A Marketing Plan Submitted to
Professor Virginia Salonga
Colegio de San Juan de Letran
In Partial Fulfillment of the Requirements
For the Course
MAXINO, JED ARLO
Introducing the healthier way of eating in a fast food….
BURGER MACHINE’S NEW
The Vegetarian Burger
I. Executive Summary
II. Current Marketing Situation
III. SWOT Analysis
IV. Objectives and Issues
V. Marketing Strategy
VII. Action Program
“Tastes like meat, makes your body fit!”
I. EXECUTIVE SUMMARY
Burger Machine, one of the country’s leading burger chains is preparing to launch a healthier way of enjoying their burger. The new product will be called “GgiesBurger”, a vegetable burger made with veggie meat and wheat buns. While there are other burger junctions in competition like Minute Burger and Angel’s Burger, we will be the first to introduce this health-conscious burger among all the competitors at a very reasonable price.
The primary marketing objective is for people to enjoy meatless products as it is introduced to the market. When this happens, it would be easier to introduce an array of health related food products to existing and new customers of Burger Machine. The primary financial objective is to continuously increase sales in the first six months of introducing the “GgiesBurger” as this new product permanently stays in the menu.
Vegetarian foods appeal to consumers ranging from vegans- who avoid eggs, dairy, honey and any animal derivatives in addition to meat, poultry, and fish-through health-oriented omnivores who choose vegetarian foods frequently. Because product innovation, media attention, and buyer demand are creating strong growth for the vegetarian foods market, more companies are trying to profit from meat, dairy and egg alternatives.
II. CURRENT MARKETING SITUATION
Burger Machine Holdings Corporation, more commonly known as Burger Machine, is one of the notable fast-food companies in the Philippines. It is a sub-company of the Gilmore Food Corporation. Unlike Jollibee and other burger chains, Burger Machine has always been retailing in outdoor stands instead of shops. It was created in 1981 by Fe Esperanza S. Rodriguez and a sister who both planned to turn two old small buses into mobile stores, an idea they adapted from America. It was their fondness for hamburgers that inspired them to make a business that would serve for the masses. With the growing outlets nationwide and hours of round the clock service to the public, the “burger that never sleeps” continues to grow by leaps and bounds…
Burger Machine’s market consists of consumers who enjoy eating hamburgers. People from all walks of life visit our retail outlets to enjoy our good burgers which are offered at a very affordable cost. Most of our customers are citizens who are always on-the-go, people who take their food to their work, school or simply enjoy them right in the comfort of their own home.
Needs and Corresponding Benefits of GgiesBurger
|Target Segment |Customer Need |Corresponding Benefit | |· Health Conscious |· to stay away from cholesterol |· made from vegetables | | | | | | | | | |· Safety Conscious |· to avoid E. Coli and Salmonella...