CHAPTER I

EXECUTIVE SUMMARY

Doc Wings is an unlimited wings business that strives to be the most sought-after brand
for chicken wings. With that, they should not only prioritize in giving a flavorful product, but also
offer a holistic dining experience to rise against numerous competitors. This marketing
communication plan was developed out of the strengths and weaknesses of Doc Wings, as well as
from the survey of 100 customers. To step up with its marketing efforts, this plan utilized online
advertising, outdoor advertising, and relationship marketing as the means to make Doc Wings be
more known to potential customers and to increase its profitability.

1
 CHAPTER II
COMPANY BACKGROUND

History and Background of the Company

Doc Wings is an unlimited-wings business, driven by both an objective and subjective
motivation. As the owner, Mr. Patrick Bondoc, was a former seaman with a desire to build a family,
he decided to venture into an industry that will enable him to provide an income as well as to build
a family with his wife. Hence, working overseas was sent away, and going into a business became
a part of the story. With a background in Hotel and Restaurant Management, he managed to create
a business that caters food, specifically chicken wings. On the objective side of the said motivation,
with the idea that people in Tondo, Manila, as said by the owner, really have a love for food, Doc
Wings came as the first unli-wings business in the city.

Before starting the business, the owner did much evaluation from the other unli-wings
business to really know the strengths and weaknesses of doing this kind of enterprise. Afterwards,
they then introduced Doc Wings in Tondo, Manila, back in January 2018, in just a tiny place that
caters approximately five to six persons. As months passed by, they decided to take a risk in buying
a bigger space at 2906 Juan Luna St. Tondo, Manila, for their official first branch back in March
2018, because of the impact of their recipe to the public. With the rise of unlimited food businesses
and their potential, they have opened their second branch in Caloocan City, specifically at 11
Biglang Awa Street, Grace Park East, a year later. Starting from a tiny store, Doc Wings has now
evolved to a garage-type for the first branch, and to a modernized interior in the second branch.
With the love for the Japanese Manga Series, One Piece, the owner has taken inspiration
out of it. As an entrepreneur and a One Piece fan, he envisions to have 10 branches to complete
the characters of the said animè. Currently, his first and second branch were already named as
Sanji and Luffy respectively.

Product Featured
Doc Wings offers an unlimited chicken wings, together with an unlimited serving of rice,
at a price of Php 219.00. Starting from just four flavors, now they already have 13 different ones,
which are the following: Buffalo, Spicy Buffalo, Garlic Parmesan, Teriyaki, Honey Barbeque, Doc
Wings Classic, Mango Habanero, Adobo, Garlic Mayo, Atomic, Spicy Mayo, Korean Soy, and
their current bestseller, Salted Egg. In addition, they also offer a take-out service, but with just for
a six (6) pieces flavored wings. Other products that are included in their menu are chocolate and
mango flavored ice candy, Leche Flan, and different kinds of drinks. The owner emphasized the
desire to focus on just one kind of food to serve limitlessly, to create a strong brand positioning,
particularly when it comes to a chicken wings business.

2
 CHAPTER III
BRAND IMAGE, LOGO, NAME, AND PACKAGING

Brand Name
As Mr. Bondoc grew up in Tondo, Manila, and was known for his nickname, “Doc”, he
decided to take advantage of that distinction by incorporating it into his business name. Hence, it
was called as Doc Wings.
With regards to the logo of the business, the owner explicitly admit that it does not have
an underlying meaning more than just a logo simply made by his wife. However, in a closer look,
the owner stated that everything included in their logo merely represents his favorite color: red,
black, and white. Overall, the chicken and fork design were also incorporated just to introduce that
Doc Wings offers chicken wings.

Figure 1. Brand Logo of Doc Wings

Developing a Strong Brand

As it was described by the owner, Doc Wings is Love; It was created from love and now
creating for love. For just Php 219.00, a customer can enjoy an unlimited chicken wings, with 13
different varieties of flavors, together with an unlimited rice, for an unrestricted time. Doc Wings
is not just a diner serving unlimited chicken wings, but it also focuses on giving the best dining
experience possible, to achieve customer satisfaction. Hence, Doc Wings can be described as an
unlimited-wings business fueled by passion and love. With this concept on hand, Doc Wings has
inspired other entrepreneurs to open a similar business in the city of Tondo.

3
Packaging
With a strong desire to focus on giving a full and gratifying dining experience, the owner
highlighted that the business’s current take-out box is simply a paper box, which is commonly
used in other existing businesses. Although it gives a sense of convenience and portability, its
overall impact and design is not much contemporary and eye-catching as to what people nowadays
would want to.

Figure 2. Take-out box for To-Go Meals

4
 CHAPTER IV
TARGET MARKET

From the conducted survey, there are a total of 100 respondents that has participated.
Having said that, the following results are just limited to 100 individuals.

Buyer Behavior
Social Media
11%

Relatives
25%

Friends
64%

Friends Relatives Social Media

Figure 3. How the Place was Discovered

The graph above shows how the respondents know about the place of Doc Wings. 64% of
the respondents are referred by friends, 11% of the respondents knew Doc Wings from the power
of social media, and 25% of the respondents are recommended by their relatives. Some of the
respondents chose more than one choice, which is why the answers equate more than a hundred.
Overall, it shows that majority of the respondents are recommended by a friend.

Very Poor Poor

0% 0%

Good
Very Good 47%
53%

Very Poor Poor Good Very Good

Figure 4. Customer’s Rating

5
 This graph shows the rating of the customers to their dining experience. The answers from
the survey only varied between “Very Good” and “Good”. 53% of the respondents rated “Very
Good” and 47% of the respondents rated “Good”. Overall, all of the customers had a great
experience in Doc Wings.

Convenience Good Price

25% 26%

Quality Taste
49%
Good Price Quality Taste Convenience

Figure 5. Reason for Choosing Doc Wings

According to the survey, majority of the respondents come over Doc Wings because of its
quality taste. On the other hand, 25% of the respondents come because of its convenience and 26%
of them come because of its good price.

Satisfying
13%

Amazing Delicious
12% 37%

Good
21%
Yummy
17%
Delicious Yummy Good Amazing Satisfying

Figure 6. Doc Wings in One Word

This graph shows how the customers describe Doc Wings in one word. “Delicious” is the
word that the majority has described Doc Wings. Next to that is “Good” with 21%. Overall, there
are lots of constructive words that the customers have written. Some of which are yummy,
amazing, satisfying, etc.

6
 Strongly Disagree Disagree
1% 1%

Strongly Agree Agree

50% 48%

Strongly Disagree Disagree Agree Strongly Agree

Figure 7. “I will recommend this to my peers”

According to the survey, 50% of the respondents strongly agree that they will recommend
Doc Wings to their peers. Meanwhile, 48% of them agree to that statement, and 1% of the
respondents chose “Strongly Disagree” and “Disagree”, respectively. With these information,
most of the customers of Doc Wings will surely recommend this food place to their peers.

Strongly Disagree Disagree

1% 2%

Strongly Agree Agree

52% 45%

Strongly Disagree Disagree Agree Strongly Agree

Figure 8. “I will purchase from Doc Wings again”

This graph shows the answers regarding the statement, “I will purchase from Doc Wings
again”. Survey shows that 52% of the respondents strongly agree, 45% of them chose “Agree”,
2% chose “Disagree”, and 1% of the respondents strongly disagree.

7
 Strongly Disagree Disagree
1% 3%

Strongly Agree
49% Agree
47%

Strongly Disagree Disagree Agree Strongly Agree

Figure 9. “I am satisfied with my dining experience”

This graph shows the answers regarding the statement, “I am satisfied with my dining
experience.” Survey shows that 49% of the respondents strongly agree, 47% of them chose
“Agree”, 3% chose “Disagree”, and 1% of the respondents strongly disagree.

Strongly Disagree Disagree

1% 3%

Strongly Agree
50% Agree
46%

Strongly Disagree Disagree Agree Strongly Agree

Figure 10. “I felt good eating inside the store”

This graph shows the answers regarding the statement, “I felt good eating inside the store.”
Survey shows that 50% of the respondents strongly agree, 46% of them chose “Agree”, 3% chose
“Disagree”, and 1% of the respondents strongly disagree.

8
 Strongly Disagree Disagree
1% 4%

Strongly Agree
49% Agree
46%

Strongly Disagree Disagree Agree Strongly Agree

Figure 11. Price as a Factor

In this graph, customers were asked about what factors persuade them to eat in Doc Wings.
For the price as a factor, almost half of the respondents rated “Strongly Agree”. 46% of the
individuals rated “Agree”. 4% of the individuals rated “Disagree”, and lastly 1% of the respondents
rated “Strongly Disagree”. Overall, the graph shows that most of the customers can afford the
pricing of the Doc Wings, and are willing to pay for it.

Strongly Disagree Disagree

3% 9%

Strongly Agree
44%

Agree
44%

Strongly Disagree Disagree Agree Strongly Agree

Figure 12. Location as a Factor

In this graph, customers were asked if the location of Doc Wings affects their purchases.
Both the “Strongly Agree” and “Agree” garnered 44% of the respondents. Meanwhile, 9% of the
respondents rated “Disagree”, and 3% of them rated “Strongly Disagree”. On the whole, the graph
shows that most of the customers are driven by the location of Doc Wings. However, there are still
some that disagreed to location, as being a factor to their purchases.

9
 Strongly Disagree Disagree
2% 3%

Strongly Agree Agree

52% 43%

Strongly Disagree Disagree Agree Strongly Agree

Figure 13. Taste as a Factor

In this graph, customers were asked if the taste of Doc Wings’ chicken wings affects their
purchases. 52% of the respondents answered “Strongly Agree” and 43% of them answered
“Agree”. Meanwhile, 3% of the respondents rated “Disagree”, and 2% of them rated “Strongly
Disagree”. With these information, majority of the customers come by at Doc Wings because of
the taste of the chicken wings.

Strongly Disagree Disagree

3% 8%

Strongly Agree
46%

Agree
43%

Strongly Disagree Disagree Agree Strongly Agree

Figure 14. Service as a Factor

In this graph, customers were asked if the service done by the crews of Doc Wings affects
their purchases. 46% of the respondents answered “Strongly Agree” and 43% of them answered
“Agree”. Meanwhile, 8% of the respondents rated “Disagree”, and 3% of them rated “Strongly
Disagree”. Having said that, service can be considered a factor that affects the customer’s buying
behavior.

10
 Strongly Disagree
7% Disagree
13%
Strongly Agree
32%

Agree
48%
Strongly Disagree Disagree Agree Strongly Agree

Figure 15. Ambiance as a Factor

In this graph, customers were asked if the ambiance of Doc Wings affects their purchases.
32% of the respondents answered “Strongly Agree” and 48% of them answered “Agree”.
Meanwhile, 13% of the respondents rated “Disagree”, and 7% of them rated “Strongly Disagree”.
Overall, the ambiance of Doc Wings is not much given attention by the customers as much as the
previous factors. With that, Doc Wings can consider improving their environment as well as the
ambiance they give, so customers can be more satisfied.

Strongly Disagree Disagree

2% 4%

Strongly Agree
Agree
52%
42%

Strongly Disagree Disagree Agree Strongly Agree

Figure 16. Social Media as a Factor

In this graph, customers were asked if the social media platform affects their purchases at
Doc Wings. 52% of the respondents answered “Strongly Agree” and 42% of them answered
“Agree”. Meanwhile, 4% of the respondents rated “Disagree”, and 2% of them rated “Strongly
Disagree”. That being said, social media plays an important part in acquiring customers to eat in
Doc Wings.

11
Interpretation
Before all else, a customer undergoes a certain process before making purchases (Jones,
2014). This course of action comprises six (6) steps, which summarize the customer’s buying
process. In particular, they are as follows: Problem Recognition, Information Search, Evaluation
of Alternatives, Purchase Decision, Purchase, and Post-Purchase Evaluation. These steps describe
how a customer behaves in a buying situation.
To start with, Problem Recognition explains that before transactions happen, a customer
must know what they want, and why they need it. Relating it to Doc Wings’ food business, food
is more than a staple in the Philippines. It is not just a source of energy and nutrients to survive,
but also a source of comfort and emotions to delight in (Subido, 2019). Having said that, any food
business can thrive in a country full of food lovers, which is why the first step has been
automatically done. After recognizing a problem, the customer will then search for products that
best suit his/her desires. The survey found out that majority of the customers discovered Doc
Wings through the influence and recommendation of their friends. This is where consumer-
generated marketing or commonly known as word-of-mouth marketing comes in. However, the
search is not yet over. The customer will still consider other alternatives to assess which will satisfy
him/her the most. Thus, Evaluation of Alternatives will come into play. By knowing such, Doc
Wings should address to provide the best product, sold at the best price, and served in the best
manner, to really capture customers, which is likewise evident in the survey results, as it shows a
deep delight of customers to Doc Wings’ price, service, and over-all dining experience.
After such evaluation, the customer will now move on to the Purchase Decision, which
will then proceed to the Purchase itself. It is evident in the survey that the vast majority of the
respondents were happy and satisfied with what Doc Wings offers; Delicious, Yummy, and Good
as the customers would say. Some also think that the nature of the business as something affordable
and convenient yet still has a quality taste, is what makes them stand out amidst various diners that
also offer unlimited chicken wings. Moving on, the Post-Purchase Evaluation is the last yet a
crucial step in determining whether the customers will go back or not. Favorably, the survey
showed a great satisfaction from the customers, which made them want to recommend Doc Wings
to their peers and to purchase from it again. Adding on, the improvements and comments of the
customers are also included in this sixth step. Some of which are the location itself and the
ventilation around the area.
On the whole, the customers make purchases in Doc Wings, for apparent reasons:
flavorsome chicken wings with quality taste sold at a good price in an accessible place embellished
with a unique store concept.

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Demographics

Millenials (25-39) Gen X (40-54)

17% 1%

Gen Z (4-24)
82%
Gen Z (4-24) Millenials (25-39) Gen X (40-54)

Figure 17. Age of the Respondents

This graph shows that the majority of the customers of Doc Wings are from Generation Z
that ranges from 4-24 years old.

Male
43%

Female
57%

Male Female

Figure 18. Sex of the Respondents

Most of the respondents in this survey are females that comprises 57% of the
respondents. On the other hand, 43% of the respondents are males.

13
 Upper Class
0%

Upper Class
Middle Class
Lower Class Middle Class
50% 50%

Figure 19. Social Class of the Respondents

With the fact that Doc Wings offers unlimited servings of chicken wings for just Php
219.00, it can be stated that the business caters to both lower class and middle class.

Interpretation
With regards to the demographic characteristics of the customers, the majority of them are
from the Generation Z, which ranges from the year 1995 to year 2015. As per the concept of the
store, notably inspired by One Piece anime, it really did not match to its larger portion of
customers, since the said anime is popular for the Millennials. Although the concept opposes to
the majority of its target market, this mismatch was actually assumed before the business even
started. That being said, Doc Wings does not only want to provide quality tasting chicken wings
for the crowd, but also to introduce a part of the precious memory of the former generation.

14
Psychographics

Yes
32%

No
68%

Yes No

Figure 20. Regularity of Doc Wings’ Customers

In this graph, it shows how many respondents are a regular customers of Doc Wings. 32%
of the respondents consider themselves as regular customers, while 68% of the respondents are
not.

Daily
8% Weekly
11%

Occasionally
56% Monthly
25%

Daily Weekly Monthly Occasionally

Figure 21. Frequency of Eating at Doc Wings

In this graph, the quantification of how often the customers eat in Doc Wings, is shown.
Majority of the customers eat occasionally, specifically covering about 56% of the respondents.
Meanwhile, 25% of the respondents eats monthly, 11% eats weekly, and 8% of the respondents
eat daily at Doc Wings.

15
 Ambiance Market Expansion
Crowded Area 9% 5%
8%

Location
Service 34%
13%

Noisy Place
9%

Ventilation
22%
Market Expansion Location Ventilation Noisy Place
Service Crowded Area Ambiance

Figure 22. Suggestions for Improvements

In this graph, the suggested improvements of the customers to Doc Wings, were shown.
They are as follows: market expansion, location, ventilation, noisy place, service, crowded area,
and ambiance. Majority of the respondents have suggested to improve Doc Wings’ location and
its ventilation. It was then followed by the service with 13% of the respondents. Overall, this shows
that most of the customers’ suggestions are particularly about the place itself.

Adobo
Buffalo 6%
10% Salted Egg
30%

Garlic Mayo
14%

Honey BBQ Teriyaki

13% 17%
Garlic Parmesan
10%
Salted Egg Teriyaki Garlic Parmesan Honey BBQ Garlic Mayo Buffalo Adobo

Figure 23. Favorite Flavor in Doc Wings

This graph shows the most loved flavor of the customers in Doc Wings chicken wings.
Majority of the respondents love the Salted Egg flavor. Second is the Teriyaki flavor with 17%,
and the third is the Garlic Parmesan, with 10%.

16
 Store Concept Accessible
10% 13%

Taste
26%
Budget-friendly
29%

Flavor Profile
22%
Accessible Budget-friendly Flavor Profile Taste Store Concept

Figure 24. Difference from Other Diners

This graph shows what aspects Doc Wings has that makes them different from other diners
that also offer unlimited chicken wings. The top three answers were budget-friendly, flavor profile,
and taste. Some of the other answers include ambiance, service, concept of place, etc.

Interpretation
Survey shows that Doc Wings really capture the interests of the customers as some of them
already considers themselves, as regular customers. Although majority of the respondents did not
consider themselves as regular ones, they still come back to the diner either monthly or
occasionally. Moving on, what makes Doc Wings stand out, amidst the vast competition of unli-
wings business, is the nature of the said diner, as being a place that offers tasty chicken wings at
an affordable price. In connection with the Buyer Behavior, it is evident there that customers
achieved much satisfaction to what Doc Wings offers. In that case, customers can then show
loyalty to Doc Wings since they have been delighted with the said diner. By constantly giving
satisfaction to customers, Doc Wings can eventually target to increase its customer lifetime value,
to ensure the growth of the business, because in the first place, business is not only profit-based,
but also about retaining customers.

17
 CHAPTER V
BIG IDEA

Unique Selling Proposition

For the crowd whose cravings are always on strike, Doc Wings is the perfect diner to satiate
everyone’s appetite by offering unlimited servings of mouth-watering chicken wings with
consistent flavor profile. Unlike other diners, Doc Wings also tours its customers back in time
through bringing the once-favorite childhood anime, One Piece, back to life. Hence, providing an
ultimate dining experience.

Tagline
“One Piece for Unli-Wings”

18
 CHAPTER VI
PROBLEM STATEMENT

Problem Statement
1. Doc Wings serve a small size of chicken wings, which made other customers think
that they are just after quantity over quality.
2. Doc Wings’ tasty flavor profile and unique store concept are not that prominent and
well carried out, which makes it similar to the usual. Thus, decreasing its ability to
rise above the strict competition among unli-wings businesses.
3. Doc Wings has a limited variety of foods, which hinders the desire of the customer
to buy and look for more.
4. Doc Wings’ Tondo Branch is not well-ventilated, which negatively affects the
dining experience of the customers.
5. The physical store of Doc Wings does not adhere to their mission of giving an
ultimate dining experience, because of its cluttered interior and lack of calming
attribute.

Reframing the Problem

1. Incorporating various psychological tricks to make the size of the chicken wings look
bigger.

Explanation:
The inconsistent sizes of chicken wings are inevitable for they cannot control the
production aspect of their supplier. For this reason, the proponents suggest to improve what
they can control, and that is the size of the other elements aside from the chicken itself.
They are as follows: portion of rice, size and color of the serving plate, and the amount of
chicken they serve. Although, it sounds absurdly, putting a psychological trick into action
can amp up customer satisfaction (Singh, 2014).
Ebbinghaus and Titchener (as cited in Spence, et al., 2014) introduced an optical
illusion of how a size changes when it is surrounded by a smaller or larger object, or what
they call Ebbinghaus-Titchener size-contrast illusion. This is further explained using the
figure below:

19
 Figure 25. Ebbinghaus-Titchener figures
For instance, a circle appears larger when surrounded by a smaller circle as to when
it is surrounded by a larger circle. With this concept on hand, the small size of Doc Wings’
chicken wings can appear larger by surrounding it with a smaller item, which can be the
serving of rice. Currently, their rice portion is quite large in terms of its height and volume,
which is shown in Figure 26. That being said, it can be beneficial, if the rice is served in a
smaller and flatter way (Figure 27) instead of a plump one. In this way, the chicken wing
can appear much larger because of how the plate is originally small in size and how the
rice decreased in volume.

Figure 26. Rice Serving of Doc Wings Figure 27. Suggested Portion of Rice

Concerning the color of the serving plate, Charles Spence, an experimental

psychologist at Oxford University, stated that black-colored plates enhance the savory
factor of a meal. Having said that, the chicken wings can look more appetizing in a black-
colored plate (Figure 28) compared to their current one (Figure 29), which has a high color
resemblance to their table.

Figure 28. Proposed Plate Color Figure 29. Current Plate Color

20
 2. Improving Doc Wings’ store concept through having a holistic make-over starting
from the business logo up to various marketing medium.

Explanation:
As per the current situation, the proponents can say that Doc Wings rely mostly on
Word-of-Mouth marketing since they are not active on any other social media and due to
the fact that the owner said it at firsthand. While this kind of marketing is strategically
beneficial, Doc Wings must consider adding other medium to promote their business. Some
examples would be: having a business website, an account in food delivery applications,
and branching out to other social media such as Instagram. Secondly, in connection with
their reliance to Word-of-Mouth marketing, they must develop a strong brand image and
strong dining experience to generate such great feedback. At present, they execute their
One Piece concept subtly through murals on the walls and collection of anime figurines.
Due to that fact, their unique concept is also minimally and subtly perceived to the point
of not introducing the concept at all. This has initiated the proponents to alter their business
logo (Figure 6) so when the customers look at it, they will immediately see a hint of the
“One Piece” Concept (Figure 7), because it resembles much of the actual “One Piece” logo
(Figure 8).

Figure 30. Current Doc Wings’ Logo

Figure 31. Proposed Doc Wings’ Logo Figure 32. “One Piece” anime logo

21
 3. Adding other easy-to-prepare food in the food choices as well as enhancing Doc
Wings’ menu aesthetic.

Explanation:
As said in the last interview, the owner wants to narrow their business into
“unlimited wings” only and to be distinguished only in that category. Thus, neglecting the
idea of a “single meal”. Because of this, their menu is limited to only a few options to
choose from, which somehow turns off the potential profitability of such add-ons.
Consequently, the proponents recommend to have certain add-ons or pica-pica (as what
Filipinos would like to call it), to spice up their menu and draw more attention from the
customers. One example that can be a great appetizer is Salted Egg Kangkong Chips. This
food can be easily cooked to not make it a hard task for the current workload of Doc Wings’
kitchen employees.

Another solution for their limited variety of food choices is to upgrade their menu
aesthetic. Instead of just filling it with words, the proponents suggest to include pictures of
their bestsellers to make it more chicken-focused, which can divert the attention of the
customers.

Figure 33. Doc Wings’ Menu

22
 Figure 34. Menu Design Inspiration

Pricing:
MENU ALTERATION DESCRIPTION COST QTY TOTAL
7*9 inches (1.5 mm PHP
Sintra Board with Print thick) with Matte 257.50 20 PHP 5,150.00
Lamination /each
Table 1. Budget Set for Menu Alteration
Reference:
Alfox Printing Services. (n.d.). Sticker on Sintra Board Printing. Retrieved from
https://www.alfoxprinting.com/sticker-on-sintra-board-printing/
4. Altering the physical attribute of the store that somehow impacts the absorption of
much heat

23
Explanation:
In accordance with the study of Chilingerian (2011), a concrete wall decorated with
a lighter color can increase its cooling effect as it reflects the light as compared to a darker
color, which absorbs light, thus, making the surface warmer. In line with this, since most
of the customers commented about Doc Wings’ poor ventilation, painting the interior with
light colors and just accenting it with Doc Wings’ signature colors, can make the
environment look cooler and cozier. Another solution is to simply provide cold drinks to
the customers to give them a sense of cooling sensation. Currently, their “unlimited meal”
is exclusive of free colored drinks, but just a lukewarm water. By serving bottomless ice-
cold drinks to the customers, their feeling of being in a warm place can be alleviated.

Figure 35. Proposed Colors of Doc Wings’ Interior

Figure 36. Paint Roller

24
Pricing:
PRODUCT PRICE QUANTITY TOTAL
Boysen Permacoat
PHP 163.00 / liter 10 PHP 1,630.00
Flat Latex White
Boysen Permacoat
Color Series: Tulle PHP 603.00 / 4 liters 4 PHP 2,412.00
White
Boysen Permacoat
Color Series: Tile PHP 603.00 / 4 liters 2 PHP 1,206.00
Red
Boysen Permacoat
Color Series: Flat PHP 603.00 / 4 liters 2 PHP 1,206.00
Black
Boysen Masonry
PHP 550.00 / 4 liters 2 PHP 1,100.00
Putty
HI-TECH Paint
Roller: 9” with PHP 75.00 4 PHP 300.00
handle
HI-TECH Paint
Roller: 9” without PHP 40.00 9 PHP 360.00
handle
Man Power PHP 537.00 3 PHP 1,611.00
TOTAL PHP 9,825.00
Table 2. Estimated Costs for Re-painting
Reference:
Kiks Hardware Ph. (n.d.). Paint Roller Pricelist Philippines Nationwide Shipping. Retrieved from
https://www.kikshardware.ph/product/paint-roller-pricelist-philippines-nationwide-
shipping/
Shopee. (n.d.). BOYSEN Permacoat Flat Latex Paint - 4L. Retrieved from
https://shopee.ph/BOYSEN-Permacoat-Flat-Latex-Paint-4L-i.61008163.2424425601
Shopee. (n.d.). Original Boysen Permacoat Flat Latex (White) - 1L. Retrieved from
https://shopee.ph/Original-Boysen-Permacoat-Flat-Latex-(White)-1L-
i.61008163.1128593148

25
 5. Giving Doc Wings’ a budget-friendly make-over by amping up the ambience of their
physical store.

Explanation:
Doc Wings’ Tondo Branch is an open-air physical store that is literally beside a
busy street. Having said so, dusts and smokes coming from the outside can easily occupy
the area. Thus, eliminating the satisfaction that customers can get in their dining experience
at Doc Wings. Furthermore, the kitchen is just enclosed by a curtain, which allows the dirt,
coming from the outside, to enter the area. An obvious recommendation would be to invest
in a glass coverage to really secure the place, but doing such will require a lot of money.
This led the proponents to recommend to just amp up the ambience of the store to make
the location cozier and appealing. One example is to add music in the scene to entertain
the customers while eating. The choice of music will be dependent to their target market.
Therefore, their playlist will include songs of the present since most of their customers are
from the Generation Z. Another suggestion is to add more warm lighting, to make the place
more comfortable to stay in.

Figure 37. Proposed Lights

Pricing:
PRODUCT PRICE QUANTITY TOTAL
OPTILUX LED
Pendant Light Black PHP 1,280.00 4 PHP 5,120.00
Hanging Linear Light
Man Power PHP 537.00 1 PHP 537.00
TOTAL PHP 5,657.00
Table 3. Estimated Costs for Interior Make-over
Reference:
Inquiry from Shift Corporation

26
 CHAPTER VII
MARKETING STRATEGIES AND PROGRAM

Marketing Objectives
1. To assist Doc Wings in their marketing efforts and activities.
2. To improve the service, facilities, and the over-all business of Doc Wings.
3. To comprehend current customers’ behavior to fully cater their needs holistically, which
can then attract more potential customers.
4. To somehow increase Doc Wings’ profitability.
5. To make Doc Wings be more competitive, compared to other unli-wings business,
because of the research process it underwent.

Product Development
In accordance with the survey, customers really loved the quality taste and the wide variety
of flavors of Doc Wings’ chicken wings, having 49% of the respondents come after it. They also
have developed their own favorites and the top among them are the following: Salted Egg,
Teriyaki, and Garlic Parmesan. Flavor-wise, there is nothing to be changed since they are doing
well in that matter, but they still need to be aware of the trends that are coming to adapt to what
consumers would like. If there is one thing to improve, it is their lack of variety in terms of food
itself.

Researches have claimed that Generation Z are becoming more interested in healthy eating
and specific flavor profiles (Shoup, 2018; Watrous, 2019). With this information on hand, it is best
to introduce a product that caters to what the target market prefers. The proponents recommend
to have easily-prepared food or pica-pica, as Filipinos would call it. Since the top favorite is the
Salted Egg flavor, as seen in the survey results, Doc Wings can produce Salted Egg Kangkong
Chips in their menu selection. Salted Egg Kangkong chips is just made with the following simple
ingredients: salted egg yolk, kangkong, chili flakes, sugar, and salt.

27
 Figure 38. Salted Egg Kangkong Chips

On the whole, since customers have varying likes, dislikes, and cravings, it is essential to
put up choices that will cater to whatever they are looking for over time.

Pricing Program
For the proposed Salted Egg Kangkong Chips, the following costing will be observed:

ITEM PRICE QUANTITY UNIT PRICE

(in pesos) (per unit)
Salted Egg 12.00/each 1 PHP 12.00
Kangkong 12.00/bundle 2 PHP 6.00
Sugar 39.00/kilo 100 PHP 0.39
Salt 5.00/kilo 200 PHP 0.025
Chili Flakes 239.00/kilo 200 PHP 1.20
All Purpose
590.00/25kg 100 PHP 5.90
Flour
Cornstarch 47.96/400g 40 PHP 1.20
Oil 215.00/4 liters 96 PHP 2.24
TOTAL PHP 28.96
Table 4. Material Cost per Unit of Salted Egg Kangkong Chips

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 SELLING PRICE
Cost Per Unit PHP 28.96
Mark up: 124% PHP 36.0407
SELLING PRICE PHP 65.00
Table 5. Selling Price of Salted Egg Kangkong Chips

The proponents calculated Salted Egg Kangkong chips’ selling price as Php 65.00 per
bowl, with a 124% mark-up. Adding on, this serving of chips is basically half a bundle of kangkong
leaves.

Furthermore, the proponents suggest to use the so-called Decoy effect. Decoy effect is a
phenomenon where a customer changes his/her preference, among the choices given, when
presented with a decoy or a trap to trick the customer into buying the dominating option (Agarwal,
2019). Relating it to Doc Wings, the following can be implemented:

OPTIONS INCLUSION PRICE

Unlimited chicken wings and
A PHP 219.00
rice
Unlimited Chicken wings +
rice + salted egg kangkong
B PHP 279.00
chips + pitcher of chosen
drink
C SOLO ORDER: Salted egg
PHP 65.00
(the decoy) kangkong chips
D SOLO ORDER: Pitcher of
PHP 60.00
(the decoy) chosen drink
Table 6. Decoy Effect: Proposed Combo Meal

With this information, it can be observed that when a customer buys the Option B, he/she
can save up to PHP 65.00 because of the combo. Moreover, if Option B will be compared to Option
A, it offers a much wider variety of products in just a PHP 60.00 price difference. Unlike in Option
29
C and Option D, customers will have to pay PHP 65.00 and PHP 60.00 for just a single order of
salted egg kangkong chips and pitcher of drinks respectively. The PHP 65.00 that a customer can
save by choosing Option B will still be profitable because the lowest price the chips can be at is
PHP 37.65, while the drinks is at PHP 13.65. By utilizing this decoy effect, Doc Wings can make
the customers pick the dominating option, which is the Option B, while still generating enough
money.

30
Marketing Communication Program
1. Online Advertising

Objectives:

a. To share and disseminate the business’ information to a larger customer base.

b. To easily connect with the customers.
c. To maximize the ease of using various social media platforms in marketing the business in
a least costly way.

Description:

Researchers have found out that Generation Z spends more time in social media compared
to the other generations (Hasnan, 2019; Kats, 2018). Since Doc Wings’ target market is Generation
Z, who are technologically-advanced, it is effective and efficient to market the business using the
social media platform. The proponents recommend to increase the online activity of Doc Wings in
their Facebook account, by posting memes (Meme, n.d.), which are defined as interesting pictures
or videos that are spread online, to really captivate potential customers.

Figure 39. Sample Facebook Memes (1) Figure 40. Sample Facebook Memes (2)

31
 Figure 41. Sample Facebook Memes (3)

Adding on, they also recommend to maximize the other social media applications to
captivate a larger customer base. Some examples would be Instagram and YouTube. Putting up an
Instagram account enables the business to be flexible in their marketing activities as they are now
open to more customers. Moving on, using YouTube application can be efficient since a lot of
customers are now interested to vlogs from their favorite vloggers. Having said so, the proponents
recommend to pay an averagely famous vlogger to do mukbang videos, where the vlogger eats a
lot of Doc Wings’ chicken wings, while in front of a camera. Conducting mukbang videos will not
only market the business to the customers, but can also increase their cravings, which can further
lead them to eat directly at Doc Wings.

Figure 42. Sample YouTube Thumbnail

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 ➢ Material Requirements

For boosting posts and running advertisements on Facebook, the daily budget would be
Php 160.00 per day. This amount targets to reach an estimation of 1,100 to 3,100 people per day.
Following that, Doc Wings’ daily budget on Instagram would be Php 160.00 per day to reach
12,000 to 31,000 people. Lastly, Doc Wings can pay vloggers a minimum of Php 2,000.00 to
advertise the business and to conduct mukbang videos.

ONLINE ADVERTISING COST TIMELINE TOTAL

PHP Every first Tuesday

Facebook Ads PHP 3,840.00
160.00/day and 22nd of the month

PHP Every first Tuesday

Instagram Ads PHP 3,840.00
160.00/day and 22nd of the month
2 videos/year
PHP
Youtube Mukbang Videos (July and December PHP 4,000.00
2,000/video
2021)

TOTAL PHP 11,680.00

Table 7. Budget Set and Timeline for Marketing Communication Activities

33
 2. Outdoor Advertising

Objectives:

a. To guide the customers in their way to Doc Wings.

b. To attract more potential customers to eat at Doc Wings.

Description:

The proponents also recommend to utilize indoor and outdoor signages to further improve
Doc Wings’ visibility as well as aesthetics.

Figure 43. Interior Signage Design (neon lights)

Figure 44. Outdoor Signage

34
 ➢ Material Requirements

PRODUCT DESCRIPTION TIMELINE PRICE

Interior Neon Lights Eight (8) pieces Will be processed on PHP 16,000.00
lighted chicken wings January 2021, but
that are 5.5 inches in will be seen
height throughout the year

Directional Signage Outdoor Signage Will be processed on

situated on Hermosa January 2021, but PHP 22,000.00
St., Tondo, Manila will be seen
throughout the year

TOTAL PHP 38,000.00

Table 8. Estimated Costs for Signages

Reference:
Inquiry from Neon Nation – Neon Décors and Signs

35
Sales Promotion Program

Objectives:

a. To captivate more customers to come and buy at Doc Wings.

b. To increase the sales of Doc Wings by introducing some sales promotion programs that
will entice more customers.
c. To introduce the business in a creative and captivating way to the customers.

❖ Group Promos

Timeline: March to April 2021

Description:

To entice more customers, Doc Wings can have group promos. An example would be
having unlimited free drinks if they come as a group of five (5) and up.

Figure 45. Group Promo Poster

36
Pricing:

SALES PROMOTION COST QTY TOTAL

244 pcs. / 61 days (4

Group Promo: Free Drinks PHP 215.00/ 1 kg PHP 52,460.00
kgs/ day)

Table 9. Budget Set for Group Promo

Reference:

Shopee. (n.d.). Juice Powder Cucumber Four Season Blue Lemonade Ice Tea. Retrieved from
https://shopee.ph/juice-powder-cucumber-four-season-blue-lemonade-ice-tea-
i.43396064.2060444837

❖ Loyalty Cards

Timeline: January 20, 2021 to December 20, 2021

Description:

In this promotional activity, customers need to collect stamps to get Doc Wings’ freebies.
The stamps are given by Doc Wings, every after their meal. Having this kind of promo, the
customers are encouraged to visit Doc Wings more often because as seen in the survey results,
majority of them consider themselves as a one-time customer only.

For every 10 stamps, a customer can get free unlimited wings, unlimited rice, and unlimited
drinks.

Terms and Conditions:

- The card is valid in any branch of Doc Wings from April 20 to December 20, 2020 only.

- For every visit with a minimum purchase of P219, a customer may get one (1) stamp on
the card

- This card is for individual use only. Customers that come in groups cannot get their stamp
in a single card only.

37
 - Doc Wings has a right to refuse redemption once the card was found to be photocopied or
tampered

Figure 46. Loyalty Card: Front Figure 47. Loyalty Card: Back

Pricing:

SALES PROMOTION DESCRIPTION COST QTY TOTAL

10
Loyalty Card 3.5”x2” with 230 PHP 600.00/ 100 (for the PHP 6,000.00
gsm uncoated pcs whole
paper year)

Table 10. Budget Set for Loyalty Cards

Reference:

Small Piece of Paper. (n.d.). Natural. Retrieved from https://www.smallpieceofpaper.com/

product-page/classic-natural

❖ Instagram Game Filters

Timeline: Every 22nd of the month

Description:

Doc Wings can increase social media activity through creating Instagram game filters. This
game filter enables the customers to score by catching falling fried chicken. Doc Wings can reward

38
customers who will score 50+ points with a free drink upon their visit. In this way, they can
enhance customer interaction.

Figure 48. Instagram Story Interactive Filter

Pricing:

ACTION PLAN COST QTY TOTAL

36 pcs.
Instagram Game Filters:
PHP 215.00/ 1 kg (12 days - 3 kgs/ PHP 7,740.00
Free Drinks
day)
Table 11. Budget Set for Instagram Game Filters

Reference:

Shopee. (n.d.). Juice Powder Cucumber Four Season Blue Lemonade Ice Tea. Retrieved from
https://shopee.ph/juice-powder-cucumber-four-season-blue-lemonade-ice-tea-
i.43396064.2060444837

39
 ❖ One Piece Foundation Day Promo 1

Timeline: Every 22nd of July

Description:

One Piece Television Series started running last July 22, 1997, which falls on Tuesday.
Having said so, the proponents recommend to have a promo every 22nd of July and every Tuesday.
To elaborate more, the first 100 customers can have a 50% discount on their meals every 22nd of
July.

Figure 49. One Piece Foundation Promo 1 Poster

Pricing:

SALES PROMOTION COST QTY TOTAL

One Piece Foundation Day

PHP 119.50/person 100 PHP 11,950.00
Promo 1

Table 12. Budget Set for One Piece Foundation Day Promo 1

40
 ❖ One Piece Foundation Day Promo 2

Timeline: Every first Tuesday of each month

Description:

One Piece Television Series started running last July 22, 1997, which falls on Tuesday.
Following that, the first 100 customers can acquire a 20% discount on meals, if they wear any
One Piece related shirt every first Tuesday of every month.

Figure 50. One Piece Foundation Promo 2 Poster

Pricing:

ACTION PLAN COST QTY FREQUENCY TOTAL

One Piece
Foundation Day PHP 47.80/person 100 12 PHP 57,360.00
Promo 2
Table 13. Budget Set for One Piece Foundation Day Promo 1

41
 ❖ Customer Feedback (relationship marketing)

Timeline: June 2021

Description:

Customer engagement marketing involves the act of asking for customers’ suggestions and
feedbacks to make them have a direct involvement in the business. This interaction can further
lead to business improvement, customer loyalty, and consumer generated marketing or the word-
of-mouth marketing. Having that said, the proponents suggest to have an online survey that targets
to identify the things that Doc Wings need to improve on. Adding on, the respondents will just
have to show their screenshot of survey, as a proof, in order to get a free glass of drink, on their
next visit. In this way, online questionnaires will not only act as a mere survey, but also as a
marketing strategy to draw more customers to eat at Doc Wings.

Figure 51. Customer Feedback: Free Drink Poster

42
 Figure 52. Preview of Doc Wings’ Online Survey

➢ Material Requirements

ACTION PLAN COST QTY TOTAL

Customer Feedback: Free 30pcs.

PHP 215.00/ 1 kg PHP 6,450.00
Drinks (30 days - 1 kg/ day)

Table 14. Budget Set for Customer Feedback Reward

Reference:
Shopee. (n.d.). Juice Powder Cucumber Four Season Blue Lemonade Ice Tea. Retrieved from
https://shopee.ph/juice-powder-cucumber-four-season-blue-lemonade-ice-tea-
i.43396064.2060444837

43
Sales Promotion Schedule

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DE
C
Group
Promo
Loyalty
Cards
Instagram
Game
Filter
One Piece
Foundation
Day
Promos 1 &
2
Customer
Feedback
Table 15. Sales Promotion Schedule

Sales Promotion Budget

SALES PROMOTION BUDGET

Group Promo PHP 52,460.00
Loyalty Cards PHP 6,000.00
Instagram Game Filter PHP 7,740.00
One Piece Foundation Day Promo 1 PHP 10,950.00
One Piece Foundation Day Promo 2 PHP 52,560.00
Customer Feedback PHP 6,450.00
TOTAL PHP 136,160.00

Table 16. Budget Set for Sales Promotion

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 CHAPTER VIII
ANNUAL MARKETING BUDGET

MARKETING PROGRAM MARKETING BUDGET

SCHEDULE
(in pesos)
Every first Tuesday and 22nd
Facebook Advertisements 3,840.00
of the month
Every first Tuesday and 22nd
Instagram Advertisements 3,840.00
of the month
2 videos/year
YouTube Mukbang Videos 4,000.00
(July and December 2021)
Will be processed on January
Utilizing Signages 2021, but will be seen 38,000.00
throughout the year
Renovation January 2021 15,482.00
(painting & lights)
TOTAL PHP 65,162.00

Table 17. Annual Marketing Budget for Doc Wings

45
 APPENDIX A
Survey Questionnaire

46
 APPENDIX B
Interview Documentation

47
References:

Agarwal, P. (2019, April 11). The Decoy Effect. Intelligent Economist. Retrieved from
https://www.intelligenteconomist.com/decoy-effect/

Hasnan, L. (2019, October 27). Gen Z’s use of social media has evolved. The Asean Post.
Retrieved from https://theaseanpost.com/article/gen-zs-use-social-media-has-evolved

Jones, S. (2014). The Six Stages of the Consumer Buying Process and How to Market to Them.
Business 2 Community. Retrieved from
https://www.business2community.com/consumer-marketing/six-stages-consumer-
buying-process-market-0811565
Kats, R. (2018, September 26). More Millennials, Gen Z Are Using Social Apps. eMarketer.
Retrieved from https://www.emarketer.com/content/more-millennials-gen-z-are-using-
social-apps

Meme. (n.d.) In Merriam-Webster’s online dictionary. Retrieved from https://apaformat.org/apa-

dictionary-citation/

Shoup, M. (2018, July 17). Move over millennials, Gen Z is now shaping the food and beverage
landscape. Food Navigator USA. Retrieved from https://www.foodnavigator-
usa.com/Article/2018/07/17/Move-over-millennials-Gen-Z-is-now-shaping-the-food-and-
beverage-landscape#

Subido, L. (2019). This Survey Says that Filipinos Are the Biggest Foodies in the World.
Esquire. Retrieved from https://www.esquiremag.ph/food-and-drink/food/filipinos-
biggest-foodies-a00288-20190314
Watrous, M. (2019, September 20). Next-gen flavors in focus. Food Business News. Retrieved
from https://www.foodbusinessnews.net/articles/14461-next-gen-flavors-in-focus

48