Last October 25, the Benz Hamburger expanded again its first branch located at Francisco Homes, City of San Jose del Monte with its own selling product-the Benz Pizza. It changed its name to Benz Hamburger and Pizza. Today, Benz Hamburger has continuing to thrive with strategic innovations; Benz Hamburger and Pizza went through an image makeover to match its business success to its logo and food stall design. Definitely, at 9 years and keeps onwards, Benz Hamburger and Pizza will serve characteristically delicious, high quality hamburger and pizza.
2. PRODUCT LINES: Primarily, the company sells wide variety of hamburgers: * Ham Sandwich * Ham with Egg * Hamburger with Egg * Ham with Egg and cheese * Hamburger with Egg and Cheese Also different flavors of Pizza: * * Supreme Benz * Finest Benz * Meaty * Vegetable Fiesta * Bacon and Beef * Pepperoni Fiesta * Beef Overload * Hawaiian * Ham and Cheese * Mushroom and Garlic Extra toppings: Meat, pepperoni, ham, bacon, beef, vegetable, pineapple, mushroom, black olive, bell pepper, onion and garlic. 3. Marketing Situation: 3. 1. Product.
All of these products are available at many places, but Benz Hamburger and Pizza offers a different taste and ensures that the customer will not only satisfy in its taste but also in nutrition content of it. Competitor 1: Angels Hamburger only offers hamburger and sandwich products with limited palaman specifically coleslaw and patty with ketchup. But in Benz Hamburger and Pizza, customers have more choices particularly cucumber, patty, coleslaw with ketchup or hot sauce (optional). Competitor 2: FCJ Pizza only offers large variety of pizza products.
The available extra-toppings in their pizzas are cheese, ham, onion, bell pepper, pineapple. Unlike in Benz Hamburger and Pizza, they have meat, pepperoni, ham, bacon, beef, vegetable, pineapple, mushroom, black olive, bell pepper, onion and garlic that the customers can choose from. 3. 2. Place Benz Hamburger and Pizza has its new branch located at Francisco Homes near public and private schools namely Francisco Homes Elementary School, La Concepcion College and First City Providential College. This location is perfect to encourage its primary target market.
Competitors: Angels Hamburger is just one-block away to Benz Hamburger and Pizza while FCJ Pizza is 200 meters away. 3. 3 Price Benz Hamburger and Pizza pricing policy includes: ¢ Affordable priced for customers ¢ Competitively priced against competition for the quality 3. 4 Promotion Benz Hamburger and Pizza is a new business so there are no existing marketing activities in place. There is no brand awareness. The owner and his family have developed a logo, tarpaulins and posters ready to promote the business but it seemed to be ineffective.
A Facebook fan page is underway. Angels hamburger is a wide franchise business which has the capacity to advertise in local or provincial magazines and city publications with some success but this is an expensive option. Benz Hamburger and Pizza cant afford this avenue yet and isnt sure of the returns anyway. FCJ Pizza is also a franchise business, not well-established in City of San Jose del Monte but relatively in Visayas region which particularly has lot of promotions. 3. 5 People Benz Hamburger and Pizza had collected a team of dedicated and qualified staff.
The proprietors have experience in the industry but need training or experience in managing staff. They are providing training for all staff into the preferred service technique and style for the business. The priority areas for staff training will be: * proper food handling and safety * using new machinery: outputs, operation, efficiency * marketing skills * selling * communication skills * customer service * estimating and pricing * personal hygiene and sanitation The staff also had undergone one day training as long as they already know the basics. 3. 6. Processes.
Benz Hamburger and Pizza currently doesnt have many written procedures. However, they have written a set of guidelines for all staff outlining expected behaviors such as cleaning the kitchen, the utensils and dining area at the end of each day, being helpful and courteous to customers and being punctual. 3. 7 Physical Evidence Benz Hamburger and Pizza staff has no work shirts so far. Initially, Benz Hamburger and Pizza has no plans for vehicles or vans for deliveries. 3. 8 Market Overview Benz Hamburger and Pizza have been using some promotions like tarpaulins and posters.
It promotes affordable Buy One, Take One which is in fact, less than the price of Angels Hamburger promo and actually, mostly chooses by the students. The FCJ Pizza promotion Buy 5-solo pizza, free RC Mega (800 ml) was not successful at all. Competitors: Benz Hamburger and Pizza has no delivery services dissimilar FCJ Pizza and Angels Hamburger which deliver in large quantities. The FCJ Pizza has an email address for their delivery and other services. The primary consumers of hamburgers and pizzas in the area are children, teens and young adults, 5-25 years old.
4. SWOT Analysis Strengths * 24 hours service * Teamwork * Stocks are sufficient * Affordable regular hamburger with 2 choices of stuffing specifically coleslaw, cucumber and sauces. * Organize and good communicating skills of employees towards the customers. * Effective promotions Weaknesses * No outstanding or recognizable business logo * Unremarkable hamburger and pizza packaging * Lack of delivery services Opportunities * Rapidly growing sales due to a preference by its target market towards the good quality of the product than it competitors.
* poor reputation of many existing food stall businesses * Plans for a remarkable packaging * Availability of delivery services for large quantities * Potential for future expansion of the business into other areas and/or franchising Threats * The biggest entrant of Benz Hamburger and Pizza is Angels hamburger that has countless franchise stores nationwide and we can say already set an image in the market. * The FCJ Pizza is not a big threat for the business because its too far and it has narrow product lines.
* Increased interest of customers in existence of new fast-food businesses at Starmall San Jose del Monte which is 10 minutes away in the area. * Increasing cost of materials and equipments. Benz Hamburger and Pizza (Francisco Homes branch) Creative Brief Why are we advertising? Benz Hamburger and Pizza has been dominating the market because of its good food service, quality and taste of its products. The proprietors wanted to make the customers loyal and to choose their hamburgers and pizza as a nutritious baon. Whom are we talking to?
Think of the typical Filipino mother trying to prepare a nutritious baon for her children on a tight budget. Benz Hamburger and Pizza is a godsend to them with its amazing deals. However, existence of many food stalls and sari-sari stores makes them to have many choices. They either go straight or buy when a product is affordable, something new to make life just a bit easier. The food stall is located near the elementary schools. Its primary target would be the mothers who usually have purchasing decisions and regularly buy baon. The secondary target would be the children ages 5-12 years old.
What do they currently think of the product? People think its hamburger is just the same as Angels Hamburger offers. The pizza which is now the new product is actually seemed to be less appreciated and customers usually consider the cost. What would we like them to think? Revolutionize the perception of customers in Benz Hamburger and Pizzas products and consider it remarkable. What is the single most persuasive idea wed like to convey? Its not what they expected. Why they should believe it? Its hamburger and pizza is not mundane. Theres a surprise in its taste.