AL SATWA SHAWARMA
A Marketing Plan Proposal Presented to
Yu An Log College of Business and Accountancy
University of St. La Salle
Submitted to:
Mr. John Kenneth M. Cariño, MBA
Submitted by:
KisatchieYui Aclaro
Shiela Mae Canete
Jesmarie Cheng
Marie Angelie Dulman
Aira Nicole Perez
Blessy Jane Yabut
December 15, 2023
I. Executive Summary
Name: Willy John Custodio Valderrama
Company: Al Satwa
The concept started when the owner was working abroad and saw an
opportunity to venture into a business here in Bacolod City while working abroad. In
one of the cuisine industries abroad, he sees that there a lot of consumers specifically
are interested in Mediterranean flavors considering that it is also healthy and fresh for
the tongue. After two years of working abroad, he got back to his home country and
started building his own Mediterranean cuisine and continuing the business with joy
in his heart, serving food that had made an impact on his life.
II. Company Background
Al Satwa offers a variety of savory Mediterranean cuisine with fresh meat,
vegetables, and high-quality ingredients such as homemade pita bread, tortilla bread,
yogurt ice creams, and their special tasty garlic sauce with a genuine touch of
Mediterranean flavors. Al Satwa Mediterranean cuisine refers to the traditional food and
culinary practices of the countries surrounding the Mediterranean Sea. Al Satwa’s
Mediterranean cuisine is characterized by an emphasis on fresh, seasonal ingredients, and
it is known for its health benefits due to the use of olive oil, fruits, vegetables, whole
grains, and lean proteins.
III. VMGO
Vision Statement
To bring communities together through the warmth and joy of Mediterranean
flavors, nurturing a sense of belonging, sparking curiosity, and celebrating the diverse
voices on our plates.
Mission Statement
To become the premier destination for authentic Mediterranean cuisine in
Bacolod, recognized for our unwavering commitment to quality, sustainability, and
the cultivation of a community through shared meals.
Organizations Core Values
● Innovation - Creating and delivering new palette tastes locally
● Customer Centric - Satisfying one's cravings with good customer service which
customers come first
● Sustainability - Prioritizing healthy cuisine and an ecologically friendly
environment
● Excellence - Reaching for the greatest quality of producing Mediterranean food
and cuisine
● Responsibility - Accountable for actions and obligations professionally and
personally
● Integrity - products are guaranteed quality and will always maintain the standards
Business Goals
1. Long-Term Strategic Goals:
● Creating long-term vision and mission statements for the future endeavors of
the business. o To get the most quality and repeat customers
2. Financial Goals:
● Reaching daily target sales to sustain financial growth
3. Marketing Goals:
● Acquiring customers of Retaining customers on Turning customers into brand
ambassadors. o To use digital campaign and sales enablement content such as
Facebook, IG, TikTok, and YouTube
4. Innovation Goals:
● Increase market share by Launching new products or services.
● Outperforming competitors to Build Employee Skills
Business Objectives
● A growth-oriented intention to improve efficiency
● Implement monthly training sessions in measurement for success to maintain the
quality standard and increase revenue by 10% in three months
● Achieve a margin profit of 15% by the end of 6 months. o Improve cash flow
management and maintain a positive cash flow
● Boosting customer loyalty by offering loyalty programs, discounts, or other
incentives to encourage repeat business
● Increase brand awareness to be achieved through a variety of marketing channels
such as social media, advertising, public relations, and word of mouth
IV. Target Market
Primary Market
Al Satwa's primary market is to locally share and promote Mediterranean
cuisine in Bacolod, targeting individuals aged 10 to 70. This culinary experience
transcends a singular culture, reflecting a rich tapestry of cultural influence and
exchange. Al Satwa caters to those who appreciate the robust flavors inherent in
vegetable-dominant cuisines, promoting the use of healthy, quality ingredients
sourced locally.
1. Food Enthusiasts - Individuals with a passion for exploring diverse cuisines,
particularly those characterized by fresh and flavorful ingredients. Food
enthusiasts actively seek unique and authentic dining experiences
2. Health-Conscious Consumers - People prioritizing health and wellness, drawn
to the benefits associated with the Mediterranean diet. This diet, featuring olive
oil, fruits, vegetables, whole grains, and lean proteins, aligns with the preferences
of health-conscious consumers
3. Vegetarians and Vegans - Individuals adhering to vegetarian or vegan diets who
find appeal in Mediterranean cuisine due to its abundance of plant-based options.
The cuisine showcases a variety of vegetables, legumes, nuts, and grains
4. Educated Consumers - Informed consumers who recognize the health benefits
of the Mediterranean diet. This demographic actively seeks restaurants aligning
with their dietary preferences and values
Segmentation
1. Demographics:
● Age: 10-70
● Gender: Male and Female
● Income: Average, Middle, to Upper-class income earners
2. Lifestyle:
The Mediterranean lifestyle promotes physical activity, communal dining
featuring diverse foods, and easy integration of the Mediterranean diet into daily
routines.
● Emphasis on Fresh, Whole Foods - The diet prioritizes fresh, seasonal fruits
and vegetables, whole grains, nuts, and legumes
● Healthy Fats - Olive oil stands as a primary source of fat, offering heart-
healthy monounsaturated fats
● Lean Proteins - Preference is given to fish, poultry, and legumes over red
meat, while seafood holds a regular place in the diet
● Moderate Dairy - Dairy consumption, focusing on yogurt and cheeses,
especially varieties like feta and goat cheese, is moderated
● Herbs and Spices - Fresh herbs such as basil, oregano, and rosemary, along
with garlic and other spices, are used to enhance flavor without relying on
excessive salt
Secondary Market
In the heart of Bacolod, we find a community of enthusiasts open to diverse
local flavors. While not specifically seeking Mediterranean cuisine, they embrace
new tastes.
1. Cultural Explorers - Consumers are intrigued by exploring and experiencing
diverse cultures through their culinary traditions. Al Satwa aims to enthrall this
group with the rich tapestry of flavors and culinary heritage inherent in
Mediterranean cuisines.
2. Tourists and Travelers - Visitors who have encountered Mediterranean cuisine
during their travels and are now actively seeking authentic dishes back home. Al
Satwa endeavors to be a destination for those who crave the flavors and memories
associated with the Mediterranean region.
3. Families and Social Groups - Groups seeking diverse and shareable dining
options, especially families and social circles. Mediterranean cuisine, with its
emphasis on meze, tapas, or shared plates, is positioned as an ideal choice for
group dining and social gatherings.
4. Fitness and Athlete Communities - Individuals engaged in fitness and athletic
pursuits who appreciate the nutritional benefits of Mediterranean cuisine. Al
Satwa aims to attract this segment by offering balanced and wholesome eating
options aligned with their health-conscious lifestyles.
5. Professionals and Business Executives: Professionals and business executives in
search of healthier yet indulgent dining choices. Mediterranean cuisine, with its
sophisticated and flavorful offerings, serves as an appealing alternative for
business lunches or dinners. Al Satwa positions itself as a premier choice for
those seeking a balance between health and indulgence.
V. Current Marketing Review and Industry Analysis
1. Product/Service Description Review
a. Characteristics of the Product
● Al Satwa Shawarma offers a diverse menu of high-quality shawarma
options, featuring fresh ingredients and unique flavor combinations
● Customization options are available to cater to individual preferences,
ensuring a personalized experience for customers
b. Pricing Plans
● Competitive and transparent pricing, providing value for money
● Various meal packages and combo deals to accommodate different budget
ranges
c. How the Product Operates
● Al Satwa Shawarma operates through a combination of physical stores
and an online presence
● Online ordering and delivery services streamline the customer experience,
offering convenience
Suggestions for Highly Motivated Buyers:
● Encourage motivated buyers to explore loyalty programs or special
promotions for additional savings
● Highlight premium or signature items to enhance the overall dining
experience
2. Competition Review
a. Competitors:
● Identify key competitors in the shawarma industry in Bacolod City,
including their market presence and customer base.
b. Marketing Techniques:
● Analyze competitors’ marketing strategies, encompassing online presence,
promotional campaigns, and customer engagement
● Evaluate the effectiveness of each competitor’s approach in reaching and
satisfying customers
Strengths and Shortcomings:
● Assess Al Satwa Shawarma’s strengths in terms of product quality, service,
and brand recognition
● Identify areas for improvement by understanding competitors’ successes and
addressing any shortcomings
3. Channels and Logistics Review
a. Essential Channels:
● Al Satwa Shawarma utilizes physical stores, online platforms, and
delivery services to reach customers
b. Channel Arrangement Overview:
● Physical stores are strategically located for accessibility.
● Seamless online ordering system with efficient delivery services
c. Emerging Issues and Concerns:
● Monitor any emerging challenges in the supply chain, ensuring
consistent product availability
● Address concerns related to logistics, such as delivery speed and order
accuracy
d. Business Realities, Industry Insights, and Scope:
● Present realities of Al Satwa Shawarma’s operations in Bacolod City.
● Offer insights into the shawarma industry in local markets like
NGC/BCGC
● Define the scope of Al Satwa Shawarma’s work, whether it’s sectoral
or geographical
PESTEL Analysis
Based on the PESTEL Analysis conducted there are risks and opportunities
identified; for opportunities, since a large percentage of customers prefer to eat in the
comfort of their homes due to hot dining temperatures and low foot traffic during
rainy days, the restaurant can offer family packages or group meals for delivery or
party meal providers. Also, the restaurant has poor marketing and promotional
activities; they can engage more and improve their Facebook page and other social
Mediterranean platforms to reach untapped demographics. But if there are
opportunities it also comes with risks like sudden price hikes for commodities and
other mandated restrictions governing health and legal concerns.
SWOT Analysis
Through SWOT analysis, it identified that its strengths were having seasoned,
trained, and accommodating staff given also that they are not short in manpower that
they can assist their consumers' demand without any problem, personalized customer
service, and receiving good reviews on restaurant review sites. Looking within its
operations, it identified a few areas of weakness: low dining experience due to hot
dining temperature, limited dining capacity, and limited parking area. Examining how
the external environment affects its business, it identified opportunities in emerging
technology like social Mediterranean awareness and promotion, and untapped
demographics by having possible tie-ups for Provincial and municipal events. It also
found threats, such as heightened social Mediterranean awareness, the opening of
new players within the retail trade area, and emergence of a pandemic for quarantine
reclassification and LGU heightened restrictions.
VI. Porter’s Five Forces of Competition Model
1. Threat of New Entrants:
Low Threat
● The owner's unique experience working abroad and identifying the
opportunity for Mediterranean cuisine in Bacolod may act as a barrier to new
entrants
● Specialized knowledge of authentic Mediterranean flavors and high-quality
ingredients provides a competitive advantage
● Established relationships with suppliers of fresh meat and vegetables
contribute to a potential barrier
2. Bargaining Power of Buyers:
Moderate to High Power
● The target market is people aged 10 to 70, who have a wide range of tastes
and expectations, which affects their bargaining power
● Because people want healthy and high-quality ingredients, they can choose
from several Mediterranean food sources
3. Bargaining Power of Suppliers:
Moderate Power
● Although fresh meat and vegetables are crucial, the owner's expertise and
established connections with suppliers can help reduce the influence of
suppliers
● The distinctive nature of handcrafted pita bread, tortilla bread, yogurt ice
creams, and particular garlic sauce may grant suppliers a certain degree of
influence, but other options can be investigated
4. Threat of Substitute Products or Services:
Moderate Threat
● Local delicacies and other international cuisines in Bacolod present a modest
risk as alternatives
● The focus on distinct flavors, premium products, and a varied menu could
potentially diminish the appeal of other options
5. Competitive Rivalry Intensity:
Moderate to High Intensity
● The emphasis on establishing a diverse and consistent Mediterranean culinary
heritage within the local area may draw in competitors
● The goal of boosting market share, introducing unique items, and surpassing
competitors signifies a competitive market
● Taking advantage of digital marketing and social media contributes to the
competitive environment
VII. Marketing Mix
We have chosen a price that not only positions our product as a premium
option but also guarantees affordability for our Primary and secondary Target Market,
taking into the competitive landscape and market demand. This guarantees that in the
ever-changing market, our Shawarma food product will continue to be competitive,
attractive, and available to a wide range of consumers.
Product Strategy
The proposed business is the establishment of a food line store named “Al-
Satwa Shawarma” that offers unique, quality, and affordable food inspired by
Mediterranean cuisine that is exciting for the customers. The customers’ curiosity can
create a desire for them to avail of the services. The proponents decided to take
documentation of every transaction and post it to their official Facebook page, this
will serve as a means to reach other people who use social networking sites which
will lead to searching for information about the business.
The customers’ curiosity can create a desire for them to avail of the services.
It can also create publicity through the experiences of the pioneer customers.
Whenever a video trends on the Internet, the netizens will surely try the service.
There was also Free Wi-Fi in the Restaurant for the customers to easily connect and
post their pictures to the social networking sites. This will serve as a means to reach
other people who use social networking sites which will lead to searching for
information about the business.
Our goal is to offer Mediterranean food at a very affordable price with a
quality taste of shawarma. To meet these needs, we've included more quality
Ingredients giving us premium, environmentally friendly materials that demonstrate
sustainability in all our target Market.
Place Strategy
A good location is a very important factor to consider for the business to be
accessible and visible to the target customers. The business is located near a public
market and in a commercial center. Because of the place of the establishment, there is
a high chance of exposure to the target market. The business can put up directional
signage to assist customers on their way to the store. Physical Store and Moving Van,
It’s the best way for our product, secure and not hassle to bring it from one place to
another also to ensure the smoothest delivery process for the business.
Price Strategy
In nature, the product is the essence of the business. Its primary objective is to
provide a variety of distinct tastes and to introduce the exquisite cuisine of Al-Satwa
to the people of Bacolod. Every meal at Al-Satwa Shawarma was priced according to
the cost of the raw ingredients, which included the labor along with the expertise of
the owner. This was done to create the mouthwatering dishes available at the
restaurant. The price ranges from fifty pesos to two hundred and fifty (P50 – P250).
The price of AlSatwa is certainly a concern before purchasing products or
services. Psychology pricing refers to techniques marketers use to encourage
customers to respond on emotional levels rather than logical ones. It considers the
psychology of prices and not just the economics behind the pricing of products.
Hence, there are different ways in which a marketer can use psychology pricing.
These include offering discounts or buy one get one, differential pricing, and price
ending.
Promotion Strategy
In promoting Al-Satwa's products, the proponents plan to enhance the current
Facebook page with updated content and engage in additional advertisements through
compelling pictures and videos. The business will extend its online presence with
dedicated accounts on Instagram and TikTok. Recognizing the impact of Google+,
the proponents have decided to set up an account as it enhances visibility on Google
searches through the Knowledge Graph, providing a valuable source of business
information for users, and it's cost-free.
To expand the reach and provide comprehensive information, a separate
website has been created. Al-Satwa aims to connect with its target market—mainly
workers, students, and elderly adults—via various media channels such as Facebook,
Twitter, Instagram, YouTube, and TikTok. The advertising strategy focuses on
relevant content to capture the audience's attention, build brand awareness, and
introduce the product to the right audience. Customer feedback, including reviews
and testimonials, will play a crucial role in promoting the brand through the
customers' own social media accounts, including vlogs and blogs. Satisfied customers
will be incentivized to provide referrals, receiving a 5% discount for every successful
referral on their next service.
To offer wider choices and encourage a fast turnover, Al-Satwa will introduce
combo bundles at affordable prices, even with a slight reduction in profit percentage.
This strategy aims to promote additional products through word of mouth as
customers share their experiences with friends and family. The business will also
extend its reach beyond its location by utilizing public utility vehicles for advertising
through flyers and tarpaulins. This approach is expected to enhance exposure through
social networking sites and other promotional materials.
Year-round promotions will be offered to customers, and collaborations with
online influencers are in the pipeline. The influencers will be given free food to
promote Al-Satwa's products, leveraging their reach to access a wider market and
achieve higher returns for the business.
Process Strategy
The customers will enter the Al-Satwa Shawarma store. There will be a wide
selection of dishes and meals especially Mediterranean cuisines to order and the
customers will choose from them and will be assisted by our cashier. After the
customer decides what to buy, the cashier will collect the payment, issue the
corresponding receipts, and forward the order to the production section of the
business. The customer will wait for his/her order.
People Strategy
The business will hire sales personnel who are effective and efficient. The
hired employees should be skilled in public relations and well-trained in dealing with
customers and sales background. Staff members must be friendly and
accommodating. Customers will be greeted with a smile by every personnel for them
to feel that they are welcome.
Physical Environment Strategy
The business will provide an engaging peaceful environment. The physical
place where customers feel comfortable and satisfied. By making the business place
clean and safe, it will be distinguished from other establishments.
There will be music for the customers for them to be entertained and air-conditioning
will also be added for a more enticing dining experience.
VIII. Proposed Marketing Communication Actions and Programs
Marketing communication for Mediterranean cuisine involves highlighting the
unique flavors, cultural aspects, and health benefits associated with this type of food.
Here are proposed marketing communication actions and programs for a restaurant
specializing in Mediterranean cuisine:
1. Storytelling and Authenticity
Emphasize the authenticity of Mediterranean dishes by telling the
stories behind recipes, ingredients, and the cultural significance of the cuisine.
Use storytelling in marketing materials, social media, and on the restaurant's
website.
2. Visual Content on Social Media
Showcase visually appealing images and videos of Mediterranean
dishes on social media platforms such as Instagram, Facebook, or TikTok.
Highlight vibrant colors, fresh ingredients, and the overall aesthetic appeal of
the cuisine to attract food enthusiasts.
3. Educational Content
Develop blog posts, videos, or infographics that educate customers
about the health benefits of Mediterranean cuisine. Share information about
the Mediterranean diet, which is known for its heart-healthy components like
olive oil, fresh fruits, and vegetables.
4. Social Media Challenges
Launch social media challenges or campaigns encouraging customers
to share their favorite Mediterranean dishes, recipes, or cooking experiences.
Create branded hashtags to generate user-generated content and increase
engagement.
5. Influencer Partnerships
Partner with influencers who have an interest in food, health, or
Mediterranean culture. Invite them for tastings, collaborate on recipe videos,
or host events together to leverage their followers and enhance the restaurant's
visibility.
6. Localized Marketing
Tailor marketing materials to highlight specific Mediterranean regions
or cuisines. Emphasize unique regional dishes and ingredients to attract
customers with specific preferences.
7. Customer Loyalty Programs
Implement a loyalty program that rewards customers for repeat visits
and purchases of Mediterranean dishes. Offer incentives such as discounts,
exclusive events, or complimentary items.
8. Collaborations with Local Markets
Collaborate with local farmers' markets or specialty food stores to
source fresh, local ingredients for Mediterranean dishes. Highlight these
partnerships in marketing materials to showcase the restaurant's commitment
to quality.
9. Interactive Website Features
Enhance the restaurant's website with interactive features, such as a
virtual tour of the Mediterranean, online ordering for takeout or delivery, and
a blog featuring recipes and cultural insights.
Consistency across these marketing communication actions, coupled
with a focus on authenticity and customer engagement, can help create a
compelling narrative for a restaurant specializing in Mediterranean cuisine.
Regularly assess the performance of these strategies and adjust them based on
customer feedback and market trends.
● Action Program
- Organize cooking Material and cleanliness and comfortable dining
space in taste.
● Store Person In charge
- Marketing Manager and Store Manager
● Time Frame
- Monthly Event Promo with scheduling route for Moving Van.
● Action/program
- Check social media engagement, website, online orders, and sales
audit.
● Person In charged
- Marketing team
● Time Frame
- Monthly and quarterly monitoring with data analysis and data
reporting
● Action program
- Listen to customer feedback, Customer surveys, and social media
interactions
● Person In Charge
- Marketing Manager
● Time frame
- Ongoing Feedback collection with analysis and action plan for
improvement
IX. Proposed Marketing Budget
1. Product Development: 70,000
- This includes the cost of researching and developing the various flavors and
ingredients of Al Satwa Shawarma
2. Market Research: 10,000
- Conducting target market research to understand our target audience and their
preferences, and identifying potential opportunities for growth
3. Advertising: 30,000
- Collaborating with agencies, local commercials, and social media
commercials in executing Marketing plans
4. Packaging and design: 10,000
- The product focuses on simplicity and sustainable environmental packaging
5. Trade show and Events: 30,000
- Participating in trade show events will help promote the product
6. Digital presence: 20,000
- Developing the website platform to enhance the experience of customers and
making it customer-friendly
7. Miscellaneous Expenses: 40,000
- Marketing Initiatives that may arise during the campaign serve as emergency
funds
8. Total Marketing Amount Proposed: P210,000
