A marketing plan for pier one bar and grill Ortigas Center

• Main Authors: Ongkingco, Franco Bediones, Larracas, Lendel
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17620
• Institution: De La Salle University

Pier One Bar & Grill Ortigas Center is a new edition to the string of branches put-up by Pier One Bar & Grill Holdings Corporation. Opened on October 1, 2004, the Ortigas Branch is the biggest of the six branches offering a 1,000 person seating capacity. The four-storey establishment made up of the standard one of a kind shipping container set-up of Pier One Bar & Grill Branches, boasts of its wide open-air decks and various partitioned areas that provide air-conditioning to smokers and non-smokers alike. At present, Pier One Bar & Grill Ortigas Center has conducted only a small number of marketing efforts to inform and attract potential customers. This result into low awareness among its target markets thus making it unable to maximize its full potential. The marketing plan aims to raise the awareness of the target segments composed of business professionals, youth and family about the newly opened Pier One Bar & Grill Ortigas Center by 30%. An increase in average daily headcount from 400 to 600 persons is projected with the implementation of the plan. The rise in average headcount is expected to generate sales worth 50 million Pesos for the first year. If compared to the financial performance of Pier One Bar & Grill Fort Bonifacio which yielded revenue of 29,377,191 Pesos in 2004, Pier One Bar & Grill Ortigas Center is anticipated to generate 50,000,000 Pesos at the end of 2005 which is an increase of approximately 75%. A proposal to increase the communications budget of Pier One Bar & Grill Ortigas Center is sought to fund an extensive advertising, promotions and public relations programs that intends to achieve the goals and objectives of the marketing plan.