion, identifying opportunities to optimize content and
engagement strategies to reach and resonate with target audiences
effectively.
▪ To explore the feasibility and potential impact of introducing dining options to
enhance customer loyalty and retention, aligning with competitor offerings and
customer preferences for a comprehensive dining experience.
▪ To monitor and analyze Wow Sabor's expansion efforts, including branch
openings and market expansion in Palawan, to track brand awareness and
market penetration, providing insights for further growth and establishment in
new markets.

3.4 Financial Objectives

● Increase the profit margin by 13.9% base on the sales forecast every two
quarter through ensuring effective implementation of marketing strategy by
monitoring conversion rate.
● Invest on research and development relative to the budget designated for
such purposes, to seek for effective management of funds and resources.
● Hire bookkeeper to help the company prepare financial statements and other
financial reports and to also assist the company in organizing their records to
be used on reporting and analyzing of finances.

3.5 Target Market

Wow Davao's lechon manok isn't just for one type of customer – it's a
delicious option for everyone in Puerto Princesa! Families looking for a convenient
and affordable meal can easily grab a complete meal. Students on a budget can
enjoy a filling and tasty choice. Busy professionals on the go can grab a quick lunch
or dinner at conveniently located Wow Davao stores, with lechon manok being a
popular grab-and-go option. Even party planners and event organizers know Wow
Davao's lechon manok is a crowd-pleaser, making it a go-to-choice for celebrations
and gatherings. By offering a product that's delicious, convenient, and budget
friendly, Wow Davao caters to the diverse needs of its customers across Puerto
Princesa City.

3.6 Positioning
Wow Sabor’s positioning was customer convenience, being the only lechon
business that offers pre-ordered lechon ulo and lechon belly so that customers who
wants to purchase, no longer need to wait to add to convenience on the customer's
part. Wow Sabor is also the first business to offer

3.7 Strategies
The single objective is to position Wow Sabor as the Palaweño’s Best Lechon
Manok and Liempo in Town by its delicious and satisfying lechon manok and crispy
liempo. Given that Wow Sabor already has an established market or customer base,
the marketing strategy or approach to enhance sales and broaden the market would
entail focusing on advertising.
• Utilizing social media platforms such as Facebook, Instagram, TikTok, and
others for posting content can contribute to acquiring new customers and
boosting sales. By regularly sharing engaging and relevant content on these
platforms, businesses can effectively reach wider audiences, foster brand
awareness, and encourage consumer engagement. Social media also
provides opportunities for direct interaction with customers, allowing
businesses to gather feedback, address inquiries, and build relationships,
ultimately leading to increased customer loyalty and revenue generation.
• Wow Sabor will also use the power of local influencers in Palawan to
advertise and promote itself to the general public. They can review Wow
Sabor's products and explain why they are the best chicken and liempo in
town. Knowing that these influencers have thousands of followers on their
social media pages will be extremely beneficial in increasing Wow Sabor's
popularity.
 • Furthermore, offering discounts or promotions during holidays and special
events can be one way to encourage new customers to try Wow Sabor while
also retaining existing customers.
• Moreover, Wow Sabor should continue to portray the narrative that the taste
of their products originates from Davao, but they have added a touch of
Palawan culture, as evidenced by their logo and new brand name, capturing
the hearts of Palawenos.

3.8 Marketing Mix

Wow Sabor’s marketing mix consists of the following approaches to pricing,

distribution, advertising and promotion, and place.

Pricing. To continuously enhance their sales, especially during holidays,

Wow Sabor may give limited-time discounts on their products. This allows
them to encourage people to buy their products in larger quantities. The
current prices are 260 for lechon manok and liempo, while the picture below
shows the prices for their pre-ordered lechon ulo and lechon belly.

Distribution. Originally, Wow Sabor used a direct-to-customer distribution

model. However, we propose them to partner with delivery services in the City
such as Happy App, Foodpanda, Kiefers, and Backride Palawan to reach and
serve broader target customers, and to also provide convenience on their
 part.

Advertising and promotion. Wow Sabor currently leverage the benefits of

social media by having facebook and Instagram business page as the primary
promotional platform for Wow Sabor. However, to further increase brand
awareness, lead generation, and high conversion rate, it is suggested that
Wow Sabor should also get a social media manager that is also good at basic
or simple graphic design so that they can engage more customers on their
pages. Wow Sabor could also held a gift giving or raffle draw event where
they can increase their publicity and earn at the same time, frequent buyers
can receive raffle tickets to encourage them to purchase more. Offer a buy 1
take 1 promo in anniversary or a free drinks for customer celebrating his or
her birthday on November 1.

Customer service. Wow Sabor currently have phone number where

customers can contact them directly. However, to further improved the
customer service of Wow Sabor, we suggest them to have their own social
media manager or moderator than can assist and reply to customer concerns
and queries. Give feedback form that can help them improve their services on
the point of view of the customers. In terms of customer complaints regarding
the food itself, Wow Sabor replaces the food right away after customer
complaints and record these complaints as basis for improvement. Provide
training to branch crew/manager regarding customer service and food
handling and preparation.

3.6 Marketing Research

Wow Sabor could utilize digital promotion through various online channels
such as social media, email marketing, and website announcements to engage with
customers and gather feedback regarding their rebranding efforts. By actively
soliciting input from consumers through surveys, polls, and direct interaction on
digital platforms, Wow Sabor can gain valuable insights into how their audience
perceives the changes in branding, product offerings, and overall customer
experience. Moreover, leveraging digital promotion allows Wow Sabor to stay
attuned to evolving market trends and competitor activities. By monitoring social
media conversations, online reviews, and industry news, the company can identify
emerging trends, customer preferences, and competitive strategies in real-time.
4.1 FINANCIAL

This section will offer the financial overview of Wow Sabor related to marketing
activities. Wow Sabor will address break-even analysis, sales forecast, expense
forecast, and indicate how these activities link to the marketing strategy.

4.2 Break-Even Analysis

The break-even analysis helps firms understand their financial status by
determining the point at which total revenue equals total costs, resulting in neither
profit nor loss. This break-even point serves as a baseline for calculating profitability
and making strategic decisions. Businesses can set prices that cover costs while
remaining profitable by performing a break-even study. The break-even analysis
indicates that 3,192 units are required to reach the break-even point.

Wow Sabor Monthly Break-even

Analysis

₱70,000
₱40,000
₱10,000
₱220
-₱20,000
-₱44,000
-₱48,000

50 100 500 837 1,000 1,500 2,000

Monthly Break-even point

Table 4.2 Break-Even Analysis

Break-even analysis:
Monthly Units Break-even 837
Monthly Sales Break-even 220
Assumptions
Average Unit Per Revenue 60
Average Per Unit Variable Cost 200
Estimated Monthly Fixed Cost 50,000
4.3 Sales Forecast
By determining target audiences, determining price strategies, and organizing
promotional activities, sales forecasting helps to create efficient marketing plans.
This ensures that promotions are impactful and targeted, resulting in higher sales
and profitability.

Table 4.2 Sales Forecast

Sales Forecast

Sales 2024 2025 2026

Regular meal buyers ₱535,605 ₱1,071,210 ₱2,142,420

Special occasional buyers ₱398,655 ₱797,310 ₱1,594, 620

Total Sales ₱934,260 ₱1,868,250 ₱3,736,500

Direct Cost of Sale 2024 2025 2026

Regular meal buyers ₱412,000 ₱824,000 ₱1,648,000

Special occasional buyers ₱306,600 ₱613,200 ₱1,226,200

Subtotal Cost of Sales ₱718,600 ₱1,437,200 ₱2,874,200

4.3 Expense Forecast

Table 4.3 Monthly Expense Budget

Marketing Expense Budget 2024 2025 2026

Content Creation ₱5,000 ₱5,0000 ₱5,000

Event sponsorship ₱50,000 ₱50,000 50,000

Graphics/Advertisements ₱10,000 ₱8,000 ₱6,000

Gift giving and Christmas Raffle ₱10,000 ₱10,000 ₱10,000

Short-term Promotion ₱10,000 ₱10,000 ₱10,000

Total Sales and ₱85,000 ₱83,000 ₱81,000

Marketing Expenses

Percent of Sales 5.39% 4.78% 3.39%

Contribution Margin 37% 44% 51%

Contribution Margin/Sale ₱345,676 ₱822,030 ₱1,604,672

5.1 Controls

Wow Davao Lechon Manok and Liempo monitor daily, weekly or monthly sales
figures to track the performance of the products. Compare actual sales to the sales
targets set in the plan. They ensure proper inventory management to avoid stockouts
or overstocking, which can impact revenue. Monitor and control costs such as raw
materials, labor, and overheads to maintain healthy profit margins and maximize
revenue.

In addition, Wow Davao Lechon Manok and Liempo generate monthly financial
reports to track revenue, expenses, and profitability, allowing you to make informed
decisions to improve revenue. Develop a detailed sales forecast for the year based
on historical data, market trends, and planned marketing activities. Monitor actual
sales against the forecast regularly to identify any deviations and take corrective
actions if needed.

Negotiating with suppliers to get the best prices for marketing materials, services,
and advertising space. Keep track of all marketing expenses, including advertising
costs, promotional materials, and campaign expenses. Use expense tracking tools or
software to monitor expenses and identify areas for cost savings. Implement an
approval process for all marketing expenses to ensure they align with the budget and
marketing objectives. This helps prevent overspending and ensures accountability.

And lastly, Conduct thorough market research to identify customer needs and
preferences before investing in new product development. This helps reduce the risk
of developing products that may not resonate with the target market. Conduct a
detailed cost analysis of the new product development process, including research
and development costs, manufacturing costs, and marketing expenses. Set a budget
for new product development and monitor expenses closely.

5.2 Implementation

Wow Sabor's recognized marketing strategies include the strategic

acceptance of sponsorships in exchange for promoting the company, with the goal of
attracting and retaining target customers for long-term engagement. Wow Sabor
uses a variety of marketing strategies to maintain visibility across social media
platforms such as Facebook and Instagram through consistent advertising.

Furthermore, the company. uses marketing strategies such as pageant

sponsorship, contests, and Liga (Sports) to boost sales and public relations efforts
focused at reviewing and sustaining daily objectives and sales targets. During the
company's name change, the key goal was to efficiently promote products and
provide information to the intended audience. Despite having few rivals in the
market, Wow Sabor demonstrates a thorough awareness of consumer behavior,
recognizing both positive and negative effects on customer reactions to products.
Employee training is a top priority for the organization in order to improve productivity
and align with customer expectations. Furthermore, Wow Sabor's creative team is
responsible for creating visually appealing graphics and tarpaulins for marketing
campaigns.
Table 5.1 Milestones

Plan

Milestones Start End Budget Manager Department

Date Date

Marketing Plan 5/01/24 5/12/24 ₱70,000 CMO, Zoey Marketing

Completion Laurel Department

Short video 7/1/24 7/31/24 ₱10,000 CMO, Zoey Marketing

promotion/vlog Laurel Department

Gift-giving and 10/1/24 12/15/24 ₱15,000 Her life Public

Christmas raffle partner Relations
draw. Department

Buy 1 take 1 11/1/24 11/1/24 ₱10,000 CMO, Zoey Sales

promo (for Laurel & Department
birthdays on Nov COO, Mr.
1) Mark Joseph

5.2 Marketing Organization

Ms. Zoey Laurel will be responsible for the marketing activities together with his
father Mr. Laurel. Currently they only have a few people in administrative position
doing multitasking to perform different duties. However, for the implementation of this
marketing plan, we suggest that Wow Sabor should also hire their brand
ambassador as their social media manager to assist them in their online promotions
and marketing campaigns. Ms. Zoey Laurel must oversee the implementation of this
plan and become the head for marketing related activities. Furthermore, we suggest
that they also get bookkeeper that can assist them with creating and organizing
financial records and prepare financial reports to have reliable basis in their decision
making. His father Mr. Mark Joseph Laurel should also take over the operations
department especially in production and distribution as he has the most involvement
with supplier and other related transactions. Her life partner which she did not named
will take over the public relations such as sponsorship and events to help boost Wow
Sabor’s publicity.

5.3 Contingency Planning

Here are contingency plans to address potential challenges Wow Sabor

Lechon Manok and Crispy Liempo might face in implementing their marketing
strategies.

• Supply chain disruptions and rising ingredient costs.

• Increased competition from established and emerging lechon businesses.
• Tough economic times hit restaurants hard as people have less money to spend on
dining out.
• Negative customer reviews or social media feedback.

5.4 Strategic Solutions

• Supply chain disruptions: Explore alternative ingredients or recipe
adjustments that maintain quality while potentially reducing costs. And, focus
on reducing expenses through initiatives like waste reduction and optimizing
inventory management.
• Increased competition from established and emerging lechon businesses:
Implement a loyalty program to reward repeat customers and encourage them
to choose Wow Sabor over competitors. Develop loyalty program offering
discounts, freebies, or exclusive menu items to frequent customers.
• Tough economic times hit restaurants hard as people have less money to
spend on dining out: Provide lunch promos and student discounts to attract
budget-conscious customers. And, consider offering smaller portion sizes or
single-serve meals at lower price.
• Negative customer reviews or social media feedback.: Proactively track online
reviews and respond quickly to customer issues. Assign staff to monitor social
media mentions and online reviews. Develop a clear communication strategy
to respond to negative feedback promptly and professionally.