Dagon 5

Sports Bar and Restaurant Marketing Plan

Dagon 5
Sports Bar and Restaurant

Prepared: October 1, 2012

I. Statement of the Marketing Objectives Dagon5 Sports Bar and Restaurant will strive to be the premier sports theme restaurant in Palawan. This will be the first sports bar in the province, at our sports bar we want our customers to have more fun during their leisure and dining time. The sports bar will provide more televisions with more sporting events than anywhere else in the area. The sports bar will combine menu selection, atmosphere, lighting, and service to create a sense of excitement in order to reach our goal of over-all value in a dining and entertainment experience. Our sports bar & restaurant will have to serve several market sectors. We will have a family atmosphere as well as cater to the sports enthusiast. The restaurant will have to serve multiple uses; for example workday lunch, dinner with the family, watching the big game, latenight cravings, and take-out. There will be eating and drink and sports being watched but I plan to have different sections for different dining experiences. There is a wall that divides the bar area for the family area. No matter where you sit there will still be TVs so you can watch sporting events.

II. Marketing Objectives for the Project a. Overall Objective: Our business objective is to establish a well-defined business with continues growth and sustainable development. b. Primary Objective: To gain favorable market shares and maintain loyal customers. c. Sub-Objective: 1. 2. 3. 4. 5. 6. 7. Offer a boldly flavored menu with broad appeal. Create an inviting, neighborhood atmosphere. Enable our guests to customize their dining experience. Continue to strengthen the Dagon 5 Sports Bar and Restaurant name. Focus on operational excellence. Increase same-store sales and encourage repeat customers. Maintain social community awareness and be environmentally friendly.

III. Target Market Segment Dagon5 Sports Bar and Restaurants intend to cater multi-market segments that would want to watch sports event or simply eat at the restaurant yet we tend to focus on the following markets: a. Primary Targets: Sports enthusiast This market are sports lovers that enjoys playing and or just simply watching,

b. Why this segment was selected? Dagon5 Sports Bar and Restaurant strives to be the premier sports theme restaurant in Palawan. This will be the first sports bar in the province, at our sports bar we want our customers to have more fun during their leisure and dining time at the same time enjoying sporting events. So we have chosen sports enthusiast to be the primary target for our business. Even the themes will be based on their likings. c. Desired Exchange Dagon5 Sports Bar and Restaurant desires that our business will have a high rate turnover and continuous footfalls when our operations begin. We will know when we have reached our desired exchange when we have a minimum of 500 customers per day. Other target market segment: 1. Families this market are those people that are spending quality time with family members. 2. Food lovers this market are people who would want to experience something new in food and beverages. 3. Young professionals this market involves working individual looking for a place to stay with their friends. 4. Domestic and foreign tourist this market are people visiting Palawan.

IV. Marketing Strategy A. Market Development Market Development Dagon 5 sports bar and restaurant will be committed to maximizing our purchasing power by building lasting relationships with local vendors and companies that will benefit all areas of our business. We will work directly and closely with all related industry contacts to ensure our restaurant the highest quality products and merchandise at best available prices. This will cover all aspects of our business from food & bar purchases to retail and merchandise items, fixtures and equipment. Service Program Development Dagon5 Sports Bar and Restaurant target market is based on serving the sports enthusiast, the business entertainer/owner, tourism, and the local night crowd, as well as families dining out. We want a variety of customers and will make sure everybody can enjoy their every visit. The main service offered of Dagon5 Sports Bar and Restaurant is sports event watching via live TV broadcast, game replays and exclusive games such as boxing matches of Manny Pacquiao and NBA games. We will also offer to feature local games done here in Palawan such as the Mayors cup. We will also do cooking for our customers who would bring their own fish, meat and other foods that they would consider enticing to their taste buds. While our product offerings are a variety of home style cooked foods, short orders such as pancit of different kinds, sea foods and special made to order foods that will be prepared and serve to customers in just 15 minutes even with their distinctive request. We also beverages like beer and other light alcoholic drinks provided that the customer stays in the drinking area. The menu will be revised monthly to ensure that the customers are always served with new and fresh ideas and to avoid product confusion products that are not bought frequently will be removed in the menu.

Diversification As a new concept here in the province Dagon5 Sports Bar and Restaurant offers a diverse product line. We will offer foods and beverages like 1. Pancit Luglug 2. Pancit Canton 3. Sizzling Bulalo 4. Sizzling Sisig 5. Sizzling Bangus Steak 6. Chicken / Pork Asado 7. Pritong Lumpia 8. Dinuguan 9. Puto 10. Dinuguan with Puto 11. Tocilog 12. Longsilog 13. Tapsilog And other made to order meal by our customers. 14. Bangus Meal 15. Sisig Meal 16. Homeburger 17. Homefries 18. Combo with Drinks 19. Sizzling Sisig Meal 20. Arozcaldo 21. Chicharon 22. Fried chicken 23. Lechon Kawali 24. Softdrinks 25. Iced Tea 26. Beer

B. Promotional Tools The use tarpaulin and flyers as mentioned in the above table to can be utilize to introduce Dagon5The giving of flyers can be done in areas where people mostly stay while tarpaulins are placed in areas easily seen. With the help of this medium, possible customers can be informed of the grand opening of Dagon5 Sports Bar and Restaurant. Flyers Locations Along Lacao St., corner Rizal Ave. PPC Catholic Church, during Sundays PSU-Main Campus Gate PPC Baywalk Mendoza Park Starting Date November 9 October 28 November 4, 10 November 11 November 8 November 10 End Date November 13 November 10 November 12 November 9 November 11

Tarpaulins 1. Front of the store 7. Airport Exit 2. PSU-Main Campus gate 8. New/Old Public Market 3. Junction 1 9. Along Malvar St. 4. Junction 2 (Caltex) 10. Along National Highways going to 5. San Pedro above the street south and north 6. Mendoza Park Another way to advertise is during the anniversary of the stores. This event can be used to facilitate raffle events to encourage customers to come. Raffle Event during Store Birthday or Anniversary In this event the first 500 customers or if the customers accumulated a total of peso purchase that will make a purchase of Dagon5 Sports Bar and Restaurant will get a coupon that entitles them to raffle the raffle will. This event can be done within a week and on the weekend the grand draw. Prizes will commemorate the Dagon5 Anniversary and further advertise. An update of the web page of the business should announce the event a week earlier containing the rules and mechanics of the raffle and also the tarpaulins and flyers as well as displaying a picture of the prizes. Activity Giving of Coupons Promotions Announcement trough Radio, Newspapers and trough the web page.. Giving of flyers Announcement trough Radio, Newspapers Giving of flyers Announcement trough Radio, Newspapers Giving of flyers Giving of flyers ------Announcing of the winners in the store and posting it on the web page.

Day 1

Day 2 Day 3 Day 4 Day 5 Day 6 Day 7

Giving of Coupons Giving of Coupons Giving of Coupons Giving of Coupons Giving of Coupons The Grand Draw

Prizes can be: Gift Certificates Umbrella T-Shirts Tie ups with travel agencies is also an advantage for the business. Dagon5 Sports Bar and Restaurant can be included in stop points for city tours and make a statement that visiting Palawan or Puerto Princesa City is not complete unless you have tasted the Dagon5 Sports Bar and Restaurant. Local Store Marketing Accepting OJTs can be used as a form of social responsibilities for the business and in a way can open an opportunity for an easier selection of employees. Students that will apply can wear uniforms that have Dagon5 logo. In this process the business creates a network where it can gain advertisement through words of mouth trough the partner schools. Charity works such as scholarships and sponsorships on the other hand will then mention the business names while thanking Dagon5 Sports Bar and Restaurant for the support and in this way is able to lessen taxes imposed by the government. The business can also make use of the tricycles and multi cabs by attaching stickers on these vehicles. Advertisement through Media This form of promotions will actually cost the business but then it will surely be worth it. Direct mails is facilitated when customers Liked Web Page of Dagon5 Sports Bar and Restaurant they will then receive updates and announcement through emails. News letters containing the business concept and interior designs with pictures and the menu will be given in hotels and then placed in the front disk or the waiting lounge for visitors to read and hopefully encourage them to visit. Dagon5 Sports Bar and Restaurant can also use radio campaigns such as Radio-Call-In contest to build awareness to potential customers and the prizes can be Gift Certificates or a free meal and a halo-halo at Dagon5. In this way radio DJs will also advertise the business live to listening audiences. Another is placing a speaker in-store or in the parking area outside the store that will advertise Dagon5 Sports Bar and Restaurant to passing by people. Mugs Jackets

TV networks if the station would give favorable rate so that Dagon5 can advertise through TV ads during local programs like TV Patrol Palawan.

V. Monitoring Technique Since Dagon 5 Sports Bar and Restaurant is a new business that is yet to come in the industry we will be using different monitoring techniques to assess the performance and the level of satisfactory of our clients towards our services and food quality. B. Timeline Dagon 5 Sports Bar and Restaurant

Task #/Name

Month of Action for Task Assigned - 2012 Sept Oct Nov Dec

1. Finalize planning permission 2. Apply for loan 3. Finalize suppliers 4. Liase with local building inspector 5. Seek Builders 6. Tender Information 7. Supervise Builders 8. Plan shop and interior design 9. Marketing materials created and distributed

X X X X X X X X X

Progress Report and Outcome Measurement will be implemented when the business finally initiates.

VI. Budget The table below shows the estimated expenses of the business. Expense Budget Sept Building Advertising Websites Promotions Seminars Business Service Trainings Licensing Raffle Draws Total 50,000 1,500 25,000 10,000 120,000 15,000 200,000 30,000 2,451,500 Oct 2,000,000 50,000 1,500 25,000 5,000 --15,000 --30,000 126,500 50,000 1,500 25,000 5,000 --5,000 --30,000 116,500 50,000 1,500 25,000 5,000 --5,000 --30,000 116,500 Nov Dec

The Dagon 5 Sports Bard and Restaurant is a proposed business.

Submitted by: Raffy B. Villapa