CHAPTER II

MARKETING PLAN

A. Description of the Business

In the Philippines and around the world, the food and beverage industry is one of
the most intensive. As a result, it's no surprise that this sector includes a wide range of
companies such as restaurants, cafés, fast food joints, bars, and cafeterias. These
businesses sprung up all over the Philippines, in cities, towns, and municipalities.
Restaurant business is also one of the competitive industries at present. Customers
have a lot of choices when it comes to restaurants, cafes and other food establishments. It
only differs from what unique services and products they offer to the customers. In
addition, these restaurants differ from what kind of interior and exterior they provide to
attract more customers.
This is why the proprietor proposing Cuisine De LuzViMinda in the market. It is
a food establishment which focuses not only on offering superb an wholesome foods but
to showcase the culture of Filipinos by providing different cuisines and provide best
services to the customers. Cuisine De LuzViMinda will be one of the restaurant
businesses that will compete with this competitive industry.
B. Description of the Product and Service
Cuisine De LuzViMinda is a food and beverage business that aims to provide
remarkable and superb Filipino cuisines. Listed below are the products that the restaurant
will offer:

A) FOODS

 STARTERS
- Hito flakes on spoon
- Tinapa roll wrapped in lettuce
- Bake scallops with garlic butter
- Baked Mussels with Cheese
- Shrimp Cake
 MAINS
 Beef
- Beef and Tripe
- Crispy Tadyang
- Mesa Braised Reef
- Short Ribs

 Pork
- Pochero
- Crispy Boneless Pata
- Sisig
- Grilled Liempo
- Sinugba
- Boneless Patatim

 Chicken
- Piyanggang Manok
- Pinatayong Manok
- Chicken adobo
- Chicken BBQ in honey patis

 Seafood
- SuTokil
- Grilled Tuna
- Kinilaw
- Salt & Pepper Squid
- Grilled Bangus

 Veggies
- Pinakbet
- Laing
 - Kare-Kareng gulay

 Noodles/Pasta
-Batchoy
- Pancit Bihon Guisado
- Miki Bihon Guisado

 Soups
- Nilagang Baka
- Malunggay Shrimp Tokwa
- Sinigang in Salmon Head
- Chicken BInakol

 Rice Meals
- Plain Rice
- Garlic Rice

 DESSERTS
- Halo halo
- Buko Pandan
- Leche Flan
- Puto
- Kutsinta
- Sapin Sapin
- Turon
- Banana Cue
- Ube Halaya
- Maja Blanca
- Suman
- Buko Pie
- Biko
  SET MEALS (good for 10-12 persons)
 Package 1 (Php 4, 450)
 Package 2 (Php 5, 150)

B) BEVERAGES

 Brews
- Tiger Crystal Beer
- San Miguel Pale Pilsen Beer
- San Mig Light Beer
- Manila Beer
- Brew Kettle Beer

 Wines
- Tuba
- Lambanog
- Bas
- Laksoy
- Tapuy
- Coffee wine

 Fruit Shakes
- Ripe Mango
- Fresh Buko
- Calamansi
- Banana
- Pineapple

 Fruit Juice
- Fresh Buko in a shell
- Pineapple
- Pulpy Orange
- Dalandan

List of Prices

Starters
Hito flakes on spoon
(Php 225)
Tinapa roll wrapped in lettuce
(Php 175)
Bake scallops with garlic butter
(Php 250)
Baked Mussels with Cheese
(Php 320)

Shrimp Cake (Php 275)

Beef
Beef and Tripe
(Php 390)
Crispy Tadyang
(Php 405)
Mesa Braised Reef
(Php 385)
Short Ribs
(Php 430)

Pork
Pochero
(Php 445)
Crispy Boneless Pata
(Php 565)
Sisig
(Php 330)
Grilled Liempo
(Php 230)
Sinugba
(Php 199)
Boneless Patatim
(Php 585)

Chicken
Piyanggang Manok
(Php 495)
Pinatayong Manok
(Php 480)
Chicken adobo
(Php 265)
Chicken BBQ in honey patis
(Php 195)

Seafood
SuTokil
(Php 294)
Grilled Tuna
(Php 350)
Kinilaw (Php 195)
Salt & Pepper Squid
(Php 430)
Grilled Bangus
(Php 232)

Veggies
Pinakbet
(Php 151)
Laing
(149)
Kare-Kareng gulay
(Php 205)

Noodles/Pasta
Batchoy (Php 349)
Pancit Bihon Guisado
(Php 255)
Miki Bihon Guisado
(Php 285)

Soups
Nilagang Baka (Php 375)
Malunggay Shrimp Tokwa
(Php 260)
Sinigang in Salmon Head
(Php 355)
Chicken BInakol
(Php 355)

Rice Meals
Plain Rice
(Php 39)
Garlic Rice
(Php 49)

Dessert
Buko Pie
(Php 49)
Biko
(Php 29)
Halo halo
(Php 135)
Buko Pandan
(Php 85)
Leche Flan
(Php 45)
Puto
(Php 39)

Kutsinta (Php 39)

Sapin Sapin
(Php 35)
Turon
(Php 29)
Banana Cue
(Php 29)
Ube Halaya
(Php 50)
Maja Blanca
(Php 59)
Suman
(Php 39)

Beverages
Tiger Crystal Beer
(Php 69)
San Miguel Pale Pilsen Beer
(Php 79)
San Mig Light Beer
(Php 75)
Manila Beer
(Php 80)
Brew Kettle Beer
(Php 95)
Tuba
(Php 149)
Lambanog
(Php 129)
Basi
(Php 135)
Laksoy
(Php 170)
Tapuy
(Php 189)

Coffee wine (Php 199)

Ripe Mango
(Php 95)
 Fresh Buko
(Php 95)
Calamansi
(Php 80)
Banana (Php 80)
Pineapple
(Php 80)
Fresh Buko in a shell
(Php 95)
Pineapple
(Php 85)
Pulpy Orange
(Php 85)

Dalandan (Php 80)

C. Determination of Market Share

Boracay is really known for its fine white sand beach, this island offers lot of best food
spots not only to the local but mostly for the travelers. It has a huge choice of restaurants to
suit all tastes and pockets – from local eateries to lavish gourmet-style venues. In station 2 of
Boracay Island, there are many restaurants present which include See Breeze, Hoy Panga,
Titos Resto, Golden Cowrie and Tropicafe. These restaurants offer quiet similar products
with Cuisine De LuzViMinda, however differs from the services and ambiance of the
restaurant. Cuisine De LuzViMinda provides a comfortable Filipino ambiance for the tourists
to feel how beautiful and nice Filipino cultures are. With this, Cuisine De LuzViMinda can
still own a big portion of the market share in Boracay Station 2.

Positioning Strategy

Cuisine De LuzViMinda will compete in the market by focusing on the following areas:
Singularity. Cuisine De LuzViMinda aims to offer one of a kind products and services to the
customers. In order to achieve this, Cuisine De LuzViMinda will deliberate innovative ideas and
flexible strategies for the restaurant to be more competitive in the food and beverage industry.

Quality. Quality is of prime importance to a business. To ensure your business succeeds in the
long run, you should be able to provide the best quality of your services and products. The
important component of Cuisine De LuzViMinda is that we will not just offer quality products,
but to our service as well that will surely lead to satisfaction of our customers. Moreover, our
business will carry a variety of quality products, focusing on high-quality service, offering a
superior selection of supplies, and new ground-breaking products to the market that will enable
us to compete well and to stand out with our competitors and can quickly establish accounts and
build strong relationships.

Demographics. Cuisine De LuzViMinda’s target market includes all genders and ages, from
male to female, young to adults. This restaurant will cater all the customers despite of their
similarities and differences. Cuisine De LuzViMinda offers remarkable and wholesome
ingredients, as well as a soothing ambiance, so reaching out to all potential customers is not a
concern. Customers will not be deterred from visiting the restaurant because Cuisine De
LuzViMinda will provide tasty and inexpensive foods to the potential market. In that case,
the restaurant will not exclude any potential customers to patronize the products and services.

Classification of Consumers are listed below:

a) Age. Cusine De LuzViMinda’s theme represents a modern type of Filipino culture. It

may not be attractive to the children but it is the place where foods are instagramable or
picturesque which gives great ambience for the teens and adults. Also, our food and
beverage products are consumable by all ages.

b) Economic Status. It is essential to determine customer’s ability to purchase the product

and services. Price is a primary concern for consumers. Cuisine De LuzViMinda assures
to offer not too expensive but delicious foods to the customers. The restaurant will not
disappoint those who are price conscious because it enters their budget and the quality of
the product they will avail is good.
 c) Gender. Cuisine De LuzViMinda are not gender biased. Having both women and men in
Cuisine De LuzViMinda means benefit from the different points of view and approaches
that come from different experiences. A multiplicity of perspectives can spark creativity
and innovation, and help organizations spot and seize new opportunities.

Pricing Strategy
Market- Oriented Pricing. It is an approach used by retailers to price products
considering primarily competitor prices and other market data. The seller then sets the price
higher or lower or even the same as their competitors depending on how well their own product
matches up. Cuisine De LuzViMinda would like to offer delicious and outstanding foods, and
also to provide excellent and quality service that is worth the fees by using this price strategy, the
market- oriented or competitive pricing. Market based pricing strategy can also allow a business
to set prices higher when a product is initially introduced, and later on align prices with market
prices to remain competitive.

Distribution Strategy
Cuisine De LuzViMinda will use direct marketing as a distribution strategy. The
customers will be the one who will go in the restaurant to avail the products and services. Direct
marketing will be a great opportunity for the staffs to promote the products of the restaurant.
Direct touch is also advantageous because consumers can make personal suggestions to the
restaurant and thereby help it enhance its services. In addition, through this kind of strategy, it
will help the staffs or employees of the restaurant to build direct relationship with the customers.

Promotion Strategy
Promotion has become an essential part of every business, and businesses are trying their
best to increase their brand awareness.
Marketing through social media is one of the most versatile and cost-effective strategies
that Cuisine de Luzviminda can use to reach their target audience and boost sales over time.
 Cuisine de Luzviminda can also create a website to genuinely connect with the potential
customers, whether that’s through engaging content, mobile-responsive layout and
personalization.
Advertising offers planned and controlled message that can contact and influence
numerous people simultaneously, quickly and at a low cost per prospect.

D. SWOT Analysis of the Business

Since we are a new business competing largely against established suppliers, we
identified our possible primary ‘Strength, Weaknesses, Opportunities and Threat’.

SWOT
 Personal relationships with our
customers
STRENGTHS  Able to respond very quickly to our
customers’ queries
 There is a leadership in product
innovation
 Strong management
 Outstanding customer service and
products.
 Unique packaging
 Provides a comfortable and
relaxing ambiance for the
customers

 Location (competitors is located

nearby)
 Facing competition from several
establishments
WEAKNESSES  We have a small group of
staffs/employees since we are new
in the business
 Strong existing competitors

 Renewed interest in travelling

 Taking advantage of trends related
to eating healthier may mean
OPPORTUNITIES featuring more organic dishes or
salads on our menu.
 Our industry is expanding, with
many opportunities for success
  Intensifying competition from
different establishments
 Competitors offer delivery and
takeaway
THREATS  Competing restaurants located
nearby that sells similar types of
food product (similar concept of
service)
 Food trend changing rapidly
 Price war

E. Analysis of the Strengths and Weaknesses of the Competitors

NAME OF STRENGTHS WEAKNESSES

COMPETITORS
 It is well known and big  Unwanted behavior
establishment with large of staffs/employees
number of people or  Lack of internal
consumers. focus
 Offers lot of features to
consumers such as
Television, Free wifi,
1. Sea Breeze outdoor Seating, Buffet,
Seating, Highchairs
Available, Wheelchair
Accessible, Serves
Alcohol, Full Bar, Accepts
American Express,
Accepts Mastercard,
Accepts Visa, Cash Only,
Accepts Credit Cards,
Table Service, Live
Music.
 Advance and modern
ambiance
 Key high-profile clients

 Best prices  Lack of internal

 Customer base loyalty focus (too much
 Value and motivated focus on expansion)
employees  Lack of most
2. Hoy Panga  High Visibility locations popular product
to attract customers  Small company
 Product failure
  good food and very  Hard to locate its
accommodating staffs place.
3. Titos Resto  Great view of ocean and  Small serving and
good service. pricey food servings

 Refreshing Atmosphere  Expensive Price

 Highly Enthusiastic Team with Small Portion
 Localise Taste  Long waiting
4. Golden Cowrie  Experienced Management duration
Team  Many substitute
competitive product

 Exuding a modern  Since the restaurant

Filipino ambiance and is located at a resort
tropical feel interiors hotel, they prioritize
 Wide selection of dishes their guests more
and drinks often rather than
5. Tropicafe  Provides better services to walk in guests.
the customers  Lack of staff’s
communication
skills