Marketing Goals and Objectives

To Increase Sales Revenue and Profitability

To Launched a new Services
To Increase the Percentage of New Visitors
To Improve Customer Satisfaction
To Increase Customer Advocacy
Caselet: Chicken Marketing
Bounty Agro Successfully Launched rotisserie chicken Chooks-to-Go without souce in 2008 and became
the market leader within 2 years, aggressively opening more stores numbering at 1,000 – more then the next
3 competitors combined.
In 2013, Bounty Agro launched another cooked chicken kioks brand, Uling Roaster, this time using charcoal
grill similar to early entrants Andok’s, Baliwag, and Sr. Pedro. Uling Roasters even used an unconventional
tagline “ Di raw masyadong Masarap pero Pwede na.”
In 2015,Bounty Fresh launched a third brand, Reyal Liston Manok offering sauce – in fact, with a tagline,
“Mas Masarap ‘pag may sauce.”
Visit www.josiahgo.com and read Q&A with Bounty Fresh CEO tennnyson Chen (June 6, 2014) and
separately Q&A with Bounty Agro President Ronald Mascarinas (August 19, 2016)
Identify who is the target market and what is the value Proposition of each of the 3brands of Bounty --
Chooks-to-Go, Uling Roasters, and Reyal. How are they Priced differenty?

Chooks-to-Go Uling Roasters Reyal

Target Market Chooks-to-Go Targets Uling Roasters targets Reyal Litson Manok
Filipinos were Filipinos who still targets Filipino families
Undeniably chicken prefer charcoal roasted love and look forward
lover, they crave for chicken thus the to sauce sulit,sauce
chicken, and chooks to profiliferation of sarap litson manok.
go answer this craving thousands mom and
by providing filipinos a pops type of charcoal
delicious oven roasted grilled chicken across
chicken na “masarap the country.
kahit walang sauce.”
Value Proposition People nowadays is In National Scale , the Many of the People
more conscious with traditional charcoal nowadays, they love a
their health. A safe and roasted chicken roasted chicken with a
clean preparation for substantially bigger sauce. That why reyal
food is a big factor that than their chooks to go. offering a sauce unlike
why chooks to go Filipinos still prefer the chooks to go.
ensure that it provides charcoal roasted
the customers a safe, chicken. So they using a
clean, guaranteed fresh charcoal grill for the
and a high standard preparation of the
preparation for roasted chicken.
chicken. That why they
changed the cooking
process from the
traditional charcoal-
roasted to oven-
roasted.
Pricing Chooks to go roasted Uling Reyal litson manok a
chicken is priced at Roaster their price are whole chicken is only
149, 155 and 165 pesos much more affordable. P150, affordable price.
depending on the sizes. They offers a Flavor ful
Available sizes are ulam.
Regular, Bigtime and
Supersize which comes
in three different
flavors, Sweet roast,
Hot and Spicy and
Pepper Roast.