Hotshots marketing plan

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10 STEPSMARKETING PLAN for:

HotShotsFlame-grilled burgers

Martin Dominic ReyesOctober 2010


MENU PRIMARY TARGET MARKET

THE ULTIMATUM

competition

price vs. age matrix

ksf matrix

opportunity analysis

slice of the pie

product

price

promo

place

winning strategy


Primary target market

deMographics

22 to 45 years old Male and Female Single Newly wedded couple Social classes A and B

LIFESTYLE

Working in business districts Employees who prefer working lunch Not good in cooking or no time to cook Health conscious – grilled burgers “Pa-arte” effect – gourmet burgers

behavior

Burger, Fries, Soda meal Twice a week Take-out or delivery

Youngprofessionals

Most of the time

compensated by

the CHEESE, MAYO,

FRIES AND SODA


the ultimatum

To satisfy a burger craving without feeling too much

calorie-guilt by choosing grilled burgers with no extenders!!!


the COMPETITION

DIRECT: GOURMET SPECIALTY BURGER STORES

Brothers Burgers Wham Burgers Johnny Rockets – new player Sango Gourmet burgers in hotelsINDIRECT: regular burger fastfood chains

Jollibee McDonald’s Wendy’s Burger King Tropical Hut


the COMPETITION

Alternatives: other chains who do not primarily sell burgers

KFC Pizza Hut Shakey’s Variables:

Accessibility - location Purchasing convenience – offers delivery or on-line ordering Price – value of money Brand – word of mouth


Price vs. age matrix

BB

HSW

HBB

HSW

BB

HSW

S

S

S

BB

HSW

S

BB

HSW

S

BB

HSW

S

BB - Brothers burger HS – HotshotsW – Wham Burger S – SangoH – Hotels


Key success factors matrix

Brothers Hotshots Wham Sango Johnny

Offers wide variety ofgourmet burger Number of branches 18 10 8 4 1Branches outside MM 3 4 1 0 0Delivery x x xConsistency to quality

extensive branches of Brothers Burger is their competitive advantage that’s why they grab the biggest market share


Opportunity analysis

STRENGTHS

Competitive price Consistency to quality Feedback mechanism Strategic alliance with Francorp. opportunities

Upward trend of purchasing power Increasing number of health conscious people Emerging areas outside Metro Manila One-number delivery hotline Rapid growth of call centers and BPOs

propositions: Tap the emerging markets outside Metro Manila

Create one-number delivery hotline24 hours delivery service


Slice of the pie

Notes:Market share is based on aggregate sales of the four firms as reflected

on their financial statements. The industry is pretty small playing around at aggregate sales of P195m.


The product and the players


product description

Hotshots is a gourmet burger food chain

Burgers are made from 100% pure beef; absolutely no extenders

The company promotes healthy options: GRILLED BURGERS

Buyers can choose from variety of tastes of burgers

Fish and chicken burgers are also available

Customers can create their own burger according to their

preference


pricing

Cheapest burger: P105

Deluxe – quarter pound patty, lettuce, onion, tomato, mayo

Most expensive burger: P195

Mozzarella burger – double quarter pound patties, lettuce,

onion, tomato, mayo, mozzarella cheese

Products of hotshots are at par with its competitors, where price

ranges from P105 to P350 for a piece of burger


Promotion: proposed

Introduce combo meals

Burger + Fries + Drinks

Create junior sized burgers

Tie-up with credit card firms

Launch discount cards


Promotion: competitors


place

Metro manila

Pearl drive, OrtigasTomas MoratoRobinsons ManilaUST campusRCBC plaza Makati

Outside Metro manila

Enchanted KingdomSubicSM City ClarkPetron NLEXBaguio


strategy

Hotshots, having the most number of branches outside Metro Manila, should continue expanding and seize its growth opportunities in other cities such as CEBU, DAVAO and other emerging areas such as NAGA


10 STEPSMARKETING PLAN for:

HotShotsFlame-grilled burgers

Martin Dominic ReyesOctober 2010

Hotshots marketing plan

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