A marketing plan for pier one bar and grill Ortigas Center

Date of Publication

2004

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Enrique Vega Da Rosa

Defense Panel Chair

Carlos D. Maglutac

Defense Panel Member

Jaime Ong

Abstract/Summary

Pier One Bar & Grill Ortigas Center is a new edition to the string of branches put-up by Pier One Bar & Grill Holdings Corporation. Opened on October 1, 2004, the Ortigas Branch is the biggest of the six branches offering a 1,000 person seating capacity. The four-storey establishment made up of the standard one of a kind shipping container set-up of Pier One Bar & Grill Branches, boasts of its wide open-air decks and various partitioned areas that provide air-conditioning to smokers and non-smokers alike.

At present, Pier One Bar & Grill Ortigas Center has conducted only a small number of marketing efforts to inform and attract potential customers. This result into low awareness among its target markets thus making it unable to maximize its full potential.

The marketing plan aims to raise the awareness of the target segments composed of business professionals, youth and family about the newly opened Pier One Bar & Grill Ortigas Center by 30%. An increase in average daily headcount from 400 to 600 persons is projected with the implementation of the plan. The rise in average headcount is expected to generate sales worth 50 million Pesos for the first year. If compared to the financial performance of Pier One Bar & Grill Fort Bonifacio which yielded revenue of 29,377,191 Pesos in 2004, Pier One Bar & Grill Ortigas Center is anticipated to generate 50,000,000 Pesos at the end of 2005 which is an increase of approximately 75%.

A proposal to increase the communications budget of Pier One Bar & Grill Ortigas Center is sought to fund an extensive advertising, promotions and public relations programs that intends to achieve the goals and objectives of the marketing plan.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16285

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

91[61] leaves : ill. some cols.)

This document is currently not available here.

Share

COinS