2. 7Ps Jollibee Chicken Joy
Potential In the last 25 years, Chickenjoy has evolved from just a plain chicken
(Total product to a strong and well-loved brand in the QSR (quick service
Market) restaurant) industry. It reached the level of having an established
emotional affinity among Filipinos given its constancy as a functional
product and the heritage that it continuously imparts in every household.
Primary Moms and dads with kids (0-12 years old), across socio-eco classes,
Target chicken eaters
Market
Positioning A uniquely delicious total sensory experience enjoyed by the whole
family:
Crispylicious, juicylicious, amoy delicious and gravylicious.
Satisfies not only your family’s craving for a delicious chicken meal but
also your family’s needs for bonding moments.
Product Best tasting chicken: Jollibee Chickenjoy
Price value-for-money price (2006):
1-pc Chickenjoy or Spicy Chickenjoy with rice & gravy: P56.00; delivery:
P61.60
2-pc Chickenjoy or Spicy Chickenjoy with rice & gravy: P99.00; delivery:
P108.90
Place All Jollibee stores nationwide- Dine-in, take-out counters and delivery