POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

COLLEGE OF BUSINESS ADMINISTRATION

DEPARTMENT OF MARKETING MANAGEMENT

BonChon

Marketing Plan

Submitted by:

Abobo, Katreena

Cabanero, Romeo

Leuterio, Ellen Jane R.

Submitted to:

Mr. Joel T. Agacita

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

BonChon Chicken is crunchy, firm and low-fat seared chicken with

the extraordinary frying procedure and special sauce produce non-oily, yet

more flavors. In this manner, this organization previously set up their

branch in Philippines, on this marketing plan we focus to buzz our brand

awareness in Philippines. Since Philippines is one of the developing

business sectors in the ASEAN which has huge monetary development

that produces immense nourishment utilization, particularly in terms of

chicken consumption.

This statistic shows the poultry consumption per capita in the

Philippines from 2006 to 2018, with a forecast for 2020 and 2025. In 2025,

the poultry consumption per capita in the Philippines is expected to

amount to about 14.1 kilograms per person annually. (Statistica, June

2019). However, the amount of chicken consumption increases as well as

the increase in the Filipino population.

So as to use tremendous chance, understanding the perception of

company utilizes its high caliber that has increased fast premium quality,

because of that we believe its high quality, affordable pricing strategy and

how we engage communication to customers. Subsequently the

correspondence and advancement, we put is the one of indispensable

part on this marketing plan.

 II. DESCRIPTION OF THE BUSINESS

a. History of the Business

The start of a delicious adventure.

In South Korea you can find a mom-and-pop fried chicken joint on

every block, but Jinduk Seh had bigger dreams – to share his country’s

favorite comfort food to the world.

This motivation translated into his passion to perfecting the fried

chicken cooking technique that ensures a paper-thin crispy texture outside

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

this day is made in Korea and shipped worldwide.

2002 - Birth of BonChon. From then on BonChon, also known as

“my hometown”, was born in the coastal city of Busan, South Korea.The

success of BonChon in his homeland gave Mr. Seh the confidence to

expand his business.

 2006 - BonChon opens first overseas store. BonChon goes global

and arrives in Fort Lee, New Jersey, U.S.A. JindukSeh debuted his

signature sauces in Fort Lee, New Jersey jump-starting BonChon’s rise to

fame. BonChon began making waves globally and captivated discerning

palates and was immediately given word-of-mouth appeal by

discriminating media outlets like CNN, New York Time and Esquire.

2007 - Long lines welcome BonChon in New York and Virginia.

The first BonChon New York and BonChon Virgina stores open in

the U.S.A.

2008 - BonChon debuts in Massachusetts and California

2009 -BonChon Global Headquarters is formed, giving BonChon

more wings to become the well-loved global phenomenon by giving more

people exciting food adventures. “The Best Buffalo Hot wings in America”

– Esquire “BonChon, the reason to get excited about fast food again!” –

GQ magazine

2010 - The addiction to BonChon goes on and on in the U.S.A.

“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

stores in Thailand. “How Korea elbowed out Kentucky” – CNN Travel.

BonChon Global arrives in the Philippines. BonChon Global arrives in the

Philippines through Scott Tan. It was here in the Philippines where the

exciting Korean-American flavor and fusion experience became popular.

2011 - BonChon Global become franchisors. BonChon Global

become franchisors and expands to Indonesia and Singapore, reaching

50 stores worldwide.

2012 - BonChon Philippines expands nationwide and arrives in Davao.

BonChon Philippines debuts in Cebu. New Products: Bulgogi Fest,

ChapChae, Ko-Yo (March 2012); Crispy Catch (March 2012); Ko-Yo Float

(Oct 2012); Upsides (Oct 2012); Holiday Ko-Yo, Team BonChon.

2013 - BonChon Global reaches 100+ stores worldwide. BonChon

Philippines expands to over 75 locations nationwide. BonChon Philippines

expands to over 75 locations nationwide and is considered one of the

fastest-growing QSR’s (Quick Service Restaurant) in the country.

Launches Metro Manila, Cebu, Davao, Bulacan, and Cavite delivery

hotline. “BonChon reaches out to local communities through Project Love”

– 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,

Mike Song Making and 3 Dance videos)

2014 - BonChon Global arrives in Cambodia, and Bahrain and reaches

150+ stores worldwide. BonChon Philippines arrives in Cagayan de Oro.

BonChon Philippines celebrates 80 Stores nationwide. Breakfast is now

served at selected BonChon Philippine stores. New Products: Strawberry

Chocolate Crispy Crepe (Feb 2014); Seoul Fried Rice (July 2014); Holiday

Sweets

2015 - BonChon Philippines touches down to Boracay, Bacolod

and Batangas! BonChon continues to amaze with deliciously shareable

food adventures! Change is Delicious! The 5th BonChon glaze is here!

BonChon Rewards Plus Card is launched for all loyal fans. New Products:

KrazyKoDog (Jan 2016); Crunchy Garlic (March 2015); Glazed Chicken

Fries (Oct 2015);Team BonChon Seafood; Wings and Fries Friday

 2016 - C’mon and be K-Styled! BonChon Philippines launches their

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

(May 2016); Spicy Bibimbowl, Creamy Curry Bibimbowl, BibimfriesNew

Store Concept opens at U.P. Trinoma.SM Davao Annex

b. Mission

BonChon spreads love, joy and the thrill of discovery. We’re constantly

reinventing your food experience with our menu selections, modern

ambience, warm service.

Every BonChon moment is a food adventure.

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

benchmark for best practices. Every BonChon moment is a food

adventure.

d. Values

• Passionate and dedicated to thrilling palates and people.

• Hip, creative, daring and innovative.

• Authentic, original and pioneering.

• People-centric and social.

 e. Beliefs

• We believe that every Filipino deserve better quality, unique, and

world-class food and dining experiences.

• We believe that food is an expression of love, that’s why every

memorable conversation starts at the table.

• We believe that exciting food discoveries and adventures create

more of these conversations.

• We believe that every BonChon experience fills people with

wonder, discoveries and love.

f. Marketing Objectives

• Boost the sales of BonChon to remain its competition in the market.

• To be more well known as the chicken with K-style touch specially

for the old ones.

• Considering a unique platform for brand awareness.

• To open more branches in Metro Manila

g. Organizational Structure
 h. Competitors Analysis

KFC:Its finger likin’ good

Advantages

• Original recipe of chicken

• Convenient and short waiting time

• Chicken lover’s paradise

Disadvantages

• Their source of is said to be abusing the chickens

• Chickens are spray painted

• Chicken was sprayed tobacco

• The heads were being ripped off

• Chicken was a little dry

• The foods are not visually attractive

KFC SWOT ANALYSIS

STRENGTH WEAKNESS

 Strong global brand  Supply chain distribution

 Loyal customer base  Managing franchises

 KFC secret recipe

OPPORTUNITIES THREATS

 Expanding new geographic  Changing customer food

trends and preferences

 Exploring new food items

 Food quality challenges

 Local brand competitor

McDonald’s: LoveKo ‘to

Advantages

• Established

• Many varieties of products to choose from

• Cheap price

• Convenient and short waiting time

Disadvantages

• The quality of food depends especially when peak hours

• Has similar products with its competitors

MC DONALD’S SWOT ANALYSIS

STRENGTH WEAKNESS

 Strong global brand  Negative publicity

 Diversified income  High employee turnover

OPPORTUNITIES THREATS

 Upgraded menu  Competition to local brand

 Expansion plans

i. Location

The head office of BonChon Philippines is located at Eastwood City,

Libis, Quezon City. As BonChon arises so fast in the food industry we

chose Metro Manila as a specific city to implement a marketing plan.

Metro Manila has 14 physical stores of BonChon which are 168, Dormus,

Isetann Recto, Laperal Recto, Legarda, Lucky Chinatown, Robinsons

Ermita, SM Manila, SM Sta. Mesa, SM San Lazaro, UN Square, University

Mall Taft, University pad and UST.

 j. Market Area

We focus on National Capital Region to boost the sales of BonChon

since it has a lot of opportunity to boom and expand in a wider market. We

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

MANDALUYONG  Valero Makati

 Waltermart Makati
 Clean fuel pioneer

 Liberty Shaw CALOOCAN

 Robinsons Forum  Sangandaan

 Shangri-la
PASAY
 SM Cherry Shaw
 Blue Bay
 SM Light
 One E-com
 SM Megamall
 SM MOA
 Starmall EDSA

 WCC Shaw PARAÑAQUE

VALENZUELA  SM BF

 SM Sucat
 SM Valenzuela
LAS PIÑAS  Market Marketk.

 McKinley
 Robinsons Las Pinas

 SM Las Piñas PASIG

 SM Southmall
 Robinsons Metroeast

MUNTINLUPA  Rockwell Ortigas

 SM City East Ortigas

 Alabang Town Center

 Festival Mall MARIKINA

 StarmallAlabang
 SM Marikina

TAGUIG

 High Street the Fort

k. Target Customers

BonChon eyes Manileños as their target customers with the total Metro

Manila population of 1,780,148 according to National Census. According

to Labor Force of Philippine Statistic Authority, the employment rate in

July 2019 is estimated at 94.6 percent and it was estimated at 62.1

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

young professionals, working adults, seniors and school kids with

purchasing power.

l. Market Share

BonChon has a competitive market nowadays at the same time with its

rival food chain which is Mc Donald’s and KFC. Unfortunately, in regards

to their market share they are confidential and invisible in providing such

information for the security purposes.

III. SITUATIONAL ANALYSIS

a. Key Problems

Cultural differences

Filipino treasures the authenticity of Filipino Food or restaurants

that exist here in the Philippines. Restaurants in the Philippines are

catering Class C customers which means many common Filipinos have

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.

Competitors who offer the same service

In today’s society many establishments have been popping

continuously in every urban place. We have samgyupsal restaurants

(Samgyupsalamat, Romantic Baboy, Samgyupmasarap etc.), unlimited

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,

it is still a Korean culture.

The problem on this was the customers who sticks to it thinks it is

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

little. The customers from BonChon have the highest possibility to

patronize other restaurants which results to low income and less profit.

Lack of Promotional Activities

Due to the lack of promotion of BonChon, they are not known in

some areas in the Philippines. Having some advertisement to make your

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

public especially to its target market.

 b. SWOT Analysis

STRENGTH WEAKNESS

 It offers different variety of Korean  Lack of promotional marketing plan

products / menu.  Unorganized system in

 BonChon secures their privacy accommodating customers

 BonChon has uniqueness of their  Small number of employees

products

 All restaurants are owned by the

franchisees

OPPORTUNITIES THREATS

 Increasing demand for healthier food  Fast foods offer cheaper price

 Introduction of Drive-thru  High expectation of customers

 It has the momentum of Korean-  Local fast food restaurant chains

wave  Possibility of information leak

 Korean restaurant is starting to

deceive the Filipino culture

STRENGTHS

Different variety of products

BonChon offers different variety of chickens like crunchy, crispy,

flavored, or healthy chicken. This helps to ensure that their customers will

not get rid of their chickens.

Secures privacy

The company of BonChon is committed and dedicated to protect

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.

Uniqueness of the products

The flavors of the chicken were all made by the BonChon

restaurant. It offers healthy chicken with glazing sauces that was

originated from their own recipe.

All restaurants are owned by franchisees

BonChon doesn’t own any restaurants itself so it experiences less

risk and can focus its efforts on marketing and growing the franchise.

WEAKNESS

Lack of promotional marketing plan

 Due to this problem not, all people are being aware of the product

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.

Unorganized system in accommodating the customers

These results for customer’s bad feedback, customer got to

experience a not so accommodating restaurant that will make her decide

to leave or never comeback.

Small number of employees

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

complain and others leave.

OPPORTUNITIES

Increasing demand for healthier food

It’s an opportunity upon which BonChon already grows itself and

could further introduce low fat, low salt and more nutritious chickens

without chemicals used.

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

customers who has no time to step outside of their car.

Hire K-pop idols

Since BonChon was originated in Korea and people especially

Filipinos are so into the Korean waves it’ll be an advantage to capture

their heart and taste buds by hiring K-pop idols.

THREATS

Fast foods offer cheaper price

There are a lot of fast food restaurants which offers the same

product in cheaper price. We all know Filipinos go for a food that is

cheaper to save money, this will be a threat to the company of bonchon

because this can decrease their sales.

High expectation of customers

Customers tend to expect with BonChon since it is a global fast

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

expensive price to be valid.

Local fast food restaurant chains

 Local fast food restaurants can offer healthier food and menu that

exactly represents local tastes in cheaper price.

Possibility of information leak

Technology plays a big part in every business, information and

personal data of the customer is being saved to computers. The risk of

information leak is possible especially now that hacking of company

computers to get the information needed is chronic, this will trigger your

customer’s trust and will result to bad image.

Korean restaurants are starting to deceive the Filipino culture

Due to the Korean wave such as K-drama and K-pop Idols, high

demand of Korean restaurants in the Philippines became a trend. Filipinos

will mostly choose Korean chickens more than adobo. This threat results

to over powering the traditional food and culture of Filipinos because of

the Korean restaurants

IV. MARKETING SEGMENTATION

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.

It is the peak where everyone loves chicken, not just by an ordinary

chicken but with the twist which is the secret special spices provided by

BonChon.

b. Geographic

BonChon eyes Metro Manila as the specific area to establish their

business. Metro Manila is known for being an urbanized area full with

business districts and working people. It has the biggest population in

Philippines, the people in this city has purchasing power to avail BonChon

products.
 c. Psychographic

We consider emotive, social and rational as part of the customer’s

psychographic. Customers being emotive drives them to buy BonChon, it

has social factor that they use their feelings and emotion towards the

product. Millennial belongs to the social because they intend to go on

trends. Watching Korean novels and drama influence them to purchase

the product. Lastly is rational considering the fact that customer wants

practicality. A customer that sees the value of product.

d. Cultural

Due to the influence of Korean culture to the Filipino customers

some factors may distress the Filipino culture. Some of these are the

following:

• Diversity of Korean culture and Filipino culture

• Korean language influence Filipinos lifestyles.

• Experiencing Korean culture by dining in BonChon

• Foods are somehow different from accustomed P-noy foods.

 V. MARKETING STRATEGIES

Valentine's Day is celebrated on February 14. It is a festival of romantic

love and many people give cards, letters, flowers or presents to their

spouse or partner. They may also arrange a romantic meal in a restaurant

or night in a hotel. Common symbols of Valentine's Day are hearts, red

roses and Cupid.

 Mother’s Day is a day for many people to show their appreciation

towards mothers and mother figures worldwide. It is an annual event but is

held at different dates in the calendar, depending on the country.

 Father's Day in the United States is on the third Sunday of June. It

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

in Monongah, West Virginia in 1907.

 Christmas Day, on December 25, is one of the most festive

Christian holidays in many countries around the world. It celebrates Jesus'

birth.
 a. Product

BonChon provides high quality, fresh and low trans-fat product that

we offer to customers. It has different variety of Korean Foods and their

best seller is soy garlic and honey chicken drizzles with special Korean

sauce. Providing a healthy and fresh chicken to the customers are crucial

for the customers who are health conscious.

b. Price

BonChon offers different meals with different sides and their

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

a glass of iced tea.

 Aside from their chicken meal, they also offer beef stew with 3

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.

Bibimbowl, it is also known as bibimbap but bonchon renamed it to

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

costs only 175 pesos.

If you’re tired of eating beefs and chicken, and you don’t know what

to eat, your problem is solved already because bonchon also offers

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

only 750 pesos, it has 8 pieces of chicken, 4 white rice, 4 drinks, 1

japchae and 2 K-fries. You can enjoy your food with your friends or

relatives for less than 1000 pesos.

Chicken party means Chicken Rack, BonChon offers 3 pieces of

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

enjoy your chicken!

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.

Enjoy and have a seafood party!

After a meal you deserve some desserts so here’s BonChon’s must

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

pesos. Come and enjoy your sweet tooth here in BonChon!

c. Place

The location of the main office of BonChon is located at Eastwood Libis.

Its exact location is Eastwood CityWalk1, Orchard Rd, Bagumbayan,

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

high numbers of BonChon around Quezon City.

d. Promotion

We used digital and traditional platform to advertise BonChon and

to boost their desired sales. These media help to utilize and increase the

status of BonChon to remain competitive in the market.

BonChon also made a hashtag on Instagram which is

#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

open a new BonChon branch they also have franchise opportunities in

their website.

In terms of traditional media, it uses all possible resources to

promote BonChon to its target market. We intend to put posters, TV

Commercial, radio broadcasting and Print Ads in magazines, flyers and

newspaper.
 e. Process

BonChon offers online service provision just go to their website

which is www.bonchon.com.ph to order and experience the k-style

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

complaints that is coming from the customer, BonChon provided their

legal team on their website page and it is

f. Physical Evidence

The distinctive ambiance of BonChon will not be possible through

the innovation and initiation of Design and Construction Manager of the

said store headed by Mr. Elmer De Guzman. The Corporate branding

(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

BonChon. The Spatial Layout of BonChon is inspired in most of the

Korean store which is the chairs and tables that are coordinated with their

signature color which is red and black. In terms of furniture, BonChon is a

minimalist store but a unique one because they use the pipeline as their

design on their store.

 g. People

BonChon family composed of their employees, customers, staff and

employee research. Since BonChon are in a service business it usually

has person-to-person contact. BonChon has a customer service just

contact via mail at: customercare@bonchon.com.ph or call BonChon at

their delivery hotline (633-1818).

 VII. BUDGET ALLOCATION

a. Promotional Budget

Valentine’s Promo

First 143 people to Team BonChon Chicken will get 10% discount

on 83 branches of National Capital Region (NCR).

Price- php 545.00

Discount- Php 54.5/10%

Quantity- 143 customers

Branches- 83(NCR)

Expense (discount amount) x (number of customers) x (branches)

= Php 54.50 x 100 x 83 = Php 646,860.50/4.84% of total marketingbudget.

(price) x (% of total marketing budget) =MBpU (Marketing Budget per Unit

sold)

=Php 545.00x4.84%/.0484= Php 26.38 MBpU

(event budget) ÷ MBpU (Marketing Budget per Unit sold) ÷ (branches) =

units need to be sold to break even the event budget

=Php 646,860.50 ÷ Php 26.38÷83= 295.43 or approximately 295 units

need to be sold in order to breakeven the event budget.

Father’s Day and Mother’s Day Promo

First 100 Father and Mother customers will get Php 100.00 and

Php 150.00 off for minimum purchase of 700 pesos on 83 branches of

National Capital Region (NCR).

Price- Php 700.00

Discount- Php 100.00 and Php 150.00

Quantity- 100 customers

Branches-83 Branches

Father’s Day Expense:

(discount amount) x (number of customers) x (branches)

=Php 100.00 x 100 x 83= Php 830,000/6.2% of total marketing budget

(price) x (% of total marketing budget) =MBpU (Marketing Budget per Unit

sold)

=Php 700.00 x 6.2%/.062=Php 43.4 (MBpU)

(event budget) ÷ MBpU (Marketing Budget per Unit sold) ÷ (branches) =

units need to be sold to break even the event budget

Php 830,000.00 ÷ Php 43.40 ÷ 83= 230.41 or approximately 231 units

needs to be sold to break even the event budget.

Mother’s Day Expense:

(discount amount) x (number of customers) x (branches)

=Php 150.00 x 100 x 83= Php 1,245,000/9.31% of total marketing budget

(price) x (% of total marketing budget) = (Marketing Budget per Unit

sold)

=Php 700.00 x .0931= Php 65.17

(event budget) ÷ MBpU (Marketing Budget per Unit sold) ÷ (branches) =

units need to be sold to break even the event budget

Php 1,245,000÷ Php 65.17 x 83= 230.17 or approximately 231 units needs

to be sold in order to break even the marketing budget.

Anniversary Promo

First 100 customers to purchase 2 Team Chicken Bundle will get

Free Chapchae worth Php 280.00 pesos for 83 branches of NCR.

Price- Php 1090.00 (Php 545.00 each)

Discount- Php 280.00

Quantity- 100 Customers

Branches- 83 Branches

Expense (discount amount) x (number of customers) x (branches)

= Php 280.00 x 100 x 83 = Php 2,324,000/17.37% of total marketing

budget.

(price) x (% of total marketing budget) =MBpU (Marketing Budget per Unit

sold)

=Php 1,090.00 x .1737% = Php 26.38 MBpU

(event budget) ÷ MBpU (Marketing Budget per Unit sold) ÷ (branches) =

units need to be sold to breakeven the event budget

=Php 2,324,000.00 ÷ Php 189.33 ÷ 83=147.88 or approximately 148 units

need to be sold in order to breakeven the event budget.

Christmas Promo

First 100 customers to purchase a minimum amount of Php

1000.00 will get 10% off to 83 branches of NCR

Price- Php 1000.00

Discount- 10%

Quantity- 100 customersmers) x (branches)

= Php 1,000 x 100 83 = Php 830,000/ 6.2%of total marketing budget.

(price) x (% of total marketing budget) =MBpU (Marketing Budget per Unit

sold)

=Php 1000 x .062= Php 62 MBpU

(event budget) ÷ MBpU (Marketing Budget per Unit sold) ÷ (branches) =

units need to be sold to break even the event budget

=Php 830,000 ÷ Php 62.00 ÷ 83= 161.29 or approximately 162 units need

to be sold in order to breakeven the event budget.

 Expenses: Marketing Promotions
Type Duration Expenses Total Expense
Valentines event 6 months (2) Php 646,860.50 Php 646,860.50
Father’s Day and 1 year Php 830,000 and Php 2,.075,000.00
Mother’s Day promo Php 1,245,000.00

Anniversary promo 1 year Php 2,324,000.00 Php 2,324,000.00

Christmas promo 1 year (4 events) Php 830,000 Php 830,000.00

Php 5,875,860.50

Expenses: Advertisements

Type Duration Expenses Total Expense

Billboard 6 months (2) Php 1,500,000.00 Php 3,000,000.00

Page Boosting on 1 year Php 1,000.00 / 2,500 Php 3,200,000.00

Social Media people

Production (Billboard 1 year Php 140,000 Php 140,000.00

and Social Media)

Design of Branches 1 year (4 events) Php 5,000.00 (83 Php 1,160,000.00

per Event Branches)

Php 7,500,000.00
 Total Expenses
Type Duration Expenses Total Expense

Marketing promotions 1 year Php 5,875,860.50 Php 5,875,86050

Advertisements 1 year Php 7,500,000 Php 7,500,000

TOTAL Php 13,375,860.5

 b. Sales Forecast

Valentines Promo

If 400 Team Bonchon Chicken units=

(Number of units) x (Price) x (number of branches) =Total sales

400 x Php 545.00=Php 18,094,000

(Total sales) x (Percentage of Marketing Budget Per Unit Sold) =

Php 18,094,000 x .0484= Php 875,749.60/35.38% growth rate

If 500 units

(Number of units) x (Price) x (number of branches=Total sales

500 x Php 545.00= Php 22,617,500

(Total sales) x (Percentage of Marketing Budget Per Unit Sold) =

Php 22,617,500 x .0484=Php 1,094,867/

(Event budget) - (forecasted sales) = allotted budget to cap the whole

expense/growth rate

Php 1,094,867-Php 646,860.50=Php 446,006.50/69.23% growth rate

If 600 units

(Number of units) x (Price) x (number of branches=Total sales

600 x Php 545.00 x 83= Php 27,141,000

(Total sales) x (Percentage of Marketing Budget Per Unit Sold) =

Php 27,141,000 x .0484 =Php 1,313,624.4

(Event budget) - (forecasted sales) = allotted budget to cap the whole

expense/growth rate

Php 1,313,624.4-Php 646,860.50=Php 666,763.9/103% growth rate

Father's and Mother’s Day Promo

If 300 units

(Number of units) x (Price) x (number of branches) =Total sales

300 x 700 x 83= Php 17,430,000

(Total sales) x (Percentage of Marketing Budget Per unit)

Php 17,430,000 x .062=Php 1,080,660

(Forecasted sales) - (Event budget) =allocated budget to cap the whole

expensd/Growth rate

Php 1,080,660-Php830,000=Php 250,660/30.2%

If 400 units

(Number of units) x (Price) x (number of branches) =Total sales

400 x 700 x 83= Php 23,240,000

(Total sales) x (Percentage of Marketing Budget Per unit)

Php 23,240,000 x .062=Php 1,440,880

(Forecasted sales) - (Event budget) = allocated budget to cap the

whole expensd/Growth rate

Php 1,440,880-Php830,000=Php 610,880/73.6%

Mother’s Day

If 300 units

(Number of units) x (Price) x (number of branches) =Total sales

300 x 700 x 83= Php 17,430,000

(Total sales) x (Percentage of Marketing Budget Per unit)

Php 17,430,000 x .0931=Php 1,622,733

(Forecasted sales) - (Event budget) = allocated budget to cap the

whole expensd/Growth rate

Php 1,622,733-Php1,245,000=Php 377,733/30.34%

If 400 units

(Number of units) x (Price) x (number of branches) =Total sales

400 x 700 x 83= Php 23,240,000

(Total sales) x (Percentage of Marketing Budget Per unit)

Php 23,240,000 x .0931=Php 2,163,614

(Forecasted sales) - (Event budget) =allocated budget to cap the whole

expensd/Growth rate

Php 2,163,614-Php 1,245,000=Php 918,644/73.79% Growth Rate

Anniversary Promo

If 200 units

(Number of units) x (Price) x (number of branches) =Total sales

200 x 1090.00 x 83= Php 18,094,000

(Total sales) x (Percentage of Marketing Budget Per unit)

Php 18,094,000 x .1737=Php 3,142,927.8

(Forecasted sales) - (Event budget) =allocated budget to cap the whole

expense/Growth rate

Php 3,142,927.8 - Php 2,324,000= Php 818,927.8/34.24%

If 300 units

(Number of units) x (Price) x (number of branches) =Total sales

300 x 1090.00 x 83= Php 27,141,000

(Total sales) x (Percentage of Marketing Budget Per unit)

Php 27,141,000 - .1737=Php 4,714,391.7

(Forecasted sales) - (Event budget) =allocated budget to cap the whole

expense/Growth rate

Php 4,714,391.7 - Php 2,324,000= Php 2,390,391.7/103% Growth

rate
Christmas Promo

If 200 units

(Number of units) x (Price) x (number of branches) =Total sales

200 x 1000.00 x 83= Php 16,600,000

(Total sales) x (Percentage of Marketing Budget Per unit)

Php 16,600,000 x .062= Php 1,029,200

(Forecasted sales) - (Event budget) =allocated budget to cap the whole

expensd/Growth rate

Php 1,029,200 - Php 830,000= Php 199,200/24% Growth Rate

If 300 Units

(Number of units) x (Price) x (number of branches) =Total sales

300 x 1000 x 83= Php 24,900,000

(Total sales) x (Percentage of Marketing Budget Per unit)

Php 24.900.000 x .062=Php 1,543,800

(Forecasted sales) - (Event budget) = allocated budget to cap the

whole expensd/Growth rate

Php 1,543,000 - Php 830,000= Php 713,800/86% Growth Rate

 Total Projected Sales

Events Projected Sales

Valentines Promo Php 25,827,375.6

Father's Day Promo Php 21,799,120

Mother's Day Promo Php 21,076,356

Anniversary Promo Php 22,442,892.9

Christmas Promo Php 23,356,200

Total Php 114,501,944.40

VIII. MARKETING IMPLEMENTATION

1ST QUARTER (VALENTINE’S DAY CELEBRATION)

MONTH ACTIVITY DURATION
Concept Planning 13-19
Selection of Date 16-19
JANUARY Event’s Budgeting 24-26
Request for Budget 26-28
Approval
Plan Implementation 29
Poster Editing 1-3
Approval of Posters 5-6
FEBRUARY Poster Posting (Social 7-8
Media, BonChon
Stores)
Promotion Period 13-18
MARCH Sales Assessment 26-30

2ND QUARTER (MOTHER AND FATHER’S DAY PROMO)

MONTH ACTIVITY DURATION

Concept Planning 13-21
Selection of Date 18-20
APRIL Event’s Budgeting 19-21
Request for Budget 24-26
Approval
Plan Implementation 29
APRIL-MAY Poster Editing 29-2
MAY Approval of Posters 2-5
Poster Posting (Social MAY 5-6
MAY AND JUNE Media, BonChon JUNE 6
Stores)
Promotion Period MAY 9-12
JUNE 13-15
JUNE Sales Assessment 20-23
3RD QUARTER (BILLBOARD)

MONTH ACTIVITY DURATION

Concept Planning 3-9
Selection of Release 7-10
Date
Concept Budgeting 11-13
JULY Request for Budget 12-13
Approval
Plan Implementation 14
Finding Location for 15-21
Billboard
Approval of Location 19-21
Layout 24-29
July-August Approval Of Layout 30-3
August Launching of Billboard 12
End of Contract 12
September Effectivity 28-30
Measurements

4TH QUARTER (ANNIVERSARY AND CHRISTMAS PROMO)

MONTH ACTIVITY DURATION
Concept Planning 16-22
Selection of Date 19-21
OCTOBER
Event’s Budgeting 20-23
Request for Budget 22-25
Approval
Plan Implementation 24
OCT-NOV Poster Editing 25-4
Approval of posters 5
Poster Posting NOV. 6-7
(Social Media & DEC. 16
NOVEMBER AND
BonChon Stores)
DECEMBER
Promotion Period NOV. 9-13
DEC. 24-25
DECEMBER Assessment of Sales 26-29
PROPOSAL: The following activities are the planned activities for the 4

quarters of the year 2020. For the 1st quarter, the celebration will be for the

month of love which is February.

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

in 83 branches of BonChon in NCR. And to assess the sales for the 1 st

quarter promo, it will be on March 26-30.

PROPOSAL: Let’s celebrate our birth givers’ day by availing the promo

that will be offered for them.

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

of sales will be happening on June 20-23.

PROPOSAL: Its rainy season that’s why BonChon will have a free

delivery in a specific time and a billboard ad will be use to catch the

people’s attention. The billboard should be place on selected places in

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

everyone should be planning about the dates and it should be finalized by

July 9 to avoid conflicts. To maximize the resources there will be a

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

on July 14 followed by the finding of location. The allotted days in

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

of July. Once the layout is done it should be approved by July 0 until

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

be on August 12 and the end of contract will be on September 12, the

billboard will air on selected places in NCR for 1 month. And to end the 3 rd

quarter, there will be a measurement of effectivity.

PROPOSAL: To have a promo for the anniversary of BonChon and a 2-

day promo for the Christmas celebration.

To celebrate the Benton’s Anniversary and Christmas Day, the

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

last planning day. To be more productive, while planning, they must

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

budgeting is 4 days starting October 20-23 followed by the approval of

budget from the accounting and finance team on October 22 and it must

be approved by the 25th of October. The implementation of the plan will be

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.

The posters need to be approved by November 5 and it will be

posted on Social Media and BonChon stores in NCR by November 6 and

7, the poster that will be posted in the said date is for the Anniversary of

BonChon. The effectivity of the promo will be on November 9 up to 13, the

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

posted on December 16 and the promo will only be on December 24 and

25, BonChon encourages their customers to make BonChon as a part of

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

quarter ends, the sales assessment will be conducted by the sales

manager on December 26- 29, in here the sales manager will measure the

total sales and effectivity of those promos.

IX. APPENDIX

1st Quarter
2nd Quarter
Mother’s Day
Father’s Day
3rd Quarter
Billboard
 4rth Quarter
Anniversary Promo
Christmas Promo