A marketing plan for Rice: Taft
Date of Publication
2011
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
Raymond Vergara
Defense Panel Chair
Benison Y. Cu
Defense Panel Member
Lysa Sanchez
Abstract/Summary
Rice: Taft Ave is a flavored rice based restaurant that is located at Sherwood place. The primary product of Rice: Taft Ave is rice meals which includes a flavored rice variant and a preferred viand. Their primary target market is the students that study around the area. In the midst of this uniqueness, the restaurant is experiencing down time hours during which sales is low. According to the study, the reason for this is low brand awareness.
This marketing plan aims to be able to increase the awareness and sales of Rice: Taft Ave. The following objectives were set for the first year in order to achieve these goals. (1.) To increase the customers among the target market of DLSU students. (2.) To increase the sales of Rice: Taft Ave during the down time from 2pm-7pm. (3.)To increase the percentage of the people who know Rice: Taft Ave.
In order to achieve these objectives a marketing campaign themed Whats your flavor will be launched. Whats your flavors geared to illustrate that in Rice: Taft Ave one may personalize their meals to their preference. A series of advertising plan, consumer trade promotions and public relations will be launched in order to increase awareness and purchase among the customers during the down time. Afternoon delight will also be developed according to the customers needs and wants.
The additional investment would amount to 352,950 which would yield to a 73% increase in sales from P4,898,591.03 to P7,338,240.00and a net profit increase of 69% in net profits from P1,708,115.06 to P2,816,006.12. Specific evaluation tools have also been recognized to determine the effectiveness of the marketing plan.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022012
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Carreon, M., & Guzman, J. (2011). A marketing plan for Rice: Taft. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18125