"POV: recess na, gutom ka na, may ₱25 ka lang. 🐣🔥 Tara, Pastil! Fresh, mainit, at busog-sarap. 📍Sa stall namin sa MNHS."
Brand Identity
Who we are, how we look, and how we sound.
Brand Name & Meaning
Hot Chicks Chicken Pastil is a playful name: "Hot" means served fresh and hot (with a spicy option), and "Chicks" is a fun twist on chicken. Together it gives a young, cheerful, and memorable brand that stands out among plain pastil sellers.
Logo
A round badge with a little chick, a banana leaf, and a flame — instantly telling customers this is chicken pastil, wrapped in leaf, served hot.
Brand Colors
Leaf Green#1C3D2A
trust · natural
trust · natural
Rice Cream#FBF6EA
clean · fresh
clean · fresh
Toasted Gold#E8A13A
warm · tasty
warm · tasty
Chili Red#D94F2B
hot · energy
hot · energy
Tagline & Slogans
- Main tagline: "Hot, hearty pastil — wrapped fresh in banana leaf."
- Campaign slogan: "Tara, Pastil!" (Let's go, pastil!)
- Value line: "Sulit sa sarap, sulit sa presyo."
Brand Personality & Voice
Friendly, youthful, and proudly local. We speak in warm, cheerful Taglish — like a kabarkada offering you a good, affordable meal. Honest, never boastful; fun, never messy.
Target Market & Personas
Exactly who we are selling to.
Market Segmentation
- Geographic: Marinduque National High School and the Boac town center.
- Demographic: ages 12–45, students and workers, daily food budget ₱30–₱60.
- Psychographic: practical, value-seeking, always on the go.
- Behavioral: buy meals often during recess, lunch, and dismissal; love sulit deals and quick service.
Customer Personas
🎒Student SamGrade 10 · 15 y/o
Has a ₱50 daily allowance and gets hungry by recess. Wants a filling meal that leaves money for load.
Needs: cheap · filling · fast
👩🏫Teacher TinaTeacher · 34 y/o
Busy with classes and no time to cook. Wants a tasty, ready lunch she can grab between periods.
Needs: convenient · tasty · clean
🛺Kuya WillieTricycle driver · 40 y/o
Works near the town center and eats on the go. Wants a budget meal that keeps him full for hours.
Needs: affordable · hearty · portable
Marketing Objectives
Clear, measurable goals (SMART) for the first year.
- Awareness: reach 1,000 Facebook followers within 6 months.
- Sales: hit an average of 60 pieces sold per day within the first 3 months.
- Launch: sell 500 pieces during launch week.
- Loyalty: reach 30% repeat customers through the loyalty card by end of Year 1.
- Engagement: average 50+ reactions/comments per post on social media.
Marketing Mix — The 7Ps
The full mix for a food-service business.
Product WHAT
Freshly-made chicken pastil in banana leaf, with Classic, Spicy, and Pastil+Egg options. Strong, friendly branding.
Price HOW MUCH
₱25 base (cost-plus & competitive). Bundles, student promos, and a loyalty card.
Place WHERE
School stall at peak times, plus Facebook pre-orders and delivery within Boac.
Promotion HOW WE TELL
Social media reels, tarpaulin & flyers, word-of-mouth, taste tests, and loyalty rewards.
People WHO
Friendly, well-groomed staff trained in service and food safety — the face of the brand.
Process HOW IT WORKS
Order → serve within seconds from ready stock → pay → loyalty stamp. Pre-orders skip the line.
Physical Evidence WHAT THEY SEE
Clean stall, branded banner & packaging, neat uniforms, and the appetizing banana-leaf wrap.
Positioning & Competitive Advantage
The space we own in the customer's mind.
Positioning Statement
For students and workers in Boac who want a filling meal on a tight budget, Hot Chicks Chicken Pastil is the local ready-to-eat pastil brand that serves a bigger, tastier chicken pastil at ₱25 — because everyone deserves a meal that's sulit sa sarap at presyo.
Our Competitive Advantages
- Bigger serving for the same price as competitors.
- Consistent taste from a standard recipe, cooked fresh daily.
- Right where customers are — inside the school and near the town center.
- Memorable, friendly branding that plain vendors don't have.
Promotional Campaign — "Tara, Pastil!"
The launch campaign that introduces the brand.
Theme: "Tara, Pastil!" — a fun invitation to try an affordable, satisfying meal. Goal: build awareness fast and turn first-timers into regulars. Duration: a 1-week launch plus a 1-month follow-through.
Days 1–3 · TeaserPre-launch buzz
Countdown posts, sneak peeks of the wrapping and cooking, and a "guess the price" game to grow the Facebook page before opening.
Day 4 · Launch DayGrand opening
Buy 1, Take 1 for the first 50 customers, free taste tests, and a tarpaulin at the stall. Encourage check-ins and photos.
Days 5–7 · Launch WeekLoyalty kick-off
Give out loyalty cards ("Buy 10, get 1 free"), post customer photos, and run a "tag 2 friends" giveaway.
Weeks 2–4 · Follow-throughKeep the momentum
Weekly promos (Spicy Fridays, student bundle deals), reels of happy customers, and pre-order reminders.
Social Media Content Plan
What we post and how often (Facebook & TikTok, 3–4× a week).
SarapAppetizing photos & reels of the food and wrapping.
SulitPromos, bundles, and price call-outs.
KwentoBehind the scenes & the student-entrepreneur story.
SalamatCustomer features, reviews, and thank-you posts.
Sample Posts
"Bundle alert! 🍱 5 Chicken Pastil = ₱115 lang. Perfect pang-barkada o pang-pamilya. Pre-order na para hindi ma-late! 💬"
Marketing Calendar
Key activities across the first year.
| Quarter | Focus | Main Activities |
|---|---|---|
| Q1 | Launch & awareness | "Tara, Pastil!" launch, tarpaulin, loyalty cards, first giveaways. |
| Q2 | Retention | Loyalty push, Spicy Fridays, customer feature posts, small feedback survey. |
| Q3 | Growth | New item (Pastil + Egg promo), tie-up with school events, referral deals. |
| Q4 | Peak season | Christmas bundles, "thank you" promo, plan for a second selling point. |
Marketing Budget
Estimated yearly spend — kept lean and high-impact.
| Item | Cost (₱) |
|---|---|
| Tarpaulin & signage | 1,500 |
| Flyers & loyalty cards (printing) | 2,000 |
| Social media boost (₱300 × 12) | 3,600 |
| Launch giveaways & taste tests | 2,400 |
| Promo discounts (allowance) | 2,500 |
| Total marketing budget | 12,000 |
Success Metrics (KPIs)
How we know the marketing is working.
60/dayAverage pieces sold
1,000Facebook followers (6 mo.)
30%Repeat customers
50+Reactions per post
These numbers are tracked in a simple weekly log (sales notebook + Facebook Insights). If a target is missed, we adjust the promo, price, or content — marketing is a cycle of plan → do → check → improve.