Mang Inasal Assignment in Makerting of Jasef Garcia

1. Determine the types of market segmentation that Mang Inasal is using. Explain your answer.

One of types of market segmentation that Mang Inasal uses is the Demographic Segmentation; it involves the division of an overall market into homogenous group based on variables such as age, gender, occupation, education and stage in the family life cycle. According to Research of Ianne Patrick P. Santiago about the Marketing plan for Mang Inasal Meals, one of the Target market of Mang Inasal are the teens that have big appetite who wants to fill their stomach with affordable meals, they are 15-26 years old, social class C and D, both Female and Male, Single Studying or working, has an active lifestyle seeking for affordable prices that provide unlimited rice and unlimited soup. He also mentioned that Mang Inasal is a Niche Market; it defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact.

Mang Inasal also uses Psychographic Segmentation; this Segmentation takes place via consumer lifestyle, personality, or social class. In Mang Inasal's case, they are focusing about the "Filipino style in dinning" that will capture the heart of every Filipino, with that they made the Pinoy stamp-grilling with charcoal, rice wrapped in banana leaves, a marinade concocted out of local spices and herbs, bamboo sticks for skewers, and the ambiance that encourages "kinamot' (the ilonggo term in eating with the hands) whenever Chicken Inasal is served. And most especially the unlimited rice, the reason of Mang Inasal's success. All these evoke a rush of nostalgia for tradition, culture, and most of all, Home.

Lastly, Mang Inasal uses Product-Related Segmentation, the method of identifying consumers by consumption or amount of product usage and benefit sought to others usually categorized psychographically or demographically. This Segmentation takes place according to benefits sought by the consumer or which the product/service can provide Mang Inasal is doing its share in alleviating the unemployment burden of the country. The presence of every Mang Inasal in a certain area provides not only employment but also opportunities to community members including suppliers of kalamansi, charcoal, banana leaves, vegetables, bamboo sticks, and other ingredients, as well as LGU's, trisikad (pedicab) drivers, and a host of other enterprises are benefited by the presence of Mang Inasal in their area. It also indirectly gives income - generating activities to many.

2. What lessons in Marketing can you learn from this video?

From its humble beginnings in December 2003 at the Robinson's Mall Carpark Iloilo, Mr. Edgar Sia II has certainly come a long way now that they have almost 300 branches and franchises. This