10 STEPMarketing Plan for Jollibee   Elainrose Faith B.        Esberto           July 2012                              1
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria’s  AGSB mar...
Outline1.   Primary Target Market of Jollibee2.   Maslow’s Hierarchy of Need3.   Competitors of Jollibee4.   Marketing Opp...
Primary Target Market Filipino Kids – Ages 3-10 years old ;  Teens - Ages 11-21 years old. Can be  Male / Female. Filipi...
Claimed Target Market ofJollibeeJollibee knows their target audience very well:the traditional family and allcommunication...
Maslow’s Hierarchy of Need         Eating in a Fast-food chain w/o          asking for money makes me                     ...
Need Wants and Demands    http://elainrose.blogspot.com   j
Direct and Indirect   Competitorshttp://elainrose.blogspot.com   j
VARIABLES CONSIDERED    http://elainrose.blogspot.com   j
Age Price Mix                                       as of 2011                        Price vs. Age Matrix    http://elain...
Benefit Positioning vs   Brand Matrix  http://elainrose.blogspot.com   j
Gaps, Marketing Opportunity,         Selling PropositionMarketing opportunity Pioneer in fast-food industry Increasing P...
Gaps, Marketing Opportunity,    Selling PropositionNWD not addressed: Having the “busog” factor. Does one  order suffice ...
Claimed Market Size   Jollibee was able to capture 65% of the market    share in hamburger market in the Philippines.    ...
Guesstimate Market Size                               based on store count                                As of Dec. 2011 ...
Guesstimate Market Size   Total sales of JFC claiming 65% market    share is Php 62 billion.   The total market share is...
Jollibee Daily Production   The chicken marination line can produce    as many as 150,000 pieces a day   480,000 hamburg...
Product Category     http://elainrose.blogspot.com   j
Product Category     http://elainrose.blogspot.com   j
Products - Jollibee    http://elainrose.blogspot.com   j
Products - Jollibee     http://elainrose.blogspot.com   j
Products - Jollibee     http://elainrose.blogspot.com   j
Products - Jollibee     http://elainrose.blogspot.com   j
Products – McDonald’s     http://elainrose.blogspot.com   j
Products – McDonald’s     http://elainrose.blogspot.com   j
Products – McDonald’s     http://elainrose.blogspot.com   j
Price Difference amongMajor Competitors     http://elainrose.blogspot.com   j
Pricing Strategy Analysis   Relatively, the solo products of McDonald’s    are relatively cheaper by Php2-5 pesos.   The...
Jollibee Promotion     http://elainrose.blogspot.com   j
Jollibee Website     http://www.jollibee.com.ph/     http://elainrose.blogspot.com   j
Jollibee TV Promotion     http://elainrose.blogspot.com   j
Jollibee Commercialhttp://www.youtube.com/watch?v=vdID-   http://www.youtube.com/watch?v=fJ-AE8OSDN4        uSEFE4&feature...
Jollibee Commercialhttp://www.youtube.com/watch?     http://www.youtube.com/watch?        v=gGrYfQJfxhs                   ...
Jollibee TV Series -Jollitown     http://elainrose.blogspot.com   j
Jollibee – Social Media     http://elainrose.blogspot.com   j
Jollibee Contest Promo     http://elainrose.blogspot.com   j
Jollibee EventsJollibee Maaga ang Pasko Bash        Jollitown Live Musical                   http://elainrose.blogspot.com...
Jollibee Events                                       Jollibee’s                                     Foundation –         ...
Jollibee Events     http://elainrose.blogspot.com   j
Jollibee’s PromotionStrategy   Family is a key component for Jollibee’s    promotion.   They just simply doesn’t want to...
McDonald’s Website    http://www.mcdonalds.com.ph/     http://elainrose.blogspot.com   j
McDonald’s Commercialhttp://www.mcdonalds.com.ph/video/fetch/7/51   http://www.mcdonalds.com.ph/video/fetch/7/42          ...
McDonald’s Commercial     http://elainrose.blogspot.com   j
McDonald’s OtherPromotion     http://elainrose.blogspot.com   j
McDonald’s promotion    analysis   Based on the promotion of McDonalds,    focuses on empowerment of young adults    to e...
Place - JollibeeON-LINE DELIVERY             Drive - Thru        http://elainrose.blogspot.com       j
Place - Jollibee   Accessibility – Nationwide Stores      http://elainrose.blogspot.com    j
Generic Winning Strategy       Low Cost Producer       Supply and Distribution Leverage       Differentiation       Ni...
Summary of Jollibee’s 10  step Marketing Plan                       49
Jollibee’s Key Marketing       Steps of their Success   PTM - Filipino Families esp. Kids (Class C,D,)E   NWD – Quality ...
Jollibee’s Key Marketing      Steps of their Success   Product – burgers, chicken, pies, sandwiches,    breakfast meal & ...
Sources   http://www.indexmundi.com/philippines/demographics_profile.html   http://lasanthaw.hubpages.com/hub/Jollibee-a...
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10 steps marketing plan Jollibee Philippines

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10 steps marketing plan Jollibee Philippines

  1. 1. 10 STEPMarketing Plan for Jollibee Elainrose Faith B. Esberto July 2012 1
  2. 2. DisclaimerThis 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. http://elainrose.blogspot.com j
  3. 3. Outline1. Primary Target Market of Jollibee2. Maslow’s Hierarchy of Need3. Competitors of Jollibee4. Marketing Opportunity5. Quantifying the Market6-9. 4P’s of Jollibee10. Winning Strategy http://elainrose.blogspot.com j
  4. 4. Primary Target Market Filipino Kids – Ages 3-10 years old ; Teens - Ages 11-21 years old. Can be Male / Female. Filipino Families – even the Senior Citizen. Social classes C, D and E Looking for budget-friendly or Quick meals. http://elainrose.blogspot.com j
  5. 5. Claimed Target Market ofJollibeeJollibee knows their target audience very well:the traditional family and allcommunication materials focus on theimportance of family values, making Jollibeethe number one family fast food chain in thePhilippines. http://elainrose.blogspot.com j
  6. 6. Maslow’s Hierarchy of Need Eating in a Fast-food chain w/o asking for money makes me happy Eating in Jollibee with my friends and family without makes me feel loved & accepted.I need to eat to satisfy myhunger & for me to survive. Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 http://elainrose.blogspot.com j
  7. 7. Need Wants and Demands http://elainrose.blogspot.com j
  8. 8. Direct and Indirect Competitorshttp://elainrose.blogspot.com j
  9. 9. VARIABLES CONSIDERED http://elainrose.blogspot.com j
  10. 10. Age Price Mix as of 2011 Price vs. Age Matrix http://elainrose.blogspot.com j
  11. 11. Benefit Positioning vs Brand Matrix http://elainrose.blogspot.com j
  12. 12. Gaps, Marketing Opportunity, Selling PropositionMarketing opportunity Pioneer in fast-food industry Increasing Population in the Philippines Increasing number of working mothers that need to give food their children given the time that they have. Increasing number of single parent household Raising demand in fast food market http://elainrose.blogspot.com j
  13. 13. Gaps, Marketing Opportunity, Selling PropositionNWD not addressed: Having the “busog” factor. Does one order suffice to satisfy the hunger? The size compared to indirect competitors.Unique selling proposition – The Filipino Taste that appeals to its PTM. http://elainrose.blogspot.com j
  14. 14. Claimed Market Size Jollibee was able to capture 65% of the market share in hamburger market in the Philippines. http://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-burger-king The JFC reported Php 62billion by end of 2011 Based on the Annual Report of JFC, Jollibee earned Php50bln Revenue on 2011. http://elainrose.blogspot.com j
  15. 15. Guesstimate Market Size based on store count As of Dec. 2011 Store Count for the Direct Competitors and Jollibee SOURCES: http://archives.manilatimes.net/national/200Market Share based on 8/feb/14/yehey/business/20080214bus12.ht mlStore Count Nationwide http://lasanthaw.hubpages.com/hub/Jollibee- and-McDonalds-Filipino-burger-king http://elainrose.blogspot.com j
  16. 16. Guesstimate Market Size Total sales of JFC claiming 65% market share is Php 62 billion. The total market share is Php 95 billion (62 billion /0.65) http://elainrose.blogspot.com j
  17. 17. Jollibee Daily Production The chicken marination line can produce as many as 150,000 pieces a day 480,000 hamburger patties a day is turned out by the frozen patty line. The pie line can produce as much as 157,000 pocket pies in a 20-hour operating day. http://www.jollibee.com.ph/about-us http://elainrose.blogspot.com j
  18. 18. Product Category http://elainrose.blogspot.com j
  19. 19. Product Category http://elainrose.blogspot.com j
  20. 20. Products - Jollibee http://elainrose.blogspot.com j
  21. 21. Products - Jollibee http://elainrose.blogspot.com j
  22. 22. Products - Jollibee http://elainrose.blogspot.com j
  23. 23. Products - Jollibee http://elainrose.blogspot.com j
  24. 24. Products – McDonald’s http://elainrose.blogspot.com j
  25. 25. Products – McDonald’s http://elainrose.blogspot.com j
  26. 26. Products – McDonald’s http://elainrose.blogspot.com j
  27. 27. Price Difference amongMajor Competitors http://elainrose.blogspot.com j
  28. 28. Pricing Strategy Analysis Relatively, the solo products of McDonald’s are relatively cheaper by Php2-5 pesos. The combo meals of Jollibee are cheaper by 10% compared to McDonalds. As for the Chicken, though the price of Jollibee is cheaper the McDo but their Chicken size is bigger. http://elainrose.blogspot.com j
  29. 29. Jollibee Promotion http://elainrose.blogspot.com j
  30. 30. Jollibee Website http://www.jollibee.com.ph/ http://elainrose.blogspot.com j
  31. 31. Jollibee TV Promotion http://elainrose.blogspot.com j
  32. 32. Jollibee Commercialhttp://www.youtube.com/watch?v=vdID- http://www.youtube.com/watch?v=fJ-AE8OSDN4 uSEFE4&feature=related http://elainrose.blogspot.com j
  33. 33. Jollibee Commercialhttp://www.youtube.com/watch? http://www.youtube.com/watch? v=gGrYfQJfxhs v=Uo2tQP2MrFg http://elainrose.blogspot.com j
  34. 34. Jollibee TV Series -Jollitown http://elainrose.blogspot.com j
  35. 35. Jollibee – Social Media http://elainrose.blogspot.com j
  36. 36. Jollibee Contest Promo http://elainrose.blogspot.com j
  37. 37. Jollibee EventsJollibee Maaga ang Pasko Bash Jollitown Live Musical http://elainrose.blogspot.com j
  38. 38. Jollibee Events Jollibee’s Foundation – Feeding Program Supporting Farmer’s Entrepreneurship Program http://elainrose.blogspot.com j
  39. 39. Jollibee Events http://elainrose.blogspot.com j
  40. 40. Jollibee’s PromotionStrategy Family is a key component for Jollibee’s promotion. They just simply doesn’t want to cater food and service but they wanted to be part of your family. It’s quality customer service of being family oriented is one of their key success instruments. http://elainrose.blogspot.com j
  41. 41. McDonald’s Website http://www.mcdonalds.com.ph/ http://elainrose.blogspot.com j
  42. 42. McDonald’s Commercialhttp://www.mcdonalds.com.ph/video/fetch/7/51 http://www.mcdonalds.com.ph/video/fetch/7/42 http://elainrose.blogspot.com j
  43. 43. McDonald’s Commercial http://elainrose.blogspot.com j
  44. 44. McDonald’s OtherPromotion http://elainrose.blogspot.com j
  45. 45. McDonald’s promotion analysis Based on the promotion of McDonalds, focuses on empowerment of young adults to enjoy life by means of eating McDo products. http://elainrose.blogspot.com j
  46. 46. Place - JollibeeON-LINE DELIVERY Drive - Thru http://elainrose.blogspot.com j
  47. 47. Place - Jollibee Accessibility – Nationwide Stores http://elainrose.blogspot.com j
  48. 48. Generic Winning Strategy  Low Cost Producer  Supply and Distribution Leverage  Differentiation  Niche•Jollibee concentrates on serving the unique tastes ofFilipino consumers whereas McDonald’s exportslargely standardized fare to consumers around theworld.• It will continuously think of product innovation togive different food variances to its customers. http://elainrose.blogspot.com j
  49. 49. Summary of Jollibee’s 10 step Marketing Plan 49
  50. 50. Jollibee’s Key Marketing Steps of their Success PTM - Filipino Families esp. Kids (Class C,D,)E NWD – Quality and budget-friendly food that they can eat together with their loved-ones Competitors – McDonalds, KFC, Burger King & Wendy’s Gap – Pioneer in fast-food industry; Rising demand for fast-food Chain Market – The market is big as there are a lot of direct and indirect competitors. http://elainrose.blogspot.com j
  51. 51. Jollibee’s Key Marketing Steps of their Success Product – burgers, chicken, pies, sandwiches, breakfast meal & desserts. Price – relatively affordable from Php 25-150. Promo – focuses on advertising, TV ads, events & experiences. Place – they have 752 stores nationwide, offer delivery and on-line ordering. Generic Winning Strategy of Mix – Differentiation. Taste of Filipino  http://elainrose.blogspot.com j
  52. 52. Sources http://www.indexmundi.com/philippines/demographics_profile.html http://lasanthaw.hubpages.com/hub/Jollibee-and-McDonalds-Filipino-burger-king http://www.jollibee.com.ph/about-us http://burgerkingph.multiply.com/ http://www.kfc.com.ph/careers http://www.mcdonalds.com.ph/ http://www.affordablecebu.com/load/business/jollibee_reports_p3_25_billion_net_in http://elainrose.blogspot.com j
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