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10-step marketing plan for Jollibee

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  • 1. 1 10 STEP Marketing Plan for JOLLIBEE www.deborahtaggueg.blogspot.com Deborah L. Taggueg June 2013
  • 2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. When appropriate, data are “masked” so as not to create unexpected conflicts. The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. Disclaimer www.deborahtaggueg.blogspot.com
  • 3. 1. Jollibee PTM are the Traditional Filipino Family 2. Who want to feel happy & spend quality time w/ their family 3. Can choose McDonald’s & KFC 4. Gap is indirect competitors serves larger quantity & has options for health conscious people 5. The market size is P 109 Billion. Jollibee’s share is P 71 Billion. Steps 1 to 5 Promoting family values to the Filipinos… www.deborahtaggueg.blogspot.com
  • 4. Steps 6 to 10 Filipino families are mindful of what is a normal price in the market. 6. Jollibee is a fast food chain known for its chickenjoy, yumburger, champ, & spaghetti. 7. Is priced 1% to 13% lower than Mcdonald’s and KFC 8. Uses TV, events & experiences, & sales promos 9. Is distributed nationwide and international 10. Uses supply & distribution leverage to win www.deborahtaggueg.blogspot.com
  • 5. 1. Jollibee primary target market (PTM) are the “Traditional Filipino Family”  Kids 3-12 years old, teens 13-24 years old, adults 28- 38 years old. Male or female, single or married, social class of C, D, or E.  Parents are working, kids are studying, family going out on weekends.  1-3x a week, and demand for affordable and quick meals, in a place where there’s a spirit of family and fun. www.deborahtaggueg.blogspot.com
  • 6. 2. PTM needs be with their family… 6 Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler I am happy when I spend quality time with my family I need to eat to survive www.deborahtaggueg.blogspot.com I want to be loved by my family
  • 7. 2. Traditional Filipino Family has needs, wants & demands Traditional Filipino Family needs food to survive, wants to be loved, gain self- esteem, and achieve self-actualization. Traditional Filipino Family prefers Jollibee over other quick service restaurants because of its well-loved brand, great taste, price, cleanliness, friendly and efficient customer service, and the appeal of the family values. www.deborahtaggueg.blogspot.com
  • 8. 2. Traditional Filipino Family has needs, wants & demands Traditional Filipino Family demands: Great tasting foods, quick meals, more variants, affordable, available in a place where their family can have fun together. www.deborahtaggueg.blogspot.com
  • 9. www.deborahtaggueg.blogspot.com Direct: 3. Jollibee has many formidable competitors
  • 10. www.deborahtaggueg.blogspot.com Indirect: Fine Dining Restaurants Home FoodsCarinderia Roasted chicken Kiosk Bakery 3. Jollibee has many formidable competitors
  • 11. www.deborahtaggueg.blogspot.com Variables: Price, taste, age, quick service, good customer service, food choices, location, availability, cleanliness, brand, and credibility of the company. 3. Jollibee has many formidable competitors
  • 12. 3. Jollibee enjoys the lion’s share of the local market that is more than all the other multinational brands combined… Price vs. Age Matrix www.deborahtaggueg.blogspot.com Price/ Age Matrix 3-12 yrs 13-24 yrs 28-38 yrs 50yrs up High price Low Price Burge r KingChicken McDo Yum burger & spag Chicke njoy Burger McDo Chicke njoy Yum burger & spag KFC Chix Chicken McDo Chick enjoy KFC Chix Chicken McDo Yum burge r & spag Yum burge r & spag Wendy 's Burger McDo Burger McDo Chick enjoy Burge r King Burge r King KFC Chix Chicke n McDo Wendy 's Burger McDo
  • 13. 3. Benefit positioning vs. Brand map for Jollibee and direct competitors www.deborahtaggueg.blogspot.com Functional Benefit Jollibee McDonald's KFC Burger King Wendy's Affordable prices Inexpensive Combo Meals Great tasting products Fast Service Friendly Crews Available seats Drive thru service Joy of eating Meal with toys Branches with play area Function room for party
  • 14. Marketing opportunity:  Largest fast food chain in the Philippines  Recognized and highly preferred brand in the Philippines  Pioneer in fast food industry  Ordering accessibility using mobile or internet (online)  Increasing demand for quick service meals  Improving lifestyle of Filipino families www.deborahtaggueg.blogspot.com 4. Gaps, Marketing Opportunity, & Unique Selling Proposition
  • 15. 4. Gaps, Marketing Opportunity, & Unique Selling Proposition NWDs not being addressed:  Smaller quantity compared to indirect competitors  Limited options for health conscious people (i.e. veggies) Selling Proposition:  The “langhap sarap” meals that appeal to its PTM  Superior taste at a reasonable price  The spirit of family and fun  Stores that are conveniently located www.deborahtaggueg.blogspot.com
  • 16. 5. Claimed market size  Jollibee has captured more than 65% share of the hamburger market in the Philippines Distribution extent http://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-burger-king http://www.jollibee.com.ph/investors  JFC reported Php 71B revenue end of 2012 www.deborahtaggueg.blogspot.com
  • 17. 5. Guesstimates Market Size  Sales revenue of Jollibee of 65% market share is Php 71 billion  Total market share is Php 109 billion (71B/.65) www.deborahtaggueg.blogspot.com
  • 18. 6. Jollibee Products www.deborahtaggueg.blogspot.com
  • 19. 6. Jollibee Products www.deborahtaggueg.blogspot.com
  • 20. 6. Jollibee Products
  • 21. 6. Jollibee’s Products vs. Direct Competitors www.deborahtaggueg.blogspot.com Jollibee McDonald’s KFC Burger King Wendy’s
  • 22. www.deborahtaggueg.blogspot.com The Best Fried Chicken! Crispylicious, Juicylicious! Jollibee's perfectly seasoned fried chicken that's crispy on the outside; tender and juicy on the inside. 1/3 pound hamburger patty made from 100% pure beef, garnished with the freshest vegetables and creamy slice of cheddar cheese served in a soft sesame bun. 6. Jollibee’s Product Description
  • 23. www.deborahtaggueg.blogspot.com Jollibee's sweet style spaghetti sauce-- now the tastiest and meatiest ever from Jollibee! With the chunkiest slices of savory ham and sausages, loaded with ground beef, served over premium quality noodles and topped with lots of cheese. Jollibee Spaghetti - the Spaghettiest! Premium bihon noodles served with a special palabok sauce and toppings of pork chicharon bits, sauteed pork, shrimps, and slices of egg. 6. Jollibee’s Product Description
  • 24. www.deborahtaggueg.blogspot.com Golden brown, flaky, slightly sweet crust with a pleasant blend of diced peaches and mango filling in thick sauce. Light to golden brown crispy potato strips, mealy to the bite and is lightly salted. Creamy soft serve topped with luxurious chocolate fudge 6. Jollibee’s Product Description
  • 25. www.deborahtaggueg.blogspot.com Pure beef patty served with our very own special burger dressing all in a soft bun. Mildly seasoned all-meat hotdog in a warm hotdog roll, garnished with tomato catsup. 100% pure beef patties that come with a hearty serving of our flavorful mushroom gravy and steamed rice. 6. Jollibee’s Product Description
  • 26. www.deborahtaggueg.blogspot.com A hearty cream of chicken soup with macaroni noodles, carrots, chicken chunks, bits of ham, and corn. Mildly seasoned all-meat hotdog in a warm hotdog roll, garnished with tomato catsup. A delicious combination of garlic rice, fried egg, and mildly seasoned longganisa. 6. Jollibee’s Product Description
  • 27. 7. Jollibee’s Prices compared to Major Competitors www.deborahtaggueg.blogspot.com Jollibee McDonald's KFC Chicken meal 79-130 79-143 75-175 Burger 28-107 29-125 29-115 Burger Meal 64-143 69-155 65-145 Spaghetti 46-50 45-50 47-50 Side Dishes 25-66 25-59 29-95 Prices in Php
  • 28. 7. Jollibee’s Prices compared to Major Competitors www.deborahtaggueg.blogspot.com Jollibee McDonald's KFC Chicken meal 100% 105% 113% Burger 100% 112% 106% Burger Meal 100% 108% 101% Spaghetti 100% 99% 101% Side Dishes 100% 94% 132% Difference in %
  • 29. 7. Jollibee’s Prices compared to Major Competitors www.deborahtaggueg.blogspot.com Jollibee Chicken meal 5% to 13% lower Burger 6% to 12% lower Burger Meal 1% to 8% lower Spaghetti 1% > Mcdo ; 1% < KFC Side Dishes 6% > McDo ; 32% < KFC Prices of Jollibee are relatively cheaper than major competitors when it comes to chicken and burger meals. Prices of spaghetti are almost the same among the three. However, the difference in side dishes are due to wide varieties and dissimilar items.
  • 30. Jollibee is a price taker that must accept the going market price determined by the forces of demand and supply. Their products are priced with the ‘going-rate’ or in line with the prices charged by direct competitors. Selling prices should be consistently in line with rivals so price should not be a competitive disadvantage. 7. Jollibee uses Competitor-based Pricing…. www.deborahtaggueg.blogspot.com
  • 31. Although Jollibee is a dominant market leader in the fast- food restaurant industry, customers in this market are faced with a wide choices of who to buy from and they will certainly be mindful of what is a reasonable or normal price in the market. Jollibee also uses non-price methods to compete by providing a distinct customer service, promoting Filipino culture, and other intangible factors that targeting the hearts of the people. 7. Jollibee uses Competitor-based Pricing…. www.deborahtaggueg.blogspot.com
  • 32. 8. Jollibee uses TV ads, Events & Experiences, Coupons, and Word of Mouth www.deborahtaggueg.blogspot.com 1 2 3 4
  • 33. 8. Jollibee Website www.deborahtaggueg.blogspot.com http://www.jollibee.com.ph/
  • 34. 8. Jollibee Facebook Page www.deborahtaggueg.blogspot.com https://www.facebook.com/JollibeePhilippines
  • 35. www.deborahtaggueg.blogspot.com 8. Jollibee Facebook Page https://www.facebook.com/pages/JOLLIBEE-KIDS-CLUB/136185276397511
  • 36. www.deborahtaggueg.blogspot.com 8. The Jollitown http://jollitown.com.ph/
  • 37. www.deborahtaggueg.blogspot.com 8. Jollibee TV Commercial http://www.youtube.com/watch?v=gGrYfQJfxhs
  • 38. www.deborahtaggueg.blogspot.com 8. Jollibee TV Commercial http://www.jollibee.com.ph/buzz-room http://www.youtube.c om/watch?v=jZ- ItnxUUj4 http://www.youtube.c om/watch?v=THDf3H zYj64
  • 39. www.deborahtaggueg.blogspot.com http://www.youtube.com/watch?v =nGlBuRN9rXo http://www.youtube.com/watch?v=1ztM SwiTS-0 8. Jollibee TV Commercial
  • 40. www.deborahtaggueg.blogspot.com 8. Jollibee’s Promos
  • 41. www.deborahtaggueg.blogspot.com 8. Jollibee’s Promos
  • 42. www.deborahtaggueg.blogspot.com 8. Jollibee’s Promos
  • 43. www.deborahtaggueg.blogspot.com 8. Jollibee’s Events & Experiences
  • 44. www.deborahtaggueg.blogspot.com 8. Jollibee’s Events & Experiences
  • 45. www.deborahtaggueg.blogspot.com 8. Jollibee’s Events & Experiences
  • 46. www.deborahtaggueg.blogspot.com 8. Jollibee’s Events & Experiences
  • 47. 8b. McDonald’s Website www.deborahtaggueg.blogspot.com http://www.mcdonalds.com.ph/
  • 48. www.deborahtaggueg.blogspot.com http://www.youtube.com/w atch?v=ljy-TcplGug http://www.youtube.com/watch ?v=qwin9XfSSQ8 http://www.youtube.com/watch ?v=rglHI1EobcM http://www.youtube.com/watch ?v=kUVl-UjkoG4 http://www.youtube.com/watch ?v=nYzIvweYHbI http://www.youtube.com/watch ?v=jE9hpMW0CdQ 8b. McDonald’s TV Commercial
  • 49. www.deborahtaggueg.blogspot.com 8b. McDonald’s Promos
  • 50. www.deborahtaggueg.blogspot.com 8b. McDonald’s Events
  • 51. www.deborahtaggueg.blogspot.com 8b. KFC Website http://www.kfc.com.ph/
  • 52. www.deborahtaggueg.blogspot.com 8b. KFC TV Commercial http://www.kfc.com.ph/tvc http://www.youtube.com /watch?v=yzNtdnK9ixk http://www.youtube.com/ watch?v=C0rWvi5v3QQ http://www.youtube.com/wat ch?v=1oAOfJ5F_iQ
  • 53. www.deborahtaggueg.blogspot.com 8b. KFC Promos & Events
  • 54. 8b. Jollibee’s adverts appeal to the hearts of people  Aside from promoting a family oriented work environment, Jollibee’s values also reflect on their advertising and marketing  Used the wave of nationalist pride to promote a Filipino brand  Focuses on "great taste and happiness" which includes "value for money, the happiest store experience, and the haven for kids.” www.deborahtaggueg.blogspot.com
  • 55.  Operating a nationwide network of more than 750 stores  Malls, stand-alone stores, food-courts, & kiosk  Nationwide and International  Dine in, Take out, & Drive thru  Delivery ordered via internet or phone calls  Cash and credit transaction 9. Jollibee has the widest store network in the Philippines www.deborahtaggueg.blogspot.com
  • 56. www.deborahtaggueg.blogspot.com 9. Jollibee has the widest store network in the Philippines
  • 57. 9. Jollibee is an emerging global player www.deborahtaggueg.blogspot.com  Establishing itself as a growing international QRS player with 80 stores outside the Philippines.  Filipinos always form a long lines to the store
  • 58. www.deborahtaggueg.blogspot.com 9. Jollibee is an emerging global player
  • 59. 10. Jollibee uses Supply and Distribution Leverage strategies Which of the 4 strategies are being used?  Low Cost Producer  Supply and Distribution Leverage  Differentiation  Niche www.deborahtaggueg.blogspot.com
  • 60. 10. Jollibee uses Supply and Distribution Leverage strategies  Supply and Distribution Leverage  Aside from great tasting products and creative marketing program, Jollibee’s growth is due to its quality systems – an efficient manufacturing and logistics facilities. www.deborahtaggueg.blogspot.com
  • 61. 62 SUMMARY www.deborahtaggueg.blogspot.com
  • 62. 1. Jollibee PTM are the Traditional Filipino Family 2. Who want to feel happy & spend quality time w/ their family 3. Can choose McDonald’s & KFC 4. Gap is indirect competitors serves larger quantity & has options for health conscious people 5. The market size is P 109 Billion. Jollibee’s share is P 71 Billion. Steps 1 to 5 Promoting family values to the Filipinos… www.deborahtaggueg.blogspot.com
  • 63. Steps 6 to 10 Filipino families are mindful of what is a normal price in the market. 6. Jollibee is a fast food chain known for its chickenjoy, yumburger, champ, & spaghetti. 7. Is priced 1% to 13% lower than Mcdonald’s and KFC 8. Uses TV, events & experiences, & sales promos 9. Is distributed nationwide and international 10. Uses supply & distribution leverage to win www.deborahtaggueg.blogspot.com
  • 64. 65 10 STEP Marketing Plan for JOLLIBEE www.deborahtaggueg.blogspot.com Deborah L. Taggueg June 2013

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