Title

A marketing plan for Locale Gastrobar

Date of Publication

2014

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 Department

Thesis Adviser

Enrique Vega Da Rosa

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Bienvenido Encarnacion

Abstract/Summary

Locale is the very first gastropub in Ortigas, located in City Golf Plaza that serves scrumptious selections of Western fusion food with a wide range of alcoholic beverages that could be paired with your meal choice.

Locale is located in the heart of Pasig that is the City Golf Plaza along the busy road of Julia Vargas Avenue. Locale acquired its name from its literal meaning that is a place, area or locality that has an essence for being the center for events making Locale the place to be in City Golf when dining and drinking is in your itinerary.

The Usage, Attitude and Image survey results show that there is low awareness and trial rate for Locale Gastrobar. Together as a group of Marketing students, this research aims to provide the company with an equipped marketing plan that will relieve their sales and of course highlight Locale as the place to be when you are in the vicinity of Ortigas. This marketing plan aims to increase the trial and awareness of Locale to its primary and secondary market. We have observed certain marketing efforts must be conducted to be able to achieve the goals and objectives. With this research, we have focused on product development programs, pricing programs, sales and distribution programs, and marketing communications programs.

The total investment would cost P 317,850 in order to execute the programs of our marketing plan, which would be executed from May 2014 to June 2016. At the same time, Locale would yield a net income before tax of 3,433,339.97 by the end of 2015.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022032

Shelf Location

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

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