MARKETING

PLAN
Rubyann Antonio Tecson
 Kabigting’s Halo-
Halo
Restaurant companies are essentially retailers
of prepared foods, and their operating
performance is influenced by many of the
same factors that affect traditional retail
stores. Competition between restaurants is
intense, since dining options abound. Indeed,
YOUR virtually every restaurant location must
LOGO compete not only against other publicly traded
chains, but also a wide array of small, local
establishments. Thus, restaurant meals are
discretionary purchases, and the industry
tends to be highly cyclical.
Sales
Product innovations and menu-price increases are two of the most
common ways to increase same-store sales. Remodeling existing
locations is another way to boost guest traffic. Furthermore, promotions
and limited-time offers are widely used to attract diners.

Growth

Filipinos spend approximately 12% of total income eating out and the
sector is values at $US3 billion, with growth of 10% - 15% in the last
decade. Traditional food service formats still enjoy a majority market
share in the Philippines.
Competitor Analysis

DIRECT COMPETITOR - Jurado’s Special Holo-Halo is a restaurant featuring Kapampangan cuisine, where people dine
in the ambiance of an old Filipino home. The restaurant has built a tradition of great tasting Filipino dishes developed to
perfection throughout its 50 years of serving the Filipino families.

Branch:

Paralaya Arayat, Pampanga

SM City Clark Pampanga

Their specialty dishes include Halo-halo, Pancit Guisado, Pancit Canton, Pancit Malabon, Sisig, Bianda and other
Kapampangan Dishes. Parking space and reservations are accommodated and dining options are from lunch to dinner.

INDIRECT COMPETITOR - Erwin’s Ningnangan anchors its beliefs in the family where we know dining to be most
enjoyable and highly nourishing. Erwin’s Ningnangan embodies modern Filipino dining while serving quality native cuisine
at affordable prices in a clean, convenient, and comfortable restaurant venue, meant to evoke festivity.

Branches:
Plazang Luma, Arayat Pampanga
Industry Analysis

Political
Government policies regarding hygiene, health and food regulations, and food standards

Economic
Fluctuation of oil rate and gas, and Inflation of prices

Social
Attitude of people. e.g. Health conscious market

Technological
Available machines and technologies

Demographic
Age, family size, income, occupation, class and culture

Geographic
Size of the population
 Potential
Entrants
(Threat of
Mobility)

Industry
Suppliers Rivalry Buyers
High

Substitutes
(Threat of
Substitutes)
Company Profile

In the 1970’s, Flora and Jacinto Kabigting had a small sari-sari store in Palaraya, Arayat and were thinking of altering the
usual halo-halo that every other neighbor sold outside their gates. Jacinto's sister Geraldine suggested incorporating sugared
white kidney beans (they come in different colors) into the mix.

Kabigting’s Halo-halo began as a labour of love for the Kabigting family. Coming from a long line of cooks, Flora and
Jacinto Kabigting decided to share her culinary talents with everyone. In the present, Kabigting’s Halo-halo is a landmark
for wholesome and delicious Filipino cuisine. From humble beginnings, the expertise of Kabigting’s Halo-halo and her staff
have touched the lives of so many Arayatenos through the restaurant and its catering service.

Halo-Halo has become the trademark of Kabigting’s Halo-halo .

Kabigting’s Halo-halo have received awards and achievements because of their consistent valuable service.
 SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Quality and Quantity of
• Lacks strong promotional
services
stategies and relies greatly on
• Serves authentic Filipino
the clients experience and
dishes at affordable price
referrals
• Function rooms is
• Small parking space
spacious and is newly
• Mall branches have limited
renovated
• Location is strategic
S W menu offerings

OPPORTUNITIES
• Customer experience can
be better improved
• Expansion of channels of
distribution by branching
out to other malls in the
Province
O T THREATS
• New competitors
• Spying of customers
• Unforeseen events like
covid-19 pandemic
Vision and Mission

Vision
Kabigting’s Halo-halo envisions itself to be the best Filipino casual dining restaurant serving
authentic Filipino dishes in a Filipino ambiance. Personalized service shall be replicated in
all branches located in key cities nationwide.

Mission
•To give our customers their money’s worth, good food, good service anchored with
Filipino’s hospitalilty
• Kabigting’s Halo-halo shall focus on Research and Development
• Kabigting’s Halo-halo shall create a professional organization
• Kabigting’s Halo-halo shall adapt to modern technology
• Kabigting’s Halo-halo shall bring pride to Philippines
•The company will grow and at the same time share its knowledge and expertise to aspiring
entrepreneurs
 Segmentation

Kabigting’s Halo-halo intends to cater to a wide group of people. The

restaurant wants everyone to feel welcome and relaxed in a cozy
atmosphere with a wide and varied menu of native Filipino food.
Customers are segmented through the ff:

Upper Class (A)

Middle Class (B)
Working Class (C)
Lower Class (D)
Family Size
Culture
Sales

Upper Class
Middle Class
Working Class
Lower Class
Targeting

The most potential market is the Class A and Class B. Class A

and B has the strongest buying power and also has a great
amount of disposable income. Generally, they also like eating
out rather than cooking foods at home.

Families of different sizes are also targeted because Filipinos

are known for having close family ties.
Lastly, modern Filipino Style is showcased in Kabigting’s
and brings emphasis on the food they serve to customers. The
restaurant embodies a Filipino culture and practices it.
Positioning

Kabigting’s Halo-halo positions itself as a casual-dining

restaurant that provides good food and quality service. It also
carefully scrutinized on where Classes A and B are usually
located, they would situate their restaurants in malls because
they are visited everyday by customers. It’s unique selling
proposition or USP is “Authentic Filipino Food Experience”
Kabigting’s Halo-halo is known to be a restaurant of casual
dining but has incorporated a Modern Filipino Style, let alone
the ambiance, wherein everyone can feel the presence of
Filipino Culture
Product

Kabigting’s Halo-halo showcases authentic Filipino Cuisine.

Food was influenced by different cooking styles from
different regions in the Philippines giving Filipino food the
dignity and its right place in the culinary map of fine food in
the Philippines. Additions and modifications of the existing
menus are done by the owners to adapt to the demands of its
customers and changing times.
 Distribution of Sales

Suppliers Kabigting’s halo-halo Customers

Branches:

Paralaya Arayat, Pampanga

Robinsons Starmills Pampanga
Marquee Mall, Angeles City

Pricing

Prices of the products are fixed. The products are undeniably high in prices
compared to its competitors due to high rent, tax, utilities, labor of employees, and
indirect raw materials used; but they make sure it is reasonable enough to offer
great customer satisfaction to their target market. Sometimes, the restaurant also
uses the cost-based pricing method, which involves calculating the cost of the
product, and then adding a percentage mark-up to determine price.
Promotion

Kabigting’s Halo-halo promotes their products via websites, brochures,

fliers and mass media, specifically newspapers and social media
platforms to attract buyers plus it adds awareness to the food they serve
making this a way of showcasing and promoting their dishes.

Word-of-mouth also helps in promoting Kabigting’s Halo-halo, as this is

by far the most effective type of advertisement.
Conclusion

The researcher have concluded that Kabigting’s Halo-halo will be taken

as a restaurant of casual dining and known to be the best Filipino Cuisine
in food industry in the Province. Competing its way to the top as one of
the undisputed leaders in serving customers their authentic Filipino dishes
that will keep them coming back for more. The impeccable service
Kabigting’s Halo-halo renders will always make diners feel the warm
welcome and “feel at home” ambiance as they make sure the customers
receive their money’s worth.
Recommendation

The researcher highly recommend, with regards to the service, an average

turn around cooking of 10-15 minutes with regards to the orders per table/
customer should be improved. Promotional strategies must also be
developed to further reach its other target market. Social media marketing
strategies must also be utilized to address this issue.
The researchers would like to emphasize that the kind service they
rendered should be continuously practiced and executed as this could be
an asset onto how Kabigting’s Halo-halo is perceived as a quality casual-
dining restaurant.
THANKS