COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCYMAJOR IN MARKETING AND ADVERTISING DEPARTMENT

An E-Marketing Plan

Presented To

Ms. Arlynne AwayanInternet Marketing Professor

CBAA, DLSU-D

In Partial Fulfillment in the Requirements In Internet Marketing

Submitted by:

Alfelor, Jangaile Danae

Bacus, Guada Margarette

Insigne, Walter

Morgia, Ray Julius

Ramolete, Mariane

MKA432013

Table of Contents

I. Situation analysis 1-8

II. E-Marketing strategic planning 8-10

III. Plan objectives10-11

IV. E-Marketing strategy 11

V. Implementation plan 12

VI. Budget 13-14

VII. Evaluation plan 14-15

I. Situation Analysis

The aim of situation analysis is to understand the current and future environment in which the company operates in order that the strategic objectives are realistic in light of what is happening in the marketplace. (Chaffey 2004, 321)

Commercial companies are an open-system; they are all influenced by external forces that for the most part of them are regarded as uncontrollable. Thus, macro-environmental factors, competitors analysis and of course market analysis is essential when proposing a marketing plan. In this section, SWOT analysis and before-mentioned analyses will be discussed.

A. Environmental Scanning

a. Legal Factors

According to Chapter Two entitled Food, Drugs, Cosmetics and Devices, of the Consumer Act of the Philippines, it is imperative that the State shall ensure safe and good quality of foods, drugs, cosmetics and devices, and regulate their production, sale distribution, and advertisement to protect the health of the consumer. What follows is a list of articles concerning food safety.

ARTICLE 23. Adulterated Food - A food shall be deemed to be adulterated: a) (1) If it bears or contains any poisonous or deleterious substance which may render it injurious to health; but in case the substance is not an added substance, such food shall not be considered adulterated under this clause if the quantity of such substance does not ordinarily render it injurious to health; (2) if it bears or contains any added poisonous or deleterious substance other than one which is (i) a pesticide chemical in or on a raw agricultural commodity, (ii) a food additive, (iii) a color additive, for which tolerances have been established and it conform to such tolerances; (3) if it consists in whole or in part of any filthy, putrid or decomposed substance, or if it is otherwise unfit for food; (4) if it has been prepared, packed or held under unsanitary conditions whereby it may have become contaminated with filth, or whereby it may have been rendered injurious to health; (5) if it is, in whole or part, the product of a diseased animal or of an animal which has died other than by slaughter; (6) if its container is composed, in whole or in part of any poisonous or deleterious substance which may render the contents injurious to health; or (7) if it has passed its expiry date. b) (1) if any valuable constituent has been, in whole or in part, omitted or abstracted therefrom and the same has not been substituted by any healthful equivalent of such constituent; (2) if any substance, not a valuable constituent, has been added or substituted or in part therefor; (3) if damage or inferiority has been concealed in any manner; or (4) if any substance has been added thereto or packed therewith so as to increase its bulk or

weight, reduce its quality or strength, or make it appear better or of greater value than it is. c) if it is, or bears or contains a color additives which is unsafe under existing regulations: Provided, That the Department shall promulgate regulations providing for the listing of color additives which are harmless and suitable for use in food for which tolerances have been established; d) if it is confectionery, and it bears or contains any alcohol or non-nutritive article or substance except harmless coloring, harmless flavoring, harmless resinous glass not in excess of fourtenths (4/10) of one per centum (1%) natural gum and pectin: Provided, That this clause shall not apply to a safe non -nutritive article or substance if, in the judgment of the Department as provided by regulations, (1) such article or substance is of practical functional value in the manufacture, packaging or storage of such confectionery, (2) if the use of the substance does not promote deception of the consumer or otherwise provision of this Act, and (3) would not render the product injurious or hazardous to health: Provided, further, That this paragraph shall not apply to any confectionery by reason of its containing less than one-half (1/2) of one per centum (1%) by volume of alcohol, derived solely from the use of flavoring extracts, or to any chewing gum by reason of its containing harmless non-nutritive masticatory substance: Provided, finally, that the Department may, for the purposes of avoiding or resolving uncertainty as to the application of this clause, promulgate regulations allowing or prohibiting the use of particular non-nutritive substances;

ARTICLE 24. Regulations of Unprocessed Food - The provincial municipal and city governments shall regulate the preparation and sale of meat, fresh fruits, poultry, milk, fish, vegetables and other foodstuff for public consumption, pursuant to the Local Government Code.

ARTICLE 25. Tolerance for Poisonous Ingredients in Food - Any poisonous or deleterious substance added to any food shall be deemed to be unsafe, except when such substance is required or cannot be

avoided in its production or cannot be avoided by good manufacturing practice. In such case, the Department shall promulgate regulations limiting the quantity therein in such extent as he finds necessary for the protection of public health, and any quantity exceeding the limits so fixed shall be deemed to be unsafe. In determining the quantity of such added substance to be tolerated in different articles of food, the Department shall take into account the extent to which the use of such article is required or cannot be avoided in the production or manufacture of such articles and the other ways in which the consumer may be affected by the same or other poisonous or deleterious substance. ARTICLE 26. Unsafe Food Additives, Exceptions for Conformity with Regulations - A food additive, with respect to any particular use or intended use, shall be deemed unsafe unless; a) it and its use or intended use conforms to the terms of an exemption for being solely intended use conforms to the terms of an exemption for being solely intended for investigational use by qualified experts; or b) it and its use or intended use is in conformity with a regulation issued by the Department prescribing the conditions under which such additives may be safely used.

ARTICLE 27. Petition for Regulations of Food Additive - Any person may, with respect to any intended use of a food additive, file with the Department a petition proposing the issuance of a regulation prescribing the conditions under which such additives may be safely used.

b. Competitor Analysis

Chicklab is one of the many cafeterias that are situated just outside De La Salle University – Dasmarinas. Along its location, the establishments Momo’s, Mommy’s Gravy, Drich and Djhae, BB Tapsihan, 3 Kids Canteen, and 7-11 are among its top and direct competitors. Here is a gist of the nature of Chicklab’s competitors:

Momo’s – A food establishment offering sizzling meals and other appetizers with the promotion of unlimited servings of rice.

Mommy’s Gravy – A food establishment offering Filipino meals at considerably low price.

Drich and Djhae – A food establishment also offering sizzling meals with unlimited servings of rice.

BB Tapsihan – A food establishment offering a specific Filipino dish, the ‘silog’ meals and sizzling meals, at reasonable prices.

3 Kids Canteen – Similar to Mommy’s Gravy, this establishment also offer Filipino meals.

7-11 – A convenience store that offers budget meals like sandwiches, dim sum, rice meals, and other quick go-to foods.

Two of Chicklab’s competitors, Momo’s and Drich and Djhae, offer unlimited servings of rice for the base price of Php49.00. This promotion is particularly popular to the students of DLSU-D, its primary market. This provides for a price worth paying for since it would really satisfy the very hungry customer especially during the peak hours of the establishments. BB Tapsihan has also earned market share by offering ‘silog’ meals, its specialty, to its market. Students and other customers particularly eat here for a different ‘silog’ meal experience. The taste of their dishes is truly distinct from the others that offer the same variety of food.

Mommy’s Gravy, on the other hand, offers the lowest price in terms of its offered dishes. With a spacious operating area, this cafeteria is able to accommodate a huge number of customers. This establishment is notable for its signature sauces, changing variety of dishes, and it’s pricing. 3 Kids Canteen also offers Filipino meals; however, it has not much visibility in the area.

7-11 is a convenience store that offers budget meals like sandwiches, dim sum, rice meals, and other foods you would usually find in a grocery store. The pricing, however, is relatively higher than its competitors. And the variety of meals that they offer is also limited and is generally for consumers looking for snacks and light meals.

c. Socio-cultural factors

Philippines have always been a multi-cultural country and recently many foreign people are investing and opening their business in the country. Dasmarinas City is not an exception; there are different type of people residing in the area coming from diverse regions and country. Koreans are now contributing a big number in the growing population in Cavite. There are also Muslims who have established their family and business in the area especially around Area C where it can be observed that they have built their own community.

d. Technological factors

In this century, trends are fairly related to technological forces for instance, social networking, and frequent use of mobile phones, portable music players, and computers. Credit card payment services should be provided to customers for their convenience. In addition, online (internet) order system should be considered as fast-food means `convenience` means to the majority of customers. Another fad that is becoming exceedingly popular is providing free Wi-Fi on location. This is a bonus in attracting more customers, most notable universitystudents and business people, who as a result of their busy lifestyle wish to assess the internet during their break. It is important to note that while offering all those mentioned, entertainment systems, Wi-Fi points because the premises size is limited, tables and seats should be slightly supervised so that they do not over-spend their time and place a limit the amount of customers.

e. Environment

Environmental issues or problems are highly relevant to today`s society, as we become more aware of issues such as global warming, green house emission. Therefore environmental friendly packaging should be taken into account when considering packaging. The Dasmarinas City has a strong environmental policy and legislative framework.

B. SWOT Analysis

SWOT analysis is the overall evaluation of the company‘s strength, weaknesses, opportunities and threats. (Kotler & Keller 2011, 89). The purpose of SWOT analysis in marketing plan is to be able to benefit from the strengths and strengthen the weaknesses.

CHICKLAB’S SWOT ANALYSIS

II. E-Marketing Strategic Planning

Segmentation and target marketing are important parts of e-marketing plan. Segmentation involves understanding the groupings of customers in the target market. Target marketing involves division of larger market to smaller segment. Most attractive and profitable segments are targeted according to organizational resources, as for example: Loyal customer, Mass users of particular products etc. Targeting reduces time and cost as well as increases sales. (Chaffey 2004, 335)

Different market segments or groups of customers with similar characteristics and needs will respond to different types of marketing strategies, so researchers should make sure to gear the restaurants promotional techniques toward the targeted segments.

Basic Market

StrengthApproachable Employeesclean and eye catching placeDistinction of taste in meals.Use of mineral water in food preparation.Offers Korean/Filipino dishes.Competitive pricing/promotion.

WeaknessCrowd Traffic No experience regarding E-BusinessLimited varieties in food menu.Location of establishment.Strength in earning market share.Attractiveness to target market.

OpportunitiesGrowth of Korean MarketHuge population of students in DLSU-DNew Product IntroductionMarketing promotions.Increase in patrons due to promotions.

ThreatsNew EntrantsStrong CompetitionOther marketing promotions implemented by competitors.Competitive pricing by other competitors.Loss of customers due to location.

1. Business Market

It includes the business to business interaction of the company. It could be reservations, bulk orders, supply .

2. Consumer Market

It includes students, faculties and regular customers whose in search for a good place to eat.

One of the segments we have observed is the young adult and students market. The students are the biggest market because they consist of the large number of the population in the area. There are also a lot of different students in De La Salle most have buying power and different time schedule for their lunch break.

Another segment is families and children, since the restaurant’s location is also near St. Paul Hospital. Although it is no the vast majority this segment is also an incremental addition for the possible customers of the restaurant.

Business or professional people are the market that we would like to tap since they have the buying power and connection that will lengthen the network of the Business. The management can choose the best promotional techniques for their restaurant by honing their marketing strategy to attract specific groups of customers like the ones listed above. 

Main Dimension Variables Breakdowns

Demographic Segmentation

Age16- 40 years old (teenagers, studying age, young adult,

generation X)Gender Male, Female, LGBTIncome P 4500 above/ a month

OccupationStudent, Professor, Enterepreneur,

New Graduated, New Workers, Young Professionals

Education College, High SchoolRace All (Filipino, Korean)

Psychographic Segmentation

Personality

Brand conscious, anchored in popular culture, inclined

for differentiation and sophistication, very tolerant towards multi culturalism and internationalism (open-minded),

Life Style Most of them dependent on parents, no major responsibilities,

highly influenced by peer groups, active life, importance of school,

work and social life

Behavioral Segmentation

Benefits Sought

COMMUNICATION BENEFITS-Nutritional information-

Informational text on menu provided.

FUNCTIONAL BENEFITSConvenient, easy to take outPERCEPTUAL BENEFITSQuality/Premium price-Social

standing/good-looking

Usage rate Daily Basis

User status Non-customer, regular customer

Loyalty statusNone, medium, strong

Positioning is the way the products attributes are perceived by consumers and can be done in the sense of product attributes or even against a competitor (Fletcher & Brown, 200, pg.328). In order to have a successful positioning, company`s should be `well-known` by any or some of its special attributes. Chicklab and Kakao Talk is a restaurant which offers affordable, clean and delicious Korean and Filipino Food with exceptional service and korean atmosphere and convenient.

III. Plan Objectives

E-business ModelsActivity level models:• Online purchasing• Website launching• Order processing• E-mail• To promote the restaurant name and gain loyal customers online advertising and PR• Spreading awareness about the company’s offerings through online sales promotion• Dynamic Pricing strategies online• Social media communication

Business Process-level models:• To develop Customer relationship management.• Affiliate programs• Database marketing• Mass customization• To improve the restaurants sales through creation of an e marketing plan.

IV. E-Marketing Strategy

Offer

Online mass customization will be possible for different products and can relay appropriate messages to different stakeholders. Because of E-Marketing the restaurant can personalize their website providing their stakeholders relevant information

Value

Lowers cost for knowledge acquisition in terms of research and customer feedback for the restaurants service and food offered. It also creates efficiencies in supply chain through communication and inventory optimization. Because of E-Marketing, online transactions can revenues such as product, information, advertising, and subscription fees, or commission/fee on a transaction or referral. It also adds value to products/services and increases prices. It can also increases customer base by reaching new markets and builds customer relationships and, thus, increases current customer spending therefore increasing revenue for the business.

Distribution

Because of E-Marketing promotion and sales can have 24/7 convenience. This will also promote self-service ordering and tracking capabilities for customers to follow up their orders. It will also become a one stop shopping making it fitting for the customers. It can also lower cost for transaction processing.

Communication And Market Relationship / CMR

Due to E-Marketing there is an opportunity for the management to learning fromCustomer’s on social networking sites. It can also decrease cost distribution of communication messages through emails, and other social media sites, decreasing the cost of customer service

V. Implementation Plan

A. Product/ Service OfferingChiklab and Kakao Talk offer Filipino and Korean foods to its enticed customer.

The staffs make sure that the foods and drinks are clean through the use of mineral water for food preparation and made sure that the ingredients used are fresh and straight from the market. Sanitation is very important for the service the company provides to its customers. A set of meal includes rice, any choice of variants, drinks and soup there are also variety of Korean foods for a different cultural experience.

B. Pricing and ValuationThe restaurant offers a variety of affordable yet delicious food just around the

corner. Filipino foods can be availed for just P49 while a Korean food ranges from P80-P100 with just low cost a customer is guaranteed excellent service and exceptional cooking.

C. DistributionThe restaurant is just in front of De La Salle Gate 2, just approximately 30

seconds walk away from Gate 1. The restaurant is a clean and cozy place away from school work and loud babble of the street noise that will certify for a relaxing break.

D. PromotionThe management makes use of fliers and signage in attracting customers. They also offer discounts and promos for customers to avail.

VI. Budget

The plan must identify the expected return from marketing investments.

Estimated E-marketing Budget for 2 Months

Estimated amount of capital budget: Php 7000 min.

Revenue Forecast: Estimated Php 3000

Intangible Benefits:

Customer Loyalty

Customer Satisfaction

Customer Relationships

Brand equity

Brand Awareness

Promotional benefits through Word-of-Mouth

Cost Savings: Php 2750 min.

Free installation of software for the website: Php 500

Salaries of personnel: 1250-1750

Discounts: 550

E-marketing Costs

Site design

Website membership cost/s- For domain name: Php 344-860 (172-430/month)

Site development and maintenance

Installation of CMS (Content Management System) Software

and FTP Programs: Est. 550

Salaries of personnel

(To update and improve website): 2000-3000 (1000-1500/month)

Marketing Communications

Fliers- Php 3 per, Est. to produce: 250 750

Calling Cards/Business Cards- Php 30 per

Est. to produce: 45 1350

Brochures- Php 40 per, Est. to produce: 35

(High-gloss; For In-store) 1400

Teaser video/s- 1-2 min. video, Labor 250

_______________

Php 6544

VII. Evaluation Plan

Monitoring of action plan is as important as implementing it. Plan implementation should be taken seriously. Plans should also be appraised within a fair frequency. If any of the implementation of marketing plan fails marketing plan control should take corrective action. In this century, competition is aggressive and markets do not show mercy to plans that are done one off and expected to work under any conditions. Conversely, marketing plans may fail in short or long run. In order to continue to exist monitoring the plan may avoid such failures.

The creation of a unique, innovative, upscale atmosphere that will differentiate Chicklab and Kakao Talk from other local eateries and future reastaurants.

The establishment of Chicklab and Kakao Talk as a community hub for socialization and entertainment.

The creation of an environment that won't intimidate the novice user. Chicklab and Kakao Talk will position itself as food and service provider for anyone who seeks delightful and extraordinary food experience.

Our marketing efforts will be focused on building the image outlined above. We have milestones and sales goals to meet. It will be critical to use this marketing plan and the Chicklab and Kakao Talk business plan as living/working documents. We can't allow them to sit in a file. They must be used as a map for the future success of Chicklab and Kakao Talk.

ANALYTICS

Results:

Samples of Korean Food that they offer:

KIMCHI KOREAN STEW

Resulted that more students that are Korean are eating in their place and all of them are very delight because of the taste of the Korean foods.

25% of Korean students like to eat in there eatery. Target Audience is Korean Students and also Filipino Students that like to eat Korean

Food. They also offer Filipino Food. They gave importance to Students when you ordered a meal you get a free drinks like ice

tea, pineapple juice and soft drinks.