“Angel’s Burger”

Marketing Plan

Submitted by:
Aclan, Emmanuel
Espelita, Denzel
Macaraeg, Rowena Q.
Rojonan, Jhoreina

Submitted to:
Paul Henry Y. Quintana, MBA

First Semester
A.Y. 2023-2024

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 TABLE OF CONTENTS

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 CHAPTER I
INTRODUCTION

I. Executive Summary
Angel's Burger was founded by Joseph and Vicky Mojica and has established itself as
a prominent player in the fast-food industry in the Philippines. It faces competition
from various fast-food chains in the Philippines, including local brands. The best
products offered by AB include their signature hamburgers and hotdog variants,
known for their affordability and taste. The company adopts a competitive pricing
strategy to cater to the middle-class to lower-class market segment. However, Angel’s
Burger is experiencing a decline in online engagement, customer retention, and brand
relevance, leading to decreased sales and market share. Furthermore, Angel’s Burger
is aiming to enhance its market position and customer loyalty, Angel's Burger plans
to leverage digital channels and introduce new initiatives to address declining sales
and strengthen its brand presence. With that, the objectives include enhancing market
position, improving customer loyalty, addressing declining sales, and strengthening
brand presence in the competitive food industry.

II. Current Marketing Situation

a. Market Description
Angel's Burger is among the least expensive burgers available in the Philippines
with its buyonetake one promotion. They also consistently sell excellent, low-cost
burgers all year long. In order to offer fast food options that are affordable,
Angels Burger purposefully targets the middle-class to lower-class customers.
Their burgers are an accessible option for anyone seeking a quick and affordable
dinner because they are affordable for both individuals and families with limited
disposable budget. Angels Burger's focus on affordable options makes it an easy
choice for those on a tight budget among the fast-food options available.

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 b. Product Review
Angels Burger offers a delectable range of fast-food items, including their
signature burgers. Their products typically include:

Product Line Product Type Product Feature Customers

a. Hamburge A mouthwatering beef

1. Cheeseburger Consumers of all
rs patty served in a soft bun,
ages are the target
topped with sauce.
market, however

Similar to the classic young adults and

burger but with the working
addition of a slice of professionals
melted cheese for that seeking convenient
extra savory goodness. and reasonably
priced food options
will be the main
focus
2. Double Burger For those with a hearty Middle-class-
appetite, this burger Lower-class
features two beef patties
layered with classic
toppings.
b. Hotdog 1. Cheesy Hotdog Middle-class-
A juicy and flavorful
Variants Sandwich Lower-class
hotdog, made from high-
quality meat, expertly
seasoned for a savory
taste.

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 2. Cheesy Middle-class-
A signature fluffy burger
Hungarian Lower-class
bun and elevated it to
Sandwich
new heights by adding
succulent slices of
authentic Hungarian
sausage.
c. Ham 1. Plain Ham Middle-class-
It begins with a soft and
Variants Sandwich Lower-class
fresh bun that’s both
comforting and
satisfying. But what
makes it truly heavenly is
what’s inside. A piled of
high tender slices of
premium ham that are
carefully cured to
perfection.
2. Ham & Cheese Middle-class-
A flavor-packed creation
Sandwich Lower-class
that’s simply begins with
a soft, freshly baked bun
that’s the perfect for this
masterpiece. Also, you’ll
discover slices of
premium ham, expertly
cured for a delightful
blend of smokiness and
savory goodness that
adds up extra taste.

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 3. Ham, Egg & Middle-class-
The combination of ham
Cheese Sandwich Lower-class
and egg creates a
harmonious symphony of
flavors – the saltiness of
the ham pairs beautifully
with the creamy richness
of the egg.
d. Bacon 1. Bacon Sandwich Middle-class-
This delicious sandwich
Variants Lower-class
starts with a soft, freshly
baked bun that serves as
the perfect foundation for
a flavor-packed
experience. Inside, you’ll
find crispy, perfectly
cooked bacon that adds a
delightful crunch and an
irresistible smoky aroma
to every bite.
2. Bacon & Cheese Middle-class-
Inside, you’ll discover
Sandwich Lower-class
crispy, perfectly cooked
bacon that adds a
delightful crunch and a
rich smoky flavor to
every bite.Taken it up a
notch by adding a
generous layer of
creamy, melted cheese,
creating a heavenly

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 fusion of textures and
flavors that complement
the bread.
3. Bacon & Egg Middle-class-
Inside, you’ll discover
Sandwich Lower-class
crispy, cooked bacon that
adds a delightful crunch
and a rich smoky flavor
to each bite. Also, a
perfectly cooked, sunny-
side-up egg.
4. Bacon, Egg & Middle-class-
Inside, you’ll discover
Cheese Sandwich Lower-class
crispy, perfectly cooked
bacon that adds a
delightful crunch and a
rich smoky aroma to
every bite, elevated this
sandwich to new heights
by adding a generous
layer of creamy, melted
cheese.

c. Competitive Review

I. Angel’s Burger
Product Price Place Promotion
The core product is The pricing strategy Angels Burger stands Over the years, the
the iconic "Burger ng utilized by Angel's can be found on busy brand's enduring buy-

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Bayan" (People's Burger is probably streets, near markets one-take-one
Burger), a simple designed to be even schools, and near promotion, price, and
patty with cheese and affordable in order to train stations. simplicity have
mayonnaise offered at appeal to a market Maximum passenger produced powerful
a very affordable that is price traffic and visibility word-of-mouth
price point. The buy- conscious. It's critical are ensured this way. marketing. Unlike
one-take-one promo to balance product some competitors,
further enhances the quality and Angels Burger relies
value competitive pricing in less on traditional
proposition.Local the locally based fast- advertising and more
ingredients contribute food sector. Value on organic brand
to the brand's familiar, meals, combo recognition and
nostalgic vibe while packages, and special customer loyalty.
also keeping it promotions can all be
affordable. used in the pricing
plan to provide
customers more for
their earnings.

II. Minute Burger

Product Price Place Promotion
Minute Burger offers A number of In order to ensure Promotion strategies
classic burger options variables, including accessibility and for Minute Burger
alongside unique perceived customer visibility, the business are essential for
Filipino-inspired value, rival price, and must carefully select creating awareness
flavors like the production costs, must locations that and attracting
Longganisa Burger and be taken into account correspond with its customers. This can
Pinoy BBQ Burger. when determining the target market. Online involve traditional
This differentiates pricing strategy. meal delivery services advertising methods

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them from Pricing for Minute could also be viewed such as TV and radio
international fast food Burger should be as a component of the commercials, as well
chains and caters to competitive and “place” strategy. as modern digital
local tastes. commensurate with marketing through
the worth of its social media
offerings. platforms. Engaging
in promotions,
discounts, and
loyalty programs can
incentivize repeat
business and foster a
sense of brand
loyalty among
customers.

III. Burger Machine

Product Price Place Promotion
Classic Filipino-style Burger Machine Stores are mostly Recognized through
burgers like caters to budget- found in high-traffic word-of-mouth.
Cheeseburger, Bacon conscious Filipinos areas like busy streets, Simple posters and
Cheeseburger, and with competitively bus terminals, and menu boards promote
Hotdog Burgers at priced burger and near univirsities. offerings within the
affordable prices. meals. stores. Burger
Machine relied on
catchy television
commercials featuring
the iconic jingle "I
love Burger
Machine!" .

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 d. Channels & Logistics
Communication Channel Angel's Burger employs a diverse
range of communication channels to
effectively engage with its customers.
This includes active presence and
engagement on popular social media
platforms such as Facebook,
Instagram, and Twitter, where the
company shares updates, promotions,
and responds to customer inquiries and
feedback. In addition, traditional
advertising methods such as billboards,
flyers, and posters are strategically
used to reach potential customers in
high-traffic areas and near Angel's
Burger outlets.
Distribution Channel Angel's Burger employs a multi-
faceted distribution channel to ensure
widespread product availability. This
includes a network of company-owned
outlets strategically located in high-
traffic areas, franchised locations
operated by independent business
owners, and partnerships with local
suppliers for the timely delivery of
fresh ingredients. Additionally, the
company may also utilize third-party
delivery services.

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 Logistic Channel
Centralized production: To maintain
consistency and cost-effectiveness,
Angels Burger often operates central
production facilities where core
ingredients like patties and sauces are
prepared in bulk and then distributed to
individual franchise locations.

Local sourcing: To keep prices

competitive and support local
communities, Angels Burger
prioritizes sourcing fresh ingredients
like vegetables and bread from
suppliers within the vicinity of each
franchise.

Simple inventory management: Due to

the limited menu and focus on fast
turnover, Angels Burger's inventory
management is relatively
straightforward. Each franchise
maintains enough stock of key
ingredients to meet daily demand
without excessive waste

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 III. SWOT analysis
Angel's Burger's marketing plan SWOT analysis provides a comprehensive overview of
the company's internal strengths and weaknesses, as well as the external opportunities
and threats it faces in the fast-food industry.

HELPFUL HARMFUL
INTERNAL  Affordable prices  Limited product
 Well established brand diversification
name  Stagnant on traditional
 Cost-effective marketing
marketing strategies  Vulnerability to price
competition
EXTERNAL  New market and  Intense competition
location expansion  Fluctuating consumer
 Innovation of healthier spending habits
product option
 Leveraging social
media for a wider
reach

IV. Marketing Objectives & Issues

Angel's Burger aims to enhance its market position and customer loyalty through an
innovative and targeted marketing strategy. By leveraging digital channels and
introducing new initiatives, the company seeks to address declining sales and
strengthen its brand presence in the competitive food industry.

The issue facing Angel's Burger is a decline in online engagement, customer

retention, and brand relevance, leading to decreased sales and market share.

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 Specific Increase brand awareness and customer loyalty through targeted
marketing campaigns and promotions.
Measurable Achieve a 15% increase in sales within the next 6 months.
Attainable Expand into two new locations and launch a new menu item to attract a
wider customer base.
Relevant Enhance the online presence and social media engagement to reach
younger demographics.
Time-bound Implement a new marketing strategy within the next quarter to address
declining sales and market share.

V. Marketing Strategy

Segmentation & Targeting

Geographic Angel's Burger will primarily serve customers in urban and suburban
areas where there is a high population density and demand for quick-
service food options.
Demographic The target customers will include individuals of various age groups, but
with a focus on young adults and working professionals who are looking
for affordable and convenient food options.
Psychographic Angel's Burger will target customers who value convenience,
affordability, and quality in their food choices.

Differentiation & Positioning

Quality Emphasize the use of fresh and high-quality ingredients to provide
Ingredients customers with tasty and satisfying burgers.
Customization Offer a range of burger options with various toppings, sauces, and sides,
allowing customers to customize their meals according to their

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 preferences.
Fast Service Focus on providing quick service to cater to the needs of busy customers
who want their food quickly without compromising on taste.
Affordable Pricing Position Angel's Burger as an affordable fast-food option, offering value
for money without compromising on quality.

A. Product Strategy
Menu Expansion Continuously innovate and expand the menu to offer a variety of burger
options, including beef, chicken, vegetarian, and specialty burgers. This
allows Angel's Burger to cater to different customer preferences and
dietary needs.
Quality Emphasize the use of fresh and high-quality ingredients to provide
Ingredients customers with tasty and satisfying burgers. Source locally whenever
possible to support local suppliers and provide customers with fresh,
locally-sourced ingredients.
Customization Offer a range of toppings, sauces, and sides, allowing customers to
customize their meals according to their preferences. This enhances the
overall customer experience and creates a sense of personalization.

B. Pricing Strategy
Competitive Set prices that are competitive within the fast-food industry, offering
Pricing value for money to customers. Conduct market research to ensure that the
pricing is in line with customer expectations.
Combo Meals Introduce combo meals that provide a bundled offer at a slightly
discounted price. This encourages customers to purchase a complete meal
and increases the average transaction value.

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 C. Placing Strategy
Location Selection Identify high-traffic areas such as commercial centers, shopping malls,
office complexes, and near educational institutions to establish outlets.
These locations should be easily accessible and visible to attract a large
number of customers.
Franchise Explore opportunities for franchising to expand the reach of Angel's
Expansion Burger and penetrate new markets. This allows the brand to leverage the
local knowledge and resources of franchisees while expanding its
presence.

D. Promotion Strategy
Digital Marketing Leverage social media platforms, online advertising, and a user-friendly
website to create awareness, engage with customers, and promote Angel's
Burger. Regularly update social media pages with appetizing visuals,
promotions, and engaging content to attract and retain customers.
In-store Promotion Implement in-store promotions such as discounts, limited-time offers,
loyalty programs, and happy hours to increase foot traffic and encourage
repeat purchases.
Partnership Collaborate with local events, organizations, or influencers to increase
brand visibility and reach a wider audience. This can include sponsoring
local sports teams or partnering with food delivery services for increased
convenience.
.

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 VI. Action Programs

Activity Department Time-frame Outcomes

Product Research and Product 3 months Increased
Expansion develop new Development, product variety
gourmet burgers, Marketing and customer
healthy satisfaction.
alternatives, and
meal deals.
Pricing Strategy Analyze market Finance, 2 months Attraction of
implementation pricing, develop Marketing price-sensitive
competitive customers and
pricing improved
strategies, and customer
design value retention.
meal combos.
Distribution Identify high- Operations, 6 months Increased
Channel traffic locations, Business accessibility and
expansion establish Development customer
partnerships with convenience.
food delivery
services, and
develop online
platforms.
Promotional Create social Marketing, Ongoing Expanded brand
Campaign media content, Public Relations visibility and
planning identify potential engagement.
influencers, and
design targeted

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 online
advertisements.

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References:
https://www.studocu.com/ph/document/bulacan-state-university/entrepreneural-leadership/
angels-burger-angels-burger-analysis/38231466
https://prezi.com/f8pgfulqrfwr/angels-burger/
https://www.scribd.com/document/472518992/The-Success-of-Angel-s-Burger

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https://www.coursehero.com/file/54096408/Angels-Burgerdocx/
https://sugbo.ph/2022/success-story-angels-burger/
https://www.dnb.com/business-directory/company-
profiles.angels_burger.703cfe83d3d11b8bc02abeae82fcf811.html
https://www.dnb.com/business-directory/company-
profiles.angels_burger_foundation_inc.087844d15762c4121c2d5efd7260afe9.html

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