A proposed marketing plan for Taters Snack League Eastwood Mall

• Main Authors: Abad, Miguel Angelo Gonzales, Ortega, Angelica Felisa Crisostomo, Montalban, Luis Antonio Santa Cruz., Robins, Roxanne Monique Kwan
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18176
• Institution: De La Salle University

This marketing plan is specifically made for Taters Snack League in Eastwood Mall. The research includes a thorough study of the fast food industry in the Philippines in which the establishment belongs in. The current brand situation is presented in which a review of the company's brand is explained. A description of the competitive environment, in which major players in the industry are identified, is present. The paper also includes a brief description of the company's strengths, weaknesses, opportunities and threats, as well as, the goals and objectives that the marketing plan aims to achieve. Among the specific goals of the paper are the following: 1. A change in the mindset of consumers about the brand image of Taters. 2. An increase in brand awareness of consumers, to offer quality food and quality services to consumers. 3. To improve marketing programs and service schemes. 4. To encourage the market to participate in social responsibility. The marketing mix strategies and programs presented by the researchers include market targeting, the product development and innovation program, the pricing program, the sales and distribution program and the marketing mix communication program in which the advertising, sales promotions and public relations programs can be found. Lastly, the investment plans, estimates of profitability and evaluation of results are also presented. Various advertising strategies are presented in relation with the advancements and availability of technology sales promotion programs are discussed to aid the increase in sales and brand awareness and public relations programs are offered to create a positive image for the company. The investments required amount to P394,377.00. This marketing plan, through the implementation of the strategies and programs presented aims to increase both sales and profit in the first two years (September 2010-2012) for Taters Snack League in the Eastwood Mall.