A marketing plan for Pancake House Group Teriyaki Boy

Date of Publication

2013

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Carmelita B. Masigan,

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Carlos Maglutac,

Abstract/Summary

Since its establishment in 2001, there has been a thrust to secure and retain Teriyaki Boy's standing as a market leader and innovator in its dining category. However, with the entry of new players in the Japanese casual dining category, Teriyaki Boy is now being perceived as an old brand, with no unique product offering. Along with this, the identity of the brand is being confused with fast food Japanese restaurants like Tokyo Tokyo and Karate Kid, and that Teriyaki Boy is seen as a pricier version of popular Japanese fast food chains. Although the brand has attained a high measure of brand trial and awareness, and is also currently the market leader among Japanese casual dining restaurants in Metro Manila, its customer retention rate is significantly low, especially when compared with that of its competitors. All these and other consumer insights were validated using a Usage, Awareness, and Image study conducted among Japanese restaurant consumers in the Philippines.

With all of this being said, the marketing campaign will focus on implementing a proactive rebranding effort for Teriyaki Boy in order to stay relevant to the young professional market, and to be the brand of choice among Japanese casual dining restaurants in the Philippines. Significant changes and enhancements will be made to Teriyaki Boy to facilitate the rebranding effort, primarily focusing on aspects of the marketing mix. These include implementing a Unique Selling Proposition for Teriyaki Boy, introducing new innovations towards its product mix, remodelling of its store designs and layout, and changing the Teriyaki Boy logo, among others.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022184

Shelf Location

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

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