A marketing plan for Publiko Gastropub

• Main Authors: Cinco, Gerard Lawrence S., Galang, Roland Louise L., Resurreccion, Jules C., Tanquilut, Lawrence S.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18134
• Institution: De La Salle University

Eating out in a restaurant has been a tradition for Filipinos especially during occasions and holidays. Publiko Gastropub is a local restaurant that opened last July 2013 located in Eastwood, Quezon City. The restaurant is owned and operated by Eden Night Inc., ran by young entrepreneurs Mr. Lord Luke Polintan, Mr. Eric Cua, Mr. Stephen Cu, Mr. Bingo Manahan, and Mr. Carlo Aquino. Publiko targets socio-economic classes AB and upper C, focusing on the young professionals, ages 20 to 35 years old. Their secondary target markets are the executives and entrepreneurs ages 36-50 years old. The goals and objectives of the company are (1) to increase brand awareness and familiarity to 70% of its consumers, (2) and to hit target sales for the succeeding 6 months of Php18M. To fully achieve these objectives, the secondary market must be developed. The development of the secondary market will be done through a combination of above-theline and below-the-line advertising, trade and consumer promotions, and public relations programs, will be implemented to be able to cater to the target market. In addition, computations for the costing, pricing, estimates of profitability, and other financial data has been created. The results will be evaluated by the different tools indicated to see if the restaurant achieved their goals and objectives. This marketing plan will require a total of around Php700, 000.00, which will yield estimated income before tax of about Php9, 000,000.00.