Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Jolibee Marketing Plan


Published on

  • Can i download this? :'( I need it badly :'(
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello. May you please allow me to download this? I just need it badly. Thank you. :)
    Are you sure you want to  Yes  No
    Your message goes here
  • can you please allow me to download this presentation? I am making a marketing planning for jollibee in London. thank you very much
    Are you sure you want to  Yes  No
    Your message goes here
  • pls allow me donload this i really need to may report ps
    Are you sure you want to  Yes  No
    Your message goes here
  • hello!...
    can u please allow me to download this presentation?..i really need it badly...
    i have a report at my masteral can u please help me...
    Are you sure you want to  Yes  No
    Your message goes here

Jolibee Marketing Plan

  1. 1. Marketing PlanBarcelona, Spain<br />Group Member:<br />Rosa Lee Gary LoHolly Ng Shirley Zou<br />
  2. 2. Situational Analysis <br />Situational Analysis<br />Target Market<br />Mission Statement<br />Unique Selling Point<br />Corporate Objectives<br />Competitor Analysis<br />Problem and Opportunity<br />Marketing Objectives<br />Marketing Strategy<br />Marketing Tactics<br />Budget Plan<br />
  3. 3. Situational Analysis <br />Market Trends<br /><ul><li>More focus on Youths
  4. 4. Popular of trendy café
  5. 5. Wi-fi internet access
  6. 6. Creative location
  7. 7. Multi-branding
  8. 8. Cleanness environment </li></li></ul><li>Situational Analysis<br /> Potential Market<br /><ul><li>Raising demand in fast food market
  9. 9. Increasing numbers of single parent household.
  10. 10. Boutique restaurants development
  11. 11. Fast but high quality food </li></li></ul><li>Situational Analysis<br />Environmental<br />Factor<br />
  12. 12. Target Market<br />Age group 16 – 28 <br /><ul><li>High school students
  13. 13. Fresh graduate
  14. 14. University students
  15. 15. Trendy youngster
  16. 16. Limited time eaters in surrounding area</li></li></ul><li>Target Groups Distribution<br />
  17. 17. Mission Statment<br />To provide tasty food and drinks and add values on the youngster fast food dining experience through caring services<br />
  18. 18. positioning Statement<br /> For youngsters who need a place that is for them (trendy, well-equipped with online facilities, easy to get food and drinks which open hours are long). The new Jollibee is a lifestyle that is enjoying the moment. Unlike the usual red Jollibee, the quality customer experience does not only taste good food in a rush. <br />
  19. 19. Positioning<br />Quick service, affordable price, tasty food, innovative drinks and a comfortable place with free Wi-Fi accessibility and long operating time<br />The trendy place for youngster to gather together<br />
  20. 20. Unique Selling Point<br />The Only fast food restaurant provides trendy and cyber environment.<br />
  21. 21. CorporateObjective <br /> Product line<br /><ul><li>Diversified drinks and localized the menu</li></ul> Corporate goal<br /><ul><li>Penetrate the youngster market rapidly
  22. 22. Being environmental friendly
  23. 23. Corporate responsibilities</li></li></ul><li>CorporateObjective <br /> Internal Branding<br /><ul><li>Enable employees to learn, grow, achieve and contribute on their tasks </li></ul> Company Strategies<br /><ul><li>Fresh ingredients
  24. 24. Expand the choices of food and drinks
  25. 25. Seeking for sustainable growth opportunities</li></li></ul><li>CompetitorAnalysis<br />Competitor: McDonald, Bacotta & Burger Kings<br />
  26. 26. Opportunities<br />Multi-cultural Branding<br />Headquarter Backup<br />Adaptable eating trends in Spain<br />Co-operation with youth brand<br />New product launch <br />
  27. 27. Problems<br />
  28. 28. Marketing Objective<br /> Product<br /><ul><li>Change the concept of Jollibee from Family-oriented to a place for teenagers to gather
  29. 29. Launch new product every quarter </li></ul>Service<br /><ul><li>Provide the fastest and most consistent service- bring down the service time to 3 minutes
  30. 30. Create customer’s loyalty though service quality and efficiency</li></li></ul><li>Marketing Objective<br /> Place<br /><ul><li>Directly reach the targeted customers</li></ul> Price<br /><ul><li>Quickly penetrate into the Fast food market in short term
  31. 31. Guarantee the profitability in long run </li></ul> Promotion<br /><ul><li>Establish the new brand recognition
  32. 32. Develop a lead generation</li></li></ul><li>Marketing Strategy<br /> Place<br />Jollibee Restaurant-Las Ramblas, 20 -CarrerBiada, 7,Gracia Distinct <br />CanteenUniversity of Barcelona<br />
  33. 33. Marketing Strategy<br />Product<br />
  34. 34. Marketing Strategy<br /> Core Product<br /><ul><li>Furnishings of the Restaurant
  35. 35. Innovative Food in Spanish Style</li></li></ul><li>Marketing Strategy<br />Supporting Product<br /><ul><li>Recyclable Containers
  36. 36. Wi-Fi Internet Connection
  37. 37. Product Innovation </li></li></ul><li>Marketing Strategy<br /> Facilitating Product<br /><ul><li>Quality Service
  38. 38. Extended Opening Hours</li></li></ul><li>Marketing Strategy<br />Price<br /><ul><li> Product Bundle Pricing i.e. Menu
  39. 39. Competition Based Pricing
  40. 40. Price Adjustment - Discount based on time of purchase - Discriminatory Pricing</li></li></ul><li>E-Marketing<br />
  41. 41. Marketing Strategy<br />Promotional Tool<br /><ul><li>Advertisinge.g. Mobile Advertisement, Advertisement on Youth magazine
  42. 42. Sales Promotion
  43. 43. Public Relatione.g. Press release on Youth Magazine </li></li></ul><li>Distribution Channel<br /><ul><li> Telephone Delivery Service
  44. 44. Manufactured Product distributed to Convenience Stores </li></li></ul><li>Marketing Tactics<br /> Product<br /><ul><li> Portion of the Food
  45. 45. Large Variety of Product
  46. 46. Introduce Bonus Card</li></li></ul><li>Marketing Tactics<br /> Price<br /><ul><li>Market Penetration Pricing
  47. 47. Promotional Price</li></ul>i.e. 0.99 € for 5 different items<br /><ul><li>Discriminatory Pricing</li></ul>i.e. Discount Price for aged 16 -28 <br />5 items<br />0.99 € Each<br />
  48. 48. Marketing Tactics<br />
  49. 49. Marketing Tactics<br /> Promotion<br /><ul><li> Opening Ceremony
  50. 50. Sponsor the Local Youngster’s Event
  51. 51. Discount Advertisement on Official website and Facebook
  52. 52. Free tasting of Product
  53. 53. Press Release</li></li></ul><li>Investment <br />
  54. 54. Year1 budget forecast<br />