Documente Academic
Documente Profesional
Documente Cultură
BonChon
Marketing Plan
Submitted by:
Abobo, Katreena
Cabanero, Romeo
Submitted to:
BSBA-MM 2-3D
OCTOBER 2019
Table of Contents
I. Executive Summary
II. Description of the Business
a. History of the Business
b. Mission
c. Vision
d. Values
e. Beliefs
f. Marketing Objectives
g. Organizational Structure
h. Competitors Analysis
i. Location
j. Market Area
k. Target Customers
l. Market Share
III. Situational Analysis
a. Key Problems
b. SWOT Analysis
IV. Market Segmentation
a. Demographic
b. Geographic
c. Psychographic
d. Cultural
V. Marketing Strategies
a. Product
b. Price
c. Place
d. Promotion
e. Process
f. Physical Evidence
g. People
VI. Budget Allocation
a. Promotional Budget
b. Sales Forecast
VII. Market Implementation
VIII. Appendix
I. EXECUTIVE SUMMARY
the extraordinary frying procedure and special sauce produce non-oily, yet
chicken consumption.
Philippines from 2006 to 2018, with a forecast for 2020 and 2025. In 2025,
company utilizes its high caliber that has increased fast premium quality,
because of that we believe its high quality, affordable pricing strategy and
every block, but Jinduk Seh had bigger dreams – to share his country’s
and tender, juicy meat inside. He then spent 2 years creating the perfect
addictive glaze that embody the rich and distinct Korean flavors: Soy
Garlic and Spicy. BonChon’s original soy garlic and spicy sauce, which to
“my hometown”, was born in the coastal city of Busan, South Korea.The
and arrives in Fort Lee, New Jersey, U.S.A. JindukSeh debuted his
discriminating media outlets like CNN, New York Time and Esquire.
The first BonChon New York and BonChon Virgina stores open in
the U.S.A.
– Esquire “BonChon, the reason to get excited about fast food again!” –
GQ magazine
“BonChon comes alive” – The New York Times, “The Best Damn fine fried
chicken” – Time Out New York. BonChon Global arrives in South East
Asia. BonChon Global arrives in South East Asia and opened the first
Philippines through Scott Tan. It was here in the Philippines where the
50 stores worldwide.
ChapChae, Ko-Yo (March 2012); Crispy Catch (March 2012); Ko-Yo Float
– Business Mirror. New Products: Mango Sans Rival (May 2013), Oriental
Crispy Chicken Salad (July 2013); Chicken Poppers (2013); Crispy Crepe
(July 2013); Snackwich (Sept 2013); Bulgogi Noodle Soup (Nov 2013);
Holiday Sweets (Dec 2013); Honey Citrus Chicken (Dec 2013). Launches
first Ad Campaign: From Here On, it’s BonChon. (Jingle, Poster, TVC,
Chocolate Crispy Crepe (Feb 2014); Seoul Fried Rice (July 2014); Holiday
Sweets
BonChon Rewards Plus Card is launched for all loyal fans. New Products:
new ad Campaign: Bite into A New Beat (TV, Poster)/ What’s your chicken
style? It’s definitely K-Style! New Products: Bibimbowl (Feb 2016); KFrost
b. Mission
BonChon spreads love, joy and the thrill of discovery. We’re constantly
c. Vision
BonChon will be the most loved and talked about restaurant. BonChon
will be a trailblazer in the local food landscape – this will be our constant
adventure.
d. Values
f. Marketing Objectives
Advantages
Disadvantages
STRENGTH WEAKNESS
OPPORTUNITIES THREATS
Advantages
• Established
• Cheap price
STRENGTH WEAKNESS
OPPORTUNITIES THREATS
Expansion plans
i. Location
Metro Manila has 14 physical stores of BonChon which are 168, Dormus,
have list down the branches BonChon store in a designated city. BonChon
Manila has 17%, Quezon City has 33%, Malabon, Valenzuela, Caloocan
and Marikina has 1%, San Juan and Parañaque has 3%, Mandaluyong
has 11% and lastly Pasay, Las Piñas, Muntinlupa, Taguig, Pasig has 3%.
MANILA Eastwood
Eton centris
168
Eton Cyberpod Corinthians
Dormus
Ever gotesco
Isetann recto
Commonwealth
Laperal Recto
Farmers cubao
Legarda
Fisher mall
Lucky Chinatown
Gateway
Robinsons Ermita
Intrepid plaza
SM Manila
Katipunan
SM Sta. Mesa
Landmark Trioma
SM San Lazaro
Manhattan Cubao
UN Square
Matalino Bldg.
University Mall Taft
Robonsons galleria
University pad
Robinsons Magnolia
UST
SM Fairview
QUEZON CITY
SM North Annex
Araneta Center Cubao SM Novaliches
Ayala cloverleaf Tomas Morato
Ayala Fairview terraces Trinoma
Cherry congressional UP Technohub
Waltermart North EDSA MAKATI
UP Town center
Alphaland
Vertis North
Cash and carry
MALABON Greenbelt 1
Landmark Makati
Robinsons Malabon
Makati Avenue
SAN JUAN
Petron Dasma Makati
Greenhills Annapolis San Lorenzo Mall
Promenade The Link
Waltermart Makati
Clean fuel pioneer
VALENZUELA SM BF
SM Sucat
SM Valenzuela
LAS PIÑAS Market Marketk.
McKinley
Robinsons Las Pinas
SM Southmall
Robinsons Metroeast
StarmallAlabang
SM Marikina
TAGUIG
k. Target Customers
BonChon eyes Manileños as their target customers with the total Metro
percent given the population 15 years old and over of 73.1 million.
All through of these population we are targeting an individual which is
purchasing power.
l. Market Share
BonChon has a competitive market nowadays at the same time with its
to their market share they are confidential and invisible in providing such
a. Key Problems
Cultural differences
the high chance of purchasing it. In Bon Chon, since there is a taste of
Korean flavor, it will be new to them where many Korean fans here in the
Philippines might want it. The disadvantage of it was many Filipinos are
bashing other culture things which are not related to Filipino just like this
one. So, the problem was the continuous bashing of other people in the
said restaurant.
Their surroundings are not the problem but the food they serve was
new and don’t have the touch of any Filipino Food. For example, they offer
bingsu but in the Philippines we have our very own halo-halo, etc.
Korean barbecues, milk teas etc. Along with Bon Chon they offer the
same service for the customers, it is the taste of Korean culture. Even
though they have different approach, the other one is a variety and the
other one is barbecues, beefs, etc., they still have the culture they present,
beneficial for them and it’s the unlimited food from samgyup restaurants
unlike the serving from BonChon, it is expensive but the deserving is just a
patronize other restaurants which results to low income and less profit.
brand known is really helpful to get the popularity and boost your sales.
BonChon needs to have its promotion that will help to introduce it to the
STRENGTH WEAKNESS
products
franchisees
OPPORTUNITIES THREATS
Increasing demand for healthier food Fast foods offer cheaper price
flavored, or healthy chicken. This helps to ensure that their customers will
Secures privacy
and give privacy to the information shared by their customers. They make
sure that all personal data’s will stay confidential to protect their
customers.
risk and can focus its efforts on marketing and growing the franchise.
WEAKNESS
they offer. This triggers the shrinking of customer base due to the lack of
promotions unlike other fast food restaurants that has advertisement and
promotional discounts.
BonChon restaurant has its employees but it’s still not enough to
make the work easier and faster. Due to the small number of employees it
made the customers’ waiting time much longer to the point that others
OPPORTUNITIES
could further introduce low fat, low salt and more nutritious chickens
Introduction of drive-thru.
McDonald’s already offer only drive-thru restaurants, which is a
great opportunity for BonChon to start with. Since its competitors like KFC
still hasn’t made any drive-thru, it will be more convenient for the
THREATS
There are a lot of fast food restaurants which offers the same
food restaurant and the other reason for their expectation is because of its
expensive food. They want to get what they pay for; they want the
computers to get the information needed is chronic, this will trigger your
Due to the Korean wave such as K-drama and K-pop Idols, high
will mostly choose Korean chickens more than adobo. This threat results
a. Demographic
BonChon targets kids to adult that can either be male or female. Kids
whose ages from 5-12 years old, Teens that ages from 13-18 years old,
Young Adults ages from 19-21 years old and Adults ages from 22-present.
chicken but with the twist which is the secret special spices provided by
BonChon.
b. Geographic
business. Metro Manila is known for being an urbanized area full with
Philippines, the people in this city has purchasing power to avail BonChon
products.
c. Psychographic
has social factor that they use their feelings and emotion towards the
the product. Lastly is rational considering the fact that customer wants
d. Cultural
some factors may distress the Filipino culture. Some of these are the
following:
love and many people give cards, letters, flowers or presents to their
celebrates the contribution that fathers and father figures make for their
children's lives. Its origins may lie in a memorial service held for a large
group of men, many of them fathers, who were killed in a mining accident
birth.
a. Product
BonChon provides high quality, fresh and low trans-fat product that
best seller is soy garlic and honey chicken drizzles with special Korean
sauce. Providing a healthy and fresh chicken to the customers are crucial
b. Price
chicken meal start with 109 pesos up to 195 which is their Korean style
feast that consists of japchae, a price of chicken and rice, milky kreme and
varieties and those are Korean beef stew, Spice beef stew for the ones
who loves spicy food and beef bulgogi. Their beef stew’s price is ranging
from 175-189 and it already comes with rice and drinks. It is already a
perfect meal.
make it more unique. BonChon’s bibimbowl can come with rice that starts
with 140 pesos and if with soup it will becom 175 pesos and if you want
something new, you can try BonChon’s bibimnoodles with drinks that
If you’re tired of eating beefs and chicken, and you don’t know what
seafood. Their fish meals start at 175 pesos and it comes with fries or
japchae while their seafood feast costs 198 pesos. BonChon also have
crispy shrimps and squids for only 175 pesos, it has already rice and
drinks.
If you are with your friends or relatives you can purchase the team
BonChon that can be good for 3 for only 545, it has 6 pieces of chicken, 3
white rice 3 drinks and 1 japchae. Team BonChon also have good for 4 for
japchae and 2 K-fries. You can enjoy your food with your friends or
chicken for only 205. They also have 6 pieces for 395 and 8 pieces for
520. You can choose whether it will be all wings or assorted parts. Go and
If you want something new, you can try BonChon’s seafood platter
for only 410 pesos it consists of crispy fish, crispy squid and crispy shrimp.
try Bingsu for only 99 pesos it has 5 flavors so you can choose what flavor
you want. BonChon also have their Crispy Crepe for only 60 pesos it
comes with a cream and mango or caramel and cream. The last dessert
they have is their Milky Kreme it is a creamy ice cream in a cup for only 35
c. Place
Quezon City, 1110 Metro Manila. BonChon has a lot of branches here in
the Philippines but their head office was placed in the Eastwood due to the
d. Promotion
to boost their desired sales. These media help to utilize and increase the
#EATHAPINESS wherein when you click or use the hashtag you’ll see
other mouth-watering photos about BonChon’s food. Other than that, they
also have an informative kind of website wherein customers will see some
information about the food company like, what’s new to BonChon, their
locations, nutritional information, and just in case you want to expand and
their website.
newspaper.
e. Process
chicken of Korea. We also had service delivery via Food Panda, Grab
food, Lalafood and you can also pay through Paymaya and Gcash. In any
f. Physical Evidence
(signage and symbols) of BonChon is red and black means to satisfy the
hunger of the customers. It also has K-style as their tagline in the logo of
Korean store which is the chairs and tables that are coordinated with their
minimalist store but a unique one because they use the pipeline as their
a. Promotional Budget
Valentine’s Promo
First 143 people to Team BonChon Chicken will get 10% discount
Branches- 83(NCR)
sold)
First 100 Father and Mother customers will get Php 100.00 and
Branches-83 Branches
sold)
sold)
Php 1,245,000÷ Php 65.17 x 83= 230.17 or approximately 231 units needs
Branches- 83 Branches
budget.
sold)
Discount- 10%
sold)
=Php 830,000 ÷ Php 62.00 ÷ 83= 161.29 or approximately 162 units need
Php 5,875,860.50
Expenses: Advertisements
Php 7,500,000.00
Total Expenses
Type Duration Expenses Total Expense
Valentines Promo
If 500 units
expense/growth rate
expense/growth rate
If 300 units
expensd/Growth rate
If 400 units
If 300 units
If 400 units
expensd/Growth rate
If 200 units
expense/Growth rate
If 300 units
expense/Growth rate
rate
Christmas Promo
If 200 units
expensd/Growth rate
If 300 Units
quarters of the year 2020. For the 1st quarter, the celebration will be for the
For the 1st quarter, BonChon will be having its Valentine’s Day
treat. The first step for this idea to be formed is the concept planning for 7
days, January 13-19 wherein this includes the pitching of ideas, the
themes, designs, the promos that will be used for the said celebration. It
will be followed by the 4 days selection of date starting from January 16-
19 this one will tackle about the date to be used for the next activities. The
next one is the event’s budgeting wherein the assumed expenses will be
passed in the accounting and finance team for 3 days, January 24-26,
followed by the request for approval on the budget. The allotted date for
the approval is 3 days, January 26-28. Once the budget gets approved,
the plan will be implemented by January 29 and after that by February 1-3,
the editing for posters that will be used for the social media posts and
BonChon NCR branches will start, the art department is only given 3 days
to submit their poster layouts. The 2-day approval of posters will start
immediately after the last day of editing; the scheduled date for the
approval will be on February 5-6. For the people to see and get notified by
the Valentine promo, the posters will be posted 5 days before the promo
starts, it will be posted by February 7-8. After that starting from February
13 the promo will run up to February 18. The promo will be a 10%
discount for the first 143 customers that will avail the chicken bundle only
PROPOSAL: Let’s celebrate our birth givers’ day by availing the promo
For the 2nd quarter there will be 2 promos and posters for the 2
celebrations which is the Mother’s Day and the Father’s Day. The allotted
days for the planning of the whole concept is 9 Days starting from April 13-
21, the allotted date is long because there will be 2 concepts that will be
needed to plan. Same goes with the selection of date, the teams will be
selecting the dates for the activity of those 2 celebrations and it will be on
April 18-20. The budget for the Mother and Father’s Day is intended to
start by April 19 up to 21 and once the budget is finalized, they must ask
for the approval of budget by April 24-26 on the Accounting and Finance
team. Once the budget is all set and approved, the plan implemented on
April 29 together with the editing of posters to be used for the celebrations.
The posters that will be edited are for the Mother’s Day for the month of
May and Father’s Day for the month of June. The allotted days for the
poster editing are 4 days starting from April 29- May 2. The art team
should seek for approval by the 2nd day of May up to 5th day because the
poster for Mother’s Day will be posted on social media and BonChon
stores in NCR on the last day of approval of poster which is May 5, the
promo will start from May 9-12. As for the Father’s Day poster posting it
will be on June 6 and its promo will be on June 13-15. The promos for the
said celebration will be a 150 peso off for the Mother’s Day celebration
and a 100 peso off for the Father’s Day. For the both celebrations, they
just need to avail anything that will make their bill at least 500 Pesos and it
only applies for the first 100 on each BonChon in NCR. The assessment
PROPOSAL: Its rainy season that’s why BonChon will have a free
NCR.
The 3rd quarter is a rainy season, so for the concept planning they
must at least incorporate the ideas that they will pitch and conceptualize
with the season for this quarter. One week will be the given time to plan
the concept, it will start on July 3-9 and after that they need to select the
date for the following activities to maximize the time well. By July 7
concept budgeting and the allotted days is 3 days, July 11-13, the
assigned team will budget all the expenses including the materials that will
be used. The assigned team should ask for the approval of budget in the
accounting and finance team the given time for the approval is only 2 day,
July12-13. Once the budget gets approved, the plan can be implemented
searching a location around NCR for the billboard will be 7 days from July
15 up to July 21, by that one whole week, the assigned team must find a
location to put the ad for BonChon. The head of the advertising team and
the boss should approve the location by July 19 up to 21. When the
location is all set, the layout for the said billboard can start on 24 until 29th
August 3, the span for approval will be 4 days and it must be approved
within the allotted days. The planned date for the launching of billboard will
billboard will air on selected places in NCR for 1 month. And to end the 3 rd
whole BonChon stores in NCR will be having a promo. So, to have an idea
what they’ll do for the 2 celebration they will be having a concept planning
on October 16-22, it is a one planning week to give and pitch ideas that
will help their stores to benefit and the concept must be finalized by the
choose the date for the following activities by October 19-21. Since the
concepts will be 2 because of the 2 celebration, the allotted date for
budget from the accounting and finance team on October 22 and it must
on 24th of October wherein the plans will start to be effective but only in
BonChon NCR stores. And to catch the customer’s attention, there will be
posters that need to be edited for the said celebrations and it needs to
start on October 25 and the last editing day is on the 4th day of November.
7, the poster that will be posted in the said date is for the Anniversary of
promo will only apply on BonChon NCR stores and to have the promo the
first 100 customers need to buy at least 2 bundles to have a free japchae
platter.
For the promo for the upcoming Christmas Day, the poster will be
their celebration. The first 100 customers who will purchase at least 1000
will have a 10% discount on their total bill. Once the promos for the last
IX. APPENDIX
1st Quarter
2nd Quarter
Mother’s Day
Father’s Day
3rd Quarter
Billboard
4rth Quarter
Anniversary Promo
Christmas Promo