Antipolo’s Best

Marketing Plan
Executive Summary
 The Antipolo’s Best is a locally owned fast food
outlet. It is determined to become a fun and
enjoyable place for excellent snacks and food
away from the stresses and burdens of life. It is a
comfortable place where you can enjoy the beauty
of environment and fun atmosphere as you do your
own business while having a taste of our products.
 Will capitalize on their potential customers from
the Golden Sunbeams Christian School as it is
located near the vicinity of the said school and
tourists.
Mission and Vision
 Brief History of the Company
The Antipolo’s Best’s first products were created in
the kitchen of Elijah Ceredon. It was in his kitchen
that he first created delicious fries that was used in a
part-time business.
 Mission and Vision
The Antipolo’s Best aims to provide a unique place
where people can enjoy and be at ease; where people
can socialize with each other in a comfortable and
relaxing sphere while enjoying a bite from our best-
selling food and sips from our drinks. The business
also aims to provide the customers with relief from
the stresses of life through great ambience,
convenient location, and consistent product quality.
Products/Service Offering
 Antipolo’s Best  Hot drinks  Starter soups
primarily sells  Kid's meals and salads
fries and unique  Griddle meals  Burgers
dipping sauces. (pancakes,  Sandwiches
Main products waffles, french
include: Belgian
 Hot dogs
toast)
fries, Waffles,
Italian sodas
 Egg meals
and corporate (eggs, omelets,
merchandise. scrambles, etc.)
 Shakes
 Smoothies
 Cakes and pies
 Sundaes
 Sodas and
Juices
Macroenvironmental Analysis
 Economic

Economy is important factor which is impacting

Antipolo’s Best. The company always needs to think
about profitability and growth to expand company.
So, they need to consider the city’s demand, supply,
production, distribution, exchange rate, business
cycles, and differential economic growth rates.
 Politicolegal

In the Philippines, the company shall follow and

obey the Republic Act No. 7394 or the Consumer
Act of the Philippines as it is the policy governing
the protection of the customers’ interests and
promotion of his general welfare; and the
establishment of standards of conduct for business
and industry.
 Sociocultural

Antipolo’s Best is doing business in the city first. It

has to consider cultural and religion rules and
tradition. There are no sociocultural limitations in
the said city but we can corporate its traditional
foods and services into our business to promote it.
 Demographic
 Age - Youngsters, single, currently enrolled in college
and high school.
 Family unit - We will also appeal to families (young
families) with children.
 Gender - We will target both sexes, with a slight skew
for males due to their lower attention to dietary concerns.
 Income - We will appeal to the medium income
individuals and to all in the lower medium income
bracket.
 Technological

Antipolo’s Best is producing their main products

which are fries, waffles, and drinks with their own
machines. So, the use of equipment, special control
devices, temperature regulators, point-of-sales
systems, inventory upkeep, financial information and
communications are all linked to different
technologies. In this way, technology is impacting
Antipolo’s Best.
 Natural

Antipolo’s Best ensures that their products are all-

natural which are healthy and good for the
consumers. Furthermore, Antipolo’s Best is using a
biodegradable napkins and carryout bag. Oil and
water is other major ingredient using in Antipolo’s
Best.
Opportunities and Threats
 It is the company's opportunity to take advantage in the never-
ending growth of the said industry to gain substantial profit and
promote social welfare.
 Opportunities
 Rapid growth in tourism.
 Increasing popularity of restaurants that serve high-quality fast
food
 Threats
 Low barriers to entry - a new competitor could open shop within
three months of determining a location.
 Industry is highly susceptible to a recession.
Microenvironmental Analysis
 Suppliers

Suppliers form a crucial link in delivering the value to

the customers. Dilemmas in suppliers will seriously
have an effect on advertising and marketing. Therefore
advertising and marketing control need to watch supply
availability and expenses. Delivery shortage or delays,
labor stricken and different activities can damage
customer satisfaction in the end and rising supply costs
can damage the company’s income volume.
 Intermediaries

The products and goods will be exclusively served at

the said restaurant.
 Competitors

There are competitors, of course, in this kind of

industry; thus, the company innovates their products
to make it unique.
 Customers

Customers are the most important actor in the

microenvironment. The aim of the entire delivering
system is to serve the target customers and create
strong relationships with them. The company is
investing on customer relationships in order to gain
substantial customers.
Strengths and Weaknesses
 Strengths
 The business owners and managers have combined years of
experience working in the restaurant industry.
 The owners and managers are residents of Antipolo City, have
strong ties to the community, and are willing to build stronger ties.
 Weaknesses
 Generous employee benefits and ownership increase financial risk
slightly.
 Management teams' many years of experience may include
assumptions that limit amount of risk taken, and therefore,
potential returns.
The Market
 Market Needs
There are two market needs we are attempting to fill.
First, there's a need for a fast food restaurant that
produces high quality, great flavored food, at a low
cost. In other words, there's a need for value beyond
"cheap.“
Antipolo’s Best will fill that need gap by providing
above average quality food, and good, but within
affordable low prices.
 There is also the need for eating in a clean, wholesome
environment. There are many people who will not set foot
inside a fast food restaurant due to 1) uncleanliness and 2)
the relative despair displayed by the people working in
these fast food restaurants.

 To address this need, we plan to provide our employees

with wages higher than traditional wages in the region.
We will not degrade our employees by forcing them to
wear embarrassing uniforms and costumes, and we will
offer two group outings a year for the employees, funded
entirely by the company. As for cleanliness, we will
expect the highest standards from both our employees,
and our location.
 Market Trends
The market for fast food is becoming more demanding.
While fast food chains failed in their attempt to market
low calorie fast food, since the 90's, some companies
have found that healthy fast food pays off.

While marketing fast food only as "healthy" could not

really be much effective, there is a trend towards
quality in both food and ambiance.
Marketing Objectives
 The Antipolo’s Best’s objectives for the first year of operations
are:
 Become crowned as the “Best New Fast Food Restaurant in
Antipolo City” by the local restaurant guide
 Acquire reasonable profits from the first month of operation
 Maintain a 70% gross margin
 Gather a large number of patrons/customers
 Serve the customers properly
 Offer high quality food and drinks at affordable prices
 Compete in fast food business
 Meet the demands of the consumers
Marketing Strategies
 Product/Service Strategy
 Students:
 Tourists:
 Families:
 Target Market
The market consists of both tourists, families, and
students from Antipolo City. Tourist make up a large
segment of our target market. There are about
776,000 people living and working in Antipolo City.
 Brand Positioning
The Antipolo’s Best products are positioned to be
flavorful, sometimes healthy alternatives to fast
food. Customers will appreciate the clean seating
areas, Mediterranean ambiance, and special sauces,
as well as meal specials. In this regard, Antipolo’s
Best is like no other fast food in Antipolo City.
Pricing Strategy
 Antipolo’s Best attracts prospective customers by
offering an exciting and unique dining experience.
High quality food, friendly and professional
service, and an entertaining, fun-filled
environment different its competitors
 The products sold by Neon Memories Diner fall into the following
categories:
 Shakes: PHP 60 each
 Cakes and pies: PHP 125 each
 Sundaes: PHP 25 each
 Sodas and Juices: PHP 15 - PHP 25
 Hot drinks: PHP 15 - PHP 20
 Kid's meals: PHP 100
 Griddle meals (pancakes, waffles, french toast): PHP 120
 Egg meals (eggs, omelets, scrambles, etc.): PHP 75
 Smoothies: PHP 50
 Starter soups and salads: PHP 50 - PHP 100
 Burgers: PHP 25 - PHP 100
 Sandwiches: PHP 25 - PHP 75
 Hot dogs: PHP 25
 Advertising Strategy
 Antipolo’s Best website will serve the following
purposes:
 Educate prospects with an eye towards
encouraging them to try out the restaurant
 Inform customers about the upcoming events,
menu, and key information about coming to
Antipolo’s Best
 Social Media Plan
 An Antipolo’s Best blog will be shared between
the managers and servers at the restaurant.
 Antipolo’s Best will establish a Facebook page
with links to the blog and shortened versions of its
posts. Customers will be encouraged to become
fans of the Facebook page and then to share the
page with their friends.
 Marketing Budget
Advertising Start Date End Date Budget Manager Implemented
by

Radio spot writing and recording 4/1/2018 2/15/2018 PHP 50,000 CEO Ad Firm

New print ad design 4/15/2018 2/1/2018 PHP 25,000 CEO Designer

Total Advertising Budget PHP 75,000

           
Web Development Start Date End Date Budget Manager Department

Website redesign 4/1/2018 5/31/2018 PHP CEO Designer

100,000

Facebook page design 4/1/2018 5/30/2018 PHP 10,000 CEO Designer

Email newsletter template design 4/1/2018 5/30/2018 PHP 5,000 CEO Designer

Total Web Development Budget PHP

115,000
Financial Projections