STRATEGIES ON BRAND MANAGEMENT IN

MCKING SIZZLING CHICKEN IN DE JESUS

NOVALICHES QUEZON CITY TOWRDS
DEVELOPING BRAND RECOGNITION
PRESENTER’S NAME
Custodio Angela A.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 INTRODUCTION
The study focuses on Mcking’s Sizzling Chicken, a
family business located in De Jesus compound,
Novaliches Quezon City, offering various sizzling
dishes, wings, silog, fries, drinks, and desserts. They
opened during the pandemic and offered free meals
to promote their band. The business is facing
challenges in brand management due to fewer clients
and competitors. The study aims to provide
recommendations to Mcking’s to develop brand
recognition and improve their business strategy.
Mcking’s is planning to open a branch in Batasan,
Quezon City and is currently offering delivery through
partnership with Lalamove.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 METHODS
Research Design
This study utilized a quantitative research approach of design was used for this
investigation. Quantitative research is the act of gathering and interpreting numerical
data, claims Pritha Bhandari (2020). It can be used to identify trends and averages,
formulate hypotheses, examine causality, and extrapolate findings to larger
populations by asking questions on how respondents rate brand management
techniques in terms of the quality of the products, services, brand, and brand strategy.
The researchers were able to gain insight into the participants opinions, experiences,
and perceptions.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 METHODS
• Purposive Sampling this study utilized purposive sampling technique.
According to Sibona et.al purposive sampling (which allows researchers
to find respondents who participate in a topic of interest), the ability to
reach respondents quickly to investigate ephemeral events, and
advantages in replicating subject populations in recruitment.
Intentionally the sample was utilized to contact the third-one (31)
respondents, including the owner and thirty (30) customers.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
RESULTS
• Table 1 Indicates the frequency and
percentage of the demographic profile of
the respondents in terms of; Age, Gender,
and Employment Status in Mcking’s
Sizzling Chicken. This tables shows that
there are 18 customers have age of 21 to
30 years old or sixty percent (60%) of as
the 1st rank and 9 customers have age of
31 to 40 years old or thirty percent (30%)
as the 2nd rank and 3 customers have age
of 41 to 50 years old or ten percent (10%)
as the 3rd rank and the customers had 51 to
60 years old above or four point five (4.5%)
are the last rank in Mcking’s Sizzling
Chicken. Age of 21 to 30, years old has a
majority number of respondents in
demographic profile of the respondents.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 RESULTS
• Table 2 shows the frequency and
percentage of the demographic
profile of the respondents in
terms of Gender, male has the
most percentage and it is the
majority percentage of sixty-
seven (67%) as the 1st rank in
terms of gender, while female got
thirty-three (33%) as the 2nd rank
of the demographic profile of the
respondents.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 RESULTS
• Table 3 indicate the frequency and
percentage of the employment
status of the respondents in terms
of employed, employed has the most
percentage and it is the majority
percentage of thirty-three (33%) as
the 1st rank, in terms of student got
thirty (30%) as the 2nd rank, self-
employed got twenty (20%) as the
3rd rank, while retired gotten (10%)
as the 4th rank and lastly
unemployed got six point seven
(6.7%) as the 5th rank.
.
5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL
23 to 27 May 2023 | Bestlink College of the Philippines
 RESULTS
• Table 4 shows the quality of the
products in Mckings weighted mean.
Provide a good quality of the products
and, unique products in their menu
got three points fifty-six (3.56) and
rank 1st as very satisfactory, the
product meets your expectations got
3.53 and rank 3rd as very satisfactory,
good quality of the ingredients got
3.46 and rank 4th as satisfactory, savor
and freshly served product in every
order they got 3.33 and rank 5th as
satisfactory.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 RESULTS
• Table 5 shows the staffs are well-
trained to serve customers got 3.43
and rank 1st as Very satisfactory,
exact time of service delivery got 3.4
and rank 2nd as satisfactory, staffs
converse with clarity got 3.33 and
rank 3rd as satisfactory, products
was prepared and served correctly
got 3.3 and rank 4th as satisfactory,
providing services as the promised
time got 3.23 and rank 5th as
satisfactory interpretation.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 RESULTS
• Table 6 shows the brand
distinguish itself from competitors
brand got three point 3.43and
rank 1st as very satisfactory, the
brand logo helps to easily identify
the products they offer got 3.36
rank 2nd as satisfactory, the
quality of the product help to keep
customers loyalty got 3.33 rank 3rd
as satisfactory, the brand name is
interesting got 3.33 and rank 4th as
satisfactory and the brand and
image affects your buying decision
got 3.33 and rank 5th as
satisfactory interpretation.
5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL
23 to 27 May 2023 | Bestlink College of the Philippines
RESULTS
• Table 7 shows customer service is
top of priority in both physical store
and online platforms and
continuously developing a new
product to offer got 3.46 and rank
1st, the budget friendly meal is cost-
effective got 3.4 and rank 3rd, while
product presentation in both
physical and store and online
platform and creativeness in social
media posting to attract the target
market got 3.33 and rank 4th.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 DISCUSSIONS
Products. The quality of the products in Mckings weighted mean. Provide a good quality of the
products 3.43 rank 1st as very satisfactory, good quality of the ingredients got 3.36 rank 2nd as
satisfactory, savor and freshly served product in every order they got 3.16 as satisfactory.
Services. Staffs are well-trained to serve customers got 3.4 rank 1st as Very satisfactory, staffs
converse with clarity got 3.26 rank 2nd as satisfactory, products were prepared and served
correctly got 3.26 rank 3rd as satisfactory.
Brand. And the brand distinguish itself from competitors brand 3.4 rank 1st as very satisfactory,
the brand logo helps to easily identify the products they offer got 3.33 rank 2nd as satisfactory,
the brand name is interesting got 3.2 rank 3rd as satisfactory.
Brand strategies. Creativeness in social media posting to attract the target market got 3.3 and
rank 1st as satisfactory, the budget friendly meal is cost-effective got 3.26 and rank 2nd as
satisfactory, customer service is top of priority in both physical store and online platforms got
3.2 and rank 3rd as satisfactory.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 DISCUSSIONS
• The results of the survey show that two of the biggest concerns for
customers are the lack of parking space and limited dine-in space
restaurant management could consider implementing a reservation
system or increasing their outdoor seating capacity to mitigate these
issues. Customers had was the quality of the food, particularly gristly
meat. This suggests that the restaurant management should focus on
improving their meat selection and cooking methods to meet their
customers' expectations.

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
 ACTION PLAN

Base on the findings, what are the action plan that the researchers can provide to
enhance the brand recognition of Mcking’s?

5th SIMP - AAG - BCP MULTIDISCIPLINARY RESEARCH FESTIVAL

23 to 27 May 2023 | Bestlink College of the Philippines
5th SIMP - AAG – BCP MULTIDISCIPLINARY RESEARCH FESTIVAL
23 to 27 May 2023 | Bestlink College of the Philippines