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MYONS French Mediterranean Marketing Plan

Marketing Plan Final Proposal prepared by: Asuncion, Aldecoa, Javier, Purugganan, Templonuevo of DLS - CSB SHRIM to be submitted to Mr. Vincent Pilien, MARKMGT Professor
by

Monique Templonuevo

on 27 August 2013

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Transcript of MYONS French Mediterranean Marketing Plan

MYONS French Mediterranean Marketing Plan
S.W.O.T Analysis
MARKETING OBJECTIVES
A. Create a more stable and professional relationship between the owner and its employees.

B. Increase the number of potential customers and continuous patrons of the restaurant.

MARKETING STRATEGIES
I. PROMOTION
MARKETING IMPLEMENTATION
Owner: Chef Ivan Jose Perez Yalong
: Graduate of Bachelor of Science Food Technology at the University of Sto. Tomas
: Studied Culinary Arts courses at Magsaysay Centre for Hospitality and Culinary Arts (MIHCA)
: Owns and formerly owns businesses such as “Excellent Yummy” and “Ilocos Empanada and Bagnet”
: Handled a catering business for 1 year
:Took a crash course of Culinary Arts in Le Cordon Bleu
Theme: Fine Dining Restaurant (French-Mediterranean Cuisine)
: Owner wants to establish the first fine dining restaurant with a French-Mediterranean theme
: Owner wants to establish a new cuisine in the area because of the abundance of Chinese restaurants in the vicinity
Funding
: Personal and Family Funding
: Start-up money summed up to P38 million
: Funding came from personal earnings from personally established businesses
: Funding came also from his parents
Name/Branding: MYONS
: A mixture of wordplay from the city of Lyons in France and the street of where the restaurant is established which Mayon Street is
Location
390 Mayon St., Sta. Mesa Heights, Quezon City
Target Makret
: A-B income bracket
: Due to the expensive nature of the establishment the owner targets the rich and upper middle class
: Coffee shop is intended for the same target bracket but also includes the middle class and lower middle class
B. Vision & Mission of the Company
MYONS French Mediterranean
A. Overview of the Establishment
To promote fine dining in the Quezon City area
To be remembered in quality
To Introduce French-Mediterranean Cuisine in the area
C. Organizational Profile
Number of Branches
: 1 (currently)
: Currently in decision-making for an expansion of business
Product and Service: Restaurant/Catering Service/Coffee Shop
Restaurant: French-Mediterranean Cuisine
Catering Service: Special Events and Occasions
Coffee Shop: Coffee/Tea, pastries, Light Snacks
Cooking/Baking Classes: Depends on seasonality
Organizational Chart
None (No Information)
Employees: Good (currently)
: Owner develops rapport but is still professional in the workplace
: Employees sometimes develop a relaxed attitude due to owner’s kindness
: Difficulty with some employees’ attendance and tardiness
Facilities: Brand new/well maintained
: Due to the newly established restaurant, facilities and equipment are still new and well maintained by the owner and staff
Financial: Positive
: The early months (February-March) of establishment left the company with negative revenue
: Recent months (June-July) business is going well and with positive revenue
D. Present Condition
II. PEOPLE
PRODUCT
a. STRENGTH
•The company has a fine dining restaurant, coffee shop, cooking lessons and catering service to generate income.
•Company has been established as the first fine dining restaurant in the vicinity.
•Company has been established as the first French-Mediterranean cuisine restaurant in the vicinity

b. WEAKNESS


c. OPPORTUNITY
•No current competitions based on restaurant service and theme

d. THREAT
•There is an Increase in Chinese restaurants attracting potential customers.
PHYSICAL EVIDENCE
a. STRENGTH
•Interior and décor is still brand new and well maintained
•Interior and décor is appropriate giving it a feeling of eating in the streets of Europe
•Facilities are well maintained and fixed immediately after broken
•Staff uniforms are worn properly and appropriate in the service style chosen
•The whole restaurant facility is used for catering and events area.

b. WEAKNESS


c. OPPORTUNITY
•Facilities are rented for taping(teleserye) purposes

d. THREAT

PROMOTION
a. STRENGTH
•Tarpaulins are seen around the area near potential target markets
•Celebrities are invited to eat at the restaurant to give good feedback about the restaurant
•Large budget allotted for Promotions

b. Weaknesses


c. Opportunities
•Good feedback from invited guests may turn into free promotions

d. THREAT

PLACE
a. STRENGTH
•Since the client is near churches such as National Shrine of Our Lady of Lourdes and Sta. Teresita Parish there is an easy access to the restaurant.

b. WEAKNESS


c. Opportunities
•Condominiums are being built around the vicinity such as Sun Residences by SMDC which can attract potential patrons.

d. THREAT
•Location is near flood-prone areas
•There are bad elements happening within the vicinity such as scams
PRICE
a. STRENGTH


b. WEAKNESS
•Some items on the menu are very expensive (restaurant)

c. OPPORTUNITY


d. THREAT

PEOPLE
a. STRENGTH
•The employees should be a degree holder, and should be experienced.
•The employees undergo training from time to time by the owner.
•There is good communication between the owner and employees which leads to good workplace morale and productive crew.
•Owner is knowledgeable about business due to current and prior businesses.
•Owner is a degree holder in Food Technology.
•Owner has taken culinary courses in various institutes.

b. WEAKNESSES
•Sometimes employees try to abuse the friendship and communication with the owner. Then the owner will probably end up removing abusive employees.
•Due to bad mood of the employees and unguided employees, they tend to cram and will not be able to execute their job correctly.
•The increase of OJT students working in the company tends to decrease the number of stable employees.

c. OPPORTUNITY


d. THREAT

PROCESS
a. STRENGTH
•Followed safety standards and HACCP standards
•They executed scientific processes before serving the food, like testing the saltiness, and acidity of the food
•Staff directed our request for an interview with the owner immediately
•Each guest were treated with continuous and fast-paced service
•Has knowledge of fine dining service

b. WEAKNESS
•Waiter/Waitress was not consistent with each table as there are multiple attendants catering to each table.

c. OPPORTUNITY

d. THREAT

POSTER
*A3 Size
*65.00Php each
*Release a total of 600 posters in 4 days
= 39, 000Php
*Graphix
*Additional fee of 400Php/day for the 3 people who will be posting the posters
=1, 600Php/person for 4 days (4, 800/3 persons)

Total cost = 43, 800Php
BROCHURE
*A4 size 2-folds
*70.00Php each
*Release a total of 1, 600 brochures in 8 days
= 112, 000Php
*Marine Printing Shop
*Additional fee of 400Php/day for the 3 people who will be giving away the brochures
=3, 200Php/person for 8 days (9, 600/3 persons)

Total cost = 121, 600Php
BILLBOARD
*12' x 24' Size
*25.00Php/ft2
= 7, 200Php each
*Addition fee of 10,000Php (maximum fee of installatment)
*Starmark Enterprise
=17, 200 each
*Release of 4 billboards

Total cost = 68, 800.00Php
TARPAULIN
* 3' x 7'
* 20.00Php/ft2 = 420.00Php each
Release a total of 15 tapaulins in 1 day
= 6, 300Php
*Marine Printing Shop
*Additional fee of 400.00Php/day for the 2 hired people who will be posting the tarpaulins
= 400Php/person for 1 day (800/2 persons)

Total cost = 7, 100Php
SIGNAGE
*4' x 4'
*20.00Php/ft2 =320.00Php each
*Release a total of 15 signage in 1 day
= 4, 800Php
*Additional fee of 400.00Php/day for the 2 hired people who will be posting the signage
= 400Php/person for 1 day (800/2 persons)

Total cost = 5, 600Php
SEMINAR
TEAM BUILDING
*2 days and 1 night
*Speaker of the event: Chef Ivan Yalong, owner
*Venue: The Forest Club
*Team Building fee: 2, 400/person

Total cost: 48, 000Php
SEPTEMBER 2013
OCTOBER 2013
NOVEMBER 2013
September
September 3 - 5, 2013 (Tuesday to Thursday)
Workshop of two(2) waiters

September 10 - 12, 2013 (Tuesday to Thursday)
Workshop of two(2) waiters

September 17 - 19, 2013 (Tuesday to Thursday)
Workshop of two(2) waiter

September 27 - 29, 2013 (Tuesday to Thursday)
Workshop of two(2) waiters
October
October 5, 2013 (Saturday) to October 6, 2013 (Sunday)
>TeamBuilding

October 7, 2013 (Monday) until October 19, 2013 (Saturday)
> Start releasing of brochures
> Hire 3 people who will be giving away the brochures
> House-to-house
> Location: Houses owned by the middle class near Mayon St., Quezon City
* 200 brochures to be released/day in 4 different areas
* Total of 1, 600 brochures will be released in 8 days.

October 21, 2013 (Monday) until October 25, 2013 (Friday)
>Start posting posters
>Hire 3 people who will be posting the posters
>Location: Houses and establishments near Mayon St., Quezon City
* 150 posters to be released/area in 4 different areas
* Total of 600 brochures will be released in 4 days
November
November 4, 2013 (Monday)
> Post tarpaulins
> Hire 2 people who will be posting the tarpaulins
> Location: Selected streets (cor. Amoranto and Mayon, cor. Maria Clara and Mayon, Q.ave and Mayon, D. Tuazon and Maria Clara, cor. Calamba and D. Tuazon, along Q. ave starting from EDSA, starting from Aurora blvd. cor. Araneta ave. until Q.ave.)
* Total of 15 tarpaulins will be released in 1 day

November 5, 2013 (Tuesday)
> Post signage
> Hire 2 people who will be posting the signages
> Location: Selected streets (cor. Amoranto and Mayon, cor. Maria Clara and Mayon, Q.ave and Mayon, D. Tuazon and Maria Clara, cor. Calamba and D. Tuazon, along Q. ave starting from EDSA, starting from Aurora blvd. cor. Araneta ave. until Q.ave.)
* Total of 15 signages will be released in 1 day

November 30, 2013 (Saturday)
>Post Billboard
>Hire 4 people who will be posting the billboards
Location: Araneta Ave. and Q. Ave
*2 billboards (back to back) at each area
* Total of 4 billboards will be released in 1 day
*2 waiters/week
*Venue: Imperial Palace Suites
*Workshop Fee: 2, 500Php/head/week

Total cost: 20, 000Php
Full transcript